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Nonprofit Radio for October 20, 2017: Disaster Relief & Your Event Pipeline

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My Guests:

Gene Takagi: Disaster Relief

Gene Takagi

We kick off with Gene Takagi explaining how–but first, whether–your nonprofit can help disaster victims. You need a lot more than a big heart and a CrowdRise page. Gene is our legal contributor and principal of NEO, the Nonprofit & Exempt Organizations law group.

 

 

Pat Clemency: Your Event Pipeline

With Pat Clemency at Fundraising Day 2014

Get committed major donors from your events by making them transformational, not merely transactional. Pat Clemency has before-, during- and after-event ideas. She’s president and CEO of Make-A-Wish Metro New York and Western New York. You’ll learn lessons from Rochester and Buffalo. (Originally aired on October 24, 2014.)

 

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host oh, i’m glad you’re with me. I’d get slapped with a diagnosis of arjun. Oh sucks in ic acid urea if you wet me down with the idea that you missed today’s show disaster relief, we kick off with jean takagi explaining how but first weather you’re non-profit can help disaster victims we need you need a lot more than a big heart and a crowd. Rise page genes are legal contributor and the principle of neo the non-profit and exempt organizations law group and your event pipeline get committed major donors from your events by making them transformational, not merely transactional pat clemency has before, during and after event ideas she’s, president and ceo of make a wish metro new york and western new york you’ll get lessons from rochester and buffalo that originally aired on october twenty fourth. Twenty fourteen on tony’s take two i learned something from my mom’s death we’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dot m a slash pursuant also by wagner, sepa is guiding you beyond the numbers, wagner, sepa is dot com you’re not a business you’re non-profit apolo see accounting software designed for non-profits non-profit wizard dot com and tell us credit and debit card processors you’re passive revenue stream tony dot slash tony, tell us a genuine pleasure to welcome back jean takagi every time he’s on it’s a genuine pleasure. A real pleasure. He’s, the managing attorney of neo the non-profit and exempt organizations law group in san francisco, california he edits the wildly popular non-profit law blogged dot com and he’s the american bar association’s twenty sixteen outstanding non-profit lawyer he’s at g tak welcome back, jean takagi. Thanks, tony and my mind. Sincere condolences on your loss. Thank you. Thank you very much, jean. Thank you for that. Um, how you doing out there? What? What? So what? We’re in transition transition season whether what’s the weather been oh, actually, the weather’s been all smoky for you hasn’t it been? It has been and going right in line with today’s. Northern california fires weight got a little bit of rain yesterday really light, but it it helped, but we’ve seen you know more than two hundred forty thousand acres. Burns forty two death more than a billion dollars worth of insured losses so it’s really hit it pretty hard up here, and you’re getting impact hours away from from the sort of the where the most devastating fires are. Smoke and ash et cetera, right? Yeah, well, we’re not getting ashot here, although the particulates in the air have been a dangerous levels. So we’re encouraged teo, stay indoors for many of those days, but at least not visible. Ash in san francisco. No smoke, though. Yeah, that’s definitely feel the smoke and those with sensitive breathing issues. I’ve got to really be careful. So as you said, of course, right in line with our discussion, besides the devastation in the california fires, of course, houston, um, florida on dh not only natural disasters, of course. Las vegas shooting there’s ah, there’s. A lot of potential for non-profits teo do good work if they’re suited for it. Yeah, i mean that’s, that’s very true. And we’ve had a very tough year in terms of natural and man made. Don’t forget puerto rico. Yes, thank you very much. I i don’t want to make the mistake of puerto rico is part of our united states? Yes. Thank you for that. Thank you very much, jane. Yeah, and, you know, people want to do good things. And, you know, as he said, a lot of people want to give with their heart on dh people run charities, and those people also want to do something. So the question, you know, is like, well, what can we do and what’s the first question that we should be asking if we are in a non-profit were ceo are chief fund-raising perhaps or a boardmember well meaning boardmember what’s the first analysis we should weigh should we need to look to well, i think the first thing you have to do is you have to look at your mission because, you know, your mission dictates what you’re allowed to do. So if you have a purpose of raising funds to help homeless people in new york, all your donors have entrusted you with their money for that specific purpose. So even though the board and the employees might say, oh, my gosh, we’ve got to get relief out to puerto rico let’s, take the money that we raised in the past that we have. In reserve and dedicated towards puerto rico. While that might be a really admirable and understandable a desire, you’ve got to remember that you owe you own obligation to your donors who had given for homeless people in new york in that case. So checking out what your mission says, and he got a look at your articles of incorporation, our certificate of incorporation and by-laws how you’ve been marketing to your donors to figure that out? What kind of trouble might you get in with, say, the new york attorney general, if you’re a charity that ah, it does have the mission you described and nonetheless sends some relief money, teo puerto rico, or anywhere outside new york, right? I think you know, i think most regulators they’re going to be a little bit easy if you’re raising new money. Tio go outside of your mission that’s not what you’re supposed to do if it’s outside your mission, but i don’t think they’re going to come down hard on you for that, i think where they may come down hard is where one of your donors complain that their money was used for something that wasn’t intended, because that was not within your mission. So if they use existing money and it’s that that hurts what the organization is able to do in terms of furthering its current mission, that becomes the problem i see on dh. Yeah, it only takes one one upset donorsearch tio to write a letter or start an inquiry and you could end up in some trouble. Yeah, or drag it through the media, and then you get a bunch of upset donors, you know, you know, the mission was really something that they were connected with, which, you know, led them to make the donation in the first place. Um, if you let’s say your mission is brought enough that enables you to to send relief of some type teo outside your state way. Have i heard rumors about these things, like charity registration laws and such on other other operating rules that require you to be registered before you start working in another state? Yeah. I mean, that part of your area of expertise, teo. Healthy? Yeah. You’ve got to be careful if you can actually do programmatic work or have boots on the ground in the foreign state you may need to be qualified to operate there, so there may be some additional filings that you need to do again. If you’re you got a limited presence, nobody gets hurt. Nobody complains regulators within that foreign state are probably going to be happy to have your help in the event of a disaster, and probably the risk is going to be low. But what if somebody gets hurt? Yeah, that’s, that’s where you could get in big trouble and when you’re raising funds from a new area, so if you if you got boots on the ground in texas but you’re in new york or california charity and you’re not registered in texas, what if somebody starts to complain about why isn’t my money helping those? You know that i intended to give two? What are you doing with my money? And they start to complain to the attorney general in texas, that might be an issue if you don’t have a good explanation for why you haven’t registered in, perhaps it’ll be a slap on the wrist, and they’ll just tell you, teo, teo, register now and maybe give you a small penalty but if somebody complains loud enough and you you really haven’t been responsible with that money that that could get you into some big trouble. Understand? On dh, why and why take the chance you it’s just it’s. Just not the way to operate. It’s, time for a short break. Jean, please indulge me. We have a slightly different format. Now. Pursuant they’ll help you find your existing donors who are hiding in your file. The ones who are prime for upgrade how do you identify them? And deep in your relationships, they’re free. Webinar is find hidden gems lurking in your file aptly named it’s past eleven, or is over. So why am i talking about? Because it doesn’t matter if it’s over you watch the archive just like non-profit radio it’s the same thing, so it doesn’t matter that it’s past. You will find the archive at the non-profit radio listener landing page tony dot m a slash pursuing also they have a new content paper for you and that is twenty seventeen digital year end fund-raising field guide, which are the channels and advertising strategies that give you the highest return on investment. How can you tweak your year end campaign based on your donor expectations and what are the insider tips on digital fund-raising from some of the biggest non-profits i think you’ve heard me say big non-profit ideas for the other ninety five percent. Here you go. The weapons are in the paper or on the non-profit radio listener landing page. Tony dot, m a slash pursuing capital p now i want to get back to jean talking disaster relief. Thank you for that indulgence. Gene. Um, let’s, let’s continue. So i was just saying that you know, it’s, why? Why put yourself at risk? It’s just it’s not what you’re bored should be advocating it’s, not what you should be pursuing if if if you don’t belong there because there are alternatives, i think that’s absolutely treat, ernie, i think you know, not just in terms of the filing, but in terms of whether you have the infrastructure to actually do work over there and whether people donating to you in a foreign state is the best use of charitable money to get relief down into that state is another question you have to think about. So would it be better in certain cases for you say, hey support one of our, you know, charities that we’re friendly, whether we have a relationship with in texas, for example, for hurricane harvey relief, why don’t you give to the community foundation of houston? They’re they’re a great organization. They know you know what they’re doing, and if you have a pre existing relationship with that organization or you vetted them in the past, maybe it’s better to have your donors give directly to them rather than to you and for you to figure out howto fund-raising in texas? Yeah, andi let’s think through what you’re committing, teo again, the motivation is purely altruistic, but what you’re getting yourself into in terms of logistics, you know, if if you’re not on a lot of a lot of drives, i see are not for cash, but therefore things that people need clothing specifically and or maybe housewares and things. Now you’ve got this truckload of stuff, not near where the disaster is, you know, it’s not so easy to get truckloads into a disaster zone. I mean, think about you have to think about what you’re committing yourself to absolutely, and it may cost more to transport those non-cash in that foreign site, then it then the materials are worth, in which case the health is almost useless. You do have to be careful. I don’t want to completely discourage e-giving good like food and clothing. Sometimes that can be helpful. But if that’s really true, when you’re local to the disaster, you’re far away. Cash is so much better. Yeah, because of that logistic concern and all right, so you mentioned, you know, potentially partnering with a charity that that you’re familiar with and directing donations there. What about what about you, fund-raising would you be allowed to fundraise and then give all the cash? Let’s assume it is cash now because you’re distant to the to the charity? If if that’s not within your mission. No, i guess not. Then, right? Yeah. It’s. Not within your mission’s. Kind of the same thing again. The risk is probably low if it’s new money. So you know, if you have a broad enough mission or if you could see that there’s no geographic limitation in your mission. For example, if you’re like a humane society or s p c a. But you don’t say exactly that. We only help people who are for you. Know animal welfare in new york, perhaps then you can you can start a campaign to provide for support of for animal welfare in these disaster stricken regions. Um, and and you can do it through through grants a cz well, tony, so you can raise money from your own donors who are interested. As long as you’re very clear about why you’re raising that money and that it’s going to go to the to the disaster stricken area rather than been locally, you’re clear about that. Then you might find that that partner, charity or potential grantee with which to give that money to rather than try to start a new program, a relief program, it somewhere where you have nobody there. Okay, okay, um and there is ah, resource i’m aware of if you don’t have some kind of partner, really pre existing partner relationship. Charity navigator is very good about being proactive in the face of disasters. I get their emails and they’ll put up a page with charities that they have vetted and redid highly. That there is that our local to the disaster area. So that’s a that’s a method i mean it’s designed for individuals, but certainly a charity that wants to do this work and find a partner, and they don’t have one you could use the charity navigator resource is yeah, i mean, they’re they’re different ways to vet potential grantee charities and the more money you’re going to send, of course, the more vetting that you would be expected to do charity navigator can be a helpful resource is resource for charity’s looking for, for donating, for maximizing their effectiveness and efficiency, and hopefully avoiding any scam charity second about the sad thing is, whenever disaster hits, you get a number of scams that are out there that proclaim themselves to be true charities, and perhaps they even have five, twenty three status, but they may not really be doing the work that they’re doing. So you do really want to be careful, especially as a charity, you know, who should be the great example to its donors that you know howto that e-giving and ensuring that charitable funds are properly spend it. If you’re the bad example than have what donors trust, you know you you want to bet them very carefully. So do you think charity navigator is not? Sufficient for a charity vetting another charity correcting it depends upon, you know, upon all of the circumstances. So if if you’ve got a huge grant to make, then probably want to do a little bit more work than that. But if you’re you know, you’re going to give ten thousand dollars to hurt, you know, for hurricane released in charity navigator recommends community foundation there. I think you’re pretty safe. Okay, okay. Um, and you need to be careful in your in your materials if you are goingto be encouraging these gifts that you are targeting a charitable purpose. Ah, charitable class of people and not a subset or some certainly like a family or something. Yeah, and that gets really tricky because, you know, individually, you know, we may go. Oh, my gosh, i know somebody in puerto rico, and they could really use the help so i’d leave my charity to direct money towards maybe another charity in puerto rico. But maybe i’d actually like to direct my money straight to this family because they just got this really compelling case. Oh, and i put up an ad on my website looking for my donors in california. Uh, to give money to help this one family in puerto rico? Well, if the donors are making the gift and just using the charity as a conduit to get it to individuals specific individuals that are named, then that gift is not tax deductible. It’s not considered a charitable contribution, it’s as if they gave directly to the individuals that they’re trying to get their money. Teo and if the charity, all they do is act as a conduit and that’s that’s going to be problematic, and if the charity then give the donation receipt to the donor thing that your your your money is tax deduct deductible, despite you directing it towards individuals now i can get the charity in trouble so different ways to do that, but a lot a lot of people are getting that wrong where a lot of charities, they’re getting that wrong and have to be here. Yeah, right, so we’re talking about charities. I mean, if you as an individual have family in florida or puerto rico and you want to do something as an individual, then you know we’re not we’re not that’s, not what we’re talking about because you’re not. Claiming that the gift to you will be examined our deductible from federal income tax, right? So by all means you should you should support your family, members of your friends that are there that are hit by disaster and don’t want to discourage that at all, but if you’re trying to give to a charity and get a deduction for it, then then you’ve got to think about making sure that you’re not using the charity just to the condom. And charity has to make sure that it doesn’t allow itself to be used just to the conduit, although i should add that the charity might add examples of individuals that helped. I say we help all of you know, we’re helping all of these families, including be specific ones, make your donation and trust us to put it to bed. Yeah, well, that’s, you know, of course that’s just that’s very good storytelling and good marketing is toe personalize your your broader work t the individual level, right? We’re not talking about that. We’re not talking about your your what? Your marketing, but what you’re claiming we’re their money goes, is not to that family that you just highlighted in a you know, a very touching video. That’s that’s what? That’s. What we need to avoid, right? Okay, so since we’re talking about individuals, what about individuals raising money for a charity? Weii, we see some of that. We see a good amount of that. How does that work? Yeah. So that’s that’s always tricky. So a lot of charities don’t like it when individuals are starting to raise money for them because the individuals may say different things about the charities, some of which may not be true. Um, and the individuals maybe raising money that go to themselves first. And perhaps they’re going to give some or all of it to the charity. Charity has no control of that if the money is going to the individual’s first, uh, also, the donors who gave to that individual won’t get a charitable deduction for giving to just another person and not giving directly to the charity. So it becomes if it’s done informally like that. Like you just all give money to this one person and this person, then you know, who’s promising to give it to charity actually does give it to charity. Well, that person gets a deduction, but all the other people that donate it to that one individual don’t get it right. And that person gets a deduction for all the money that was given to him or her because those were a gift, right? Because those were gifts to an individual and that lets you use may. So i collected ten thousand dollars in gift those were those were just personal gift from person to person on dh if they go over the gift threshold and they may have to pay, then people have to pay a tax, but we’re not going that high, so let’s, say, an aggregate from, you know, fifty friends. I collect ten thousand dollars, i think. Give that to a charity, aiken aiken claim a ten thousand dollar charitable income tax deduction, assuming i meet other limitations and, you know, exempt things like that, but generally, i could claim that deduction for the whole amount. Yeah, you might be able to the charity may not know that you’ve collected it from other individuals. They just hey, we got a ten thousand dollar gift receipt for ten thousand dollars. Thank you very much. Um, on the other hand, you know, the friends that gave the money to you if they hear about this, and especially if he didn’t give all ten thousand dollars right charity? But you said well, and i had three thousand dollars worth of travel costs in my time we had overhead, right? Right, yet that’s going to upset a lot of people that’s the wrong way to do it, but there is a right way to do it. So so if the charity authorizes an individual and you know, the charities will naturally authorize own employees to fundraise on behalf of the that the the organization through, you know, the organizational means, like the website and fund-raising events and all of that, if their sanctions but, you know, they could make unauthorized volunteers to fund-raising a swell and boardmember zehr often fund-raising on behalf of their charities, you know, as individuals who are authorized to do so? Sure, but they’re not collecting the money directly themselves or if they’re taking a check, they’re immediately giving it over to the charity, and the check is going to list the charity’s name on it? Yes, right? Okay, okay. Let’s. See where? What about what about helping businesses can can a charity fund-raising help businesses that air devastated by a disaster? Yeah, it’s a good question, because some people go, can i make a grant to a for profit organization that kind of kind of strange but charity’s can engage in grantmaking or, you know, providing assistance to businesses in different situations, and this plays out a lot in disasters in the event of a disaster. So if the business owners are it’s a small business, a mom and pop store in the mom pop are are needy and distress as a result of the disaster. After that, business might be their lifeline, and providing assistance to the business in that case might be fine. It also might be finding a broader sense if the community was deteriorated as a result of a disaster. So investing in economic development and combating community deterioration and blight, that’s all charitable purpose. So as long as again it’s within your mission to be able to give such support, you could do that also lessening the burdens of governments of the government says this is something that you know is public works we need toe, give back and develop our small business community here. That got terribly hit by the disaster. If the government is doing it, probably used tenants. Okay. Would that include infrastructure repair, too? Yeah, it would. Okay, so all sorts of things that you could do, you can you can help building costs, rebuilding cost. The one thing is, you know when to stop when that bible that’s probably the time with charitable. Okay, right. We don’t need to be buying partnership shares in the private in the privately held company. Okay, we’re buying in. We’re going to go. We’re going to become general managers of the llc. Alright. That’s beyond the pale. Okay, hyre now, there was something pretty high profile talk about individuals. I know you. I think you know, i don’t know much about sports but this there’s a guy named j j watts and he plays one of the sports balls. Hey, does something in in sports hey raised thirty seven million dollars for orm. Or maybe you think it’s still being counted for harvey relief in houston through his foundation. But there’s a lesson there that you want to talk about? Yes. What is? Football player with a very, very popular what? I called him what’s i’m sorry. Does your watts restaurant? I don’t even know whatever he plays baseball with j j watt. Pardon me, mister. What? Okay. Pit so and very compelling figure. And he made an appeal after hurricane harvey to collect money raised money for relief in houston. And, you know, at first, you know, his ambitions were very small. I think it was even less than a million dollars that he was hoping to collect to give back, and he has a foundation. So a fiver onesie three foundation that he runs, and they i think they’re really focused in on sports programs for children. But he heard about that, you know? Well, didn’t hear hear, just hear about it, but he, you know, he was in houston, so he was just well aware of the hurricane in the immense damage that it has done, so he wanted to make a difference. So he went on to a crowd funding site called you caring. Uh, and he wanted to raise money. So my wilson here is he did, you know, top thirty seven million dollars, and i think he stopped the campaign right now, but this is a foundation that was very small, it and i applied his efforts and believe me, you know, he probably raised by that otherwise might not have been raised. So for that that’s fantastic. On the other hand, i don’t know that his foundation really had the infrastructure and was prepared to do relief work in all of the sudden they have thirty seven million dollars, they don’t know how much staff they had don’t know how much expertise they had in this area. So there you know, there’s, some criticism, and i think disaster relief. Oh, and charities are likely to face criticism right away because getting aid to the individuals is very difficult to do and having a plan to do it. It is tough, it’s hard just to give to anybody who puts their hand out and although you want to that’s not the responsible way to do it, so they’ve got to come up with a plan if they’ve never done it before it’s going to take more time for the plan. So i think the lesson there is just in terms of figuring out again, as we said. Before, if you’re a foreign charity coming in, if this isn’t the work that you do you want to think about, you know what the best way to make use of that money is? Perhaps, if you, you know, i had been the figurehead for a campaign by the community foundation, or he decided to give, you know, the money he raised to the community foundation that’s actively involved with multiple non-profits on the ground, working with smaller communities in that area that could get the money to the people who needed it the most, or or you know, the the need to address the needs right away might have been more efficient. So i think that’s the one without wanting teo, criticize the foundation itself, and j j watt, you know, participation in doing tremendous work, it would be great to see the money just really effectively and efficiently used and not for building brand new infrastructures in a brand new area of charity that an organization has never done before. And i want to credit eugene with something that you alerted me to in las vegas. The clark county commission chair was raising money, and he was not. Clear where the money was going until you jean takagi i asked about it and then and then he became transparent, so unfortunately have to leave it there. But credit, credit hat’s off to you, jean, for in increasing transparency and fund-raising we’ve talked about it so many, many times. Congratulations for that. Okay, what? I’m not sure packing climb full credit, but i’m glad that that they responded alright. Small victories jean takagi he’s, our legal contributor managing attorney of neo check him out at non-profit law blogged dot com and at g tak thank you for so much, gene. Thanks, tony. My best. Thank you, pat. Clemency and your event pipeline coming up first, wagner, cps there’s so much more than just cps way beyond lots of added value, they do go way beyond the numbers. They’re true to their tagline, major gift, best practices and common mistakes. It’s, one of their archived webinars, covers five best practices and five common stakes equally balanced. See how they do that it’s like a balance it’s like thea it’s, like the assets have to equal liability snusz owners equity it, see how balances five and five but then they add the single most important thing you can do to have a more successful major gift program, so if you’re thinking you’d like to beef up your major e-giving program or benchmark against others, get some outside perspective, perhaps on your fund-raising never hurts to have ah, fresh set of eyes and and ideas lofting over what you’re already doing. No need to sign up. No need to register it’s archived. Watch it right now, it’s the major gifts webinar and it is that wagner cps dot com click resource is than webinars to browse everything, everything else that they have ah quick resource is and then you see the full collection there blawg other webinars and those guides that you’ve heard me talk about world. The templates and sample policies are that’s all under guides, so check out wagner cps dot com resource is and then go to town apolo software you’re non-profit but what kind of accounting software using using software made for business and i never gave this a moments thought never inside my ken i liketo work that word, kenan whenever i can into ah, until conversations it was never within my cannon just like that word. Can um, but when apple is became a sponsor, it seems to make some sense you need accounting software that is made for non-profits that’s what you are and his age of niche software, and help us a knish knish and i’m not comfort with can i like a lot niche it’s a little affected? Try to stay away from that in this age of niche software, you deserve it. So whether using quickbooks or terrible cash or one of microsoft products or sapi whatever super duper whiz bang books, whatever you’re using, those are for business except the well. The super duper whiz bang books is not for business, but if it did, if there was such a thing as a super whiz bang books, super duper was bank books than merely about duper. Then that would be for business. But you’re non-profit so take a look at apple owes accounting it’s accounting software designed for non-profits and to find them you go to non-profit wizard dot com now time for tony’s take two i did a video on something that i learned so far from my mom’s death earlier this month. The importance of end of life planning my family is so good, and i am all of us or so grateful that she died quietly in a hospice very soothing pastoral place. I’ll shout it out, vilma re claire in saddle brook, new jersey, where they do comfort care and they understand managing management of pain. It’s on twenty five acres and there’s trees and the rooms are beautiful and not sterile like a hospital, which is not to put down hospitals but totally different missions on dh no alarms, chai ming and beeping and people scurrying in the hallway. Not like that at all. So ah, hospice hospice planning. I’m encouraging you to give thought to your own or your family members end of life planning it’s just it’s it’s got new importance for me, and i could see the value of it for my mom, for our family to mean hospices for the support of the family, just a cz much as the patient, so end of life planning. Take a look at the video it’s at tony martignetti dot com i’m sure there’s a lot more than i have to learn about my mom’s death that this is what i’ve got so far that was tony take two let’s, take a look at the live listener love where’s it going out is going out to ann arbor, michigan, woodbridge, new jersey and woodbridge. I gotta compliment you, woodbridge. You’ve been very loyal. Uras loyal is seoul, south korea, so woodbridge special listener love live listen, i’m about to you. Tampa, florida, staten island, new york, delmar, new york. Oakland, california. Los angeles, california, california. Of course our thoughts while los angeles in the south, but oakland near the devastation, as gene and i were talking about live love to all those locations and live listeners. Let’s, go abroad to germany, we can’t see your city, but gooden dog nonetheless federal, argentina, hanoi, vietnam vietnam has been occasional, but not too much glad you’re with us. Hanoi thank you, live love to you, seoul, south korea, on your haserot comes a ham nida and san pedro, san pedro, costa rica i might know some people in some pedro i know some people in costa rica. I wonder if that could be sheri and ah, shari and gary. Live love to san pedro, costa rica affiliate affections. I feel like going out of sequence. So what? You gonna beat me up for it so grateful. Lots of affections to our affiliate am and fm listeners. I’m so glad you’re with us and the podcast pleasantries to the over twelve thousand so glad that you are with us the bulk of our listening audience. Thank you, podcast listeners pleasantries to you. Here is pet clemency with your event pipeline welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen we are in times square, new york city at the marriott marquis hotel. With me now is pat clemency. Her seminar topic is the event pipeline turning event guests into major donors. Pat is president and ceo of make a wish metro new york and western new york kayman c welcome to the show. Thanks, tony. Pleasure to have you you have a pretty desperate territory new york city and western new york it’s an interesting territory, but i think it really is empowering in the sense you get a chance to say all sorts of markets in which you can raise money and it’s really the opportunity to understand how donors react in their markets. And and you know what? The universe was they? Won’t want to make a difference and how far west does western new york go in your we cover the major cities of buffalo and rochester seventeen counties it’s just go over to buffalo. It does. Okay, so we don’t have the middle of the state, but we have a new york city in nassau county and then seventeen states counties upstate. What do you see that non-profits are not quite getting right around events and transitioning donors from events. Well, i think, you know, we all start with special events. I mean, there’s, no question about it, i think it is the recognition that there is a discipline that can make those events were quarter and smarter and are part of a major gifts strategy if we see it as an event that we efficiently come into and go out of without seeing its capacity to build a pipeline of donors for other kinds of fund-raising particularly major gifts, i don’t think we make it a lot of candy, so today we really talk to have great dialogue around the issue about some of the things that we can do to make a special event three distinct parts it matters deeply what we do before going into the event, we’ll talk a lot about planet, but planning in a different way, that really makes us understand who is coming, who are the prospects the day of the event? How do we really connect the donor’s? Not just with the event, but with the mission and how they can make a specific difference and how we then engaged him in the journey, not with the event, but with the organization over time. It’s really the third ingredient in and so it really is very helpful to think about it as more than simply even itself. I’m gonna ask you to talk even closer to the mike because we have now we have the background noise because lunch lunch is over, so stay nice and close. We don’t pick up too much outside background noise. Well, let’s start with the natural place of planning. What? What should be redoing as we’re planning the event to be planning transitioning hyre attendees to teo to our donor ranked i think wolber too often we start berkeley just a rather than the strategy. What are we trying to do? And who are we trying? To attract and we also need to cast a wider net if you think of the donor pyramid. I mean, we’re looking at our past event guests and hoping people who will be new to the event will also come, but we’re not looking for the clues that people give us. And so we found there was great opportunity looking at direct male donors give one hundred dollars more, and when we did some wealth screening, we found out they gave us one hundred dollars, not because that was their capacity, but we had a box and they checked it and they gave us one hundred dollars, but we understood it. When we looked at it, they had so much more capacity, but we never got around to asking them. So looking a little bit more broadly and thinking about the strategy of engagement, we basically said, if you look at an event just as a single time, we’re going to invite him again next year. But if we look at the event and over late, a lot of the major gift strategies we have the ability to change the whole dynamic, your royalty won’t be that the event it could be that the institution and would be a longer term engagement if we get that right in the planning stage. That’s what we want, right? We don’t want just coming up year after year, and does this include people who come? They may only come one time because there connected with the honoree or just a friend of the organization brought them way convert those kinds of people. Well, you know, it’s very interesting we learn a lot from our buffalo rochester offices because they have a very different evergreen strategy. Honorees are looked at differently than we look at them in new york city, and they are on it for body of work. So as a result, most of their strategy is thinking about how do you get the same donors to renew at higher levels each and every year? So now we’re beginning to implement that, saying, regardless of the honoree, how do we get more of our sponsors to renew? And then for those one time donors who come because of a gala honoring, we need to do some more screening and think about who else in our boards within the make-a-wish family knows them, so that the relationship can transition to the organization, not simply around the honoree. What else can we learn from rochester and buffalo? Well, you know what i think it is? The universal is people want to make a difference, and we just have to make sure that we’re not leading with what we need. But we understand that the first conversation is the donor’s needs, and the donor wants to be able to make a difference how our job is to take them on the journey by showing them how treating them like an investor. And that is a really key difference. Very often we ask for what we need, and we never think from the donor perspective, what about the organization will really resonate with them for the long haul? Do you really feel that upstate or western new york is better than downstate new york at this? No, no, i mean, they they’re scale is very different than ours. I mean, it’s, a smaller scale. But we i think the best thing about fund-raising is if we are open to understand the best practices exist everywhere they learnt from us. We learn from them and i think it’s. Fine, but i think the interesting thing is in every market, if you begin to institute this practice of looking at a bent donors not just as jonas sporting event on an annual basis but really, truly look at it as a pipeline wei have seen donors seventeen hundred dollars to ten million dollars or from our five thousand dollars to five hundred thousand dollars. It isn’t a journey overnight, but the fact of the matter is some of our very largest major gift owners. Their entry point was at an event it was how we dealt with that that made all the difference as to whether or not that became a continued transaction. We sell a ticket, you come to our event or if it really became a transformational relationship with the mission of the organization, are there other specific things that we should be doing in our planning? Aside from the concept of the lifetime donor, the longer term relationship? Are there things specific to a no to the invitations? Who invites them? How they’re invited before the event? What else should we be doing specifically? Well, we began talking about if we were to really make this part of our major gifts strategy, what are the shifts that we need to make? And when you think about it, our invitation is to an event we needed teo even change the messaging we’re not just inviting you to invent. We’re inviting you to share and join in this extraordinary mission and that’s very subtle, but it’s a very big difference. And so we even change the fact that when you come to a gala is a perfect example. Think about how we spend the first hour at cocktails just kind of wandering around. Instead, registration is outside, so the minute you enter the doors, you are coming in and part of a community of like minded people who believe that this is some of the most important work we can do for kids. And you are meeting wish families and volunteers on board members course searching you out as a guest that evening, in that first hour becomes a really important message about we welcome your involvement in this remarkable work. How do we convey that message in our cocktail hour? Well, it’s really about storytelling and changing? Who tells the story? So if you think about it very often at a gallop, whether it is during the cocktail hour, it’s during the main speeches of the night, putting up the ceo, they’re putting up the board chair. We’re talking about the past. We’re actually talking about statistics and how much money we raised in our case, somebody wishes granted when we change the dynamic of who the storyteller wrists really should be the people who experienced the mission first hand and as we tell the story through their eyes, it says to a donor here’s exactly what your donation would do here’s exactly how it makes a difference in that moment for a lifetime that’s a very different relationship from the beginning of the point where that donor enters the gala, if we’re going to focus on storytelling at our events and it might be a very big one memory big gala or might just be a smaller could be anything smaller, gathering, maybe even a meeting. Absolutely we need thio sounds like have a very consistent message that the leadership is conveying that trickles down to all the employees and then also the board is conveying right when we need to have consistency and messaging well. You don’t have consistency in a couple of things. I think you have to have consistency and messaging for sure, but you also have to build a culture where the board and the staff are engaged in thinking about who’s there, you know, there’s, not a throwaway seat in any event, and when you think that it matters most, there is a greater level of engaging on the part of the board in the staff pretty work that gets done who’s at those tables who should we know how we welcome them? What would be important to them? And it allows boards to be successful? You know, something tells me you’re from boardmember i’ve given you every contact i have there’s, nobody else i can approach hold this empowers boards to reach out to other people that the organization knows and be champions at night for the cost. So there are signs that we’re assigning people, too, to meet specific people during the evening during the event absolutely and beyond that, you’re the eyes and ears. Every single person has a role, kind of just surveying the room and learning what what they’re hearing that night and reporting it back. So, justus, we schedule an event on a day before that event takes place. We also have the debrief date by which boardmember volunteer staff get together. What did you hear? What did we learn? In very often? One piece of information about somebody was in the room is magnified. Then buy another piece of information and out of that then becomes thought. Okay, the event is over, but it’s only really big beginning in terms of engaging that donor long term now in the life of the organization and so part of the debrief is what’s next. What are some of the opportunities? And you’re right, we have to be on the same page. If someone were to say to us post event, i’d love to be involved how you have to be able to convey what the options are many and there’s not going to be one that works for everybody. But everybody needs to know here some of the ways that you could be involved in an ongoing basis. So we’ve transitioned from beginning the planning stage two day off now, or we’re at our event. What else? A little bit there. Sorry, that was allowed. What? Else should we be thinking about oh are executed the day of to create this transition? Well, i think the other thing that you could do very, very well is start with the strategy what’s the message that you’re trying to convey that should be the threat of connection to everything that’s being done that night and for us was really talking about the ripple effect of wishes in the ripple effect of wishes is a moment in time, yes, but it also has a lifelong impact. So one of our speakers was a thirty five year old executive with a wall street firm. He was a wish child seventeen years ago, and so the impact or him wass it had a ripple effect through his life. The life of his brother, who they really had a hard time when he was diagnosed with cancer. As the family would tell you, everybody’s diagnosed cancer, you know, said everybody has cancer feels like and so the threat of connection of his wish was in that mama with his brother. But it was also over his life he became a wish raining volunteer helping others but imagine his role now explaining to people in his way that this investment that you will make tonight in support of this event, hasn’t it has an impact come on the future generation of kids who are just like me, that’s a that’s amazing way to tell the story. So the first part is what we’re trying to do. We’re trying to show the ripple effect over time, cross families in communities, and so all of those voices were part of the program that once that strategy is that you can always worry about the logistics next, but you’ve got to get that piece of it and too often in event planning for the night of we think about the logistics, but we haven’t really thought about the strategy and that that’s, what we lead with and that story telling is is just a one part of it. Next is if you’ve told the story, then you’ve gotta provide a tangible way for people to make a difference, and so we don’t. We do a lot of fund-raising at night, but its not around an auction for things. We had one great item this year, and the rest is all about an auction to allow people. To sponsor wishes and that’s the meaning of it. You go from the programme which told the story from the perspective of families who have experienced it and then give people the opportunity to share in joining the mission by sponsoring future wish it was incredible to watch the little store ones, and some don’t respond to the wish. A season for wishes any or twenty five thousand dollars donation in the room, about an individual wish, right down to a thousand dollars and watching the room right up every time somebody was part of the community that was making a difference was really an extraordinary thing. It allowed people to know that this was a really special thing, that in this time in place, we’re all making a difference. We got to take a break, tell us credit card and payment processing. How about a passive residual revenue stream that pays you each month? You can check out, tell us payment processing, because that’s, what this is going to mean for you as one of their partner non-profits, you will get fifty percent of every dollar telling skits, half of what they earn from the businesses that you refer. Goes to you and they have this incredible offer that is only for non-profit radio listeners you refer business, they’re going to look at tell us, is going to look over their processing fees and determine whether they can save the business money if they can. Then of course, that business hopefully we’ll sign up with tell us, because that’ll mean a revenue stream for you. But of course, you know that’s up to the business. If tellers can’t save them money, you get two hundred fifty dollars, tell us cannot help them by saving them fees they’re going to tell us is going to give you two hundred fifty dollars. So who is this apply to think about businesses that you’re boardmember zone local merchants that maybe the local dry cleaner or maybe a car dealership or it could be a target store? Whoever it is, local merchants supporting your work? Um, restaurants, dealerships, maybe i mentioned car dealerships of storefronts any kind? Independent artists, your family members, anybody that takes credit card payments. If tell us can’t save them money, you’ll get two hundred fifty dollars, and again, if they sign up with tell us, you get half the revenue each month that’s the continuing residual revenue stream. Check out tony dot, m a slash tony tell us that’s the only place where you going to find this two hundred fifty dollars offer now, let’s, go back to pat clemency. I’m going to ask a little just sort of a digression just about the logistics of that that auction for wishes. Did you have people predetermined that would that would be bidding on on any of the any of those auctions and those wish auctions way we thought about was, how could we make it? And i don’t mean to suggest the whole thing’s really know. Not only did you have one or two people who you knew would get the ball rolling, they were all legitimate that’s we wouldn’t do that, but but there’s a couple things that we were able to do before tony. So three board members came forward and said for new donors who never made a donation before to make a wish, the ability to come and make a difference for a child that’s a pretty important thing. But how much more would they feel the impact of that initial donation if we came up with a challenge match, so three of our board members got together and one hundred and seventy five thousand dollars was put up in advance. They pledge this and they would match donations of two hundred seventy five thousand, so that was a huge thing. We also knew from a couple of donors at the wish auction for somebody who couldn’t be at the gala, they were out of town was still a way to participate, so for people who weren’t there and want to participate that’s part of our culture now you always have this opportunity give even if you can’t be there. So we knew a handful of dahna they do it’s what you do for the ones who couldn’t be there, so they have already pledged it, and they made that commitment right before, and so we let people know that we were able to do that. Those two things are done in advance. We know that if if people know that the donation they make is going to be doubled there’s a likelihood that they’re going to give a little bit more on dh, then the other one to find a way to let donors who just can’t not be there that night. How else could we participate when it’s about wishes anybody can participate? And i think that helped a cz well, so that’s kind of the two things we know going into the night come and way announced to the audience and then the third part of our trilogy stories after the event, what do we need to be now? Follow-up should be planned during planning, right way we should be thinking about what our follow-up is gonna be while we’re doing the advance planning it is, but we’re hearing a lot that night, and you’re understanding what the individual journey might be for donorsearch we can talk about own overall strategy were also listening to the donors needs as well, and that we hear that that night so that’s that’s an important thing. But, you know, i i think there’s a couple of great examples, our ten million dollars donor started out as a seventeen hundred dollars, went on. He bought tickets to a mets game where they were doing a benefit for make a wish and to see the journey after some of the events, it was where he got to the traditional stage was when he was able to make a difference for the individual wish kids. So he began to grant wishes and then began to think, well, if i could grant a wish, i wonder if i could do more. Then he began to grant a wish a month for five years. Sixty kids, when you think about that and that his attitude wass but i could inspire others by this, and i have to lead by example. So in his office building, he took down some of his paintings and put up something that we have designed, which was simply a tree, acknowledging those wishes that have been granted so simple. First name of a child and a wish. And when you came up into his lobby, you immediately saw that this was somebody who was champion the cost. So he then, as he got closer after after having been an event donor now he’s making a difference for children. And so when it became time to start thinking about the next generation wish children, you know, in two thousand thirteen, we were thirty years old and we had grand on ten thousand wish and we had a big bowl dream for the future. We want to grant the next ten thousand wishes because we understood now importance and impact. I want to grant those ten thousand wishes in a decade. Well, how do you sell somebody on a big, bold dream? Will you go to your best investors in the cause? And he said, well, i like to give you a down payment on the future. And that became the largest individual gift in the history of make-a-wish worldwide from an individual. And think about that for the for the future of this organization. You know, here was somebody who went from seventeen hundred dollars, two. Ten million. But it was never about ten million dollars for hemos about the ability to change ten thousand lives. So you think we moved from transaction? You know, i give you tickets to this event because you gave me a donation moved to the transitional stage where we could say thank you for making a difference for that child to the transformational stage would thank you for making a difference for the future of the mission that’s where the journey goes if we take our special event and understand that each of those stages the preplanning the night of and what happens after are all distinct but equally important segments that can help that donor journey. Okay, we still have a couple of minutes left. Anything you want, teo. Hopefully you do have something you want to share that we haven’t said yet. Well, i think, you know, one of the things that i was really struck by wei had our gala on june twelfth this year, and there was a couple who had come forward and they were security. They secure the honore, and they were great in helping support the fund-raising around ten. And as they thought about sending a letter out two people to solicit funds from business colleagues and family and friends, i learn a lot when you see the letters say, right? And this one just simply said we got involved with make a wish because we learned about Micah 6 year old who want to be a ballerina. We stayed involved because over the years, we’ve seen hundreds and thousands of kids whose lives have been forever changed, and what i realized was here was a couple who came to an event. Was a cultivation event just to learn about make-a-wish and they heard that story and that stayed with them, and now we have an event for which they were such an incredible catalyst as a couple raised one point, six million dollars the fund-raising they did was extraordinary, they’ve been doubted wishing for security, and yet they never lost sight of the fact that it was at an event that was learning about that one child that touch them and made them want to do more. I don’t think i really understood that power of their motivation until that moment, but what i did but, you know, that’s, the discipline that we need to put in place, that’s the story telling you a story telling all the way in which we don’t look at this as a transaction it’s so much more an event can be so much more and could be such a powerful part about how we welcome donors into the extraordinary missions that we all support gonna leave it there. Ok, tony, thank you. My pleasure, pat clemency. She is president and ceo of make a wish metro new york and western new york and thank you. For bringing lessons from rochester and buffalo. Thank you, my pleasure or listening to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen. Thank you so much for being with us next week. I may do sexual harassment in non-profits may check that out. Spend some time with that. If you missed any part of today’s show, i’d be seat. You find it on tony martignetti dot com were sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled pursuant dot com wagener cps guiding you beyond the numbers wagner, sepa is dot com appaloosa counting software designed for non-profits non-profit wizard dot com and tell us credit and debit card processors you’re passive revenue stream tony dahna may slash tony tell us our creative producers claire meyerhoff sam liebowitz is the line producer shows social media is by susan chavez, and our music is by scott stein you with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s, the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a, m or p m so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe add an email address their card. It was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were and and no two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for February 26, 2016: Communicate With Your Communicators & Your Event Pipeline

Big Nonprofit Ideas for the Other 95%

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Kivi Leroux Miller: Communicate with Your Communicators

Kivi Leroux Miller

Kivi Leroux Miller has tips from her 2016 Nonprofit Communications Trends Report, on how to work effectively with your communications team. She’s the founder of NonprofitMarketingGuide.com and an award-winning author.

 

Pat Clemency: Your Event Pipeline

With Pat Clemency at Fundraising Day 2014

Get committed major donors from your events by making them transformational, not merely transactional. Pat Clemency has before-, during- and after-event ideas. She’s president and CEO of Make-A-Wish Metro New York and Western New York. Learn lessons from Rochester and Buffalo. (Originally broadcast on October 24, 2014.)


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host oh, i’m glad you’re with me, i’d suffer aniko maiko, sis, if you touched me with the idea that you missed today’s show, communicate with your communicators. Kivi larue miller has tips from her twenty sixteen non-profit communications trends report on how to work effectively with your communications team. She’s, the founder of non-profit marketing guide, dot com and an award winning author, and the event pipeline get committed major donors from your events by making them transformational, not merely transactional. Pat clemency has before, during and after event ideas. She’s, president and ceo of make a wish metro new york and western new york khun learn lessons from rochester and buffalo and that’s from non-profit radio on october twenty fourth. Twenty fourteen on tony’s take two thank you. We’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com also by crowdster online and mobile fund-raising software for non-profits now with apple pay mobile donation feature crowdster dot com i’m very glad, very pleased, very thrilled to welcome kivi. Larue miller to the show she’s the founder of non-profit marketing guy dot com and author of the books the non-profit marketing guide high impact, low cost ways to build support for your good cause and content marketing for non-profits she’s also a certified executive coach. You’ll find her on twitter at kitty l m welcome to the lm hi, tony. How are you today? Terrific. Welcome. Welcome to non-profit radio. Thank you. Tell me about this report that i believe is in its sixth year. Your non-profit communications trends report. How did this come about? Well, you know, there’s a lot that data out there about non-profit management in general and a fair number of reports about development staff. But no one was really looking at communications directors, and those are our primary interest. So we started it. So communications director’s kind of ah, like, like, step children. I mean, there had been a get for gotten sometimes. Well, you know, i think in some of our darker moment, maybe we define it that way. But what i really think is happening is that it’s, a relatively new profession and, you know, ten years ago, communications director, pretty much. Handled pr and maybe some print work. And that was pretty much it now. Of course, things have changed a lot. And so the job is much more complicated, and people are recognizing they need to actually staff it with professionals who are dedicated communications skills in developing their skills. Okay, so young professional. Okay. All right. That’s. Interesting. Because we’ve been communicating for well, as long as we’ve been been been walking, where did radio communications used to fall before we had communications and marketing directors? You know, i think that our people handled it, uh, or you might have had someone who did event marketing and pr. It was often times the executive director’s job or within the fund-raising department, but i think the job has become so big now primarily because of that that really didn’t demand its own staff. Yeah, of course. I’m good. Yeah. I’m just wondering where it used to be. Because, uh, before we had a communications director. Okay, um, what’s the, uh, what’s the background of the report. How do you how do you gather the data from how many people and stuff? Hey! Sametz this year, it was about six hundred. I’d say about forty percent of those people identify themselves with communications staff. Another twenty percent is development staff on another twenty percent as executive directors with a few others. Okay, um, you’re cutting out a little bit heavy. We’ll keep trying it, but we might have to have you call back. We’ll see. Okay, yeah, it’s not, i don’t think. Is anything you’re doing? I think it may just be the nature of digital communications will just just say okay, well, i could try a different line if you need me to. Okay? We’ll see. We’ll see how we do now. You have this broken down very nicely. You have your your four d’s for effectively working with the communications team for the executive director to work nice and effective with the communications team. Um, we will dedicate and define and delegate and discuss. This is all very ysl communicated. Very well. I hope your hope, you know that. Thank you. Yeah. It’s all very it’s laid out very nicely. That’s the report is just very pretty, too. Um, it seems like this is all just, like, falling into just being the executive director being committed to the communications work, i think that’s, right? And, you know, the other thing i would say is that somebody has to make some choices because there are so many different ways to communicate. Now somebody has to get this about what’s going to be the most effective way to communicate with the community based on your gold you’re trying to achieve and unfortunately, in a lot of non-profits people are not really making the decisions, they really are trying to do it all and so that produces a lot of frustration on the part of communications staff, and a lot of our guidance is tio executive directors to either say, hey, you need to make a decision or you need to delegate, then let your communications have to make a decision, but you can’t do everything. Yeah, ok, let’s, let’s, dive into some of your ideas that i mean, there are many more than then we can cover, but we’ll make sure we know well, why don’t we do it now? How can people get get this report very easy? You can go to non-profit marketing died. Dot com slash twenty sixteen and download them with report there. Okay, excellent, if i remember or if you remind me will say that again at the end too, but also because in a lot more to it than the section we’re going to cover. But i’d like to cover this working effectively between executive directors and the communications team. You like to see the communications director on the senior management team? Yes. So many decisions are made early in the program development. Say you’re starting a new program and then all the sudden the communications director it us to market that program. All right, i’ll tell you what, give e um okay. Giv e way lost you there. So would you would you try back on? I don’t know if there’s a different line you can call back on. We’re going to go out early for our break. And, um, when we come back, you’ll be back. And, uh, the number that we need you to call is, uh oh. We want you to call. Uh, you gotta hope you could take this down to one two, seven to one eight. One, eight, zero, two, one, two, seven to one eight. One eight zero we’ll go. Out for a break, we’ll have kitty right back. Stay with us, you’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy. Fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti, dot com that’s t i g e n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Welcome back to big non-profit ideas for the other ninety five percent e-giving sounds clearer now give you they’re right, i am okay, that that’s okay, i don’t think it’s your fault at all. Let’s, go let’s, go back to this idea that the communications director should be on the senior management team. Why is that right? They should be on the scene or senior management team because they need to be involved earlier in strategic conversations about fund-raising decisions and programming decisions lots of times, their routes to market something at the very end and little changes that could have happened earlier in the program would make a big difference in the result, but because they’re just sort of handed this finished product it’s often hard sometimes for them to do is get a job everyone would like, okay, and even just even just simple preparation, right? So they can prepare the team? Absolutely, absolutely. And, you know, most people don’t realize how long things take it’s like, oh, put up a new website for, you know, get a bunch of brochures printed. These things take time, especially when you have to work with other professionals buy-in graphic designers. Or editors. And so, you know, people that have never done that kind of work before don’t have an appreciation for just how long it really takes to get it done, right? Yeah, what what what do you feel about when you see a communications marketing directors reporting to the director of development or the or the vice prime? It doesn’t have to be just director, but the vice president development or, you know, the chief fundraiser, i guess that’s not what you want to see well, and we actually don’t see that all that often the most common organisational formats we see are either and integrated communications and development team where they’re already reporting to one senior manager, which i think is the best approach for you sometimes also see the more traditional kind of siloed teams where you have the communications people over here on the development people over there, and they have different bosses but there, more or less at the same level within the organization. Ah, either way, you want people to have access to the decision makers, to be able to move very quickly on decisions because so much of good communications needs to be nimble. And so you don’t want to just bury your communications director away and never talked to her. Which, unfortunately, is what happens a lot. Okay, well, that’s, why that’s? Why? I like this section of the report. Because it ah, hopefully will spark conversations between the executive director and the communications director or communications team. You know, maybe, you know, get some things. Start getting talked about that. It just kind of simmering and nobody’s really having a discussion about these issues school. Um, you like the executive director to understand the basics of communications, right? So we talk about a quick and dirty marketing strategy. Where the first question you wanna answer it? Who were you talking to? Your target audience. The second one is what’s your message to those people. The third one is one of the right channels or ways to deliver that message to the people super easy, right? If you just answer those three questions. Ah, lot of times what happened is people focus on that third question. They just focused on getting the message out without focusing on the target audience. Or if the message is really appropriate and oftentimes executive directors will. Say they don’t like something i don’t like this neither. I don’t like that colors on the website and our responses. Well, you’re not the target audience. Those materials need to be created for the intended community. And but if you don’t have any kind of concept of target audience and trying to reach people with a message that resonates with them, it’s difficult for you to be a good decision maker about communications, so you don’t you don’t want the executive director to be saying you put this out on twitter. This goes on facebook, we need a print brochure for this. Put this on the website. I mean there’s there’s more to it than that. It’s got to be much more strategic thought even just from the executive director at a basic level. Absolutely. Absolutely. Are the people you’re trying to reach in to motivate to do something using those communications channels. You got to answer that question first. Yes. Where are they? Right versus where would you like them to be or what? Yeah. Okay. Okay. Um putting some limits on the scope of the work for the communications team. You see them getting dumped on? Absolutely. And without a doubt, we hear the too many competing priorities or urgent tasks overtaking important ones as really big challenges for communications directors and, you know, not only that not only are there too many good communications choices, but lots of times that communications staff end up being the ones who are really good with computers, and so we often see them saddled with responsibilities or because they type well, now they’re doing boardmember way, see, all kinds of things get thrown into communications director there really limit their capacity to be good communications directors don’t dump on me. You see that on you see that on community on director’s desks as you’re mentoring them don’t dump on me. Well, i try to encourage them to stand up for themselves and to say, look, if you want me to be really good at managing our social media channels, creating great newsletters and guess what? Don’t expect me to go fix joe’s computer every time he blows the thing up. Yeah, yeah, that’s. Interesting because you do mentoring is a good part of your work. Um, how do you encourage these conversations that hopefully the report will stimulate but where? It doesn’t. How do you get the executive director and the communications director having this conversation? Well, you know, a lot of it is very interpersonal, right? So lots of times i tried to figure out okay, what is that really relationships that these two people have? But oftentimes we found that executive directors do respond to that outside expert that’s the classic thing where the staff says something, they’re not listen to you. Hyre the consultant consultant says the same thing and suddenly it’s the word of god. Right? So i end up playing that role a lot and really sort of backing up what staff are trying to tell their communications directors and if they can hold me up as an expert, sometimes that’s all they need other times, i give them different ways. Teo open conversations, we’d like to let people have really good examples of what other organizations were doing so they can demonstrate that they’re really not the first non-profit to try this new tactic that often works pretty well, too. Okay, um, have you seen things change over the six years i’ve been doing this report? What are what are some things that you’ve seen either either for the good or bad, you know, i think there really is a nice growing level of sophistication in the field. Like i said earlier, this is a relatively new profession, and people are asking harder questions of themselves, i think, and asking harder questions of people like me and, you know, really trying to be more strategic and not just do do do all the time, i think people do realize that they are overwhelmed with choices and they’re starting to get more savvy about realizing they need to make choices. So i guess, ah, marketing communications plan in being more strategic on dh that helps you make choices? Absolutely and saying, you know what? These three things are the most important things were going to do this year or these three communications channels or where we’re going to be our best, and we’re not going to do some of these other things, even if they’re the popular thing that’s in the news right now, we don’t need to be there. You have to make choices. You just have tio okay, yeah. On dh, prioritize the three most important things. So if something else intervenes, you know that these top three, if it’s competing with one of these, you know, these things take priority, and you know what, tony? People have a really hard time even putting things in one, two, three order you would not believe how difficulty that is for people when they’re talking about their communications, they want ten priorities, and they don’t want to put them in order. So that’s another challenge? I really pushed on communications staff in their executive director’s ok, i promise we won’t publish this. We won’t tell anybody, but i want the two of you to sit down and say what’s number one what’s number two and what’s number three and that’s really hard conversation for a lot of organizations, and what do they usually putting in those ways talking about events that they’re publicizing or programs or channels? What? What are those like? What categories? Of those one, two, three or one through ten for organizations that have a lot of different programs? For example, social service agencies tend to run scores of different programs that could be a really tough decision, you know, they can’t talk about all twenty things they dio in their newsletter. Or a social media the which of those twenty are going to get priority? That’s a really tough management call in other organisations, it tends to be, you know, are we going to speak more to our donors or we’re going to speak more to the people that were trying to serve and given the limited number of hours first on staff who’s most important at any given time again, people don’t want to have to decide, but if you don’t make a decision, you just sort of do it by default and that’s not really any better. Yeah, that’s not strategic, right? But i could see how these air difficult conversations toe have decisions to make, because do we put our volunteers ahead of our donors? Do we put our service beneficiaries ahead of our volunteers? Um so does it help when you say nobody knows except us? Well, it definitely helps them have the conversation with each other, and i think from there duitz they can decide who else has brought into that conversation and whether it really becomes public or not. You know, most people don’t actually publish their marketing and fund-raising strategies, so it does end. Up being an internal conversation, but even just bringing in some of those other program staff who’s, maybe their programs don’t make the top of the list or bringing in board members who have different opinions about fund-raising strategy, you know, they could be sensitive conversations. Okay, so that’s interesting. So do you often bring boardmember cz into to these conversations that you’re having between executive director and communications director? I think it really depends on the board and how active they are and again, whether they have marketing expertise, if you have someone on the board who has those skills and experience, that can be a great asset to the organization. But again, you don’t need someone just spouting off about things that they personally think they really don’t understand how to do communications at a professional level. Yeah, i really like that newsletter we did three years ago when we go back to that format, right? Or, you know, then there’s the one boardmember had to deal with one time who insisted that facebook was really just for perverts, so that was helpful, you know that she insisted the organization shouldn’t be on facebook because of a pervert. So you know, those kind of situations you just latto sort of move them along and get back to creating a real social media strategy. I think she was a friend of mine. Actually think that i got okay. Uh, that’s. Interesting. Cool. Okay, um, um, professional development you want to see? Oh, i think my voice just cracked like i’m fourteen professional development you want to see invested in? Correct, right? This is perfect. This is professionally. Yes. And it’s. We’re so blessed, really. And the communications field and i guess it’s no surprise, because we’re communicators, right? But there are so many good communications bloggers and people who are doing free webinars and free e books. Orsino certainly paid opportunities as well, but you could start with just the free blog’s and learned an incredible amount and both fund-raising and communications. So i really recommend that all communications staff take atleast an hour a week, if not more. But at least an hour a week to disclose the door, turn off the email in the social media and just read. Just read for an hour. That alone can really advance their own skills. How about conferences? Is there? A conference that you recommend? Sure. There are a couple, you know, there’s. Not one conference. Really? That is specifically for non-profit communications directors. However, there are a few events that i think you’re doing a decent job at meeting their needs. So my favorite national conference is intends. National technology conference. I try to make that every year there are a couple of regional events. There’s, a relatively new conference in north carolina called create good that is focused on non-profit communications and marketing. That’s another great a regional event. Ah, you know, some of the other events, we have a piece of it. Okay, just ah, well, let’s not highlight those because we want the ones where it’s you know, it’s it’s a premiere. Now you’ll be it. You’ll be a ntcdinosaur in san jose, this six coming march in march. I well, okay, looking for it. And i’ll be working with on two different sessions. Oh, cool. Oh, you’re presenting. All right, i’ll be hosting the live stream, the live audio stream and tc live. So we’ll shake hands. They’re absolutely all right. Um another thing that you like to see done is allowing your communicators to say no to the executive director. What do you mean by that? Well, lots of times executive directors get very excited about things, you know, lots lots of executive directors were really visionary people, and so they all come up with big ideas like we need a nap, you know, that’s when we hear a lot, yes, and odds are you probably don’t need a nap and may, even if you maybe do you probably can’t afford it. And, you know, we deal with a lot of small and medium sized organizations, and ap is something that really requires some pretty strategic thought is not something that you could just turn around and have online in today. So, you know, those are the kinds of things that we want communications staff to feel okay? Saying, you know what? I hear you? I know you’re excited about that. I’m gonna i’m gonna put that in my good ideas file for now and and not end up getting distracted and working on an app for the next two days when they need to be doing other things. Oh, app development could be there six months. Well, an expensive said and expensive too. You know, but lots of times what we see is an executive director saying, oh, you know, go find out the app thing, and then the communications director has to spend that day researching what it takes to create an app. Okay, well, knowing that they’re never going t to do an app and so that time hasbeen wasted. Okay? Aps yeah, i hear that occasionally. Do we need a nap, right? Um, you wantto see regular editorial meetings? What what? What’s an editorial meeting an editorial meeting is where you sit down and talk about what you’re going to talk about, and we’re going to talk about it. So what’s going in the new hey, brother what’s going on facebook? What event? Marketing you need to dio what presentations different staff are doing and how you can capitalize that already and reuse that content. So it’s really about focusing on, you know, what are the most important messages this week in this month? And how are we going to get them out the door? And again? This is where a lot of the triage has to take place. You’ve got fifteen different things you should probably be talking about. That because you have been planning that well, you can talk about all of them. You gotta prioritize. And so that’s the editorial meetings allow that to happen on a regular basis. It’s sort of forces the decision to be made and helps the communications team better plan their work. Going forward is a lot of that covered in our annual marketing and communications plan. You know, you can plan for sure, but so much of good communication is being about being responsive and really tying your work into what people are hearing about in the news today. So you can’t predict any of that, right? So you always need to be able to say, ok, this is what we want to talk about today. This is what’s actually in the headlines. This is what we’re hearing from our clients. This is what our donors air saying, what really does make sense to talk about, you have to adjust, and you have to tweak things. Okay? For sure. So i got you. All right. Um, internal communications you like, you know, you can’t really have good external without good internal. Absolutely. And, you know, i think the editorial meeting is a nice way to start those conversations. But what we talked about earlier about how teams were structured and making sure that the communications staff are not segregated from the development staff and they’re not segregated from the program’s staff. You know where people sit within a building or how often they talk to each other just throughout the course of their work can have a big impact on how well they work together. And then how well they communicate is a team outside the organization? Yes. Okay, you’re very good at explaining these very concisely to school. Thank you. Good. You’re a professional communicator. Um, how did you get into communications? This, uh, former step child profession. How did you how did you find your way here? Well, when i graduated from high school, i wasn’t sure if i wanted to be a journalist or environmentalist, and i ended up going to uc berkeley and they had a better environmental program than underground journalism program. And so i went the environmental route, and we’re in the environmental community for about ten years, but always kept writing. And so when i have the opportunity to move to the east coast and start my own business. I decided i was going to be a freelance writer for environmental groups, and it just sort of blew up from there, okay? Ah, i’ve been picking all the topics we have just about a minute or so left what what’s one that you’d like to cover, that we haven’t talked about. Well, let’s see, we’ve hit a lot of you know, i think one of the most important things that we can really do to help communications directors get the work done right is, too give them a boost of confidence. A lot of what i feel like i’m doing when i’m entering people is encouraging them to start these hard conversations with their executive directors to leave their offices and go hang out with their program’s staff to find the stories and really get the good information from people you know, like because this is such a new profession, people aren’t sure how to do it all the time, and they need a little extra shove in the right direction. And so, you know, i just want to encourage people to take it upon themselves to try to make something happen. Hilary miller you’ll find her at non-profit marketing guide dot com. And if you put forward slash twenty sixteen after that, you’ll find the report. Did i have that? I get that right for the report. E-giving that’s, right, ok, and on twitter, you’ll find her at k v l m. Thank you so much, kitty. Thank you, tony. A real pleasure. The event pipeline with pat clemency is coming up first. Pursuant, you have a problem? Uh, the problem solution statement. You have a problem. You need to raise more money. One of the solutions pursuing pursuing dot com. They’ve got these tools velocity for managing your fund-raising and helping your fundraisers manage themselves in their activities. And there their deadlines, their solicitations, etcetera, and then also helps you manage the fund-raising function. Um, prospector, which helps you find the upgrade ready donors that five hundred dollar donor-centric giving fifteen hundred or five thousand it’s using your data to find the people that you should be spending more time with and trying to get them upgrade. That’s the prospector tool these air, you know, made for small and midsize non-profits because you don’t have big fund-raising staff, um, you need help and pursuing ties, the technology that that does it. And you pick the tools that you need. That’s. Why, i think it’s ideal for small and midsize. You take what you need, leave the rest and all those tools are at pursuant dot com also crowdster with their new one of a kind apple pay mobile donation feature. It’s going to increase your mobile donations, which again pain, pain solution or problems solution statement you got to raise more money. I have a solution crowdster they obviously do crowdfunding site easy interface for your donors. They’re elegant looking sites. They look cool. You can check this all out at crowdster dot com and also the back end. Very helpful for you administering your crowd funding campaign now, tony’s, take two. Thank you for supporting non-profit radio. I don’t know. I hope i don’t say thank you too often, maybe that’s not possible, but i am grateful that you listened to the show and whether it’s live listeners or affiliates to get our affection or podcast listeners that get my pleasantries. I’m grateful for your support of the show if you getting the weekly alerts about who the guest star each week into your inbox. Thank you for that. If you’re with me on twitter, facebook, thank you. However it is, we’re connected. You’re supporting non-profit radio and i’m grateful. Thank you so much for being there. That’s tony’s, take two here is pat clemency from october twenty four ah twenty fourteen show on the event pipeline welcome to tony martignetti. Non-profit radio coverage of fund-raising day two thousand fourteen we are in times square, new york city at the marriott marquis hotel with me now is pat clemency. Her seminar topic is the event pipeline turning event guests into major donors. Pat is president and ceo of make a wish metro, new york and western new york that clemency. Welcome to the show. Thanks, tony. Pleasure to have you. You have ah, pretty desperate territory, new york city and western new york it’s an interesting territory, but i think it really is empowering in the sense you get a chance to say all sorts of markets in which you can raise money and it’s really the opportunity to understand how donors react in their markets and and you know what the universal is? They won’t want to make a difference. And how far west does western new york go in your for we cover the major cities of buffalo and rochester, seven ending counties. It’s just go over to buffalo. It does. Okay, so we don’t have the middle of the state. But we have a new york city in nassau county and then seventeen states counties upstate. What do? You see that non-profits are not quite getting right around events and transitioning donors from events. Oh, you think, you know, we all start with special events? I mean, there’s, no question about it, but i think it is the recognition that there is a discipline that can make those events were quarter and smarter and are part of a major gifts strategy if we see it as an event that we efficiently come into and go out of without seeing its capacity to build a pipeline of donors for other kinds of fund-raising particularly major gifts, i don’t think we make it a ll that it can be. So today we really talked had a great dialogue around the issue about some of the things that we can do to make a special event. Three distinct parts. It matters deeply what we do before going into the event. We’ll talk a lot about planet absolute, but planning in a different way, that really makes us understand who is coming, who are the prospects, but the day of the event. How do we really connect the donor’s? Not just with the event, but with the mission and how they can. Make a specific difference and how we then engaged him in the journey, not with the event but with the organization over time. He’s really the third ingredient in and so it really is very helpful to think about it as more than simply even itself. I’m gonna ask you to talk even closer to the mike because we have now we have the background noise because lunch is lunch is over, so stay nice and close. We don’t pick up too much outside background noise. Well, let’s start with the natural place of planning. What? What should be redoing as we’re planning the event? Planning for transitioning attendees to teo to our donor, right? I think we’re all too often we start with logistic rather than the strategy. What are we trying to do and who are we trying to attract? We also need to cast a wider net if you think of the donor pyramid. I mean, we’re looking at our past event guests and hoping people who will be new to the event will also come but we’re not looking for the clues that people give us on dso we found there was great opportunity looking at direct male donors give one hundred dollars more, and when we did some wealth screening, we found out they gave us one hundred dollars, not because that was their capacity. We had a box and they checked it and they gave us one hundred dollars. But we understood it. When we looked at it, they had so much more capacity, but we never got around to asking them. So looking a little bit more broadly and thinking about the strategy of engagement, we basically said, if you look at an event just as a single time, we’re going to invite him again next year. But if we look at the event and over late, a lot of the major gift strategies we have the ability to change the whole dynamic your oil to feet of the event. It could be that the institution and would be a longer term engagement. We get that right in the planning stage. That’s what we want, right? We don’t want this coming up year after year. And does this include people who come? They may only come one time because there connected with the honoree or just a friend of the organization brought them. Wait, convert those kinds of people. Well, you know, it’s very interesting. We learn a lot from our buffalo rochester offices because they have a very different evergreen strategy. Honorees are looked at differently than we look at them in new york city, and they are on it for body of work. So as a result, most of their strategy is thinking about how do you get the same donors to renew at higher levels each and every year? So now we’re beginning to implement that, saying, regardless of the honoree, how do we get more of our sponsors to renew? And then for those one time donors who come because of a gala honoree, we need to do some more screening and think about who else in our boards within the make-a-wish family knows them so that the relationship can transition to the organization, not simply around the honoree. What else can we learn from rochester and buffalo? Well, you know what? I think it is universal, so what? People want to make a difference? And we just have to make sure that we’re not leading with what we need, but we understand that the first conversation is the donor’s needs and the donor wants to be able to make a difference how our job is to take them on the journey by showing them how treating them like an investor, and that is a really key difference. Very often we ask for what we need, and we never think from the donor perspective, what about the organization will really resonate with them for the long haul? Do you really feel that upstate or western new york is better than downstate new york at this? No, no, i mean, they they’re scale is very different than ours. I mean, it’s a smaller scale the week that i think the best thing about fund-raising is if we are open to understand the best practices exist everywhere they learnt from us, we learn from them and i think it’s one. But i think the interesting thing is in every market, if you begin to institute this practice of looking at a bent donors not just as dahna sporting event on an annual basis, but really, truly look at it as a pipeline, we have seen donors go from seventeen hundred dollars to ten million dollars, or from our five thousand dollars. To five hundred thousand dollars. It isn’t a journey overnight, but the fact of the matter is some of our very gorgeous major gift donors entry point was at an event was how we dealt with that that made all the difference as to whether or not that became a continued transaction. We sell a ticket, you come to our event or if it really became a transformational relationship, the mission of the organization, are there other specific things that we should be doing in our planning? Aside from the concept of the lifetime donor, the longer term relationship, are there things specific to go to the invitation? Who invites them how they’re invited before the event? What else should we be doing specifically? Well, we began talking about if we were to really make this part of our major gifts strategy, what are the ships that we need to make? And when you think about it, our invitation is to an event we needed t even change the messaging were not just inviting you to invent we’re inviting you to share and join in this extraordinary mission and that’s very subtle, but it’s a very big difference, and so we even change the fact that when you come to a gala is a perfect example think about how we spend the first hour at cocktails just kind of wandering around. Instead, registration is outside, so the minute you enter the doors, you are coming in and part of a community of like minded people who believe that this is some of the most important work we could do for kids, and you are meeting wish families and volunteers on board members course searching you out as the guest that evening in that first hour becomes a really important message about we welcome your involvement in this remarkable work. How do we convey that message in our cocktail hour? Well, it’s really about storytelling and changing who tells the story? So if you think about it very often at a gala, whether it is during the cocktail hour, it’s during the main speeches of the night, putting up the ceo, they’re putting up the board chair. We’re talking about the past. We’re actually talking about statistics and how much money we raised in our case, somebody wishes granted when we changed the dynamic of who the storyteller wrists really should. Be the people who experienced the mission first hand and as we tell the story through their eyes, it says to a donor here’s exactly what your donation would do here’s exactly how it makes a difference in that moment for a lifetime that’s a very different relationship from the beginning of the point where that donor enters the gala. If we’re going to focus on storytelling at our events and it might be a very big one memory big gala or it might just be a smaller could be anything smaller, gathering, maybe even a meeting. Absolutely, we need thio sounds like have a very consistent message that the leadership is conveying that trickles down to all the employees and then also the board is conveying right when we need to have consistency and messaging. Well, you have to be have consistency in a couple of things. I think you have to have consistency and messaging for sure, but you also have to build a culture where the board and the staff are engaged in thinking about who’s there, you know, there’s, not a throwaway seated any event, and when you think that it matters most, there is a greater level of engagement on the part of the board and the staff and pretty work that gets done who’s at those tables. Who should we know how we welcome them? What would be important to them? And it allows boards to be successful. You know? Somebody tells you hear from boardmember i’ve given you every contact i have there’s, nobody else i can approach this empowers boards to reach out to other people that the organization knows and be champions that night for the cost. So they’re assigned we’re assigning people too, to meet specific people during the evening during the event. Absolutely and beyond that, you’re the eyes and ears. Every single person has a role kind of just surveying the room and learning what what they’re hearing that night and reporting, in fact so justus, we schedule an event on a day before that event takes place. We also have the debrief date by which boardmember volunteer staff get together. What did you hear? What did we learn? In very often? One piece of information about somebody was in the room is magnified then by another piece of information. And out of that then becomes thought. Okay. The event is over, but it’s on ly really big beginning in terms of engaging that dahna long term now on the way for the organization, and so part of the debrief is what’s next, what are some of the opportunities? And you’re right, we have to be on the same page. If someone were to say to us post event, i’d love to be involved how we ought to be able to convey what the options are many and there’s not going to be one that works for everybody. But everybody needs to know here some of the ways that you could be involved on an ongoing basis. So we’ve transitioned from beginning in the planning stage two day of now. We’re at our events. What else? A little bit there. Sorry, that was allowed. What else should we be thinking about? Oh, are executed the day of create this transition? Well, i think the other thing that you could do very, very well is start with strategy what’s the message that you’re trying to convey that should be the threat of connection to everything that’s being done that night and for us was really talking about the ripple. Effect of wishes in the ripple effect of wishes is a moment in time, yes, but it also has a lifelong impact. So one of our speakers was a thirty five year old executive with a wall street firm. He was a wish child seventeen years ago, and so the impact for him wass it had a ripple effect through his life, the life of his brother, who they really had a hard time when he was diagnosed with cancer. As the family would tell you, everybody’s diagnosed cancer, you know, said everybody has cancer feels like and so the threat of connection of his wish was in that mama with his brother. But it was also over his life he became a wish raining volunteer, helping others but imagine his role now explaining to people in his way that this investment that you will make tonight in support of this event, hasn’t it has an impact. Come on, the future generation of kids were just like me, that’s a that’s amazing way to tell the story, so the first part is what we’re trying to do. We’re trying to show the ripple effect over time across families in communities. And so all of those voices were part of the program that once that strategy is that you can always worry about the logistics next, but you’ve got to get that piece of it too often in event planning for the night of we think about the logistics, but we haven’t really thought about the strategy and that that’s, what we lead with and that story telling is is just a one part of it. Next is if you’ve told the story, then you’ve got a provided tangible way for people to make a difference, and so we don’t we do a lot of fund-raising at night, but its not around and for things we had one great item this year, and the rest is all about an auction to allow people to sponsor wishes and that’s the meaning of it. You go from the programme, which told the story from the perspective of families who have experienced it and then give people the opportunity to share in joining the mission by sponsoring future wish it was incredible to watch the little store ones, and some don’t respond to the wish. A season for wishes any or twenty five thousand. Dollars. Donation. In the room. An individual wish, right down to a thousand dollars and watching the room right up. Every time somebody was part of the community that was making a difference was really an extraordinary thing. It allowed people to know that this was a really special thing, that in this time and place, we’re all making a difference. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked. And naomi levine from new york universities heimans center on philanthropy tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests are there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. Lively conversation, top trends and sound advice. That’s. Tony martignetti non-profit radio. And i’m lawrence paige, no knee author off the non-profit fund-raising solution. Dahna oppcoll i’m going to ask a little just sort of a digression just about the logistics of that that auction for wishes did you have people predetermined that would that would be bidding on on any of the any of those auctions and those wish auctions way we thought about wass how could we make it? And i don’t mean to suggest the whole thing’s written? No, no, what did you have one or two people who you knew would get the ball rolling? They were all legitimate bits. We wouldn’t do that, but but there’s a couple of things that we were able to do before tony. So three board members came forward and said for new donors who never made a donation before to make a wish, the ability to come and make a difference for a child that’s a pretty important thing, but how much more would they feel? The impact of that initial donation if we came up with a challenge match, so three of our board members got together and one hundred and seventy five thousand dollars was put up in advance. They pledge this and they would donations of two hundred seventy five thousand, so that was a huge thing. We also knew from a couple of donors at the wish auction for somebody who couldn’t be at the gala, they were out of town was still a way to participate, so for people who weren’t there and want to participate that’s part of our culture now you always have this opportunity give even if you can’t be there. So we knew a handful of dahna they do it? What’d you do for the ones who couldn’t be there, so they have already pledged it, and they’ve made that commitment right before, and so we let people know that we were able to do that. Those two things are done in advance. We know that if if people know that thie donation they make is going to be doubled, there’s a likelihood that they’re going to give a little bit more on dh, then the other one to find a way to let donors who just can’t not be there that night. How else could we participate when it’s about wishes anybody can participate? And i think that helped a cz well, so that’s kind of the two things we know going into the night. Come and then way announced to the audience and then the third part of our trilogy stories after the event, what do we need to be now? Follow-up should be planned during planning, right way we should be thinking about what our follow-up is gonna be while we’re doing the advance planning it is, but we’re hearing a lot that night, and you’re understanding what the individual journey might be for donorsearch we can talk about on overall strategy were also listening to the donors needs as well, and that we hear that that night so that’s that’s an important thing. But, you know, i i think there’s a couple of great examples, our ten million dollars donor started out as a seventeen hundred dollars, went on. He bought tickets to a mets game where they were doing a benefit for make a wish and to see the journey after some of the events it was where he got to the transitional stage was when he was able to make a difference for the individual wish, so he began to grant wishes and then began to think, well, if i could grant a wish, i wonder if i could do more then he began to grant a wish a month for five years. Sixty kids, when you think about that, and that his attitude wass. But i couldn’t hyre others by this, and i have to lead by example. So in his office building, he took down some of his paintings and put up something that we have designed, which was simply a tree, acknowledging those wishes that have been granted so simple. First name of a child and a wish. When you came up into his hobby, you immediately saw that. This was somebody who was champion the cost. So he then, as he got closer after, after having been an event donor. And so when it became time to start thinking about the next generation wish children, you know, in two thousand thirteen, we were thirty years old, and we had grand on ten thousand wish, and we had a big bowl dream for the future. We wonder, grant the next ten thousand wishes because we understood now importance and impact want to grant those ten thousand wishes in a decade? Well, how do you sell somebody on a big, bold dream? Will you go to your best investors in the cause? And he said, well, i’d like to give you a down payment on the future, and that became the largest individual gift in the history of make-a-wish worldwide from an individual and think about that for the for the future of this organization, you know, here was somebody who went from seventeen hundred dollars, two, ten million, but it was never about ten million dollars for him. It was about the ability of change ten thousand lives. And so you think we moved from transaction, you know, i give you tickets to this event because you gave me a donation moved to the transitional stage where we could say thank you for making a difference for that child to the transformational stage would thank you for making a difference for the future of the mission that’s where the journey goes. If we take our special event and understand that each of those stages the preplanning the night of and what happens after are all distinct but equally important segments that can help that donor journey. Okay, we still have a couple of minutes left. Anything you want, teo. Hopefully you do have something you want to share that we haven’t said yet. Well, i think you know, one of the things that i was really struck by wei had our gala on june twelfth this year. And there was a couple who had come forward and they were security. They secure the honore, and they were great in helping support the fund-raising around him. And as they thought about sending a letter out two people to solicit funds from business colleagues and family and friends, i learn a lot when you see the letters, say, right, and this one just simply said we got involved with make a wish because we learned about Micah 6 year old who want to be a ballerina. We stayed involved because over the years we’ve seen hundreds and thousands of kids whose lives have been forever changed, and what i realized was here was a couple who came to an event was a cultivation event, just learn about make-a-wish and they heard that story and that stayed with them, and now we have an event for which they were such an incredible catalyst as a couple raised one point, six million dollars the fund-raising they did was extraordinary, they’ve been doubt a wish in perpetuity, and yet they never lost sight of the fact that it was at an event that was learning about that one child that touch them and made them want to do more. I don’t think i really understood the power of their motivation until that moment, but what i did no that’s, the discipline that we need to put in place and that’s the story telling you a story telling all the way in which we don’t look at this as a transaction it’s so much more and event can be so much more and could be such a powerful part about how we welcome donors into the extraordinary missions that we all support don’t leave it there. Ok, tony. Thank you. My pleasure, pat clemency. She is president and ceo of make a wish, a true new york and western new york and thank you for bringing lessons from rochester and buffalo. Thank you, my pleasure or listening to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen. Thank you so much for being with us next week. I just don’t know what’s going to happen next week. We’re pre recorded today, but have i ever let you down? If you missed any part of today’s show, i urge you find it on tony martignetti dot com. I’m just not sure about the singing. For twenty sixteen, we’re sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled pursuing two dot com and by crowdster online and mobile fund-raising software for non-profits now, with that apple pay mobile donation feature crowdster dot com our creative producers claire meyerhoff sam liebowitz is the line producer gavin dollars are am and fm outreach director. The show’s social media is by dina russell, and our music is by scott stein be with me next. Week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. Hey! What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a, m or p m so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones, me doris, the founder of idealised, took two or three years for foundation staff to sort of dane toe add an email. Address card. It was like it was phone. This email thing is right and that’s, why should i give it away? Charles best founded donors choose dot or ge. Somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for October 24, 2014: Shift Happens & The Event Pipeline

Big Nonprofit Ideas for the Other 95%

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Angel Aloma: Shift Happens

With Angel Aloma at Fundraising Day 2014
With Angel Aloma at Fundraising Day 2014

Angel Aloma, executive director of Food For The Poor, shares valuable fundraising strategies for upgrading your donors. He’s got tips for marketing communications; true donor centrism; metrics; and employee evaluations. (Recorded at Fundraising Day 2014.)

 

 

 

 

Pat Clemency: The Event Pipeline

With Pat Clemency at Fundraising Day 2014
With Pat Clemency at Fundraising Day 2014

Get committed major donors from your events by making them transformational, not merely transactional. Pat Clemency has before-, during- and after-event ideas. She’s president and CEO of Make-A-Wish Metro New York and Western New York. Learn lessons from Rochester and Buffalo. (Also from Fundraising Day 2014.)

 

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Dahna hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host welcome opportunity collaboration. If you are joining me from that very special gathering in x top of mexico last week, i welcome you to the show, and i’m glad you’re with me. I’d suffer the effects of rhabdo mile isis if it came within my ken that you missed today’s show it’s a full day of fund-raising day shift happens on hell aloma, executive director of food for the poor, shares valuable fund-raising strategies for upgrading your donors he’s got tips for marketing communications, true donor-centric zm metrics and employee evaluations that was recorded at fund-raising day twenty fourteen and the event to pipeline get committed major donors our of your out of your events who i needed i needed interns, aiken, blame somebody for this copy get committed major donors out of your events by making them transformational, not merely transactional pat clemency has before, during and after event ideas. She’s, president and ceo of make a wish metro new york and western new york learn lessons from rochester and buffalo this also from fund-raising day twenty fourteen antony’s take two i have more to say about opportunity collaboration, this amazing five day conference on poverty alleviation where i was responsive by generosity. Siri’s hosting multi charity five k runs and walks it’s all fund-raising day today here’s my first interview from fund-raising day twenty fourteen welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen we’re at the marriott marquis hotel in times square, new york city. Beginning the day with unhealed aloma on hill. His seminar topic is shift shift happens how to ensure upgrading your donors is a smooth move on hell. Aloma is executive director of food for the poor on hell. Aloma welcome! Welcome to the show. Thank you. Glad to be here, it’s. My pleasure. I’m glad you’re with me on a very busy day. Thank you for taking time in the beginning. Um, we’re talking about the shift. The upgrade from, i guess. Modest donor toe major. Major donor. Right. Basically, we should be working all the time getting our middle donors to become upper middle and then afterwards, major donors? Some will not, but a lot of them will if they’re treated properly. Okay. And what? Is it that you see non-profits sometimes doing wrong? I guess not not treating properly, i guess generally, well, one of the major things is not being truly donor-centric i think it all non-profits when whenever we have a meeting, we say donorsearch king donorsearch king but it takes, you know, something really quite traumatic to make you internalize that issue. I went all the way to holland to be inspired by an american four years ago. Thoma hearn. And he really had he had pieces from all different charities, and he was reading them. And he said, look at this, everything is about the charity and they have done studies where eighty percent of donors who had left on the charities have claimed to be distanced by the charity. And so when i went back home, i thought to myself, very smugly we don’t do that. And then i started going over our pieces and i realized that everything was about food for the poor food for the poor builds houses food for the poor gets food, food for the poor digs wells. So i went on a rampage for three years with our writers and food for the poor had to become absent. It had to be the donor. And the word help had to be eliminated. Not thank you for helping us build homes is thank you for building homes. Thank you for feeding starving children. Thank you for e-giving clean water to children at risk of not. Thank you for helping us to do all those things. Exactly supporting us and doing all those things. Right. Okay. Well, that’s. Very interesting. So it starts now. You felt you had to go to holland to see tom. You know what? No one in the u s is doing this doing this well short. Thoma herne did at some point. But is he the only one in the world now, see, conference in holland is it’s a beautiful conference. Nine hundred sixty three people were there sixty three different countries represented. I see western in-kind fund-raising congress. Okay. Congress to congress. Not a not a conference to congress. What year was this? That you went. This is i have been every year for the last seven years. But this is four years ago that i went to knock to its every october and in holland. Okay, you, uh you came back and you started with your marketing communications way have our own creative in house, so i went to the creative director. I said, this is what we have to do, and i edit everything. I’m sort of the final editor before things leave the organization, so whenever i saw anything that was organization centric, i took it out, sent it back, and it took actually three years to get the writers to go from organizational centered to donor-centric, but but you’re the executive director. Why did it take three years? Because they were accustomed for twenty nine years before the in doing this, we’re a thirty two year old organization, okay, you’ve accounted for all the years. There you go, and you know what they say, you know, culture, its innovation for lunch. Oh, that’s, very good. I never heard that, but culture eats innovation for lunch. Yeah, that’s. Okay, it’s, very hard to change. What else? What else do we need to be thinking about? Well, anything else, let’s, say, within our marketing with our marketing messages to be truly donor-centric you also have to break down the silos? And frankly, when i went to food for the poor fourteen years ago, everybody had given up on it. It is such a tough fight. And then i was sitting at a conference in here in new york, actually, and i heard a speaker say something that if you don’t dream really big, you will never achieve the impossible, and i stopped listening to him. At that point on, i wrote eight pages of a new fund-raising vision, and i went back and i said, you know what? This is not happening by itself, so i became somewhat of a benign dictator, and i said, this is my vision for this. We’re going to stop having the silos. I know it’ll take some time. I want you to buy-in i want your feedback, but in the final analysis, this will happen. I said, if you’re not on my bus, you have to get off the bus, but i’m not gonna have any energy vampires started. Going around saying, oh, no, this to her, i don’t know, we can’t do this and, you know, it’s amazing. We have beautiful people who are fundraisers, and they’re so nice and so personable, but you take fifteen dollars of their credit and they go totally nuts. So why don’t we? Let’s ah, quaint listeners with what? What? What food for the poor does i’m well, our name has become a misnomer. Where a thirty two year old charity we work in our backyard, where in florida and will help seventeen countries in the caribbean and latin america. And we started out giving food teo missionaries in jamaica. And then we went to haiti. And then now we’re in seventeen countries and we do not only food. We do housing with duke water wells. We do medical. We do education and self sustainable projects. Now subsumed in in the story you just told is this kind of change has to come from leadership. Absolutely. It has to come from the top down because people of fundraisers sort of by nature have that sales mentality that it’s mine, it’s mine, the donor’s mind the sailors mind. And so you have to get rid of that. And actually, i have to say that it for the last year and a half that i started this, it has been working really beautifully because if you’re going to be donor-centric than the donor has to choose what he wants to give to and buy what channel he’ll give it on. If we restrict him from that, then we’re not being donor-centric let’s help the leadership that’s listening. What? This is a three year process it was give us some details about what you had to do, too, create the culture to create the culture change. Well, as i said, it has to be somewhat of a benign dictatorship, but you seem more like a benevolent dictator. Yeah, but probably i’m going about your benevolent, not just benign, okay, you’re right, i believe in servant leadership, but at the same time you have to set the pace. And so i i’ve had a lot of fundrasing meetings, i am in charge of the fund-raising out food for the poor, so i had meeting with the directors. The creative director also answers to me, so i was able to influence that also on the fact that i sent it back if they didn’t do it right, you know, it had to redo it. Eventually it started diminishing and diminishing until now and it’s funny, because at that time we used to send twenty three pieces of mail a year that most people gasp when they hear that on, we used to get a lot of complaints about too much mail, too much mail, then we are now sending twenty eight, and we get seventy percent less complaints because now the donor’s feeling good about himself when he reads it outstanding more slightly more communications a year, andi, seventy percent fewer complaints outstanding. All right, well, we need to dive in deeper. What do we do with the if we have? Maybe you didn’t get food for the poor, but the recalcitrant employees, whether whether fundraiser or or editor there, just not, or even boardmember they’re just not coming along to true donor-centric zm, our board is looking at the larger picture and they get all the financial stuff they get all the audited financial statements, we have an internal auditor that answers to them, but they really don’t interfere in the daily running of the organization. Okay, and as long as we’re doing well, they’re you know, they’re happy and they’re looking over, but they’re looking most with financials and they’re respecting that it’s your absolute your responsibility to culture fundrasing okay, so board was not a was not it was mostly in the lower level of fund-raising that we had the issue because we had tto also change our way of judging the fundraisers, because whereas before they were judged totally by bottom line, we have to find new ways like by the number of donors that they passed on to a higher level rather and by how much? Oh, look at them sex. So let’s, talk more about some of these quantitative measures that you use so that’s one measure is how many donors did you pass on? Right, which is antithetical to the to the culture that had been, which is very comment wolber race to them. Hold on. Excellent. What what other way started for our phone center? For example, we have an internal phone center with sixty one people in it. And we started incentivizing by the number of completed calls rather by how much money they made because there is a very definite connection between number of calls and income, so we stopped looking at income and incentivized them for for the number of calls completed completed colonies it calls exactly with meaning they had they had a conversation so forth, because then the phone center instead of a fundrasing department, they have three campaigns a year, but they’re also a service department. So basically now what they do is i ask every director who was a fundraiser and their monthly reports tohave a line for how much they’re they’re department raised, but also to have a second line showing the donors that they have in their department how much money they have raised for the organisation altogether and it’s amazing because those same donors gave two, three or four other channels now that they’re no longer restricted by the fundraiser as though they’ve brought in there their experience with food for the poor. Absolutely, and we’re doing better than the year before we’re actually above budget this year, andi haven’t been the best, you know, conditions, country wise, economy wise, but we still have done better every year you’re tuned to non-profit radio tony martignetti also hosts a podcast for the chronicle of philanthropy, fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Let’s talk about more quantitative measures and analytics for evaluating the employee performance in creating this culture change what else? Right whillans there? Well, we have a whole line of setup for direct mailing the phone center where way again we what we’re looking for is to move them up and our we have to treat all donors differently. Also, our radio donors that week that we acquire from radio different so we have started looking also at how best to treat them according how they want to be treated toe have more surveys toe have more of like in our news letters we have if you don’t like the way well, the language start nicely what i’m saying now, but if you don’t like the way you’re being treated right now, communications wise, please call this number. Please let us know police send an email to this so they can know that they’re in charge that they’re in control on dh when they give you feedback like that, you know that they love you because they didn’t love you. They would just say, forget it. I’m just gonna write about, you know, we always incredibly valuable he always flag. People who complain because they’re good enough to call us or that has no right. And there they now for our major donors, we have, for example, a whole different line of approach. And once they have reached that level, i they have access to me. They all can get in touch with me. They have access to special events they get. They belong to a special club so special, you know, they get a statue of christ, the beggar where christian organizations so we can go of jesus the beggar. And you know that i have every month i have to coffee breaks with the exec director where each major donor person invites maybe fifteen to twenty of their people to come on a conference call. And i thank them in a very special manner. I give them the updates of how the organization is doing to that point, which most other donors will get. Once a year, they get the annual report. These people are being told all the time. This is what your you know. Your donations are doing this right now and it’s. Amazing when they start speaking in those calls, how they affect the other. Donors on that called me that we end up in tears sometimes, you know, it’s it’s an amazing thing. It sounds like it could be very moving. It is called avery moving it is because i tell them stories of when i travel. You know, i just just two weeks ago, i was in guyana last thiss monday tuesday, wednesday was in haiti, you know, here and now in new york now totally the opposite situation, but, you know, they they love hearing things that they don’t get in their normal appeals. In the normal things i write letters to anyone who gives a gift to five thousand up on my letters are very donor-centric i mean, you know, there’s one letter that just goes on that they’re superheroes and i always start with a statement that kind of makes them feel special like you are super here is and then i talk about how, like, my two miles, you know, used to come and save the day and, you know, then i give them a story on him to save the day. I apologize for the people who have who have a near that recognises true music i’m sorry. I’m sorry. That’s ok does not considered a classic, and i still ruined it. But it’s it’s amazing that, you know, they hear stuff like this and and hear stories from the field that i just experienced. So i become somewhat emotional with them and then they get that and they really feel very special that they’re being called to this small gathering and they feel they’re part of the inner circle and they are because i listened to what they say. I mean, we went through what we call an emotional inquiry study a very expensive issue, but we are very large charity, ok, an emotional enquiries where they they’re they interviewed in depth for our sixty of our best donors in the organization. T let us know, really, what is the truth? And you know, when we asked her donors in a superficial conversation, why are you giving money to food for the poor? Because i want to help the poor. Well, in those studies, they found out that the number one reason is because donors want to feel like decent human beings in a world so full of negativity and evil. So then we know how to communicate because that also, although we started doing the donor-centric before that it’s, kind of like confirms that yes, this is the way they want to feel good about themselves. And if you don’t do that, they’re not going to give and you ended up calling them superheroes. Absolutely. I told him how they put on their cape of compassion and you know, they’re they’re sort of of generosity and you know, all this stuff. I built this whole story, and then what happens is that we get a second large gifts shortly after they get my letter and that’s and that’s, you know, gratitude. Thank you. Thank you thing that’s. Another huge thing where fund-raising is concerned and moving donors. We get more than five percent of our total income cash income for the year from thank you letters we never mentioned and asking the thank you letter. But we sent an envelope and we send a reply. Peace. Now that we were doing so well with thank you that we decided how about adding in rember totally used to send twenty three and now we’re seven. Twenty eight he added three thank you’s, not for a gift just simply thanking the donors with a reply peace in an envelope and guess what? The one in january, which is a tough month for us, after the donors are exhausted from giving in fall, we made over a million net because again the costumer thank us next to nothing is a piece of paper and an envelope, and you put in the reply peace in the end, the end on the envelope inside and that’s, you know, they were so we were thanking them for all they’re giving over the fall over the year, but a very genuine, very heartfelt thank you and men. They really responded to that in january when they would’ve been exhausted, as i said, and that was not a not a thank you for a specific it was not over everything that i don’t do. Three of those a year in the points where we find it the hardest to send an appeal like this summer. You know, people are also not a cz, you know, ready to give up, you know, there often vacations so forth and again, you know, last summer we did one and very successful you’re sending those just to recent donors napor labbate labbate the owners will not collapse no, we are people who have given in the last twelve months. Okay, so from from when you’re sending the mailing twelve months preview, but we’re working on one now for people saying, we want to thank you for your generosity for so many years. And you know what? We haven’t heard from you recently, you know, but we still are so appreciative because you helped us build a crucial time. You know, we’re working on one like that, too, for the more recently lapsed recent lapse. Okay, okay. Um, gosh, all right, we have we have a lot more time together so we can spend more time on some detail. This this became a part of the employee assessment. Sort of annual their annual review. Exactly. How did you donor-centric zm what way? Call it like. Well, it’s basically, ru willing teo teo, to sacrifice your own personal beliefs for the good of the organization, for the good of the unit of the poor. And we’re helping. And it’s it’s part our evaluations, sir, they have a part that are very the part that are very, you know, like specific. But then you are able also to write whatever you like and that’s the part where i usually commended the ones who have and i tried toe be gentle, but firm we’re the ones that we don’t because what happens is basically when on employee refuses to get on the bus. You know, i read a book about the energy bus on energy vampires, and they become energy vampires as as a servant leader, i really tried toe water to fertilize, to give them every opportunity to give them training so they can see the way that we want to head. But if all of that doesn’t work, then you’re actually doing them a favor by having them go to a place where they can be happy. Yeah, the so i guess it’s sort of ah, friction that you had to overcome it was there was a fair amount of resistance, particularly because there were some fundrasing departments that were a mixture of fund-raising and service like the web, for example, where they do service for other departments, but they also do fund-raising and then we used to, for example, have to landing pages for every appeal because the web oftentimes didn’t appeal based on a direct mail appeal, but one landing page for the earl went to direct mail, but the landing page for the general webb went to webb and i said, no, this is sort of direct mail appeal when that most of us who are who are computer savvy, we don’t go to the earl, we just put food for the poor and look for what you want, you know? So and that was, you know, a big part of income. I said, you will be recognized for that don’t worry, you’re not going to be judged if it drops and guess what web did that last year and so did direct mail, you know, so really what it does is it really makes the donor feel better. And when that happens, they give more the i’m really interested in the inn overcoming these these objections let’s, let’s get a sense of still a process, you know is three years old, the copywriters air all great now, but the issue of whose credit and so forth it’s you know, we still up to yesterday we had a director’s meeting and the issue came up like we have an angels of the poor program, which is the monthly giving program, but the web has a separate giving program because they’re they’re average monthly gift us forty one dollars and eighty cents, whereas the monthly gift for the angels of the poor program is twenty one dollars. So you know the director who runs the angels of the poor says, but, hey, i want to, you know, i want teo, you know, get the web, teo, you know, push more the angels of the poor. And we have to say, look what is good for the poor forty one, eighteen or twenty one, you know, if the web is doing better and they’re doing than leave them with it, you know, it’s it’s, okay, you know, if you lose a little branding for this, how many people are in the direct fund-raising hominy direct fundraisers do you have we have a little over three hundred employees at our building in coconut creek? We have eighty five priests and pastors who go to church is every weekend to raise money for the poor on behalf of the poor, and we have a food for the poor. And so basically i would say that of the three hundred at work, about two hundred are involved. Maybe more than two hundred involved in fund-raising. Okay. And you said you’re in charge of fund-raising of all the directors who fund-raising yeah, we have different. We have thirteen fund-raising departments and all the directors answer to me. Okay, so it is the project’s apartment to the creative department, the pr department. I’m also a spokesperson for the organization. What? What other strategies? And we still have some time left together. What other strategies haven’t we talked about for creating? This is culture shift. Well, i think you always when when you have an organization that is asking people for something you always have to give back something in our case is prayer. Every single. And we spend a lot of money on this. For example, with our own staff, we pay for half an hour the beginning of each day, and the staff can choose either to start work at that point or to go to our prayer room for half an hour. Of course, it will be different for every organization and on religious and unchristian organization of this would not work. But for us, our donors are inclined to really like this with every appeal we send with every thank you nona, thank you’s with every appeal on dh with every newsletter, they have a chance to write a prayer request. Now most people might think, ok, we throw those in the garbage or we put them in a big basket and pray over them. We actually call every donor that we have a phone number for and pray with them on the phone. Then we pray for them in the prayer room, so they really feel great about you should see some of our testimonial letters. You know, it was about to commit suicide in the person called me, and i prayed with them way have iphone that because we don’t want to be left behind, we have an iphone app, you press it for prepare food for the poor, and within five minutes a live person calls to pray with you. So every organization has to think what i e-giving our donors over and above the great feeling, because it does, it changes the hearts of our people who give to you. I mean, i feel we have three. Missions our poor, our staff and our dahna owners because we have changed so many lives toe act with generosity. I mean, when people become generals, they’re happier people. I mean, we have businessman tell us now i goto work knowing what is it i’m working for, you know? So we we have that situation, you know? But you have to give them something besides that good feeling, you know, we know the brain produces all sort of chemicals when they give, but i have to give them something else over and above, so every organization should think, what is it that we’re giving our donors that’s making their lives better in our case? It’s prayer in an environmental, you know, who knows the photographs of things that they have finished, you know, whatever calendar you know it yet, but we have to give back something and i’m not talking about, you know, premiums, you know, you don’t have to spend a lot of money talking about, you know, it’s not going to be thoughtful, it could be a thank you call for the entire staff, like, for example, i know that i’m that operation smile does that once or twice a year, their entire staff, the place shuts down for the day and their entire staff calls donors. So we’re actually considering doing that in writing tohave hand written notes, we have five million dollars in our file eight hundred thousand, which are active so we can’t do it for all donors but taken the top level of our file and having all our staff and you hadn’t held great, it’d be for someone to open the letter and have it from the person who cleans the cafeteria and, you know, here is that, right? Yeah, i’m a huge advocate of the hand written note because they’re so infrequent, and especially for older donors, right? They grew up with that and it’s now so uncommon, they’re lucky to get an email or a text, but the hand written note very, very, very powerful and yeah, coming from staff that say, here’s, how your gift helped me do my work or, you know, you’re trying to make it not just helped me here’s how here’s, how you’re doing the work for the organization, i guess through me, whether whether i’m cleaning the cleaning, the floors or absolutely or i’m cfo. And that’s my ministry with the staff to let every single one feel that they’re feeding the poor. Also it’s not just the fundraisers and it’s, not just the ones who handled the big donors. We still have a couple minutes left. I’m going teasing these ideas out of your what? What happened? We talked about yet your session is coming up, you must have a well or in your head. I think we have to put an emphasis if we want to really have donors move up the ladder on monthly donations like that’s. One of the ways we incentivize our phone callers on our direct mail and everybody we see how many monthly they can get. You know how many people that can convert from from a single gift givers to monthly and that’s when i see a single gift givers, i don’t mean to give one single gift for the year, but they give in single times like maybe three times a year, four times a year, and we’ve been having a great success. Whether the monthly donors has tremendous advantage. According to industry averages, they last more than twice the length of a donor that does. Not they renew very easily and they actually upgrade very easily, because when you have a person giving ten dollars, a month that’s one hundred twenty year, they don’t psychologically, they don’t think of it as one hundred twenty, they think of it as ten dollars, so when you call them us, they were having a famine right now in guatemala, they had floods and, you know, we have problems that coffee workers are laid off. Um, would you mind going up to twelve dollars, psychologically again? They’re thinking of two dollars, and i think you have twenty four, so they’re very you know, we have had great success upgrading monthly, so our website is designed to get monthly, gives our default in many of the pages is for monthly, and it created a little a little gang to the young. I mean, i have to admit a lot of people felt that was just deceiving because they didn’t read it properly and things like that. So we know we have in bold letters, does this have a gift that will be taken out every month and so forth? But you know what our monthly gives on the web increased? By three percent monthly with that default because the majority, you know, i really want to do it, you know, and it’s an idea they didn’t tend to have and they wouldn’t normally choose. But once they saw it there, it’s amazing. When people are given the power to change, they have the single gift option underneath. They really usually don’t you know when the same with the mail when we tell them if you don’t like the way you’re being treated by mail, they feel so good about having the power that they leave it, you know, they don’t on hel and subsumed in all this is that it’s so much cheaper to treat a donor properly and upgrade them absent? It is to acquire a new one. You absolutely don’t have time to go in, but that’s axiomatic so much so much better than than acquiring new donors. That’s correct on hell. Aloma is executive director of food for the poor. Based where in florida. Coconut and coconut curry the cat butterfly capital of the world. Thank you very much. It is a pleasure, tony. Thank you. My pleasure. Thank you, aunt ella loma. And thank you. This is tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen my thanks to the folks at fund-raising day and we’ll have another one coming up very shortly. Generosity siri’s they host five k runs and walks multi charity five k runs and walks it’s hard to generate enough runners to host your own event. And then, of course, you have to deal with all the back end stuff like permits and sound system and start and finish line and medals and port a potties generosity siri’s creates communities of non-profits that come together to create big and sustainable five k runs and walks, and they take care of all the back end stuff you can talk to dave lynn he’s, the ceo, about joining one of their five k events coming up in new jersey, miami, new york city and philadelphia. Please tell my voice just cracked like i’m fourteen, please tell dave that you’re from non-profit radio he’s at generosity siri’s dot com or of course, you know, i like to pick up the phone and talk to people. Seven one eight, five o six, nine, triple seven last week i was at opportunity collaboration where three hundred fifty vibrant smart people came from around the world to share their strategies for poverty alleviation. There were people working with refugees doing education, water and sanitation relief for victims of survivors of domestic abuse and other forms of abuse. Um, empowering entrepreneurship in developing communities and countries. There were funders. There it was, it was just ah, it was remarkable week. There were also media there i was a bonem media fellow, which i’m very grateful two marlys and ron bonem for it was really an unconference no plan. Aries all the discussions, all the programs were discussions. You seated in a circle and they were just they were moderated and there was lots and lots of time for something i think is very special to opportunity collaboration, the one on one meetings, plenty of time to schedule those and that’s where real sharing of ideas got done. I had some excellent, excellent meetings around the show, its value. And i got some very good ideas for, i think, expanding the show and perhaps making it little more ah more global really very much got me thinking and a lot of people thinking for the for the whole. Week we’re in this beautiful setting in mexico. You could relax and and share in a riel no stress environment. If you do work around poverty alleviation, you may want to check out opportunity, collaboration, there’s, a video and a link to it at tony martignetti dot com and that is tony’s take two for friday, twenty fourth of october forty second show of the year here’s another recording from fund-raising day twenty fourteen this is pat clemency talking about your event pipeline and getting major donors from your events. Welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen way are in times square, new york city at the marriott marquis hotel. With me now is pat clemency. Her seminar topic is the event pipeline turning event guests into major donors. Pat is president and ceo of make a wish metro, new york and western new york that clemency welcome to the show. Thanks, tony. Pleasure to have you you have ah, pretty desperate territory, new york city and western new york it’s an interesting territory, but i think it really is empowering in the sense you get a chance to say all sorts of markets. In which you can raise money and it’s really the opportunity to understand how donors react in their markets and and you know what the universe was, they won’t want to make a difference. And how far west does western new york go in your for that we cover the major cities of buffalo and rochester? Seventeen counties it’s just go over to buffalo. It does. Okay, so we don’t have the middle of the state, but we have a new york city in nassau county and then seventeen states counties upstate. What do you see that non-profits are not quite getting right around events and transitioning donors from events. Well, i think, you know, we all start with special events, i mean, there’s, no question about it, i think it is the recognition that there is a discipline that can make those events were quarter and smarter and are part of a major gifts strategy if we see it as an event that we efficiently come into and go out of without seeing its capacity to build a pipeline of donors for other kinds of fund-raising particularly major gifts, i don’t think we make it a lot, it can. Be so today we really talked had a great dialogue around the issue about some of the things that we can do to make a special event three distinct parts. It matters deeply what we do before going into the event talk a lot about planet absolute, but planning in a different way, that really makes us understand who is coming, who are the prospects, but the day of the event, how do we really connected the donor’s? Not just with the event but with the mission really can make a specific difference and how we then engaged him in the journey, not what the event, but with the organization over time, he’s really the third ingredient in it, and so it really is very helpful to think about it as more than simply the event itself. I’m gonna ask you to talk even closer to the mike because we have now we have the background noise because lunch is lunch is over, so stay nice and close. We don’t pick up too much outside background noise. Well, let’s start with the natural place of planning what? What should be redoing as we’re planning the event? Be planning for transitioning. Attendees to teo to our donor, right? I think we’re all too often we start with logistic rather than the strategy. What are we trying to do and who are we trying to attract? And we also need to cast a wider net if you think of the donor pyramid. I mean, we’re looking at our past event guests and hoping people who will be new to the event will also come, but we’re not looking for the clues that people give us on dso we found there was great opportunity looking at direct male donors, we give one hundred dollars more, and when we did some wealth screening, we found out they gave us one hundred dollars, not because that was their capacity. We had a box and they checked it and they gave us one hundred dollars, but we understood it. When we looked at it, they had so much more capacity, but we never got around to asking them. So looking a little bit more broadly and thinking about the strategy of engagement, we basically said, if you look at an event just as a single time, we’re going to invite them again next year. But if we look at the event and over late, a lot of the major gift strategies we have, the ability to change the whole dynamic. Your loyalty will be that the event it could be that the institution and would be a longer term engagement, we get that right in the planning stage. That’s what we want, right? We don’t want this coming up year after year, and does this include people who come? They may only come one time because there connected with the honoree or just a friend of the organization brought them. Wait, convert those kinds of people. Well, you know, it’s very interesting. We learn a lot from our buffalo, not just offices, because they have a very different evergreen strategy. Honorees are looked at differently than we look at them in new york city, and they are on it for body of work. So as a result, most of their strategy is thinking about how do you get the same donors to renew at higher levels each and every year. So now we’re beginning to implement that, saying, regardless of the honoree, how do we get more of our sponsors to renew and then for those one time donors who come because of a gala honoree, we need to do some more screening and think about who else in our boards within the make-a-wish family knows them so that the relationship can transition to the organization, not simply around the honoree. What else can we learn from rochester and buffalo? Well, you know what i think it is? The universal is people want to make a difference, and we just have to make sure that we’re not leading with what we need. But we understand that the first conversation is the donor’s needs, and the donor wants to be able to make a difference how our job is to take them on the journey by showing them how treating them like an investor. And that is a really key difference. Very often we ask for what we need, and we never think from the donor perspective. What about the organization will really resonate with them for the long haul. Do you really feel that, uh, upstate or western new york is better than downstate new york at this? No. No, i mean, they they’re scale is very different than ours. I mean, it’s a smaller scale. But we i think the best thing about fund-raising is if we are open to understand the best practices exist everywhere they learnt from us, we learn from them and i think it’s one, but i think the interesting thing is in every market, if you begin to institute this practice of looking at a bent donors not just as dahna sporting event on an annual basis, but really, truly look at it as a pipeline, we have seen donors go from seventeen hundred dollars to ten million dollars or from our five thousand dollars to five hundred thousand dollars. It isn’t a journey overnight, but the fact of the matter is some of our very gorgeous major gift owners. Their entry point was at an event it was how we dealt with that that made all the difference as to whether or not that became a continued transaction. We sell a ticket, you come to our event or if it really became a transformational relationship with the mission of the organization, are there other specific things that we should be doing in our planning? Aside from the concept of the lifetime donor, the longer term relationship are there things? Specific to a note to the invitation who invites them how they’re invited before the event. What else should we be doing specifically? Well, we began talking about if we were to really make this part of our major gifts strategy, what are the shifts that we need to make? And when you think about it, our invitation is to an event we needed t even change the messaging we’re not just inviting you to invent. We’re inviting you to share and join in this extraordinary mission and that’s very subtle, but it’s a very big difference, and so we even change the fact that when you come to a gala is a perfect example. Think about how we spend the first hour at cocktails just kind of wandering around. Instead, registration is outside, so the minute you enter the doors, you are coming in and part of a community of like minded people who believe that this is some of the most important work we could do for kids, and you are meeting wish families and volunteers and boardmember course, searching you out as the guest that evening and that first hour becomes a really important message about we. Welcome your involvement in this remarkable work. How do we convey that message in our cocktail hour? Well, it’s really about storytelling and changing who tells the story? So if you think about it very often at a gala, whether it is during the cocktail hour it’s during the main speeches of the night, we’re putting up the ceo, they’re putting up the board chair. We’re talking about the past. We’re actually talking about statistics and how much money we raised in our case, somebody wishes granted when we changed the dynamic of who the storyteller wrists really should be the people who experienced the mission first hand and as we tell the story through their eyes, it says to a donor here’s exactly what your donation would do here’s exactly how it makes a difference in that moment for a lifetime that’s a very different relationship from the beginning of the point where that donor enters the gala. If we’re going to focus on storytelling at our events and it might be a very big one memory big gala or it might just be a smaller could be anything smaller, gathering, maybe even a meeting. Absolutely we need thio. Sounds like have a very consistent message that the leadership is conveying that trickles down to all the employees and then also the board is conveying right when we need to have consistency and messaging. Well, you have to be have consistency in a couple of things. I think you have to have consistency and messaging for sure, but you also have to build a culture where the board and the staff are engaged in thinking about who’s there, you know, there’s, not a throwaway seated any event, and when you think that it matters most, there is a greater level of engagement on the part of the board and the staff and pretty work that gets done who’s at those tables, who should we know how we welcome them? What would be important to them? And it allows boards to be successful. You know, something tells me you’re from boardmember i’ve given you every contact i have there’s, nobody else i can approach will dis empowers boards to reach out to other people that the organization knows and be champions that night for the cost, so they’re assigned we’re assigning people, too, to meet specific people during the evening. During the event absolutely and beyond that you’re the eyes and ears. Every single person has a role kind of just surveying the room and learning what what they’re hearing that night and reporting it back. So justus, we schedule an event on a day before that event takes place. We also have the debrief date by which boardmember sze volunteer staff get together. What did you hear? What did we learn? In very often? One piece of information about somebody was in the room is magnified then by another repeat piece of information and out of that then becomes thought okay with the event is over, but it’s on ly really beginning in terms of engaging that dahna long term now on the way for the organization and so part of the debrief is what’s next. What are some of the opportunities? And you’re right, we have to be on the same page. If someone were to say to us post event, i’d love to be involved how we ought to be able to convey what the options are many and there’s not going to be one that works for everybody, but everybody needs to know here’s some of the ways that you could be involved on an ongoing basis so we’ve transitioned from beginning in the planning stage two day of now, we’re at our event. What else? A little bit there. Sorry, that was a little loud. What else should we be thinking about? You are executing the day off too. Create this transition. Well, i think the other thing that you could do very, very well is start with the strategy what’s the message that you’re trying to convey that should be the threat of connection to everything that’s being done that night and for us was really talking about the ripple effect of wishes. And the ripple effect of wishes is a moment in time. Yes, but it also has a lifelong impact. So one of our speakers was a thirty five year old executive with a wall street firm. He was a wish child seventeen years ago, and so the impact for him wass it had a ripple effect through his life. The life of his brother, who they really had a hard time when he was diagnosed with cancer. As the family would tell you, everybody’s diagnosed cancer, you know said everybody has cancer feels like, and so the threat of connection of his wish was in that mama with his brother, but it was also over his life, he became a wish training volunteer, helping others but imagine his role now explaining to people in his way that this investment that you will make tonight in support of this event hasn’t hasn’t impact come on the future generation of kids just like buy-in that’s a that’s an amazing way to tell the story, so the first part is what we’re trying to do. We’re trying to show the ripple effect over time across families in communities, and so all of those voices were part of the program that once that strategy is that you can always worry about the logistics next, but you’ve got to get that piece of it and too often in event planning for the night of we think about the logistics, but we haven’t really thought about the strategy and that that’s, what we lead with and that story telling is is just a one part of it. Next is if you’ve told the story, then you’ve gotta provide a tangible way for people to make a difference. And so we don’t. We do a lot of fund-raising at night, but its not around an auction for things. We had one great item this year, and the rest is all about an auction to allow people to sponsor wishes and that’s the meaning of it. You go from the programme, which told the story from the perspective of families who have experienced it and then give people the opportunity to share in joining the mission by sponsoring future wish. It was incredible to watch the little store ones, and some don’t respond to the wish. A season for wishes, any or twenty five thousand dollars donation in the room, an individual wish right down to a thousand dollars and watching the room right up. Every time somebody was part of the community that was making a difference was really an extraordinary thing. It allowed people to know that this was a really special thing, that in this time and place, we’re all making a difference. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked, and they are levine from new york universities heimans center on philantech tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard, you can also join the conversation on facebook, where you can ask questions before or after the show. The guests are there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. I’m going to ask a little just sort of a digression just about the logistics of that that auction for wishes did you have people predetermined that would that would be bidding on on any of the any of those auctions and those wish auctions way we thought about wass how could we make it? And i don’t mean to suggest the whole thing’s rigged? No, no, you have one or two people who you knew would get the ball rolling. They were all legitimate that we wouldn’t do that, but but there’s a couple of things that we were able to do before tony. So three board members came forward and said for new donors who never made a donation before to make a wish, the ability to come and make a difference for a child that’s a pretty important thing, but how much more would they feel? The impact of that initial donation if we came up with a challenge match, so three of our board members got together and one hundred and seventy five thousand dollars was put up in advance. They pledge this, and they would match donations of two hundred seventy five thousand that was a huge thing. We also knew from a couple of donors at the wish auction for somebody who couldn’t be at the gala, they were out of town was still a way to participate, so for people who weren’t there and want to participate that’s part of our culture now you always have this opportunity give even if you can’t be there. So we knew a handful of dahna they do it’s what you do for the ones who couldn’t be there, so they have already pledged it, and they made that commitment right before and so we let people know that we were able to do that. Those two things are done in advance. We know that if if people know that thie donation they make is going to be doubled, there’s a likelihood that they’re going to give a little bit more on dh, then the other one to find a way to let donors who just cannot be there that night. How else could we participate when it’s about wishes anybody can participate? And i think that helped a cz well, so that’s kind of the two things we know going into the night way announced to the audience and then the third part of our trilogy stories after the event, what do we need to be now? Follow-up should be planned during planning, right way. We should be thinking about what our follow-up is gonna be while we’re doing the advance planning it is, but we’re hearing a lot that night, and you’re understanding what the individual journey might be for donorsearch we can talk about on overall strategy were also listening to the donors needs as well, and that we hear that that night so that’s that’s an important thing. But, you know, i think there’s a couple of great examples, our ten million dollars donors started out as a seventeen hundred dollars, went on. He bought tickets to a mets game where they were doing a benefit for make a wish and to see the journey after some of the events it was where he got to the transitional stage was when he was able to make a difference for the individual wish kids so began to grant wishes and then began to think, well, if i could grant a wish, i wonder if i could do more then he began to grant a wish a month for five years. Sixty kids when you think about that and that his attitude wass but i could inspire others by this, and i have to lead by example. So in his office building, he took down some of his paintings and put up something that we have designed which was simply a tree, acknowledging those wishes that have been granted so simple. First name of a child and a wish. When you came up into his lobby, you immediately saw that this was somebody who was champion the cause. So he then, as he got closer after after having been an event donor now he’s making a difference for children. And so when it became time to start thinking about the next generation wish total, you know, in two thousand thirteen we were thirty years old, and we had grand on ten thousand wish. And we had a big bowl dream for the future. We wonder, grant the next ten thousand wishes because we understood now importance and impact want to grant those ten thousand wishes in a decade? Well, how do you sell somebody on a big, bold dream? Will you go to your best? Investors in the cause. And he said, well, like to give you a down payment on the future. And that became the largest individual gift in the history of make-a-wish worldwide from an individual. And think about that for the for the future of this organization. You know, here was somebody who went from seventeen hundred dollars. Two. Ten million. But it was never about ten million dollars for him was about the ability to change ten thousand lives. And so you think we moved from transaction. You know, i give you tickets to this event because you gave me a donation moved to the transitional stage where we could say thank you for making a difference for that child to the transformational stage would thank you for making a difference for the future of the mission that’s where the journey goes. If we take our special event and understand that each of those stages the preplanning the night of and what happens after are all distinct but equally important segments that can help. That dahna journey. Okay, we still have a couple of minutes left. Anything you want, teo. Hopefully you do have something. You want to share that. We haven’t said yes, well, i think, you know, one of the things that i was really struck by wei had our gala on june twelfth this year, and there was a couple who had come forward and they were security. They secured the honore and they were great in helping support the fund-raising around him and as they thought about sending a letter out two people to solicit funds from business colleagues and family and friends, i learn a lot when you see the letters say, right? And this one just simply said we got involved with make a wish because we learned about Micah 6 year old who want to be a ballerina, we stayed involved because over the years, we’ve seen hundreds and thousands of kids whose lives have been forever changed, and what i realized was here was a couple who came to an event was a cultivation event just learn about make-a-wish and they heard that story and that stayed with them, and now we have an event for which they were such an incredible catalyst as a couple raised one point, six million dollars the fund-raising they did was extraordinary, they’ve been doubt a wish in perpetuity, and yet they never lost sight of the fact that it was at an event that was learning about that one child that touch them and made them want to do more. I don’t think i really understood the power of their motivation until that moment, but what i did, i know that’s the discipline that we need to put in place that’s the story telling you a story telling all the way in which we don’t look at this as a transaction it’s so much more an event can be so much more and could be such a powerful part about how we welcome donors into the extraordinary missions that we all support. Don’t leave it there, ok, tony, thank you. My pleasure, pat clemency. She is president and ceo of make a wish metro, new york and western new york and thank you for bringing lessons from rochester and buffalo. Thank you, my pleasure or listening to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen. Thank you so much for being with us. Thanks again to everybody at fund-raising day and the new york city chapter of the association of fund-raising professionals. A f p next week, the halloween show. Regular contributors. Jean takagi on law and amy sample ward on social media, who have tips, tricks and treats. If you missed any part of today’s show, find it on tony martignetti dot com. Remember generosity siri’s, they sponsored non-profit radio generosity, siri’s, dot com. Our creative producer is claire meyerhoff. Sam lever, which is on the board, as the line producer shows. Social media, is by julia campbell of jake campbell. Social marketing and the remote producer of tony martignetti non-profit radio is john federico of the new rules. Our music is by scott stein. You with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones me dar is the founder of idealised took two or three years for foundation staff to sort of dane toe add an email address their card it was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were and and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for September 19, 2014: Buyer Beware & Managing Your Big Spike

Big Nonprofit Ideas for the Other 95%

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Don Jean: Buyer Beware

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Don Jean is CEO of FocusedBuyer.com. He’s got tips for buying smarter, from accounting services to zoo animals. How do you start a money-saving buyers club? What belongs in your procurement policy and how do you compare alternative suppliers? Don’s got a good story about horse linament.

 

 

 

Maria Semple: Managing Your Big Spike

Maria Semple
Maria Semple

After a big event, gala, run/walk, open house or ice bucket challenge, you’ve got lots of newly-engaged people. How do you break them down into manageable sets for cultivation? Maria Semple is our prospect research contributor and The Prospect Finder.

 

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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, i’m glad you’re with me. I’d be stricken with pseudo member anus still mastitis if i had to form the words to say you missed today’s show hyre beware don gene is ceo of focusedbuyer dot com he’s got tips for buying smarter from accounting services to zoo animals what belongs in your procurement policies and how do you compare alternative suppliers also managing your big spike after a big event gala run walk open house ice bucket challenge you’ve got lots of newly engaged people how do you break them down into manageable sets for cultivation? Maria simple is our prospect research contributor and the prospect finder on tony’s take two get off! Ellis is back, responsive by generosity siri’s they host multi charity five k runs and walks. I’m very glad that don jean is with me, he’s, a ceo and co founder of focusedbuyer dot com, he has many years of experience with big us and uk businesses routinely buying billions of dollars of goods and services. He’s, a member of the institute of supply management and cornell university’s athletic hall of fame dahna jean welcome to the show. Good morning, tony. Thank you for this opportunity to speak with you and your non-profit radio colleagues. Cool. Thank you very much. My pleasure to have you. We’re talking about buying buyer beware, but you like to call it procurement. What? Why is that? Well, procurement takes in all the aspects of purchasing from the time that you’re thinking about purchasing a product or service for your organization to actually contracting for it, to the performance of the suppliers around the contract, to the payment of the invoice that submitted by the suppliers to the warehousing of the data around the actual transactions. So it’s the whole process, then so buying would be very limited. Part of will be one part of the entire procurement process, i guess. Is that right? Yes. The buying the buying process tony’s is just the actual transaction of saying i want to buy this and a supplier saying i’ll supply it and then that happening. Okay, so there’s a rationale, because on non-profit radio we have jargon, jail and right out i didn’t. I hate to put you in. Jargon jail. So i’m trying to explain why we were going to use the word procurement instead of just buying oh, okay. All right. So you’re not in jargon jail. You could have been, but i i i was i was lenient. But what? Your step? All right, why do we need a procurement policy? Well, first of all, any organization or business needs a policy which is a statement of principles or intent or protocols to run the organization and business and these policies, they include the fundamentals of operating in a foreign organization or business such as who’s in charge. Uh, also includes well established best practices and or guidelines such as who raises money. How is money raised? How is money spent? It includes the procedures than that. I’ll allow you to carry out the policies, and it applies to all the state color’s involved. So this was the leadership board members, employees, customers and suppliers, and it’s, a clearly documented policy and communicated to everyone in some cases, uh, people who received the communication are actually asked to sign and acknowledge that they received it. A purchasing policy is really a subset of an overall policy. And it’s around how employees and volunteers spend money for products and services needed to run the operations and administrative functions of organizations or businesses, and the purchasing folly should include managing the money to be spent accounting for the money that has been spent and ensuring the money is being spent as wisely as possible. All right, don, we’re going, we’re gonna have a chance. We’re gonna get into the details get too far ahead of ourselves. So even a small mid size shop, i mean, if they’re not spending tens of thousands of dollars on on purchases, do they still need to have a procurement policy? Yes, they do, tony and the reason for that is if you look at television or radio, listen to radio and read newspapers, you’re fine, and i’m looking at stuff on the internet. You’re finding that even in small businesses small organization, small non-profits there seems to be a trend where someone is being cheated, either with in the organization itself or a supplier is cheating the organization. Oh, and it all comes to buyer beware and it’s important that everyone have guidelines and rules so that the buyer beware process does not come into play regards to the size of the organization. All right, so organizations need to be thinking strategically, carefully about purchasing, even if we’re talking about just like paper, and, um, i don’t know, maybe some consulting services and, you know, small, small purchases that typically now they’re probably just going online and buying from a source that they’ve been using for a long time, or they go to the store and use their credit card, even even in those cases, they need to be thinking more about this whole process, right? So from from a standpoint of small purchases in my investigations, i’ve found across a broad range of organizations, including non-profits that somebody could be paying anywhere from nine dollars, a ream for a ream of paper, five hundred sheets of paper down to three dollars, and oftentimes it’s, you know, people say, well, nine dollars, i can pay nine dollars, but you maybe should be paying three dollars, and that all is tied up into making sure you have a process in place, the other the other issue is how do you generate economy of scale? So just because you’re a small non-profit doesn’t mean that there aren’t other small non-profits that are not in competition with you in terms of what you do, where you could, uh, collaborates and increase the economy of scale of your purchases in a blanket order process a process where each individual non-profit could buy from it, but get a better price for everyone. Alright, so that would be like buying club you’re saying? Well, it would be it would be a buy-in club, and it could be organized among the non-profits or it can be organized by a third party supplier. Okay, cool. All right, well, i’m going toe to spend some time talking about that. Let’s, let’s, get back to the procurement policy, which we were starting to get into. Why don’t you just take off? What? What? Some what belongs in that policy? Sure. So, uh, purchasing procurement policy should include being in line with the financial controls of the organizations. So for instance, the financial controls may say we want a three way matching process to assure that there’s no fraud or illegalities in the procurement to pay process. And we know that the fraud and evil of gowdy’s they happen on a regular basis. But the three way matching process is something that says a person. Who’s authorized the purchase. Creates the purchase order someone else who’s authorized to receive the product or service. Actually documents that receive receipt and someone else who is involved with finance and the accounts payable process actually transact the payment of the of the envoys. Right. Wait. I have a purchase order in place. And when they have a receipt covered dahna done way too much into the weeds. I just want you to please just take off. Just take off major items like like credit cards. I’m sure belong in there. You know, just just what s the major time from competition belongs in there buying from competent. Okay. Okay. With competitions when i mean it was competent. Okay, conducting negotiations belongs in there buying. How do you buy from supportive stakeholders buying from employees and their affiliates, such as family members. Latto how do you define relationships between suppliers and vendors and the persons who are buying? What are some of the conflicts of interests? For instance, two employees have some type of ownership privately in a supplier or is there they have some public ownership where they own some stock in a public company? Also around the security of information in terms of how information is communicated to suppliers back and forth and whether there needs to be a non disclosure agreement, things such as gratuities and quid pro quo. You know our crew tootie’s accepted by by employees and quid pro quo meaning employee says, hey, i’ll give you this contract if you give me four tires for my jeep, okay, meals and entertainment no, if you’re invited to a ball game or a golf outing, or maybe you’re going out weekly for lunches and dinners and there’s no real business reason for that it’s just become habit trips to places of business, the cross and reimbursement of that when you go visit a supplier and compliance with rules and regulations around safety, health, environmental and governmental types of regulations, and then how do you capture the content, the data in the information around all of your procurement transactions, and last but not least settling disputes and disagreements? How does that process work and unfold between buyers and sellers? All right, we’re not gonna have time to cover all that, and i hope you acknowledge thiss can be kind of boring stuff. Do you realize that you realize you do? Realize that okay, i do realize, ok, we’re going. We’re going to hit just a couple of those that are probably the most popular let’s start with credit cards, which, you know, you don’t even call them credit card, you call them procurement cards? Yeah, this is a credit instrument that is used the organizations and businesses want to cut down on the actual, uh, transactions inside the procurement process. So they used credit cards where stuff happens on the phone call between the buyer and seller, and i’ve been involved in credit card purchases that have reached thirty thousand transactions a year in one hundred twenty million dollars worth of procurement. And in those scenarios, the difficult part is determining that the credit card’s been used appropriately by the holder of the credit card. In one particular case, i recall that a particular employee every month was buying oil, and we couldn’t figure out why there was a need for this much oil. So we said we’d look into it a little bit, and it turns out that the person was actually buying horse liniment forces for their horse farm horse liniment the horse. The horse liniment story. Yeah. Okay, that’s a good one. So what? We have just about a minute or so before first break, so keep that in mind and then we’ll have more time after the break. But what? What can we do to make sure that credit cards, procurement cards if if you prefer, are used appropriately? The details around the transaction are most important and what happens with a credit card? You get a summary statement at the end of of each month, and then employees and sometimes financial people are asked to latto to audit those to make sure it’s correct. But the problem is that summary statements don’t give you a lot of detail, so it would be helpful if you could come up with the process a business process that makes it easy for people to create a ghost purchase order and send it to accounts payable with line item detail so that the accounts payable, people can match it one for one with the accounting summary statement let’s go out for a break, and when we come back, don, you’re not going to keep talking about that. You’re talking about different levels of control and i want to you. Want to talk about how that fits within a small organization that it isn’t gonna have made very well, not have accounts payable, so stay with us. We’re going to keep keep talking about buyer beware. Thank you didn’t think getting dinged. You’re listening to the talking alternative network, waiting to get me to thinking. E-giving cubine this’s. The way we’re hosting part of my french nufer city guests come from all over the world, from mali to new caledonia, from paris to keep back french is that common language. Yes, they all come from different cultures, background or countries, and it comes tires to make new york they’re home. Listen to them, shed their story, join us, pardon my french new york city every monday from one to two p m. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna you’re listening to the talking alternative network. Oppcoll duitz welcome back to big non-profit ideas for the other ninety five percent sorry, i can’t send live listener love were pre recorded today, but i do love our live listeners, and of course, i send pleasantries to those who are listening to the podcast. All right, don let’s, let’s continue with the credit cards. So your concern is that there be oversight of these purchases, but what if we don’t have an accounts payable office? Well, normally the small non-profit will have someone who is responsible for the financial aspects of the business and what it would, what you would do there. In that particular cases, you would put a policy and procedure in place that the person who was using the credit card had to generate the ghost purchase order and do the match and send the documentation to that one person for a final review. All right, so there has to be some review of these procurement card or credit card purchases. Yeah, i mean, like i said before, tony, every day you’re seeing people have stealing thirty thousand dollars or embezzling one hundred thousand dollars or doing something illegal for ten thousand dollars and when you get involved in looking at how that all happened, it happens in the procurement of payment process that’s where the controls breakdown that’s where the opportunity to at least do some cursory auditing is is possible to prevent that. At one particular case, i’m aware of a a small company who i had a system in place, and i suggested that they do something different. And they said, now we’re happy with what we’re doing. And just recently i read in the paper where they were embezzled for about six hundred thousand dollars in their procurement payment process. Oh my did you send an email saying i told you so? I did not know i would have i would have that would have been the subject with capital caps with a exclamation marks. I told you so. Yeah, it’s amazing tony. Just what? What folks are doing these days? I’m not sure whether it’s the economy or or whether it’s the state of you know how we live these days, but everybody’s looking for an angle and everybody’s looking for finding something for free. And unfortunately, in the procurement to pay process, lax controls give you ability to come up with what people say this was found money for myself? Six hundred thousand is about right? I mean, i would i would do it. I would risk my reputation for six hundred thousand it’s the five and ten thousand. You know, the twenty thousand? I just don’t. I don’t think it’s worth it. If you’re gonna do it, do it big. You know, it’s got to be deep deep into six figures before i would risk my reputation. I mean, everyone’s got their price. I’m giving people an idea where mine is. So you know, you know howto get my attention on. Be suspicious of people zoho own horses, right? Right. Right. Let’s move. Teo buyers, this idea of a buyer’s club. What could’ve non-profit do? How would they reach out to affiliated do or what? Not not even affiliate? Just other non-profits too joined their purchases and and have some leverage. Well, it’s an interesting question. So in the world of chambers of commerce, many of them, whether they’re local or state, have sub chapter’s are set up for non-profit. And they meet on a regular basis to discuss various types of opportunities and processes were together they can improve. Their businesses, they go through legal aspects of setting up a non-profit how you, how you go after funding in terms of better ways and to how you can join together for economy, of scale of purchases. So that’s one way another way is from time to time there are expose, which are just for non-profits in fact, i just attended one this weekend here in the lehigh valley of pennsylvania, where there were probably twenty five non-profits who had tables in a large mall right shopping mall, and i visited each one of the tables, and it became clear to me that when i asked the question around the economy of scale, they all had the same answer. We don’t know how to generate economy of scale, and i said, well, we could do it with just twenty five non-profits here in the mall and, you know, we’ll work on that with you, and they said, wow, that’d be great, you know, give me a follow up call so there’s a number of different ways where economy of scale can be grown all right, do you object to me calling this a buyer in a buying club? Is that? Ok for you with you. I find, you know, some people call it cooperative supply. Yeah, that doesn’t sound it’s cold. You guys have a way of making this sound dull. I mean, there’s there’s good information here, but cooperative supply. I don’t think you’re gonna get too much people too many people’s attention, but if you call it a buying club, i think that people that’s something people can grasp a little easier than cooperative supply. So i’m okay with buy-in club. All right, thank you. So, do we have to weigh reach out to non-profits whether they’re in expo with us or that we just know them, they’re in our community, whatever. And we just say, you know, maybe we can collaborate on buying together and save some money, isn’t that easy? It’s that simple, but what it takes is that in a non-profit it takes a decision around, you know, who is going to take that charge? You know, you know, who’s doing the buying currently in some small non-profits you have several people in several different areas making the purchases and doing the procurement for for the non-profit and other non-profits you have one person and all that stuff is filtered through that one person to make the procurement, so a lot depends on the organizational set up. And but once the organization set up is determined, okay, it’s a matter of reaching out to those people cross the non-profits and facilitating a buying club atmosphere, i think that’s great, i mean, there’s there’s considerable money to be saved in day to day purchases if if non-profits collaborate that way. Yeah, there’s there’s no question that there is and i would say hundreds of millions of dollars are left on the table because many non-profits don’t act in that mode. In fact, i know i know non-profits who are organized locally, but they also have st chapters. In some cases they have national chapters and there’s. They’re not currently doing any buying club type of collaboration let’s move to exploring multiple suppliers because that’s something that a buying club could do. But even a non-profit acting on its own should be doing why better tohave multiple suppliers of the same thing? Well, one of the reasons is that many suppliers have different types of products and services that give you the same end result, but in some cases are less costly because they’re more efficient and how they accomplished making the product or providing the service so it’s important to reach out to a number suppliers to make sure you you have a cross section of the suppliers, capabilities, and and the innovations that they have in terms of bringing products and services to you. It’s also a good idea to be planning your purchases so that you don’t end up in a crisis buying situation. Yeah, that’s one of the major miscues of, uh, many folks who are in the world of procuring and who were doing purchasing, whether you’re a small company organization and non-profit social organization, people do not plan their purchases. So what happens is you get to the end of the line when he i really need this tomorrow or needed a few days, and they find out that, you know, in order to get it, they have to pay a premium or they can’t get what they really need, and they have to substitute something that is okay but doesn’t do what they needed to do. It’s it’s the worst aspect of procurement when you do not plan for the purchase and you run out of time. You’re in a negotiation weakness every time with the supplier, vendor or seller who you’re going to and say, i need this. Tomorrow, you’re going to pay more money for it, it’s, just that simple. So you’re either going to spend time planning or you’re going to spend money, but you’re going to spend one or the other exactly that’s, exactly right, tony in. And unfortunately, yeah, waiting to the last minute is easy. Yeah, okay, sitting down and planning something out takes a little bit of time and takes a little bit of moxie in order to say, ok, what do i really want? But don? Yes. Okay, alright, i’m sorry. So so yeah, so you’re like a sari is going to plan ahead of time. And as as you are trying to find alternative suppliers, how would we go about doing that? I mean, we buy all our office products from staples dot com. We’re going to find alternatives. Well, alternatives that alternatives can be found in a number of different places. The’s, air capable and qualified potential suppliers. Of course, whenever you reach out to look for suppliers, not only do you have to find out who they are and where they operate from, but then you have to find out if they’re capable and qualified to be able to supply to but there’s without giving anybody a plug there’s something called thomas register dot net, which has i think that was a plo. Thousands of suppliers, thomas registered dot net. I think that was a plug done and the other the other areas are the chamber of commerce members. When you belong to a chamber of commerce, you can be involved in just buy-in doing work inside the chamber and getting to meet all of the different members who can be the pliers and cellars and it doesn’t mean that you have to buy everything from staples stables that doesn’t necessarily have have the best prices. I can tell you that just from my own research, staples and other large big box stores have good prices, but not necessarily the best prices and not necessarily the best merchandise. Three other place you could go is you can use search engines such as yahoo, google or being which khun khun xero you in on particular suppliers in particular areas, there are a number of small business expose that happened regularly. In fact, i attended one in new york city not too long ago at around peered ninety, which was an excellent place to meet new suppliers uh, with new processes and products on then there’s a number of diversity organizations and expose where people are trying to, uh, improve and increase the amount of spend that’s happening with diversity suppliers such as minority suppliers, women, own suppliers, veteran own suppliers and so forth. So on there’s something called mcrae’s book, which is another listing of suppliers it’s like thomas register and, of course, there’s always the angie’s list for services both local. And statewide. And then there’s something called institute supply management, of which i’m a member of which, which has literally hundreds of thousands of members across many types of products and services. And then there’s the referrals from, you know, friends, and and also from fellow non-profits i have i have a referral for office supplies. I happened like w b mason and so in i like them that their prices are lower. Yeah. W donations a great, uh, great supplier. And there very good competition to the other big box stores. Yeah, for sure. All right. We have just about two minutes left. Done. Once we have all these alternative suppliers in just a couple minutes. How do we decide between them? Well, the first, the first step, tony, is too. You need to create. They clearly defined request for proposal that levels the playing field so that everyone you reach out to knows exactly what you want to buy. That’s, that’s really important and and there’s. Lots of things you need to consider in terms of putting a request for proposal together. You know, for instance, let’s say, you’re putting a roof on your house, you know, you could get single warranties that air. Twenty, twenty five, thirty years. Okay, but in addition to that, you can get warranties that cover mold and mildew. So some singles, you know, we’ll give you a ten year warranty inside the long warranty for moldy mildew damage, and some will give you curling damage against sun damage. So you need to, uh, make sure you have a clearly defined request for proposal. You need to take into account the things that you need, uh, and want okay to get the best value for your money. And then once you do that and you get it out and you get the offer’s back, the next step is to make sure you do a standard kind of an evaluation of those potential suppliers. No, some type of format that allow youto lineup the proposals next to each other and evaluate them. I’ve used something called critical success factors which say, these are the important things that need to happen and does this supply or meet them? And then what are the key performance indicators or how do they meet them? And then i line those up across the different suppliers. It’s a it’s. A formal process. But again, it’s like planning. Okay, if you plan it well, you have the opportunity to save money. And if you evaluate supplier proposals well, you have the opportunity to save money. Don, we have to leave it there. I know you want to leave people with your email address. If they’d like more information. What is that it’s done at focused buyer dot com. Alright. And the site is focusedbuyer dot com. Check that out, don gene. Thank you very, very much. Thanks very much, tony. My pleasure to have you take care, everyone. How thoughtful. Yes do take care. Thank you. Don generosity siri’s they host multi charity five k runs and walks. You know them? They have a charity support team as part of the process when you are one of their charity partners and that support team helps you with your fund-raising the’s are people that you talk to on the phone. You talk to them. You don’t have to email them. You don’t the chat with them. You can talk to them. I like that. They will help you get more runners and help you motivate the runners that you get. So that there’s more donors for your non-profit that’s the whole purpose of this event. Talk to dave lynn he’s the ceo see about becoming one of their charity partners. They have events coming up in new jersey, miami, new york city and philadelphia. You can talk to dave at seven one eight five o six. Nine triple seven or the web generosity siri’s dot com can we get off? Alice’s back second week in a row. I’ve asked that question. I kept the video on top at twenty martignetti dot com for another week. I’m interested in what you think about the way l s has been treated in the media. What do you think? I think we should give them a chance to manage this enormous spike in money and donors let’s see how they do. What do you think i’m interested? Please comment on the video. Tell me what you think. It’s at tony martignetti dot com and that is tony’s. Take two for friday nineteenth of september thirty seventh show of the year. Maria simple. You know her she’s, the prospect finder she’s a trainer and speaker on prospect research. Her website is the prospect finder dot. Com and her book is panning for gold. Find your best donorsearch prospects now she’s our doi end of dirt, cheap and free. You can follow maria on twitter at maria simple glamarys simple. Welcome back. Hello there. How are you? I’m doing very well. How are you? You’ve been sailing. I have been sailing. It’s been a fantastic summer. How is yours? My summer was very nice. You were you were sailing for a couple of weeks and it occurred to me that when you’re sailing your pretty. Um all right, what i want to say you’re at the mercy of the weather. I definitely hear priorities completely change and focus when you’re on the water. We spent about ten days on our sail boats, of course, over the course of time, anything could happen with wind and weather, etcetera. So we got very lucky. For the most part, it was very good. How do you know you’re going to get back home on time? Well, way build in plenty of extra buffer time to have to stay an extra day or two someplace if the weather doesn’t get bad. But we do have a built in gps, so it kind of tells us what’s how long it’ll take us to get from point a to point b do you also have a built in engine? Oh, definitely built in and you do aren’t. So is that considered cheating for sailors? If you if you resort to your engine or now, not if you need to get out of a storm. That’s for sure. It’s not okay, that’s a good thing to have. All right, you have some thoughts generated from the l s ice bucket challenge what’s on your mind. Well, you know, i was thinking about it and thinking about how you know that that happened on such a magnitude and scale that, you know, most non-profits are not going to experience, but i was thinking about how this could sort of applied in non-profits who we’re getting into a season now in the fall, for example, where you might be hosting a run or a walk or your galas are coming up, certainly in the fall and spring there’s a lot of them. So i was thinking about, you know, how do you sort of manage this hopefully new influx of names that are going to be captured by your organization so first and foremost, i hope everybody’s capturing all of that information when people register your collecting those those critical data points that you want to make sure that you have obviously, you know, name, but address a cz well as where they’re employed. So if you can at least collect that piece of information that’s going to fill in another piece of the puzzle for you, should that person kind of moved through your pipeline to be more of, ah major gift prospect or a plan giving prospect at some point? And of course, you’re also going to collect email address kapin absolutely, and i want to stay engaged with them and, you know, people are usually feeling pretty good right after interacting with your organization through a walk or a run or a gala so it’s an opportunity to really capitalize on their good feelings that they have for the organization, so i would recommend that you actually have a smaller, maybe syriza’s two or three cultivation events, at least one cultivation event. But if you’re you’re a larger organization or, like a less for examples national in scope, right? So you’ve gotta have the a regional affiliates getting involved if you are a national organization, but you want to think about what could we be doing to host smaller cultivation events and get these people further engaged with the organization? So certainly people that are going to show up to a subsequent event, you know, as far as i’m concerned, all right? They’re showing additional interest in the organization on dh they are probably worthy of of doing a little bit more in depth research on before coming to that second follow-up say cultivation event that you would be having all right? So events very good for cultivation. What else? What else? How else can we sort of breakdown this file of hundreds, you know, because we’re going to keep it to scale the audience hundreds, maybe even into the thousands? How else can we sort of figure out who did continue to cultivate among this big, big news spiking in donors? We’ve got or or yeah, donors or runners, walkers, whatever. So if you happen to have a relationship already with a ah company that provides elektronik screening of your database, this would be an excellent opportunity to screen some new names very similar to what a college or university does every fall, right? They take the names of all the incoming parents and the students, the parents of students, and they make sure that they’re there screening that to try and figure out, how are we going to start engaging these people from their point of entry with our organization? So you want to kind of have that mindset? So if you have, you know, ah, relationship or maybe this is the time to start one with an electron ic screening company, that would be the ideal right? Just screen all the names and try and let those best prospects filter to the top for you that way, and those would then be the people that we would invite to the cultivation events you’re suggesting i would definitely invite to those top prospects to your follow-up event something you want to extend an invitation to a many people, as you can obviously, um, uh, depending on space and so forth is to where you’re going to be having these follow-up events. But if it’s going to be okay in a in a boardmember home, or maybe a boardmember has ah. Ah, a membership to a local country club and would be willing to host a small cultivation event there you want to think about, you know, managing your audience sizes, but for sure it’s an opportunity to screen them, try and figure out, and and if you don’t have a budget for doing a screening of paid screening service, you know, think about there’s, you know, a few sites that you could go to that are either going to be free or very low cost that are going to at least point you in the right direction and try and help you figure out, you know, where you want to start prioritizing this new pool of names that have been interacting with your organization? Um, you want me to kind of go through your arse, and i would do if i didn’t have a budget at all and screen some of those names on manually? Yeah, you’re are doi end of dirt, cheap and free. So you gotta you gotta live up to it, and then and then now these may very well be sites that we’ve talked about in the past, so if we have, you know, don’t don’t you have to go into a lot of detail, but definitely that’s ah, share a couple of sight, right? So obviously google, right? So you want to definitely google their name, make sure you’re putting parentheses around their name so that you’re researching their name as as an entirety, as opposed to any place that maria or simple would be mentioned on the web. You want to make sure you’re you’re researching the name as an entirety? You don’t mean you want to try and figure out, you know, somebody’s property where they’re living their primary and secondary properties. Certainly their primary property is probably, in most families that’s going to be the largest asset that is owned by by sea, individual or the couple. So you want to try and figure out a little bit more information about the value of of the home that they’re in. So whether you’re looking at a property assessment database to try and figure that out, or if you look at something like zillow dot com again, if you’ve collected that address information at the point of registration, you’ll have that so, you know, it is possible to manually do a lot of what thes elektronik screening services do it’s just going to take manpower so you might want to think about in advance of that event. Well, who’s going to be available, what hands do we have available to us as volunteers? Maybe you’ve got some board members who would be willing to step forward and take a list of, you know, names say, you know, we’re going to be assigning you a list of ten names to research, and we’re going to give you a set of sites that we need you to go to after the event and then start doing some of this research on our behalf, and so certainly property assessments would be one of them, okay, you want to try and figure out something about their property? Um, lincoln would be another good place try and figure out where the person might be employed, and so that would be giving you some information about whether they have their own business, whether they are tied to a larger corporation that might have matching gift opportunities that might have other opportunities to engage that corporation say through, ah, corporate giving program or a formal foundation, and certainly, if that individual happens to come up as a corporate insider. Now you’ve got a pretty good prospect there, because now this is somebody you can tap into for a gift of stock to the organization and gift of appreciated securities, and that benefits them by donating that. And, you know, we’ve we’ve talked about that before in terms of seeking out those types of corporate insiders to engage with your organization. Yeah, a couple of things, maria, you said, putting names in parentheses when you’re searching, you use google is example, but i think you meant quotes, right? Putting them oh, i did mean quotations. Yes, i didn’t mean to say parentheses sametz quote, yeah, sorry also you you read my mind thinking about boardmember xero there a couple of ways that board members could be involved or other volunteers don’t have to be, but but i was thinking of board members, especially for hosting the cultivation events. But then, as you said, also doing some of the from this follow-up research, these could be very good tasks for key volunteers board members? Absolutely, absolutely, because this is something that they could do on their own time from their home and justice if you’ve got that that pool, that manpower pool waiting, post event and knowing that they’re going to be having ten to fifteen names, whatever it is, however many names you’re going to be, kind of, you know, giving each volunteer to manage just pulling together some research on this is a great way to get them involved, you know, especially those board members who say, you know, i’ll do anything for the organization just don’t make me ask for money. Well, this’s a function that totally supports the fund-raising function, however, they don’t have to get involved in making the ass oppcoll now i’m not trying to get boardmember zao out of doing that, of course, but you do have some people who might just be better on that behind the scenes, providing you with that back-up and now you’ve got some board members who are going to be engaged at a different level and might say, well, gee, got, you know, i didn’t know we could so simply find out this this additional information that’s going really leverage and propel our fundraising efforts to a whole different level, so i would imagine that just getting them involved. In a small pool of names like this for them to research that they will then say, you know, what else can i do to help our development efforts with? With regard to research? I’ve had so many guests on saying how beneficial it is to plan your after event activities before the event, and i think that that benefit is emerging, because if you’re thinking about what you want to do to cultivate people who were engaged at this event, if you’re thinking about that in advance, then you’re going to know what data points you’d like to know in advance, and you can include that in your registration. So for instance, you might then asking the registration, where do you work? And some people may refuse to tell you for some reason, but a bunch of people probably won’t refuse. And so if you’re planning in advance to know what you’re going to do, then you know the data you’re going to need. You can put that into the upfront registration and other activities early on, right? Right? I mean, in this day and age, there’s absolutely no reason why any registration process for an event should be. Done manually at all he’s got so many different event registration systems out there, but you know, you’re able to collect every one of these data points, and like you said, you can make something like collecting their company data anon optional field, not a a mandatory required field because don’t forget, they’re there might be a lot of retired people right attending your event so it wouldn’t be appropriate for them to be filling that field in any way. So definitely always provide that optional field of collecting that data point because you just don’t know where, down the line that data points going become crucial for your your development efforts. The very best of the sites that will help you with your events, of course, is generosity siri’s, and you’ll be able to capture all this at the front end and with the help of their support team, you’ll figure all this out in the beginning so you can have valuable cultivation after then. All right, maria was very important. We got to take a break. When we come back. You and i will, of course. Keep talking about managing this big spike in donors. Stay with us. Dafs you’re listening to the talking alternative network. Oppcoll hyre have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Talking alternative radio twenty four hours a day. Lively conversation, top trends and sound advice. That’s. Tony martignetti non-profit radio. And i’m lawrence paige, no knee author off the non-profit fund-raising solution. Dahna i still wish lawrence would pronounce his name panjwani be so much nicer than paige nani like martignetti i would never do that, but martignetti panjwani would be beautiful. Maria semple, we can’t do anything to change your name to make your italian, but no, but i am one hundred percent italian. So mei mei my maiden name is mackay. So i’ve seen that right. Maria mattei. Sam simple. I’ve seen that around. Yeah, so i totally agree with you. Yeah, tony, he should definitely be saying it panjwani i have to petition. Lawrence, do you know lawrence panjwani ideo yeah. Wait. Maybe if we just start using his name that way, so he forced into it. He won’t know. We’re talking about him. He’ll think we’re talking about some other larry. Larry panjwani sells salami down the street. All right, what else have we got for managing this big spike in and donors or attendees to our to our event. Well, you know, i was just thinking as we were going to break about, you know, you were talking about, make sure you have that follow-up event sort of planned and so forth beforehand. And i was thinking, well, you know, one of the things that you’ve heard, i’m sure in the past before either from mayor from other guests is that if you ask for money, they’ll give you advice, but if you’re bringing people in to ask him for advice will ultimately want to give you money, right? So you’ve heard that i’m sure a ton of time, so it would be really fun may be at this event tohave, you know, you’re photos and videos you’ve had a guest on in the past that turned me on to something called an emoto that you can pull together photos into these really cool videos afterward, but you bring them together and then just get them into an environment where maybe you’re asking them about what did you think went really well with our gail? Oh, our walk, you know, you’re kind of, you know, playing off of the good feelings that they’ve had engaged them further, but, you know, in terms of additional research, we were talking about corporate stock, for example, you know, try and determine if there are corporate insider and then before i get thrown into jargon jail just to remind everybody if you’re a corporate insider at a at a public company that means that you are considered to be a you know, on the board of directors or the top executives at a company, or you have been owned ten percent or more of the outstanding stock of that company. That means you’ve got to report all your trading activity. So all of this data is available on the seas, database, securities and exchange commission, so that’s sec dot gov or on the corporate website itself, there’s usually a tab called investor relations, and right there they’re going to be listing all of the corporate insiders and so forth. So again, if you’ve collected that data point to find out that a person works for x y z corporation, visit that corporate website, go to the investor relations tab, click into their their their latest proxy statement that they filed usually comes out once a year, very often in the in the late spring or summer is when people are filing the company’s heir filing these proxy statements and look at that last proxy might be known on the website as by its technical number, which is death d f fourteen, eh? So look at the proxy and try and find that person’s name, do a search to a control f on your keyboard, input the person’s name and see if their name shows up on that corporate proxy. All right? And that is all for the potential of generating gifts of stock from that person that’s, right? That’s, right? So and if the person is listed on the corporate proxy, their age is going to be listed there. Toni and so you know what that could mean for planned e-giving purposes? Well, if they’re sixty or over that they could potentially be a plant giving prospect long, longer term. Yeah, yeah, yeah, absolutely. So then you would think about ok. Well, if you’ve got a database that’s allowing you now to do that level of segmentation and tagging and flagging, he’d be able to at least say, okay, well, we you know, because seen that he’s listed on this corporate database that as an insider we’ve got an age listed of, you know, say, fifty eight, fifty nine whatever, you might want to flag them as somebody who could be a potential that you would want to start talking to are cultivating in that direction for for plant giving down the road. Okay, that all sounds very good. We still have ah, a couple of minutes left. Any other ideas that we haven’t talked about for managing this big spike? Well, you know, you’ve got your local newspapers write, um and you’re actually or your previous guest was talking about local chambers as being ah place to look for individuals, so find out, usually through your library website, you can have access to the local newspapers in their entirety for free, so run their names through the through the newspaper database to see if they’ve been profiled by another non-profit or maybe they’ve been given some sort of a citizen of the year award. Those types of biographical articles are great because they’re going to point you to information about those familial relationships, whether they’re married, how many children they have, what communities they live in and so forth and give you a lot of great background information. So, um, i would say, make sure you’re also researching as one of your stopping point if they’re mentioned in any of the local press you’re thinking about this was all generated by the ice bucket challenge for ah amigo, traffic, lateral sclerosis, what’s what’s your thoughts on how the media that the media is just reporting, but how people are critiquing a less what what do you what do you think? How do you and how do you feel they’re managing this enormous spike that got foisted on them? Very, very, very luckily very luckily indeed, yeah, it’ll be so interesting to see, i think that, you know, everybody, as you said, has their opinion about what should be happening with all of this, and and i agree with you totally let’s let’s see what they do because i’m quite certain that they’re going to be very capable of handling this in the appropriate manner and, um, it, you know, certainly, if they weren’t already engaged with using an electron ic screening service, they will be now. But, you know, it’s it’s an opportunity for us as as professionals who work in the fund-raising arena to kind of look at this is anabel lutely wonderful case study going forward, however it’s going to be handled one way or another, and i’m sure it will be handled very well. I’m part of the american marketing association they have a non-profit conference every year. Ah, and next june or actually july, i think when they have there their conference, i’m really hoping that there’ll be somebody there from this organization speaking because this will be so long, it will be a year after the, you know, the challenge really happens that i’m sure there’s going to be so many wonderful lessons learned even from a marketing standpoint of what to do for further engagement. So i’m taking very much a wait and see approach i’m eagerly awaiting to see how this will all come out myself. Maria simple is the prospect finder you’ll find her at the prospect finder dot com on twitter she’s at maria simple maria, thanks so, so much. Thank you, pleasure always next week your development committee is critical. Greg cohen is from cause effective also an interview from the non-profit technology conference. Or maybe fund-raising day start to bring those to you from fund-raising day back in june. If you missed any part of today’s show, find it on tony martignetti dot com remember generosity siri’s, you can have this big spike that marie and i were just talking. About they are at generosity. Siri’s, dot com. Our creative producer is claire meyerhoff. Sam liebowitz is our line producer shows social media is by julia campbell of jake campbell. Social marketing and the remote producer of tony martignetti non-profit radio is john federico of the new rules. Our music is by scott stein. You with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. E-giving didn’t think dick tooting getting dink, dink, dink, dink. You’re listening to the talking alternate network, wanting to get me to thinking. I think. Come, join us for the thirteenth annual vigil for international peace and ecology on sunday, september twenty one. From nine a, m to six p, m celebration of live music and dance performances spoke a word human-centered ein art installations in a world peace flag ceremony that celebrates the united nations international day of peace. That’s sunday, september twenty one from nine a, m to six p, m central park numbered band shell by the bethesda fountain. For more information or volunteer, go to www. Dot vigil number four. International peace dot org’s that’s, the number four in the earl, or call to want to chip in to five, four, three two that’s a two one, two, triple two, five, four, three two we’ll see you there. Hyre you’re listening to talking on turn their network at www. Dot talking alternative dot com, now broadcasting twenty four hours a day. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Talking.

Nonprofit Radio, January 4, 2013: The Future Of Planned Giving Marketing, & Free Radio & TV To Boost Online Ticket Sales

Big Nonprofit Ideas for the Other 95%

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Tony’s Guests:

Gregory Warner
Gregory Warner
Gregory Warner: The Future Of Planned Giving Marketing

Greg Warner, the founder of MarketSmart, shares his insights on multi-channel awareness building; generating and cultivating leads; and tracking what works.

 

 

 

Amy Spencer & Kevin Russell
With Kevin Russell & Amy Spencer
Amy Spencer & Kevin Russell: Free Radio & TV To Boost Online Ticket Sales

Amy Spencer, Market Manager for Blackbaud, and Kevin Russell, Professioinal Services Manager for Blackbaud, want you to recognize that you do have leverage with the media, and that sending press releases is no longer the way to get radio and TV exposure for your event.

 
 
 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Welcome to the new year it’s january fourth of the new year. I hope you had lots of time for family and friends and good times over the holiday and time off from work. Oh, how i hope that you were with me long ago on december twenty first because i’d feel terrible if i had heard that you missed candidates for causes. Robert egger is the president of sea forward working to rally candidates around non-profit platforms, he and i talked about how to assess those in your local races, getting the non-profit agenda before them and how to support the candidates who step up. Also, it was computers crash. Scott koegler, the editor of non-profit technology news and our tech contributor, reminded us that technology can let us down imagine that your computer hardware will only last so long, and you should have a plan for replacing it to avoid a crisis. I talked to this former chief information officer about the hardware, life cycle, budgeting and planning this week the future of planned giving marketing greg warner, the founder of marketsmart, shares his insights on multi-channel awareness building, generating and cultivating leads and tracking what works and free radio and tv to boost online ticket sales. Amy spencer, market manager for blackbaud, and kevin russell, professional services manager for blackbaud i want you to recognize that you do have leverage with the media and that sending press releases is no longer the way to get radio and tv exposure for your event. This was pre recorded at the bb khan twenty twelve conference last october between the guests on tony’s take to my block is challenge the status quo, i heard you don’t be afraid to ask why i will talk about that. And after the bb con interview toward the end of the show, i’ll talk a bit about the just revived ira charitable rollover that’s getting a lot of talk in plant e-giving circles right now, it’s my very pleasure to ah, welcome greg warner. He is an experienced multi-channel marketing executive, he’s made tens of thousands of cold calls and closed thousands of deals, which give him a unique perspective into howto partner sales strategies with targeted marketing initiatives, his company marketsmart has helped lots of non-profits, including the american diabetes association, life matters, home health care, the association of the u s army and city of hope cancerous search center on twitter he’s at greg marketsmart he runs the linked in group smart planned giving marketers greg warner, welcome to the show. Hi, tony. Thank you. Happy new year. Thank you very much. Yeah. It’s. A good one. It’s going to be a good one. All right, we got it. We got the future of plan giving marketing to look forward to this is something to live for. Um, you want teo? See non-profits do broader prospecting around planned e-giving what? Your ideas around finding new prospects? Well, the first concept is a bit non donors and people that you may not find on your radar through predictive analytics or data modelling, uh, often will leave you gifts. And some of our clients tell us it’s more than fifty percent of their plan gift not all but that’s. A sizeable number. And you want to leave that on the table? Okay, so you need to broaden your approach, okay? And, uh, let’s talk about some of the waste to get doing. That ok? Well, it all depends on how much money you have, of course, and most folks don’t have a lot of money. So you want to look at the, uh, tools and channels that are available to you, uh, in order, teo, you broaden your reach, one of them, and i know a lot of people probably cringing the sound of the word facebook, but, you know, it’s a very simple thing when you think about the fact that people who engage with your organization on facebook they like you. Yeah, you know, we don’t cringe on this show. We don’t cringe around facebook way have any sample ward social media contributor she’s on every month talking about lots of social media networks, but facebook certainly among them. So we don’t. We don’t cringe when you talk about staying playing e-giving circles sometimes ah, cringe at that because it’s hard for folks in plan giving, understand how to connect the dots. Okay, well, let’s, let’s connect them for them. Why? Why should plan e-giving professionals be paying attention to facebook? Beyond the fact that a billion people are on facebook, but they’re concerned typically is age right playing, giving? You want to talk to people in their sixties, seventies eighties? The concern is that they’re not on facebook, but what? Where’s? The disconnect. Okay, so first you need to dispel the myth. So my mother in law come on. By the way, i got into all this because my wife’s a diabetic and i wanted to find a way to generate lots of money for the american diabetes association. Okay, my mother in law, of course, her mom is seventy two years old. I don’t think there’s too many people who are on facebook more than my mother in law. And again, she’s seventy two years old. Now what? God, god bless your mother in law. Of course i love all mothers in law, but even the ones that aren’t my own love them all but that’s, you know, people going well, that’s an anecdote. Okay, there’s one seventy two year old what do we know in aggregate? About sixty, seventy, eighty year olds prevalence on facebook. Well, i don’t have statistics on that, so i don’t know if i wantto start shooting off on that. But i will say that they have mor e i think it’s easy. To say that they probably have more time on their hands, right? Well, what what’s been the experience with your clients around facebook and planned e-giving well, here, here’s, just a basic example is that if those folks are there and let’s let’s, remember that younger donors forties and fifties air really when people are making their first will anyway, and if you want to get in there, will you should be planting the seeds of legacy gift because everyone at some point is going to contemplate their immortality, and they’re what ruffle james calls a symbolic immortality. So how can they live on after their lifetime? Okay, and if you start planting seeds just with basic awareness efforts, meaning if you get a gift, why not talk about it on facebook? How you say it, you have teo talk to your social media folks, make sure that you’re not overselling our overstating but it’s news, it’s information it’s something that’ll plant seeds in people’s minds. Okay, excellent there’s there’s an idea what else? What else should we be doing on facebook around planned e-giving well, if you have a comprehensive marketing plan and you have a lot of people who like your, um your page, then? It’s really important to realize that you can advertise on facebook so you can advertise to your like the people who like you? Yes, with, um, uh, little ads driving them to a landing page. The best offer is something like an offer free estate planning information or how to make a will. Okay, so this is buying facebook ads buying a facebook ad related to plan giving. Yeah, and you only pay for every time someone clicks on it. Or you can pay for impressions. But it’s very inexpensive. Really. Okay, what does that mean? Watch now, i haven’t had anybody in jargon jail for weeks and weeks, but you’re skating very close on since it’s been so long, i have a very itchy trigger finger to throw somebody in there. So what does that mean? Facebook, you can pay by the impression every time that your ad appears is considered an impression to a user versus paying by the click. Right? Okay, all right. We have just about two minutes before a break. Do you like to see greg non-profits have a devoted planned e-giving facebook page or you’re talking about the organizations overall presence in there on their own face and their facebook page. Without a doubt, i think it just should be something that implemented integrated into their overall presence and just it’s news it’s just sharing information with their friends. Okay, so so not necessarily a devoted planned e-giving facebook page for the charity. Okay, nobody well, i don’t think anyone will go to that, okay, what’s again, just about a minute before a break. What’s another, um, channel that you like to see exploited in planned e-giving that that people aren’t doing enough? Well, i think email has the most power when it comes to plan giving marketing, and we’ll have tto dig into that a little bit more when we come back. But it’s so inexpensive, but it can also be used the wrong way. It’s a hammer like you could break stuff with it, or you could build stuff with it. Okay, we want to build, right? Yep. Okay. As greg suggested, we will talk more about email and other channels and the future of e-giving marketing right now, i’ve got to send some live listener love. Oakland, california. Atlanta, georgia. Shanghai, china taipei, taiwan. Welcome. Live listener love to those four cities when we come back more with greg warner in the future of plan giving marketing. Talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping huntress people be better business people. Are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service sales, or maybe better writing, are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications. That’s. The answer. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to big non-profit ideas for the other ninety five percent more live listener love. Seoul, korea fukuoka, japan. You’re with us regularly. Soul and food, coco, thank you very much. New bern, north carolina, bethlehem, pennsylvania. Live listener, love all around the world, it’s. Incredible. All right, greg, whatever charity’s not doing with email, or why, what do you see them using it as a hammer? How are we misusing it? Well, a lot of times, especially for plan giving marketing. Email is used to sort of shout out at their prospective donors that you know, for instance, here’s a whole bunch of information about ways that you can make a plan gift here’s tax avoidance strategies. You know, um, shouting in the for-profit world, the private sector just like in the nonprofit world, it’s never a good idea to just blast and spray messages, but rather to generate leads and find people who want to hear from you and then cultivate those leads with highly relevant messages over a long period of time. Okay, let’s, break this down a little bit. How do we how do we get started in being more sophisticated with our email? Okay, well, again, first is starting with a good list and that’s what we’ll call a opt in list, and that begins with offering something in your awareness campaigns or your acquisition campaigns usually plan giving. Or i would say, a state planning information to get people to request that offer. You always need a good offer. Is that them? When they do, they go into the culture cultivation pool. Is that the opt in the acceptance of the offer? Is that what you mean, by opt in where you’re treading close again, you want teo, let them know that you’ll be sending them or information when you send them the first piece of information and okay. So after you send them what they’ve asked for a tte the same time, you send them that they would ask for your telling them that they will be getting mohr and you give them a chance to opt out of getting more exactly. Okay, all right, you better watch yourself in drug in jail. Your little your little risk taker? Uh, yeah. I want to be in jargon. No, i’m kidding. I don’t. I don’t get the first person i said don’t smack me around later. All right, well, don’t tease me. Um, let’s. See what? We have a good list. We haven’t opted in list. What’s next in being more sophisticated with email. Okay, if you’ve done your opt in, right and let me take one quick step backwards is that you’ll ask people what are their interest? What? You know, are they looking for ways teo get income for life that would kind of put them into the pool of possibly wanting message is that refer to charitable gift annuities. Okay, now, how do you how do you ask these questions? You know, in a poll by email or how you eliciting this information? Generally, before you give them the information that they want. Like if it’s a state planning information, you’ll want to ask them what topics are interesting to them. Ok, how do you ask that in an email with a pole or a link to a paul? How do you do that? Okay, good. It’s going generally part of the landing page. Okay. So where they request information that’s on a page that they lend to request that information, then the questions pop up. Okay. Do you want this information? Do you want this brochure or that one? Uh, you know what topics are you interested in? You can even ask a tw. What stage are you in? In the consideration process? Have you ever considered leaving a gift in your will? The number of questions that you could ask you should be. Keep it short, but you should try a new one. Okay, so you’re trying to get people to identify themselves as having interest in plant e-giving topics and specifically which one’s, right. Which dump and most important, why not throw in the question? Have you already left a gift? Yes. Okay, right. Critical physical because you’ll fight. Go find a lot of people. The next step is sending relevant information over time. If they’ve already left a gift, will first, of course, you’re going to want to thank them, hopefully personally, but at the very least, you’re going to want to put them on a cultivation or i’m sorry a stewardship track. You want to welcome them to your recognition society for planned e-giving or however it is, you do it to say thank you over the long term. Yes. Okay, okay. That was a little digression, but an important one. Very important. You don’t want to lose that gift. Remember, you can always lose a gift. Just is often just as much as you get one. If you’re not. If you’re not saying thank you enough and properly and for sure, after the person reveals that they’ve included you. Yes, absolutely so let’s. Go back now you have ah, you have your you’ve qualified your list and it’s it’s opted not only opt in, but, you know the topics that people are interested in each person’s interested in how do you continue to become more sophisticated with your email? Okay, now i’m going to try my best to stay out of jargon jail. You said you wanted to be there with your flapper somebody’s into flip flopping. He’s a flip flopper page. Okay, cookie can be placed on their computer. Yes, not only are they opting in for your messages, but if they didn’t fill out the form because they just decided not to. Because of that cookie, they could get ongoing banner ads for quite a while. As long as you decide throughout wherever they navigate on the internet, really and that’s called retargeting, so if they got interrupted, if they just decided not to fill it out, then you could have these ads driving them back to that page or a different page, maybe just sending them to maur, symbolic immortality messages or videos or something different that’s about legacy e-giving interesting. Now, i know this goes on because after i fill out our something or i go to a site somewhere, then you know from time to time i’ll see banner ads or pop. Up ads on a completely different sites related to the topic that that i was exploring a week earlier. So i know this nefarious stuff goes on. It’s a highly effective kind of marketing. It works, and again, you can pay for it per click or by impressions. Okay, thousands. Okay. And tell me, what is this marketing called again? That retargeting retargeting? Okay, because you’re re targeting the person’s advertising. Is that why it’s called that? Yeah. They already got halfway to making a decision to commit to something with you, but they didn’t go over the edge. So you want to read the this is most famous for shopping cart marketing? Like if you were on amazon dot com. But you didn’t buy that that that book? Yes. They’ll you ads for similar book, right? They know the amazon, of course. Very sophisticated. Okay, but no reason. Charity shouldn’t be equally sophisticated. Course. Okay. Is there more? What else can we say about email? This is very interesting. Okay, so once you get them to opt in and fill out their information so that you you know what they’re interested in and you’ve got that cookie, then you can start tracking them schnoll not only should they go on track that we call marketing automation tracks to get emails that are relevant to their interests, but you need to track where they click every time you send those e mails. And again because of this sophisticated tracking that i’m talking about in these cookies and, uh, i p address capturing i p address, by the way, is just the address of where their computer’s located. Thank you. Okay, by using those tracking tools, you can begin to capture who’s coming back specifically which individual person their name is coming back and visiting other pages that you are pushing them, too, with your ongoing marketing email. Okay, as they come back and as they engage more, the more they more they engage. They can then get lead scores, so if they stay online for a certain period of time, if they click on a certain number of pages, if they keep coming back three, four times, you can determine what kind of scores you want to give each individual person and program it, then based on where they go, how often they come back all those different things you can program different messages. You can slow down the number of messages that go out or increase the number of messages that go out each individual and again they need they should be relevant based on their interests. And this should break apart, sort of into into gosh, like a a flow chart, so that if they change their mind from the c g eight track for charitable gift annuities, then perhaps they moved to the bequest track because of where they’ve been clicking. Then they get different messages. I see. Let me remind listeners greg warner is the founder of marketsmart, which you’ll find at i marketsmart dot com either letter i so this email sophistication that you’re talking about can all be automated. You mentioned? Yeah, the the idea is to try and plan it all out as best as you can in the beginning. Okay, right. Okay. So you have your laying out these different tracks, but then you’re also tweaking as you get results back from all this tracking. Right, exactly. Takes time. And no, no everybody’s campaign is different. You have to make it. Look at all that. All the tracking and all the data. You’re collecting, review it and then tweak the messages. But all this tracking is valuable because you’re seeing people are not going to certain pages or you’re seeing an abundance of people clicking on different options so you can see the way people are moving through your through your whole system. Exactly. And i want to throw in the traditional marketing combined with this is very important because email is powerful and and you can do all this, but you can also signal to then send certain types of letters and brochures or whatever to these folks based on their interests. Okay? And that gives it an even bigger hit. Because, again, a cz you mentioned, a lot of these folks are older, and this is what i call an enterprise decision in the private sector. This is not donating. Five dollars or twenty five dollars, is creating a legacy for yourself and it’s. Usually a sizable gift. Okay. Okay. So we’re not cultivating these people for for small annual gifts or something like that? No, no. And and the idea is that for enterprise decisions, people usually want, uh, some kind of printed material. They want personalization they want. A hand signed letter. You know, i always, uh i look att helling plan gives similar toe selling cars. I mean, generally, the gift size is about what a car costs and, uh, it’s a long cultivation process on dh some people by mini coopers and some people buy bentleys, right? So there’s, plenty of room in plan giving space for all the people on that entire spectrum. Give me we have just a couple minutes, and i want to get into your some of your artist work also and how that relates to this. But you mentioned that email could be a hammer what’s one way that aside from to frequent that’s that’s an easy one we know to frequent emails could be bad. What’s another way that email could be abused and turn off your prospects well, if you’re shouting ill irrelevant information at them on dh often, uh, this can relate to tax avoidance strategies. There is a certain segment of the population and plan giving donor base that is very motivated by that. And i don’t wanna offend all the folks or my potential clients. But in plain giving there’s too much of a focus on taxes or i should say, death and taxes. Yeah, that’s really not. What motivates people? It’s no it’s love of the institution. So but with the with the targeted information that you have the specific information that you have prospect by prospect you can avoid sending tax avoidance information to someone who only wants to talk about a charitable request. And the reason that they’re interested in plan giving is that they love your institution. Exactly. Okay, i’m gonna i’m gonna neo-sage go into a different direction. You’re you’re very much an artist, oil painter, musician, singer and songwriter what’s the what’s, the relationship between the arts and marketing and sales. Wow, boy, i didn’t realize you did that kind of research on me. Thank you. Put it in your bottoms and research at all. I mean, i might have to think about that a little bit off the top of your head. What’s. The relationship was voted class artist when i was a kid in high school. But that’s not so i that’s not your credential. That’s not why it’s in your bio is because in high school you were voted class artist. Now you know it’s, just something. Women on morals if that’s the case he’s been awhile there, right brained people on their left brain people. And i think in business, in marketing, in anything you do, you’ve got to be creative and and open your mind to new ideas at any moment. You really have to just kind of keep, keep trying new things and be experimental and dahna whether you’re painting or writing a song or singing a song it’s all, uh, about experiments and changing things up, tio get that harmony to be better to get that color, to be better to get something to move people in an emotional way. Bilich outstanding and that’s and that’s what we just finish talking about in in plan giving marketing. Um, what is it you love about this work, greg? Wow. It’s interesting. I was talking to our account coordinator today. Uh, we were working on a new campaign for the navy marine corps relief society, which were just so excited about this and that hole at the end of it, we spent an hour and a half in front of a huge white board we have in our office and we go through everything. Everything. Everything, and then i looked at her at the end and i said, you know, what’s so great about this is that at the end of this, we’re gonna run. We’re going to raise so much money for sailors, marines and their families isn’t that awesome? And i just got this warm feeling inside. I’m like, isn’t this great? I mean, i get paid to do this and it’s just i’m gushing because that’s it’s so fantastic. Outstanding. Greg warner is the founder of market smart, which you’ll find it. I’m marketsmart dot com on twitter he’s at greg marketsmart and you can find him in the linked in group smart plan e-giving marketers lots of smart lots of smart going on. Greg warner, thank you very much for being a guest’s. Been a real pleasure. Thanks, tony. My pleasure. Right now we’re going to take a break. You know about that. And when we come back, uh, what the heck we’ll do, tony steak too, of course is tony’s take do and then we have free radio and tv to boost online ticket sales. So stay with me e-giving didn’t think dick tooting good ending things you’re listening to the talking alternate network. E-giving cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to the talking alternative network. Hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back time for tony’s take two at roughly thirty two minutes into the hour. My block this week is challenge the status quo from questioning the way you track prospect visits in your office. Teo revamping a newsletter concept maybe, or adding a theme too on annual dinner or lunch that seems to be kind of in a doldrum year after year. My urging is that you start to question, how come we do it this way? Why? Why did we do it this way and not not just accept tradition? Which, as as a ah boy scout leader told me when i was in my teens, is often a mistake made more than once? That was his definition of tradition, so i’m just charging you don’t be afraid to challenge why do we do things this way? Especially if you’re the one who’s in the trenches doing the work day after day, year after year? You have an outstanding perspective on which things aren’t working and how they might work better, and my suggestion is that you start asking questions. The ones who are crazy enough to think they can change the world are the ones who do. Oh, and in my block post there’s an apple video, which is a commercial around that exact that exact thought and the blah ge is called challenge the status quo, you’ll find it at tony martignetti dot com and that is tony’s take two for friday, january fourth, the first show of the year. I want to send some more live listener love kitakyushu, japan i hope i’m pronouncing it right we had a dispute in the in the in the studio here i went with tata kyushu, japan i hope that’s correct live listener love here’s one i know i can get laurel, maryland i hope i pronounced that right laurel marilyn live listener love and new york new york where are you? Where in new york, new york? I wish? Tweet us, use the hashtag non-profit radio and tell us where in new york, new york you are. We’re on west seventy second street right now, and i have now a pre recorded panel discussion to people from bb khan twenty twelve conference and they’re talking about how to use tv and radio for free. Teo, increase your online ticket sales amy spencer, amy spencer and kevin russell and here is that interview. Welcome to tony martignetti non-profit radio coverage of bb khan twenty twelve we’re outside washington, d c at the gaylord convention center with me now are amy spencer and kevin russell. Amy is market manager for arts and cultural at blackbaud and kevin russell is professional service. Is that’s a plural professional services manager at blackbaud he delivers multiple services professionally, maybe. Kevin welcome. Thank you for having it. It’s a pleasure to have you. Thanks for taking time on a very busy day. Problem you’re your seminar topic is pretty curious. Make your online ticket sales soar with television and radio for free. Amy, why don’t you acquaint us generally with what the possibilities are? I was sure. Well, i think the thing that people need to understand is that i have well have twelve years in background in tv, so i was the general sales manager of the tv station, so what i did was i actually set the pricing, and i’d look at thehe veils and i and i sold the inventory things like that and what people most often thought that they could come into the building and say, well, i know by law, you have to give me free advertising and you don’t they’re by n a be the national association of broadcasters, we do not have to sell to any certain group which covers non-profit so i think one of things that people need to understand is that they don’t owe you anything, however, a lot of times they would come in very entitled at times and say, here’s, what i need you to do and here’s my p s a and i want it on the air and i’d preferred in the news and if not primes, ok, well, that would get them nowhere. So the thing that i would always say is, first and foremost, you have to figure out what to leverage on the non-profit side that you could take to the tv stations, and there are a lot of different ways to do it, and i still have a few tips and tricks, but one of the things is to figure out who in the tv station you can get to know and one of them is your general manager, and one of them is your general sales manager, and you have to explain to them that you have brand equity, that they can leverage and also make money from so not unlike fund-raising this is we’re actually going build some relationships in theory. Yes. Ok. So for those organizations who picked up the phone and called me a sudden appointment, it was amazing how many of those actually got on the air and that was maybe before they even needed something from you or wanted something from her act. Oh, this relationship it is. It is one o one. So so a couple things is they need to figure out i think there are three different ways non-profits khun get on tv and or radio for free? Um one they need to look at their board. They need to figure out who was on the board and what cos those board members own and or are highly influential within. Okay, we’ll have time to go into detail. Why you took him off the other two now and then we’ll come back and teach sure three ways you can either have the board jump in and and pay for that tv time. Ok, not on your dime. The other one is to have the tv. Underwrite you and i’ll get more into the detail later, and then the other one is to work jointly with each other and bring in a sponsor on your own. Okay, kevin, you wantto you wantto say a little more about the first one working work-life king to you’re looking to your board, working with your board shorts. So as you mentioned, this is relationship building and we all know people who know people, i’m in the local market. It is likely that one of your board members does have a relationship with the television station, maybe economic relationship. Maybe they know someone who’s there, and if they’re already engaged in advertising, buys this more amy’s forte than mine, then you could piggyback on that relationship and they might make sabat in the station and you might leverage that and say what? We’re going to make this a five thousand dollar buy. But the non-profit is going to get advertising on top of that so it can maybe not a condition. But if i do this, then please help this organisation. Does everything we’re talking about today include radio also its all this and or either one cracked. Okay, okay. And if i could jump off of what kevin was saying, i, for example, if somebody on the board had a huge car dealership that the tv station was already gaining thirty, forty thousand dollars a month from, well, guess what i need to make that boardmember exceptionally happy, so when that boardmember calls me says, oh, by the way, i’m involved with his children’s charity. What i want you to do is help underwrite that in the tune of five thousand dollars. You better believe most times more often than not, that tv and radio station will figure out a way how to make that happen. Okay, therefore, that non-profit gets all the advertising for free, as you would also mentioned having the board pay for for for baez. Look at me. I’m already i feel like you guys are the guys you got, like my dad follow-up certified. Yeah. So the other thing what what you could do is you can have them leverage it. And with their media buy, for example, go back to the car dealer. I own a car dealership. I’m coming in. I’m spending thirty thousand dollars. Well, if i go ahead and guarantee you that i’m going to do that for let’s say five months, and i get a high percentage that share, then i will also say well, and in return for just handing you one hundred fifty thousand dollars, you’re going toe hand my non-profit of choice additional five thousand dollars on top of that at no charge, so you can lever to you have on your board and what they own and or have influence around. This is not unlike what we might do if we’re we’re doing our research for grantmaking we’re leveraging the board’s relationship exactly. We’re looking at the board members who are on the foundations that we’ve identified that are that air funding, the type of work we’re trying to fund, and we share that we share a list of board members of those foundations with our own board. Exactly. We’re just leveraging, okay? Um, amy, you had said something earlier about what? What the charity brings to the to the to the to the outlet, sure, beyond our relationship with boardmember in trying to create this relationship that we want to have on our own charity to out, too, to a media outlet, why don’t you say a little more about what, what we should be presenting, okay, so for example, there’s a tremendous amount of brand equity within each non-profit and you better believe that that tv and or radio station wants to partner with those non-profits for example, a stage company, they want access to their patrons, they want access to that brand equity they have in the market, and they also want access to those sponsoring that organization. So in a way that you can leverage or for example, eh? Well, let’s, let’s keep going with that stage company, for example, so so they can leverage that stage cos organization on and worked together on promotions, they also want to get their news anchors out in the market, so what they can do is they can say, okay, well, we’ll come in with a partnership with you, but our anchors are also going to open up every show they’re going to welcome the audience, see, they’re they’re looking for different ways to get out on the market as well and on that market, and so if you give them the ability to leverage their raid equity, they’re on top of okay, kevin. It sounds like the supplies in all sides, media markets, it certainly would and maybe even eat more easily in smaller markets where the community is more tight essentially and we have amy, i work primarily with cultural organization, so they have these physical places they’ve got space is their community centers where people congregate, so when the talent goes out, there might be the opening of a brand new show and it’s a big event in this small community. So the on air talent is a part that community, and they want to show their face and be there so it does scale pretty well, the larger markets, he’ll have large organizations, okay, but another point certainly related is we’re not going to the to the outlets humbly, right, men, we’re going confidently. Amy said, we have we have equity that we can leverage that’s for your benefit, right? I mean, we’re not asking hat in hand now and that’s the one thing that i found that if and when they did, some organizations actually pick up the phone, explain to me what their mission is, what they want to accomplish. It was almost in a it was not. In the way, probably, it should have been almost apologetic. It iss its goal is and i know you don’t have time and and you know why it doesn’t work so well, it doesn’t work that way don’t approach donors that way. I’m sorry to have to ask you, it probably doesn’t merit your time, but could you talk to me? You know, we don’t know what you’re in my spot at three o’clock in the morning. Please be grateful for that, but we don’t talk to funders that way. Way should be confident that we’ve got the equity as you described it. Okay? Tv underwriting. Kevin, can you can you say something about the actually metoo probably speak better than that. I can that’s that’s her background, not mine. Okay, i think you’re referencing probably the third point, which is sort of a a joint relationship between the non-profit and if you don’t have somebody on the board and organization that can help underwrite from the non-profit stand than what you can do is that if somebody came into my office is a general sales manager and said, hey, listen, ah, i don’t have five thousand dollars, i don’t have this, however, what i want to do is i have this kind of equity, teo give you and let’s use that together and go and find that sponsor and or donor together, so it is going to be the non-profit it’s going to be the tv station and then they go out, the tv station now has the ability to engage their anchors and the non-profit and you better believe that those tv and a radio stations want to look like a hero and want to have their involvement in that. So you you’ve provided that, and then the tv station also has a brand new advertisers, right? So if you go out and work together to teo, come up with us, it is no money out the non-profits dahna i mean, you know, budget whatsoever it’s out of the sponsors, and now you’ve created a throwing three pronged relationship that typically will go for years and sort of a side note for what we did at the tv station. They almost got a four to one return on investment. You hand me five thousand dollars, i’m going to give you back close to twenty just tell us what. Tv station you’re referring to, like it’s in the charleston, south carolina market. Let’s. Just put it that way. You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s, monte, m o nt y monty taylor. Dot com. Talking alternative radio twenty four hours a day. So i’m sorry i interrupted you anything more you want to say about that? This sort of working together, they will join you a sort of a little joint venture. Well, all i will say is that every single day we all sort of do the same. We’re trying to come up with revenue, we’re trying to meet our budgets, whether you’re non-profit or for-profit and if somebody walked in my door and said, hey, you know what i want to do? I want to help you make money and and and work with you in order to get new advertisers and sponsors, i’m gonna listen to you, and then because i control the inventory, i’m also going toe, then play with you in terms of getting you additional avails additional spots and things and some news coverage. Okay, so what now? I fear my notes from the top where are insufficient? I blended two things together, so there’s one more point, kevin wasn’t there there three things that that amy outlining the beginning and only two that we’ve talked about there through the amy outlined on the getting these basically ads for free, but part of it’s also what? We gonna do with it right? Being very strategic with how you use it was the other part of our session, which is what i’m going to do with his time. Um, in the cultural world, we’re suggesting that people should use this time that we get through any strategies to really promote ticket sales over other items and primarily pro those online. Why do you? Why do you select ticket sales over anything else that a charity might might convey? Cerini on television, we believe are really the ultimate one. Too many channel. When you’re on the internet, you can develop a relationship, you know, people sort of know who you are. You’re signing into things direct mail if you’re already in a not-for-profits database, they know who you are. But when where? On tv or radio it’s essentially an acquisition strategy or branding strategy. So these organizations, these local culture organizations, they may use these buys for branding it’s not going to do that? They’re an acquisition mode, and we want directing to buy tickets for our org’s the ticket really, is that entry into the organization we wouldn’t expect someone to hear and ad and go make a donation to a museum necessarily dahna relationship. They haven’t experienced that museum, but buying that first ticket getting through the door is what starts that process with the sorts of organizations so driving that ticket leverages the free items in acquisition, which generally has sort of with most trouble getting people for the door. Okay, maybe this is also the lowest cost entry point for for acquiring new that’s, right new donors noo noo, your supporters absolutely absolute that that single ticket might not be the ultimate lowest cost. Often, organizations have memberships that, over time would represent a better value, but in the moment it tends to be the lower cost, and some of these places are free and they’re just trying to encourage attendant so it could be a free entrance. We just need to know you’re out there. I know you want to come. Maybe you’re doing a lot of nodding. Did you want to act? No, i’m i’m for once agreeing everything what kevin is saying, okay. Dahna furtive, you work lee, charlotte area. Kevin says everything right, except the things i don’t want. We have a few more minutes left. What have i not ask you about regarding your topic that you want to share with arts and culture organization? So i don’t know there’s something even asked about. But we we just wanna let people know that there are ways to get your message out there on dh. We want our organizations to really think about what they want their customers to dio we get focused on fund-raising gonna focus on membership. We often forget that we need to recharge our donor base. Our member based with new people. We could do that for free and take advantage of it’s fantastic technology that everybody’s engaged in. We want people not to be afraid to go do it when they go to do it. Do it the right way. Use amy strategies. And it sounds like that’s sort of what motivates you around all this work? Absolutely. I explicitly asked, you know what? What do you love about the work that you’re doing? So i get to work with museums, culture organizations, people have fantastic art or, you know, help children learn every single day and my job is to bring software into these organizations so that they can use it to increase all that. So bringing in that first ticket by that first time ticket buyer is the end result of everything that i do, all of that on dh leveraging technology is, well, it’s fantastic to help the children’s touch museum that’s, right? Maybe. How about you share what you love about this work? Well, believe it or not, everything that kevin said, but what i want a message is, is there is an opportunity there, and i think automatically the non-profits think i don’t have the budget i can’t afford to be, i can’t afford a radio. Now, if you’re in the top five ten market, that may be the case. This is probably a mid market toe lower market strategy. However, there is opportunity there, and i have seen it. I’ve worked for twelve plus years with non-profits when i was at the tv station to help them do this, and i think i would just say, be bold, pick up the phone, get a relationship, explain your mission and work together, and you will absolutely reaped the rewards on this and it’s there to happen session that become is make your online ticket sales soar with television and radio for free? I think they’ve shared some outstanding ways of doing that really very simple, common sense, but things that people are not doing, certainly not doing and because they’re not aware. Amy spencer on dh kevin russell, thank you very much for being guest. Thank you, it’s. Been a real pleasure. Thanks. This is tony martignetti non-profit radio coverage of bb khan. Twenty twelve. Thanks very much for being with me and my thanks also to the people at blackbaud who helped me be there and do podcasting at their bb con conference. More live listener. Love it’s. Unbelievable. Mexico, sorocaba, brazil, beijing, china. Riverhead, new york. Right at the fork where the with the north and south fork split. Riverhead, new york. Hyattsville, maryland. La jolla, california. Live listener love tto all those cities. I want to spend a couple of minutes talking about the ira charitable roll over. This was just revived in the american taxpayer relief act of twenty twelve, which was passed by congress on january first of twenty thirteen. I love how they can play magic with the dates i actually read the act and on the title page it says legislative day, december thirty first, two thousand twelve so they just make up, you know, they were there on january first, but it was really december thirty first. I love how they could just do that. I wish i could time shift like that. This charitable rollover is really not a rollover. This is the last time i’m going to call it a roll over, right then that was the last time it’s actually a qualified charitable distribution that other word is a misnomer. So i’m not using that anymore and we shouldn’t be using it. But it’s popular it’s the vernacular and what it takes for your donors to do it is you have to be at least seventy and a half years old on the day they make their gift. The ira has to be a traditional aura roth. They have a one hundred thousand dollars per year maximum per person, not per ira that they might own, but per person and the distribution this qualified charitable distribution has to go directly from their ira to your charity. And i’m going to say a lot more about this on my block next week, which means that they’ll be more about it on tony’s take to next week and included in the block post next week eyes going to be a one pager that you can adapt for your own marketing and promotion of this of the qualified charitable distribution say, i’m avoiding saying that word, and so you’ll be able to download that and use that as well. So more about that next week. But just teo remind you, let you know that that ah specific distribution was was revived this week. All right, the rollover was revived next week. I’ll have another bb con interview leveraging your social media data to find advocates, team leaders and hidden vips with casey golden he’s, the ceo of small act, and mark davis, who worked a blackbaud also coming back with me will be our social media scientist, amy sample ward. I’m asking you again, please, pretty please, could you rate and review the showing itunes? I know, i know you don’t have to go back there. Nine thousand podcast listeners i know you don’t have to ever again if you don’t want to, but i’m asking you, please, i’m almost pleading. I am pleading, actually, i would say i’m pleading, would you make the special trip? Would you give me a one through five star rating and and maybe write a short review? But if you don’t want to write the review, just give us a rating so we can reflect the fact that there’s over nine thousand people listening, thank you very much for doing that, wishing you good luck the way performers do around the world. We have left poland were in poland for weeks now we’re in serbia, bosnia, bosnia herzegovina, montenegro and mathos because in serbian, the language of those countries break a leg is slow may nobu so for the week, i’m wittering wishing you slow me. Nobu break a leg in serbian our creative producer she’s embarrassed by it but it’s still clear meyerhoff sam liebowitz is our line producer, and this shows social media is by regina walton of organic social media, the remote producer of tony martignetti non-profit radio is john federico of the new rules, and i very much hope that you’ll be with me next friday one to two p m eastern on talking alternative broadcasting at talking alternative dot com i didn’t think they’d do you. Good ending to do. You’re listening to the talking alternate network. E-giving nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life will answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight one eight three that’s two one two seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com way look forward to serving you! Duitz you’re listening to talking on turn their network at www. Dot talking alternative dot com now broadcasting twenty four hours a day. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you fed up with talking points? Rhetoric everywhere you turn left or right spin ideology no reality, in fact, its ideology over in tow. No more it’s, time for the truth. 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