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Nonprofit Radio for August 2, 2019: Inconceivable: That Metric Does Not Mean What You Think It Means & Google Analytics & Google Optimize

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Kirk Schmidt & Wes Moon: Inconceivable: That Metric Does Not Mean What You Think It Means
Take a fresh look at fundraising metrics with Kirk Schmidt and Wes Moon. Kirk is with STARS and Wes is from Wisely. (Recorded at 19NTC)





Colleen Campbell & Jeanne McCabe: Google Analytics & Google Optimize
Learn terminology and best practices for these applications. Should you trust your data? Which reports do you need? What about testing and optimizing? We cover it all with another 19NTC panel: Colleen Campbell from Firefly Partners and Jeanne McCabe at the Center for Reproductive Rights.





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Transcript for 451_tony_martignetti_nonprofit_radio_20190802.mp3 Processed on: 2019-08-03T15:14:35.193Z S3 bucket containing transcription results: transcript.results Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results Path to JSON: 2019…08…451_tony_martignetti_nonprofit_radio_20190802.mp3.941763266.json Path to text: transcripts/2019/08/451_tony_martignetti_nonprofit_radio_20190802.txt Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other 95%. I’m your aptly named host. Oh, what an incredible 450th show last week. I hope you were with us. I’ll say more in Tony’s Take Two, and I’m glad you’re with me today. I’d be thrown into up pal Mona Riotous if I saw that you missed today’s show. Inconceivable that metric does not mean what you think it means. Take a fresh look at fund-raising Metrics with Kirk Smith and West Moon. Kirk is with stars, and West is from wisely that’s recorded at 19 and T C. And Google Analytics and Google optimize learned terminology and best practices for these applications. Should you trust your data? Which reports do you need? What about testing and optimizing? We cover it all with another 19 ntcdinosaur Colleen Campbell from Firefly Partners and Jeannie McCabe at the Center for Reproductive Rights. Attorney Steak, too. 450th recap were sponsored by Wagner, C. P A’s guiding you beyond the numbers. Wepner cps dot com by Cougar Mountain Software Finale Fund Is there complete accounting solution made for non-profits tony dot m, a slash Cougar Mountain for a free 60 day trial and by turned to communications, PR and content for non-profits, your story is their mission. Turn hyphen to DOT CEO. Here are Kirk Schmidt and West Moon Inconceivable Welcome to Tony martignetti non-profit radio coverage of 1990 si. You know what that is? That’s a 2019 non-profit technology conference where at the convention center in Portland, Oregon, and this is ntcdinosaur Bridge is non-profit radio coverage and all of our 19 ntcdinosaur views are brought to you by our partners at ActBlue Free fund-raising Tools help non-profits Macon Impact. My guests now are Kirk Schmidt, director of Foundation Analytics Systems and operations at Stars. And he’s seated next to me and West Moon co founder and C e o c 00 of wisely welcome. Thank you. Thank you, Kurt West. Welcome years. Some session topic is inconceivable. That metric does not mean what you think it means. Of course, with the first thing we need to find out is who is the Princess Bride Fan? Who is that? Both of us. Both of you. All right. Top five movie for both of us. Top five. Okay. Okay. Um Of course, inconceivable is Now. What? What’s the name of the Wallace Shawn character? Who says Inconceivable all the time? What? Zini, Vizzini, Vizzini. He’s the bad guy. And Mandy Patinkin is Inigo Montoya. And he says, I don’t I don’t think that word means what you think it means. Is that Do I have that right? Is it? Yes. Okay. In concert. I mean, I know that’s where it’s from. Did I say the line correctly? Yes, but the But the line he’s most most famous for is my name is Inigo Montoya. You killed my father. Prepare to die. That’s right. He’s looking for the man with six fingers on his right hand. Who’s, you know, Christopher Guest? What’s that character’s name? What’s that? Was Christopher Guest character’s name? Yeah, the six fingered swordsman. Yeah. No name in my mind here. God. Five. You can’t remember. I can name all the top I can have. The six fingered man. Yeah. No, he’s got a name. I think it does. Because the prince the prince calls and doesn’t call him six fingered man. Prince called him. All right. Could be I am Devi that Thank you. Wait. Okay. We can have that by the end. All right. Inconceivable that metric doesn’t mean when you think it means. Um, Wes, I like to start furthest away. Why do we need this topic? Why do we need this session? Um, metrics which drive a lot of decision making in charities across the country are used improperly. Metrics are used improperly. OK, Quite often. So you have. You have a metric, uh, that tells you something. And if you don’t understand how that’s being used, it is going to be used incorrectly. Context matters. Okay, West. Anything? I’m sorry you want I’m sorry, Kirk. Anything you want to add to that? No, I think really, The what we’re trying to do is advance the sector past metrics that have been used for decades. Two things that are more robust and Maur accurately reflect what we’re trying to do with it, which is decision making to better fundrasing. Okay, so tradition is often a mistake made more than once. Right? Okay. What is your shorts? A T shirt related to this topic. My shirts wearing a T shirt for those who don’t have the benefit of the video wearing a T shirt. What’s the context of the shirt. So So it’s Ah, it’s a little data joke. And it says there’s two types of people in this world. Those who can extrapolate from incomplete data. OK, that’s clever. All right, way have an answer to the president. Because the characters Ruben Ruben Wright Ruegen. Okay, I’m top five for both of you. Neither one knew. Count. I don’t think I knew that wasn’t an all right. All right, All right. Um okay, so we need to take a fresh look at fund-raising metrics. There’s a lot of mistakes being made. We need to correct things. Can we go into detail about what some of these mistakes are? I’m sure we can. Sure. So So when we get started, when we did this talk, I mean, I mean, part of it was really to find out what individuals in the audience tend to measure and really talk about those measurements and whether the worthwhile. But of course, we had our own examples. Top one being average gift. Average gift is one of those metrics that is used everywhere. And it is quite often an incorrect measure For most of the things that we try to use it for okay. Is that deeper than because averages skewed by out liars that I mean, that’s the main reason, right? So So because of the out liars, we’re using that. But But then you know where you would go to medium gift? That’s right, Median. Or you know that we talked about other ones, like trimming the average or using a winterized average way. Got jog in jail in radio for sure. You got to find this so so winterized average effectively. What you’re doing is you’re taking an outlier value. Um, and you’re you’re winterizing it. Basically, what you’re doing is you’re saying so. So take $500 for example, anything over $500 you now count as $500. So you’re taking the average and you’re basically acknowledging that, Yes, there are major gifts, but I don’t know what those major gifts they’re gonna be year to year. So you’re including them because they’re important account. But you’re not including the size of that. Yeah, the magnet, right. Counting them as a data point. Correct. And how do you Is it too technical to explain how you decide at what point you cut off and start wins arising. There are a lot of different ways, some, some arm or robust statistical means. Some could be just intuition going. You know, we’re just get cut this off in 1000. But either way, you feel that’s more accurate than average. Absolutely gift. Absolutely. Okay. It’s certainly more predictive on when you think about average gift. Uh, one of the reasons why we really care about it is, let’s say you, as a fundraiser, are being asked to raise average, get by 10%. There’s a couple ways you can go. You get one astronomically large gift and be done so that way. And we like, we like to call it the Brute Force method, which is under the Giant with a a big rock. He’s gonna he’s gonna course one person to make one large gift. Okay, Another way to do it would be to get your entire cohort to increase the size of their gift by just 10% and we call it the masterful way on, and we’re you know, that’s that sword play. The last way isn’t good for a charity. And if you took all your small donors and just eliminated them from your program. You’re giving up a lot of money. Your average would rise substantially. Hit those low wallet that low wallet. Quadrant him out. Eliminate the Miss donorsearch way. Call that the inconceivable method Inconceivable met the inconceivable method. But you know where we see this and fund-raising is stuff. Did you raise the average gift? Yes, I also saved money and direct mail. That’s right, well, and we see it quite often with retention rate, right, like there will be organizations that try to raise retention rate. And the inconceivable method of doing that is to cut off acquisition. It’s time for a break. Wagner C. P A’s. They’ve got another free webinar. On August 6th. It’s developing high impact grants. Improved your grants, we search and writing. You’ll find it at Wagner cps dot com. Click Resource Is and upcoming events. Now that’s only a couple of days away. I know that you’ll probably miss it live, so watch the archive. Wagner cps dot com Quick resource is and recorded events Now back to inconceivable. That metric does not mean what you think it means. Okay, I’m sorry. I’m hearing this for the first time. Say that again. I know it’s simple, but you got to say it again. So if you want to raise your retention rate, we know the first time ever. Really low retention. So cut off the equity. We know it’s only 25%. Yeah. Stop inquiry. Right? And so is that the right thing to be measuring fundraisers on? Okay. And fundraisers are literally measured on that. Yeah. Yeah, attention. Okay, what’s better than what we identified? What is better than retention rate? It’s not necessarily what’s better, but it’s It’s more about segmentation or or developing cohorts. Right? So we do want to measure first year donors separately from the rest of your database, and you might even want to separate further in terms of multi use your donors, those who are lapsed so on so forth. Okay, okay. This is fun. This is fun. Let’s identify some or another one that’s miserable. Been around too long. Well, not not valuable. Well, part of the problem, too, with some of these is Sometimes they were put in in other formulas for other metrics. So we talked about lifetime valuers estimated lifetime value S o f p fund-raising effective in this project defines estimated lifetime value a very particular way, and it uses average gift in the numerator. And it uses the attrition rate, which is based on your attention rate in the denominator. So and so So, basically, you’re finishing This one is bad. So So you’re overestimating your average gift, right? Because because of what we talked about before and you’re underestimating your attrition because you’re not counting your first your donors and so your lifetime value looks really big. And the problem is, when you’re using that to decide whether you want to acquire Donor comparing it to the donor acquisition cost, you’re going to believe you’re going to make more money than you will. In fact, you could believe that you’re making money and you are, in fact, losing money. Yeah, Yeah, it’s inconceivable, right? Exactly. All right. All right. This is very good. Um, let’s not. Yeah, um, we got others. Another exam is just what the session was. Examples between you brought some and the audience contributed. Was that the whole session? Effectively? I mean, we started talking about metrics in general, on dhe some good, some Something’s no like the importance of knowing the difference between the leading metric and a lagging metric. All right, we have to go there yet. Can we Can we do another dinosaur Metric? One more dinosaur matter and we do one more before we go to leading versus lagging. Mmm. When maybe you got one from the audience that you remember. I didn’t think. Now there weren’t a lot of dinosaur metrics on there. I think when we went through them, it was Maur is more talking about. What are they used for? And are they the right metric for what you want? Okay, way covered that. I think we way hit the main ones, like overall retention rate, lifetime value, an average gift, all of which are used to make business decisions. Uh, there are other metrics, I think, as you start to dig deeper, that may or may not have good effect on decision making, but they’re not used ubiquitously. All right, All right. So we hit the big three, we hit the big three. Okay, let’s go to leading versus lagging. So, what’s what’s the, uh we need to understand what the difference is. So go ahead. Explain it, Kirk. Sure. So so a lagging metric is effectively something that you learn at the end of a period of time. Where is the leading metric? It’s something that is changeable over time, and you can use it to you when you look at what it is. You can then make adjustments to it to get to, ah, better value, and then they will help inform that legging metric. So a really good example would be the number of donors you have at the end of the year. That is a lagging metric, right. Uh, so how do you find out how many donors you’re gonna have at the end of the year? Well, if you know your acquisition rate, you know how many people you’re you’re tryingto you attempt to acquire. And if you know what your retention rate is, knowing how many donors you had at the end of last year, then you can predict what the number of donors are going to get than the end of this year. So then you can adjust things. Do you do make changes to your acquisition rate or how many people you’re acquiring? Do you? Do you embark on stewardship ventures, money retention to retain donors so you could actually make adjustments that way. Okay. Okay. Um, why do we need to know? How does this fit into the bigger picture in any different way? Or this is just leading versus lagging this. How does this help us? Overall? West? Yeah. You always want to be able to walk back your goal. So let’s say, are the fictitious charity that we’re using today. It was a fire. The fire swamp trust. Okay. And the fire swamp trust is saving. Rodents of unusual size is also far a argast want from also from Princess Bride. Okay, so they needed to raise $100,000. So to get to $100,000 on they wanted to do this using mid level giving. So gifts of 1000 to maybe $10,000 in order to secure those we know. We know some things. We know that you have to talk to donors and you have to move, take them through moves, management or a pipeline. So what’s a good leading indicator and figuring out are we going to be able to reach $100,000? Well, we know that we need to have people to actually talk to donors, and we need donors to talk to, Uh and we have a lot of metrics in our history that say getting someone to qualify if they’re in my portfolio is about 25%. So we have some conversion rates between our stages on. We know that it takes about five actions or five interactions with that donor to move people through each of the different stages. So a leading indicator in getting to that $100,000 would be having 20 donors to talk to and taking 100 attempts to talk to those donors will produce one gift. So that means that if if you walk that back, this is where we we like thio abuse. Leading indicators. If you walk that back, you know that if the gift team isn’t taking enough action, that that needs to be adjusted because you will not hit your target. And that’s how we like to look at leading and lagging Lagging would be how much money came through the door today. In this particular case, context is really important. Could do it like week by week, and absolutely you should in fact you have to, because that’s how you’re gonna know whether how you doing time versus goal? Sure. And whether you need to, in fact, walk back and change one of those variables that once you have control over. Exactly. Okay, Okay. Leading versus lagging. What else we got? Well, I mean, we did talk a little bit about the future, right? And in terms of, you know, we’re at this point where we can do a lot of this manual work in terms of figuring out what are lagging. Indicators are figuring out what our leading indicators are. But what what’s coming in terms of technology in terms of how processes air computed and and what will that look like? And kind of How do we get there? All right, we’ll talk about it. Well, um, I’m in the business of machine learning for charities. Um, we’re doing a lot of leading indicator work on making using those leading indicators to predict what a donor will do next. That is one good example of what the future may look like around a prediction. So when you think of what are the variables that you’re measuring thio, maybe it’s proprietary. A couple happy to share. We have about 75 variables way we don’t have time. Didn’t they fit into three transactions? Eso previous donation is obviously one of the biggest predictors of what will happen on, and that’s not new. That’s that’s old news. I would say your best customers. Your most recent customer. I learned that in the eighties you have information about a donor, which would be, you know, Tony D’oh! Do you care about this organization to attend events? These types of things where you live economic status on then the last piece would be Theo interactions between you and the church. So those three pieces together allow us to be pretty predictive on what’s the value of your next gift? What your likelihood to make that gift on. That’s one example of what the future may look like of in the charitable sector. There’s some very interesting things happening around. Kids help phone in Canada. They are doing sentiment analysis the organization kids help phone. Okay, great organization. They help at you at youth risk krauz at risk Youth. Thank you. In crisis I am listening. You’re testing me? Yes, I waas you passed So the sentiment analysis that will predict if a call needs to be escalated. For instance, is this a very serious call? And they can do that in real time because computers can absorb more variables. Any human on bacon do that at scale. It sort of automate sort of that intuition around using metrics. So we use metrics to inform our decision in inform for good decision making an intuition. Computers could do that at scale now. Okay. Okay. Um, you had something in your description that said, uh, recognizing data. That may be problematic for some metrics. Did we talk about that data? Well, Rita points that might be that comes around, saythe out liars with average. All right, so that’s gonna throw it off. Okay, way learned that yet? All right. The lights have gone off in, uh, in the exhibit hall. Uh, and he’s 19 ntcdinosaur non-profit Radio perseveres never actually have our own lights. You shall survive long. They don’t turn the power off. We could still record, and we could still see each other, So non-profit radio perseveres. I’m not sacrificing a 30 minute segment in 18 minutes because the ambient light out okay. Um okay. Integrating better analytics into your organization’s reporting. Better analytics for your accusations, reporting move. Kind of that subsumed it, Really? And everything we’ve said, Absolutely. That’s pretty general one. But you’re holding out on us because we got more time together and you do the 75. We’ve only done, like, 17 minutes and you get 75 minutes with the view up for the for the NTC audience. So what do you not giving up? Well, I’ve got a German name, so I’m efficient. I’m going cheating, cheating of radio listeners. I’m not gonna have it. So what else did you talk about? Or maybe talk about in more detail that you haven’t yet revealed here? So what we did is we, uh the audience gave us a number of metrics very early on that they used to measure. And the nice thing is, we got metrics from all sorts of all sorts of business units that aren’t necessarily fund-raising. So, you know, we talked a little bit about, you know, impressions and click through rates and things like that. From a marketing standpoint, there were a few few that were very much program delivery, So people were talking about you know, the number of unique clients that they served or things like that. So what we did is we We spent some time going through some of those metrics and really talking about, you know, what is this measuring? Is it a leading indicator? Is it a lagging indicator? Is it both on dhe then? Going through that? Okay. So unless your host comes up with a 20 minute well, 10 minutes worth of variables that metrics that I’m that I’m preserving and committed to and then you analyze them rattle look well, well, we I mean, we we were, Unless that happens, if we one good example. Actually, I was I knew something. Would you dug enough? You’re holding out. But I’m not giving up. There’s nothing more to talk about. It talk about. Go ahead. There is S O. The audience is a little more varied than we expected. We thought it would be Omar fun fundez rating focused audience. But there’s a lot of operational folks in there. Uh, and that was intriguing to me. And we heard a number of cases where they were tracking like, number of days we have of operational funds in the bank was a metric that they looked okay. So let me give me, give the uninitiated a shot at that number of days. Number of days, days of money we have in the bank. Never heard that metric before. That sounds pretty granular like hopefully, it’s hundreds. No hope, the numbers hundreds of days. I was getting the impression it was not 100 today. Oh, maybe this is an important one. I mean, it’s like six. Well, first of all, that person needs to be networking for a job. A tte, the career center. Aaron NTC. If it’s six or below number of days, I don’t know, something just sounds weird about it. But But if you’re a tiny organization, maybe maybe this is keeping the lights on. It’s hard. I mean, from a business standpoint, it’s really about your cash flow, right? Like if we were in the for-profit business world, what we would be talking about is, is what is our cash flow? And and can we maintain it right, So so absolutely. It’s a really interesting stat from from a a charity Stemple, and she’s got such a scarcity mind to it. But if you’re in that. But if that’s you, yeah, all right, I can’t really get into controller. That’s looking. Oh, OK, yeah, yeah. As opposed to the fundraiser, right? Yeah, that’s the person who should be getting it right. Looking for a new job. If it’s the fund raiser knows that it’s 6 30 you get you’re in deep trouble. If anything, it’s a good good thing for somebody to be looking at. It’s just a matter of who. Hopefully that same organizations looking at receivables. Sure, we got We got this number of gifts in the pipeline, and typically these. This number will come through from our prospect list. So as far as you, as as we dug in a little bit on this indicator, which the number of days left is, in my opinion, still a lagging indicator, it is not a leading indicator. It is just a yard marker to say. How much time have we got left to make that a leading indicator? We then need to know how is that changing over time, for instance, so week over week, month over month, year over year, how how’s your cash flow or your days left in the bank changing over time. So if every day you look at the stat and it is still six days, then you can expect that this is actually reasonable case and that you have regular money coming in and you need to then keep walking back to get to the point where if you miss a day of doing something important that you know about it because six days from now you don’t wanna have to turn out the lights, right? So that is the exercise that that we preach about getting to those leading indicators that are your business drivers. I think one of the other important things I mean, I mean days left to somebody to some degrees is a bit of a leading because because you kind of have some some semblance of you know is the time to panic. Yes, it is. Um, and we talked about how context really matters in terms of leading indicators and lagging indicators, right? So for a stewardship person whose job it is to retain donors, retention rate might be a lagging indicator, right? They’re going to do a number of stewardship measures like, how long does it take to receipt and thank a donor on there. They’re going to try to adjust those as they go through to try to reach a good retention rate. Whereas a development officer might use retention rate to determine how many donors that there will be at the end of the year s O. So, depending on the context, depending on your job, what might be a leading indicator for one person? Maybe a lagging indicator for the other. Okay, I got your Yeah. I can’t really, uh, do a follow up question. But I understand that context matters absolutely the exact same number. Yeah. The last the last topic that we covered off was around cohort. And we haven’t talked about cooperating with you yet. Okay, s So I think I think it’s a good topic. Okay, courting is that we just have, like, two minutes left. Oh, no. Oppcoll super important cohort, please. The most important thing. All right, go ahead. Uh, you need to group people together. You know, birds of a feather segmenting segment here, Eddie would ntcdinosaur birds of a feather, right? Whether it’s knitting or stamp collecting and and that that becomes the basis of all your metrics and you only want a cohort to the point where, uh, you can still use it. So you can You can create too many segments on and have an unusable amount of data s o. You can’t consume it. You can’t produce on it like specific marketing appeals. Andi, we talked about using gift type. How someone was acquired. Eso a monthly donor has very should not be in the same cohort as a one time gift donor and a lot of these very basic things. Uh, but setting up your cohorts the right way so that their operational and usable and predictive eyes key. And that’s what I’d summarize in one minute. Okay, Okay. That was an excellent summary. I was thinking of, You know what would be a worthless cohort since we’re talking about bad, bad, like dinosaur data? Bad data. Um, age. Uh, I had some valid thoughts, as you were as you were talking. Explaining it, um, age could be, Could be a valuable cohort, or it might not. Right. It might not mean anything to average gift, but it might mean a lot to, um, potential donors to the plan giving program. Well, it might not mean something in particular cases as well. Like you might have a case where let’s say you’re an international charity and you find that certain American donors react a certain way to two things that you do. And donors in a different country who seem to have the exact same profile work completely different, Right? So So sometimes you’ll find that cohorts work in some places and don’t in others. So really, it’s about repeated testing and really, really looking to see what works in what cases? Okay, okay, West. I’m gonna give you the wrap up to this. Inconceivable the metric that does not mean that metric does not mean what you think it means. What do you want to leave people with, Oh, care about your metrics and always walk them back to their source. How, like, why’s that metric important? Take every step, break every step down and go right to the source for that leading indicator looks with leaving. Look for that leading into court indicator. Okay, that was West Moon, co founder and CEO of Wisely and sitting next to him is Cook Schmidt, director of Foundation Analytics Systems and operations at stores. Thank you very much, guys. Thank you. Thank you. Pleasure and thank you for being with Tony martignetti non-profit Radio coverage of 19 NTC As the lights are dim, the hall is quiet, but non-profit radio perseveres. All of our ntcdinosaur 19 ntcdinosaur views are brought to you by our partners at act Blue Free fund-raising tools to help non-profits make an impact, we need to take a break koegler mountains software maintaining separate accounts for each fund-raising daily expenses and reporting to the board are all a challenge. That’s why Cougar Mountain created Denali Fund. It’s your complete accounting solution specifically designed for non-profits. They have a free 60 day trial. You can get that at the listener landing page. Tony dot m a slash Cougar Mountain. Now time for Tony’s take to the 450th show last week. It was amazing. And when I say it was, what I mean is, I feel it will have been amazing. Awesome. I’m looking 10 days ahead and I’m telling you what happened a week ago, which is not hard for me to say, you see, because I know who will be on the show, and I know how good they’ve each been in the past, individually and collectively. Of course, no point critiquing them as individuals when they will have been and in fact were part of our whole troupe, but not quite, in fact, actually infection, which is close to fact in the existential sense. They’re the same. So when I say they were, I mean that they will have been. And in 10 days they were in fact have been. You can watch the recap video of Our Foreign, your 50th show at tony martignetti dot com, which will have been done after the 450th show. And that is Tony’s Take two. Now it’s time for Google analytics and Google Optimize. Welcome to Tony martignetti non-profit radio coverage of 19 and T. C. We’re kicking off our day three coverage is the final day of the convention, the conference and we’re coming to you from the conference from or Portland, Oregon at the convention center. So it’s a conference in the convention center. Make that three beginning of the beginning of the ending day. All of our 1990 CIA interviews are brought to you by our partners at Act Blue Free fund-raising tools to help Ma non-profits make an impact. My guests are Colleen Campbell and Jimmy McCabe. Colleen is seated. Closest to me. She’s a senior digital strategist at Firefly Partners. Jimmy McCabe is senior digital producer at the Center for Reproductive Rights. Colleen, Jeannie. Welcome. Thanks for taking time on Day three unconference. How’s your conference going Going? Well, uh, Day three is always a little hard ones. A little tired, but hanging in a little bit. Have you done your session, then? Oh, yeah, it was yesterday. Thank goodness. Okay, that’s why we picked today to talk to you. Okay. I think that’s why um so your your topic is let your day to do the driving Google analytics and optimize for non-profits. Um, Jeannie. What? What was the reason? Why do we need this session? What are non-profits need to know? Big picture. We got playing time to go into the details. Well, how many do you want to answer the big picture? Because you’re the architect of our presentation. But I will. I will tell you what the center uses, um, data to how we use data to make decisions. Um, I can’t speak for other non-profits. That’s what that’s all. Okay, you are overviewing the headline. Yeah. So you know, our session was really focused on as the title says, Let your data do the driving. So we told a story about you know, first, how do you get good reliable data in Because, you know, that’s really the fundamental steps Way walked folks through some of the things about how to set up your Google analytics to get really actionable data and get to a point where you can trust your date up. Then we focus our middle section of our presentation talking about how do you interpret and understand what are some of the right reports toe look at, you know, not just sort of looking at numbers and pages, but really understanding what’s going on in your digital ecosystem. And what can that what story can that data tell you? And then ultimately, what do you do with it? So not just getting the data and looking at it, but then devising a plan for testing and optimizing. Okay, um and these are this is using Google analytics and Google optimize. Yeah, it was really fascinating that I would everybody in the room at our session yesterday. Use Google Analytics. All the hands went up and maybe a handful raging for 45 folks we’re using optimized, Which is that the final piece of that puzzle of getting the data, understanding it and then using it? Okay, so we’ll spend a decent amount of time on optimized since that sounds like that’s what people are at least familiar with. Are you Are you familiar with Google optimizer? Should we should be back up and explain it a little bit? I am not. You want to do an overview of optimized? We’re gonna let Let’s not go into detail. Now we’ll get to it, but tell us what it does. But what optimizes the tool that Google rolled out not that long ago that allows you to use a visual editor to basically run a be creative tests on your front end. So in other words, if I have, if I want to know if this picture that picture performs better, I pull that page into Google optimize. I send 50% of my traffic to the page with this image and 50% to the page with the other image and Google optimized reports back on your conversion Thio, you know, let you know which one is performing better. Okay. Does that make sense? Yeah, and it’s a new tool. Or roll that out. I can’t remember. It’s recently free. Used to actually be a painful. And Google within about the last year have really open it up as part of a free sweet. So, um, you know, especially for non-profits Google Analytics 100% free. Yeah, you know, optimize that natively integrates with 100% free. And then even when you roll in, you know the Google ad grant in that part of that ecosystem. It’s a really powerful sweet of free tools. So the son of reproductive rights uses all of those Google tools. We have analytics, and we run AdWords advertising or they call it Google Ads. Now, I think with our Google Google grant, and then we recently started using optimized to try to up optimize literally, are our donation pages. Specifically, we’re not seeing the conversion we want, all right, and we’ve had a couple of panels on Google ad grants or Google ads. I thought it was called that grand, so I’m not sure, anyway. Michelle Hurtado, the head of whatever it’s called. Google was here. But I just learned through the content of the conference, I learned that they had changed the name from AdWords to Google ads, which so, Iet’s Google ads with grants. So if you’re a non-profit, you can have a grant. Right? So that’s $10,000. Okay, We didn’t do a session on that. Okay, we’re done with that now. We have yet, And like I said, we have the head of Google and grantspace Google ads. Way still don’t know the head of a co-branding problem is that they do. Yeah, well, I introduced her as something, and she didn’t object. So whatever the hell it was, it was right at the time. If it’s changed since then, 24 hours. All right, let’s get focused on what works. Great. Okay, you have some Now. I was just drawing from your session description. You have some best practices for for analytics and optimize Okay on. Do you have some Google Analytics terminology? Sure, if needed. Okay. You know, But then Colleen, you kicked us off with trust your data. What reports to look at and then testing and optimizing. So we got plenty to talk about in the next 20 minutes, right? Okay, Okay. Not a problem. So let’s start with some of the best practices for for analytics at Lena’s. We’ll weave them together since they they natively integrated analytics and optimized. Jeannie, why did you have a good idea for a best practice for either analytic list? Like a list of about 10 way? Don’t have our notes in front of you, but I can remember most of the top to the top three or four. What do you like? Well, I feel like it’s a little hard to explain without looking at it, but, um uh, you want one best practice we talked about. It’s setting up multiple views in Google Analytics. So, um, you have the ability to set up basically a test view, um, and then a mass review for your data. So it’s kind of like having a staging site on productions. I, um and we use views at the centre Thio create separate analytic views for our different language sites. So we have, um of you. We have our main website is reflective right side and Google Analytics. We set up a view for our Spanish pages are Spanish site, which is the same you are all about to Spanish language. Um, and then our English pages that we have a master view, which which combines all of them. What is Analects do for you on those two different pages? Well, with a view you’re able to then see, you don’t just isolate the audience for those pages and see where they’re coming from and what they’re doing, as opposed to, you know, having them all mixed up right away. The numbers being aggregated specific slice. Yeah. Okay, Colleen, a practice past may be the one optimized aural analytics. Yeah, as you mentioned, you know, I kind of went through our top 10 checklist, but I think the most important fundamental piece is having your goals and your conversion tracking set up. You’re not really going to be able to get valuable data and look at those reports and understand your r a y or, you know, run meaningful experiments without having that measurement in place. So, you know, our advice to folks was Look at what are the most important calls to action on your site and make sure that you’ve got goals that are actually configured in your analytics to track line to those those calls. Action s O for the center for Reproductive Rights. For example. You guys, um, you know, focus on email acquisition, tracking your donations within your analytics and getting that actual transaction data. Um, I think those are pretty common to toe lots of folks and lots of non-profits. Also the action alerts on your site, you know, Did someone actually complete that action? Right. Right. And then, Jeannie, I know one that’s a little bit more unique to you is actually tracking pdf downloads as well. Yeah, we have a narc way. Have extensive archive of publications, but also case documents and, uh, legal cases. Yes. So this interview, we’ve really introduce our Yeah. Since then, everybody writes, we we do a lot of litigation in the states, and we have for 25 years. So, um, we have ah long history of case documents that you can access through our website, and we don’t really know who’s engaging with them without setting pdf way. We set a goal and Google Analytics for pdf downloads, which is applied to those dahna. Pdf documents are for all of our casework. It’s hard to explain, but it was understandable. I think there’s there’s lots of you know, of those conversion goals that are common to any organization. I think the other you know, Big One from that Top 10 checklist is making sure that cross domain tracking configured in your Google analytics, which is a little bit of, ah, you know, obscure concept. But basically most sites you’ve got your primary domain, you know, reproductive rights dot or GE. But your online forms, like your donation form of your action alert, probably live in a different domain that’s hosted by your tool provider. So when someone comes to your website, you know that’s registered as a page, you and your Google analytics. But then that user clicks that donate button. They’re going to that domain where that form is hosted. And if you don’t set up that cross domain tracking analytics is gonna count, that is two different sessions. Oh, okay, so it’s a big thing. We’re, you know, Yeah, getting that fundamental data, make sure it’s right and make sure you can trust it. That’s really, you know, get your goals in place, make sure that you’re tracking configuration is tracking her whole ecosystem. Okay, I got one practice, but wait, I would like to do one for optimized. Got anything for Google? Optimize. I mean, that’s what I was gonna mention. I pee filtering, though, for Google analytics for us. Just one more quick note. You can, um can filter out from your mess review and Google Analytics filter out traffic that’s coming from specific. I p s like, like your own office. Perhaps eso are all of our legal assistance use our website extensively to do legal research on our cases. And so all of that traffic would be, you know, would show up on Google analytics if we didn’t filter out our own I p address. So that’s an important one. Google optimized. No, that’s it is there Are there really best practices? I’m just getting used to using it. And it’s really actually quite simple. Like the Google Analytics is super complicated compared to duvette optimize Google optimizes like a tool like I don’t know, it just feels really easy. And I almost feel like how are the best practice? Well, how would you answer that? That’s encouragement to use it. Yeah. Yeah. Do you have a best practice way could move on. We’re not gonna believe this thing. Yeah, I just think. I mean, I think it’s interesting because they do work as a suite of tools. So once you’ve got those fundamentalism place for optimized army for analytics, you can really layer on top, starting to use optimizing really smart ways. Okay, so, optimizers much simpler, right? I think aside from the use of it, the one thing that you know before you before you make an experiment and optimize the one best practice would be like, have a thesis have a plan. Um, you identify an issue that you wanna fix or you know, you want to improve conversion on your one time donorsearch. What do you think? You have to, you know, kind of have a thesis of like, Well, what do you think the issue is that it’s causing conversion to be low on what might make it better and make a hypothesis. And then, um, you know, do your A B tests and see how it goes. But I have a plan to just kind of willy nilly test this or that. You know, have a strategy. Good advice Okay, time for our last break turned to communications, PR and content for your non-profit. They help you tell your compelling stories and get media attention on those stories to help you build support. They do media relations, content marketing, communications and marketing strategy and branding strategy. You’ll find them at turn hyphen to DOT CEO, and we’ve got butt loads. More time for Google Analytics and Google Optimize. Let’s let’s go to reports. You mentioned that Colleen is one of the one of the triumvirate of your urine. 1/3 of the triumvirate of your your presentation. Which reports Do you like it? And another reports that you find in your clients paying attention to that aren’t really ones they ought to be looking at. Welcome to say, Don’t do this as well. So when it comes, understanding the reporting inside Google analytics to figure out what I should be testing, I always, you know, kind of tell the story about inlets. Could do a great job of telling you who’s my audience, right? There’s a whole slew of of reports in there that will give you a breakdown. A demographic information show you geographically where they’re coming from My other favorite report is really spending some time on your mobile report and understanding how much of your traffic is coming from desktop vs mobile devices and tablet things like that. So you know, there’s that whole suite of report that can tell you who is my audience, right? Jeannie? Were some things that you guys have learned. Maybe even from looking a little bit at those reports. First, we are looking at audience reports while I look at the audience reports and g et to see, um, what countries people are coming from, where a global organization And so um, we have We have regional offices through Latin America, India, Africa, Europe and I looked to see what countries in those regions are visiting our sight. See what’s interesting to them. Also, what languages people speak to visit our site. So that’s all an audience demographics. Okay, if you’re if you’re national or regional non-profit, can you get the same breakdown by state? Yeah, you can really drill down there. You can see a global map. You can see a country specific map. You could see a metro specific and even drill into like a zip code goes down does. It s so if you’re a local or regional and you want to understand what counties a lot of my traffic is coming from, you know, it’ll drill down to that. You This is a fundamental question. But do you You can figure that in Google analytics, or is that part of the authoritatively part of the reporting in analytics? So you configure your analytics, and then all of those reports are available to you, and they got some really great data visualizations and really easy to understand. Okay? And this specific report is called, What? These are all in the audience section, and that’s specifically the geographic report. Okay, another one. Really? Well, I was really the real time reporting. It’s fascinating to me. So Google who wanna would accept the option Thio you’ll see on the side real time reporting. And you can see you can actually see visually who is on your website at this moment and, like, drill down into, you know, New York state, like where you pull them up, get your email a little stock ary, I think. But I love it so you can see visually where you know visually, where where people are accessing your sight from right now. And then you can watch where they go on. You’re saying that’s called real time. Real time reporting? Yeah. What section is that? Real time. Let’s go. Okay. Yeah, I think the other the other part of you know what before. What do you do with that? What do you do with that? No, I don’t do anything. I didn’t like it. I don’t do a lot with it. You know, what we were talking about yesterday is real time reporting is actually a good way to test that. All of your pages Air firing the tracking tag. So, in other words, like you can use or you could do-it-yourself. Why? So you can hone in on your own person, right on real time reporting. And, you know, on this, you know, on this browser over here, you clicking around to different pages and then you can see that those pages air firing and smart I still get goose bumps when I see that the web just works that fast. E I still doing? I still do. When? What’s one? I like the check. Just Oh, I mean something so simple. But it just amazes me still, because I didn’t grow up with this. I mean, I know I know it exists, but it’s so basic. It’s embarrassing. But I’ll say it. I’ve embarrassed myself. Falik times on this show. Nobody listens to it anyway, so it doesn’t. Nobody listens to this show, so it’s just gonna be the two of you. Um, my dad, my dad even stoploss you make a calendar entry. I could do a count on my desktop on Did I go to my phone? And there it is. I mean, I think it’s amazing that the damn thing works that fast. I mean, I know it’s just incredible or you make a mistake in your credit card, and it’s like it’s instant. You’re trying to buy something instant invalid. Invalid credit card number. Check. Your expiration date is invalid. And how does it How does it cross check their facts like watching me real time and put the wrong digit, and it just gives me a chance to say it’s a hit. Enter and then it’s like it just knows instantly. Indication before, right? No. Okay, so say I still I still get amazed that planes flying. So that ability. That’s like suspension ideology. They don’t understand my things. I don’t understand. I don’t really know how the calendar entry goes from my laptop to my phone instantly. I know it. I can count on it. I don’t know how it works. The access database, don’t you? You ruin the charm of the web for me. You’re ruining it. You’re killing it. Don’t want to know about databases. Table more reports. One of the report’s due. Like Colleen, I interrupted you was interrupted for a worthless digression. Listeners are customs are our list. Well, if we had listeners, they’d be accustomed to my would be familiar with them right now what we’re gonna say, You know, you could spend all day kind of nerd and out or being big brother, figure your audiences starting a neighbor. Then there’s the whole section of reporting of understanding where they’re coming from, which kind of really gets into that our lives. That’s critical. That’s really where the referral sources Yeah, acquisition is the section and Google Analytics. You want to look a little acquisition, huh? Tells you what you are elves they’re coming from or it’ll give you a breakdown of like all the channels, so you can see right next to each other. Who’s coming from social media? Who’s coming from email? Who’s coming from organic search versus paid search. But you can drill in then and see what Web sites are coming from. You know, if they’re coming from a direct link, where did that directly come from? And then you use what’s called UT ut m familiar with the way eso we talked a lot about way we talked a lot about you. Tm codes in our presentations. People want access that information online. We have to play with the art I will trying to very succinctly. But, you know, I’m kind of I kind of ramble. So maybe you have a T l d armors. You know, when it comes to you, T m’s, I say, You know, uh, analytics is gonna give you that break down of channels, and it knows and does a good job of understanding that it’s coming from social or it’s coming from direct traffic. But Google doesn’t know on its own that it’s actually coming from email. So there’s a little bit of extra work you got to do if you want to track your email traffic effectively, and that’s those UT M codes that genies talking about, which are sametz tre parameters that you add on the end of your morals in your email that you send out What is your team stand for? Do we know? Is it from Universal tag Manager? But the codes And you know, actually, Google has it. This is this is in the system For years that I’ve been using you. Could you go search whatever you are, you are all generator you TMU Earl generator or something. Right now it’ll come right up and you can plug in like your campaign name, your source, your medium and the girl that you’re gonna be placing in your email or whatever and Google’s But all the upend, all of the parameters are variables to the ends that you can get your tracking you, Earl, you could drop in your email. It makes it really easy. Okay, so I think the other important thing about it, it’s really great to understand where your tactics coming from, but it becomes even more powerful when you combine that with those goals and conversions. We talked about because then you can see not only how much come traffic is coming from social media versus email, but how much of my raising from those channels how many people are actually taking action on my site? Maybe Social Media does a better job of getting people to take action alerts and respond online actions. But email does a better job actually getting people to donate. So having your conversion data next to that channel data is really sort of where the power is that I think the opportunity to find out what maybe not working or what’s unexpected. Where do I want to run? Some experiments and some Tyson optimized. So it’s about mining that data to really figure out what you want. A test. Okay, Okay. I used the report that I use the most. It’s just simply now we find out the one used the most Well, wait kind of working our way through the sidebar here. So we got audience acquisition. I was gonna start talking about content. Just another used most. Well, we’re going. We’re getting there we go. Which way, Jeannie? Now we know where they came from. Who they are now. We have to know what geological thought problem. Now we got to know what they’re doing on the site, right? Yeah, there’s these buckets. And as you can understand now, so they are You know, where they came from and what are they doing? That’s the site content. So I spend most of my time in St content reporting, which is seeing what landing pages people are coming in on. What’s the next page? They’re going to look at how much time they spend on certain pages. I look at, you know, it’s a page is getting a ton of use. Where did that traffic come from To get to that page? Um, so I know what the path Waas, um and I and I use it really Jin form or content strategy team. What content is of most interest? I look at fight search reports within there. I see what our top landing pages are every week. So we know if it’s something way, have some really specific, literally like a 12 year old, uh, reports, reports and documents that that get tons of traffic through Google search. And it’s interesting to see what people are interested in that we haven’t even we don’t even have updated content on the way. Can I talk to editorial team and say, Like, way need to revise that cerini to publish some new information on this subject. I’m gonna I’m gonna move us along testing, testing and optimizing because we just have three or four minutes left. So what’s, uh, what we need to know? Way just slide in our presentation that said, Optimize all the things right? No, but I think there’s there’s tons of opportunity out there, and hopefully you are mining that data to figure out what that is. But I’d say your donation form is prime real estate for testing, looking at and understanding what your top landing pages are on your site and what you can maybe test there to drive more action. What’s the right headline on that page? What’s the right imagery? What’s the right layout for that page? So, understanding from your analytics, what are those top landing pages and then identifying the elements on the page to actually run some 80 times, testing all different elements whether you have a photo or video with Dexter’s button color, all this? Yeah, everything. And then, in addition, to the elements on the page. Optimize allows you to do what’s called a redirect test. So if you have a CT A on a page, right, whatever, let’s call it a total. Okay, sorry about that. So you’re called action is donate right? But you wanna test, you know, one very different donate page from another day against another donate page. It’s not like a simple element changed. So you you can say through optimized like send 50% of the people who click on this button to this experience and sent 50% of this experience. And let’s see which experience performs better. So it’s a different type of test. It’s not just an element. It’s it’s literally using two different different experiences. Yeah, great example. Anyone who works in fund-raising has probably had the debate about what works better. Ah, form. That’s one step with all the fields on the page or a multi step donation form. And my answer is you gotta test it for your audience. There’s no there’s no one answer for everybody. Okay? Okay. Uh, was there another minute and 1/2 minute? Got about a minute left? What? Uh, you’re loving this No, it’s not among my worst injuries. Bottom third. You know, it’s valuable information. I’m just kidding. I’m just kidding. No. Good answer. Um, what, uh, what would you like to leave people with a guy like our son? And we got 32nd. Now that I just wondered. 30 seconds messing around. What? I’ll give it to you, Colleen, because you’re the You’re the consultant. Steven, you see the global picture of this? What would you like to leave our audience with? Yeah, I mean, I hope we did an all right job kind of painting the picture of how you get that data in how you understand it and then what to do with it. But I think when it comes to testing an optimization, you know people immediately everyone knows. And there’s doing that peace around a B testing in my email. And people understand the importance of testing their social media ads. But I think people all often overlook the importance of testing pages on your website. So I think, you know, with the suite of tools from Google that are all free again and really accessible and easy, you have, you know, the power inability to do. And even without help from consultants like, yes, we’ll be starting a Web site redesigned soon without your help, actually, and optimizing all the things you’re hearing the inside track on the client relations right? Brandraise shit right now. All right, So they are calling Campbell, senior digital strategist at Firefly Partners and J. McCabe, senior digital producer at the Center for Reproductive Rights. Thanks to each of you, thanks so much for having us. And thanks to you for being with Tony martignetti non-profit radio coverage of 19 NTC. All of our 19 ntcdinosaur views are brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. Thanks for being with us next week. Getting buy-in and moving forward tech committees that work in two weeks. On August 16th I wanna let you know I’m firing a listener at the top of the show. If you missed any part of today’s show, I beseech you, find it on tony. Martignetti dot com were sponsored by Witness E. P. A. Is guiding you beyond the numbers. Regular cps dot com by koegler Math and Software Denali Fund. Is there complete accounting solution made Ford non-profits tony dot m a slash Cougar Mountain for a free 60 day trial and by turned to communications, PR and content for non-profits, Your story is their mission. Turn hyphen to DOT CEO. Our creative producer is Claire miree off. Sam Liebowitz is the line producer shows Social Media is by Susan Chavez Park. Silverman is our Web guy, and this music is by Scott Stein here with me next week for non-profit radio. Big non-profit Ideas for the other 95% Go out and be great. You’re listening to the talking Alternate network. You’re listening to the Talking Alternative Network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in Sumpter, the potentially ater tune in every day, Tuesday at 9 to 10 p.m. Eastern Time and listen for new ideas on my show yawned potential Live Life Your way on talk radio dot N Y C. I’m the aptly named host of Tony martignetti non-profit radio. Big non-profit ideas for the other 95% fund-raising board relations, social media. My guests and I cover everything that small and midsize shops struggle with. If you have big dreams and a small budget, you have a home at Tony martignetti non-profit Radio. Friday’s 1 to 2 Eastern at talking alternative dot com 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 Are you a conscious co creator? 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Nonprofit Radio for July 12, 2019: Your Crowdfunding Campaign & CRM + Email + Website

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Moshe Hecht: Your Crowdfunding Campaign
Most crowdfunding campaigns don’t make goal. What are the common denominators for failure and success? Moshe Hecht answers all, and shares his organizational readiness checklist to get you prepared for success. He’s chief innovation officer at Charidy. (Recorded at 19NTC)





Isaac Shalev: CRM + Email + Website
You’ll learn more about the people engaging with you when your CRM, email and website are integrated and talking to each other. We’ll leave you with a plan for getting these technologies together. My guest, also from 19NTC, is Isaac Shalev, president of Sage70.





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Transcript for 448_tony_martignetti_nonprofit_radio_20190712.mp3 Processed on: 2019-07-15T12:28:32.797Z S3 bucket containing transcription results: transcript.results Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results Path to JSON: 2019…07…448_tony_martignetti_nonprofit_radio_20190712.mp3.945783280.json Path to text: transcripts/2019/07/448_tony_martignetti_nonprofit_radio_20190712.txt Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other 95%. I’m your aptly named host. Oh, I’m glad you’re with me. I’d turn pseudo referees if you made me sweat with the idea that you missed today’s show Your crowdfunding campaign. Most crowdfunding campaigns don’t make goal. What are the common denominators for failure and success? We she Hecht answers all and shares his organizational readiness checklist to get you prepared for success. He’s chief innovation officer at charity that’s recorded at 19 NTC and C R M plus email plus website. You’ll learn more about the people engaging with you when you’re C R M E mail and Web site are integrated and talking to each other. We’ll leave you with a plan for getting these technologies together. My guest also ferment 19. NTC is Isaac Shalev, president of Sage 70 Attorneys Take two. Show number 450 were sponsored by Wagner. C. P A’s guiding you beyond the numbers regular cps dot com by koegler Mountain Software Denali Fund. Is there complete accounting solution specifically for non-profits tourney dot m a slash Cougar Mountain for a free 60 day trial and by turn to communications. Full service, strategic communications and PR turn hyphen to dot CEO. Here is your crowdfunding campaign. Welcome to Tony martignetti non-profit radio coverage of 19 NTC. That’s the 1920 19 non-profit technology Conference. We’re in Portland, Oregon, at the convention center. All of our 1990 seasoned reviews are brought to you by our partners at ActBlue Free fund-raising Tools for helping non-profits to make an impact. I’m joined down by mushy Hecht. He is the chief innovation officer at charity. That’s with a D. On his topic is why your crowdfunding campaign might fail and how to avoid it. Welcome, mushy. Thank you. Thank you, Tony, for having me on the show. It’s a pleasure. Pleasure. Um, what’s the work at the charity? So we are a crowdfunding platform and consulting service. So we help non-profits run their e-giving days crowdfunding campaigns, and we do the entire back office service for them. So we’ll give them the platform, and then we will give them a a team of marketing specialists and fund-raising consultants to help them succeed in their crowdfunding campaigns. Okay, so your first step in making sure your crowdfunding campaign doesn’t fail might be to engage charity. That’s right. Oh, man. What a free from I just give you 30,000 listeners, and I’m not gonna charge you. You didn’t ask for it, so I’m not going. Um, okay, it should be pretty simple. You got a lot of ideas around. Reasons why these things might I’m over modulating. Why these things might fail. Um, give us some some stats. Most do. Bye fail. You mean not make goal, I presume. Let’s define our terms. So that xero Yeah, that’s a great That’s a great way to start. So yeah. Okay, so the industry would would, you know, measures it by, you know, you set a campaign goal, and then you don’t reach your campaign goal. And that has about a 2/3 of campaigns. Don’t succeed across crowdster have very broad metric. If you go a little deeper into it’s a personal cause. Crowdfunding campaigns success rate is actually much lower than that. We go into non-profits or a little bit hyre. You’re going to creative creative campaigns for businesses and products. They’ll be somewhere depending What platform? Some Some state, 44% success rate, somewhere lower. Um, it’s not great. The success rate is not great and mostly judged by reaching the goal. Now, in our talk, I spoke about a different metric, which is probably more accurate and more helpful metric to of what failure means. Okay, so if you think about and you try to zone in and what did the essential difference between let’s go modern crowdfunding and, you know, just a classic fund-raising. Okay, so before modern crowdfund e-giving at some really great ways to fund-raising direct direct No, you know, you know, face-to-face solicitations, events, andan, even email marketing as of late and social Media Marketing has a laser all great tools to fund-raising to get in front of people into engage and solicit donations. I would, um, I in my view and in my experience, essential core difference of why you would okay, do a crowdfunding. I mean, if you got all those other options, is that when you when you set out to do a crowdfunding campaign, Essentially, what you’re trying to accomplish is to hit a tipping point that the campaign the crowd from the campaign will be so effective that it reaches a threshold. And over that threshold, it reaches a certain Momenta Mme that you don’t need a push it anymore. And it has a life of its own, right? So think about some of the most popular crowdfunding campaigns that we don’t know about what we call us when we, uh, you reach a you reach, um, you have your pioneers, you’re early adopters, and then you reach early majority. That’s right. Tipping point. I’m glad. Yes, Malcolm. So it’s it’s funny mentioned that my entire talk was actually is based on sort of the narrative that we’ve created through for the presentation to make it a little bit, you know, easier to understand is I based it on the Mountain Gladwell book. Oh, on the on the fundamentals. And that book came out in 2000 19 years later. The fundamentals of that book are still very true and can be used as an analogy for what it takes to reach a tipping point. And that’s really what you’re setting out to do, because otherwise just go to classic other ways. Just why put in the work in the effort to try to do a craft in-kind every single Exactly. You gotta start using direct mail to get people to donate to your crowdfunding campaign. Just write a letter, a solicitation letter, eggs. Every single dollar is a struggle, right? So the possibilities is really what you know of this, you know, uber connected world, this World wide web of goodness and kindness that we live in the possibilities of hitting, attempting a tipping point of having the campaign go well beyond your own abilities to take on a life of its own is really what we’re trying to accomplish. So I would say that there’s actually if you use that metric as as as failure, it’s actually a lot more than 2/3. It’s just that that’s hard to measure. Weight have to be really do granular analysis of what can I get? Lots of campaigns and how they trended and over over what beer time. Okay, but yeah, if you apply that measure, I’m sure it’s. But it’s not much worse, less less than 1/3 succeeding Okay. Ah, so what are what’s the best way to? We just dive in and say, What’s the number one? Well, I I thought of something. After all, what’s the number one reason campaigns failed, So there isn’t one reason. And number one number one, what’s the top reason? It’s gotta be a top reason. So mote many of you. Well, what I would say. Probably a top if I had to choose. The top reason is a lack preparation. I’m asking you, like a lack of preparation and the infrastructure set up right in for up front. Okay. What we do, What do you need to do up front? Very good. So you’re getting me through the top? Didn’t you see the questions I gave you before? So, Tony, tell me, um, it’s time for a break. Weather, cps, their accountants. You know what they do. For goodness sake. You’ve heard me say this. You know what CPS do? C p a. Certified public accountants. Do you need one? Do you need a firm? You need a couple, whatever you need. You know what they do? Check them out first at wagner cps dot com. And then you know what to do after that. Pick up the phone, talk to you. Eat duitz. Doom the partner. He’ll tell you whether Wagner CPS can help you. Regular cps dot com Now back to bushy Hecht and your crowdfunding campaign. So that’s actually a good question. Once the number one reason, Yeah. Lack of preparation, I think, um, people they see so we see a lot of graph looks easy, right? It looks like a kn accident. Do it. Do a do a 32nd selfie video. I go on to kickstarter or go fund me. What? According to you, what? What? My intentions are what my goal is what I’m raising money for. And, uh, and then and then people just come like we thought about web sites in 1990 to build it, and everybody will come to it. Not gonna happen. Yeah, doesn’t happen. So there are, um, a few core ingredients that need to go. It’s a new set of we’re talking about upfront, prepped on infrastructure. And these are I would say, these are fresh tools that non-profits need to learn. Okay, um and maybe individually, some of them are, you know, classic tools. But combining them together is really where the magic happens. The glue that brings them all together, that creates that, you know, sort of velocity That helps a campaign take off those two and these air. And I say they’re fresh tools, because there, you know, they’re the these are part of this is possible. I believe that. You know, we hear a lot of saying, like, you know, don’t try to do a, you know, ice bucket challenge for your organization, right? It’s just not realistic. And that’s actually, you know, if if consultant would tell you that I would say the streets looking out for you, he’s not trying to set you up for you. No unrealistic expectations. But I have a bit of a different view in the way my experience on what might what? What I do for a living is we actually work to reverse engineer a an ice bucket challenge and say, What were the ingredients that went into the ice bucket challenge even though it happened by accident again? Okay, organically. It’s not like someone came together. All right, we’re gonna raise under $50,000,000. We’re gonna get the entire world plus the president down. Bill Gates, everything. Here’s the plan. Follow blueprint. Do it. But l s had some things in place. Well, they’re so there. So not with not with this intention. I would say it doesn’t like that so I would say we’ll study. It doesn’t matter. Meaning whether the things happened by accident or they happened with intention. Doesn’t matter. Just tell me, what were those that they were in place? No, no, I understand that. Yeah, I agree. Yes. So they’re making it clear that they didn’t set him up with the intention of exactly Because that’s country what you’re talking about. Yeah. So? So what we’ve done is what was already so number one, Let’s go through a mountain labbate. Okay, Number one is the power of the few. Okay, so we know about you know, the power few 80 20 rule When it comes to fund-raising grayce absentee money is coming from 20% to you people. 20% of ah, you know, 20% of your people should be giving 80% your money, right? And we use this says as a methodology for fund-raising. Rarely do we use it as a methodology for involuntary engagement and for soliciting people to become ambassadors and influencers for your organization. Where we say Okay, well, if we’re trying to get to the message, we should just engage with the mass masses. But the reality is is that it works the same way with volunteer engagement. Getting people to advocate for organization is first, find the power of the few. Find the power of those. The column, the the influencers, your power. Your have power on social media. Exactly. So so glad. Will breaks it down into into into three different types of people. Connectors, mavens and sales people. Right. So today we call them influencers, right? And they but influencers have varying degrees of these attributes, you know? So Ah, connectors like you going to a party. And you’re like, you know, how’d you get here, Laura? You know, she, uh, Lauren bradunas. She invited me to You walked through the room. Heroes at Laura basically was, like, had something to do with everyone invited to the party. Right. You’re going to a conference in Portland, you know? Oh, you have to meet Laura. She’s gonna be there. You gotta meet Tony. You gotta get on the show. You know, everyone’s on his show like these air connectors. That’s not a hypothetical. No, no, that’s that’s really you’re connected. And you’re also maybe even be a maven. Maybe even a sale of herself. Disgusting. You’re made in first. Everything I don’t want to say I’m a whore. Everything. Oh, my God. There’s a lot of Yeah, So there’s a lot of obviously that there’s crossover at some people. Could be like a professional something, And they’re also a bit of a connector. But essentially, it’s influencers. Right? But influencers, you know, today we know the Miss Influences, and they’re like, OK, instagram influencers, they sort of They become formalized and formulated into an actual career. Right? But it’s not just the professional way. Gotta move this long. You have a lot of tips were only on the 1st 1 so number. So you know what? No, I do wanna go deeper on this before before we leave it, but I’m directing you that we got, uh I wanted to get specific. What do you do with these influences first? First you gotta identify them. There are companies that I can help you sort through your all your social contact if you give them your email. Maybe charity does that. I don’t know, but you get enough of a free promotion. I’m not gonna let you say whether you do it or not. Maybe you do maybe you don’t go to charity dot com. She could find out beyond that. So you’ve identified your influencers? What do you do it before your campaign? You You Well, you empower them to be a springboard and a messaging board for your organization. So say you’re a school, okay? And you identify, um, an educator in the community, right? That who’s a maven in the community, which happens to be a parent, right? And you, you you engage with that person and say, Listen, we’re doing the campaign, and we’re raising money for this in this new program. And you happen to be a professional in this program and love for you to get onto a video and talk about like, Yes, this program really deserves the funding that is being asked for. And among all the noise that’s happening through all the solicitations and asking this is going to rise to the tide because you’re getting that trust and that gravitas from this professional who’s going to bring your message to the forefront. So you want to identify them? You want to empower them, engage with them and ask them to become advocates for your campaign. Now, if and their first. So they’re really carrying the message forward, right? The connectors are like just by just by posting it on Twitter today or posting on instagram or putting it on a whatsapp group, they’re naturally connecting or they’re going to an event, right? The mavens air giving you no weights and trust to the conversation. Salespeople are creating persuasive reasons why you should give and should give Maura and give even more. You line these people of strategically, you could have a much greater chance of success. All right, How much? How far in advance? Great question. So it happens in in-kind. Took 14 minutes for questions. Wait. Another 10 maybe 12 5 Feel generous it How far? So we do it, so we do it in stages. So what’s really important with crowdster radcampaign is keeping the momentum going. So you don’t want to, you know, start preparing a campaign several months before, and then you lose interest in you lose momentum, right? Because you want to complain. It’s like a plane taking off, right? So they’re usually the first people that you would reach out to you before you go public before you go public, right? so you’d reach out to a couple weeks before a couple of weeks before you know if I’m dealing with a squid newsome with university. So it would be like, let’s say, two months before the campaign and you want to. You want to give them preparation? Won’t have them prepare their message. You want to have them, you know they’re gonna go out and they’re going to speak on behalf of the school. They have questions. They’re gonna I want to, you know, you know, curate and really define their message. Probably university. That’s a bigger bureaucracy to so some of their messaging may have to be approved, but sizes smaller midsize shop. Well, College University could be a mid size small shop. You don’t need to be two months out in advance. We’ll give you an example. Influencer. Yeah, so I’ll give you an example. We did a campaign we ran a campaign for Why you in New York University and this was three years ago. We’ve done one recently also, but the 1st 1 that we did of slogan was I m y you and Lin Manuel Miranda was actually a honorary graduate of Achieve University. So We engaged with him for a video several weeks before, But then the video only launched the day before. So it’s about lining up that strategy. Decided that would be a nice shot. Exactly. I shot started every every campaign’s not gonna have a Lin Manuel Miranda. But that’s, you know, kind of an example of someone finding people who have that broad appeal and that broad network to be able to, you know, take your message further. All right. Um, what else do we have to have in place? Yeah, in advance. So them the were only on the in advanced stage. We’re not even into the way. Have 10 minutes left. So the second thing is really, really second thing is really taking messaging. Very serious. So we’re still in the preparation we’re so ever. So I’ll tell you, Tony. Oh, everything. Everything happens in preparation. Okay. If you know what I always say that once your campaign starts, it’s already over. There’s nothing you can do about it once it starts. You know, once it starts, you just if you’re waiting to it for to start for to be successful, you’re gonna lose all your friends. Okay? Yeah, because you’re just gonna be harassing people, like throughout that radcampaign beating down the door for wait. We don’t want that. That’s not that’s not the outcome that we’re trying t. Okay, It all happens before I really wanted thio off. Okay? Yeah. So the second thing is just taking your messaging very seriously. Um, and Gladwell talks about it compares it to, like, you know, the stickiness factor. You can have good messaging. Are you gonna have missing that actually sticks, right. So taking, going to the depth of your cause and your appeal and really defining the truth in the essence of what you’re trying to say. But then churning that into a bite size, you know, congest oppcoll message that has that has legs, okay. And a message that is going to be memorable easily. Big headlines will be able to, you know, the think different, open happiness. You know, those type of messaging, it works wonders in crowdfunding. And it’s so important because you know, the distance between your message and your conversion is actually really, really close. You know, you’re going on on social media and you’re saying, you know, getting to the core of an organization, Really? So getting to the heart of organization and making a real beautiful, you know? Well, well, well positioned. Ask right. You can see it conversion instantly. Be just moments instantly. And that’s what’s important, right? So 20 years ago, when you had a great man, you’re doing a billboard. You couldn’t really measure the results in the conversion of the building. Well X amount of eyes walking down next month. Today, messaging is so much more critical. You can’t mess with that because it’s like there’s so much you can gain with a better message. People are going to see some that’s really gonna be compelling. They’re gonna take action. You’re gonna have feedback immediately, instantly. And that’s also good with testing. So you can text messages. You contest the messages, you can tweak messages. Okay. Messaging? Yes. 30. Glad we’ll talk about the power of context. Okay, so context is that the timing is the right environment. The right moves, you know, it’s social. Are people prepared for it? Right. So on a practical level, you know, the do’s and don’ts of timing. And so you know, you know, for for ce que no for typical organization you want to think about. Okay? December’s a great month. You know, you’re on fund-raising. I want time up and lead my fund-raising My my crowd from the campaign to happen You’re in Line it up with your and fundez latto content. It should be leveraged year and fund-raising thing. Right? Um, if you are a religious organization, it should be before the holidays tied into tight to the holidays where people are in the mood of e-giving worth tied around Christmas for people in the, you know, in the in the giving season. So timing is really, really important. And then in the don’ts, you know, timing around Passover? Exactly. Yes. The Passover is coming up soon. It’s a great time. We have a lot of campaigns happening. Be Christmas. Just a Catholic name. Yeah, I was trying pandering. You’re pandering. Necessary called you out here. Listen. Martignetti sounds Catholic. Culwell call at Christmas. Go ahead from New York, Jewish or Christian? Celebrated Christmas. You know, it’s everywhere. You can’t get away from it. You know, I heard that, um my kids are still wondering why they don’t have a Christmas tree. That they’re not getting it um, it’s just everywhere, you know. Um, you know, it’s interesting on it. Before this company I work for my brother started a virtual currency company. This was 2012 Virtual what? Virtual currency. Currency 1012. No. One way ahead, Right. Guys got back. It was where he was just too much of a vision or way ahead. Right? So you’re talking about and there’s actually I’ve been in the last six months I’ve actually seen already three businesses that have almost the exact identical business model. Tow what we what he what he created and what we were trying to create that genius. Brilliant. Nothing bad timing right through these other three of taking off other’s movements. There’s a whole ecosystem today. Virtual currencies go today, so timing is really, really important, you know? Are you coming out with your message? Where than even the environment is ready for it? Look at that. Remember the immigration campaign that you don’t let your brother listen to this? Yeah, sure. Does he know I really wrote that rodeo? How I wrote about this kind of threw him under a bus. You know, zoho thing for him, you know, it’s it’s, it’s he’s a genius, you know? He’s, you know, he’s too smart. It’s got no time, no time, no good. You can’t invent the car now. Exactly. You remember the image of the campaign that Facebook krauz from campaign that raised like $35,000,000 for, you know, for for the immigration organization in D. C. Was a 35,000,000 crowdster. It was a $35,000,000 crowdster. That organization, before that campaign struggled to reach $1,000,000 a year fund-raising. They didn’t even have a budget of more of $1,000,000. Here they are, the timing with the entire immigration fiasco that’s that’s going on. Someone launches a campaign on their behalf, or they launch shevawn exactly sure who launched it within weeks. $35,000,000 from tens of townspeople. And and you should. You know it’s not about being an ambulance chaser. You don’t want to take advantage of situations but should be looking out for you. That’s that’s grabbing a hook Exactly. If there’s immigration news and you’re in the immigration space, I think if you don’t grab a hook, your risk being irrelevant, and I’ve had guests who have said that, and I believe it myself. I just I just repeat everything. Guess yeah. Bring smart. Don’t have any knowledge of your own. I have a good memory. All right, let’s move on. Really? Have a couple minutes left, like three or four. So more things. More things. Preparation. Mushy, please. So I’ll tell you. Great. So So you have your So let’s say you lined up all these ingredients, right? And you you line up your power of the few. You get your influences lined up to really help you can. You got amazing messaging, right? And then you have the timing’s perfect. You get even a little setup, right? Roger. And for what you’re missing right now is it’s not enough. No, no, not sufficiently. You’re missing. You’re missing. What you’re missing here is velocity. Okay, so think take up. Sorry about that. Take a plane. Take off. Right, Guys, watch one off. Yeah, take a plane. That’s mine. I put mine on airport road airplane mode for you. Uh, if I could get the same courtesy put in his pocket, but he still didn’t put it. Still did not know. You only gave me 30 minutes and going in airplane mode, yet just took in his pockets. It’s still gonna vibrate. All right, So take a plane, right? It has to reach a certain speed within a certain amount of space. Was a certain amount of time actually living velocity velocity on and lift and lift in the upper wings and believe that teacher above pressure below. So all that scientific stuff, But the point is that you need thes things to happen within within a specific amount of time for us to be able to create that combustion for it actually take off right field to hit the tipping point. Yeah. Okay, So, um, I’ll give an example of what things? People we see that people are usually doing wrong they can improve on. Is that, you know, yesterday had to come from at my talk. I asked someone like you who’s been involved in a crowd from the campaign dahna peer-to-peer of campaign, for example. And one person Me. Okay. And I said, Well, tell me how it went in these and she said, Well, they called me out, they sent me an email and then there was an event, anything, and they said you know, would you take on a campaign a page to raise $3600 for the organization. Right? And she said yes. Okay. And then when was the end? When was the organ it? When was the campaign culminating? Four months. So is the worst words four months of her life. Okay, so you need a much less time than you think you do, right? You think more time equals more money? No, no, no, it doesn’t. Less time equals more money because, you know, people are just inundated with so much information. And if you if you have the right ingredients to motivate the person to say yes, I’ll give right with by telling them, you know, whether you let’s say you put a matching component on the campaign right where you said in this and limited amount of time, your money will be matched, right? Right. Or you put it. You have a certain goal that you have to reach within a certain amount of time, that urgency, their impact recognition with everybody’s gonna be recognized. The campaign. You have all those ingredients and you have the right man. You have the right people pushing it and the context is right. You need very, very little time to actually take off. The majority of our campaigns happen in 24 36 hours. Millions are being raised in 24 3rd toe with weeks of preparation. So if you want to hit a tipping point, you can’t have, you know, miles of runway. You’ll never take off. You just drive right off the runway, and that’s it. So shorten the runway and and and prepare the ingredients that you need, as we just mentioned. But that should be all be done in the maintenance hangar. Exactly playing now, in case that wasn’t obvious. Yeah, you’re feeding off, Tony. We feel about each other is done in manufacturing. I mean, you go way back, but it’s done in maintenance, maintenance and cleaning. Yes. Okay. All right. All right. Uh, give me another minute. You got, uh, Can I? Yeah. You got one more thing. I want to wrap it up. Dahna without mentioning charity dot com. Can you Can you summarize or you want to give another tip? You know, listen, I’m here today, and I don’t do a lot of the conferences, but it’s it’s It’s fantastic to be to be here. I think the Auntie unconference is really nice, you know, some of their like way big. And there’s not a lot of you know, too big to have conversations and too small. I think this is a really, really nice sized dent. Unconference. I’ve met a lot of wonderful people here, a lot of people doing a lot of innovative stuff in this space. It’s it’s encouraging to be here to see a lot of people, you know, working towards the same goal. Yeah, all right, we’ll leave it there. Thank you for having actually. Don’t don’t walk away yet. Your your phone is Your watch is buzzing. He’s monisha Hecht. He’s the chief innovation officer at charity. C H a R D y. That’s enough shout outs for that, and you’re with Tony martignetti non-profit Radio coverage of 19 ntcdinosaur 2019 non-profit Technology Conference, Portland, Oregon All of our 19 ntcdinosaur views are brought to you by our Partners Act Blue Free fund-raising tools to help non-profits make an impact. Thanks for being with us. We need to take a break. Cougar Mountain software maintaining separate accounts for each fund-raising daily expenses and reporting to the board are all challenging. That’s why Cougar Mountain created Denali fund-raising osili Fund, a complete accounting solution specifically designed for non-profits. You know, like the Park Denali. They have a free 60 day trial at tony dot m. A slash Cougar Mountain Denali, of course, is also a mountain, but it’s Ah park in a mountain Denali fund that m a slash Cougar Mountain. Now, time for Tony’s take to the 450th non-profit radio is July 26th. Yes, we’ve been at this nine years times 50 shows. There you go. Who’s gonna be with us? Scott Stein, of course. Live music. You gotta have Scott and his 88 singing. Ah, our theme song. Cheap red wine Live in the studio. Um, of course, our creative producer, Claire Meyerhoff, live in the studio. Call ins from all our contributors. Giveaways? Yes, giveaways. I’m sure we’ll have cure a coffee. The coffee owned by the dentist that provides dental care for coffee growers and coffee workers. As you buy their bags of coffee, they’ll be there. A sponsor of the 450th will be giving away some bags of cure coffee. Always great fun. Um, we’ll have some some comedic thing. It’s too early to tell you. Don’t You don’t need to know at this point if I told you you’d forget anyway, So just be tuned in for the 4/50 and you’ll see what we’re doing. We’re giving away and, uh, what we put together. All right, that’s it. That’s Tony’s. Take two Now here is C. R M plus email plus website. Tough. Welcome to Tony Martin. Non-profit radio coverage of 1990. See, that’s the 2019 non-profit Technology Conference coming to you from the convention center in Portland, Oregon. All of our 19 ntcdinosaur views are brought to you by our partners at ActBlue Free fund-raising Tools to help non-profits make an impact with me now is Isaac Shalev. He is president at Sage 70 and his topic is solving the C r M plus email plus website equation. Isaac. Welcome. Thanks very much for having me, Tony. A real pleasure. You have a real radio voice. Good podcast voice. I should start one you have right now. You have one already, right? I’m cheating. I do. I’ve been podcasting for a few years on a totally different top shot out your podcast. What is it? My podcast is called on board games, and it’s about board games. Eso head overto on board games dot net to check it out. Okay, Wonderful. That that’s obviously a part time passion of yours again. Yeah, I I design board games on the side. You designed them. I was gonna ask you, Do you talk more about classic or contemporary games? We mostly talk about contemporary games. We talk about the games industry, which is exploding these days, and we feature interviews with industry guests and talk about what’s happening at conventions and things like that. That’s what’s fabulous about podcasting. The niche niche, a board games podcast. Yeah, you could go all the way down the rabbit hole in a podcast. And there’s somebody down there listening, doing it. Yes, whatever it is. Yeah, all right, Uh, let’s do our equation. So what? What’s the problem here? Well, I think it’s an opportunity, really. More than a problem of the opportunity is to be able to know more about the people who are engaged in your mission. Whether that’s donors who are coming to your website to learn more about you or who are reading your emails because they want to know more about the work that you’re doing, um, or whether it’s program participants who you want to track as they go through your programs. You want to be able to wherever somebody touches you, no and track and engaged, which means you need a database that can store all that engagement information. But you also need connections between where the engagement happens. Right when you send an email, you need to know who opened the email in order to track that they opened it and cared about it. Same thing with the Web. When somebody visits your website, you want to know that they came and what they clicked on that’s gonna help you communicate with them about the parts of your work that they care most about. So that’s the promise of C. R M. When it’s integrated with email and with the website. The technical challenges enormous, though, because these are different systems by different vendors and different underlying technology, and making them connect is not trivial. So we’ve spent the last 15 years working on this and we’re getting there. We’re getting closer and closer each year. Are the vendors cooperating with each other? I think that over time we’ve seen a few cycles of how this kind of works. So initially we had a lot of unbundled services. You had your website on your website was I mean, even think about the pre WordPress days, right? When when people were spinning up websites on bear code. Um, and you had databases that didn’t even talk to the Web. I mean, if you were working with earlier versions of razors at your donor perfect, they didn’t have any connection to the Web. But all that’s changed a lot. Now they’re all in one systems. You know, Neon is a vendor that’s pretty popular in that space that provide content management systems as well as email marketing platforms as part of the core CR M database offering. But you can still do it. Lots of other ways and enterprise solutions are often more of a Let me pick of the best in breed for each service I want and then integrate through AP eyes, Um, and that can be very powerful, but it’s challenging, not on just the technical level, but on the training you need to train staff to be able to use multiple different systems. And you need governance. You need somebody to oversee how different systems connect and make sure that the right pieces of data move to the right place is a lot to this. All right, well, that’s what we called it. An equation, you know, were straightforward. There’s some math ap eyes. Let’s just make make that clear. We have jargon jail on non-profit radio. You’ve trapped me in. So I didn’t drop you. I was your for your You’re free falling every rolling. I walked right in and slammed the door. Okay, I know that in a p I was like, It’s a call from one to another, but you you don’t know what it stands for. You can define it better than I can. So, uh, a p I is a way in which one system defines how it wants to be spoken to buy another system. So when you use an A p I, what you’re doing is you’re sort of saying I want to move information like your name and your email address from my website, where I captured it in a form to my C R m so that I can see if maybe you’ve been a donor and I can add engagement record, I can add a touchpoint to your record. So my cr m will say, Oh, that’s great. If you want to pass me information, send it to me in a file that looks like this, right? So send it to me within column one Put the name in column to put the email and package that into a you know, an extra accept ostomel far, whatever it is. And send that to me. That’s basically what an A p I is. It’s how to structure data so that you can move from one system to another stand for something. Yeah, it stands for automatic program interface. I believe I’m not sure about the A Okay. Program interface makes sense. Yeah. Okay. Um, is there an advantage? Thio open source versus proprietary in terms of the three working together. If if you’re all open source, are you more likely to have compatibility? Oh, um or not. I don’t think that, uh, you necessarily will have more compatibility. What’s true is that open source products worm or committed to an open standard s o. They were more committed to offering AP eyes that allows data to move in and out of systems. And there were a lot of and there remained a lot of vendors who don’t yet have fully open AP eyes. In some cases, like blackbaud has been spending quite a bit of time developing their sky a p I that promises to allow open access. But the reality is that if you’re sitting in Razor’s Edge seven, it’s hard to move data in and out because there aren’t really open AP eyes. So yes, if you were in an open source system, you probably had access to open a P eyes on at least one side of things. I think generally that modular architecture, that idea that the product that I’m building should allow data to move in and out has become more broadly embraced no matter what, and open source products have faded, I think, in their relevance to the non-profit space over the last few years, So C v. C R M is no longer ah leading C R M product in the market without sails. For Salesforce’s open source business sales forces of proprietary proprietary yes, sales force is owned by the Sales Force company. I know, and I heard somebody say that it was open. Source. Sales Force has open AP eyes So let’s let’s define the difference here. Open source means that the coda that the product was written in is available to anyone like Firefox. Right? Mozilla makes Firefox. Mozilla’s an open source, right? So you can take that code. You can do whatever you want to it. You don’t have to pay anyone for it on. That’s what open source means. Sales force, on the other hand, has open ap eyes. Which means how could that I could? No. Course not. You have to report sales for separation. Yeah, All right, So So, yes, but you do want to look for that, but you do want a little lackluster. Sorry, I’m the only one. It’s Tony martignetti now, probably. Unfortunately, not somebody else’s not greater. You’re stuck here. Okay, so, yes, maybe was open a p I Maybe that’s what I misunderstood. Well, the trick is also that you have to be really concerned about the word ap I because there are, um a lot of folks out there saying we have a p eyes and they’re not wrong. They do have a P eyes, but they may not be opening all of the different tables in the database to you. So you may wanna track information in your c r M that you can’t pull from another system. Because, for example, um, you might have an email system where you can pull whether a person opened a specific email on whether they clicked on a specific email. But maybe you can’t pull which email they unsubscribes from. That’s just not an available thing to pull from there a p I So you’ve got some functionality. But when you made the decision oh, they have an A p I. Let’s use them. You might not have been aware of the limitations. S o a. P. I doesn’t mean all the data can move easily, and you really need to explore and make sure by examining the AP I documentation to dive down. Yeah, to know that it’s going to share with you the with your other system, the information that you’re expecting to carry over, right? I mean, you can imagine a donor system saying they have open ap eyes. So you could pull everybody’s name and email address, but not how much they donated. That’s not super helpful, But you could still describe it as an open A P. I Okay. Okay, good. Thank you. Straighten me out, Trainable. Stick with me. But I’m training. Um uh, learning about. See, the databases of records, FBI’s integration methods, Um, a plan for getting these technologies to talk to one another. So we have. Have you done your session yet? I’ll be doing my session tomorrow. Okay. But it’s a repeat. I did it last year. You did? No, I didn’t capture you last year. No. No. Yeah, yeah. I was doing a session at the time that you offered to me. Okay. You really gotta schedule. Maybe I invited you and you turned me down. That’s possible, too. Way invite. More than we can refill. It’s possible. It’s possible. I’m glad to be here this year. Yeah, I’m glad you are to thank you for coming this year. Well, I’ve been listening for a long time, so I think I’m excited. Thio have a chance to be on the other end of the mike. Thank you. Glad. Um, Okay. So Well, what only one with just a little bit about the fact that you’re you’re you’ve been listening for so long and gratified to be a gift. A guest. What? Well, I was I was gonna suggest that we talk a little bit about how, um today the need for integration is even greater because our stakeholders expect us to know everything right. When you come to an organization, you expect them to know whether you’ve been to an event or whether you were engaged in a particular cause. There’s just no separation from from the perspective of the donor of, ah, stakeholder between the different departments within an organization, you know, you call it, and a lot of that expectation is driven by what we are experiencing e commerce for sure. Very smart companies like Zappos, Amazon on and maybe even buy some smart charities that have raised the bar. So now we’re expecting I mean, why don’t you have the same? You have access to the same technology they do if you’re willing to invest in it. So the bar is hyre, you know, step up your game absolutely and fairly right in that we came preaching the importance of working with each individual and segmenting our communication so that everyone feels a personal connection. And if you’re gonna talk that game when the donor calls, you better know who they are. And that means that you need someone at that phone in front of a terminal where they can type in a name and see the full view of what this person has done with your organization. So the stakes are rising in terms of being able to do this and the means by which we do it keep multiplying, right. We have Maur and more channels. So it used to be that we were just doing direct mountain. We did email. Then we did text to give. And now we have ah peer-to-peer platforms. We have so many more ways in which we’re engaging. And usually it’s another vendor. It’s another system. It’s another database through which we add this functionality and a couple of years go by and some CR M pulls that functionality in and you get increased functionality within your core system. How are we gonna make this happen though you have? You obviously have to have expertise to do this. Thio, have these cross platform communications. So 11 tip, one big tip. Here’s if you listen to nothing else in this interview. I want everyone to walk away with this one big idea. Have a network map. A network map is a map that shows all the different systems that you have and arrows pointing to which system pushes data into which place. And this doesn’t sound that complicated. And the reality is, it’s not hard to do. You list all your systems and then you draw your arrows. And when you’re drawing your arrows, just indicate whether it’s an automatic move of data or whether it’s manual. Are you downloading the spreadsheet and uploading it to a new system? That’s manual. Is there an A P I. Is there an integration that does it without you having to do anything automatic? Just make that map, and now you have an opportunity, right, because now you can see where your manual processes. Maybe there’s something you can do about that where your automated ones and also you know, you you don’t want to trip over yourself. You can create loops right where one system updates the next one, the next one and the next one, and then they circle back and making a map avoids that trouble. So that’s the first step in thinking through a problem like this is make the map and figure out what’s in the middle. What’s your database of record? Where you gonna collect all that data? And if you don’t have one, that’s your first mission. Oh, if there’s nothing at your core if you don’t have a database of record, if you don’t have the place where you keep all the data, you really don’t have a way to centralize time for our last break. Turn to communications. Full service Strategic communications and PR for non-profits Turn to helps you tell compelling stories. Advocate for your cause and make a difference through media relations, content, marketing, communications and branding strategy. They’re at turn hyphen to dot CEO not dot com that CEO now here’s back to, but loads more time. Of course, for CR M plus email plus website, there’s there’s some new methods for dealing with kind of cross platform stuff. You’ve got all these tools and you’re trying Thio to be able to see he threw it through and across all of them, so you may have heard folks talking about data, warehousing, data, warehousing is it? Sounds kind of, I don’t know, futuristic in some ways, but futuristic in the most boring way, right? We don’t get flying cars. We got data warehouses, but a data warehouse is basically pouring every other database that you have into one big database. But you don’t have that database do anything, right? So in other words, just doesn’t delivery males. It doesn’t do any transaction. You can query from it right on. And so then you can query across all your different systems. And so you say, Find me the person who received these three e mails who donated at least $100 over the last year. And who cares about owls and they live in New Jersey. Perfect. Right. And I can, even though that data lives in multiple data. Very right. But if you can make that query right, then you can send that email that says who gives a hoot. And that person in New Jersey is gonna open that email right now. You’ve sold me on the value of a data warehouse. How do you create such a thing? Well, data warehouses are created mostly with open source tools. Actually s o. A lot of times you take a my sequel database and you use a P I’s to pull in data from all your different systems. Sometimes you have to download stuff and upload stuff. There’s data extraction transformation and loading process is E. T ells that go along with that? But the key is that you need and I say key because it really is about what’s called a primary key in a database. Every line every row in that database is represented by a unique identify. Something has to be unique, right? And the trouble is that everything that has the nation’s my information systems degree from Carnegie Mellon it’s paying off. Also antiquated. But you know, as antiquated as it is, that was true in 8429 week. Identify where each row right and when there is such a unique identifier than you can really make the magic happen. The trouble is, when you push three different databases into one, each database had its own unique identifier. So you Tony martignetti are 1 28 in this database and your 3 96 in that database in your 4 25 donordigital base. I’m in the employee database, right. So we need to create 1/4 unique identify in the warehouse that identifies you across those three systems. So there’s some work to do. And that’s why we recommend that non-profits do work with experts around this because data warehousing can be complex to get off the ground. But it has incredible returns in terms of transparency, invisibility of your most valuable data across multiple systems. So this means that you don’t have to take everyone’s favorite system away from them or the system that you just spent a whole bunch of money implementing. You don’t have to get rid of it because it doesn’t integrate with that system. You can keep everyone working with the tools they love while still creating transparent information and reporting for decision makers. OK, I’m gonna guess that sage 70 will, uh, will help you with this. So what’s age 70 will do is help you assess your digital infrastructure. What are all the tools that you’re using? Are they well integrated? Do you have the right staff and skills to leverage them? A lot of times you know, the trouble that you have is not your tool doesn’t work. The trouble that you have is that strategy. You’re not sure what you’re trying to achieve or how to measure it, or it’s that skills. You know what you’re trying to achieve. You just don’t have the people who can do it or they’re structured poorly. You’ve got them scattered across different departments and they’re not effective and you need to centralize them, whatever it might be, The tool itself is usually relatively far down the list, and that’s because we’re in 2019 and we’re lucky. A lot of the tools have gotten a lot better. There’s been a lot of feature convergence, so any tulani CR m you pick is gonna have a lot of the same features. And it’s less about nailing the tool and much more about understanding what you wanted to achieve, making sure your staffed for it, making sure that the data is traveling through each system the right way. So that’s what saved 70 helps with when you actually want to build the thing. They’re specialists to build that thing. This folks here, um, right here it ntcdinosaur recommend everyone talked to a fracture is a great partner in this O Matic. If you’re on razor’s edge is another great partner for this s o there folks out there who specialize in setting up your data warehouse. And it’s a process I really, really recommend that you get expertise for Ah, but ah, start with strategy, though. Figure out what’s trying to do. Right? Right. What? Why? Yeah. What’s our goal? Yeah, what’s our purpose? And which information do we need to raise the visibility of? Because one of those, one of the worst things that you can do is build a warehouse that lets you see everything and then try and look at everything. No. You gotta look at the five things that matter most. What else you gonna talk about tomorrow? Well, I think we’re gonna talk on the agenda. Well, we’re gonna talk a little bit about the, uh the different ways that vendors offer this kind of integration. So there are all in one vendors that offer you a lot of different tools under one roof. And that’s great because it’s easy to train staff in that you see familiar screens over and over again. The data on the back end is integrated, so they’re really effective. However you trade Cem flexibility, you may prefer a different email tool, but the vendor doesn’t have that. They haven’t all in one, so you have to stick with them. You might go with, you know, totally the opposite. On end of the spectrum, you might go with a platform, whether that sales force or dynamics where you ca NBA build whatever you want on this kind of core foundation, and that gives you tremendous flexibility, you can build whatever you want. It also gives you a lot of costs and challenges your skills because you can build anything if you have the money for it in the know how. Um, should you build anything that’s usually ended? Question. And there’s the maintenance of the of the custom. Build right, and you have to budget not just for the maintenance, but here’s the real l tricky one. When you build a custom system, nobody can train you in it, but you, so you have to now build a training capacity to continue supporting your system. This isn’t you know. I’ll say this over and over again. We spend too much time thinking about what it’s gonna cost us to buy our tech tools to build our tech tools to maintain our tech tools. We should be spending twice that much time thinking about how to acquire the right staff, howto retain them and how to train them to use our tools. That’s the hard part. I mean, so many people non-profits have tremendous passion and tremendous skillsets, but not often great technical skillsets. That’s part of what a successful non-profit needs to learn how to do is in bed strong skillsets in technology in their staff and be willing to invest. You have to be invested in it either either through staff or or outside help, right? I mean, you know the old joke, right? What happens if I You spend all my money training my staff and then they leave? Well, what happens if you don’t spend the money training your staff and they stay? I haven’t heard that joke. I don’t know that one. I haven’t heard that. All right, E. I wish we had a laugh track. Have an awful on trains. I’m not sure it would have been too loud. You have a good, hearty laugh yourself. That’s all right. Um, okay. We still have another couple minutes together. Uh, what else are you gonna? I don’t know. You know, based on your session description, I feel like we’ve covered everything, but we can’t have covered it all because we haven’t spent 75 minutes together. Well, we certainly haven’t. I think that, uh, one of the tricks that you have to really, uh, ask yourself is Do I pursue a C r M driven strategy? And this is something that I want every small non-profit listening to think hard about because, you know, I sat with the client ones and they were talking about how they wanted to put everything in a c r M. And what should we do? And I asked, How many donors do you have that you communicate with? And they said 500. And I said, That’s a wonderful number. You don’t need to C R M. You need a telephone. 500 donors call two a day, right? There’s your not at a point where you need the scale. And therefore you shouldn’t hamper yourself with the You know what a system is gonna tie you to, uh, there’s another small non-profit Smallish. I mean, talk about 30 employees. So not tiny. Um, but, uh, 30 employees couple $1,000,000 in revenue And they you’re using sales force, which is, by the way, fair, very challenging for small organizations to use effectively. But they had really the cleanest salesforce implementation I’ve ever seen. Data was hygienic. It was kept well, they had a sale sports admin on staff. They had another part time sales force person who really did a great job of pushing all of their donordigital and all of their program stuff into sales force. They were running every program out of sales force. And I kind of wanted to actually have a panel tomorrow about managing your managing using a c R M. To manage program. Yeah, yeah, it’s It’s certainly part of the promise of sales forces you can cross from donor to constituent tow program participants, and they made it work. However, however, there there’s a but there’s a big but lurking at the end of this one, which is that even though they were doing such a great job of that whenever they wanted to spin up a new program and they’re young enough that they’re still spinning up new programs and thinking of new ways to solve their problems. Whenever they wanted to spend up a new program, they got stuck. They got stuck in a six month sales force development cycle. We have a new program. How are we gonna administer it through sales force? We need to create new forms we need to create new business logic. We need to test it right. We need to go through the process of implementing this program into sales force. That’s really slow. You can’t sew a small organization. One of its advantages is agility and flexibility. When you take on a bigger than your class system, you may sacrifice some of that agility. Eso, you know, in our advice to them, was not to get rid of Salesforce, right? Our advice to them was, and this is crazy. But our advice to them was spend the first year of every programme in Excel and I know right, I’m a tech consultant telling you Excel is good for things, but iterated rapidly be able to be flexible. Don’t tie your data into hard relationships. Admittedly, you lose some of the benefits of structure data. It’s true. But what you gain is the ability to figure out how it’s gonna work for real. And once you figure that out, once you have some process maturity, right and you figured out what the right way to do it is, then go to Salesforce, right? Then put it into your sales force. So that’s something that I really want folks thinking about lean startup principle. That’s right. Start, start lean. You’ll learn your pivot if you need to. And then when you’ve got something that’s a year old and and proven mean, the program may not even take off right. You could spend more time in sales force development than the life of the program. Conceivably right. So when you’ve got something that you know you’re gonna stick with and you know what data capture, um, then spend your time and money on your sales force. Implementation? Yeah. Don’t overbuild your infrastructure. I mean, it’s the same idea is certainly out of the outside. It’s that same idea that you know, uh, if you’re gonna build a public space and you want to know where to put the walkways, what do you do? You wait. You wait and see where the path. Yes, yes. So it’s the same ideas and favorite. Figure out where you’re going to get a lot of bang from your infrastructure investment. Where is it going to really pay off for you on? And it’s a little bit, I think, counter to how we sometimes think about this, where it’s become so de facto that Oh, you’re gonna need to C R M and you need to see our strategy. It’s not clear to me that you need to C. R M strategy. It’s clear to me that if you want to keep track of your most important stakeholders, you’re gonna need a method for doing so. And if you have enough of them, a C R M is probably the method. Okay, okay. Give us a wrap up than solving the C r M plus email plus website equation. Well, the first thing I should say is, don’t forget, carry the one is there. Is there a solution to this equation? Yeah, I think there is a solution to the equation on, and it starts with understanding what your goals are. If you really do communicate to people. If you’re an advocacy, Oregon. You really do a ton of e mailing in a ton of segmentation. A ton of personalization, then? Yeah, you need your C r m and your email and your website to talk to one another and just not. Not just that. You need your social integrated and you need your pita pema integrated and you need your text messaging. So, yeah, that’s your core business is communicating effective segmented messaging in order to inspire actions. So it makes sense that you use that infrastructure. But that’s not gonna be the case for every non-profit. So understand. Visualize what advantage, what benefit you want out of this, and that’ll help shape your investment. What you want into this? That’s one. The second thing is, you solve this problem with the right people more than you solve it with the right tools. Invest in the right people. Whether that’s advice from consultants or whether that staff and their expertise and skills, that’s where you’re going to get the biggest force multiplier the right people. All right, Isaac shall live. He is president at Sage 70 helped us solve the C R M plus email plus website equation. I thank you very much. Thanks, Isaac. Thank you, Tony. Great to be here. Pleasure. Thank you for being with Tony martignetti non-profit Radio coverage of 19 and T. C. All of our interviews at 19 ntcdinosaur brought to you by our partners at ActBlue Free fund-raising Tools to help non-profits make an impact. Thanks so much Being with us next week, it’s the week before the 450th show. If you missed any part of today’s show, I beseech you find it on tony. Martignetti dot com were sponsored by Wagner. C p A. Is guiding you beyond the numbers weather cps dot com But Cougar Mountain Software Denali Fund is there complete accounting solution specifically for non-profits 20 dot m a slash Cougar Mountain for a free 60 day trial and by turned to communications, full service, strategic communications and PR. Turn hyphen to dot C o ah creative producers Claire Meyerhoff Sam Leibowitz is the line producer producer. The show’s show schnoll Media is buy shoes in Chavez. Mark Silverman is our Web guy and this music is by Scott Stein be with me next week for non-profit radio Big non-profit ideas for the other 95% go out and be Greek. You’re listening to the talking alternate network. You’re listening to the Talking Alternative Network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in Sumpter potentially ater. Tune in every Tuesday at 9 to 10 p.m. Eastern time and listen for new ideas on my show Beyond potential. Live Life, Your Way on talk radio dot N Y c aptly named host of Tony martignetti non-profit Radio Big non-profit ideas for the other 95% fund-raising board relations, social media. My guests and I cover everything that small and midsize shops struggle with. If you have big dreams and a small budget, you have a home at Tony martignetti non-profit Radio Fridays 1 to 2 Eastern at talking alternative dot com 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 Theo Best designs for your life Start at home. I’m David here. Gardner, interior designer and host of At Home Listen, Live Tuesday nights at 8 p.m. Eastern Time. As we talk to the very best professionals about interior design and the design. That’s all around us. Right here on talk radio dot N. Y c. You’re listening to Talking Alternative Network at www dot talking alternative dot com now broadcasting 24 hours a day. Do you love or are you intrigued about New York City and its neighborhoods? I’m Jeff Goodman, host of Rediscovering New York Weekly showed that showcases New York’s history, and it’s extraordinary neighborhoods. Every Tuesday live at 7 p.m. We focus on a particular neighborhood and explore its history. It’s vibe. It’s field and its energy tune and live every Tuesday at 7 p.m. On talk radio dahna, you’re listening to the Talking Alternative Network.

Nonprofit Radio for June 21, 2019: Your Ultimate Communications Toolkit & Automated Fundraising

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Vanessa Schnaidt & Gabriel Sanchez: Your Ultimate Communications Toolkit
Our 19NTC panel of communicators explains how to develop your communications plan and the core principles you need to abide by. They’ve got templates, checklists and worksheets galore! They’re Vanessa Schnaidt from Cause Communications and Gabriel Sanchez with First 5 LA.





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Brian Lauterbach is from Network for Good. He reveals how automation can enhance your donor communications, engagement and stewardship. This was also recorded at 19NTC.





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Transcript for 444_tony_martignetti_nonprofit_radio_20190621.mp3 Processed on: 2019-06-22T13:14:52.551Z S3 bucket containing transcription results: transcript.results Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results Path to JSON: 2019…06…444_tony_martignetti_nonprofit_radio_20190621.mp3.827900479.json Path to text: transcripts/2019/06/444_tony_martignetti_nonprofit_radio_20190621.txt Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other 95%. I’m your aptly named host. We have a listener of the week, actually. A retired listener of the week, Patty Donahue. When she was executive director of the Tailor Conservatory Foundation in Taylor, Michigan, she enjoyed my show and insider alerts. That’s what she said. What’s not to enjoy? Of course, we take her at her word. That gig ended ended just last week with her retirement. Congratulations, Patty. I’m very happy for you on the celebratory retirement time on. And now she says, Keep doing the good work that you do, Patty. I will. And a grateful community thanks you for your work. Congratulations on your retirement. Congratulations on being our retired. Listen er of the week. Oh, I’m glad you’re with me. I go through in itis If you swelled me up with the idea that you missed today’s show your ultimate communications tool kit. Our 19 ntcdinosaur of communicators explains how to develop your communications plan and the core principles you need to abide by. They’ve got templates, checklists and worksheets galore. They’re Vanessa Schneiter from Cause Communications and Gabriel Sanchez with 1st 5 Ella, then automated fund-raising. Brian Louderback is from Network for Good. He reveals how automation can enhance your donor communications, engagement and stewardship. This was also recorded at 19 NTC on Tony Steak, too. Summertime is planning time. We’re sponsored by pursuant full service, fund-raising Data Driven and Technology Enabled Tony dahna slash pursuing by Wagner CPS Guiding YOU beyond the numbers regular cps dot com and by text to give mobile donations. Made Easy Text NPR to 444999 Here is your ultimate communications tool kit. Welcome to Tony martignetti non-profit radio coverage of 1990 si. You know what that is? It’s a 2019 non-profit technology conference. You know where we are. We’re in Portland, Oregon, at the Convention Center. Thanks for being with our coverage of 19 NTC. This interview, Like all of ours, are eyes brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guests at this moment are Vanessa Schneiter and Gabriel Sanchez. Vanessa is vice president at Caused Communications, and Gabriel is director of communications at 1st 5 Ella. But Gabriel welcome. Thank you, Tony into the show, Tony. Thank you. Thanks for taking time. Absolutely. Um so where your topic is ultimate communications tool kit, tried and true. Resource is everyone can use ultimate communications tool kit. That’s that’s, uh, pretty impressive. It’s not just the penultimate. It’s the ultimate, the altum ultimate. All right, we’re going to see I’m not in, but this is radio. Yes, Yes, you can do about your africa. I appreciate your information. Okay, uh, make you keep these promises. All right. Um what, what? To start with you, Gabriel. What belongs in a communications tool kit? Well, every every organization needs to tell their story. They want to tell their story in order to drive action and move things forward. And what we’ve learned and what I saw was my exposure to the kid was about three years ago is that there’s not a lot of learning in one place. And that’s what makes this tool kit So great is that it’s pretty much everything you need to know in one place that you can start from, and in order to both tell your story to engage your audiences, to talk to board members, to talk to donors, to engage members of the public, the people you want to serve. It’s just a great tool kit in order for you. Teo, help Dr Understanding of what you’re trying to do and to get people onboarding your mission. Okay, Vanessa. So what’s in? What’s in the tool kit? One of the components of our ultimate took it. Yes. So the communications tool kit offers best practices and really practical advice for every communicator in your organization. So everything from how do you make the case within your organization for the value of investing in communications, too. How do you put together a communications strategy to make sure that you have the right goals and tactics to drive that progress forward? And then we also get into a lot of different tactical element. So more specific surround best practices in media relations or how communications Khun support fund-raising effort. So it really is meant to be a soup to nuts, very breath oriented toolkit to help communicators at any stage of their communications journey. Okay, on who’s developed this tool kit is that the two of you and the third person on your panel who was not here, Courtney Clarke So the where is the where where is this from? Absolutely so. The the communications tool kit is authored by and created by Caused communications, which is thie first non-profit to focus on communications effectiveness in the social sector. The tool kit was originally published in 2002 last updated in 2005 and over the last few years has been undergoing this massive expansion and update project that Gabriel, as one of our partners, has been contributing Tio Courtney as well on DSO. Although it is authored by cause communications, it’s really important to us to make sure that in order for it to be as relevant as possible for today’s communicators, we receive input and feedback from the very communicators it is meant to help. So that’s where our colleagues like Gabriel come in in really helping us identify what kinds of resources and information e-giving be most valuable to them. All right and tool kit is something that’s available to the community without subscription or that’s right way. Find it. The communications took. It is available on the Cause Communications website, which is at caused communications dot org’s slash toolkit. In addition to the toolkit itself. You can also find five interactive digital lessons that we put together with the support of Courtney and her team at Form one. There are really cool way Teo get a taste for the rest of the content in the tool kit. So those those lessons are on topics ranging from branding to media relations to competitive analysis to fund-raising and measurement and evaluation. Okay, okay, yeah, everyone wanted to and Tony’s. One of the great things about the toolkit is that it’s intended for a broader audience, not just those involved in communications, but those who might be leaders of organizations. Or maybe they’re involved in development or other sectors because it helps those folks understand the importance of communications and the role it plays in order to help them do their jobs better in many ways. And we’ve seen this in smaller non-profits and smaller organizations, there is not a dedicated communication staffers. Sure, it’s distributed right, or sometimes you have many people who are directors of development and communications. Those are two big jobs, right? And so having an understanding of communications is very helpful, and and that was one of the original intentions of the guide was to help him just inform and make that case for communications with within organizations so that they make that nothing. Because communications is actually a time saver for a lot of leaders for executive director Seo’s of organizations, because it will reduce the amount of time they need to communicate because they’re essentially putting an all in one place, as opposed to having Siri’s of meetings and check ins and putting out fires. And I know Vanessa was very careful to say at the outset this for all communicators. So you’re going that it’s irrespective of your position. If you’re facing the public. Well, maybe not even his could be internal communications as well, right? That’s right. And I just had a breakthrough moment That’s right and trainable. I’m tryingto wonder. Okay, it’s not about me. It’s not what you think. Communications these days is not just a roll. It is a a practice, and we want to make sure that the toolkit is there to support anyone in a non-profit, or social sector role. Regardless of what their title says On there there business card. Everyone is a communicator these days and has an opportunity to contribute Teo Thie, expanding the reach and the impact of their organization. All right, it’s time for a break. Pursuant, they’ve got a podcast. It’s go beyond hosted by their vice president, Taylor Shanklin, who has been a guest on this show and the friend of the show. Recent episodes are self care for leaders and four digital trends for 2019. That’s just a little sample you’ll find Go beyond at pursuant dot com. Slash resource is now back to your ultimate communications tool kit from 19 NTC since caused communications. Does this for the community so generously give a shout out? What does cause communications do so? Caused communications works to support non-profits and foundations, strengthened their impact and a cheat their mission through stronger communications and marketing. So we do that by making available tools and resources and trainings for the sector. And then we also offer consulting services as well. All right, how about 1st 5 L. A. What about Gabriel? Well, they’re all about kids. Did you know 90% of the child’s brain is developing aged five? That’s a critical time. They did not know that it’s a critical time, you know. I know we’re making a lot of connections here at NTC, but the inner child’s bringing your making 1,000,000 connections a second. So it is a critical time for childhood development. And so voters, in their wisdom 20 years ago dedicated a tobacco tax to help fund programs. And we’ve now shifted to advocate for early childhood development programs like developmental screenings, preschool access and other ways to help help kids grow ready to succeed in kindergarten and in life. And so what we’re dedicated to doing is helping improve systems, make him work better for parents and their kids so that these kids grow up to do great things. You have communications principles that I derive from your world is not the principal’s themselves, but principles for day to day and long term. Gabriel, you start to take off the first of what I hope is gonna be many communications principles that you’re going to share with listeners. Well, I know it. In my part of the presentation I made yesterday, I was talking about how it’s important to think of all communication strategies and turned them inward for internal communications. I know you mentioned earlier about my breakthrough moment. Don’t gloss over it. No, course not. There’s a great breakthrough because your staff is one of your most important communicators right there, the ones where, in the age of social media, where everyone has a public persona and their posting on social media, everyone has the potential to be a spokesperson for your organization with you. Like it or not, that’s not to simply that’s not to scare people. But it’s also to remind him of the opportunity you might have in that you can reach new audiences is if you’re pursuing internal communications, which helps you with your organization. Alignment with helps you with your brand ambassador type type of programs, as well as employing engagement. So if you’re using internal communications, where those goals you’re going to help build your brand in ways that you might not, you can’t do officially through your official channel. So so oil that principal down to ah sentence. What’s the principle here? Think of your staff first, okay. And then, of course, you know not to negate everything. You just said that, like sometimes I like Boyd points. My I’m not sure my 1st 5 years were formative for my brain. I’m sure they were. You’re sure they were Tony? Not sure there was robust. They ought to have been. OK, but you gotta You gotta communications principle for us. Sure. Just Azaz Gabriel mentioned to put your staff first. We also believe in putting your strategy first. So more than we do a lot of polling and surveys at our organization on DH. We’ve learned over the years that while more than 95% of non-profits say that they value communications and its role in helping them achieve their their mission, less than half of non-profits have a dedicated communications plan. I’m not surprised by that. All right? And so the process of putting together a communications plan that aligns with your organization’s strategic plan is a great way to make sure that all of your efforts are working in unison with with each other and that you can really prioritize your time mean we all know that non-profits have way too much on their to do list and far too little time to get that done. And so a planning process can be a really helpful tool and making sure that you’re focusing on the most important things first okay. Have a communications plan. When I say okay, now, I presume the tool kit will help you develop your communications plan. That’s right. It goes over all of the basic elements of a communications plan. It even includes some tips for how to make the case for why you’re senior leadership should support the development of that plan. All right, Wei have more principles doing Gabriel have Ah, well, the principle you can share. I was talking about earlier my presentation how you can apply a crisis communications approach right to internal communications. When you’re going through a time of organizational change. Now I’ll give you four quick steps for crisis communications, and I’ll talk about how you can apply them internally. And that’s you want to be able to one. Somebody sounds their phones. I don’t Gabriel just took ownership. Go. Alright. Alright. So crisis averted. Okay, so yes, crisis cubine. How you gonna respond to this crisis? First on the show. I’ll use this perfectly as an example. Number one you ignore. Assume it was a crisis. Yeah, Yeah, but never one. You would acknowledge the situation. Hate. My phone went off, Took responsibility. Didn’t just late that it lay there. You got somebody else? Everybody stare out. Exactly. Step two is you take responsibility and you say you’re sorry, Tony, I’m sorry. And three, you explain what you’re gonna do next. I’m going to turn off my phone so it doesn’t happen. It ever happened again. Never happen again. And then for when? Hopefully you invite me back, I could remind you. Hey, I turned off my phone so that we wouldn’t have the same problem that we did last time. So what about the appoint? A blue ribbon panel? Isn’t that know me? Or is that you could put that in there? That old school? No. No, you can’t do that. It’s important to fact find. But it boils down to two. And step three, you want to explain what you’re going to do, right? And so, in times of organizational changes, the same thing, right, because you you work. You talked with plenty of non-profits. They’re always changing their adapting to new conditions. And sometimes it’s hard because it’s your staff that have are going through that, and you need to be able to explain its home. And sometimes some things don’t go The way you you wanted to. You need to take ownership of that and explain what you’re going to do to fix it. Okay, so it’s taking that same approach, you lying crisis communication and interns to your internal stand in times of change. Exactly. And in many ways, the best crisis communications is actually pre crisis planning where you’re averting crisis. That’s what you want to go to. So if you think of it that way and you’re applying those principles, that’s an external strategy. But internally, it’s a great way to keep people in line to keep people engaged and motivated. OK, Vanessa, you it’s your turn. You got communications principle for us. I do, and I’m going to let you in on a little secret. Tony. So we hear a lot about the importance of nailing that elevator pitch right? Well, I’m here to tell you that there is no single elevator pitch that is going to be the magic bullet for your organization. In fact, you need to tailor your message, depending on who you are speaking with this so there’s no one size fits all solution. There’s no one size fits all message, so it’s really important that organizations as they’re developing messages, think about what is it that really motivates each particular audience group that you’re trying Teo engage with and then create a bridge between the messages that you’re putting out there and the mission of your organization with what what your audiences really care most about. So in a sense, it’s using your it’s. Using your audience is motivation to connect that back to your organization’s mission. Alright, so, Taylor, your messages. Here are your messages again. My fundamental brain capacity. Tell your messages. Yeah. Now I have had guests who have gone through the exercise of having their board learn a new elevator pitch. You’re it. Sounds like you’re welcome. Tto disagree with other guests and but on the show over in Have we had this show in half years? Certainly everybody is not monolithically thinking so. The uniform elevator pitch not so not so helpful, you think? Well, I think there’s definitely a time and a place for developing that that pigeon, and it is important to equip your board members, for example, with some really simple talking points that they can use. But what’s going to be most effective is if that boardmember then has the comfort level of taking that message and really making it their own riffing on it, depending upon who they’re talking about. You talking? So yeah. No, I don’t I don’t know that this guest was recommending, you know, rote memorization of the identical, The identical pitch for all you know, whatever. 12 boardmember tze Maybe it was just talking points, okay? And then you should be as a boardmember. You should be comfortable enough tow Taylor that message And I said riff on it. Based on who you’re talking to, whether it’s a funder or somebody at a cocktail party, fundez becomes more. Just to be sure, the audience that you’re talking to, we got more principles if you want to keep going. This ping pong thing with are we have re exhausted communications principles. Well, I was going to talk a bit more again about internal communications and how critical it is. And I think another principle is linking the two where you should think about your external strategies and open essay was talking earlier about having a communications plan and strategy, and you should have internal communications in that same breath. You shouldn’t think of it is afterward, or a bolt on our Oh, yes, we’ve got to tell the staff, too. It should be within the same breath as you’re talking about it. You have your audience. Is your internal staff should be on that list as well. Doesn’t have to necessarily be number one, but it should be included so that they’re not thought of as an afterthought. But instead, you’re looking to engage them because one of the principles I was talking about is that your need to love your staff because those are the ones who are helping you to get the people you want, which is donors or media coverage or what have you. And they’re there for you. And you have to respect that. And you also need to look at it to where? Another way. A practical way to look at this is if you can’t sell an idea to your staff the people that are most bought into your mission that says I agree with what you do, I’m going to show up here every day. Do you work for that? Yeah. Then maybe your idea is not good. Okay. All right. So again, internal communication with urine. Think about it. It’s half in your eyes. You’re planning your own communication. Exactly. Think about stuff, okay? And building on the whole idea of tailoring your message to your audiences. It’s also really important. Don’t assume you know what your audiences want, but how do you find out what they want? Well, you asked. Um, it’s a really simple principle, but one that is often overlooked by non-profit professionals today and asking your audiences or understanding what motivates them is isa really easy way tio? Understand what what motivates them, how you can more effectively introduce your organization to them. And it’s something that we did as we were updating the the communications tool kit. So that’s where we brought in communications directors like Gabriel or implementers like communications interns or program managers or development directors. Folks who maybe don’t have communications in their title but have almost in a default kind of way, become the primary communicators for there. They’re non-profit, and so we brought them all together. We had several different workshops where we sat back and we really listen, Tio, what is it that you need in your day to day life? on. We were able to replace some of our anecdotes that, quite frankly, were so old. They become folklore in our organization with a really wonderful insights that let us know what today’s communicator needs in this digital era, where with the democratization of of communications and social media, everyone has a megaphone on their cell phone. What are some of the audiences that we might be talking to? Sure. So audiences would include board members who are not only an audience but also a messenger for your organization. You might consider talking to your donor’s. Think about speaking with your volunteers, folks who intern with you and also individuals who benefit from this from the services that your organization provides. Could even go broader. Mean journalists could be part of your communications plan. That’s right, whether that’s sort of, you know, outdated press releases or that maybe people still do them because you have to. But building relationships with journalist that’s right, could be a potential funders. People in the community government, depending on their work, the work you do okay, all of the above, all the above, and then they used data they want. They want information in different formats. A journalist, you know, might want bullets that they could carve a story around or craft a quick interview for. And then you have to know that they’re on a deadline versus funders would want more, more, more data. Rich Moore. Outcome driven. And not so much a headline and a lead. Exactly. Okay, I think you hit on something there. Tony is again twice in 20 minutes. It’s amazing. I think that the best point is stop. We’re wrapping it up is have a story. You have to have a story. You can’t just say we’re doing this. It’s great. You need to be able to explain it, and I’ll give you a quick tip. And this is something that you is gonna help you connect. You want to be able to Both are three things. You want to personalize human eyes and dramatizes story. You need to be able to make it two. In order for your story to be effective, you have to be able to personalize it. Say it affects people, might hurt them or health. Um, you need to humanize it. And so that way, in a sense of they can empathize with what’s going on and then you need to dramatize it. Need to say like there is some urgency there. We’ve got to fix this or else people are still going to be getting hurt because you could certainly talk about a number or statistics or fact and saying 1,000,000 people you know are affected by hunger every day or what? Whatever kind of fact, you figure. But it’s just a number that’s tends to be abstract. Yeah, no, we know you want to get storytelling, and I like your personalized human eyes and dramatized train. All right, let’s, uh we’re going to move away from the communicate buy-in principles. Now, you, uh, you talked about some best practices for moving a printed piece online. You say pdf doesn’t cut it. Or maybe maybe a. Pdf isn’t bad, but it’s not sufficient. May be necessary because it’s so common. A format. So what’s, uh what’s the trouble? Vanessa? What way? Not getting right about moving? Our resource is online. Well, so pdf so are still a valuable way tio share and communicate information. But as as you’ve pointed out, it’s no longer sufficient as thie on Li Wei as more of us are accessing resource is from our phones. Thie action of downloading a pdf is really cumbersome and not very convenient for today’s communicators. And so, as we’ve been updating and expanding Thie, the communications tool kit we were thinking about OK, how do we make sure that the content is not only relevant but as accessible as possible so that folks who actually use it on DH in that process we’ve partnered with Form one and came up with some really fun solutions for How can we break free from just relying on this This pdf and taking some of the content and best practices and concepts from our toolkit and putting them into a format of these interactive digital lessons. So giving people a chance tto learn by doing, giving them a chance to go through some fun exercises from the convenience of their their phone on DSO. In partnership with Form one, we’ve got these five great lessons on our website. It caused predications dot org’s slash lessons and those cover co-branding fund-raising measurement and evaluation, competitive analysis and and give you a chance to try it out right there. I think one of the other great things, too, is it? It’s much more share a booth challenge you have with Pdf. If you find a great lesson, you say, Oh, you want to share it with somebody? That’s a Tony. I want to send you a tip. I would say chicken download the pdf look Att Page 15 in the bottom right corner for the tip I’m talking about. That’s really hard to do. But if instead, if you have it where it’s much more digestible in a digital format much more cerebral and it’s going to help you, you’re gonna get to what you need quicker. What are some of these formats alternatives that we’re talking about? What you visualising data obviously. Pdf No one duvette Well, we’ll talk about one dimension ifit’s green. But pdf not very rich in visual ization. What are what are some alternatives? Sure, so there are no great infographics that you can put together, but something as simple as a pole Khun B. Really engaging, so putting together little bullet points and in fact so putting content together in smaller, digestible formats that is going to be a lot easier not to not only consume, but as Gabriel mentioned share So a wide of a wide range there of a different ways that you can consume that information. Okay. And a lot of organizations, they have a lot of great content already in these Pts, which is not t knock that. But it’s an opportunity to look at what you’ve done in the past and think about how you can reformat it where it’s much more digestible and terrible. So that way it doesn’t feel daunting. Thatyou have to redo everything. The contents there just think of ways you can make it more digestible by asking what your audience is looking for, what has been the most interesting or what’s the most thing you get. Most asked about his organization. Have that up front. Okay, Yeah, I gather the pdf is not going away, but it’s no longer sufficient because this is the 2nd 2nd panel where we’re talking about. In fact, the title of the other one yesterday was No one is reading your pdf like something like a great panel. I went there. Yeah, you stole their content later. No way were aligned when you recorded it and made it so much easier. Well, yeah, so I I Maybe, I guess. Yes. Pdf sorr no longer the and all. That’s right. And it was so much more we could do visually. Exactly. And it was really through that process of listening to our target audiences for this tool kit that we came to that conclusion on. So it was It was insightful contributors like Gabriel who who let us know that it was It was okay for us to experiment and to get a bit more creative. So in this way, we let our audience is be a barometer for our risk taking. Okay. We still have almost three minutes left together. Let’s spend a little more time. Two minutes. What else? What else did you sharing your 75 minutes with you already? And we haven’t talked about yet, but I was gonna share one of one of them. One each. It was you. You tend to grab the mic. Go ahead. Go ahead. I’m conscious of it. Thank you. We’ll get her share. I wanted to share some information. We ask tips from our audience. What is the best piece of communication advice? David, What you hear? And one of them I That was fantastic it is. Tell the truth. I mean, you want to put it in context with stories, but tell the truth. Great piece of advice. Good, especially in our current in political and government environment. And tell the truth, I shouldn’t need to be said. But it’s important to say Well, we also heard Keep it simple, don’t overthink things and test test test along along the entire process on DSO that really that really showed us that there was incredible wisdom in that room. And really, the most important tool in our tool kit is each other on DH. There’s an entire network here on DSO. We’re thrilled to be here at 19 and NTC to be able to tap into that that wisdom on DH, share it with our colleagues back at home, all right, and the way they are sharing this wisdom is by having you go to cause communications dot org’s slash tool kit for the ultimate communications tool kit, and you can also go to cause communications dot org’s slash lessons for the pdf alternatives. That’s right. Alright, they are Vanessa tonight, vice president that cause communications, and Gabriel Sanchez, director of communications at 1st 5 l A Thanks so much. Thanks, Tony. Thank you. Don’t hear opportunity. Thank your local. Thank you for being with our coverage of 1990. See all our 19 ntcdinosaur views brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. We need to take a break. Weinger SEPA is They’re accountants. You know what they do. For goodness sake, do you need help? You help your 9 90 Need a fresh set of eyes on your books? Ah, some other kind of financial related accounting related audit. Possibly help you know where to go. You start at wagner cps dot com. Do you do diligence there and then check out, then talk to your coach to Don’t just check him out. I mean, you could see him on the website. It’s one dimension talkto pick up the phone. He’s been a guest. He’s not going to pressure you. He’ll tell you honestly whether Wagner CPS can help you or not. Get started at wagner cpas dot com Time for Tony’s take two. Summertime is planned. E-giving planning time. This is an ideal opportunity. You’ve got a little relaxed schedule. Your boss does. Maybe the board needs to be involved, too. And they do also. Probably no board meeting’s over the summer. So the you can work on your proposal your plan and, ah, pitch it upstairs where it has to go and get some attention paid to it so that you can have, ah, fall rollout or maybe a January rollout. So I think this is a good a good time to be doing that. Um, As you know, I recommend starting with charitable bequests those gifts by will for your organization that might be the place to stop. That might be. Your entire plan is just promoting charitable bequests. You could go further, but you don’t have to have a very respectable program with just request. But any case, bequests are the place to start. That’s where you want to begin your plan. There’s a little more from the beach on Ah, Cancun, Mexico, in the video at 20 martignetti dot com, And that is Tony. Stay, too. Now here is automated fund-raising. Welcome to Tony martignetti non-profit Radio coverage of 1990 si That’s the non-profit Technology Conference in Portland, Oregon, were in the convention center This interview like all our 19 ntcdinosaur views is brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guest at this point is Brian Louderback. He’s vice president of programs and capacity building at network Fur. Good. Brian. Welcome. Thank you, Tony. Absolutely great. To be here is always Thank you. Thank you. And your topic is three ways automation will make Sorry. Will modernize three ways. Automation will modernize your fund-raising. This is like the click candy of seminars. Three ways. Seven steps. You’re familiar with our work rhymes for things you didn’t know. All right, all right. Exactly. Um, I am familiar. Listeners are familiar, but go ahead for the new listeners who may not recall what is the work of network for good? Sure. So what we’ve done is really taking a legacy of, I would say online giving enablement when we started 15 years ago and helping provide non-profits with a space to conduct philanthropy online and teach him how to do it. That mission has really evolved over the last day decade, and now what we’re doing is taking all those dates and data and with renewed determination have a set of products that really helped new to fund-raising executive directors Or certainly first time development managers create an infrastructure that’s going to enable Mohr annual giving and certainly from individual gifts on DH to infuse a little bit more revenue and retaining donors into their non-profit bloodstream and remind listeners you were last on with Lisa Bonano. Yes, you were. You were remote. You were supposed to think you were supposed to come to the studio. Yeah, Couldn’t make it. Southwest Airlines was not cooperating with our schedule going from the airport or something. I did? Yeah, they’ve grounded the plane and everything you know? Not really. They would have a via say Sure on DH. That was when we talked about the work of network for good. Listeners can find that at tony martignetti dot com, But for today we’re talking about automation. Yeah, So what’s the trouble? Why are non-profits slow to adopt? What? Wait, Give us the headline here. It’s a little bit of everything. Our experience has been in helping about 200,000 non-profits for the last decade. Obviously, we have access to a lot of data and what we’re seeing is a CZ we from the outsiders outside perspective. Rather, there’s been a tectonic shift in how consumers interact with the world and consume content. It’s now Khun B personalized Curie. Eight curated and the frequency of it can be controlled all by the customer, the consumer. And so what we find is in trying to push non-profits in that direction. Two things happen. One. There’s sort of this legacy belief that because we’re a tax exempt were somehow non-cash were technology exempt. You know, in the sense that well, we’re non-profit, people should know that we don’t have to do all those things because we’re put bing over money and programs, and rightfully so. But in this day and age, what we see is you need to invest, Yeah, you Not only do you need to invest, but you need to embrace and exploit the functionality because we see a need to be to really create a relationship with a donor at every level at least, and using digital technology to do it at scale. Because I think as we see the a massive influx of millennial donors and certainly lagging Gen X donors, they interact with the world in ways that a number nine envelope just won’t facilitate. You know what I mean? And so what? What the need is is not only to raise awareness about the need of technology, but let’s help that small or beleaguered or emerging nonprofit organization do it the right way by not only embracing tech but embracing what automation can bring from a proper tech stack. You know, you didn’t say the phrase, but I’m thinking as you’re listening to your scarcity mindset, Yeah, we just we’re non-profit We can’t invest in in writing in digital automation. You know, our manual processes have worked for so long, so well, right, we have volunteers will come. Exactly. But so and I actually, you know, acknowledge. Ah, that perspective. However, how do we know as a non-profit that we’re doing well? Is it because we have a 30% donor-centric retention rate and set a 25? And so I think what what our sector needs to do quite frankly, is to look in the mirror and demand Ah, hyre level of output and strategy and really, you know, donor-centric City to use a cliche. But you know, donor-centric fund-raising That’s nothing new we talked about it for decades, right? But But the idea is centralising. Yeah, the donor’s preferences over what is easy for the fundraiser to execute. That needs to be the discussion and how to get that done. Because in a world where we can subscribe to anything that we want through a Web platform through online, look at Netflix. I mean, Netflix does not renew its customers by sending them a letter 30 days before their subscription is going to expire, right? And so the idea that we, as non-profits Khun, do that in a household that is heavily digitized and automates all of its payments. Teo, certainly, you know, their mortgage utilities, and then everything they do is generally online. I mean, even my grandparent’s don’t send me a $5 bill in a card anymore. You know, I get noticed from Amazon that Grandma Lauterbach just, you know, give me $50 have to go online to retrieve it. So non-profits cannot continue to hold up their tax exempt status and the fact that we’re a charity to absolve themselves from the tectonic shift that has happened now and how consumers interact with the world. Let’s start with storytelling. Yes. I don’t have too many too many panels this this year on storytelling. Okay, I have in past years just I mean, it’s so general. What? You know what? What can we do digitally to automate storytelling, making more effective all the things that story would be compelling? Heart wrenching? Yeah, moving, Make it about. Make it about the people you serve as opposed to the money that you need. You know, non-profits have perfected ways and hyre consultants to figure out even more creative ways to frame their financial need. Well, as far as I know, there’s one point 3,000,000 and counting non-profits out there that all have a financial need. And so it’s not necessarily to distinguish yourself from all the other non-profits, but if you do it right, you do it automatically and distinguish yourself. And that is talk about the unique impact of your mission. Start quantifying outcomes instead of outputs. You know, it’s not enough to say that we feed the homeless. How many people do you feed on a weekly or monthly blazes? And how does that mark mitigate the problem in that community in that neighborhood? Let’s talk about impact. You know, that’s that’s the impact, not the outcome, right? Right. Outcome is a number of meals because I think what non-profits need to do is understand that I believe and see that donors aren’t giving to non-profits. They’re giving through them. And what I mean by that is in effect, donors are outsourcing their desire for public good and impact in their communities to non-profits who have demonstrated they have the capacity to execute and achieve programmatic outcomes. So if we’re not talking about that, two donors were wasting, you know, we’re we’re wasting column inches, so to speak, on paper and email on websites. Talk about why you exist and what happens when you are fully financed. The goal of a non-profit isn’t a balance a budget. The goal of a non-profit is to achieve a mission based outcome for its community. Where’s the automation? Come in. How do how do we use automation? Yeah, tow have these successful stories, right? So what it comes from is fusing together the available channels to us and, you know, let’s just keep it simple for the moment. So we have email, we have direct mail. We have social media and text. And so the idea is we need to leverage automation to fuse those channels together to create an actual donorsearch spear. Ian ce. Because the goal is, you know, I would say we’re moving beyond a era of Doner management to a new era of donor and engagement. And so a lot of the terrain donorsearch from Doner Management. A donor engagement. Okay, Yeah, yeah, of course. Right. And so into the idea that one communication and annual report or invitation to a cultivation event is somehow you know, that combination of things ends up constitutent donorsearch stewardship. I think that’s really that’s limited thinking. What do you want to see instead, right? What? What didn’t start what I want to see. It’s what donors want to see. What donors want to see is the systematic communication of the impact that their gift or all gifts added up achieve for a new organization. So don’t tell me when it’s time to give again. Tell me when you are going to make more impact, and so in that message needs to get appropriated in texts, in social media and email, and then integrated with direct mail. I’m the last person that says, Oh, direct mail’s dead it’s not. It will always be a fixture in what it is and how it is. We communicate with donors, but I think you know what changes is, how many times in how many touches that particular channel could be effective to that particular segment. And so the rial need here is to think about how everyone consumes information, and it’s all done on phone or not all but we see a vast majority of it on phone. And the big headline here is age is no longer that determining factor for what channel’s someone will use to interact with your organization. Rather, it’s going to be a combination of multi touch that’s going to really drive a campaign message because, like, think about in the context of counter urine giving on. We talk about campaigns and data, but the reality is it’s only non-profits. Their campaign is comprised of a ah direct mail piece that goes out on some Magic day between the day after Thanksgiving and probably before the 23rd of December, and they expect these miraculous results and so on, and some of them get them because they have loyal, committed donor. Does that look past the channel? The message and see that logo and align with didn’t want to fly their flag. But the other side of it is that a campaign is the, you know, systematic communication of information to drive a group for people to get a result. And that can’t happen in one channel. You have to remind people, you know, it’s the same phenomenon where you send a direct mail peel out, don’t get a response. But then you sent an email out a month later and you see this Number nine come back into your office and that is proof positive that a multi-channel touch is what’s going to compel Mohr gift giving participation, but most importantly, Maur engagement of donors so sticking with his story telling talk about being multi-channel and digital. How do you feel about what’s your advice around? Because I pretty common practice empowering our are beneficiaries to tell their stories themselves. Yeah, you know, empowering them with the phone or some simple instructions. Sure, I think that’s well and good, but I think we would agree is a sector that is extremely difficult to get donors to jump through that hoop and make that, you know, make that make that commitment to take an action. I mean, I would argue, probably. There are many board of members of boards of directors that are slow to do that. And we all know about their accepted if you do cherry responsibility. So I think, yes, capturing the perspective of the donors is great, but they’re not the one delivering the program. They’re not working with the person that is the beneficiary of let’s capture the beneficiaries. Oh, yeah, yeah, yeah. Okay. Beneficiaries right is powering them. Yeah, I think to the extent that it’s possible, Absolutely. But, you know, in the construct of like human service organizations, it’s probably I think we all would generally agree that the people that we’re helping house feed and give medical care aren’t in a position or, you know, if we want to Mads low. This discussion aren’t really thinking about. Gosh, how do I help this non-profits? Really? How do we get it? But it’s time for our last break Text to give. They’re five part email. Many course dispels the myths around mobile giving. You do not have to be small double digit gifts. They can be in the hundreds. They don’t have to go through the donors phone company. Those were a couple of the myths that are dispelled. You get all the display shin of the mystification if you get there. Five part email many course. And to get that it’s one part per day. You text NPR to 444999 We’ve got butt loads. More time for automated fund-raising you Khun, you can solicit there. You can solicit totally. You know, selectively. Of course. You know we want to be careful about exploitation. All right, But But I think the first whillans Argo and another way I’ve had some guests recommended empowering the people who are delivering the services, like sort of putting the focus on them as the heroes of the organization and letting them tell the stories that they of the work that they’re doing. Oh, absolutely, in the conveyance of the benefits, right. But to do that, you need to have a technology or a system or a process to harvest all that great information and that storytelling byproduct for lack of a better term and bring it in and approach effectively appropriated and distributed to, among all channels to the people that care about the most. You could do that from direct mail to YouTube channel tio. Sure texting with Linc. Yeah, and this is not Teo marginalize any of those ideas because they’re not only are valid, they’re good and they’re best practices. However, most non-profits that’s not step one step one for a non-profit is to understand their O to have shared visibility within the organization. And it can be at the volunteer level two but a shared visibility around what the organization achieves and make sure everyone is communicating that externally. So it starts at a staff and volunteer level. And I would argue Stage two is enlisting the beneficiaries, let alone the donors, and delivering that message. Because until non-profit stop talking about their fund-raising go goal as the Rays on Detroit to fundraise, then I think there’s more work to be done at the organizational level. So I would say it’s about the It’s about a sequence in about what stage appropriate based upon the human and financial resource, is that I had that an organization has part of what you were talking about, and you mention this, but with cult action, the engagement, a cz, the cult action as engagement had. What’s your What’s your advice around technology and supporting that? Ah, so you’re automation automation? Yeah, So it is automation. You know, people kind of use the phrase, set it and forget it. That’s not inaccurate. But it kind of creates this belief that once we automate acknowledgement and engagement, then we don’t have to worry about those donors or that group or whatever the opposite is true. What automation allows you to do is focus on the things as a fundraiser that you always wanted to focus on, but never of time. And that is what is the impact or what the result from this email did this subject line work that is called action work? Did this text message get engaged with, and so it allows the fundraiser instead of worrying about, you know, getting the email out or getting the letter out, it allows the fundrasing think about what is what is the actual result is this channel for this campaign achieving what I need to? And then if it’s not how doe I re calibrate or optimized, how do we answer that question whether that channel is provided giving us our ally, right? Well, so the first step, you know, the natural inclination of a fundraiser obviously see like is it bringing in money? And that is the I would argue that is the penultimate metric, the ultimate metric. First, to figure out if you’re if you’re content and if your message is resonating, is people are people engaging with it? Are they opening? Are they clicking and so wants you? Once you’re able to measure the, you know, a hopefully a steady increase in the level of engagement, then I think that’s when you can start to go to the next, not the next level. But then the second consideration is it raising money, right? So because there are many great messages you can put out there that engage a donor that don’t necessarily have to quote unquote culminate with a gift or philanthropy eso I would argue that the number one metric that every fundraiser needs to be thinking about today and moving forward is engagement, as opposed to just participation, just the amount raised and the date that it came in. And when is it up for renewal because, you know, engagement. There’s, ah, hyre relationship between an engaged owner and a second gift alone increase gift. Then there is, you know, just how many solicitations do they respond, Tio, Um, you part of what you say in your session description is increasing efficiency. Yeah, with the fund-raising platforms, right? What? What can we do? So the way the thing about efficiency is like, I was, you know, I’m a dumpster fundraiser of 12 years right before he returned to a big bad consultant and then network for good and all that funds. And I would I remember 80% of my day wass in a delivery. Logistics. How do I get this email out? How does this postcard go out This invitation Go out. And and so the idea is, let’s be planned ful about what all those touches are going to be throughout the year. Let’s use technology to automate as many of them as possible so that we can stay focused on the thing that actually matter. What What are some of the tools that you don’t think enough non-profits air using or are aware of or or tools within platforms? Yeah. What what? What’s under exposed? I think what’s under exposed is like, for example, in the donor management systems out there. Are you able to produce text and email, let alone integrated with direct mail communication? I’m not talking creating a list or a segment. I’m talking about actual fund-raising cockpit, right? Whereby you Khun Sure, pull your list, your lead select and all that fun stuff. But then create and schedule campaign to deploy a text, deploying email also and then to produce a direct mail piece that works within that er that fits within that message framework on DH, then also the portability of that content over to social channels Instagram, Facebook, you know? So I would say that the thing that non-profits need to be looking for again it’s going back to my statement about we’re moving. You know, donorsearch will always be something we need to do and the highest priority. But we need to move beyond technology a zey donor-centric construct and think about in terms of donor gauge mint. We have to manage our donors and segment our donors so we know who to ask for what reason what time and what they want to hear, And how do we begin a relationship with them? So, yeah, it’s looking at at the platforms out there that allow you to doom or than enter and report and analyze data. That’s a critical thing that we always need to dio. But then it’s like, Okay, how do we How do we take the insights from that analysis and apply them to production and engagement? And so that’s that’s That’s where we’re going. I think that’s where we need to go. Is a sector? Is Mohr software companies looking at the what neat. What constitutes engagement and creating a optimal donor experience. And the donor experience just isn’t a timely acknowledgement letter or a nice looking website. Instead, it’s end end throughout the year. How are we going to make sure this person knows we’re doing the job they subcontract us to do with their $10 gift, let alone their $10,000 gift? Okay, Uh, you got some big ideas. You get something? We got some time. We got another full three minutes or so. What? What else you gonna share? You haven’t done your session yet? No, no. What else? You’re gonna sew one of things that were going to share tell people were so Network for Good is releasing a white paper that we did on will be released at the at our session on Friday, and then we’re going to share it with the rest of this sector. But basically what we did is three year study that followed 2000 non-profit organizations and knowns that use multiple channels of digital technology to communicate. And those that did not the headline here and this probably doesn’t surprise you. The headline is that those that used to arm or channels to communicate and solicit and thank donors and year and giving had a higher average gift by about 40%. And those that did. I’m surprised we need data to make this point. I know I’m not talking about being donor-centric and multi-channel well, multi-channel not as long as donor-centric right, but it’s been a long time exact multi-channel. You’ve got to go where the people are. Well, that’s the thing is like, I think what what the sector has lacked is and an example that we could be held up and pointed to a success. While it’s a commercial example, I love it and we deconstructed in the white paper what Netflix does to achieve a 91% customer retain tension rate. They simply used data, segmentation, text and email and then, of course, have great content online, right? And the combination of those things and everything that gets touched in the in delivering those things create this composite profile of their users, so they know exactly what to say and what exactly what? Content to position. Now, that’s an extreme example. But I use it because Netflix doesn’t have this oughta magical technology that does it all forum. They’re doing the spadework that every non-profit has the ability to do at any stage, right? You don’t have to have a full time digital fundraiser or a data analyst to be able to do this stuff. It’s about basic block and tackle and being planned ful as opposed to react. All right, so this is a case study of Netflix, and yet case the lessons for non-profits. It’s not out yet, not out yet, be released on Friday and then the whole sector the following week, where we’re going to get it so you can get it at network for good dot com on you confined it on Facebook A ce Well, yeah, and we’ll be launching on. We’ll have a couple of webinars around it to really present the findings. But most importantly, is to present some how to things that non-profit due to, you know, starting quote unquote tomorrow. One of things that we’re offering is a no digital navigation kit. Basically, how to make a case to aboard that they need to invest in fund-raising how to make a case, your boss, that you can work more efficiently with technology. Basically, it helps the fundraiser make a case internally that guys, we have to adapt. And here’s why. Because sometimes fund-raising our struggle to make that case to a board or two a boss. And so do you want to make that easy For part of the cases? You’re already experiencing it right through Netflix. Amazon, right, Zappos, your experience in this this seamlessness and this great experience they’ve all raised the bar we now need toe be dragged along raised, raised up to mix my metaphor drag along. But everybody’s experience Our donors are experiencing this everywhere else online way. You need to be there too. And we’re creating this cognitive dissonance. Everytime we don’t, we’re gonna leave it there. All right, he’s Brian Louderback. Hey, thanks so much, Tony. And he’s the vice president of programs and capacity building and networked for good. You’re very welcome, Brian. My pleasure. This interview, like all the others for 19 NTC brought to you by our partners attacked Blue Free fund-raising tools to help non-profits make an impact. Thanks so much for being with us next week. Yolanda Johnson. She’s women in developments. New president If you missed any part of today’s show, I beseech you find it on tony martignetti dot com. We’re sponsored by pursuing online tools for small and midsize non-profits, Data driven and technology enabled Tony dahna slash pursuant by Wagner CPS Guiding YOU beyond the numbers weinger cps dot com and by text to give mobile donations made easy text NPR to 444 999 A creative producer was Claire Meyerhoff. Sam Liebowitz is the lying producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein of Brooklyn, New York. Thank you, Scotty. You’re with me next week for non-profit radio big non-profit ideas for the other 95% Go out and be great. You’re listening to the Talking Alternative network. Wait, you’re listening to the Talking Alternative network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in sometime potentially ater. Tune in every Tuesday at 9 to 10 p.m. Eastern time and listen for new ideas on my show yawned potential Live Life Your Way on Talk radio dot and Y C aptly named host of Tony martignetti non-profit Radio Big non-profit ideas for the other 95% fund-raising board relations, social media. My guests and I cover everything that small and midsize shops struggle with. If you have big dreams and a small budget, you have a home at Tony martignetti, non-profit Radio Fridays 1 to 2 Eastern at talking alternative dot com duitz. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? 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Nonprofit Radio for May 24, 2019: Small Dollar Donor Power & Donor Retention

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My Guests:

Sara Kerrigan of ActBlue and Carrie Mann of Friends of the Earth

Sara Kerrigan & Carrie Mann: Small Dollar Donor Power
Small dollar donors are shifting the digital fundraising landscape. Our panel reveals basic principles of running a sustainable program online. They’re Sara Kerrigan from ActBlue and Carrie Mann with Friends of the Earth. (Recorded at 19NTC)





Laura Cole and Paul Habig of Sanky Communications

Laura Cole & Paul Habig: Donor Retention
Now that you’ve got new donors, learn how to keep them with you: Avoid retention pitfalls, leverage technology and track the right metrics. Our teachers are Laura Cole and Paul Habig, both from Sanky Communications. (Also recorded at 19NTC)





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Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.

Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.

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Hello and welcome to Tony martignetti non-profit Radio Big non-profit ideas for the other 95% on your aptly named host. Oh, I’m glad you’re with me. I’d be hit with Skip Tosa Maya sis, if I got infected with the idea that you missed today’s show Small dollar donor power Small dollar donors are shifting the digital fund-raising landscape. Our panel reveals basic principles of running a sustainable program online. They’re Sara Carrigan from Act Blue and Carry man with Friends of the Earth that was recorded at 19 and TC. And don’t a retention now that you’ve got new donors, learn how to keep them with you. Avoid retention pitfalls, leverage technology and track the right metrics Our teachers, our Laura Cole and Paul Hey Big, both from Sang Ki communications that’s also recorded in 1990 si on Tony’s Take two. Be a good American. We’re sponsored by pursuant full service fund-raising Data driven and technology enabled Tony dahna slash pursuing by Wagner CPS guiding you beyond the numbers regular cps dot com and by text to give mobile donations made easy Text NPR to 444999 Here is small dollar donor power. Welcome to Tony martignetti non-profit radio coverage of 19 ntcdinosaur. What that is it’s a 19 2019 non-profit technology conference. You know that we’re in Portland, Oregon, at the convention center. All of our 19 ntcdinosaur views are brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact with me. Now are Sarah Kerrigan seated next to me? Email Director Attack blew and carry man, Deputy Director of digital membership and advocacy at Friends of the Earth. Carry Sarah. Welcome. Thanks. Carrots are looked upon with Welcome. Welcome. Both of you. Welcome the non-profit radio. Okay. Your topic is the largest group of untapped charitable givers. Small dollar donors. Um, Sarah, what do you feel like? Non-profits don’t fully appreciate about small dollar donors. Why do we need this session? Yeah, well, I think it’s really important. I would actually say that non-profit They actually do really appreciate small dollar donors that I’ve that I’ve seen on. Really? The our goal of the presentation was just doing power non-profits to take the case to their boards or their directors and say like, Hey, this is actually like a really good use of fund-raising on. And it’s also a really good way to engage people move their mission forward. Sometimes it just takes somebody to really, like, dive deep into email on to dive deep into those fund-raising strategies for people to feel empowered to take that business case, you know, straight to their organizations. Okay, carrot. So I assume you’re working with ActBlue. Yes, we are. OK. Were you the person that Sarah just referring to? I went to your leadership and said, this is worth investing in. That was before my time. But it’s carried on. Yeah. OK, so so glad that your predecessor did that. All right, All right, So where’s the best place to start? Well, uh, if we’re if we don’t feel we are capturing all our potential in small dollar donors, where What’s the first thing that we need to have in place before we can be effective with the campaign? Yeah, that’s a really good question. Eso actually email is the driver of the vast driver of all contributions. So, really, all you need is an email program, andan email list and just a message, and you can easily write your own emails and send it out to your audience. Of course, you can use an act, Liu wink if you so choose, Um, but, yeah, it’s really, really easy to tap into small dollar donors. Really, all you need is an email address and names, and then you can go ahead and get started. Okay, you don’t have to screen for who the best the best prospects are. Well, now, I mean, there’s also there’s other different acquisition strategies that you can absolutely use. But if you’re just starting from ground zero like really, all you need is an email list, a new email address, and you can get started with your own fund-raising. Okay, Alright, Carrie, how how successful has been at Friends of the Earth? It’s been huge for our programas a hole. When I first started in front of the Earth, we had about 225 2 150,000 people on their email lists, and it was raising a pretty negligible portion of our budget. Now we have about one point 8,000,000 people on our list, and it’s raising over two and 1/2 $1,000,000 a year. All right, all right. That’s, uh, explosive. How do we define what does? Does the definition of small dollar donation Barry from organization, organization or you feel like it’s all pretty consistent, Like we’re talking like 15 $2025? Is that Is that what friends of the Earth that you define small dollar when you have these conversations? Yeah, I mean, really, we aren’t going to turn down $1,000 contribution if somebody wants to do that online. But for the most part, we’re seeing people giving and more of that $1,000 30 to $50 range online on DH. Just giving, sometimes more than once a year, three or four times a year. And yeah, that lower dollar level. Okay, All right. So, Sarah, I have I have small dollar on my T shirt. How does ActBlue define what’s on my T shirt? Yeah, sure. So a small dollar donorsearch buddy who makes a contribution of 250 or less? That’s pretty much the standard that we use, but basically the whole goal about engaging small dollar donors that that goes beyond raising money. I mean, these are people who are marching their protest ng they’re volunteering, and they’re really pushing. Non-profits causes forward and That’s really the message that we want to drive home, that it’s just like it’s not just about like fund-raising. It really is about building of movement, a powerful movement of people on DH. Usually that massive movement of people that we see are small dollar donors because they’re the most engaged. Okay, Okay, um, you’re in your session. You talk about some basics principles of running a sustainable small dollar program. So let’s start with uses were way. Stay with you. I should say, uh, what, you got to start with some basic principles. Yeah, sure, I’m the number one thing. Is this treating your supporters with respect? I mean, we live in a world right now where there’s just so much content, like were saturated with content, especially is Carrie and I are both email professionals. It’s just so important to really look at your email program and say, like, you know, we really should choose a tree. Donors with respect there’s a lot of email programs out there that kind of focus solely on fund-raising and bottom line in our in our position is we really need to build like a sustainable program again, where we just create content where people feel like you know, they want to be on the email list and they want to donate and they want to give and they want to get their time, money and energy towards the mission. How do we show that respect? Well, there’s lots of different ways Way don’t hold off on Don’t hold back on non-profit radio listeners. Yeah, How do we How do we show it took off a couple ways? Sure, eso being honest with people about why you’re asking him to give money is very important. I’ll use an example about recurring donations. Something that we have found really successful is when we just asked people like, Hey, like, can you give a monthly $3 donation to support our cause? A lot of people shy away from that because like, Oh, my gosh, I’m asking somebody to give 35 $10 a month. That seems like a pretty big ask, but really, just being honest and upfront about what you’re doing and why it’s important is super important. Also, being timely, being like relevant to the moment is super important, like people want to be engaged on. People really want Teo hear from your organization, right when the moment happens, thinking about like family separation of the border. They’re just so many people who wanted to be involved and so having a way to talk directly to supporters. Eyes really important. So I was a honest, timely And of course you need to add value, Tio. I mean your email program. It’s definitely a two way street, right? We’re not just sending mathos ostomel just of fund-raising really has to add value to the support of this border has to feel engaged into your mission on DH. That’s another great way that email like, serves that purpose. What is what is friends of the Earth do carry to show this respect that Sarah’s talking about? Yeah, So if you think about what motivates a small dollar donor to give, it’s not necessarily because they care about the specific organization. They’re really trying to advance their values through through there giving, and that’s the way they see themselves as being able to make change in the world. So as we’re fund-raising from our small dollar donors, we want to give them the credit for the work the organization can do. Those aren’t our victories. There actually are donors victories when we win a campaign, it’s because people gave us $5 out of their Social Security checks, and they deserve the credit for that. Like that’s not ours. So how do you share that specifically What? How does friends of the Earth share that? Sure that impact. Yeah. We always use a lot of you language in all of our messaging. So we never say Friends of the Earth And this we say you did this. We want to make sure the word you appears in almost every paragraph in an email whenever we possibly Can you say if you save this or you change the law? Exactly. Yeah. Okay. Okay. It’s time for a break. Pursuant. The art of first Impressions. How to combine strategy analytics and Creative two captive to captivate new donors and keep them coming back. That’s their e book on donor acquisition. It’s still up on the listener landing page. How do you make that smashing? First impression donor-centric keep them. This is how you keep them coming to you. It’s at Tony dahna. I’m a slash pursuant with a capital P make the capital P for pursuing this week. Now back to small dollar donor power. Like, how often do you communicate with you? Share the impact with somebody who’s let’s say, has gives three times a year is only at those three times, not it all way. Always want to be intertwining sametz impact messaging in every communication that we send for friends of the earth. That’s about an e mail a day for most people. So every single day, just reinforcing that narrative of like you can change laws, you can change policies you’re empowered to do. These things, whether you’re giving, are signing a petition or making a phone call to your decision maker. It’s all part of the same set of impact methods. So, like, it doesn’t really matter what way they’re engaging with us. We always want to be rewarding the impact that they’re having. Okay, so someone makes thes donations typically online. I’m assuming we’re talking about small dollar because they’re coming from e mails. All right, so they get an immediate getting immediate acknowledgement. Thank you. Absolutely. Okay. And then what would be the next? Uh, suppose it was a $25 gift. They get immediate. Thank you. When’s the next time would be the next day? You said. You said everyday. Is there any Is there any suspension of suspension of mailing for a couple days to give the person a break or they hear from you is like Day two. They’re going to get going, get some impact message. They could get something to hours later. Even if something happens out in the world and we need Teo, go to them and ask them to respond again. Like, for example, if somebody gives to help stop drilling in the Arctic. And then two hours later, Trump releases his next Arctic drilling plan. We’re not going to hold back that information from our supporters were going to share that with them, even if they just donated and ask them two hours earlier that gave $25 you’ll ask him to give again. We may not ask them to give again, but we would ask them to take action in some way, maybe to volunteer, get old solution way call legislator or something that Okay. Uh, all right. How about, uh, another? Well, honesty. You said honesty. I mean, they got don’t do flush out honestly do we mean? I think is pretty well understood. No, don’t lie to your supporters. Don’t like their potential. Supporters don’t like anyone. I think that’s just I don’t think that’s going further with that another we got lots of We got lots of time together. So still talking about basic principles of, ah, successful campaign, you want to stick with you, Go ahead. Yeah. So I think you touched on a little bit, Sarah, but with urgency and just making sure that when you’re asking people to give its relevant in that moment and you’re convincing them that by giving it will have an immediate impact. Still like, for example, if a bill is moving through the legislature right now like that’s why your contribution matters today, not tomorrow, not two weeks from now. And just constantly reinforcing that like this is the moment to engage. And if you want to have the maximum impact, now is the time. OK, Sarah. Another another principle. Yeah, sure. And she touched on and carry touched on this before. Teo, we really want to focus on building what I call horizontal relationships with our supporters. A lot of times non-profits and organizations across the board say, you know, we have this solution chip in if you want. Like we have this very big idea. We we’ve got it cover, but, you know, chip in to help us. But what we want to do is kind of take that messaging and move away from it. So it’s actually really saying to supporters like Hear that Here’s this issue. Let’s fight on it together. We cannot do it around about you helping us do it right, right, right. And it’s very, very easy on an email marketing to literally put help us in every single email. Ask. Well, Windows won’t eliminate the help us, and we actually really want to bring the supporter in. And I was telling folks during our presentation, There’s a study in the UK about horizontal relationships in sustainable giving, and people who are asked by their peers are actually twice as likely to give, which is really, really incredible on DH. That’s just something that we really want people to focus on for writing emails that sound like they’re coming from your parents. We like a vertical relationship. You probably want to stay away from that. You probably want to make sure that it’s really coming from like a respected here peer-to-peer peer-to-peer rancor. And that’s where that is from. Okay? Yeah. Okay. Um, why don’t we just keep taking off principles of success? I mean, I imagine that was a lot of your was a lot of yourself. Have you done your session yet? Yeah, yeah, yeah. Okay. You’re on the downside then. Okay. I’m assuming a lot of your session was best practices. Basic principles. Yeah. Success in this thing? Yes. In this small dollar campaign. Give us another one. E. I mean, there’s there’s just so many. Another thing Teo is just having, like, a really, really clear email copy and just making it very simple for people to understand. Does that include short? Well, it depends. And email. We always say it defends. You should always, like test, but basically making sure that people the average like person spends 11.6 seconds reading your email, which is actually pretty long compared tto in the past. But it’s still 11.6 seconds. So just making sure that your email copy is super super clear. Your asks. They’re super clear. Your supporter is not left wondering what they khun D’oh! In that moment to drive the whole mission on the whole organization Forward. I mean, a lot of times I’ll see an e mail that has text, uh, wrapped around on action box in the in the upper right tech starts on the left. But if you want to cut right to the chase, there’s the language of the petition that we’re asking you to sign, Right? Just click there. You have to read the text explanation If you don’t want to. Yeah, yeah, and that’s accessible to everybody. Right? Like some readers like like to just immediately go on Like say, Okay, I know what I want to dio that. And then some people really like just like taking their time and background. Some people really feel down Notes of five foot note down the bottom, right, right. And being open to all levels of like readership is really important to we talked about in our training the power using inclusive language and making sure that your email copy is accessible, accessible to everyone, which is also I think that is very important in the state. How do you How do you ensure accessibility it was a couple of different ways to do that. Carrie actually mentioned a really good point with her email program, which I’ll let her talk more about. But usually people are 65 and over on email lists. So, Carrie, I’m going to kick it off to you to talk specifically about how you made it more accessible on your list. Yeah. So one of the things that we experimented with this font size. You know, a lot of people think that if you’re reading something on a mobile device, you want it to be clearly fitting the screen. But we actually found that for our older audiences, we needed 18 point fun on Mobile, which, if you think about what that looks like kind of computer, it’s huge on your phone. That’s like three lines can fit in the screen. But we tested it, and it just universally work better. Okay, Okay. How about what else do you test? What does the mother’s subject line, who signs we test took off? Well, name some names of other things besides everything. So, in one email, for example, if we’re sending a fund-raising message, we might test the subject line we might test the content. We might test the language on the donation page both in the headline of the donation page and on the body of the donation page. And we might test the ask amounts all in the same all at the same time. And so we really want to test every single piece of the experience all the time. Those of the results that were going to get back in a matter of minutes. We also might be doing some kind of long term testing. Like, for example, what happens if we segment based on highest previous gift? We might need to test that for six months to really understand the impact that’ll have. So while we’re doing all of this testing in the moment, we’re also have this backdrop of the long term testing that we’re running behind the scenes. Did you say you have one point 8,000,000 was 1.31 point. Okay, so you have the luxury of having a large, large numbers that you can test with. So I suppose a list supposed listens only 10,000. Can you still do? Abie testing with 10,000 persons list? Yeah. What? I’d like to tell people is don’t worry about getting sister’s school significance or being like a data purest. It’s fine. The goal, really for, like, email eyes just to improve your email content so that you can raise more money. That’s really all it takes. I mean, you, Khun segment off a 10,000 list into, like to, what? 2,000 list for subject lines and just see if there’s a bumper. Not really. Doesn’t have to be that complicated. And again, like our goal. For me, for AC Blue and for Carrie is like to make in this presentation is really It’s like, take, like the fear out of email and actually make it to listen right? Exactly. That’s what I should have said. The whole university invention non-profit treyz right there. There you go ahead. I cut you off. No, it’s okay. I know, but really it’s like take the fear out of e mail on DH to take the fear out of fund-raising. This is something that anyone could. D’oh! Yeah, Okay, Okay, That would be a good rap up play point, but we have another 10 minutes left. Ok? Because this is 1/2 hour segment Yeah, so I’m not letting you off the hook, so that would be good. Rap will come back to you later, okay? In about 10 minutes. So let’s keep talking about I don’t know testing. Is there anything more we can say about testing? Either of you carry Sara about anything more you want to add about testing? I think the big thing is look for the stuff that’s going to have the greatest impact. So you know, you might test two versions of your content, but if it’s only one line difference, then you’re probably going to see a really small change. As a result of that is opposed to completely rewriting the E mail, you’ll probably see a much bigger change. And it’s not really that much more investment of time to create the much more different version and the results that you get well, just be that much more valuable. So we really look for the places that we can make those radical improvements or something we’ll just radically fail. But then at least we know, you know, rather than constantly testing around the margins. Okay, Okay. Test for significance. What have you found about who signs an email. You have signers to your email? Yeah. Now, of course, this is unique. Understands unique Teo, Friends of the earth. Thes result. Your your results may vary, but what has friends of yours found for us? Who signs What? Successful? Yeah. So we test it in two places. One is the sender, and one is who actually has their name at the bottom of the text. We have found that it makes osili no difference whose name is at the bottom of the texts. But the sender could make a really huge difference for us. The organisation’s name is usually the winner. So coming from friends of the Earth beats coming from our president’s name. But the thing that actually wins the most is just like a totally random like climate alert or be action. Something that is about the issue rather than about the organization or an individual. And that’s as a sender. Yes. Oh, interesting. Okay. Okay. Um Okay, so we’ve exhausted testing. We feel like you said everything. It was there more. Anything more. You want to know about testing, testing principles? Yeah, I think it’s just important for all testing. It’s really like optimizing your content ofthe devising your ask amounts, and it’s just a continual thing. Having one test for email is probably a good place to start and again, Really, anybody could do this. Yeah, okay, okay, Let’s continue with our basic principles. That good. Keep going, Sarah. Cool. Another basic principle. Trying to think. I mean, there’s just there’s just so many We went through so many again trying to think, Let’s get carried. You got one. You got one in mind in your mind, I think, like relevance is super important. Like, what do your supporters actually care about? It’s probably not the same thing that your organization’s leadership or even your organization staff really care about. So try to think about it from your supporters perspective. Like, what is it that makes them get excited about in our example? Environmental protection like water, the things that are their core values And how do you speak to those things like it’s probably not the amendment to the budget bill that’s passing through the house tonight. You know, that’s probably not thinking about Okay, right? How do you find that out? How do you know what your supporters were interested in? So I think some of it comes from just listening to the different staff of the organization who interact with supporters. If you have people who work in the community like if your service organization than get their stories go out on a site, visit with them for us. We always talk to our donorsearch Mrs Staff, who answered the phone from donor-centric leave the major donor calls, but the it’s all dollar donors who might give through direct mail or other channels who actually called the office to give us feedback that Khun just give a really interesting perspective on how people are interacting with us and then even things like social media or people who hit Reply on your mass e mail. You know it’s not data driven, but it can kind of guide some of your thinking and get you out of the bubble. So these air folks who call probably to complain about something sometimes I’m guessing most of the time, most of time, right. But you’re able to turn that call around first by satisfying hearing the principles we talk, you know, validating their concern, apologizing, fixing it on. Then you can get information from them about what it is that motivates them around. Friends of the Earth work? Absolutely. Yeah. So staff is all trained to do that. It doesn’t just happen. Doesn’t just happen. Staff is intentionally trained, you know, Let’s get some information while we’ve got these people on the phone and they’re feeling good, um, you’re familiar with the service recovery paradox. I’m not? No. Okay, that’s that because we’re talking about people calling and complaining. Ah, a person will be a person will be mohr committed to a brand. If there’s been a problem and it got solved, then if there was never a problem because they got the opportunity to be heard they had the opportunity to interact with staff on the problem. Presumably get solved. So they’ll be they’ll be more committed than the person who never has a problem, right? I think that that’s why it’s paradox Interesting. Okay, um, more principles. Sarah passed last time. So no person are you, Carrie, You give another one. Since we’re with you, then we’ll come back. So I’m never going back. But she passed up returns. Think if you’re talking about small donor fund-raising, you always want to make sure that you’re giving people the right ascot the right time. So if someone’s capable of giving $30 don’t ask him for five. If someone’s capable of giving $5 don’t ask them for 250. You know, all of our son isms have data, or you, Khun do some analytics to find out what each individual donors has previous gift is or if they’ve never given before you contest into what makes the most sense. But you want to be talking to people and meet somewhere there at rather than trying to, like a massively over sell them in a way that isn’t accessible. Okay, Okay. Before I ask you for principal, I’m gonna ask you, Sarah, how does one become a email? Your director of director of email? Yeah. That’s not a That’s not a major. No, no, we don’t go to college for that. How do you do? You work your way into that? Yeah, sure. So I graduated college and I it worked as a field organizer for then Senate Senator Kay Hagan. So I really liked what state? The state of North Carolina. OK, Yeah. I’m sorry. I should know that I should I own two homes in North Carolina. Really? Pinehurst and Emerald Isle. Okay, but I’m not from there. Yeah, I didn’t know. Okay, Don’t. Yeah. Now it’s now it’s ber until us all right now the current. Yeah, we lost another current guys. Yeah, but I didn’t know. Okay? Yeah. Eso graduated field organizer. I love talking to people, but I didn’t think that knocking on doors was going to be my life’s calling And my life’s work. Eso ended up getting into digital fund-raising Just because I was just you could talk to people at a massive scale which is really empowering and very cool Uses both sides of your brains. You could be like creative. But of course, we’ve talked a lot about testing on this times. You kind of have a science to it. Also right. Eso I’ve spent like 4 to 5 years and political fund-raising, so I work for the DSCC. I work for Revolution Democratic Senatorial Campaign Committee. Okay. Yeah. I worked for a revolution messaging a za consultant there, and I was formally the deputy email director at the Democratic National Committee, the DNC, where we had a multi $1,000,000 programme and I’m up at blue. So I’ve been very fortunate to have really great, like female mentors on work on female teams. And so I credit them a lot. Teo, you know where I’m at today on DH. There is a lot of space for women to be an email. There’s a lot of space for young people to be an email on DH. There’s a lot of space for people who haven’t really been involved in email. Toe start. I was with a panel yesterday, which was called I don’t have you know, I left him back in the hotel yesterday’s notes, but was called grit. Female was basically female technologists go that you’re nodding. I didn’t It’s okay, but it was great how to be a successful female in technology. That right? Very good, Carrie, how’d you work your way into being an email scientist? Yes. So I started answering. Our phone line for donorsearch vis is which is why I feel so strongly about your whole career’s friends of the earth. Yet so far on. And basically I discovered that I really wanted to have an impact on the issue that issues I cared about. But I didn’t really want to be dressing up in a suit and going in meeting with a lot of people on the hill. I really wanted to be, you know, out in the field, talking Teo really human beings. And email was just the right mix of those things where I could ask people for money to help further the mission. Or I could give people the tools to lobby their own. Elected officials are whatever the action mechanism was, it was all in my fingertips, and I never have to put on the suit, so that looks okay, doesn’t it? Okay, so we’re back to you practice. Best practice. Did you think of one since the last time? Yeah, I think so. Back to what Carrie was saying about multi-channel about talking to other people within the organization. I think that that is really, really important. Usually when I started a new organization, or like every three months, I’ll talk Teo, just different folks just to get some authenticity and authentic voice. I mean, people are craving authenticity and email, so that’s a really good way to do it. Another thing. That and another question that I got during the panel was direct mail and email. And how do those two things relate? And can they co exist? My personal opinion is yes, they absolutely can. You can use direct mail pieces and email vice versa. You, Khun, send email to to direct mail folks too for a multi touch, eh? So that’s another thing, too, that I think non-profits Khun really explore its really not one or the other. You can have both had someone on the panel yesterday who said that their donors loved getting. They thanked them for direct mail letters that say thank you for an email gift for non line gift. Yeah, yeah, it’s a really good way to keep your sustainers like, really happy. And that’s like your big donor based. Okay, how often would you thank sustainers as often as I can after every gift every month? Well, usually you could do in personal personalization so you can say, like, Hey, you’ve made, like, a $3 monthly donation and literally you just put Inem dash and say thank you. It’s it could be that simple, or it can be like so extreme that you write like a hand written thank you know and send it in the mail. So it just depends on what your capacity is. But just giving, you know, those donors a sense of like appreciation is super important you want. Do you want to touch them at every at every monthly donation, one way or the other? Yeah, well, I’m That’s my personal belief. I think people like they pretty much know that they’re doing a monthly donation and actually reminding people that they gave him a plea donation for us. Like I haven’t seen any dropoff whatsoever. I know a lot of people are like aholic. I’m nervous about reminding people that they have a monthly donation, but I think for us, it’s like part of a gang. Like the honesty authenticity on being up front with people in where they stand. I’ve heard it both ways. I’ve heard. Set it and forget it. Don’t remind them. But then you risk when the court expires or it gets compromised. They decide they have had enough, and I don’t really hear from them very often. But there’s two sides to that argument, right? Okay. What? Carrie, I’m gonna let you wrap it up. We got just like, 30 seconds or so left. Give us a motivation about small dollar donation campaigns. Yeah, I mean, I think for friends of the Earth, it’s really been a a game changer for us. You know, every dollar you raise online has the potential to be unrestricted. So it means that you can run the programs that you want to run as an organization without being required to do what a major donor wants you to do or what a foundation wants you to do. You could be much more flexible, and you’re empowering human beings in the real world to be a part of your cause and advanced the mission that you care about. And there’s just no better way to do that than building those relationships online. Where people, you know in the 21st century, that’s where they’re at. So we meet them where they’re also thank you. That was That was Cary Man. She’s deputy director of digital membership and advocacy at Friends of the Earth and also Sarah Kerrigan, email director. Attack Blue. Thank you Each very much. Thanks. Much pleasure. Thank you. And thank you for being with Tony martignetti non-profit radio coverage of 19 NTC all of our 19 1990 seon reviews are brought to you as from our partners at ActBlue free fund-raising tools that help non-profits Macon Impact. Thanks for being with us. We need to take a break. Wagner, CPS. They’re accountants, for God’s sake. Okay, you know you know what they do. Do you need one? Do you need help with your form? 9 90 is the time to change ordered firms. Perhaps they’ve got a deep rich practice for non-profits and they’re growing it. You could be a part of that. You know a partner. You know, one of the insiders Yet which tomb? He’s been on the show. Check him out. Give him, then give you a ring. Get started at wagner cpas dot com. Now time for Tony’s take two. My video is two ways to be a good American Abroad. I was in Paris for two weeks and while in Brussels, Belgium. Short hour and 1/2 train ride away. Ah, I witnessed some some bad behavior. Bad Americans abroad. There were two things that particular relating Teo language and currency and those air. But those are the two subjects. But how can you do them better than these ugly Americans that I witnessed in Brussels. That’s what the video is about. Now, I had said that earlier that my video was going to be a tour in L C C A launch control center from when I was in the Air Force. But I put this one up instead. The launch control center one is coming. I’m not cheating you out of the tour of the LCC, but right now check out two ways to be a good American abroad. You know where the video is? It’s at tony martignetti dot com. So now that you’ve got new donors, how do you keep them? Here is donor retention. Welcome to Tony martignetti non-profit radio coverage of 1990 si. You know what that is? It’s the 2019 non-profit Technology Conference. We’re in Portland, Oregon, at the Convention Center and this interview, Like all our 19 ntcdinosaur views brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact, I guess now are Laura Cole and Cole. Hey, Big Laura is director of account Services at Sancti Communications. Paul is president of Sank a communications Welcome. Welcome, Laura. Welcome poem Well, thank you. Thank you so much for having us. Pleasure. You’re seminar topic is finders keepers the art of donor of retention? I don’t know how many guests have been on non-profit radio telling us that the cost of retaining a donor is so much less than the cost of acquiring a new donor. More. Let’s start with you. What are what are non-profits Just not getting them. This is not just within the past six months. For years we’ve been talking about donorsearch tension problems. Retention rate is so low, I don’t know what the most current is, but it’s it’s it’s sad, Whatever it is, what are we not getting right? And you’re welcome to give the most recent stat if you I’m sure you know it. So I think it’s a great point and I think one of the reasons why we wanted to talk about it today and in our session. We really focused on it too. Is that this? This December was definitely a challenge for a lot of non-profits, and it was particularly a challenge for getting new donors in the door. And that means that retention becomes that much more important and to your point. Retention doesn’t happen. You really have to tow work and focus on your communications to make sure that you’re building that relationship because it’s donors are going to give. But you have to take that is the first step of the relationship and really work on cultivating them so that they’re going to become lifelong donors. Paul, Why we’ve been talking about this for so long. Why are non-profits not getting the message that Laura just redid? Rated for the 1,000,000 times? You know, I ended the session off with the audience and said to them, You’ve already done. You’ve really done your session this on the down side already on our way to end it all by saying, Don’t be impatient, Don’t dahna Retention takes time. It takes time to improve it. So we did a case study with the African Wildlife Foundation, and we’ve been working with them for like seven years, and we were able to get there Don’t retention right now. Currently in two thousand eight from 2,018 upto almost 70% prior. You’re donors to give again in the second year, and it took years of planning and communicating and it really is the foundation of what we discussed. And what we believe in is that you really need to build the foundation with technology, good technology from the start. And so this organisation, we went through a really important and arduous database and technology conversion for them almost three years ago, three years ago. I think he was closer to 55 years ago, and so we were able to actually put all the pieces that you need to make this a mohr automated process to really focus on things which allowed the organization and us and freed us up to be more creative with how he spoke to donors. The campaigns that we produced for the organization and really give them an engaging donor experience throughout the 12 month period that we benchmarked this morning. All right, so it’s a long term process you need to have. You need to have infrastructure in place before you can before you can hope to move the needle on potential. It is buy-in caps. Elated. This Yeah, I know. The idea is that one of the things we’ve mentioned at the end was you have to invest. Unfortunately, we’ll invest in the technology even before we even get into donorsearch tension versus new donorsearch attention. It is important because what happens is if you don’t have that infrastructure there. Misstep and interesting. It was the way originally were caught. We’re going to call the session howto lose a donor in 10 days kind of pop culture reference for a movie. But it really is true. Is that idea that in the first part of the relationship, if you have a misstep, you probably lose a donor for life if you, you know, code them differently if you personalize something and it’s the wrong information, if you don’t thank them in a timely manner. And there’s a lot of different things that go into that so really kind of making sure that infrastructure is up and running to make sure that you don’t have those early missteps so that you can create a lifelong donor-centric to get to some of the pitfalls you have in your your description talk about pitfalls that are causing dahna patrician. So why did you want Okay, well, naming the person incorrectly. Yeah, Personal personalization is one of our most powerful tools in marketing and fund-raising, but if you call Bob Barbara, you know, you kind of lose a donor for life for sure, making sure that you I already have in motion the idea that if someone comes on brand new, this is like a data problem that people do that you’re suppressing the people who are new versus old and actually figuring out who they are. So, for instance, I make a donation. A lot of signs, some systems is that you’ll go right into the next campaign stream. But I just made my first donation. So what we can certainly do with the technology for our clients is that will create an automated program that will actually capture that new donor-centric, possibly who hasn’t giving but maybe give their email address for the first time and put them on a separate track and making sure that at the same time they’re suppressed from any other campaigns. Generally, the can kapin would have some kind of fund-raising asked. So really kind of setting the stage of their relationship for the beginning and not forgetting that they just made a donation and really trying to the information that we provide in that Siri’s is meant to be engaging in the part where it actually educates them on the mission and deeper into the program versus you know, usually probably what we brought that original donor and is on some kind of urgency, you know, really quick and got emotional reaction. But at that point, then you have there you have their attention, and you have to use it wisely. Okay, and Laura suppress them For how long? So generally, what what will work with organizations to do is to build a really robust welcome Siri’s. And that usually is at least fortified emails that will go out over, say, 2 to 3 weeks. So making sure that they complete that cycle before they start to get the regular stream of communications. So they’re not kind of being dropped in in the middle of one campaign, or they’re not getting the welcome Siri’s and that campaign. But instead they’re really sort of sitting by themselves, getting this very targeted, very tailored Siri’s that’s going to introduce them to your mission to the organization, tell them what their their donation has done before you ask again. So it’s really making sure that those and and to go back to sort of the movie reference that we made its It is like a relationship, and if you make a mistake in the first date or the second date or the third date, you’re probably not going to turn into a long term relationship. But Teo ads that question about how long it does vary from organization to organization. What we discussed this morning would be the organization that we were case studying, which is the African Wildlife Foundation. They have a membership program. So the how long is a shorter period of time because of the membership program and a lower dollar average gift for them. Repetition in marketing fund-raising is key to their success. But some organizations we work with that might start off at a much higher average gift. That’s where you’d have to really kind of b’more conscientious on the frequency and how when that next asks, Come in. So that could be you know what with the organization with membership, you might be 2 to 3 week where you’re suppressing, but an organization that has a higher average gift donor-centric month or two before or really looking at they’re giving history, so it’s not a one size fits all. It really has to be customized to each organization and what their mission and what type of donors they do have. Oh, and and also targeted to the constituent. If you’re talking about a donor that’s giving a small gift, you’re you’re going to want to suppress him for a shorter period of time than someone that gave you $10,000. That person’s going to need a lot longer period of pure cultivation before you make that ask again. Okay, let’s let’s do some more pitfalls like these pitfalls to avoid attrition. Absolutely. Go ahead, I think. One of the big ones. And this is partly why digital retention tends to be lower than direct mail. Is not making sure that you’re updating donor email addresses, whether they tell you that they have a new email address. But even more proactively finding out what the what what? Maybe someone’s new email address is called in a way or email. Change of address process. Something like that where you’re you’re actively saying, let me make sure that I can keep emailing a donor because email addresses changed much more frequently than someone’s mailing address. People don’t generally move as much as they change their email address. Maybe they go to a new job. Maybe they switch from Yahoo Hotmail. So making sure that you can keep talking to them, because if you’re not going to talk to them, you can’t make that ask. You can’t cultivate and they’re not going to get there much less likely to give again if you kind of lose touch. I’m not even sure that non-profits know a lot of them know that there are services that will do it. The email change of address for you, Yeah way the Postal Service with, like, a a national change of address I have now on the way. I have, ah, have a little personal story, my dad’s name and my name or the same Anthony martignetti, but he uses A J. He’s Anthony Joseph. I have the same middle name, but I never used the J. There’s one indicator that we’re different. Also, his his current address is not my last address. I haven’t lived there since I was nine, eighteen 18 years old. I went to college. I moved. I moved from New York City to North Carolina. More than a dozen charities started emailing Anthony J. Martignetti to my North Carolina address Charities that my dad is a is an active donorsearch. For now, he’s a small level donor. Is he’s one of those guys who writes like 15 $2025 checks, and I mean literally he does dozens of these a month. He gives a lot at the end of the year, so they were. So they were aspiring to be proactive. But there were two flags that should have been raised that that I’m not the guy, that he’s not the guy who moved the middle initial and the last address. So that brings us to another pitfall. It’s one of the major pitfalls pitfalls. A lot of non-profits full into his data issues data. Bad data can really harm donorsearch tension. So in your case, these organizations are not actually there. There, there, there, there, looking up your information. It’s either it’s household or individual. And so you can. We’ve seen this happen for organizations where you’ll get a household match, and that’s what you’re what happened with name yes, but versus an individual, which is directly just you and that address. But it brings back the point, which I think we’ll go back to our topic on pit bulls data. It could be the right that for all non-profits not. And it’s the hardest part for an organization that really both invest the time and money and resource is. That’s usually people power to make sure that you have clean data for knowing when someone is active or made a gift recently, and then you ask them by actually ask him to renew when they just renewed a month ago. Or I mentioned the personalization piece or recognizing when someone is, ah, high dollar donor-centric. And that’s one of actually the things that you mentioned. Is it really important? Sustaining giving is one of the differential factors where online retention doesn’t actually start going up from offline retention if you’re really good at recruiting sustainers or monthly givers and then making an active effort. So part of the case study with you this morning was that we’ve been actively growing the sustainers file for this organization, and it right now they’re they’re about 25 plus percent that there digital giving is coming from sustainers e-giving, which each year helped their retention grow, and that’s why they’re close to 70% now on retention because of that. But when we treat sustainers, we always recognize that there are sustainers. So even though that you don’t want to stop communicating sustainers gonna wantto forget about the organization. But we segment and we recognize their contribution and we usually put them in a lot of the engagement campaigns and cultivation. The awesome part about sustainers is they’re so engaged with the organization what I always call the 13th gift. So that will be a monthly Don’t make 12. They’ll make that 13 because they’re so engaged. But you have to really treat them well and so generally will maybe get they’ll get a matching gift campaign, maybe year, and to say, Hey, we have this match going on. We know you’re a monthly supporter, but we just wanted to bring it to your attention. It’s all about the nuance messaging and really think about that. But it goes back to the data being clean and knowing who you’re speaking to, segmenting your audiences and really paying attention to that and bad data. Really, convict can really lead, Yeah, two mistakes like that. Now you know if if it wasn’t my dad I wouldn’t be. Wouldn’t wouldn’t have given them the second chance. I just tossed it or said, You know, take me off your list. Hence, how to lose a donor in 10 days Time for our last break Text to give. Get their five part email Many course to dispel the myths around mobile giving Donations do not have to go through the donors phone company. They don’t have to be small. There aren’t large startup costs. You don’t need to know a lot of technology. You can do this. You can do mobile giving. You get the five part email, many course and it’ll explain how to get started. Um, you get that by texting NPR to 444999 You’ve got butt loads. More time for donorsearch retention anymore. Pitfalls. I liked the men I like taking off these things, that organ ords maybe doing wrong. So so along the lines of what you brought up, I think one of the biggest pitfalls is not respecting when when donorsearch Hey, I don’t want to get mail or you have the wrong address. Please update it. Donors who bothered to reach out and tell you that are very loyal donors. If they’re proactively reaching out and saying, Please send, you know, to this new email or this new postal address or this is the wrong you know, middle initial or this is the wrong no last name. Anyone who reaches out with that cares a lot about the organization. And so it’s making sure that you’re respecting that and that there’s business rules and to Paul’s point, people in place to make those updates right, because the second time, the person when the first that’s right, second request. Then you’re done. This is your you’re hurting. So absolutely that dovetails into a point of really making sure the right hands talking to the left hand, where if you’re running a campaign that you have really good donorsearch vis reps who understand what’s going on with the fund-raising department and can actually feel those questions. So they got a matching gift request, for instance, knowing that when they answer the phone that they were talking about that a lot of time. Our donors donors will call for organization to say well, might give still be matched. I’m a little late, so having someone ready to know that. But at the same time, what we find the organizations have been most successful is when they have somebody on the phone who can really take a donor complaint and make them to a lifelong donors. And it’s just really preparing them and training them on DH, treating someone like a human being and understanding that even their $25 gift is just as important as the $1,000 gift when they when they take the energy to call the organization. And generally you can really kind of swing a donor to be really lifelong supporter as long as you have somebody on the lines and the phone. Many organizations forget about that, and you made a good point this morning, which I’ll let you make about even just the last week of the year. Well, it’s It’s remembering that some of the biggest giving days on the online side are not working days. It’s the end of the year. It’s Christmas, it’s New Year’s. It’s days when the office may be closed. But if no one’s answering the phones when you have donors trying to make a gift, you know if you get back to them in January. It’s too late, you know, a sort of mist that window. And so it’s thinking about customer service, especially on those key days when, even if you know, recognizing it’s a holiday. But it’s when people are giving and needing to be there for the donors. Do either of you know the There’s a paradox service like service repair paradox or something like that in customer service, where if you’ve made a mistake and corrected it as a as a company, you will. You will have a more loyal customer than if you hadn’t made the mistake in the first place. And that’s goes to what you were describing. Pull their end well and Laura, too, that that there’s someone there responsive that actually makes the change or correct the problem. They have to be empowered to correct the problem, and if they do, you’ll have a more loyal well, it feeds over in our in our circle. It does have a more loyal donor-centric to begin with, so we made a point this morning. Another don’t was when your when your service recovery, that’s what service recovery paradox. So we made a point talking about the fact that Okay, so you’re going to make mistakes sometimes. So just say, make sure your emails rendering correctly when someone views it makes sure when someone lands on a donation form, it’s working correctly. However, technology breaks down sometimes, regardless of how much you test how great you are at that. But what I talked to the audience about is as long as you’re both timely with your apology and also just things do happen. And, you know, one of the best examples would have been Steve Jobs. When the iPhone had the antenna issue, he pretty much changed the entire power paradigm for PR in the sense of how he handled that situation where they were. They were roasting Apple at that point, and he actually turned it around and it became the best selling high phone because the way he handled that, he took responsibility and they moved on. And I think the quote was, well, technology breaks down. Actually, all phones dropped calls, and it’s not just it’s not just the iPhone and that quickly the media shifted there, but the whole idea is being quick and nimble and being able to go back out So the non-profit has an issue with their donation form or something with their sight being quick and being able to be. You know, sometimes humor works in some ways and some organization, depending on your mission. But being direct on that and really kind of talking about it and getting out getting in front of it is so important. And again, then you know that that that experience level, we actually see that a lot of the times those correction emails do perform quite well, sometimes even better than the other emails in the Siri’s. When you go back and you’re just really human and honest about what happened and take responsibility exactly that za piece of what a piece of what you’re describing all right, and and to your point earlier about the small dollar donor to remember that for that donor, that’s that’s a big commitment they’ve made for you. It’s a it’s a small amount of money, but for them it’s a big commitment, and so treating them well regardless of the amount of money that they give. And that’s one thing that the digital space allows for is that high touch treatment allows for the personalization it allows for. The customization allows those donors to feel special regardless of how much they’ve given and in terms of numbers. Sometimes the small dollar donors that given year after year and say, Hey, I’ve moved, please update it. Those may be your best plan giving prospect so you can’t dismiss them even if they’re giving you a little amount, because for them, it’s a It’s a lot I do plan. Giving consulting now 1997 carrying on and the ultimate retention I’ve seen lots of seen lots of eyes algorithms, I guess, for you know, who makes a good plan giving prospect. I still think the best plan giving prospect is that person who’s given you 23 gifts in the past 25 years exactly on the most recent one was no more than, like, six months ago or something. Yeah, they are thinking about you every single every single year, and I don’t I really don’t care. Here’s $10 a year. In some cases, I think they’re testing you, but they’re probably testing you for 23 years. But but some of those initial small dollar gifts they may be testing you do I get a thank you is a timely yeah. Did they screw things up in the thank you, you know, etcetera. So I think there’s some of that. Some of the testing on the small dollar lord to your point about small dollar donations. But they are enormously good playing, giving prospects that kind of that kind of loyalty and longevity, even if even if small, small, double digit levels very good plan giving prospects here earlier point about because acquisition is so challenging. Some one plan gift from someone who made a gift for 20 years who can pay for an acquisition program for an entire organization meeting. You know, you you invest that money 20 years ago and then you’re banking on it later on where they’ve left this entire you know, there’s a part of their state to an organization, and so it’s important, actually tracked those folks right to find out what the origin of those folks who do come in because it’s generally as you just said, those low Doyle. The donor’s really do care about the organization. That’s why they stuck around for 23 years. It is important. Look, back-up e-giving history and try and ascertain from those patterns. Hoo hoo! Your other good prospects are. Yeah, and that’s one thing we spoke about at the session is, is the data side of it is is to really track retention and really leverage it. You have to have the data collection in place. You have to know who your donors are. You need ideas for them. So you contract. They’re giving year over year, but you also need to be able to identify where they came from in the first place. If you want to invest smart going forward, you have to know what your investments really yielded in the past. And so the cost of acquisition. What’s the source? The source, the source? And what did it cost exactly? And even if it was a long time ago, being able to know what that was is really valuable. That’s a great transition anymore, Waken say about technology. I mean, well, you both in it a lot. There’s no anymore more strategies around technology that he needs to be in place. So Paul touched on it, and I think it’s important is to recognize that your technology can can work for you or against you and recognizing where it it is working for you and maybe where it’s it’s presenting challenges and and maybe those air too much, and you’re really costing yourself on the retention side for not investing in technology. But it’s also recognizing that technology without the people to really leverage it isn’t going to get you very far that you need data people you need. You know, people who know how to use the technology and can really make it work for you. So I think it’s It’s technology, by itself is not powerful. It’s technology and people and subsided. And what you’re saying is you have to hire the expertise that you need. If it’s not a full time employee, you have to get a consultant freelancer. You can’t You can’t manage this and master it on your own on DH. That’s not your expertise anyway. You’re zan inefficient use of your own time or your organization’s time to try to master something that you don’t know you need to. You need to invest in the talent that you need because the organizations are good at their missions. You know, in many ways, right, it’s not really about marketing or technology or database management. I mean, it does. It does come to that. Sometimes you and I think also a point you made earlier that that I do think sometimes gets lost is that when when it comes to our attention, sometimes it’s it’s fancy technology and automation and behavioral driven content. And sometimes it’s the basics. It’s the acknowledgement. Did you send an acknowledgement? Did it talk about the impact that the gift had did it? You know, thank the donor an appropriate way. Was it sent out on time? So with all the bells and whistles that are out there in technology now, it’s important to not forget those fundamentals and to make sure that those air in place, regardless of whether you have a staff of 10 or one very well said you should be co presidents. Take note of that account services sounds sounds beneath her to mate. We’ve been working together for 10 years. It’s true. That’s good. Yeah, co President. Um, okay, let’s look metrics. You talk about metrics to measure churn and retention. Who wants to wants to kick off the metrics? We got like, four more minutes left together. So you want to start for so the biggest thing when it comes to metrics is, is having the data in place and knowing whether or not you even have the data to track it. And the key for retention is that you’re tracking donorsearch cohorts. So it’s not talking about the total number of gifts that’s talking about donors and specific groups of donor. So when you want to measure overall retention from one year to another, you need to know which donors gave in your one and which donors went onto given year, too. So so if you can actually identify that because you don’t have the ideas or you don’t have the data in biology infrastructure, just talking, you’re not going to get anywhere. And similarly, knowing someone who’s new versus who’s who’s renewed is quite important because going back to the point you made earlier about acquisition, the retention of a new donor right now hovers around 25%. And so really tension of a 1st 3rd 1st time, first time donors so well, so organized organization whose 75% of the people they broke time don’t Yeah, and so there is making sure you have the ability to track these things so that you actually then Khun, figure out you’re targeted strategies towards these groups, treating them separately in some ways and actually having creative and ideas and specific pieces that go to them so that you can retain those vote for people. We kind of haven’t touched upon it. But a lot of the strategies that we’ve been implementing with great success is trying tio convert a lot of those first time donors into sustainers, and that really has helped lift the program’s on the digital side and where digital retention for the overall programs have have been on the rise a little bit, and particularly with this organization that we case study today African Wildlife Foundation that was the sustainers program has been really one of the key to the success of really good online retention because we really quickly move folks from their first gift and have strategies to convert them to sustainers and then due to individual sustainers drives where it could be coupled with the match and really kind of back to really strong, evocative creative that goes back to for there in this mission is, you know, poaching of elephants and the crisis that’s going on there, but it works with other organizations to. And so the success of those programs and then having the data to make sure that you actually keep the retention of your sustainers is another really important factor because that there’s there’s low hanging fruit that that could be easily forgotten or missed by organizations on when credit cards expire and making sure that you really invest in that channel, you know, And it’s actually more channels that we’re discussing this morning. Not only sometimes email does not work to retain a sustainer, you actually need to use offline and send it direct mail piece or take it even further. And sometimes we’ll do telemarketing to see if we can get that boat that person back because their their lifetime value is greater than most other sources. Why do, uh, she would just have, like, 30 seconds? How come some How come sustainers stop sustaining? I think two reasons I think one is some sustainers don’t realize that they’ve became a sustainers so generally in the 1st 2 or three months on stage, it was a mistake, and that goes back to data making sure that when you when you confirm those sustainers that you actually tell them they’re sustainers. OK, there is like a threshold where they passed 13 and four, and then you got them. The other thing is credit cards. A little scripture expire expires. Or they or yeah, exactly. And they decide to have done it long enough because you kind of want sustainers toe almost go on autopilot and, you know, and then really, you still want to engage them, But you don’t need to constantly remind them that they’re making that gift. But you wanted still engage them on your mission. So those air to areas where I’d say that where you would lose sustainers. Okay, we’ve got to leave it there. That flu fantastic was awesome. All right? Yes, they’re both with. Thank you, Communications. Paul is the president, and Laura is soon to be co president, but currently director of account Services. This interview, like all the 1990 sea interviews brought to you by our partners at ActBlue Free fund-raising tools to help non-profits Macon impact. Thanks so much for being with non-profit radios. Coverage of 1990 si next week. Tech accessibility and culture of resilience. If you missed any part of today’s show, I beseech you, find it on tony. Martignetti dot com were sponsored by pursuing online tools for small and midsize non-profits, Data driven and technology enabled. Tony dahna slash pursuing capital P by Wagner CPS Guiding YOU beyond the numbers Regular cps dot com and by text to give mobile donations. Made Easy text. NPR to 444 999 are creative producer is Claire Meyerhoff. Sam Liebowitz is the line producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein. The With Me Next week for non-profit radio. Big non-profit Ideas for the other 95% Go out and be great. You’re listening to the Talking Alternative Network. Yeah, you’re listening to the Talking Alternative Network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in Sumpter potentially ater. Tune in every Tuesday at 9 to 10 p.m. Eastern time And listen for new ideas on my show yawned potential live life your way on talk radio dot And why easy? 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 dafs Theo Best designs for your life Start at home. I’m David. They’re Gartner interior designer and host of At Home Listen, Live Tuesday nights at 8 p.m. Eastern Time As we talk to the very best professionals about interior design and the design, that’s all around us right here on talk radio dot N. Y c. 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Documents. Data. Projects. Governance. Training. They’re all components of knowledge management and our panel from 19NTC explains how to manage properly. Both returning, they’re Dar Veverka from Urban Teachers and Janice Chan at Shift and Scaffold.





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There’s a lot of personal and private info available on your donors, volunteers and prospects.  Your researcher’s job is to find it. Where are the boundaries? How do you protect it? Maria Semple takes on these and other potential landmines. She’s 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 on your aptly named host. Oh, I’m glad you’re with me. I’d come down with a case of stati O p Jia if you kicked me in the butt with the idea that you missed today’s show Strategic knowledge management documents, data projects, governance, training They’re all components of knowledge management and our panel from nineteen ntcdinosaur planes. How to manage properly both returning there. Dar Viv arika from Urban teachers and Janice Chan at Shift in Scaffold and Ethics in your Prospect Research There’s a lot of personal and private info available about all of us and your donors. Your researchers job is to find it. Where are the boundaries? How do you protect it? Maria Simple takes on these and other potential landmines. She’s our prospect research contributor and the Prospect Finder. I’m Tony Steak to be the one we’re sponsored by Pursuant Full service fund-raising Data driven and technology enabled Tony dahna slash pursuant by Wagner CPS guiding you beyond the numbers weinger cps dot com and by text to give mobile donations made easy text NPR to four four four nine nine nine Here is strategic knowledge management from the twenty nineteen non-profit Technology Conference. Welcome to Tony martignetti non-profit Radio coverage of nineteen ninety si. You know what that is? It’s the twenty nineteen non-profit Technology Conference. You know that we’re in Oregon, Portland, Oregon at the convention center. You know that all of our nineteen ninety si interviews are brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact with me now are Darby Burka and Janice Chan. Dar is director of information technology and at urban teachers seated next to me and Janice Chan is consultant at Shift in Scaffold. Welcome back to the show. Both of you think you can be back. Thank you very much. Let’s so we’re talking about strategic knowledge management Your your workshop topic Strategic knowledge Management Don’t stop halfway. Janice. What? What? Halfway. What? What? What’s the problem here? Why do we need this session? Uh, my dar actually chose the name of the sessions and maybe you want to talk about that. Okay, Well, either won or you go for a lot of places. People think of knowledge management as solely just We put some documents and SharePoint. We organize the things on our file server and that’s it. They stop there. But that’s really just a foundational piece for knowledge management, and it’s really just a small part of it. So our session was going over the other things you need to consider instead of just we filed our documents. Okay, Janice, how would you know? Let’s make sure everybody has a common understanding of terms. What we need, what we mean when we say knowledge management. So this is, you know, when you’re in an organization, everybody needs some type of information. People have a lot of experience and expertise, but it’s it’s often trapped in people’s heads or we have the file somewhere, but nobody could find them. So I just end up asking darl the things. And so how do you make it so that the right and the people confined the right information at the right time when they need it on DH in the way that they needed? So they’re not spending an hour digging through unorganized sheer drive when we could have just organized and they’re like, Oh, I know howto Advil unt ears to our serum because it’s in the volunteermatch judgment folder and that, you know, like it’s in a place that makes sense. Teo Awesome to our organization. Okay, okay. I said, uh, the So the halfway point is the documents in a share point. And that’s where a lot of people are stopping but trouble? Yeah, a lot of folks just think that’s all you do, and it’s You need to go beyond that and get buy-in from the rest of your organization and think about the other ways that knowledge flow. A lot of knowledge flows through organizations, and it’s not just sitting in your SharePoint drive and you need to deal with How do you manage all that? A lot of places waste a lot of time. What are what are the other elements of knowledge? Management? Um, knowledge management comes into play with data governance. Were all data driven organizations these days. So you’ve got everything sitting in your databases. Why isn’t why are people dealing with processes around that? For knowledge management, you’ve got project management. You do you know these these built out tech projects that cost you thousands of dollars and nobody does the documentation or things about thinks about building things in. Like, for instance, whether the examples we gave it our session. If you’re redesigning a website you’ve already thought about who’s gonna be maintaining that. Whose job is that? After the fact? What do you need the vendor to do? What type of documentation. But people don’t build that into the project. They think about it, but he never actually get it into the formal project. So that’s all part of knowledge management. Okay, eyes, they’re more generous. And also things like training, right. Like when we have new staff, we think we need to train them. We need to onboard them, we think actively about that stuff. And then we don’t always think of it after That person is no longer the new employees. And so we don’t keep that going. And we lose a lot that way because things change right? We don’t necessary. Maybe updated as a star. Kind of referred, right? Like we know we made the how to guide. Great. We never have to update it. But that process of balls because we realized hey, this doesn’t work out as well as we thought. So now we’ve changed it, right? We’re applying that learning that can get loss of It’s not documented when that person who made that improvement walks out the door. You know they find your job or whatever or, you know, even just things like, you know, when people leave right, we don’t always capture that institutional knowledge. My people, when people leave and we’re just like all right, give us your email account password on like you know it. So making sure that that stays within the organization also that it just feeds back into the world, you know, sort of like when you manage a project and you kind of do be brief sometimes after a project. Hopefully you debrief. Does that go anywhere? Because if you have that meeting, then it’s only in the minds of people who were at that meeting. And that doesn’t That’s a lot of knowledge that maybe it’s useful to other people. Normalization will be used for moving forward, and it can easily get lost. We’Ll capture it. I presume you spent a lot of time in the session or have you had your session? OK, you’re dahna downside. Okay, Talking about resource is tools tools that we can use for for knowledge management going beyond documents. So let’s spend a good amount of time doing that. Janice, you want to start with, um, with a tool? Sure. So I think one of the things that way talked a little bit about there. Two types of knowledge is the explicit were just like here you do Step one. And here you do Step two, and usually the task knowledge is sort of like, you know, when you’re baking and you’re like what this done look like? Great. And it’s hard to figure that out sometimes. Like, you know, data governance. You’re like, How do I define those? Like, What does this mean? Why does this number look like not what I was expecting? And I think a lot of times we don’t always have the language. We don’t always have that shared language. Tio have that discussion. So when you map out a process right, if you do that diagram of like here’s, here’s what happens. Here’s which systems are connected to each other, and somebody’s like I never realized that right, Like that’s not the model that I have in my head of how these things fit together, and I had these other pieces that are not on the diagram that you just wrote. The act of like making those diagrams is is you know, Wei Tau have that conversation, get that knowledge out of people’s heads and get a documented right than other people can see. That s so There are a lot of tools for that. Like really simple. I’m sorry. Taxonomy. Taxonomy is another. Another helpful thing I think about autonomy is Oh, no Texas. Tow the grant like different things. Teo also think about it. Buy-in named Tulip zoho. I really like like paddle. It is really, like, cheap. Easy. It’s not made for that necessarily. But you can use it. Pagnoni. It’s really it’s men for teacher. A lot of teachers use it, I think. But it’s free. It’s You don’t have to, like, learn how to use it. There’s not like a steep learning curve, which is helpful for diagrams. You’re like, you know, you can just do pencil on paper, but you know, good, more advanced toward, You know you’re losing charts and all of that or more advanced. But they take longer to learn how to use, so that vanish now. So I’ve got a I’ve got a question. It may be embarrassingly basic, but we ask anyway. All right, So now if we have created this, uh, sort of this organizational chart or this this flow of this chart that in paddle it how do we How do we now preserve that so that people confined It is, It is. It is a simple is the shared drive on a network. I think it depends on what it is and what it’s for, right? Like if it’s hears we’re documenting our process for maybe managing volunteers. Or maybe this is how you make updates on your way you might share. You might save it wherever you might be in your share. Dr. It’s wherever you have your documentation, which honestly, should be wherever people go, because if people don’t go to it, then you have to do that whole, like trying to get people to go to. No place is just more on top of more like it’s just not gonna happen when they already are exactly exactly wherever they are. Just just make it work for there. Okay, okay. Time for a break. Pursuant. the art of first Impressions. How to combine strategy analytics and creative to capture new capture, captivate its, actually captivate new donors and keep them coming back. It’s their e book. It’s on donor acquisition and how to make a smashing first impression. You will find it on the listener landing page at tony dot m. A slash pursuing capital p for please, of course. Now let’s go back to strategic knowledge management. Another tool door you can share with you a couple things I can think about. We demonstrated some visual tools, just having simple visual guides to guide people on what systems do what we demonstrated several of those yesterday, and we also know what kind of systems are we talking about? A different knowledge systems. Maybe you’ve got databases. Maybe you’ve got documents, shares, maybe a process. Documents for the finance system live somewhere else. How our users supposed to know what system Teo use if they don’t even know what systems that you have so doing visual guides for where do I find this? Or where do I put that simple stuff that people can literally stick on? The fridge is in their offices, so people see that constantly as a reminder. We demonstrated some landing pages in Portales. A lot of people think of of that is just a way to get into the document management system. But you could do so much more with a portal you can have links to. Resource is links two different systems guides on where you should put stuff. Updates from the internal newsletter. To remind people of recent resource is way did a whole system of links. If folks check the collaborative notes for our session, we put about a page and a half of links for folks to different tools. And then he also made a Google drive of downloadable resource is for folks to express. Okay, well, we need to identify the first. Where’s the where’s the sheet of patient half of links that’s going to be in the collaborative notes for our session. With that, it’s it’s on this session. If you go to the session page on the NDC agenda, there will be a link to our social. Okay, so you start in ten dot org’s, then you go into the conference, extend into the agenda. Great. So on on Wednesday morning, we have is the strategic Knowledge management. If you click on that the session description, all of the links Aaron there Wave also tested it on both of our Twitter accounts. And then we can also post at the forums and handup Florence under the Where do we want? Put that one in the main discussion or debate? Remain discussion with the mid discussion for him with us. The links because we did a lot of resource, is this is a lot for folks to absorb. Let’s take time. What is your what? Your Twitter ID? Oh, sure example. At Darva arika d a r E v e r k Darby murcott Janice What’s yours? It’s a curiosity bilich at curiosity. Bone or bones? Singular singular curiosity. Bone going challenge metoo way. Curiosity is much easier to spell them. Geever. That’s curiosity Bone. OK, OK, good. All right, So now where else is it? Besides the Twitter Twitter accounts, you said it’s in a forum. Thie tenn dot org’s community forums will go ahead, and we’ll post that on the discussion. And then I think the decision makers would be a good one for that as well. And folks confined that okay, community forums within within ten dahna. Or there’s an decision makers as well as a discussed one, and we’LL go ahead and put that link up for folks because we did a lot of research, and a lot of resource is because we know it’s it’s hard to keep track. We’re gonna have to talk about some of these because we’re doing this for about ten minutes and I have a half hour segment to fill. So it’s okay. You don’t hook with Don’t look with go to the community forum, weigh a lot more. Okay. Okay, Janice, go ahead. Your turn, please. S o. I think that Okay, way talked about sort of the diagram diagrams. They’re, like, my favorite way. Talked about training, right? So I think also in terms of thinking, we talked a little bit about, like, the explicit versus task knowledge. And so sometimes it’s sort of like you’re like, where do I start? Right, So, like, I think that, like, just starting with getting things out of people’s heads, and you’ii think you come up together with some strategies like the, you know, shadowing people and sort of like doing the retrospective after an offense or things like that about shadowing something in real life. What’s that about shuttering people? So, you know, sometimes I don’t know if you’ve ever had that experience. It’s like, maybe haven’t somebody knew who’s coming on board and they ask all these questions. You’re like, I never would have thought to explain them if you had an *** that question. So sometimes, you know, in terms of getting that knowledge out of someone’s head, we don’t always realize that we have it because we’re like, Oh, yeah, like I just do it. And I’ve been doing this for a long time, and I don’t realize that that, you know, personal system that I’ve come up with for how to get this done really efficiently, that that’s actually knowledge that is useful and that I can share with someone else, like I could teach somebody else I do. This, it is, may be hard to think about how to do that, and sometimes the best, like the easiest way is to have someone who doesn’t have that experience watch you do, you know, like maybe how do I, you know, host a good podcast? How do I do an interview, right? And so you watch somebody else do it, and then you come up with these. You either like notice. Oh, they’re doing it. This and this order, they’re doing it in this way. Or it’s an opportunity to ask that question of, you know, like, why did you choose to do it that way? Right? And I wouldn’t have thought to explain the decision for me, Like, you know, I’ve done this a million times advantage, just, you know, So I think that’s a good, easy way to pull it out. Anybody could do it. Another simple related to that. Is it sort of just telling someone like, Oh, yeah, you just go enter this over there. You could use simple tools that we all have on our laptops I movie or another, you know, quickie tool, off of Windows, laptop and just scream cast really quick what you’re actually doing and capture that in a thirty second video. You know, you could post that internally. A lot of us use chat programs at work, you know, slack or G chat or whatever. You could post that straight in there on a team channel and say by the way. This is how you do the thing. And then if people have questions about, why are you doing it? That way you can have more of a live back and forth and just a static. You know, just go do that thing. But I think even to write, like not just the not just sharing it in that moment when somebody has that question, but making sure that it’s it’s stored somewhere that people confined it later because they’re like you had that question. Probably five other people will have that question. So let me just save save the time now and just put in a place where you could find all of the screen cast on DH. Yeah, they’re a lot of simple, like snag. It is. Another one is just really. It’s really simple to use on. It’s not that expensive, so a screen Flo would be another one that’s a little bit more pricey. It’s maybe ninety nine, but it’s it’s another good moflow captures maggot. What you’re doing live on your computer to demonstrate that for folks, Maybe you’ve got your Tio. You know, a lot of folks are purely remote offices, so you might not have that ability to sit one on one, but you you could capture what you’re doing for a training video like Janice mentioned. If one person has that question, you know, ten other people have got that questions of capturing that knowledge of them, making sure you get that knowledge out as well, Not just capturing at once, but making sure people know where that resource is good. And sometimes that’s faster, right? Like trying to get somebody to like, can you? Right, the out, all the stops and documentation. They just look at you with that leg. Look like I don’t want to need you to spend time like if you were to ask him to show you that I’m like, Oh, yeah, like you did so did it up right? And and so that’s almost a wayto document more quickly. So especially people who don’t like to write things out or like they’re really stress out about it, but are willing to answer that question in that moment. If you can capture that then and make it easy for them, I think sometimes that it’s pompel for that, Uh, I don’t have anything else to say except what other? Whatever tools we got when I was trying, I was trying to think of some different types of data needs, but I can’t I can’t think of any that that I was going to ask you about specifically. So you may as well just keep going. We can talk about women defremery. Sure, a couple of the other items we talked about that are sort of the basis for when we talk about knowledge management. People look at that and they go, How did I do that? What are some practical ways to do that? So we talked about having a knowledge management framework, and frameworks can be really intimidating for folks. They see that they look online and they say all these diagrams and they go. I don’t know what that is, but it’s really just a lens for thinking about the structure. Framework is just a structure. It’s a scaffold. Eso It’s how you build your knowledge management and a focus of what’s important for your organization. Is it that is Janice mentioned? Capturing tacit knowledge is a huge problem. Your organization nobody writes anything down. They leave and then you don’t know what they did so maybe you want to build your knowledge management process, focusing on capturing tacit knowledge. Maybe it is that you guys love doing documentation, but nobody ever updates the documentation. So maybe you need to build your framework on a continuous capturing of that knowledge and continues updating instead. So we talked about different ways to to think about how knowledge works at your organization and how you should build your structures around that. And then another simple tool that we talked about is a taxonomy, which most people already have at their organizations. But they don’t think about it, and it’s not really written down. And that’s the way you refer to commonalities. So maybe your know it. Urban teachers. We’ve got three remote offices, and we use acronyms in particular terms to refer to them. We’ve got terms for referring to our program and for different stages of our participants. That’s a taxonomy. That’s something we can use across all of our systems as a common language, and it usually starts in the in the document management system, and that’s often where people see it. They build that out across multiple systems that can be used in your CR M. It could be used in your HR system. It could be used in your documentation on when you start having a common taxonomy or lexicon like that, it makes it easier to capture knowledge management cause People start using the same things to refer to processes, and it helps bring teams together and really provides a cohesion around your knowledge in your organization. Just a common understanding. Yeah, and people are often they already have one. They just don’t think about it, his attacks on me, but in general, they’ve already got one. The other thing, too, is that you can capture all of this documentation, right? But if nobody knows what it’s called like if you call it volunteermatch judgment and I call it, I don’t know constitutent management or whatever, right, I that’s no good, because then I’m not finding I’m not looking under there because I don’t think that that’s relevant to what I’m looking for. So I think that that common language is also what makes it you know, that your consistent about it you can other people confined it. They know, like OK, when someone says like this is you know, our hears their marketing materials, right? I know that that our logo is considered our marketing materials, right? And some other places it might be under something else entirely. Might be, like under and join our brand your brands, right? So it doesn’t matter what that is, as long as there’s that shared understanding the organization. This is what it means so that I can go into the document German system or, you know, if I ask, ask somebody. Hey, I’m looking for acts, right? Like we have a shared. Understand what that means and what they look for it. How do you create the shared understanding and taxonomy if one doesn’t exist? You were saying, You know, it probably exists and you don’t know it, but suppose it doesn’t suppose you know, just lots of examples of people referring to the same thing by different names. That’s where you need treyz glossary. What do you do it? It’s where you need to do a little bit of legwork. Someone on your team. It’s usually on the team, but not necessarily needs to do some knowledge. Management work needs to work with those teams, and, you know, maybe you’ve got eight sites but they and they’re all talking about his Janice mentioned things under different labels, but they’re all really doing operations, functions or volunteermatch judgment. So you work with those individual departments are sites and you find out what their commonalities are because a lot of knowledge management is about finding commonalities between things a lot of groundwork. Yeah, And you do you have to, As Janice said very aptly yesterday, you’ve gotta invest some time to save some time. You know, you can’t get saved time for free. You need to invest some some leg work up front. So if you work with those different departments to figure out what their commonalities r and you work with them to build a lexicon, you’re going to find that people aren’t is really determined to refer to something as a particular thing as they once thought. When you start showing them the commonalities on DH when I’ve done taxonomy, is that organizations? In all three cases, I’ve had to do it. People end up agreeing on the taxonomy because they you know when when you get him talking, they’re really just talking about the same things. And they’re really not that invested in referring to it as a particular thing. They’re okay with going with operations instead of, you know, office, office management or something like that. You know, they released a little bit, and they realize special and you promoted as like, you know, we’re trying to make it easier to work together. They tend to release a little bit and go. Yeah, okay. We’re cool with operations, OK? I’m surprised to hear that, actually, people would stick to their This is operations. Well, that’s what culture. So that way, that way. So So, Yeah, we talked a bit about organization because I think any time you talk about language, any time you talk about the way that we do things here, right, that is organizational culture. And you know you don’t have unorganised age culture that supports knowledge management that supports learning, right? Sharing of information. You know, sometimes people will get very Don’t touch my stuff. Stay in your lane. You know, this is my job. That’s your job. Whereas I think if you are learning organization, if you want to build that college culture of you know, we share our knowledge here and we all learn from each other. You know that obviously you don’t want those silos. That doesn’t work out very well. That’s kind of the essence of what you’re trying to do. But I think like the one of things that we talked about in terms of road blocks, where you’re trying to roll some stuff out and maybe people are like insecure, they viewed their knowledge is job security. And it’s not that Maybe that doesn’t come from a place where they used to work somewhere where you know that was an issue and that that certainly can be at an issue and in some organizations, But a lot of times it’s just that really, that individual like, you know, I want to make sure that I keep my job or I want to be seen as valuable. And you can use that to write because so it can be not were trying to steal your knowledge and take take your job away from here, take things away from you, but also you know, Hey, your knowledge is valuable and sometimes people don’t see that and helping them see that you’re acknowledges really valuable to the organization and look how much stronger the team could be if we all had could use that knowledge, and we could help you even more. And, you know, whatever you’re you’re role is all right. Gentle persuasion, all but all for the good of the mission. Absolutely. Way all could do a better job if we could come together with this agreement around this common language. Yeah. Yeah. And also acknowledging that you might be in an organization where you know there is a toxic or culture, and they’re no amount of knowledge. Management is going to fix that. So they’re just, you know, knowledge management cannot fix broken business process buzzes and broken culture. So there is an acknowledgement of that. You you’ve got larger problems if that’s going on in your organization, and we can fix that for you. We’ve had discussions about on the show previous ntcdinosaur about blaming technology when leadership or processes or culture are the problem, right? And I’m looking for a technology solution to a bad CEO, right? No amount of pretty software is going to fix something like that. No amount of nice, you know? Well streamlined document man, aren’t you? Knowledge management is going to fix that. Wait a couple more minutes together. Uh, what else did you talk about? That maybe some questions about some of the Okay, Well, a lot of the questions were related about related to culture and trying to get people on board with things when people were resistant. Because it’s hard to make it hard to make culture change. Absolutely, absolutely. And I think it’s sort of like it needs become a part of the way you do that here. And so it needs to also be part of, you know, one way. Besides, getting people’s buy-in is also making a part of job expectations, making it part of your performance performance evaluation on DH. You know, just making it like every time we haven’t have a project meeting, right reflection is part of that. Every time we have a staff meeting, there’s there’s some aspect of knowledge mansion or we talk about. You know, every quarter we talk about what do we need to update? Maybe in document management? Maybe. What do we need? So like, nobody uses this folder. Nobody looks like this like it’s maybe we need to just archive it. We don’t need it anymore or things like that and building that in and acknowledging that you can’t do this solo, you need your stakeholders and identifying who those are early on and that you’re going to need some executive stake holders. Get them in. Earlier on, we talked about different techniques with you know, that straight project management type stuff. But in terms of knowledge management, get him onboard early. You know you’re going to need them to help you push this through on DH. Really? Make sure you take care of your stakeholders and you deal with the people that are not liking your process. Figure out why they don’t like your process and try and work with that. You know it might not make them your favorite stakeholder, but if you understand where they’re coming from, like Janis was just talking about, like understanding why they’re a road block that could be really key to getting past them and really making them invested in your project and turning them around to liking your project. Having good office relationships helps also yeah, long before we’re talking about knowledge management. Just if you’re decent and it isn’t to your peers and colleagues and, uh, you get to know them outside the office, you know? And you’ve got his foundation of a relationship than when you’re calling on them for some. Some compromise. I think you’re more apt to get it. Yeah. They didn’t trust that. This is going to be good for the organization. This is We’re working towards the same goal if you don’t have that trust, and you need to start there like you need to start establishing Janet. You also mentioned the archive folder. I do plan e-giving consulting on. So I’m brought in sometimes to revive a program that’s stalled. And maybe there was a plan e-giving consultant or director. You know, four years ago. And then they eliminated the position, and it just kind of faded away, So I’m so I’m invited. Tio, update the files. Update the files. I can’t tell you that the first full day I makes archive, I’m opening this. I don’t know what everything is from two thousand six. We’LL move archive. You know, it has no relevance reducing that I think producing that clutter are not overwhelming to people. What are things you that actually relevant to to our organisation and our operations now, like maybe we need to keep that. You know, we don’t care. We’re not sure if we need to keep out, and we’re keeping it just in case that sort of get it, clear it out of the way, right? Because, like, it’s not the stuff you’re using all the time. The stuff that you are using frequently That should be, you know, really central and real quick. Good technique. With that, people get really nervous when they say you’re going to delete those archives and they hide a copy of them. So you just do a process where you keep them. But you put them in a place where it’s not clogging up their search terms and assure them they really, really need that. You can still get that back for you, and that really helps them move it out of what? What’s searchable their day today life. But if they know that it’s still there somewhere, they often are much better with being able to archive because they’re not worried about you pushing the w good. Okay, Janice, I’m gonna give you a chance to wrap up. Oh, like she’s pulling together. So I think some of the biggest things we talked about were really like, Get things out of people’s heads, Get the knowledge out of people’s heads, make it organized so that people can find it in a way that it’s It’s not overwhelming to people what makes sense to them, right? And also not, you know, being aware of people’s what people are scared of or what people. But those hang ups or obstacles might be to make sure that we can address them and get them on board. And it sounds like a lot of rigging it is, but the passing that time out front will really help you save time down the road. All right, that was Janice Chan. She’s consultant Shift and scaffold on DH. Also Darby arika, director of information technology at Urban Teachers. You are with non-profit radios coverage of twenty nineteen, the non-profit Technology Conference. All of our nineteen ntcdinosaur views are brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. Thanks so much for being with us. I need to take a break. Wagner, CPS. They’re free. Webinar came and went earlier this month. Tips and tricks for your nine ninety you missed it. You suck. No, but you can get it back. You watch the archive? Yes. Lamenting wayward listener that’s you gets the archive. You learn how to use your nine ninety as a marketing tool. You goto Wagner cps dot com Click seminars go to the month of April. I know it’s a little convoluted, but they don’t have a landing page there. Wagner cps dot com Click seminars Go to April and you’LL find tips and tricks for your nine ninety. Now time for Tony’s take to be the one that is my video this week. Inspired by in an Air Force reunion that I put together. It’s not really fair for me to say I hosted it because it was on the Air Force base, where we all worked Whiteman Air Force Base in Missouri in the mid to late eighties, and about thirty five of us came together and then you add spouses was like fifty people, a total, but we all had this shared experience of doing an unusual job. We were launch officers for Minuteman nuclear missiles at Whiteman Air Force Base in Missouri in the Reagan years, and so we came together and It was just wonderful seeing everybody reconnecting you. No way have had we’ve had to reunion since then, So some of us have gotten together at other times. But some of us we have some haven’t been seen since, like nineteen eighty eight eighty nine. But there’s a re connection immediate, and that was the inspiration from my video. Be the one and what? What I mean by that? You’re just gonna have to watch. The video is at tony martignetti dot com, and that is Tony. Take do now. It’s Miller time. No, it’s not Miller. It’s Maria time. Real simple. Maybe Maria drinks Miller. I don’t know. Probably not. She has better taste. She has better taste in that. She’s much, much more refined. She’s, Ah, she’s the prospect. Find her. She’s our our trainer all. She’s a Strainer and speaker on Prospect Research. He’s our research contributor. Her latest book is Magnify Your Business Tips, tools and Strategies for Growing Your Business or Your non-profit. She’s our Doi End of Dirt, cheap and free. She’s at the prospect finder dot com and at Maria Simple Maria. Simple. Welcome back after many, many months. Yes, thank you for having me back. It’s great to be here. Absolutely. You’ve been absent since Hurricane Florence, which you and I all know know verywell. Now we track hurricanes because we live in North Carolina very close to each other on that was last September, like September twelfth or so. Yes. You’re supposed to have been on. And you had to. You had to cancel because the hurricane was imminent. Yes, I was evacuating your evacuating, right. We had an evacuation order in my town, too. On. That’s last September. Now, are you Are you done with? You had some damage. You had more damaged than I did. Are you done re rebuilding? No, they haven’t even started. Yeah, that’s the problem that people don’t get. It’s hard is held to get contractors. And this is back from September. We’re talking about September. Well, yeah, well, we’ve got this contractors on site, but there have been a lot of insurance related issues, so that’s a whole other thing. Yeah, well, there’s that too, but but just the idea of getting contractors, people don’t realize that. Of course, I never did When I lived here in the city that it’s it’s It’s not uncommon for it to be years later. I mean, I guess we experienced it somewhat with Katrina. You saw, you know, the one year anniversary, the two year anniversary. But everybody, you know, Katrina struck me as a riel aberration. Although now as the climate changes, it’s it’s less so. But at the time, it seemed like, you know, it couldn’t be that devastating. But But even just Hurricane Florence from last September in the Carolinas, it is devastating. And people are still rebuilding and have not like like you. Yeah. Yeah. Still still waiting on a lot of a lot of work to get done. But you know what? I’m grateful and blessed to still have a roof over my head and we can live in our space so that that’s all good. Yeah, yesterday. I mean, when I say rebuilding, you weren’t destroyed. But you had you had damage damage in your in your apartment. What do you It’s a townhouse. Where do you have their townhouse? Condo. Thank you. Answer. Okay. That word eluded me. That’s a That’s an advance word from a condo. Right on your in your condo. Alright. So welcome back. It’s been many many months. I’m glad you’re back. Thank God you’re back. Um, so we’re talking about ethics? Um, what’s I mean? There is a lot of there’s a ton of private information and personal info, and you know, they have to be boundaries around what we collect and how we save what we do collect. That’s that’s issues here. Yes. So, you know, that’s definitely a lot of the issues here. You know, it’s it’s interesting because sometimes people will call me and they will say, You know, Maria, I need you to work up profiles, whatever these five or ten people we need, Thio know everything they’re interested in. You need to know their network on DH a sentence. They actually, as soon as they say that word network. I know that there’s a certain level of educating that I’m going to have to do even if I begin to start to work with this particular client. And and the reason for that is because what we as prospect researchers have access to, So whether you’re working for a small to midsize non-profit or you’re a college or university or ah ha, that all you have on ly to information that’s in the public domain. We do not have access to private information such as credit reports, right? So it’s important to make that distinction. Because when we’re looking at publicly available sources, we can never come up with a net worth. I don’t tell someone. Yeah, we’re going to get into detail on the Net worth conversation. I know you. Yeah, You specifically have wrote something on it. We’Ll get to that. Um but so let’s let’s let’s pursue what you just said about public versus private sources. I mean, I would think that when your clients hire you to do prospect research or when we task our prospect researchers if their in house, uh, we want all sources, whatever you can get it. Where did you get your hands on? No, right, that’s not so right. That’s that’s an uninformed doesn’t mean she can’t get your hands on. It might not be something that your organization would consider ethical. So an example of this might be, um, divorce records, right? So sometimes those be publicly access. However, think about this. If if you have to stop and think to yourself, how would how would this donor for a perspective donor-centric er ds. And if the answer to that is G, they might sever the relationship with our organization altogether. Then it’s simply not worth looking at those divorce records or even hey, even, maybe not. Maybe not be so extreme, but they would be upset that we were evaluating that. But But But But it has value. Okay, so let’s have a conversation. So I’m gonna push back. It has value to the organization. Um, if I’m trying to find out how much a person’s settlement is in a in a divorce, you know that that goes to what I think their capability is for giving to my organization. How much they gained or lost in a divorce is goingto figure into that calculus, all right, but just let’s say they’ve gained a million dollars from that divorce settlement. Are you entitled necessarily to that million dollars? It’s just like anybody making their money in any other way. Just because they have it doesn’t mean that they would want to gift any part of that settlement here working well, you, But you could say that about you could say that about anything. You could say that about their salary. Just because they make one hundred fifty thousand dollars a year doesn’t mean I’m entitled to any of it or one and a half million dollars a year. You could say that about anything, right? But that’s why I think you really want to rely more heavily on good old development, work and cultivation and developing a relationship and under standing what those people have an interest in funding on DH whether it’ll the lines properly rather than knowing the final settlement amount of what their divorces. Okay, But it’s still I mean, I I agree that it’s unseemly, but I’m I’m challenging it anyway because, uh, you’re stuck with me as the host. I mean, that’s the best. You’re the best reason I’ve come up with. So you’re stuck with it. You can either hang up or continue. It’s your choice on I’LL be fine without you. So don’t worry. You know, if you want to end up going so I mean, I’ll entertain myself. If nobody else, I just amuse myself. Um, no. Okay, so now but it’s still it goes to their potential. I mean, you’re you look at other sources of potential, right? Like like you public public public stock holdings, right? If the person happens to be an insider, you and I have talked about this, so this is not jargon jail material. You know, I’ve talked about this. If they’re an Insider Inc. Then their public, their their their stock holdings are public. That goes to their capacity to give. So why write? You have to find another reason why divorce settlement either gain or loss is not is not valuable info because because so far so far it’s analogous to a matter of public of insider stock. So when those when those insider stockholders file with the federal with the SEC right, the Securities and Exchange Commission, they know that this becomes part of a public filing that is completely searchable online, etcetera, etcetera. Operation will have it on their website. No eso again. It’s just what is the perception that they’re goingto have of you looking at the different types of records. So I think that again, and it’s just if your organization ends up having a policy that it’s perfectly fine to do that, then that’s fine. But I think that you do need to make a decision about you know if if are there certain types of records that you will consider off limits for your organization and just put a policy in place, whatever. Whatever way you decide to go, in the matter of, say, divorce records, for example, what’s another word not going against your policy? Do you think of another category of data? That’s Ah, a gray area. Um, you’re a professional, and you’re professional researcher. Yeah, well, you’ve been asked three years for other stuff that you felt uncomfortable with. Well, they’re what they’re I can remember one time in particular when I was researching an individual. Ah, that I decided not to put something in writing because I knew that the perspective donor-centric lorcan ization And this is this is across the board. You need to be aware of this, uh, altum non-profits do that. They could walk into your organization and say, Show me what you’ve amassed on the show Me any. Tell me my donor records. Show me my files. Right. Uh, so you need to be able to turn that over and know that they’ve been written in a very subjective and objective way. I’m sorry and not put anything subjective into it. No subjective statement. So, for example, there was something that I passed along to a development officer verbally, as opposed to putting it in writing, because I felt that it was going to potentially jeopardize our relationship that they were developing with that individual. However, it was very important that the development office, they’re new, that this person had insider trading and had done some paid a lot of fines for it in their background because they were considering this person as treasurer for the organisation Esso. I felt that it was my duty to toe let this officer know that this was in this person’s background because they just didn’t know that, right? Very Jermaine. Yeah, I think you might have used that as an example some other time for something else we talked about. That sounds familiar. Yeah, okay, but it’s a good one. It’s a poignant story. Okay, okay. All right, so So I. So I guess you’re saying divorce records. That’s the main. That’s the main thing that you find unseemly. And I do kind of like your standard do of what would if someone came in and read everything that we have on them. What would they say? How would they feel on that? That’s going to go to not only what you include, but how you describe it to how you describe your conversations with them. You know, you and I both agree that the best some of the best research, not all some of the best research comes from face to face meetings. How do you describe those meetings in your CR M after you’re back from the lunch or the dinner on DH? So thinking how the person would evaluate that feel about it could shade how you describe it? Okay, I gotto now. I just did a lot of talking. I gotta take a break. Hold on, Maria Simple. Stand by our last Break last break text to give you diversify your revenue by adding mobile e-giving. It is a misconception that this is only for disasters. That’s not true. You can build relationships by text. You do what you do it all the time with your family and friends. You can build relationships with donors as well. It’s very possible to do through texting. You learnt how, with the five part email, many course, um, to get into the many course you text NPR two four, four, four, nine, nine, nine. Now we gotta do the live listener, love. Ah, and it’s Ah, live listeners are in starting abroad. Seoul, Seoul, South Korea Gotta send annual haserot comes a ham Nida, of course, to Seoul Moscow, Russia Welcome Moscow on DH Hanoi Hanoi, Vietnam Sometimes Vietnam is with us, but we can’t see the city. But today we can we know. We know it’s Hanoi. Welcome, live! Listen, love to Vietnam and also Istanbul, Turkey. Very happy to have you with us Live love to you and Burundi. I’m sorry. We cannot see your city Brandy, but we know you are with us. So live love. I think that’s a first for burned e cool. And here in the U. S. Only couple Tampa, Florida Live love to you New York, New York Multiple love to see that. And on the heels of the live listen, love comes the podcast Pleasantry are pleasant trees. It’s multiple. There’s more than one listener podcast. In fact, they’re over thirteen thousand, so I can’t just send one pleasantry. The pleasantries to you so glad that you are with us. However, non-profit radio fits into your schedule. Pleasantries to you. Thank you for being with us on the podcast. Now, we’ve got lots more time for ethics in your prospect research. Um, anything you want to say, Marie Sample. I gave a big diatribe, and then I cut you off with a with a with a break. Anything you want to add or comment on About what I just said. Now, Now, I think I think we covered that in general. But I did want to spend a little bit of time talking about, you know, potential code of ethics that the organization might want to follow on where they could find some guidelines. Yes, you get your dirt free and dirt free. Resource is cheapen defremery everything. Okay, So there’s this awesome organization that you’ve heard me mention it before. That professional researchers prospect researchers either belong to it were at minimum, will adhere to their code of ethics and its apra a p r a. Dahna work. So that stands for the Association of Professional Researchers for Advancement. And the thing about APRA is that they’ve got this page of their website that is actually dedicated to their statement of ethics. So it would be great if your listeners at least went to the after a website. Took a look at the ethics statement Whether or not you remember and really take a look at you know what is involved? What are the areas that you need to be aware of as you’re putting together your your code of ethics for your organization. And they’ve even got a wonderful ethics tool kit. A za pdf document that’s chock full of great resource is so I really would encourage your listeners to go check out our our listeners. Maria. Simple, please. You made that mistake. You made that part in that pronounced twice. I share the listselect hours. No ownership here. Yes. So I I went through. I was disappointed with the statement of ethics. I I found it kind of vague. However, the tool kit had the good examples. Like I was looking for examples. All right, um, of you know, they talk about, for instance, in the statement of ah, statement of ethics, they talk about bilich shall only record data that is appropriate to the fund-raising process. So I was thinking for I was looking for examples of what’s inappropriate, but it gets flushed out when you go to the when you go to the tool kit now, right? So let’s, uh let’s talk a little about Oso in the ethics statement, it suggests a couple things like you should not be. You should not be friending prospects that you’re doing research on with your personal accounts for one is that that’s right. Is that your statement? Yes, yes, that’s correct. And and also, you should be transparent when you are doing any type of research on behalf of your organization, right? So if you’re, uh if you’re if you’re calling somewhere to find out, you know, whatever. Somebody stop holdings are something like that, you know, in public stockholding records and and they ask you, you know who’s calling you. You have to be transparent as to who you are on DH, you know, and what organizations of your work you know as well. So you want to just make sure that your you do have maintained the standard. Okay, so So when you’re calling, you’re not just saying, uh, my name is Maria Simple, but you’re giving the name of the organization that you’re calling on behalf of two. Is that what you mean? Right? And quite frankly, it is rare that you’re going to be asked for, you know? So when they’re publicly source to information, they’re typically not going to be asking, you know who’s calling? I mean, I’ve never called. For example, if I can’t find information on tax assessment records, right or tax property tax records and I call it an assessor’s office, they’ve never really asked Who is this? Why are you asking? Because they know it’s publicly available information. They just give you the information that you’re looking for, you know, on that property record so you can call and ask about any property you know, anywhere in the United States, and you’d be able to get that information without being asked. But if in the in the event that you ever are rushed to be transparent, so the same goes on social media, right, um, you can That’s why you don’t want to make a fake profile. But I know I saw that. Yeah, people do that. You don’t want to make a fake Lincoln profile with the, you know, with the intention of trying to take all these people into becoming your first degree connections just so that you can reap all this wonderful information off their profile, right? Because now they might be okay. Here’s an interesting one. Suppose they’re talking about their divorce on, um, Now, don’t make it Facebook, because the likelihood of friending prospect on Facebook is pretty slim, I think. But let’s see. Well, wait. Now let’s see if they’re If they’re a fan of your organization Page, does their personal feed become visible to you? No. No, it doesn’t. No, no, it doesn’t work that way. Okay, but if they made any comments, you know, on DH, I got in. Any person would make a comment about their divorce, and I’m trying to I’m trying to make it more like trying to make it more likely. Okay. Suppose this supposes Twitter, Um, suppose you’re the organization is following them on Twitter. Um, and, uh, and there another bitter. Or maybe they’re ecstatic. Maybe they did great. You know, maybe the guy reaped a big reward. Um, it feels like he you know, he’s got over. So the guy or the woman is now bragging on Twitter and you’re following them. That’s that’s public now. Right now, it’s now it’s public. Now it’s public. So in my opinion, I think my fellow researchers would probably agree with this. It would be perfectly fine Teo to take a screenshot or quote what was said and then give attribution to the day, uh, that you saw this particular quote on Twitter. Ah, and but again write it in a very objective way. So you know you don’t write. You don’t introduce it by saying, you know, looks like metoo windfall in their divorce, as evidenced by the tweets. And, you know, just you know this so and so commented on their divorce by saying, you know, the couple was divorced, It would appear the divorce is final and the prospect had the following tweet regarding their divorce. Not now. Very objectively written. Okay, I agree. I see. Um, so going into the going into the er going to the tool kit? Um, they said something about list sharing that I was surprised by, um, list sharing. Never share lists with volunteers, key stakeholders, um, etcetera, etcetera. But But they were saying they said volunteers and key stakeholders. But we’ve talked about Andi. I’ve had other guests to talk about sharing lists with board members. But but this opportunity, it says you shouldn’t be sharing this with volunteers and key stakeholders. What do you make of that? Yes, so again have a very clear policy in place. So if your organization’s policy would be that the only stakeholders who would have access to discussion of proactively created list would be boardmember and state that on DH, then maybe put together ah, confidentiality confidentiality policy for your volunteers board members on employees. Also, by the way, on DH, we could talk a little bit later about a particular organization that has an excellent example of those types confidentiality agreements. But if you are going to start doing that type of list creation, discussion of lists or even quite frankly, discussion of any prepared profiles that you have on individuals, it’s going to be a good idea. Tto have thes confidentiality policies in place. Okay, okay, shut out the organization now go ahead. The one that has good, good examples. What right? And so there’s one called the National Council of non-profits. Ah, and the the way I actually got to their their confidentiality agreement was actually through through the two tool kit and through operas website. So that would be a really good place for you to start. And then, you know, get your way over to those agreements that they get very good samples that you could literally just, you know, very easily modify, um, plug in the name of your organization, you know, run it by your attorneys to make sure that being the language would be appropriate for your organization and then actually have these folks sign it. So, Fury, let’s say you’re only going to have the Development committee is going to be the only folks that have access to any, uh, any of these profiles or these lists that you create and make sure that everybody on that development committee, whether they be a boardmember or outside the board, you might have you might have some outside boardmember is also involved in development efforts. Have them sign the agreement as well. And then these documents have to be treated properly after they’re after there. You set the board meeting, right? Absolutely. Absolutely. If you decide to print anything out, be extremely careful about what happens with those documents. Try not to let any of them walk out of the room, make sure you’ve got a shredder in house. The last thing you want is for something to go into the trash and, you know, or recycling or whatever and then get, you know, literally the wind blow it around the neighborhood. So did you want to be careful? And even though it’s all publicly sourced information, still, it is something that, uh, that they were accepted the donor or perspective donor. You know, out there in aggregate, it could be a lot more valuable than individual discrete pieces of data that people have to go and find on, especially when it’s a list of fifty potential major donors, etcetera or even foundations. All right, I want to give you a shout out. You are. You are named in the Capital kit because you wrote an article about being more than networth for from non-profit times and we so So you already already explained why you need need no liabilities, not just assets if you if you’re going to do real net worth. But they shot you out in the tool kit. So I wanted to mention that. Okay, wait. Just have thiss flies, but it always does with you. So we just have, like, thirty seconds left. Um, wrap us up. Okay. So to wrap this up, then you’ve got all this wonderful information. Make sure that it is stored in a secure way. Locked file, password protected files if you you share it through e mail. Make sure through password protected, encrypted ways that you’re communicating this thes profiles and so forth on. So make sure that the data is all security in some way. Ah, if your whatever you’re using Teo as your cr m Teo donorsearch software, make sure it’s password protected. And I know exactly who has access to those passwords, then change them often. Thank you very much. Maria. Simple. She is the Prospect Finder trainer and speaker on Prospect Research are doi and of their cheapened free you’ll find her at the prospect finder dot com And at Marie, a simple thank you again. Maria, Thank you for having me. Good to see you again. Thanks. My pleasure. Next week, more from the non-profit technology conference. If you missed any part of today’s show, I beseech you find it on tony. Martignetti dot com were sponsored by pursuing online tools for small and midsize non-profits, data driven and technology enabled Tony dahna slash pursuing by witness Deepa is guiding you beyond the numbers when you’re cps dot com and by text to give mobile donations. Made Easy text. NPR to four four four nine nine nine A Creative producers. Claire Meyerhoff Sam Liebowitz is the line producer show. Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this 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. You’re listening to the talking alternate network e-giving Good. You’re listening to the Talking Alternative Network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in Sumpter potentially ater. Tune in every Tuesday at nine to ten p. M. 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