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Webinar: Jumpstart Your Planned Giving

I’ve got a free webinar on the basics of getting your Planned Giving program started for small- and mid-size nonprofits. There’s a lot you can learn and there’s a lot you can do to kickoff your program. We’ll cover types of gifts; best prospects; marketing; resources; and answer your questions. It’s hosted by Perlman+Perlman. 

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Nonprofit Radio for December 19, 2014: Zombie Loyalists

Big Nonprofit Ideas for the Other 95%

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Peter Shankman: Zombie Loyalists

Peter ShankmanPeter Shankman is a well-known and often-quoted social media, marketing and public relations strategist. His latest book is “Zombie Loyalists.” He wants you to create rabid fans who do your social media, marketing and PR for you. He’s got super ideas and lots of valuable stories.

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Oh, hi there. Hello and welcome to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. I’m your aptly named host geneva community radio in geneva, new york, on lake seneca up at the northern tip it’s so cool that you’re with us, our latest affiliate and i’m shouting you out a second week in a row. I just love that geneva community radio is with us! Thank you so much love having you listen er of the week this week, aaron barbara in las cruces, new mexico he tweeted me last week that this show is awesome! He loved amy sample ward, and he’ll share non-profit radio with the non-profits that he works with, i love it makes him listener the week thank you very much. Erin aaron is also a cellist he’s at aaron barber of five a special listener of the week gift for aaron this week you’re going to get our guest peter shankman new book when it comes out in january and i will be in touch. I’m glad you’re with me, i’d be forced to endure papel idema if i saw that you missed today’s show zombie loyalists peter shankman is a well known and, uh, often quoted social media marketing and public relations strategist. His latest book is zombie loyalists. He wants you to create rabid fans who do your social media, marketing and pr for you. He’s got super ideas and very valuable stories on tony’s take two, please, no more rock star consultants. We need consultants who work with non-profits sponsored by generosity siri’s hosting multi charity five k runs and walks. I’m very glad peter shankman is with me in the studio. He is the founder of haro help a reporter out connecting journalists with sources in under two years from starting it in his apartment, laura was sending out fifteen hundred media queries a week, two more than two hundred thousand sources worldwide. It was acquired by vocus in two thousand ten he’s, the founder and ceo of the geek factory, a boutique social media marketing and pr strategy firm in new york city peter is on nasa’s civilian advisory council. You’ll find him at shanklin dot com and he’s at peter shankman on twitter. His latest book is zombie loyalists using great service to create rabid fans? I’m very glad his book brings him. To non-profit radio and the studio. Welcome, peter. Get to be here, honey. Thanks. Pleasure. You live on the west side of manhattan, and you and you there’s a there’s, a pretty well known five star steakhouse. I’ll get wolfgang’s not far from you know, but you pass it to go to a different steakhouse, right? Morton’s? Correct. Why is that more? I’m a zombie loyalist importance. What does that mean? I love the service, the attention to detail, the quality, the sort of where everyone knows my name mentality. When i walk into that morton’s or any mortons around the world, they have a tremendous custom relationship management system. When i call one number ah, in new york or anywhere in the world, it they know who i am by my cell phone. And i’m treated with just, you know, phenomenal. Uh, happiness toe here for me. And my wishes are granted is aware, and we have any happy hour holiday party coming up at morton’s next couple days. And, you know, as always, i forgot to call and make a reservation, you know, called and yesterday and said, hey, i need a a chance to get a reservation. For seven people dahna you know, there’s a night at, uh, seven p m, which is, you know, the week of holiday party, and they looked and they said, oh, well, and then i guess their computer system kicked in. Of course, mr chang is not a problem at all. We’ll get before you run away, you know, have it we’ll have a great booth for you that, you know, and we’ll tell us names the people attending and, you know, you know, you know, they’re going to specialize menus for them and their names on they really they have ah, really high level of service that they provide not just to me that’s, the beauty of it, you know, it’s one thing for everybody, yeah, it’s one thing, if they just provided to me, but they do that for everyone, and that is huge because, you know, being able to call when a normal person makes a reservation and not that i’m special, i’m actually rather abnormal. But what a normal person makes a reservation and says no more tests, okay, greater. You celebrating anything so, yeah, it’s, my wife’s birthday waiting. Always ask after anyone said, oh, you know what, it’s, my wife’s birthday great what’s her name and her name’s. Megan, whatever. And you go in and they and you sit down on the on the menu. It has happened, but they make it. And then megan, whoever she happens to be well in the next forty five minutes, you know, taking fifty selfies with her menu and that’ll go online. And when her friends, you know, want that same experience, they’re going to go morton’s, you say in the book, you get the customers you want by being beyond awesome to the customers you have and that’s why i want to start with that morton’s story, which is in the middle of the book, but they do it for everybody, and then they have the vips as well and there’s the terrific story of you tweeting going to tell that story that’s a good story, but it’s a good story. Love stories. I was flying home from a day trip to florida and was exhausted and starving and they trip, meaning you’re flying down a canoe down to six a m lunch meeting flew back same day. You know, one of those one of those days and, ah, i jokingly said the tweet, hey, morton’s, what? You meet me at newark airport when i land with a porterhouse in two hours? Ha ha ha ha ha! Um, you know, i said it the same way you’d say winter, please stop snowing things like that. And i landed find my driver and said, next, my driver is a is ah, waiter in a tuxedo with the mortons back, they saw my tweet. They put it together, they managed to bring me a a steak. And and, you know, as great of a story is that is that is that it’s a great stunt that’s a great story, and it wasn’t staged. It was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering steaks to airports. They’re about making a great meal for you and treating you like world when you come in. And you know, if they just did that if they just delivered the stake, the airport, but their quality and service sucked, you know, it wouldn’t be a story, you know? You know what they did for peter. But you know, my steak’s cold, you know? So what? It really comes down to is the fact they do treat everyone like kings and that’s that’s really, really important because, well, why is it happening to have a great experience of morton’s? And then you tell the world, you know, oh, yeah, great dinner last night, that was amazing, i would totally there again. And as we moved to this new world where, you know, review sites are going away and i don’t, i don’t need to go to yelp reviews and people i don’t know and, you know, if they’re shills, whatever the case may be, i don’t know or trip advisor, same thing i want people in my network who i trust and people in their network who they trust, then by default, i trust so and that’s going to that’s already happening automatically, you know, when i when i land in l a and i type in steakhouse, you know, not me, i know i know where the steak house on telly, but if someone typed into google maps or facebook steak house in los angeles, you know they’ll see all the steakhouses on google map, but if any of their friends have been to any of them they’ll see those first. And if they had a good experience, only if the sentiment is positive will they see those first and that’s? Pretty amazing. Because if you think about that the simple act of tweeting out of photo oh, my god! Thanks so much more in love. This that’s positive sentiment. That network knows that. And so if you’re looking for a steakhouse, you know, and your friend six months ago had that experience oh, my god. Amazing state. This great place, the sentiment will be there on dh. The network will know that that we will show you that steakhouse because you trust your friend. And this is where we start to cultivate zombie loyalists. Exactly is through this awesome customer service of the customers. You you have say more about something. Yeah. I mean, you have so many companies out there who are trying to get the next greatest customer. You know, you see all the ads, you know, the facebook post, you know, we’re at nine hundred ninety, followers are ten are one thousand follower gets a free gift. Well, that’s kind of saying screw you to the original nine hundred ninety followers. Who you had who were there since the beginning. We don’t care about you. We want that one thousand, you know, that’s not cool. The the companies who see their numbers rise and you see their fans increase in there they’re ah, revenues go up are the ones who are nice to the customers they have. Hey, you know, customer eight. Fifty two. It was really nice of you to join us a couple months ago. How do you know? How are you? We notice that you posted on something about a you know, your car broke down. Well, you know, we’re not in the car business, but you know, you’re you’re two blocks from our our closest ah, outlet or whatever. And, you know, once if you need to come in, have a cup of coffee, will you use the phone? Whatever. You know, those little things that you could do that, that that really focus on the customers you haven’t make the customers you have the ones where the zombies who tell other customers have great your and this all applies to non-profits certainly as well the question, but even more so. Yeah. I mean, if you know non-profits constant. Worry about howto make the most value out of their dollar on how to keep the dollar stretching further and further. And and, you know, you have this massive audience who has come to you, who’s a non-profit who said to you, you know, we want to help here we are volunteering our help and just simply treating them with the thanks that they deserve, not just a simple hey, thanks for doing it, but actually reaching out, asking what theywant asking how they like to get the information things like that will greatly increase your donations as well as making them go out and tell everyone how awesome you are letting them to your p r for you and that’s what a zombie loyalist does and this is for this could be donors could be volunteers in the organization who aren’t able to give a lot, but giving time is enormous. And if you know if they have such a great time doing it, they’ll bring friends as as zombies do. You know zombies have one purpose in life? A real zombies have one purpose in life. That’s defeat it doesn’t matter how the mets are doing, it doesn’t. Matter, you know, because chance that they lost anyway, but it doesn’t matter how how anyone’s doing, you know, what’s going on in the world economy. It doesn’t matter what matters was zombie is where they get their next meal because they feed and they have to infect more people. Otherwise they will die zombie loyalist to the same thing. All they have to do is make sure that the custom they tell the world we all have that friend who does it, you know that one friend eat, eat nothing but the olive garden because, oh, my gods greatest breadsticks everywhere, you know? And they will drag your ass the olive garden every single time they get that chance. That’s a zombie loyalist. And you want them to do that for your non-profit and there’s a big advantage to being a smaller, smaller organization. You could be so much more high touch, and we’re gonna talk about all that. We got the full hour with peter shankman. Gotta go away for a couple minutes. Stay with us. You’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy. Fund-raising fundamentals is a quick ten. Minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Welcome back to big non-profit ideas for the other ninety five percent, peter, it doesn’t take much, teo stand out in the customer service world doesn’t really doesn’t, you know, and the reason for that is because we expect to be treated like crap. You know, if you think about that book, i love this example, whenever i give speeches, i ask, i ask everyone the audience, like, who here has had a great flight recently, like at least one personal raise, their hands, like, ok, what made it great and without fail there? And, well, we took off on time and i had the cd was a sign, and we landed on time and, like, so you paid for a service, they delivered that service, and you are over the freaking moon about it, like that’s the state that we’ve become, you know, that’s how bad customer service has been that you are just beyond thrilled that they did exactly what they said they were going to win, nothing more less than twenty minutes in the post office line exam, and i’m ecstatic exactly, you know, it’s it’s. So we really are at a point where we only have to be one level above crap, i’m not even asking my client to be good, just one level of crap. You know, if everyone else’s crap and your one level above that you’re going to win. It’s my favorite one my favorite jokes thie two guys air out in the woods, hunting in the woods and the just jog. It was the first one sees a bear and they see this barren bears raised up he’s about to strike. And first one reaches down and tightens up his laces on his running shoes and it was the studio don’t be don’t be needy, you can’t outrun a bear and i don’t need to understand how wrong you know, i love that joke because it’s it’s so true that’s the concept, you know, all you have to do is be just a little bit better than everyone else and you’ll win the whole ball game. Now we have to set some things up internally in orderto have the structure in place, no question about it to create the zombie loyalists. Yeah, i mean you haven’t. You have ah company, where the majority of people in your company are afraid to do. Anything outside the norm, you know? I mean, lookit, lookit, a cellphone companies, you know, they call them cause you have a problem, right? T or t mobile. You call them your problem? They’re actually the customer service. We’ll handle your caller actually judged and rewarded based on how quickly they could get you off the phone. You know, not on whether or not they fix your problem fast, but how fast they could get you off the phone. Which means how many more calls get everybody worked. When i worked in america online, we all had to do a day of customer service every month just to see what it was like. That was a brilliant idea. But, you know, again, it’s just it was a system called vantage for you to sign on and assumes you signed on. If you want to call, you know that was tacked against you if you were in a call and and it went over a certain amount of time that was tacked against you. So the decks were stacked not in the favor. The customer. There are some companies out there who allowed there customer service employees to simply be smarter. About what they dio and do whatever it is they need to do to fix the problem. You know, my favorite story about this verizon wireless? I went overseas, as in dubai, and i landed two buy-in i’d turn in, my father had gotten global roaming on my phone, which, you know, twenty bucks for every hundred megabytes, okay, so i land and i turn on my phone and it says, like, before i’m even off the plane, i get a text that you’ve used two hundred dollars in roaming charges, but how, you know, three hundred dollars, by telling it off the planet. We’re something’s up here, so i called horizon on a nice guy answer the phone and oh, yeah, i mean, you know, first it was yes, sir, you do have global roaming, but it doesn’t work in dubai. Okay, well, that’s not really global that’s more hemispherical roaming, i think, is the issue, and so i said, well, look, i’m gonna be here for a week i said, you know what? You have my credit card, bill me like, cubine bilich a thousand bucks and you let me have the phone for, like, a week and you know that, you know, for five hundred bucks, i won’t go over to gigs would just do something for me. Sorry, sir, i’m not authorized to do that. You can look. So what i have is well, you can pay twenty dollars and forty eight cents a megabyte. I’m like i’m sorry. Seriously, which equates essentially too. I will be charged. Twenty thousand forty eight seconds. Three thousand forty eight cents for every i think, the times for every four seconds of the video gangnam style if i decided to watch my phone like this is pretty ridiculous. So i simply hung up. I’m hung up on your eyes and i went down the street to the dubai. The mall of the emirates, which is the largest mall in the world, is a freaking ski slope in that, and i’m not joking. And as a ski slope in this mall and went to one of like the eighty six different electronic stores in this mall bought an international unlocked version of the same exact cell phone. I have went next door to the local sim card store, but, eh sim card that gave me twenty gigabytes of data and a thousand minutes of talk for forty dollars. I then put that in my phone because it’s, an android phone i simply typed in my user name and password for google and everything imported. And verizon did not get a penny on that trip. How easy would have been for a rising to say, okay, you know what? We’ll cut your brake. They still make a lot of money off me. And i would tell the world how great verizon wants to work with and how wonderfully, how helpful they were. Instead, they guaranteed that i will never. They will never make a penny from any international trip. And i take what? Fifteen of them a year? Because now my cell phone, my international cell phone that i bought, all i do is pop out the sim card on my land, wherever i am put in a new sim card. So and you’re speaking and writing and telling that story ports and rittereiser and every time i tell the story about variety that make it a little worse. Apparently verizon tests out the durability of their phone by throwing them kittens. I read this in the first week, you know? So not necessarily, but you know, the concept that that all they had to do all the energy was in power, mark and it wasn’t mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would get fired if you try to do a deal like that for me and so it’s this concept, you know, and the funny thing is it comes down if you really want to go go down the road in terms of a public company like verizon of where the issue is, you could even trace it to fiduciary responsibility because the fiduciary responsibility of any company’s ceo all the way down the employees to make money for the shareholders future responsibly means by not allowing me and they don’t allow a mark the customer service agent to to help me on dh take a different tack. He’s actually losing money. Too many ceos think about the next quarter. Oh, we have to make our number six quarter. I’m fired companies and other countries to anything with next quarter century, and they make a much bigger difference because he okay, what can we do now that we’ll have? Impact in the next five, ten, fifteen years, you know, and really implement the revenue that we have and an augment and cos america don’t don’t think about that. That’s a big problem i’d buy a product line has a lot of natural and recycled materials seventh generation and they’re they’re tagline, is that in in our every decision, we must consider the impact on the next seven generations? It comes from an american indian, it’s great it’s a great line. I mean, just think about how much money horizon would’ve made from in the past three years over just just my overseas you’d be telling a story about like them, about morten, exactly like the one about things. Look, a lot of people listen to me, and they went for a time when you googled roaming charges variety when you google verizon roaming charges my story about how how i saved all this money really big came up first because i did the math and if i had not called mark and bought my own self-funding done this, i would have come home with thirty one thousand dollars self-funding and you’re damn authorizing wouldn’t know anything about that would be like up to bad. Sorry about the fine print and plus the employee who sold you the quote international plan, right? I’m sure you told her e way i’m going to canada and i’m going to dubai. I’m assuming she didn’t know where to buy wass she thought it was near canada, but yeah, long story short couldn’t use it. All right, so employees have to be empowered there’s to be we have to be, but changing a thinking too. I mean, the customer has to come first. The donor, the volunteers don’t volunteer. You get at the end of the day where’s your money coming from look, if you’re non-profit or fortune one hundred where’s, the money coming from, you know and if you we see it happening over and over again, we’ve seen what you’re seeing right now play out every single day with company uber on uber it’s so funny because uber makes you know the value of forty million dollars right now, but that doesn’t mean anything. It doesn’t mean anything if people are running away in droves. Which people are there’s a whole delete uber app movement that the lord god you people are doing what’s the problem well, it’s several number one, that uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who, in on business in business insider, said he started the company to get laid. His goal was to always of a black car when he was leaving a restaurant to impress the girl he was with that he came out and said that and you see that culture run rampant throughout uber from their god mode where they can see they actually create there was, ah, don’t read this, my business insider as well it was, they created a hookup page that showed or ah, walk of shame page that showed where good women were leaving certain apartments, like on weekends oneaccord believing certain place on weekends, going back to their home. It was obvious that they, you know, some guy that did that and of course, just their whole surge pricing mentality, which is, you know, two days ago there was a couple of symbolism, the terrorists of the figures of harris attacking in sydney at that at that bakery, and sidney, uber and sydney instituted surge. Pricing for people trying to get out of harm’s way, you know? And and they later refund it all was a computer glitch i’m you know, i’m sorry you have a stop button and you can when you see something happening like that, there has to be someone in the office because you know what? Not cool, we’re going to take care of that and hit the stop button and it was yeah, bad tons and tons and tons of bad publicity. You know, i was having an argument with one of my facebook page facebook dot com slash peter shankman because they said, oh, you know, so what? They don’t they don’t turn surprising, i have enough cabs there and, you know, people can’t get home i said, i’m pretty sure that the on ly come, but i’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars. They’re private cabs, uber’s, whatever. Yet the on ly stories i read about companies screwing up during the event where uber not joe’s sydney cab company you know, i didn’t see him staring up because he didn’t turn on surge pricing you got it you got to respect your customer after as we’re ah training for that then not only trying to change that mine ships well in in trying to change that mindset rewards for a custom, for employees that do take go to go the extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and understand they won’t get fired, you’re not going to get in. Try always to tell every one of my employees you never get in trouble for spending a little extra money to try and keep a customer happy you’ll get fired for not doing you know you’re fired for, not for seeing an opportunity to fix someone and not taking not doing everything that you could know. Rich carl is famous for that ritz caldnear hires people not because whether they could fool the bedsheet but for how well they understand people. Because in wisconsin’s, mind it’s much more important to be a people person and be able to be empathetic and that it’s such a key word empathy is just so so sorely lacking. You know how much you’ve called customer service? Yeah. You know, i have to have to change my flight. Might my my aunt just died. I really oh, ok, great that’s three dollars. I just want to go now earlier. You know, you show up at the airport, your bag is overweight by half a pound. That’s twenty five dollars. I just can you can you just cut me some slack, you know, so empathy and giving the e-giving the employees, the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes. And this is where a smaller organization has huge advantage. It’s, easier to change. That’s what kills me. You know, i go to these try to frequent small businesses when i can i get you something small businesses, and they won’t. They act like large businesses, you know, in the respect that they don’t have. Ah, like they want to be respected almost they don’t have, like a six a six thousand page code that they have to adhere to. They can simply ah do something on the fly. And yet, for whatever reason, they won’t do it. And it’s the most frustrating famous and what guys, you’re acting like a big you act like mega lo mart here, you know, and you’re not mega lo mart, and you’re just joe’s house of stationary, whatever it is and, you know, not be able to help me. You’re pretty much killing yourself because you don’t have eighty five billion customers to come to the door after me, you know? But i have a pretty big network. And for a small business, two get killed socially as social becomes more and more what? How we communicate, you know, it’s, just craziness. It’s, you know, we’re pretty much in a world, i think where something almost hasn’t happened to you unless unless you share it a joke that, you know, if i can take a selfie, was i really their but it’s true. You know, we do live in a world where, you know, i remember god ten years ago, maybe not even not even ten years ago. I was one of the first people to have a phone in my camera, you know? And it was like running from that’s what i said, yeah, i carry in my phone, right? And it was like a i think a point eight. Megapixels. You know, it looked like i was taking a picture with a potato, but it was it was thiss i remember it was two thousand two and i was in chase bank and there was a woman arguing with the teller and i pulled out my video, you know, it was there the crappiest video you’ve received, i pulled out and i said, you know, i started recording and the one behind a catwoman have in-kind the woman behind the counter was talking to the customs, saying you do not speak to me that way. You get out of this bank right now and the customers saying i just wanted my balance and u n yur manager comes over, i get this whole thing on my little crappy three g motorola folks phone and i remember i posted online and gawker picks it up. I gave him my e mail. You know, my headline. I put my blood was, you know, chase where the regulation ship is that go out yourself, you know? And it was it just got tons of play on gawker picked it up. It went everywhere, totally viral. So it’s one of those things, he was just like, you know, this is in two thousand two it’s twelve years later, how the hell can you assume that nothing is being with that you’re not being recorded? You know, i i they were blowing i sneezed a couple weeks ago and ah, ah, not to get too graphic here, but i needed a tissue big time after i was done sneezing, never going through my pockets, looking for desperate, looking for tissue, like looking around, making sure it wasn’t on cameras somewhere that someone didn’t grab that with hoexter viral sensation, you know? I mean, i went god, i went to high school with eight blocks from here, right? If the amount of cameras that aaron lincoln center today were there in nineteen, eighty nine, nineteen, ninety, i’d be having this conversation entirely. I’d be having this conversation behind. Bulletproof for themself. Yeah, so you know you’d be you’d be talking to you have to get special clearance to visit me. Pray be it the super max in colorado, you know, it’s one of those things that you just like my kid who’s, who’s almost two years old now, he’s gonna grow up with absolutely no. Expectation of privacy the same way that we grew up with an expectation of privacy, and i’m thankful for that because she will make a lot less stupid moves, you know? I mean, god, the things that i thought, you know, in in high school, i thought the stupid is in the world, thank god there wasn’t a way for me to broadcast that to the world in real time. Thank god creating these zombie loyalists, and we’ve got to change some. We’ve gotta change culture and thinking and reward zsystems let’s, go back to the the cost of all this. Why is this a better investment than trying to just focus on new donors? I love i love this analogy and accufund analogy let’s open a bar and there’s a very cute girl across the across the park and catch my eye catcher. I got to go, you know you don’t know me, i’m amazing in bed. You should finish your drink right now. Come home, let’s. Get it on. I’m impressed. I am that good chancellor should get throw a drink in my face, go back talking to her friends. I’ve done a lot of research on this. That’s probably now lets us sue let’s, assume an alternate world. I’m sitting there on my phone. I’m just playing like, you know no bored with friendraising and she’s over there talking to friends, one of her friends, holy crap! That’s peter! Peter shankman. I’ve heard him speak he’s in this fantasy world. I’m single too. He i think he’s single and he’s having this amazing guy. I know he has a cat. You haven’t. You should totally go talk to him. The very least i’m getting this girl’s number that’s pr. Okay. And what are we trust more me with my you know, fancy suit collar going over the seventies leaders in hi, i’m amazing. Or the girl saying, hey, we’ve been friends since their great i’m recommending that guy. You should trust me on this. You know, obviously that that’s where good customer service comes into play and that’s where corporate culture comes into play because if i have a great experience with you and at your company, i’m going to tell my friend when they’re looking and i will stake my personal reputation and there’s nothing stronger than that. And these are the people who want to breed at zoho illicit struggled in advertising strong of the marketing and they’re going to share people want to share that. Think about the internet runs on two things it runs on drama, drama and bragging are bragging and drama and if you if you need any proof of that, you know go and look at all the hashtags with crap that’s happened, you know, bad customer service, bad, whatever, but then look at all the good hashtags you know, when our flight’s delayed for three hours and we’ll lose our seat oh my god, i hate this air land on the worst airline ever, but when we get upgraded, right hashtag first class bitches or whatever it is you know it looks to me like that on the because we love to share it’s on ly a great experience if we could tell the world and it’s only a bad experience if we could make everyone else miserable about it as well, we got a lot more peter shankman rest of the show i want to send i wish i could shout out live listener loved by city and state and country can’t do it this week where were pre recorded but, you know, i love the live listeners and, of course, podcast pleasantries. Everybody listening in the time shift let me know where you listen. If you tell me where you listen, i’ll shout you out when you’re on a treadmill, their car plane where you listen, i’d love to share it generosity siri’s they host five k runs and walks if a five k event could possibly fit into your twenty fifteen fund-raising an engagement plan, i asked you to talk to dave lynn he’s the ceo there, you know? You know, dave, you’ve heard me talk about him, you know, generosity, siri’s they have events coming up in north jersey, also, miami tell dave you’re from non-profit radio and he will take good care of you generosity, siri’s dot com or, you know, i like to pick up the phone and do business a lot. Seven, one, eight, five or six nine triple seven this week’s video. We need consultants who will talk to small and mid sized non-profits roll up their sleeves and do the work for them. There are lots of organizations that want to pay and sometimes have trouble finding somebody who will. Do the work for them and not be sort of an elusive rock star. Only available, you know, by webinar and and and on stage video. Got a lot of comments at tony martignetti dot com. Also on the facebook page. Tony martignetti non-profit radio let me know what you think. I answer every comment, and that is tony’s. Take two for friday, nineteenth of december, forty ninth and forty ninth show of the year. Peter, you have a golden rule of social media that that a good number of customers like to share and people are going to keep doing it, people will always share again. It goes back to the concept that if you create great stuff, people want to share it because people like to be associated with good things. If you create bad stuff and buy stuff, i can me i mean, anything from, like, a bad experience, too, that content people not only won’t share that, but we go out of their way to tell people how terrible you are. Yeah. Dahna you know, how many times have you seen companies fail horribly? You know, after major disasters, when company’s heir tweeting, you know, completely unrelated things after after random school shooting? No, it was after the shooting at the theatre in aurora, colorado, the dark knight, the tweets hey, shooter’s, what’s your plans for this weekend, you know? And i’m just going really, you know, but of course the thing was the thing was retweeted millions of times, you know, with a sort of shame on the so wait, we’re society, like i said earlier, that loves to share. When? When great things happen once but love to tell the world when we’re miserable because we’re only truly miserable when you make everyone else miserable. Arika it’s funny you mentioned generosity siri’s the one of my favorite stories, which goes to sort of a bigger picture of culture, and somehow when you’re just doing your job because that’s what you’re supposed to do your job but you don’t realize there are ways to get around that i i listened to your podcast, among others, when i’m running through central park on dh more like if you know my body type more like lumbering through central park, but i get there i’m an iron man have and uh so i go to central park and it’s super early in the morning cause i usually have meetings and i dont run fast altum i run like i really dont run fast, but but as i’m running, but let’s give you the credit that you have done a bunch of iron man, i have try i do i do it. You know, my mother tells me that i just have very poor judgment in terms of what sports i should do, but on the flip side, i’m also a skydiver, which is with my weight is awesome. I fall better than anyone, you know, but so i’m running through central park last year. It was february, february of thirteen and fourteen of this year, and it was around four forty five in the morning because i had a meeting and had two, ten miles so for-profit morning running about but labbate around nineteen, seventy ninth eightieth street on the east side in the park, and a cop pulls me over. Andi says, what you doing? Look at him, you know, i’m wearing black spandex, i have a hat, it’s five degrees, i don’t wantto playing checkers, you know? Well, you know, i’m like i’m running it he’s, like, okay, can you stop running? I’m like, okay, you get the park’s closed like no it’s not look, i’m in it look around, there are other people who know part doesn’t oppcoll sick, sam, like he’s ago. Would you have any idea? And you’re like, no, i’m running, he does what you name. I’m like seriously, so i’m writing you a summons and make you ready metoo sametz for exercising, i just want to clarify that you’re writing metoo and sure, nothing. I wrote me a summons for exercising in central park before it opened that the charge was breaking the violating curfew. You know, i’m like i get the concept. The curfew is to keep people out after two way if it’s not to prevent them going in early to exercise to be healthy. I’m like i’m not carrying, you know, a six pack. I’m not drinking a big gulp. I’m not smoking. I mean, i’m doing something healthy and you writing me a summons for it? Um and i said, you know, i’m gonna have a field day with this. I said, i kind of have some fathers. This could be a lot of fun. I’m not, you know, i know you’re just doing your job, sir, even though you have the discretion not to, but okay, so i go back home, take a picture, might take it, email it to a friend of mine in new york post, you know, front page, new york post next day, no running from this ticket, you know? In your times covered it, runner’s world covered. I mean, i went everywhere. Gawker covered it, you know? And my whole thing was just like, dude, you have discretion. Look at me, you know, i’m not i’m not even going super fast for god’s sake. I’m just just trying to actual size here, you know? And of course i went to court and i beat it. But how much money that cost the city for me to go to court fight this thing? You know, every employee you have to give your employees the power of discretion, of power, of empathy to make their own decisions. If you go by the book, bad things will happen. And again small shops so much easier to do it. Flatline flat organizations. I work with a non-profit animal rescue non-profit kapin a friend of mine was a skydiver and shut him out. No, i can’t but there’s a friend of mine scott ever and she was killed in a base jump several years ago, and her husband asked to donate her memory to this non-profit so i sent him a check. And about three months later, i get a coffee table book in the mail and i was living by myself the time i didn’t own a coffee table. It was you no more money to spend on my flatscreen and i ah, remember, i call i look at this coffee table guy throw i throw in the corner, i look at it over next couple days, it pisses me off about how much, how much of my donation did it cost to print? Melon produced this book to me, and so i called them up. Well, sure, we believe most of our donors are older and pry prefer to get a print version as opposed to, like digital, you know, where they throw it away like you don’t throw digitally, but okay, i’m like so so you’ve asked your you’ve done surveys in, you’ve asked all you know, we just assume the most number older i’m like, i open my mouth one of joining the board and spent the next year interviewing customers, interviewing every current and past donor-centric to get their information and shock of shocks, ninety four percent said online, and so over the following year, we launched facebook page twitter, page zoho flicker account, youtube everything p s the following year for that, donations went up thirty seven percent in one year. In that economies right away tonight, donations went up thirty seven percent in one year, and they saved over five hundred thousand dollars in printing million reproduction. Imagine going your boss boss revenues up thirty seven percent and we save the half million dollars in boston about your really good beer. You know, all they had to do was listen to their audience, be relevant to the audience you have, and they will tell you what they want. We have tons of tools for segmentation. My god, you’ve gotta listen to what segment you want people want to be, you know, someone, someone ask me today you know what, what’s the best way i knew nothing about their company what’s the best social media left me to be on should be on twitter shevawn facebook i said, i’ll answer that question if you can answer this this this question to ask you is my favorite type of cheese gouda or the number six they don’t understand that’s not a real question like neither is yours like i can’t tell you where the best place to be your audience can i said, go ask your audience, believe me, they will tell you, there’s a gas station, the midwest come and go. I just love the name kumo, angio and their tag around. But you can read more about the tagline is always something x i mean, come on the jokes just write themselves for god’s sake, but they don’t take themselves to see really love that come a ghost knowing the name of the company gas station and, you know, i remember there in iowa and i went to visit a friend and i and i was like, you’ve got to get a photo of me in front of coming goes on, and the beauty of this is that some of their employees actually look at their customers when they’re on their phones. We start to go, you know what? You use twitter or facebook and they say, oh, you know, and they record the information and they know it customers will give you so much info if you just ask them because then they feel invested, they feel invest in your company, they feel like they that you took the time to listen to their non-profit requested their their their questions, and they feel like they’re nufer harrow every month we have a one question harrow survey, you know, heroin question survey, and it was we’d get like a thousand people respond. I’d spend the entire weekend emailing everyone responded, thanking them personally and took my entire weekend, but it was great because we’ll wind up happening is that, you know, if we took their advice and launch it on monday with the new thing, they oh, my god, how did this? They took my advice. Yeah was your advice to a hundred other people advice, but we took it and they don’t like it and it just it just made them so much more loyal, and they tell hundreds and hundreds and hundreds of people we get in there were days i got there days where i was in temple one morning, the garment center, synagogue and my phone i feel like phone getting really hot in my pocket, which is not normal, and i’m starting her on i look at it it’s almost on fire. It had frozen because we were mentioned in seth gordon’s morning blogged oh, and at that time i was getting emails every time we get a new subscriber and the phone’s actually frozen and was locked and and was like overheating, i t at the battery and, like, reset the entire phone because we’ve got so many new, like fourteen thousand subscribers in, like, three hours have seen some scene you say excuse me, you say that customer service is the new advertising, marketing and pr yeah, it really is. Well, again, you know, if we’re moving to that world where so imagine a lot of land and i love that i can use this. Now imagine a lot of lamp latto lamp has water, oil and a heat source, right heat source heats the oil, the oil flows with water, it makes pretty colors i’ve heard it looks really good when you’re high now i’ve heard. Now imagine if crystal’s imagine if you’re ah, everyone you meet in your network, okay, is a drop of oil. The water is your network and what is your world? Everyone you meet in your network from from the guy you’re sitting doing the radio interview with to the guy who serves you ice cream with local deli to the guy who does your dry cleaning to your girlfriend to your wife to not same time to your kids second grade teacher to your second grade teacher years ago, everyone you meet is in your network, you know, right now, when facebook for started, i would see the same weight from a kid. I was junior high school, his posted at the same weight as like my current girlfriend, which is ridiculous. I don’t need to know about everything my friend from junior high school’s doing, having talked to in fifteen years, facebook setting a lot smarter as google. Now i see the people i communicate with the most okay, and if i if i reach out to communicate with new people, they start rising in my feet and my stream if i don’t, they fall it’s just like a lava lamp. Every person you connect with is a drop of oil that heat source at the bottom that’s rising, raising or lowering those drops of oil is relevance. So imagine the heat sources relevance and the more i interact with someone, the more the higher they go in my network in the more i see of them, the more trust level there. Is when i’m at a bar and i meet someone at a restaurant unconference i meet someone i don’t need to, um connect them. I don’t even go on facebook friend request, you know, awkward friend requesting is when you seven think that lesson my friend requested some of the real world was second grade. Will you be my friend? My daughter’s doing that? Because, you know, it’s like cat? Will you be my friend like honey? The cat doesn’t like you, but you know it’s, this awkward thing who the hell friendly quest, someone if i find hang out with you, the bar and we connect again and we talk and we go out to dinner and we’re having a good time with friends. I don’t need to first request that you, you know, that’s going away, friending following liking and fanning is all going away. What will interact is the actual connection. So if i meet with you and i have a good time with you and we talk again, if i use your business if i go to your non-profit if i donate if i volunteer, whatever the network knows that the more i do that the more interact with you, the more you have the right to mark it to me and the more you will be at the top of my stream in them or i will the information about you, the less i will have tio search for you. But if you do something stupid or we’re no longer friends xero you’re going to fade. I don’t unfriend you just disappear. Unfriending is also dated a woman we broke up. It was nine months after we broke up. There was one from the other one because it’s just awkward. So the whole kapin frenemy? No, but you know the causes of not having to do that of just, you know, okay, i haven’t talked in a while. I don’t see your post anymore. It’s the real world that’s how it should be. And if you’re not feeding zombie loyalists yeah, they can start to defect. No question about it. I wanted to spend a little time on if you’re not re down, you know, talking to them, giving them what they want, talking about their information, helping them out, they will gladly go somewhere else with someone who is, you know, if i have. A great experience of the restaurant every week for three years, and then all of a sudden, over time, i’m noticing less and less that restaurant’s doing less and less tio, take care of me, you know, and maybe management’s change, and i don’t feel that, you know, i’m ripe for being infected by another company. I’m right for someone else to come. So you know, peter, because if i tweet some like, wow can’t believe i have to wait forty minutes for a table that didn’t used to be like that. If if someone else a smart restaurant, they’re following me and they’re going great, you know peter’s no, wait, no way over here! Why don’t you come to black storms will give you free drink, you know, you know, and that right there that’s first sign of infection and i might become infected by another by another company become zombie little us for them and so let’s take you have a lot of good examples. Let’s, take a one on one situation. How can we start to cure that? The simple act of realizing following your customers, understanding when they’re not happy and fixing the situation before it? Escalates? You can contain a small outbreak. Small outbreaks well, viral outbreak. You can contain that by getting the right people. Finding out what the problem is. Getting him to one room, fixing their problem, healing them. You have a good united story right back. When was continental? I was a frequent flyer and booked a trip to paris on i was very angry because they charged me four hundred dollars and looking for you. I remember what it was and the i called the ceo. Just just for the hell of it. I’m like i’m going. I wrote a letter, an email this before social right friend wrote an email. The ceo like this ridiculous. I’m freaking fired-up falik thirty months later, my phone rings hello, peter, please hold for larry kellman, ceo of coming little and i’m like, oh, crap, you know? And i got your telephone he’s like peter hated misjudgment doing started letting these freezes their new way. We sent that note. I’m getting it and see it. We’re gonna weigh them for you but if you have any more problems, you know, feel free to call me and handup the phone the next forty minutes. What is staring at it like, holy crap, larry killed on the ceo of united airlines just called me and talk to me, and it was like, it was like, god coming down and say, you now have the power to levitate your cat. It was just ridiculous and so, you know, i have been faithful to continental on now united ever since on dh they continue to treat me with respect and do great things, and they’re they’re improving. They were getting a lot of crap over the past several years and that there really are starting to improve its nice to say, and not only, of course, your own loyalty, but you’re oh, my god, how zombie loyalist for them and how many times how much it’s, unquote fired-up latto bradrick attract so many friends to united? I’ve made so many friends. I mean, my father, you know, he only fleshing out it now, which means he only drag. He dragged my mom on the internet and i only drink my wife. You know, there’s a lot of lot of work that way we gotta go away for a couple of minutes when we come back. Of course. Peter and i’m going to keep talking about his book comes out in january. Zombie loyalists. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. 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You have some examples of zombie loyalist leaving and mass like dominoes netflix, they’re both they’re both in the book so it’s so one leaving, if you know if you know, start the cure one leaving, yeah, and then that’s the thing you know, the little expand beauty, the internet with the hashtag everything like that, you know, it doesn’t take a long time for those things to sort of blow up in your face and, you know, the other day everyone zoho twitter’s responsible for for us losing another. Now you’re responsible for you losing? Yeah, yeah, and if your product isn’t great and you’re your actions, don’t speak well of who you are, then there’s no reason your customers should stay with you, you know? And it was all social media is really hurting. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know. Yeah, they’re just telling the story. Dominoes and netflix are good example because they they bounce back, they took responsibility and yeah, they both owned dominoes came out and said, you know what? You’re right, our pizza and we do have a problem, we’re going to fix this, and they spin million’s, fixing it. And sure enough, they’re back with a vengeance. Now i may or may not even ordered the maroons in awhile, and i live in your city. That’s, that’s, a that’s, a sacrilege. But, you know, i have the app on my phone from oversea, no traveling, somewhere, being should boeing or whatever, and then you know what, do you get it? Eleven. Thirty at night, when you’re flakes, lady landed dahna. Which reminds me, i should go exercise flipside looked something like netflix. They they also were screwed up, you know, they were losing that trial switch between the two. They came up with a new name and it was so gross and public. Oh, man, again, you’re watching the same thing happen with uber right now seems to be really insane to see if they’re able to repair themselves. Listening is important, but both those both those two examples they’d listen to their customers think there’s a problem with listening because everyone’s been saying, listen, listen, listen, for months and years and years and years now, but you know, no one ever says that you have to do more than just listen, listen actually follow-up you know, it’s one thing to listen, you know, i used to love my wife, i could sit there and listen to her for hours, you know? But i don’t actually say anything back she’s just smack me, you know, and go to the other room, and so you really have to it’s a two way street, you know, listening is great, but i can’t respond and look, i think further, and i was like, oh, twitter so great, because someone was complaining on twitter and we went online, we we’ve saw the complaint that we fixed their problem in yes, how about if the problems exist in the first place? You know? Because the great thing about twitter is that, yeah, people complain on twitter the bad thing about it. Is there complaining about you on twitter so it’s like what if the problem didn’t exist in the first place? What if? What if you empowered your front desk clerk to fix the problem so that i didn’t have the tweet hurts is my favorite story of all this i used to rent from her it’s religiously and then i went teo phoenix sky harbor airport has past april and i gave it i was giving a speech and go on my name’s supposed be on the board, you know, second grade that car and it wasn’t okay. What happened? I’m going upstairs. I weighed forty minutes on the vp line. After forty minutes they finally say, you know, there’s a on ly one guy here a lot of people might have better chance we go in the regular line. Okay? Probably told us. That a little earlier in the regular spend forty five minutes waiting. The regular line it’s now been are you tweeting while this is happening? Well, i had to know. I was actually not only tweeting. I don’t have to. Tikrit a mim that should give you some idea of how long i was online with myself on those offgrid enough. That means i get to the counter. I can help you. Yeah, i was downstairs. The vp doesn’t tell me. Oh, you, via preservation is upstairs, like yeah. Ok. Let’s, let’s put a pin in that. They just sent me up here. Like, right. They have to help you. Well, it’s. Not really. They you guys for the same company. I mean, i could see the reservation on the screen. You you can help me. Sorry, sir. I can’t help. You have to go to the next. Like you just next to me. Okay. So if you know anything about sky harbor airport in phoenix, all of the rental car coming through on the same place. Yeah. So i walked fifty feet. It’s a bus takes you to the big bang. A civilian where they’re all next week. I walked fifty feet from the sensible of filth in depravity that was hurts to thee. Wonderful zen garden of tranquility that was avis. And in four minutes i had a nicer, cheaper, more nicer, less expensive car given to a woman named phyllis, who was sixty six and moved to phoenix from detroit with her husband for his asthma. I knew this because she told me she smiled at me. She brought her manager out and said that’s, another refugee from hertz. And i said, this happens a lot there like, yep, i’m like, wow, you think they have done something about that? And so on the way out in avis, i thank them. I walk past her. So i shoot on this, you know, sort of. Look at the look of the beast. I get my avis carnage at my hotel. Wanted to tel i write a wonderful block post about my experience called peter, and hurts in the terrible, horrible. Nobody could really bad customer experience. You have a kid, you find out we’re writing titles about your blood post that have to do with kids books. I do not like hurts, sam. I am and and i included in this block post. The five things i’d rather do than ever rent from hurts again. I think number three was was, ah, ride a razor blade, bust through a lemon juice waterfall. With just, you know, and it’s a bit, but of course, the next day hurts reaches out to me. Oh, miss jay manuel, this is ahead of north american customer service. I saw your butt! I’m like like, you know we’d love to, but make no like you’re not going to fix the problem. Number one sametz david’s car i’m never going back to her number two through a five people yesterday, five people interacted with all of whom had the chance to save me and keep me is a customer for life, a customer who have been so happy and i would have loved you five people blew it, so don’t waste your time trying to convert me back. You’re not going to know what you want to do is spend some of that energy retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens, because five people, it takes every single employee to keep her company running. It takes one to kill it. Yeah, p s avis reached out to thank me personally. And i am now just this ridiculously huge loyal fan of avis and always will be. You have a pretty touching story, but when you worked in a yogurt shop, you’re really yung wei have a couple of minutes tell it tell it could stay that was in the east side, which again is yet another reason why i live on the west side. Nothing good ever happens in manhattan’s east side, so i was i was working and i can’t believe it’s yogurt, which was a store that i think back in the i c b y no, no t c b y was the country’s best yogurt the countries i c b i why was a poor i can’t believe that you can’t believe is that your family was yogurt was a poor attempt to capitalize on his teamviewer working in this store, and i go in every day and make thee over to clean the floors. I do, you know, a typical high school job, and it was during the summer and houses people walking by things like second avenue or something. And there were these brass poles that hyung from you know there was awning, right that’s elearning that there, and then the brass poles that held the awning. Up and they were dirty as hell, right? I’m sure they’ve never been polished ever. And i found i found some brass polish in the back with all the beer in the back and went after anyone outside. And i’m positive polishing the polls. My logic was, if the polls are shiny, people saw them, maybe they come in the store, maybe they’d want toe, you know, buy more screenplays and the manager came out, what the hell you doing? Told him what i thought i’ll pay you to think inside, you know, like there’s. No customers in there. Okay, i’ll make sure the yogurts schnoll pumping it full blast and i quit. I just quit that job. I mean, like, i couldn’t even begin to understand why someone would invest. I mean, t own a franchise. Bring fifty grand to at least to buy that franchise. Why wouldn’t he invest in the two seconds it took a little elbow grease to make the police claim that might bring in more customers? What the hell, you know, but you’re not paid to think you’re not paid to think my favorite line. Yeah, i just i i encouraged if any kids listening. Those teenagers. If you. If you boss says that to you, quit quit, i will hire you. Just quit it. Probably worse thing in the world that you could possibly do, because you have customers who you have customers who every day could be helped by people who are paid to think and that’s the ones you want. Hyre we gotta wrap up, tell me what you love about the work you do. I get paid to talk. I mean, my god is the same stuff i used to get in trouble for in high school, but on a bigger picture, what i really love about it is being able to open someone’s eyes and haven’t come back to me. I run a series of masterminds called shank mines, business masterminds, shank minds, dot com there day long seminars around the country, and i had some kind of meat, you know, i took your advice about x y z, and i started listening little more, and i just got the largest retainer client i’ve ever had in my life by a factor for she goes, and i just can’t even thank you never said gorgeous by-laws aki listselect kayman thank you enough. Oh, my god, being able to help people, you know, at the end of the day where i’ve yet to find another planet suitable for life, i’m looking so we’re all in this together and if that’s the case, you know, why wouldn’t we want to help people just little bit more? You know, there really isn’t a need to be as do she is as we are as a society. We could probably all be a little nice to each other, and you’d be surprised if it’ll help. The book is zombie loyalists, published by pal grave mcmillan comes out in january, you’ll find peter at shankman dot com and on twitter at peter shankman. Peter, thank you so much. Pleasure is mine. Oh, thank you. Next two weeks. No live shows for the holidays. I’m going to pick out a couple of archive shows for you. Do you have a favorite? If you have something you want me to replay? But this one is Peter says this 1 um let me know tony at tony martignetti dot com i hope you enjoy the hell out of your holidays will be away for two weeks. Whatever holiday to celebrate i hope you love it. Friends and family a great time and happy new year we’ll be back next week. I’m sorry, we’ll be back in two weeks on january ninth with a live show. If you missed any part of today’s show, find it on tony martignetti dot com general city siri’s generosity siri’s dot com good things happen when small charities come together and work together. Our creative producer was claire meyerhoff. Sam liebowitz is the line producer. Shows social media is by julia campbell of jake campbell. Social marketing and the remote producer of tony martignetti non-profit radio is john federico of the new rules. The music is by scott stein. Scouts from brooklyn. Listen to this love that music, it’s, cheap red wine, you’re with me next week for non-profit radio, big non-profit ideas for the other ninety five percent go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything people don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have this out phones me. Dar is the founder of idealised took two or three years for foundation staff to sort of dane toe add an email address card, it was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visits and physical gifts. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for October 11, 2013: I Had A Great Interview But I Didn’t Get The Job & Storytelling

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

Susanne Felder: I Had A Great Interview But I Didn’t Get The Job

Susanne FelderSusanne Felder, a consultant in outplacement at Lee Hecht Harrison, says there’s more to getting a job than having a good resume and interview. We talk about research; confident networking; panel interviewing; dodging salary questions; and what to do in the last 30 minutes before your interview. (Originally aired August 31, 2012)

 

 

Rochelle Shoretz: Storytelling

Publicity Photo RShoretzRochelle Shoretz, founder and executive director of Sharsheret, has a compelling story herself as a two-time breast cancer survivor. Sharsheret has built a culture of compassionate storytelling to help its members through their cancer diagnoses and treatments. Rochelle shares ideas on identifying storytellers; supporting them; giving them multiple ways to share; helping them through this very personal process; and why it’s all worth your time.

 

 

 

 


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Hello and welcome to tony martignetti non-profit radio for august thirty one big non-profit ideas for the other ninety five percent. I’m your aptly named host. I do hope you were with me last week, i’d be mortified to learn that you have missed last week’s show i’m recording today’s show weeks ahead of time, so i don’t know what you would have missed last week, so give me a break, but i do know that it included are smart and charming legal contributors jean takagi and emily chan from the non-profit and exempt organizations law group in san francisco, and it was a very good show enlightening, valuable, funny, very funny hope you didn’t miss it this week. I do know what we have. I had a great interview, but i didn’t get the job, suzanne felder, a consultant in outplacement at lee hecht harrison, says there’s more to getting a job than having a good resume and interview, we’ll talk about research, confident networking panel interviewing, dodging salary questions and what to do in the last thirty minutes before your interview recorded at the fund-raising day conferencing june in new york city this this past june and that was hosted by the greater new york city chapter of the association of fund-raising professionals and storytelling, rochelle shoretz, founder and executive director of shark share it has a compelling story herself. As a two time breast cancer survivor, shards share, it has built a culture of compassionate storytelling to help its members through their own cancer diagnoses and treatments deshele will share her ideas on identifying storytellers, supporting them, giving them multiple ways to share, helping them through this very personal process and why all of that is worth your time between the guests on tony’s take two you can still get a free copy of my book if you take my charity registration survey use hashtag non-profit radio to join the conversation with us on twitter here’s my interview with suzanne felder from fund-raising day earlier this year. Welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand twelve, hosted by the association of fund-raising professionals greater new york city chapter with the marriott marquis hotel in times square, new york city with me now is suzanne felder. Suzanne is a consultant in outplacement with the firmly hecht harrison susanne welcome, thank you. Pleasure to be here, i’m glad to have you. Thank you. Thanks for taking time on a busy day. Your seminar topic is i had a great interview, but i didn’t get the job. We’re talking about successful interviewing techniques, and i’m doing a lot of interviews today at the conference. But this is the only one to help jobseekers, so generally, we’ll have time for details, but generally what do you see peoples short comings in around interviewing the biggest problem is that people really don’t understand the job, but they’re interviewing for the best practices is to really figure out what is the company looking for in you and two show the best sides of what your talents are to meet the company’s needs and people just don’t take the time to really figure that out, so that so it sounds like research research research is the place to start. So let’s, just, uh, set the scene. We’ve we’ve seen a job advertised or we’ve heard about a job from a colleague what’s the research we should do around the job and the company well, we certainly want to find out everything about that company, see what they do with their mission, whether it’s in the for-profit or not-for-profits sector company, charity, charity, right? Right. So find out, do some research about them on, and then go to lincoln and find maybe some people in your network that might be affiliated with that non-profit or in the past have been with that non-profit and do some real good on the ground research asked people about the culture find out what they’re commitments are and if it really suits your own style and if that’s true, then keep pursuing it and reach out to that non-profit and see if there might be some interest on their part. Okay, now, if it happens to be a bigger organization, you’re going to be working in one business unit of of the charity. How can you find out about what that team or that department’s culture is like? Um, you really are asking your friends what they know about that, even if they haven’t worked there, you know, people have a long reach on, they tend to know people who know people who at one point lived, you know, work there. So it’s really about networking effectively? I can’t say enough about the importance of networking in this market. We have find that about seventy five to eighty percent of people are getting their jobs through direct networking. Oh, meaning they’re they’re finding out about the jobs that hit this hidden job market that we hear about definitely there’s a hidden job talk about that so and what that is and why networking. Helps you break through it well, sometimes non-profits agencies even businesses or not in the position to really announce that they’re looking for whatever their reason is, but they’re sort of on the look out privately, so it’s it’s worthwhile to be having conversations with people and suggesting that you are interested in various really named the targeted cos that you’re interested in pursuing and then have conversations with people that are in a position to hyre because sometimes hiring managers are not ready to hyre but once they know something about your background, you’re on their radar. Okay, that’s, the way to really advance yourself for the future when the job actually becomes a reality. Now i think it’s a bad practice you’d tell me if i’m right, you’re welcome to say that i’m wrong that really you just start your networking when you start your job search well, networking actually, i have to disagree with you because networking should be something that’s going on on going. Actually, i guess i don’t say i’m training coach people tohave a gn active network at all time at all times correct, don’t just start when you’re in a job search completely. Agree that’s, right and that’s what what we find is that people often are saying to us that have had long runs with really good non-profits and for-profit companies that they really lost track of the importance of their network, they were doing well with the company that we’re there for ten years, they were going up the ranks, and they just sort of people left the firm, and they didn’t keep shack where they went, and now all of a sudden they’re looking to re and find them, and it feels a little awkward to them, like, you know, they had for gotten them. And now that they’re in the different side of the table, it’s ah it’s a big awakening and they’re saying now they will never do that again. They will be available for people and keep their network engaged well and that’s, right and that’s the other side of networking. I mean, you have to be available to help others when you’re not in need of help yourself. Absolutely it’s about being a giver on we took about donors thes it’s giving of yourself and that’s an ongoing thing. And the people who it’s funny what? I have found personally is that people who have often been helping others helping others always through their career, they feel most reticent about asking they feel like they should be the ones just helping and i say to them, you’ve been so kind, it’s it’s, time for you to receive it’s it’s, pay back time for you and please do not ever feel remiss about that, especially if you’ve been giving but interesting there’s so accustomed to giving that they’re reluctant to approach their their own network. Yeah, receiving is a lot harder for them, and then i understand that, but it’s, they’ve in-kind it’s time to gets him something back and and it’s perfectly acceptable, and what we are finding is that people are more than willing to be helpful. People that never works, spect it to be helpful are becoming the most helpful, so the second tier, the third tier of their degree of separation, if you will are, tend to be the most helpful, because don’t we all want to just help people? Don’t most people want to help others? One would think, but now, in this process, you find out who really is genuine and who is less and then those that are very close to us they just might not be able to help in a substantial way, so they feel like they should hang back and not be too close to you because they feel badly they can help. But this is the time when we really need people tio be there for us, even if it’s just emotionally to be understanding that you’re going to get through it. But it’s a challenge on dh we’re talking a lot about networking with friends or friends of friends. What about going to networking events? Where it’s a room full of strangers, that’s always a good process to get good at it’s like a social experience because people really have a hard time talking to strangers. So we heavily encourage people to go to conferences, professional conferences, places where they’re goingto be around people like themselves who are from their fields and just get more and more comfortable with talking, if you will. Talking to strangers. Yeah, well, and i imagine that helps in the interview process completely completely what we do it. We have harrison as we give them the opportunity to comfortably talk. About themselves, which is not very natural for people. You know what? Tell me about yourself, and what do you do? And what you good at is not what comes off of most people’s tongue, naturally. So we give them opportunities to always be introducing themselves and give them lots of networking groups to join. And people just come out of their shells. It’s. Remarkable how, after a couple of months of being around others, they’re perfectly comfortable to do that. Yes, talking alternative radio, twenty four hours. Do you need a business plan that can guide your company’s growth? Seven and seven will help bring the changes you need. Wear small business consultants and we pay attention to the details. You may miss our culture and consultant services a guaranteed to lead toe. Right, groat. For your business, call us at nine. One seven eight three, three, four, eight, six zero foreign, no obligation free consultation. Check out our website of ww dot covenant seven dot com are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow. No more it’s time for the truth. Join me. Larry shot a neo-sage tuesday nights nine to eleven easter for the isaac tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to know what’s. Really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot. Com. For details. That’s. Ivory tower, radio, dot com e every time i was a great place to visit for both entertainment and education. Listening. Tuesday nights nine to eleven. It will make you smarter. 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 so our subject is interviewing, but this is all feeding the interview. This all came. This networking are networking discussion. All came from doing the right research around the job and the culture of the organization as much as you can find out about the organization right now, in your seminar description, there are three r’s and researchers at first, but resource is what’s. Your advice around resource is on resource is finding out. What you bring to the table? What what resource is that the candidate brings us? I believe that’s the idea that we’re getting at how can you help that organization and pinpointing what your real strengths are and how that can help advance that organization? That’s really what you want to in part to them and you’ll find out about the organization’s needs as you’re doing your due diligence, your research find out you might find out some of the shortcomings that the organization has and see how you can plug those gaps. Absolutely, you want to know what value khun ad so you might brings a special connection or a special perspective to that non-profit you know, say it’s, a science institution, and you happen to have background in science that’s evaluated that is extremely important, and you’re not the average say fundraiser, if that’s your field, your fund-raising that happens to really know a lot about science, and therefore you could speak more passionately about it, so that would be really important aspect that you want to bring out to the non-profit do you have specific advice around? Dahna when you’re subject to, ah, panel interview, i mean the panel could be two people, but it could be as many as five or six. Wait, how do we that’s incredibly intimidating you walking into a room of let’s say it’s the worst case? Six strangers and they’re all sitting on the other side of the table. How do you prep yourself for that that’s? A real challenge is one that we do address because it’s called like the stress interview and it’s to see how you stand up in aa extremely unusual circumstance. What you normally would not be the target of a conversation like that in real life. So we tell people, introduce yourself to each person individually. Make sure that you have eye contact with each person and shake their hand, make yourself known and remember their name so shake their hand. Just go down the line of the table is absolutely when you were coming room. Yes, when you come in, introduce yourself individually to each of them make an impression on them that you’re confident and you know you want to engage with them. And then if the questions are coming a little bit too fast and too furious, there are ways to slow. It down a bit of humor on that always helps break the ice a bit, because sometimes people just lose sight of the fact that you’re only a person and you’re a pit under under the gun. So i’ve had a client to have said things like, oh, i made it like it was jeopardy, and i say, all right, i’ll take i’ll take jim for two hundred, and then i’m going to take, you know, the next person, arlene for lina five hundred, but yeah, so it kind of everyone has to laugh at that because you realize that, you know, how many can you do it once? Obviously, it’s, just one on. They are trying to see what? What it’s like for you to trial under fire? S o we try to get people to realize that humor is a good thing and it helps people relax as well helps you relax. You can always take a drink of water. Give yourself a moment to think, and companies are looking to see what what you’re about. You also have to realize if that is their culture, to be that way, to be very in your face. You have to know is that for you? Is that is that you? Yes. You. It may not be for you about about preparing for the serial interview. You know, you’re going to have three interviews in the day. Each one is going to be a test forty five minutes. I would think. How do you how do you prepare for that? That multiple interview where you could be on you could be on for close to three hours in a row, but with three different people, right? Ah, you want to be prepared to give a good examples of a variety of things that you’re about, like different facets of a diamond and you don’t wantto be repeating the same story of store three times. And then there are other they say, oh, yeah, she told me that he told me that story. I heard that already. So you can have to come prepared for your interview with good what we call them accomplishment stories, if you will, on s o that joe have maybe six or eight really important projects that you’ve worked on, that will really show you off to best advantage. You can come in with a portfolio. And have some points of keywords for yourself to remember that you want to make sure that this project gets put on the table. And then you mix it up so that everybody is hearing some different stories out of you. And each can bring out different facets of what makes you successful growth that you’ve money that you’ve brought in from non-profit. Have you created new event? Have you doing outreach brought in new community members brought on board members? These are things that are important, usually to fund-raising organ operations. What if i feel that i’ve gotten a question that’s, inappropriate or illegal, around age or pregnancy, or? Sexual orientation? How do i how do i handle that in that moment? Yes, in that moment, you might want to say, can you rephrase that question? Or is that a chance to give him a chance to realize that that might be a really uncomfortable thing to be talking about and that you sort of object teo to getting that question? John, you might say, is that relevant to the job? Or i’ve heard people say they’re asked whether or not they have young children. Obviously the employer is trying to get at are you going to be away if the child is sick? S o sometimes people will say, oh, is this a very, very family oriented company is, you know, doo doo doo family events? Is that why you’re asking? So you try to soften it? You try not to be in their face about a fact that that’s really overstepping their bounds, but to some extent you have to pick your battles because you are looking for the job. So although this does also inform the culture of the organization that it might not be the right fit completely, completely do take note that if they’re overstepping that this might be a real invasive place and that they’re expecting a whole lot from you. That is really not normal. And that might not be if you say a good fit. No. Alright, um the third of the three r’s thatyou have his references it’s important? Who you select for your references what’s your what’s your advice around that references can go back twenty years. I could go back from beginning of your career. I don’t think people think about i think they think of the last job, right? And that is certainly not the whole scope of what is appropriate to use references khun b people that were above you people, that it could be people that reported to you it could be your peers pier level it khun b a your boss’s boss anyone that knew the quality of your work and speak for you those are appropriate references. They could also be if it’s for a community organization. It might be something that you do on your private time that you’d like to have that person reporting about your experience with you, perhaps in your community service. So you want to get a variety of references that will reflect all sides of what your background is, good people when they’re asked tio provide a reference often asked, what do you want me to say? You know what should i talk about it? It’s okay, give that advice around what, what you’d like them to be specific about. Yes, it is because oftentimes if you’ve worked with someone five years ago, they might forget exactly which projects you worked on together, so people kind of need prompting, like, so you want to remind them remember, we did this, such and such together, and we had this result, so by you’ve sort of writing out some pointers about what your relationship together was, like it’s really informative, it helps them. It takes them off the hook of the pressure of oh, i forgot. What am i going to say? And it’s also you feeding them what you felt was the most important aspect of the project so that they’re goingto right. Quite cogently and importantly about what you did. Yeah, and it might just be a conversation to a lot of references. I just checked my phone. No. Yes. That’s right now. Another thing about references. When you have a company, the company you might have just come from in the corporate world, this is very true. The company often will on ly just verify that you worked there and how long that you worked there, so that can be a bit of a problem if you know your best references of the people that are still there, the way to overcome that would be to look at people that have gone on moved on to another organization, and then they’re not under that up that corporate policy hr restriction of not being able to give a reference, but you don’t see that so much in charities that unwillingness to say more than just confirm data report it’s not a strict it doesn’t seem to be a strict people are a little more willing to talk about the other thing that people are very surprised about is that cos you can ask what person salary was and you know it can be verified. The new employer can ask for your w two, which seems really invasive to find out. What did you actually make on paper? Yes, napor connects with you too. You can ask your w two so, it’s, when you talked about salary, which is a whole other chapter, you know, how do you dodge the salary question, which we do recommend that you try to keep that salary question off to the side as best you can, okay, but at a certain point, they’re gonna want to know, are you like, within the ballpark of the range that they’re interested in on? You can always say, this is what my package was, this is where i left off at and then just back away from it and say, i’m very interested in this organization, and i really it’s more important to me to talk to you about the opportunity, and we could always i’m sure if we’re on the same page, we’ll come to a mutually agreeable point with salary. Okay, well, i was going to ask how to dodge the salary question, but you just you just did it. Yeah, it’s that important? I think everyone is very nervous that they’re going to be put on the spot. Now, when you’re working with the recruiter, it seems to be an easier conversation to have because the recruiter is representing you and the recruiter wants to know, are you in the ballpark for what they will go for? You know, if you’re completely at a different salary rate much hyre they might be a fruit, you know, footless kind of conversations. So you do want to be forthright with the recruiter? You try to keep that conversation in the background if you’re going directly in number about the last hyre half hour before the interview. So my remains of your scheduled for two thirty it’s now two o’clock let’s say i’m already on site. I’ve arrived, so i guess your advices get there earlier. Yes, to make sure you’re not late. Yes. Okay. Now what do i do with this last half hour? Last half hour. Okay, so you’re coming in. You certainly want to have at least fifteen minutes to be ableto fill out any forms if they have them. So that there’s going to be at least fifteen minutes. That’s going to be for that show up early is that we show up early before. Oh, certainly show up early on. That gives you a time. Tio really, look around and assess what you’re seeing. Look at the interaction of the people in the organization with the receptionist and i see the culture, you could really learn a lot by just watching and observing fifteen or twenty minutes, right? Absolutely come and go watch people come and go. And if the receptionist is not busy, have a chat with the receptionist. You learn a lot about the organization, find out what their experience has been. Have they’ve been there a long time? It is a lot of benefit that you could actually gather, and then it helps inform you of howto handle yourself in the interview, you might learn of events that are coming up for special projects that are on the table that you might not have known. So it’s always a good idea to be highly respectful and interactive, if you can, with the front desk, because that front test person is going to be giving the first frontline response to the hiring person as to what was your impression? Oh, there might be a receptionist might actually be asked, absolutely, and if you come in all huffy and and annoyed and you didn’t get through security fast enough and whatever happened and you come in all in a in a rage, they’re taking note because you’re on, you’re on from the minute you walk in that door. Okay, so collect your thoughts, get yourself together and remember, the clock starts when you walk in that door at reception. Right? Okay. Okay. Um, we have just maybe a minute or so men and a half left. What about the resume? You have advice around resumes, resumes or something that can be targeted, targeted for particular jobs. Don’t think of your resume as a static item. That just is the same for every place that you’re applying for because each job has slightly different requirements. And just like you have many facets, you want a feature, the ones that are most important to that non-profit so you do want to tailor your resume to be very appealing to their needs. We certainly suggest a summary statement. This is that used to be years ago. You did an objective. Okay. And now, it’s really about summarize you quickly summarize your strains what your capabilities are, and then you go into your accomplishment statements. Okay? We have a couple seconds left. Anything else you want to say about resumes? Well allows you. Specifically length if i’ve been in the non-profit world for fifteen, seventeen years, is it okay to have a two three page resume? Two pages the limit? People get a little weary of reading and you don’t have if you’re going twenty, twenty five years, you don’t have to give all your experience you could just give like the last fifteen years is certainly enough, and you could always speak to further back if they are interested. Okay, we’re gonna wrap it up there. Perfect. Suzanne felder is a consultant in outplacement with the firmly hecht harrison, and you’re listening to tony martignetti non-profit radio coverage of fund-raising day two thousand twelve at the marriott marquis in times square, new york city. Suzanne, thank you very much for being a guest, thank you so much. Appreciate it with pleasure and momentarily you’ll be listening to tony’s take two and then real shell shoretz will be with me stay with us after this break. I didn’t think that shooting getting dink dink, dink dink you’re listening to the talking alternative network duitz e-giving e-giving you could are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way look forward to serving you. Hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. We’re gonna have fun. Shine the light on all aspects of music and its limitless healing possibilities. We’re going invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and their voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com. You’re listening to the talking alternative network. Dahna lively conversation. Top trends, sound advice, that’s. Tony martignetti, yeah, that’s. Tony martignetti non-profit radio. And i’m travis frazier from united way of new york city, and i’m michelle walls from the us fund for unicef. Hi there and welcome back, it’s, time for tony’s take two at roughly thirty two minutes into the hour, i have a charity registration survey on my blogged been there for a few weeks. If you finish the three minute survey, then you’ll get a free download of my book, charity registration state by state guidelines for compliance and the fee for that could be as high as two hundred ninety nine dollars, depending on the size of your charity. I really want to understand more about your experience with this morass of st charity registration laws that’s why i wrote the book to help charities sift through all the regulations i’m working on a project that will that i really need your help with. So please share your experience. Even if you don’t know that much about charity registration, i’d be grateful if you would take the three minutes teo to do the survey, and at the end of the survey, you’ll be offered a download for of my of my book that post is called help me out and get my book free that’s from august thirteenth and it’s on my blogged at tony martignetti dot com and that is tony’s take two for friday. The thirty first of august thirty seventh show of the year with me now is rochelle shoretz rochelle founded shark threat to connect young jewish women fighting breast cancer following her own diagnosis at age twenty eight, they’re based in teaneck, new jersey. You’ll find them at sharp, share it dot or ge rochelle served as a law clerk to see supreme court justice Ruth bader ginsburg in 19:90 nine since sharks are its founding in two thousand won, they have launched eleven national programs, responded more than two, more than nineteen thousand calls and e mails request for help from those affected by breast cancer shoretz programs and services are now open to all women and men deshele record lectures a lot about breast cancer for audiences across the country. She is a member of the federal advisory committee on breast cancer in young women. You may have seen her on the today show, cbs news or fox news today. She’s on tony martignetti non-profit radio deshele welcome. Thank you. I’m very glad that you’re with us from tina. How are you doing out here? Supplier? We’re good, we’re good, we’re getting. Some nicer weather. Okay, um, you’re you founded sharks share it. I think around a kitchen table dining room table was done. And i’m sorry that the wrong room. Okay, well, it’s a bigger issue. I mean, maybe you don’t have anything. You don’t have a need in kitchen. Sorry, iraq. Okay, so it’s around a dining room table. Since we’re talking about storytelling, why don’t you take a moment and tell that dining room table story? Sure. Well, i was diagnosed with breast cancer for the first time when i was just twenty eight years old, and it occurred to me that although we had so many organizations for breast camps are advocacy research, we didn’t have an organization that address some of the unique needs of young women facing breast cancer and those metoo could include, i think, like fertility, career, parenting, genetic, social life, relationships on everywhere i went, i happen to be the youngest woman in the waiting room by an average of twenty years. And so shar sharon began as an effort, really, to collect the stories of and the experiences of young people facing breast cancer and more even more specifically, jewish women and families facing breast cancer because jewish families tend to have an increased risk of hereditary breast cancer could be ten times higher than the average than the average woman. And so there were fight of us around the table that first night, that dining room, table on by, you know, talked about the need for an organization that address some of those unique concerns. Way were five, and then we became ten. And now where more than sixteen hundred peer supporters nationwide. All right. And what is the the annual budget of sharp share? It gives people a sense. So when you’re eleven, which is what we are in now, the annual budget is about one point, eight million dollars. All right. And how many employees? We have fourteen, staff people, and we run eleven national programs with the help of more than five thousand volunteers nationwide, you have very heartfelt, compelling videos on the site and some on youtube. How do you find your story tellers? You know, we really we reach out in lots of different ways. And i think in our experience, we found that the more with the more we reach and in the more diverse in the more diverse mode abilities we used to reach women, the more diverse the stories we get back, we find stories in a few ways. First, we find them through social media using facebook and twitter and ask people to share their stories whether it’s on thanksgiving day, for example, we might ask people toe right in what they’re thankful for. As a young breast cancer survivor on twitter, we might say, you know, tweet us, you know, the things that you’re most grateful for in twenty twelve so you find some of our stories on social media, we use our blogged to share stories, but also to get storytellers to share their email sometimes will do an e mail blast and a good example of that was my fortieth birthday, which was just a couple of weeks ago. I shared my fortieth birthday wish, and we asked others to share theirs as well. And so we got some stories that we were going to talk about that later on because you got a great response. I know too, that to that talk about them very traditional means of focus groups, for example, where we have women come into the office and share their stories and we can either take those weaken, videotape them, audiotape them on, and then have them transcribed so that we can use them for other purposes. Okay? And we’re going to have a chance to talk to you about some of the the i don’t know. I don’t mean to sound heart like, you know, cold calling them channels, but method’s something different methods like the like the face-to-face focus groups that your record, but right now i’m just trying to focus on how you identify storytellers, and sometimes they just come to you, write and tell you that they want to share their story with others. Sometimes they dio, you know, for some breast cancer survivors, that could be a very empowering way to close the loop on their breast cancer experience, where they’re sharing their story in the hopes of inspiring and empowering others. Sometimes we have to reach out and encourage people to share their stories, whether it’s with incentives or just by explaining to them that that’s another way of contributing to the organization in a non financial capacity on dh sometimes we, you know, it’s sort of low hanging fruit, they’re already sharing a piece of their story. We can tell that it’s a compelling story, and so we reach out and just sort of nudge them along and say, you know, you told us a little bit about your experience, but we could, you know, we would really benefit from sharing that same story with, you know, lots of people and, you know, would you mind sharing some more? So we find them out those ways you can view this as a cz, a volunteer opportunity, and we dio you know, sometimes people think that being a volunteer means coming into the office or e-giving tremendous amounts of time or contributing in terms of dollars, but really, being a storytelling could be a wonderful volunteer opportunity that doesn’t require people to go too much out of their way, or tio reach into their pockets and you sometimes these stories are written right? And and sometimes video or audio recorded that’s right on dh. Then sometimes they can be longer, and sometimes they can be shorter. You know, a tweet, for example, is one hundred forty characters. A facebook post might be a paragraph a block post might be three paragraphs some might be written some people feel much more comfortable writing, but others feel more comfortable speaking and in whatever way we can capture their story. That helps us. That helps us collect more stories because we find people in lots of who feel comfortable with different avenues of expression. How do you overcome the conundrum that people might like, tio, write their story. But on the web, viewers are more interested in watching video than than reading, you know, that’s, an important that’s important challenge, and i think we all face in the nonprofit sector. You know, people feel more in control in some ways of the written word and certainly more comfortable behind the pen and behind the camera. But we find that our viewers really liketo watch on and it’s easier to share when we can just ask them to it’s linked to something on youtube or share a web based link. You know, we try to we try to identify those who will come across well on camera whose stories just feel more compelling because they have a great, almost like a stage presence in a certain way. Sometimes we use basic incentive. You know, come on in for a day of videotaping an and that encourages people tio take the leap, and and sometimes we just note that it doesn’t have to be a professional camera set up. You know, it could be your iphone, for example, that you stick on video mode and just shoot yourself speaking honestly into the camera, so we try to make it not to professional and too intimidating, because as you said, the truth is people to respond mohr two videos in some ways than they do to the written word, and we’ve had many guests on say that video does not have to be high production value to be compelling and sincere and moving. I think that that’s, true, but i would take issue with one piece of it, i think, as a non-profit leader, one of the things we’re always watching for quality control and brand management, and so an organization like ours that really strive keep a very professional face. There are so many breast cancer organizations that are not necessarily as as focused on that sort of professional, the professionalism with which we pride ourselves. We really struggled with that balance on the one hand, no, it doesn’t have to be a twenty thousand dollar two minute clip. On the other hand, when we send something out that is videotaped on a shaky camera or that doesn’t look professional, it does in some way reflect on our own ground. And so we walk a fine line between sort of that honest, almost raw quality of video and something that looks too professional to polished to almost teo and focus on attacking at heartstrings say a little more about some of the my voice is cracked like i’m a fourteen year old more with me with me, and we’re not even in the same room. I’m it’s that your charm comes across the phone line. You say a little more about the contest you mentioned and some of the incentives that you might offer toe to induce women or men to tell their story? Yeah, you know, sometimes it could be something as simple as dinner, right? When we do a focus group in our office will say, you know, they’ll dinner reserved at seven, you know, come share your story and people will come around the table and the focus groups i should. Emphasize they’re not just for storytelling, although that is an integral part of what ends up happening inevitably it’s also an opportunity for us to get feedback on programs and fund-raising initiatives and other core aspects of what we do at the organization um, sometimes it could be a simple and incentive as dinner. Sometimes it could be, you know, a t shirt it could be, you know, a reimbursement for travel expenses. It comes in all shapes and sizes on doesn’t have to be monumental mean t shirt or just expense reimbursement. People are moved by small, by small offerings there moved by small offering than i would even say it’s not i wouldn’t even say that that’s what sort of pushing them over the edge? I think i think people want to share their story, they think it apparently there is a need to share in some people, and we are just tapping into that and sort of pushing it along a little bit just wouldn’t even say that the incentive is what makes or breaks the desire to share that desire is built into some people, they find it empowering and when you give them a knave anew that feels comfortable, whether it’s the incentive that makes him feel comfortable, the environment you set up in the office that makes him feel comfortable. The, you know, personal phone call that you might make to encourage them to come in and share their story that’s the little those of the little things that help push them over the edge and make them feel even more comfortable sharing there’s a very touching video done by a woman named brenda. And she tells the story of ya l who ended up not surviving her cancer. But the video is really it’s. Very, very moving. Do you want to say a little about that? Yeah. That’s a video that we produced for our tenth anniversary. We wanted to share the stories of families that had established major gift in support of star shoretz programming on. We wanted really to understand what it was that compelled them to give. And the reason we wanted to understand that was we wanted to be able to share their stories with other family members and friends who might also be considering larger gift. Um, and we felt that that would be the easiest way to translate their own desires to the actual gift it south. And so we highlighted for families, although i should say before we narrowed down to four families, we started with six or seven potential stories and then narrowed it down to the four that we wanted teo highlight on the video on dit was we really didn’t know what to expect. You know, the cameras followed these families around for a few hours in a given sunday and really just have them share what compelled them to give and establish their major deft, and the stories are beautiful, you know, each one different, you know, one was the story, the one that you mentioned about a young woman who connect metoo another pierce support or shall we have just about a minute before break? Ok, so guys tell the story of brenda and yell. So it was a young woman who was connected to another pierce supporter and the peer supporter passed away and our, you know, our young caller wanted to establish a gift in her memory to make sure that others living with advanced breast cancer had a place to turn on. You know, the story came out. Beautifully it’s touching. It is compelling, and it also incentivizes others who are thinking about a major gift. We’re gonna take a break. Rochelle will stay with us, and we’ll continue talking about storytelling that hope you stay with us also. You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s, monte, m o nt y monty taylor. Dot com. Talking alternative radio twenty four hours a day. Duitz welcome back with rochelle shoretz and she is the founder of shar share it which you’ll find it sharp. Share it dot or ge s h a r s h e r e t dot org’s deshele the shar sharon is a chain or necklace in hebrew so it’s a little more. And what you call your members explain that sure are pierce supporters we call link as though they were linked in a jane and it’s actually come full circle because when i was diagnosed with breast cancer a second time, i started to use the services that we created as an organization. And so i was the first link, and then ultimately now depend on, um on on other links in our chain chain is miles long now, right? Yeah. Stands the country were in all of the state. So you had a very successful written block post because we’re talking about righting versus video. But your your birthday block post did did very well. Got a lot of comments. Brought attention to shar. Share it once you share that. Sure. So my fortieth birthday was a couple of weeks ago and celebration of happy. Thank you in celebration of my birthday, i wrote a block post about the imp significance of turning forty and all that had changed in the breast cancer arena since i was diagnosed at twenty eight and i specifically highlighted and shared another story, the story of my grandmother, who had also been diagnosed with breast cancer when i was younger and how much the breast cancer story had changed in the eleven years since my diagnosis. And we were amazed at the response, we posted it as a birthday wish, and then we asked our readers and our stakeholders teo, write a birthday wish back to me and we i think we had over one hundred responses. We shared it in in many modality, so it was on facebook it was on our block. We tweeted about it. We sent it out by email, we really blasted it on. The response was beautiful and in fact the staff as a gift to me collected all of the responses and put them together as ah, birthday book on, and it was beautiful and encourage people to share their own stories. They talked about their own grandmothers who had been diagnosed with breast cancer. They shared some of their own stories, and again, these will be the seeds for further storytelling. We will be able to look back at all of these responses and pick from them others who might be interested in sharing their stories and greater and greater kapin more incentive again, as we talked about, i see stories everywhere. You know that movie i see dead people. I stories. I see stories everywhere. It just went on a hundred mile bike ride with a boardmember on. I set her at the end of the ride. Linda, you should share your story on the block like writing something. And she did right away and again, we sent it out to all the riders. Everybody who had been on the ride. There’s. You know, really, everything we do there is an opportunity for someone to share their story. It might be why they participated in an event that might be what they learned that a given event it might be, you know, a reflection at a milestone. There’s. Always the potential to turn something that seems programmatic into something that elicit emotion through storytelling. That’s. Excellent. And how do you feel that all this story telling is helping shark share it well, you touched on it a little before the break. We really used the stories in many different ways, we use him for programmatic purposes. So for example, we anecdotally they provide feedback to us on the program that we provide, and perhaps programs that we need to provide that we need to develop. We have them in marketing materials like brochures and newsletters, we use them in fund-raising efforts, whether it’s a thank you letter to donors or video that we’re producing for major givers on, we really try to find lots of different ways to use the same story or different stories to engage our diverse audience. What kinds of reactions do you get to the stories you know, i think we keep the story israel, which makes the stories even more compelling. You know, stakeholders these days are very sophisticated, so they didn’t know when you’re trying to get their heartstrings. But when the emotion is wrong, when the story israel on when people can relate to it, i think we find any way that the response is is great, certainly more effective than just shooting statistics in a brochure or, you know, highlighting accomplishment. It gives a face and a voice to the experience that we are addressing. How do you have? Yeah, yeah, please. Go ahead. Finish your thought. But how do you help the storytellers overcome their fear of you? Said people really want to do it, but suppose they have this fear, or maybe maybe even while they’re in the midst of story of writing or being interviewed or telling their story right in the middle of it. How do you help them overcome these fears? Well, i think the most important thing that we dio way provided a safe space for the storytelling. You know, people might be very excited about sharing their story in aa, you know, at the at the onset. But once they start to tell it, once they start to share it, it becomes very personal, very raw. They start to hesitate. So we try to set up a safe space throughout the process. The first will guarantee that we will share whatever edited version of their story with them before it goes public. We guarantee we highlight for them very specifically where that story will appear. It will be in the newsletter, it will appear on the web. It will. We might use it for a brochure, and so they have a very concrete understanding of what’s going to happen with that story. That being said, you know, we still went in sometimes two challenges that we have to address on the fly. I’ll give you a specific example. This is not a verbal story, but a picture story. We did a picture. A picture exhibit of rochelle. I’m sorry. We have just about a minute left. Okay, so we did a picture display of ten of our women and one of the women who was very comfortable when she took her photograph ultimately started to hesitate. And so we have to narrow down where we were going to use that photo. So i think keeping the safe space safe, ensuring and basically ensuring that you are going to communicate with the storyteller helps them feel more comfortable sharing their story. It’s really it’s all very compelling and touching. And i want to thank you very much for for sharing all this valuable information and also your own story with our listeners. Rochelle, thank you very much. Now, my pleasure deshele shoretz founded sharks shoretz to connect young jewish women fighting breast cancer they now work with people dealing with ovarian cancer as well and it’s open to men, women of all races, nationalities, etcetera. You’ll find them at sharp, share it dot or ge i want to thank my guests, of course, suzanne felder and rochelle shoretz also the organizers of fund-raising day for hosting me on the exhibit floor and allowing me to get that susan felder interview next week. I don’t know what’s coming up next week, give me a break because i’m recording this on august fourteenth and next week is going to be september seventh, but i do know that the september seventh show will include the smart, charming and resourceful maria simple, our prospect research contributor, and i know it’ll be a very good show and funny. I host a podcast for the chronicle of philanthropy that is called fund-raising fundamentals. It’s, a ten minute monthly podcast devoted to fund-raising it’s on itunes, it’s on the chronicle website. If you like this show, then please check out fund-raising fundamentals continuing to wish you good luck the way performers do around the world russian theater folks say poca de pere, neither down nor feathers. That comes from wishing a hunter bad luck, which is really good luck to come home from the hunt empty handed. So you wouldn’t want to say thank you to that, because they’re giving you a bad luck wish, even though it’s a good luck wish. So what russians will respond with is shorty, go to the devil. And to think thes people contribute to the international space station. I don’t know, but it all seems tto together. Um and i want to thank janice taylor for her, continuing to give me these language lessons and artists. Good wish, explanations. Our creative producer was claire meyerhoff. Janice taylor is also our line producer. Shows social media is by regina walton of organic social media, and the remote producer of tony martignetti non-profit radio is john federico of the new rules. I hope you’ll be with me next friday, september seventh at one to two p, m eastern here at talking alternative dot com. E-giving didn’t think dick tooting getting dink, dink, dink, dink. You’re listening to the talking alternate network. Get in. Nothing. Cubine are you a female entrepreneur ready to break through? Join us at sexy body sassy sol, where women are empowered to ask one received what they truly want in love, life and business. Tune in thursday, said noon eastern time to learn tips and juicy secrets from inspiring women and men who, there to define their success, get inspired, stay motivated and to find your version of giant success with sexy body sake’s soul. Every thursday ad, men in new york times on talking alternative dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. You’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. This is tony martignetti athlete named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio fridays one to two eastern on talking alternative broadcasting are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication. And the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service sales or maybe better writing for speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes or get your human resource is in touch with us. The website is improving communications, dot com that’s improving communications, dot com improve your professional environment. Be more effective, be happier. And make more money. Improving communications. That’s. The answer. Told you.

A sign that says "Our recipe: Simplicity, Honesty, Innovation. MIx well. Serve anywhere."

Keep Your Marketing Simple

A sign that says "Our recipe: Simplicity, Honesty, Innovation. MIx well. Serve anywhere."
photo courtesy of duncan on Flickr
This ad for ebay™ Now is running in the New York City subway:

     Thousands of items from local stores. Delivered to you in about an hour.

I admire the simplicity and conciseness. It conveys lots of information in two short sentences:

     *We’ve got plenty of items for you
     *They’re locally sourced
     *We deliver fast
     *You know how to find us

Describing my consulting, I strive for the same info density in short descriptions.

     *Planned Giving: I help nonprofits raise money through estate and retirement plan gifts.
     *Charity Registration: I help nonprofits get into compliance in each state where they solicit donations.

It took me months to hone those messages. And they’re still not as exciting as the subway copy.

Can you make your marketing brief, informative and jargon free? Your readers will be grateful. Do you do a lot of speaking? Your listeners will be even more grateful. Readers can stop reading. The people in your audiences probably won’t walk out. But they can tune you out.

Those you’re delivering to will better understand your messages–and it’s good practice for cocktail parties. The second half of this episode of Nonprofit Radio is devoted to dropping cliches.

It’s a challenge to write short and informative, and it’s a skill worth developing.

(ebay is copyright © 1995-2013 eBay Inc. All rights reserved.)