Tag Archives: mobile tech

Nonprofit Radio for July 10, 2015: Reach The Rural And Marginalized & Discovery Visits

Big Nonprofit Ideas for the Other 95%

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Opportunity Collaboration: This working meeting on poverty reduction is unlike any other event you have attended. No plenary speeches, no panels, no PowerPoints. I was there last year and I’m going this year. It will ruin you for every other conference! October 11-16, Ixtapa, Mexico.

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My Guests:

Osvaldo GomezReach The Rural And Marginalized

Osvaldo Gomez reveals lessons learned as he used online, mobile & cloud technology to improve health care outcomes in hard to reach communities. He’s technology director at Upleaf. We talked at NTC, the Nonprofit Technology Conference, hosted by Nonprofit Technology Network (NTEN).

 

 

Maria SempleDiscovery Visits

Maria Semple

These one-on-one meetings are critical to your prospect research. Maria Semple, our prospect research contributor and The Prospect Finder, makes sure you’re getting the most out of them. She also shares her recommendations for summer conferences throughout the U.S. that will help your research.

 

 


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Oppcoll hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, i am very glad you’re with me. I’d bear the pain of mass toid itis if i had to hear you say tony, i missed today’s show reach the rural and marginalized osvaldo gomez reveals lessons learned as he used online mobile and cloud technology to improve healthcare outcomes in hard to reach communities. He’s, technology director at upleaf we talked at ntcdinosaur non-profit technology conference hosted by the non-profit technology network and ten and discovery visits thes one on one meetings are critical to your prospect research maria simple, our prospect, research contributor and the prospect finder make sure you’re getting the most out of them. She also shares her recommendations for summer conferences throughout the us that will help your prospect research on tony’s take two important legal stuff responsive by opportunity collaboration that working meeting that unconference on poverty reduction that will ruin you for every other conference. Here is osvaldo gomez from auntie si. Welcome to tony martignetti non-profit radio coverage of the non-profit technology conference it’s day two were hosted by intend the non-profit technology network and we’re in austin at the convention center. My guest is as valdo gomez he’s, technology director for upleaf. Welcome, osvaldo, thank you for having me, it’s. A pleasure. Your topic is using technology and online communication to reach rural or marginalized populations. Excellent that’s, a riel niche topic before we before we get into it, and we have plenty of time to do that let’s, define the rural and marginalized. How do you consider those? So i think that the most important thing is to understand that. There are lots of populations that could be considered rule. Remember, analyzed the most. The most obvious one is hispanics. There’s, obviously a language barrier. There’s ah, you know, on documentary me grant. So are other circumstances that by default, you assume that it’s a somewhat marginalized population, then when you add up hispanics that live in rural areas, then they kind of have the double warming. Okay? We’re very hard people who are very, very hard to reach exactly online. Kind of off the grid. You all right? Do they have? And this is really dangerous. Got nowhere generalizing about lots of different populations. Exactly. But we’re talking about the hispanic population because the work was with the hispanic access foundation. Yes, correct. Okay. All right. So how can we with with recognizing that were generalizing? Yes. They didn’t have mobile devices largely. So that was very interesting for us to learn. When we started working with the project, we realised that the the word three things that could help us first is online communication. Because because you are it’s, a nationwide effort, it’s really hard to get to everyone in person. And there was a grassroots component to it also yes, there were. I don’t want to take you off your way have plenty of time don’t want and so they it was hard to get to everyone in person and they was also expensive to get to everyone through attritional media. If you do tv it’s very expensive. So the obvious choice was to go online. Okay, online number one. Exactly. Then the next one is mobile devices and mobile devices helped us. No, no, not just in the front and just, you know, because people like you are saying there’s a high incidence of smartphone use there is there’s there’s good penetration? Yes, even among the marginalized in rural. There is this ok and then but it didn’t also didn’t on ly helped us there. But it also helped us in the back in for us to actually run the operation. So when we were doing aggress receive into then it made sense to have the staff that was running the event using in their case it was ipods and using a mobile device because it allowed them to do data entry on this part. Okay, so for the back end also there was that there. Was online. And then is there a third of that is yes. Oh no eso so we said online communication and we say mobile devices, the third big part of this was clouds services, okay? And that is kind of the perfect pair for mobile devices, because then you have this holy infrastructure of this whole team on a national level connected and connected are low cost, which was really important because obviously it’s a non-profit it’s, not unlimited funds. And so those three things were the ones who allowed us to really reach this population. And what we proved with this project was that using online communication, mobile devices and cloud services, you can effectively reach rural or marginalized populations at a national level with a very small core team on a low budget. Alright, very exciting. I love i really i love the niche so let’s dive into it. What were the first steps? So what we did was essentially use a whole host ofthe tools to get to do to do this. We didn’t discard mass media. Well, let me ask you first, what about assessment? Determining where the people are, what they’re levels of connectedness are well, that was easy. There’s there’s a lot of information about distribution of hispanics and in our presentation, there’s a very cool map that shows you the share of the population for county that is hispanic. Ok, so there’s this’s and this is all in the us exactly, and and that the census is of the first go to place, and then it’s very easy to flag where to go, but in their case what they did, because obviously this has to be funded, so they had to prove the concept. And so they started in houston with one community, and when it went really well there, then they expanded to five communities and then more and more, and then four years later, they’re reaching eighteen states in the united states. Obviously, the goal is to get toe all state offgrid taken incremental with a community and then a bunch of states which is that’s a big leap on praveen eighteen states exactly and it’s very important to prove to the donors that the money’s will spend that you’re doing a good job, and so they’ve been doing that very effectively, and i think that the those eighteen states have bean chosen based on you know where you’re going to have the biggest impact. Of course states like texas, california winning first, how were they able to measure? And we can go? We can come back to this later on just you’re just sort of overview. How were they able to measure outcomes or definitely had an impact? The biggest tool that they used was a sales force system on this system was what the field team used. We’re on their ipods on the field, and it was what the people in washington had also available in this system runs the entire operation. And so everything that happened if you attended an event that data was entered, if there was ah, say that ran on your show that was logged, and ultimately once you put once you do all that data entry and in a decentralized way so that every user does their part, then because you have an integrated system, it all comes together, and then you can report on it more effective. Okay, so so the outcomes were points of contact. That was one part of it. The other thing was, first of all, we would do we still do post event surveys, so we collect data from people, and we collect data from the speaker about how the event went, how what you learned, and we kind of tried to gauge whether they actually learn the talking points of the okay. All right, so it was more than just a contact. But what was learned exit from the contact of the event, exactly. The other thing that we did make love sense they’ll think what it was a huge population study to evaluate whether not only they learned because there’s through three stages for for behavior to change, you have to have knowledge about, you have to know that there’s a problem, you have to be motivated to change, and then you have to have access to the resources you need to change. And we’ve been addressing all three but to be able to prove that the last one, the access and the action took place and we need it to we needed to do a study. So we did, and we proved that when you were able to educate people through a grassroots event with a community leader that they trust and kind of build that knowledge and create the position of risk. For example, we did a one big part of what we did was cancer, breast cancer and colon cancer prevention. Yeah, i was going to ask you about what some of the messages were, but go ahead, we’ll get to that. Yeah. And so for that you have to actually make sure people got tested screened exactly. Eso this study allowed us to prove what the success rate wass and, you know, out of all the people that attended this event that received the information, the motivation and was made available resource is for them to go get tested. How many actually did get this all right? And the results were very good on dso we’ve bean just building on that and improving over the years to make sure that that we reach us many hispanics as we can. Okay, really cool. And of course, you mentioned sales force. You’re doing this on a low budget sales force, of course, donated except for non-profits i think it’s up to ten licenses, i believe. Yes, that right salesforce’s free for non-profits. Well, the first and licenses are donated, and then you get a huge discount for the one after that, okay, it’s huge on for these organization in particular. So far, they’ve received three hundred three, six thousand dollars worth of donations part of that or most of it from sales force. But a lot of that also from google through the google non-profit program they run google ats donated by ghoul okay, one hundred percent 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 so let’s, talk about some of the tools that were used, so we’re we’ve we’ve touched on sales force. Yes, dribble used ripple. Yes. That’s that’s a quaint listeners, maybe more, probably more familiar with word preston droop a lso. Explain what dribble is drew police, a condom management system platform and it’s being used very widely. The white house website is built on drew people really and so it’s, very popular and very robust and it’s amazing the nuggets you can learn on non-profit radio. The white house platform is not is not word press or even customized. It’s ah, droop a little bass. Yeah, all right. And so there was non-profit radio. I’ve been telling you for years. Listen to me. Listen to osvaldo. And so the main thing is, whenever we chose the technology was is it open source? Or is it donated or discounted? Because no, the savings are remarkable and so do people was what we used for the front end sales force for the back end. But then they also because this is a distributed team throughout the country. They needed to be able to claret. And so again with a google for non-profit. Program, they were able to get google maps for free and so their e mail their calendar, they can do hangouts and collaborate and and also have a share, dr using google drive and so using all of these tools, they’re able to stay in touch, to stay connected on to coordinate. And this goes not just to do the core team in washington, but they also gave ipods to the field team to the community and faith based leaders in the community so that they could stay connected with this network. So they expanded their teams through volunteers essentially very, very effectively, through the use off the mobile of isis on the clock services and, of course, online communication to distribute the information. All right was was was more of the communication mobile based than than online because because there’s a greater penetration of mobile devices than there is desktop and laptop computers. So what we try to do is i mean, i guess i mean mobile native or was it was a more online and then mobile mobile optimized exactly that’s the that’s the the key because of cost it’s very for non-profits it tends to be prohibited. To have a nap for every platform. Especially when you have to. Do you know it’s andre for so many different devices. And so web apps or web solution’s make more sense. Okay, okay. Let’s, turn to the grassroots component of this. Because that was important. A huge yeah. Very important was not just online with, i guess local community organizations that are trusted in the low in the local place. Exactly. And trust that he’s a key word. Because, you know, an undocumented immigrant is probably not going to trust on outsider to come and tell them. Let’s. Let’s, gather you all in this room right now and talk to you. And so being able to reach them through the church that they attend, or through the community center in their community that they already trust. And the people eating there that they already trust andi, instead of having an outside and talk to them, have the leaders that they already know talk to them about the specific topic was very, very, very important. So the organization try to engaged these leaders on dh. Right now, the network is two thousand people strong throughout the united states about more. Than two thousand leaders throughout the united states are connected to this organization engaged by this organization and participate and lead these events that are happening as we speak that’s, the hispanic access foundation. Yes, we’re all the messages about rest in colon cancer. Well, that was part of it. The address they have for areas there’s, education, there’s, health, of course, and the kid. The cancer project, is an example of that. There’s also finance on dh. There is the environment, and the reason why these four are important is because in the case of finance, what, what they realized this. You have to help people improve their lives throughout, if, if there’s, no money, there’s, no health, and so being able to. And the main thing for for immigrants is. Being in the numbers being in the statistics and so submitting your taxes, even if you’re undocumented is huge because if at any point in time, in future there’s immigration reform, you have to have that history that you’ve bean reciting innis they file your taxes compliant for years exactly all right, all right, and that’s a huge thing because there is no tradition in america of doing that. So educating people that in the united states you do have to file tarsus taxes regularly is a big deal. What were the outcomes you were measuring in thie environment, part messages. So the thing about the environment is that when you pull hispanics, they’re all very aware of it. They were aware that you have to preserve the environment, that climate change is important, but many times, even though they want to a lot of hispanics living or been city in urban areas, and they don’t really get out much besides a lot of doing a lot of work and so being able to create a world, especially among the youth, that all these national parks are available to you that you have to take care of them if you go to a national park you take care of. It was very important because he created this more well rounded. How did you measure citizen? How did you measure the impact of those national parks announcements? So the idea is beyond announcements we actually organized tours and took people there. And so the post, sir, the post even survey was very important to gauge how how many people numbers attended the tours and what they’re what they learn and how they felt. Definitely excellent. Excellent. And what about on the education side? Were the messages there? There was a lot about making sure that the people can, first of all, with those very interesting price about distributing books two, two hispanics and creating their habit of off reading of learning. So so that was a big part of it. But i think that the most important take away is that it is possible that a non-profit with a low budget, a small team can really use thes three tools online communication, mobile devices and cloud services to reach very hard to reach populations effectively. Yeah, excellent. All right, now we still have a good amount of time left. So tell us were there any other tools besides the a dribble sales force and and the google maps that were that were important? Yes, so they’ve used a whole whole host of things. So one one, because this is all valuable, i mean, even if you’re not trying to reach rural and marginalized pompel definitely in terms of low cost, valuable, you know, really helpful tools for for non-profits we’ll definitely yes, whatever whatever work you’re engaged so well, what else was valuable? So they important thing i think we think sales force the top exchange what the application store that they have is very important because there’s a lot of free it’s, a sales force petition store, the ap exchange, okay, okay, and they having these aps available for free was huge because it allowed us to expand the infrastructure and do more things than what the course ellsworth system can do at a very low cost. The most important one for them was project management, and you can imagine running in national operation with a bunch of volunteers spread throughout the country, how hard it could be if you don’t have the system in place to manage every little to do and organize things and so there’s a free up in the ap exchange called milestones, pm milestones milestones piela all right, there’s, a free program management tool that you can just installing your in yourself was application and having it in one system was huge. There are others that are there’s. A lot of you know is outstanding to me because first of all, sales force is free. First ten first, ten licenses so let’s do. Our audience is small and midsize non-profits excesses him. They probably don’t need more than ten licenses, but anyway, but then there’s a deep discount beyond that. But then the then the everything in the ap exchanges free. Well, not everything but a lot of it, but just wanted this project management, which is again called milestones being ostomel p m free, so free sales force and then free add on and obviously valuable because it’s, managing a project of two thousand volunteers across eighteen states, exactly really outstanding. What what other tools can you share? So the other thing that we did was looking for whatever was donated, open source or discounted and so in terms of email marketing, very good. Response has a at that point, when we started, i think they’ve changed a little bit recently, but they had this donation program that you would get the first ten thousand emails for free and so for them it made sense to start without because it gave them a in an instant saving, even if they had to pay for the extra write emails he gives them gave them just like socials gives you this instant push, and so but the beauty of it is that it integrate two cells were so they could go toe one place and do everything they needed to do so. Vertical response there’s an app in the exchange from vertical response that allows you to integrate it into cells. Whores it’s remarkable that’s outstanding these air this a great great resource is really alright. I’m adding vertical responsible list now that’s that’s um that’s! Excellent! What else could please more? What else should we use? Share don’t don’t hold back with tools are there so i think that they being able to when you, when you combine all the key tool that i think it’s very important to understand that they would didn’t exist. A few years ago is this mobile devices in the case, in their case, the ipod and they they had ei paso were connected to a cell network so they could be moving around and doing that entry. But even if, even though it’s not donated or free having a tool for a relatively low budget that you can distribute two people, you know, remote for them to work remotely is huge and being able to use all of the other tools sales for his google labs and all this stuff through this device really empowers people on what we saw was, you know, a pastor that’s, sixty years old and had never had access to a device like this, getting training and having so much enthusiasm for learning to use this tool and then realizing that it really helped them, even if it was a little scary at the beginning, it really helped him do what he wanted to do, which is help people. All these people, they’re not any for the money, obviously. So they really want to help people. And when you give him a tool that allows them to help more people, they just love it. Love that of the story of the pastor let’s spend a little time our last couple minutes on lessons learned on the the and the grassroots level, so we talked a lot about the digital onda technology side let’s talk about the the personal side, the people side of the grassroots work, some lessons learned there, yes, so the key thing for us was don’t go it alone, partner, and the profits are very good at doing that partnering, but in this particular case, it’s key because you can’t go into a community that is already a little off the grid and pretend to be an outsider and be heard and access people, and so being able to to go to get to these community through people they trust was very, very, very important. Now, these people also need to be able to trust you as an organization. And so a lot of the work that the spending explanation did was reaching out to these pastors, getting them into a room on dh, showing them everything that was in the works. Everything that we’re doing, this is our this is even how we’re handling data. This is how we’re handling privacy if we collect data from an undocumented immigrant, we’re not sharing that with anyone and creating that trust between the organization and the leader was important because if the leader trusts you, then the committee trusts you and i think that’s the biggest takeaway from this there there vouching for the larger organization exactly local leaders are vouching for exactly they’re putting their name on the line. And so they want to know that you are really for real trust critical both between the organization and the leader and the leader and and the people. And then you’ll get the third you get the third leg of the triangle between the people and the organization, exactly, little by little. And then okay, well, then i would say, and then the messages will be trusted except by little. Sounds like there’s something there? Yeah, so? So even so, we’ve been at it for a few years on dh. What we’ve seen is that you go in the first time pastor or the priest, in some cases, partners with youand brings people in and educates people the first time the attendance might not be. You might not feel the room the next time you do, on the following time, then they they asked for, and i think that there’s a real need for information people just don’t really they don’t feel comfortable asking for it. Yeah, all right, but but they they open up? Yes. Okay, we have another like minute and a half or so. What else? On the personal? The grassroots organizing side. Other other lessons there? Well, the other thing is don’t be afraid to use technology. This story about the pastor that was kind of scared of the beginning. It was very easy for everyone at that point to say, well, let’s, just not do that let’s go to back to paper latto pencil on paper, but that has a huge cost over the long term, especially for you to actually measure impact and don’t and so don’t don’t not being afraid off putting people out of their comfort zone and telling them let’s, do this let’s do it together and it’s okay is important. And i think that that was a big lesson for for me, because a technology guy, i thought, everybody, we’re going to say, just say, yeah, sure, that’s it, andi, wasn’t it? Took some convincing but beeper system because ultimately, once they get used to it, then it becomes something that they can’t work without. Oswaldo gomez, technology director for upleaf very inspiring story that’s outstanding. Thank you very much for sharing. Well, thank you for having me at my pleasure. This is tony martignetti non-profit radio coverage of the non-profit technology conference and t c twenty fifteen. Thank you so much for being with us love the story that he shared lots of valuable information, even if you’re not trying to reach the rural and marginalized, but just about free and very low cost resource is excellent. One let’s do live listener love and let’s start abroad. Seoul, south korea always with us gratefully. I’m very, very grateful. Anya haserot soul guangzhou, china ni hao, we’ve got jakarta, indonesia very glad you’re with us live listener love to jakarta and tokyo, japan also very frequent listeners. Konnichi wa in bangladesh, we’ve got listener in dhaka i’ve been there. I spent a day in old dhaka but spent several days in ah in the capital generally welcome dhaka and also in brazil. Camp in ious live listener love how about domestic ridgefield? New jersey. My dad used to teach in richfield ta ta ta ta ta ta. Instrumental music in the elementary schools in richfield, new york, new york. Thank you very much for being with us. Cranford, new jersey, hubert, north carolina and oxford, maine. And i believe oxford main maybe. Read stockman. He was tweeting that he is listening in maine that maybe read live listener love main north carolina, new jersey, new york. Thank you very much for being with us. Tony stayed too. And the open movement coming up. Uh, pardon me. The discovery visits air coming up. See, i need an intern so i could blame someone when i make a mistake like this. Tony’s take two and discovery visits coming up. Where’s the intern to blame. But first i got to talk about opportunity. Collaboration. It’s ninety three percent sold now. It’s, thea unconference in x top of mexico for non-profits around the world grantmaker zoho social impact investors, venture capitalists, academics and companies. If you’re working to reduce suffering anywhere in the world, you need to be at o c. There are no plenary speakers. There’s no power points. Every session is in a circle. Obviously collaborative three hundred fifty people and there’s lots of time. Deliberately set aside for meeting each other. I was there last year. I’ll be there in october. I did get my reservation in opportunity. Collaboration dot net. The video this week is a new entry in the non-profit radio knowledge base. Important legal stuff. Jean takagi. You know who he is? Our legal contributor and the longest running contributor to non-profit radio uh, four years. He’s been with me four years. He’s, the principal at the non-profit and exempt organizations law group in san francisco. That’s his, you know, that’s, part time gig. But most of the time he spends with non-profit radio he’s been with the show. As i said four years and i chose the best stuff from his four years. And i added it to our knowledge base. And the video is at tony martignetti dot com that’s tony’s take two for friday tenth of july twenty seventh show of the year. You also know maria simple she’s, the prospect finder, a trainer and speaker on prospect research. Her website is the prospect finder dot com. Her book is panning for gold. Find your best donor. Prospects now, she’s. A diet of dirt, cheap and free. You can follow her on twitter at maria simple. Welcome back, maria. Maria so i give this screen here. How are you? Where you been? What’s going on there? What do you think? That’s? Too much that’s. Too much. I had myself on mute while you were doing on minute announcements there. Sorry about that. Um, i’m glad you’re with me. Welcome back. Absolutely. Thank you. Pleasure. We’re talking about discovery visits today. These, uh, he’s let’s, define the discovery visit. And then once you explain why you think they’re so critical, the prospect research well, you know, as prospect, researchers, unfortunately, we don’t have access to every little piece of information that would be useful for you. As you’re thinking about cultivating or soliciting someone so actually sitting down face to face with a donor is going to yield so much insight about what motivates them, why they love your organization and potentially yield larger gifts for you down the road. I blogged this a while ago, and it may be one of the first times that you and i met online because you commented on it. But i don’t think you were on the show at this point. But i blogged the value of face-to-face meetings and i was not. Diminishing prospect research online and all through all the resource is that you and i have talked about from chambers of commerce and libraries toe online resource is wasn’t diminishing those, but yeah, the value that you get from having lunch with someone i happen to like doing it over meals, but whether it’s over meals or a meeting in their office or a site visit to your place, those could be great buy-in you just pick up so much just by talking to somebody for for an hour? Yeah, yeah, and and definitely even in the body language alone. So you start steering that conversation in a certain direction, and you see people getting uncomfortable or fidgety or ah, in the opposite way, if maybe they start leaning in and leaning forward and looking like they’re really engaged with with what you’re talking about, perhaps a new program that you’re looking toe launch and get funded, all of that can yield so much great information for you. Sometimes it could be a little awkward. You hear things that you, you’re not sure how to document, and we’ll talk about the importance of doing that, like, you know they don’t really like the ceo or your boss? You know, are there glad that you’re at the lunch with them and not this other gift officer? Yeah, and you do have to be careful about that. How you document that? Because, you know, a donor does have the ability to walk into your organisation at any time and say, let me see what donorsearch crowds you have on me. So you think you would want to document it in as a subject in an objective manner i should say objectively think of yourself as a a nen vested gate of reporter, right? When you’re trying to write down what the comments were so you might, you know, just right, you know, they did not seem particularly interested in the new x y z program and period end of story. Now we’re talking about the documentation it’s critical to save this in your hopefully have a cr m database, right? A donor database, cr m someplace this has tio this information you know, it’s what we call, i guess institutional memory, right? And you’re not going to put me in jargon jail for that? Are, you know, that’s a pretty straightforward one. Okay, i don’t join you for a while if you as a development officer or is an executive director, sit down and have a conversation with someone, and then you decide to leave the organization a year later. Ah, and then the new person takes over and goes in and has a visit with this long time donor sort of starts asking that same set of questions that donor’s going to kind of look at him like, don’t you already know this? Because i’ve already talked to your predecessor about what my interests were, etcetera. So you really do need to make sure that you are taking, you know, the time and it’s time well worth, you know, spent just documenting what happened during the conversation. What were the critical point? What were the things that need to be followed up on? You know, maybe it’s a timing issue, maybe they say, well, you know what? This is a really bad time for my family right now, but in two years we feel that our finances will be in a different situation, you’ve got to get that documented and that’s an ideal example of one of the many, many things that you’ll find out from talking to somebody that you’ll never find online or any other resource is it’s talking, you gotta you gotta drop people out and and they love your work, otherwise they wouldn’t be meeting with you, so they’re happy to talk about what it is they love how, how their situation can impact your organization. I mean, positively or negatively, you know, like you’re saying, this is not a good time for us, you know, we just had a downturn in my business or from death in the family or, you know, whatever i mean, stuff you’re not going to find out anywhere else than talking to people, you’re absolutely right. And, you know, one of the interesting things, too, is you sometimes when i’m having conversations with with a non-profit maybe it a networking event or at a conference or something, and i’ll last generally how is your fund-raising going and then steer the conversation towards you know, well, you know, when was the last time you had a chance to meet with who you would consider to be your top ten donors? And they kind of look at you like, uh, am i supposed? To be regularly meeting with donors. Oh, boy. Yeah. That’s ah, that’s yeah, that’s where the person in charge of development needs to be stewarding and managing up the, you know, the sea level people and that maybe that’s only one person may be the ceo is executive director is all there is but that, you know, yeah, yeah, you’ve got to be managing up and making sure that these relationships are nurtured with your your most important donors, your most important volunteers as well. Yeah, and if you don’t have the time to do it as a staff member, get your board involved. This is a perfect role for a board to get involved in. Even your board members who say, i hate to ask for money. I’ll do anything for this organization. Just don’t make me ask for money and it’s so simple for them to just go in and have it it’s really a conversation, you know, you can provide them with, you know, prompt them with a list of questions that they might consider asking this individual. But it really is a conversation all about discovering what is this donor-centric about why are they giving any? Money to you at all when you know when did they start and, you know, where do they see themselves going with your organization? As a consultant? I do hardly. And, you know, i don’t i don’t meet with donors and potential donors alone ever and very few of the visits that i am on our discovery visits, you know, where we don’t know the person all that well, but when i was a director of planned giving at a couple of colleges, i should do these all the time, and i remember my head’s spinning with oh, i don’t remember that, but i’m trying to stay in the conversation, too, but you can’t take notes while you’re having lunch, but i remember my head swimming over my gosh, i can’t remember that and that. Oh, and this news about his sister and that relationship, you know? Oh, you know, but there’s so much too, and you get back to the office and you just have to spill it all out, and i agree with you, i usedto have ah, client who said never write anything about someone with potential donor or donor at anybody boardmember that you wouldn’t want them to read basically the same standard you had when you said someone could come in the office any time and ask what you have on them. That’s fine, you know, today with with technology having advanced right, i’m hoping that people who were in those positions that you were holding at that time in the plan giving departments and so forth are using their smartphones and the recording feature not to record the conversation, but afterward, one the meeting has ended, and you’re getting back into your car or getting to a quiet place, you know, in, you know, a different space or something like that. Just data dump it right in by voice because you can speak a lot faster. Most people can speak much faster than they can write or type, so why not just get it in that way? And then if if you needed to, you know, use a transcription service of some sort to then get it into a print format and then edited from there, i think you know, that could be a particularly great way to use technology. Yeah, great. Cool tip. I like that. You’re right. You can dump into a voice memo excellent. I also like your idea of using board members for this purpose idea we’ve we’ve talked about it, but good many times, but good to mention that also, this is ideal for board members for organizations that have a prospect research person, do you think that these contact i’m going to call them contact report? Because as we used to call him at the colleges, right? Should they flow through the prospect researcher? Or should they go right into the c r, m database and then it’s a prospect researchers job follow-up and read them? How does? Because the prospect researcher is the the focal point of a lot of this, the prospect activity? How should this info get to the to that person? Well, you know, it really again depends on the size of the department and the type of cr m that you’re using and who has access to it because some will allow you no board members to have access and others won’t. So then clearly, if it’s your boardmember that needs to be providing the information in many cases, they’re not going to have access two, uh, to that database, so don’t need to get it to that prospect, researcher some other way. If it is ah development officer who does have access to the database. And i do recommend that they inserted directly themselves. If it’s a small organization, if it’s a larger organization with multi level, then, you know, you would want to make sure that there are certain procedures in place for me. No, but certainly the prospect researcher in some way, shape or form should be alerted that there’s been an update to that record in case there’s, you know any additional updated information that they need to provide? Yeah, right. It could be a simple is ah, niu new email address or you are. Whatever a new relationship. Um, i know in the in the colleges where i worked which bigger organizations that the prospect researcher was the like. I said the focal point, and they would pull out something from a prospect research report that would say, oh, you know, i should. This is consistent with this other contact report that i read for this other person done by a different gift officer. And these two need to be talking to each other for whatever reason that was always that was always the done through. The prospect researcher i don’t know is that it makes sense to you. Yeah, yeah. Does absolutely. And i can tell you that, you know, having attended various conferences in the past that are, you know, attended by prospect researchers. They would love to be on every one of these donordigital covering visits, making sure that the right questions get asked and so forth. Okay, so this should be from training there, maybe maybe training the gift officers by the prospect researcher. When again, when it’s an organization that has prospect research. I understand a lot of listeners. Organizations. Problem. May not. But if you do, should there be some training that the prospect researcher was doing for the gift officers? Yeah, absolutely. There should be some sort of training. And in terms of not only what they confined online, if they needed to find some information quickly. What are some of the go to resource is when they’re out on the road, etcetera. But also you know what? Air the typical questions you should be sitting down and asking of every single donor and prospect and, you know ah, good development. Officer, this should really be intuitive and second nature for them. But if there’s somebody fairly new in the role, or if it’s an executive director who is, you know, that that’s, it that’s the only person there is no development officer. Oh, and perhaps they’ve been so very used to running an organization, and on the day to day management of the organization that they really haven’t gone down the road of, of getting trained on, you know, how to ask the right questions to elicit the responses we need to move this prospect forward. We’re gonna go out for a break. Marie and i will keep talking about this a little bit. And then she also has, um, unconference dates coming up this summer. That would be valuable for your prospects, research or stay with us. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger, do something that worked, and levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. I’m dana ostomel, ceo of deposit, a gift. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Got more live listeners in san francisco, california live love going out to there now podcast listeners and affiliate listeners. Did you think i forgot? How how could you live? Listener love always is accompanied by podcast pleasantries and affiliate affections very grateful to all the podcast listeners wherever, whatever device, whatever you’re doing love having you with us and all those affiliate listeners in the many stations across the country affections out to r am and fm affiliate listeners perish the thought that i would forget podcast pleasantries and affiliate affections. Maria, any last thoughts you want, leave us with on discovery visits and before we move teo unconference ideas. Well, you know, really, just to figure out what what is a donor’s? Why, right? That that’s, what you’re looking to get to understanding there? Why, um, to the heart of why they’re investing in your organization and, you know, try and use that language when you’re speaking with them, you know, why are you investing in us? What? What motivates you to continue supporting us? What do you like best about our non-profit? And you know what? Can we actually improve? So try and really elicit some good conversation from them and, you know, you’ve probably heard that old adage tony asked them for money and they’ll they’ll offer you advice and asked him for advice, and they’ll offer you some money. So, you know, it’s a great way to get people engaged in your organization, so don’t be afraid to start those conversations, even if somebody proposes something or says something a little bit on the negative side, take it as constructive criticism and look for areas of improvement. Yeah, you’ve got to hear the negative and a lot of what you’re what you’re suggesting comes out organically, you know? I mean, the person knows that you’re there to talk about the organization, you know, they talk about politics or hopefully you keep politics off the table. I always think that’s a bad idea for these kinds of visits, but yeah, they’re talking about the organization that’s, what the two of you have in common, so, you know, a lot of that stuff just gets elicited. I love this program, or i didn’t understand this or i didn’t know you’re doing this thing, but i just read about it in the newsletter and you know that stuff. Uh, i mean, you’re right ask if it’s not coming out, but a lot of times, it just happens organically because right that’s what you have in common. That’s what? You share, right? Right. All right. So, uh, you gots unconference ideas for us? Prospect researchers like to meet during the summer. Yeah, absolutely. So the biggie for prospect researchers is the international conference that happens every summer for apra, which is the association of professional researchers for advancement. And this year, the conference takes place in new orleans. Metoo and it’s going to be july twenty second to the twenty fifth, and they actually also have a new researchers symposium as part of that uh, they have a full day symposium just for new researchers. So this is a great way to get i think, you know, a full day in ah dedicated to a newbie. And, you know, if you’re just getting your feet wet in this whole thing about prospect research, that might be something well worth while attending. Are you going to the international conference? I will not be going this year. I’m actually attending other conferences, but you know, this one is definitely if you’re thinking about prospect researchers this truly is the one to consider. You know there are fall conferences that you know, we just missed a few conferences that are more regional. So, like in new england, there’s, an organization called nedra, the new england development research association, they they had a conference in april was not researchers look okay, let’s not look backwards, let’s go forwards, but but the good thing about it is that some of those organizations will still put the presentation’s in power point on the website so still perhaps worth just checking into even if you book market for next year. If you’re in those regions, certainly something to think about seeing what what have they shared from the past conference cause you might be able to just do a little, you know, your own online learning are these all apra chapters that we’re talking about? Yeah, yeah, they really are there. They’re more regionalized chapters of research association years ago, i spoke a couple of apra chapters, i think in new york and new jersey years ago, back when i know i’m not even sure i was consulting at the time, maybe more than twelve years. Ago, but glad they’re still around. Okay, what else? What else you got besides the international? Also coming up in arizona? There’s going to be a false symposium on the topic of campaigns and that’s going to be held november fifth through the sixth in tempe, arizona, so that might be one to consider and also in california, they have several events going on. The california advancement researchers association has several things on their website, so i’d be glad to share some of these links on your facebook page, if you like and then people can check them out and if they’re in those regions and see if they want to attend. I love it. Why did you do that? As a comment to the takeaways that’ll be posted around four o’clock eastern today? Sure. Okay, that’s outstanding. We still have another minute or so left. What’s ah what’s going on in? Oh, i’m sorry. Are there other conferences or that you got it? That’s covers it. You know, i think because several have already passed. Those were the ones that i really found that i thought, you know, were sprinkled throughout in different places that you might consider going. Tio okay, sounds good. Tell me, uh, yeah, now we just have about a minute or so, right, sam? So what what’s going on in your world, what you’re seeing among your clients in our last minute, you know, well, i’m definitely seeing a tick up in activity, capital campaigns and so forth. So, you know, it’s great to see that that good news came out with e-giving yusa numbers, and i think that that generally just kind of buoys people a little bit and their spirits. So i am seeing more activity and more research request because of these larger campaigns and the need to research some of these high net worth individuals before visiting them. So in general, i think it’s it’s all good news, okay, i’m glad you’re optimistic looks. You’re so upbeat. Andi, you’re going to be back with me in two shows on july twenty fourth for the two hundred fiftieth show. Yes, you’re going to here in the studio. Cool. I will. All right, looking forward to it would be nice to have you institute a sze yu were not made a cz we would say in latin i’m fluent in latin is a worthless skill, but thank you very much. Good to see you. Good to talk to you. Thank you. You’ll find her at the prospect finder dot com and on twitter at maria simple. Next week, two interviews from the non-profit technology conference walked to work, walking as part of your work day as an integral part of your work day, not a break from it with beth cantor and re to sharma. Also keep current after launch. Farrah trompeter and kira marchenese help you keep your sight current after a redesign in two weeks as i was just talking about july twenty fourth, two hundred fifty of show five years of non-profit radio, we’ve got giveaways, music with scott stein comedy a new sponsor i’m going to introduce and much more going on two weeks, july twenty fourth, two hundred fiftieth show be with us if you missed any part of today’s show, find it on tony martignetti dot com opportunity collaboration with world convenes for poverty alleviation, an outstanding unconference that will ruin you for every other conference opportunity collaboration dot net, our creative producer is claire miree off sound. Liebowitz is the line producer shows social media is by susan chavez. Susan chavez dot com on our music is by scott stein yeah, thank you, scotty, for that information with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. Buy-in what’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine am or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people. Otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones me 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 expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for June 5, 2015: Your Video Strategy & How To Get Found

Big Nonprofit Ideas for the Other 95%

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Opportunity Collaboration: This working meeting on poverty reduction is unlike any other event you have attended. No plenary speeches, no panels, no PowerPoints. I was there last year and I’m going this year. It will ruin you for every other conference! October 11-16, Ixtapa, Mexico.

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My Guests:

Bridgett CollingYour Video Strategy

Video is the most popular and fastest-growing form of content. Bridgett Colling shares her advice on fitting video into your mission. Do you know about YouTube for Nonprofits? What are WooBox and TagBoard? Bridgett is director of content marketing at See3Communications. We talked at NTC, the Nonprofit Technology Conference hosted by NTEN, the Nonprofit Technology Network.

 

Elizabeth Beachy & Arika SanchezHow to Get Found

With Elizabeth Beachy (L) & Arika Sanchez at NTC

Your content strategy needs to consider that people now search YouTube, Twitter and Pinterest almost as often as they search Google. Now that search has changed, how do you create content that gets you found? From NTC, Elizabeth Beachy is director of strategic communication at Upleaf and Arika Sanchez was formerly the Communications Specialist at the Center for Nonprofit Excellence.

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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, i’m glad you’re with me. I’d suffer biliary calculus if you had the gall to tell me that you missed today’s, show your video strategy video the most popular and fastest growing form of content. Bridget calling shares her advice on fitting video into your mission. Do you know about youtube? For non-profits? What are woobox and tag board? Bridget is director of content marketing at sea three communications. We talked at and t c the non-profit technology conference hosted by n ten, the non-profit technology network and how to get found you’re content strategy needs to consider that people now search youtube, twitter and pinterest almost as often as they search google. Now that search has changed. How do you create content that gets you found from ntcdinosaur? Elizabeth beachy is director of strategic communication at upleaf and arika sanchez is communications specialist at united way of central new mexico. I’m tony take two thank you, responsive by opportunity collaboration, that working, meeting on poverty reduction that will ruin you for every other conference here is bridget calling from the non-profit technology conference on your video strategy. Welcome to tony martignetti non-profit radio coverage of the non-profit technology conference. Our hosts are n ten, the non-profit technology network. We are in austin, texas, in the convention center. My guest is bridget calling she’s director of content marketing for c three communications, and her topic on the workshop is video strategy how to compete and win in a video centric world. Richard calling welcome to non-profit radio. Thank you so much, tony. Pleasure to have you it’s so great to be here. Thank you very much. How does video strategy fit into our overall content strategy? Well, something that c three has been saying to non-profits for years is that you don’t just need one viral video. You need a video strategy video works five video please come get away from me. I know i know it’s so hard if it happens, but it hardly ever does. Alright. Well, especially with the ice bucket challenge happening last summer, i think a lot more non-profits now it’s, not just the viral video it’s, how can we get hundreds of viral videos in a campaign? But the truth is that that doesn’t just happen, it’s not something that you can construct inside your boardroom, it’s something that has to happen either organically or it happens over time with a lot of effort and a lot of practice and a lot of community building ondo something that we’ve seen happening really catching on with non-profits is the concept of content marketing s o producing content that’s geared towards a very specific audience with the intention of driving them toe action on dh that content is really focused around their goals and their needs and speaks very clearly to who that audience is. S o we see a lot of non-profits coming to us now asking about content strategy, wanting to know more about it wanting help with developing their own content strategy so that they can create thoughtful content around their causes on that make their constituents really excited to be involved, excited to volunteer, excited to donate on. And so we see video fitting into that really well, a za piece of i don’t know what that was. I don’t know if part of part of the science fair floor just fell down or what? Hopefully everything okay that that that that clolery but oh, it was probably the puzzle. You’re right. I don’t know what that weird little guy. You okay? Better what one i i pictured someone’s booth collapse happened. We got a little scared each foot told jungle. Yeah, well, also saying so we see video fitting into that really nicely because we we know that video is one of the most compelling forms with content you can produce on dh it really can get two people emotionally. It can really drive people to action in a way that other types of content can’t, because i mean compare i’m adding sound and video and images together just makes for a really compelling emotional story on dso, we see video fitting inside of a convict strategy really well, along with other pieces of content. So, along with your social media strategy, along with your website, along with their email, you can’t just think of video as its own entity. It’s smarter to think about it inside the lens of all the content that you’re creating from your non-profit ah, should should every piece of video in our strategy have ah have a call to action, even if it’s something small, like share should it always be a call of action? You know, i think you can’t go wrong with having a call to action. I don’t know, i wouldn’t say that every piece of video action absolutely has to have a called action, but i do think that more non-profits tend to shy away from putting a call the action at the end cause they don’t want to be too demanding was what we’ve seen in the non-profits we worked with in the audiences that we worked with is that people expect there to be a call to action. People want to take a meaningful action if they care about your cause on dh. So even if it is like you were saying something simple, like sharing or telling your friend about this or visiting this website, people tend to like somewhere to go after they see a piece of content that they find really engaging. So i i wouldn’t say that you have to, but i would say that if you want teo, you shouldn’t try away from it. Okay, i’m going, i’m going to presume to tell me if i’m wrong is the place to start with our video strategy fitting into our overall content strategy is our goals for video. Oh, yes. Okay, maybe you talk to michael about this last year. Thiss comes up a lot. Yes. Yes, absolutely. Why the hell are we doing this? My daughter? We’re talking about our goals. No, no. Why are we doing video? Our overall strategy, right? Yeah, well, i think the question isn’t why are we doing video? The question is, what do we want our non-profit to be achieving? What do we want? What kind of impact we want to make on our cause? And then once we figure out what that goal is, then we can figure out how video is an effective part of that on. And i think that’s true for all types of content. I came to see three relatively recently from a social media marketing agency and something that i heard from a lot of my social media clients was, oh, we want a facebook page so that we can get in front of young people or we want a twitter account so that we can reach more more people who are techies on and that’s great, but that doesn’t fit with your business goals or with your non-profits goals, then what’s the point on dso i think starting with what your objective zara’s a cause what you object, stars and organization is a very important place to always be able to refer back to it because otherwise things can get way out of scope. You, khun b reaching for things that don’t really matter. Michael talks about an organization not that see three works with but that michael and see three’s cofounder danny are friends with who made a really successful video, got millions of hits online, didn’t do a thing for their cause. Nobody visited the website nobody donated, nobody volunteered so you can have a viral video that actually makes no impact on and see three is definitely in the business of creating videos that actually create impact even if they don’t go go viral. Amending the michael we’re talking about. Michael hoffman was a guest of honor non-profit radio ntcdinosaur year and is the ceo? Is that right? Yeah. The cofounder of c three years ago, um, let’s spend some time talking about getting your videos found. Yes, the best video is not worth anything. If no one watches it? Absolutely where we need to be thinking about so something that we’re seeing a lot more of lately is video that’s actually directly uploaded to facebook, and i think we’re going to see a lot more video that struck the uploaded twitter as well. Youtube is still a very important platform, and we recommend that all the non-profits that we work with, upload their videos to youtube and optimize them for youtube. Eso youtube is actually the second largest search engine after google uh, number two okay, yeah, ah well, last time i check my stats, i believe that’s still true, so you choose the second largest search engine, so if you optimize your video on youtube, if you upload all the subtitles for your video, if you add really good tags to your video that will help people when they’re searching for it on youtube, you are much more likely to have it be found either in a google search argue tube search on dh if you could take the time tio upload a spanish transcript as well, we’re seeing a lot more spanish searching happening both on youtube and on google in general. On dh so uploading a transcript in spanish and english. Yes. Where do you where do you put the transcript? There is a space when you go to the creator studio and youtube to upload your transcript so you could do it there. Okay, so those are the okay, no need for me to ask what the how do you optimize for you two? You’ve just explained it. Yeah, well, that i mean there’s, other there’s other ways to optimize for you to do so i’d say i’d say creating a title and a description for your video. That is not something that’s thinking about your audience is you develop the title and the description for your video. So a lot of times in non-profit video will see things that up, things that are uploaded that say dahna gala video twenty fourteen and that’s fine if you’re just doing it internally. But if you want anybody, any of your constituents to see it who are outside of the organization, they’re not going to find it by searching dinner gala video. So you need to be thinking about your audience as you put your video on youtube and think about what? They would be looking for when they’re searching for that video in the same vein up putting are adding a description that says that tells a story about the video and invites people teo click play on not just saying, here is a video of our dinner gala in twenty fourteen um is a really smart strategy to get many more people clicking, playin and actually watching the video, alright, any other tips strategies for getting our video found? Yeah, well, i started talking about youtube and facebook at the beginning there, so we are this is a more recent trend that we’re seeing, and i actually think non-profits were a bit ahead of this curve with the ice bucket challenge last fall because so many people were uploading video to support a cause which was a less directly to facebook, and we saw that people were able to do that because we have these super computers in our pockets now and high production video teams that are located on our phones on dso, it’s amazing that people can take such high quality video insurance so easily and with the introduction of facebook auto play video, i don’t know if your facebook news feed looks anything like mine, but mine’s covered in auto player because, like, how do we stop these damn thing? You can think i can get it out now, isn’t there? That was the strategy, but there is a there is a setting for not having autoplay, isn’t they’re? Uh, they’re not off there. Maybe i think i saw i think i’ve heard about that, i don’t know specifically, yeah, but i think over time the facebook’s goal is to have mohr auto play video showing up in your news feed if you don’t have it set on auto play than at least more video showing up in news feed because both facebook and twitter positioning themselves as hosting platforms for video, not just spaces for youtube videos to be shared s so we see that all the social networks are looking at the value of video and finding ways to position themselves as a sharing mechanism between the people who are creating the video and their constituents who they want to share them with. S o, we’re actually seeing some creators who are leaving places like vine or youtube and moving to facebook as their platform. Where there is showing their videos directly, 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. What else does this mean? What are the other implications of of twitter becoming, for instance, twitter becoming a a, uh, cite a site where where direct content? Yeah, video video is directly uploaded. Yeah, well, i think i think the social networks want to own your content on so the way in the way that youtube, as ownership over all the videos that are uploaded on youtube, i think twitter and facebook want a cut of that as well. On day one, they want to have really direct access to that content because they know how powerful video is and they know how effective it is moving people to action. Good. Ah, let’s talk about some of the production if some production strategies yeah, i think you’ll agree that doesn’t have to be high production value moving and compelling. Absolutely no. Okay, sure, talk about yeah, well, won. And michael and i were just talking about this earlier xero propping for the presentation. Eso won really great example that if i could point your radio listeners there you look up. Twenty fifteen dot do gooder dot tv. We’re announcing the winners of our duvette video awards awards. Yeah, so those are the where it’s the ninth annual wars they celebrate the best in video for good on die only plugged this because we had a really awesome winner in the funny for good category. So this is not the official enough, it doesn’t go out till tomorrow morning, but ah, but the winner of that category was this organization called unbound, who created a parody video between two ferns with zach galifianakis. I don’t know if you’ve ever seen those videos on she’s seen the video, okay? Marissa has yeah, production assistant here at ntc geever says, yeah, but the between two friends is ah, parody of talk shows um, and so zach galifianakis and actor and usually a celebrity who come and sit between two fake for implants and zach alfano argast basically makes fun of the other actor the whole time, pronouncing their name wrong refers teo movies that they haven’t worked in and talk about how great their work was in that movie on dh so it’s, it’s it’s very funny, it’s very dry on and so this organisation unbound created a video called between two furnaces it’s a ten minute video it’s there may be two different cameras that they used on the two different interviewee are the person, the interview and the person interviewing s o they cut back and forth a bit, but aside from that, i mean there’s a little bit of sound at the beginning. Ah there’s, no motion graphics it’s, obviously, people who are in house who are doing this, the scripts are right in front of them it’s so basic, but it’s so funny on and i think it shows that, you know, we hear from non-profits all the time we don’t have the budget, we don’t have the budget and and budget could definitely be a limitation, depending on the type of video you want to create. But i think if you’re just talking about creating a video that’s getting the word out about your organization, if you think creatively, you could really push the boundaries and create something that’s, that’s really unique and very interesting. And so that video actually got over three thousand votes in the digger awards on dh we’re really poor, proud that it’s a winner because we think it shows non-profits that you could do something simple and still have a huge success. With it, how does their work related teo video they created between two furnaces, so so they actually use the video, too? Talk about the work that unbound does s o they work in, i believe it’s twenty one different countries to help alleviate poverty, and so they talk about the work that they do during the video, but they talked about it in a very funny comedy parody way on, so they kind of poke fun at the fact that it used to be a christian based our may still be a christian based organization, but they poke fun and say, you know, so don’t you hand everybody bibles? Everybody’s got to get a bible, don’t they? On dh, they poked fun of themselves, which we think was also very brave because a lot of non-profits khun feel very scared about being vulnerable like that and, you know, poking fun at their own image are their own mission or their own values, but it it was really cool seeing non-profit, you know, taking some, being a little bit bonem herbal and and getting a bigger reward in return, okay? And i guess generally the duke latto videos are good. Examples of video well done, yes. High or low production value? Absolutely. Yeah, so we definitely have a lot of other videos that contest that are very high production. I’d say our best non-profit video winner, which was cystic fibrosis trust they have a very high production video. Both of the videos that were submitted tend to be from more non-profits who have a bit of a budget? No, they’re they’re focusing on these videos, and they’re thinking about the distribution of the videos too. So when they create the videos, they know that one of the ways they’re going to promote them is by submitting them to the do gooder awards. So it tends to be organizations that have a more thought out video strategy. Um, so we do see a lot of hyre production videos, but there’s there’s a whole range in there so i’d recommend people if they’re interested in seeing examples of great video, they’ll be able to view all of our finalists in the winners on twenty fifteen that do gooder dot tv if they want to check it out. Okay. Excellent. Yeah, we still have some time left together. Okay. What more can you tell us about video strategy fitting into our overall content strategy. Yeah, well, i think so. I really i talked a lot about the low production between two ferns are between two furnaces rather, but some other video strategy chips that were going to be sharing tomorrow in terms of easy ways to produce more video, please, on some, some of those would be a really video curation using user generated content. Eso asking your fans to send our your fans i’m very i mean, youtube creator land, we’re working with a lot of youtube creators for the do gooder awards they have their fans have been a lot of videos to them, but ask your constituents. Teo create videos to help support your cause if you give them very specific talking points, tell them about what time you what length you want your video to be encouraging them to take videos but their smartphones and send them to you our upload them using a hashtag there are a lot of platforms you can use now third party platforms that will aggregate any content that sent to a certain hashtag on dh so we see a lot more non-profits using technology like that in order to really gather a lot of user generated content easy wife, what are some of those sites eso won that i’ve used before is called woobox wooo, botox, that’s good arika and so that’s actually, you can create absolute can embed on websites or you could add, is an extension to your facebook page. It’s very easy to set up on and you could you could do something like a hashtag contest that you could do, you know, hash tag non-profit radio and everyone who submitted a photo or tweet with a hashtag non-profit radio would have their content entered into this contest. Andi, it gives you all the tools basically run a contest from there another one another one of the good that’s, the main one that i’ve used in the one that i’ve used, not so much for your contest, but just just sift through content is called tag board uh, yeah on and so that’s a really good one. It it has a beautiful display. It’s totally free to use on dh i’ve used it a lot, especially when so for something like ntcdinosaur you create a tag board for fifteen and tc and see all the all of the stuff that people have submitted under, you know hashtag fifteen ntcdinosaur filter out videos, photos, tweeds, etcetera also, by the way, thank you for shouting out hashtag non-profit radio e do it often enough it’s! A pleasure to hear someone else’s thank you sort of well it’s reminding me of storify yes, but it’s maur automated yes, it’s more automated. So store five more you would take your pulling, you pull the trigger on story so this was this would be automated. So anything that kayman under that hashtag would be in there something like woobox would give you the control. Teo, sift out any content that you didn’t want to end up in there. So if someone was spamming you, someone is family. You could delete it, but something like tag board wouldn’t because a free service you wouldn’t have that, that kind of control. But i do. I find that it’s great, especially for conferences or things where if i’m live tweeting an event and i want to see it everything going on an event in one place. I use tide board to look at that. Okay, good. All right. So a little more time. Ok, tell me some more stuff that you haven’t told me yet. Yeah, sure. So tomorrow, let’s, see what else we’re talking about. A fact about video tips and tricks. We’ve talked about distribution a bit. Um, i guess i’d say some more ideas for generating video for your non-profit ah, that aren’t as high production argast high cost. We’ve been doing a lot of google hangouts recently, those great they’re awesome automatic video was completed it right at the end yet, so yeah, in order to do that, you have to do the google hangout on air. If you do, a google hangout on area video will be automatically upload to youtube. It looks great. It makes it so much easier. I know, especially for me. As a content manager, i’m looking for anything that will automate my process for me a bit and take away some of that time that that i would be taking to upload a video and optimize it. And so you could do all that in the front end through google plus, when you set up the hangout, um and it’s really great we’ve been doing hangouts we’ve been doing interviews with people in the non-profit community. So we did one a few weeks ago with jeff brooks of future fund-raising now, we did want a few months ago with joe waters and keep the lower miller on dh yeah, we’ve been really enjoying doing the girl hangouts on, and it makes it really easy to dio these quick, quick little powers with people and to be able teo transfer the video back and forth between users in a way that looks really advanced looked really polished but is very cheap and easy to dio it’s free and it’s easy today i’ve done some non-profit radio hangouts. Yeah, cool, yeah, especially when i see somebody or something that’s going to attract a lot of attention and comments. Yeah, so then we get people chatting or they’re coming into the video absolutely great, yeah, that’s so cool and the other thing i’ve been doing is webinars too, which i know is so old school, but i think especially in the age of content strategy, creating things that people that you can have people exchange their email address for in order to give them some content, so something like a webinar where you have to give your email to sign up is really valuable to non-profits we talk about condoms strategy, we talk a lot about subscription on making sure that you can have a way to collect people’s email addresses s o that you actually have their content contact information for the long term on i say a lot of times i’m not the lunar says this, but on i tell non-profits a lot that when you are building your community on facebook or on twitter, on youtube, even your but you’re building a house on rented land. Oh, and you don’t really own those network. So you know facebook could shut down tomorrow, and then your community of hundreds of thousands of likes is gone. But if you have people’s email addresses, it’s a much more secure way to stay in touch with the people who you wantto communicate within the community that you’re building. S o we always recommend that people build and email database and find ways to drive people to sign up for for your email lists and how can we use video toe? Do that so video, actually, so this is special for non-profits if you’re a part of the youtube for non-profits program, you are one of the select few on youtube who can actually take people from your video to a third party websites. So not another youtube video on and so you could take people directly to your email sign up form from a video. Ok, which is something that for-profit scant. Do what you have to be a member of your youtube for non-profit program the youtube non-profit program okay, find that sign up for it. Yeah, youtube dot com slash non-profits okay, very easy. You could drive people to third party use. A third party went from your video from your video. It was embedded clicking? Yes, exactly, yeah, and there’s a lot of other. There are a lot of other benefits to the youtube non-profit program tio they provide training and resource is especially for non-profits you get access to these things called youtube spaces, which they started creating for their youtube creators? S o they’re basically production studios that air good, especially for non-profits and their special youtube creators who want to be creating high quality video but don’t have the studios to do it themselves on and so i would say, look into the youtube non-profit program, there are a lot there are other benefits, too. I’m just signing up and it’s it’s free from non-profits to join, okay, we have another minute or two, okay, you’re loaded with information, i’m not looking like you hold back. No, i don’t remember everything from my from my presentation tomorrow i’m trying to think of anything in the topics that we haven’t covered already. Actually, the thing that we’re opening with that i’m very excited about is that buzzfeed obama video did you see that when i was making the rounds on facebook? Eso obama did a video with buzzfeed a few weeks ago that was used to encourage people to sign up for obama care by the february fifteenth deadline on and i thought that when i saw the video it’s like, gosh, this is so smart and this is going to be so this is going to be in my webinars and presentations for the next six months because it really showed that the white house understood who their audience was for that specific campaign s o they needed young people to sign up for obamacare in order to offset that a lot of people who were, you know beyond their twenties and thirties already signed up for obamacare, which is great, but they needed more young people to sign up to offset the medical costs of older people would already saying that we need help. The young people, yeah, the older but of course all the young people think nothing bad is ever gonna happen to them. They’re never going to die, so none of them were signing up. Eso aza let’s, last ditch effort the white house used busby to reach that audience on. They created a video i think it had within the first day it had over one hundred thousand shares. Had millions of hits on buzzfeed. Millions of hits on the thehe four double care act website on dh. So it was really the healthcare dot gov website, i should say on and so it was successful for the obama campaign. I looked at the stats and although i couldn’t obviously on my end, i couldn’t see specifically what factors led to this increase, but they had eight million people sign up for on healthcare dot com that govern in the last six months. What do you think? What do you think contributed to this? Well, they had. So i was going to say that eight million people saying up in the last six months, and they had one million people sign up in the last week after the video was released. So so that it was one eighth of the total sign ups, which seems pretty significant. Was it an outstanding video? So it was an outstanding video because they placed it on a network. That was really it was really targeted towards the young people who think the lights just went out in, uh, and in the science fair. But non-profit radio perseveres never own lights. We have our own electric. Unless they shut the electricity off. We’re fine. Yeah. All right. Here. We still can. You still see us in camp? Okay, wait. Persevere here. We would shut it down around us. Yeah. Means no, keep going. All right. So the name of radio but shows the right channel treyz so they knew who their audience was. First of all, they weren’t trying to reach all people. Ah, latto things were for non-profits is that? Oh, were for we’re caused for the general public and lord knows you’ve got to know your audience. They had a targeted audience. They reach him on the right channel and they use the right kind of messaging to they are on ly linked to the website once in the actual description of the videos at the very top. Ah, and then in the whole video itself, obama on lee said, you know, you have to sign up by february fifteenth, one time it was done as a joke. So and the whole rest of radio was just funny. Interesting share a bowl content. So it was really great. It was very humorous is successful. A successful video. We’re gonna leave it there. Great. Richard calling she’s director of content marketing for c three communications. Bridget thank you very much. Thank you. Johnnie. This is tony martignetti non-profit radio coverage of ntc the non-profit technology conference. The lights came back on. We don’t care if you turn them off. Turn them on. We are here at and t c for the duration ntcdinosaur when we end and not before absolutely thanks very much for being with us. Thank bridget. Time for live listener love so grateful to all our live listeners throughout the world, we had all kinds of continents checking in weekly. I am not live this week. I will be next week. But live listener loved everybody listening right now. Right now. Right now, all the live listeners. Thank you. Podcast pleasantries to every listening. Some other time, then now ah, in that time, shift pleasantries to the manny ten thousand plus podcast listeners and those affiliate affections going out toe every person who listens at one of our many affiliate stations throughout the us. Am and fm love you, affiliate affections and a special shout out to k y e r s f m ine medical lake, spokane, washington tony, take two and how to get found. Two coming up. First opportunity collaboration, opportunity. Collaboration is so well organized and very different from other conferences. We get to know each other in small groups and explore our values. But above all, the environment makes such a difference and the amount of free time to talkto many different people about each of our programs. The diversity of people is excellent. That is sakina yaqoubi, founder of the afghan institute of learning in afghanistan and pakistan opportunity collaboration you’ve heard me talk about this, for goodness sake. Are you checking it out for pizza? You know it’s the weeklong unconference in its top of mexico around poverty alleviation, you’ve heard this there’s not profits from around the world as well as impact investors, social entrepreneurs, academics, corporation’s, even grantmaker zoho i was there last year. I’ll be there this year. You’ve heard this. You know it, for goodness sake, would you just goto opportunity, collaboration, dot net if your work is around poverty alleviation, for goodness sake, thanks so much for listening and supporting non-profit radio this is tony’s take two not a very subtle transition, but showing my gratitude nonetheless. There are over ten thousand listeners, but i really i feel my connection to you. I’m talking to you. Yes, you i thank you so much for being with me for letting me share information that helps you that helps you in the work that you’re doing the lives that you’re saving, whatever it is that you’re doing toe make social change to make this world a better place. Thank you for letting non-profit radio help you do that i feel like that’s. A privilege that you share with me, listening, letting me into your inbox with the weekly email alerts following on twitter sharing, retweeting my post on twitter, following on the facebook page, emailing me telling me how valuable non-profit radio is to the work that you do, i just thank you. I thank you so much. Four sharing your time, a very precious commodity that we all have with me. Thank you. That is tony’s take two for friday, fifth of june twenty third show of the year, and i should say, by the way, if you want to email me tony at tony martignetti dot com, here is how to get found with elizabeth beachy and erica sanchez welcome to tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen we’re in austin, texas, at the convention center. Our hosts are intend the non-profit technology network and my guests are elizabeth beachy, director of strategic communications for upleaf and arika sanchez, communications specialist for center for non-profit excellence at united way of central new mexico. Elizabeth erica, welcome. Thank you. Pleasure to have you both now, erica. I understand you were pulled in-kind of last minute to substitute for someone. So you’re really just talking about the organization’s website. Yes, right? So that so i just want people to know if they don’t hear from you that much. I’m not being rude and you’re not being shy, but you’re kind of a last minute. But we’re glad you’re with us. I’m glad to be here. Thank you. Record. Okay. Um elizabeth. Oh, and your subject matter for the workshop. Is does your content strategy now? Trump theo trends and tips to help you get found in two thousand fifteen elizabeth what is changing balance between content, strategy and ceo? So one big thing is changing the balance and that’s basically the introduction of smartphones. Yes, holding up her smartphone? Yes, for podcast listeners, we don’t have the benefit of the video she’s holding up their iphones. This ubiquitous smartphone is really changing everything in terms of how people discover information. So how people search for information, how people consume information and that’s it’s changing a lot of things with with regards to search engine optimization. And so if you just think about how much how much time people spend on their smartphones now, so now more than well over fifty percent of the u s adult population has smartphones, and over sixty three percent used them to regularly to go online, and the average smartphone owner will spend will look at their phone one hundred fifty times a day for like two hundred twenty one functions on their phone today. And so when you think about that and you think about how much time people are spending on facebook, and on other aps, they’re spending a very significant part amount of time consuming information on a full variety of that can’t even stop touching yours. Keep touching your phone e i want i want to demonstrate all the acts i have here on my phone, but so we spend so much time interacting with interacting with our with information through our phones and that’s changed so much so if you think about six years ago, if you wanted to find information about something you would put your first reflex was probably to go to google right now, you may go to pinterest to find certain types of information if i want to find ah recipe here, i want to find an art project i can work i can work on or i want to find interesting gardening activities. The first place i’ll go is interest if i want to get answers to other things, the first place i’ll go to search for information, maybe youtube if i want to see what’s happening with current events, i’ll go to twitter if i want to find and so those are just the social media apse that we tend to turn to. And where we spent a lot of time, so twenty five percent of time spent on the internet today is spent on facebook that’s very, very remarkable twenty five percent, twenty five percent of time spent on the internet in the united states is spent on face just on the phone. Now, just for on the internet is spent on facebook. Yes, and so millennials say that their first source of in front of news or the first source of information about, like breaking news that’s happening, they learn about it from facebook. So you think about all of the different social media apse that we’re interacting with on a regular basis, and then you also can think about the different acts that we use for just for finding a restaurant or for finding houses for sale in your neighborhood. There’s so many different maps that are available and so, with the rise of the smartphone and there’s been kind of a fragmentation of how people find an information on the web, so that has affected the volume of content coming to websites through search engine optimization or through organic searches. And so so that’s, very significant, but then of course, the search engines themselves are adapting their algorithms to take this new reality into account as well, and so they are looking at there they’re looking at a lot more factors than they used teo and certainly a lot of the traditional search engine optimization, traditional ceo things that we think of are still very important. So of course, making sure that you’ve got the right back and configuration on your website so that as soon as you published new content it’s, the search engines are notified its index, and it gets found that remains important. And still it’s estimated that around fifty percent of traffic to websites is still coming from organic searches, so it’s still important, but they are taking into account social cues so and from what they find on social media. And so this has been something that several organizations have proven, basically, that that google at least, is looking for recognition or looking for mentions on twitter and on facebook, very nufer said, this is very new, and this is something using twitter and they’re not they’re not really so yes, they seem to be paying attention to what’s to what’s being said on twitter and also on facebook and it’s more about mentioning an organization’s name. So how many times is an organization mentioned and that gives them an indicator of the level of authority that this particular organization has in their field? And then if an organization has has strong authority in their field than their content that’s published is likely to get it’s likely to bump up the ranking of that so that’s a that’s an interesting piece of this and there, and there are other elements as well, but definitely the search engines are also adapting to this new reality and a few other things that are probably worth mentioning. Are there also rewarding websites that are mobile friendly and that’s very much related to this whole idea of consuming information through mobile phones? So websites that are mobile friendly are both getting our rights hyre entire, but also now when you search for something and this is this has been going on for weeks now you’re touching your phone with e i wish i could pick it up, just demo it, right? Well, everybody’s, not everybody doesn’t have the benefit of video. A lot of this is podcast listening. So i don’t know, but so but now when you search for something on a search engine on your phone, then the results will show whether it’s mobile friendly or not so it will actually list mobile friendly or not so you can skip the websites that are not mobile friendly, so and then they’re also prioritizing so the mobile friendly peace is important. Also, security is important, so there’s several different updates that they’re making to their algorithms to kind of to adapt to this new reality. So we’ll be talking about that tomorrow, too, okay? And the engines we’re talking about are not only google, but yahoo yahoo serious search search player or not, really they’re they’re working hard at it, but i think they’re proportion of the search market is still still pretty small compared to google. How in being a swell, pretty small, small google is still google is still the the nineties ninety i mean, in terms of percentages of search is done within with with an internet search engine. Not not considering yeah, who are you or yeah, youtube without going into the content youtube, you mentioned pinterest without doing that, google is still google is still by far by far and i don’t have exact numbers, but google is still by far the leader. They say that youtube is the second most popular search engine. Okay, which is interesting do we know the proportion of fired-up global search vs within within a content provide within a within a social site search? So google vs searching in youtube and pinterest and searching in twitter we know that proportion of the amglobal versus the the channel searches e i don’t actually have exact statistics with me, but certainly pinterest is up and coming grow in terms of a search engine, so more and more people are turning to pinterest and i think pinterest is a really interesting case study also, just because they’re they have done this amazing job of getting there, and this kind of brings it back to one of the topics that will be talking about tomorrow also, which is community generated content and how powerful community generated content can be for a non-profits overall content strategy, but pinterest is an interesting example of that because they have seventy million users and they have been able to get their users basically, too. Index all of this content from across the web, but not so google indexed uses its its bots and its algorithms to index content where is pinterest is drawing on its users and on the way that they understand information and what users think is relevant and valuable and where, how users classify that information, and so it’s a very intelligent way of indexing all of that content, because it’s basically pulling together the opinions of millions and millions of people, and so i think that will seem pinterest become a more and more important search engine in the future, and certainly their visual searches very engaging, a swell. What kind of non-profit do around community created content? That’s a lot of what we’ll talk about tomorrow and let’s. Share some some tips for strategies for engaging your community to do that. Absolutely, these weigh all have multiple communities, volunteers, donors, vendor’s maybe even boardmember sze other volunteers? Yeah. How do we how do we get them engaged? Absolutely. So there are there. I would say they’re kind of two different angles to take on this one that will be talking about tomorrow is building community generated content into your infrastructure and that is something that we’ve seen work well e well, for many different non-profits and the center for non-profit excellence is a great example of this they have, and i know let erica talk a little bit more about this, too, but just to name a couple of examples to respond directly to your question, they have a volunteer connection section of the website, and that section of the website allows non-profits to post volunteer opportunities and allows community members to say, i want to take that coming that volunteer opportunity and connect and connect directly with that non-profit it has a non-profit directory that non-profits can update themselves, it has a grantmaker directory that grantmaker is khun submit information to it has a new section that the community of non-profits in new mexico can contribute news, too, and it has a community training section as well. So if there any trainings that are happening beyond what the senator non-profit excellence does, then people can submit that information as well. And there are i’m forgetting many other things, erica, you can conjunction here, there’s also a page where non-profits can post there needs for goods like computers or other donated items, and where the community and businesses composed items that they want to donate to non-profits. Another piece is where individuals or groups of individuals can post ways that they want a, donate their time or volunteer for non-profits and it’s, very much community building. And as you said, elizabeth, really a community driven mean, the content wouldn’t content only in these sections and only comes from the community. Absolutely. Postings for volunteer opportunities and volunteer needs on dh volunteer. I want to volunteer. Yeah, okay. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger, do something that worked neo-sage levine from new york universities heimans center on philantech tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests are there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. And and the news all of the news on the home page that you see right when you land on the website all comes from the community as well, and we really wanted to highlight this as a as an opportunity for non-profits because content strategy is so is becoming so, so important for every non-profit oh, and you’re content strategy becomes so important online because it helps you actually push it provides content that you can push out to all of these aps and so to meet people where they’re at. It also helps boost the volume of content on your website and the key words that you can then deal that you then have to be indexed, and it broadens your net of how you can be found. But it also becomes really is absolutely critical to engagement, so bringing new people in bringing a new supporters, engaging existing supporters, building loyalty with existing supporters and then helps a really helps when organizations launched their campaigns than it helps those campaigns be really effective. And so, but often the one of the biggest challenges that non-profits face is having the resource is for a really robust content strategy. It takes a lot of time and it takes a lot of creativity to keep that content strategy going, and so some of our client, we do a lot of trainings and a lot of non-profits will come to us and say, you know what i know it’s important, but it’s hard for us to dio it’s hard for us to get more than one article published on our website every three weeks or what? What advice do you have? And you’re after one of the smaller midsize shops? That’s it doesn’t have the resources to spend a lot of time, but there still are some things you can do. So what advice is absolutely that bring your community in so find ways to get your community to contribute content. Don’t think about your your content strategy is just coming from one person or the person that you may have fifty percent of one person’s time to manage your entire your entire communications strategy, right? That’s? Not enough so think about can you bring in your volunteers? Ask your volunteers to contribute content, other staff members to contribute content you’re bored to contribute, content your clients to community to contribute. Content other community members to contribute content and what types of interest of of infrastructures or kind of spaces within your website can you create tau host all of this information and inspire people to share and so there’s so many what is appropriate for each non-profit really depends on the non-profits mission in-kind of what makes sense for their community, but we would encourage every single non-profit to think about how can you get your community involved and and bring them in to be a part of that content generation strategy? Erica, what have you seen some of the outcomes among the community that communities that are contributing well, what? What we’ve seen, we initially started the first area that that we opened up for non-profits to post their own content was the job section of our website and on our and we’ve seen a huge increase in visits to our website, and where are our website appears in different search engine results and an increase in the number of non-profits that air posting these listings, but we also we receive so much feedback from the non-profit saying that they’ve received a lot of of really good job applicants. And so the same goes across for volunteer connection. We receive a lot of positive feedback from the non-profits who might not have, um, the timer, the resource is two to promote their volunteer opportunities, so allowing them to post them on our website, they’re receiving more traffic and more volunteer applicants. Elizabeth what? We have another, like, five minutes or so together. What other strategies can we share for, uh, getting found is basically what we’re talking about, right? Absolutely. What else haven’t i asked you? Have you have you share? So certainly so one thing that’s really important and you in looking at the infrastructure of your website and that will help this whole content strategy work is making sure that the website is social media optimized, and by that we mean that when that any piece of content that somebody wants to share on their social network, they should be able to just click a button and immediately share it. And you would be surprised how many organizations do not have their website properly configured so they may have put a simple, sure social sharing. Yeah, and so you can use a tool like add this you add that to your website, but you’ve also you’ve gotta have the meta tags that are pulled correctly, configured so that it pulls the right thing, so if you so, when somebody clicks to share on twitter, it should be set up and then and this is something that you really just have to ask your web master to do, but it should be set up so that you click to share on twitter and it’s going to pull the title of the article a shortened link, and then it should say via at your twitter handle so that you get recognition for that content that’s coming out on facebook, it should pull the right thumb now image associated with the article, a blurb about the article and a link back to the website, and you’d be surprised how often we see that that’s not actually configured like that, so someone will try to share something on facebook or you’ll try to share something on facebook and it’ll pull the logo of the organisation instead of the thumbnail of the article. Or it’ll pull the name of the organisation instead of the page that you’re trying to share so that’s a really important pieces that social, the social media optimization piece that’s a great one and great that’s a great tip toe. Everybody could understand it. And it’s it’s not incredibly technical know and it’s, not something that’s going to take your what is your web master too long to dio but it’s something that’s absolutely critical for doing two d’oh, and then another piece is make sure that your website is responsive because if if somebody is, you could be working really, really hard too create all this content put this content out across the web, and then if somebody clicks kliks through from facebook to your website because they’ve seen this link to an article that they’re really interested in and suddenly they can’t read it on their phone because your website is not responsive and mobile adapting to the size of your phone that’s a frustrating experience that they’re gonna have with your organization and they’re going to be less likely to come back so absolutely your website should be responsive and well, you said earlier, if you it’s not mobile responsive that’s going to hurt you in search results? Absolutely, it’ll hurt your search results and it also hurt it will hurt engagement with the organization, but also at the time of launching your campaign, so you’re asking people to take action. So maybe you’re launching a fund raising campaign or you’re launching a campaign to get people to sign up for an event or to take advocacy action if they’re clicking through from social media and it’s not responsive, they are not very likely to donate to take action or to sign register for your event. So you’re basically shooting yourself in the foot. You don’t have it so much trouble forget i’ll find something else. Yeah, absolutely so that’s that’s really critical, and if we have time, do we have another minute or so? And then one more piece that that we often get questions from organizations about two is the campaign piece, and that should be a piece of every organizations content strategy. So you’re putting out your regulate your articles and you’re doing a lot of messaging on social media, but periodically you need to launch very specific campaigns asking people, mobilizing people around a very specific goal because often people don’t take action unless you ask pacific also a specific call. To action. So that specific fund-raising campaign that made that ideally lasts, you know, five to seven days it’s a short campaign, you have a very specific goal, and you can just message repeatedly during that five to seven day period asking your community to help mobilize and to help you meet that goal and that’s something that we see too many organizations kind of you may go for a year or two years with all of their messaging and their articles, and they don’t launch campaigns and it’s the campaign radcampaign time that you see the return on the investment of all of the time that you’ve invested in creating this content. So the campaigns are absolutely critical. I’ve seen something that said, every piece of content you create should have some call to action ultimately, even if it’s just a simple share, but maybe it’s sign up for the email list that’s related to this issue? Yes, something in every every music content. Yes. Absolutely, absolutely. Okay, we’re gonna leave it there. All right. Thank you, elizabeth. Erica, thank you very much. They are elizabeth beachy, director of strategic communications for upleaf and erica sanchez, communications specialist for the center for non-profit excellence at united way of central new mexico. Ladies. Thank you again. Thank you. This is tony martignetti non-profit radio coverage of the non-profit technology conference. Twenty fifteen. Thank you very much for being with us. Thanks to everybody at ah ntcdinosaur and and ten, the non-profit technology network next week. I’m not sure yet. It’s weeks away. I’m a couple of weeks ahead, pre recording this. So give me a break, please. But you know it’s going to be a good show. You know, it’s not going to crummy. It’ll be better than not crummy it’s going great. If you missed any part of today’s show, find it on tony martignetti dot com opportunity collaboration. The world convenes for poverty reduction. I’m telling you, it’s an outstanding unconference that will ruin you for every other conference opportunity collaboration dot net for pete’s sake, check it out. Our creative producer is claire meyerhoff. Sam liebowitz is at the board on the law as line producer. The show’s social media is by susan chavez, susan chavez dot com and our music is by scott stein be with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. Hey! What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or 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 do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist. I took two or three years for foundation staff to sort of dane. Toe add an email address their card it was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dno. Two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric 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 May 29, 2015: Emerging Tech Trends & Now Get Buy-In

Big Nonprofit Ideas for the Other 95%

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Steve MacLaughlinEmerging Tech Trends

Steve MacLaughlin is director of analytics at Blackbaud. He sees trends in full mobile friendliness; diversification; smarter big data; sustaining donors; and a lot more. We talked at NTC, the Nonprofit Technology Conference hosted by NTEN, the Nonprofit Technology Network.

 

 

Norman Reiss: Now Get Buy-In

Knowing what the trends are, you want to stay ahead of them. Norman Reiss reveals how to get the buy-in and acceptance you need for your new technology decisions, from your board, leadership and end users. He’s project manager for technology at the Center for Court Innovation. This is also from NTC.

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Welcome kyi, rs eighty eight point one in ninety two point three fm medical lake, spokane, washington we’re in there saturday morning lineup, and i am really excited to have them as our newest affiliate. Welcome, k y our s so glad you’re with us this and this is not even the new california affiliate that i said last week over week before is coming that’s not this one it’s california, this is washington. Washington is not california, so we got that one coming up. But this week k y r s medical lake, spokane, washington welcome our newest affiliate. So glad you’re with us. Thanks. I’m glad you’re with me. I’d suffer with lycanthropy if you howled about missing today’s show emerging tech trends steve mclaughlin is director of analytics at blackbaud he sees trends in full mobile friendliness, diversification, smarter, big data sustaining daughters and a lot more. We talked at ntcdinosaur non-profit technology conference, hosted by n ten, the non-profit technology network, and now get buy-in knowing what the trends are you want to stay? Ahead of them, norman reese reveals how to get the buy-in and acceptance you need for your new technology decisions from your board leadership and and users he’s, project manager for technology at the center for court innovation and that’s also from on tony’s take to your career and third sector today, responsive by opportunity collaboration that working, meeting on poverty reduction that will ruin you for area every other conference. Here is my interview with steve mclaughlin on emerging tech trends welcome to tony martignetti non-profit radio coverage of ntc twenty fifteen the non-profit technology conference it’s day two, we’re in austin, texas, and the austin convention center. My guest is steve mclaughlin. Steve is director of analytics at blackbaud his workshop topic at ntc is emerging tech trends where np tech is going steve mclaughlin, welcome to the show. Great to be here, tony it’s a pleasure. I’ve known you for years, just virtually mostly through twitter and bb con con times, but never had you on the show. No, just virtually and yes, on the interwebs on the webs. All right, now we’re going to spend some real time together. See the webs do work? Yeah, brought us to this. Yeah, true engagement most is lana log, but yet digital that’s true, it is both that is on dh. The multi-channel engagement has brought us to this. Yes, to this hybrid. We had a few more buzzwords in here, and we’re also hybrid experience before jargon, ok? Emerging tech trends so you’re willing tto look, ten years ahead. Yeah, so have a time machine and have seen the future and are back to report on what the world looks like in ten years. Pretty exciting. Yeah. Ah lot of drones in the future, drones. I understand. Drove. Okay, can we categorize your your forecast for the future? They fit within some category a couple of things. So one that we’ll start with the this is probably obvious mobile, but mobile and probably some different way. So let’s just do an overview first. Sure. So mobile is a good category. Amglobal okay, that the way that non-profits have diversified where giving is coming from is different in ten years in ten years, the orig chart as we know it today of a non-profit is different. So it’s, you know, diversification organization on then a little bit about big data, but specifically hyre organizations work, you know, smarter with data as opposed to throw more people at it. More resource is at it. Those types of things, i think there’s a lot of what, what we’ll see in the future. Okay, i’m not going to take them in that. Sequence is okay. Is that all right? Let’s? Go wherever you want. Okay. Thank you. I’ve been saying that the people of old conference where do you want to go next? I’m interested in the diversity diversification of funding if i’m able to say the word yeah, in ten years. Twenty, twenty five what? What what’s going to look like. So good news, bad news today we know that about seventy percent. Seventy two percent of all giving in the us comes from individuals. And seventy five percent of that seventy two percent comes some thirty percent of high net worth individuals, right? So that’s problem number one right e-giving is concentrated in a small relative group in their individual, seventy five percent in thirty. Yeah, from thirty percent. Yeah, and then when you look at who gets the giving, so if you take faith based education, human services and giving two foundations, that seventy percent e-giving so if you’re an animal rights organization, you’re into arts and cultural, you’re all fighting over thirty percent of what’s left over, but it’s not really thirty percent it’s you know it’s also back to which individuals give teo that care about it. And so i think we’re approached, you know, in ten years we will have approached this point in time where if you’ve not diversified where the giving is coming from. So a couple examples if i was a non-profit today and in ten years from now, i want to i have a lot more success. I’m all in on sustainers i am, i am betting the future on sustainers for most of my annual giving program and other types of things, and i’m willing to take the short term hit on revenue because sustainers retained better, they feed my plan giving program there’s all these great things happen about monthly donors of sustaining donors except for you take the short term hit on revenue, and i think the smart organization today who would be looking back ten years are now saying we’re so glad we did this, i would say we bet on sustainers because all the metrics about them, our great it just takes that organisational intestinal fortitude to go all in and drive it, andi, take the short term hit and take the short term an absolutely anything else on diversification, i think the other thing, you know you’re going to see and we already seen the data today is there is this myth about end of your e-giving and as more people moved to digital channels, there’s this mad rush of everyone asking at the same period of time, but the smart organizations are diversifying throughout the year, right? They’re not all in for end of you’re giving the running spring time programs they’re running peer-to-peer events throughout the rest of the year, so it organizations and ten years from now that are really successful have mohr of ah and even flow of giving happening through the entire calendar year and not these peaks and valleys. And if we don’t do really good job in december, we’re not going to hit our number. You know, there are organizations were some someone i think said today, you know, some organizations more than more than forty, thirty, thirty or forty percent of their funding comes from november in december. Yeah, so in december alone, about seventeen point four percent of all giving happens in december, but it’s different for different org’s some more, some less, but yeah, but i think what you’re saying is there’s a diversification of when that happens, interestingly enough, and i think this ties back to the sustainers piece, if you look at environmental organizations and animal welfare organizations, they have this the straightest line with the least spikes and peaks throughout the entire year. And i believe that’s because those organizations ten years ago made the bet on sustainers and they have a much more predictable flow in revenue when things were happening. So it’s sort of like, you know, predicting the future is a little bit looking at the past and seeing what was successful before doom or of that way, do we see those types of org’s those two categories have large, larger than average sustainers program much larger than average weekly? Yeah, and in some cases we’re talking hundreds of thousands of sustainers but at some point they had xero or very few, but they’ve invested in that is a way of driving, giving on dh, you know, now it’s about the future for them, i think they set a good example of look other other organizations, khun do it there’s no secret sauce, right? You’re an art museum. You could do that to your own education. You could do that. Too, there’s. Nothing in the common denominator is we’re talking about humans. Are the donors, right? That is that’s the common denominator. And they behave in very particular, predictable ways. You know, there’s a way to leverage that for sure. All right. Cool way. Beating up the divers thinking yeah. That’s a dead horse. Move away. All right. That’s prediction. One forecast. Okay, the organization. I’m interesting. The organizational structure, the charts going to look different. So one of the observations have had over the past couple of years. You know, whenever i go work with non-profit groups, usually within a few minutes, i can figure out where their problems are located. When they show me a picture of the orig charter, someone draws it on the board. So for example, boy, were really struggling in growing are our digital revenue. And then what you find out is oh, well, not surprisingly, it’s a silo in the organization who’s responsible for that revenue reports up to somebody else. Maybe it was an i t maybe was in communications. Is it in the fund-raising office? You know, so the orange chart started starts to show that historical command and control stuff. Doesn’t work in the world of the the future, and i think what you’ll start to see over the next five to ten years is that you’ll have more non-profits rethink how they’re structured the reporting lines. You know, if you think about direct mail, for example, you know, direct mail is originally intended was for acquisition, and once you acquired those donors, you would then pass those people off to another group who grows and sustains them, and they turn into mid level donors, plan gift donors and major gift donors, but the organizational silo that created them wants to keep them because they have an annual budget, right? So it’s a self fulfilling prophecy of yeah, they’re my direct male donors, you can’t have them playing, giving department go away even though i know seven, eight years in the future, they’re going to be great prospects for you. I only want to send them mail or do certain things. I think smart organizations will sort of rethink the orange chart as it exists today. 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. Dahna what you expected to look more like, or or how will it be different looking? So i think what you’ll have in the future is more of a scenario where you’ll have either chief development officer, chief marketing officer and both the fund-raising part of the organization and the communications part of the organization both report to the same individual and it’s not going to be an i t t technical seo the technology is going to be less and less over time, but it’s going to be more of that chief development officer, chief marketing officer and both fund-raising and communications share. You know, they’re under the same umbrella, they’re not in separate silos, they’re not separate disciplines, they don’t report to different masters, and you’re seeing some work start to make that do that do that pivot. But i also i also thinking of one where those functions were just recently divided. Ah ah ah, across two different, i guess. Vice president? Yeah, it had been one, and then they separated it. I believe that was a mistake. Maybe i should be sitting in your seat. All right. Now i have one piece of one thing, but yeah. No, i absolutely agree. Those two marketing communications fund-raising in in in hyre ed argast education. Generally, i think it should be fund-raising an alumni relations. Yeah, i think they should be together. And what you saw when i read right now in the same place the alumni association that does its events in its own things in its own silo, they call himself the friend raiser. Yes. And then the fundraisers are a different part of the order, but eventually they come together. I think the other thing you’ll see in your chart and this is as more use of the cloud and distributed technology is what’s the ceo of the future. Because today, or maybe in the past ten years, it was a lot about hardware and routers and computers, and they do the software updates and, like in the world, the future like who’s updating software, i came in and last night the cloud, wherever the cloud thing is, um, did that for me. So i think the role of what’s the ceo, i think it’s it’s more about the information part is what they’re doing and less about the technical, you know, business, hardware of stuff. You know the analytics piece, okay, move away from the organization. Sure. And we okay mobile what’s it mobile mobile. So we’ve seen a huge emergence of mobile. If you think ten years ago we didn’t have the iphone and now how do you live without that or android or whatever whatever yours you’re using? And we now know that almost ten percent of all online donations were made on a mobile device so it’s gone from zero to ten percent in a very short period of time. We know that on email, open on a mobile device and a person who then donates on a mobile friendly website that the conversion rate is like thirty six percent higher than if it’s not mobile friendly. So there’s very few things right now where you’re going to get a thirty six percent lift and conversion rate, right? You can play with the color of the button and the texts and you get two or three percent but like huge jump in conversion rate by being mobile optimized by being mobile optimized end to end, i send the email. It is mobile optimized which directs someone to a website that his mobile friendly and the donation form is mobile friendly because hello, i didn’t put my phone down, i’m still on the same thing. We’re at the beginning of the beginning of the beginning of that, but it’s ten percent of donations it’s going to increase dramatically, and so the non-profits have to prepare for that. I think on the flip side, ten years from now, if i’m working in a non-profit whether i’m a major gift officer, prospect, researcher out in the field, doing programs, my mobile device, whatever i have with me at that point in time, the iphone twelve or, you know, whatever samsung is bill that i am, i am using mobile technology to do my job, and it is impossible for me to be effective as a fundraiser or non-profit staffer without the things my mobile device does, if you think about, um, the emergence of agent technology so siri, you know, syria, where is the austin convention center or cortana or google or any this type of stuff, you know, in ten years there’s going to be a fund-raising agent on your mobile device that says, tony, these five plan giving prospects, you really want to make sure you reach out to them this week, you’re due to do a check in call with them or, you know, tony, we just noticed that we’re thirty five percent to our fund raising goal and we’re ahead of schedule, right? There’s no reason why that type of technology is not going to become pervasive in the non profit sector and be sort of one of those things where i don’t know what i did without my fund-raising agent that helped me do stuff because i’ve got a lot of stuff going on there’s only things i can keep track of and that little reminder of, you know, did you make that? Thank you phone call? Have you made that appointment where we have versus a goal that technology could make that stuff easier? So i think that’ll be great that’s when the drones and the robots take over and you know, so what? What is the smart organization doing to prepare for? Twenty, twenty five aside from full mobile, not engagement optimization, what else? What else they’re doing? Technology wise, i think the biggest thing. So for years, there’s been this concept of agile development in the software. World so intuitive you fail fast, you learn things, you’re constantly building software, building code and shipping it. And what is going to end up happening is organizations need to start being more agile. So rather than these, we have a five year strategic plan who knows what’s gonna happen five years in the future, like really what’s your five year strategic plan. You know, if you asked jeff bezos and amazon what the five year plan is, they don’t know, ok, but you’re here you’re here predicting ten years i am, but i’m i’m i’m saying there’s, general directional trends, i’m not saying in five years, this is you know, we’re going tow eclipse for hundred billion raise i don’t know that they’re things that could get us there, but i think what you’re going to have to have happen is non-profits gonna have to embrace agile, not from a software development perspective, but a za culture is a dna of how they think about doing things which is let’s do things experimentally let’s, find out. Does this work on a small scale and then iterating, iterating, iterating trying to it on a larger scale as opposed to we need a three year plan? I need my arli in twelve months or there’s no way this thing is making it off the powerpoint slide, i think. And you see examples of this it’s, you know, people point toe examples like a charity water or a room to read or others where they’re younger organizations, they’re agile, they have i don’t like using the phrase they have sort of fail fast because ultimately you want to succeed fast to you know, you could fail fast all the wayto failure. But you’ve got it is the idea of things or it’ll tive, you know? And there is i believe there is this sort of dna in the nonprofit sector, especially if you come from the direct marketing world you test, you tested mailings for decades, you know that you have to test this stuff. It’s, just more of applying that mindset to we want to try a new event. You know, we’ve been doing walkathon ds and marathons let’s. Try a different type of event. A mud run. What? I go out and put together, you know, an eighty thousand dollar budget for a mud run? No, i would see can we do one in the next thirty days in our backyard to find out. Does it actually work? If it does, like let’s, do more of that? Or can we get, you know, online donors to feed into r d r tv or plan giving prospect pool? You don’t need to do it for everything, just like, try it with one thing. Find out if it works that idea of experiment make a small bet here and there and i think that’s the big cultural change to get to the future is going to have to be a desire and a willingness to experiment with stuff on a small scale you know, you got you got some stuff’s going to work some stuff isn’t on and then, you know, rinse repeat, try again over and over again the analog in in the start up world is m v p minimum viable product yeah, getting out minimum bare bones, but test test and learn and iterated. Yeah. And speaking of someone who’s dealt firsthand with developing things for m v p the keyword and minimum viable product is viable. No one wants minimum products. I know if you if you know it’s it’s. Okay, if you have your goal eventually has to get to the automobile it’s okay to start out with a skateboard because at least there’s movement involved and you could get somewhere the problem a lot of times with minimum viol or product is we gave you two wheels. Well, i can’t go anywhere on two wheels because it’s not connected anything. You learn something if you give people a skateboard and i think it’s the same thing in the nonprofit sector, you pick one pick part of the problem you’re trying to solve doing on a small scale and scale from there. And the great thing from a technology perspective is, you know, you could do this stuff. You know, amazon web services is here and t c and you know, you can spin something up in the cloud fight, rent it, figure out if it works. If it works great, maybe you choose to buy it or you just need more need to rent mohr or didn’t work terrible idea let’s never talk about this again and turn it off and in a way you go and you couldn’t do that ten years ago like experimentation. Was really expensive, or you really had to make sure something was going to work, and that just leads to people taking less risks. Bond that z in general that’s not good, you know, you need be taking more risks if you wantto you want to change the world. What about big data? Your final category? The big data cites a buzzword. You know, lots of people talking about it, you know, the luxury we have, you know, blackbaud is we have a tremendous amount of data, and for a number of years we’d be able to do things like the blackbaud index and take sixteen billion dollars in giving and report out hey, which way is the wind blowing up? Is it down and what’s happening? I think, um, what you’re going to see in the nonprofit sector over the next ten years is the realization that a lot of this, these fundamental questions we asked like, is this person going to give the organization or what’s the most this person could give door organization? Or are they a better fit for annual fund gift or major gift or plan gift? Or who else do they give to you? Know those types of things, those air actually questions could be answered. It’s, not mysterious. You know how we get to that answer, maybe it’s a lot of statistics and variables, but but that’s sort of like, you know, if my car gets me from point a to point b at a sort of don’t care how the engine works anymore, i think what you’re going to see happen with big data is the the the non-profit sector realizing there’s a lot of things that could be done with predictive analytics that point you in the right direction and that it’s less about how did you get to that answer of and start asking better, smarter questions, right? You know how much how much money are we leaving on the table is an organization because we don’t really have the right askanase outs when we’re going to meet with someone or in a direct mail message, or even what you’re sending on you’re sending people to your website that that that really is the potential big data for the nonprofit sector is to be much more prescriptive and predictive, with the analytics and point people in the right directions and get better answers for the things, but they want to do. And i think that’s really exciting as opposed to guessing or, you know, the art side of what we do is fundraisers today. Then should we be collecting data, paying attention to our own our own collection of it, preservation of it. The first thing is collected. The second thing is, make sure that it’s cleans its garbage in garbage out riling data. And then from there, i think it’s it’s moving. And then the next thing people do is reporting. Write my report, my report, my report, it’s moving beyond reporting, which is just a view of what happened in the past tomb or what’s gonna happen next. And because you have that data, you know, there’s the ability to predict that thing, or at least do some modeling that would give you a sense of, you know, we have organ, you know? And if you look at your file, you have people who you’ve been able to retain his donors for multiple years and those you haven’t. What is it about those people who are multiyear retained donors? What can we do? You know who else in our file looks like that individual or if you if you trace it down the line, you say we’ve had people who’ve given to the annual fund for seven years, and now they suddenly given us a midlevel gift. Predictive analytics would allow you to look at the data and say, there’s, someone who just gave you the first gift that looks a lot like the person who just gave you a midlevel gift. This is who you should pay attention to, and also sometimes this is someone who you might not want to spend as much time and effort on is all the data says this isn’t this isn’t the winner is another good example of looking back to looking to look forward. You’re using your historical data, it’s all value to be prescriptive and addictive. You need the historical data have a perspective. I think the difference is don’t try driving down the road using the rear view mirror that’s the tendency that happens a lot of ties, the historical data, the launch toodle data is very valuable for this stuff, and the great thing is non-profits have it it’s, it’s, just under leveraged and i think just sometimes they don’t know what’s possible, like, wow, you could tell me how much money i’m leaving on the table because of incorrect ask amounts. Yes, absolutely can tell you the answer, that question, or you could tell me, is there a better segment to use? Yes, you know, that’s what that’s, what data scientists love they love, you know, answering that question of, you know, what’s possible, or at least what what’s the day to tell from all the things we could derive from the data, which is interesting, okay, we could spend another couple minutes, anything you want to wrap up with, um trying to think spent ninety minutes on this should read your session radio description to you let’s say, well, i’m not gonna read it to you, but try to think of what else we’re going to cover. I just, you know, i think, oh, it’s about some example organizations organisation’s doing it well, have any of those case studies? Yeah, i mean, i think, you know, for example on, you know, the organizational change side in a humane side of the united states is a great example of they’ve made changes over the years in terms of that balance between fund-raising and communications, and even they would say they’re not there yet, but they they’ve realized hard to get the most effective results from the staff and it’s, not from having separate, separate silos, that’s, robin dancer and jeff handy, who runs a lot of the so the donor care part, they’re really been focused on what can they do from a from a norvig perspective to change things? I think the other thing that they’ve learned as well is fund-raising, an advocacy for an advocacy type organization are highly linked together, a supposed to there’s an advocacy department, they don’t talk to the fund-raising people and you see this everywhere, like you go into a health care organization and you have a grateful patient program. But nobody talks to people who were doing other types of, you know, prospect research works like, why are you not talking to each other? Leave this stuff is linked together in in some way, and i think a lot of it just people let the orc chart get in the way and the smarter eggs in the future, i think, will be more streamlined around some of that. Okay, wrap it up. All right. Awesome. Steve mclachlan he is director blackboard. Ah, at blackbaud director of analytics. And this is tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen. We have concluded our coverage with steve mclaughlin saving the best for last, although everyone before him would disagree. Thank you very, very much for being with us. Thank you very much, steve. Thanks, tony. Thank you for your for listening. Tony martignetti non-profit radio time for live listener love i can’t shout you out by city and state. I’m sorry because we’re pre recorded this week non-profit radio is on. The road this week and next week i’m traveling in, uh, i’m in arizona and colorado and california and oregon. But of course the love goes out nonetheless toe all our live listeners. Podcast pleasantries. You know who you are, those ten thousand listening wherever. Whatever. However you listen. Thank you so much for being with us. Podcast pleasantries for those listeners and of course, never forgetting our very, very valuable loved affiliate. Affiliate affections to you, k y r s our newest but throughout the country thank you for listening on your am and fm stations. Affiliate affections to you durney steak too. And now get buy-in coming up. First opportunity collaboration. I usually connect to people in conferences, but not at such a personal level. I usually go to conferences in nice places, but definitely not this nice. I usually learning conferences, but not this much, especially about myself. I usually collaborate with other people at conferences, but never with such intent. I usually have funding conferences, but never close to this that’s leonardo le tellier, founder and ceo of satara in brazil. He’s talking about opportunity collaboration that weeklong unconference i have to disagree with you. A little bit there. Leonardo, it is an unconference in x top of mexico around poverty alleviation, it’s for non-profits impact investors, social entrepreneurs grantmaker is researchers, academics and corporations. If you’re any one of those, you should be with us in october. I was there last year and i’m going to be there this year if you work in poverty alleviation, check it out. Opportunity collaboration, dot net, i’ve got a new non-profit radio knowledge base, this one is for your career. So instead of the organization, we’re going to look at the individual. Are you considering consulting and how to have a great interview? This knowledge base joins all the others, which are shows that i put together by by topic, some of the others are storytelling boardmember ation ships board fund-raising online engagement, the links and videos are at tony martignetti dot com, including this newest one on your career and on youtube, my channel israel r e a l tony martignetti some clown up in boston stole tony martignetti so i have to be really tony martignetti but i am the real tony martignetti he’s an impostor, uh, anyway, durney martignetti dot com and youtube or where? You’ll find the videos and the links for all the non-profit radio knowledge bases. Third sector today, third sector today dot com they block tips, insights, best practices for the non-profit community. They have a podcast. They have lots of contributors and i recommend them. They are a valuable, informative resource. Ah written and they curate a lot of content from other people and it’s all done by smart folks at third sector today dot com and that is tony’s take two for friday twenty ninth of may twenty second show of the year here is norman reese from ntcdinosaur getting buy-in welcome to tony martignetti non-profit radio coverage of the non-profit technology conference and tc fifteen day too. We’re austin, texas in the convention center. My guest is norman reese he’s project manager technology at the center for court innovation. Norman welcome. Thank you. Thank you for having me. My pleasure. Good to have your first time. Um, your topic is winning one hundred percent buy-in from staff and board for your next non-profit technology adoption that’s a that’s, a real narrow niche, but critical if we’ve gotten, we’ve decided that we need new software and we’ve gone through. The due diligence and the process of identifying the right new software for us, whether it’s, cr, m or accounting or combined now we need everybody agree with us. Where do we start? I think sometimes when you you pick out a new system, there’s somehow this assumption that the board and the management are all behind it. And in reality, that’s not always the case. So even if it is the case, things khun change once the project is planned, or once a project that started so it really has to be something that’s a continuing effort that even even if you take the time and you get people on board at the beginning and they fully support, you know, and they’ve been with you through the process, yeah, to really check in with them while the processes going on and make sure that they haven’t been diverted by other things. Or that as new people come in two management or to the board that they don’t suddenly have a change of heart. So it’s really kind of crucial to make sure that a system actually is goingto have the result that you’re hoping for when you when you first selected. Yeah. All right. So we can have sometimes turncoats. They’ve been with us through the process, and now they’re abandoning. They get nervous or they what they feel we made the wrong decision. We made a mistake somewhere in the process. There’s. So many things that could get in a way. I mean, even people with the best intentions, something just comes in that distracts them. Or they have a friend that tells them about a different solution. Or different. So it’s really? Well intentioned friend. Yeah, i mean, it’s really a zoo? A technology. Is it’s really critical to build those relationships with management and with the board all the time, even before the project is even envisioned? And if you haven’t done that, if you’re operating and kind of a silo, then soon related that’s goingto that’s going to hurt you because you need to work. You need to partner with these people when you especially when you’re bringing in a new a new software platform on a new system. They have veto power? Absolutely. And they can do that any time. Yeah, yeah. I love that. You know, the friend my friend was just telling me about, you know, something we didn’t look at all right. So the importance of relationships, even when you don’t need their buy-in the people’s buy-in but but always working together collaboratively just day to day. Absolutely. Okay. All right, all right. But that’s ah, let’s speed ahead to the process now. Like i said it there, as i set it up, we’ve chosen something and they’ve been part of the process. We’re talking about staff heimans senior staff and bored getting did really from both it’s really about working with staff that are going to be using the system as well as management as well. It’s really across the board. Because if you get the management and the board to buy-in but the staff don’t feel like they’re included, they’re not going to cooperate. And then they may not use the system once it’s rolled out. If you get the staff but you don’t get the management and the board, then you won’t have the support. You need to have a successful implementation. Get the rolling. So you have to go both ways. Okay? All right. Good. Thank you for for straightening me out. All right. How are we? Going toe? How do we start this? Ah, well, assuming we’ve had this these good relationships all along, but now there’s some some defectors or where it was the best way to start the that the topic together, i think probably just the initial stages when your first envisioning that you need something new, whether it’s a replacement for something you already have or something entirely new that you’re imagining for your organization, you really need to being you need to be in communication with everyone about why you’re doing this, because what’s obvious to you is probably not obvious to other people, even though it may seem logical and a natural evolution, it really needs to be talked through, and different people have different ways of absorbing information. You can’t just send out an email to the staff and say, this is what we’re doing. You have to really take the time to to seek out people, sometimes one on one, and explain why not only is this good for the organization, but how is how is this new system going to make their lives easier? Why should they bother? I mean nobody. I mean, i shouldn’t say nobody. But most people have problems with change, and everybody kind of gets used even bad systems because they know, you know, they know what it’s like, they know the howto work around things that don’t work, and even though you’re introducing something that is, seems to be a clear win for the organization, not everybody has that why to focus some people are just focused on their own responsibilities and their own position, and some people may see this as a threat because a new system may mean that some people’s jobs changed their what they need to do during the day, their routine, their routines air going, teo and and some people would see that as an opportunity. Other people will see that it’s a threat, and you will have people that will will try to take it down. And if you don’t try to deal with that, earl, as early as you can, it’s just going to a back fire down the road, okay? All right, so we’re explaining why and certainly including them in the process, right? Should they should should? Should people from all levels? I mean, maybe this is obvious, but be part of the the committee that is making the decision and hearing the hearing the different, getting the different presentations from all the different potential vendors for their b stakeholders from although, i mean, i mean, the reality is that it’s, hard to invite have everyone at every meeting because people don’t have time, large meetings can get a little unruly, but you have to give people the opportunity to be involved, all right? And some people will take it, and some people will say they’re too busy or they’ll send a representative, but you have to find a way to make people feel like they’re part of the process if they feel like this system is being imposed upon them, well, that it’s being chosen by someone else who doesn’t fully understand their needs, then they’re not going to be supportive. So it’s really it’s kind of a fine balance between not having too many, but, you know, really seeking out beyond the obvious people that are going to be directly using the application. But anyone who might want to get data from the application who might want to get a report from it, it’s, usually and as a project manager, i still don’t know you have to really seek out stakeholders foreign beyond what you initially think, because people outside the organization they’re going to be affected by this too, and they need to have a say in this as well. Ok, so at a minimum, you’re keeping all the stakeholders apprised of maybe milestones in the process, okay, okay. And, you know, especially reliance on email on lee, which seems to be what a lot of people do now, i mean, that’s kind of shallow, you have tio, especially people who are different locations, you may have to go out there and actually sit down with them. We just invite him out for lunch and talk about what’s going on because the humane, i mean, i’ve seen the email reliance in my office, where people said one hundred feet away from each other and they hardly ever talk to each other and that’s, you know, that’s not a good practice when you’re trying to win people’s support for a new project, yes on dh needing them to feel a part of the process and, you know, it was kind of shallow and you’re not getting any of you know, you don’t see the facial expression. You don’t hear the tone of voice, you know? You don’t really know. I mean, they may be saying one thing and actually feeling something entirely different. All right? What else? What other advice do you have strategies do you have for forgetting this? This critical buy-in anything specific to the board that might not apply for staff? Anything special there? Well, every non-profit is a little different as far as how the board works, some sometimes the board will work only with only with the d and sometimes the board has more relations with staff, but i think you just need to be aware that the board is operating in, you know, in azaz an age of management, and sometimes they will want to be actively involved. Sometimes they will have a more surface involvement. But it’s just, i guess, just a kn awareness that that they do have a role in this and that if you ignore them suddenly, at one point a boardmember will come in and maybe drive the project in another direction because you haven’t taken the time to apprise them of what’s going on, so i think just just an awareness that they may not be in your field of vision because you don’t work with them at your office or you don’t work with them on the day to day basis, but they have to be part of part of the team. Yeah, it could be easy derailment from from a boardmember the way it happens all the time. Yeah, you know, you have some bad stories about that personal experiences. Well, i mean, i’ve worked in organizations where the board dealt mainly with the and the staff really weren’t even aware of, you know, things that were happening, and it didn’t seem to make sense, and until we actually found out what was going on with the board and with the and sometimes you win an organization that’s more transparent than others, where you know you’re edie will will communicate well about what’s actually happening in other cases, things will be happening that you just have no awareness of, and suddenly things are going in a new direction, and you have no idea what so it’s, just a matter of just taking the time especially, you know, in a technology role, which is what i do in my organization, you really need tto go beyond the tech group and make sure that you’re talking with other organisations. The other thing, i also just as a precaution, is that something that happened to me in the last year. You have to be really aware of your boss’s position in this whole scheme of things, because you can’t be viewed as somebody who’s going around your boys. Or you’re trying to have a relationship with a boardmember and he’s. Not all. She is not aware of it, so you have to be respectful of who you’re working for. But on the other hand, you also have to make sure that you have relationships with people other than your boss, because your boys could leave tomorrow. And then your future with the organization will depend on those other relationships you’ve built or not. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger, do something that worked, and levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. Lively conversation. Top trends and sound advice. That’s. Tony martignetti non-profit radio. And i’m lawrence paige, no knee author off the non-profit fund-raising solution. Oppcoll you’re doing another ah workshop at ntc on getting people to actually use the technology that that is adopted. Yes, that’s it flows perfectly from this. So let’s let’s spend the next well the rest of it we’re about ten minutes or so together. It’s about half our time. It’s perfect talking about getting people to use it once it so now we’re past the decision stage and it’s implemented. Is that where we are now? And yeah, i know and this i’m really going by my own experience. I’ve been in my car enroll for almost four years now, and i’ve had a couple of situations where we rolled out systems that we thought rolled, you know, when everything went, you know, as expected, and we checked in with the users later on, and we found out that they had gone back to their old system, that they were going back to excel and that’s really it’s really it’s a point it’s really? I mean, i found that you can have the best technical solution which you know, which seems to make perfect sense, and it’s a good future path for the organisation, but because people don’t feel like it’s there’s nothing in it for them that they just and the other thing is that if you don’t take the time to actually beyond sight with people and again, this goes back to what i was saying before about over reliance on email if you if you have different sites that are going to use the system, as most organizations do now, you have to actually go over there and talk to people, and sometimes people will say different things in one on one than what they’ll say in the group, so you just can’t, you know, just hold a meeting and just invite everybody and say, ok, what do you think you’re gonna have to go over and actually sit with people and watch and talk to them at their deaths? You may need to get them out of the office where they feel safer to talk without people overhearing a conversation saying, well, what’s really going on here because it’s really a shame to go through the process of vendor selection and months of milton latto organization, money and time has been devoted a and then cross and then three, six months, three to six months later. In the same position again, you’re back using the old system. So if again, i mean, this sort of goes back to what we were talking about before if people haven’t bought into the whole idea of why they doing this and not only that is that people need you need to get training on our ongoing basis, you can’t just go in the day after you roll out of systems, okay? We’re going to train you for the next week and then disappear. You need to be on site on a regular basis because people move around, they leave new people come in or people forget and you could say, oh, i gave them documentation, but, you know, we know nobody’s going to really read that stuff, so you need to really probably plan a good chunk of time after the rollout to be on site, working through problems, because no matter how much you plan, always things come up that need to be need to be work, work through and if you take the time to plan for that and you don’t just immediately say, okay, i’m wolf on another project now and good luck to you and you need to take some responsibility for that. I mean, it doesn’t happen by itself. All right, all right. What? We still have plenty of time together. What else in the in the use of the technology, other other strategy’s tips you have for ensuring it’s going to be used? What else can we say about that? Ah, well, just in the conversations i’ve had with some other people since i got here this week here in austin, you need to take the time to really go through the business processes that you’re trying to deal with in this system early earlier in the in the in the selection and understanding back-up back-up that at the time that you’re really thinking about let’s, say you, you be the picked the system or you’re you’re at the final stages, you need to really understand what you’re trying to achieve and what the workflow looks like in the organization and it’s very hard to know that and the other tips that does that mean? Well, before we get to another table that you got your brimming with tips, but wait, let’s dive into this one because that means spending time with them. Watching them in their process is, well, sitting side by side, maybe you made you probably want to do that because what i found is that some situations where i would talk to the manager of a group on dh, she or he would tell me that, you know, they need certain things, you know? And then i find out later that the actual people who were sitting at the computer is doing the data entry. They really don’t do things the way that the manager things they so then i get involved in in between the staff and the manager, and that can be a tricky situation as well. But it’s better work to find that out early and to get the trying to get your staff on the same page, then to roll out a system based on what a manager tells you only to find out that the staff that work for that manager actually have a whole different view of what they’d like to really have it in a system. Yeah, so the end user the actual yeah, hands on keyboards. Those are the people you want to be talking to and and maybe even observing. Yeah, i mean, ideally, if you could spend some time just shattering them as they do as they go through their day, then i don’t kind of really tell you what’s really happening because it’s one thing to talk through it, it’s another thing to actually spend a week or spend a couple of days out of sight and see what people are dealing with and see how one of the other things that i found out is that ah, there’s sometimes other systems in the mix that people are dealing with. I ruled out a system about a year ago that people weren’t using, and i found out later that there was a hole of the system that they were required to use because of a grant that we had. The grant required them to put data in this other place, and you have no idea i had no idea, i mean, that nobody nobody mentioned it, and it didn’t occur to me to ask that question. But now i, you know, when i’m doing a new project, i was make sure to ask, what other systems do you maintain and sometimes those other systems, maybe paper to mean? Surprisingly enough, not, you know, there are a lot of people who don’t want to give up the traditional tools and sometimes that’s what work’s fun with a small system will not work fine as it grows, and that’s just a growing pain, sometimes of an organization that wants toe really centralized data. And, again, what’s obvious too to, ah, tech team that, you know, that’s looking at all the sexy things that are available now, a lot of people don’t feel that way back on the ground, the ground, so you really need to respect their where they are. You have another tip that you were goingto you’re going to throw out, and i made us dive into the the one about the end users probing the end users more what else we’re going to say with this one? I actually think i included in my block i have a blogged that i thought for several years now what non-profit bridge, where i talk about technology and communications and fund-raising and something i blogged about recently was that we were working with a vendor that wasn’t quite getting what we needed, so we literally just took we took screens. And we annotated them and we we showed them, is that this is exactly what we want, and sometimes you actually need to use graphics and visuals to to show on. It also helps you kind of work through the process of how the workflow is so really giving that kind of documentation to a consultant or a vendor or anybody who’s helping you implement a new system can really help them understand, because you can’t expect someone who comes into and works with you for two or three months on ana implementation to fully get what your organization is about. So it’s, really your responsibility to educate them on this is what we need, and this is how we need to do it. And, you know, some of the same way that you need to over communicate with staff to make sure that you deal with people who like to absorb information in different ways. You need to you need to make sure that your vendor or consultant really understands your business needs and how your business works and and whatever that method is, whether it’s, extensive conversation or you need a diagram it but it’s really not the vendors responsibility to get it. It’s it’s your responsibility to know your business well enough that you can explain it to someone and have them really, really understand it. Okay? We have just like a minute or so men and a half left anything. Well, i’m sure there is so throughout some or whether it’s ah it’s getting the buy-in or getting the users to use the new technology sheriff there’s a more. Well, one thing i would definitely advise people if you’re not already part of this and ten community, this is the place to be, because very often, when you get wrapped up in a project and you only see things and the vision of your own organization, you need to talk to other people from other places that it doing similar things that you are and just being here for three days and just having conversations with people on how are they dealing with similar situations approaches that you may not have thought of on your own? You need to really being in the community. And the great thing about being here at ntc is that you actually can see people and have the conversation i mean you can’t do everything on social media and on email, and you need to sometimes just pick up the phone and talk to someone, and this is a great environment, and if anyone who’s out there who’s not taking advantage of this community, especially small on non-profit they don’t have a lot of resource is important to know it’s, not only for technologists and absolutely no intent is not only in fact, one of the reasons i like and ten is that it’s, not it and it’s sort of like the way my block covers communications and fund-raising if you look at the session is that we haven’t, they cover a wide gamut for people who do different. Roseanna non-profit so there’s something here for everyone, and i would really recommend that if even if if you’re not here at ntcdinosaur year there’s, a lot of other ways to be involved in the in ten were very active and it’s very rare, and i’ve been a member for years. It’s very rewarding. Excellent, good shot latto anton, our hosts and ten and they’re at inten dot org’s, auntie em and yeah, as well as the online, they have a lot. Of there, there are meet ups throughout the country. Small, small groups meeting lots of places. Absolutely. School. Thanks, norm. We’re gonna leave it there. All right. Okay. Thank you very much. My pleasure. Good to have you. Norman riese, project manager in technology for the center for court innovation. And this is tony martignetti non-profit radio coverage of intends and tc the non-profit technology conference. Twenty fifteen. Thank you so much for being with us next week. Your video strategy and how to get found. If you missed any part of today’s show, find it on tony martignetti dot com opportunity. Collaboration with world convenes for poverty reduction it’s, an outstanding unconference that will ruin you for every other conference opportunity collaboration dot net, i’ll be there. Our creative producer is clear. Meyerhoff sam liebowitz is the line producer shows social media is by susan chavez, susan chavez, dot com and our music is by scott stein duitz thank you, scotty. 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. Buy-in what’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine am or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones me dar is the founder of idealised took two or three years for foundation staff to sort of dane toe, add an email address their card. It was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for April 10, 2015: The Agitator’s Donor Retention & Wearable And Mobile Tech

Big Nonprofit Ideas for the Other 95%

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My Guests:

Roger CraverThe Agitator’s Donor Retention

Roger Craver is The Agitator and his book is “Retention Fundraising.” He has strategies to help you keep the donors you’ve got.

 

 

 

Avi KaplanWearable And Mobile Tech

Google Glass. iBeacon. These and other devices and apps have implications for your organization. Should you pay attention and where? How do you avoid shiny object syndrome? Avi Kaplan is director of online strategy at Rad Campaign and we talked at NTC, the Nonprofit Technology Conference.

 

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. We have a listener of the week. Chelsea ferraro, quote, your show is such an inspiration to me and i enjoyed listening each and every week i do my best to encourage others to do the same end quote chelsea, i can’t ask anything more that is just outstanding. Thank you so much. You have my best wishes for your new job and i’m going to send you a video. And from that video, you choose a book from the non-profit radio library and i’ll ship it out to you. It’s yours. Congratulations, chelsea listener of the weak and thank you so much for loving non-profit radio i’m glad you’re with me. I’d be stricken with asthmatic sn ophelia, if i got wind of the idea that you missed today’s, show the agitators dona retention. Roger craver is the agitator and his book is retention fund-raising he has strategies to help you keep the donors you’ve got and wearable and mobile tech google glass ibeacon, these and other devices and aps have implications for your organization, should you? Pay attention. And where? How do you avoid shiny object syndrome? Avi kaplan is director of online strategy at radcampaign. And we talked at ntcdinosaur non-profit technology conference on tony’s. Take two between the guests. A double honor and a fellowship opening responsive by opportunity collaboration with working meeting on poverty reduction that will ruin you for every other conference. I’m really glad that roger craver, the agitator is with me. He’s, the agitator at the agitator dot net he’s been shaking things up for a long time in big ways. He helped launch organizations like common cause greenpeace, the national organization for women and amnesty international. Damn that’s. Impressive. His book is retention fund-raising the new art and science of keeping your donors for life published by emerson and church he’s at roger craver on twitter and right now. He’s on non-profit radio welcome, roger craver. Thanks, tony it’s. Great to be with you, it’s. A pleasure it’s. A real pleasure to interview the agitator. I love that the agitator that’s cool like thank you. Did you think about the anarchist? Did you consider that or no it’s? No, i don’t need that much chaos. I think they’re stirring. Things up in agitating ways. Good. Okay, that’s sufficient? I understand. Um, why was there a need for a book called retention? Fund-raising well, for the last ten years, possibly fifteen years, american non-profits and european non-profits have been basically losing mohr donors than they’re gaining. And that is that is a real problem, not only for the present, but for the future, the history of fund-raising before then was the donors were fairly easy to come by, and the cost of acquiring them was relatively inexpensive. And so there was a sort of burn and turn mentality that so what if we lose the donors? Well, well, get new donors and simply replaceable that’s not possible anymore. And so people who are you caring about? Their organizations future need to be caring about holding on to the donors they have early in the book, you cite a twenty thirteen a f p association of fund-raising professional study that says that ah, a few things, but it starts with flat fund-raising every every hundred dollars raised from new donors was offset by one hundred dollars, in losses. That’s, right? And it got worse. It got worse in two thousand fourteen. It was off by one hundred six dollars really way are going the wrong way. Um, and then also that there was negative growth in the number of donors for every hundred dollars for every hundred donors acquired, one hundred seven were lost. That’s, right, that’s, right. Pretty a pretty frightening statistic when you couple that with the fact that the number of non-profit has grown enormously in the last thirty years. It’s grown from about six hundred thousand to a million. Five hundred thousand non-profits so many more non-profits chasing far fewer donors. That, in essence, is the problem. And why retention is so important, many more charities chasing many fewer donors. Right? Alright, so that is clearly unsustainable. Um, all right. So, what we gonna do about this? Well, that’s, what i asked myself after after watching these statistics for a long time, i decided there there really has to be an empirical way too. Find out why donors leave and what we can do to keep them in the bowl. Yes, the study and s so we set out to do and did a two year study of two hundred fifty non-profits in the united states and in the united kingdom and survey tens of thousands of donors to determine why they leave, and then what steps on organization could take to hold on to them? And that it is the findings from that study that i’ve encapsulated in this in this book, along with some quite practical suggestions on what organizations khun due to step in this hemorrhaging, we’re going to get to those because that you call them retention winds? Yep. Um ah! Finger pointing is not particularly valuable, but i’d like to do some anyway. My show, we’re going to do whatever the hell i want. Where do you think that? How do you think this problem arose? This lays a fair, lackadaisical attitude about how we treat our donors and doesn’t matter. We lose some, we’ll gain more back. Where does the fault line you think? Well, if it arose from the days when it was so easy and inexpensive, too acquire donors and at a time when direct response became very popular way of acquiring donors and so they the mindset became sort of it’s it’s. Easier to sign the purchase order for direct mail lists and printing than it is to really worry about how to take care. Oh, rather casual. Okay, so we consign this purchase order for an acquisition, mailing campaign or whatever, whatever channel we use acquisition, campaign and that’s easier than being introspective and evaluating and then improving the way we treat our donors exactly, because, uh, the the reality is that, uh, treating a donor well takes thought takes work, takes planning and, uh, takes the willingness to build a relationship between the organization and the donor and that that involves a lot more than simply mailing a letter or making a phone call. And i love that we’re talking to someone who has studied this problem. I noticed a non-profit radio last couple of weeks, i’ve been saying introspection a lot, this but it just seems to be coming up with a number of guests that non-profits i need to be introspective about whatever, whatever subject we’re talking about this that’s not enough it’s critical self evaluation. No, there isn’t. And one of the one of the reasons for that there’s a there’s a so called well there’s a horrible jargon term called brett. Best practice. Okay, what in the earth? Best practices are i? Don’t know, and i’ve been doing this for fifty years, but people latch onto that term and they most often compare their organization with other organisations and say, well, if we’re we’re doing about as well as the other other guy, so we must be using best practices but that you know, that there’s no introspection involved in that that’s that’s like reading the box score something it makes no sense. I mean, the other, the other organization might be doing it badly. You can’t you can’t just say that we were consistent with others they maybe, maybe underachievers. And by the way, we have non-profit radio we have jargon jail but best practices has been used so often that i’m not even sure that’s jargon anymore. It’s ah it’s. More like cliche. We should send it. Send ugo senate jargon jail within you. Teo, send you teo cliche camp, are you near? Are you near an airport? There’s a jets taking ice and you’re about thirty miles away. But one just came over, so okay, well, maybe we’re being a song that kept going. It didn’t stop. Right? Okay, we would’ve heard it if it stopped. All right, so we’ll put you in cliche camp, which doesn’t sound that bad joke it’s like for minor offenders. That’s a juvenile would be in there. That’s trade. I don’t use it. No, i don’t think there is such a thing. Best practice. Um, and i’ve been hearing state of the art a lot too. Maybe that’s replacing best practices, but there’s just a substitution. All right, spare us and thought thought leadership we could we could talk all day about jargon. Jail thought leadership. Yes, i know there’s a lot of it in non-profits and that’s. Why? Non-profit radio has drug in jail sometimes i let offenders off easy and other times probation is is harder to come by. All right, we’re gonna go out for a break. And when roger and i come back, we’ve got a good amount of time. We’re going to talk about some of these retention wins that are easy to do and and had a help you build trust with your current existing donors so they don’t depart. 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 we’re pre recorded this week. I’m sorry, i can’t send ah town and city live listener love but you know that i love are live listeners so that’s out to each of you listening live podcast pleasantries those on the time shift, wherever you are, whatever device whatever time. Whenever however many days or weeks later, you listen to non-profit radio pleasantries to you and never forget our affiliates. Very important affiliate affection out to each of our affiliates throughout the country non-profit radio was heard. Okay, roger craver. Now, how can we be sure that these retention winds are not cloaked? Best practices? Well, so he could be sure based on empirical data as measured from the responses of ah, thousands and thousands of donors. There’s. No conjecture here on my part. You know, there’s there’s, lots of so called best practices where the people say, well, you know, you ought to print your thank you notes on a very high quality paper. Or you ought to get him out within twenty four hours. Or you need tio send x number of cultivation pieces with no asks. And all that, of course, is is pure tribal wisdom, so our best practices, whatever you want to call it. So here we weigh in this study, we measured what people care most about and what they don’t care about and put it in priority order according to their responses, and came up with a way of of isolating the seven drivers that make for retention or flipside of retention of courses is attrition. And, you know, tony, all all of this is really based on apart from our empirical data, there’s a lot of common sense here, but common sense, it turns out, is a fairly rare commodity. Ah, the business of building relationships, which is what donorsearch tension is all about is based on two, two things consistency and reliability. None of this, uh, listening to this program have serious personal relationships that don’t have an element of substantial element of consistency and reliability by if i say to my spouse, i’m i’m going to meet you at seven thirty, and i’m persistently late or early or inconsistent with that. That relationship is not goingto laugh the same the same when it comes your have you been talking? To my wife, you’re describing my marriage, let’s, let’s keep personalities and personal lives out of this job. All right, well, people just translated into into the non-profit world if i if i receive a on appeal, a prospect appeal let’s, say from from an animal organization and it talks about rescuing puppies and cats, and i send them a contribution. And the next thing i know, i get an acknowledgement letter about the oceans and let’s save some whales that is not consistent, and i will not likely be back to that organization with another gift or if they send that acknowledgement letter and it says roger carver instead of roger craver call their their help line, and i get a rather surly or non-cash arika clerk, and he says, well, i may i try to get to it as soon as i can and isn’t very helpful. I’m not going to go back with another gift because that’s an unreliable organization, so we have to understand that relationships are built on trust and the two pillars of trust or consistency and reliability. Andi therein lies the key to retention because it leads to the next element of of retention, which is understanding the donors the importance of the donors attitude. You know, it’s it’s, not it’s, not the donors behaviour that we should be concerned about behavior in the sense of transactions giving money or not giving yeah, donors attitude that we need to care about because the organization bonem determines what that attitude is going to be by the organization’s action. Yeah, when you use organization is doing things that affect the donor positively, then the donor’s attitude will lead to behaviour that makes transaction increases. The size of a gift renews the membership, whatever, whatever the desired outcome. But it’s, not the donor per se, that is to blame are not to blame. It is the organization’s action. I have determined how that donor feels about the organization that something that folks really need to understand if they’re serious about donor-centric right? How did they perceive? Perceive your organization? Is it professional? Does it care about me as a donor? Aside from all the programmatic important work that it’s doing. But how does it treat our relationship that’s? Right? And that that tony that is paramount in ah, donors. Psyche. No, they people hyre non-profits to do a variety of of things a number of jobs sometimes is to make them feel good sometimes it’s to enable them to be able to tell their peer group that they’re doing this or that sometimes it’s, because they want to do a specific thing, but very seldom is what is that, what the organization claims it is in their appeals. Many people really don’t care that you have ten regional offices or that your ceo has appeared six times in the new york times, none none of that is important yet organizations just love talking about themselves, and nothing is more deadly and building a donor relationship that let’s move into these retention winds, which i’ll remind people are just reiterate these air based on empirical study, not not conventional wisdom or would just tribal wisdom that has been repeated at conference after conference. Just because one organization does it a certain way and they’ve been successful doesn’t mean that that’s going to be successful universally it’s not really lesson that’s amore that’s an anecdote. Um okay, you like saying thank you. That sounds pretty simple. Why does it why does this need to be? Why does need to be said, well, it needs to be said because sixty four percent of american non-profits don’t bother thanking their donors. We could start, we can start right there two thirds to two thirds of gifts or not not acknowledged and thanked. You’re saying are not are not acknowledged, thank some. Some of that third is acknowledged the sense of a tax receipt, but a tax receipt doesn’t go very far to build toward building a personal relationship. That’s a little cold? Yeah, yeah, patane has retained this receipt for your tax advisers evaluation? Yeah, exactly, exactly so they the importance of a thank you is that it is the it is an initial step in building a relationship, and we’ve learned a couple things through this study that that air quite important. One is it needs to be personal, and by that i don’t mean personalized i mean, personal sounding and warm, warm of heart and meaningful to the donor not necessarily long, but it really has to be real. Not way we’re so happy to have received your twenty five dollars gift, it will be put to immediate ineffective you sincerely, x y z that is not a that is not a thank you. Rather it is. Dear tony, your check arrived. I can’t tell you how happy it’s going to make sammy who tomorrow will have not only a meal, but he will have a toy for christmas heimans and so forth so it needs it really needs to connect the donor to the organization and the donor’s gift to a beneficiary in a real sense of the of the word. Something has something way before you get timely there’s no automatic rule that it has xero out within twenty four hours, but it should go out promptly after receipt of the gift. Because we in the studies we we’ve done the preferential time is forty eight hours, but donors are forgiving of taking longer than that. What they’re not forgiving of are these form printed, impersonal, thank you’s that just ring ring hollow. So that’s that’s the importance of saying thank you? One of the things you mentioned that i want to emphasize is that the thank you doesn’t have to be long? It doesn’t. I’ve heard this and said it many times on the show heard it from guests to be genuine and sincere does not require something long. No, i mean, i love you. If it’s if it’s said in a heartfelt way, three words does an awful lot to a relationship. That’s your right that’s it that’s an outstanding analogy. Cool. All right. Oh, and the book points out that there’s, um, resource is available around. Thank you’s. You have. Ah, there’s a thank you letter clinic at sophie, which is the showcase of fund-raising inspiration and innovation and your ovary thoughtful to point out that people can lift thank you letter ideas from there, but not copy and paste. No, not copy and face, but take, uh, lisa sergeant has put that together and done a terrific job, and she she has an attic full of ah, wonderful. Thank you. Uh, campaigns in there and get inspired by it. And by all means use that, you know, shaul had a saying the mediocre borrow genius steals and there’s lots of good stuff on sophie that’s that’s worth looking at that will give you ideas. And this thank you. Clinic is certainly one of them. All right, mediocre borrow and the genius steals hyre i’m in the wrong business. What we gotta transcend. The law’s a little more often, but there we go. You want us to be boring? What do you mean what’s behind that? Be boring. Let’s go back to the to the term consistency, one of the one of the realities of painful realities among most non-profits is they get tired of their of their same message, and as a result, because they’re bored. Uh, they they hyre another copy writer or the same copywriter and say let’s, let’s do something fancy or something that glows in the dark. Something different, something exciting? Well, that is that is not only a horrible waste of time and money. It’s also destructive of relationships, consistency is important and that’s what i mean by be boring. You may be tired of the same message you, mr or mrs organization of same message. But the donor isn’t tired of the same message. They they join for that reason and they want to stay involved for that reason, so be consistent. That doesn’t mean you have to copy the same thing every time, but stay on the same team that have produced the donor in the first place and the same the same way a good politician will give the same stump speech over and over again. She may be absolutely sick and tired of it, and the press may be sick and tired of it, and her staff may be sick and tired of it, but it is a speech that works with don’t with the voters, and it has to be given over and over again. You have a background in political consulting, too, don’t you? Yes, ideo i, uh, did a lot of work for twenty years for a number of democratic senators, presidential candidates and, of course, citizen advocacy work for groups like greenpeace, the seal, you and others that’s all tied to politics. You’ve been around, you’ve been doing this a long time. Did you say fifty years earlier? I believe just think, yeah, i’m probably older than most of the trees you’re looking at. Well, i’m in new york, so thie average tree life in new york and i think seven years, the street trees. So you got you got those? You’ve got those covered, but all right, you’ve been around it. I’m in i admire its wisdom, its wisdom coming shoretz empirically it’s empirical wisdom it’s not anecdotal. Here’s what’s worked for me in my client’s through the decades. Okay, you want to listen to donors, don’t you? Absolutely. And here here is on area that organizations can really score against the competition and can also help themselves because very few folks in the nonprofit world design efforts to get the feedback from their donors. You know the court corporate america spends billions of dollars getting feedback. If you go on an airline, get off that airline the next day you get a survey you goto to ah, hotel, the next day you get a survey after you’ve checked out my heavens, even ihop does a survey on the back of the receipts from their breakfast, and the reason they do this is they know that it, uh, that asking for people’s opinion builds satisfaction and builds loyalty, and it is so easy to do, and it is so inexpensive to do, but most non-profits don’t do it, and they just keep the mute button on rather than listen to their donors. But by having feedback mechanisms, you can find out that your website, uh, sucks when it comes to the donate page, or you can find out. That you’re donorsearch vis program isn’t good, and these these feedback mechanisms are there basically widgets that you can put on your website or questions you can put in your direct mail? Andi, uh, get get the donor’s opinion and, you know, tony one one of the thing on that you don’t have to necessarily get a written response or telephone response from a donor zamir act repeat, the mere act of asking for someone’s opinion and feedback will boost retention by thirty percent. That is a significant difference. Roger, we have teo to start to wrap up. We just have about thirty seconds left, and, uh, i want listeners, of course, to know there are many more retention winds in the book retention fund-raising published by emerson and church. Roger. Just spend a couple seconds. Small and midsize shops have a big advantage here, don’t they? They absolutely do. And i love your your slogan for the other ninety five percent because they have a huge advantage because they can do things personally. And a well run non-profit shop that pays attention to its donors will exceed, uh, return on investment by by five to ten times higher than the big organization roger craver he’s, the agitator to find omit the agitator dot net, and at roger craver on twitter, roger, thank you so much for sharing all that empirical wisdom. It’s my pleasure and i join chelsea and your fan club thank you coul write something nice and i’ll make you a listener of the week. Thank you again. Tony’s take two and wearable mobile and tech coming up. First opportunity collaboration. It was a terrific experience. It really kicked us up to the next level that’s ross baird, executive director of village capital. And there are lots of funders at o c. Extremely useful contacts, projects funding. It opens people that’s alberto vasquez, president of soc edad e dis capacidad in saudi’s, peru oh, see opportunity. Collaboration is a week long conference in x top of mexico centered around poverty reduction throughout the world. It’s in october you’ve heard me tell you i was there last year and i’m going again this year. If your work is related at all to poverty reduction anywhere in the world, check it out. Opportunity collaboration, dot net! I’m being honored by hermandad, a charity that brings water to the poorest of the poor in the dominican republic. I’ve been helping them save lives for lots of years, and it would be a double honor if you’d be with me by making a gift to hermandad, we can save lives together in the dominican republic and be honored together on april twenty third. That’s that’s really what i’m thinking video and links are tony martignetti dot com and i thank you very much for considering helping me save those lives. Are you a millennial interested in measuring social good? Then evaluate for change has your next career move they are recruiting for their millennial non-profit data fellowship. The ideal candidate is a millennial employed or volunteering at a non-profit and dedicated to using data to improve the nonprofit sector. Roger craver would approve of this very strongly. I believe the fellowship is part time and includes training, mentoring and a final capstone project. The application deadline is april thirtieth. Apply at evaluate for change dot com that is tony’s take two for friday, tenth of april fourteenth show of the year and here is my non-profit technology conference interview on wearable and mobile tech with abby kopperman welcome to tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen we’re in austin, texas, at the convention center in austin. My guest is avi kaplan he’s, director of online strategy for radcampaign brovey welcome, thank you durney pleasure to have you ah, your topic is wearable and mobile tech what it means for non-profits there’s, there’s a lot of new stuff out there, there is yes, just generally now we have plenty of time together, so you don’t have to pack it all into one answer, but generally, what does it mean for non-profits i think there’s a lot of exciting technology is emerging, a lot of organizations, they’re trying to make sure that they’re experimenting and taking advantage of all the technology available to them. Um and ah mobil’s, obviously a really great opportunity for engagement, but i think what it means is also there’s there’s um, it’s become a bit of a buzz word to me, you know? What are you doing on mobile? So what i think it means is it’s it’s an opportunity tio tio, come up with some some valuable ways to engage with their community um, but also to be really thoughtful and making making sure that you are investing your time and resources wisely in this area. Yes. We need to avoid shiny object syndrome. Yes. Okay. Because there’s, because there are plenty of shiny objects. Teo, to attract our attention. All right. What’s ah, what’s what’s. Interesting to you. What would you like to start talking about? Sure. Well, i think one of the starting points that a lot of non-profits today have when they think about mobile is related to their websites. You know, having mobile website being mullet going mobile responsive has become really wide, very widespread tactic your sight. If your sight’s not mobile responsive, you’re not creating a great experience for a huge portion of your audience. That’s growing. We have just interrupt. You interrupt a lot because i like to have yeah, absolutely. How many people view more likely to be viewing on mobile device? And then ah, desktop, what laptop? What kind of depends on on your audience? But you’re good, benchmark. Ah, somewhere between twenty and thirty percent for the average non-profit depends on your sector. Okay, if your audience is more you know, advocacy volunteer focused and expect that to be hyre through demographic is younger, more, you know, if you’re do something dot org’s there, i would assume upwards of fifty percent of their eyes. Ah, mole is mobile browsing audience i’ve had are your finger on the show, the ceo of do something she’s got a couple times, and also, you know, they have t m i their spin off for for consulting their head around, talking about that because you ceo of that ceo of do something yeah, that’s probably at least fifty percent buy-in likely hyre for, you know, for a larger legacy organization associations, i would expect around twenty percent, but, you know, it’s, easy to find, figure that out exactly for for your website with google analytics or another analytics platform if you’re have that set up. Ok, so we certainly should be paying attention to, uh what? How many people are viewing on our site through mobile? Now it seems a lot that ah, a lot of times in some organizations, people aren’t even going back to the website that often they’re more engaging on the social channels. Yeah, sure, i mean, that’s being conscious of where your contents being engaged with, right? You know, if it’s if it’s all in the facebook news feed or it’s, the grand feeds their, you know, whatever platform piece you observe people, you know, talking about your story, a lot of the social experiences on mobile as well. So being conscious of what networks folks are using to talk about, you know where that conversation’s happening, it becomes a mobile conversation as well. I think a lot of people don’t wind up at your home page for mobile, but the landing pages that they get, i don’t know what the status but it’s a email as well, it has shifted to mobile for sure. You know, even in the office, a lot of people, um, at their desks work with two devices because they just find email triage is so much easier on a on a tablet or ah or a phone, i do that myself often. Um, so then, you know, you want about the landing page and it’s mobile, you know, i know this is a cool phrase i’ve never heard this phrase email triage because i mean, that suggests it’s a way of medical. Emergency. We’re in a crisis and were triaging all our messages. Yeah, i mean, i’ve never heard that phrase it’s cool, all right? Yeah. I kind of just filtering through things. And, you know, i think a lot of the email platforms tryto try to help people with that and there’s on mobile people there’s some interesting applications to help people with that task. But email triage, female triage. So let’s, talk about if we do need to be mobile optimized moat, which is most likely, what should we be thinking about? How do we achieve this? Well, you the idea with ah responsive website is that, you know, in the design on the as you develop the site, you create break points so that, um, you know, you can you can have your site b device aware and, you know, send out different code two different devices based on, you know, to create a good experience for that. You know, taylor to each device, but for non-profits of a more cost effective way of creating good mobile experiences to create break points based on the browser screen size. So, you know, if you break this down for us to get a little technical, but i’m jorgen jail on non-profit radio, so they’re going to get to try and stay out of jail. Yes, you are. We’ll be quick, quick parole, sure. So you know you’re if your website has a style sheet that the browser loads you, teo latto, you know, produce the design in the browser. You know, the site will load with different layout of different elements on the page based on how wide your screen is. And so, you know, if you’re on ah, you know, a nine inch tablet or ah eleven inch tablet or, you know, fifteen inch screen the pixel with will determine the layout of the elements on the page, but only one set of code will have to be downloaded. So you keep your sight it’s a balance between the speed of your sight loading and an effective way to create a diverse experience without having to think about exactly taylor for every device. Okay, all right, so size is critical. What else? What else were you thinking about for? For responsive sites. Yeah. Yeah. Mobile responses. Yeah, well, you it does help toe to know what. Ah, you want to have a sense of the help. So, you know, this is a scent, a sense of the devices people are using. You can find that in google analytics. Yeah. I mean, if you’re you know, if you know if you’re working with you know, we’re radcampaign we build a lot of response of websites and what we often dio there’s ah ah, device lab actually in near our office in washington, d c and you can go and test on specific, though, but, you know, especially on the android platform there’s, so many different if you have a iphone there’s, you know, six different models, something like that since the beginning of iphone, but on android there’s thousands, you can check out those devices, load your site and and run testing it’s just exactly how it’s going to appear if you have the patience for that and the resource is too, if you’re developing a site in house it’s really worthwhile, especially if you you don’t have the experience of your executive director has, ah, unique device that nobody else in your pockets hasn’t really complaint. Why doesn’t this element load? Well for me? You know, it looks goofy and, you know, you hope to catch all those specific cases as you’re doing your testing, but hyre sometimes it’s it really is something quirky with that device or ah, you know ah, plug in or an extension somebody has and, you know, everybody’s browsing experience if you’re on a tablet on ah, desktop itt’s unique based on your your own quirky set up. So let’s, let’s talk about some of the wearable technology you that’s that’s part of your your workshop also what? What’s what’s exciting there. And where do you see for non-profits? Sure, i see this is kind of more on the horizon for in terms of being a worthwhile investment. But, you know, wearables are everything from, you know, the fitness tracking devices like the fit bid. And you know, microsoft has ah, fitness device coming out there’s a company called misfit thie apple watches coming out, i think in april so it all kind of tracking these analytics of user activity. You know your steps here. Ah, you know, fitness activities and so that’s interesting to me, i think. Just cause it’s creating the consumer familiarity of wearing a device that gives you some some feedback. Interesting piece for non-profit communications and engagement are is that these where these devices start? Tohave notifications built in that our people interacted them a little bit differently. Oh, explain. Explain how that works is this is new to a lot of people. Yeah. Gotomeeting notifications. What anybody means. Sure. So, i mean, just like you get a push notification. Have toe pull out your phone usually, um ah, like fit. But i think they have. They have a couple of models now. There’s there’s ah, small enough screen simple text, but you can just get it’ll pop up and you can read your text message right on the on the device. I don’t mind on your wrist, which saves you from taking your phone out and you know it for non-profit and that’s that’s becoming ah, more more devices are getting becoming popular that had have that feature not just for a text messaging, but you know any type of notification that can show up anything that dahna, you know, android has ah platform called android where are injured, watch and ah, the iphone abila watch is going to be coming out, and that has its own platform. So a lot of mobile labs the people already have installed on their phones, no instagram or yeah, you are snapchat or whatever it is you are goingto have be easily extend, be able to be extended tohave notifications going to people’s wrists, which for non-profits is something you know you could you i could easily see somebody getting very excited about that or leadership. Ah, kind of jumping the gun and saying, oh, we now we need to just send our donation forms everybody’s wrist so it just highlights the importance to be very conscious of people’s, patience and attention valuing the permission they’re giving you too. You know, if somebody does give you permission to bring their wrist that’s having responsibility not to abuse that to respect your audience and ah, be very thoughtful about yeah, and should you even go there if you don’t have that permission, which most organizations probably do not. This is all so new. And just because, you know, you might technically grow a list. Um, i think that’s an awareness you have tohave now with with text, communications, one of organizations that have been successful for advocacy with these, you know, sms campaigns and, you know, text to give you may have a growing, you know, lets the phone numbers you, they’ve given their permission, but maybe they don’t recall or they didn’t really understand ah, quite what permission they were giving, you see really have to be very careful with that. You don’t wantto attacks those relationships. Yeah. Yeah. Okay. Um, so what’s, terrible is i just, you know, i just see that as something to be aware of that, you know, there notifications are becoming, you know, in the next five to ten years, it’s an increasing space, that people are conscious of day today, and there is an opportunity to create a good, you know, it’s, an interesting experience of engagement. Way to be very thoughtful about it. Outside. Kind of think. It’s kind of on the horizon is a very thinking about onda. Respectful of the relationship. And the permission you have been given, basically, is your point. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked and they only levine from new york universities heimans center on philantech tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard, you can also join the conversation on facebook, where you can ask questions before or after the show. The guests are there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. Let’s. See? I mean, do you still sticking with the wearables? Do you see that having value in particular sectors? What do you really think in there? Yeah, another kind of area. What ideas? Air occurring to you? Yeah. Another area of wearables relates to kind of well, i mean, everybody, they’re google came out with this thing called glass, which everybody was, you know, it kind of made everyone look like a yeah, but i tried one of those in-kind try it. But there was a friend of mine in new york who was one of the selected beta testers, i guess. Okay, so i had it on for five minutes or something. Yeah, it was cool. I talked to it. Yeah. So, you know, i saw stuff in the lenses. Yeah. Did it really go? Is really taking off the way everybody thought it was going to. I think the expectation was, you know, people got excited. Oh, everybody’s going to have a camera right in front of them. And you know, another screen there looking at it, you know? Ah, you won’t know that i’m you know, teenagers watching. Yeah, you know, breaking bad right in front. Of without mom knowing stuff like that. But the specialized experience for for ah, you know, that premise is about augmented reality, you know, engaging with with a task that you’re that’s in front of you with cem, helpful data or instruction, you know, available that you may have, you know, it’s that it’s more healthful have literally over laid on your on your vision for a specialized task, so it didn’t really take office must really take offers. All the early press is saying a revolution that’s i mean, i see that you asked about, you know, area’s fields where that could be helpful. I think in specialized fields, medical fields in you know where you need unique expertise, maybe in the in the field microsoft has a something called collins coming out and hollow, hollow, hollow lands like a hologram and the kind of really demos they’re just, you know, kind of whiz bang looking. But some of them are very practical, like they had. They had one demo where it was about teaching someone howto repair a light switch in their home, which doesn’t seem like a huge deal. But you could i could imagine you habitat. For humanity, coming up with holland’s demos for, you know you could maybe not need ah, you know, construction as many construction supervisors on site kind of doing involves years writing it as you’re watching it in your in your lens, maybe for howto latto spackle on yeah or tech support, you know, amazon has they have a set of ah, technically, you know, help support kayman what it’s called, but, you know, if you have an amazon tablet or fired-up well, whatever they have, if you get hit a button and then there’ll be, someone pops up on the screen and, you know, you say, you know, i don’t know how i tried to rent this movie and what’s going on, so i can imagine you could, you know, you could be doing some specialized task for for your free dramatic work, um, and carla, somebody with you, teo, you having trouble site from the troubles? You what you’re what you’re dealing exactly where you are immediate help? Yeah, i mean, i could see, you know, if you’re we’re here than non-profit technology conference, you know, maybe you have a navy volunteer who’s setting it, trying to set up radio and streaming set up for your for your live event on they’re having trouble, they could, you know, but on their hololens or whatever, and and have somebody help them literally. You know, figure here is that you know, i i don’t have audio xing the person routines, but somebody helping guys person helping you could see. And you can see them. And they can talk you through andi. Actually, you can do it as their asses were on with them. What is ibeacon? Ah, i beacons are kind of ah, there. It’s a sensor. You know, it’s related to it’s kind of a more granular location sensor. So we have gps, which are satellites that can, you know, peg your location. Ah, as a data point within, you know, i think it’s a few meters or something, maybe even like, twenty meters and ah, we have that there. Yeah, like there’s. Like location tags. Where i guess you’ve been in like a store. The shoplifting tags stop you from taking things out of the store. They know some radius of where that item is in the store. Ok, so i begins. Can they work? I think mostly off. Of the new bluetooth technology on bacon triangulate you within a space within a room. So if if there were i beacons in this room and we kind of tapping into that network on our devices, that could know where, where this device is within inches. So what’s interesting about that, to me, is the opportunity to create an experience, you know, a curated experience for for a space. So if your ah the most immediate, you know, application i see now is for museums where it’s very important, where museumgoers are in the space heimans what caught content that they were going to receive? Ah, what they’re you right, you what they’re going to receive, you know, if you’re here sharing as they moved through the experience, what what added value can you can, you know, perspective on the history of the pieces that, you know, they’re seeing or scientific information on the exhibit, you know, they’re looking at based on where they are, but also, you know, maybe the past they went through that’s how people interact with your contract, and now they’re gone, you could, you know, takes a lot of ah, resources, maybe to do this. But you could you could, if you could take that person’s path through your your space. You could say, you know, everybody who spent and really went through the butterfly exhibit, um, without them, you know, checking off a box. They’re raising their hand, or already, you know, send them all an e mail about our butterfly research or taylor this donation request to that group, which you could only do if you know they’ve, you know you have you have you have the space pegged with eye begins to be able to know where they are, and you have some request. Maybe at the beginning of the you know, the entrance way, you know, let us know, let it let us have for these permission way track. You’re right your your time through through our collection, right? Ok, but you’re going to start to see these around. I mean, there’s, it’s, it’s a little bit. It it goes back against that same permission thing, but also you know that that lack of consumer awareness about the data that is around there for us already, you know, it’s a little spooky sometimes, but, you know, if you’ve ever i don’t like sunpass or metro pass on your car. Sure, you know, there’s that if you have a subscription, uh, you know, to pay the tolls quickly, right? That is actually that’s, not the only place where that gets picked up. When you go in that little devices always picking out your saying, here i am, unique, the same thing that that’s on isn’t that how we find out what traffic l a is like ahead on our gps? Yeah, and there are implications for law enforcement using it for potentially determining speeding all kinds of things. But then also traffic volume, right? Right. So so but the permission you gave in in one location with ivy dickens, right? Yeah, that could be carried in other locations. Right. So if if if there’s a reciprocal relationship between, you know, the museum and other places in the city when they know, you know, send you could segment. Teo, the people on your list who are, you know, frequent restaurant. Goers that, you know, the stone, yeah, restaurant, whatever. You know, you know, and you know, you get, but you’ve got to know that that permission was granted. I mean, you’ve got to know that you’re granting that. Maybe maybe. I think, when you go through the butterfly exhibit, doesn’t, that doesn’t need to be disclosed. Well, i think they’re going to disclose to our partners were going to share with certain partners, and you’ll receive offers related platforms that are that are being set up for, you know, the way that it gets implemented. It’s a tricky thing, because the museum, you know, the point of permission may not even know the cascading effects of that permission. But that’s very risky that well, okay then they’re not fast drinking there don’t think they’re protecting their their constituents adequately if they don’t even know it’s very thoughtful of that air’s alright, we have just about a minute left. What do you want to wrap up with you? Time flies on non-profit sure does with with what’s what what’s, wearable and mobile and what non-profits should be thinking about. Yeah, i mean, i think my big takeaway with this is, you know, there there are some interesting technologies out there, but you should be very thoughtful. Make sure that what what you’re investing your time and resource is our in isn’t isn’t shiny object like you mentioned is gonna have a real specific value. Add for your audience. Um be thoughtful about the the comfort level of your audience in community, engaging with that technology and the maturity of the platform you know, there’s there’s, a few different i beacons there’s, there’s a few different, you know, implementations of that. So you wantto ghisolf about which? One you choose, make sure it’s one that you can support over the long term, as you have to continue to maintain that technology on be thoughtful about the hidden costs you know you, eh, it’s, not just the spend to implement and set up whatever you’ve started, you have to support it. You maybe have to train your staff. You have an ongoing communications, maybe you, you know, bee you’re likely going to need to generate and continue to develop it. So being thoughtful about those hidden cost and how you’re going to measure those and evaluate your success. Brovey kaplan he is director of online strategy for radcampaign brovey, thank you very much. Thanks for having me, tony. My pleasure. Tony martignetti non-profit radio coverage of non-profit technology conference and t c twenty fifteen. Thanks very much for being with us. Thanks to everybody at in ten the non-profit technology network and and t c i love being there next week. Tomb or auntie? Si interviews embrace emerging social media and you’re content strategy on those new channels. If you missed any part of today’s show, find it on tony martignetti dot com. Where in the world else would you go? Opportunity, collaboration, the world convenes for poverty reduction. It’ll ruin you for every other conference, and that really is the truth. Opportunity, collaboration, dot net. Our creative producer is claire meyerhoff. Sam liber, which is our line producer, shows social media is by susan chavez, susan chavez, dot com and this terrific music is by scott steiner. Brooklyn. You with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything people don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine am or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones me dar is the founder of idealised took two or three years for foundation staff to sort of dane toe add an email address 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. 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