Tag Archives: nonprofit events

Nonprofit Radio for November 30, 2020: Virtual Event Engagement & Personalized Video

My Guests:

Mike Wilkinson & Joshua Meyer: Virtual Event Engagement
Virtual events are routine now and there’s good reason to believe they’ll outlive the pandemic. We’ve got you covered with pre-, intra- and post-event strategies to maximize engagement and raise more money. Our panel is Mike Wilkinson from Human Rights Campaign and Joshua Meyer at OneCause.

Mike Wilkinson from Human Rights Campaign

Joshua Meyer at OneCause






Matt Barnett: Personalized Video
Matt Barnett explains the benefits and use cases for short videos that grab attention and thrill recipients. Think volunteers, prospects, donors and anyone you want to feel special. Matt is at Bonjoro.



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[00:02:44.94] spk_0:
Hello and welcome to tony-martignetti non profit radio. Big non profit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Yes, Abdominal has made it into the introduction and exalted August position indeed. Welcome. Heh Abdominal. Oh, I’m glad you’re with me. I’d come down with Bala Muthiah Mandrell, Aris if you exposed me to the idea that you missed this week’s show virtual event engagement. Virtual events are routine now, and there’s good reason to believe they’ll outlive the pandemic. We’ve got you covered with pre intra and post event strategies to maximize engagement and raise more money. Our panel is Mike Wilkinson from Human Rights Campaign and Joshua Meyer at one Cause and Personalized Video. Matt Barnett explains the benefits and use cases for short videos that grab attention and thrill Recipients think volunteers, prospects, donors and anyone you want to feel special. Matt is with bon jour. Oh Antonis, take to my December Webinar were sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Here is virtual event engagement. It’s my pleasure to welcome Mike Wilkinson and Josh Meyer to non profit radio. Mike is deputy director of events at Human Rights Campaign. He and his team organized over 30 annual events nationwide. He previously worked for the National Kidney Foundation and the Leukemia and Lymphoma Society. HRC is that, HRC dot or GE? And at HRC? Joshua Meyer is senior director of marketing at one cause. He has two decades of fundraising, volunteer management and marketing experience. He started his non profit career at Human Rights Campaign. The company is that one cause dot com and at one cause Mike Josh, welcome to non profit radio. It’s

[00:02:45.10] spk_1:
great to be here. Thanks for having us, tony

[00:02:47.05] spk_0:
E. Have you back now? We had originally recorded this as part of the non profit technology conference when events were still face to face and we were talking about digital engagement for your face to face in person events. Obviously, Josh, you’ve seen lots of clients. Well, all clients, I suppose, either move or cancel events. I mean, there’s all that is the only two options in today’s world, Um, but there’s still a lot we could do around Digital to keep people engaged pre during and after, right?

[00:03:21.14] spk_1:
Yeah, that’s that’s for sure. I think back in March, we had a weekend with hundreds of events ready to go, and it went down to zero. But I think what What was really interesting is that, you know, non profits are so resilient and they quickly figured out that they had to sort of make this ritual pivot, right. And we’ve seen a lot of that Ana here one cause we become sort of focused on virtual. First Way had these long standing in person fundraising events sort of moved to a virtual virtual format on dso they all. They all get it. And I think I’m really excited. Toe have Mike share sort of what they’ve done over at H. I see, you know, as their sort of moving the virtual, the next thing now is really like, how do we engage people? Right? What’s the social engagement component of these of these virtual fundraisers, and how are they? How do we get the people who are watching from their living rooms right to get involved right in this, uh, this virtual program. So there’s all sorts of neat things that we’re excited to share about.

[00:04:24.77] spk_0:
Yeah. Cool, Mike. What did you see initially? A T h R c where you did you see declines in in, uh, event attendance initially when you moved online, and then now you’ve gotten smarter and you’re seeing increases.

[00:05:35.24] spk_2:
So initially, I’d say, you know, our approach was we sort of had, you know, money in the bank already for some of these fundraising events. So we used that as an opportunity to do some testing on virtual events. You know, we already had, um, some results for events that have been canceled. We had folks that are sort of like, wait a minute, I paid money for this event and, you know, as a charity, they want us to keep the money, but they want something for it s oh, we did two events in, uh, April and may, um, that were events that pretty much were carry overs from in person events. And we learned a lot from those events. Um, I wouldn’t say that we saw a decrease in attendance from the event, but I will say, um, you don’t have the attention span that you have for a Nen person event. That immersive nous to it is just not there. So you have to do a lot of work up front in order to get folks to be excited to actually participate in the virtual event.

[00:05:58.24] spk_0:
Have you found there’s an ideal duration or just vary by type of event? I mean, I’ve been hearing like 45 minutes, even less than an hour. People are seeming thio, seeming thio, seeming to seem to prefer.

[00:06:10.24] spk_2:
Yeah, I mean, I would say unless you have fee like blockbuster capabilities of, ah, Hollywood studio, you’re not going to keep anybody for longer than a now, er, like they’re just not going to do it because it’s not that interesting. You know, I think I think 45 minutes is a good amount of time. I think, um, we had one signature event that I think we’ll probably talk about here a little bit that went a little bit longer. That had a big national scope. But yeah, you have to be very, um, reserved in the amount of content that you present to the audience because they’re going to be paying attention to Onley pieces of

[00:06:50.64] spk_0:
it. All right, Josh, why don’t you start us with, you know? So we’ll do this, like, pre during and post event. Um, you have ideas around SMS texting?

[00:07:01.92] spk_1:
Yes. So we’ve seen texting, um, both to drive attendance. Right, But also engagement, um, at the event. I think the other thing that we’re seeing pre is this this sort of change on? Mostly, uh, you typically pay for one of these fundraising events, right? If you’re going in person and we’re seeing sort of a change in that people are organizations are charging them or they’re not charging. They’re trying. They’re using them Is broader engagement tools, um, to get sort of general membership. But maybe also major donors involved. Whereas typically, sometimes these gallons would focus more like the major donors set Onda as a result of that, then they’re also sort of layering in. And Mike and his team did a really interesting thing there, which is sort of doing tear. So there’s like, a free tier for ticketing. But then there’s also like you could upgrade paid, uh, ticket that got you some sort of swag or some sort of premium that they would send you afterwards, right? And so I think that’s when you’re kind of looking at sort of your driving attendance. And how do you factor in where you traditionally see revenue coming from from tickets? How do you should have recruit some of that that revenue and as part of your fundraising stream on driving through actual ticket sales and our engagement that day of using SMS Thio get people to engage like I don’t know if you wanna talk a little bit more about how you guys did, um, ticketing. But also e think it was really interesting the ambassador fundraising that you guys around your table captains?

[00:10:01.14] spk_2:
Yeah, certainly eso to Joshua’s sort of lead into that. We did realize that the really powerful capability of the reach that this messaging can have, Um, you know, people talk about it like this mystical thing, but it’s fairly obvious a virtual event. You don’t have to travel to it. Um, it removes some barriers to attendance. So, um, you know, I work in a division called Development and Membership Development being high dollar fundraising and membership being probably your $10 a month monthly donors, you know, we would not see a lot of those $10 donors in our ballrooms each night. So what we were able to do is create a new event that will merge both of these fundraising techniques together. Whereas we provided ways for folks who are smaller dollar donors to participate in the event at low to no cost at all way really brought in the messaging on dhe. This came at a really key time in our mission because, you know, we’re in election polit political organization, so that election was coming up and it was important to get our message is why it is possible. But we also wanted to provide opportunities for those folks who were giving us, you know, $100 well, over $100 you know, each month to participate as well. So we sort of did this thing called the Quality Captain, which is a peer to peer ambassador fundraising campaign. We allow people to set up fundraising pages and ask their friends, colleagues, co workers to support them. And really, since there’s no table for them to come and sit at, this is the spot that we said, Hey, this is where you tell your story. This is where you put your personality into this event, and it really worked very well. So

[00:10:49.54] spk_0:
Okay, let’s take a little step back just to get some mechanics down. So you’re you’re collecting cell numbers at the time of registration. Are you giving people an option thio to receive these text messages about the event, or do you just ask for the phone number?

[00:10:57.44] spk_2:
Yeah. So at the time that people registered, we did ask for their cell phone number on dhe. Then, you know, sort of told them that in participating in this event, you’re going to receive text messages. Uh, yeah. Folks that have attended in the past are pretty used to this because one cost has had a long history of doing this in with the event on dhe. You know, at any point, someone can opt out of this, but we did say, giving us your cell phone number and we will be texting.

[00:11:27.04] spk_0:
Okay. Okay. Um, so let’s not Let’s not focus just on this large event, but you You’ve been doing lots of smaller events also since since March, right? Virtual events

[00:11:38.20] spk_2:
know what we did was we decided that rather than tests or organizational capacity. And do you know, 30 events across the country? We were going to use the leadership structure to focus on this one large event in September.

[00:12:05.84] spk_0:
All right? And and the event was in. I’m sorry. You just said in September September Okay? Okay. Mhm. Okay, um, Josh, anything more about the pre pre event phase? I mean, well, yeah, give me some insight. Like, how often are people getting messages before the event?

[00:12:26.54] spk_1:
You know, I think it varies with the organization, right? And I think it sort of depends on how you’re using it, right? We’re seeing, sort of. I think there’s probably too tight right there is sort of the messaging to try and get people to purchase the tickets or just to pre register. And then I think there’s the messaging sort of that happens the day of to get people engaged in the fundraiser, right? So there’s usually a set period of time when the sort of the program, right, so that virtual livestream is happening on dso. You wanna make sure that you get as many people there, you know, engaged in the live programming as possible, so I think there’s, you know, oftentimes a couple a couple of text messages that lead up to that. But then there’s usually fundraising components that are happening in tandem. Right? So we talked about ticketing, right? So that would be sort of, you know, prior to the day of to try and get people to purchase registrations. Often times we’re seeing our clients, um, set these virtual events up in tandem with online auctions. Right? And so there’s messaging around that on dhe. Then, you know, depending on the software people are using, right, as people are engaging in these online auctions right there getting automatic text messages. So the text messaging is, um you know, it sort of varies depending on what the organization is trying to accomplish at at the different points leading up to that event.

[00:13:36.94] spk_0:
Okay, okay. Eso then let’s let’s do during the event. So the event is live Now, folks are are on. Um, Mike, how many people did you have? A tw the peak.

[00:13:55.24] spk_2:
So we had I want to say we had 2000 people pre register for the event. Additionally, we live streamed the event on YouTube, Facebook and Twitter. So Let’s say we probably had about 8000 people viewing at the peak. Um, okay, Of those 8000, those 2000 pre registrants are the ones that received text messages to engage further with us.

[00:14:19.04] spk_0:
Alright, and just for a little more context, how many of the 2000 that preregistered were were, uh, had paid? Versus were the free free tier. We had

[00:14:31.25] spk_2:
about 70% that were free on bond. We had 30% that were paid.

[00:15:16.54] spk_0:
It’s time for a break turn to communications. They have relationships with journalists because of the trust they’ve built with reporters and editors and outlets like The Wall Street Journal, The New York Times, CBS Market Watch and The Chronicle of Philanthropy. Turn two is the first call these outlets make when they are sourcing stories on charitable giving, non profit trends and philanthropy. That means you get first crack at first class media exposure. The right turn hyphen two dot CEO. Now back to virtual event engagement. Give us a little more detail About what? What you got If you if you paid, was probably was it more than just Mike? I’m sorry. Josh mentioned swag, but what else What else did you get if you paid for the event?

[00:15:31.43] spk_2:
Yeah, we branded some really great merchandise packages. You know what’s great if the human rights campaign is We have a very strong brand that people identify with eso. We made some commemorative pieces. Um, and, you know, way sort of have different tiers. Where if you gave $35 you got a bandanna. Non. If you gave $50 you got the band and in the face mask. And the more that you gave, the more stuff that you received. So

[00:15:58.89] spk_0:
Okay, so it was OK. There was swag was ultra ultra swag.

[00:16:03.17] spk_2:
I wouldn’t say it’s like trade show giveaways. I would say stuff that you would probably walk into a store on 12 purchase. So

[00:16:10.95] spk_0:
okay. And strong brand. So loyal, loyal folks who would like to have a commemorative pieces. All right, All right, So now, Mike. All right, so during the event, what kinds of text messages or folks getting?

[00:16:26.34] spk_2:
There were two primary ways that you could support us during the event. Um, it is to bid in the auction that was online or to make a contribution. So folks were receiving text messages at key points in the run of show so that they would either a place a bit or make a you shot.

[00:16:47.64] spk_0:
Oh, what was the content for the? Was this a 45 minute event?

[00:16:52.54] spk_2:
So the event in September was a little bit longer because it was their national event. You

[00:16:58.63] spk_0:
did say that. I’m sorry.

[00:16:59.59] spk_2:
Thats one is a signature event, and people were really excited about it. So, um, you know, to your point, you know, folks that didn’t pay any money for this event, we assumed that they had a lower investment in attending at all. So those folks were invited to what I would probably call the main stage event, and that lasted for one hour. Um, for folks that were donors to the organization or who bought one of those ticket packages, that’s a clear indication that they’re very interested in seeing mawr. So they were invited to see additional content. That was 30 minutes in advance of the event. And this is really cool, because this 30 minute, um, basically VIPs section of the content was designed with, like a behind the scenes sort of look. So they got to sort of see how the virtual event was running. And some really specialized content focused on their deeper connection to the organization.

[00:17:58.44] spk_0:
Oh, including how the event was running. So they saw some backstage

[00:18:02.40] spk_2:
s. So we had some backstage elements backstage. Pass. Yeah,

[00:18:08.74] spk_0:
Okay. And what was the what was the main stage content?

[00:18:12.22] spk_2:
So the main stage content highlighted are really strong video packages we’ve even before the pandemic. We have very strong video content that’s very impactful. That really talks about the state of the movement, why you should get involved. We also pared those with a lot of celebrity messages and performances so that we were able Thio have some folks that folk that people recognized that really were boasting or cause. We have a long history of always having celebrity guests that are event. So this one was an opportunity. Instead of just seeing one celebrity guests, you got to see basically 15 of them really talking about why the cause was important.

[00:19:10.54] spk_0:
And I’m hearing that prerecorded content is valuable, takes a lot of pressure off. The folks running the show toe have to switch back and forth between live live appearances. Did did you have? Ah, do you have a mix of pre recorded in and live content or was mostly pre recorded? That’s what I’ve been hearing about pre recorded.

[00:19:14.65] spk_2:
Yeah, So I would say we’re probably about 60 40. Prerecorded content, 60%. 40% live. You know, we have found that pre recorded messages air great. But our mission sits on the cusp of history every day. And when something happens in politics, when you know who tweets something out ridiculous. We have to. We have to. We have to be responsive to that in our programming. So, um, some live, some live elements were absolutely necessary and honestly, like that takes a lot of the pressure off of us to use our crystal ball, which these days is so much more fuzzy than it used to be on be able to really resonate with folks hurt what folks heard in the news and what’s affecting them that day. But that doesn’t mean that, like the prerecorded content was bad at it just means that, you know, we were able to get some of these messages from folks that are celebrities or friends of the organization in advance and piece it all together in a way that worked. This

[00:20:12.74] spk_0:
seems like a good time for you to explain quickly. What? What HRC does for folks who don’t know. Human rights campaign. You have a lackluster host. Ah, good host would have asked you that at the beginning s, uh, but make up for my shortcomings, Would you?

[00:20:27.94] spk_2:
Yeah. So the human Rights campaign were a 501 c for charity, and what that means is that we are engaged in political work that advances the right of LGBTQ people across the country s Oh, this is a little bit different than 501 C three. Work where political work is not allowed. We are the kind of the opposite of that. You know, we still are designated as a charity. There’s some some differences with the way gifts or processed. Um, but, you know, we’re allowed to go out and say we think that this is the issue that should be report. This is the issue that should be pushed through Congress. Your local legislature. This is the This is tthe e candidate, that candidate or, you know, current, um, elected official. That’s going to do that so whereas in a 51 C three like that’s sort of off limits.

[00:21:19.41] spk_0:
Or mostly, I mean, you’re limited to the percentage of your you said at key moments. Folks got fundraising messages or maybe auction messages. How did you How did you time those to the content? What’s the relationship there?

[00:21:38.84] spk_2:
Well, we did do actually live fundraising appeal where, you know, folks were able Thio, you know, make a donation on their smartphone. And we had a large thermometer up there that showed how many people across the country were making donations. Um, and you know that that was always a really successful fundraising technique in person, and I continue to be so in the virtual world. We just had to make sure that we had the magic formula to get people to that moment in the program so that they were ready to give. There’s nothing different about that. You just have to think about what that means in a virtual world, starting with the first time that someone learns about your event,

[00:22:27.94] spk_0:
let’s lay concerns about, uh, folks maybe feeling like they got too many messages and opting out. What? What did you see in terms of people and any any time during the during the process before, during or after the show opting out of these SMS messages.

[00:22:47.14] spk_2:
So we get very few complaints about books in during the run time of the event, receiving too many text messages, I’d say maybe we get comments that there are a lot of text messages, but nobody’s mad at us. You know, folks sort of when they sign up for an event, realized that they are asking for a high level of engagement. So during the run town time of the event, um, it’s very difficult to over communicate with them. Um, you know, we have to pay attention to in advance of the event, like how often we talk to them. I would say we probably started about 10 days out with a message launching the auction on then maybe one or two reminders about what’s going on so that they could get get ready for the event, and some of these text messages are people were waiting for because it included information on how to do things like actually watch the live stream and stuff like this. So some of them were very nuts and bolts types of messages. They weren’t just Always give us money. Give us money. It’s like, Okay, you purchased two in a ticket. A ticket to this event. This is how you get in, you know? So

[00:23:47.24] spk_0:
Okay, Now, will you also emailing or this is strictly SMS.

[00:23:52.64] spk_2:
Absolutely. So we sent emails as well. You know, you’re obviously able to put more detail into email. Um, you know, I find that email is really tough these days just because there’s so much noise. You know, you’re lucky if you get somebody to even get their email on their high priority inbox and they get filtered a lot. So there are a lot of folks that do you read our emails, but there’s a lot of folks that that’s not how they found us. So they’re not receiving those emails. You gotta get really creative on how you reach out to folks.

[00:24:24.34] spk_0:
Okay? And but so the more immediate ones, like during the show that was that. I’m guessing that was exclusively texts. You weren’t sending emails that. Okay,

[00:24:34.46] spk_1:
Okay. E think One of the other avenues that we have at our availability right is also live chat, right So you have. You can sort of push that text message right to someone’s phone during, ah, virtual event. But we’re also seeing a lot of our clients engage in sort of live chat that’s like built into the page, right? So So as people are watching the converse watching the show, they’re able tohave conversations or they’re able to make comments. Or they’re able to actually engage to the school with the speakers or the organization on DSO. There’s that’s another sort of avenue we’re seeing organization sort of really harness in. Some cases were actually having, like, there’s a staff person whose sole responsibility at the virtual event is to monitor the chat and thio, address any donor questions or also to just really pump the pump. The people that are watching the show up right, like get them engaged on dhe sort of start the conversation. Uh, you know, somebody what you would do you see, like in a live event at at a table, right? People are commenting and watching and engaging on the show, and we feel like that sort of helps. It helps the fundraising in the long

[00:25:51.44] spk_0:
term. And Josh, I’m assuming one cause is a is a platform that offers this these functionalities that we’re talking about.

[00:25:59.64] spk_1:
It is Yeah, yeah, yeah. We do offer virtual virtual event center, sort of ties all that together on DSO. I think, you know, there’s there’s a couple other components depending on sort of what you’re looking, um, at accomplishing or how you want to set up your event. We definitely can help you with that, but yeah, I think between text messaging, the live chat, virtual streaming or even sort of broadcasting pre recorded videos as we just talked about, you know, we have We have tools to help nonprofit organizations make that really easy on. Really, really smooth. If they’re if they’re looking to make the move from in person toe virtual event,

[00:26:38.94] spk_0:
take us to the post event. Now, Josh, what does that messaging look like?

[00:26:43.74] spk_1:
Yeah. I mean, I think the post event really is, um we’re looking at some of those tried intrude best practices, right? Like you’re still gonna want to do the personal Thank you. Note. You’re gonna still you’re gonna look at all your data and who make who made a donation at that virtual event right Onda who made, you know, silent auction purchases on D do that outreach post event. And then I think it’s really, um, you know, if you have new if you’ve acquired new donors is part of that virtual event right, you’re gonna want to do You’re welcome. Siri’s. You’re gonna wanna take those people through very much like you would do in person event. You can get creative with social or online channels, right? You could as an organization. Do I Thank you. Video that gets pushed out through your social channels Or just, you know, it could be an instagram message or image, right? Thinking people who attended s So I think there’s ah lot in that post event, right? I think there is. A lot of it remains the same. Andi, guess right. We can also bring in text messaging, right? You could do a post text messaging as as a as a way to think, people. Uh, Mike, what did you guys dio a ce faras posted that wrap up.

[00:28:40.14] spk_2:
We always send a thank you email. We were in a unique position with our September event. Um, in that first holes, phenomenally successful, we raised over $2 million had great viewership of the Livestream. Um, and you know, we were facing the election coming up. So our campaigns and organizing team was highly interested in engaging these folks to see um, if they would doom or it was great. Is everybody who was, ah, supporter of our September event was ready to doom. Or so we gave them additional ways with the organization to connect eso that they’re not just sort of writing checks, but they’re also sort of getting the work done alongside a lot of the staff, which was really, really, really transformational for us is an organization. This year it’s It’s actually one of the things that I look at 2020 and think about. Wow, I never would have imagined that that to go like that, but it did so

[00:28:54.14] spk_0:
excellent. Did you use a lot of video afterwards? Video clips to remind folks of the experience.

[00:29:01.54] spk_2:
We had one video message from our host that we emailed and texted out on dhe. It was basically just a big thank you. Um, and I think it was a reminder that the auction was closing because it went a little bit a little bit longer and sort of last ditch. Like if you didn’t make a contribution and you’re feeling like it, then then don’t let us stop you. So, um, u m and that went really well. So

[00:29:26.84] spk_0:
and what was the I know you said raised about $2 million overall. What was the proportion of the 8000 overall who e either gave or contributed by the via auction versus non donor?

[00:29:41.60] spk_2:
You’re asking such so many data driven questions? Things,

[00:29:45.83] spk_0:
non profit radio Don’t hold that. Come on. What are you expecting? I mean, the host is lackluster, but the conversation is not Wow. Well,

[00:30:18.74] spk_2:
I mean, way clearly had about, you know, 800 people that make contributions for tickets. E would say that. I mean, this is a very hard number to quantify, because between our our ambassador fundraising campaign that the the ticket premium sales and the auction I’m making a guess and say we probably had

[00:30:21.64] spk_1:
it was a lot, right?

[00:30:23.12] spk_2:
Yeah. 2500 people making contributions at varying amounts. So

[00:30:28.54] spk_0:
just trying to set expectations. You folks, um, context, Okay,

[00:30:32.69] spk_1:
any one of the things that we’re also seeing as a lot of these virtual events are bringing in new donors for a lot of the reasons that we previously discussed. And so it’s making sure that you know what we’re advising our partners, our clients is that, you know, making sure that as you’re bringing in those new donors, that you have a way to engage them, right and that there there is. There’s a set plan to do that follow because it’s more than just the event. Follow up, right. You have new acquisitions, and now you gotta get them engaged into your mission and your messaging and make them, you know, become routine. Regular donors on DSO. I just think I don’t caution, but I think it’s just something to consider, right as you’re looking to do this, virtual that because it’s a lot easier for people to plug in and they don’t have toe, you know, go to a hotel and they can just turn on on from their from their living room, right? We’re seeing this high number of new new donors, and so figuring out the strategy around that is really

[00:31:37.47] spk_0:
important. Well, maybe not a caution admonition. You’re admonishing admonition that, and that’s consistent with face to face events. I mean, you had your you just You have to be thinking through what you’re going to do for the for the folks who came to your what used to be a face to face event, you know, they were brought by ambassadors might talk about the ambassador program. And so they were. They were brought by folks who needed to fill a table in the past. Excuse me, but they were They were new, new to the organization. And so you wanted to suss out. Are they interested in a long term engagement or they’re really just don’t wanna hear from us anymore. They were doing a friend a favor,

[00:32:10.15] spk_1:
right? Right. Well, then, yeah, and then trying to figure out how you could build that relationship, right?

[00:32:47.94] spk_0:
Uh, and, uh, you know, there was. I don’t know if I don’t know if it’s true or not, but just intuitively in the face to face events. The folks got these new acquisitions, got something out of it. They got they got cocktails and a dinner. Um, now they don’t get that. So maybe there maybe they’re more likely to be interested in the in the mission because, I mean, all right, so they’re giving up less time, but they’re getting less for it. There’s no there’s no free cocktail hour and and and dinner. So maybe I’m thinking maybe they’re mawr invested virtually even though they’re spending less time. But still, time is valuable. You know, they’re not even getting free drinks out of it. So

[00:32:57.39] spk_2:
I would say you’re onto something, tony there because folks have been looking

[00:33:00.90] spk_0:
Thank you for rescuing me. Thank you. Because I wasn’t even sure that I wasn’t sure if I waas Thank you, Mike.

[00:33:05.70] spk_2:
Folks are looking for those take action items in their homes. So if you’re able to provide those to them in conjunction with these with these with these virtual events, um, they’re much more apt to take them as opposed to, you know, they have a nice meal. 129 cocktails. And then the next day, they think that was great. I wonder if I will do that again, and then you’ll see them again next year, as opposed to the next day. They’re sort of like Okay, well, I can sit here, and I can get involved with this organization in ways that I haven’t before That you know, isn’t far off. And I think I think you’re definitely right. That that this leaves Thio, it lowers the bar for entry into further engagement with it with the organization.

[00:35:39.04] spk_0:
Yeah, all right. I think that’s a perfect place to leave it. My savior, Mike Wilkinson. Thank you for that. Deputy Director of Human. I’m sorry. Deputy Director of Events at Human Rights Campaign HRC dot Organ at HRC And Josh Meyer, Uh, senior director of marketing at one. Cause one cause dot com And at one cause Mike and Josh. Thank you very much. Good ideas. Thanks. It’s time for tony. Take two. I’m hosting a new free webinar planned giving five minute marketing. It’s kind of nice hosting my own webinars. I did one in November. We had very good turnout, so I’m hosting one this month in December. It’s another quick shot. 50 minutes on planned giving marketing how to promote the idea of planned gift to your prospects. Who are the prospects? What’s the message and how do you get it out? Multi channel. Plenty of time. Also, for your questions? Absolutely. My favorite part is questions you can register at planned giving accelerator dot com slash webinar. It’s on December 17th. I hope you’ll be with me. That is tony. Take two. Now it’s time for personalized video. It’s a genuine pleasure to welcome my next guest, Matt Barnett is Papa Bear at Bon jour. Oh, he launched from Sales Hack for his first business, where he would send every new lead a personal video to delight and surprise them. His goal is to be the next Zappos to be the most loved brand in the world. When he’s not making videos or products, he’s out tagging bandicoot ce for wildlife research. He’s with us from Sydney, Australia. The company is at bon jour, oh dot com And at Bonn jaro app. Matt Barnett. Welcome to non profit radio. A pleasure. Pleasure to have you, uh, I’ve been doing this show for 10 years over 500 episodes, and you are the the most remote guest by far before this. Yes. Uh, before, before, this was your home was from the UK.

[00:36:07.13] spk_3:
Good. Good to hear. You should get some more. Ozzy’s a lot going on here, Especially the environmental side of things raises its head. I think

[00:36:21.83] spk_0:
and and and speaking of, well, environment or animals, what are you tagging? Bandicoot? What’s a bandicoot?

[00:36:23.63] spk_3:
Have you ever played the game? Crash Bandicoot? They are nothing like that. There are small marsupial. Looked like a get a rat with a long nose but have pouch with the care of the babies. On dhe, they dig around for grubs and roots. We go out and tag Aziz the isolated population and one the headlands here, where they’ve got certain genetic traits. And we tagged those monitor them and they’re great case study for for the animal in isolation. Also collecting the wildlife rescue we have you know, we have a python living in our basement. It’s very It’s very Australian out

[00:36:59.19] spk_0:
here, marsupial. So we don’t use that word too often here. But kangaroos are marsupials as well, right? Is that

[00:37:07.53] spk_3:
you guys have you guys have them? You have a as well.

[00:37:23.13] spk_0:
Okay. Thank you for educating me about wildlife in the, uh so it’s good to have you. Good to have you from Sydney. Um, personal video. What do we What are we talking about when we say that personal video, What does it look like?

[00:37:31.43] spk_3:
Eso what it is is essentially sending quick asynchronous. They’re kind of one sided personal messages that are targeted towards individual Boehner’s in this case. So if someone dropped, if someone gives donation, then having won the team within a few hours, we can say, Hey, Mrs Jones saw that you donated $734 to the cause. Just wanna let you know how much that means to us. You know, the money is probably gonna be used here, here and here. And just again, Thank you for a while. Support on. So the idea here is very quick messages that are shot on desktop or phone. They’re not edited, nothing else. It’s just a piece comes on its directed act. An individual rather than a piece of concerts used again and again, again, generically.

[00:38:24.02] spk_0:
Okay, one time. One person, one use. And they’re probably watching it on their phone, Mostly. Exactly. Yeah. Okay. Okay. I saw somewhere you call this the, uh, purple cow of donor engagement. What is that? What do you mean, there?

[00:38:26.02] spk_3:
Yeah, it’s actually it’s actually that’s actually quite fun about one of our clients because I think you’re international in the States. um se. So I guess it’s kind of a secret weapon that they used. They’ve used on a quality campaigns during the recent pandemic, because what they find is that going that little bit extra, I think I think it’s a really like linking donors to benefactors, especially if that could be done so in their in their cases. Actually send videos from schools in Africa to donors, Um, is just it’s like for three second investment. The impact it’s having on donations on be engaging lapsed owners and getting donations that don’t have to increase the nation’s isn’t saying it’s kind of off the charts they’ve ever done. I mean, it makes me it makes it might, of course. Of course it makes

[00:39:20.12] spk_0:
sense. Yeah, Andi think purple cow comes from Seth Godin that, you know you would if you saw a cow would be no big deal. But if you saw a purple cow, you know, then you’d be tweeting it. You’d be taking pictures, you know, it would stand out. So it’s a pattern interruption. We do something special on dhe. That’s that’s that seems like a feature of one of many features, like It’s something special it? Tze personalized. It’s sincere, right? I mean, you’re you’re looking at the person on your phone there speaking right to you. They’re saying your name there, thanking you. It’s it’s like it’s human.

[00:40:00.91] spk_3:
Yeah, like there’s like there’s incredible power in the name way. No, this year, I think Andi And then the other thing is that the the authenticity of it as well? I think I would suggest that authenticity is it’s a challenge day, a fake news that I said So I think I think that really is coming through, I think, especially where you know many of our experiences, our distance, you know, even prior to the world situation as it is today because the way we work gain that bit of community connection back again on doing it in a surprising, authentic, like the way it joins the light is because it’s not expected. It’s because because the bar is so low, it has a huge impact on the Barlow we could rant about again. I think it was just so much opportunity here for anyone willing to put it more often.

[00:40:47.33] spk_0:
Yeah, and we’re talking like 45 seconds or a minute, right? These air. Quick, Quick shots. Minute maximum. Okay. Is that one of your tip? Is that one of your? Is that a best practice? Keep it short.

[00:41:30.21] spk_3:
Yeah, I think there’s an engaging point of view, I think, within the women Charity Specter within down space You know, you could talk more like Absolutely, But the reality is you don’t you don’t need to. It’s not about It’s not about doing a sales picture and that, yeah, it’s just acknowledging. So it’s stopping for your danger, acknowledging, you know, a customer client a don’t know that that’s what you were doing it. It’s not even about the video. The video is the medium that that shows that you’re willing to do this, but it’s actually the time. That’s really what you give me, but you’re saying you are worth might be one of my teams. Time to stop. Just thank you in person. If the 22nd. That’s fine. Yeah, obviously you’re doing a lot of these from from the person doing the videos. Shorter means you can get them or easier as well. I mean, that’s an aspect to it. Less than a minute is all it takes.

[00:41:48.71] spk_0:
Yeah, and I like that. You know that you took the time to thank me personally in in a surprising, humane way. Yeah. Yeah. And, uh, you know, there’s a you know, you said I mean, there’s a there’s a there’s a connection there, you know, you’re looking right at the person you’re saying their name again. I gather, that’s I I see that in a lot of the the advice to that some other interviews you have done, you know, you got to say the person’s name mean that Zamora it’s personal. Yeah.

[00:42:07.40] spk_3:
Say the name. You know, like, if you’re able to see, you know, we’ll try to help you here. We’re trying to show you kind of actually where they’re based. What donation amount is how long they’ve been a donor. So you can customize what you say you go, the further you can. You know, I see you’ve been with us for the last three years. You know, everything you put in this on now, I think especially specifically here. This is what saying earlier is the idea of like connecting the dots so down into benefit. Like, what is that? You know, $734 done like specifically. If you’re gonna line this, there’s amazing people. It’s storytelling, you know, People go. I could see how that dollar makes difference. And quite often, you know, for me, like for us as a company way gives charities. We do this as well. The key thing is about impact. You know, we’re on enterprise cut like company. So and what we’re giving is not a million. So I’m like, right, I wanna make sure every dollar counts. So what’s the impact on this thing here? What you’re doing is you’re making it much easier for customers to see sort of donors to see the actual impact with dollar. And that’s what’s gonna make me stay with you. Be a donor for life versus, you know, switching other causes This time gets on.

[00:43:13.40] spk_0:
I saw one example where a non profit linked to a video. And so in the in the video that they sent to the donor, there was a link Thio, like a mini documentary about how the money is used and what the what the organization is doing.

[00:44:31.99] spk_3:
Yeah, and so s so you know the other part. This, obviously is that when you’re using this be this’ll kind of communication. It’s very hard, quite engaging. So you have an opportunity there. Thio, take that storytelling further, potentially ask that donut can take the next step. So in that case, what they’re saying is it Thank thank you in person, um to show you what it is go and watch this. And so what we’re doing is obviously driving traffic, but those videos of you getting a lot more views off the back of those those combined with the fact that take a long time bringing back in lapsed owners get people thio up their donations, increasing the nation’s obviously stay around. Some Chinese used that Teoh they’re available. They’re subtle. They’re like, Here’s a little bit more body or here’s a link Thio Share the story on social or, you know, here’s here’s our latest campaign we’re doing We’re building X Y Zed, please gonna be more about, you know, on inform yourself as well. So it is opportunity here. They’d be starting conversation that that’s not a it’s not a lycan endpoints. It’s the start of, you know, the next piece of engagement which can lead Thio. You

[00:44:35.06] spk_0:
wanna have some kind of a call to action, right? Have them do something beyond just beyond beyond the thank you. And so what are the use cases? Have you seen for nonprofits? Aside from donations, what other? What other uses are are nonprofits. Putting personalized video to

[00:45:04.75] spk_3:
E because it was just here is taking time with the individual donor. It tends to get so intense it used with donors and partners. So it’s being used either on on daily Drive, just as a daily habit. So anything comes in your thank you’s Ugo campaigns as well so specific drives they’re doing. We get used a lot for laps for lapsed donors. So reengaging past owners A ZX. Well, bring them back into the fold.

[00:45:14.19] spk_0:
Okay, so something like, you know, you haven’t been with us for a while. Exactly. We’d love to have you back. Here’s here’s what Here’s what our work is And here’s Here’s a link Thio what we’re working on now or something like that,

[00:45:43.59] spk_3:
Yeah. You know, obviously informations we’re just trying to do is to re engage those those users and be like, Look, this is what we’ve been doing in the last two years Since Since you’re with us, we’ve come a long way. Here’s what the impact you made. And so what I can do is to re engage me. Some of your customer base, especially ones that you know, are potentially large backers or more torrential backers to bring them back into the fold, especially especially with the younger child. Is that growing up where in the year the impact they’re making is exponential because of the movies they’re making?

[00:45:57.59] spk_0:
Um, I could see you know something like for volunteers. Do you know, if you just want to thank someone for having spent an extra 20 hours the past week doing extra volunteer work for the organization, stuffing backpacks for for Children, going back to school, where you know most people do five or 10 hours and somebody does 20 or something, You’re just a little shout out to them. I mean, it could be a simple thank you like that, right?

[00:46:55.48] spk_3:
Yeah, absolutely. That’s why we use that way. Get used internally on teams, especially when people have quite, um, probably less engaged volunteers. Nowhere like people like May. So I’m involved in a wildlife system called called wires, which which is huge really, although firefighting states in Australia where you know it’s massive again with us, where we’re not necessary is fitting underneath people above us, you know, we’re not turning up for such thanking people who are less connected as well. Like you said, the ones that go above and beyond for their work like it, it’s one Does that to you, Like you know, it’s all worth it. You know, like again, again, again, it’s connecting. What I’m doing is a volunteer to the end result. So again, it’s back to the impact Peace. Like, um, I’m making an impact. Has someone noticed the work I’m doing because you haven’t noticed? Maybe I should put my time somewhere else.

[00:47:19.18] spk_0:
Yeah, eso like anytime you would think about writing a thank you note, you could consider ah, personalized video.

[00:47:32.28] spk_3:
Yeah, I think so. And this is like it’s not the answer to everything. And this is just another arrow within. Within your quiver on. Great. There’s different ways. Toe communicates, I think, with the video. But here’s the thing. It again. It’s not about the video that the fact that you can get it across the authenticity it’s you yourself, you know that 70% of communication is in the face the face. Yet it’s not even in the tone of voice. So if you get across people love it. They connect with it better. I just think Video’s amazing medium for this. Ah, nde on the other side. It’s a lot quicker than sending. You know I’m more cost effective than than writing a thank you elements and that off. It’s definitely worth try

[00:48:42.97] spk_0:
time for our last break. Dot drives dot drives Engagement that drives relationships dot drives is the simplest donor pipeline fundraising tool. It’s customizable, collaborative, intuitive. If you want to move the needle on your prospect and donor relationships. If you want to get folks from prospect to donor, get the free demo. As you know, for listeners, there’s also a free month. Go to the listener landing page at tony-dot-M.A.-slash-Pursuant. We’ve got but loads more time for personalized video with Matt Barnett and and you’re right. I mean, you see so much more, you know, written words. You know, that’s one Dement Well, all right, this is one dimensional too, but you can hear the person’s voice. You could see their expression when they say thank you. See their smile? It’s It’s so much more engaging than, uh than a hand written note in certain or even type you know, the word word word document on you.

[00:49:05.32] spk_3:
Show them any of the most powerful things which, which is hard to dio, is when you know, like we see people doing these videos like with kids and schools in Africa or they do it No wallowing like a wildlife center or they do it while that one the one camps with everyone about behind them. Ah, nde, You’re not just gonna shoot you like Look, look, this is this is this is the impact like check it out. You know, this is what’s happening so that that’s that’s that’s become a wow stuff. It is. It is hard because you’re always in their situations, but when you pull it off people just it compared to a leather like it’s like seeing is believing, you know,

[00:49:39.97] spk_0:
now does does the team at bon jour. Oh, that you’re the papa bear of Are they able to see all that? Can you see all the videos that people do?

[00:50:25.46] spk_3:
Eso accounts accounts of private? If we asked, So what we will do it, especially with non profit. So we personally like me and probably a few. The team members are pretty driven. We do the whole one sense. We talked about as much time as we can. We tend to get on calls and consulted held by non profits, get most system. So when when we do that is one thing we suggest is that we have permission. Can we come in and have a look on? You could use a few examples. And then what we could do is experts is kind of suggest otherwise. From what we’ve seen up to the user, Uh, obviously the only other thing is that call them privacy privacy reasons. Then myself and my CEO could do that. Otherwise it will, Private. It’s all off the record.

[00:50:49.16] spk_0:
Okay, Because I want to know if people are using this for, uh, you know, for prurient, uh, illicit in place of sexting. I’m gonna send you a I’m gonna send you a or Oh, yeah. Are you seeing any of that? The only thing we’ve

[00:50:50.07] spk_3:
seen is we have some swingers clubs.

[00:50:53.40] spk_0:
So what? Swingers clubs? Yeah. Alright, alright.

[00:50:56.28] spk_3:
However, however we talked of you. It’s not being used in that way. It’s being used as a lead generation, like business funnel. Let’s just look at it like, Well, that makes sense.

[00:51:12.46] spk_0:
So right. Okay. Ah, funnel. Okay. Again,

[00:51:13.10] spk_3:
again, again. Look like how we used during private, You know, of course, on users can choose if their recipients can share the videos. And non profits were, like, let let them share them. Because if they take it to him and say, Look what I got off the heart foundation, thanking me for my donation like that. That’s awesome. Yeah, that’s awesome storytelling. But if you want to be used in privacy, then we could lock that down.

[00:51:39.26] spk_0:
Oh, yeah, These are right. Incredibly terrible. Yeah, yeah. Um and this is this is you know, this is also consistent with what I’ve had a lot of guests say, and I’ve said on this show many times that that in doing production that in doing video, uh, sincerity always trumps production values. You know, you don’t have to have a fancy Mike. You could do this. You could You could do this walking to your car. It doesn’t take fancy studio when it’s genuine. And sincere

[00:52:02.45] spk_3:
like like Abbott’s, like real life, you know, like like like Like, who do you trust more? The guy in the perfect tailored suits or the guy wearing a T shirt has got fun with enthusiasm, you know, like like shake your hand and hugs you. I’m gonna go with that guy every time, like it’s the same thing, you know?

[00:52:18.35] spk_0:
And are you seeing, uh, Mawr use of this during the pandemic? E mean people are so much more accustomed to seeing each other by video. Now are are you seeing a burst since, uh, since March?

[00:53:16.75] spk_3:
Yeah, like I think it’s helped. I think it’s helped in terms people overcoming you know, the Fear video, which I think comes from the idea that video has been the car medium of film for so long that you put on on on a pedestal. Now, realizing it’s it’s not that it’s just the same as having a coffee. So I think we’ve people using Zoom people getting a video calls. Mawr has obviously made people realize that actually videos easy on dso. There’s a mental pieces become over. I think there’s also a challenge that living in a bit more to disconnect environment the moment we’re struggling. Thio connect Obviously not with team members on my partners and do things like this, but with their customers as well. And so we’ve been adopted, like in that space and videos being more adopting that space to help keep those relationships going where you couldn’t. But you can’t have the coffee or or go to the conference today. You know,

[00:53:18.15] spk_0:
um, want o share a good client story, somebody that another one where someone used it successfully and saw an increase in gifts or volunteering. Whatever. Yeah, yeah, we just

[00:54:00.06] spk_3:
we just that given we just doing that with the Heart Foundation here in Australia, which is a large organization s made a lot of work in schools in the big A little school fundraising. So they did two things. Uh, they went out and they did what he said. They congratulated the Children who got the biggest fundraisers. So the whole team went out on just engaged with those high performing kids from organization directly, whereas normally they would always be kept a kind of arms on the other than it did in the way that where they were, where the kids were raising funds was through skipping competitions on trying to kind of crazy skipping competitions. And so, it turns out, quite your team on the heart foundation, our next level skippers, where they’re doing tricks and stunts. And so those team, we’re sending our videos through the kids in schools being like Okay, right, whoever you could do this and basically challenging them to kind of come with crazy stuff. And so, like, really engaging with again directly with kids rather than just the teachers, which ultimately they have been generated $45 from just one of the schools. I think the private previously with them $5000 because they got a LH the Children themselves so much more engaged that it became a real driver. Whereas there wasn’t one of those fundraising things you do at school. So it’s interesting again. Is that connection between the cause and the people doing the fundraising?

[00:54:55.94] spk_0:
You’re seeing Children, too? I mean, that’s a heart string. Yeah, Heartstring puller.

[00:54:57.64] spk_3:
Yeah, exactly. Um,

[00:55:00.54] spk_0:
um what else? What else should we be talking about? That I I haven’t asked you.

[00:56:32.93] spk_3:
I think like so. It’s just like beyond your personal video, but I think just the idea off personal. So the idea of personalization of scale, the idea of taking a little more time with customers like we haven’t here that way where we say automate process, but not relationships. But I think I think you take that into into any aspect you’re doing in terms of customer engagement or in terms of marketing on. So I think where on where you can, where you can start to personalize your experiences and your customer experience, like your your donors or your partners, or to your or anyone who engage in the organization, you are going to get better results. You know, I suggest you probably get a return on any of the extra time that you put in. So I think, you know, we start to come past the stage where you send the yearly update and you’re like, This is what the fund has done this year, and these impacts were made to yeah, as donors like, we want to know what our dollars are doing because we have so much choice because we’re being picked all the time to invest in different areas way do bounce around, especially my generation. So you look kind of like between e. Guess Young, young, um, young Corporates, young people making decent money, who have now, for the first time, I got my to spend on causes they’re passionate about. I’ve got on there’s good money to spend where we’re gonna put it. It’s gonna be hard to know. So it’s just that way you could pursuant experiences and you connect people with people like ultimately, If that happens, the decisions easier for the benefit of me. Because I go What I know these people. Therefore, I believe my money will go further here. That’s not obviously necessary. True, but that’s that’s how you feel. So I think, you know, the more we could do personalized customer experience, customer journeys. Being through video will be it from any other means on. There’s a lot of smart systems out there now that start to tell you more information about your donors so you could do that. I think the more you connect the end benefactor to the donor as well, it’s super important. You know, You see this doing on products now where if you buy products that are fundraising, you could look at it and it’ll tell you the journey of the dollar and where it goes, the more you could do that. Connect the dots, which in space technology is a lot easier. I would argue again, the mawr likely here you have a of keeping donors for no, not a year, but 10 15 2030 years.

[00:57:37.63] spk_0:
And based on how you make them feel, you know, there’s a lot of research that says people people are less likely to remember what you tell them, but they’re they’re very likely remember how you make them feel. So if you make you make them feel special by doing personalized special things, like notes or videos or, you know, connecting connecting them to their to the impact of their dollar, that that’s all that’s all feelings and that stuff is in the heart. Once, once we hold a cause in our heart, then our our brain will say, you know, go ahead and make a donation.

[00:59:25.42] spk_3:
Yeah, way give, because it makes us feel good. Like we’re satisfying human urging, you know of doing good. And have you looked at it, You know, from, uh, whether you’re, uh, wanna be a possible or negative about it. You’re like it. We’re doing it. We’re doing it for a personal reason. I’m doing it because it makes my dolphins go. I feel good, like I could get back eso you need trigger those on storytelling on connection does that. You know where things would have worked 10 years ago because now there are so many causes and so many systems, and so just just generally get the average person gets 65 notification today from emails and SMS. Everything else like How do you cut through that? Like it’s hard like everyone’s, You know, you’re not just competing against other nonprofits. You’re competing against every single person who is contacting this individual ornate, multiple times daily basis. So you need you know it’s not. It’s not whether you could do better than that. It’s not whether you can get the attention over another cause. It’s whether you could get attention over other businesses and everything because the dollars could go anywhere on That makes it incredibly hard. But I think with with with good causes, you have this massive benefit where you are like like like like you pull heart strings like no else can like you have these stories, you have these stories. You have these people, you have the good things of doing. Just how do you get that to the individual?

[00:59:28.02] spk_0:
Interesting when you say, you know you’re not only competing with other nonprofits, but also businesses. But also you’re competing with every app on the person’s phone that that for which they have notification set, you know, So that could be their stock. That could be their their their their stock trading account. Uh, it could be their bank. It could be their newspapers. You’re competing with every everything that’s tugging at their attention. But here, you know, you do something personalized, sincere, genuine, quick shot 45 seconds. And it’s it’s something unique in their day in their weak easily.

[01:01:14.31] spk_3:
Yeah, I think it s I think communities play a big part here, and this is well, so building an active private community for for everyone involved because that’s where conversation start to happen. Because I think there’s a There’s another piece I like RL interesting. Yeah, which I think most realizations don’t do the best job off. And this is around the advocacy side so often we will focus on on the new donors. And, like when on the next one, like it’s much easier to grow donations from your existing community was than his mom from new ones. I think the way to do this is to make U M. Into what I call super fans. Yeah, this applies to business. That’s the challenge. That’s everything else you want, people who are going to rave about you and talk about you. And to do that, you need to consistently engage them. I always think about with its about making lifetime. Dana is not not single donors. So if you’re not running an active community or if you’re running a community just like it’s not just about talking, it’s a two way peace. If you’re not making this active, I would challenging to look heavily at that because that’s where you can make your connections happen on the quiet to scale as well. Um, so I think a lot of times they don’t do a good enough job. This it tends to be a lot of one way Commons versus two ways on again. I look at that. I’m like this opportunity because most of us are not in many communities, we get lots of all my stuff we’re not want to in the community. You instantly start to cut through that because, you know, you get medications for my community and your prioritize those. Like if you know, if you’re if you’re small, if you’re starting up, it could be a WhatsApp group. It could be that simple, but looking for ways to cut through with something, that person is going to keep this a priority and know that whatever comes from that is one they’re gonna open.

[01:01:47.81] spk_0:
And that’s when you get to the stage where they start missing it. If they’re not hearing from you, it’s been a couple of days. There’s been a week or something. I haven’t, You know, I haven’t heard from this. You know this group where you know where they’ve been. So

[01:02:00.00] spk_3:
if that happens, it happens. You’ve done it.

[01:02:57.90] spk_0:
That’s the gold standard. Oh, yeah, that’s a that’s a gold standard. That’s Ah, that’s Ah, triple play. But I’m not very good at sports, but that’s Ah, that’s Ah, home touchdown. So, yeah, when they start missing you, um All right. All right. Went thio. I feel like way we’ve given, like, enormous motivation for why, why people should look a TTE not only personalized video, but just personalized action. Personalized engagement. You know, we talk so much about the community talking about sex segmentation, but this is segmentation to the smallest possible degree, the most segmented to the individual, not to the collect, not to a collective of of 50 or 100 or 5000 who are devoted to petition signing for for your cause, you know. But this is the individual. After they’ve signed, it’s it’s it’s hyper personalization, hyper segmentation, which is called personalization, I think.

[01:03:36.30] spk_3:
Yeah, yeah, I think in order to tackle this again. So my suggestion is it may seem overwhelming, but you need systems that are quick to do so They need to work out the time you put in. But you also need need need toe like bring in, bring in anyone involved in the cords. So talk about, for example, be take myself his involvement in the wildlife rescue. Face it to May. Would you mind thanking you? Don’t of a day like sure. Yeah, like so. Like use your use Anyone who’s volunteering like get him to help us. It’s like you have a I think it becomes easy If you could spread it amongst enough people. The other thing is obvious to say, segment out and go like not all donors are equal. Maybe in terms of like value their big in terms like the dollar valuables in terms of the influence and that kind of reach they have as well. We’re engaged. They asked, may be focused on those first start with those and then start being down. Um, yeah, the smart ways to do it. So like like anything start small. If it works and you essentially get return on investment much, I hate that term. Then then you could start to work out how to scale it more because it was working like Like it doesn’t matter like it will scale. It will pay for itself. Just take a small step, But don’t get too overwhelmed. Begin.

[01:05:16.99] spk_0:
All right, Matt Barnett, Papa bear a tw bon jour Oh cos at bon jour oh dot com And at Bonn Juro App. Thanks very much, Matt. Good to talk to you. Pleasure. Thank you. My pleasure. Next week, your annual report as a marketing tool. If you missed any part of today’s show, I beseech you. Find it at tony-martignetti dot com. Beseeches Still good We’re holding on to that not losing beseech were sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Our creative producer is Claire Meyerhoff Shows Social Media is by Susan Chavez Mark Silverman is our Web guy, and this music is by Scott Stein. Thank you for that affirmation. Scotty, be with me next week for non profit radio big non profit ideas for the other 95% go out and be great.

Nonprofit Radio for September 5, 2014: Anniversaries Are Opportunities & Work Smarter Across Email And Social Media

Big Nonprofit Ideas for the Other 95%

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My Guest:

Susan Gabriel: Anniversaries Are Opportunities

Susan Gabriel
Susan Gabriel

Susan Gabriel, senior associate at Cause Effective, has tips to make your anniversaries–5th or 125th–more than a night or a weekend. They are great opportunities!





Alec Stern: Work Smarter Across Email And Social Media

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With Alec Stern at NTC

If you coordinate email with the social channels you’re using, people will have a better experience with your organization. Alec Stern shares his strategies, then tells the story of Constant Contact‘s birth. He’s a founding team member and vice president for strategic market development. (Recorded at the Nonprofit Technology Conference, NTC 2014.)



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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, it feels so good to be back in the studio live and i’m glad you’re with me. I’d be stricken with a para fire in jail abscess if i had to swallow the fact that you had missed today’s show anniversaries are opportunities. Susan gabriel, senior associate at cause effective has tips to make your anniversaries with her fifth or one hundred twenty fifth mohr than a night or a weekend. They are great opportunities, anniversaries are and work smarter across email and social. If you coordinate email with the social channels you’re using, people will have a better experience with your organization. Alex turn shares his strategies, then tells the story of constant contacts. Birth he’s, a founding team member there and vice president for strategic market development. My interview with alex were alec was recorded at the non-profit technology conference and t c twenty fourteen a couple months ago on tony’s take two do you know about my other show? We’re sponsored by generosity, siri’s hosting multi charity five k runs and walks i’m very glad that susan gabriel is with me here in the studio she is senior associate at cause effective, she and they provide coaching and consulting services to non-profits on resource development challenges ranging from starting or strengthening annual major donor and anniversary campaigns and increasing board fund-raising to maximizing the strategic potential of special events and anniversaries and that’s what we’re here to talk about on twitter, they are at cause effective. Susan gabriel, welcome to the show. Welcome to the studio. Thank you very much, it’s. A pleasure to be here. I’m very glad you are. I’m glad have a live guest to welcome me actually back into the studio because i’ve been away a while back i am alive your life and live alive cause effective is a non-profit itself we are. What is your work? Helping other non-profits i like to say we have to walk the talk because we are a non-profit where? Thirty, i think almost three years old now, and our mission in life is to help other non-profits build their capacity around resource development. So we’re that’s that’s key for us that we’re capacity. Builders were not the kind of consultants who come. In and do the work and leave necessarily and not so much will come in and tell you what you should do and then leave, but we really sit side by side with our clients and help figure out what are the best strategy? Is what’s going to work for you? And then we’d do an awful lot of coaching side by side, making it work, making it stick. I get a lot of requests for fund-raising consulting, how do we get to the next level? Were mostly founder funded or very small board funded. The board is not effective at fund-raising beyond e-giving from their own pockets and it’s a small boarding. And how do we get to the next level? I believe cause effective khun do exactly that can help those kinds of organisations? Absolutely, yeah, that’s a that’s a question we hear every single day because we’re kind of stuck and you know it can happen to very small founder lead organizations and it can happen very large organizations as well that we’re just stuck. We don’t know how to move it. We don’t have to move the board. We just seem to be living in the past and not be able to really diversify our income streams. We know we need to do that to be smart, to be healthy in the future. And how can we sort of unstick everything and get it moving forward a lot that that a lot that unstick ing is that they’re being stuck in event fund-raising yes, and we’re going to talk about anniversaries specifically, but that’s a lot of what i referrals that i’m asked for our you know, we have an annual gala, we do some events during the year, but we know we know like you’re saying, we know we need to diversify, but, you know, can you help us? No, i the work i do, i cannot all i can do is refer and it’s not an easy referral, so i’m really glad to have found cause effective. It’s a pleasure. I like i said, we hear a lot of that. We talk a lot about year round fund-raising relationship building, so fund-raising is it’s that old thing? Fund-raising is friendraising its building relationships with people year round, building a community of support around the organization and many many of our organizations are stuck on. The one annual event, you know, if they’ve never done outreach to individuals very often, the first thing that we think of is an event. So we do an event and we do the event year after year, and breaking down out of that model is is one of the key leverage points is i see to helping people move forward. That’s outstanding! I said, really glad to have met you and calls effective because i can refer non-profits to you and i hope they come to you were thrilled. Let’s, let’s, talk about anniversaries we have ah, there’s. A lot of potential that’s not being realized. Absolutely that that’s. That word opportunity. I told you when we chatted that that that’s, the biggest word i use around anniversaries is for some reason people pay attention when it’s your anniversary. We know when we have a birthday we have a fiftieth. You know, wedding anniversary. Whatever it is, people will drive across the country. Write to help us celebrate. So people pay attention differently when it’s the anniversary of an organisation and it’s a wonderful time to gather everybody together again. You know everybody who helped make the organization what? It was to say thank you to people to applaud too celebrate the past too, really let people know where you are now and then. Of course especially toe let everyone know what the vision is for the future and how they can be helpful. So that idea that’s one of the leverage points for me in terms of the opportunities that anniversaries provide it’s more people kind of building the team right building the bench so that more people, our thinking about us and reaching out out on our behalf and opportunities or anniversaries are a great time to do that. So clearly it’s already sounding like it’s, got to be more than an evening or even a weekend. We do a workshop very frequently that’s called more than just a party because again that’s part of that stuck thing where people think, well, it’s our anniversary so i guess we better do a neve ent we better do agulla and very often some sort of event. Regala is part of it. You’re not saying that doesn’t belong. No, no, no, no, of course not, no it’s great, you’re going to celebrate, you’re going to invite everybody around, but very often that’s just one of the things, even in smaller organizations that don’t have the resources to do, you know, seven or eight activities during the year are too completely, you know, do a re branding, which people vary off organizations very often do during the anniversary, but even just putting, you know, the fortieth anniversary logo on your website, changing the letterhead, gathering people to celebrate in a different year in a different way. And that idea, you know, looking back former honorees, former board members, former staff, volunteers, donors who were no longer with us and the sort of building back the community touching base with everybody again to say thank you, because they all helped you get you know, where you are today, but then again reenergizing those relationships, so they’re sort of part of the team moving forward. When should we start to be thinking? If we have our fifth anniversary coming up for our one hundredth anniversary coming up, when should we start the planning? Those might be different answers. I mean, if it’s your fifth anniversary, i love it if they’ll start a year out and i know that’s very difficult for smaller. Organizations, you know, very often people wake up and go oops. It’s our anniversary, we better call cause affected somebody just told me yeah, our anniversary’s coming up? Yeah, so the lead time is really, really key cause again, that possibility of reaching out and finding people and and planning, i think, is so important because, again, that that idea of opportunities we always start when we’re working with any type of an event or certain or even an anniversary campaign with your objective and way often asked the question, where do you want your organization to be at the end of the anniversary period? And that’s? Not just i want to raise ex more dollars or i wanna, you know, have three more major gifts or i want to get two more board members, which are all very, very key goals, but there could be lots of different things that you want to accomplish. A new database, a new website you created and, you know, create an advisory committee or whatever it happens to be. So we find that at the beginning of the planning session, if you’ll step back, take a breath and, you know, gather the right. Folks around the table on dh really ask ourselves that question. You know what we want to accomplish in our anniversary, or what can we do now? And what can we build in to be a little bit healthier and stronger, you know, over the next, even three to five years, outstanding. You mentioned we just have, like, a minute and a half or so before ah first break getting the right people who are who are so well now where let’s say we are the six months in advance and maybe it’s our for our audience probably more like their fifth, tenth or fifteenth or twentieth anniversary coming up. Who are some of the right people? That should be in the in those early conversations. That’s a great question and i was pretty pleased with it. I was way asked the question, who might be interested in our work? And that is very broad. Sometimes we have attention. You get stuck on the question of who can we ask for money? You know, and that’s, what will happen if we’re just having one event who might be should be could be interested in supporting our work in some former fashion and then looking at that university people and inviting, as many of you know, representatives from those various groups around the table to do a big brainstorm with us and think together with us about how the organization can meet its goals in the anniversary. And then, of course, ultimately, we hope those people will continue to be part of the solution right part of the team that continues to make the cancerversary a success. This could even be community members, absolutely volunteers, parents, alumni program participants, local vendors. You know, the insurance guy that you know, boardmember sze funders, whatever makes sense, a lot of, you know, government folks are government allies, bring him around the table, and if it makes sense it’s case by case. But you mentioned funders that’s an interesting yeah, funders past current finders there. Well, if they’re interested, right funders future, if you can get them there, you know, potential board members, potential funders, absolute. What a wonderful way to engage them in the work with you. We have to go away for a couple of minutes when we come back. Susan, i’m going to keep talking about anniversaries as opportunities. Stay with us. You didn’t think that shooting getting dink dink dink, you’re listening to the talking alternative network to get you thinking. Dahna cubine this’s, the cook, said about bush senior wear hosting, part of my french new york city, or guests come from all over the world, from mali to new caledonia. From paris to keep back french is a common language. Yes, they all come from different cultures, background or countries, and it common desires to make new york they’re home. Listen to them. Share this story. Join us. Pardon my french new york city every monday from one to two p, m. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future. You dream of. Two one to seven to one eight, one, eight, three that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. You’re listening to the talking alternative network. Welcome back to big non-profit ideas for the other ninety five percent. We got to do live listener love because it’s so been so weak many weeks that i haven’t been able to let’s start here in the us. Shelby, north carolina, levittown, new york and new york, new york live listener love to you also langley, canada in british columbia live listen, love up there, let’s, go abroad several in japan we see tokyo, but there are several others masked or hidden for some reason. Konnichiwa, sweden, paris, france we have a guest live. Listen, love susan, please, for paris, france got you italian, mexico city, mexico. Hola. So korea and inchon, korea also on your haserot our anniversary very impressive. You’re beautiful. Yeah. Finders all with the new york accent. You lost your accent for the for there are parisian er’s. Um, the anniversary it is not well, we already said doesn’t even have to be weekend, but it could be months, right? This could be a long term affair. Could be long term affair could be twelve to eighteen months. Easily, it could easily be even a two or three year campaign. I mean, many larger we’re going to do? And you said you said when do we need to start planning? So if you’re planning an anniversary campaign where you want to raise, you know, five, ten, fifty million dollars you need to start way up front, you know, again, who are the right people? What are the right goals? First of all, who are the right people that we need to gather around to help us reach those goals? And the whole idea of a silent portion of that, you know, campaign before it goes public on raising a lot of money and awareness and getting the branding and the messaging straight before we ever, you know, take it live so it could easily be a year to even two years of planning. I love that it’s not just around fund-raising there all the stuff that you mentioned before the break, like new new database rebranding, i guess it could even be evaluating your mission statement. Perhaps you know, the core values, things. I mean, there’s. A lot of a lot of opportunity here having nothing to do with fund-raising or volunteer recruitment per se, right? Yeah, a lot of organizations do that kind of. Work, they’re doing a strategic planning process right before an anniversary is a great idea if you can pull it off, we do a little mini strategic planning is part of our work with organizations because we do want to take a breath and step back and say, you know, where are we where we go and what do we need in order to be able to get there? What are we trying to build hutu meaning on the team? What kind of resource is will we need to really to really be able to get there? S o but a lot of organizations do doing a formal strategic planning process right before an anniversary before they because that tells them where they need to go on the kind of objectives that they need to have, and it can be programmatic. Absolutely, it could be building the capacity of the infrastructure of the organization, and it is related to fund-raising because if you want to start a new program or, you know, beef up a program you’re going to need, the resource is in order to do that, and you’re going to need that, you know, the human resource is as well, including the people on your board and we have all these people together. Are we proposing things that we would like to be our goals at the end of the anniversary? We’re also listening to what they think we should be doing exactly both. I think i think, you know, because some of these people don’t know what’s really, really well and part of what we want to do, gathering them around the table is to get to know them better and have them get to know us better. I think tow walk into an anniversary planning process like that with a pretty good idea of where you’re going, what you as an internal team think your goal should be, um, and presented to them and share it with them, certainly for feedback. You want to hear what they have to say, but you especially want to here with them in terms of messaging and what might be meaningful to them and people like them in terms of engaging them in the way we want, you know, we want to have a relationship with these folks ongoing. So what would that look like? Please tell us what kind. Of messages you would need from us, our communications, or what kind of events and activities would be most meaning bill to you and people like you. Now you make just slip down a little bit. Yeah, there we go. I want you to be comfortable, okay? And i want people to be able to hear you, um, goals these need to be. I hear this from a lot of guests, but we’re going to reinforce because it’s been a while. Measurable, right? I mean, we talk about smart goals specific, measurable, achievable, and i forget they are in the team, all of those things. But we want, you know, like numbers of new donors. Perhaps if we were talking about fund-raising and maybe what sectors they come from potential channels. I’m glad you said sectors, because that, yes, measurable is really, really important. Just that old adage. Write what what gets measured gets done so as specific as you can make goals, you can say we want to raise more money, and if you raise an extra dollar you’ve, you’ve succeeded. But if you say, i really want to build our major donor effort and we now have five people giving us ten thousand plus and by the end of the anniversary period, we wantto have twenty five, people e-giving us that amount. That’s very, very clear. And justus, you said tony it’s measurable, so we want to be able to celebrate. You do want the goals to be realistic. You can’t be pie in the sky because you want your team to feel really, really good at the end of it. Like we we definitely succeeded. We definitely took the organization forward because that’s a very motivational to keep people engaged. If this is our fifth or tenth anniversary, what do you think are some some reasonable goals? I think you know it’s, our favorite answer at cause of activity. Thanks. It really depends on where the organization is, right? Tell us a story can share a client story about an organization that exploited its its anniversary and did. Well, um, sure, i can. I worked with a dance company whose board was lovely and very committed, but not used at all to reaching out on behalf of the organization and really serving as the face of the organization. The chair was knew he’d never been a chair. Before, it was a lot of work to do in terms of sort of building that second, that second team and by the end of the anniversary period and in fact, during the brainstorming session which i led for them, three meetings of pulling, you know, gathering all those folks, those disparate folks around the table, they had three new board members who were very active and you mentioned before from sectors came from different sectors of the economy. So they brought different collectivity and networks with them, and they’re in a much different place. The board chair, i can say, is doing a terrific job. He knows exactly what he’s after now and he’s out there, you know, introducing the organization to new people into new board members and getting you know it also having a lot of fun. Outstanding. What anniversary was that for them? Ten. Now you have your own background in the arts. I d’oh what? You are an actor. I was. Does that help you in your work? Certainly. With the arts organizations i use you mentioned that it wasn’t in my bio on the on the website. We do put it in my bio. When, when we’re ah reaching out to arts organizations because we, you know, we think they find it that’s fine, i have about half a dozen different bios, one emphasizes standup comedy, one emphasizes plans giving charity registration, exactly downplay everything because i’m embarrassed fundez organization, you know, whatever. So yeah, i have a lot of bios is, well, yeah, i understand it certainly helps me in my training work. We do a lot of workshops, we do a lot of training, you know, in front of boards of directors and engaging people, and being funny and and entertaining is certainly eyes, certainly helpful in that in that work. Yeah, there’s quite a bit of don’t dole training a lot of doll out there. There’s a lot of dollars is a lot of people are paying for it. Unfortunately, most of what we do is free, so i’m really glad that you made that point. You can get entertaining, entertaining smart people for free, excellent. After we have our goals, where what’s our next step in our planning, i think it’s the team again, it’s, who were those people? Who do we need on the team to actualize those goals? Xero an anniversary committee we’re talking about now? I think so. Okay, you start with the internal sort of, i call it the internal working group, but the internal team and then you go external when you’re ready, when you have your your goal is pretty much said, and you know where you’re headed, you’re going to gather the people together that you think can can get you there and his divers a group as possible because they all bring different skills, different connectivity, you know, different levels of commitment, but i think that’s key that’s one of the leverage points in terms of taking your organization to the next level is building the group of people who are serving as ambassadors and thought partners, and ultimately, you know, donors and supporters for your organization, the more people we have i mentioned earlier that idea of a community of support, the more people we have in that community, that air reaching out on our behalf. The bigger and bigger that community gets, and then we can really create a sustainable fund-raising model and it’s, not the same people asking the same people over and over and over again. Now, obviously, we have to take care of them on the other side, the’s a relation in ships with riel humans so we can reach out and raises over exactly if we just forget about them. We can’t expect them to be there the following year if we don’t take good care of them, let them engage otherwise it’s, poor relationship building and exactly were suffering in a lot of more fundamental ways than not getting the most out of our anniversary. Yeah, exactly. Presumably you would’ve invited to these initial meetings some of the people that you’d liketo see on the anniversary committee and you could be gauging their interest in doing that from the from the early meetings. Exactly a lot of those jobs that you is that old, i think it’s a dale carnegie thing of when you ask people for money, they give you advice. But when you ask people for advice very often it leads. It leads to money. So when you pull people together. It’s really? We just want to think together with you we want to get your thoughts. We want your ideas, but part of that is that you’re cultivating them. They’re getting to know its justus you said they’re getting to know you, you’re getting to know them. And very often people who have who have come for these brainstorms they will. Now what do i do? How can how can i help? Because this is great. The other thing is, is getting them asking other people for advice, an anniversary or kind of any day of the week is a good time to ask people for who should we be talking to? You know, if you’re not interested or if you are interested, who else do you know who might be interested to give us a little advice about something? Sametz spur, tease? Open a door for us or, you know, help us with our marketing or the right, you know, crafting the right messages or whatever people there’s a lot of different ways. That’s another thing i like to remember and share there’s a lot of different ways for people to be helpful to our organization’s. Not just money. Absolutely. We have our committee. Now together we start assigning roles, responsibilities, leadership, etcetera and my right. Or have i skipped anything? I don’t think so. I think that’s it. Okay. You have your goals depending. I mean, we’ve run one hundred fiftieth anniversary campaigns where there were seven different subcommittees. You no one was marketing. One was community outreach. One was fund-raising, etcetera, and smart. You know, smaller organizations where everybody’s in the same room together. But division of labour is definitely important if you can get volunteermatch leaders that you feel really comfortable working with to take on certain bits of this work, especially in a small ah, you know, not so well staffed organization that can be really crucial if somebody’ll take ahold of one of the pieces of it and run with it. And then you can sort of be the little wheel that that manages the big wheel instead of trying to manage, you know, seventy five different pieces. Who’s who’s who is shepherding this entire activities? This. And is there an honorary chair? Well, maybe not the honorary chair. Was there there’s an anniversary chair person. It was a volunteer or remember what again, adding, it depends very it depends on the organization and the structure of the organization sometimes it’s, the executive director who’s sort of keeping all the wheels moving if there’s a development director, very often it’s his or her job to do that in terms of leadership and sort of inspiring the group very often, it is that share of the anniversary who’s actually doing the outreach to especially high level folks, if it’s a big ask whatever that amount is very often it’s that person that we’re looking to teo to provide that leadership i’m i’m doing this, i believe in this this is a great opportunity, wonderful organization, and i’m asking you to join me, which is a very powerful and different message than coming from, you know, the development director who who works at the organization, so we love it when we get that peer-to-peer outreach and asking from members of the of the committee and those leaders, you’re absolutely right. Those leaders are key and making sure that it’s successful, what are some of the fun activities events that you’ve seen around around anniversaries? Oh well, you know, amazing things, carnivals and you know different things that people have done with auctions. People we have a wonderful group that i’m working with it. The heart of their mission is is volunteers corporate volunteers reading to young people on their lunch hour? They literally dropped down out of their offices for an hour and reid to the same child week after week. Can i plug them? You go, it’s called read ahead and they are read ahead and they are terrific and they’re inviting celebrity readers. And we had bobby kind of ali at the event last year and he did a wonderful job doing doing his reading from a children’s book. So something that’s very mission centric is is is most profound. I think the worst thing in the world you want to somebody leaves an event of any kind, but certainly your anniversary goes around to the office the next day and says, wow, i went to this great event, you know, it was on a yacht or whatever it was, and somebody says, oh, what group was it for? E? I don’t know it’s something to do with kids, you know? You know? So you really want people to be steeped. In the heart of your work, when they walk out and have a wonderful, enjoyable time, you mentioned quickly look focused a little more on some of the communications that might be different for around anniversary. You have f some advice around the marketing communications part ah, tiny things specifically, mostly it’s, that issue of just making sure everybody knows it’s your anniversary, that idea of inviting them in ah it’s a celebration we want to hear from you come in and be with us. Come to a you know, come to a barbecue in the summer aura, you know, holiday party in december. That idea of really thanking people and it’s very warm and that kind of outreach and also being very specific about about where you’re going and how people can be helpful, i think cause effective has some events coming up that i think we wantto give a little shout out for. Thank you. We do. We have. Ah, we do a lot of the workshops. Thanks, tio. Various and other organizations with which we partner. We have ah, works up. Coming up on october fifteenth at the foundation center and that’s about the development team building. A strong development team between the development department, the executive director and the board and even the program’s staff. And we have a lovely workshops around building your board’s ability to fundraise that we’re doing in partnership with the non-profit coordinating committee and city foundation. And that is taking there’s one in october in in brooklyn and there’s, no one in long island and one in connecticut. Where can we find information on cause effective site on the cause, effective site or and or on the non-profit coordinating committees site for the ones for their or foundation center for the first foundation center for the first one? We do usually three or four workshops there. Ah year. So i’ve coming back. I’ve done training there, too, on plant giving in charity restriction. Not boring, not boring, not boring. That’s what people said, i’m convinced already. Thank you, susan gabriel. She is senior associate, senior associate at cause effective. You’ll find them on twitter at cause effective. And the cost effective website is as effective dot org’s susan gabriel. Thank you very much. Terrific advice. Thank you so much is absolutely my pleasure. Pleasure. Oh, thank you. Thank you very much. Generosity siri’s you know about them, they host the multi charity five k runs and walks and they are a sponsor and so i have to give them shout out what is special about this is that small and midsize shops probably likely can’t generate enough activity enough participants to have your own run walk. You know you can’t go out there with fielding twenty people everybody’s going tto gett there and say, where’s, the party, but you put together a dozen or fifteen charities, and everybody brings twenty or so, and now you’ve got three hundred fifteen times twenty yeah, three hundred or so. So you know, i i just i love the concept of building this community for a day around your fund-raising they have a charity support team that helps you do the fund-raising of course, you get the, you know, you get the dashboard to get the website and everything so that your participants can go and they they in classic peer-to-peer fashion, you know, they ask all their friends, of course that’s all included in what what generosity siri’s does. I like to talk to people on the phone and so ah, you know, pick up the phone, talk to dave lynn he’s, the ceo. They have activities coming up in new jersey, miami, new york city and philadelphia. There are seven, one eight five o six. Nine, triple seven if you prefer the web generosity siri’s dot com do you know about my other show? It is fund-raising fundamentals. It’s, a podcast that i host for the chronicle of philanthropy. It’s very different than non-profit radio it’s it’s quick, quick burst it’s only ten minutes long, it’s a monthly and its devoted to fund-raising topics i usually have a consultant and one of the charities that they’re working with or a client you know, client or former client last month was getting large corporate gif ts we had the president of the wells fargo foundation and the ceo of accelerated schools in los angeles, one of the wells fargo grantees. Ah, i’ve done facebook fund-raising with john hayden getting to the next level online storytelling attracting monthly recurring gif ts creative lacoste thank you’s, lots of others i’ve been doing this for about two and a half years for the chronicle. You will it. It is called fund-raising fundamentals information? Is that tony martignetti? Dot com and so so on itunes and that is tony’s take two for friday, fifth of september thirty fifth show of the year here’s my recording with alex, turn on working smarter across email and your social channels. Welcome to tony martignetti non-profit radio coverage of ntcdinosaur non-profit technology conference two thousand fourteen we’re at the marriott wardman park hotel in washington, d c with me is alex turn he is remember the founding team and vice president for strategic market development at constant contact, alex turned welcome to the show. Thank you, tony. Pleasure to have you your workshop topic eyes grow your non-profit with email and social media, i presume we could be smarter non-profits could be smarter about working across on coordinating email and social. Yeah, for sure that there’s a lot of opportunity with the different channels that are out there today, and i think, you know, email is that targeted kind of private conversation i’ve given you my email address and your now reaching out, communicating to make there’s that opportunity where, you know, where’s, the supporters, the constituents of that non-profit hanging out and oftentimes it’s on those social channels, so when you think of the marketing mix there’s there’s, a wide variety of those options each non-profit for-profit i’ll figure out kind of which channel works for them and where their base is hanging out, but you can you can sort of leverage that communication, get in the conversation and share the things both in email and then replicate those over on the social channel so they may miss it in the inbox and pick it up on those social channels. And how do you know which which social channels you should be spending your time on? Yeah, so that’s a great question, i think, you know, oftentimes non-profits, you know, say, well, no, should i be on all of them? The best thing is really to sort of pick a channel where they believe that their constituents or hang out, they could certainly ask them, you know, are you on facebook? Are you on linked in twitter and so forth, and then test test their way and figure out when those channels get a presence on that start toe post? You know, some of their communications, some of their thoughts, and then really just see the engagement that starts to happen. And then once they kind of get a channel down, then they can look at which other ones make sense to expand on. Okay, so this has to be deliberate and unconscious and not it’s new, so we should be there. Yeah, i think, you know, you know, there’s an investment in terms of your time, for sure as you’re supporting these because you’re, you know, at your inn a conversation so it’s not just sending out of communication and, like you would say for an email that’s going to send in someone’s inbox their going to read it, and they’re going to take action. You’re in a conversation certainly is that expands over onto social and so in supporting that, you just we’ll figure out which ones work on and spend and invest more time in those if that’s where your constituents or hanging out ok, and then you’re good the the value in converting from the from the from the conversation on the social network two two as you call it it’s exactly the private conversation and email, right. And what? How do we how do we make that we start to make that leap? Yes, i think. You know, the as non-profits air supporting their customers and being, you know, all different constituents. So it’s it’s donors, it’s, boar, it’s, their board, it’s, their volunteers, supporters, there’s a whole wide right of different folks that are kind of involved with that. Non-profit and so as they’re in the conversation, say, on social, they could do they ask, you know, at that point to say, hey, you know, would you want to subscribe to receive our our newsletter, and then, you know, when they do that, they can set the expectation in frequency to say, well, our monthly news that air around events, you’re special events, news, you know, alerts about what’s going on with the non-profit and so oftentimes if they get in the conversation on one of the social channels that usually will drive them to want to, you know, go over and subscribe therese, receive some other information via email and so forth. And you suggested in that example you just gave making the case in even in let’s say it’s, even just a twitter ask, but making the case for why you should sign up, not just sign up for our email ar e mail alerts yeah, i think you know, the, you know, from the recipients perspective, you know, that being the constituent, they’re going to make decisions around what they’re where they’re going to sort of of hang out, and if they believe in what the organization is doing there supporting it, they like they like kind of the work that you’re doing there, hanging on those social channels just simply by asking its and sort of setting the expectation of what they would get if they were to subscribe through, you know, you know, the email newsletter, then they go over and and so then you’re going to meet their expectations because, you know, kind of told him i had a time what the what to expect? Yeah, it’s subsumed in everything we’re talking about, but let’s make it explicit. Email is still very valuable for for campaigns of any type, whether it’s money or call to action email is very important, right? Yeah. There’s, no question. You know, when you when you think about sort of the targeted nature of that’s going into the in box, they can take take action with that, you know, with the push of the button receiving that they can go and donate that can click toe, attend the event and very easily with the click of a button, share that to their social channels. So you get the leverage of it’s, sort of a trusted source. I believe in this organization, ivan affinity with with it. And i’ve got a bunch of friends and people that are sort of following me on my channels. So literally push of a button, share it out to my social channels. And then that could engage others to want to take a look at the organization and it’s coming for me. I could put a note. Say, hey, this is that organization i told you about let’s all go gather together, go to the park and teo, you know, the spring cleaning event or attend attend event. You know what? Do you guys consider making a donation as well? So i could be doing and ask of my friends simply by taking the email that’s in my in box and informing that on an email still has very high open rates. Yeah. Still valuable in that respect. Yeah. Eso, you know, certainly with, you know, with constant contact. We’re seeing over ninety eight percent, you know, kind of in the inbox and readable format, so, you know, the great thing is it’s getting there, and then they can easily take action from from that email. What about if listeners are our audiences about nine thousand small and midsize non-profits what about the, uh, millennials? Younger? Like suppose you’re trying to activate, like, i don’t know, fifteen to twenty five year olds or so is email less less? Uh, well, lower open rates among those ages for email and mobile becomes more important. Mobile in text. Yes, i think just across the board mobile in general, about fifty one percent. You know, recent studies say about fifty one percent are sort of opening those emails through through mobile initially, so, you know, kind of half the people are looking at on a mobile device on dso, a cz faras where, you know again, where’s, the audience of that non-profit hanging out potentially the millennials have you on some of the social channels, but you have that opportunity to do the ask on dh as you engage with them to have them subscribe in of course, then they would be able to get their communications v e mail as well. So, so, really it’s a personal preference, you asking you? And if email is not my, not the way i want to communicate with you, i won’t subscribe, and i’ll stick with the channels where we’re having the conversation right, exactly. Okay, um let’s, i know we need teo. We need to go to a lot more detail on, you know, leave. Leave listeners with something they can not necessarily execute, but least test on. Dh. Think about sure as they is there in their social channels and coordinating with email. So what? What? What about your your panel? Is that your i’m sorry, your workshop already already happened. What? What advice did you have for people that we can leave listeners with get them thinking about their own work? Yeah. It’s ah, there’s a lot of places we go with that i think they know there’s some there’s, some kind of key things to sort of take away. I think first, you know, when people were thinking about moving on to social channels and, you know, in my session, folks or start asking kind of which channels or should we get going and others who would be broader and you’re kind of the things we talked about earlier, i think one of the things that, you know, testing their way and again ist is figure out, sort of which of those channels when creating when creating their communications, for example, email there’s. That there’s the ability with one click for my creation of that email toe push those out to the social channels, but i think, you know, for example, fired five tips to why they should support my non-profit i could easily hit a button and share those on the channels that that we’re supporting is a non-profit but if you think about that, if i had these five tips, one thing you could do is, for example, on twitter, maybe do one tip today, right? So take spread those five out into five tweets on dh then so of course, with the same, you know, called action where, then go and see the others if they’d like. So then you have the opportunity and potentially catch someone who may not be on the channels when you’ve put that initial communication out through it. But now you have an opportunity, maybe catch him, you know, because they’re hanging out at the time when one of those additional sort of tweets happened, so i think there’s ways to take take the communication and share it, but also take the content and think about ways to sort of divide that up on dh. Use it effectively across the different channels, okay, um also value in sharing the content that others that others have created maybe an ally. I’m not thinking simply adjust the the retweet, but maybe going deeper and introducing people teo on allied organization that those similar type works maybe in a different part of the country. Or you’ve got a relationship, perhaps on a different level, with an organization sharing their content introducing. And i think at that point you become an introducer of people you’re making making new connections value there, too, and you don’t always have to create your own content. Yeah, so one of the big questions is always around content, and i think you could certainly be developing it on your own because, you know, you could be our authentic self is a non-profit you can talk to the audience about the things that you’re doing, but i think there’s so many constituents right under your soda under your nose that can support support your content as well. So you think about boardmember tze you could think about your supporters, your volunteers, the folks that are actually delivering the services on your behalf and, of course the recipient of those services so there’s, so many different folks that could actually be assisting in writing and developing some content, putting it sort of in the voice of the receiver of service, is that the ones who are actually delivering it? Staff, i mean, there’s there’s, sort of all of those things. But, you know, oftentimes there are complimentary non-profits there’s also different advocacy groups and folks that are talking about the similar topics that you would be supporting us a non-profit and so we would always suggest you could go read some of the content that’s out there and then put some opener in your own words when you’re attaching or sharing some of those things. So from a thought leadership perspective, here’s, why, i think it’s important for you as a supporter of our organization to read that information in terms of the your various internal constituents. How do you how do you empower them? Tio? Be content creators and enable them? And where does that stop, mister? Start with leadership, right? But how do we had a week persuade them that they can create through the content for us? Well, i think you know there’s. There’s a lot of different ways, tiu that ask sometimes you can just start simply by serving out, you know, asking for feedback, right? Few backs, a gift, so just going out to the recipient services and getting their feedback and then sometimes sharing back hey, you know, maybe we maybe we made an adjustment to some of the services were providing or we added another, you know, clean the park day because people said it was so great will want to do more of it. And so, you know, just simply by surveying, getting that feedback and saying, hey, we we heard you were going to add another day, and this was based on the feedback that provided by you are our supporters at the same time, when you’re thinking about your different constituents, anyone receiving services, you know, that gets to sort of the heartstrings of hearing from someone who, you know, i may be made a donation, that person received these services and what it did to them and their family, and then seeing seeing kind of the impact of what i’ve done with the delivery of those services, you know, is a real feel good and so, you know, they’ll be happy to share that, you know, they’re sort of their experiences staff and others that are delivering the services would want to share their experiences in doing so, and that certainly doesn’t feel good there as well. And then you kind of move around those different constituents, the just simply by asking, you know, you’ll find that several people, you know, believing in the organization will want to sort of tell their story from their vantage point. I think volunteers is just another great way where, you know, they’re they’re investing their time, they’re bringing their friends along to assist in volunteering and helping as well. And then, you know, they’re constantly and not even with the ass. They’re constantly always going to be sharing, you know, they attended the event that took photos, they want to post those they want to just talk about, you know, kind of the great experience, they’re they’re investing their limited time, we all have limited time, right? And so and they’re going, they’re going to sort of share on their own. But when you ask, you know, there’s, certainly i would feel good if the organization came to me and said they would love to get your thoughts. You know, do you mind telling us a little bit about your experiences with supporting the organization or volunteering? And people are happy to do that. This is going to require, ah, maybe a cultural shift in the organization. Our content is no longer just created by our web team, our web web person with, with, you know, in a small bits i shot, that could be one person. Dafs you’re listening to the talking alternative network. Yeah. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Talking alternative radio twenty four hours a day. I’m rob mitchell, ceo of atlas, of giving. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. We’re going tow, tow open, open up the culture, right? Yeah, i think you know it. It’s sometimes it’s an ah ha moment. You know, i actually helped start a couple of non-profits a cz well, sit on some boards and when we have these conversations, it’s sort of like, oh, ok, now i get it, you know, i didn’t even think of them as as opportunity for presenting some content for that we could be sharing. So it is a little bit of a shift. I mean, oftentimes you go rightto folks in marketing or on the content team and you know where they’re just going to be cranking out some of that content. But now they these two can reach out and find some other constituents that will assist. And i had a guest yesterday make the point that you have ah, production facility in your pocket with your average smartphone. Why not? We’re not empower people who are carrying those phones. Teo, his case was make a short video, right? So, you know, i think, yeah, the other thing, you could have some fun with it. So you know, there might be a contest around the organization. Was doing something where they’re like they wanted people to create t shirts, you know, or maybe some some branding around the organization, and so they have a contest and everyone starts creating those. Of course they’re going to want to share the ones that they’ve created they might may have. Well, here’s the top ten list or here’s the winner, of course. What are they going to do there? Want to tell everyone and share it on on their social networks? They look, check it out. My shirt wanted this contest at the local non-profit and so you could have some fun with different different ways to engage them. You probably have an interesting story. A founding team member of constant contact, constant contacts, pretty well known organization, which i’m sure you’re very pleased with. Yeah. What, what? When? When was i mint twisted in the founding of ah, such a ubiquitous company. When? When was the founding s so how did it come around? Sure. So, you know, from day one there was actually there’s three of us in an attic when we started. And then we quickly sort of banded together a great, great leadership team and others toe sort of help in sort of the founding of the organization. When was this? Where with a what year was this the ninety seven and ninety seven beginning in ninety eight? Okay, and so from day one there was obviously with with many of us there was, ah, sort of a passion to want to be involved with. Non-profits and we’ve we’ve supported non-profits from the get go, we’ve gotta cares for kids program where our customers are, partners are employees can all donate an account two of two non-profits that that are near and dear to them on, and certainly once that where they’re sort of supporting educational programs for kids. So we’ve been really active and involved there. Hyre and so today we have over a hundred thousand non-profits that we work with and so it’s, you know, obviously very key key part of the business and, you know, when we started early, i think, you know, one of the early premises were level the playing field for smaller organizations to be able to use the tools that you know, like email marketing against sort of the big box in the agencies and folks that we’re doing for for larger org’s yeah, what landscape looked like at that time, late ninety seven, ninety eight what was available before there was constant contact s o there were certainly some things that were being done on the enterprise, you know, kind of sort of upper end of the market for larger businesses, but there wasn’t present much for smaller, smaller organizations and non-profits and so, you know, at that time and still we see it today, ah, little bit where the inbox, you know, they were using some of their inboxes, you know, sending group based messages and attaching things to those and of course, all the problems that sort of ensued with using that as a marketing channel. And so, you know, as we evolved and creating this very easy to you sort of self self service tool, but but bringing in all of the thought leadership, the know how in the coaching to assist folks because, you know, we have over six hundred thousand customers today, and they’re all small businesses, you know, seventy percent have ten employees or less, you know, fifty per cent of two and twenty percent have one employee, so we’re dealing. With the v in very small, fifty percent have to two employees. Yeah, okay. And so, of course, in the non-profits scenario, there’s a lot of volunteers and other stepping in. And so we had to tow really figure out sort of that success formula. Tio, make sure that teach him how to do it well and help help them succeed at it. And now you have consultants who are who help help do the training. Yeah. So there s oh, there’s all kinds of way that we will assist them today. Last year, we spoke toe over four hundred thousand people locally. So we did about seven thousand events delivered by folks that we have out regional development directors in the field, but also we have authorized local experts that that air trained upto speaking as well and so we’re out, sort of in the communities delivering that thought leadership and best practices. Tto help folks succeed at that. And of course, if someone raises their hand and said, you know, i need assistance, you know, we have marketing coaches that are gonna help them, you know, as they initially get started, we’ve got, you know, sort of support. Any time where they can call on get assistance that way. But if they really do need someone to assist, we’ve got, you know, thousands of consultants that are local, and many that are also, you know, focused in different verticals that can assist them. I want to give a shout to ah maria simple, who is unauthorized local expert she’s a listeners know her very well she’s monthly contributor in prospect research, but she also is unauthorized local expert for constant contact. So i think if you’re thinking about constant contact, you’d like to learn more that no better place to start, maria simple and you can certainly get her through the show’s facebook page through my blaga tony martignetti dot com or her sight, which is the prospect finder dot com super yeah, she’s outstanding. Yeah, so glad she’s part of the show and has been for we’ll be a year and a half or two years, so yeah, um, let’s go back. Teo. Teo to your workshop. Back-up what? What more advice can we believe non-profits with you must have other tips. Things you take aways that you want to share? Yes, i think they’re a couple. Of you know, in terms of what we’re talking about content, i think one of the things today more so than ever, given that, you know, fifty one percent of the folks we’re looking at things on mobile phones a little bit on the less is more so thinking about, you know, oftentimes we want include images and and other things in there are communications want to make sure that the footprint of those air small so that it could be, could be read on those devices a supposed toe, you know, the way often see where have to sort of scroll side to side or up and down to see some of them. This is very important optimized for mobile, right? What do you say? Fifty percent of one percent opened on mobile? Yeah, kind of initially looking at the communication through mobile, so i think it’s really important to think about from the sizing of sort of images, but also make each other there’s an alternative text there if the images is blocked, so they’ll know kind of what, what, what they’re missing, but at the same time, you want to keep the content sort of short, sort. Of shorter and sweeter and you know you’ve got it, you’ve got sort of, you know, the initial two words of that subject line or kind of key, you know, you know, today or don’t miss out or, you know, things around, you know, sort of getting them. Tio tio want to go on and read that so they may look at it, the mobile they may actually, you know, go to the called action and do something there, of course, then you have the back of it being in your inbox. So then go look at the uso the full communication, but we would also guess, you know, if you’re doing a newsletter, you could do some of the initial content on, and then you could do some some sort of tease them with the article and then a link over to see the rest a supposed toe, putting everything in the communication. So there’s some some options there? Kind of, you know, dr them toe wanna click through because, you know, opens aren’t necessarily in an indication of reading, but what if they’ve clicked to go and see something you know, that’s that’s a good indication so as you look at things making immeasurable, i think one of the things that way often see is just, you know, thinking about the call to action and, you know, measurable results, right? So today, someone might say, well, so even, you know, email driving over to social, you know, if we get so many likes or so many shares that’s great, but but thinking about what? What you’re back to your goals and objectives of that communication, is it? Is that really it or do you want to be driving you? No action around, you know, attending our event or, you know, click to donate s o something something deeper than vanity metrics exactly and said it’s and said, you know, set that those goals and objectives so that that you’re mapping your communication to achieve that, and then of course, then, you know, as you go and and you create your communication, think about the leverage of sharing that so giving that campaign and through email, more life, bike by sharing that over on the social channels and as we talked earlier than once they’re on those channels and you, you’re building your building the conversation with, um then doing that ass to get them to subscribe in to get the targeted messaging through, you know? So so you you have the opportunity in that marketing mix to capture them wherever they’re hanging out. So if they miss the communication as ah, you know, because it’s girls through on social, they can always be coming back and seeing that in their inbox to take action. Okay, excellent. Thanks for your advice around. Coordinating email in social thanks to me. My pleasure, alex turn is a member of a founding team and vice president. Strategic market development. Constant contact. You’re listening to tony martignetti non-profit radio coverage of ntc not brought the technology conference. Twenty fourteen. Thanks so much for being with us. Thank you, tony. Thanks to the folks at and ten, the non-profit technology network got more live listener love people joining in kawasaki and shoes. Wacha, japan. Konnichi wa. Beverly, massachusetts. Atlanta, georgia and multiple new york city lots. People in new york city welcome live listener love to you going abroad again. Let’s. Go to china, nanjing ton gene ni hao the philippines air with us. Ireland is with us can tell what cities in either of those countries, we could see la paz, bolivia, though don’t we don’t get too many listeners from south america welcome live listener love and coming back here, mount st joseph, ohio live love to you. Next week we have a seat altum he’s going to talk about using your irs form nine ninety as a marketing tool and also another interview from non-profit technology network. If you missed any of today’s show, you’ll find it at tony martignetti dot com. Remember generosity siri’s for those multi-channel ity five runs, walks, generosity, siri’s, dot com, our creative producers, claire meyerhoff, sam liebowitz is the line producer shows social media is by julia campbell of jake campbell. Social marketing on the remote producer of tony martignetti non-profit radio is john federico of the new rules music is by scott stein. You with me next week for non-profit radio. I hope you will big non-profit ideas for the other ninety five percent. Go out and be great. Yeah. They didn’t think dick tooting. Good ending. You’re listening to the talking, alternate network, waiting to get anything. Good. Come. Join us for the thirteenth annual vigil for international peace and ecology on sunday, september twenty one. From nine a, m to six p, m. Celebration of live music and dance performances. Spoken word human-centered line art installations in a world peace flag ceremony that celebrates the united nations international day of peace. That’s sunday, september twenty one from nine a, m to six p, m central park numbered band shell by the bethesda fountain. For more information or volunteer, go to www. Dot vigil number four. International peace dot org’s that’s, the number four in the earl, or call to want to chip in to five, four, three two that’s a two one, two, triple two, five, four, three two we’ll see you there. Krauz durney you’re listening to talking alternative network at www dot talking alternative dot com now broadcasting twenty four hours a day. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? 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