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Nonprofit Radio for February 5, 2024: Zombie Loyalists

 

Peter ShankmanZombie Loyalists

Peter Shankman is a 5x best selling author, entrepreneur and corporate keynote speaker. His book “Zombie Loyalists” focuses on customer service; creating rabid fans who do your social media, marketing and PR for you. Peter’s book isn’t new, but his strategies and tactics are timeless. This originally aired 12/19/14.

 

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And welcome to Tony Martignetti nonprofit radio. Big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite abdominal podcast. Oh, I’m glad you’re with us. I’d suffer the effects of brom hydros if I had to walk through the idea that you missed this week’s show. Here’s our associate producer, Kate to introduce this week’s show. Hey, Tony now I’m on it. It’s zombie loyalists. Peter Shankman is a five time best selling author, entrepreneur and corporate keynote speaker. His book, Zombie Loyalists focuses on customer service creating rabid fans who dear social media marketing and pr for you. Peter’s book isn’t new, but his strategies and tactics are timeless. This originally aired December 19th 2014 on Tony’s Take Two. How’s your endowment were sponsored by donor box, outdated donation forms, blocking your supporters, generosity, donor box, fast, flexible and friendly fundraising forms for your nonprofit donor. Box.org here is zombie loyalists. Peter Shankman is a well known and often quoted social media marketing and public relations strategist. His latest book is zombie loyalists. He wants you to create rabid fans who do your social media marketing and pr for you. He’s got super ideas and very valuable stories. I’m very glad Peter Shankman is with me in the studio. He’s the founder of Harrow, help a reporter out connecting journalists with sources in under two years from starting it in his apartment, Harrow was sending out 1500 media queries a week to more than 200,000 sources worldwide. It was acquired by Vocus in 2010. He’s the founder and CEO of the geek factory, a boutique social media marketing and pr strategy firm in New York City. Peter is on nasa’s civilian advisory council. You’ll find him at shankman.com and he’s at Peter Shankman on Twitter. His latest book is Zombie Loyalists using great service to create rabid fans. I’m very glad his book brings him to nonprofit radio and the studio. Welcome Peter. Good to be here, honey. Thanks. Pleasure you um live on the uh on the west side of Manhattan. I do. And you, there’s a, there’s a pretty well known five star steakhouse. Uh I’ll get Wolfgang’s not far from you, but you pass it to go to a different steakhouse. Morton’s correct. Why is that? I am a zombie loyalist to Morton’s. What does that mean? I uh love the service, the attention to detail, the quality, the, the sort of where everyone knows my name mentality. When I walk into that Mortons or any Mortons around the world, they have a tremendous uh custom relationship management system uh when I call one number uh in New York or anywhere in the world, it, it, they know who I am by my cell phone and uh I’m treated with uh just, you know, phenomenal uh uh happiness to, to hear from me and, and my wishes are granted as it were. I, we have a happy hour uh holiday party coming up at Morton’s next couple of days. And uh you know, as always, I forgot to call and make a reservation and, you know, I called yesterday and said, hey, I need a, uh, any chance I get a reservation for seven people, um, you know, Thursday night at, uh, 7 p.m. which is, you know, the, the week of the holiday party. And, uh, they looked and they said, oh, well, and then I guess their computer system kicked in, of course, Mr Shankman. Not a problem at all. We’ll get that for you right away. You know, we’ll have, we’ll have a great booth for you. Um, you know, and we’ll, we’ll, uh, tell us the names of the people attending, you know, you know, you know, they’re gonna have specialized menus for them and with their names on them. So they really, they have a really high level of service that, uh, that they provide. Not just to me that’s the beauty of it. I mean, you know, it’s one thing, yeah, it’s one thing if they just provide it to me, but they they do that for everyone. And, um, that is huge because, you know, being able to call when a normal person makes a reservation and, and not that I’m special, I’m actually rather abnormal. But, um, when a normal person makes a reservation and says, uh, you know, Morton says, ok, great. Are you celebrating anything? Oh, yeah, it’s my wife’s birthday. They always ask anyone who calls. I said, oh, you know what, it’s my wife’s birthday. Great. What’s her name? Her name is Megan or whatever. And you go in and they um and you sit down on the, on the, on the uh menu, it says Happy Birthday, Megan and then Megan, whoever she happens to be will spend the next 45 minutes, you know, taking 50 selfies with her menu and, and, and that’ll go online and then when her friends, you know, want that same experience, they’re gonna go Morton’s. You say uh in, in the book you get the customers you want by being beyond awesome to the customers you have. And that’s why I want to start with that Morton story which is in the middle of the book, but they do it for everybody and then they have the VIP S as well. And there’s the terrific story of you tweeting. Go tell that story. That’s a good story. It’s a good story. I love stories. I, I was flying home from a day trip to Florida and was exhausted and starving and, um, day trip mean you’re flying down, I flew down at 6 a.m. at a lunch meeting, flew back the same day. You know, one of those, one of those days. And, uh, I jokingly said the tweet, hey Mortons, why don’t you meet me at Newark Airport when I land with a poer house in two hours? Ha ha ha, ha, ha. Um, you know, I said it the same way you’d say, hey, winter, please stop snowing things like that. And I landed, uh, find my driver and sit next to my driver is a, uh, is a, a waiter in a tuxedo with a Morton’s bag. Uh, they saw my Tweet, they, they put it together, they managed to bring me a, uh, a, uh, steak and, and, you know, as great of a story as it is. That’s, that’s, it’s a great stunt and it’s a great story and it wasn’t a stage and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering steaks to airports. They’re about making a great meal for you and treating you like royalty when you come in. And, you know, I, I, if they just did that, if they just delivered the steak at the airport, but their quality and service sucked. You know, it wouldn’t be a story. He said, oh, you know, look what they did for Peter, but I, you know, my steaks cold, you know, so what it really comes down to is the fact they do treat everyone like kings and that’s, that’s really, really important because what winds up happening is you have a great experience at Morton’s and then you tell the world, you know. Oh, yeah, great dinner last night. That was amazing. I would totally eat there again. And as we move to this new world where, you know, review sites are going away and I don’t, I don’t need to go to Yelp to read reviews from people. I don’t know, you know, if they’re shills or whatever the case may be, I don’t know, or tripadvisor, same thing. I want people in my network who I trust and, and people in their network who they trust and then by default I trust. So that’s gonna be, that’s already happening automatically. You know, when I, when I land in L A and I type in steakhouse, uh, you know, not me. I know, I know where the steakhouse are in L A but if someone types into Google Maps or Facebook steakhouse in Los Angeles, you know, they’ll see all the steakhouses on a Google map. But if any of their friends have been to any of them, they’ll see those first. And if they had a good experience, only if the sentiment was positive, will they see those first? And that’s pretty amazing because if you think about that, the simple act of tweeting out a photo. Oh, my God. Thanks so much, Mortons love this. That’s positive sentiment. The network knows that. And so if you’re looking for a steakhouse, you know, and your friend six months ago had that experience. Oh my God, amazing steak. This is a great place there. The sentiment is gonna be there and, and, and the network will know that the network will show you that steakhouse because you trust your friend. And this is where we start to cultivate zombie loyalists through this, through this awesome customer service of the customers. You, you have, uh say more about zombies. I mean, you have so many companies out there who are trying to get the next greatest customer. You know, you see all the ads, um, you know, the, the, the, the, the Facebook post, you know, we’re at 990 followers, our 10, our 1/1000 follower gets a free gift. Well, that’s kind of saying screw you to the original 990 followers who you had, who were there since the beginning? We don’t care about you. We want that 1000. You know, that’s not cool. Um, the, the, the companies who see their numbers rise and who see their fans increase and their, their, um, um, revenues go up are the ones who are nice to the customers. They have, hey, you know, customer 852 it was really nice of you to join us a couple of months ago. How, you know how are you, we, we noticed that you posted on something about a, uh, you know, your car broke down. Well, you know, we’re not in the car business but, you know, you’re, you’re two blocks from our, our closest, uh, outlet or whatever and, you know, once you, if you, if you need to come in, have a free cup of coffee, we’ll use the phone, whatever. You know, those little things that you can do that, that, that really focus on the customers you have and make the customers, you have the ones who are the zombies who tell other customers how great you are. And this all applies to nonprofits certainly as well. I mean, the, the, but even more so, I mean, if you, you know, nonprofits are constantly worried about how to, how to make the most value out of their dollar and how to keep the dollar stretching further and further. And, uh, you know, you have this massive audience who, who has come to you, who’s a nonprofit and who said to you, you know, we wanna help here, we are volunteering our help and just simply treating them with the thanks that they deserve. Not just a simple, hey, thanks for joining car, but actually reaching out asking what they want, asking how they like to get their information, things like that will greatly increase, um, your donations as well as, um, making them go out and tell everyone how awesome you are. And letting them do your pr for you. And that’s what a zombie loyalist does. And, and this is for, this could be, donors could be volunteers to the organization who aren’t able to give a lot. But giving time is enormous. And if, you know, if they have such a great time doing it, they’ll bring friends as, as zombies. Do you know, zombies have one purpose in life. Real zombies have one purpose in life that’s to feed. It doesn’t matter how the Mets are doing. It doesn’t matter, you know, because a chance that they lost anyway. But it doesn’t matter how, uh how anyone’s doing, you know, or what’s going on in the world economy. It doesn’t matter what matters with a zombie. Where are they gonna get their next meal? Because they feed and they have to infect more people otherwise they will die. Zombie loyalists are the same thing. All they have to do is make sure that their custom, they, they tell the world and we all have that friend who does it. You know, that one friend who eats, eats nothing but the Olive Garden because, oh my God, it’s greatest breadsticks everywhere. You know, and they will drag your ass to the Olive Garden every single time they get that chance. That’s a zombie loyalist. And you want them to do that for your nonprofit. And there’s, there’s a big advantage to being a smaller, a smaller organization. You could be so much more high touch and we’re gonna talk about all that. We got the full hour with Peter Shankman. We gotta go away for a couple of minutes. Stay with us. It’s time for a break. Open up new cashless in person donation opportunities with donor box live kiosk. The smart way to accept cashless donations anywhere, anytime picture this a cash free on site giving solution that effortlessly collects donations from credit cards, debit cards and digital wallets. No team member required. Thus, your donation data is automatically synced with your donor box account. No manual data entry or errors make giving a breeze and focus on what matters your costs. Try donor box live kiosk and revolutionize the way you collect donations in 2024 visit donor box.org to learn more. Now back to zombie loyalists, Peter, it doesn’t take much to uh stand out in the customer service world does it, it really doesn’t, you know, and the reason for that is because we expect to be treated like crap. You know, if you think that III I love this example. Whenever I give speeches, I ask, I ask everyone in the audience, I’m like, who here has had a great flight recently? At least one person will raise their hand. I’m like, ok, what made it great? And without fail, their answer said, well, we took off on time and, and I had the seat I was assigned and we landed on time and like, so you paid for a service, they delivered that service and you’re over the freaking moon about it. Like, that’s the state that we’ve become. You know, that’s how bad customer service has been that you are just beyond thrilled that they did exactly what they said they were gonna do with nothing more, less than 20 minutes in the post office line. And I’m ecstatic. Exactly. You know, it’s, it’s so, we really are at a point where we only have to be one level above crap. I, I’m not even asking my clients to be good. Just one level of crap. You know, if everyone else is crap and you’re one level above that, you’re gonna win. It’s my favorite, one of my favorite jokes. Um, the, uh, the two guys are out in the woods, hunting out in the woods and the, or just jogging out in the woods. The first one sees a, a bear and they see this bear and the bear is raised up and he’s about to strike. And the first one, you know, reaches down and tightens up his, his laces on his running shoes. And the second one says, dude, don’t be, don’t be, don’t be an idiot. You can’t run a bear. And he says, I don’t need to, I just need to outrun you. You know, I love that joke because it’s, it’s so true. That’s the concept. You know, all you have to do is be just a little bit better than everyone else and, and you’ll win the whole ball game. Now, we have to set some things up internally in order to have the, the structure in place to create these, the zombie loyalists. Yeah. I mean, you have a, you have a company where the majority of people in your company are afraid to do anything outside the norm. You know, I mean, look at, look at a cell phone company, you know, they, you call them because you have a problem right AT&T or T Mobile, you call them, you have a problem. They are actually the customer service people that handle your call are actually judged and rewarded based on how quickly they can get you off the phone. You know, not on whether or not they fix your problem, but how fast they can get you off the phone, which means how many more calls they get. I remember I worked, uh, when I worked in America online, we all had to do a day of customer service every month just to see what it was like, which I thought was a brilliant idea. But, you know, again, it’s this, it’s, it was a system called V I where you’d sign on and as soon as you signed on, if you weren’t in a call, you know, that was tacked against you. And if you were in a call and, and it went over a certain amount of time, that was tacked against you. So the decks were stacked not in the favor of the customer. There are some companies out there who allow their customer service employees to simply be smarter about what they do and do whatever it is they need to do to fix the problem. Um You know, my favorite story about this is Verizon Wireless. I, I went overseas, I was in Dubai and I landed in Dubai and I turned on my phone, I had gotten global roaming on my phone which, you know, 20 bucks for every 100 megabytes. Ok. So I land and I turn on my phone and it says, um, uh, like before I’m even off the plane, I get a text that you’ve used $200 in roaming charges. I’m like, what the hell, you know, $300 by the time I get off the plane, I’m like, something’s up here. So I call Verizon and a nice guy answered the phone and, oh, yes, I mean, you know, the first thing is it was, yes. So you do have global roaming but it, it doesn’t work in Dubai. So I’m like, ok, well, that’s not really global, that’s more hemispherical roaming I think is, is the issue. And um, so he, uh I said, well, look, I’m gonna be here for a week. I said, you know what? You have my credit card on file bill me like, I don’t know. Can you bill me like 1000 bucks and just let me have the phone for like the week and you know, that, you know, or 500 bucks, I won’t go over two gigs. Well, just do something for me. Sorry, sir. I’m not authorized to do that. Um, you can, I’m like, so what do I have? He’s like, well, you can pay, uh, $20.48 a megabyte. I’m like, I’m sorry, seriously, which equates essentially to, I would be charged $20.48 seconds, $20.48 for every, I think at the time for every four seconds of the video, Gangnam style if I decided to watch it on my phone, like this is pretty ridiculous. So I simply hung up, hung up on Verizon. I went down the street to the Dubai, the mall of the Emirates, which is the largest mall in the world. Has a freaking ski slope in it. And I’m not joking. It has a ski slope in this mall and uh went to one of like the 86 different electronic stores in this mall. Uh bought an international unlocked version of the same exact cellphone. I have went next door to the local uh SIM card store, bought a SIM card that gave me 20 gigabytes of data and 1000 minutes of talk for $40. I then put that in my phone because it’s an Android phone. I simply typed in my user name. And password for Google and everything imported. And Verizon did not get a penny on that trip. Um, how easy would have been for Verizon to say, ok, you know what, we’ll cut your break. Uh, they’d still make a lot of money off me and I would tell the world how great Verizon was to work with and how wonderful they, how helpful they were. Instead, they guaranteed that I will never, that they will never make a penny for me on any international trip. And I take what, 15 of them a year because now my cell phone, um my international cell phone that I bought, all I do is pop out the SIM card and I land wherever I am put in a new SIM card. So, and you’re speaking and writing and telling bad stories and every time I tell the story about Verizon, I make it a little worse. Apparently, Verizon uh tests out the durability of their phone by throwing them at kittens. I read this on the internet. It must be true, but, you know, not necessarily, but you know, the concept that, that all they had to do, all they had to do was empower Mark customer service and it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would have gotten fired if he tried to do a deal like that for me. And so it’s this concept, you know, and the funny thing is, is it comes down to, if you really wanna go, go down the road in terms of a public company like Verizon of, of, of where the issue is, you could even trace it to fiduciary responsibility because the fiduciary responsibility of any company CEO all the way down to the employee is to make money for the shareholders. Ok. That’s what fiti responsibility means by not allowing me by not allowing mark the customer service agent to, to help me and, and take a different tack. He’s actually losing money too many CEO S think about the next quarter. Oh, we have to make our numbers next quarter. I’m fired. Companies in other countries tend to think about the next quarter century and they make a much bigger difference because they think, ok, what can we do now that will have impact in the next 5, 1015 years, you know, and really implement the revenue that we have and, and augment and companies in America. Don’t, don’t tend to think about that and that’s a big problem. Um, I, I buy a product line, uh, that has a lot of natural and recycled materials in the seventh generation. And their, um, their tagline is that in, in, in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian. It’s a great, it’s a great line. I mean, just think about how much money Verizon would have made for me in the past three years. Just, just in my overseas, you’d be telling a story about like them, about Morton’s like the one about MS, you know, look, a lot of people listen to me and they went for a time when you googled roaming charges. When you Google Verizon roaming charges. My story about how I saved all this money came up first because I did the math. And if I had not called Mark and bought my own cell phone and done this, I would have come home to a $31,000 cell phone bill and you know, damn well, Verizon wouldn’t know anything about that. They’d be like, oh, too bad, sorry about the fine print. And plus the, the employee who sold you the international plan. I’m sure you told her where you going, I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where Dubai was. She probably thought it was near Canada. But uh long story short, I couldn’t use it. All right. So employees have to be empowered. There has to be, we have to be but changing AAA thinking too. I mean, the customer has to come first. The donor of the volunteer donor, the teer you get at the end of the day. Where’s your money coming from? I don’t care if you’re a nonprofit or fortune 100. Where’s your money coming from? You know, and if you, we see it happening over and over again. We see it. Right. You’re seeing it right now. Play out every single day with the company, Uber. Um, and Uber, it’s so funny because Uber makes, uh, you know, they’re valued at $40 billion right now. But that doesn’t mean anything, that doesn’t mean anything if people are running away in droves which people are, there’s a whole delete your Uber app movement. Oh God. Yeah, people are leaving. Uh Well, it’s several. Number one that Uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who on business in business insider said he started the company to get laid. Um His goal was to always have a black car when he was leaving a restaurant uh to impress the girl he was with. That’s he came out and said that and you see that culture run rampant throughout Uber um from their God mode where they can see they actually created. There was a uh uh I don’t know where I read this. It might have been Business Insider as well. There was a, they created a hookup page that showed or, or, or, or a walk of shame page that showed where uh women were leaving certain apartments like on weekends and going or leaving certain place on weekends, going back to their home. Um It was obvious that they, you know, met some guy and they did that and then, of course, just their, their whole surge pricing mentality, which is, you know, two days ago there was a, uh, a couple of days ago there was a, uh, the terrorist, uh, I think it was a terrorist attack in Sydney, uh, at that, at that bakery and Sydney, uh, Uber in Sydney instituted surge pricing for people trying to get out of harm’s way. You know? And, and they, they later refunded it. Oh, it was a computer glitch. I’m like, you know, I’m sorry, you, you have a stop button and you can, when you see something happening like that, there has to be someone in the office who can say, you know what? Not cool. We’re gonna take care of that and then hit the stop button and it was, yeah, bad, tons and tons and tons of bad publicity. And, you know, I was having an argument with someone on my Facebook page at facebook.com/peter Shankman because they said, oh, you know, um, so what they don’t, they don’t turn on surge pricing. They don’t have enough cabs there and, you know, people can’t get home. I said I’m pretty sure that the only company I’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars there, private cabs, Ubers, whatever yet. The only stories I read about companies screwing up during that event were Uber, not Joe’s Sydney cab company. You know, I didn’t see him screwing it up because he didn’t turn on surge pricing. You gotta, you gotta respect your customer. You have to, as we’re uh training for that, then not only uh trying to change that mindset, well, in, in trying to change that mindset rewards for, for customer, for employees that, that do take go do go the extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and understand they won’t get fired. You’re not gonna get in trouble. I I always tell, tell every one of my employees, you’re never gonna get in trouble for spending a little extra money to try and keep a customer happy. You’ll get fired for not doing it. You know, you get fired for not for seeing an opportunity to fix someone and not taking it, not doing everything that you know, Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they could fold the bed sheet but for how well they understand people because in Ritz Carlton’s mind, it’s much more important to be a people person and be able to be empathetic and that is such a key word. Empathy is just so so sorely lacking. You know how many you’ve called customer service? Yeah. You know, I have to, I have to change my flight. My, my, my aunt just died. I really need to get home. Ok, great. That’s $300. I just wanna go an hour earlier, you know, you show up at the airport, your bag is overweight by half a pound. That’s $75. I just, I can, you can, you just cut me some slack. Nope, you know, so empathy and giving the cust, giving the employee the ability to understand that the customer that sometimes you can make exceptions and it is ok to make changes and, and this is where a smaller organization has huge advantage and it’s easier to change. That’s what kills me. You know, I go to these, I, I try to frequent small businesses when I can, I go to some of these small businesses and they won’t, they, they act like large businesses, you know, in the respect that, that they don’t have a, like, they wanna be respected almost. They don’t have like a six, a 6000 page code that they have to adhere to. They can simply, uh, do something on the fly and yet for whatever reason they won’t do it. And, and it’s the most frustrating thing is like, guys, you, you’re acting like a big, you’re acting like mega Laar here, you know, and you’re not Mega Lamar and you’re just Joe’s House of stationery, whatever it is and, you know, not being able to help me, you’re pretty much killing yourself because you don’t have 85 billion customers that have come through the door after me, you know. But I have a pretty big network and for a small business to get killed socially as social becomes more and more what, how we communicate. You know, it’s just craziness. It’s, you know, we’re, we’re pretty much in a world, I think where something almost hasn’t happened to you. Unless, unless you share it. I joked that, uh, you know, if I can’t take a selfie was I really there. Um, but it’s true, you know, we, we do live in a world where, you know, I, I remember God 10 years ago, maybe not even, not even 10 years ago. I was one of the first people to have a phone in my camera, you know, and it was like a new phone. That’s what I said, yeah, camera in my phone, right? And it was like a uh I think it was like a 0.8 megapixel. You know, it looked like I was taking a picture with a potato but it was, um it was this, I remember it was 2002 and I was in Chase Bank and there was a woman arguing with the teller and I pulled out my video, you know, it was, I mean, it was the crappiest video you’ve ever seen. But I pulled it out and I said, you know, II I started recording and the, the woman behind the woman behind the counter was going, the woman behind the counter was talking to the customer saying you do not speak to me that way. You get out of this bank right now. And the customer was saying I just wanted my balance and you and the manager comes over and I get this whole thing on my little crappy three G uh Motorola phone phone. And I, I remember I posted online and gawker picks it up and II I gave him, I, I emailed it, you know, I, my, the headline I put on my blog was, you know, Chase where the right relationship is at. Go after yourself, you know, and it was, and it just got tons of play and then gawker picked it up. It went everywhere, totally viral. So it’s one of those things you’re just like, you know, this is in 2002. It’s 12 years later. How the hell can you assume that nothing is being that you’re not being recorded? You know, I, I, I remember blowing, I, I sneezed a couple of weeks ago and, and, uh, uh not to get too graphic here, but it was, I, I needed a tissue big time after I was done sneezing. And I remember going through my pockets looking for desperately looking for tissue and like looking around making sure I wasn’t on camera somewhere that someone didn’t grab that and it was give me the next viral sensation, you know, I mean, I wait, God, I went to high school with eight blocks from here, right? If the amount of cameras that are in Lincoln Center today. Were there in 1989 1990. I’d be having this conversation entirely. I’d be having this conversation behind bulletproof for myself. And you’d be, yeah. So, you know, you’d be, you’d be talking to me, you’d have to get special clearance to visit me. Probably be at the, the Super Max in Colorado or something. So, you know, it’s, it’s, it’s one of those things that you’re just like my kid who’s, who’s almost two years old now is gonna grow up with absolutely no expectation of privacy the same way that we grew up with an expectation of privacy. And I’m thankful for that because she will make a lot less stupid moves. You know, I mean, God, the things that I thought, you know, in, in, in, in high school, I thought the stupidest thing in the world. Thank God. There wasn’t a way for me to broadcast that to the world in real time. Jeez. Thank God creating these uh zombie loyalists. And you know, we’ve got to change some, we’ve got to change culture and thinking and reward systems. Let’s go back to the, the cost of all this. Why is this a better investment than trying to just focus on new donors? I, I love, I love this analogy and I’ll give you a fun analogy. Let’s, I’m in a bar and there’s a very cute girl across the, across the bar and she catches my eye catch her, I go up to her and I go, you know, you don’t know me. I am amazing in bed. You should finish your drink right now. Come home. Let’s get it on. I’m, I’m gonna impress I’m that good chances are she’s gonna throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably something I was gonna do now. Let’s assume, let’s assume an alternate world. I’m sitting there on my phone, I’m just playing like, you know, some, you know, words with friends or something like that. And, uh, she’s over there talking to her friends and one of her friends look up said, holy crap. That’s Peter. I think that’s Peter Shankman. I’ve heard him speak. I, he’s in this fantasy world. I’m single too today. He, I think he’s single and he’s having this amazing guy. I, I know he has a cat. You have a cat. You should totally go talk to him at the very least. I’m getting this girl’s number. That’s pr ok. And what do we trust more? Me with my, you know, fancy suit collar going over there in my seventies, leisure suit. Hi. I’m amazing. Or the girl saying, hey, we’ve been friends since third grade. I’m recommending that guy. You should trust me on this. You know, obviously that, that’s where, uh, good customer service comes into play and that’s where corporate culture comes into play because if I have a great experience with you and at your company, I’m gonna tell my friend when they’re looking and I will stake my personal reputation on it and there’s nothing stronger than that. And these are the people who want to breed as Zz Willis that’s stronger than advertising, stronger than marketing. And they’re gonna share, people wanna share that. Think about the, the internet runs on two things. It runs on drama, drama, and bragging or bragging and drama. And if you, if you need uh any proof of that, you know, go and look at all the hashtags with crap that’s happened, you know, bad customer service, bad whatever. But then look at all the good hashtags you know it when our flights delayed for three hours and we lose our seat. Oh my God, I hate this airline, you know, worst airline ever but when we get upgraded, right? Hashtag first class bitches or whatever it is, you know, something stupid like that and the whole because we love to share. It’s, it’s only a great experience if we could tell the world and it’s only a bad experience if we can make everyone else miserable about it as well. Its time for Tonys take two. Thank you, Kate. How’s your endowment endowment? That savings account that your nonprofit has that you only spend the interest of each year and maybe sometimes you don’t even spend that much from year to year planned giving. Can help you either launch your endowment if you don’t have one or grow your endowment if it needs to be bigger. And I don’t know many nonprofits that think uh we have enough, our endowment is big enough. We don’t need any more and giving accelerator. I will help you in the accelerator to launch planned giving so that you can start your endowment or grow your endowment throughout the three months of the course, We go March to May done by Memorial Day. So there’s no impinging on your summer plans. We’ll spend an hour a week together on Zoom over those 12 weeks and I will guide you step by step. Had a launch Planned Giving at your nonprofit. I set those weekly meetings up as meetings in Zoom. So there’s lots of cross talk between the members. People are helping each other. There’s a lot of peer support. Uh Aside from the teaching that I’m doing uh each week, if thats of interest to you, please check out Planned Giving accelerator.com promoting the course in uh the rest of this month. And then it starts in early March. That is Tony’s take two Kate. It sounds like a very valuable course. We hope people join. Yes, we do. You’re right about that. We’ve got Buku but loads more time. Let’s go back to zombie loyalists with Peter Shankman. Peter. You have a uh golden rule of social media that a good number of customers like to share and people are gonna keep doing it. People will always share. Um, again, it goes back to the concept that if you create great stuff, people wanna share it because people like to be associated with good things. If you create bad stuff and by stuff, I can mean, I mean, anything from like a bad experience to bad content, people not only won’t share that, but we go out of their way to tell people how terrible you are. Um, you know, how many times have you seen companies fail horribly, uh, you know, after major disasters when companies are tweeting, um, you know, completely unrelated things. Uh, uh, after, after a random school shooting. Uh, no, it was after the, uh, the, the shooting at the, the theater in Aurora, Colorado at the Dark Knight. Um, the Nr A tweets, hey, shooters, what’s your plans for this weekend? You know, and I’m just sitting there going really, you know, but, and of course, the thing was, the thing was retweeted millions of times, you know, with a sort of shame on the NR A. So we, we’re a society like I said earlier that loves to share when, when great things happen to us, but loves to tell the world when we’re miserable because we’re only truly miserable when we make everyone else miserable around us. Um, it’s funny you mentioned, uh, um, the Generosity series, uh, the, one of my favorite stories which goes to sort of a uh a bigger picture of culture and um somehow when you’re just doing your job because that’s what you’re, you’re supposed to do your job. But you don’t realize there are ways to get around that. I, I listen to your podcast among others uh when I’m running through Central Park. Um and more like if you know, my body type, more like lumbering through Central Park. But I, I get there, I’m an iron man. I have, I have that and um so I go through Central Park and it’s super early in the morning because I usually have meetings and I don’t run fast. Um I run like, I really don’t run fast but, but as I’m running, but let’s give you the credit. You have done a bunch of iron man. I do, I do it. You know, my mother tells me that I just have very poor judgment in terms of what sports I should do. But um on the flip side, I’m also a skydiver, which is with my weight is awesome. I fall better than anyone. Um But uh so I’m running through Central Park last year. It was February, uh February 13 and 14. It was of this year. And um it was probably around 445 in the morning because I had a uh I had an 8 a.m. meeting and I had to do 10 miles. So 445 in the morning, I’m running at around 90 79th 80th street on the east side in the park. And a cop pulls me over and he says, what are you doing? And I look at him, you know, I’m wearing black spandex. I have a hat. It’s five degrees and I’m like, what, what playing checkers? You know what, you know, I’m like, I’m running and he, he’s like, ok, can you stop running? I’m like, ok, he’s like the park’s closed. I’m like, no, it’s not like I’m in it. Look around, there are other people. No park doesn’t open until 6 a.m. I’m like, he’s like, uh, do you have any idea on you? I’m like, no, I’m running. He goes, what’s your name? I’m like, seriously. He said, I’m writing you a summons. I’m like, you’re writing me a summons for exercising for I for ex, I just wanna clarify this. You’re writing music and sure enough, the guy wrote me a summons for exercising in Central Park before it opened. The, the charge was breaking the violating curfew. You know, I’m like, I get the concept of the curfew. It’s to keep people out after 2 a.m. It’s not to prevent them from going in early to exercise, to be healthy. I’m like, I’m not carrying, you know, a six pack. I’m not drinking a big gulp. I’m not smoking. I’m, I’m, you know, I’m, I’m doing something healthy and you’re writing me a summons for it. Um, and I said, you know, I’m gonna have a field day with this. I said iii I kinda have some followers. This is gonna be a lot of fun. I’m not, you know, I know you’re just doing your job, sir, even though you have the discretion not to. But ok, so I go back home, I take a picture of my ticket. I email it to a friend of mine of the New York Post, you know, front page, New York Post next day. No, running from this ticket, you know, front page, of course, that’s great. New York Times covered it. Uh Runners world covered it. I mean, I went everywhere, gawker covered it, you know, and, and my whole thing was, it’s just like, dude, you have discretion. Look at me, you know, I’m not, I’m not even going super fast for God’s sake. I’m just, I’m just trying to exercise here, you know, and of course I went to court and I, I beat it. But how much money did it cost the city for me to go to court? Fight this thing. You know, every employee you have to give your employees the power of discretion, the power of empathy to make their own decisions. If you go by the book, bad things will happen. And again, small shops so much easier to do flat line flat organizations. I, I work with a nonprofit um animal rescue, no profit. Um A friend of mine was a skydiver and uh shout him out. What’s the, I can’t, there’s a reason I can. But, but there’s a friend of mine was a skydiver and she was killed in a base jump several years ago. And her husband asked to donate in her memory to this nonprofit. So I sent him a check. And about three months later I get a coffee table book in the mail. And I was living by myself at the time I didn’t own a coffee table. It was, you know, more money to spend on my flat screen. And um I uh I remember I call, I, I look at this coffee table, I throw, I throw it in the corner, I look at it over the next couple of days. It pisses me off about how much, how much of my donation did it cost to print mail and produce this book to me. And so I, I called them up. Well, sir, we believe most of our donors are older and probably prefer to get a print version as opposed to like digital, you know, where they’d throw it away and like, you don’t throw digital away, but ok. Um I’m like, so, so you’ve asked your, you’ve done surveys and you’ve asked all, no, we just assume that most of them are older. I’m like, ok, so I opened my mouth wound up joining their board and I spent the next year interviewing uh customers interviewing every current and past donor about how they like to get their information and shock of shock, 94% said online. And so over the following year, we launched Facebook page, Twitter page, uh um uh Flickr account, uh youtube everything PS The following year for that donations went up 37% in one year. In that economy. It was right around 0809 donations went up 37% in one year and they saved over $500,000 in printing, mailing and reproduction. Imagine going to your boss, hey, boss, revenue is up 37% and we saved a half million dollars. Your boss is gonna buy you a really good beer. You know, all they had to do was listen to their audience be relevant to the audience you have and they will tell you what they want. We have tons of tools for segmentation. You gotta listen to what segment you wanna, people wanna be in. You know, someone, someone asked me the other day. So what, what’s the best? I, I knew nothing about their company. What’s the best uh social media I left for me to be on, should I be on Twitter or should I be on Facebook? I said, I’ll answer that question if you can answer this, this question, I’m gonna ask you is my favorite type of cheese Gouda or the number six. And they say, I don’t understand. That’s not a real question. I’m like, neither is yours. Like I can’t tell you where the best place to be your audience? Can I said, go ask your audience, believe me, they will tell you there’s a gas station in the Midwest. Come and go. Um, I, I just love the name Kum and go, come and go and you can read more about the, their tagline is always something extra. I mean, come on the jokes, just write them for god’s sake. But, um, and they don’t take themselves too seriously. I love that and knowing the name of the company gas station. And, um, you know, I, I like, I remember they were in Iowa and I went up to visit a friend in Iowa and I was like, you gotta get a photo of me in front of the come and go sign, you know, and, um, the beauty of this is that some of their employees actually look at their customers when they’re on their phones in the stores and go, oh, you know, what do you use Twitter more? Or Facebook? And they say, oh, I use that and they record that information and they know it. God customers will give you so much info if you just ask them because then they feel invested, they feel invested in your company. They feel like they, that you took the time to listen to their nonprofit request or their, their, their questions and they feel like they’re, I did it for Harrow every month. We’d have a one question. Harrow survey, you know, Harrow one question survey. And it was, we get like 1000 people respond and I’d spend the entire weekend emailing everyone who responded and thanking them personally, took my entire weekend. But it was great because what would wind up happening is that, you know, if we took their advice and launched it on Monday with the new thing? They go, oh my God. How did this for me? They took my advice. Well, yeah, it was your advice to 800 other people’s advice. But we took it and they’d be like, oh my God, it’s a good thing. And, and it just, it just made them so much more loyal and they’d tell hundreds and hundreds and hundreds of people we’d get, I mean, there were days my God, there were days I remember I was in temple one morning, the garment center synagogue and my phone, I feel my phone getting really hot in my pocket, which is not normal and I was starting to hurt and I look at it, I, it’s, it’s almost on fire. It had frozen because we were mentioned in Seth Godin’s morning blog. And at that time I was getting uh emails every time we get a new subscriber and the phone is actually frozen and was locked and, and was like overheating. I take out the battery and like reset the entire phone because we just got so many new, like 14,000 subscribers in like three hours. It’s obscene, it’s obscene. You say, excuse me, you say uh that customer service is the new advertising. Marketing. N pr It really is. Well, again, you know, if we’re moving into that world where, so imagine a lava lamp. And I love that. I can use this analogy. Imagine a lava lamp. A lava lamp has water, oil and a heat source, right? The heat source heats the oil, the oil flows through the water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now, I’ve heard. Now, imagine if, oh, crystals. Imagine if you’re, uh, everyone you meet in your network. Ok. Is a drop of oil? The water is your network and the water is your world. Everyone you meet in your network. Uh, from, from the guy you’re sitting doing the radio interview with, to the guy who serves you ice cream with local deli to the guy who does your dry cleaning to your girlfriend, to your wife. To not at the same time to your kid’s second grade teacher, to your second grade teacher years ago. Everyone you meet is in your network. You know, right now when Facebook first started, I would see the same weight from a kid. I went to junior high school with, he, his post would have the same weight as like my current girlfriend. Which is ridiculous. I don’t need to know about everything. My friend from junior high school is doing. I haven’t talked to the kid in 15 years. Facebook’s gotten a lot smarter as has Google. Now, I see the people I communicate with the most. Ok. And if I, if I reach out and communicate with new people, they start rising in my feet in my stream. If I don’t they fall, it’s just like a lava lamp. Every person you connect with is a drop of oil. That heat source at the bottom that’s rising, raising or lowering. Those drops of oil is relevance. So if you imagine the heat source is relevance and the more I interact with someone, the more the higher they go in my network and the more I see of them, the more trust level there is when I’m at a bar and I meet someone or at a restaurant or conference, I meet someone. I don’t need to um connect them. I don’t need to go on Facebook and friend request them. You know how awkward friend requesting is when you stop and think that last time my friend requested someone in the real world was second grade. Will you be my friend? My daughter’s doing that now she goes, you know, she goes, it’s like the cat. Will you be my friend? I’m like, honey, the cat doesn’t wanna be your friend. But you know, it’s this awkward thing who the hell friend requests someone anymore. If I’m, if I’m hanging out with you at a bar and we connect again and we talk and we go out to dinner and we’re having a good time. We’re friends. I don’t need to first request that you, you know, so that’s going away. Friending following liking and fanning is all going away. What will interact is the actual connection. So, if I meet with you and I have a good time with you and we talk again if I use your business. If I go to your nonprofit, if I donate, if I volunteer, whatever the network knows that the more I do that, the more I interact with you, the more you have the right to market to me and the more you will be at the top of my stream and the more I will see information about you, the less I will have to uh uh search for you. But if you do something stupid or we’re no longer friends see you, you’re gonna fade. I don’t have to unfriend you. You just disappear. Unfriending is also awkward. I dated a woman. We broke up, but it was nine months after we broke up, either of us wanted to unfriend the other one because it was just awkward. So I, I woke up in front of me anyway. But you know, the concept of not having to, to do that of just, you know, OK, I haven’t talked to you in a while. I don’t see your posts anymore. It’s the real world. That’s how it should be, and if you’re not feeding zombie loyalists, they can start to defect. So I, I want to spend a little time on if you’re not talking to them, giving them what they want, talking about their information, helping them out, they will gladly go somewhere else to someone who is, you know, if I have a great experience with the restaurant, uh, every week for three years and then all of a sudden over time, I’m noticing less and less that restaurant’s doing less and less to uh take care of me, you know, and maybe management’s changed and I don’t feel that uh you know, I’m ripe for being infected by another company. I’m ripe for someone else to come and say, you know, Peter. Uh cause if I tweet something like, wow, I can’t believe I have to wait 40 minutes for a table. It didn’t used to be like that. If I, if someone else is a smart restaurant, they’re following me and they’re gonna be great. You know what, Peter? There’s no way, no way over here. Why don’t you come two blocks north and we’ll give you a free drink, you know. Oh, you know, and that right there, that’s the first sign of infection and I might become infected by, by another company, become a zombie loyalist for them. And so let’s, let’s take, you have a lot of good examples. Let’s take a one on one situation. How can we start to cure that. The simple act of realizing following your customer’s understanding when they’re not happy and fixing the situation before it escalates. Um you know, you can contain a small outbreak, a small outbreak, small viral outbreak. You can contain that by getting the right people finding out what the problem is, getting them into one room, fixing their problem, healing them. You have a good uh united story right back when it was Continental, I was uh a frequent flyer and booked a trip to Paris and uh I was very angry because they charged me like $400 in, in booking fees or something like that. I don’t remember what it was. And, uh, I called the CEO, I just, just for the hell of it. I’m like, I’m gonna, I’m gonna, I wrote, I wrote an email, this was before social and I wrote an email to the CEO and I’m like, this is ridiculous. I’m a frequent da da da da and like 30 minutes later my phone rings like, hello Peter Jman, please hold for Larry Kellner CEO of cotton lines. I’m like, oh crap. You know, and the guy gets on the phone, he’s like Peter, how you doing, Mr Jman? How are you doing? Sorry, listen, these fees, they’re new. Um, we sent them a note, I’m guessing you didn’t see it. We’re gonna waive them for you. But, uh, if you have any more problems, you know, feel free to call me and I hang up the phone for the next 40 minutes just sort of staring at it like, holy crap. Larry Kellner, the CEO of United Airlines just called me and, uh, talk to me and I mean, it was like, it was like God coming down and say you now have the power to levitate your cat. It was just ridiculous. And, um, so, you know, I have been faithful to Continental and now United ever since and, and they continue to treat me with respect and, and do great things and they’re, they’re improving. They, they were getting a lot of crap over the past several years and they really are starting to improve. It’s nice to see and not only, of course, your own loyalty but you’re a loyal guy. You’re a zombie loyalist for them. And how many times how, how much it’s unquantifiable. It’s un, I, I dragged so many friends to United. I’ve, I’ve made so many friends. Uh, I mean, my father, you know, uh, he only flies United now, which means he only drag, he drags my mom only on United. I only dragged my wife on United. There’s a lot of, a lot of work that way. Yeah, we gotta go away for a couple of minutes when we come back. Of course, Peter and I are gonna keep talking about his book comes out in January, zombie loyalists. You have some examples of zombie loyalist leaving en masse like Dominoes, Netflix. They’re both, they’re both in the book. So, so one leaving, if you don’t, if you’re not starting to cure one leaving and then that’s the thing, you know, the beat will be the internet with the hashtags and everything like that, you know, it doesn’t take a long time um for those things to sort of blow up in your face. And, uh, you know, at the end of the day, everyone say, oh, you know, Twitter’s responsible for, for us losing money. No, they’re not. You’re responsible for you losing money. You know, and, and if your product isn’t great and you, your actions don’t speak well of who you are, then there’s no reason your customers should stay with you, you know, and it was, oh, social media is really hurting us because no, you’re hurting yourself. The only difference is that social media makes it easier for the world to know about. They’re just telling the story. Dominos and Netflix are, are good examples because they, they bounced back. They took responsibility and they both owned the Dominoes came out and said, you know what? You’re right. Our pizza, we do have a problem. We’re gonna fix this and they spent millions fixing it. And sure enough, they’re back with a vengeance. Now, I’m, I may or may not even have ordered them every once in a while. And I live in New York City. That’s, that’s a, that’s a sacrilege. But, um, you know, I have the app on my phone for when I’m over, you know, traveling somewhere. I’ll be in shea, whatever. And, and you know, what are you gonna get at 1130 at night when your flight’s delayed and you land? It’s Domino. Um, which reminds me I should probably go exercise on the flip side, you know, something like Netflix. They, uh, they also were screwing up, you know, they were losing, they tried to switch between the two. They came up with a new name and it was like gross in public. And so, and again, you’re watching the same thing happen with Uber right now. So it’ll be really interesting to see if they were able to repair themselves. Listening is important. Both, both those, both, those two examples, they listen to their customers. I think there’s a problem with listening because everyone’s been saying, listen, listen, listen for months and years and years and years now. But, you know, no one ever says that you have to do more than just listen. You have to listen, actually follow up. It’s one thing to listen. You know, I, I use the example of my wife, I could sit there and listen to her for hours, you know, but if I don’t actually say anything back, she’s gonna smack me, you know, and go to the other room. And so you really have to, it’s a two way street, you know, listening is great, but you gotta respond and uh look, I’ll take it a step further. I was like, oh, Twitter’s so great because someone was complaining on Twitter and we went online and we, we saw the complaint and then we fix their problem and yeah, how about if the problem didn’t exist in the first place? You know, because the great thing about Twitter is that, yeah, people complain on Twitter. The bad thing about it is they’re complaining about on you’re on Twitter. So it’s like, what if the problem didn’t exist in the first place? What if, what if you empowered your front desk clerk to fix the problem so that I didn’t have to tweet. Uh Hertz is my favorite story of all this. Uh I used to rent from Hertz religiously. Um And then I went to uh Phoenix Sky Harbor Airport this past April and I gave it, I was giving a speech and I, I go and I, my name is supposed to be on the board, you know, so I can go right to my car and it wasn’t, it was ok. That happens. I got upstairs, I wait 40 minutes on the VIP line. Um After 40 minutes they finally say, you know, there’s a uh only one guy here, a lot of people might have a better chance if we go up to the regular line. Like, ok, you probably could have told us that a little earlier, go up to the regular line. Spend 45 minutes waiting in the regular line. It’s now been. Are you tweeting while this is happening? Well, I had, I was actually not only tweeting, I had enough time to create a meme that should give you some idea of how long I was online with my cell phone. I was enough time to have a meme. I get it to the counter. Hi, can I help you? Yeah. Um I, I was downstairs at the VIP desk and they told me that oh your VIP reservation you have to go downstairs like yeah. Ok, let’s let’s put a pin in that. Um they just sent me up here like uh right. They have to help you. Well, it’s not really, they, you guys are the same company. I mean I could see the reservation on the screen. You, you, you, you can help me. Sorry sir, I can’t help. You have to go to the VIP next. I’m like you just next to me. Ok. So if you know anything about Sky Harbor Airport in Phoenix, um all of the rental car company, they’re all in the same place. So I walked 50 feet. It’s a bus takes you to the big to the big pavilion where they’re all next to each. I walked 50 ft from the cesspool of filth and depravity that was hurt to the, the wonderful Zen Garden of tranquility. That was Avis. And in four minutes I had a nicer cheaper, more or a nicer less expensive car given to me, a woman named Phyllis who was 66 and moved to Phoenix from Detroit with her husband for his asthma. I knew this because she told me, um, she smiled at me. She brought her manager out and said, ah, it’s another refugee from, uh, Hertz. And I said, so this happens a lot. They’re like, yeah, I’m like, wow, you’d think they’d have done something about that. And so on the way out in Avis. Um I, I thank them, I walk past hers. I shoot them this, you know, sort of look at the look of the beast. I get my Avis car and I drive to my hotel. Once I get to my hotel, I write a wonderful blog post about my experience called Peter and Hertz and the terrible, horrible, no good, really bad customer experience. Once you have a kid, you find up rewriting titles about your blog posts that have to do with kids books. Um I do not like Hertz Sam. I am and things like that. And um I included in this blog post, the five things I’d rather do than ever. Uh ran from Herz again, I think number three was um was uh ride a razor blade bus through a lemon juice waterfall um with just, you know, and, and so, but, but of course, the next day Hertz reaches out to me. Oh Mr Jman, this is the head of North American customer service. That’s all you’re about. I’m like, they’re like, you know, we’d love to let Nick know like you, you’re not gonna fix the problem. Number one because I’m gonna Nas Car. I’m never going back to Hertz. Number two. There were five people yesterday, five people I interacted with all of whom had the chance to save me and keep me as a customer for life. A, a customer who had been so happy and I would have loved you. Five people blew it. So don’t waste your time trying to convert me back. You’re not going to what you wanna do is spend some of that energy, retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens because five people it it takes every single employee to keep your company running, it takes one to kill it. Yeah. PS Avis reached out um to thank me personally and uh I am now just this ridiculously huge loyal fan of Avis and always will be you have a pretty touching story about uh when you worked in a yogurt shop, you were really young. Um We have a couple of minutes tell that, tell that good story. That was on the east side, which again is another reason why I live on the west side. Nothing good ever happens in Manhattan’s East side. So I was uh I was working and I can’t believe it’s yogurt, uh, which was a store that I think back in the eighties IC by. No, no. TCBY was the country’s best yoga. IC biy was a poor, I can’t believe it’s yo, I can’t believe it’s not yoga. I can’t believe it. Yogurt. It was a poor attempt to capitalize on. That was TCB. And I’m working at this store and, um, I go in every day and make the yogurt to clean the floors. I do. You know, it’s a typical high school job and, uh, it was during the summer and thousands of people walking by, I think it was like Second Avenue or something. And there were these brass poles that hung from, you know, it was the, the, the, there was an awning, right? That’s a, that there and there were the brass poles that held the awning up and they were dirty as hell. Right. I’m sure they’d never been polished ever. And I found some, I found some brass polish in the back like, oh, they buried in the back. And one afternoon I went outside and IP started polishing the poles. My logic was if the poles were shiny and people saw them, maybe they come into the store, maybe they’d wanna, you know, buy more nice clean place. And the manager came out. What the hell are you doing? I said, I told him what I thought, I don’t pay you to think, get inside. You know, I’m like, there’s no customers in there. I’m like, ok, I’ll, I’ll, I’ll make sure the yogurt’s still pumping it full blast. And I quit, I just quit that job. Like, I mean, I, I couldn’t even begin to understand why someone would invest, I mean, to own a franchise for 50 grand, to at least to buy that franchise. Why wouldn’t he invest in the two seconds? It took little elbow grease to make the poll clean That might bring in more customers. What the hell? You know, but you’re not paid to think. You’re not paid to think. My favorite line. Yeah. Um, I, I just, I, I encourage if any kids are listening to this teenagers. If you, if your boss says that to you quit, quit, I will hire, you just quit. It’s, it’s, it’s probably the worst thing in the world that you could possibly do because you have customers who you have customers who every day can be helped by people who are paid to think. And that’s the ones you wanna hire. We gotta wrap up. Tell me what you love about the work you do. I get paid to talk. I mean, my God, this is the same stuff. I used to get in trouble for in high school, but on a bigger picture, what I really love about it is being able to open someone’s eyes and have them come back to me. Um, I run a series of masterminds called Shank Minds Business. Masterminds. It’s shank minds.com. They’re day long seminars all around the country. And, uh I had someone come to me and say, you know, I took your advice about XYZ and I, I started listening a little more and I just got, uh, the largest, um, retainer client I’ve ever had in my life by a factor of four. And she goes, and I just can’t even thank you and I send me like a gorgeous bottle of tequila. She’s like, I can’t even thank you enough. Oh my God. Being able to help people, you know, at the end of the day, we’re, we’re, I, I have yet to find another planet suitable for life. I’m looking so we’re all in this together. And if that’s the case, you know, why wouldn’t we want to help people just a little bit more? You know, there really isn’t a need to be as douche as we are as a society. We could probably all be a little nicer to each other and you’d be surprised how that will help. The book is Zombie Loyalists. It’s published by Palgrave macmillan comes out in January. You’ll find Peter at shankman.com and on Twitter at Peter Shankman, Peter. Thank you so much. Pleasure is Amanda. Oh, thank you. Next week. That’s an open question. If you missed any part of this week’s show, I beseech you find it at Tony martignetti.com were sponsored by donor box, outdated donation forms blocking the supporter generosity donor box, fast, flexible and friendly fundraising forms for your nonprofit donor box.org. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martti. The show 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 us next week for nonprofit radio. Big nonprofit ideas for the other 95% go out and be great.

Nonprofit Radio for December 19, 2014: Zombie Loyalists

Big Nonprofit Ideas for the Other 95%

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Peter Shankman: Zombie Loyalists

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

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

Nonprofit Radio for August 26, 2011: Goods on Google+ and Breaking Down Barriers

Big Nonprofit Ideas for the Other 95%

You can subscribe on iTunes and listen anytime, anyplace on the device of your choice.

Tony’s Guests:

Scott Koegler
Scott Koegler: The Goods on Google+

Our tech contributor and the editor of Nonprofit Technology News, Scott Koegler, shares insights into whether Google+ is different than what we’ve already got, to help you decide, “Should we jump in when organization pages become available?””

We’ll do a live G+ Hangout! Add Scott and Tony to your G+ circles and join us!”

Please take a moment to answer a short survey about G+ here. Thanks!

Create your free online surveys with SurveyMonkey, the world’s leading questionnaire tool.

 

Interviewing Megan Galbraith at Fund Raising Day NY 2011
Megan Galbraith: Breaking Down Barriers

Megan Galbraith, managing director at Changing Our World, has strategies to get PR, communications and fundraising working together for greater efficiency.

 

 

Here is a link to the podcast: 056: The Goods on Google+ & Breaking Down Barriers


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Dahna hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host, and i hope you were with me last week when we first explained earned income that was with our legal contributors jean takagi and emily chan, they broke down what earned income is why it can be good. Why it can be bad why you need to understand it to protect your non-profit and keep it out of trouble and the second segment last week was leading the leaders motivate your board to fundraise that was pre recorded at the fund-raising day conference here in new york city in june, and we had a consultant, andy robinson and carry kruckel vice president for development and communications at w n e t t v, and they revealed how to move your board to be the best fundraisers they can be this week. Scott koegler, the editor of non-profit technology news in our regular tech contributor is back with us. We’re going to talk about the goods on google, plus he’s going to share his insights into whether google plus is different? If so, how, then what we’ve already got in the social media space to help you answer the question, should we jump in when organization pages become available? We’re going to do a live google plus hangout, which i’ll talk about very shortly, so i hope you have added scott and me to your google plus circles. Second segment breaking down the barriers megan galbraith, managing director at changing our world, has strategies to get public relations, communications and fund-raising working together, playing nicely together for greater efficiency between the shows. Sorry between the segments, of course it’s tony’s take two this week from my blogged are you asking for more when they’ve given enough scooter pies in a folksy restaurant? Let me to remind fundraisers that we need to be sensitive about asking for the next gift, and i’ll talk more about that. We’re live tweeting today. Use the hashtag non-profit radio to join the conversation on twitter and as i mentioned, we’re doing a google plus live hang out in the first segment, so go to today’s show post on my blogged at mpg a dvd dot com and you’ll see links their toe add scott koegler and me to your circles, and then you’ll see the feed, and you’ll get the information on how to join us. So it’s. After this, break the goods on google. Plus, stay with me. You’re listening to the talking alternative network. No. Durney are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. Sick. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police crawl. Offset. Two, one, two, nine, six, four, three, five, zero two for a free consultation. That’s lawrence h bloom, too. One, two, nine, six, four, three, five zero two. We make people happy. Treyz hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com no. Welcome back to big non-profit ideas for the other ninety five percent, which is what we’re always thinking about on tony martignetti non-profit radio with me now is scott koegler he’s, the editor of non-profit technology news, which you’ll find at n p tech news. Dot com he’s, our regular tech contributor scott, how are you this afternoon? I’m doing great, tony, how are you? Terrific. Thank you, it’s. Good to have you back with us. We’re talking. We’re talking about the goods on google plus. And we’re doing a live google plus hangout, which we’ll get to shortly. Um, let’s see, google plus is a new player in this social media space. What’s what are you finding? That’s interesting there on dh. How popular is it? Well, it’s it’s been around for about two months now. Andi came out of the gate with a real quick start. I believe the last numbers i heard what you’re actually probably a couple weeks old now is that google plus garnered about twenty five million users just in the first month or so of use my lost track of what they’re up to now. But i’m sure that it’s significantly more than that dahna that, of course, pales when compared to facebook’s, depending on the numbers that you believe seven hundred fifty million or so. But, you know, for a month or two months worth of activity, it’s certainly a good showing. Yeah, no kidding. Right? Twenty to thirty million in just a few months. Well, of course they have, ah, powerhouse of advertising and people using it are people using google for other purposes. And in fact, you have to be ah, part of google, right? You have to have a google account in order to use this, right? Well, that’s not so unusual. Although people have made a big deal of it, whenever you create an account when we try to use any kind of social media you have to create on account of some kind, whether it’s, twitter, facebook, whatever you have a you know, some kind of pages says who are you? How to get in touch, that kind of thing? One of the things that is differentiating google plus from mostly from the other two twitter and facebook is that google doesn’t want youto lie. They want you to actually use your riel information. Your real name. They had a, uh, disclaimer about using aliases. In fact, they kicked off a bunch of people, prominent people that you would recognize. When they signed up with aliases rather than their true names that’s been controversial, but personally, i think it’s a great thing. Why do you prefer that? Well, there’s a couple things one is that you really become more like email and that’s kind of the basis for google. Plus, is that your google email address? Your gmail address in this case is, is your actual we now? I mean, it’s what? You used to get information back and forth so people actually know you by that by that moniker. So at the very out start, it does away with some kind of, you know, spanning or advertising and those kind of things which are pretty easy to do on on the other social media platforms where you could just create an account with whatever bogus name you want and start sending out trash to everyone. Uh, and so far i have to say, my my google plus stream is fairly clean, not much trash in there. Okay. And how active for you, how many people do you have in? Well before we haven’t even talked about what circles are but how many people you connected with what’s to be generic at this point? Yeah, i’ve got, er i think just under three hundred or so and i have to say, although i’m a proponent. Hi, i monitor and i read what’s on google. Plus, i have not been a big contributor and, in fact, that’s that’s, another kind of a measure that i saw some numbers on the other day. There was a a statistic that while google plus has whatever twenty five to thirty million users, approximately eighty five percent of those air inactive, which yeah, first blush is pretty stunning. Andi, i’m one of those eighty five percent i read a bit, i i do some hangouts, i post a few comments, but i am not anything like some of these people that you see on there that are superstars of google plus yeah, okay, and that’s actually consistent with our audience, too, because i pulled in advance of the show and asked, are you using google? Plus and fifty percent of the people said i’m interested but haven’t started. About forty one percent said i’m using it a little and only about eight percent said i’m very into it, adding lots of people into my circles. Are getting connected with lots of people that’s only eight percent. So really very consistent with what you’re saying more broadly. Back-up okay, let’s, talk a little about some of the features we have just about we have a couple minutes before break, so we have a few minutes. Some of the features in google plus circles weave mentioned it a couple times. What? What how did these circles work? What is that? Just kind of compare that to what’s out there already in terms of again twitter and facebook with facebook and twitter. When you get when you add people to your account, you start to get this stream of information and it’s basically everybody, it doesn’t really matter who but how closely associate id you are with those people or what that association is. In other words, your mother is, you know, in the same list as somebody who just found you and added you to their friendship. Yes, so there’s no way to really differentiate google jumped on that as probably one of their first major, um, additions, and they have these things called circles, which kind of makes sense they’re circles of association or friendship circles. For instance, so out of this list of people that you have, you can you can put people into different circles, and one person can be in multiple circles so princessa my brother is in my family circle and he’s also in my photography circle, and you can classify people and scott, do you get to define what the circles are? Are those air predefined by google, plus there’s a couple that come with the application just to get started, but you can make them whatever you want, as many as you want and whatever names you like, and then you can add people to them or move them on one of the nice things is that when i had you, for instance, to my circle, you got a notification that scott keiko added you to a circle, but you have no idea which one i put you in my ignore this stuff f ignore and minimus i’m in the ignore enemy circle. I had this guy, but he wants, but i want him to think that we’re connected right thing that’s the name of circling all right, we’re going to take a break right now when we come back. We’ll try to get the our hangout active where live tweeting used the hashtag non-profit radio on twitter. Stay with us e-giving dick, dick, dick tooting getting ding, ding, ding, ding. You’re listening to the talking, alternate network things get. Get in. Cubine 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 lebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s, create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Looking to meet mr or mrs right, but still haven’t found the one. Want to make your current relationship as filling as possible? Then please tune in on mondays at ten am for love in the morning with marnie gal ilsen as a professional matchmaker, i’ve seen it all. Tune in as we discuss dating, relationships and more. Start your week off, right with love in the morning with marnie gal ilsen on talking alternative dot com. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed, i and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com talking alternative radio twenty four hours a day. Lively conversation. Top trends. Sound advice, that’s, tony martignetti non-profit radio. And i’m samantha cohen from the american civil liberties union. Zoho. Welcome back to the show with scott koegler we’re talking about the goods on google plus and scott, we were just talking about the circle, so that that’s an important point, i think that people know that you’ve added them, but they don’t know which circles you’re in, people that think that’s important for people to understand, right? Yeah, go ahead. So one of the things that facebook has been you know, targeted about is their lack of privacy and being able to direct your your comments to specific people. And so the circles is google’s answer to how to get around that. So you know that in facebook you post a comment and it goes out to your entire world with with google plus, when you approach the comments, you actually have the ability to select which circles you want to send that, too, and it could be all of them, or it could just be one or a few. So you have some segmentation there that you can actually see your communications. Now facebook does have something called lists, but those they seem to be a very minor part of of facebook, i don’t think many people use them they they’re not highly highly used and they’re also not easy to get to it’s. Not something that’s in your face circles are right there and presented every time you make a pose. Yeah, and circles it seems like google plus is built around circles, whereas lists sort of seemed to be like an afterthought or like an add on, i guess at facebook. Okay, so we have circles way also have hangouts. What are hangouts? What? Google’s dahna really nice job of integrating google plus with mobile platform and the there are a couple of differentiations here when you go onto the web and you bring up google plus the button you see, there is hang out, which is the video kind of a video chat and it will support up to ten people. Can video feeds in the same browser window. So right now, if if anybody joins up, we can actually have up to ten people screaming their video into the same hangout. Yes. So now, eh? So we’ve gotta hang out now. Regrettably, i can’t join your hangout because it interferes with our live streaming of the show way. So we saw you on the hangout page waiting for others to join, but we can’t join you for that reason. Yeah, interferes with technology, so and the earl for people to join the hangout is very long. I was hoping it would be something a little more recognisable, but what people should do, i guess, is add you to their google plus circles, and then they’ll then they’ll get your feet and they’ll know how to join the hangout. Is that correct? Yes, that’s what you want? You see, if you can work for me for my profile and then you’ll see the worst of my post in the last one i got up there, my hangout announcement. Okay, on the way to join scott toe, add scott to your circles is to go to my blogged m p g a d v dot com, and the post for today’s show is on the top of the block, and in that post there’s a link to to scott’s profile and that’s how you joined you, add him to your circles so if you do that during the show, you’ll be able to do what scott just said and you’ll be able to join our hangout. Which right now i think it’s just scott it’s just me at the moment. Okay, good. Lonely over there. Okay, but what’s cool about hangouts is you see small pictures of everybody in the hangout, right? But then they get bigger as people talk, right? As you know, it’s, the change of focus. So as he has one person talks, that the picture gets bigger, they become more visible. So it’s a nice implementation and couldn’t. Is this something that non-profits could use for a meeting, right? Sure anybody could use it. In fact, if you have a non-profit that you have a group of your your workers, your helpers, you, khun set up circles with just those people in it, and you can create a hangout and just invite that circle. So everything kind of works together. Oh, you can restrict who joins it. Okay, so you can even you could have a circle for trustees, which might be, you know, too far from the office to come to meetings all the time. Right? Right. Absolutely. Looks like we do have let’s. See, regina, just trying to hang out. So we have somebody in the in here with us. Okay, that’s, our social media manager, regina walton, is okay. Uh, and let’s, see, now, so the two of you can talk, right? We can talk now, it’s going to get real noisy because i, her, whatever she says, comes over the microphone over my speaker. Hey, there you go. Okay, well, maybe when i’ve got my microphone muted, so i’m only going out on one microphone. Okay, good thinking, regina, hello. Can she hear right? Well, she should be listening to the show. First of all, i imagine you can. I don’t know what kind of way. Okay, could be delays. Okay, tony, you’ve got a huddles on dh that’s on the mobile devices. What google’s done is they’ve got an application first came out and no surprise with with the android applications because that’s their platform and so android is a google platform. Is that right? Uh, the google android platform? Yes. Ok. And so when you install that and you can now installed on the apple itunes i ios devices as well. But what you get is a kind of different list of functions you get, uh, something called huddle, which is not a video chat. It’s a text chat, which is i’m not sure it’s the right answer. I mean, for most most phones that that support that kind of application also have cameras so you would think they would be able to join hangouts is well, but anyhow, they dont have that. But that’s, the difference between that and the other thing in the mobile platform is that it’s it also includes check ins. So, you know it’s kind of taken a page out of four square, right? So if i am, if i have my my phone with me and i say check in, it looks at my gps and find out where i am. Looks for a local business that’s close by because it’s business oriented and offers me the ability to check in at that business. Okay, so checking like, like similar so it’s integrated, like four square, right? Exactly like foursquare. So they have in addition to the other, um, uh, the other applications twitter and facebook, they also have four square kind of in their sights for taking function from okay, so i just got a text from regina onda. Hurricane irene apparently is interfering with her a little bit. She is listening to the show. Should be a heretic if she’s not, but she is listening. And esso and she’s still in your hangout. Scott okay, okay. Cubine let’s, try. We’ll try not communicating with her through that through the through the hang out. We’ll just leave her. Is the silent as the silent hangout member there are very laughing. Okay, there’s just got to get that robust laugh here laughing. What else is we’ve got? So do you think that google plus is more robust on the phone man than facebook is on mobile? It’s different? You know, it highlights the different functions from facebook. I, uh i like the way it’s integrated on the phone and i like what? What happens there? I’m not sure that it’s better or worse, to tell you the truth, but i’m a fan of what google plus is doing, but we should probably talk about, you know, what’s what’s coming up for google plus in terms of organisations in there kind of things, okay, yeah, organisations can’t be active in google plus right now, right? Right, right now, every member of google plus is a is a person and so for instance, i think we talked about this one of the shows before i have my and i have a google aps account, which is koegler dot net and that’s, obviously not a gmail dot com address, and so i cannot have a google plus account for k grow dot net because those were not available yet. Back-up but i really believe that that that whole thing about setting up organizations, businesses, private domains on the google maps is where the future of google classes i think they’re getting their feet in the water there, figuring out how individual people want too and are using the system and eventually they’ll open it up to businesses because, you know, you think about it googles and advertising this sets that’s what they do. So right now there is no advertising on google plus, which is kind of surprising, but you know that it’s there it’s kind of working beneath the circus so soon as they open up the functionality toe add businesses, an ad organisations and private domains, i think that’s when we’ll begin to see more than business integration or of the advertising functionality and, um, on and that’s really where they’ll start to kind of overtake what facebook does with its advertising. I’m with scott koegler he’s, our regular contributor and the editor of non-profit technology news. We’re talking about the goods on google plus, we have a live hang out on google plus going on right now, and you can join that if you’re on twitter, follow the hashtag non-profit radio and in that hashtag in a couple of my one of my recent posts, you’ll see that that there’s a link to join the hang out that we’re doing the i did, pol asai said. One of the questions i asked kat was, has your non-profit discussed whether it will have a google plus presence when that’s available and just a little over eighty, about eighty three percent of people said no. They hadn’t even talked about it in their office, and about seventeen percent said yes, they had. So i’m not sure i do. If people even know that, that might be coming. Do they know that? I don’t know how it’s, not something it’s publicized google’s not really talking about it and you say it’s coming so they’re not hinting at capabilities or functionality, but they did initially, and they still do say, do not set up company accounts in google plus infact initially, many, many companies did on google disabled. They just shot him on the same as they did with people who did it by pseudonym. Right. Exactly. Okay, should we be concerned? You think when when that capability starts that that the advertising will start to, you know, letter the letter of the platform, you know, literally the same way that it does on gmail or any other google property? I i think ghoul does a pretty good job of, um, you know, moderating that keeping it appropriate. Certainly it will present ads based on who you are and what they know about you, which is, you know, the way that google does, where the facebook does looks at what you did, what you said, what your interests are and then presented presents items that may be of interest to you. It really doesn’t help him to do anything. Different from that so and it sounds like you expect organizations teo jump on the opportunity when it does become available for for organization pages? I believe so i think that there’s the demand is it is getting pretty built up right now because with however many millions of users they’ve got, a lot of those users are actually cos or work for companies, you know, hopefully all of them work for somebody and so there’s, you know, people getting used to it, they’re getting accustomed to how it works. Go? Yeah, i think so. I think it’s going to be a a major shift right for non-profits of course, the issue would be that if they create this presence than they have to keep it up to date, we’ve talked on a couple different occasions about not getting involved in social media if you can’t keep it uninterested fresh presence. So you have to think about the time and perhaps money that you might be devoting to google plus, which is probably not going toe, certainly certainly not going to be our last social media platform. Absolutely, i think we’re still in the the kind of consolidation phases at this point where, uh, but things are changing, adding and eventually coming together. Interesting. Scott koegler is the editor of non-profit technology news, which you’ll find it n p tech news. Dot com, of course, he’s, our regular tech contributor with us once a month, scott, thank you very much. Thanks, tony, good to be with pleasure again on dh, just so that our audience understands you. People do understand the difference between google plus and facebook, so i had said earlier that people aren’t really jumped in the way, scott said. But about ninety two percent of people who you answered our poll said that they definitely do see a difference between google plus and facebook, right after this break, we’ll come back for tony’s, take two, and then it will be breaking down barriers, so stay with me. You’re listening to the talking alternative network. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed, i and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service sales, or maybe better writing, are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications. That’s, the hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com dafs metoo welcome back to the show. Time for tony’s take two my block this week is are you asking for more when they’ve given enough? I was in a sort of southern food restaurant, which happened to be in new jersey, and i was paying for lunch at the register, and the woman offered saying that scooter pies are on sale and that they make great snacks. Andi i said, ok, no, thank you. Um and i was signing my receipt. And then she said, and we have a sale on summer clothing, and i thought, okay, this is over the line. I just kept signing my receipt and, you know, gave it back to and said, no, thank you, but that’s where i thought this has some implication for fund-raising i thought she stepped over the line with the second offer, you know, i’ve just paid whatever, thirty five, forty dollars for lunch, i eat a lot, and i had a couple of guests on and then, you know, she’s giving, you know, i don’t mind one attempt at cross promotion. I mean, i do that myself in business, but i thought the second one was over the line and so the implication for fund-raising i think is be careful when you’re asking for that follow-up gift, you know, there are there are some people who believe that an acknowledgement. Ah, thank you letter that scent is should not be should not include a solicitation, foran additional gift of any type, and in fact, one of the comments on my block is a decent one, it says says that but then there’s another school of thought that it’s okay to ask for some types of gift, maybe it’s a gift in your ira if you’re over seventy and a half this year, well, that’s available or some other type of planned gift or maybe it’s purchase of a ticket of the gala, so you just need to be, i think, conscious of what you’re asking people to do when they’ve just done something for you and that’s the whole point of the block post again, it’s called. Are you asking for more when they’ve given enough just trying to raise your consciousness and sensitivity? My blog’s at mpg a dv dot com, and that is tony’s take two for friday, august twenty six we’re going now too, a conversation that i recorded at fund-raising day, which is a conference held annually here in new york city. It was this past june, and this one is with meghan galbraith, managing director at changing our world. We’re talking, she and i talked about breaking down barriers and here’s that recording. Welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand eleven, we’re at the marriott marquis in times square in new york city. My guest now is megan galbraith, making his managing director of interactive services changing our world. Meghan, welcome, thanks so much. Durney megan’s topic is integrating your online fund-raising uniting communications, pr and fund-raising for better results. Meghan, i suspect you see a lot of silos that you’d liketo breakdown. Yes, exactly right that’s where we came up with the idea for the workshop in our client work from the interactive perspective we’re seeing like everyone knows that there’s a ton of innovation change going on and the rate of change within the organization to be able to adapt to that with their our mind strategies is a struggle. So we’ve identified what we think is one of the primary challenges as being organization on the sense. Of marketing, wanting to do certain things with social media development, having their online fund-raising goals programs wanting to be able to talk to each other within the field, or sharing stories about those types of things your group kind of dipping in every now and again. So how do you truly look at it from an umbrella point of view and develop a strategy that satisfies all the goals within the or organization? How do you start to break down these silo walls and get people thinking ballistically about the whole good of the organization as well as their own work? From my experience, what i’ve seen is really one, starting with the leadership sonal ege building there to put some attention and some resource is towards it primarily for small organizations that have people doing ten different jobs with one person. We’ve found that we’ve recommended doing what we call a cross departmental task force, essentially focusing primarily on interactive strategies. So we’ve recommended that those core people one people who want to be doing this if it’s not there, their primary job responsibilities, looking at across the department’s who were those people that are excited by the opportunity is excited by the research in the benchmark he’s out there and putting a formal name to who they are and having them work together if they don’t have someone leading a strategy working together to try to double it up. Okay, what are some of the resource is that leadership needs to devote to this? It depends. It depends on if we’re thinking strictly everything’s online e-giving as a whole, looking at what’s been brought in over the past five years setting up your your own baseline for understanding what your return is, and then determining your resource is off of that, basically, but in terms of social media, i think everybody’s in the same boat, we’re trying to figure out what makes the most sense with human talent and then how much financial you’re going to put in there and go, i’d say over the past three years, from what i’ve seen in just from conversations with people and i think most people involved in the interactive space, the research that’s coming out now is extremely useful to help us educator clients about the need for human and financial investment, but also it’s starting to wrap some. Real analytics around these falik well things around social media, which is key. Yeah, the analytics. Megan. You know, i forgot to ask you to take your name tag off because the glass, okay, just because it creates a clam with no light, no, no creates a glare in the light so well, because everybody knows now you know, we’re alive. This is obviously library. The analytics what google analytics obviously very important to say little about what, how maybe a smaller a midsize shop could be using google analytics. Sure, google analytics is key, teo, smaller dammit and larger but with the groups that we’re talking about here, it’s it’s, a tool that one is supported by a lot of knowledge around from google from the non-profit google group, as well as being able to get trained on it if you could search it and learn about it, but from an analytic perspective, it allows you to understand who’s coming to your organization’s website what kind of content they’re engaging around, how they’re moving through your sight, how they’re exiting, how they’re coming in all those types of things, but in addition it off, it allows you to develop goals that you could men see if people are achieving those goals it’s free, which is terrific, but again, it’s an evolving tool, which i think is really key for smaller non-profits that don’t have people too, you know, they can’t always be the experts in every single tool that they have. So i have found that google non-profit group is terrific in providing resources. And training online things about the training. Is there enough online support that a smaller midsize shop could could learn to use google analytics wisely? And there’s also the google grantspace o gram, which i’m not sure if you’re familiar with that place. Still, google grants is an opportunity for non-profits teo get i think it’s not positive on the dollar value, but i think it’s about ten thousand dollars for free advertising our google advertising, google at the edwards so what it does is to it allows it’s an application process, certain organizations there’s definitely restrictions on who can get it, and you can not but it’s a terrific program and it’s part of a suite of opportunities with google on the training that you, you said is available, is that on ly online? Or is there has actually help lines that people that non-profits gold is there live help like that? My understanding of it is more informal in terms of having, you know, tutorials online, youtube type things, those types of things, but again then also depending on the size of the organization, a lot of groups outsource to people as well, but i’d say for the smaller to mid there’s there’s plenty online to get you started. Okay, including the video struck not just reading a screen exactly an interactive piece that’s shows you how to do things and there’s people again in speaking to the idea of people user generated content there’s lots of people who are creating content that isn’t put out specifically by my google, so you could look for those tutorials. And what are some of the goals you mentioned? Having goals is that is, that is specific as we want so many unique hits on this particular page or i guess dollars could be a goal, but i’m thinking, very, you know, small minded because it’s not my field, what what what are some examples of goals that you would have around this work? Well, we approach it from again from an umbrella strategies notice how quickly she agreed, small minded, my small minded suggestion, but it speaks to also sort of the mind set around, and this is something we in our workshops we talk a lot about because people go to the tactical very quickly, and we’re trying to elevate that conversation as a practice to be able to. Say ok, let’s look at this as a whole and say what? Our communication schools, what are fund-raising goals in terms of the types of goals that those could be, you would say, okay, let’s, look, at the past three years with our online giving, what of the vehicles that we used to get those donations was just email? Was it social media all the what of the various channels that got us to this point and helping the set sort of some bass lines around that now, in terms of organizations, you know what i question that i hear quite often is what’s the what’s, the return what’s the formula, what we’re going to get back and to my knowledge and if it’s out there, let me know there really is no true formula like a direct mail model, so organisations are creating it for themselves. They’re looking at their data, they’re looking at the benchmarks that are coming out from the big, you know, organizations researching these things people like service company, product software companies like convenient pantera blackbaud all those have these research benchmarks coming out you khun looking organization from this on the sub market so if your health care organization, what did the other health corps healthcare organizations performing on online and so trying to create a system for yourself and i find the smaller to midsize that’s using that sort of shared knowledge is where they can get to where they can get that that’s all they need to analyze. And of course, the small shop always has a small missile shop always has the advantage of not being so siloed they can’t afford to be, and so they khun so you can use google analytics that will be your that’ll be your own analytics, your micro, and you can compare these to compare your performance to the benchmark well, google analytics as well specific to web site traffic, so depending on the level of the organization in terms of what they’ve invested for there, considerate relationship management software are a variety of things is a variety of tools that allow you to track source asses and performance. So depending on, you know, some organizations have don’t have that they don’t have a system where their tracking, how donations air coming in online most. So i’d say there’s going to be different tools that you can pull and create a dashboard out of that that’s, all talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. This is tony martignetti aptly named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. 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What would you like to see organisations think about? Suppose there just a year older, so because your work is breaking down walls. So what would you like to see organizations do in their first year that would help prevent walls from being built up between pr marketing? Fund-raising well, i think it i’d say from the beginning, having looking at their overall organizational goals and then having the the foresight to plan and be patient with their planning that makes that everything can be short term exact every return is not six months on and also to try things out, you know, try different ways of communicating within the organization. I think siloed activity is not reserved just for interactive work. So i thinkit’s a cultural it’s within the culture of an organization. So if it’s a brand new organization, one most likely the people that are joining it and this is a hypothetical, i would have awesome understanding of the value and the amazing opportunities that are happening with interactive technologies. So it should be at the forefront of their communications and development plans, which i think for some of the more traditional organizations where they have the more traditional developed programs it’s a challenge, but it’s also again returned. So a lot of times, if your energies, if you can prove that it’s bringing bringing some value to the organization, either through qualitative or quantitative, and show that to your leadership show to the people making decisions around your budgets, those types of things and the leadership to a new organization you mentioned earlier we were talking about more established organizations, the tone of the organization, the culture is really set by the leader, which would probably be a founder, and also, i think, you know, it’s interesting to think in terms of the evolution of the workforce, you’re goingto have people coming into the workforce, that these tools and ideas are part of their nature. It’s not something that is a new thing. It’s it’s, how they communicate and how they share content it’s, how they talk to their family and how they talk to their friends. I’m talking primarily from a novel in perspective right now, but that’s going to come into the work force if it hasn’t already, i mean, it has in many ways, so those are the future leaders of these organizations. So it will, i think, for new organizations, my assumption again, that’s an assumption would be that some of the people starting it would be of a generation that is thinking in those ways, no is there is the role of the board very significant here in tryingto again going back to the yurt seminar topic, breaking down the walls between i think, marketing, pr, communications center at what’s the board’s role here, i think the board’s role is to is to certainly show that it’s a priority or feel our communicate that there’s value to these things in their conversations again, it doesn’t have to be wait really strive to educate our clients about and help our clients with is that this doesn’t need to be a separate activity. Interactive is not a separate thing aligns with your development goals in the lines with your marketing in the lines of the organizational goals, so i’d say in terms of the board’s roll, it certainly is if they are on board in terms of understanding the value and being a champion of it in all of the activities where there’s opportunities to integrate it, then that’s key. What about dahna? The leader of a team in a mid size shop who is just not willing to play with the others who are very willing to break down these walls and collaborate, how do we bring that recalcitrant team leader into the into the fold question? Well, you speak hypothetically, i’m not asking to use any client examples by name, but you’re a consultant, you’re out a lot, you have some difficult unit leaders, department leaders to work with. How do we bring them? Go without your go outside of your organisation in terms of showing what other organizations are doing as an examples? I mean, i think that’s a really key there’s a community, you know, this isn’t just what’s happening in terms of shared information beyond an organization’s walls is is key to being able to articulate the need to have these types of strategies within your organization. So if that leader is someone who i would say, if you find that they’re resistant to developing innovative ways to reach donors, which is essentially what what we’re doing here, i would say show, show other examples and trying to get him on board there’ll be a process and that’s what you do all right? And again, i’m going to go in that third time leadership if there’s a leadership commitment, leadership could be helpful in bringing them? Absolutely, absolutely yeah, i mean, i think it all depends on what’s interesting is who owns it too? I mean, which when we talk about breaking down walls, there’s, there’s, sometimes nobody really owns these strategies. So in some ways, i would say, depending on a culture of the organization, we would help to identify who that person might be within the existing tower and say, this is something that could really lead this and help drive an idea hyre or advising that the organization may potentially need to bring somebody in if the goal is to get to a certain level with their online e-giving i’m with meghan galbraith, she is managing director of interactive services at changing our world. This is tony martignetti non-profit radio coverage of fund-raising day two thousand eleven haven’t talked too much about budgeting on maybe cost sharing because we’re thinking about interactive work in director service across across departments. What was your advice in your your seminar around around cost sharing? Definitely one of the recommendations we have is looking at potentially having identifying task force around these activities and in that in your budget planning process to identify where one where you’re spending money across double spending to saying, well, who owns it and who needs to be responsible for and where should have fall, but definitely looking for cost sharing opportunities in my previous life before consulting, i worked for an international development agency where you ran the strategic communications, and we were constantly finding ways with the program group with the development group to fund the content generation trips so everything online, this content right? You need to share it. You need thio make a compelling case, all those types of things and the technology behind it, of course, but we really worked hard at learning year after year of saying we don’t have the money to do these things we want to do so how do you do it? So you look at what you’re spending in your traditional marketing. You look at who’s going on a trip. How can you train them with certain tools like a flip cam are mobile phone at this point? How can they capture the media to be able to do the various things right to do because the content doesn’t have to be high end high production value, right? It depends, and somebody with a flip cam can do some pretty compelling video if they’re committed to the work and they’re on site somewhere exactly, and the and the active what that continent supposed to do? You know, if it’s if it’s building awareness around your cause or your of your impact, and depending on the channel that you share it with there’s lots of ways tio have to have super high and sophisticated production. There are times for that super hot, but i do think it’s in terms of cost sharing, i think it’s an area that it’s certainly sametz needs to be paid attention to, particularly in this in this area. Megan galbraith is managing director of interactive services at changing our world. This is tony martignetti non-profit radio coverage of fund-raising day two thousand eleven. Meghan, thank you very much for being against pleasure was great pleasure. That was my interview from this past june with megan galbraith dahna thanks, scott koegler for joining me today and talking about google plus and also meghan galbraith, as well as the organizer’s of fund-raising day two thousand eleven, for all their help back in june next week, an important show robert penna, author of the non-profit outcomes toolbox, discusses the wave of reliance on outcomes measurement and gives concrete steps and shares tools so that small and midsize non-profits khun stay ahead of this trend toward outcomes assessment on da on a little lighter side, we also talk about easy bake ovens and my eagle scout project. It gets used as an example of what not to do in outcomes measurement. Keep up with what’s coming up on this show. Sign up for our insider email alerts on our facebook page, of course to go to facebook dot com and then the name of the show tony martignetti non-profit radio while you’re there, click like become a fan of the show, please, we’re pressing for close to five hundred lakes. Very exciting, very pleased, thank you. You can subscribe to the show and listen any time on the device of your choice by going toe itunes and you’ll find our itunes paige at non-profit radio dot net i’m on twitter, you can follow me? If you want to comment on the show, please use our hashtag, which is non-profit radio, use it unabashedly. Use it with impunity. Be out there with that hashtag our creative producer is claire meyerhoff, the line producer of tony martignetti non-profit radio is sam liebowitz, who is also the owner of talking alternative broadcasting. Our social media is by regina walton of organic social media, the only person listening today. He was able to figure out how to do a google plus hang out that’s. Okay, besides scott that’s, her business that’s, why she works with us, i hope you’ll be with me next friday, one p m eastern for robert penna. As i said, we’ll be talking about the non-profit outcomes. Toolbox. We’re always here at talking alternative broadcasting, always found at talking alternative dot com. Geever no. E-giving you’re listening to the talking alternate network. Duitz to get you thinking. Thank you. Looking to meet mr or mrs right, but still haven’t found the one. Want to make your current relationship as filling as possible? Then please tune in on mondays at ten am for love in the morning with marnie gal ilsen as a professional matchmaker, i’ve seen it all tune in as we discuss dating, relationships and more. Start your week off, right with love in the morning with marnie gal ilsen on talking alternative dot com. Yes. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Are you fed up with talking points, rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow no more it’s time for action. Join me, larry shot a neo-sage tuesday nights nine to eleven easter for isaac tower radio in the ivory tower will discuss what’s important to you society politics, business it’s provocative talk for the realist and the skeptic who want to know what’s. Really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me, larry. 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Nonprofit Radio for January 21, 2011: Sexism and Planned Giving Punch-Up

Big Nonprofit Ideas for the Other 95%

Compliance. Board relations. Fundraising. Technology. Volunteer management. Accounting. Finance. Marketing. Social media. Investments.

Every nonprofit faces these issues and big nonprofits have experts in each. Small and mid-size nonprofits have Tony Martignetti Nonprofit Radio. Trusted experts throughout the country join Tony to take on the tough issues facing your organization.

Episode 23 of Tony Martignetti Nonprofit Radio for January 21, 2011

Tony’s Guests:

Karen Bradunas, SPHR, is a human resources consultant working with start-up organizations to protect and grow their businesses. With over 20 years experience in human resources, Karen has best practice knowledge of how to attract, retain and motivate staff.

Topic: Save Your Office From a Sexism Scene: Policies you need in place to protect your nonprofit in case of a sexism or sexual harassment situation

Claire Meyerhoff is Editorial Director at The Planned Giving Company. She is in charge of all content for PGC’s newest product, the PG NewZine, an innovative magazine-style marketing piece targeted at loyal donors.

Topic: Punch-Up Your Planned Giving Newsletter: from savvy story style to picking perfect pictures, tips to get your newsletter read by donors and prospects

Here is the link to the podcast: 025: Sexism Protection and PG Newsletters

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Hyre welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host. Tony martignetti what a coincidence that i found this show, i hope you recall last week it was ethics our with professor doug white dogs, the author of the non-profit challenge, and we talked about ethics and the role of non-profits in our culture this week, save your office from a sexism seen policies you need in place to protect your non-profit hr consultant karen bradunas comes back to the show and explains what you need now to protect later your organization, you’re bored and you employees in case of a sexism or sexual harassment situation and punch up your planned giving newsletter from savvy story style to picking perfect pictures. Claire meyerhoff comes back to the show she’s, the editorial director of the plant e-giving company, and she shares her secrets to getyour planned giving newsletters read by donors and prospects this week on tony’s take two at thirty two minutes after the hour. I’ll talk about my tv and other radio appearances in florida this week and give you a little glimpse of what is coming up. That’s all this week, this show, tony martignetti non-profit radio we now take a two minute break. You, khun, stand by for that. Stay with me. They didn’t think the tooting getting ding, ding, ding, ding, you’re listening to the talking alternate network duitz get in. Nothing. You could. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set to one, two, nine six four three five zero two for a free consultation. That’s lawrence h bloom two, one two, nine, six, four, three five zero two. We make people happy. 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. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to tony martignetti non-profit radio i’m joined now by karen bradunas, and we’re going to be talking about saving your office from a sexism scene. The policies you need in place to protect your non-profit and your employees. Karen is a human resources consultant working with startup organizations to protect and grow their business. Her consulting business is karen m bradunas human resource is consulting. She has over twenty years experience in human resource is before consulting, she held officer position’s at gulf insurance and bankers trust with which is now deutsche bank. And she holds the designation nufer senior professional in human resource is s p h r or sierra papa hotel romeo. If you’re in the military sierra papa hotel romeo, that is a senior professional human resources, and i’m very glad that her expertise brings her back to the show. Welcome back, karen. Good to be here. Thanks very much. Glad to have you. I have a big interest in sexism lately and sex harassment issues because of a block post that i did originally in november and then just a few weeks ago, sort of confirming what i asked in november does workplace sexism exist and i got resounding yes comments, mostly from women. So i was a little embarrassed that i even bothered to ask the question initially, what are the risks? Too small and midsize non-profits around sexism and sexual harassment, the risk is huge, there’s different kinds of harassment. There is targeted harassment, which is where it is. An individual or a group of individuals has a specific person that they’re not treating equally. Tough guy targeted. If someone sues your organization for targeted harassment, it can shut down your business. And how is that? Well, there’s damage is that that you will end up paying if they can prove it and they’re good, they go through lawsuit. I don’t know the limits, but it’s significant, this is under federal law is where the lawsuit would come from or state law. Well, both both. But harassment has looked at pretty stringently. It’s a part of title seven, which is, you know, ingrained in our culture in title seven. Just tell listeners what that is. We have jargon, jail, remember so okay. Title seven. It was started for race discrimination, but all kinds of discrimination is included in title seven and most recently, gina, which is genetic information. So all of this harassment really stems from title seven, which has been around a while, okay. And gina, what is jenna? Stand for genetic information. Think it’s notification act which president bush signed, signed in enacted and now something’s air taking place where you can’t discriminate, especially for insurance companies based on genetic information. Okay, so if you have a predisposition for certain illness, you can’t be discriminated against, etcetera. So this is title seven of what? The employment law. Internal revenue code. The internal revenue code. Okay. All right. So the sewol but let’s, take it a step further is just makes good business sense. If if you have a mission that’s important. Can you really say that on ly? A certain sector of the population can help you with your mission. It doesn’t make sense to exclude any kind of person based on race, genetic information, sexual orientation, any of that or including sex or gender. Exactly. And so if there are risks, who where does the risk lies it with board members? Is it with the corporation? The non-profit? Where is the risk it’s been broadened? Buy-in especially the serbians. Actually, it rests with even the management level if i’m a manager at an organization and ice and employee comes to me and says so, and so when it could be a vendor, could be this just isn’t employees harassment can involve vendors consultant’s also, and they come to a manager and reported that manager is obligated to either go to someone who can investigate it or investigated themselves if they’re trained to do so. All right, now you mentioned sarbanes actually does. Does that apply to non-profits, though? Or we strictly talking about title seven for non-profit i think there are some aspects of sarbanes oxley that applied all businesses. Okay, including, you think the discrimination? Yeah, i don’t know if it goes as deepest discrimination testing, but there is the idea of accountability and and the underlying responsibility and needing toe audit. And the idea of harassment in the workplace is considered a significant piece of auditing. Okay, and at the very least, title seven still applies. So so your point is the manager has a potential liability. Absolutely. Who else within the organization, including maybe the organization itself, the organization it’s, our board members boardmember sze management. Hr clearly, and you typically can’t even get employment practices liability insurance, which organizations should have unless you have a policy manual with how to report it listed in detail. Okay, we’re going to get into what those things are that we should have in place. And you just mentioned to insurance and employment practices manual ah, so in terms of these these liabilities, can they be individual? So in other words, what i mean is, can an administrator or a boardmember be liable as an individual? I have, and i don’t know the court precedent on this that have to do for an attorney, but i my understanding, is as hr. I can have personal liability. I’ve had two in the past. Fire a client because of some issues around this has put my business in jeopardy. Okay, well, i would think that if if the hr administrator manager has individual liability than most likely other other managers in the company and again, you know, i keep hitting the board members, but we often forget about boardmember. But they are absolutely fiduciaries to the to the organization, and they have a legal duty to make sure that office is in the organization generally is operating legally within title seven and possibly star beings. Actually, okay, we’re going to take a break. And then after that break, we will continue with karen. And we’ll start to talk about some of the details of what your organization needs. Tto have in place, and we’ll also talk about what the role of human resource is. Office is. After this break, stay with me. Talking alternative radio twenty four hours a day. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics politically expressed. I am montgomery taylor, and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. I really need to take better care of myself if only i had someone to help me with my lifestyle. I feel like giving up hyre is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fitness. Join Joshua margolis, fitness expert at 2 one two eight six five nine two nine. Zero or visit w w w died. Mind over matter. Y si dot com. Yeah, you’re listening to the talking alternative network. Duitz durney welcome back. My guest is karen bradunas, and we’re talking about saving your office from sexism scene. Karen. What is the role of human resource is if there is ah ah, complaint. Human resource is is responsible to investigate the complaint. Human resource is may not be the only avenue in depending on the size of the organization. You may not have a formal hr department many dahna right? It doesn’t make sense to have one into your certain size, but that function needs an individual doing that really needs to understand that there is really a huge risk, especially when a complaint comes in if you choose to ignore it not only from the sense of a lawsuit, but just in the sense of productivity, because that really sends a strong message to staff that complaints go unheard. Yeah, that they’re not working in a safe workplace is not a safe environment it’s harmful on when i write policy manuals for organizations, i really stress that you need to have in the policy manual detailed information off what the process is like and to whom the individual should go, too, and i suggest that you have two avenues either their manager or h r if there is no hr that they can go directly to the board or the executive director, but there needs to be two avenues. If i’m uncomfortable going to my manager to discuss this, i need another place to go. Okay, so let’s, get that, then this is the first obligation that a non-profit has tohave unemploy eee practices manual in place. And what else should it should that manual talk about in terms of sexual harassment? Sexism in the workplace? Depending on the organization, you can go into detail of what sexual harassment means actually define in the mind and touching. And you, khun yeah, you can go into e-giving examples others just state what the law is and then say, if you feel you’ve been a victim of harassment, thes air the steps to take. I also encourage organizations to including there that if you don’t notify us of the harassment, there’s, nothing we can do. And i understand that because there are times that something may be going on, that people don’t know the detail of what it is. Yeah, what if what if it’s just rumors? You know, there are a lot of people talking at the water coolers about ah, woman who’s suffering something at the hands of maybe another woman or or a man or a vendor, but or event right you mentioned didn’t mention it before, too. And but suppose there isn’t a formal complaint that just there’s just rumors around. Everybody hears it, but nobody the woman who’s suffering this has not come forward formally. What happens then? I encourage who’s ever doing the hr function. Whoever has a relationship with that that individual it’s a it’s a woman that they approached her one because you want to make sure that you’re sending a message. Hey, we care if something’s going on we want you to be aware that this is being said. You don’t really want it work environment where rumors the running around about people it’s not a safe environment, it’s not safe and it’s not productive. Exactly. And so, just with a little detail, how would someone do that? Suppose it is an executive director that there is no hr there’s no hr manager, right? How would an executive director approach that person about whom the rumors are swirling and she may very well know that the rumors just being talked about but irrespective of that, how does how do you make that approach? And had that meeting i would apart someone by saying, you know, i’d like to meet with you. Go off somewhere. Not in front of everyone behind closed doors and say, look, i’m hearing scuttlebutt about a situation and this is what i’m hearing i want to make you aware of it one to find out if it’s true toe let you know if it is true, this is serious stuff. This is not behavior we approve of here, and i want to get your take on this. Is this really going on? If the individual doesn’t want to share it, i ous an h r professional would wantto sort of see what’s going on in the office, and i might if the scuttlebutt is affecting. A lot of staff members call people and say, why are you saying that? So you’re actually doing the investigation, even if the person says i don’t want to talk about if it’s affecting productivity? Yeah, if it’s going to, you know, give people a bad name, you know, if it’s going to be, you know, a slander, i want to address it and i’m you know, depending on how much the scuttlebutt is if it’s one individual and you talk to the woman in this case who is being named as thie victim sometimes if she’s sharing with one individual that will stop it if he doesn’t want any to go further. But if it’s already spread throughout the office, it’s not a safe environment if it’s if it’s a false claim, then you have an issue with an employee being bad. Muffed you don’t want that either, right? All right. Yeah. That’s. That’s. Very possible to it, you know. Well, we’re talking about rumors on in our hypothetical the woman who’s. Supposedly the victim doesn’t want teo make a formal claim. Maybe there isn’t anything going on. Maybe that’s. Why she doesn’t want to. But your point, then somebody’s being talked about badly a za potential, the perpetrator. Now, what you just mentioned is what if it’s not happening? If it’s not happening in someone is starting this rumor or making a false claim, i recommend to two employers to start to terminate the employee that’s making these false claims. Because, again, it’s a nun safe environment where someone can falsely accuse someone else of doing something. Okay? And you think termination is appropriate? Yeah, yeah. I mean, if you’ve got an office where someone’s being spoken against and you, you start an investigation that individuals going to know it, no matter how, especially a smaller office, no matter how discreet you are. It’s uncomfortable? Do you really want? Do you really want someone who lies to be in your office? You know, i mean that’s the bottom line right now, it’s someone you don’t drop, and if you go through this and you let them stay or don’t discipline them, at least in some fashion, you’re essentially saying it’s, okay and it’s not right, you are, and this is all this all goes back to protecting the organization, so even even if the again and our hypothetical the woman is a victim, even if she doesn’t want to make a claim, you still the executive director. However, has this hr function roll still has an obligation to protect the organization and whether or not they make the claim. If something happens, the organization is going to suffer even if it’s just bad publicity employees who leave because they don’t like the work environment, talk about the organization to other people, so word on the street is going to get out. Anyways, i’m with karen bradunas hr consultant, and we’re talking about protecting your office from a sexism seen potential sexual harassment claims or or or sexism in the office. So karen, besides thea employee manual and if we have time, maybe we’ll come back to some of the details that should be in emmanuelle, but we’ve touched on them somewhat. What else doesn’t organization need to have in place? There’s some insurance that they should have? What kind of insurance is for some organizations, directors in officers at which may or may not apply here, but employment practices, liability insurance they should have, and that is protects an organization from things such as this, and you can talk to a broker about it. They’re specialized brokers in this area that’s that specialized in it and there’s certain, you know, claims it’s very specialized insurance. You cannot typically get it without having an employee manual in place. Yeah, just cassette. You mentioned that earlier because they won’t underwrite it is because without emmanuel, they don’t know what you’re doing. So how do you want to underwrite something where we don’t know what your employment practices are? You can’t even assess the risks that can assess a premium, and so they can do right now would insurance company of that type that has that employment practices, liability insurance typically help the organization constructed non-profit i mean construct the employee manual, or would they have a template, or would you not expect that? I have not seen them have it. There may be some out there that do. You can get boilerplate manuals from some accountants, have them. I don’t know if they’re they’re the most current, and certainly attorneys have them. I work with organizations who want to customize it and the ones you get from attorneys are oftentimes legalese, and often organizations say that doesn’t really feel like our organization, so we’ll customize it because it is part of the orientation process. Emmanuel sort of gets an employee to get a sense of what the organization is like, and in some cases i will write managers manuals based on the employee manual. Well, that’s interesting. So that’s that’s something else that should be in place? Well, it doesn’t have to be in place. And but if you haven’t organization where you want to ensure that there’s consistency for all managers, you’d like a document for them to refer to so that they know they have the policy manual. They know what the policy is, but how do they enforce it? You know, do they have forms they have to use for corrective disciplinary action? Is there a template? We are these forms. How do you do this? You know where things do? Sort of a guidebook for managers i create that it cuts down on training time, and it also ensures some consistency across the organization. Okay, so sort of. Does it also, that manager’s manual includes sort of interpretation. Of the policy and as well as you’re describing the process for carrying out the policies in the employee manual, so it’ll typically say, here’s, the policy, you know, way, expect you to be on time, i’ll give, you know, we expect you to be on time, so it will say in the manager’s manual employees, you know, if an employee’s consistently late, fifteen minutes or more for x number of days, they really should have a verbal warning or a written warning, and it goes through that steps just to make sure that, you know, you don’t have one man, and you’re putting someone on written warning for one, you know, one minute after the hour and another, you know, never yeah, okay, consistency, fairness and of course, that would relate to claims of sexual harassment is, well, exactly and the more consistent in the more you follow your policy manual and and understand when someone is claiming harassment suit, they’re going into court with that manual it’s a legal document. Oh, talk a little about that thie employee manual is the manual that goes to court that talks about how you do what you do with your organization. So if an employee is suing you because you’re not, you’re not treating them the same as everyone else that’s what they’re going to court with, not what you said, although that that is part of it, but what the legal document is. You know when when an employee says, i got fired for poor performance and they say, but here all my performance reviews the all salmon excellent employee there’s, a disconnect so saying between the practice and the manual, the mexican so i mean, i sent an email that i was being harassed by this person, i here’s the manual that says that they will investigate it, and i’ll get back to me. Nobody got back to me, it was never investigated. I also have a friend who complained about the same individual. I mean, it could become then a class action. Okay, so should these manuals. So we’re talking about the employment practices manual and maybe the manager’s manual. Those should be approved by the board, then a lot of boards do look at them, yeah. When i’m working with organizations, i typically work with executive director level and maybe the top manager level and then it’s given to the board for approval. Okay? Because as you said, it could end up as evidence in court. All right, um, all right. So the manuals, the employment practices, liability insurance, um, what about training around these? Is that is that an element of, yeah, you have to get included. You have to do sexual harassment, avoidance, training, not sexual harassment training, like most people say. And that should be done at least annually, and that is for all employees, all employees, and you need them to sign a document that they went. And what are the elements of that training is to talk about what sexual harassment is is to talk about if you are, if you feel you’re a victim of sexual harassment, what to do in the process so that everyone knows and everyone has a heightened awareness of it. Now, some people call it diversity training as well, you know, and they’ll encompass in in diversity training, depending on the organization, how they feel about using the term sexual harassment avoidance, but it does need to happen. I’ve heard some anecdotal stories of organisations that have had their hr person give the training, and typically the person who was making fun during the meaning is the perpetrator. What that shouldn’t even be tolerated. I mean, if we’re in a meeting to talk about sexual arrested avoidance and people are making off color jokes. It’s difficult when it’s executive director, though ditigal director making the jokes? I mean, yeah, you’ve seen that i’ve heard it secondhand, i wasn’t there because if i was there wouldn’t have been what would you do in that? Okay, so if you were the hr consultant, i’m gonna put you on spot. You’re the hr consultant in an organization. You’re doing sexual harassment, training your annual training. And the executive director of the organization is making some kind of off color jokes about women. What would you do in that case? I would first state. Look, this is really serious. And do you understand the implications to this organization? You’re doing this? I’m sorry. In the meeting, right in the meandering in a public. Okay, you’re stopping the meeting. Okay, go ahead. And because if if it’s important teo to really set the tone that hey hr takes this seriously, people need to know they can come to work and be safe, and so i will address it that way. And if that doesn’t, that doesn’t stop all has the person to come out. And if that person i know of is suspected of doing things, i may directly talk to them about it and say you’re you may be an offender of this. This is a big deal, you know? Yeah, that includes we’re talking about the executive director. Anybody, anybody, because the because the risk runs to the organization right now, your job is to protect the organization, the person who has the hr role, their job is to protect the organization, right, not the executive director, right? And that means if you’re not going to talk to me about it, i’m going to have to fire you as a client and notify the chairman of the board. I understand, okay, we have just we have just a minute left, first serious stuff. Dahna what about what about orientation for new employees? Can you say something about that in just a minute or so? The policy manual is in a really important part of orientation, because you’re telling everyone these are the rules we play by as an organization and that’s. Why you want your manual to really reflect who you are and what you’re doing, and to be written in a way that reflects your culture. They need to feel that it’s a it’s, a tool that they can use to go to. I suggest that people, when they give orientations, that they also have time to meet with various departments, we have to leave it there. Karen. Very good advice. Karen m bradunas human resource is consulting is her company. Her name is karen bradunas, and she is in hr consultant, and the subject has been sexism and sexual harassment in the workplace. Karen, thank you very much for coming back to studio. Thank you, it’s ah, thirty minutes after, and we’re going to take about a two minute break, and when we return, it’s tony’s, take two, and then my guest, claire meyerhoff, talking about punching up your plan giving newsletter after this break. You’re listening to the talking alternative network. This is tony martignetti aptly named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting do you want to enhance your company’s web presence with an eye catching and unique website design? Would you like to incorporate professional video marketing mobile marketing into your organization’s marketing campaign? Mission one on one media offers a unique marketing experience that will set you apart from your competitors, magnify your brand exposure and in cancer current marketing efforts. Their services include video production and editing, web design, graphic design photography, social media management and now introducing mobile marketing. Their motto is we do whatever it takes to make our clients happy contact them today. Admission one one media dot com hey, all you crazy listeners looking to boost your business, why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com no. Durney durney welcome back to tony martignetti non-profit radio it’s thirty two minutes after the hour, which means it’s time for tony’s take two. I do a lot of speaking in training, and i can speak at your conference or train your office fundraisers on either planned giving or charity registration compliance. This week alone, i was at the association of fund-raising professionals in western massachusetts talking about demystifying planned, demystifying charity registration for them. Then i talked about planned giving on the michael chapman e-giving show, which is a radio show down in south beach, miami, florida, and then i did more planned e-giving talking on ah tv show in naples, florida wall street wrap up this coming week are the in the coming weeks, i’m going to be a women in development at mercer in mercer county, new jersey, that’s on january twenty six he mystifying planned giving for them. And then on february third, i’m keynote dinner speaker at a meeting on staten island in new york, so i’ve been busy and keeping busy, and if you’d like me to talk about joining your meeting or conference, then you can email me from my blogged, which is mpg. A dv dot com and that is tony’s take do for friday, january twenty first. Sam, do we have claire meyerhoff on the phone? We do. Ok, i’m joined now. Bye, claire meyerhoff. We’re going to be talking about punching up your plans. E-giving newsletter from savvy story style to picking perfect pictures. Claire is the editorial director of the plant e-giving company and she’s here to share secrets to get your plan giving newsletters red as i said she’s, editorial director for the plan giving company that company produces magazine style newsletters for major nonprofit organizations. So there’s there’s our ah there’s, our mission big non-profit ideas for the other ninety five percent. She’s also the creative producer for this show. And i’m very glad that her expertise brings her back to the show. Welcome back, claire. Hey, tony. Thanks for having me. It’s. A pleasure. What’s the what’s. The problem with planned giving newsletters. How come a lot of them go on red? Well, there are some problems with plan giving news letters, but there’s some good news that i just heard about planned giving newsletters. And this was an anecdotal bit of information i was recently talking. To a colleague. And he said that he had gone to visit a perspective. Donorsearch had known for a long time, and, uh, donor. Information in there his his own financial information. But he also had the last ten or so letters from his institution. That’s great that he had saved. And he had them all neatly in that folder. And i just heard that about a month ago and that it’s really kind of changed the way that i think about plan giving news letters in a way. And what it makes me think is that we need to give people something that they’re willing to save. Yeah, i think that’s a big win that that story is a home run. If people will save those for when they go to their estate planning attorney to revise their will or prepare their will. And they have a stack of these that’s that’s a home run, i think for the organization because that person has there has the organization in mind when they go to revise or prepare prepare their first will that’s true and so often we like to just, you know, do stories or write little nice things and that’s what we’re so focused on, but at the end of the day, it really is the planned e-giving content that the person that’s the reason that they saved the newsletter so i think that the key is really combining really cool, neat stuff donor xero nasty things, but also keep in mind that you need to provide some of that really content like a little, you know, give annuity rate chart and definitely your request language and those kind of things, okay? And we’re going to get into your tips just though who’s, the who’s, the audience for planned giving newsletters who are we writing for? Well, you have to think about your audience so that’s different whichever organization your four and you have to know your donors it’s just like anything else. So if you’re the plan getting person or the development person or even the executive director or communications director of your organization, you have to be thinking about who was getting this newsletter at my organization. So you know who that person is, who you’re sending it to? You might want to do a targeted plan giving news letter maybe your donors that are a little bit older, you’re adjust your boiled donors, people that e-giving consistently for ten or fifteen years at the plant giving company sam caldwell. Who’s been, you know, with the company, he started the company a long time ago, and he says that it’s, your loyal donors that are your best plan e-giving prospects, not necessarily your high end donors, it’s your people that have been given consistently, even fifty dollars, a year for more than twelve or fifteen years, that it’s those people that are most likely to do plan about those people in that audience that writing i’m always stressing that in seminars that the best plan giving prospects of those who are consistent long term donors and exactly as you said, ignoring the size of those gif ts but if somebody’s been giving for, say, eighteen of the past twenty years on and some of the non-profits that i work with have been around for much longer than that, so maybe twenty seven or twenty, twenty five or twenty seven of the past thirty years, even if it’s just ten or fifteen dollars a year, they’re always planning for you, and that makes him a terrific plan. Give prospect, right? It shows a couple of things. It shows one that they love your organization and they continue to care about your mission. But to that there is a certain kind of a person that they’re organized. They do, they do the same things every single year there were probably more organized people, which means they’re more likely tohave a will or teo be really interested in there, you know, financial planning. And they’re so organized that every time a plane giving newsletter comes, they put it in their file, right? So let’s, let’s think that that’s our typical persons were writing for all right? So let’s talk about some of your tips for punching up plan giving newsletters whatyou want start with. Well, i’d like to start with the stories. So it’s something i call the savvy story style instead of doing your typical donor profile where you you know, you know what we call gushing gushing flattery where you just say, oh, they’re on the board of this and there’s ahead of this, and they love this, and they’re so wonderful in the community. Forget all that we assumed that that’s who this person is find that riel nugget of information, the real reason that they give to the organization and that might just be a little, you know, funny. Little story. And then what? Something that you could do is instead of doing the paragraph format, try something else. Think about the magazines that you read and how you see interviews with people. The ones you read and say a celebrity magazine where it’s, like, you know, five questions for nicole kidman? Yes, a lot of the mark q and a format, right? Yeah, q and a format and that’s more fun to do. It’s easy to do and think about this it’s. Easier for the donor you don’t have to, like, take up all of the donors time like getting all this information you just get, you know, a few questions and get the answer to that. And it could be more fun and it’s so much more readable for your audience. Okay, okay. What else do you have for us? Well, the key to the the question style is in that last questions. Say your first questions were like, how did you get involved in the organization and what’s your favorite thing about the organization and what’s? The best thing that we do or something like that? Your last question should always b what would you hope? To see the future for our organization. How do you hope? What do you hope to see habitat for humanity doing in the future? And that gives the person the chance to say what they dream about the future for your organization. And then you tie it into the plan. All right? You can say that leads naturally to the the planned gift, which is almost always cash to the organization in the future. Right? So the answer might be. I’d love to see us double the number of houses we build and that’s. One reason i decided to put habitat for humanity in my will. And then after that that’s, where you you anchor your interview, the interviews, you know, on the top and it looks nice it’s all laid out well. And then you skip a couple of spaces and you anchor it with that. You know that hard information that you want people tohave the call to action. If you would like to put us in your will, here’s, how you do it, it’s really easy, here’s our request language. And then you also want to encourage the person to get in touch with you. The development. Director of the plan e-giving director. Because what’s. So important. So you give them a reason to call. So you give them the outright bequest language in the article, and then you encourage them to call or email for alternative language, like a fraction of the estates, residual or any other reason you can think of to actually call or email you now, let’s, define a few of these. Now, you know we have jargon jail on tony martignetti non-profit radio. So let’s, just go in a little detail now. The outright request. What do you mean by that? Well and outright. Seaquest is i be quick to the university. A gift of ten thousand dollars. Okay. And you mentioned you contrast that with the residual bequest. A residual request is you could. You could, after you have made provision for everyone in your family and your friends and your, you know, dogs there. Then you can leave the residual a percentage of the residuals. So you could say i leave ten percent of the residual of my estate. Or you could leave the entire residual of yours, right? And the residual is what’s left after the after taxes and the death expenses and all the outright requests have been paid. Okay? Expert tony. Well, you’re on probation from jargon jail. Careful, careful. And walking a fine line. Um ok. What about what about pictures? You have some advice about making those pictures? Mohr interesting, yet the photos they’re definitely the sticking point. When you’re putting together a plan giving news letter often it’s an afterthought, you have this great story. You have it in there and at the end you only knew the future of the donor. And then you might call the donor and they send you some really lame snapshot that’s not high resolution. And when you do things in print, you should really have his high resolution photographs possible. So to stay out of jargon jail high resolution is the number of pixels and that’s pretty much the image that comes straight out of your digital camera onto your computer before you compress it stayed to put on the webber sent to your friend in an email. So it’s more of that original big photograph for your work with that’s. Important is to get a nice, clear photo. So if you don’t have that great photo your best case scenario would be that when someone went on a habitat for build a habitat for humanity, build their nephew who’s, an art student came along and took pictures for his portfolio and he has some. Then you can use that in your newsletter. Give him a credit that that’s your slam dunk that’s. The best thing possible is casual and the daughter has no great photograph. This is a good opportunity to actually spend some face time with that wonderful person that left you. It left your organisation in their will, so use this opportunity. Hey, you know i need to take a picture of feature. You would love to have a great photograph. Can i come over? Can i come over with our young staff member who’s a great photographer and spend a little time with them? So that’s that’s something to really think about that that’s an opportunity as opposed to something that’s. A problem that’s like, oh, we don’t have a photograph. What a pain in the neck and what i find a lot with people and organizations is things like photography writing for the web. People treat these things like a chore because it’s not what they do and they think it’s complicated, so i would advise people to really get those skills. If you’re not a great photographer, take a little class. Ask a friend who’s, the photographer, you know by a little bit better camera if your organization doesn’t have one and make that effort because you could do so much with photograph, you can with photographs, you can take a picture and and and send it as a thank you note to someone. Take that photo printed out. Put it in a card, write a thank you note so you could do a lot with photograph, but for your organization for this newsletter, you really want that good photographs have a couple of tips about taking photographs if you get to the donor’s house and one of them is, you know, get us close as you can to the subject don’t stand way, way back it get closer up, have them actually do something. So if your habitat for humanity have the person stand there with a hammer there just holding the hammer. That’s a cool photo it’s not fake because you know they’re they’re standing in their front yard. With a hammer haven’t have some have some sort of a proper doing something. And then, like i said, get close up and make sure the light is right on them. The light should be right on their face and their eyes that’s the main thing, if you get that right, you’re in good shape, and then my last tip is shoot from above. So if if you’re shorter than your subject, hold your camera up hyre and tilt down a little bit and you can see it in the viewfinder and that is a much more flattering way to take a photo. Just trust me on this it’s really most flattering way to take a photograph of someone okay? Or that the little short version of the you know how to take a picture, okay? And even if if you’re shorter, you stand up on a little stepladder or chair or something. Exactly stand about a little a little stepladder or something like that. Ok, we have just a minute before a break. Claire, can you get another tip in the next minute? I can nappy nasty headlines. Very important. That’s, that’s a really waste of newsletter. Really? State are dull headlines like donor-centric we have to be careful about our criminal code here can’t expand the criminal code the way the way some some people might like. Teo, i’m not sure that that qualifies, but tell us tell us what the trouble is with dahna profile. All right, all right, parole probably don’t profile it’s generic it’s like sitting down to watch the television show thirty rock and an announcer comes on and says, comedy television show that’s inside jargon that we use, we’ll say, hey, tony, what we’re going to her donor profile this month, that shorthand it’s, not it’s, not a headline. Find something about the interview and put that in the headline. Okay, we’re going to take a three minute break. My guest is clear, meyerhoff and we’re talking about punching up your plan giving newsletter three minute break. You can sit through a three minute break, come on at the end of that it’s clear meyerhoff. Of course, you can sit through it, stay with us, talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna i really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fitness. Join Joshua margolis, fitness expert at 2 one two eight six five nine to nine xero. Or visit w w w died. Mind over matter. Y si dot com. Do you want to enhance your company’s web presence with an eye catching and unique website design? Would you like to incorporate professional video marketing mobile marketing into your organization’s marketing campaign? Mission one on one media offers a unique marketing experience that will set you apart from your competitors, magnify your brand exposure and enhance your current marketing effort. Their services include video production and editing, web design, graphic design photography, social media management and now introducing mobile marketing. Their motto is. We do whatever it takes to make our clients happy. Contact them today. Admission one one media dot com. Talking calm. Welcome back. I’m with claire meyerhoff as i promised. I told you she’d come back clear. You’re still there. Right? Okay, what else do you have for us? Punching up our plan giving newsletters? We want donors to actually read these things. How do we do it? Well, we make it more like the things that they’re used to reading instead of things that look like a church newsletter fifties so that a key point is that what our people reading these days, what air they used to looking at more and more people are online, even your older donors, they’re online, they’re reading, you know, punching nifty things online so they’re used to reading huffington post or use a today online? Uh, there used to more punchy writing, punchy layout. Just let just a different look than this old fashioned sort of newsletter looks really think about your style of your newsletter. Try to get more white space in their remaining believe more space around things you don’t have to crowded with content and that’s usually a challenge because we do have a lot of great things to tell people, right? We want to get it all in there. So try as best you can to leave more white today so much more attention to your layout when you’re flipping through a magazine. Your favorite, you know, magazine that you’d like to read on your off time, and you see a layout that looks good, rip it out and think, well, why do i like that? And then try to duplicate that in your plan e-giving newsletter is not hard to think about that a little bit more wood. One element of that bee keeping this short stories the articles to a certain length yeah, i think there’s no specific the word count. Okay, article more about how it looks and what you’re trying trying to get across but definitely keep your articles to, you know, a couple of hundred words or less. You can say a lot in fifty words, believe it or not photos tell a great story. What for? The idea that you’re trying to get across plant giving is very, very simple, really. It’s it’s just about leaving a legacy, leaving this this gift for the organization it’s something that comes from the heart. It’s not complicated, it’s not about, you know, doing anything it’s really complicated it, it’s a simple, simple thing when you think about it, anybody, anybody can do that. And so you just want to get to the heart of the matter why people want to be a gift. So use those little donorsearch stories and use a little examples of things. So if you are one organization that recent recently had a a real estate gift, someone left you a farm. Explain that to your donor’s that’s really interesting that’s inside information to them and and cool. So write about that about how that works that you’ve got this farm and and it was valuable to you for this reason, and you sold it and used the money to put up a new community center or whatever, tell people the nitty gritty details of that cool gift. So if you’ve had interesting plant gift and you would like more of them, talk about that, we have just about two minutes left. Claire, you mentioned something. You said this is all, you know, at its roots, it’s. All very simple. But plan giving does have a technical side. I mean, so should we spend newsletter landscape explaining the details of the charitable remainder unit trust with makeup provisions. Well, i think that you should spend a little time with the technical part for the things that you would like your donors to dio. So if you do have a say, a gift annuity that you have to offer and you would like people to do that, then talk about it a little bit and you could do that in a simple way. Just talk about the benefits of the gift, so you could say, check out our charitable gift annuity and check a few things off your to do list and then under, you know, to do like it’s a list increase my retirement income, decreased my taxes now and give back to habitat for humanity. And that sort of tells people in a nutshell what it does and then just, you know, put a little rate chart down there that you get from the person that provides you the rate chart. So a sample rape charge for a ten thousand dollar gift annuity for someone this age sixty, and then you want a little disclaimer language under there. So you briefly explain how it works, but you don’t have to. Get into a lot of details because they’re not going to not fill out something below that and send it in and do it it’s not that kind of a gift, so you don’t have to tell them every single thing. Just tell them the benefits tell them who’s eligible and how they would go about doing it. And given that information, claire, in just a thirty seconds, we have left it sounds like, you know, going back to your original advice, you’re not writing a newsletter for cps and estate planning attorneys does not need to be a technical explanation. No, you’re writing for your loyal donors and keep in mind that you want them to hang on to this. You want them tow to read it and think about it and go well that’s interesting and maybe tuck it away somewhere instead of throwing it out. Because that’s, how plan, gift get made over the years. People think about it, it’s in the back of their mind that something happens in their life, a change where they think, oh, i need to really get on this. I need to really work on my they plant and do these kinds of things and then they’ll have you in mind you’ve already offered them solutions, and hopefully they’ll give you a call and act on it clear, thank you very much. My my guest has been clear, meyerhoff she’s, editorial director of the plant e-giving company, and we’re grateful for her advice about punching up your plan giving newsletter also want to thank my first guest was karen bradunas hr consultant talking about sexism and protecting your non-profit from those kinds of claims next week, our i’m looking siri’s continues, we’re going to check in with our job seeker leonora and recruiter paula marks we’ve been checking in with them once a month. We’re going to see how leonora his job search is going on. I’m looking and also will be joined by scott keg lor, the show’s tech contributor, and he’ll have the latest software reviews that’s next week, you can keep up with what’s coming up. Sign up for our insider email alerts on the facebook page and while you’re there, click the like button, become a fan of the show, of course that’s on facebook dot com tony martignetti non-profit radio, the creative producer of our show is claire meyerhoff. Line producer is sam liebowitz. He’s, also the owner of talking alternative broadcasting and our social media, is by regina walton of organic social media. This is tony martignetti non-profit radio, always having in mind. Big non-profit ideas for the other ninety five percent. Join me next friday, right here on talking alternative broadcasting at talking alternative dot com, one p m next friday. Dahna e-giving you’re listening to the talking alternative network, waiting to get into thinking. E-giving you could are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed hi and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com you’re listening to talking on their network at www dot talking alternative dot com now broadcasting twenty four hours a day. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set to one, two, nine six four three five zero two for a free consultation. That’s lawrence h bloom, too. One, two, nine, six, four, three, five zero two. We make people happy. I really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fitness. Join Joshua margolis, fitness expert at 2 one two eight six five nine two nine. Zero or visit w w w died. Mind over matter. Y si dot com. Durney buy-in talking. Yeah.

NextGen:Charity Interview With Adam Smolyar

As Senior Vice President of Strategic Marketing for the Jewish Federations of North America (JFNA), Adam herds cats. He’s got six areas of responsibility, including online relationship building and public relations. Those are the two he shared insights on.

Adam’s work is consistent with my radio show’s mission because he works for a large nonprofit and supports over 400 small and mid-size nonprofits. We’re both bringing big nonprofit ideas to the other 95 percent. Watch here.