Our Esteemed Contributors kick off 2026 to share what they’re looking out for in the New Year. We talk about increased hesitation around AI adoption; mitigating the risks of political, legal and PR attacks; your board’s role in protecting your nonprofit; increased collaborations between nonprofits; data protection; overcoming fears; and, a lot more. They’re Amy Sample Ward, our tech contributor and CEO of NTEN, and Gene Takagi, our legal contributor and principal attorney at NEO, the Nonprofit and Exempt Organizations Law Group.
We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners
Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.
Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio. View Full Transcript
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 hebdominal podcast. Happy New Year. We’ll have more to say about this. Coming up. Yes, excitement for next year. No, what am I saying? Excitement for this year. Well, it was next year when we’re recording, but it’s this year now. It’s this year, this year. Happy New Year for this year. And I’m glad you’re with us. You’d get slapped with a diagnosis you’d, you’d get slapped with a diagnosis of neoenophobia if you feared our New Year show. Here’s our not new. Well-seasoned associate producer, Kate, with what’s up this week. Hey Tony, happy New Year. Thank you. Would you call me well seasoned? Yeah. Got me. Here’s what’s up. 2026 outlook. Our esteemed contributors kick off 2026 to share what they’re looking out for in the new year. We talk about increased hesitation around AI adoption. Mitigating the risks of political, legal, and PR attacks, increased collaborations between nonprofits, data protection, overcoming fears, and a lot more. They are Amy Sample Ward, our tech contributor and CEO of N10, and Gene Takagi, our legal contributor and principal attorney at NEO, the nonprofit and exempt Organizations Law Group. On Tony’s take 2. I’m excited for 2026. Here is 2026 Outlook. It’s a genuine pleasure to welcome and say Happy New Year. To our two esteemed contributors to nonprofit radio. Amy Sample Ward is our technology contributor and the CEO of N10. They were awarded a 2023 Bosch Foundation fellowship, and their most recent co-authored book is The Tech That Comes Next about equity and inclusiveness in technology development. You’ll find them on Blue sky as Amy Sample Ward. Gene Takagi is our legal contributor and principal of NEO, the nonprofit and exempt organization’s law group in San Francisco. He edits that wildly popular nonprofit law blog.com. The firm is at neolawgroup.com and he’s at GTAC, as he has been for many, many years. Happy New Year. Welcome, Amy. Welcome, Gene. Happy New Year. Happy New Year. I really appreciate. The level of enthusiasm that you bring, Tony, and I will feed off of it to have a, have a smile on my face as we have this, what is likely very intense conversation about, uh, intense, yes, intense, but, uh, valuable, uh, and valuable, not but intense and valuable and informative. Uh, all right, I’m, I’m happy to spread, uh, enthusiasm. I hope, I’m glad it’s infectious. All right. Um, so we’re, we’re talking about the outlooks. You know, what, what are we, uh, anticipating, paying great attention to? Uh, in this new year 2026. Uh, Jean, let’s start with you. Uh, you’re, you’re concerned about, uh, risks to nonprofits in terms of our, our, uh, political. People, uh, I almost say foes, but a lot of our foes, but not all are foes. Political folks, uh, legal attacks, uh, the, the, the community, the sector, we’re still as we were in 2025, um, at risk, you believe. Yeah, amidst all the rainbows, lollipops, and roses that we should all celebrate, um, yeah, there are, there are a few troubling aspects of 2025 that will probably linger through 2026 and beyond that we have to think about. So, you know, I think, you know, just to start us off, it’s good to sort of take the risks into different buckets a little bit. Um, and so, you know, there are the legal risks, of course, and those of. Long been in existence and people and organizations can manage around that, but there are political risks now and a lot of what is coming out from the federal administration and those that support the federal administration are politically driven risks that line up with with the administration’s agenda so there’s that bucket of risks. Then there’s the whole public relations risk uh as we are kind of in in this um. Very polarized society and there are people taking sides and and various ways of attacking not just organizations but individuals within organizations and so you’ve got all of these areas of risks to think about and. I, you know, I, I think the overall goal where I’m hoping to continue to see those, you know, raindrop rainbows and lollipops and roses is just to, to be calm and, and sort of just say, hey, we’re all mission driven organizations. We know the game, um, it’s a changed playing field over the last year, but we still know what our goals are. We still know what our mission is. We still know what we need to do, and we’re going to keep trying to do it because that’s what we always do. And um just to keep our eyes open on that, yes, the playing field has changed. We’ve got risks to to to think about, um, but let’s look to. You know, sources like Tony Martignetti nonprofit Radio, so we can help manage those risks and stay calm and stay focused and and on task. All right, so Amy, Jean is. Helping, you know, wants us to be grounded, like, you know, grounded in our mission. Yeah. Uh, are, are you, uh, are you on board with that? Absolutely on board, um. You know, in December, I had the privilege and opportunity to be at a couple different gatherings, one focused on cybersecurity, one focused on a regional gathering of, of nonprofits, so all across different mission areas and Two conversations from those spaces kind of carrying into our new year outlook here and, and maybe this idea of being grounded, is that I think there’s, when it feels like every single thing needs work and every single thing is hard, it’s so Easy to be overwhelmed and be like, OK, well, it’s not even worth doing anything on security unless we can do everything. And that’s just not the case, right? Being grounded in that same feeling of, as Gane said, like, we know what our work is, we know what our mission is, is bring that same attitude to all of these pieces of technology and data and security that might be on your list, might be things you know you need to work on is. Doing one of those things is better doing, doing none of those things. And just as much as you know your mission, and so you’re not going to get distracted by the politicization of every single one of our missions right now, you’re gonna stay focused. I think that’s the perfect framing for making these decisions around technology or security or data. You know your mission. And if your community, your constituents, your service recipients are not safe to receive those services from you, then you’re not able to meet your mission. So if you have to make a decision about, should we collect this data? Should we store it over here? Should we have a web form for this, you can go back to that frame and say, Would this form make our community members unsafe? If so, how do we get rid of the form, right? OK, our funder requires that we report the number of people in our services that are in the county, because the county is our funder, right? Great. You can collect if someone is in the county, you don’t have to store that check box or their home address in their profile in your database, right? That, that data can live in different places and that protects those community members. If you ever had A subpoena or a request for that data, right? So if you can come back to this, we do know our mission. We are not being distracted from it, and we are going to keep our people safe. It really is, I think, a strong Impractical for every single staff person, not just someone on a, on a technology team to make a choice about technology systems or, you know, how you’re implementing data. That’s one bit of grounding I wanted to offer. OK, let me, let, before you go to your next, that is, it’s, it’s very consistent with the last time you were on. Which was like, uh, I don’t know, September or October of last year. And, you know, you take one step at a time. It’s better to do one step than to do no step. It’s better to take one thing than, than ignore all three because they all seem so big. And, and what we’re really adding is, and I think this is also consistent with the last time we, the three of us were together, you know, it’s not only our mission that grounds us, but now we’re, you know, we’re, we’re, we’re more focused than, We were in 2024 on protecting those, uh, on our team, uh, those, those we’re helping, those getting our services. I mean, that, it’s not that we ignored that in the past, but it, it’s a, it’s a greater area of focus now, you know, protection around data, technology, security, protection of those folks is, is just more of a focus. So I, you know, it’s, it’s like you have this through line, you know, it’s still you’re consistent. Yes, totally. I appreciate you naming that. The other piece I wanted to carry forward from these recent conversations I had at, at these conferences are folks were, you know, I may be talking about data privacy and, and how vulnerable data is in our organizations. And folks said, OK, well, so what’s our, what, how do we change our policies for these next 3 years. And I just do not think that is the approach I would ever recommend. I think it is, how do you improve your policies forever? Why would you ever want to say that your data is knowingly more vulnerable, right? Um, and I also think that you’re going to have far less staff fidelity to Your policies if you present them as a temporarily changed policy and then we’re gonna change them back we’re like how am I going to remember? I’m just going to do the one I know, right? And then in 2029 we’re going to become what we’re less secure. We’re gonna, we’re going to go back to our less secure policies, right, because this is, I really think not a matter of. Who is in office in any level of office or anything in a beautiful, equitable world that I know we’re all here to build. I would want my data completely under my control, no matter where it is, right? So why would I say, well, until we get there, let’s go ahead and have these really bad data policies, right? No, let’s, let’s build those policies now and, and manage them, train staff around them, and build the confidence in our constituents that if you share data with us, Oh my gosh, like we are protecting it at all costs. We are making sure that program history or service recipient, you know, access is anonymized away from your address or or your demographics, right? Like we’re, we’re really protecting you if your data is with us. That should always be trust that you want to be building, right? So as people are, are Maybe building some of these data retention or or um data cleaning policies for the first time, or updating them because of these more urgent uh priorities, really don’t think of it as a, as a, we’re just gonna do this right now. Like this, this is building your policies towards the world you want them to be, and as strong and safe as they can be. Yeah, 100% on what Amy is saying, and, and I, I’ll just add that, you know, I, I neglected to talk about financial risks as well. And where it comes to Amy’s point is. The stuff that you need to do requires an investment, and this is at a time when a lot of nonprofits are very resource constrained. A lot of grants have been pulled. A lot of funders are deciding to get more conservative at this point where we hope that they would actually step up. But not everybody is. There are some like notable exceptions out there, uh, but, um, we need more funders and we need more advocacy for those funders as well. But in light of those resource cons you know, sort of constraints, nonprofits have to make really difficult decisions of saying, and, and I’ll just put it bluntly, we may not be able to. Give the same level of service and support to our beneficiaries now, but we need to do that so we can protect them in the future. We need to protect our mission. We need to protect our our team so we don’t lose everybody. We need to protect their safety and make them feel comfortable. We need to protect the whole infrastructure. And support system so we just don’t vanish, uh, which would hurt our beneficiaries much more. But those are difficult decisions because that may mean pulling back on some of the services you can give or not expanding or even contracting who you can help. So really tough decisions. I don’t want to make light of that at all, um, but these decisions have to be made, um, otherwise there are some really, really sort of. Um, bad places that the organization can go at the detriment of the mission, which is why the organization exists in the first place. I want to build on something that that Jean’s talking about here and connect back to, I think. Previous times when the three of us have talked together, you know, also talked about the board’s role in all of this. And I think this financial piece Jean’s bringing up often gets to be the front and center piece of board conversations, right? The finance, our fiscal, uh, fiduciary duty and, you know, making sure that the organization is financially stable or able to move forward. But in that same way, I think our duty of care as board members requires that not that board members are Taking action and logging into this database. Like, I don’t think board members need access to your technology systems, but board members should absolutely be asking, what is our data retention policy? I want to be sure I understand it as a board member and I understand the risk of our constituents based on what our data retention policy is. And I want to know that staff are implementing it and deleting records when they should be deleting them, right? I want to know that we have a staff cybersecurity plan that staff know what to do if You showed up to work and nobody could log into their email because your account had been taken over, right? Would staff know what to do? Again, board members don’t need to be doing anything in it. They don’t need to be deciding all these things. But if you are a board member, or if you’re a staff person who staffs the board, these Might feel like technology conversations, but the board should know them and should be able to say with confidence, they know what’s happening with data, with security in, in the organization systems, just the same way that maybe they, they really ask hard questions around financials. Financials or human resources, you know, do we have a non-discrimination policy, you know, how are we protecting, uh, preserving people’s workplace, you know, equity, etc. Yeah, yeah, it’s good. Thank you for reminding us of the board’s role, um. Gene, you, you, you, you talk to a lot of boards, Gene. What, what, what do you, uh, what are you hearing from, from those key volunteers? Well, I, I, I’m hearing, um. You know, quite a bit of concern in some cases, you know, fear about whether their organizations need to scrub their websites, whether they need to change their programs, whether they need to stand up and double down on their messaging, whether they can include things like DEI or abortion in their name or mission. Whether they need to change how they report things on their Form 990s. Um, so all sorts of things that that boards are considering right now, um, and just to add on Amy’s point and, and, um. All of those decisions are so important for the board, but getting back to the financial piece, what boards can do is say, yes, you know, the financial sort of um governance is part of our job, but we also need to think about how the financials are going to support. This other stuff that we do, it’s not just about supporting our beneficiaries for right now. It’s about are we setting up systems to protect our beneficiaries from things they may not even be thinking about, but all of their privacy data, like all of that. That takes an investment to have a data retention plan and and sort of implement it and enforce it. That takes some work, and that takes HR time so just making sure that the board is down with it, that maybe you can’t quite do things just the same way you have been and you can’t go back to Amy’s point, um, you’re going to do things moving forward. In a stronger, healthier way, but maybe you’re going to have to do less of that while the money, you know, situation has contracted. So those are the tough decisions that that a lot of organizations are facing, and some won’t make it. Some, some, you know, you know, with the collapse in funding in the political and legal environment right now, there are some organizations that definitely won’t make it. But how does their mission go on? How do they make, you know, take advantage of. Others to be able to continue to provide services for their beneficiaries even if the organization itself doesn’t exist. Those are things boards need to be thinking about if they are kind of in that zone of insolvency right now. They’ve got to really be thinking very strongly about protecting their beneficiaries and advancing their mission even beyond the organization. I, I have sort of a poignant story. That, uh, happened to me last month and, uh, we’re talking about boards and Gene mentioned, well, you both mentioned equity and, you know, Um, and I only told the story. Yeah, I can anonymize it. I only told the story to one person. I told it to my wife. That’s it. But I, I think it’s instructive and cause I, you know, I didn’t tell anybody else because I, it’s not. Uh, a story that like I’m looking for like self, you know, I’m trying to self-aggrandize or something, but. It was a client, I, I was at a client, I was away in another state. I traveled to a client board meeting to present about planned giving, and I went to a terrific, uh, social the night before the board meeting, met all the board members informally over drinks and apps, you know, it was lovely. Um, I did some training that afternoon, again, the day before the board meeting with the staff. It was fun. It was like 87 or 8 of us. It was fun and, you know, I try to have fun trainings. Um, And then the board meeting came the next day, 9 o’clock in the morning. And they went through a bunch of, uh, agenda items, votes, votes, all unanimous, all unanimous, you know, it was sort of pro forma votes. Uh, they were approved the, the, yeah, and some of the things that, that, you know, uh, uh, approve this transfer for a scholarship, etc. And then came the, and then came the, um, then came a. Uh, a bylaws vote. And um they have a, they had. A sentence in there. Bylaws that said that the, uh, it was either the board or the board, um, What’s it called with the recruiting, the, the recruiting, the recruiting committee. What, what’s the, uh, you know, the, yeah, no, but nominating committee. It was either the board or the, thank you, it was either the board or the nominating committee will make best efforts to ensure that the board, uh, is non non-discriminatory, uh, not is equitable, and, you know, they would make best efforts to. Have a, um, a diverse, have a diverse board, that’s the word, OK, have a diverse board in terms of, and then they mentioned a bunch of characteristics, you know, gender and, um, income and age and location and things like that. And the vote was to eliminate that sentence, that single sentence from their bylaws, because the, they believed it’s now contrary to federal law. I don’t know whether that’s true or not, but. That’s, that was the explanation. And I, I, I can, I, I’ll never forget seeing that sentence. I mean, it was, it was the bylaws page was projected on the, on the screen so everybody could see it. And there were two remote board members at the meeting, but you know, the vast majority of the board was in person. But it’s up on the screen and it’s highlighted in yellow and it’s struck through, strike-through font, you know, that sentence about ensuring diversity on the board. Highlighted in yellow and struck through. This was not pro forma and it did have a fair number of comments. Only one board member spoke in opposition to the To the, to the, to the, uh, motion. Um, and I couldn’t see that person. They were, they were one of the two that was, uh, virtual. So it passed. It passed unanimously. Even, even the board member who spoke in opposition, that person either, well, they might not have voted. Either they didn’t vote or they, they voted for the the motion. I hope they voted again, they, I hope they didn’t vote, but they didn’t vote against it because there were no no votes. So it passed as far as I could tell unanimously. And I was just, I was struck as they were having this conversation. I, like, my head was in my, my, my palms and I was, my heart was pounding. And I was, I was just thinking, you know, if this is, if this is what they’re gonna do, it’s going this way. And then it did happen and. I thought, you know, this is like, this is a, this is a horrific moment. If I don’t, if I don’t do so, if I don’t stand up, then I’m acquiescing in this vote. And um, I got up and I just quietly, I walked over to the person who was my primary contact at the, at the organization, and he was actually leading the meeting too, uh, as the, as the staff person leading the meeting. I mean, the, the board chair led the meeting, but he was the staff person sitting right next to them. And I just, I went over and I whispered, uh, you know, in light of this vote, I, I can’t work with you anymore, and I, I wish you the best, uh, uh, for your plan giving program, but, uh, I can’t be with you anymore. And I shook his hand and I, And then I quietly exited. I didn’t say anything to the whole room. There’s no ground speech, no grandiose thing. I just whispered this to him. I mean, it was obvious. I was the one person in the room standing up now after this vote had just passed. Um, and then I said the same thing to another person who I had worked closely with for the 5 or so months that we were working together. I said the same thing to that, that, that person, and then I just quietly walked out of the room. You know, so we, we. It’s, and I sent them, I owe them money. I sent them a refund check for the balance of the retainer that they had paid me, that, that I hadn’t earned. You know, so I, I just, you know, you, you cannot, I, I, you cannot be witness to this. I mean, uh, maybe I’m a hypocrite, but do I check every board’s, every nonprofit’s bylaws to look for an equity and diversity statement in their bylaws? No, I don’t do that. I don’t. I don’t. But when it was, it was right there smacking me in the face to vote. Uh, uh, so I, I couldn’t, you know, I just couldn’t continue and that was, that was it. So I don’t know, uh, what’s the value of the story? I, I think we, we have to take a stand, you know, make a stand. Again, maybe I’m a hypocrite because I don’t check this for all the clients that I work with. I don’t. But when you’re smacked in the face with the, the, the elimination of the, the diversity initiative on the board. You know, I just think, I mean, that was just a, it was too far. And so we all have our boundaries, we all have our lines. That this is not a prescription for anybody else’s, but if you feel that something is not right, I mean, you have to, you have to, in your quiet way or make loud way, you do it any way you want. Um, in your way. You have to, you have to object. Mhm. Yeah, I appreciate that story so much, Tony. I, I, I hope individual board members can kind of take that, uh, as an example. Uh, I’ll let you know that I’m not so put off with. The sentence and the bylaws, which is a rare one to see, um, very few organizations would have it, but as, as you said, when you vote to eliminate it. There’s like one of two reasons. One is fear, and I think that was probably misplaced fear because a statement of of exercising good faith and best efforts to have a diverse board, there’s nothing illegal about that. It’s the rhetoric that’s coming that’s scary and media misrepresentation is not. Maybe not intentional in some cases, but just summarizing more nuanced language that sometimes comes out of government agencies or even the executive orders that are summarized in simplistic ways that make it sound like everything. Like DEI related is illegal, but it’s not illegal, illegal diversity is for you and I talked about maybe Amy, you were with us, illegal diversity, but that doesn’t make all diversity illegal and certainly not that bylaws provision, but if it’s not fear, then it is throwing out perhaps what many believe to be a core value of the organization and that is a reason for somebody who’s very, you know. Tied to that value and I appreciate, you know, that, that you are, Tony, that, you know, well, I, I hope some board, you know, I hope some of the board, I mean, there was the one board member who spoke in opposition. You know, I, to me, uh, you know, I would resign that board. I would resign that seat. Or educate that board to understand that if it was fear based that it was misplaced fear like and get back and in touch with their values so that their values and mission driven, not just purely like the statement in our in our. Uh, our 990 mission statement controls everything that we do. It’s our values and the fundamental value that I think every charitable nonprofit has is to preserve the dignity of the individuals that they benefit and that work for them and you know preserve the dignity of everybody involved. We don’t just serve food in a in a. A trough and say you know this is the way we can maximize the amount of food that we can get out to people, that’s ridiculous. Dignity is at the core of every organization’s values that that I would believe in anyway and if you’re throwing that out, you know, I understand why a board member particularly should walk away from that. It’s time for Tony’s take 2. Thank you, Kate. I am indeed excited for 2026. 1st, it looks like we’re going to have a new sponsor coming shortly. Uh, could still fall through. You never know, you know, like the ink is not on the, the signature is not on the agreement, but it looks very promising. We’ll leave it at that. If they don’t come through, the show is canceled. No, of course, we continue without sponsorship, no sponsorship. I mean, uh, we’re grateful for sponsors, but without them, of course, the show continues. We haven’t had a sponsor all of 2025. Uh, ended, uh, the sponsorship there ended in like March or something. So February, March, so that was Donor Box. So, um, yeah, let’s see what happens. Looks promising. And I am publishing a book this year. September, September is gonna be the publication of my book. Here’s the title. Planned giving accelerated. Finally, someone wrote a cut through the shit, no nonsense, practical step by step guide to launch long-term legacy fundraising at your small to mid-size nonprofit. Simply in one week, and you start with bequests. The title may be longer than the book. That’s OK. You’re gonna be hearing more about this. It’s, uh, I, I think that’s a pretty self-explanatory title. If you were able to stay with it. You know, if you got distracted, it’s easy to get distracted in the middle of the title. You might not have heard the, been conscious of or, you know, actively been listening to the entire title, um, but you, you should have gleaned out of that. Like the title is so long, it needs a takeaway. Uh, the takeaway from the title is that, uh, it’s about launching planned giving at small and mid-size nonprofits. There you go. And I will, of course, be talking more about it. Again, September is the publication date. Uh, I’ll have some, some, um, Early release info for, for listeners, of course, um, discounts on, uh, advanced sales and stuff like that. So you’ll, you’ll be hearing about this through the year. So yeah, so I’m excited for 2026 for a potential new sponsor and a definite new planned giving book. And that’s Tony’s take too. Oh, and Happy New Year again. How come we, we can’t say it enough times because, uh, you know, because I’ll, this, this, this will offset all the holidays that I forget about until the following week. Uh, I forget, the associate producer doesn’t remind me, and, uh, they go unnamed until the following week, which is, is bad. So, multiple Happy New Year’s as, uh, offsetting to the late holidays that the late holiday. Announcements that will come undoubtedly throughout the year. Happy New Year. That is Tony’s take 2. Kate, Happy New Year to you too, Uncle Tony, but also congratulations on your new book, or about to be a new book. About to be 9 months, but it’s coming. Yeah, thank you. It’s, uh, it’s on its way. Thank you very much. Uh, and it was very good to see you over Christmas, you and the family in New Jersey. That was great fun, great fun for several days. Because I’m not a new associate producer, am I safe to assume that I will get a signed copy of this book? Uh, with your payment, yeah, absolutely. If I buy the book, you’ll sign it. Of course, I will. Yeah. It’ll be available for you as, uh, as it will for, uh, millions of others, uh, on Amazon and Barnes and Noble and wherever, wherever fine books are sold. OK, guys, I will be auctioning off a signed book by Tony Martignetti on my Facebook. What a, what an exploitative capitalist. You’re gonna, you’re gonna, I don’t know how much more that’s gonna be worth. Uh, it might actually detract from the value. Oh, because it’s tampered with having my, it’s tampered, right? It’s, it’s, it’s, it’s defaced. It’s, it’s defoliated. It’s spoiled. It’s jaded. It’s cashed. It’s spent. Those are all good words. I don’t know if they all quite fit the meaning, but it’s all close enough. All right. We’ve got Bu but loads more time. Here’s the rest of 2026 Outlook with Amy Sample Ward and Jean Takagi. I really appreciate, well, Tony, you sharing this story and, and taking action. I do want to absolve you of any obligatory guilt, as you’ve named, you know, well, I don’t go and check all these things. There’s no way in our human capacity. We only have so many Beyonce hours in the day, right? So like you, you, it is not reasonable to expect that you’ve had access to or the time to find information on every, every single organization that maybe you give advice to because you also just give advice to people even if they weren’t a paid client, you know, and so that that’s not a reasonable expectation for any of us. And as you said, When the opportunity to stand by your morals and values came up, you did stand by them, right? It’s not, OK, well, I guess you should have, that’s disqualified until you go back in your history and you double check every client you’ve ever had. That’s, that, that’s not reasonable, right? When the opportunity was there, you, you took action. And I appreciate Jean, you bringing up. Uh, values and Helping folks think about that, while also in that same sentence talking about fear because we, we know from both a nonprofit like marketing and advocacy perspective, but also a political advocacy perspective. Fear is so influential because people become immobilized and irrational when they have fear, right? And that’s why fear is the operating model of the last 12 months, because it, it’s so much easier to influence scared people, um, than it is thoughtful, powerful, calm people. Right? And so, if we can use Tony’s story to say that maybe there’s a conversation in your organization, whether it’s with your board or with your, your staff or both, and maybe, and hopefully it’s not the same as Tony’s story, and you’re thinking about, you know, eliminating a sentence like that or, or doing something similar. Whatever it is, I think part of Operating differently right now as it has been in 2025, but will continue in 2026, is not believing that anything is so urgent, you have to operate in fear. That you can take the 30 seconds to walk away from your machine. To take a deep breath and to say, OK, what, what’s actually important as I deal with this potentially phishing attack, or deal with this funder who’s just sent us another decline, or, you know, whatever type of fear-inducing scary message you’re getting or, or conversation you’re about to have. There is no reason you can’t take 10 seconds for that breath to ensure that you’re not operating in fear, because you’re just, you’re not going to serve your mission, you’re not going to serve yourself, you’re not going to serve your community, especially if all of us are operating in fear. The more of us who can take that breath before we make a choice, or take a vote, or make a proposal. that’s going to add up to a lot more calm, confident choices than irrational, scared choices, you know. And, and a big part of that is why the, that’s a big reason why the community needs to stand together. Because that will help, that helps reduce fear. But we know that we’re not alone, we’re not isolated. You know, uh, that everybody’s taking a breath before we come back to this decision. Yeah, and regardless of what your mission is, I mean, I wouldn’t care if it was, I’m not a big supporter of guns, but, but I wouldn’t care if it was the National Rifle Association. I would stand up for their right to exist as much as I did for the Corporation for Public Broadcasting, um, and, and Plan, and Planned Parenthood. Yeah, you know, I don’t care what the mission is. It’s, it’s, it’s, it’s the right to exist and, and the community is so much stronger when it is united, united. And, you know, I think we saw that in the, um, The whole GoFundMe chaos week in, it was October. Uh, the community came together, this beautiful diverse community came together and said, this is too far. You know, this is corporate greed. It’s, it’s overreaching. We don’t know where our data, who gets the data. We, we, we don’t like the fees. And, uh, uh, you know, it played for me, largely, and a lot of people played out on LinkedIn. That’s where I was posting about it and others were as well. And, and, and our big diverse community came together and spoke with one voice. And. They removed the pages or they de-accession the, you know, whether they, they did, they deactivated the pages, they didn’t remove them. The, the 1.4 million that GoFundMe created. So, you know, there was an, uh, an instance of the community coming together in a united voice saying this is wrong. And I would say it took too long for GoFundMe to react, but I wouldn’t say it was too little, too late. It was just too late. They actually did what we asked. They just did it several days later, but they did come around and, and I think that was a, that was a. Uh, a, a big, a big win. Uh, it was, it was something that the community should, should celebrate that we came together around that. Mhm. Yeah. And carry that energy through the rest of the year, you know, I really, I think from the start of 2025 to the end of 2025, there was such a notable and noticeable, and to me, very welcome, even if late. Uh, shift in the sector of saying, oh, we don’t maybe just want to click accept on every single one of these AI tools. Oh, maybe we don’t just want to enable every one of these AI products to suck up all of our data. Like, people actually really came around this year from, oh my gosh, adopted as quickly as possible, which had been carried over from 2024 into, hey, I want to read these terms before we actually use this tool. And I, I hope like that same momentum of If it’s, if it’s bad for you, it’s bad for all of us around GoFundMe, carries forward into folks collectively across the sector saying, hey, unless our data is actually private, which I can tell you, like, it’s not. We’re not using the tool and, and we use our voice, not just. Locally, but also through not having those accounts, right? Our adoption and participation in technology is actually more influential than any money we put at it because as a sector, there’s also lots of programs to give us free access, whatever, right? And so just not adopting some of these tools until they can meet the needs, like we said at the very beginning of this conversation of keeping our mission and our constituents safe and that data safe. I think We, we have nothing to lose in, in saying we demand that before we’re going to use these products. And Amy, clearly artificial intelligence is something to keep an eye on in 2026. It’s, it’s, it’s only accelerating. Uh, are you, are you seeing, so you’re, you’re, you’re seeing greater skepticism now than, than you were earlier in 20 early 2025-ish. Yeah, for sure, more skepticism and also. You know, not that it is or is not skepticism, but it’s just a separate kind of space where organizations are saying, you know, I, I want to know what’s going to happen before we do this. And I think that It isn’t worth adopting at all costs. Like, if we have a bunch of data on folks receiving You know, refugee status, services and and entry. It’s not worth the risk to say that our staff are going to use some AI tool to help them write messages to those people, right? Like, it’s not worth it. And how, and, and again, it’s not because I think there’s a lot of folks across the sector who would identify as a, as a quote unquote AI expert, and I don’t, I don’t believe there are any, but it’s not because people feel they have expertise at the technical level. I think it’s because there’s been enough education and kind of those calm, let’s take a breath and think about this moments where across the sector, folks are saying, Huh, I don’t think this is serving us. And I think there’s something in this that is gonna, we’re gonna have to be accountable, and these platforms are not, and that’s giving me some pause, you know, back to, to board and risk and all of those pieces that Gene’s already outlined. AI is really, I think, prompting folks to say, We just need to have a little bit more information because this is on us if we, if we put the data in there. That’s very gratifying to hear. I, I think that’s enormously healthy. Yeah. And, and, and it goes to what Gene was saying, you know, grounded in the mission. I mean, let’s take a pause and let’s make sure that we are focusing on what is important to us, and that includes in evaluating whether this Not so new, but, but very shiny object really, uh, suits us. Or, or, or does it not? And it’s decision making again from the leaders, not necessarily the board here, but from the leadership of the organization of this AI tool can make things a lot more convenient. You can do a lot with this AI tool, but on the other hand, Many of the leaders of the biggest AI companies now and like the head of the former head of NASDAQ has said AI is an existential threat to human existence that I didn’t, I didn’t hear that. OK, that has got to weigh in to say, well, maybe we need some guardrails here and if the nonprofit sector is not identifying those. The for-profit sector is probably not going to do that. So like this is like really key for organizations to start to think about convenience on one hand, existential threat on the other hand. Where do we stand on our values here? You know, how are our beneficiaries going to ultimately be helped by saving a few minutes each day by using AI tools where we’re just checking the box, agreeing to give up all of our privacy rights to it, and not even know what we’re doing. Um, so really important just to weave together some of the earlier points with this and not as a super scary alarm bell, but I do think that a number of organizations don’t realize that the amount of your data, content writ large are in systems. Held on servers owned by companies that don’t even have to disclose to you that they got a subpoena to turn over your data. And then you think about AI facilitating that extraction. Automatically and rapidly, you know, as far as us thinking about keeping our people safe and really protecting that data. It’s, it is. Kind of like a web and not just, you know, a, a circle that you’re that you’re operating in, because again, you’re thinking about that data in your database, but is your database stored through a vendor that Again, they have a policy, the government could just send the subpoena to them, and they don’t even have to disclose to you that they’re sharing the data out of it, right? So, really, if we’re doing resolutions, 2026 is maybe like truly read the user agreements on the tools that you have, so that you know to what degree you even can contain the data or the impact or or where it’s going. As we’re recording this as well, you know, news came out from the federal administration that there’s a plan to require tourists to give up their rights to their social media posts, to have them reviewed on entry for 5 years, and also have to give up all of the names and contact information of their relatives, including their children as a condition. To be able to enter into the country. Damn, I didn’t hear. I didn’t, I heard about the social media. I didn’t hear about you have to give up all your relatives, relatives part of the same to come visit here. So this is still planned. This is not, so it could be rhetoric and you know, the tourism industry certainly as the World Cup is coming, is certainly going to be alarmed by this. So maybe this is a case where the for-profit sector. We’ll push back on it, but can you think about how AI would be integrated in with such an order and what a nightmare scenario this would be? I don’t know if anybody’s watching Pluribus. Um, there’s this television series on right now where, um, It speaks a little bit to kind of like ultimate threats of where this could lead to, um, and again, not to, not to be an alarmist too much, um, but there are lessons to be learned, uh, from extreme situations and say, well, let’s not go down that road, let’s go down this more beautiful road instead. Damn, but That, uh, uh, it seems, it, it seems not infeasible, but, uh, it seems on such a scale like we have, we have, well, that’s why you have to use AI to do it and yeah, uh, we have tens of millions of visitors to this country, maybe it’s 100, I don’t know, tens of millions of visitors to this country each year. All those re all their relatives and that, that they give it, it’s encompassing everybody in the world. Tens of millions of people times we all have like 3 or 4 family members at least. Uh, we all have parents. Uh, I don’t know. Uh, OK. It seems like at a scale, it’s just, I don’t know, it sounds like Stephen Miller didn’t think through. That, uh, that initiative. I had heard about the social media part. I didn’t know about the relatives, giving up the relatives to come, to come visit for a, uh, uh, uh, go to a, A week in the Pacific Northwest with your family. See, I picked Oregon. I picked the Pacific Northwest. I didn’t say no, you go to New York City for a week. I didn’t even say go to San, I didn’t even say go to San Francisco for a week. Both of which are fine destinations, but I chose the Pacific Northwest. All right. Can I bring us back to data as I always do. Um, but something that I, I know Gene spoke of very briefly earlier, and I think is maybe prepared to speak on more, um, and that we did talk a little bit about when we, when the three of us previously met a couple of months ago, but Part of this contraction in the, in the sector, organizations losing funding or, or feeling unable to operate or being attacked and, and closing, you know, there’s all different reasons, but there are continuing to be organizations that, that close. And a piece of that from N10 side of things where we’re looking at the technology and the data is what it means for Program effectiveness, to know that these models did work, even though that organization is closed now. To know what data that organization had been seen in that county where they provided those services. And now that data is gone to, to again, say what was the level of need in our county before, right? And that’s not to say that I think You know, everybody should just sell or turn over or give away a bunch of data about people. But I do think that as organizations are thinking about dissolving or closing, or kind of letting go of their own independent organization and becoming a program of another organization or something that What to do with, with the data, not just constituent data, but like, your impact data, the proof that your programs were effective. All of those different pieces, I hope can be part of those planning scenarios so that we could say, OK, well, we’re closing and we work on housing in Clackamas County. There’s another housing organization. Again, we’re not turning over people’s names and addresses, but could we at least transition data that shows These types of programs have these types of effectiveness so that they continue the work and, and that we don’t lose on the knowledge that is ours as the community members in that county, that is our knowledge. That’s our data. And if an organization closes and deletes the, right, then it’s gone. And, and really thinking about that as a public good, that there can be places where we continue to hold that. Story of your work, but also the kind of impact evaluation program data anonymized and whatever, but I’m, I’m really seeing already the impacts of losing that information in communities. Yeah, that’s terrible. Uh, I mean, what a loss of, uh, of institutional knowledge and community. Yeah, you’re right. The data is of and for the community, right? How would we as community members advocate if we can’t point to the data that said these were services we used, you know. That’s where the boards need to come in as well. So if you let your sort of organization operate till its very last dollar and. There’s nothing left to sort of. Create that transition because there is a cost to this. You need people to help you sort the data, get it over, move it, transfer it, protect the private information. Like this all takes time. You can’t do this when you’re on your last week of operating funds, right? You have to make sure you’re paying your staff. You can’t tell them at the end of the day, oh, we ran out of money so we can’t pay you. And there are all sorts of additional problems that would happen there too, but Organizations at this time, there’s so many that that are kind of in this zone of insolvency right now that hard decisions need to be made. And so that’s kind of just another big thing. The other thing I wanted to get across really quick, Tony, is just because we started with risk mitigation. I think I threw us down different rabbit holes. But do the easy stuff. Make sure your filings are in on time, like document your board minutes, you know, um, your meeting minutes, um, make sure that you have them. If you’re doing stuff that you’re not quite sure could lead into issues, explain before anybody has audited you why you’re doing something for charitable purposes, why you’re doing this for your mission, so somebody’s not later accusing you of, yeah, you’re funding this illegal sort of demonstration and you’ve intentionally funded trespassing and all of these other violations. You know, if you have it in your file that goes, this is what we were funding. You know, a peaceful protest, that’s, you know, if you have those in your books, audits and things go by so much easier and it’s not a regulator going, you just made that up because we asked for it. No, it was already in your file. So just a quick few steps on risk mitigation. Yeah, that, that brings together all the, I mean, all the areas you talked about, uh, at the opening, Jean, you know, political, legal, financial, public relations. And they all, they all spin out of 11 of the, one of the four can lead to all four being, A, a crisis at the same time. You know, something political has legal implications, which gives you bad press and your donations stop, and there’s, there’s all 4, you know, all 4 implicated. Um Do you wanna, do you wanna talk, we have, we have some more time, Gene. Do you wanna, you wanna talk more about these, uh, you know, uh, collaborations on the positive end. Acquisitions maybe on the, on the other, on the opposite end and maybe mergers in the middle. You know, and, well, closing, closings would be at the, the, the closing like to your last dollar. That’s the, that’s the bad end of the spectrum, and then, and then it continues from there. I’m sorry, Amy, please, and I just wanted to add to your kind of Spectrum of scenarios that genes may be offering some insight to at N10, we continue to get phone calls from folks who aren’t necessarily identifying one of those scenarios. They don’t even know what scenario they would look at. And they’re, they’re calling because they’re like, we’ve been put on a list. What are we supposed to do? Like we didn’t, we didn’t do anything to get put on this list, but now we’re on this public list and I’ve of course given them the technology side advice, um, but I’m curious, again, yes, those scenarios Tony outlined, but also people that don’t even know if they’re facing one of those scenarios, because they’re really just coming to this as Well, now our organization is being targeted. We we’ve been put on a list. What are we supposed to do? Yeah, it’s, it’s great. It’s a great question, right? And there are all sorts of lists that are out there, but ultimately, you know, at the end of the day, there are probably only a few 100 organizations out of 1.9 million that are on some list that has got the attention of someone in power, so. Um, there are a few organizations out there that, that have the ear of, of congressional members, and, and they’re scary. It’s scary to be on those lists or on lists of, you know, letters coming off from Representative Hawley or, or, you know, some senator’s office. Like those lists are scary, um, but right now they’re mostly sort of. Will you give us this information request letters? They’re not even like you’ve done something wrong, we’re going to get you letters like the rhetoric that sometimes comes out of President Trump’s mouth about like you know we’re going to go after these organizations because they’ve done something illegal. There are actually laws and there’s a whole bunch of bureaucracy to be able to take you know a 501c3 status away and. Taking 501c3 status away does not freeze your funding or prevent you from operating. Um, so there are a lot of misconceptions out there. The freezing the funds and stopping you from operating are largely state level, you know, actions. Now there are a lot of states out there that may not be friendly if the federal government is pulling your 501c3 status away. But there are many other states where you probably won’t expect the same type of repercussions if it was a political, it’s clearly a political reason why they tried to take your 501c3 status away. And when I was speaking about the bureaucracy again, oftentimes when we speak about federal bureaucracy or The IRS is like such a headache. It takes forever to get anywhere. Now consider this with a huge loss of staff members and a lot of expert staff members and some portion of the remaining members who are a little bit resistant to what the federal priorities are and think about how dysfunctional that may end up being. So if you’re on a list, what is ultimately going to be the, you know, the outcome of that list for most organizations, nothing, right? For most organizations it goes nowhere. They’re going to try to scare you, they may ask for documents. You may not give them to them. Will they follow up on it? Sometimes they will, but they don’t have a lot of staff. Um, so like if you gave them 1000 pages of documents or even 100 pages of documents, the likelihood anybody reads them is like really small. What about their algorithms and stuff? Their systems are super antiquated, which is, again, reasons for criticism in the past, but like that, there’s some good side to that right now as well. If you’re, so, um, one thing is. We can’t live in complete fear. Some organizations may get targeted and may go down, but it’s not the vast majority of organizations that are worried about it that are actually going to go down. The ones that they’re going to target, probably a few big ones that have the wealth to fight back, and then just some random small ones. But the easiest ones to pick off are the ones that have low hanging fruit, and by that I mean they forgot to register in time, so Texas decided to take away their right to operate there because of that, all of the crowd funding platforms say, oh, you’ve been taken off from this state because you did not comply with their laws. You can’t use our platform in multi-state situations anymore. Other states could follow as well, so like don’t give them low hanging fruit like late filing. They’re probably not going to get you because you said DEI on your website or that’s part of your mission or abortion is in your mission. All of those things are legal, right? So what is illegal DEI? Well, employment discrimination is illegal DEI, so you can’t say I’m just going to hire a black person or I’m just going to hire a white person or an Asian person or whatever it be. You can’t say that. There are some private actions that we talked about before about making and enforcing contracts, the Fearless Fund situation, Tony, if you remember, kind of private. Funding and I think Ed Bloom has gone after someone else now. Ed Bloom funded the Harvard UNC Supreme Court affirmative action litigation that ended affirmative action in higher education and admissions. Yes, he is continuing to fund organizations that fund plaintiffs. They look for plaintiffs to sue. Not just nonprofits but for-profits or anybody that has any sort of affirmative action type program that uses a contract, so not using contractual language in those type of situations can really help, uh, but they don’t have the resources to suit everybody. So again, like if they’re. 100,000 organizations that that have these type of programs, yeah, maybe 5, maybe 10 get targeted. So are you going to stop pursuing your mission because of a 0.001 chance that like Ed Bloom’s gonna get a hold of it and. Probably not, and but you can take steps to avoid the risks. So, um, just sort of be on the look on the lookout. There are a lot of resources out there, and this is why collaborating with people and saying, hey, what good resources do you have out there? Like those things are really. Good just to say, oh, the National Council of Nonprofits, they’ve got some good resources, the Alliance for Justice, they got some good resources. There are, if you Google nonprofit legal defense, you’ll find a bunch of good resources and TED, fantastic resource, right? So there’s a lot of organizations out there that can help collaborate so you don’t feel like you’re by yourself trying to find every resource by yourself. Amy, I’ll give you the Give you all the, the final word because Gene, Gene opened us. So yeah, I just wanted to build on what Gene said and reinforce, you know, going to your state nonprofit association or the national council or You know, call the Boulder advocacy support line or, you know, and 10 groups. But one piece that I think you’ll find no matter where you turn, is that folks will say, you’re not alone. Hey, we have a whole community of folks just like you. And to your point at the beginning, Tony and, and Jeane too, like, All of us are probably scared, and if you’re not scared, you’re not paying attention or whatever, you’re right. But that we don’t need to be alone in figuring anything out. We are stronger, we’re calmer, we’re better, everything together. So don’t feel like, OK, I’m gonna find a resource and then I’m gonna keep it. If you find a resource, make sure you turn around and tell somebody else, right? So that we are constantly helping. In a networked community way, because that’s how the most number of our organizations will survive. That’s how the most number of our communities will continue to have access to our services. Like, No organization is alone in, in anything that you’re facing, and none of us can help you face it if you are, if you think you are alone, right? The Amy Sample Ward, our technology contributor, CEO of Inten. With them is Gene Takagi, our legal contributor and the principal of NEEO, the nonprofit and exempt Organizations Law Group. Thank you very much, Amy. Thank you very much, Jeane. Happy New Year. Happy 2026. Next week, be human and be yourself for best fundraising. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. Happy New Year again. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martinetti. The show’s 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.
Fabiana Meléndez Ruiz reminds us of the value of sound storytelling, and how to get your house in order before you go public with your stories. She shares sound advice on the great value of local media and how to build the journalist relationships that will help you get your stories told. Fabiana also reveals startling media consumption trends among Gen Z and Alphas. She’s the CEO of Refuerzo Collaborative.
We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners
Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.
Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio. View Full Transcript
Welcome to Tony Martignetti Nonprofit Radio, big nonprofit ideas for the other 95%. I’m your aptly named host and the podfather of your favorite hebdominal podcast. Oh, I’m glad you’re with us. I’d get slapped with a diagnosis of polymyalgia if I had to endure the pain of you missing this week’s show. Here’s our associate producer, Kate, to give you the highlights. Hey Tony, this weekend. Storytelling and local media. Fabian Melendez Ruiz reminds us of the value of sound storytelling and how to get your house in order before you go public with your stories. She shares sound advice on the great value of local media and how to build the journalist relationships that will help you get your stories told. Fabian also reveals startling media consumption trends among Gen Z and Alphas. She’s the CEO of Refuerzo Collaborative. On Tony’s take 2. It’s time to contact your senators. Here is storytelling and local media. It’s a pleasure to welcome Fabian Melendez Ruiz. She is a Venezuelan American communications expert and CEO and co-founder of Refuerzo Collaborative, a Latina owned agency nurturing the stories that reinforce community. Her agency is at Raffuerzocollab.com, and you’ll find them on Instagram at Rafuerzo Collaborative. Welcome to nonprofit Radio, Fabian. Thanks for having me, Tony. I’m excited to be here. A pleasure. I’m glad you’re excited. Thank you. Let’s talk about storytelling. Uh, you, you’re an expert, you’ve done thousands of stories. Let’s just start with the, the value of good storytelling. Why so important? Absolutely. So I, I think we need to start with my background a little bit. So I started, um, Working in PR and I did all of, all of the things. I did food and Bev and, and motor sports, um, and science and book launches, and there was a common thread and that was that I wanted to work with mission driven and mission-oriented organizations. Um, and so I always had the philanthropic bug, right? I always wanted to volunteer and serve on boards, and I did those things. And when I launched Refuerzo, uh, we carved a niche in nonprofits. So that’s, um, I think what would be relevant for a lot of listeners is, you know, why is a publicist on the podcast? Well, I work with a lot of VDs and a lot of boards and a lot of nonprofits. So storytelling is we wouldn’t have you if you did. If you were if you were still working for motorsports and food and beverage, uh, you wouldn’t be on nonprofit radio. You’d be on some, some corporate, uh, corporate PR podcast, but you wouldn’t be on nonprofit radio. So, uh, but we know, we know you’re bona fide because you’re here, but it’s good to share your background too. That’s, that’s fine, yeah, thank you. And um, so, OK, let’s talk about storytelling now. So, when we started working with nonprofits or when I started even before before so, and we started Working on PR campaigns for them. There was a thing that I noticed. And that is, they didn’t have defined stories a lot of the time. So the mission was defined, right? And the values and like the work. But I’m like, that is not the story. That is a, a part of the story. And that’s what should drive the story. But Um, we would have these conversations, and a lot of nonprofits would wonder, well, why aren’t we getting on the news? Why aren’t we being asked to comment about, you know, XYZ when we’re an expert? And I would tell them, well, it’s a storytelling issue because y’all are in a lot of ways, focusing on something that’s a little, a little more self-serving. So y’all are one. To be on the news because y’all want to be on the news versus wanting to be on the news because you have an angle for a particular community issue that is important. And that’s the the importance or that’s where storytelling comes in is it can’t be self-serving, right? Um, really, it has to be because you as an organization. Or as an ED or, you know, whatever, as a program coordinator, have a perspective on an issue that impacts a community that ties into a community issue, and you can tell a story about the impact you’ve done to support in solving that issue, if you will, um, through storytelling. I hope that makes sense. Yeah, well, we’ll have time to flush it out. Yeah, of course it does, and your, your point is, uh, Very important about being, you know, mission centered, right? All the, all the stories are about the mission, of course, but the mission itself is not newsworthy. The, the work, the work around the mission is, but you know, like publicizing your mission statement is not gonna get you anything either in earned or owned uh media. Absolutely. Well, and you have to remember, and you know this, right? Because you work with nonprofits and, and you’re in radio, right? But a lot of people don’t, and they don’t have to, right? Because a lot of EDs or people in nonprofits have other roles that aren’t marketing. But I think it’s helpful to know that, you know, newsrooms are operating very lean. Um, and I don’t think a lot of people recognize that. I think they hear, you know, newspapers are closing, all of these things are happening, but they don’t really digest that. So when you’re storytelling, you have to make sure that it aligns with that particular radio show outlet, you know, newspaper, magazine. And that particular journalist, because they’re getting 500 emails a day, right? So, what are you doing as an organization that is different, that is impactful, that is backed by data, that is backed by people who maybe have been impacted by programs and can speak on it. Um, you essentially have to be a journalist. Or yeah, think like think like one. Yeah. Mhm. OK, uh, cause you’re gonna be appealing to them. Absolutely. Right, OK, um, so we’re, we’re talking about storytelling for, uh, journalist, journalism channels, you know, the news channels, uh, news outlets, not so much social media and, and earned, uh, and earned media or other, other, I should say social media. It’s definitely for both. So I’m starting with um earned or like journalism because that’s where a lot of the crux of my work is. But yeah, I mean, social media is the same thing. I think the issue with storytelling there is that people want to go viral. Um, and I’ve had a lot of nonprofits tell me, well, how can we tell, how can we tell a story so that we go viral? And that is the biggest mistake, right? You don’t, you don’t want to post with the goal of virality, right? Like, virality is, you know, really more of a more serendipitous than that. It kind of just happens, right? Like you can be on top of the pulse of pop culture. Um, but if you post with that intention, it doesn’t happen. It’s very funny. It’s almost like the the least you want it, the more you will get it. So the more you want it, the least you will get it. Yeah, absolutely, that, that shouldn’t be the goal, uh, because it’s, it is, it’s too fickle, uh, like you said, serendipitous, of course, but, but, um, but if we have the right perspective and our expectations are appropriate, and we’d be using the same stories for journalism outlets that we’re using for social uh social outlets and maybe our blog as well. Yes. So the good news about storytelling is that, um, it never dies. So you can recycle that content as much as possible. Um, and really, I think we need to go back a little bit because, um, I think a lot of the storytelling. Workshops that we do and narratives that we do where we rework a lot of that for nonprofits. There’s a lot of internal work that has to happen. So, um, sometimes before we even pitch or help them with social, we have to sit down and have essentially, um, you know, a come to Jesus or, you know, Muhammad come to the mountain situation because Um, you can’t have good storytelling if your house isn’t in order. So we’ve had a lot of situations where, you know, there’s, um, maybe some discontent and a board, and, and that causes everybody to disagree, um, on what the story should be or what they should be doing moving forward, or we come in really with the focus of story. We always come in with the focus of like narrative workshops, but then we find that there are symptoms of other things too, right? Or Um, you know, we’ve had situations where we come in and everything looks to be in order, right? We’re like, OK, we have the story, and then when we actually sit down and are discussing with the board and the ED and everybody, we realized, well, we thought we had the story, and it makes a lot of sense for 2025, for example. But it doesn’t carry the organization for the next 5 years. So maybe there’s um something bigger there where we need to rework the mission or rework like what the actual um What the actual programs are, the services, like it’s, it’s funny how we come in to do marketing and sometimes it ends up being a bit of a bigger project because we want to help with the narrative and a lot of that ties into the narrative and so we end up having to sit down with a lot of nonprofits and say, actually, um. There’s other, other things we need to tweak so it all makes sense. Because storytelling has to align at every level, like we had, you know, a, a nonprofit who um wasn’t getting um Wasn’t getting people to sign up for their programs, um, like wasn’t getting young boys, but they were getting young girls. A lot of girls signing up for this like college program, and they were like, we don’t understand why we’re not getting, you know. Teen boys to sign up. And I was like, well, your messaging says girls. So it was never clear that it was, it was, you know, for teen, you know, at risk in general. It was just, and I’m like, the branding is really, you know, pink and it’s like, you know, I love it because our branding is pink, but if that’s, if that is not what you want, if you want this other target audience, we need to completely Redo the whole thing basically. Um, so it’s always very interesting how storytelling is never just storytelling. Let’s talk more about the the the the house in order before we can start to create narratives and, and, you know, talk about news hooks and things like that, but let’s talk more about what, what needs to be in order before we can find good stories to be telling. I love that question, um, because it’s the hardest, the easiest. So, um, first things first. There needs to be consensus, and I think in nonprofits that’s actually very difficult. At least what I have found is it’s very difficult because Consensus about what by who? What do you mean? Well, I’m we’re we’re we’re about to dive in, Tony. I’m excited. Um, yeah, around all kinds of things. So let’s start here. The mission and the vision. Oftentimes look a certain way when the organization is founded and they have, you know, the founder or the founders of the founding board have a certain like, this is what we want it to look like for the next, you know, however long and then throughout the years or the decades, as there’s different boards and different EDs and it strays further from the founders, maybe the vision changes. Now, part of the consensus building is. If the way that we are carrying out the mission and vision changed. Is that something that happened because it is a natural evolution of the org, or did we lose our North Star at some point? So that’s a question we ask a lot is this is this is pretty fundamental. I mean, if, if the, if the leadership. And the board aren’t aligned around. The, the, the work that the mission statement and the vision call for, this is pretty basic. I mean, that they need, they need some more, they, they need some more foundational consulting before they can start talking about going, going public with their stories. Oh, yeah. Well, and it’s interesting because we see this a lot. We see this a lot, and we will tell them, you know, that is not the work that we do, right? Like we need, you know, we recommend a consultant that we can come in and PR. And I think that’s something that’s really important for us as an agency is to do these things equitably, is to be able to help people and organizations determine like, hey, there’s a, a bigger issue here and we don’t think. In good conscience, I can do PR for you until this is settled, right? But at least organizational development, strategic planning, leadership development. Absolutely. And then there’s other issues, right, that we’ve kind of come in to say we need the house in order before we talk about this. So we’ve had, you know, situations where there was malfeasance, which Happens and nonprofits for unfortunately. Um, and so, you know, cases where money has gone missing or whatever, and it’s like public knowledge, but they don’t ever want to address it. And so part of cleaning houses, we need to come up with some statement because if I’m asking questions about it during this discovery phase where we’re trying. To get everything in order, a journalist on the line is going to ask about it, or someone in social media might comment about it. Yeah, for sure, you’re you’re talking about communications, but it sounds like the crisis is over and they’ve never fully, yeah, they never fully addressed it. Well, yeah, so right, so any any journalist is gonna ask questions about the whether you want to talk about it or not. Yeah. Right, but you’d be surprised how many it works, and I understand, right? I think nonprofits want to be, want to focus on the thing that they do best and that’s serving the communities that they serve. And so sometimes a lot of these, when we come in to help people get their house in order, um. It’s out of fear, right? They’re like, well, what if people lose trust? And I always tell people, or, you know, leaders, people will lose trust if you’re dishonest. Point blank period. But if we’re honest and we address things, There is more forgiveness to be had. And then there’s a more benign, um, more benign versions of like getting the house in order or consensus building. So we’ve had situations where, you know, um, maybe the ED, when they go out to network, talk talks about the org one way, but then we learned that program managers, uh, talk about the org another. Way and it’s all good. It’s all positive. They just have differing messaging in which they’re talking about the impact of the org. And so that’s an easier fix because we get everybody in and we do these like narrative sessions where we say, OK, let’s all come to a consensus as to what we all think. You know, the, the bio of the org that isn’t the mission or the vision, but like how we’re talking about it makes sense. Like, what are the things we want to highlight, what are the impact points that matter, what are the data points that matter? And then let’s come to a definition together so that there’s alignment. And obviously those are um Those are a little bit easier because it’s just tweaking and refining certain things. So that’s usually what I mean by cleaning house. And it’s a spectrum, obviously. There’s the smaller things and the bigger things that we have to escalate, but really I think a good marketing team, which is funny because I think people don’t think that, but a good marketing team is, is. Foundational to any business, I mean nonprofit or for-profit, and should be able to flag things and say, hey, you know, the reason the external messaging isn’t working on social or earned media or what have you, is because of these things that I’m flagging. OK, no, that’s all valuable. You gotta have strong foundation. Before you can go out publicly and and ask journalists to, uh, you know, to promote to promote your work essentially. But people don’t know that, Tony, and it’s, it’s bunker. I mean, it’s it is, right? Because that’s my job. But, and I live in it, right? But you would be surprised or not at how many EDs or or leaders are like, I just, I really want to be on the news and I’m like, you can’t. The messaging is too, it’s too scattered, it’s too messy. Yeah. And OK. And so not only the messaging isn’t. Consistent and, and, and all positive because the house is not in order, but OK, let’s say now we’re past that. now, now don’t we need some kind of a news hook? I mean, a journalist is, is very, very unlikely to just do a general sort of puff piece about your work unless it relates to something that’s timely and topical. Right, so there are. I mean, the good news is nonprofits usually do an annual fundraiser. And so I would say that’s the lowest hanging fruit in terms of a hook. Um, because a lot of local TV alis and radio shows do want to talk about events that benefit the community. So that would be an example of a hook that maybe is a little bit easier to pitch around, um, maybe a fun event like a run or a walk, you know, yeah, galas do get covered, um. You know, there are nonprofits here. We’re working with one who’s doing, um, not a gala. Their annual fundraiser is actually a food passport. Um, so they’re an AAPI organization and they work with the Asian community in, in Austin, and so they do um this really fun food passport where they connect with all the. Asian restaurants in the city, and they put together this like big discount passport and you purchase that and then you go to the restaurants that are affiliates and you get a discount at the restaurant. But again, see, that’s interesting. It’s newsworthy. It’s tied to like a specific cause. Um, they raise funds because they, you know, again, support health in the Asian community in, in Austin. So they do all of these translations in different languages. So that’s something that a reporter would be like, hmm. That’s very interesting. Um, now, in terms of news that isn’t, um, necessarily around an event or anchored around something like that, that’s where, you know, a lot of the cleaning housework really helps because as you’re defining narratives and things you find, um, you may find Uh, topics that are interesting. So this is an example. We work with, um, an organization that is actually like a non, it’s a nonprofit, but they’re like um a membership org, and they work with uh young women in Austin and basically help them develop their um their they help with professional development. And we were pitching around their big gala or their big, you know, award ceremony, and, and it was the, it was honestly a lukewarm reception and it happens from media, um, and we realized, OK, it’s very alumni centered. So this is in an Austin award that um That is open to the public. It’s the people that are nominated or alumni of the work. So maybe that’s why there’s a little bit of a barrier of entry for people to be interested in this particular event. But we went to the event and they had former scholarship winners speaking. And one of them said something that really stuck with us from a storytelling perspective. She goes, You know, I’m really thankful for this org because I went from a GED to a PhD because of their scholarship program. And I said, That’s it. That’s the story. Um, it is timely because there’s a lot of conversation, you know, I mean, we don’t have to get into it, of course, there’s a lot of conversations about, because of the current administration, things are shifting, and so, you know, that does impact scholarship recipients and so to have the story of this. Um, this, you know, she’s a woman now, um, was younger when she got the scholarship, but how she went from a GED to a PhD. I’m like, this is it, this is timely. It’s relevant, it’s interesting. We have the data to back it up. We have the scholarship numbers they’ve given out. Um, and That’s how we came, we came up with that that pitch angle. So really it’s thinking about, you know, what is going on in the news? What is going on in your city? What is going on in the world, and what are y’all doing to kind of move the needle with a particular issue. This is all valuable, uh, Fabiano, because, you know, we’re, we’re focusing on local media. You know, we’re not, we’re not setting our sights to, you know, whatever, the Chicago Tribune, the San Francisco Chronicle, and the New York Times. We’re, we’re talking about local media, local media, smaller, smaller mid-size nonprofits, which is where our listeners are, um, and, and most likely, most of their donors or all their donors are in the local community. And I mean, the community might be a state, you know, it might not just be your local town, but, but we’re talking about local, local media. This is, this is really, this is valuable. um Right. Well, and so many, you know, again, when I come in, people want, you know, their pie in the sky goals are usually like a chronicle of philanthropy or like a CNN. And mind you, we’ve got clients in those outlets, so it’s not impossible, but Um, I believe that local media will never be low brow. This is like a joke I I make because I think people focus so much on like the Washington Post of the world and the New York Times, and the truth of the matter is we need local media because they cover your town and your city and your stories. The New York Times is not going to come in and cover. You know, whatever suburb of I live in Kyle, which is a suburb of Boston. They’re not going to do that. The only time we’ve gotten covered is because we ran out of water. So like, of course that made national news, but it was none of those like more positive stories are going to get covered because they’re focused on things that maybe are going to drive more eyeballs. So, you know, I think local media is incredibly important, and this is kind of my soapbox about we need to preserve it, but also Um, for a lot of nonprofits, it’s what moves the needle. Like we’ve had clients say our gala sold out because y’all got us on a local, you know, several local broadcast shows like we got more donors, we got more program participants, so it is very important. Let’s talk some about building relationships with local media outlets, which means local journalists, before you start pitching. Just getting them to know you, know your work before you’re looking for them to, to, uh, to publish about you. Yeah, so building relationships is instrumental, but sometimes what happens, everybody knows how to network, but nobody knows how to network right is another thing I kind of say. And because I think people do come into it, um, wanting it to be quid pro quo. And you can’t come into it like that. Even, even if the goal is to get them to cover your org, you have to make a genuine authentic connection with that person because they are a person first and a journalist second. So, um, and it’s the same thing with donors, the person first and a donor second, even though we want to get the other way. So, um, when you are out at, you know, a gala, a conference, like out on the town, make True genuine connections with people, find some sort of common ground. Like, I just, I mean, of course, that’s my my job, so I’m a yapper, but I’ll come in, you know, and start talking to people and they’ll say, you know, my daughter does dance. And I’m like, that’s wonderful. Like, what does she do? Ballet? Oh, I love that. I did, I still do point as an adult. And so we find an actual true common ground that builds. You know, a relationship. I also think the follow up is important. So I will meet people at events or I will tell clients like, You met this person, you need to email them the next morning and simply say, it was such a pleasure meeting you. You know, I would love to, I would love to chat more if you’re open to it. Like, you need to follow up because that’s, that’s really where you kind of funnel that relationship in and, and deepen it. Um, a lot of the journalists that we’ve built relationships with was just, Hey, I saw your pregnancy announcement. I’m so excited for you. You know, like emails like that, that became texts later, that now, you know, they’re they’re kind of on call. Now, mind you, I will say this, the relationship will not save you if the story is bad. So, the way to keep these relationships primed is one, Keep it authentic always. Like, these are not your friends, but also do not send them garbage stories. Send them good stories, really think about what you’re pitching. And that’s a great way to get them to call you. Like, we reached the point where I’ll get, you know, a local outlet that’s like, Hey, here’s our editorial calendar for the next 6 months. Like, do you have nonprofits that want to come on and talk about that? And that is golden. That’s how they’re like, OK, like we trust you because we, you know, we go to happy hour together, but you also never give us bad story. It’s time for Tony’s take two. Thank you, Kate. The federal budget proposal uh passed the House last week and is now in the Senate, so it’s time to contact your US senators. Importantly, something that was very bad, one of the many very bad things in the bill for our nonprofit community, got taken out. In the house that was the provision that the Secretary of the Treasury could unilaterally designate individual charities as terrorist supporting organizations and there was no way to appeal that so that got taken out in the house so our voice counts they didn’t, you know, Republicans have the majority and they didn’t just do it because they felt like it they did it because. People who support nonprofits, us included, spoke up. So that’s very good. So, now that, uh, that bill is now, as I said, it’s in the Senate. A few points that you want to make with your senators when you call or email. You want to keep that provision out. Remember that was the provision you may remember from last year it was House Resolution 9495. Well, it got put into the, the budget bill and as I said, it got stripped out in the house, so we wanna keep that out. So you just want to let your senators know it’s important to keep out that. Designation power that the Secretary of the Treasury had to designate charities as terrorist supporting all right? Also, the, the individual attacks on, on, on charities like on Harvard University, Columbia University, the Corporation for Public Broadcasting, National Public Radio. Our nonprofit community is strongest when we are standing together and that means standing for each of our members of our community and it doesn’t matter if it’s Harvard University with the largest endowment of all the charities probably in the world that $50 billion dollar endowment doesn’t matter. When they come for Harvard and they come for Columbia. And they’re successful, then what’s the 3rd domino after those 1st 2? And how easily is that gonna fall, and where is your charity or your sector? You’re part of our community in the line of dominoes, so it doesn’t matter that it’s the wealthiest charity. We don’t like the cuts against Harvard, Columbia, and also the Corporation for Public Broadcasting and National Public Radio. Those 4 members of our nonprofit community have been singled out for defunding. And as I said, you know, after those 4, where is the 5th domino? Is that you? Are you the 5th domino? We all have to stand together. So there’s a couple of talking points, you know, generally you could remind your senators when you contact them about how important the work is that all the nonprofits in the country do, and you could target your own specify your own work if you wanna highlight that as well. All right, we’re in this together and we are strongest when we stand together. So I urge you to contact your two US senators. Uh, if you don’t know who they are, you don’t know how to contact them, just Google, who are my senators. The first link is a link to a government website. You put in your state, uh, in the poll down, and your two senators pop up, right? Google, who are my senators? Please reach out to them. Support the community. We’re in this together. That is Tony’s take too. Kate. Although they’re going after these like big corporations, you might tell yourself like, oh, they’re not gonna come after me, they will come after you. Like it starts with the top and then they work their way down and they they will. Yeah. Uh, yeah, and they’re all charities, and all the charities, all the nonprofits are vulnerable. So that’s why we each have to stand up for All of us, each of us. We’ve got Bou but loads more time. Here’s the rest of storytelling and local media with Fabian Lalendez Ruiz. I love the relationship will not save you if the story is bad. It won’t. And, and, you know, it’s, it’s like that with friends that you have normally too, right? Like how many good friends do you have that are like, Tony, you’ve told me this like 1000 times. Like I’m kind of sick of it. Yeah, actually my friends do say that, yeah, um. My, my few. So yeah, uh, you know, you can’t be pitching them every week or even every month, you know, your board meeting is not in a newsworthy event. Uh, you know, yeah, so you have to just manage expectations around the relationship. They’re not your journal, they’re not your publicist. They’re still a professional journalist. They’re still interested in what’s newsworthy, but, you know, everything that you think merits. Publicity doesn’t mean that. The, the broader world or anywhere the world outside your office is gonna be interested. Right. Well, and I also, this brings me to news shocking. I do want to talk about news shocking because that’s something people may not be, you know about it, but people may not be familiar, so. News shocking essentially is when there’s some sort of breaking news or a hot topic in the news and you leverage that to pitch your or, right? So, um, here’s the thing, here’s the caveat with that is, people abuse that and then it becomes either really insensitive really quickly or really frustrating for the journalist. Um, so you have to have a modicum of self-control with news jacking. Not every news jacking opportunity is relevant. But, you know, for example, we had an organization that works with um Latinos voting in Texas and so a lot of their Areas of expertise are helping Latinos in terms of civic engagement but also immigration issues and things like that. And so when um in you know January through the last couple months when there were all these administrative changes around immigration that were going to impact people, we started news jacking and we simply sent an email to like Politico and The Hill and all of the ones that were covering this and even local affiliates saying, hey, we represent this org. They can speak about this area of expertise or available to comment. And because of that, we got, um, I believe it was the Associated Press was like, hey, I’m actually writing a story about Like immigration, does the ED want to comment? So, we were very responsible and very strategic about the news hacking because it was, you know, we’re dealing with human lives, right? So, I think sometimes people get excited news hacking, like, there’s people who, you know, you can imagine, and journalists don’t love that because it seems very insensitive. And also like, why are you pitching me this thing that has nothing to do with like People dying. Um, so we were very strategic about it and it it paid off, so news shocking is fantastic, but again, we have to be very careful with it. Yeah, the messaging needs to be appropriate. Sure. All right, um. You, you, uh, Say that nonprofits should operate as businesses with experts. And not just Organizations focused on the social good. What what do you want us to take away from the corporate side? You know, um, not all of them, right? I don’t want to generalize, but a lot of businesses on the for-profit side do really well in terms of narrative building because they tout their leaders as experts, right? So, um, they are on MSNBC and stuff all the time talking about the market or, you know, whatever, because Because they’re seen as experts now. Whether they are or aren’t, that’s not my call. I focus on making sure our nonprofit experts are actually qualified to speak on things. So, really, you know, I’m a softy and I love the soft side of nonprofits, so that is not an issue for me. But I think for, you know, um, donors or even like the media, sometimes they need someone to come in and be more data-driven, more impact driven, and speak as an expert, as an authority on a thing. So I think nonprofits should balance the, um, how much they leverage like the softer side of things and how much they come in and say, hey, actually, I’m an expert in this topic. I’m qualified to speak on this thing, and, um, that is what we’re wanting to speak about. And usually when we pitch experts in that way, like we say, OK, yes, she’s an ED but she’s a certified clinical social worker, or yes, she’s an ED. But she’s, uh, she has a PhD in education and can speak about education. It goes a lot further than just, and I don’t, I don’t mean just as injust, right? Cause I think the impact is important, but it goes a lot further than just like, they helped 10,000 kids go to school. Cool, but like, what is she actually an expert? Yeah, well, uh, child development, uh, the, the benefits of early, early intervention, uh, the benefits of early education, uh, the benefits of structure and early ages, you know, yeah, so yeah, it’s it’s unfortunate. Go ahead. Well, and I was gonna say that’s, you’re absolutely right because what happens is a lot of EDs and leaders, those people lose themselves in the org, right? And it should be, again, it should be a balance of, we have this amazing impact, we have these amazing programs, but also I myself am an expert and that’s why I’m at the helm of this org, because I can speak on this thing. And I think that’s what we can learn from for-profits in that, in that case. But, um, what were you gonna say? Um, that, uh, it’s unfortunate that, you know, the thinking is, well, she’s an executive director, but like that’s a, like that’s a negative, you know, being an executive director or anywhere leadership in, in a nonprofit is a, is a, is disadvantageous is it means they’re unaware, you know, but we can overcome that. Negative stigma and stereotype because she has a degree or because she’s worked in the field for so 25 years, you know, nonprofit leadership is expertise in in the area. It’s acquired over decades, um, it’s leadership, it’s, it’s drawing people to the cause as, as investors call them donors, but they’re all, they’re investors as well. Um, it’s, it’s hiring and retaining. Talented people to work with the, the program, whatever, whether the program is humans or animals or the climate or or water, you know. So it is, I mean, that the it it subsumed in being a CEO or executive director is expertise. I think it should be more like she’s an executive director and she she can speak on this topic that’s, you know, water, she can speak on water quality or food deserts or, you know, whatever it might be, whatever the, whatever the new jacking situation is. Absolutely. Well I think a lot of the issue, Tony, is, and this is my personal opinion, just based on the orders I work with, there is a crisis of empathy, and I think we’ve been in a crisis of empathy for a long time, um, where people see the softer jobs as less valuable than, say, a CEO. But again, when I come in to work with orgs, the first thing I tell the board or whomever’s in that prelim meeting is, the ED is a CEO. Yeah, so we, we need to treat it in this way. Yeah, I, I prefer the title CEO president or uh or executive director, um, but because it establishes chief executive officer, yeah, but the hypothetical person you’re you’re suggesting like shouldn’t shouldn’t even be on a nonprofit board. If they think they think nonprofit leadership is lesser than corporate leadership, I mean, all the things I mentioned, plus I didn’t even mention financial management is, is balancing budgets and budgeting and forecasting just, just the way corporations do. So, you know, that’s bullshit if, if they’re looking down at the CEO, uh, they don’t belong on a nonprofit board. But and it’s not even, you know, there’s a very, very small percentage, I think, of boards where I’ve had to come in and say, uh, the CEO does not work for you, right? Because there are some that think they can boss the ED around, but that’s neither here nor there. But even, even outside of nonprofits, like, there are, there is, I believe, uh, a belief that these leaders are somehow, I don’t want to say less capable, but are somehow. You know, because it’s a softer, perceived as softer, there’s something lacking, and it’s, it’s very interesting to me because I don’t see it that way at all. And, you know, do you find this in uh in journalism circles? Not necessarily journalism. I think that’s the perception of um. Regular people. So people are involved in the world, and I think that is important though, it’s important to have a barometer of those things because I think engaging the community is important. I think community education is important and a lot of the work we do as a, not even with clients, I mean, yes, but as us as a PR agency as an authority is talking about. The importance of these organizations and how you can see a nonprofit and think it’s soft, but they do a lot of technical work, a lot of things that are valuable, and they uphold a lot of the things that we need in society. So, you know, I, I always think it’s important to discuss because I’m like, no, this is what people think and it And it’s bananas because it’s sometimes it could even be people who benefit from the programs who are like, well, I don’t know. I don’t know if nonprofits are actually, you know, like, good. Um, but again, it goes back to storytelling and how we’re telling stories and how we position leaders and, and, you know, how we build public trust. Yeah, that’s all, that is all essential. Um, and especially now I think with this administration, you know, Elon Musk saying nonprofits are a Ponzi scheme, people just get rich and then they retire, you know, all these. Not even stereotypes. It’s more it’s talking about bullshit. It’s just nonsense and totally reflective of the, the cadre of. People who are, you know, if you want to talk about the soft side, that means they’re passionate, that means they have a passion for the work that goes deeper than, uh, earnings per share and, and stock price and, you know, buybacks and, well, that’s buyback is not a measure of financial stability of a company, but you know, earnings per share and, and, and profit and quarterly. Um, quarterly quarterly metrics that are all financial. There’s a passion that goes beyond all that. So that’s what I would call the soft side zeal for the work. Absolutely, and I think that there’s a level of strength. And that is immeasurable when you’re a leader that is OK with putting yourself in the line of fire. Which a lot of nonprofits end up being, especially, you know, currently, I think there’s a lot of strength. That is or isn’t so, you know, but it shows so much passion to say, I care so much about the mission. That even if, you know, someone picks on me specifically and and is trying to defend us, like, I will fight it tooth and nail, right? And, and I think that that strength, then it shows so much about the, the level of, of care and and level of the work. But yeah, I mean, ultimately, that’s why I’m so. passionate myself about positioning these nonprofit leaders as, as experts because I’m like, this is how we have to cut through the disinformation because people don’t know. All right, well, there’s some work to do on the, on the public side. So much of, well, uh, you know, I. I see some outside the nonprofit community, but so much of my contact is inside the nonprofit community that’s you you get into your own echo chamber and, uh, you forget what perceptions are and they’re and perceptions are being hurt as the community gets. Defied and dismissed as Ponzi scheme. All right, let’s bring it back to, well, this is all related though. This is all you, you, this is all related to journalism and and media and storytelling because our stories need to overcome the perception of weakness and squishiness. That, um, that the public may feel about our about our work and the, you know, the, the, the, the luxury of it and because they don’t understand what how basic so, so much of the work is. Absolutely. Well that’s why I always say, I always tell clients, arm yourself with data. Arm yourself with data, because, um, if you want to fight this misconception that soft is bad, you need to have the data to back up that soft is good, right? That the work and the passion has had an impact. And mind you, a lot of nonprofits already do that, but you’d be surprised at how many, you know, haven’t like checked their numbers in 2 years. And I’m like, Guys, we need to, we need to Really, really like being meticulous about the data, but this is where storytelling comes in comes in as well, because journalism’s journalism’s journalists really do like the data. So that’s where that really shines. But the general public likes the storytelling. So like there is this component of storytelling in the journalism side, but if we’re talking about public perception, that’s where you need storytelling. Um, and you know, you and I are on social, so we’ve seen when you try to talk to someone and dispel something with data, they’re like, show me your sources or whatever, which is fine, but again, that’s not what’s getting through to the general public. The general public wants stories. So storytelling, I think is essential in a lot of ways, and you can pull different levers for different audiences, right? Like you can tell a story that’s more data heavy for a journalist and tell a story that’s maybe a little more, uh, emotionally driven for social media or for the general public. So that they understand ultimately what the work is. What more do you want folks to know about storytelling? And, and working with media that uh we haven’t talked about yet. Um, I think something that’s really important to note is there will be, you know, moments of, um, where the fire hose opens and then moments where it seems like you’re in a drought. And, um, what I mean by that is we have times where, you know, we, we work on a pitch and then that kind of takes off and a client is getting like 7 interviews and then they’ll start going live. Um, and it feels really exciting. And then that kind of stops for a little bit, and the client is panicking, and they’re like, What does this mean? And the work never stops. Like, we’re always pitching, but that just means, OK, like, you had your 15 minutes in a lot of ways for this segment of media. Let’s focus on social for a little bit. Let’s maybe, let’s see if there’s something you can talk about, or let’s write a blog, or like, what does the newsletter look like? So, the work never stops. It just changes medium. And we all change medium all the time, right? Like, I, I still watch the news. I have subscriptions to newspapers because that is my job and I like it. But, um, sometimes I get tired and I’m like, I need to get on Instagram or I actually want to watch TV. Um, so just as we change our own mediums in our lives, you know, nonprofits need to be agile and, and just and pulling levers at different times. And just because your local news isn’t covering you all the time doesn’t mean there isn’t a story to tell, just, you just have to find where to tell that story. Brilliant. Do you, do you still read um physical newspapers? I do. I do. Yes, and physical magazines. I have a whole stack behind me in that shelf down there, but, um, I grew up. So, like, I have fond memories of waking up every morning and my parents reading the news like physical newspapers at the breakfast table until I do that. Um, and if I can’t, for some reason get the physical edition, or they don’t give send it to me, I have the, the like physical on my iPad. Which is still, you know, and it’s funny because I think that there’s a level of education and PR that is going away, or like a level of knowledge, because I’ll, I’ll tell, you know, interns, Oh, this is above the fold news. And they’re like, What does that mean? And I’m like, right. Um, and it’s still a term that is used, but I think the The um origin is now lost, whereas I’ve had to physically show them a newspaper and say this is above the fold. So yeah, I mean, I think there’s there’s lots of instances of that, you know, lots of things that are. Current and popular now relate to the past. I mean, I, I look at my phone, my cell phone has an image of a, of an old kind of phone that you used to hold up to your, you know, the icon is a phone that you used to hold up to your head and had a wire attached to it, you know, nobody under 40 knows what that means, I don’t think. When we’re seeing a resurgence of physical media, um, so Gen Z and Jan Alpha do want subscription, like physical subscriptions. They want CDs, they want DVDs, like, yeah, yeah, like magazine and newspaper subscriptions. Yes, we’re seeing a resurgence. Because I think um people are tired of the fickleness of like the new subscription models. So, you know, having Netflix, but it goes up $30 every 6 months on a whim, and you don’t own any of those movies and so we’re seeing. Uh, younger generations return to physical things, like tangible things. A lot of them are giving up iPhones for flip phones. A lot of them are getting landlines installed. A lot of them are going back to malls, they miss physical shopping. So, and I’m very, I mean, again, I read physical newspapers, so I’m very pro own the things that you buy. Um, otherwise they go away, right? Like, and they’re never seen again. They’re in the Disney vault forever. So, um, own, you know, we’re getting a VHS because we started collecting VHS’s again and we watch them. So the physical media back, and I think that’s, yes. This is very interesting. All right, I, I, I am not aware of this at all, Fabian. Um, younger folks going back to DVDs for movies and, and physical subscriptions delivered. Newspapers and magazines. Yeah. I think we all got tired of, I think we all got tired of everything being so ephemeral. I understand that’s the same reason that I at 63 years old. Uh, baby boomer, but young, young baby boomer, young. It’s very important to know that. Um, I, I have a collection of a couple 100 DVDs that the movies that if I want to watch them. I’m, I don’t feel like waiting until they show up on, um, on Prime again where I don’t have to pay $4 for them. I wanna watch, I wanna watch. Well, my most recent one was, um, Citizen Kane. I want to watch Citizen Kane tonight, and I don’t want to have to go shopping around for it. And if it’s not on any of the services, then I don’t get to watch. Uh, no, no, I wanna watch it tonight. So that’s one of the couple 100 movies in my collection that are just essential when I want to watch them, I can. When it it goes to this idea, also there’s a little bit of um revisionist history happening with a lot of media where You know, I, I work on the PR side where if I don’t have the physical thing, the links will disappear. So if I don’t clip them, if I don’t get the physical subscription and a client was in a magazine or a newspaper, and they say, Oh, don’t worry, it’s also on digital, that’s cool. But sometimes websites get scrubbed and those links disappear and it’s like it never happened. So that’s, you know, my professional reasoning, but on my, in my personal life. You know, I love film. I’m like a big film person, and I’ve noticed that sometimes films get altered. Like the version on Prime, they changed certain things because they were like, Well, you know, and I get it. Like I understand it, the, the theory of why that’s happening because they’re like, Well, it was made at a certain time and maybe certain things aren’t appropriate, but I’m like, Yes, but also it’s it’s not the same thing. Now, now it’s the Amazon redux version, which, which I’m not at all interested in. No, it’s not the same. Yeah, but of course things have evolved. Times have changed, but the movie, the way it was made, that’s, do you have, can you, is it possible for you to name a favorite, can you name a favorite movie? Or is that, that’s, it’s too hard? No, I can name a favorite movie. Um, I’ve been watching a lot of black and black and white films right now, and, um, I just watched Mildred Pierce and I realized how much I love Mildred Pierce and how much I love that movie, um, and I just rewatched the original, um. The portrait of Dorian Gray, and I forget that that one was, um, it’s black and white, but every time they show they show the portraits in color, and I really love that, uh, because I think it’s a beautiful use of technicolor. I yearn for technicolor personally. I think movies now are too dark. Um, there’s not a lot of saturation or like beautiful colors, and it’s funny because directors say we’re aiming for authenticity, and I’m like, you can be authentic and still have some sort of color saturation. OK, right. If you like, um, picture of Dorian Gray, have you ever seen Sunset Boulevard? Yes. OK, you have, you know it. OK, good, good. Um, all right, very interesting, very interesting information about, uh, you’re talking about Gen Z, I guess, Gen Z and alpha. Which goes after Gen Z, yeah, they, they’re bringing, so there’s a statistic that like 29% of them now shop in store, so they’re reviving malls. We’re going back to mall culture because they want to hang out in a third space, um, but then, you know, there’s other grim statistics like 50% of them say that their career aspirations are to be an influencer, so, you know, balance. Mm. All right. Yeah, um, I’m focusing on the positive. They wanna be, they wanna be with people in real life. They wanna see their friends in real life. They don’t just want a game with them. Right. OK. That’s all very interesting. You wanna leave us with um just like a little wrap up, a little motivation. Reminder about storytelling and its value and local media, you know, tie it all together. You’re the expert. Absolutely nonprofits are doing incredibly important work. And the best way to thrive and survive during these uncertain times is to tell your story. Fabiano Melendez Ruiz. She’s CEO and also co-founder of Refuerzo Collaborative. You’ll find the collaborative at Raffuerzo Collab.com and also on Instagram Rafuerzo Collaborative. Fabian, thank you very much. Thanks for sharing everything. Thanks for revealing some things about uh Gen Z and Alpha that I had no idea of. Thank you very much. It’s a real pleasure. Yes, you too. Thank you. Next week, consciousness and intentionality in work and retirement. If you missed any part of this week’s show, I beseech you. Find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martignetti. The show’s 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.
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.
Donorbox: Powerful fundraising features made refreshingly easy.
We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners
Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.
Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio. View Full Transcript
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.
From The Chronicle of Philanthropy, Drew Lindsay uncovers the details from his two recent articles reporting on the impact of political polarization on nonprofit fundraising.
We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners
Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.
Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio. View Full Transcript
Transcript for 578_tony_martignetti_nonprofit_radio_20220214.mp3
Processed on: 2022-02-11T19:45:46.468Z
S3 bucket containing transcription results: transcript.results
Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results
Path to JSON: 2022…02…578_tony_martignetti_nonprofit_radio_20220214.mp3.730624931.json
Path to text: transcripts/2022/02/578_tony_martignetti_nonprofit_radio_20220214.txt
[00:02:25.84] spk_0:
mm hmm. Hello and welcome to tony-martignetti non profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. It’s the valentine’s Day show. I hope you and your valentine or valentine’s can snuggle a bit and do something special together or at least share that you’re special to each other. Oh, I’m glad you’re with me. I’d be thrown into para que sis if I had to hear that you missed this week’s show fundraising amid polarization from the Chronicle of philanthropy. Drew Lindsay uncovers the details from his two recent articles reporting on the impact of political polarization on nonprofit fundraising on tony stick to an example beyond polarization into conspiracy theory. Last week I said Amy sample ward would be on this week. You have no idea what it’s like working with these big time celebrities. There was a calendar mistake and it would be indiscreet of me to say who made the mistake. Amy, we’re sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot C o here is fundraising amid polarization. It’s my pleasure to welcome to nonprofit radio Drew Lindsay. He is a long time magazine writer and editor who joined the Chronicle of Philanthropy in 2014. He previously worked at washingtonian magazine and was a principal editor for teacher and M. H. Q. Which were each selected as finalists for a national magazine award for general excellence In 2005. He was one of 18 journalists selected for a year, Long Night Wallace Fellowship at the University of Michigan. You should be following him. He’s at Drew Lindsay C. O. P. If he was Drew Lindsay COPD that would be chronic obstructive pulmonary disease. But he doesn’t, he doesn’t have COPD. He’s at the Chronicle of philanthropy. So Drew Lindsay C. O. P. Welcome
[00:02:35.66] spk_1:
Drew, appreciate it.
[00:03:24.84] spk_0:
My pleasure. Thank you. We’re talking about two of your very recent articles in the Chronicle. one is donations in the balance fundraising in the age of polarization. The other is advice for fundraisers caught in the middle of political battles. I’d like to start with a quote from, from the second of those. And then, uh let’s let’s talk about what’s going on, quote at the extreme our episodes where blocks of disaffected donors protests and organizations position or work. But fundraisers report that even casual encounters with supporters can lead to challenging conversations about political and social issues. End quote. What does your reporting tell you what’s going on? Drew
[00:05:00.44] spk_1:
Well, it’s interesting how this story even came about in the sense that um for that I’ve been asked to do for six months. Very deep stories on fundraising. What’s going on. So, I’ve been talking a lot of sources, a lot of fundraisers, a lot of consultants just generally to see stories that I should pursue. And almost as sidebars, um, these individuals had mentioned and oh yeah, this is going on. This is sort of we’re encountering this daily. Um, and I also saw there were some stories where some of these, um, sort of collisions of politics in a sense popped up and became news stories. Um, so I decided this was sort of worth the story for us. And I think, um, importantly for us, I think we write for a audience that is largely fundraisers in the sense I have often is that they’re not very connected with each other. They often think their work and their problems and their challenges, they sort of face a little bit of isolation. So we wanted to talk about the daily experience as best as we could to sort of in one sense, make nonprofits, their leaders and fundraisers realize, hey, we’re not alone. It’s not like we’re doing anything wrong. Um, at times it’s that we’re encountering this because the way the country is and, and the way things are playing out. So that was our goal with this story, um, is to offer a glimpse. I don’t by any means suggests that my reporting covers at all and that this is happening nationwide. I do think it’s common enough that people are going to count encounter maybe just in a casual conversation and maybe something bigger. But we wanted to show that happening.
[00:05:21.54] spk_0:
Yeah. You know, you say in one of the pieces that non profits are bringing together large numbers of people who just reflect society’s divisions and the country is divided polarized. So nonprofits are sometimes in the Crossair. Um, you know, let’s talk a little about, you know, social media and what, you know, how things can inflame, you know, so quickly. And, but the anonymity behind that
[00:06:31.54] spk_1:
to, I think one of the interesting things, some of the veterans that I talked to about this issue said, you know, the, the country has, you know, this is not new to fundraising in the sense of encountering donors or others who disagree with the organization for some reason, but, and there are examples in the country’s history. Talk to one fundraiser who have been, you know, working since at least the civil rights movement, he said, she said, this is, you know, this, it’s been part of what we’ve dealt with a long time. I think there is some sense that social media um accelerates this intensifies. It amplifies it, um, that, you know, people are, as we all know, people are very quick on social media to be in their own camp one and two to react to whatever they see in the moment. Um, without measured thought without context. Social media itself is not a great, um, you know, a great means of conveying nuance of conveying, you know, um, deep background and context. So I think people are reacting sometimes too quickly to things that are not put forward in the right way, which just inflamed the situation in a sense.
[00:06:46.64] spk_0:
And then you have the anonymity to it. Also, you quote, you quote someone who wonders if the people there, that she’s talking to day to day, you know, it might be trolling anonymously, you know, and and inflaming
[00:07:55.34] spk_1:
I think that’s true. I think it’s unsettling for people that you don’t know. Um you can be sitting in a development officer communication office and you are putting forward messages from your organization and you can have um, what’s called clap back people reacting on social media to what you’ve done and you really don’t know. Is this a supporter? Is this, uh, alumni that is upset? Or is this someone from the outside? Is this someone who has no connection to the organization whatsoever will happen to see this and reacted. And so it’s a little hard as a um, you know, steward of your organization to understand how to react to those kind of things, because it may just be somebody who’s Who isn’t again, isn’t a supporter and doesn’t even know much about your organization just responding to those 160 characters in the tweet. Yeah,
[00:07:56.50] spk_0:
it could just be a troll threatening to stop giving who’s never has given and and maybe never even heard of your organization until they
[00:08:48.84] spk_1:
Yeah. And I think some of the in the advice piece, I think some of the folks really tried to help put that in perspective, that you can’t just assume that because you have a mini firestorm on social media, that that is all your supporters, that if someone on social media declares, I’m never giving you this organization again, that may not be true and maybe something I thought about it in the moment and so to try and also that it it often doesn’t represent had several organizations. Tell me, you know, something that happens on social media that probably doesn’t represent our whole constituency. It’s it’s maybe a small minority and you need to keep that in mind as you react as you respond. That isn’t all what’s on social media doesn’t represent your whole supporter base.
[00:09:45.14] spk_0:
It’s time for a break. Turn to communications. Thought leadership. Do you or your nonprofit want to be seen as leaders in a public dialogue, not merely participating in a conversation that involves your work. Wouldn’t it be delightful? Wonderful to have media call you to get your opinion on breaking news. It takes time to learn that credibility to build those relationships. But it’s eminently doable. Turn to can get you there, turn to communications. Your story is their mission turn hyphen two dot c o now back to fundraising amid polarization. Yeah. You you say the group at M. I. T. The Free speech
[00:09:47.61] spk_1:
Alliance,
[00:09:55.04] spk_0:
You know, they based on your reporting or at least up until your reporting. You know, they had something like 500 followers but Almost 150,000
[00:09:56.36] spk_1:
alumni,
[00:10:10.64] spk_0:
but but a vocal a tiny minority but but vocal inflammatory and that you know that leads to um the potential of donations being used as a one of your 11 of the folks you quote says as the donations can be a screw that’s
[00:11:14.84] spk_1:
turned. Yeah. Yeah. And I think that’s um I think that’s one of the things that surprised me about it is that I knew that that you know, people sometimes talk about on social media and letters or you know, they’re responding, there’s an organization to a message that they may say in that individual response I’m never gonna give. It was interesting to me to see that some critics of an organization now have taken it and become more formalized since uh the M. I. T. Case. You you mentioned um the Free speech Alliance has not taken this step, but they are considering forming a donor advised fund in which they would encourage um supporters of their free speech issues to instead of giving to M. I. T. They would give to this donor advised fund. And then it would in a sense, be held as leverage as they try to convince the university to to pursue certain free speech principles that they adhere to. So um that somebody gets surprised me is that in some cases it’s become a little more formalized in terms of how you used donations as leverage.
[00:11:23.24] spk_0:
Yeah. You saw this at Washington. And lee also,
[00:11:55.44] spk_1:
that’s correct Washington lee the free speech group there um has I think 10 to 12,000 supportive followers. I won’t say supporters that, you know, they, when they sent out an email, they have a base of about 10,000 and they have encouraged repeatedly to their supporters to withhold their contributions to the university as a means of getting the university to pay attention to them. They feel the university we disagree that they feel they have not, their views have not been heard. And so they are trying to, in a sense, use donations as a way to make the university pay attention to them. Um, so
[00:12:15.24] spk_0:
yeah, at Washington and lee, it’s around the, the treatment of general lee, the, the administration took his name off the chapel and that, that seems to have incited ignited the, the, the organization called the general’s readout. That’s correct. I guess they’re the Washington and lee generals.
[00:13:05.94] spk_1:
And I think it’s, I think Washington is an interesting case study of this in the sense that, um, you know, it’s an older institution. Um, it has that history going back Washington lee or in the name and its current, there are a number of, of um, individual supporters, faculty alumni who would like them to consider dropping lee from the name of the institution itself. So they have that pressure at the same time as an institution, they made the decision to take the name of lee off of the sort of central chapel to the college. It’s now called the university Chapel. So, um, this, this generals readout is not, is not, I’m happy with the decision to drop leaf from the chapel name, but others are not happy with the university because it’s not taking lee out of the college name itself. So, um, in a sense, they’re feeling this pressure on all sides
[00:13:27.44] spk_0:
on 11 side believes they’ve gone too far on the other side believes they haven’t gone far enough. That’s correct. And then, and you know, non profits are caught in the balance. Um, and your reporting suggests this is, you know, across all missions. I mean, we’re talking right now about education, but you’ve talked to folks in the arts, social services, Environmental.
[00:16:32.74] spk_1:
It’s true. And it’s, um, that it was interesting to me and I think, um, the social scientists I talked to David Brubaker, um, sort of put this in context, in the sense that, you know, nonprofits, any, any organization in the country at this point, schools in particular, you’re seeing a flash point, any, any organization or group in the country that is bringing together large groups of people behind a mission. Um, it’s sort of subject to this because the nature of that mission now gets called into question. So yes, you see. Um, uh, so I think that’s one thing I think there’s another viewpoint we ought to consider in that, um, there are, there’s some pressure on groups, in a sense of taking it, you know, I’ll just say it’s their outside their lane, you know, since they may be doing environmental work, or they may be doing health work and if they take up an issue or cause um, I think the one that’s most, most, most top of mind for me is an environmental group, um, stands behind Black Lives Matter or takes up an issue like that. They even have some liberal supporters, people who are part of their constituency, kind of them saying you’re an environmental group. I’m not, I’m not supporting you for your stand on Black Lives Matter and supporting you for your work in the environment. So, um, I think it’s it’s across a lot of different cause areas, um, perhaps most, I would say it’s most intense, perhaps at schools, colleges, universities, um, in some sense, those are places where supporters feel a real personal connection to those institutions and they, in a sense, have much more invested in what they’re doing and how they’re doing than say, uh, supportive for a health group that is behind its mission to reduce produce cancer, to do certain things. So, um, and, and there’s a sense of belonging to those institutions. And so, um, a lot of talking to schools and colleges, that sense of belonging is sometimes hurt when or change, that’s their their relationship with school changes, um, when they feel like the mission is now, or the school has gone off and done something they don’t agree with. So, um, colleges and universities also see themselves as um, societal change agents in a sense. They may be seeking a change in, in the society that some of their online may say, Well, that’s not something I see as a positive. So I would say it’s most intense that I was surprised. Um, David Rubin acre put me onto this. Um, the number of clergy and churches that feel because of Covid caught in the middle in a sense and that they are, you know, obviously, you know, bringing large groups of people together. And the question of whether you have in person services, worship group meetings, kinds of things, whether you wear masks and things have become real contentious to the point that, Um, David pointed me to the survey, four and 10 pastors recently surveyed said they are considering leaving the field and this is a real distension. This dynamic is a real problem for them. So
[00:16:42.83] spk_0:
yeah, the masking is in churches is interesting, but I could see it in theater groups
[00:16:47.74] spk_1:
too. Yeah, absolutely.
[00:20:41.24] spk_0:
We’re gonna, we’re enforcing masking for the safety of our, of our patrons. Well, you’re going too far, you’re giving into fear. And then if they don’t have a masking requirement, then you’re not keeping us safe and we’re not. So for that reason we’re not going to come to the right to the congregation or to the theater. Yeah, It’s time for Tony’s take two drew and I are talking about political polarization, hurting nonprofits. There’s a story this week that goes even more extreme. It’s more extreme in what’s driving the pro driving the impact and in the impact. I can’t think of anything more benign than butterflies except maybe tofu butterflies at least you know, have have independent flight tofu, you shake the plate and just jiggles. So tofu might be more benign than butterflies, but butterflies are pretty darn benign. Not according to some conspiracy theorists who claimed that the National Butterfly Center, a nonprofit in Mission texas is a refuge of human smuggling and child sex trafficking. There’s no evidence to support any of these claims. It’s a, it’s a gross conspiracy theory. Sounds very much like the, the pizza parlor and pizza gate in Washington D. C. With the, with the theories the National Butterfly Center has had to close because they’re concerned about the security of their staff. I mean, I presume the butterflies would be safe, although maybe the butterflies are the ones, maybe they’re spiriting aliens across the border. Uh, so the center has had to close because of these concerns about safety. It involves the border wall. There’s, there’s a segment, there’s a segment of the border wall that’s near the, the butterfly center and, and the center objects to the wall being built through their property. That’s what seems to have given rise to the, to the theories claimed to be happening at the National Butterfly Center. So you know, you can, you can find that it’s again, National Butterfly Center in mission texas. It has been in the news just this week. So you know, Drew and I are talking about trends. I mean he’s a journalist. He, you know, he has dozens of people that he’s spoken to. I see this one case. I’m not saying it’s a trend. It’s not one case doesn’t make a trend, but it’s quite disturbing. And you know, it could happen to any nonprofit really. I mean, I don’t see how an organization can be exempt and I can’t think of one that’s more innocent than a butterfly center. That is Tony’s take two. We’ve got boo koo but loads more time for fundraising amid polarization withdrew Lindsay listeners, you may notice a change in sound quality. That’s because we lost the internet connection and uh, I’m now on my phone. But non profit radio perseveres through technology, uh, disruptions and disappointments. But there’s no, there’s no, we’ve, I’ve been at conferences and had the lights turned off around me. So there’s no, there’s no stopping. non profit radio Drew, you had mentioned racial equity statements and black lives matter, but it could be something as seemingly innocuous as an auction item that incites people.
[00:21:40.34] spk_1:
Yeah, I think Auction finishing. I talked to some, some consultants and fundraisers in the west or some rural areas where 10 or 15 years ago, no one thought twice about Putting in, um, say an afternoon at the gun range as an auction item or auctioning off a piece of weaponry or some sort of accessory. No one thought twice about it now, 10, 15 years later with school shootings and other things starting raising the profile and issues concerning gun safety. Those are really questionable. Yeah. At the same time they’re part of the culture in some of those rural areas. So fundraisers think really wrestle. I think, you know, there are other things. Even something as basic as a holiday, email or video for any given holiday particularly say around the christmas season is a real cause for anger for people. How do you, how do you, um, write something that isn’t offensive at the same time? It’s not gonna gonna still has meaning still has something some some back. So, um, yeah,
[00:22:15.34] spk_0:
all right, interesting. You know, interesting times. Uh, important. I think just for consciousness raising. So uh, nonprofit leaders are aware that there’s the potential out there. So let’s, let’s talk a little bit about advice for, for fundraisers, which, you know, draws from your second piece. And the first idea is that prepare.
[00:24:01.44] spk_1:
Yeah. And I think a lot of the folks that I talked to really want to put notice leaders on notice that this is part of your job as a nonprofit leader as an advancement leader is to consider this and prepare your staff. Um, part of, you know, the advice is often that a position the group takes or a new program or something needs to be firmly explained and put in context of the organization’s mission. And um, you know, that can be done at a high level. But the thinking and strategy behind it needs to be conveyed to the gift officers. That needs to be conveyed to the donor communications staff to steward folks. They all need to be prepared for even perhaps have talking points prepared for individual conversations with donors for putting out their own communications so that, you know, a stepped in organization takes that is rooted in mission. Those routes have to be made very clear to folks. Um, so that’s a little bit on leadership. I think leadership also has to look at gift agreements and look at, um, what those policies call for, what gives it that can accept what’s the contingencies for them. Um, that was something everybody suggested that the groups ought to take a second look at in in lieu of this kind of political context out there. Um, I think there’s also some sense that, um, Gift officers in particular needs some process put in place for them. That if they have really awkward, uncomfortable, even sometimes offensive conversations with donors that they have recourse, they have a process. They know what, how the organization will handle those situations. You can’t leave your Gift officers out there alone to deal with this and manage it on their own, that, that they have to feel supported backed up. So a lot of this starts with leadership and proper preparation.
[00:24:32.14] spk_0:
And your reporting suggests there’s there’s a shift away from donor centrism and, and into, uh, you know, you’ve, you’ve alluded to it a couple of times that the mission and values of the organization, that, that in the past this might have been something that organizations rolled over on just to appease appease donors, especially major donors, but not so much anymore. You’re seeing a trend away.
[00:25:17.94] spk_1:
Well, I, I think, um, and you know, put this in context, I think there there’s donor centrism that people embrace, say, 15, 20 years ago, some veterans in the field talked about, there might have been a time where the donor could call the shots on these things and this is a long time ago, but people have begun, I think, to move away from that strict and embrace of donor centrism and there was some sense that, you know, the gift that someone is giving you is for the mission and purpose of the organization. And again, your conversations have to tie whatever you’re doing into that mission and purpose of the organization. Um, so it’s perhaps, um, A little bit of a shift away from the focus on the donor and what they’re doing for the organization as opposed to here’s what the organization is doing. Um, so I think that’s true. And, and again, it was the veterans mainly talking about this and that there was a time again, 15, 20 years ago where donors called the shots. So
[00:25:46.24] spk_0:
and that also helps the organization root the, the controversy in, in its own, in its own work. And so that this is not, you know, just a reflection of the times. It’s not a whim that we, you know, we, we read a headline and we’ve taken a stand, but this is rooted in our, in our work, what we
[00:27:04.04] spk_1:
believe absolutely that and that folks may, you have to make clear when you make a change or you make a position, similar things you really have to read and strategy in your mission because people can too often see you as reacting to the headline, putting a finger to the wind, trying to react to the times. And you know, it’s one of the things about social media that was interesting in my conversations with both you for to hear two things you hear, you know, um don’t, there’s a temptation when you’re getting for the flap clap back on social to sort of pull back and not do as much and folks that, you know, you can’t do that. You’re not, you’re not, you know, you’ve got to continue to advance and promote what you’re doing in your cause. But at the same time you have to consider that social media is an incredibly condensed prism through which to view something and if you need to do the work to tie something into mission and to provide context and nuance, Keep dynamometer going to social social has to be done very carefully so that you can make the connections that are necessary for people to see how this ties back to your mission. Um, so that’s it sort of contradictory advice in the sense of you want to keep doing social, you want to resist the temptation to pull back, but at the same time you gotta be careful what you do and really craft it well. So,
[00:27:18.64] spk_0:
and then likewise, you know, having difficult one on one conversations with donors don’t, don’t shy away from them as well as its the advice you were
[00:28:09.04] spk_1:
hearing. Well, it was really remarkable and a lot of fundraisers, you know, there are some challenging and difficult conversations and um really they need to hear out from people some borders what the concerns are. And again the conversation is bringing about to explain calmly and, and you know, um, without reacting defensively, in a sense to how this ties to mission I think um, I was surprised and that a number of fundraisers talked about those difficult conversations actually leading to a deeper relationship with a donor and sort of getting you beyond some superficial sort of things and getting the donor perhaps to understand more about the mission of the organization. So that part of the advice that don’t shy from these conversations is there can be a real benefit from. Um, so, but at the same token, there are some people are gonna walk away, but that there are some benefits,
[00:28:28.04] spk_0:
it wasn’t it the ceo of the Salvation Army who told you that that when, when he has these conversations, they almost almost uniformly lead to, uh, an understanding across on both sides.
[00:28:52.64] spk_1:
Yeah. And I think that that suggests there has to be a process in your office for when perhaps you get an email back or you get, um, some sort of response or negative reaction to seek out a personal one on one conversation, those can often, you know, people are disarmed by those and suddenly you see each other as humans and things change, the dynamics change.
[00:29:08.24] spk_0:
So yes, considerably right, right. 11 thing that came out of the reporting that I was, I was surprised that was the idea of in these conversations sharing your own personal views.
[00:30:15.34] spk_1:
Well, attention that since the peace has gone out, that’s the most reaction I’ve got from people and some suggesting and that’s not what you should do. I think, um, I think as the piece suggests that there are some fundraisers who really feel like their job is not to censor themselves that, that in a sense, you know, they’re putting their whole self into the job and for them to censor. Um, I think perhaps one way to look at it is, you know, your personal view of why this fits within the mission of the, the, you know, I don’t think you need to sound off on things that are completely unrelated to the topic, but if you have a view of an organization position or program or what it’s doing and how it matches with your beliefs and what the organization should be doing. That’s a way to frame it. Um, as opposed to, you know, you know, if this conversation strays into say gun rights, it’s not like you have to pop off on that just because that’s how you feel. But try, you know, you don’t eliminate your personal, um, views when it comes to things that are really related to the organization and is said to make you a a more three dimensional person for for the donor, if you explained how your views high end to why the organization is important to you.
[00:30:22.94] spk_0:
Yes, you’ve, you’ve said it a couple of times relate how it relates to the, to the mission and values of the organization,
[00:30:28.74] spk_1:
right?
[00:30:29.27] spk_0:
Um, being willing to apologize when you when you do make a mistake.
[00:31:38.34] spk_1:
And I think that, um, you know, there are a couple example of, of organizations that perhaps did something that touched off something they did unintentionally. And I think, um, and again, I’ve had some response since the piece has been out, but being upfront declaring it a mistake, not trying to wrap it in some sort of pr gauze as if really this is what we intended and oh, you’re, you know, you the donor or not understanding how we came out, you know, just sort of upfront be upfront about it. I think some readers that I’ve talked to since the piece came out suggested that if a donor is offended by something, it’s not, there isn’t necessarily a mistake on your part and you shouldn’t be automatically apologizing for something. It’s, I think the piece and I probably didn’t frame it correctly is suggesting more where, um, you know, the organization truly has made a mistake in terms of language or something. And again, the the idea is to be upfront, um, to not try to hide that just leads to erosion of trust. Um, but by the same token, not to assume that every time someone objects to something, you’ve done that it is your mistake. Um, so if that makes sense.
[00:31:47.65] spk_0:
Yeah, yeah. And that’s a fundamental of crisis communications to and if if the organization has made a mistake,
[00:31:55.14] spk_1:
absolutely
[00:31:55.83] spk_0:
be out front with an apology,
[00:31:58.26] spk_1:
you know, right,
[00:32:04.34] spk_0:
yep, control of the, of the narrative. Um, and then, you know, finally you alluded to it earlier, but I’m gonna flush it out of it. Not to panic if people say they’re gonna withdraw their support.
[00:32:40.44] spk_1:
Yeah, I think that’s the case, and again, it’s it’s numbers and particularly looking at noise on social media or noise of, you know, phone calls or response, you know, keep in mind, um, you know, that you have a very large constituency and supporters, um, I know of, of a couple of nonprofits that had, um, something touched off, you know, phone calls or social media and they felt compelled then to write to their entire constituency about it. And then long behold their entire content. You know, 90% of the constituency had no idea what anybody was talking about. And all you’ve done is raise it to their attention. So keep the criticism, the protests, the concerns raised in context of your broader, um, set of supporters.
[00:32:58.24] spk_0:
What’s some of the other reader feedback that you’ve heard?
[00:33:46.34] spk_1:
Uh, it’s been it’s been good in a sense. I I described this as you said it to a glimpse of what’s happening. And, you know, I never in our reporting want to suggest that this is universal or anything we’re describing. And I really didn’t want this to be seen as a glimpse. Um, and, and this is not that people are seeking me out. But if I continue to talk to people for other stories, they will mention this story and said, oh, yeah, you know, you’re right, this is happening. And it’s often the what you and I have talked about in the small ways that this sort of tension is creeping into everyday work. There are some cases where individuals have mentioned, yes. Because of our stand on this, a million dollar donor walked away and, you know, that’s this is a reality. So, um, I’ve heard it just in casual conversations that I’m doing reporting on other stories. That a confirmation in the sense that this is an issue for a current in front of mine for a lot of people.
[00:34:20.44] spk_0:
All right, well thank you for making us aware and sharing some of the advice advice based on your reporting. Again. The pieces are in the chronicle of philanthropy donations in the balance fundraising in the age of polarization and advice for fundraisers caught in the middle of political battles. He is Drew Lindsay at Drew Lindsay C. O. P. Thank you. Thank you very very much.
[00:34:22.03] spk_1:
No, thank you for your time. I enjoyed it.
[00:35:36.44] spk_0:
My pleasure. Next week For sure. Amy Sample Ward returns to talk about the 2022 nonprofit technology conference. Talk about celebrity culture. But I will work through it. I’ll work through their booking agent, attorney Pr staff virtual assistant. I will get them here if you missed any part of this week’s show, I Beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications Pr and content for nonprofits. Your story is their mission turn hyphen two dot c o. Our creative producer is Claire Meyerhoff shows social media is by Susan Chavez. Marc Silverman is our web guy and this music is by scott stein. Okay, thank you for that. Affirmation scotty Be with me next week for nonprofit radio big nonprofit ideas for the other 95% go out and be great.
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. This is our annual rebroadcast of a show with very smart ideas for you to think about over the holidays. It originally aired 12/19/14.
We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners
Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.
Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio. View Full Transcript
Transcript for 571_tony_martignetti_nonprofit_radio_20211220.mp3
Processed on: 2021-12-17T22:04:01.792Z
S3 bucket containing transcription results: transcript.results
Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results
Path to JSON: 2021…12…571_tony_martignetti_nonprofit_radio_20211220.mp3.148296478.json
Path to text: transcripts/2021/12/571_tony_martignetti_nonprofit_radio_20211220.txt
[00:00:04.14] spk_3:
Hello
[00:00:52.94] spk_2:
And welcome to Tony-Martignetti non profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d suffer the embarrassment of Brome Hydro sis if I had to walk through the idea that you missed this week’s show. 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 do your social media marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas
[00:00:57.71] spk_1:
for you to think about
[00:01:19.84] spk_2:
over the holidays. It originally aired December 19, Antonis, Take two Thank you for the year We’re sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o. Here is a zombie loyalists.
[00:02:41.54] spk_1:
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 is the founder of Haro. Help, a reporter out connecting journalists with sources in under two years from starting it in his apartment. Horror 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 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 nonprofit radio and the studio Welcome, Peter. Good to be here, honey. Thanks Pleasure. You, um, 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,
[00:02:44.54] spk_0:
but you pass
[00:02:45.28] spk_1:
it to go to a different steakhouse. Correct? Morton’s correct. Why is that?
[00:04:33.94] spk_0:
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 Morton’s or any Morton’s around the world, they have a tremendous, uh, customer relationship management system. When I call one number, uh, in New York or anywhere in the world, it they know who I am by my cell phone. And, uh, I’m treated with just, you know, phenomenal, uh, happiness to to hear from me and my wishes are granted as it were. I we have a happy hour holiday party coming up at Morton’s next couple of days. And, 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, she has to get a reservation for seven people. Um, you know, Thursday night at seven p.m. Which is, you know, 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 Shank, not a problem at all. We’ll get the frame and we you know we’ll have. We’ll have a great booth for you that, um, you know, and we’ll we’ll tell us the names of people attending and, you know, you know, you know, they’re gonna have specialized menus for them and their names on they Really, they have a really high level of service that they provide, not just to me. That’s the beauty of it. You know, it’s one thing, everybody. Yeah, it’s one thing that 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 reservation. And not that I’m special. I’m actually rather abnormal. But when a normal person makes a reservation and says, Uh, no, Martin says. Okay, great. Are you celebrating anything? So, yeah, it’s my wife’s birthday that’s always asked to anyone who calls. I said, Oh, you know what? It’s my wife’s birthday. Great. What’s her name? And her name is Megan. Whatever. And you go in and they and you sit down on the on the on the menu. It says, Happy birthday, Make it. And then Megan, whoever she happens to be, we’ll spend the next 45 minutes, you know, taking 50 selfies with her menu and and that will go online. And when her friends, you know, want that same experience, they’re going to go Morton’s,
[00:05:04.54] spk_1:
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 wanted 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 V. I. P. S as well. And there’s the terrific story of you tweeting tell that story. That’s a good story. It’s
[00:07:24.54] spk_0:
a good story. I love stories. I was flying home from a day trip to Florida and was exhausted and starving, and they trip meeting you’re flying down and slow down at six a.m. At a lunch meeting, flew back the same day. You know, one of those one of those days, and I jokingly said, the tweet Hey, Morton’s, why don’t 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, 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 waiter in a tuxedo with the Mortons bag. They saw my tweet. They put it together. They managed to bring me a, uh, a steak and, you know, as great of a story as it is, it’s that’s that’s it’s a great stunt and it’s a great story and it wasn’t stage, and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering states 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 state of the airport, but their quality and service sucked, you know, it wouldn’t be a story because, you know, you know what they did for Peter. But, you know, my steak is cold. 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 ends up happening, you have a great experience importance. 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 reviews from people I don’t know. You know, if they’re shills or whatever the case may be, I don’t know. Or trip Advisor. Same thing. I want people in my network quite trust and and people in their network who they trust 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 steak house in l. A. But if someone types into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the steak houses 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. Well, 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. Martin’s 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, I had that experience. Oh, my God. Amazing state. This is a great place. There’s a the sentiment’s gonna be there. And and And the network will know that network will show you that steakhouse because you trust your friend.
[00:07:25.84] spk_1:
And this is where we start to cultivate zombie loyalists. Exactly. Through this awesome customer service of the customers, you you have to say more about
[00:08:22.64] spk_0:
zombie. 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 990 followers are 10 are 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 you 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 8 52. It was really nice of you to join us a couple months ago. How? You know, how are you? We noticed 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, your your two blocks from our our closest outlet or whatever. And you know, if you if you need to come in, have a cup of coffee when I 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
[00:08:35.54] spk_1:
are. And this all applies to non profits, certainly as well in
[00:09:12.94] spk_0:
the system. But even more so, I mean, if you you know, non profits 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 you know you have this massive audience who has come to you, who is a non profit? Who said to 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 as simple. Hey, thanks for joining us, but actually reaching out, asking what they want, asking how they like to get their information. Things like that will greatly increase 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
[00:09:17.22] spk_1:
that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers organization who aren’t able to give a lot. But giving time is enormous.
[00:09:25.27] spk_0:
And if you know if they have such a great time doing it, they’ll bring friends
[00:09:29.84] spk_1:
as zombies.
[00:09:49.84] spk_0:
Do you know zombies have one purpose in life? A. 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 chance that they lost anyway. But it doesn’t matter how, how anyone is doing, you know, or what’s going on in the world and any kind of bad. It doesn’t matter what matters with zombies. Where are they gonna get their next meal? Because they feed and they have to infect more people. Otherwise they will die zombie loyalists to the same thing. All they have to do is make sure that their customer, they tell the world, and we all have that friend who does it. You know that one friend who eats nothing but the olive garden because oh my God’s greatest breadsticks everywhere, you know and they will drag your ask the olive garden every single time they get that chance. That’s a zombie loyalist,
[00:10:04.75] spk_1:
and you want them to do that for your nonprofit, 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 of minutes, stay with us.
[00:10:35.54] spk_2:
It’s time for a break. Turn to communications. You’re 2022 writing. Do you have time to do all the projects that you need to do? Like social posts and blog posts, newsletters and annual report Web updates board reports, fundraising appeals and acknowledgment messages. What about your staff Communications? What about your process? Documentation? What about training and on boarding documents?
[00:10:51.74] spk_1:
Do you need help with writing
[00:10:53.52] spk_2:
In 2022?
[00:10:55.64] spk_1:
I mean, you can talk to them about
[00:11:24.24] spk_2:
2023, but that seems premature. But if you need help in 2022, with all your projects talk to turn to, they can create the content for you. They’ll get to know your tone and your messaging. They’ll create in your voice, turn to communications. Your story is their mission. Turn hyphen two dot c o. Now back to zombie loyalists.
[00:11:27.44] spk_1:
Peter, it doesn’t take much to stand out in the customer service world, does it?
[00:11:52.24] spk_0:
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 I I I love this example. Whenever I give speeches, I asked, I asked everyone the audience I’m like who here has had a great flight recently, Like at least one person raised their hand. I’m like, Okay, what made it great and without fail. And I said, Well, we took off on time and I had the seat I was assigned and we landed on time. And 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 it. Nothing more.
[00:12:05.51] spk_1:
Less than 20 minutes in the post office line.
[00:12:24.44] spk_0:
And I’m ecstatic Exactly. You know, 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 you’re one level above that, you’re gonna win. It’s my favorite. One of my favorite jokes. Um, the two guys are out in the woods hunting in the woods and or just jogging and was the first one sees a bear and they see these bearings bears raised and he’s about to strike. And the first one reaches down and tightens up his laces on his running shoes and see what the studios don’t be. Don’t be. Don’t be an idiot. You can’t outrun a bear because 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 you’ll win the whole ballgame.
[00:12:50.14] spk_1:
Now we have to set some things up internally in order to have the structure in place to create these The zombie loyalists.
[00:16:14.14] spk_0:
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 the cell phone company. You know, they call them cause you have a problem, right? 18 T or T mobile. You call them, you have a problem. They are actually the customer service people to handle your caller, 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? Cause I remember I 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 was a system called Vantive, where you’d sign on and as soon as you signed on, if you want to 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 Verizon, uh, wireless. I went overseas as in Dubai, and I landed to buy and I turned on my phone. I had gotten global roaming on my phone, Which, you know, $20 for every 100 megabytes. Okay, so I land and I turn on my phone and it says, um, like before I’m even off the plane. I get a text that you’ve used $200 in roaming charges on what the hell you know, $300 by the time I get off the plane. Like something’s up here. So I called Verizon and a nice guy answer the phone and Oh, yeah. I mean, you know, the first thing that was Yes. So you do have global roaming, but it doesn’t work in Dubai, I’m like, Okay, well, that’s not really global. That’s more hemispherical. Roaming, I think is the issue. And so the, 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 build me like I don’t know. Can you give me, like, 1000 bucks and just let me have the phone for, like, the week? And you know, daddy, you know, 500 bucks, I won’t go over two gigs. Would 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 $20.48 a megabyte. I’m like, I’m sorry. Seriously, which equates essentially two. I will be charged $20.48 seconds, $20 or 48 cents for every I think at the time was for every four seconds of the video Gangnam style, if I decided to watch on my phone Like this is pretty ridiculous. So I simply hung up, hung up on Verizon. I went down the street to do by 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 the small and, uh, went to one of the 86 different electronic stores in this mall. Uh, but an international unlocked version of the same exact cell phone I have went next door to the local 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 Okay, you know what? We’ll cut your brake uh, they still make a lot of money off me. And I would tell the world how great Verizon was to work with and how wonderful, how helpful they were. Instead, They guaranteed that I will never 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 in my land. Wherever I am, put in a new SIM card. So
[00:16:14.85] spk_1:
and you’re speaking and writing and telling bad
[00:17:32.54] spk_0:
stories, Of course. And 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 kittens. I read this on the Internet 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 in power mark customers. And it wasn’t Mark’s phone. Mark was a really nice guy, but he was not allowed to do that. He would get 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, it comes down to if you really want to go down the road. In terms of a public company like Verizon of where the issue is, you can 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. Okay, that’s the future. Responsibility means by not allowing me, they’re not allowing Mark, the customer service agent to to help me and take a different tack. He’s actually losing money. Too many CEOs think about the next quarter, so we have to make our numbers. Next quarter, I’m fired. Companies in other countries tend to think of the next quarter century, And they make a much bigger difference because they think, Okay, what can we do now that will have impact in the next 5, 10, 15 years, you know, and really implement the revenue that we have and and augment and companies Americans don’t think about that, and that’s a big problem. I
[00:17:39.24] spk_1:
buy a product line, uh, has a lot of natural and recycled materials its seventh generation and their, um, their tagline is that in in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian.
[00:17:48.98] spk_0:
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
[00:17:55.71] spk_1:
a story about like them about Martin’s like the one of Morton’s
[00:18:19.64] spk_0:
look, a lot of people listen to me and they for a time when you Googled roaming charges variety 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 self on and done this, I would have come home with $31,000 cell phone bill and your damn of what I’m gonna do anything about that would be like up Too bad. Sorry should read the fine print
[00:18:23.91] spk_1:
and plus the the employee who sold you the quote international
[00:18:27.56] spk_0:
plan, right?
[00:18:28.53] spk_1:
I’m sure you told her,
[00:18:29.93] spk_0:
she said, where we’re going, I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where to buy, was she? Probably. It was near Canada, but, uh, yeah, Long story short, I couldn’t use it.
[00:18:40.14] spk_1:
All right. So employees have to be empowered. There has to be. We have to be changing a thinking too. I mean, the customer has to come first. The donor of the volunteer
[00:20:41.74] spk_0:
Don’t volunteer. You get at the end of the day, where is your money coming from? I don’t care if your nonprofit or Fortune 100, where’s the money coming from? You know, and if you we see it happening over and over again, we’re seeing what you’re seeing 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. People are God’s people are leaving. 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. 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 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. It was, uh I don’t know where I read this business insider as well. It was They created a hookup page that showed or or or or walk of Shame Page that showed where, uh, women were leaving certain apartments like on weekends going, leaving certain place on weekends, going back to their home. Um, it was obvious that they, you know, met some guy like they did that. And then, of course, just their whole surge pricing mentality, which is, you know, two days ago there was a couple days ago. It was a the terrorists of the figures, a terrorist attack in Sydney at that at that bakery and Sydney, uh, uber and Sydney instituted surge pricing for people trying to get out of harm’s way. You know, and and they later refund it. Always a computer glitch. You know, I’m sorry. You have a stop button. And you can when you see something happening like that, this has to be someone in the office, because you know what? Not cool. We’re going to take care of that and 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, um, so what? They don’t they don’t turn on surge pricing, don’t have enough cabs there, and, you know, people can’t get home. I said I’m pretty sure that the only I’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars, their private cabs, ubers, whatever. Yet the only 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 screwing up because he didn’t turn on surge pricing. You gotta You gotta respect your customer. You have to,
[00:21:07.34] spk_1:
As we’re training for that then not only, uh, trying to change their mind shift. Well, in in trying to change that mindset rewards for for customers, for employees that do go, do go the
[00:22:11.74] spk_0:
extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and I understand they won’t get fired, you’re not gonna get into. I always 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 not doing everything that you could. You know? Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they can fold a bedsheet but for how well they understand people. Because in Rich Collins 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 sorely lacking. You know how many have called customer service? Yeah, you know, I have to have to change my flight. My my my aunt just died. I really need to 100. Okay, great. That’s $300. I just want to go an hour earlier. You know, you show up at the airport, your bag is overweight by half a pound. $75. I just Can you Can you just cut me some slack? Nope. So empathy and giving the custom, giving the employee the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.
[00:22:18.91] spk_1:
And this is where a smaller organization has huge
[00:22:33.84] spk_0:
advantage. It’s easier to change. That’s what kills me. You know, I go to these. I try to frequent small businesses when I can I go to some of these small businesses and they won’t they act like large businesses, you know, in the respect that they don’t have a like they
[00:22:35.45] spk_1:
want to be respected. Almost. They
[00:23:14.14] spk_0:
Don’t have, like, a 66,000 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 things. Like guys, you’re acting like a big you’re acting 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 85 billion customers that come through the door after me, you know? But I have a pretty big network, and for small business to get killed socially, as social becomes more and more how we communicate, you know, it’s just craziness.
[00:23:23.64] spk_1:
It’s, you know, we’re pretty much in the world. I think we’re something almost hasn’t happened to you unless unless you share it.
[00:25:44.34] spk_0:
I joked that, you know, if I can 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 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 drinking from that’s what I said. Yeah, I can’t find my phone right. And it was like a I think it’s 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 2000 and 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 it was the crappiest video you’ve ever seen. But I pulled it out and I said, You know, uh, I started recording, and the woman behind the woman behind the counter was the woman behind the counter was talking to the customers, 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 you and the manager comes over and get this whole thing on my little crappy three g Motorola phone phone. And I remember I posted online, and Gawker picks it up. I gave my email. You know, my headline I put on my blog was, you know, chase where the relationship is that Go after yourself, you know? And it was It just got tons of play. And then Gawker picked it up. It went everywhere. Totally viral. So it’s one of those things here, just like, you know, this was in 2000 and two. 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 remember blowing I sneezed a couple weeks ago and, uh ah, not to get too graphic here, but I needed a tissue big time after I was done, anything. I remember going through my pockets looking for desperate, looking for tissue and looking around making sure I wasn’t on camera somewhere that someone didn’t grab that. Give me the next 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 are in Lincoln Center today Were there in 1919, 90 be having this conversation entirely, I’d be having this conversation behind bulletproof himself. And, um, yeah, so you know, you’d be you’d be talking to You have to get special clearance to visit me, probably at the Supermax in Colorado. So, you know, 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 going to 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 in the world. Thank God there wasn’t a way for me to broadcast that to the world in real time. Jeez, thank God
[00:25:59.64] spk_1:
creating these zombie loyalists. And we’ve got to change some. We’ve got to change culture and thinking and reward systems. Let’s go back to the cost of all this. Why is this a better investment than trying to just focus on new donors?
[00:27:20.74] spk_0:
I love I love this analogy and I’ll give you a fun analogy. Let’s look at a bar and there’s a very cute girl across the across the park and she catches my eye catcher. I go up to her 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 gonna impress. I’m that good chance that 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 understand. 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 words with friends like that. And, uh, she’s over there talking to her friends, one of her friends. Holy crap. That’s Peter. I think that’s Peter Shankman. I’ve heard him speak. He’s in this fantasy world. I’m single, too. He’s I think he’s single and he’s having this amazing guy. I know he has a cat you have. You should totally go talk to him. At the very least, I’m getting this girl’s number. That’s PR. Okay. And what do we trust? More me with my, you know, fancy suit collar Going over the seventies, leaders did. 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 going to tell my friend when they’re looking and I will stake my personal reputation on it. And there’s nothing stronger than that.
[00:27:26.19] spk_1:
And these are the people who want to breed
[00:27:27.55] spk_0:
as it’s stronger than advertising stronger the marketing
[00:27:30.74] spk_1:
and they’re gonna share. People
[00:27:55.94] spk_0:
want to share that. I think about the Internet runs on two things. It runs on drama, drama and bragging or 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 lose our seat. Oh my God, I hate this airline. 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 only a great experience if we can tell the world, and it’s only a bad experience if we can make everyone else miserable about it as well.
[00:28:54.94] spk_2:
It’s time for Tony’s take two Thank you for the year. It’s been another the second in a row up and down years. But you can count on nonprofit radio, and I know I can count on you are consistent, loyal podcast listeners year after year or some of you. Some of you knew this year. Welcome. Whether you knew this year whether you’ve been with us for a long time. I mean, this is show # 570. So, have you been with us 570 shows? Um, that’s a long time that I’ve been here. I’ve been here 570, however long. Thank you. Thanks for being with us. Yeah. And up and down year yet again. But, you know, you can count on nonprofit radio,
[00:29:00.74] spk_1:
and I know I can count on you.
[00:29:31.84] spk_2:
That’s the That’s the bargain. So thank you. Thanks for the year. We’re gonna be off next week and then and then back in early January. Thanks very much. So glad to have you with me. That is, tony. Stick to We’ve got Boo Koo, but loads more time for the classic zombie loyalists.
[00:29:41.34] spk_1:
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.
[00:31:15.14] spk_0:
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 meet, I mean anything from a bad experience. Too 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 after after a random school shooting? Uh, no. It was after the shooting at the theater in Aurora, Colorado at the Dark Knight. Um, the NRA tweets. Hey, shooters, what’s your plans for this weekend? You know, and I’m just going, really, you know, but And of course, the thing was, the thing was retweeted millions of times, you know, with the sort of shame on the NRA. 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. We make everyone else miserable right now, Um, it’s funny you mentioned, uh, generosity series, Uh, the one of my favorite stories, which goes to sort of a bigger picture of culture. And, um, 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, Um, and more like, if you know, my body type more like lumbering through Central Park. But I get there. I’m an iron man. I have, I have that. And so I go through Central Park and it’s super early in the morning cause 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
[00:31:24.23] spk_1:
let’s give you the credit. You have done a bunch of iron man. I have try.
[00:33:28.64] spk_0:
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. Yeah, I fall better than anyone. Um but so I’m running through central park. Last year it was February, February of of 13 and 14 of this year and it was probably about 4. 45 in the morning because I had a an eight. AM meeting. I had to do 10 miles. So 45 in the morning, I’m running about but around 19, 79th, 80th Street on the east side, in the park and a cop pulls me over and I said, What are you doing? I look at him, you know, I’m wearing black spandex. I have a hat. It’s five degrees. I don’t like what I’m playing checkers, you know? But, you know, I’m like, I’m running and he’s like, Okay, can you stop running? I’m like, Okay, because they give the park’s closed like, No, it’s not like I’m in it. Look around. There are other people who know part does nobody else exam. I’m like, he’s like, Do you have any idea on you? I’m like, No, I’m running. He goes, What’s your name? I’m like, seriously, like I’m writing you a summons. I’m like you’re writing me a summons for exercising. I just want to clarify that you’re writing music, and sure enough, I wrote me a summons for exercising in Central Park before it opened. The charge was breaking the violating curfew. You know, I’m like I get the concept of the curfew is to keep people out after two a.m. 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’m you know, 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 I I kind of have some fathers. There’s 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 Okay, so I go back home, take a picture of my ticket, I 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 for that. Great New York Times covered it. Runner’s world covered. I mean, I went everywhere. Gawker covered it, you know? And And my whole thing was just like, Dude, you have to scratch. 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 beat it. But how much money they 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.
[00:33:36.14] spk_1:
And again, small shops. So much easier to do. Flat line, flat organizations.
[00:35:10.94] spk_0:
I work with a non profit um, animal rescue nonprofit. Um, a friend of mine was a skydiver and shot him out. No, I can’t, 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 non profit. So I said, I’m 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 more money to spend on my flat screen. And I remember I call I look at this coffee table book. I throw it, I throw in the corner. I look at it over the next couple of days and pisces me off. And how much How much of my donation did it cost to print? Well, and produce this book to me, And so I called them up. Well, sir, we believe most of our donors are older and probably refer to get a print version as opposed to, like digital. You know where they throw it away and like, you don’t throw digitally, but okay, um, I’m like So So you’ve asked your you’ve done surveys and you’ve asked, you know, we just assume that most of them are older. I’m like, Okay, So I opened my mouth, wound up joining the board, and I spent the next year interviewing customers, interviewing every current and past donor about how they like to get their information and shock of shocks, 94% said online. And so over the following year, we launched Facebook page, Twitter page, uh, Flickr account, YouTube, everything. Ps the following. After that, donations went up 37% in one year In that economy is right around 809. 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. Revenues up 37%. And we saved a half million dollars. You’re gonna buy 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
[00:35:17.89] spk_1:
of tools for segmentation. My God, you’ve got to listen to what segment that you want to. People want to
[00:37:33.83] spk_0:
be in. You know, someone? Someone asked me that they show what? What’s the best? I knew nothing about the company. What’s the best, uh, social media outlet for me to be on? Should be on Twitter should be on 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? Yeah, they say, I 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 in the Midwest. Come and go. Um, I just love the name K U M and G O come and go and they’re tackling the book you can read more about. Their tagline is always something extra. I mean, come on, the jokes just write themselves, for God’s sake. But they don’t take themselves too safe. Really love that Come And just knowing the name of the company gas station. And, um, you know, I remember there in Iowa and I went to visit a friend in Iowa and I was like, You got to get a photo of me in front of come and go inside. And the beauty of this is that some of their employees actually look at their customers when they’re on their phones and the stories go. You know what do use Twitter or Facebook? And they say Oh, yeah, 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 for their their their questions. And they feel like they did for Harrow. Every month we have a one question Harrow survey, you know, harrowing question survey. And it was like 1000 people respond, and I spent the entire weekend emailing Everyone responded, thanking them personally took my entire weekend. But it was great, because what wound up happening is that, you know, if we took their advice and launched on Monday with the new thing, they go, Oh, my God. Howard did this. 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, this is it. And it just it just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get I mean, there were days like there are days where 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’m starting to hurt and I look at it. 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 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 reset the entire phone because we just got so many new like 14,000 subscribers in, like, three hours. It’s obscene. Obscene,
[00:37:35.25] spk_1:
you say. Excuse me? You say, uh, that customer service is the new advertising marketing NPR?
[00:40:23.41] spk_0:
Yeah, 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. Lava lamp has water, oil and heat source. Right 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 Crystal’s imagine if you are, uh, 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, too, 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 with junior high school with 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 schools do. We have to talk to the kid. In 15 years, Facebook’s gotten a lot smarter as Google. Now I see the people I communicate with the most, okay, and if I if I reach out and 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. The heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So if you imagine the heat sources 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 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 requested, you know, awkward friend. Requesting is when you stop and think. The last time I friend requested some of the real world was second grade. Will you be my friend? My daughter is doing that because, you know, she goes into like, the cat. Will you be my friend like honey? The cat doesn’t wanna be here, but you know it’s this awkward thing. Who the hell friend request someone anymore? If I’m if I’m hanging out with you to 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 or whatever the network knows that the more I do that, the more 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, search for you. But if you do something stupid or were no longer friends, yeah, you’re going to fade and unfriend, you just disappear. Unfriending is also awkward. I dated a woman we broke up. It was nine months after we broke up. There was one other friend, the other one, because it’s just awkward. So I woke up in front of me anyway. But you know the concept of not having to do that, just, you know? Okay, I haven’t talked to in a while. I don’t see your posts anymore. It’s the real world. That’s how it should be.
[00:40:24.73] spk_1:
And if you’re not feeding zombie loyalists, they can start to defect questions. So I want to I want to spend a little time on. If you’re
[00:41:11.71] spk_0:
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 in the restaurant every week for three years and then all of a sudden over time, I’m noticing less and less that restaurants doing less and less to take care of me, you know, and maybe management to 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 see. You know, Peter, Because if I tweet something like, Wow, I can’t believe I have to wait 40 minutes for a table that didn’t used to be like that. If someone else is smart restaurant, they’re following me. And they’re gonna get you know there’s no way. No way over here. Why don’t you come to black storms will give you a free drink you know, you know, and that right there, that’s the first sign of infection, and I might become infected by another by another. Company becomes a lot less for them.
[00:41:22.81] spk_1:
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
[00:41:42.21] spk_0:
following your customer’s understanding when they’re not happy and fixing the situation before it escalates. You know you can contain a small out Brett. A small outbreak small viral outbreak. You can contain that by getting the right people finding out what the problem is getting into one room, fixing their problems, healing them.
[00:41:42.84] spk_1:
You have a good united story. Back when it was Continental,
[00:42:40.50] spk_0:
I was a frequent flyer and booked a trip to Paris, and it was very angry because they charged me $400 and looking for you. Remember what it was and I called the CEO just just for the hell of it. I’m like, I’m gonna I’m gonna write a letter or an email. This was before Social wrote an email to the CEO and like this is ridiculous. I’m freaking tired, huh? And, like, 30 minutes on my phone rings. Hello? Peter, can you please hold for Larry Kellner, CEO of Cotton Airlines? I’m like crap, you know, and the guy gets on the phone. He’s like, Peter, How you doing? How you doing? Sorry, Clinton. These fees, their new, um, we send them a note, I’m guessing it and see it. We’re gonna waive them for you. But if you have any more problems, you know, feel free to call me and I end up the phone for the next 40 minutes, sort of staring at it like Holy crab Larry killed or the CEO of United. Everyone 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 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’re getting a lot of crap over the past several years, and they really are starting to improve. It’s nice to see
[00:42:52.50] spk_1:
And not only, of course, your own loyalty. But
[00:42:54.41] spk_0:
you’re my God.
[00:42:55.11] spk_1:
How zombie loyalist for them And how many times how much it’s
[00:42:58.83] spk_0:
unquantifiable qualified. Dr. Drag, So many friends to united. I’ve made so many friends. Uh, my father, you know, uh, he only flies united now, which means he only drag drag my mom Only in United only drag my wife in United States. There’s a lot of a lot of work that way. Yeah.
[00:43:22.80] spk_1:
Are we gonna go away for a couple of minutes when we come back? Of course, Peter. And I’m gonna keep talking about his book Comes out in January. Zombie loyalists. 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’re not starting to cure one leaving,
[00:43:59.20] spk_0:
and then that’s the thing. You know that it will expand the internet with the hashtag 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, the end of the day, everyone say, Oh, you know Twitter is responsible for for us losing. No, they’re not. You’re responsible for you losing, you know, And 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 so social Media is really hurting us. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know about.
[00:44:06.14] spk_1:
They’re just telling the story. Yeah, dominoes and Netflix are good examples because they got back, they took responsibility and
[00:44:38.89] spk_0:
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’m maybe not even ordered them every once in a while and I live in New York City. That’s that’s a That’s a sacrilege. But, you know, I have the app on my phone from overseas, traveling somewhere I’ll be showing or whatever. And you know what? You’re gonna get it 11. 30 at night when your flight is delayed. You land down. Um, which reminds me I’d probably go exercise. On the flip side, you look at something like Netflix. They they also were screwing up, you know, They were losing their trying to switch between the two. They came up with a new name and everyone’s like, gross public man. And so and again you’re watching the same thing happened with uber right now would be really interesting to see if they’re able to repair themselves.
[00:44:55.39] spk_1:
Listening is important. Both both those. Both those two examples. They listen to their
[00:46:54.48] spk_0:
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 use example, my wife I can 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. Listening is great, but you gotta respond and look, I’ll take it a step further. I was like, Oh, Twitter is so great because someone was complaining on Twitter and we went online, and we we saw the complaint that we fixed the problem and, yeah, how about if the problem don’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 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 to tweet? Hurts is my favorite story about 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 go and I my name is supposed to be on the board, you know? So I can go out to my car and it wasn’t it’s okay. It happens. I got upstairs. I wait 40 minutes on the v. 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 to go up to the regular line, like Okay. You probably have told us that a little earlier. Go to the regular line. Spent 45 minutes waiting. The regular line, it’s now been. Are you tweeting while this is happening? Well, I had enough. 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 myself. And I was okay. Enough time. I mean, I get to the counter how I can help you. Yeah, I was downstairs the V i. P does, and they told me Oh, you’re very preservationist downstairs like, Yeah. Okay. Let’s let’s put a pin in that, um They just sent me up here, like right? They have to help you. Well, it’s not really they You guys are the same company. I mean, I can see the reservation on the screen. You you can help me. Sorry, sir, I can’t help. You have to get the V i p. Next. Like you just next to me. Okay, so if you know anything about Sky Harbor Airport in Phoenix. Um, all of the rental car company in the same place. So I walked 50 ft. It’s a
[00:46:57.76] spk_1:
bus, takes you to the big the Big pavilion, where they’re all
[00:48:53.37] spk_0:
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 or 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, that’s another refugee from Hertz and I said, This happens a lot. They’re like, Yep, I’m like, Wow, you think they have done something about that? And so on the way out in Avis, um, I I thank them. I walked past her as I shoot them. This, you know, sort of look at the look of the beast. I get my Avis car to drive in my hotel. Once I get my hotel, I write a wonderful blog post about my experience called Peter and Hurts and the terrible, Horrible No book. Good, really bad customer experience. Once you have a kid, you find rewriting titles about your blog post that has to do with kids books. Um, I do not like hurt Sam. I am. And and, uh, I included in this blog post the five things I’d rather do than ever, uh, rent from Hertz again. I think number three was was ride a razor blade bus through a lemon juice waterfall. Um, with just, you know, and so. But, of course, the next day hurts reaches out to me. I’m Shannon. Well, this is the head of North American customer service. So your bike I’m like, they’re like, you know, we’d love to have Nick No. Like, you’re not going to fix the problem. Number one of the Navy’s car. I’m never going back to Hertz number two. There are five people. Yesterday five people interacted with all of whom had the chance to save me and keep me as a customer for life. 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 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 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.
[00:49:02.47] spk_1:
You have a pretty touching story about when you worked at a yogurt shop. Really? You’re really young? Um, we have a couple of minutes to
[00:50:39.26] spk_0:
tell that. Tell that story that was on the East Side, which again is yet another reason why I live on the West Side. Nothing good ever happens on 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 TCB. Why was the country’s best yoga The countries I c b i y was a poor? I can’t believe it’s yogurt I can’t believe it’s not. You can’t live yogurt. It was a poor attempt to capitalize on that. And I’m working at this store, and I go in every day and make the yoga to clean the floors. I do. You know, the typical high school job. And, uh, it was during the summer and thousands of people walking by, I think, like 2nd Avenue or something. And there were these brass poles that hung from, you know, there was an awning, right? That’s something that they’re never 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 some. I found some brass polish in the back all the way back in the back. And one afternoon I went outside and I started polishing the polls. My logic was, if the polls were shining and people saw them, maybe they come into the store. Maybe they want to, you know, buy more screenplays. And the manager came out. What the hell are you doing? I told them what I thought. I don’t pay you to think. Get inside. You know, I’m like there’s no customers in there, like, Okay, I’ll make sure the yogurt still pumping it full blast. And I quit. I just quit that job. I mean, I couldn’t even begin to understand why someone would invest. I mean, do you own a franchise by 50 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 poles clean? That might bring in more customers. What the hell? You know, But
[00:50:40.04] spk_1:
you’re not paid to think
[00:50:49.76] spk_0:
you’re not paid to think my favorite line. Yeah, um, I I just I encourage if any kids are listening to teenagers. If you if you boss says that to you, quit, quit. I will hire you. Just quit. 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 want to hire.
[00:51:00.56] spk_1:
We gotta wrap up. Tell me what you love about the work you do.
[00:51:44.76] spk_0:
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 mines Business masterminds shank mines dot com their day long seminars all around the country. And I had someone come to me and, you know, I took your advice about X y Z and I started listening a little more. And I just got the largest retainer client I’ve ever had in my life by a factor of four. She goes, and I just can’t even thank you never sent me a gorgeous bottle of tequila 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 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 get a little bit more? You know, there really isn’t a need to be, as do she. As as we are as a society, we could probably be a little nicer to each other, and you’d be surprised that will help.
[00:51:54.56] spk_1:
The book is Zombie Loyalists. It’s published by Pal Grave. MacMillan comes out in January. You’ll find Peter at shankman dot com and on Twitter at Peter Shankman. Peter, thank you so much pleasure as Amanda. Oh, thank you
[00:53:05.15] spk_2:
Next week, As I said, No show you’ll have an extra hour. Have fun, have fun with your extra our next week, and we’ll be back on January 3rd. If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot c o. A creative producer is Claire Meyerhoff. The shows Social Media is by Susan Chavez Marc Silverman is our Web guy, and this music is by Scott Stein. Thank you for that affirmation. Scotty. Be with me next week for nonprofit radio. Big nonprofit ideas for the other 95 Go out and be great.