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Nonprofit Radio for April 5, 2019: 19NTC and NTEN & Strong Social Ads On $100 A Month

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My Guests:

Amy Sample Ward: 19NTC and NTEN
We kick-off our coverage of the 2019 Nonprofit Technology Conference with NTEN’s CEO, Amy Sample Ward. She dishes on the conference—including its wonderful food—Portland, and the organization she leads.





George Weiner: Strong Social Ads On $100 A Month
You can have an effective social media advertising campaign on a small budget, if you plan smartly for your targeting, messaging and measuring. George Weiner is co-founder of PowerPoetry.org.





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schnoll Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, I’m glad you’re with me. I’d turn die gastric if I had the stomach. The idea that you missed Today’s show. Nineteen ntcdinosaur n. Ten We kick off our coverage of the twenty nineteen non-profit Technology Conference with intends CEO Aimee Semple Ward. She dishes on the conference, including its wonderful food, Portland and the organization she leads and strong social ads on one hundred dollars a month. You can have an effective social media advertising campaign on a small budget if you plan smartly for your targeting, messaging and measuring. George Winer is co founder of Power Poetry Dot or GE, and that was recorded at the twenty nineteen non-profit Technology Conference on Tony’s Take two Grieving in your plant e-giving. We’re sponsored by pursuant full service, fund-raising Data driven and Technology enabled. Twenty dahna may slash pursuing by what your CPS guiding you beyond the numbers regular cps dot com by Tell us Attorney credit card processing into your passive revenue stream. Tony dahna may slash Tony tell us and by text to give mobile donations made easy Text NPR to four four four nine nine nine Here we kick off our nineteen ninety six coverage with Amy Sample Ward. Welcome to Tony martignetti non-profit radio coverage of nineteen ninety si. You know what that is? It’s the twenty nineteen non-profit Technology Conference were at the convention center in Portland, Oregon, This interview. Like all of our nineteen ntcdinosaur views brought to you by our partners at ActBlue free fund-raising tools to help non-profit make an impact there, Right next door here. I know you can see him on the video you got, you got you got a piece of them in the video and with me now is the CEO of the hosting organization of NTC, which a lot of people call. And ten we’LL get to that. But the organization is in ten. The conferences NTC and Amy Sample Ward is the CEO of and ten and, of course, our social media and technology contributor on non-profit radio as well. It’s wonderful to see you. Thank you. It’s nice to get to be in person as we say that every year, but it’s the only chance we get. Exactly. Teo I’LL have to coordinate a trip to New York at the same time is a records show. Yeah, that would be very nice if you could put it on a Friday. Friday. Wanted to. Were still same as we used to. Try and make it happen. How many years have you been out here now? Six, five six. Have I been well? I used to be out here. Well, yes, you were born here, but I moved back. Yeah, six years ago. Six years ago this summer. Because that’s six years ago this summer. I will have been the CEO. Okay, June. That’s right. You took you took in June. And before that, you were the membership director, Correct. But on non-profit radio? Much, much longer than that. Why do you know so much about me? This is like a strange fact findings. Because because because I’m common knowledge doesn’t know its way here. And I knew you think I don’t think I have a page on like a piano? I don’t think so. I don’t either. I don’t think it’s something you need to aspire to necessarily. No, no, just just sharing. Your parents will feel bad about that. Um, all right. So we’re at NTC, which a lot of people say we’re at intent. I had I had probably a dozen people e mail me ami it inten Yeah, I’m going to intern. I heard you going to Inten. I don’t bother to correct him. Do you know you could probably get one hundred times more than I do? Do you correct them, or do you just accept it? We don’t necessarily say. Oh, you said the wrong thing way. Just respond with Yes, we’LL see you at the NTC. You do that. You know I do the same thing, you know, in conversation or email. We do that. But on Monday and Tuesday, a lot of the work of whichever staff person was currently that we call it Social Media Captain, whoever’s the ones you know, staffing social media for that. Well, we do like, two hours at a time. Otherwise you get, you know, subject to the Internet. A lot of their work the couple days before the conference is replying to people that are using the wrong hashtag. Okay, then say it’s not in ten, nineteen, nineteen antisocial people. Do you know, Tio, they do every combination of N ten in the year and ntcdinosaur the year. Yeah, so Ah, lot of it is just so glad you’re excited. Please use the actual half way. Have these for a reason. Right? Okay, so we are at NTC, which is hosted by and ten. Correct. Okay, we’ve said that correctly. So I see the way I’m opposite the thie audience. Big center, stage, stage, office at the main stage. And I saw a right now it says gender neutral bathrooms, restrooms. But earlier, I always say bathroom too. And the other day, reward restrooms made that intentional kind of thought of. Well, you don’t take a bath. No, I know, but so a restroom is really just We’re not really resting either. Depending on what we all know, health is bringing the status of your health may not be resting either, but I do see two three four five two thousand three hundred forty five registrants so fast that yesterday’s lowercased eso still killer still. Yeah, I see. One thousand four hundred seventy four. First time registrants. Yeah, enormous it is. It’s higher than we usually have a way. Were chatting about it. All right. Wait. You have a nutrition problem, I think. Well, I think it is also important. Remember that this is the most attendings we’ve ever had. So it isn’t as surprising that there’s that, that there’s a significant bump in new folks because we’ve never been in Portland before. It has a proportion, but I’m just saying the NTC has never been important lit. So that’s a lot of folks who’ve never had the conference come to their area, even if it’s not Portland, you know, the larger region. And the last time the NTC was in the Pacific Northwest was Seattle in, like two thousand five. So ah lot, you know, the this the Washington, Montana, Idaho, Oregon, Alaska what we consider the Pacific Northwest. Those five states haven’t had an NTC in a super long time. So I think there’s a lot more folks from the greater region that came out this year that have never come. Okay, Okay. Yeah, we’re also exciting that that many new folks where you come in great energy Yeah, yeah. Now are their stats on longest the greatest longevity and NTC scene that slide. Well, we don’t necessarily, you know, in the super early days, there wasn’t like a database that was trying to track it. So we don’t have. We don’t have the receipts from, you know, two thousand, two thousand one two thousand two. But we do track how many folks have hit the ten year mark, and I think that we have a slide. I think it’s like seventy six that are here. Have been to ten or more. Okay, that’s that’s a yes, I have to. You know it. Shout out ntcdinosaur and intend for the slide. I just saw that you were very It’s very friendly. I think there’s a breastfeeding in lactation room on, and it’s not often the corner. It’s right by the elevators. Prominent? Yes, you have a You have a meditation room and meditation and Ricky prayer room by room. Yes, so that you know, because this this can’t be cacophonous and right fast learning and oh, my God, I’m overwhelmed. How could I bring all this back and you need to settle right Then we have folks who feel like they have to miss an entire session block because they need to go back to their hotel to make sure that they can pray to certain time like No, Just come downstairs for those fifteen minutes and pray and go back to your session, you know? Yeah. Very, very welcoming way. Wanted to be level of all d ay, you’re inclusive. You welcoming. Thank you for saying that. Thank you for noticing those efforts. Yeah, I appreciate that. Because that takes time and money and stat. Yeah, of course. Of course. Um so Wei have three hundred sessions here. Nineteen. We’ve got one hundred eighty over three hundred speakers. Your speakers, because you got a lackluster host. I’m sorry, but it’s OK. I’m here to correct the facts. Yes. No, fake is okay, right? Please don’t. Okay, So three hundred speakers out of eighty session. Yeah, we’ve got a record here. Non-profit Radio thirty seven. Wow, They’re having interviews. That’s going to be a full schedule. It is. It is. Yeah, that’s awesome. Last year was twenty eight or thirty, Okay. Thirty seven thirty seven. Every session, every every session block shoutout to ash. Who by? By sending emails told speakers that he wouldn’t have been coordinating with. Yeah, he was. He was excellent. Great. Helped us get a record. Great. I don’t know. You’d have to You have to extend the conference for us to have it. Or, you know we’re not We’re not. How would you say? I guess we’re not sustainable, right? We’re not scaleable scaleable. Thank you. You’re correct. We’re not scaleable. We are sustainable. We’re not scaleable. Yes, you’LL have to expand the conference for us to get more than you or I don’t know. I don’t eat lunch. Don’t you don’t get a restroom break. Neither of which is sustainable, right? Crack or feasible? What else we got? Menus. Your food here is always very good. Always a gluten free gluten free options Vegan Kosher. Hello. Everything excellently taken care in there that cost money. It costs a lot of money across a gross amount of money. Kosher in law was a lot more than well, just bring out, you know, brings whatever you got. Yeah, fifty percent of our menu has to be gluten free and begin so that already costs a lot of use because they consider that specialty meals they do. Is that because of institutional policy at inten? Yeah, we just know that by doing that were also ensuring that there are other corollary allergies that are being taken care of and accommodates a lot more folks with that kind of level. Yeah, yeah, it’s time for a break Pursuant. The Art of First Impressions. How to combine Strategy, analytics and creative to captivate new donors and keep them coming back. That’s their e book on donor acquisition and how to make a smashing first impression. It’s at the listener landing page, of course. Tony dahna slash pursuing capital P for please. Now back to nineteen ntcdinosaur and in ten Tell us about the keynote speaker. Oh, Italy in Bombay, you don’t eat. Elina loved that Italy abila. Yes, please. She is incredible. She is, ah, community activist and technologist and on everything on. And we asked her to join us and share some of her experience interviews, specifically because of her work at the intersection of kind of traditional non-profit, work-life isn’t necessarily one campaign or one organizing effort, but you know, meant to be kind of sustained programs over time. And what does it look like to do that with folks who are only going to be engaged for one protest or one march or one campaign, one program? Maybe that maybe they will be inspired to join after that, but you’re not necessarily banking on that, right? So her experience and work at at those two intersections, all of it because of technology she has. I mean, she shared this morning, but also a lot of what she’s passionate about is making sure that everyone who works for social impact, whether you’re in a non-profit, you’re building your own activism, your community organizer in your community that you are ensuring you have tech skills because that is going to be what helps us win these fights, right? You have to be able to organize online. Teo, use the Internet to find information like all of those pieces, that it’s not some IT department in a sophisticated organisation, every single person working for change needs to invest in their own tech skills to be able to really organize and fight. Now, other days, lots of conferences would have multiple keynote speakers, right? You don’t do that. We don’t have one keynote speaker. Yes, and then the other s o tomorrow and Friday. You have the ignite session. Yeah, so tomorrow are ignites. There are six different people and they are all telling stories their stories are very different from each other. But all of their stories are about how we can use the Internet to change our communities, change our organizations, change the world. And on Friday we announce our three awards, the Antenna or the Lifetime Achievement Award, and the Robb Stark Memorial Ward. So Friday is brunch. We got a jazz band. There is even more food than we already provide on we’LL just announce those community words. Okay? Yeah. When do we get the announcement? About twenty. And tc, uh, twenty. They’re all up on the website. So in twenty twenty, we will be in Baltimore in twenty twenty are Sorry. Yes, twenty twenty ntcdinosaur, Baltimore twenty one and TC is in Pittsburgh and twenty two anti sees in Denver. Okay, Pittsburgh for months in college. Really? I don’t know that Carnegie Mellon. Oh, cool. I don’t know that I like Pittsburgh latto hyre life Pittsburgh to and especially when we’re talking about the non profit sector and the tech sector those to the intersection of them also those two have are really changing pittsburgh right now. Si mun pit with Nelson. Yeah, right. And the Russians have been so many drugs in the tech companies and start ups there. There’s non-profits who’ve been there for a hundred years. And there’s non-profits, who are just starting. You know, it’s a really vibrant city, so I’m excited to go there for the NTC. They’ve had a true revolution. That was That was steel, steel, steel manufacturing, right. Industrial city. Yeah. Back is Justus. Recent is like the seventies there would be Sometimes the street lights would have to come on in the middle of the day. So the guy gets the coal ash. Right? So that’s an off on output of steel manufacturing like that. I mean, it was it was a dirty durney manufacturing city, but that, you know, a part of the industrial Revolution, our industrial economy. Yeah. Yeah, then But now very high tech biotech, right. The University of Pittsburgh Medical Center. Huge. So huge in, in medical, medical tech, Andi, Also in some incredible museums and art organizations, they’re so yeah, really, I’m excited, but I’m also excited for Baltimore next year. You know, Baltimore has seen ah, lot of visibility and news. I think in ways that folks can believe things about Baltimore make generalizations about Baltimore that aren’t aren’t consistent with the lived experience of the community there, you know, and especially with intense focus on digital equity, there’s a lot of work in Baltimore right now to make sure people have access and are getting online are part of the Internet world. So I’m really excited for what we can dio in Baltimore and, you know, things we can lift up from the local community at the conference, which, you know, is part of what we’re always doing trying to make sure people are out in connecting and experiencing the city when they come to a conference. So yeah, yes. So So for so many years, you were wedded tio contracts that have been signed years ago and you were alternative, and they don’t exist anymore. Your This is your first year of freedom, isn’t it? From those two. New Orleans was our first was seventeen and DC was our last DC contract. Okay, Okay. I brought a piece of nostalgia and you gave me and I forgot to get it because I was so excited to get started. Could you bring me R? She’s off camera dancing around my laptop bag. Please. Please. There’s a bit of a well, so excited. It’s not too far back. Okay, So what else can we, uh What else You want to acquaint us with nineteen NTC? What? I mean, I’m I’m really excited for this year because we have a couple different kinds of sessions in the past. You know, we’ve always had ninety minute sessions and they could take different formats, panels or presentation. One day, seventy five, there were ninety. But now, this year, we’ve introduced tactical sessions, so these are intentionally short. They’re only thirty minutes long. They’re meant to just be, like, truly tactical. You know, these are five tools you can use to do X. You know, eso folks can use that as their time to just, you know, pick their new photo editor or there what? You know, whatever and get really specific advice about how do I do this thing in WordPress or whatever it might be? So the click candy of conference, right? Right. Third, and it’s quick. Right? Learn something fast in five hundred, you know? Yeah. Yeah. So we’re excited just to test that out this year and see how it goes. See what we can learn from that. How to make it better for next year. But I’m excited that we can have both of those. So it’s not always big, heavy, brain taxing topics. There’s also some that are like we just had lunch. I just want you to tell me what app to use, You know, for managing Twitter or something. And I want to go. Okay, So, yeah. Was that staff driven or community community idea? Yeah. Community folks have been asking for, you know, not a thirty minute session specifically, but they’ve been asking for other ways to get Mohr lighter way tactical content and wondering, You know, if you have a whole ninety minutes, we’ll you’re going tohave to cover like, here’s one hundred tools that you you know. And that’s not helpful, because now it’s overwhelmingly a long list. Eso We’ve heard that community feedback for a few years, and this was our our first attempt that howto make it happen. All right. Yeah. So what’s your nostalgia? I only sixteen. I brought the last print. Yeah, Print program guide in programme programme. Exactly. I have to say these were from the non-profit radio perspective. This is actually more convenient for me? Yeah, because I could have it out, you know, And I could go right to I had all the pages Dog eared for which session? Our interview next See there highlighted their starred It it was always there for me, so I would just like it’s like you’re conference here, but they would lay flat. Yeah. And then I could just pass this off to the person doing our postproduction. Heywood have all he It always was a guy. He would have the information that he needed, and I didn’t have to type it out, right? Were sent him to a site. Um, it was a lot easier for me, but see, instead I had a bottle. You know, we have a pdf version of the agenda that you can have that in print. I guess I could go on. All right. All right. I’m not sure, but I think this is a keeper. This is like the last er, Yeah, the last stapled Rolling Stone magazine, Right? Exactly. Exactly. Um, let’s talk about D I Okay. And as it relates to the conference in ten. Very conscious of diversity equity and inclusion aside. Well, you certainly mentioned prayer rooms. Very important. What else? What else? Folks should know that this is a very conscious, consciously designed conference. Sure. I mean, I guess there’s a few different layers we could talk about. One is the kind of surface experience layer where, yes, you could go to a prayer room. You can get pronoun ribbons. You can use a gender neutral restroom. Those kind of surface level things, the next layer down are things that only some people see and that is work we do with speakers. We give them communications and training ahead of time, orientation ahead of time. And then we give them essentially like reminder sheets in their room that remind them of, you know, not saying you guys not saying I t guy or, you know, whatever. What? What can be a common micro aggression as a speaker, you know, on ly calling on certain people. So we try and train them to be ready, act in a way that is consistent with how we want this conference to go on, and then the next layer down from that are things that folks probably don’t see at all, which are, you know, the policies and practices we have for picking and engaging vendors. You know, anyone that works with us has to commit to our policies. Has Teo participate in an open process? We invite certain folks to apply to be vendors, you know. So there are things that happen behind the scenes that also help create the accountability kind of a true beginning of that chain that we really want to be part of. We’re told every year by the convention center that we work with, that they have never had, which I can’t believe it’s true but whole different. They tell us different, convey that they’ve never had anybody say we will only be here if we can have gender neutral restrooms that we will only be here if you open up your process to hyre folks of color if you know. So when we put that out. Convention center staff say we’ve never been asked this before. We’ve never been asked to meet these expectations. We will, you know, let’s go work to do this. And some of the folks we worked with have said Now that you’re demanding this of us, I’m in a position to tell, you know the place I work. They need these standards. But I may need to work in this way, Graham. Right? Exactly. So then we can influence that process for other folk enforcing it through the organically right? On DH they’LL they’ll do it they’Ll They’re not only their consciousness raised, but they’Ll adopt policies. Um, right, organically right on DH for market for market driven purposes they want they want attract other conferences. Exactly. And they can now make Now, hold this out as an attribute, whereas before in ten game, right, they didn’t even But maybe they don’t even have consciousness. If they did, they didn’t happen on organizational was important when we’re talking about, you know, organisational institutional power and how to use that power. You know, it is in that way in negotiation, in contracting. But also, you know, we have in our policies that we will not hold any of our conference is in a state that has laws that discriminate. So when you know, a certain state says, hey, we really want you to come and we say Great, Will. You just introduced this bill. We will not come to your state. They you know we are not an organisation that, like has lobbyists and does that kind of work just have the money that you spent. But a convention center does. Right giant hotel chains dio eso when we tell them we will not come there. We will not give, you know, the Marriott or the Hilton or whoever any more money unless you go send your lobbyist to take down that bill from your state Congress. That’s also a form of institutional power that we want to be consciously wielding. Well, then, New York is open and North Carolina is out. Its true North Carolina’s out and Indiana’s out, he says. Well, um, my wife and I live in two different cities. If everybody knows that, you might have heard that from times. If you listen, a lot of you may have, you may have heard rumors to that effect. You’re an insider’s true if you’re in sector. Thank you. Wait. We have a couple minutes left. What’s what’s knew it knew it into Well, we’re hiring two positions right now for okay, so we’re hiring office and admin coordinator. So somebody that would be working with all staff on you know, all of the kind of admin processes like renewals and invoices and all of that kind of stuff. But then also working with the technology team on in office technology support, getting Teo learn how to manage a database. We’re We’re thinking of it as essentially our entry level tech job that we’ve never been able to create before, so that we are also building up new technologists who are probably not with a degree in technology or anything like that. And then we’re also hiring a membership and marketing director. That used to be your job. Yes, many, many years ago. Membership included marketing as well. It just wasn’t in the title right on DH. Someone left and created an opening. Yes. Okay. Yeah. And so we use that opportunity, you know, just to kind of really refine what they’ll dio. And we can talk more about this in coming months. But in later this year, in twenty nineteen, we’re going to roll out a new membership model. So they’ll also get to be part of the strategy and implementation of that. Of course, this is like a long time coming. Staff have been doing this work. It’s not we’re not going to get hired and make it up like we’ve already got it. But they’LL be part of how we message it and how we work with the community and that change. I’m a member. You are just mean. The place is going up. No, no, it’s not about that. It’s just the model around membership and and what it means to be a member. What you get is a member s So we will talk about that coming months. Yeah, remind me if I forget to ask. Okay, income share in coming months for sure. And so and let’s make it explicit. Thie, the ten office is in Portland. Yeah, this is where your baby This is our timeline at home. Yeah, the first time you ever said that. You said that before? Yes. And you. But of course, you do have virtual employees. We know that we know that from previous conversations. How many? How many here in Portland? We have eleven in Portland. When we have three that are remote. We’re hiring too, So we’LL see how that goes. Okay, so you’re going up to sixteen. You have sixteen staff. Does that sound right? Um love Oh, I’m messing on the math Wrong We’LL be at fifteen eleven threes fourteen Oh, yes. A ten, ten and ten and three plus two. Okay, Yeah. Okay. Um, we could leave it there or we could talk for another minute. So let’s talk for a minute. I don’t get to see you that often. Yeah, well, what’s So what’s new with non-profit radio, I would say the biggest thing in new on non-profit radio. Well, very exciting. The AC bilich sponsorship. Yeah, Sponsorship. ActBlue isn’t awesome. Yes, vendor partner in the sector. We appreciate that they are a good one to partner with you. You know, I would’ve told you if they were a bad one. You know that e I know you would’ve You would’ve looked out for me. Thank you. So that’s very exciting to have a kind of of prestigious partner on the other thing. Nuit non-profit radio would be the insider side of videos that are a little late on rolling out there. They’re having they’re gonna have them there on my phone, there in the zoom. There isn’t a cloud. Nice postproduction by me has not been not done yet, but yes, only insiders and get a little deeper. Dive. Ah, short short form five, five five six minutes. Video Deeper Dive with a guest. Then What about What about outside of non-profit radio? What other work stuff? We never talked about your works. We talked about my work study plan giving consulting? Yeah. Twenty nineteen to very, very Marquis names. I’m now consulting and playing giving for what is now Brady. How it used to be the Brady Center or the Brady campaign to prevent Gun violence right now. Just rebranding within the past few weeks. They rolled out there. Brady? Yeah. Thank you for doing work with them. And I am their plan giving council. Yeah, it’s a pleasure. Yeah. On DA. This is a very big year for them. Twenty fifth anniversary of the signing of the bill. Right? Fortieth anniversary of ah, they have another there. They have another anniversary to know. I didn’t know that I was a twenty fifth anniversary of the signing. The Brady Bill? Yeah, on the other theater, marquee name really is visiting their service of New York. Oh, cool. Huge agency? Yeah. Have fifteen thousand employees, right? Two billion dollars in revenue. Yeah, and written work. I am building their plan giving program as well. Oh, great landing. Yeah. Thank you for doing all of that. Does important work way. We never get to talk about it. We don’t because I don’t like, you know, like, what if I get to interview you one day? Let’s not get carried away. Wait, Let’s leave it there. And now it is time. I have to say goodbye. Okay? Having me, thank you for being a part of this fun. Three days. This is our fifth. Yeah, it’s not probably fifty NTC. Yeah, but I haven’t been to a session yet. Oh, my God. You look, you get your own version of the session with speakers here. Dio How many? I get thirty seven sessions. Right. Get the quick, get the short version. The thing. Get the thirty minute version of thirty seven sessions. Yeah, she’s Amy Sample Ward, CEO of and ten. And we’re in nineteen ninety Sea. She’s also the social media and technology contributor for non-profit radio. And this interview, like all our ntcdinosaur nineteen ninety si interviews, is brought to you by our partners at ActBlue Free fund-raising tools to help non-profits make an impact. Thank you so much for being with us. We need to take a break. Wagner, CPS. They’ve got a free webinar coming up. It’s on April sixteenth. Tips and tricks for your nine ninety. The best part of this, I think, is the part that talks about increasing the PR value of your IRS. Form nine ninety using different sections, including Narrative for Marketing because you’re nine ninety is widely available. Guide Star, Charity Navigator, your own site and widely read by potential donors. Regular cps dot com Click seminars and then go to April. Now time for Tony Stick, too. Grieving is part of your plan giving program. I’m still grieving my father in law’s death early late late last week. Um, and it got me thinking in my sadness that there’s grieving as a part of your plan to giving program. And that is when relatives call you to tell you that someone who was a donor to your organization has died. They might be calling because the donor had you in their life insurance. Or maybe it was a charitable gift annuity. Whatever the reason, grieving people will contact you when, ah, when your plan giving donors die on. I’m I’m talking here about when family members contact you, not when it’s an attorney’s office. That’s that’s different there. They’re not grieving the way family members do. So I’m talking about the family members calling on DH. You need Teo Teo Treat this special and I talk about it in my video. I’ve got some tips there, you know, like making sure that you keep your promises. For instance, meet your deadlines. All the more reason to do that with someone who’s grieving and, ah, and needy and and not at their best by any means. So I’ve got some ideas on my video as it occurred to me as a ZAY was grieving and that the video is that tony martignetti dot com Now let’s go back. Let’s go to George Whiner and Strong Social ads on one hundred dollars a month. Welcome to Tony martignetti non-profit radio coverage of nineteen ninety Sea. It’s the twenty nineteen non-profit Technology Conference We’re sponsored by our partners. At Act blew all the interviews that nineteen ninety cr they have free fund-raising tools to help non-profits make an impact. My guest is George Whiner. He is co founder of Power poetry dot or GE George. Welcome. Hey, thanks for having me. Pleasure. Pleasure to have you on the show. Your topic is effective. Social media advertising on one hundred dollars a month. This is doable. Yeah. I mean, that’s why we titled the session that way. Why would we do it? Otherwise, you might Maybe you’ve ah, had sessions in the past that were not well enough. Attended. So you needed to kind of lead in. Well, the problem was, we originally started with ninety nine dollars. No one believed it. You know what that extra dollar made? All the difference. All the impact came in that last dollar. Very good. You have us your own podcast. What is that? What you give a shout out for your own? Well, we do appreciate the love the whole well dot com slash podcast is social impact tech talking about stories in the nonprofit world where people find that you can find that at a whale dot com slash podcast culwell whole whale dot com dot com slash podcast. Okay. No. And you’LL give a shout out to non-profit radio next time you’re in front of Mike. We absolutely will. Okay, we will. Hey, we could have a crossover episode cross over. That sounds intimate. I don’t know. It’s all right. We’Ll get there. We’re talking about our here. We could talk. We’re going to figure this out zoho old hands first. Um OK, so you say this is doable. I believe you. I believe you. That is the session topic. So identifying the best platforms. How do we How do we pick our best platforms for ah r o I of our our our small investment. Oh, my gosh. I feel like people playing at home should do the bingo card. Every time we say roo I the return on investment or K p I you can start to mark off the bingo cards. Choosing the right platform you’re right is saying, you know, where do we go to find the audiences that we want to resonate, that we want Teo to bring to our site or convert to action and just at a high level, you know, spoiler alert. Frankly, we’re starting with Facebook and Google. They’re very big, like we’ve heard revealing artefact. Yes, yes, you can Google to that effect. So it’s a good place to start because frankly, if you want Teo, go where the humans are there, there. And anyone who says the teens are not on Facebook anymore have forgotten that Facebook owns a little company called Instagram Whatsapp and continues to grow. So your audience is likely there. And so starting with those platforms is a eyes, a safe bet. Okay, now, I had someone on earlier today say that her advice is regarding Facebook, that you not use Facebook for fund-raising, but use it as a referral source back to your own site. Because the data around fund-raising isn’t shared by Facebook, which we that that seems that’s common knowledge. So Tio not sacrifice data beyond Facebook because billions of people are but use it to drive people to your own site for actual donations. Is that consistent with your advice? Yeah, these are various flavors, and and the funny thing about you’re going to say no. No, it’s not. Funny thing about Facebook is like tactics or temporary. I understand what you your core question was there is, like, follow the data. Am I getting the data? What is the value of that? Am I decreasing friction, However, by having a Facebook fund-raising button. By the way, we’ve had organizations that turned on the Facebook fund-raising button and with no other activity whatsoever, literally just cash checks for tens of thousands of dollars. So it would be an error to, say, Ignore this, reduce friction. However, if you are driving a campaign, if you are creating messaging by all means, send them to a owned platform by own platform. I mean, you get the money and you get the data because, by the way, like you mentioned, if you can’t follow up with that one hundred or five hundred dollars donor, you are losing out on the lifetime customer value, which can be estimated at roughly three ex initial investment. Well, like that’s that three three times mission. So if you look at if you look at selling widgets, right, three to five acts is what if we were selling e commerce like you’re selling blankets or glasses, that user comes on and now they’re modeling in general, they look at that. You can also look at sort of em in our benchmarks, knowing that you’re only going to keep, you know, one out of four thereabouts or one out of five thereabouts of that first time investor. But you kept them. He kept that donor so retention Israel. And it’s probably a lot less on Facebook. Okay, amend our M in our bench market report. What is that? Men are It is Ah, you know, quickly. Ah, it’s ah organization that does a lot of consulting, but also a very well known benchmarking. Reports of the M in our benchmarks come out they, like, analyzed about two thousand on profits pull together a tidy little report. I’m not familiar with it. And our non-profit radio, We have jargon jail. I went to Dragon chaillou. You’re in, you’re in. But it’s easy. It’s easy to get out. Probation is plus Now I should say parole parole is widely available. Um, okay, that was Facebook. So Google, you wanted to be taking advantage of the Google advance? Well, before we were all away from Facebook, there is more Facebook. So we’re talking about a hundred dollars like the last thing I feel like most people want to dio is give Mark Zuckerberg another dollar and I like pause there, and it kind of kills me that I’m like at a non-profit conference saying Hey, you know, needs like another overpriced hoody, That gentleman. Now I’m gonna pause again and say Facebook is not a social media platform. Stop the podcast. Replay that Facebook, if you are a business, is not a social media platform. It is an ad platform. If you think it is a social media platform and if you think it’s free, you are incorrect. Every minute your social media team spends on creating the perfect post the right picture putting it up on every Tuesday at three PM you have spent time. Time is money. You were already e-giving value toe a platform that, by the way, reduces through the drank, reduces the amount of people seeing your post on your platform. So by not paying you were actually losing money. Reduces the number of people flush this out for me. Sure. So let’s say you have forty thousand people on your Facebook page which power poetry does in twenty fifteen. That was awesome. We made a post and of that audience, ten to twenty percent potentially hyre. If we did our job right would see that post that’s tons of impressions, tons of traffic. Today, that number is well under five percent and decreasing, meaning every post doesn’t go to every person the same way that if I had an email list of forty thousand people, we actually get analytics. It ends up in their inbox. Is if I send a text message, We know that it’s arriving. There is not the same way on Facebook and thinking that is an error. Okay, So if you are a business, do not be thinking of Facebook as a social media. It is an add plastic. It’s a A. All right, How are we gonna y How do we wisely spend one hundred dollars? All right, let’s get to the hundred dollars and paying attention to what we want out of Facebook. You mentioned accurately. Before that, maybe we want donations. We’LL precursor to donations are emails, relationships, relationships built over time, you’ve had many guests that talk about nurturing those relationships. Now you can spend anywhere from you know, we’ve seen numbers at fifty cents to two dollars to get relevant emails, registrants people on your newsletter that you can a nurture a relationship over the next nine months and get that donation. By all means. You can also go right for the hard. Ask the will you marry me on the spot? Type of like give me money. However, it makes more sense to overtime buildup. That list and Facebook has an ad platform is frankly creepy and fantastic. You, Khun Target any subset a person you can look and create lookalike audiences from your existing email list. Your existing donors You, Khun target people that are friends of your existing donors. The amount thie amount of targeting and options, uh, is daunting. However, if you focus on what you’re after, For example, the emails that lead two dollars you confined value confined are why there The same way that a company selling sweatshirts online does you can sell the opportunity to get to your organization. Okay. Okay, um more you want to say about Facebook before we, uh oh. I don’t think I could rant and on and on, and I really No, no, I I’m excited. I I I couldn’t let that topic go away and tio my big thing this year. Tony, My big thing is making sure that I say the words Facebook is not a social media platform. If you are a business, it is *** platform and P s Instagram is next. Oh, yeah, Yes. Got to take a break. Tell us you were in fifty percent of the fee. When cos you refer process their card transactions with Tello’s we’re talking debit credit card transactions. The small fees add up, you get half of them and that’s what makes your long tail of passive revenue their video explaining it all is on the listener landing page at Tony dahna em a slash Tony, tell us you watch it, then have the cos you’re thinking about referring Watch it and then make your ask. Would they make the switch to tell us for a long stream of passive revenue for your non-profit? Durney dahna may slash Tony Tell us, Let’s do the live listener love. It’s gotta happen. Uh, we are pre recorded this week, but the live love goes out nonetheless. You know that the live love is not mitigated or dampened or hampered or hindered or minimized Ah, or trivialized by any means or any of those synonyms that you could think of. So if you’re listening live, the love goes out to you. And if you’re listening by podcast, the pleasantries goes out, go out to you. Try to keep the noun and verb agreement in sentences. It’s what? The storm. That’s why that’s why I’m aspiring to. So the pleasantries go out to the podcast audience to our over thirteen thousand listeners. Thank you for being in our podcast audience now back to George Whiner. But I want to turn. I want to turn over to Google because Google’s awesome. You mentioned the So You want two more months? Yeah, great. You want to see us focusing on add grants or you got something else because we have a couple of guests already talking about at all right, So you know, I grant you, Let’s talk about your God, the actual dollars that we can apply to Google. Google. Another fantastic at platform Add grants are an incredible gift. That said, there’s been some updates that put handcuffs on the grant, namely, you are now. If you were in the ad grant as of right now talking in twenty nineteen, do you want you? Only your ads only hit remnant inventory, so that means the people that are paying go first, and once they have maxed out those positions you are then given access to remnant Inventory, which is still awesome. Still drives traffic, however, if in your ad grant and this is your homework. If in your aggregate you realize there are certain words that literally print money, traffic users, emails, whatever it is, throw fifty bucks at it. Say, Hey, we’re gonna actually pay to show up in the prime position at the prime hour for conversion rate and let’s pay for and see what happens. Look, if you could turn one dollar into two dollars, do that. And by the way, if you’re dealing with, say, puppy adoption and your local community and you realize that like nine p. M. On a Thursday is like puppy a clock and you realize that that’s when people are looking, spend the time. Get those people onto your site when they’re in that buying frame because you don’t have that level of control with ag grants. Its a little bit more distributed, and you’re sort of second in line. Your second. Alright, alright, but so now if you if you do test this and it does well, you’re you’re encouraging organises orders too. Spend spend money to get the higher rank and not just get the remnant inventory. If this test goes well, invest more in it. Even though you have the Google at Grand, even though you have the Gula grant, the Agron is wonderful for testing ground for paying attention to what’s working across many different areas could get ten thousand dollars, use it or lose it a month. But if there is something again that is of high value, you know, take, you know, take off the hat of like, Oh, we’re getting for free. Why would we pay for it? Because you will get better positioning as you mentioned, better priority of time and placement. And you know what? I’m talking about one hundred dollars a month and I’m doing that. I’m not saying spend twelve hundred dollars all at once. I really want people to think about this as drumbeat advertising not to campaign advertising, not one and done. Because we just don’t learn. Because by the way, you Khun spend twelve hundred dollars in one day and learn absolutely nothing on either of these platforms. Okay. Okay, um, targeting the audience going, Can we switch the audiences durney instead of platforms? Khun, we’re speaking audiences were latto audiences. We are We’re speaking tio, not radio, since both insiders and casual visitors How do we? Uh, well, let’s let’s go back to Facebook. As you said, it’s It’s, uh, what would you say? Fantastic and creepy at the same time? Yeah, Useful, angry. Be peaceful, Creepy. How do we How do we start to target the right the right right audiences on Facebook. So when you’re talking about your audience, you know, think about it more abstractly first, and we can talk about the, you know, brand personas that you imagine. And if created with your your various marketing firms or internal, you know, your internal activities, you know who does our message resonate? Who do we want to resonate with Now we can think about it from the perspective of you know, you’re probably thinking immediately because you’re in the nonprofit sector. How do we get more money? How do we get more donors? However, there’s some organizations, for instance, that are interested in shaping the hearts and minds of let’s say, college students around a certain topic. Call it I don’t know reproductive rights, or let’s say you’re interested in shaping how government officials in a certain area are thinking about the importance of water rights. These are all opportunities to make sure your message shows up in front of that audience because you can have, for instance, a thirty second p ece a bit of awareness and you can actually have a targeted audience. Let’s say I wanted to find all of the college is in all the colleges in California and say, You know what I think is important that you make sure that women feel safe and have an ability to report acts of sexual violence. And here’s thirty seconds on why that’s important. I could then set up a campaign that makes sure that every single dean and above or staff member has seen that at about seven times and roughly for at least ten seconds. What is the value of that level of awareness in that level of targeting? Now? It’s enormous. That is so easy to do on the platform, and that’s just the start of it. We can use the Facebook pixel on your site, which also delivers analytics, but we can use that pickle to retarget. We’ve heard this term before. I don’t want to end up deeper in jargon. Jail retarget just means Hey, there are people that stop by this booth. Now, after two weeks have gone by, I can send an ad in front of them disproved being a metaphor for your Web site. I could send an ad that follows them across instagram Facebook and say, Hey, way know that you were here. He’d probably want to say that, but come back and watch the show and we could do this for one hundred dollars with one hundred dollars. All of this is yours. Retargeting. All right, where do we find these tools on on Facebook? So, fortunately, and unfortunately, Facebook makes it very clear that you should be advertising. And it starts at business, not facebook dot com. So it business dot facebook dot com They’re going to be showing you how to spend money. The thing that grinds my gears actually about the advertising is that most people would have answered that with well inside of your Facebook page, and you go into your posts. And when you’re in the admin view, there’s a little button that says Boost Post that is the biggest rip off on the platform, and I won’t like it. Go too far down this rant. But that is a waste of money ninety five percent of the time because it’s only targeting to your existing audience. It’s also just taking a random message that you happen to post and selling. You reach selling you likes when you could have taken that ten hundred, however many dollars back and look at how much you’re spending on post when you could’ve taken that and done something is fistic ated, as I just mentioned before, turn that into say, Hey, we know that for fifty cents we confined emails of people working at colleges. We can targets so much better than that. So instead of the simple minded and easy instead of the boost post, you need to be going to a business that facebook dot com correct. And you need to set up an ad account. You need to think about the audience. You need to think about the message, how that will resonate and drive toward the outcomes that are going to move your organization forward. Okay, okay. Who’s post? Everybody does that. Everybody does that. You’re a troublemaker. I like causing trouble like No, no, no. When I when I see the tide going the wrong way. But I think when you see this, I going well, yeah, I absolutely agree. Never, never do something because lots of other orders they’re doing it because there’s a lot of crappy practice out there. So the sole reason for doing something should certainly not be Lots of other organizations are doing it. You know, I would like to do, you know, just like a moment of empathy, saying that look when it started, boost Post was actually a decent tactic, and then it became woefully inefficient. Tactics expire, and unfortunately, in our technological landscape at present, they expire faster than ever. And so you’re learning something that’s two years old, and you’re like, That’s still good because the half life of knowledge just dropped off a cliff. And we have many, you know, talented marketers with great instincts that aren’t able to refresh on every single nuance of what’s going on on this platform. So shows like this our helpful conversations like this are helpful, and TC is helpful because we have a chance to be like, Hey, everybody, I found this thing. Don’t do it or do it. What you doing? It powered poetry dot or ge? So what about Yeah, You know, I feel like I have this split split life here. Power poetry dot organs the largest teen poetry platform in the country with roughly four hundred thousand monthly active users on it, creating a safe, creative platform and free, by the way, for young people to share their work. And so they share their work. We have, ah, funny machine learning algorithm that tells them what’s similarity. They are two poets and rap artists, and they learn more. They learn more about their work. And we tricked them into writing more poetry, which is a fantastic literacy and emotional expression. Tools. So that is a co founder there. It’s an incredible organization. We’re always looking for partners. If you have a pulse, will partner with you. Uh and then on the whole whale side, I’m I’m the founder of a whale. A digital impact agency, that there’s an agency behind the podcast. Yeah, Okay, okay. Digital marketing agency culwell digital marketing and also way offer educational tools for non-profits as well through our site. Time for our last break text to give diversify your revenue by adding mobile giving. It is not only for disasters. It is not only for small dollar donations. It does not have to be small. You can build relationships by text. You’re doing it all the time with family and friends. You could do it with your donors. Khun, learn how? By texting NPR to four four four nine nine nine NPR four four four nine nine nine. We’ve got several more minutes for strong social ads on one hundred bucks a month. We still got some time left together. Yeah, yeah, yeah, we got another seven minutes or so. So, uh, what else? What else did you promise, Teo to those who attend your session, plan a campaign from targeting to messaging to measuring, Measuring? Let’s talk about some measurements. Thank goodness. Because if you didn’t mention it, I was going to mention it. If you don’t measure it, it won’t get better. We’ve heard this statement before, but especially true with ads coming back to why it’s a hundred dollars a month and not throw it away in twelve hundred dollar bonfire on a Tuesday is because it gives us the opportunity to measure What we’re looking for are the signals that those dollars are turning into emails turning into valuable traffic or the outcomes that way seek the she’s. The analytics available on Facebook are fantastic, and it seems you’re spending money. You’re getting so much more than you used to when you bought a billboard or on ad and the, you know, fill in the blank paper. Which is a different problem, however, were getting and looking for things like cost per acquisition. That just means how much money did I have to spend for that email or that click or that engagement? So I want to be paying attention that I’m also using Google Analytics, Google Analytics, a free tool code, every single page of your sight. That thing gives you insights into the source of traffic behavior of the traffic and how people are using your site. And so you want to look at both of those, especially as you’re you’re advertising across platforms, saying, All right, I’ve set up a goal, have configured it, saying, Hey, Google analytics, you know what’s awesome when somebody donates, you know, it’s also awesome when somebody gives us an email set those up his goals so we can see the source of traffic. Did they come through an ad and then sign up or convert, as we call it? Convert toward one of those outcomes. We can analyze that we can create reports, but those of the metrics that we’re looking for things like conversion rate are great things like that. As I mentioned before, cost per acquisition and knowing that for your audience of our great flush out the conversion rate just in case listeners not not familiar with that hundred people come to your website and you happen to know that two of them happened or Ted say ten of them just to make our math easy. Suddenly we have a ten percent conversion rate. If ten of those people signed up for your e mail list, that means, Hey, we may want to pay attention to that more than something that’s a cent traffic to your site and only one out of one hundred one percent ended up converting anything more on measurement seem to be pretty pretty passionate about it before, before I open it up to general topics. What love general traffics. However, get there, we’LL get there on measurement. What’s happening right now is we have a wealth wealth of numbers being thrown out of us and data data burdens. Yeah, we’re sort of drowning in it, which means the signal to noise becomes harder to track. And so coming back to just plain old common sense is a real asset. And I like to think of it as our acquisitions. Perfect example. How much did it cost me to get that even? Unfortunately, also thrown numbers like reach and things like, how much, uh, reach of your friend’s interactions frequency. There there are more numbers than you know you care to mention so paying attention, tune. But what are your goals? What do you want? You want an email? You want a dollar? What? Don’t I get that? But you can get distracted, and sometimes it’s fine to go on those sort of data dives and be like, I have a crazy question. I’m gonna go find the answer. However, if you’re driving down the road, I don’t need to know the reach of that Twitter post. I need to know how fast I’m going. So miles per hour. How much gas I haven’t tank and That’s the reason when you look at your car dashboard, it’s not telling you how many followers you’re freaking car has. It’s telling you what you need to know when you need to know it, and it’s giving you information. As you know, one common tip is when you look at the next dash border number in your team has handed you, Ah, ask them. Nice. But so what? What is the Delta? What is the difference of this versus the time period prior or this time last year? Because if I give you a number, Tony seven. Are you happy or sad right now? Number used to before compared to what they used to before, the higher the better. All great, but we don’t know that xero depends what you’re asking. So ask what the delta is. Make sure your dashboards have that delta with relevant time frame, so at least know whether or not to be happy or sad about the number. Okay. George weinger. Um, we got another minute and a half or so. Maybe two minutes. If I If I feel generous, What did I not ask you? What would you like to talk about? Around this one hundred dollars advertising spree. I think it’s hard, Tio, when we approach this from a scarcity mindset when we think we don’t have the money, good scribe mindset, even a hundred dollars a month, you’re like, Oh my gosh, it’s so much hope that finds that doesn’t go doesn’t reach that low. But if you are, I mean, there’s some people listening to this being like Hey, that’s a lot. And you know what? The hope is that after six months of this, that hundred dollars is actually turning into more money for you, and you’re sort of hinting at it before. By the way, if something’s working, if you’re turning one dollars into two dollars, you should do more of that. I would take that bet very often. And so one piece, you know, whenever this may come out. But during cue for especially may be a good time to turn on some of that retargeting we talked about and saying, Hey, you know what anybody that has come to our site in the past year? Or maybe he’s even on our donor list. Let’s just remind them with a sort of at least four impression thirty second video, meaning that we’re looking for a frequency of four. Hit him four times. Say, Hey, we’re still here and we’re doing our one time appeal. That is the one time a year where I’m saying it’s okay to ask for the donation because it is more top of mind. You do that overlapping around giving Tuesday you set your monthly budget. We’ve seen those types of budgets return on investment, assuming that you’ve been doing your homework over the year, assuming that you’ve been building in a list of anything that you were going to hear it again and again from guests on your podcast about building that relationship. And that’s a little extra already a little extra boost at the final stretch of the year for you. Okay, George, is this podcast have been around since two thousand ten, so I’ve heard about relationship building a few times. How long? What’s the longevity? Of course, longevity is advantaged. Vanity metric. I could have twelve listeners have been doing this since July two thousand ten. How long is a whole whale been around? We were founded in twenty ten, so we’ve been around a little while, and I don’t think about anybody but the twenty fourteen, so I respect anyone who can hang on for for a while. You know, it’s it takes a lot of energy and persistence. Teo do the hard things over time. I’ve heard rumors to that effect. Yes, I’ve been to thank you very much. I’ve been told he’s George Whiner cofounder, Power Poetry dot or GE and you’re with twenty. Uh, what are you with your? With the nineteen ntcdinosaur twenty nineteen non-profit Technology conference, the non-profit radio coverage thereof. And along with all our nineteen and TC interviews, this one is brought to you by our partners at Act Blue Free fund-raising Tools to help non-profit to make an impact seethe swag on the desk, which is a water bottle for for listeners who don’t have the the luxury of the video. And you also see it on my chest on my T shirt. Well, it’s on a teacher, not literally. It’s a tattoo. It’s not that he tattooed it. George Whiner. I already I already I already backed you up, so let’s let’s leave it there on this is Tony martignetti non-profit radio coverage of nineteen ninety si, thank you so much for being with Me and George Whiner. Next week be accessible and go bilingual both from nineteen ninety. See if you missed any part of today’s show, I beseech you. Find it on tony martignetti dot com Responsive by pursuant online tools for small and midsize non-profits Data Driven and technology enabled Tony dahna may slash pursuing capital P by witness CPS Guiding YOU beyond the numbers regular cps dot com by Telus Credit card and payment Processing Your Passive Revenue Stream Tony dahna may slash Tony Tell us and by text to give mobile donations made easy text NPR to four four four nine nine nine Ah, creative producers Claire Meyerhoff Sam Liebowitz is the line producer show Social Media is by Susan Chavez Mark Silverman is our Web guy and this music is by Scott Stein You with me next week for non-profit radio Big non-profit ideas for the other ninety five percent go out and be great. You’re listening to the talking alternate network e-giving Wait, you’re listening to the Talking Alternative Network? Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. 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