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Nonprofit Radio for July 14, 2017: Social Change Anytime Everywhere, Part Deux

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Amy Sample Ward: Social Change Anytime Everywhere, Part Deux

Amy Sample Ward

We pick up where we left off last week with Amy Sample Ward, discussing her book, “Social Change Anytime Everywhere.” We’re covering your fundraising plan: scheduling; testing; staffing; budgeting; and tips for your website campaign. Amy is our social media contributor and CEO of Nonprofit Technology Network (NTEN). Her dad Tim joins in to share what it’s like to raise a social media scientist.

 

 


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Oppcoll no. 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. The three fiftieth show is coming up july twenty eighth, two more weeks, the three fiftieth and i’m glad you’re with me. I’d suffer with dexter okla nation if i saw that you missed today’s show social change anytime, everywhere parte do we pick up where we left off last week with amy? Sample wards book social change anytime everywhere covering your fund-raising plan scheduling, testing, staffing, budgeting and tips for your website. Campaign amy’s dad tim joins in to explain what it was like to raise a social media scientist, and this originally aired on april nineteenth twenty thirteen on tony take two thank you, responsive by pursuing full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com, and by we be spelling super cool spelling bee fundraisers we b e spelling dot com here’s amy sample ward with her book social change, anytime everywhere part do i’m always pleased to welcome amy sample ward to the studio she’s membership director at non-profit technology network and ten, as i said her most recent co authored book social change anytime everywhere about online multi-channel engagement the forward is by two time guest of this show, craig amar, the founder of craig’s listing craigconnects no, sorry work that in there that he’s been on the show twice her blogged is amy sample, ward dot or ge and she’s at amy r s ward on twitter. Welcome back, kayman sample work. Thank you for having me back. It’s. Always a pleasure. Um, i guess my one of my first my first question is on the cover of this book the word’s, any time and everywhere. I’m showing her the cover now to remind her of the are separated. But they are not hyphenated. Why? Why aren’t they hyphenated the way proper english would be any hyphen time? Because they’re in different lines and every hyphen. Where where is the copy editing on this? On this cover? Yep. I don’t think i’m gonna let you just go by with this job. It’s it’s apparently thie design aesthetic. Okay, which you had no control over, i guess. Okay. Okay. I think this should be hyphen. I mean, i think these things are important in in language. All right. But it helps you enunciate the title very well. Any time, every right. Trying to learn how to spell her. You would think that any time was two different words. And and it’s, not it’s, not everywhere is not two different words. It’s. True. Okay, um let’s. Ah, i like to reflect a little bit. Okay, we talk all the time about online engagement, teo. And with what’s been happening this week, if you are engaged online on your charity, does nothing at all related to anything around violence or maybe victim or family support or politics of guns. Your charity has nothing to do with any of that. How do you respond? What do you do online, too? Let people know that you’re you’re conscious of what happens in the world. That’s outside your own. Sure, i think i mean first i would say i understand the argument of, you know, we don’t work on the politics of gun issues. However, you probably work with people and ultimately in any crisis or disaster, people are involved, you know, and reminding your own staff that it’s not just about bombs or terrorism. This is still about people and treating whatever response, whatever communication you have next in that light that there are people involved in this, i think helps you just take the right tone regardless of where you go next, because you’re then being responsive to what if it was you, you know, you would want someone to treat you or your city or your issue like people were involved. Next it’s a great opportunity to go check any scheduled messages you have any tweets or facebook post that air maybe already scheduled about something else. Also, look at your content calendar. You know where we planning on sending out an email appeal this week? That was, you know, using the story of this great little kid, and now maybe we don’t want to do that story or maybe not that message it all this week, you know, not that you have to completely shut down every organization didn’t stop this week, but trying to be responsive, teo, the fact that, you know, even in your own goals, you’re probably not going to get the analytics or the metrics you wanted, you know, no one’s going to be clicking through that email anyway, if that’s not what’s on their mind so looking at not just scheduled tweets, but what’s on your what’s scheduled to go up on your block what’s scheduled to go out and email looking at all of that immediately so that you can either put things on hold, readjust change, maybe which story was going to be in a newsletter? You know, there’s things like print ads or direct mail that that that’s already out there, you know? But people also don’t look at the newspaper and think, i can’t believe that this ad ran like because in our minds, we know that that’s not like a real time media. We know that that’s program six weeks in it, right? Exactly, but when you see something go up on twitter, you know, when you everyone else is just watching twitter for news updates it it really does feel a little bit more careless because they know that you let it happen. You know, you could have changed that tweet. We talk a lot about engaging with people online not so dissimilar lee from the way we engage with people face to face, you know? And when when i saw you earlier today, we you know i told you that i was feeling raw and sensitive and you know, that was that was really basically after right after hello, yeah, so, you know, i’m doing that in it, and i’m sure i’ll do that with friends. I meet for dinner tonight. It’s not it’s, not unlike online when you can have a conversation about this, or at least share your feelings when it really oppcoll just doesn’t deal with your data your day to day world, right? It’s it’s never going toe i mean, i don’t want to say never as if any statement could ever be, you know, all all encompassing, but for the most part, it’s not going to hurt your organization to say something like our hearts are going out to the victims and here’s a link to resource is or hears, you know, the the google spreadsheet that was created to help, you know, people say i’ve found this person or this person is missing, you know, like that it doesn’t hurt your brand, it doesn’t hurt your cause even though you might work on a totally separate mission to say, hey, we know this is happening and we want to make sure that we’re one more post in your facebook stream. That’s pointing to resource is instead of to something else. Okay, excellent. Well, we’re going to pick up with where you and i left off last month. It was march fifteenth with the fund-raising plan. We have just met and a half or so before we go away for a couple of a couple minutes, why don’t you just tease a little bit? Share? What? What we might be talking about with respect to a fund-raising plan. Sure. I think last time we talked kind about the components of the plan and this time we can get and i think to the nitty gritty, a little bit more like what does a be testing really look like in a campaign? Especially in real time? How do you figure out what’s working and keep kind of iterating as you’re in the middle of the campaign? And then also, what does that look like for your organization? Who’s involved once the campaign is live, is it just that development director or other staff? You know, playing into that campaign on then? Even what does it look like on online? What is what? Is your website need to do to be responsive to the campaign? Okay, maybe testing? Yeah, i don’t i’m not sure that that really qualifies for jargon jail. I’m not really feeling like putting buy-in george in jail today, and it probably doesn’t even really qualified. But well, why don’t you just explain what a be testing is? Sure. So for the most part, you could test everything on your website just by saying, well, it’s, their people are clicking on it, they like it, but it’s a little bit more scientifically valid. If you say have two buttons and people when they came to your website, they’re being presented with one of two buttons, and then you can just leave it up for a few days and say, gosh, anyone that saw the blue button clicked three times more than anyone that saw the red button, for example, so it’s just changing one component at a time with two versions so that you can figure out which works better and then start changing the next thing. And you’re directing people to both of them? Yes, simultaneously. Yep, i guess. Randomly, exactly. Okay. And you? You have an excellent example. In the book about the the clinton bush haiti fund, and we’ll talk a little about that. Ok, we go away for a couple seconds. When we come back, amy and i will continue this conversation about about her book and and your fund-raising plan stay with us, you’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website philanthropy dot com fund-raising fundamentals the better way. Welcome back to big non-profit ideas for the other ninety five percent, not too many live listeners today, i’m suspecting that a lot of people are if they’re online, they’re looking at cnn or some other some other news source that they trust. But i will say, live listener love out too. Forest grove, oregon and new bern, north carolina also since you taiwan ni hao and for korea, we have listeners in seoul and young in korea on yo haserot glad that you’re very glad, very glad that you’re with us. Thank you. Um okay, kayman sample word let’s talk about some of these details of of a be testing. What does this look like? Well, you can do it. I mean, even though we used the example before of your website, you can do it on anything. You know, you could do it in an email. Newsletters on little micro sites, it’s. Just a page essentially, whatever. Wherever you’re trying to put content out, you could do a be testing. So it could mean different photos, different buttons that text it could also mean having a photo or no photo, you know? Ah lot of organizations will do. A b testing specifically around fund-raising with on that on that donation page, does it have a photo or does it just have the form? Or, you know, does it show maybe a image of some sort that shows, like how they’re using the funding, for example, or what the project looks like that they’re asking for money for or again, is it just the form, you know? So and that’s it it’s going to change it’s not going to be the same for every single organization? You know, you have to do that testing because if especially if you’re an organization that’s used a lot of images in your campaign in your appeals that’s, you know that it’s driving people to remember what, what this is all about maybe having that photo there again, we’ll just keep that emotional tie to the campaign. But if it’s your raising money for something that you haven’t been using, that kind of graphical support for, well, maybe people would get there and say, why do you have this random photo of a child up here? You know, so so you wanted to be consistent, but you also want a test to see. What’s going to get the most completion on that form. Ok. And so i just said quickly before the break. You are you are you randomly? Your technology is randomly assigning people two different a and b version that’s what they be testing it first to a and b version is that is that what happens? So there are all different levels of sophistication, so you may be using a tool google has? Uh uh, baby testing tool optimize. Lee is another pretty sophisticated tool to use for that, especially around your website. But with email marketing, you could just say we want to send you don’t have the list this message and half the list this message or say you have a thousand people on your email list, send the first one hundred message a the next one hundred message be and then wait two hours, see which one had more opens and then say, great, we’re going to go with that message to the other eight hundred. Okay, so this could be that instantaneous. We’re just a couple of hours. Exactly. Okay. Okay. Now, an email, a popular thing to test is a subject line. Right? You could. Be having different versions of a subject line, right? Everything else would be the same. Exactly. The message inside is the same. But having, you know, a call to action versus you know anyone, regardless of which side you support anyone that’s on a political list. You’ve seen them testing those subject lines. You see messages coming almost every day during campaign season. Sometimes it just has one word. You know, sometimes it has your name in it sometimes it’s a really long call to action and that’s just those campaigns testing out what’s getting the most people to open this on the on the fund-raising landing page side, you have the example of the clinton bush haiti fund. They changed something so subtle, just the words within the button that you click right. The red, they have a red button and i have i’ve read that red is a very powerful color. Red is supposed to be very good button color for donate now for donation buttons or buy buttons. So they changed it from submit that the word in the button was submit to support haiti, and they got a fifteen percent increase in dollars per page view. Just something so subtle is that exactly and part of that, you know, some organizations think, well, we don’t want to write submit because normally, you know what we want them to do is donate or whatever their word choice, maybe, but if you have all throughout your website, if you keep using the word support, support us through your donations, support us by taking this action, and then someone gets to a page where there’s a button that says donate well, it feels really weird because you’ve already been consistently using this other word, so that consistency is important, you know? And again, if if you go look on your website now and you see that on your you’re donate paige it’s the only place you say there were donate but the rest of the time you really are talking about, support us financially. That’s an opportunity to do some testing because maybe donate works for your organization, and you should change those other places where it says sport or the other way around. Okay, excellent example, right of potential testing. Another thing they did there. There’s. This little geo trust verified icon i guess that it’s a trustworthy site right? Forgiving is that what that is, right? And there are all different kinds of those, you know, whether it’s charity navigator, geo trust like all those different things that say, basically, we’re not goingto take your money and do something else with it, i guess again, there’s different levels of what these other certification sites mean to, but some places have found, you know, some organizations found that by putting those kinds of seals of approval, i guess you would say on the donation for more on the button, they saw a big increase, but others have found like they did. You know, when you when you take it away, you actually haven’t they well, they decode, they had to do when they when they took that away, they lost five percent revenue right per page view. Exactly. There’s a trusted icon similar to papal, verified on the commercial side. Exactly. So people have gotten really used to, even if people don’t necessarily know what geo trust is or they don’t know what you know, charity navigator is they don’t know what they are, but the fact that it says it’s verified, you know, someone’s looked into these people give some amount of trust some of the things that you suggest it could be changed on dh tested form fields, how many form fields you have, the donation amounts that air suggested those little radio buttons that you click ten, twenty five, fifty hundred and that’s a really big thing to change, especially, you know, certain campaigns have found easy ways to mix that up because if they had a number involved in the campaign, you know, if if the campaign was around ah, holiday and it was on the thirteenth or it was a military campaign and they wanted to use the six as there number, and so then you just have increments of six, and you, maybe you say sixty is the default, right? Whenever organizations test that out, often they find people that the hyre number really does get donated because they’ve just mixed it up a little, you know, they didn’t defaulted to ten, you know, they put it up there a bit because people will still put it down if they want to have a smaller number, you know, but showing kind of the idea with where that preset radio button selection is. Is basically trying to say this is the average gift. This is the normal donation. So it’s not, you know, we’re expecting you to do this, but, hey, most people are doing this one thats why its preset on sixty. You know, eso it just encourages people. Tio not think oh, this is just a ten dollar or that’s, just the twenty five dollar normal donation, you know, so putting different numbers in there that are, like, thirty three and, you know, throws people a little. We have. We have tim sample on the line, tim samples called, and this is amy’s dad, he called in last month. Tim. Tim sample, how are you doing in oregon? I’m doing good doing good and plays it’s it’s already done, or or a gun? Oregon where there’s no evil or he’ll help you. Oregon. All right, there you go. You go. Oregon. Are it’s not gone? There’s no e at the end. Oh, thank you. Alright, oregon, but i’m a i’m right in the middle of work right now, but i’ve had an opportunity to come down on my desk and lock the doors. Nobody bought it. I’m at your disposal. Thank you, tim. You know, i wanted to ask you. I have here with me. You know, this little kind of sort of shrinking kind of wallflower, you know? Never not very engaged. Not very out there. What? What? What is she always like this when she was growing up? Oh, you’re talking about my daughter? Yeah, i know. I know. It’s. Hard to tell. Yeah. Yeah, alright, now, but without the sarcasm has always been a type a personality. Yeah, and always always engaged. Like, was she in? A lot of i could’ve asked her, but it’s more fun to ask you. Was she out there? Like, in activities in elementary school in high school? I mean, she’s, the online engagement, everything poster poster will be, could everything she could possibly get involved with. She was involved with her mother, and i tried to give her every opportunity to try every sport, every activity you wanted, you know, you know, as parents, we tried to do that for her. Can. My god, you know a good example of amy. I tell this story. He probably doesn’t remember it. But in the second grade, i said anything. You got your homework. Done well, yes. He had two next day’s homework done the whole weeks. Only john had read three chapters ahead. It was the last time we ever ask her if she had her homework done. Never had to worry about amy school or anything. Okay. And always self directed, always always getting right with it. And and i feel like he is right now. I know and engaged also. Always engaged with the public. Yes. Absolutely. Right. Absolutely. How did we know that she’d end up a consultant and someone that people look to for advice about online engagement? Did you see this coming? I thought he’d be president united states by now myself? No, no pressure. Thanks, dad, but i didn’t want to go into politics. I amy always had a sense of what was right and wrong, you know, always interacting with other children. You know, she always knew what was right or wrong. She never made bad decisions that i can see. And if she did so well, i hit way didn’t know about it. All right, well, we’re back, but she has a sphere of alligators. Is that is that you’re doing? Is that is that? You’re doing, she has a fear of alligators, is that you’re doing a fear of alligators. You’re not aware of this? Well, we don’t have many alligators over here where we live in oregon and oregon in oregon, oregon. Now i know i never knew he had any fears at all. Tony all right. It was an example after a trip to florida, and tony will let me live it down if it comes up to you. Okay. Yeah, i have a fear of snakes. Oh, i don’t think i pass that on to her. I don’t know if alligators are reptiles like snakes are alligators may or may not be reptiles. Maybe maybe look together. Alright. Alright. We’re gonna let you go back to work, tim. All right, perfect. Thank you very much for calling the opportunity. We’re going. You don’t have to your daughter by tim sample. Okay. Goodbye. All right. I wanted to have some fun. Do that that’s fair. Okay. This’s. Tony martignetti non-profit radio. You are in charge of the shop. Future president. I know i the bar’s pretty high now. Yeah, i in fact, when alison find was here last week, i asked her if she thought that a presidential candidate could emerge outside the two major parties from online on, and she felt that it could eventually, but that we would see local local races first. Mayor’s maybe governors or senators, you know, but more local than presidential right away. But i was i had you in mind. I had your president cha operations. I don’t. I want to. You know, there’s. Another election coming up it’s true only only only few years. It’s. Really? Not all that far away. So exactly. Okay, she felt it was possible. Do you think it’s possible for a for their previous president there emerges online. Yeah, especially. I think around someone from a grassroots campaigning background not political, necessarily, but someone that’s that’s already actively working online to bring people together for other social issues or other kinds of campaigns. So so someone who’s in it in that way, i think, could easily cross over to say great. Well, now i want to run for for an elected position versus i’m just going to be the organizer that keeps this. Keeps this movement going. Okay. You have anybody in mind? Apparently i need to put myself in the strike don’t talk about other candidate. Exactly. Were we stupid? All right, i will go on the record shows up today never mentioning another candidate. All right, um, let’s oh, there was one more thing. I want to point out that matching gif ts is another possible, maybe another another possible testing. So oh, exactly the existence of or how big a match might be, right? Especially, you know, something to think about with phrasing of matching gifts is there’s the version of, you know, if we get to this number, we get that same total matched or every ten dollars gets matched. So then people think, well, my ten dollars isn’t going to mean much to this really big pot. We have to get two of twenty thousand, but if instead you say the matches, you know, dollar for dollar, whatever you khun give, how does that affect your community? Because some communities may really get behind the idea of, like, having to get to that really big number together and other communities want to feel like they’re five dollars, was still matched and still meant ten dollars, for the organization. So think about the way you use the match in your campaign, and several weeks ago we had a university professor on from university of chicago john list talked about scientific research around matching gift does does a three to one match necessarily pulled more than a one to one match? Right and where and on dh? Also in the phraseology of the match, the way you’re describing and that will show was on february eighth of this year. If you want to hear discussion about the scientific research specifically around matching gift excellent, we’re going to take more of a break, another break, and when we come back, we’ll talk more about who gets involved in the campaign, some budgeting, maybe some calendar ring and things like that and also tony’s take too, of course, comes before all that. Stay with me more with amy coming up first pursuant, check them out for lots of free resource is week after week, um, urging you to browse the collection, as my library used to say in elementary school, browse the collection that was when we had those card catalogs looking that they weren’t literally index cards or little cards were that brass rod ran through the ran through the middle on the bottom of the cards. It was always shiny and slippery, and you could get their little those little cards. And they used the dewey decimal system. We don’t know. Uh, we still use the dewey decimal, so i don’t even know. Do it. Yeah, but browse the collection and pursuing its much easier than the brass rotted dahna card catalogs of yesteryear. And where do you go? So you click. You go to pursuing dot com and you click resources. And then as you start your browsing the maybe the blogged or webinars or content papers or infographics. It’s all right, there. No card catalog required pursuing dot com. We’ll be spelling super cool spelling bee fundraisers. You need money for your good work? Yes. Throw a spelling bee. You know i hate the word. Let us. I got stuck on lettuce was or greenlee was all it was all iceberg at the time. I hate the word. Let us i love but thea tangible manifestation of the word i enjoy but not the word itself. I digress. Host a spelling bee make millennial money. These are ideal fundraisers for millennials with spelling bee. And live music, et cetera. Stand up. Comedy dancing check out the video at we b e spelling dot com and talkto alex career the ceo now time for tony’s take two. Thank you so glad that you are with us. Whether it is let’s, do it backwards. I hate to break with tradition. It’s it’s so risky, but we start with the affiliate affections. And i am so glad that our am and fm listeners are with us week after week wherever your station fits us into there. Line up. So glad to have you with us podcast pleasantries always going out two the two are precious podcast listeners precious podcast pleasantries. I’m not going to do that every week now. Two’s enough podcast pleasantries over twelve thousand listening in the time shift so glad that you are with us thank you. And alive listener love always goes out you know who you are you know where you are. I can’t shut you out by city and state this very day. Although i will be able to next week and the week after live listener love to you thank you for being with us and also, if you are a non-profit radio insider and i get into your inbox every thursday. Thank you for letting me in there. I’m grateful that is tony, take two. And here is amy sample ward continuing with her book, social change. Anytime everywhere you gotta get this book for god’s sake, just get it. Amy who’s, who should be involved in this work? And how are we going? Estimate the time that’s going to be involved in our online campaign? Sure, i think fund-raising campaigns just like any other campaigns organization, maybe running advocacy list building, you know, community engagement, etcetera can’t be thought of as something that’s completely contained within the fund-raising department, because ultimately there are e mails and there’s this a b testing on the website, and all of those other components require all different staff from different departments. So it’s an opportunity to create, i think, processes we suggest in the book, where you will have regular opportunities for staff across departments, not necessarily like on all staff meeting, but staff across departments that are ultimately all creating the success of that campaign to come together, whether that’s like every week or however your organization wants to do it. To have a meeting where you’re all in the room at the same time, or all on video chat or whatever you want to do so that everyone’s talking about it. So as soon as you break that campaign down into the people that are in charge of the email never talked to the people that were in charge of actually counting how many people are coming through the form, then you’ve already said, well, we’re not even going to have the best conversation we can have with this campaign staff aren’t talking to each other, so creative process first, so that everyone involved is coming together regularly to talk about kosh, we saw that this button language was the best. Well, the e mail better have that same button language. You know, any abie testing that you’re doing anything you’re learning about what’s working with the campaign should then be immediately reflected in all the other components. So how you either evaluate ahead of time, staff time or recognize all those different pieces are maybe serving the rest of the organization. So thinking of of people in communications is not just communications staff that all they do is communicate. But they also served fund-raising and they also serve advocacy, and they also served programs. So what does that mean as far as your staff plan? And what does that mean for your value evaluation of staff? You know, those communications staff in this example couldn’t just say, well, my job is to send e mail and i sent them, but how, you know, how was your function in this organization, reflective of our success in our fundraising campaign were reflective of the success in our advocacy campaign so that it’s showing that that person isn’t just responsible for hitting send on thousands of emails but showing them even in their own evaluation, that they’re part of the whole organization success, which i think is critical for having all of your staff buy-in toe working towards your mission, you know, as soon as you say, well, your job is just the website what their job is the web site, because it’s serving the mission of helping people understand you know what your your cause is all about and so did did they lead the baby testing that help figure out that that button actually could have, you know, in increased by fifteen percent the donations that’s huge that’s, not just the fund-raising team that’s also that person who’s managing the website. What about the smaller shop? Just a two or three person arts group? I mean, how are we going to build even? Ah, modest campaign into what we’re trying to. We’re struggling to keep get getting done day in, day out, right? I think for smaller organizations, but really, the same lesson applies to everyone. Ah lot of of the components of the campaign are actually developed way in advanced. If you’re collecting stories actively as you are working with your community year and you’re keeping those stories not just on a piece of paper in your desk, but, you know, kind of like a story bank you have, you have ah, bank. You could draw from of all these different stories then in that moment when you need to create a campaign, maybe it’s a response of campaign because some horrible event has happened. And you want to make sure people are aware of your services. You know, for example, you have that content. You don’t have to then spend a week developing. Okay, who’s who from our community do we want to talk to you know, where could we get a story about our services in action? You’ve already created that content in advance, so especially when you only have two people, the more you can do to just kind of be librarians, you know, tio, cart, chronicle and archive all that you have all the time so that you can really easily just say that’s, you know, the book i want that’s, the story i want off that shelf and let’s put it into this email and then again, a be testing is so, i think, critical for really small shops, because if you really can just say, we’re going to send this e mail to one hundred people each and then know that the one that got more opens is what we’re going to send even though it took you maybe an extra five minutes to go back and say, okay, now send this list that was a really great five minutes, because it means you’re getting that many more people opening that message. Let’s look, a tte budgeting our campaign may involve some adwords facebook, facebook yeah, how are we going toe? How do? We figure out what what we should be too spending money on is beyond the time that also is an indirect, indirect cost, right? First, obviously, you know, you have to have the caveat of it all depends what’s your campaign about where is your community? Ah lot of people have have realized that you’re not necessarily just going to make all of your money from your fund-raising campaign on facebook, but a lot of those people that are participating as donors, maybe on your facebook page. So thinking about how you budget for promotion of the campaign versus budget, for the call to action, you know, you may want to just invest in having ads showing the efficacy of your work so that when people are then emailed a call to donate, they’re like, oh, yeah, you guys do really great stuff. I do want to donate via email because that’s my, you know, i’ll just click don’t and go to your website, but maybe it’s different for your forget it community, maybe your community doesn’t really know, and they just need to be told, like there was a disaster and donate, you know, it depends a lot in the circumstances, i think it’s also, especially with things like facebook, where they’re changing the algorithm like every five hours you have to do so may be testing, you have to invest in that a be testing. So you know which of these ads are working better? Do we do promoted posts, or do we do ads? So some of it is just having a reserve of that advertising budget to test with, and you don’t have to spend a lot of money now, like facebook ads are not expensive, right? For-profit lee fifty dollars or so you could oh, exactly, you attest? Oh, for sure, yeah, and the problem or the great opportunity that could become a new obstacle for organizations, is that when you get in there to do a facebook at our, you know, promoted post, you’re you’re presented with the opportunity to pick like which gender location, background so many details, but it can either be overwhelming and you just say, well, i just wanted to go to everyone, and then you’re going to run out of that fifty dollars budget instantly, you know, or you get so narrow and who you want this ad to? Go, too, but it never really goes to anyone. So i think there’s a little bit of opportunity, teo play even just with that, that scale of who do you really want to promote this to? Who is your donor? And what do you know about them? Which goes back to what we talked about months ago, about how, you know, investing and knowing who your community is first, so that you can say the right things on the right channels, and i appreciate that your advice always is. What are the goals of the campaign right now, and not only to raise the money that that? Well, actually, the campaign may not be about even about money, but may not only be the explicit purpose of the campaign, but also to grow engagement in the long term, bring some new people to the cause may not even fremery respond to your call to action, but now they’ve joined your community exactly, exactly. And for them this you know, your campaign that maybe their friend donated teo was the first time they had heard aboutyou, but they’re now hearing about you in a really trusted way because they heard that. A friend not only supported your work but gave money to your work, and now they just want to follow along, and eventually you can, you know, encourage them up that ladder of engagement to become a donor as well. And in that respect, not everything in your campaign has to be about the call to action, right? I mean, i know i guess you want the called action to be frequent, but there can be things that are informative beyond the call to action. Exact. I think a lot of organizations will shook about a fundraising campaign, i think. Okay, first and foremost, they’re donating to this campaign. They’re going to donate to this campaign. They really get that out there, and then people donate and then there’s nothing else, you know. So people feel like, well, i did the thing, but there has to be more aiken dio so recognizing that there is always more they khun dio having that thank you, paige, push them to the very next step. What’s the next step for you is that great. Thanks for donating here’s the button to share on facebook that you just donated, you know, or is the email confirmation encouraging them to share their story about why they donated so that now you have one more story and your story bag, you know, so think about what people can do to still feel like they’re contributing to this forward motion because they already donated, which is huge, so don’t take someone who’s willing to take a really big action and then just dropped them off, keep them, you know, sustained that engagement and keep them engaged so that you can ask them to donate again, you know, if they haven’t heard from you, and now you’re asking again for them to donate well, they feel like don’t you remember that i already donated? But if you’ve said, you know, hey, share this on facebook? Hey, give us your story, etcetera, and then you say thank you for donating. Please help some more. They feel like yes, of course we are trying to get there together. What is ah, home page hijack? Uh, it’s called many things, but basically i’m sure most people have experiences when you go to a website and you just, you know, landed on the website haven’t clicked on anything, and then something pops. Up, even the new york times does this you think you’re going to go read an article from the new york times that your friend just tweeted that and there’s a thing that pops up that says, don’t you want to pay for new york times content? Why don’t you subscribe? That’s that’s ah, home page hijacked, for example, it’s basically a light box that pops up and says, whatever you thought you were here to read. This is what we want you to read and it’s great for people that if they really are just hitting your home page because maybe they were, you know, searching online for something and came to your website, they don’t know or you’re directed people back to your website, and it can pop up and say, this is what’s happening here is the called action here’s, that big red button that says support haiti or whatever, and obviously they could close out of the box or lorts like off it, etcetera, but the fact that it makes it super front and center lit literally front and center on the website helps direct that traffic into the call to action where you could maybe. Instead of them seeing your home page that’s, you know, normally fairly generic has lots of navigation, et cetera and drives them to a page that’s just about the campaign, you know, really focus. They can see the donate form they khun see whatever helps funnel people just to the campaign instead of accidentally clicking unlike, oh, what is this organization about? And what do you do and what’s? This other thing? I see a photo of, you know, it just helps funnel people in where you want them to go. You have advice about how frequently someone may see that home page hijack, so maybe it shouldn’t be more than once a week person and the technology will support that our exam twice a week per person or whatever you think exactly, yeah, i mean, it’ll where people out if every time they go to any page of your website, they’re getting this pop up essentially, you know, but if you can say yeah, once a week or the first time someone comes to the website because maybe outside of a fundraising campaign, you could use that for many things you could have it say, join our email list. You know, subscribe to our news, whatever you want that pop up to be. So if you see that every time, well, gosh, i signed up a week ago, and i’m seeing it every day, you know, so just may be the first time that i p address hits the web site, you know? We’re going to take a break in about a minute. We want to have some print possibly to be in support of our campaign. I want to just open that topical bit. We’ll talk more about it shortly. Sure, i think print is actually a great medium, especially for fund-raising still one of the main drivers of fund-raising effort so looking again at that piece as a way to frame all of the content that’s going to come later because you’re going to be ableto change up at the very last minute, what you tweet and what you put in an e mail, etcetera. But if that print piece supports that overall call to action, the overall message and maybe has just won fairly general story that you can then really dig into that story of what that person’s you know, experience was or what those services mean to the community it’s a great way to frame things as a oh, yeah, i remember this. You know, every time they then get an email from you. All right, we’ll talk more about this and the and the fund-raising plan in general, when we return with amy, sample ward, stay with us. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from a standup comedy, tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger, do something that worked. And naomi levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guess directly. To sign up, visit the facebook page. Tony martignetti dot com i’m christine cronin, president of n y charities dot orc. You’re listening to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. Hi there again and welcome back. Uh, anything more that you want to say about print in support of this, i would i would add that prince should certainly be needs to be in this fund-raising calendar with a campaign calendar that we talked about last month and it’s something that we’ve talked about in the past, i forget what episode number, but we talked about competition and how teo, you know, if if you were doing a phone bank, for example, of donations and you and you mentioned the research shows, at least if you were to mention, you know, the previous collar don’t thisyou know people are more inclined to say, well, i’m going to do that if someone else did print is a really easy way to do that as well, because you clearly know where they live, you are mailing something to them. So say, on average, people in your neighborhood donated this last year to our campaign. Oh, my gosh, now they like now i’m going to look in on my neighbor’s like which ones of you donated one hundred dollars? Now i feel guilty, i’m going to donate a hundred dollars, you know? So so keep those same principles that you use online with making it be a riel story, having it connected to something directly when your mission have a very clear call to action. But then take advantage of that local competition that peer pressure of this is this is really, really in your neighborhood. But also this is how people are actually helping us. So you should too. We can also have competition in telemarketing right in our telephone call once just remind i think this may have been last month, but in the way that callers are greeted, andi encouraged or thanked for their past giving there could be some competitiveness. Exactly. Exactly. So i’m not just saying like, oh, thanks you want to donate, but also, you know oh, you have reviews caller. Exactly. The previous collar donated this. And if you can, if you can hear sometimes, you know it’s it’s hard to just make a judgment. But if you could hear that it was a male calling and you could say, oh, well, the man before you donated this, if you if you have that opportunity to be gender specific, the results or even hyre from studies that say, you know, once i’m told the previous collar was a woman and she don’t even more than me well, man, i want to donate as much as her, so all right, let’s, let’s wrap up our campaign with the thank you’s yes, thank you’s are critical and thank you don’t have to be at the end of the campaign. Thank you should be every time someone’s done something, so when they sign up for that email lists, you know, thank them if they donated, thank them, but also do that thinking in public when you can, you know, you’ll see people in the campaign putting on facebook that they, you know, because they got to the thank you page, the confirmation page, and they tweeted, or they posted to facebook that they just donated, well, that’s a great place if the organization is then liking that post, if you you know, privacy settings are such that you can see their post or on twitter, the organization is retweeting them to them that’s huge validation the organization noticed that i just tweeted out, you know, that i donated and i’m i got retweeted or i got thanked publicly and that certainly doesn’t take, you know, a lot of effort, you’re not creating any new content you’re just saying thank you very much, but it can mean a lot publicly for the community to see those individual voices being thanked. How do you feel about the mailing of small, maybe small tokens? Oh, yeah, of gratitude o i think i think a hand written note, even if all it says is, you know, tony, thanks so much for your donation. Amy. It was a hand written note. It had to go through the mail, you know? It means a lot exactly could be something online, maybe maybe a little gift certificate or a discount to a site or something. Exactly how else can we say the small ways of saying thank you, right? And i there are lots of ways where, you know, and and ten we can say thank you by saying, you know, to thank you for what you’ve done here is a free webinar, for example, you know, web in our past, but for other organizations, it can also be an opportunity to say, because you donated, you’re now invited to this event that’s only for our donors, you know, so you’re also providing access to something that is otherwise exclusive, and you can use that as a way to say, hey, all of our donors are going to be joining us at this, you know, a local place that everyone knows is really fun or, you know, historic or whatever come join us in this, and it doesn’t have to be, you know, because he’ll be a national campaign, but you could say, if you’re a donor, you’ll get the link to the live stream and you get to be there for this interview with our founder or whatever, and even if people don’t want to go it’s still saying, we know tony, you donated, and we want you as part of this conversation, just the act of inviting exact is very, very it is very gracious exactly in heimans larger organizations that i that i work with will often invite people on the other side of the country to a luncheon that we’re hosting in new york city to to say thank you right way don’t expect them to come. We know the observers are tiny that they will, but the act of the invitation what if they were going to be in town for other business where they were going to be in town, meeting with someone? And now they can say, oh, while i’m there, i’m also going to go to this luncheon because i donated and that’s really cool, you know, i’ve never asked you this. You’ve been on many times. What is it that you love about the work that you do, this whole body of work that you that you’re involved with? What is it you love? I i love the people like i love that we are in a position to get to support not just one person that we’ve met, you know, and, like, help them do whatever, but we can help hold communities that’s really exciting, you know, or that you can help all of those people in the community know that they’re in a community i mean, i think that’s the really exciting power of the internet is that people thought i’m the only person that has x y and z here and the only person it’s experienced this, and now they go online like, oh my gosh, i’m not special at all there’s a million. People who’ve had this and so part of it is that that feeling of like, i’m not special, but i’m not special because there are so many of these other special people you know, and getting to find them and create community with each other, even when you can’t all be physically in the same room. Her latest book is social change anytime everywhere you’ll find amy’s blawg at amy, sample ward, dot or ge once again a pleasure. Thank you for having me. Be sure and thank him for calling it. I will. That’s, dad, dad to you? Yes, next week i know it won’t be fermentation if you missed any part of today’s show, i beseech you, find it on tony martignetti dot com. We’re sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled, and by we be spelling super cool spelling bee fundraisers. Wee bey e spelling dot com a creative, producers clad meyerhoff sam liebowitz is the line producer. Betty mcardle is our am and fm outreach director shows social media is by susan chavez and this music is by scott stein he with me next week for non-profit radio big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff, sort of dane toe add an email address card. It was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony, talk to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for July 7, 2017: Social Change Anytime Everywhere, Part I

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My Guest:

Amy Sample Ward: Social Change Anytime Everywhere, Part I

Amy Sample Ward

Our social media contributor’s book is “Social Change Anytime Everywhere.” When it came out we talked about how your nonprofit can raise money, find advocates and move the needle on engagement in our anytime, everywhere world. Four years later, Amy Sample Ward’s book remains relevant and valuable. (Originally aired 3/15/13)

 

 


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Oppcoll hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Our three hundred fiftieth show is coming up it’s july twenty eighth, three weeks oh, i’m glad you’re with me. I’d be forced to endure the pain of skill algeria if you kicked me with the idea that you missed today’s show social change anytime everywhere part one our social media contributors book is social change anytime, everywhere when it came out, we talked about how your non-profit can raise money, find advocates and move the needle on engagement in our any time everywhere world. Four years later, amy sample wards book remains relevant and valuable absolutely that originally aired on march fifteen twenty thirteen. I’m tony take two hello, nc tech for good. We’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com and by we be spelling supercool spelling bee fundraisers. We b e spelling dot com here is aimee semple ward and me talking about her book social change any time everywhere amy’s not here yet, so we’re going do a little a little preview of her book, a little browse through her book. The first thing that i want to point out is that i wish it had more pictures when i’m when i’m picking books. I i flipped through looking for pictures, and i probably would not have bought her book. It didn’t have enough pictures for me. I like pictures, like more graphic, so it has graphics and has some screen shots. Ah, it’s, very good that way, but i would like more. I would like more pictures in amy’s book. Aside from that, any simple word has just joined us. Well, i’m sure you did. All right, pick moment. Take a moment. Compose yourself if we figured you were in the subway, i was just saying, i wish your book had more pictures. Oh, yeah. Pictures of what? Just it doesn’t really matter. I don’t know. Cute dogs, landscapes, landscapes yeah, i just looked and i look for pictures as i’m i’m browsing through the book section the books it was meant more for reading than browsing. But ok, take another breath. Your yes. You knew you knew that we were waiting for you, and yeah, i was going to be fine, but welcome. Thank you. Have you for the full hour? Yeah, exactly. I’m happy to be here for as much of the subway would let me to be our best majority. I did tony’s take two in advance. So? So whenever i’ll have that time together, congratulations on your book. Thank you. It’s called, written by alison is keeping kapin kapin much. Tell us about alison she’s, the founder of radcampaign and the tele summit and network women who tech she’s based in d c ah, she’s. Pretty. Cool. Yeah. I met her because i was at your book launch. Oh, that’s right book launch that you did at the at planned parenthood parenthood federation. Yeah, yeah, that was very good to about forty people. If you got to meet your husband, max? Yes, very nice. Often left alone as your traveling throughout the country. Yes. That’s the that’s the first time he’s ever seen me speak in any capacity in public? Yes. He said that i didn’t talk to him. You know, first time i know for certain that lovely. Um okay, we’re in. Why do you let’s make this clear? Where? Ok, i need any time everywhere, what’s, what’s our anytime, everywhere world that you are trying to help people make social change in. Well, the anytime everywhere is really focused on the people, not the organization. So all of your constituents, donors, supporters, whatever you want to call them, they are, you know, living their lives basically around the clock, their life. And they are thinking about okay, if i want to talk to this person, i’m going to do it here or if i want to talk about this topic, i’m going to do it here you just interact with your community, however you do as an individual, it might mean a friend calls you and then after you hang up, maybe you go look at facebook and interact with another friend there and then maybe send your mom and email, you know, but you’re not thinking okay, well, i only talked to sam on the phone on, i only talk to my friend barb in email, you know, you as people, we don’t treat our communications and our networks in that way, so organization shouldn’t be saying, ok, well, we only send you emails or we only let you talk about our campaign on facebook. We need to think about the way we communicate and allow our communities to engage with us as as a way that crosses all those channels as well, okay? We’re not segmenting our lives and write our community our conversations, right? Stilted, like communications are conversations, right? I see somebody on foursquare check in and i’ll make a snarky comment or something. E i have seen one of those geever andi didn’t answer it as i recall, um, in fact, you were recently traveling, you were in south by southwest i wass that’s. Ah, what i think of it is just a big music and party and drink fest. Is that what many people think of it that way as well? I’ve never been there at the beauty of being me is that i can know nothing about something and still be an expert in that. Yes, of course. Oh, i think i’m very well acquainted herself by southwest, even though i’ve never been there. Why don’t you tell us what the rial tell people like me who think that everything that they know nothing about but it’s a very comfortable place to be. Actually i what is south by southwest? Well, it are very originally was a music festival, but now has three components music tech interactive, which is really all kinds of technology, not just social media, including gaming and all kinds of interfaces hardware, software, etcetera and film. So film and interactive take place the same week. Concurrently on then the following week is all music. Were you there in your capacity as membership director of non-profit technology network? I waas so there’s a non-profit lounge there lounges of all different types sponsored by different people so there’s, a blogger lounge meant for bloggers to find each other, etcetera. So the non-profit lounge is sponsored each year by beaconfire ah, long time, you know, and ten member organization sponsor etcetera. And they opened it up for others to get to be in the space with them. So and ten had a presence. We had a couple couches, if you will. And i was also working with them to manage the content each day so that people that were start in the lounge, what kind of cause that we had was that we had a different topic each day. So we had one day was focused on measurement and metrics. One day was focused on engaging millennials. One day was focused on technology, staffing and the capacity around technology. Um, there were a couple more, and we so we highlighted little, you know, not not trivia because they’re real. But, you know, just little tidbits from our research each day based on that topic. So you come in the room and learn different things. And then at lunchtime we had panels on that topic so people that we knew were going to be either at south. By southwest are actually based in austin that we could bring in to talk that day, just with whoever wanted to be there and engage with them. And then night times that was the drink fest in well, for some, i think drinking started as early is, like eleven, because i guess technically it’s noon on the east coast. Yes, yes, all right, anything. Did you learn a couple of one or two little things that that you didn’t know or maybe reinforce something that what was your was your take home from from south by that’s me something? Yeah, i think you know, they’re always different applications or tools that get launched itself myself west. So people, you know, waiting, teo, unveil some new application, and so there was a bit of that as well, but i think this year, the feeling that i got from a lot of the non-profit and social impact crowd at the conference was that people are really starting to get to a place where they feel really proud about some of the things they’ve done in their non-profit and they they wish, you know hey, what? Why don’t we get all the attention? You know, just because that really big organization, you know, that has tons of marketing budget and had tried and tried many things and then succeeded with something, you know, we’re a tiny organization, and we did that to, you know, they want a platform for their voices to but, you know, south by is always kind of mixing up the content and have had different tracks and and things like that over the years. So it’s not to say that there will never be a platform for them. But i think this year, there are a lot of organizations there, you know, looking for a place where they could stand on their soapbox and and get to share with everyone what they’ve worked on. All right and excellent that they got that exactly like to see that small, especially small and midsize shops getting attention. Craig newmark wrote the forward to your book. Craig is the founder of craig craig’s list, of course. And craigconnects he’s been our guest on the show twice. I think that was a trivia question once. How many times you been on the show? Oh, did we do that? Oh, i think we did. I think for a giveaway and weigh just you were my guest for the hundredth show and we’re giving away, yes, but the answer’s two way long ago gave away a lot of intense swag for us to give away. Yes, and he says in the forward that social media and good customer service or big deals you think we were going to you and i talk every month about social media, we know that that’s a big deal, good customer service what? Why? Why is he talking about that with respect to social engagements? Social change? Well, i think it doesn’t matter if you’re for-profit aura non-profit if you do true direct service or not, ah lot of the most basic day to day interactions that you could be having with your community take the form of customer service, even if you know, in a non-profit we normally don’t call them that, but but answering people’s questions or just being able to be present on social media, where you see people asking a question, even if it’s not about you being the organization that can answer the question for them and really playing a service role builds community in such a small kind of passive way, but that israel and you’re creating value with them that it is a matter you know, if you are comcast and you want to use twitter to answer customer service questions or, you know you’re the humane society and you want to use twitter to make sure people know how to get help with their animals and and, you know, i like your just broad definition of what’s customer service. I mean, it may just be interacting on a day to day, right? You may not think of it as a service to the customer just having, you know, we’re just engaged in a conversation there on the engagement ladder and which is that we’re just, you know, talking to them right, exactly and helping helping your supporters take advantage of all that they could do with you is customer service, you know, someone calling and saying, i want to volunteer, but i don’t know how and you pointing them in the direct in the right direction that is still a customer service function in your organization got some live listener love we’re talking about texas austin, texas, where itself by was but we have san antonio on the line, santa or on the web, you know, antonio, texas, live listeners love, welcome, welcome to the show and the conversation. Let’s, talk, talk a fair amount, i think about fund-raising and then how will we even, you know, engagement and advocate could you get, you know, getting talking toa advocates and motivating advocates? And you spent some time talking about the different motivations to give why white people are giving on dh. There certainly have been articles and books on this right by the the traditional, i guess, fund-raising prose that are out there, you you spent a little time with emotions, emotions versus statistics, right? What would you like to say there? Well, obviously, we are humans. We are driven by emotion. Um, and i think that a lot of online tools facilitate that really well, you know, how many times have we seen a tweet or gotten an email where they say, you know, this many million people in this country are dealing with this issue and it’s like, okay, well, i don’t actually know a billion people, so i can’t conceptualize that very well, you know, but having a story that directly connects with you. And is someone that’s already been served by that organization helps you understand the kind of person that is may be dealing with that issue and the way that the organization helps them. Because that’s really what we need thio conceive as the person who’s going to take action. Isn’t that what does it really mean for a billion people to be dealing with this issue? But what does it look like to help a person with dealing with that issue? If i can conceptualize what changing the fate is, then i can understand how i can help it and be a part of it. But if it’s just the raw data, it’s really hard to see what the action is in that, and social media really helps with storytelling because you can have, you know, people interacting people sharing their own story in response to that story, it really facilitates that. But the other part of emotion is our natural competitiveness and, you know, not really wanting to say, oh, yeah, my friend karen gave a lot more to that organization that i did. Who says that? Who says, oh, i gave the least. Of my friends, you know, and and tapping into that natural competitiveness, you know, using your pressure for good is actually very successful. One of the research reports that we sight in the book was in pledges, so so, like a pledge drive over the phone, but still you could do this on social media. But when the caller you know, talking to the donor said that the previous caller had given more than they were about to pledge, they then up to their pledge and they upped it even more when the collar sad? Oh, actually, the woman before you, if it was a woman collar and once they knew it was the same gender is them, they gave even more so just by presenting the opportunity to be outdone by someone else, people wanted to beat them. We’re going to talk that’s, outstanding. We had a guest i had guessed professor jin xiang from the university of indiana, and she had done research with this was telephone based also with public radio in bloomington, indiana. When when? When certain, whether she had five key words and when they were used to thank the person you’re or to describe. The person as as a donor. So you’re very kind of you to give or it’s very compassionate of you to give that it increased the the donations right for that call. And actually i think that we’re doing it. I’m being a little inarticulate, but where they were doing it was i want to thank you for your kind donations in the past, or your compassionate or your thoughtful donations in the past, and we hope that you’ll you’ll help us today. Yeah, those using there were five different adjective she had and they could trigger they would trigger hyre giving than someone who who was just thanked. Thank you for your past giving, right. So this is this is really interesting when it’s gender and when there’s a comparison to the previous calling out how were they, you know, like what the language they were using because you don’t be snarky about it, right? Right. Do you remember i were introducing that it’s now the top of my head. It was something like, you know, similar. Like, thanks so much for your desire to give the woman before you donated fifty. How much would you like to donate? So you’re just kind of using it as a context setting statement and then giving them the chance to say, like, well, darn it, i’m given sixty five, you know? Yeah, yeah, excellent. Okay, um going back to your point about big numbers versus a face, i found a quote, i’m going to quote mother teresa, i found a quote that that’s pertinent to this, i think she said, never worry about numbers, help one person at a time and always start with the person nearest you. Social media can make a story come alive it complete person near you could be pictures on instagram. It could be video youtube video on your blogged you can you can put a face to the the homelessness or the hunger that affects a billion people right, and show people how their gift will will impact that that story right? And i like the part of the quote that says start with the person nearest to because that’s too, what we’ve talked about many times in the show don’t go out there and try and find these new people. You already have a community of people that you work with, that you’ve served. Start with their stories and then other people will come out of the woodwork. You know that identify with that story or that have also been served, but maybe i hadn’t talked to you before, so start with the stories you already have and just show them out to the to the rest of the community. Ok, so some peer pressure, yes, about suffering a little point about about suffering can be a valuable, motivated give yeah, it’s kind of a weird nuance on competition. It’s it’s part of why things like walkathon tze and challenges of you know, if i if someone donates five thousand dollars, i’ll shave my head because we actually really liketo watch each other half to deal with something that we don’t have to deal with. And so it’s it’s part of why we khun sake, great! You know, if you pledge, i’ll have to run this many miles. Terrific! I would like to see my friend have to run that many miles. Yeah, and again, doing that in a place where all those people you know in a like a thon process where all those people are competing for donations gives you both layers. Of the captain’s competing against each other for the most pledges, but then also all of their friends saying, oh, yeah, i want my friend to have tto shave his head back in the dark. Days before before, i knew you as well as i do. Those were the dark days. They were. Well, they were more your doctor, darker for you. If you’re going, there were much darker for you before you knew me then. And then before i knew you. I was used to now, so you’ve even like you, really? You haven’t liked me because i used to pay more attention to vanity metrics, then you and i have talked about vanity tricks, and i’m going to give the quintessential example of it in a second. I pay less attention to those things now more involved in the more thinking about the engagement, and i was paying at that time very close attention to the number of facebook like likes, likes of the show’s facebook page, and this was a couple of years ago, and i wanted to get to three hundred and i don’t remember where we started, right? But i with some high school friends of mine who were willing tto co chair, the campaign, i issued the blue pedicure challenge, and i said that i would get a blue pedicure if friends from anywhere but the two friends from high school with cochair radcampaign if we would get to three hundred likes and of course we did get the three hundred likes within a certain time is like two weeks or so. We’ve got three hundred and and i went across the street from the studio. Here, there’s, just get up on the second floor. There’s a salon and i got a blue pedicure and i had a video it’s sons on the youtube channel. It was great fun. Yeah, and people said, you know, a soon as we got the three hundred are weighted the blue pedicure. Yeah, it’s only gonna make good on the way we want to see the photo so i had video of me making my appointment, which was won. And then i picked my color. Nice different shades of blue, of course. Of course i picked my blue color. And then i went back a week later for my appointment, and i upgraded to the paraphernalia axe also, i got the paraphernalia. I don’t even know what that means, but well, they put your feet in warm wax. Oh, interesting wax. Okay, yeah. I don’t know what i’m supposed to soften. I think too interesting. That was my first and last pedicure left so many questions now, so well, they’re all answered on the video there i’ll go to the video i block i met blogged it too. I know it’s on the but certainly it’s on youtube blue pedicure challenge you took a multi-channel approach to this pedicure experience i did that’s true, because we campaign was in multi-channel on dh then the impact in the outcome were were probably blawg and certainly facebook on dh youtube e did take multi-channel provoc any other and plenty of engagement, lots of engagement it was great fun. Yeah, it was good. So pie in the face you use the pie in the face. Example in the back. There’s. A picture of someone one of the few pictures in the book has someone getting those lots of graphs and good pictures. Has someone getting a pie in the face and there’s a picture of alison’s dog in the book leah leah lida lida lida like peter with a now okay, why is why is there dog picture? Because they adopted her. And so there’s ah, case study in there about an adoption campaign. Okay, so there you go. There’s a picture and it’s a cute. I didn’t say there were no pictures. I said it’s not enough to suit me. Wait, we’re coming out in the fall with color book edition graphic novel way have just about a minute before break let’s talk about the last area of motivation sharing impact you and i talked about this before, but let’s just remind listeners how important that is. Yeah, and it doesn’t have to be, you know, i think a lot of organizations when they think sharing impact, they think, okay, well, you know what? The campaign’s over wilson, an email that says, we got all of the money and now we’re going to do though nothing. There we go, that’s the report, but but there’s versions of sharing impact that are kind of like evergreen content. You know, the putting, putting some of your expenditures or big, successful things in the footer of your email. So anytime someone goes in the photo of your website, anytime someone goes your website, they see this is how much money is being devoted two programs, and this is what those programs have created or whatever. There’s also reached the research that shows on donation forms where you actually show the impact of the money people donate more so again, just just keeping it really clear, clear and present all the time as an opportunity, right? Wait, go away for a couple minutes. And when we come back, of course, amy stays with me, and i hope that you do, too. You’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy. Fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Hyre more with amy sample ward coming up first pursuant their info graphic it is five steps to win at data driven fund-raising i’m always telling you that they are data driven here’s the proof this cool infographic shows you how to define your fund-raising goals what the most important metrics are and how to optimize to get your best fund-raising results be data driven, you should be it’s a good way to live you’ll find the infographic at pursuing dot com you’re quick resource is then infographics! How much simpler could it be? We’d be spelling super cool spelling bee fundraisers. You need money for your good work. I know you do throw a spelling bee and don’t get knocked out if you participate, don’t if don’t get knocked out on the word lettuce like i did in seventh grade that sucked, and to this day i can’t look ahead of iceberg lettuce because that’s all we had when i was in seventh grade iceberg was all we had. Now, of course, we’ve got bib and boston greenleaf red leaf, you could even throw shard in some people. Consider kale, let us so much broader let us spectrum now, but it was iceberg, then i can’t i can’t even eat iceberg plus it’s not very nutritious, i think, but i can’t look ahead ahead of iceberg lettuce without getting a stomach churn, so don’t get knocked out in the world. Let us check out the video at we b e spelling dot com, then talk to the ceo alex greer. Do it now. Time for tony’s take two hello and c tech for good. I was at that conference last month in north carolina and delivered my first workshop on podcasting. I’ve talked about planned e-giving and charity registration through the decades to be precise, but i finally they persuaded me actually to do something on podcasting, and i went outside my comfort zone and now it’s in my comfort zone, so i did it once, so expert on, but i’ve been doing it a long time, so the weapon are that it wasn’t a webinar was a workshop live in face-to-face it was five lessons from seven years of non-profit radio and hello to all the smart nufer philantech folks that i met there, there were few listeners there and insiders getting the insider alerts. Hello, jean lisa, caitlin heather stephanie, tiffani good luck with that podcasting project that you’re tryingto trying to get kicked off there. There were no guy listeners or insiders, there was always all women i don’t know it’s all un enlightened tech men in north carolina for some reason, i don’t know why many thanks for hosting me and see tek for good. Glad to have been with you, and that is tony’s take two here’s more with amy sample ward and me on her book social change. Anytime everywhere. Welcome back big non-profit ideas for the other ninety five percent there’s a bunch of you on facebook, there’s a bunch of you on twitter and join the conversation with those already there on twitter, use the hashtag non-profit radio thanks for joining us multi-channel let’s see what you bring in-kind caroline, caroline caroline xero eyes are san antonio is that i believe. Shut up, san antonio. Um okay, so we’re all about multi-channel we should have a plan for our multi-channel now. Engagement strategy. Turns out we are too, right? Yeah. You want to have goals? You and i have talked about some of this before, but right, putting it all together now. And you’ve put it together in a book, so it’s ah it’s worth it’s worth revisiting the stop? Yes, because they are important our multi-channel plan goals, but how are we going to figure out where we want to be? Well, especially for fund-raising you know, goals have to be really specific. It’s hard to say we’re going to do this year and campaign because we would like to raise some money and you know where we’re soup kitchen, we do things that are important, although important, not compelling has a goal for your staff to even create a campaign out of, but also for your donors to want to support. But if you can say if we raise this much money, it will actually give us this many meals in this much time, you know, three hundred meals over the course of the month. If we can raise this much money, people then can imagine both you know what their actual like hundred dollar donation means as faras how much is served, but it also sets you up to do more than your asking, you know, if you say we’re we’re shooting for ten thousand dollars and that gives us three hundred meals for the month of january as soon as you get close to the goal. It’s really easy to say terrific. Now, if we get ten thousand more, we can feed everyone for february two instead of those campaigns that you see where they’ve done a really great job, they’ve activated their community, and once it starts, they actually start raising a lot of money and then they get to the end and they think terrific close down shop, you know, the thermometer reached the top instead, you’re setting yourself up to go is much, you know, raise as much as you can in the time that you’re planning to run the campaign, and you also set yourself up. If, in case you don’t reach your number, you’re still able to report back in a successful way of saying, you know, we had high hopes of raising ten thousand and we didn’t get there, but we’re still have enough to do two hundred bills this month, and this is how you could help us, you know, after the holidays to serve those last hundred or whatever. So giving yourself a really clear goal lets you iterated kind. Of as the campaign goes and respond to how how it’s doing important, do you think tio have a time limit to your your fund-raising goal? Definitely ah lot, whether you have one week or a one month or however long that the time is, you’re going to see an initial tick and then a big drop in the valley and then as it gets closer, you know, everyone starts donating again, so it doesn’t really i mean, technically, it matters. You don’t want to say this is a yearlong donation campaign, but whatever the duration, is it’s really clear or it’s, really important to be clear about when the end date is so that people know? Okay? It’s coming oh, my gosh, i better donate now and and they actually respond to that e mail instead of just saying, oh, well, i could do it next time i remember or next time i have my wallet now we’re gonna have to figure out how to message, right? That’s it just campaign so that should be a part of our our plan also, exactly and a lot of organizations, you know when when starting to think about a campaign fund-raising or otherwise get really excited in that staff meeting when you start brainstorming like the catchphrase of the campaign, you know, and that can be fun and enjoyable, but very rarely are the witty catchphrase is actually the things that include the action and the ask so don’t spend too much time thinking of like balloons for ur or whatever like crazy thing that maybe is related to the campaign is because you want to make sure whatever very simple phrasing you use and then build your campaign off of includes the aschen, the action so what, you know, give or do this thing for, you know, this many meals in this time? And then once you have that core messaging, yu khun, start planning out of communications calendar that’s reflective of all those channels you want to use remembering, of course, offline or direct mail and not just e mail, etcetera. The other part about messaging that i see organizations forget about is is they concentrate on how they’re going to launch the campaign, and their communications calendar will say, you know, here’s, the first email that goes out and here’s how we’re going to decorate our facebook page. And rebranded there’s no date in that planet’s launch plan on them. Exactly, exactly for exaggeration plan. Sometimes organizations say, well, you know, we want to be responsive, we want to wait and see how it goes. Well, that’s totally fine, but you could still say our plan is to send a second email day three of the campaign, and we’ll be able to say what you contribute and you need to have planned out when you’re going to message so that you can say, great if day three, we’re going to send it on update email let’s, make sure later that afternoon facebook has an update as well, and not just another, you know, status report or something, so it helps you maintain a good flow across your channel. So it’s not always responsive and you’re you know, twitter isn’t just thanks, thanks, thanks, but also has things to share out. You know, that match your other communications you meant now you mentioned offline also. So this is that we’re not just talking about online social social networks, but the offline strategies should be coordinated, if that’s the way that you’re right, typically engaging with people, right? And some organizations may plan an offline launch event the day that the campaign is launching, so of course, you know there’s a lot to do there. But it’s also a good reminder to to capture content from that launch event that you can use throughout the campaign. If you have a bunch of people in one place, make sure summer your staff have their phones or flip cameras or something to take some videos, and then you have maybe half a dozen videos you can use during the course of the campaign that again, just bring up on individual story give you some divers content, etcetera, you know, whatever kinds of content you could pull from that live event. But it’s also a good reminder that many organizations, even while running a campaign, have other work that you’re doing. And so maybe you have a press event about some of your other work. Use that as an opportunity. Once the press component of that piece is over, you know you’re done talking about that policy change. You have a room full of people, then say great, you know, this is all done. I had now want to talk to you about this campaign we’re running, and we’re on day five and it’s going really well and here’s the story take advantage of all those offline opportunities to engage people kayman sample. Ward is a cz membership director of and ten, which you’ll find it, and ten dot org’s and the book that we’re talking about whether that she co authored is social change anytime everywhere you khun follow amy on twitter she’s at amy r s ward at which we know stands for rene the artist for rene and her block is amy sample ward, dot or ge? Get some more live listener love madison, wisconsin, tustin, california. Salem, oregon welcome, salem. Welcome you’re in. So you were in the salem several months ago. You were in somewhere in oregon. Weren’t portland, portland not very far away. Okay, italy, we don’t know what city in italy we just have a vague reference to italy. Bon giorno, chow. Welcome live listener love also tio sudbury in ontario, canada, and barnaby burnaby. Pardon me, burnaby in british columbia, canada. Two provinces welcome canada he’s offline strategies. Amy um, could also be so for aside from events direct mail if you usually using that. Channel telephone. Yeah, right. This these could all be coordinated in your three day or one week or one month campaign. Yeah, especially if you have stories that you know you’re going to use ahead of time in your campaign. You know things that you’ve collected in the past, because if you khun send a direct mail piece, especially just something simple, like, ah, postcard or, you know, an invitation to participate in the campaign that is from that person or telling that person story has their photo, and then two days later, you can send them an email that says, great now the campaign’s open and it has that same story. People then can say, yes, i know that story. I ready to kim. You know, i’m ready to join or actually remember that they’ve signed up with your organization at all, and that they should be engaging in this campaign. And that direct mail piece wasn’t a like mistake in their mailbox in their apartment building. What do we know about how donors give across multi-channel versus more traditional the off for the strictly off line? Well, that data is changing every year is we actually get more and more data at all have more people that we can ask survey, etcetera and and organizations are also becoming more sophisticated with being able to track there donors with they came from online or not, and then just able to report that data so it’s getting more it’s getting clearer every year, but really, we know that people that are online aren’t just saying because i found you online, i want to give to online or because i found you offline. I want to give to offline there’s actually a lot of back and forth that happens. And for most people, even if they are millennials, where people think for some reason, you know, young people only ever look at facebook even if they found you on social media, they still come to your website tto learn about your work and figure out if they want to donate to you so that relationship, maybe on facebook, that relationship may be off line at events they attend, but they still want to go to your website where they can kind of take control of what they’re looking at on your website and learn about your work. So it’s still really important that you have information on your website, but also that you provide that donation, ask an opportunity button, what have you on your website so that once they go there and learn about you, they could take that action? We also know that activists are seven times more likely to be donors, so we can’t treat people like, well, this is my activist list in this database and over here is my donor list because those activists are totally primed to now give you money, they just put their name on a bunch of work for you, they might as well, you know, give you ten dollars, so it isn’t just about allowing them to come to you wherever you are, but also making sure you’re giving everyone the opportunity to to engage in donation or fund-raising asks, excellent, uh, keeping with our multi-channel a z, i said you could join us on twitter using hashtag non-profit radio there’s some folks on the facebook page and we have a phone call. We have tim. Tim, welcome to the show. Oh, thank you very much. Hi, dad. Uh, that’s adorable. Dad called? Yes. That’s to sweden. Where you where you calling from? Amy sample wards. Dad. Well, i work important oregon, but amy was raised, and we live out in the country outside of portland. Okay. And, uh, of course, her mother knew first and called me and said, oh, my god, going to computer your daughter’s on the radio. I just had to get on here, listen and tell everybody i see how proud i am of this. Oh, thank you, dad. I love you. Now i hope you’re gonna listen. Other shows to tim, you know. Oh, i will now want you to be a regular starters down there. Yeah. Do you have? Do you have a question? You really want to ask amy? Yeah. When’s. He coming home. This’s too sweet. I love this. I’ll see you on saturday. You will at a girl. Alright. Financial proud of you, amy. Thank you, dad. Nice to meet you to let me on it’s. A pleasure to meet you, tim. If you want to, if you want. To ask a question of amy, you can call eight seven seven for eight xero for one, two, zero, eight, seven, seven for eight xero for one to zero. Or you can also treat us. We’re monitoring the hashtag and the facebook page. That’s. A very nice way of saying you’re stalking social media in case people ask questions. Here in the studio, i’m busy talking now control. We want to engage people in our messages, whether they’re online offline and you talk about the hooks we have just a little we have a minute before a break, what? Just once you just tease the idea of of the hook a little bit? Sure, i mean, different people have different ideas of messaging hooks and what you can do, but i think for people really thinking about multi-channel campaigns, the important idea of ah huh, look, is that that’s the consistent piece you’re going to throw in so that whether you’re maybe sharing a photo and a story of someone on facebook that day or you’re sharing a big infographic about, you know, all this work that’s going into the campaign or maybe it’s just tweets about simple actions people can take you use a consistent hooked to bring them back into the campaign. So when isn’t just like this photo or share this info graf or, you know, retweet this step, but there’s an additional hook that always connects it backto larger campaign so people don’t think, oh, the campaign must be over, and now they’re just sharing info graphics. But but that there’s always some peace. Hooking it all together, so it, you know, you want to break the campaign and into individual stories, individual images and smaller actions, but they have to be connected. Otherwise, people don’t get why am i doing this today? And i did this other thing yesterday. We’re going to go away for a couple minutes when we come back, amy, and i’ll keep talking about your your multi-channel plan and what should be in it, including the goals and the messages in the hook that we’re talking about. Stay with me. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked, and they are levine from new york universities heimans center on philantech tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising duitz just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard, you can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. Hi, this is claire meyerhoff from the plan giving agency. If you have big dreams but a small budget, you have a home at tony martignetti non-profit radio dahna. Welcome back. I’ve got more live listener love asia so well represented inchon, china sold. I’m sorry. Inchon, korea in john career where the airport is, everybody knows that. Inchon, korea, seoul, korea welcome. Manolo haserot food out. China shanghai, china taipei, taiwan ni hao. Amy, did you know all these languages? No, i have been to korea, but i don’t remember much more than hello. Were you at the airport in inchon? No, you don’t know. You went to see flora. Different airport. I i flew into seoul and then hopped over. Teo, you know we’re other places. Okay, um, the these these little hooks you you have some ideas about matches the hook in as part of your your message plan might be that you have a campaign match which could be which could be motivating to people to give. I thought you meant matches like to ignite striking matches. Right, that’s. Why? I could see the look on your face. Keep talking until you come back till it’s. In my reality, we need to show some reality. Um, yes, matches are a great way. As you know, in a fund-raising like retirement today campaign. Especially when you know that money is already guaranteed you don’t necessarily have to just recruit a matching sponsor, you could say, well, the sponsors giving us ten thousand dollars anyway, let’s give this sponsor more visibility, give them more value as a sponsor, but also leverage that to get more individual donations. So saying, you know, this sponsor is goingto give for every one of your dollars, and we want to get up to ten thousand just like, you know, they will match or to say, you know, every time you do this action, they will donate so that way you can, you know, maybe you don’t necessarily have a fundraising campaign that’s pure fund-raising but you want people thio maybe donate, you have this sponsor that’s going to donate the bulk of the funds, but you really want to get some behavior change in your community. So the diabetes hands foundation did a great campaign what’s the actual fall diabetes hands foundation and you know, they’re they’re focused on people with diabetes and really making behavioral change so that they have healthier lives and and are healthier people. So they had a campaign where there was a matching sponsor, so they were going to donate every time people exercise for thirty minutes and then took did their test so that they were being able to see from their own results that when they took a test than exercise for thirty minutes and then took another test, how much better their results were blood a lecture on and then you report that. So so go onto the website or goto instagram and share a photo of view exercising and to prove that exercising for thirty minutes doesn’t mean you drive all the way to the gym. You change your clothes, you know, you do the thing, whatever it could just mean taking your dog for a walk that’s twice as long as normal. So you actually get to thirty minutes instead of maybe, you know, ten or fifteen around the block and realizing you don’t have to go out of your way to be exercising every day and still see those positive results in yourself. So every time you posted that you did the testing and you exercise into the test again, then the sponsor was going to donate. So of course you have all these people that for one month no. Every time i do this thing that i should do anywhere, you know, they’re going to donate money and then because you’ve done it for an entire month, and even if you only did it once a week, that was already for five times that you’ve taken this positive action and seeing how easy it is, and you’re that much more likely to continue that behavior outstanding. I love how it’s so closely tied to exactly what they’re what they’re mission exactly, exactly improvement of health, of people with diabetes. Exactly. So now, if we have these messages now, we need to identify who they’re going to go out, too and where where they’re gonna go out? What? Which way said you and i are always saying, you want to go to people where they are exactly, but it’s also not the same message, every single place i mean, we have all experienced those campaigns where an organization sends you an email and then post on facebook like the exact same two paragraphs that they just sent you in an email, and then you don’t hear from them for the entire month, and they’re just waiting for the response to come in, so recognizing that you’re going to have some consistent messages throughout the campaign, like we talked about with the campaign communications calendar, but also that they’re going to be slightly different and nuance. So you may see on facebook people not really catching the campaign, not really engaging, and yet you see people on twitter going crazy and sharing that information, so you’re going to have to address the facebook community, maybe with less information about the campaign, maybe that community is just saying we’re not really interested, so don’t be posting every single day, but otherwise they’re definitely going to tune out, whereas you could start engaging twitter more because people are really responding there. So it’s it’s also recognizing where to pull back and not just okay? Well, we’re going to send the ask everywhere another channel that you and i haven’t talked about it, we just have about a minute left. So is mobile yet for people who have given you permission, yeah, say little about mobile mobile is great for engaging people, especially in the middle of the campaign where you could send attacks that says, hey reminder, tomorrow is going to be the last day. So today, when you get home, you should donate or even include in the text the link so that they could go from there, you know, text message on their smartphone over to the to the web and donate their so long as you’ve actually optimized your website. So from a phone, the for the forum doesn’t look like this weird gobbledygook. Amy sample ward she’s, co author of social change anytime everywhere i’m very grateful that she’s, our regular social media contributor thank you. I really enjoyed having you on. Do you have so much banter with others? I want to believe that i give you the hardest time. Okay, well, i want then i in that case, i want you to continue believing that the book is social change anytime, everywhere get the book. We just talked about a small part of it. We talked about the fund-raising portion, but it’s all about engagement and increasing advocacy. Moving the needle on engagement get this book it’s ah it’s on you’ll find it on amazon social change anytime everywhere amy’s blogger is amy sample ward, dot or ge? And on twitter she’s at amy rs ward amy thanks so much, thank you, real pleasure every time next week. Social change. Anytime, everywhere, part do you gotta get this book for pizza it’s. Really? Very, very good. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com. Responsive by pursuing online tools for small and midsize non-profits data driven and technology enabled, and by we be spelling supercool spelling bee fundraisers, we b e spelling dot com, a creative producer is claire miree off sam lee boots is the line producer. Betty mcardle is our am and fm outreach director. Show social media is by susan chavez, and this music is by scott stein, thank you for that information, scotty with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent go out and degree. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a, m or p m so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe add an email address card. It was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visit physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for May 13, 2016: Social Change Anytime Everywhere

Big Nonprofit Ideas for the Other 95%

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My Guest:

Amy Sample Ward: Social Change Anytime Everywhere

Our social media contributor and the CEO of Nonprofit Technology Network (NTEN), co-authored this smart book, “Social Change Anytime Everywhere.” When it was published in 2013 we talked about how your nonprofit can raise money, find advocates and move the needle on engagement in our anytime, everywhere world. It’s worth hearing again. (Originally broadcast on March 15, 2013)

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host. Oh, i’m glad you’re with me. I’d suffer the effects of amblyopia if i saw that you missed the friday the thirteenth show social change, any time everywhere our social media contributor and the ceo of non-profit technology network and ten co authored this smart book, social change, anytime everywhere when it was published in twenty thirteen, we talked about how your non-profit can raise more money, find advocates and move the needle on engagement in our any time everywhere world it’s worth hearing again, there was originally broadcast on march fifteen twenty thirteen on tony’s take two there’s a new video and i’ve got five minute planned giving marketing tips. We’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com, also by crowdster online and mobile fund-raising software for non-profits now with apple pay for mobile donations crowdster dot com we’ll take a break and when we come back, we’ll go right into amy sample ward. You’re here that you’ll hear that she was a little late getting. To the studio. A little huffing and puffing from the subway will go right into that. After this break. You’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website philanthropy dot com fund-raising fundamentals the better way. Welcome back to big non-profit ideas for the other ninety five percent i’ve got live listener love forest grove, oregon welcome forest grove you haven’t been here before. Welcome. Lincoln, nebraska, brooklyn, new york and woodside, new york welcome live listener love out to all of you let’s. See in aa. Tokyo, japan. Osaka, japan, and fukuoka, japan. Konichiwa, welcome live love tto live listen to love teo each live listener amy’s not here yet, so we’re going do a little a little preview of her book, a little browse through her book. The first thing that i want to point out is that i wish it had more pictures when i’m when i’m picking books. I i flipped through looking for pictures and i probably would not have bought her book. It didn’t have enough pictures for me. I like pictures like more graphic, so it has graphics and has some screen shots. It’s very good that way, but i would like more. I would like more pictures in amy’s book. Aside from that, any sample word has just joined us. Well, i’m sure you did. All right. Pick moment. Take a moment. Compose yourself if we figured you were in the subway, i was just saying, i wish your book had more pictures. Oh, yeah. Pictures of what? Just it doesn’t really matter. I don’t know. A cute dogs, landscapes, landscapes. Yeah, i just looked and i look for pictures as i’m i’m browsing through the book section. The books, it was meant more for reading than browsing, but okay, take another breath. Yes. You knew you knew that we were waiting for you, and yeah, i was going to be fine, but welcome. Thank you. Have you for the full hour? Yeah, exactly. I’m happy to be here for as much of the subway would let me to be our best majority. I did tony’s take two in advance. So? So whenever i’ll have that time together, congratulations on your book. Thank you. It’s called, written by alison is keeping kapin kapin much. Tell us about alison she’s, the founder of radcampaign and the tele summit and network women who tech she’s based in d c uh she’s. Pretty. Cool. Yeah. I met her because i was at your book launch. Oh, that’s right book launch that you did at the at planned parenthood. Planned parenthood federation. Yeah. Yeah, that was very good to about forty people. If you got to meet your husband, max? Yes, very nice. Often left alone as your traveling throughout the country. Yes. That’s the that’s the first time he’s ever seen me speak in any capacity in public? Yes. He said that i didn’t talk to him. You know, first time i know for certain that lovely. Okay? We’re in a what? Why do you let’s make this clear? But okay, i need any time everywhere, what’s, what’s our anytime, everywhere world that you are trying to help people make social change in. Well, the anytime everywhere is really focused on the people, not the organization. So all of your constituents, donors, supporters, whatever you want to call them, they are, you know, living their lives basically around the clock, their life. And they are thinking about okay, if i want to talk to this person, i’m going to do it here or if i want to talk about this topic, i’m going to do it here, you just interact with your community. However you do as an individual, it might mean a friend calls you and then after you hang up, maybe you go look at facebook and interact with another friend there and then maybe send your mom and email, you know, but you’re not thinking okay, well, i only talk to sam on the phone, and i only talk to my friend barb in email, you know, you as people, we don’t treat our communications and our networks in that way, so organization shouldn’t be saying, ok, well, we only send you emails or we only let you talk about our campaign on facebook. We need to think about the way we communicate and allow our communities to engage with us as as a way that crosses all those channels as well, okay? We’re not segmenting our lives and write our community our conversations, right? Stilted, like communications are conversations, right? I see somebody on foursquare check in and i’ll make a snarky comment or something. E i have seen one of those geever andi didn’t answer it as i recall, um, in fact, you were recently traveling, you were in south by southwest i wass that’s ah, what i think of it is just a big music and party and drink fest. Is that what many people think of it that way as well? I’ve never been there at the beauty of being me is that i can know nothing about something and still be an expert in it. Yes, of course. Oh, i think i’m very well acquainted with south by southwest, even though i’ve never been there. Why don’t you tell us what the rial tell people like me who think they’re getting everything that they know nothing about but it’s a very comfortable place to be actually i what is south by southwest? Well, it are very originally was a music festival, but now has three components music interactive, which is really all kinds of technology, not just social media, including gaming and all kinds of interfaces hardware, software, etcetera and film. So film and interactive take place the same week. Concurrently on then the following week is all metoo xero were you there in your capacity as membership director of non-profit technology network? I waas so there’s a non-profit lounge there lounges of all different types sponsored by different people. So there’s, a blogger lounge meant for bloggers to find each other, etcetera. So the non-profit lounge is sponsored each year by beaconfire ah, long time, you know, and ten member organization sponsor, etcetera. And they opened it up for others to get to be in the space with them. So and ten had a presence. We had a couple couches, if you will. And i was also working with them to manage the content each day so that people that were started in the lounge. Yet what kind of cause that we had was that we had a different topic each day. So we had one day was focused on measurement and metrics. One day was focused on engaging millennials. One day was focused on technology, staffing and the capacity around technology. Um, there were a couple more, and we so we highlighted little, you know, not not trivia because they’re real. But, you know, just little tidbits from our research each day based on that topic. So you come in the room and learn different things. And then at lunchtime we had panels on that topic so people that we knew were going to be either at south by southwest are actually based in austin that we could bring in to talk that day, just with who ever wanted to be there and engage with them. And then night times that was the drink fest in. Well, for some, i think drinking started as early is, like, eleven, because i guess technically it’s noon on the east coast, huh? Yes, yes. All right, anything. Did you learn a couple of one or two little things that that you didn’t know or maybe reinforce something that what was your was your take home from from south by the has to be some? Yeah, i think you know, they’re always different applications or tools that get launched itself myself west. So people, you know, waiting, teo, unveil some new application, and so there was a bit of that as well, but i think this year, the feeling that i got from a lot of the non-profit and social impact crowd at the conference was that people are really starting to get to a place where they feel really proud about some of the things they’ve done in their non-profit and they they wish, you know. Hey, what? Why don’t we get all the attention? You know, just because that really big organization, you know, that has tons of marketing budget and had tried and tried many things and then succeeded with something, you know, we’re a tiny organization, and we did that to, you know, they want a platform for their voices to but, you know, south by is always kind of mixing up the content and have had different tracks and and things like that over the years. So it’s not to say that there will never be a platform for them, but i think this year there are a lot of organizations there, you know, looking for a place where they could stand on their soapbox and then get to share with everyone what they’ve worked on, all right and excellent that they got that exactly like to see that small, especially small and midsize shops getting attention. Craig newmark wrote the forward to your book. Craig is the founder of craig craig’s list, of course. And craigconnects he’s been our guest on the show twice? I think that was a trivia question once. How many times you been on the show? Oh. Did we do that? Oh, i think we did. I think for a giveaway and weigh just you were my guest for the hundredth show and we’re giving away, yes, but the answer’s two way long ago gave away a lot of intense swag for us to give away. Yes, and he says in the forward that social media and good customer service or big deals you think we were going, you and i talk every month about social media, we know that that’s a big deal goodcompany mers service, why? Why is he talking about that with respect to social engagements? Social change? Well, i think it doesn’t matter if you’re for-profit aura non-profit if you do true direct service or not, ah lot of the most basic day to day interactions that you could be having with your community take the form of customer service, even if you know, in a non-profit we normally don’t call them, but answering people’s questions or just being able to be present on social media, where you see people asking a question, even if it’s not about you being the organization that i can answer the question for them and really playing. A service role builds community in such a small kind of passive way, but that israel and you’re creating value with them that it is a matter you know, if you are comcast and you want to use twitter to answer customer service questions or, you know you’re the humane society and you want to use twitter to make sure people know how to get help with their animals and and, you know, i like your just broad definition of what’s customer service. I mean, it may just be interacting on a day to day, right? We may not think of it as a service to the customer just having, you know, we’re just engaged in a conversation there on the engagement ladder and which is that we’re just, you know, talking to them, right? You’re exactly right and helping helping your supporters take advantage of all that they could do with you is customer service, you know, someone calling and saying, i want to volunteer, but i don’t know how and you pointing them in the direct in the right direction that is still a customer service function in your organization. We’ve got some live listener love, we’re talking. About texas, austin, texas, where itself by was but we have san antonio on the line, santa or on the web, you know, antonio, texas live listener love, welcome, welcome to the show and the conversation let’s talk, talk a fair amount, i think about fund-raising and then how will we even, you know, engagement and advocacy get, you know, getting talking toa advocates and motivating advocates, and you spent some time talking about the different motivations to give why white people are giving on dh there certainly have been articles and books on this right by the the traditional, i guess. Fund-raising pros that are out there, you you spent a little time with emotions, emotions versus statistics, right? What would you like to say there? Well, obviously, we are humans, we are driven by emotion, and i think that a lot of online tools facilitate that really well, you know, how many times have we seen a tweet or gotten an email where they say, you know, this many million people in this country are dealing with this issue and it’s like, okay, well, i don’t actually know a billion people, so i can’t conceptualize that very well. You know, but having a story that directly connects with you and is someone that’s already been served by that organization helps you understand the kind of person that is may be dealing with that issue and the way that the organization helps them because that’s really what we need thio conceive as the person who’s going to take action, isn’t that what does it really mean for a billion people to be dealing with this issue? But what does it look like to help a person with dealing with that issue? If i can conceptualize what changing the fate is, then i can understand how i can help it and be a part of it. But if it’s just the raw data, it’s really hard to see what the action is in that, and social media really helps with storytelling because you can have, you know, people interacting people sharing their own story in response to that story, it really facilitates that. But the other part of emotion is our natural competitiveness and, you know, not really wanting to say, oh, yeah, my friend karen gave a lot more to that organization that i did. Who says that? Who? Says, oh, i gave the least of my friends, you know, and and tapping into that natural competitiveness, you know, using peer pressure for good is actually very successful. One of the research reports that we sight in the book was in pledges, so so, like a pledge drive over the phone. But still you could do this on social media. But when the caller you know, talking to the donor said that the previous caller had given more, then they were about to pledge they then up to their pledge, and they upped it even more when the collar sad. Oh, actually, the woman before you, if it was a woman collar and once they knew it was the same gender is them. They gave even more so just by presenting the opportunity to be outdone by someone else, people wanted to beat them. We’re going to talk that’s. Outstanding. We had a guest. I had guessed professor gen shang from the university of indiana and she had done research with this was telephone based also with public radio in bloomington, indiana. When when? When certain, whether she had five key words and when they were used to thank the person you’re or to describe the person as as a donor. So you’re very kind of you to give or it’s very compassionate of you to give that it increased the the donations right for that call. And actually i think that we’re doing it. I’m being a little inarticulate, but where they were doing it was want to thank you for your kind donations in the past, or your compassionate or your thoughtful donations in the past, and we hope that you’ll you’ll help us today. Yeah, those using there were five different adjective she had and they could trigger they would trigger hyre giving than someone who who was just thanked. Thank you for your past giving, right? So this is this is really interesting when it’s gender and when there’s a comparison to the previous calling out, how were they, you know, like what the language they were using? Because you don’t be snarky about, right? Right? Do you remember? I know they were introducing that it’s now the top of my head. It was something like, you know, similar. Like, thanks so much for your desire to give the woman before you donated fifty. How? Much would you like to donate? So you’re just kind of using it as a the context setting statement and then giving them the chance to say like, well, darn it, i’m given sixty five, you know? Yeah, yeah, excellent. Okay, going back to your point about big numbers versus a face, i found a quote, i’m going to quote mother teresa, i found a quote that that’s pertinent to this, i think she said, never worry about numbers, help one person at a time and always start with the person nearest you social media can make a story come alive. It could be a person near you could be pictures on instagram. It could be video youtube video on your block you can you can put a face to the homelessness or the hunger that affects a billion people right, and show people how their gift will will impact that that story right? And i like the part of the quote that says start with the person nearest to because that’s too, what we’ve talked about many times in the show don’t go out there and try and find these new people you already have a community of people. That you work with that you’ve served start with their stories and then other people will come out of the woodwork, you know, that identify with that story or that have also been served, but maybe hadn’t talked to you before, so start with the stories you already have and just show them out to the to the rest of the community. Ok, so some peer pressure, yes suffering make a little point about about suffering can be a valuable, motivated give yeah, it’s kind of a weird nuance on competition. It’s it’s part of why things like walkathon tze and challenges of you know, if i if someone donates five thousand dollars, i’ll shave my head because we we actually really liketo watch each other have to deal with something that we don’t have to deal with. And so it’s it’s part of why we can say great, you know, if you pledge, i’ll have to run this many miles terrific. I would like to see my friend have to run that many miles yeah, and again, doing that in a place where all those people, you know, in a like a thon process where all those people are. Competing for donations gives you both layers of the captain’s competing against each other for the most pledges, but then also all of their friends saying, oh, yeah, i want my friend to have tto shave his head back in the dark days before, before i knew you as well as i do, those were the dark days they were well, they were more your doctor darker for you if you’re going there were much darker for you before you knew me then, and then before i knew you, i was used to now so you’ve even like you, really? You haven’t liked me because i used to pay more attention to vanity metrics. Then you and i have talked about vanity tricks, and i’m going to give the quintessential example of it in the second i pay less attention to those things now more involved in the more thinking about the engagement, and i was paying at that time very close attention to the number of facebook like likes, likes of the show’s facebook page, and this was a couple of years ago, and i wanted to get to three hundred and i don’t remember where we started, right? But i i with some high school friends of mine who were willing tto co chair, the campaign i issued the blue pedicure challenge and i said that i would get a blue pedicure if friends from anywhere but the two friends from high school with cochair radcampaign if we would get to three hundred likes. And of course, we did get the three hundred likes within a certain time is like two weeks or so. We’ve got three hundred and and i went across the street from the studio here. There’s a rope on the second floor there’s a salon. And i got a blue pedicure and i had video it’s sons on the youtube channel. It was great fun. Yeah, and people said, you know, a soon as we got the three hundred are weighted the blue pedicure. Yeah, it’s tony gonna make good on the way we want to see the photo. So i had video of me making my appointment, which was won. And then i picked my color. Nice different shades of blue. Of course, of course. Pick my blue color. And then i went back a week later for my appointment and i upgraded to the paraphernalia axe also, i got the paraphernalia. I don’t even know what that means, but well, they put your feed in warm wax. Oh, interesting wax. Okay, yeah, i don’t know what i’m supposed to soften. I think too interesting. That was my first and last predator. Like so many questions now, so well, they’re all answered on the video there i’ll go to the video i blocked i met blogged it too. I know it’s on the but certainly it’s on youtube blue pedicure challenge you took a multi-channel approach to this pedicure experience. I did that’s true because we campaign was in multi-channel and then the impact in the outcome were were probably blawg and certainly facebook on dh youtube e did take multi-channel provoc any other and plenty of engagement. Lots of engagement it was great fun. Yeah, it was good. So pie in the face you use the pie in the face example in the back there’s a picture of someone one of the few pictures in the book has someone getting those lots of graphs and good pictures has someone getting a pie in the face and there’s a picture of alison’s dog in the book leah leah lida, lida lida. Like peter with a now. Okay, why is why is there a dog picture? Because they adopted her. And so there’s ah, case study in there about an adoption campaign. Okay, so there you go. There’s a picture and it’s a cute i didn’t say there were no pictures. I said it’s not enough to suit me. We’re coming out in the fall with color book edition, graphic novels like graphic novels. All right, we have just about a minute before break let’s talk about the last area of motivation sharing impact. You and i have talked about this before, but let’s just remind listeners how important that is. Yeah, and it doesn’t have to be, you know, i think a lot of organizations, when they think sharing impact, they think, okay, well, you know what? The campaign’s over will send an email that says, we got all of the money, and now we’re going to do the thing. There we go, that’s the report, but but there’s versions of sharing impact that are kind of like evergreen content. You know, the putting, putting some of your expenditures or big, successful things. In the footer of your email. So anytime someone goes are in the photo of your website, anytime someone goes your website, they see this is how much money is being devoted to programs. And this is what those programs have created or whatever. There’s also reached the research that shows on donation forms where you actually show the impact of the money. People donate more so again, just just keeping it really clear, clear and present all the time as an opportunity. Right? Wait, go away for a couple minutes. And when we come back, of course amy stays with me. And i hope that you do too back live in studio it’s. Time for a live lizard. Love i feel like doing that now. Sometimes due later. But it’s my show do whatever the hell i want live listen love new bern, north carolina live listener love to you love north carolina and new york. Checking in big bloomberg blooming berg upin the stuart area blooming burghdoff york, new york, new york and rego park in queens loveless or love to everyone in new york and north carolina. Let’s go abroad. Tio, tokyo, japan. Konnichi wa multiple tokyo naturally, that’s, that’s standard and multiple korea seoul. So, chou i hope i said that, right? Korea on yo haserot some listeners in india today that’s unusual welcome, welcome live listen love to mumbai and siliguri again i hope i said that correctly in in germany we’ve got wartenberg, guten dog and we got buenos aires, argentina bueno, star days excellent, lots of live love what comes after live listen, love i know you know it’s a podcast pleasantries how can i continue with how could i do live? Listen love and not podcast pleasantries it’s not possible. Likewise arika do podcast pleasantries, not affiliate affections you can’t have one without the other and the other are ten thousand over ten thousand podcast listeners. So grateful for you thank you! Thank you for listening so loyally and our affiliate am and fm stations. So grateful for your listening across the country affections to the affiliate listeners, whatever time and day your station fits it into your schedule. I’m glad you’re with us now pursuant and crowdster pursuant talk about generosity generous with their knowledge and research. They hosted a free webinar ten days ago. So may third i talked about it here. I hope you took advantage of that. They had over five hundred people on the on the web in our outstanding. Now that wasn’t their research. They had a ah a guest sharing lessons from walt disney. And actually, i might be thinking about him for the for the show here. Apparently he’s a big walt disney fan. And he’s, also a fund-raising consultant. Gonna look at him, but they they pursuing does put their own research out in white papers and seminars, and they do it gratis. And i admire that. Plus they have that fund-raising tools that are perfect for small and midsize shops. Pursuant. Dot com. The madison park co operative preschool in seattle, washington used crowdster peer-to-peer fund-raising for a brand new event. They had been doing galas, and they got away from that. They want to do something daytime that would be more family oriented. It’s a school. So they tried this first time a polar plunge in lake washington. The school has about a hundred families. One adult from each family took the plunge. The others were cheering on. Their goal was twenty thousand dollars through the crowdster peer-to-peer fund-raising sites that everybody created the raise. Twenty five thousand dollars outstanding. The school is thrilled. Crowdster works small and midsize non-profits crowdster dot com. Okay, well, tony’s, take two. I’ve got a new promotional video for non-profit radio. There are shots of me in central park. It’s got interview clips, standup bits, it’s three minutes and that video is at twenty martignetti dot com or on youtube, where my channel is riel r e a l twenty martignetti some swine up in the boston area took tony martignetti i had had add rial to my channel life’s tribulations first first world tribulations. Terrible. Um, let’s talk a little plant e-giving marketing because we’ve got a little extra time because, uh, well short with amy because she came in late so i’ve got some i got what i call five minute marketing tips planned e-giving it is not a black box is not hypertechnical. You do not need expertise to be successful in plan giving. You do not need a lawyer or a consultant to start planned e-giving marketing. It is not on ly for big non-profits and it is not on ly for major donors. All those play those back if you need to, but those are common myths that i constantly and dispelling when i do plant, giving workshops, training, whatever, so count all that back, play it back if you need to easy tips drop a few speaking points into remarks at your events like this. I’m excited we’ve kicked off a campaign to encourage you to remember us in your will, it’s very simple to do if you’d like more information, please talk to and then whoever it is and then what? That was that person say all they’re doing is giving advice on some very simple language that goes into the person’s will, but you’re directing the person back to their own attorney to create to create that language you don’t, you don’t have to provide the legal language totally unnecessary. Another idea in your annual report or in a newsletter? Put a little sidebar we’ve picked off a campaign to encourage you to remember us or your or your name, you know, in your will, it’s very simple to do secures our work long into the future, and you’re you. The info that they’re going to need is your legal name, your address and your tax i d number your donors then present that to their attorney and drop it into the will. Very simple. Five minute marketing. I’ve got a ton more, but some easy plan giving marketing don’t be put off by plan giving. Please get started. That’s tony’s, take two here’s more with amy sample ward. Thanks for joining us. Multi-channel let’s. See what you bring in-kind caroline, caroline caroline xero eyes are san antonio is that i believe shut up, san antonio. Um, okay, so we’re all about multi-channel we should have a plan for our multi-channel now engagement strategy comes out, we ought to write. Yeah, you want to have goals? You and i have talked about some of this before, but right, putting it all together now and you’ve put it together in a book. So it’s ah it’s worth it’s worth revisiting the stop. Yes, because they are important. Our multi-channel plan goals. How we’re going to figure out where we want to be. Well, especially for fund-raising you know, goals have to be really specific. It’s hard to say we’re going to do this year and campaign because we would like to raise some money and you know where? We’re soup kitchen, we do things that are important, although important, not compelling has a goal for your staff to even create a campaign out of, but also for your donors to want to support. But if you can say if we raise this much money, it will actually give us this many meals in this much time, you know, three hundred meals over the course of the month. If we can raise this much money, people then can imagine bourelly you know what their actual like hundred dollar donation means as faras how much is served, but it also sets you up to do more than your asking, you know, if you say we’re we’re shooting for ten thousand dollars and that gives us us three hundred meals for the month of january as soon as you get close to the goal. It’s really easy to say terrific. Now, if we get ten thousand more, we can feed everyone for february two instead of those campaigns that you see where they’ve done a really great job, they’ve activated their community, and once it starts, they actually start raising a lot of money, and then they get to the end. And they think terrific close down shop, you know, the thermometer reached the top instead, you’re setting yourself up to go is much, you know, raise as much as you can in the time that you’re planning to run the campaign, and you also set yourself up. If, in case you don’t reach your number, you’re still able to report back in a successful way of saying, you know, we had high hopes of raising ten thousand and we didn’t get there, but we’re still have enough to do two hundred bills this month, and this is how you could help us, you know, after the holidays to serve those last hundred or whatever. So giving yourself a really clear goal lets you iterated kind of as the campaign goes and respond to how, how it’s doing important, do you think tio, have a time limit to your your fund-raising goal? Definitely ah lot, whether you have one week or a one month or however long that the time is, you’re going to see an initial tick and then a big drop in the valley and then as it gets closer, you know, everyone starts donating again, so it doesn’t. Really? I mean, technically, it matters. You don’t want to say this is a yearlong donation campaign, but whatever the duration, is it’s really clear or it’s really important to be clear about when the end date is so that people know? Ok? It’s coming, oh, my gosh, i better donate now and and they actually respond to that e mail instead of just saying, oh, well, i could do it next time i remember or next time i have my wallet now we’re gonna have to figure out how to message messages campaign, so that should be a part of our our plan also, exactly, and a lot of organizations, you know, when when starting to think about a campaign fund-raising or otherwise get really excited in that staff meeting when you start brainstorming like the catchphrase of the campaign, you know, and that can be fun and enjoyable, but very rarely are the witty catchphrase is actually the things that include the action and the ask, so don’t spend too much time thinking of like balloons for ur or whatever like crazy thing that maybe is related to the campaign is because you want to make sure whatever. Very simple phrasing you use and then build your campaign off of includes the aschen, the action. So what, you know, give or do this thing for, you know, this many meals in this time? And then once you have that core messaging yu khun, start planning out of communications calendar that’s reflective of all those channels you want to use remembering, of course, offline or direct mail and not just e mail, etcetera. The other part about messaging that i see organizations forget about is is they concentrate on how they’re going to launch the campaign, and their communications calendar will say, you know here’s, the first email that goes out and here’s, how we’re going to decorate our facebook page and rebranded there’s no date in that planet’s launch plan on them. Exactly, exactly for exaggeration plan. Sometimes organizations say, well, you know, we want to be responsive, we want to wait and see how it goes. Well, that’s totally fine, but you could still say our plan is to send a second email day three of the campaign, and we’ll be able to say what you contribute, darling, you need to have planned out when you’re going to message so that you can say great if day three, we’re going to send it on update email let’s, make sure later that afternoon facebook has an update as well, and not just another, you know, status report or something, so it helps you maintain a good flow across your channel so it’s not always responsive and you’re you know, twitter isn’t just thanks, thanks, thanks, but also has things to share out, you know, that match your other communications you meant now you mentioned offline also. So this is that we’re not just talking about online social social networks, but the offline strategies should be coordinated, if that’s the way that you’re right, typically engaging with people right? And some organizations may plan an offline launch event the day that the campaign is launching. So of course, you know there’s a lot to do there, but it’s also a good reminder to to capture content from that launch event that you can use throughout the campaign. If you have a bunch of people in one place, make sure summer your staff have their phones or flip cameras or something to take some videos, and then you have maybe half a dozen videos you can use during the course of the campaign that again, just bring up on individual story give you some divers content, etcetera, you know, whatever kinds of content you could pull from that live event but it’s also a good reminder that many organizations, even while running a campaign, have other work that you’re doing. And so maybe you have a press event about some of your other work use that as an opportunity. Once the press component of that piece is over, you know you’re done talking about that policy change, you have a room full of people, then say, great, you know, this is all done i had now want to talk to you about this campaign we’re running, and we’re on day five and it’s going really well and here’s the story take advantage of all those awful and opportunities to engage people kayman sample ward is a cz membership director of and ten, which you’ll find it in ten dot or ge and the book that we’re talking about, whether that she co authored is social change anytime everywhere you khun follow amy on twitter she’s at amy r s ward which we know stands for. Rene the artist for rene and her block is amy sample ward, dot or ge? Get some more live listener love madison, wisconsin. Tustin, california. Salem, oregon. Welcome, salem. Welcome. You’re in. So you were in salem several months ago. You were in somewhere in oregon. Weren’t portland, portland not very far away. Okay, italy, we don’t know what city in italy. We just have a vague reference to italy. Bon giorno, chow. Welcome live listener. Love also tio sudbury in ontario, canada. And barnaby burnaby. Pardon me, burnaby in british columbia, canada. Two provinces welcome, canada he’s offline strategies. Amy, um, could also be so for, aside from events direct mail, if you usually using that channel telephone. Yeah, right. This these could all be coordinated in your three day or one week or one month campaign. Yeah, especially if you have stories that you know you’re going to use ahead of time in your campaign. You know, things that you’ve collected in the past, because if you khun send a direct mail piece, especially just something simple, like, ah, postcard or, you know, an invitation to participate in the campaign, that is from that person, or telling that person story has their photo. And then two days later, you can send them an email that says, great. Now, the campaign’s open, and it has that same story. People then can say, yes, i know that story. I ready to kim. You know, i’m ready to join or actually remember that they’ve signed up with your organization at all, and that they should be engaging in this campaign. And that direct mail piece wasn’t a like mistake in their mailbox in their apartment building. What do we know about how donors give across multi-channel versus more traditional the off, strictly offline? Well, that data is changing every year is we actually get more and more data at all have more people that we can ask survey, etcetera and and organizations are also becoming more sophisticated with being able to track their donors with they came from online or not, and then just able to report that data so it’s getting more it’s getting clearer every year, but really, we know that people that are online aren’t just saying because i found you online, i want to give to online or because i found you offline. I want to give to offline there’s actually a lot of back and forth that happens. And for most people, even if they are millennials, where people think for some reason, you know, young people only ever look at facebook even if they found you on social media, they still come to your website tto learn about your work and figure out if they want to donate to you so that relationship, maybe on facebook, that relationship may be off line at events they attend, but they still want to go to your website where they can kind of take control of what they’re looking at on your website and learn about your work. So it’s still really important that you have information on your website, but also that you provide that donation, ask an opportunity button, what have you on your website so that once they go there and learn about you, they could take that action? We also know that activists are seven times more likely to be donors, so we can’t treat people like, well, this is my activist list in this database and over here is my donor list because those activists are totally primed to now give you money, they just put their name on a bunch of work for you, they might as well, you know, give you ten dollars, so it isn’t just about allowing them to come to you wherever you are, but also making sure you’re giving everyone the opportunity to to engage in donation or fund-raising asks, excellent, uh, keeping with our multi-channel a z, i said you could join us on twitter using hashtag non-profit radio there’s some folks on the facebook page and we have a phone. Call. We have tim. Tim, welcome to the show. Oh, thank you very much. Hi, dad. Ah, that’s. Adorable. Dad called yes. That’s to sweden. Where you where you calling from? Amy sample wards. Dad. Well, i work important oregon, but amy was raised, and we live out in the country outside of portland. Okay. And, uh, of course, her mother knew first and called me and said, oh, my god, going to computer your daughter’s on the radio. I just had to get on here, listen and tell everybody i see how proud i am of this. Oh, thank you, dad. I love you. Now, i hope you’re gonna listen. Other shows to tim, you know. Oh, i will now want you to be a regular starters on there. Yeah. Do you have? Do you have a question? You really want to ask? Amy? Yeah. When’s. He coming home. This’s too sweet. I love this. I’ll see you on saturday. You will at a girl. All right. Find adal. Proud of you, amy. Thank you, dad. Nice to meet you to let me on it’s. A pleasure to meet you, tim, if you want to, if you want to. Ask a question of amy. You can call eight seven seven for eight xero for one, two, zero, eight, seven, seven for eight xero for one to zero. Or you can also treat us. We’re monitoring the hashtag and the facebook page. That’s. A very nice way of saying you’re stalking social media in case people ask questions. Here in the studio. I’m busy talking now thought control. We want to engage people in our messages, whether they’re online offline and you talk about the hooks we have just a little we have a minute before a break, what just once you just tease the idea of of the hook a little bit. Sure, i mean, different people have different ideas of, of messaging hooks and what you can do, but i think for people really thinking about multi-channel campaigns, the important idea of a hook is that that’s, the consistent piece you’re going to throw in so that whether you’re maybe sharing a photo and a story of someone on facebook that day or you’re sharing a big infographic about, you know, all this work that’s going into the campaign or maybe it’s just tweets about simple actions people can take you use a consistent hooked to bring them back into the campaign. So it isn’t just like this photo or share this info graf or, you know, retweet this step, but there’s an additional hook that always connects it back to the larger campaign, so people don’t think, oh, the campaign must be over, and now they’re just sharing info graphics, but but that there’s always some peace, hooking it all together. So it, you know, you want to break the campaign and into individual stories, individual images and smaller actions, but they have to be connected. Otherwise, people don’t get why am i doing this today? And i did this other thing yesterday. We’re going to go away for a couple minutes when we come back, amy, and i’ll keep talking about your your multi-channel plan and what should be in it, including the goals and the messages in the hook that we’re talking about. Stay with me. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises strong’s best from donors choose dot org’s aria finger do something that worked and they only levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard, you can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guess directly. To sign up, visit the facebook page for tony martignetti dot com. Lively conversation. Top trans sounded life that’s, tony martignetti non-profit radio. And i am his niece, carmela. And i am his nephew, gino. Oppcoll welcome back. I’ve got more live. Listen, love asia so well represented in john china sold. I’m sorry. Inchon, korea in john career where the airport is. Everybody knows that on john korea. Seoul, korea welcome. Manu haserot fu sh out. China, shanghai, china taipei, taiwan ni hao. Amy, did you know all these languages? I know i have been to korea, but i don’t remember much more than hello. Were you at the airport in inchon? No, you don’t know. You went to see flora. Different airport. I i flew into seoul and then hopped over. Teo, you know we’re other places. Okay, um, the these these little hooks you you have some ideas about matches the hook in as part of your your message plan might be that you have a campaign match which could be which could be motivating to people to give. I thought you meant matches like to ignite striking matches. That’s. Why? I could see the look on your face. Keep talking until you come back till it’s. In my reality, we need to show some reality. Um, yes, matches are a great way. As you know, in a fund-raising like retirement today campaign especially when you know that money is already guaranteed you don’t necessarily have to just recruit a matching sponsor, you could say, well, the sponsors giving us ten thousand dollars anyway, let’s give this sponsor more visibility, give them more value as a sponsor, but also leverage that to get more individual donations. So saying, you know, this sponsor is goingto give for every one of your dollars, and we want to get up to ten thousand just like, you know, they will match more to say, you know, every time you do this action, they will donate so that way you can, you know, maybe you don’t necessarily have a fundraising campaign that’s pure fund-raising but you want people thio maybe donate, you have this sponsor that’s going to donate the bulk of the funds, but you really want to get some behavior change in your community. So the diabetes hands foundation did a great campaign. We’re actually fall diabetes hands, foundation spend, you know, they’re they’re focused on people with diabetes and really making behavioral change so that they have healthier lives and and are healthier people. So they had a campaign where there was a matching sponsor. So they were going to donate every time people exercise for thirty minutes and then took did their test so that they were being able to see from their own results that when they took a test than exercise for thirty minutes and then took another test, how much better their results were blood a butcher on, and then you report that. So so go onto the website or goto instagram and share a photo of view exercising and to prove that exercising for thirty minutes doesn’t mean you drive all the way to the gym. You change your clothes, you know, you do the thing, whatever it could just mean taking your dog for a walk that’s twice as long as normal. So you actually get to thirty minutes instead of maybe, you know, ten or fifteen around the block and realizing you don’t have to go out of your way to be exercising every day and still see those positive results in yourself. So every time you posted that you did the testing and you exercise into the test again, then the sponsor was going to donate. So of course you have all these people that for one. Month no, every time i do this thing that i should do anywhere, you know, they’re going to donate money and then because you’ve done it for an entire month, and even if you only did it once a week, that was already for five times that you’ve taken this positive action and seeing how easy it is, and you’re that much more likely to continue that behavior outstanding. I love how it’s so closely tied to exactly what they’re what they’re mission exactly, exactly improvement of health, of people with diabetes. Exactly. So now, if we have these messages now, we need to identify who they’re going to go out, too and where where they’re gonna go out? What? Which way said you and i are always saying, you want to go to people where they are exactly, but it’s also not the same message, every single place i mean, we have all experienced those campaigns where an organization sends you an email and then post on facebook like the exact same two paragraphs that they just sent you in an email, and then you don’t hear from them for the entire month and they’re just waiting for the response to come in, so recognizing that you’re going to have some consistent messages throughout the campaign, like we talked about with the with the campaign communications calendar, but also that they’re going to be slightly different and nuance. So you may see on facebook people not really catching the campaign, not really engaging, and yet you see people on twitter going crazy and sharing that information, so you’re going to have to address the facebook community, maybe with less information about the campaign, maybe that community is just saying we’re not really interested, so don’t be posting every single day because otherwise they’re definitely going to tune out, whereas you could start engaging twitter more because people are really responding there. So it’s it’s also recognizing where to pull back and not just okay? Well, we’re going to send the ask everywhere another channel that you and i haven’t talked about it, we just have about a minute left, so is mobile. Yet for people who have given you permission to say little about mobile, all mobile is great for engaging people, especially in the middle of the campaign where you could send a text that says, hey reminder. Tomorrow is going to be the last day, so today, when you get home, you should donate or even include in the text the link so that they could go from there, you know, text message on their smartphone over to the to the web and donate their so long as you’ve actually optimized your website. So from a phone, the for the forum doesn’t look like this weird gobbledygook. Amy sample ward she’s, co author of social change. Anytime everywhere i’m very grateful that she’s, our regular social media contributor thank you. I really enjoyed having you on. Do you have so much banter with others? I want to believe that i give you the hardest time. Okay, well, i want then i in that case, i want you to continue believing that the book is social change. Anytime, everywhere get the book. We just talked about a small part of it. We talked about the fund-raising portion, but it’s all about engagement and increasing advocacy. Moving the needle on engagement get this book it’s ah it’s on you’ll find it on amazon social change any time everywhere amy’s blogger is amy sample ward, dot or ge? And on twitter she’s at amy, r s ward. Amy, thanks so much. Thank you, real pleasure every time next week fund-raising and finance friendship and your modern digital team. If you missed any part of today’s show, i charge you find it on tony martignetti dot com. Where in the world else would you go? Please show me the path. I’m very conflicted on this. We’re sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled pursuant dot com, and by crowdster online and mobile fund-raising software for non-profits now with apple pay crowdster dot com, our creative producer is claire miree off. Sam liebowitz is the line producer. Gavin dollars are am and fm outreach director shows social media is by susan chavez, and our music is by scott stein what a great team this is. Thank you, scotty. Be with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe, add an email address card. It was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge. Somehow they’ve gotten in touch kind of offline as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony, talk to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for August 30, 2013: Trim Tab Marketing & More Social, Now What?

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

James Heaton: Trim Tab Marketing

James HeatonJames Heaton is president and creative director of Tronvig Group. The metaphor of “trim tab” as one person who can move an entire society has professional and personal meaning for him. He explains how something small and seemingly insignificant can make a big difference in your marketing. And how to figure out what that small thing is. (Originally aired on July 20, 2012.)

 

 

 

Amy Sample Ward: More Social, So What?

Picture of Amy Sample WardAmy Sample Ward, our social media contributor, co-author of “Social Change Anytime Everywhere” and CEO of NTEN, has thoughts about how to manage the internal changes when you make social media a part of your office culture.

 

 

 

 


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