Tag Archives: social media fundraising

Nonprofit Radio for May 23, 2022: Many Ways To Test Your Digital Fundraising

 

Jeremy Haselwood: Many Ways To Test Your Digital Fundraising
As our #22NTC coverage continues, Jeremy Haselwood walks you through 30 variables you can test throughout your digital fundraising, including your homepage, donation pages, Facebook ads, and more. He’s from Fundraisers Unite.

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mm hmm. Hello

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and welcome to tony-martignetti non

[00:00:26.24] spk_0:
Profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad

[00:00:28.04] spk_1:
you’re with me. I’d

[00:00:28.35] spk_0:
suffer the effects of

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osteoporosis if

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I had to raise my eyebrows to the idea that you missed this week’s show many ways to test your

[00:00:38.94] spk_1:
digital fundraising As our 22 NTC coverage continues,

[00:00:41.82] spk_0:
jeremy hazelwood walks you through lots of

[00:00:44.59] spk_1:
variables you can

[00:00:45.66] spk_0:
test throughout your

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digital fundraising,

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including your

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homepage donation pages, facebook ads and more.

[00:00:54.24] spk_0:
He’s from

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fundraisers

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unite

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On Tony’s take two doubling

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down on please share

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redux. We’re

[00:01:03.95] spk_0:
sponsored by turn to

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communications pr

[00:01:06.57] spk_0:
and content for

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nonprofits. Your

[00:01:14.04] spk_0:
story is their mission turn hyphen two dot C o. And by 4th dimension technologies

[00:01:16.94] spk_1:
I

[00:01:17.12] spk_0:
thi infra in a box

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the affordable tech solution for

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nonprofits.

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tony-dot-M.A.-slash-Pursuant four D. Just

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like three D.

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But they go one dimension deeper.

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Here

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is many ways to

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test your digital

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fundraising.

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Hello and

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welcome to

[00:02:11.54] spk_0:
Tony-Martignetti non profit radio coverage of 22 NTC 2022 nonprofit technology conference hosted by N 10. Those very smart folks who help you use technology as you are doing your mission as you are doing your social change work everyday. They’re helping you leverage technology. My guest now is jeremy hazelwood. He is digital fundraiser, author, trainer and marketer at fundraisers United Jeremy Welcome to nonprofit radio Hey, Tony, thank you for having me here. I’m so excited to be here and talk digital fundraising. Absolutely. That’s what we’re here to do. I’m glad you’re excited Thank you. Alright. I’m glad to see you get excited about digital fundraising man. It’s my passion. So it’s like I wake up and I’m, I’m excited every day because I get to help companies raise money and do more good in the world. So

[00:02:31.26] spk_1:
it took a while to figure

[00:03:16.54] spk_0:
out what it is that gets me up. But that’s, that’s definitely it. This is it. All right. And your session is aptly named 30 ways to test your digital fundraising. You would like to see nonprofits develop a testing plan testing regimen. Yeah, yeah. I think it’s something that’s very underutilized just in my experience working with nonprofit, especially from a digital side. Um, my background is like I worked for agencies that marketing and fundraising agencies that serve nonprofits heavy and direct mail. And my role with them was to really bring digital and make it, um, just a better channel for their clients to raise funds. I noticed they do a lot in testing when it comes to direct mail, but when it came to digital,

[00:03:17.90] spk_1:
it was kind of

[00:04:06.44] spk_0:
bland and one message and I’m like, there’s still so much that we can learn from digital, we can learn it so much more quickly than we can with direct mail. Okay. Um, is there a way that you’ve organized these, these 30 ways. I don’t know if we’ll be able to tick through all 30. Yeah, depending on how much you have to say about them, but we might, you know, we’ll see well organized by like channel um, facebook goal etcetera. Yeah, it’s actually funny. Like the original concept for this session, um, that I pitched to NtC was like 100 ways to test and it was gonna be a 60 minute session. Actually. No, no, that’s not. I have a, I have 100 ways to test within fundraisers unite. But for N TC, I was gonna do like 60 ways to test 60 and 60 minutes and then They’re like, well we only have the 30 minute sessions available. I’m like, let’s do 30 in 30 minutes. Um, 40, There you go. See the math works itself out. But, but for the sake

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of like organizing to

[00:04:22.15] spk_0:
your point. Um,

[00:04:23.16] spk_1:
I did, I focused

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on some specific areas. So I looked really

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at email, um

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social media,

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um, search

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engine marketing and

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let’s see

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um, donation page and social media. Really your facebook ads, not like all social, but so email, facebook ads. Search engine marketing, your donation page and your homepage. So these are

[00:04:45.20] spk_1:
The five areas that I

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focused on for the session

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for NtC.

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Okay, let’s start with the homepage and the donation pages because odds are

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everybody’s got one of those

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both of those and I do see some pretty weak donation pages, uh,

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lacking

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technology,

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lacking visual appeal.

[00:05:07.84] spk_0:
Um, so, but let’s, let’s start with, let’s start with the home page and you know, we’ll go beyond those two, but let’s make sure we cover the homepage and then donation pages. So what’s your advice around the homepage?

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Yeah,

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so with the homepage, I mean

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naturally it’s like

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you want your donation page, there’s so many boxes at the homepage, has to check when people come to your website, they need to know who you are, why you do what you do, who you do it for um in a way for people to connect with you. And some of

[00:05:36.31] spk_1:
the things that I talked about it and what people

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don’t realize too is like there’s things

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that you should test on your

[00:05:41.28] spk_0:
homepage. Um and there’s tools that you can use to test.

[00:05:44.03] spk_1:
Also, I didn’t get into the

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tools within the session,

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but you can use

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like um optimized

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lee or um

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omni convert. These are

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tools and

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actually google optimized you

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can use. These are tools that I

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we don’t have time to

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go into those, but what they

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essentially do is help

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you kind of a b test

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different elements on your homepage, for example, resources. Those

[00:06:04.69] spk_1:
3. 1 more time I’d like to

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share.

[00:06:06.47] spk_1:
Sure, sure. Optimized

[00:06:08.90] spk_0:
lee.

[00:06:09.84] spk_1:
Omni convert

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and google

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optimized and google

[00:06:14.11] spk_0:
optimize is free, but there are certain limitations, but

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basically these are

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like conversion rate

[00:06:19.29] spk_1:
optimization tools for your website or even

[00:06:23.94] spk_0:
for your donation page and to summarize

[00:06:25.59] spk_1:
what what these tools

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do is let’s say you’re one time that your homepage

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loads, You’ll

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get image a, as your homepage better and the next

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time your web page loads,

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it’ll be image

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B of the homepage banner.

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So it’s kind of randomized

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if you will, just

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to simplify. So

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when people see your

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website, they’ll get a version

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A and version be of your website.

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So you can test

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different things on your

[00:06:48.64] spk_0:
website, like an image

[00:06:50.23] spk_1:
or a call to action or a headline or

[00:06:52.27] spk_0:
something like that. Um, that’s generally what that does. Um, that’s again, I didn’t get into any of that because it does get to be a little more technical. Um, really what my point of my session was and really the point today is like,

[00:07:05.74] spk_1:
here’s what you

[00:07:06.65] spk_0:
can test and then we can also get into

[00:07:08.72] spk_1:
why it’s important to test,

[00:07:09.85] spk_0:
which a lot of it’s kind of common sense knowledge, but that’s not always common practice though. Um, but when it comes to your home page, one of

[00:07:17.79] spk_1:
the things that, that I

[00:07:18.71] spk_0:
always recommend is like testing like your hero image, which is like that first image that’s at the top of your home page. Um, some nonprofits might have a video running up there instead of an image, but testing that using, like, especially if you’re

[00:07:32.64] spk_1:
doing a campaign,

[00:07:34.34] spk_0:
um, if you’re running a

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campaign like right now, I don’t know

[00:07:37.81] spk_0:
when people will hear this, but let’s say it’s

[00:07:39.80] spk_1:
a springtime

[00:07:40.85] spk_0:
campaign, your email is springtime campaign oriented. You’re, let’s say you’re running

[00:07:45.74] spk_1:
facebook ads. It’s springtime campaign

[00:07:47.75] spk_0:
oriented. Um,

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so like let’s

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have like your

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hero image on your

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page be that

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same campaign

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as opposed to like

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here’s what we do or

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here’s how you can volunteer,

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like make that image

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coincide with the rest of your campaign elements.

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Right? Make

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it timely make it integrate

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with your campaigns,

[00:08:06.69] spk_0:
test that with the campaign versus not testing it if

[00:08:09.68] spk_1:
you don’t have the tools

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and watch

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how your donations

[00:08:12.82] spk_0:
will increase because that message is right there in

[00:08:15.19] spk_1:
the front for people to see.

[00:08:16.62] spk_0:
Um, so

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you know, that that’s one thing that you

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can test is your hero image using a campaign image as opposed to like a

[00:08:22.83] spk_1:
general branded image or

[00:08:28.24] spk_0:
some other kind of call to action image. Um, so I’ll pause there, see if you have questions or if you wanted me to

[00:08:30.72] spk_1:
kind of roll into the next

[00:08:31.91] spk_0:
one, you know, go to the

[00:08:32.85] spk_1:
go to the next homepage

[00:08:34.13] spk_0:
idea.

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Okay. Yeah. Next one would be like your

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donation

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button text. Um,

[00:08:40.04] spk_0:
pretty much every

[00:08:40.80] spk_1:
nonprofit. I haven’t

[00:08:42.02] spk_0:
Seen one and I don’t

[00:08:43.18] spk_1:
know how long

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that does not include that donate button

[00:08:46.28] spk_1:
up in the upper, usually

[00:08:47.38] spk_0:
right hand corner.

[00:08:48.42] spk_1:
Uh, and most of

[00:08:49.52] spk_0:
them will say donate and I think

[00:08:51.45] spk_1:
that’s fine. I don’t think

[00:08:52.42] spk_0:
there’s anything wrong with donate, but what if instead of donate it said give now

[00:08:58.04] spk_1:
or make

[00:08:58.64] spk_0:
a difference

[00:08:59.42] spk_1:
or feed a

[00:09:00.32] spk_0:
family, you know, whatever

[00:09:01.72] spk_1:
that call to action,

[00:09:02.71] spk_0:
maybe fund

[00:09:04.24] spk_1:
a research study.

[00:09:06.24] spk_0:
Um, so

[00:09:07.12] spk_1:
we’re very accustomed to just saying donate now because it’s

[00:09:09.60] spk_0:
very direct, but it’s also

[00:09:10.99] spk_1:
very transactional.

[00:09:12.48] spk_0:
Um, but again,

[00:09:13.54] spk_1:
I’m not saying that it’s,

[00:09:14.48] spk_0:
it’s not going to

[00:09:15.59] spk_1:
work for your organization, but if we

[00:09:16.97] spk_0:
don’t test, we don’t know

[00:09:18.19] spk_1:
right.

[00:09:18.86] spk_0:
Um, and I think there’s certain

[00:09:20.52] spk_1:
kind of boilerplate

[00:09:21.54] spk_0:
templates that is non profit as an

[00:09:23.94] spk_1:
industry we go

[00:09:24.86] spk_0:
with because we know that in general this

[00:09:27.09] spk_1:
is what’s supposed to work. And I don’t

[00:09:29.71] spk_0:
remember you

[00:09:30.76] spk_1:
remember years ago act Blue

[00:09:32.36] spk_0:
did well with Chip in.

[00:09:34.44] spk_1:
Yeah,

[00:09:36.06] spk_0:
something like

[00:09:36.69] spk_1:
that. But I’m sure they, I mean

[00:09:57.94] spk_0:
they have lots and lots of records that they’re mailing too. So I’m sure they tested and, and chip in. You saw the blue button and said and for them it was like chip in, you know? Yeah. Well, but, and even to that point it’s like chip in and that could be like vernacular. That’s that organization and their audiences like they associate with that non profit you know, So what’s the vernacular, the language

[00:10:00.72] spk_1:
that you’re a nonprofit would

[00:10:01.69] spk_0:
use, you know, maybe it is chip in, you know, maybe it’s feed a family, you know, whatever that is, but test that out. Um, if you don’t have, if you have zero data, your new nonprofit or you’ve never tested before, then you probably have data on what donate now is doing for you. Like let’s switch it for a month and try to keep everything constant If we, if we have too many factors going, we’re not going to know what works, you know, so you always want to change

[00:10:24.81] spk_1:
One thing at one time.

[00:10:26.14] spk_0:
Um, and if all

[00:10:26.91] spk_1:
things are the same and we

[00:10:28.01] spk_0:
only changed the text on that donated button, then it’s a pretty safe bet that the donate button was the reason that, you know, the,

[00:10:35.49] spk_1:
that we got and you can

[00:10:38.54] spk_0:
also test it with. I’m trying to think of some of the other

[00:10:39.85] spk_1:
tools. Um, well even the tools

[00:10:42.64] spk_0:
that I mentioned, they can test conversion rates and things like that.

[00:10:45.52] spk_1:
But because

[00:10:46.50] spk_0:
I know one pieces, like we talked about testing, but then there’s like,

[00:10:48.91] spk_1:
how do you measure the testing? Um,

[00:10:50.85] spk_0:
and one is if you’re, you’re not using any

[00:10:53.25] spk_1:
tools, it’s just kind of how did we do last month

[00:10:57.44] spk_0:
versus how we do this month? Um, did we change anything

[00:10:58.99] spk_1:
else? No, Then we can probably attribute it to this and that’s kind of the

[00:11:02.54] spk_0:
roundabout. Like

[00:11:03.49] spk_1:
we can probably attribute it to this.

[00:11:05.50] spk_0:
Um, if

[00:11:06.52] spk_1:
smaller, medium

[00:11:07.67] spk_0:
sized nonprofits

[00:11:08.40] spk_1:
may not have the budget

[00:11:09.68] spk_0:
to actually put the analytics and technology behind

[00:11:12.16] spk_1:
knowing for sure

[00:11:13.50] spk_0:
what

[00:11:14.30] spk_1:
the difference maker was. But if you’re

[00:11:16.18] spk_0:
looking for some data points like that’s certainly something that can help is

[00:11:20.11] spk_1:
swapping it out and keeping

[00:11:21.35] spk_0:
everything else the same.

[00:12:07.14] spk_1:
It’s time for a break. Turn to communications, Content creation and content management, What projects do you have that they can take off your plate, lift these weights from your shoulders? Content creation Is there some writing project some series that you need to do or that you’ve been thinking about doing you’d like to do for internal audiences. External board donor’s community. What writing projects can they take off your plate and then the content management and also the distribution. Getting you the

[00:12:07.84] spk_0:
placements and

[00:12:49.14] spk_1:
as well as managing that content for you on your site, whether that’s blog, wherever you may, print or digital. Right, Alright. So how can they help you with content creation, content management and then also the distribution, getting the, getting your good word, you as an opinion leader, thought leader in your community. Getting that out. Turn to communications, your story is their mission turn hyphen two dot c o. Now back to many ways to test your digital fundraising.

[00:12:54.74] spk_0:
You made the point a

[00:12:56.05] spk_1:
couple of times, keeping everything

[00:12:57.26] spk_0:
else the same. I

[00:12:58.88] spk_1:
guess if you if you change a few things

[00:13:01.05] spk_0:
or a bunch of things

[00:13:02.54] spk_1:
and your outcomes improved,

[00:13:07.04] spk_0:
I guess

[00:13:07.82] spk_1:
by outcomes, you know,

[00:13:08.65] spk_0:
we’re keeping it simple. So we’re saying

[00:13:10.00] spk_1:
donations improved.

[00:13:11.67] spk_0:
Then

[00:13:12.47] spk_1:
then then

[00:13:13.21] spk_0:
then that’s terrific.

[00:13:14.25] spk_1:
But if donations declined

[00:13:16.35] spk_0:
and you don’t know what it is that you changed that caused them to

[00:13:19.14] spk_1:
decline. So then you have to go back to where you were in the beginning

[00:13:22.43] spk_0:
and then

[00:13:23.39] spk_1:
iterative lee changed

[00:13:26.44] spk_0:
one thing at a time and

[00:13:26.59] spk_1:
figure out what what what

[00:13:29.24] spk_0:
is, what is, what

[00:13:29.49] spk_1:
is it that’s depressing

[00:13:30.73] spk_0:
your,

[00:13:31.56] spk_1:
your outcomes and change that one little thing

[00:13:33.92] spk_0:
and then and then test and see

[00:13:35.54] spk_1:
if you, you get higher

[00:13:36.53] spk_0:
than your baseline.

[00:13:38.54] spk_1:
Yeah, exactly. Because the

[00:13:43.75] spk_0:
tests that I’m talking about in the test

[00:13:45.31] spk_1:
will go through. It’s like

[00:13:46.44] spk_0:
these are tests that you do one at a time. I’m not like

[00:13:48.64] spk_1:
here’s 50 things

[00:13:49.62] spk_0:
you can test and let’s do them all at once.

[00:13:51.65] spk_1:
Because if you think about if you

[00:13:53.03] spk_0:
change that button, if you

[00:13:54.08] spk_1:
change it to say give

[00:13:55.37] spk_0:
now instead of donate now and

[00:13:57.07] spk_1:
it goes to your landing page. But you’ve

[00:13:58.64] spk_0:
also changed an image

[00:14:00.23] spk_1:
or headline or something on the

[00:14:02.54] spk_0:
landing page, then we don’t know if

[00:14:03.10] spk_1:
you’ve got more donations

[00:14:04.08] spk_0:
because you change something on your landing page or if

[00:14:06.55] spk_1:
you change something on that button that got them to the landing page. So

[00:14:10.47] spk_0:
you know the, the need

[00:14:11.79] spk_1:
to put together kind of a testing

[00:14:13.17] spk_0:
roadmap um,

[00:14:14.35] spk_1:
would be something that you would want to do for your organization and be like here

[00:14:17.76] spk_0:
and it takes time

[00:14:18.74] spk_1:
because you can only test

[00:14:19.78] spk_0:
one thing at a time. So it’s like

[00:14:20.87] spk_1:
here’s what we’re going to test

[00:14:22.07] spk_0:
in this calendar year and then whether it’s

[00:14:24.97] spk_1:
bi weekly, weekly,

[00:14:26.41] spk_0:
monthly, whatever it is, you know, having that plan laid out the

[00:14:29.73] spk_1:
to learn

[00:14:30.52] spk_0:
because the whole point of testing is like we want to learn,

[00:14:32.75] spk_1:
we want to raise more

[00:14:33.59] spk_0:
money for

[00:14:34.88] spk_1:
less cost

[00:14:35.65] spk_0:
of, of a transaction to obtain that donation and we

[00:14:39.13] spk_1:
want to learn more creative

[00:14:40.54] spk_0:
works. How many hits do we need?

[00:14:42.93] spk_1:
What’s a, what’s a

[00:14:44.24] spk_0:
sample size that

[00:14:45.20] spk_1:
we can rely on

[00:14:47.04] spk_0:
uh,

[00:14:47.69] spk_1:
to draw conclusions from?

[00:14:49.84] spk_0:
Yeah, that’s actually a really good question.

[00:14:52.72] spk_1:
Um, and I

[00:14:53.53] spk_0:
don’t, I don’t have like an answer

[00:14:55.01] spk_1:
that other than the

[00:14:55.97] spk_0:
generic. It depends.

[00:14:57.49] spk_1:
You know, I think

[00:14:58.69] spk_0:
if you’re a smaller nonprofit

[00:15:00.45] spk_1:
that doesn’t

[00:15:01.89] spk_0:
get a lot of traffic to your homepage in this case, then I mean

[00:15:06.04] spk_1:
where it could take

[00:15:07.08] spk_0:
you months to get enough traffic, you know, which is

[00:15:09.83] spk_1:
kind of like the sad thing about

[00:15:11.44] spk_0:
a nonprofit that doesn’t get a

[00:15:12.55] spk_1:
lot of traffic is when will,

[00:15:14.09] spk_0:
you know, we’ve, we have enough data to learn something. You

[00:15:17.83] spk_1:
know, I think it’s quicker to

[00:15:19.08] spk_0:
learn like with like

[00:15:20.11] spk_1:
advertising where you can actually have a budget and it will

[00:15:22.88] spk_0:
kind of force impressions

[00:15:24.16] spk_1:
to your website.

[00:15:25.25] spk_0:
Um, in that case, like

[00:15:26.78] spk_1:
I usually like to have,

[00:15:28.54] spk_0:
I mean at least a few 1000 clicks. Uh, so

[00:15:31.45] spk_1:
we kind of have enough data to make

[00:15:33.33] spk_0:
a decision.

[00:15:34.27] spk_1:
Uh, with the

[00:15:35.33] spk_0:
website, I mean going by that, I mean there’s, there’s some small

[00:15:39.98] spk_1:
nonprofits that may not get a

[00:15:41.99] spk_0:
1000 visits to their website in

[00:15:44.71] spk_1:
half a year or a whole year.

[00:15:46.38] spk_0:
You know? Um,

[00:15:47.58] spk_1:
in which case maybe

[00:15:48.65] spk_0:
you want to test something else

[00:15:49.82] spk_1:
1st? Maybe when you’re

[00:15:50.78] spk_0:
prioritizing exactly exactly. It’s

[00:15:56.07] spk_1:
like, where? Which

[00:15:57.17] spk_0:
I think, And I

[00:15:57.93] spk_1:
didn’t really think about this

[00:15:58.96] spk_0:
when I put it together. But

[00:16:00.14] spk_1:
that’s actually a really good question. Because when you look at all the things

[00:16:03.04] spk_0:
that you can test with your

[00:16:04.08] spk_1:
nonprofit, it’s like, what makes the

[00:16:05.89] spk_0:
most sense to test? Like where do

[00:16:07.48] spk_1:
we have the most data? Where are we getting the most

[00:16:09.60] spk_0:
traction? Maybe it’s a social

[00:16:10.80] spk_1:
media post. Maybe we have a good

[00:16:12.25] spk_0:
audience on social media.

[00:16:13.75] spk_1:
So, let’s test

[00:16:14.95] spk_0:
some of our posts

[00:16:15.76] spk_1:
there because

[00:16:16.98] spk_0:
we know we have a bigger sample

[00:16:18.41] spk_1:
size that we can work

[00:16:20.84] spk_0:
with. Okay. All right.

[00:16:21.40] spk_1:
Well, so your host

[00:16:23.74] spk_0:
is uh, chosen to start

[00:16:24.62] spk_1:
with the homepage

[00:16:25.72] spk_0:
because it’s ubiquitous. Everybody has one.

[00:16:27.98] spk_1:
But with the

[00:16:29.06] spk_0:
caveat that it may not be the right place for you to start your testing.

[00:16:32.63] spk_1:
If you have if

[00:16:33.92] spk_0:
you don’t have a lot of traffic to your homepage. Alright,

[00:16:36.02] spk_1:
let’s stick with the homepage. You got another, you

[00:16:40.24] spk_0:
got another one or two ideas. The homepage, and then we’ll move on. Yeah. Some other

[00:16:41.27] spk_1:
Ideas for the homepage. one

[00:16:44.54] spk_0:
would be, um,

[00:16:45.28] spk_1:
the, like the light box.

[00:16:46.53] spk_0:
So when you come to a website and

[00:16:48.89] spk_1:
people call

[00:16:50.06] spk_0:
them light boxes, they call them pop ups,

[00:16:52.17] spk_1:
Interstitial,

[00:16:53.66] spk_0:
you know, there’s different names for them. Kind of the common name. Yeah. That’s

[00:16:57.06] spk_1:
the more technical. Yeah. Which I never used

[00:17:02.89] spk_0:
Exactly. 100%, 100%. Because you say that like the, you know.

[00:17:13.34] spk_1:
Exactly, Yeah. The bigger words

[00:17:16.14] spk_0:
aren’t always better.

[00:17:17.14] spk_1:
And when I

[00:17:17.97] spk_0:
talked to my, my tech and

[00:17:19.67] spk_1:
my developer friends and they’re

[00:17:22.54] spk_0:
telling me what it is, I’m like,

[00:17:22.94] spk_1:
okay, how can I take what they

[00:17:24.31] spk_0:
said and translate it

[00:17:25.39] spk_1:
just to everyday common

[00:17:26.58] spk_0:
terms. And sometimes I’m like, I

[00:17:27.98] spk_1:
have no idea what you’re talking

[00:17:29.24] spk_0:
about,

[00:17:30.62] spk_1:
but we have drug in

[00:17:31.55] spk_0:
jail on nonprofit radio

[00:17:33.93] spk_1:
I don’t know if I have no idea what you’re

[00:17:35.25] spk_0:
talking about. You know, I’ll stop

[00:17:37.31] spk_1:
you. So if you had

[00:17:38.28] spk_0:
introduced it with

[00:17:39.57] spk_1:
traditional

[00:17:40.10] spk_0:
transitional, you know,

[00:17:41.59] spk_1:
yeah, whatever.

[00:17:45.54] spk_0:
But like, yeah, you see,

[00:17:46.23] spk_1:
I didn’t introduce,

[00:17:47.54] spk_0:
Yeah. Because you

[00:17:48.25] spk_1:
got to know who the audience is, right?

[00:17:50.11] spk_0:
So if this was

[00:17:51.11] spk_1:
like for a tech blog or

[00:17:52.33] spk_0:
something, I’m like the interstitial.

[00:17:53.97] spk_1:
But no, we’re talking about just non profit let’s start with the base like, you know, um,

[00:17:58.57] spk_0:
let’s just

[00:17:59.56] spk_1:
the basics here. So yeah,

[00:18:00.58] spk_0:
pop up a

[00:18:01.67] spk_1:
lightbox testing

[00:18:03.24] spk_0:
that. And I say tested and, and

[00:18:04.53] spk_1:
a lot of these things I’m saying test,

[00:18:06.28] spk_0:
but in my

[00:18:07.98] spk_1:
own way I’m saying

[00:18:14.64] spk_0:
do this, I’m not saying tested because like light boxes are so effective. Like pretty much no matter how you’re using if using them for email acquisition,

[00:18:17.96] spk_1:
if you’re using them to

[00:18:19.08] spk_0:
promote a campaign

[00:18:20.07] spk_1:
to increase your donations.

[00:18:21.53] spk_0:
Um, what I find

[00:18:23.35] spk_1:
though is a lot of

[00:18:24.32] spk_0:
nonprofits

[00:18:25.23] spk_1:
and I say that a lot, a lot

[00:18:26.49] spk_0:
of non profits, but

[00:18:27.40] spk_1:
it is true,

[00:18:28.61] spk_0:
um, that they’re

[00:18:32.54] spk_1:
like, well I don’t like pop ups, so I don’t want to use them, you know, But it’s not really about what you like because your

[00:18:35.06] spk_0:
donors and your website visitors

[00:18:36.84] spk_1:
probably don’t

[00:18:37.64] spk_0:
like a lot of pop ups

[00:18:38.63] spk_1:
either. But the data

[00:18:40.42] spk_0:
doesn’t lie. Like

[00:18:41.60] spk_1:
these things do work.

[00:18:42.84] spk_0:
And the reason they work is

[00:18:44.17] spk_1:
there’s nothing else that you

[00:18:45.26] spk_0:
can do on the homepage when that

[00:18:47.44] spk_1:
pop up comes on the screen other

[00:18:49.05] spk_0:
than click it and turn

[00:18:50.20] spk_1:
it off or do the

[00:18:51.90] spk_0:
action that it says there’s

[00:18:53.06] spk_1:
two choices. If someone goes straight to your

[00:18:56.24] spk_0:
website, they’ve

[00:18:56.39] spk_1:
got probably 20 different choices, click on your,

[00:18:58.92] spk_0:
contact us, click

[00:19:00.10] spk_1:
on an image,

[00:19:01.16] spk_0:
submit an email, click on any of your menu items. Like there’s so many different choices

[00:19:06.21] spk_1:
that you can make. But that pop up is like A or B. Do I

[00:19:09.66] spk_0:
close this and look at the website or do I hit the donate button or do I put my email in and submit it and now I’m a subscriber. So

[00:19:17.04] spk_1:
they’re extremely

[00:19:17.69] spk_0:
effective. Yeah, 100%. So

[00:19:22.73] spk_1:
yeah, so they

[00:19:24.13] spk_0:
work. But I’m saying tested because the thing is like, I’ve never seen it not work. So maybe your nonprofit is different and maybe you can test it with running with the campaign and if you didn’t raise any more money, which if that happens, like

[00:19:37.14] spk_1:
I’d love for those people to reach out

[00:19:39.44] spk_0:
to me because I want to

[00:19:39.94] spk_1:
know who those organizations are

[00:19:41.40] spk_0:
because it’s like,

[00:19:42.34] spk_1:
well I’ve never heard of that but

[00:19:44.12] spk_0:
here’s maybe some other

[00:21:16.84] spk_1:
things that you can strike. It’s time for a break. Fourth dimension technologies. Their I. T. Solution is I. T. Infra. In a box. It’s budget friendly. It’s holistic. It’s the buffet of I. T. Solutions because you pick what you need and you leave the rest you needn’t hire them for all the services that they can do. They’ve got this I. T. Infra in a box for you to choose from like overall I. T. Assessment whether you want to implement multifactor authentication which a lot of people are saying is a very good idea. We’ve had guests saying exactly that um there might be other security for your site for your devices those mobile devices that are in people’s homes. Now cost analysis help desk. Do you need help that way with tech with like tech support and there’s more in the I. T. In for in a box you choose what’s right for your current I. T. Status. What’s right for your budget? Yeah leave the rest behind fourth dimension technologies tony-dot-M.A.-slash-Pursuant D. Just like three D. But they go one dimension deeper. Now back to many ways to test your digital fundraising with jeremy hazelwood. There are variables within the pop

[00:21:18.78] spk_0:
up that you can test how

[00:21:20.68] spk_1:
long a delay

[00:21:21.65] spk_0:
how long is someone on your homepage before it before

[00:21:23.93] spk_1:
it pops up?

[00:21:25.14] spk_0:
Of course what’s the text that’s in it again.

[00:21:28.40] spk_1:
What’s the button that’s

[00:21:29.43] spk_0:
in it. You have to have a button labeled that’s in it,

[00:21:32.14] spk_1:
Right.

[00:21:34.14] spk_0:
Yeah. What’s the offer?

[00:21:35.26] spk_1:
You know? So it could be

[00:21:36.35] spk_0:
$10 equals this or

[00:21:37.95] spk_1:
$50 equals that.

[00:21:39.17] spk_0:
So yeah, there’s

[00:21:40.14] spk_1:
probably a whole other

[00:21:41.73] spk_0:
15 different tests

[00:21:43.11] spk_1:
that you can run just within that. But let’s

[00:21:45.17] spk_0:
start at the basics. Okay. Give us one more for the homepage.

[00:21:49.74] spk_1:
Yeah. One more for the home page. And this is

[00:21:51.37] spk_0:
really simple. But um what

[00:21:53.54] spk_1:
about a donate button at the bottom of your

[00:21:55.59] spk_0:
page? Um And the reason that I say

[00:21:58.00] spk_1:
that is when people scroll

[00:21:59.98] spk_0:
pasture

[00:22:00.81] spk_1:
donate button, if your

[00:22:01.73] spk_0:
menu isn’t like what they call a

[00:22:03.09] spk_1:
sticky menu meaning when you scroll that top menu stays there

[00:22:06.11] spk_0:
and the donate button is

[00:22:07.05] spk_1:
always there or your

[00:22:07.94] spk_0:
menu is always there.

[00:22:09.29] spk_1:
Um If you don’t have that

[00:22:11.04] spk_0:
then you’re

[00:22:11.69] spk_1:
scrolling and that donate has come off

[00:22:13.45] spk_0:
of of the homepage off the

[00:22:15.66] spk_1:
top. So as you scroll down, you’re reading about who we are, what we do, why we do

[00:22:19.51] spk_0:
it. Um It’s just kind of a

[00:22:20.99] spk_1:
natural, here’s the next step,

[00:22:22.65] spk_0:
you know, donate.

[00:22:23.86] spk_1:
Um So it’s

[00:22:24.93] spk_0:
just right in the user flow. The user doesn’t

[00:22:26.55] spk_1:
have to scroll back up

[00:22:27.70] spk_0:
and find the donate or click the donate or

[00:22:30.68] spk_1:
even if they didn’t

[00:22:31.74] spk_0:
like if they kind of psychological or mentally

[00:22:34.20] spk_1:
blocked out that donate button when they came to your

[00:22:36.37] spk_0:
page? Is there

[00:22:37.43] spk_1:
scrolling through? Its in

[00:22:38.43] spk_0:
the natural progression

[00:22:39.60] spk_1:
of how they’re reading your

[00:22:40.44] spk_0:
page and that donate button is right there at the bottom. So

[00:22:43.67] spk_1:
um test that

[00:22:44.70] spk_0:
out, see if it’s something that you’re able to get more donations throughout the month. Um

[00:22:49.62] spk_1:
I don’t this is

[00:22:50.90] spk_0:
not something where you’re gonna earn like a ridiculous amount of conversions or donations

[00:22:55.94] spk_1:
From but even if you have like five

[00:23:08.34] spk_0:
more donations a month because you put a button at the bottom of your page, like wouldn’t that be worth the the 10 minutes it takes to put the button on your site And I think it would be, let’s go to the donation page. Okay cool. So donation and let’s say I’m looking at my my list over here. Okay, so donation

[00:23:17.47] spk_1:
page, one of the things that’s

[00:23:19.00] spk_0:
important to um

[00:23:20.42] spk_1:
a number of donors

[00:23:21.90] spk_0:
is is my donation secure and I don’t think it’s as much of a concern now as it

[00:23:27.06] spk_1:
was maybe even five

[00:23:31.14] spk_0:
years ago but there’s still people that are leery too uh do transactions online.

[00:23:33.12] spk_1:
Um We’re with

[00:23:33.97] spk_0:
the nonprofit. It’s like well I don’t know this nonprofit is going to take care of my data and hopefully your nonprofit is like your donation page should be the H. T. T. P. S. Meaning that it’s a secure page

[00:23:46.12] spk_1:
anyways

[00:23:46.87] spk_0:
but just putting some kind of

[00:23:48.83] spk_1:
Burbage

[00:23:50.34] spk_0:
or a visual indication that it is safe transaction

[00:23:55.19] spk_1:
on your website. So it could be

[00:23:56.44] spk_0:
something as simple as saying your transaction is secure like ssl security or putting like an image of a lock saying your transaction is secured. So doing that versus not having any language in there at all about a secure

[00:24:10.37] spk_1:
transaction.

[00:24:32.24] spk_0:
You can make a difference in someone going ahead and clicking that submit button on the donate because they could get as far as just putting all their information in. But they’re still kind of on the fence like, you know, if they’re nervous about giving online or giving because they don’t see any language that says their donation is secure because I’ve even experienced this to my house like myself personally, there’s some websites

[00:24:33.24] spk_1:
I’m not as

[00:24:36.94] spk_0:
familiar with and if I don’t see that language, then I

[00:24:37.58] spk_1:
may not actually

[00:24:38.55] spk_0:
include. I may not actually purchase whatever it is I’m purchasing and I’m not even talking about nonprofits. I’m talking about more like online retail. Um, so it gives the donor confidence in what they’re doing. So that’s something that you can test having that language on there versus just excluding it. Um, and seeing if

[00:24:55.04] spk_1:
that makes a difference in

[00:24:58.14] spk_0:
your conversion rates and you know, folks might say well, but people could look at the address bar and they can see if it’s https and, and lots of browsers have a lock when it is a secure site. I don’t know if all browsers, I use Safari

[00:25:12.79] spk_1:
predominantly. So

[00:25:13.69] spk_0:
I don’t know if all browsers do that, but, but

[00:25:15.73] spk_1:
even if they do,

[00:25:20.64] spk_0:
you know, think of older folks who are not so savvy they don’t know to look for https.

[00:25:22.05] spk_1:
So

[00:26:02.44] spk_0:
if you don’t, you know, what does it cost to put a sentence in with a little lock picture, it says, you know, it’s, it’s secured, encrypted on both ends, right? With 2 56 bit ssl technology or something, you know, something legitimate. I’m not saying make it up, but yeah, I remember you’re not doing it right. You know, I’m not, Yeah. Now this is the fraud how to test the fraud component of your donation. You don’t have to test for fraud. You don’t have to test fraud. Just don’t do that, don’t do it, you know? But if you’re, if yes, put put something in that’s reassuring to folks, especially older folks who may not know to look at the address bar. Right. Yeah. Alright. Alright. What else, what else for the donation pages? Um, one thing that I’ve seen more

[00:26:12.93] spk_1:
recently in the past

[00:26:39.54] spk_0:
Maybe 2-3 years and I want to say that there might even be specific, um, Tech companies that process donations for nonprofits and I can’t tell you who they are because I’m not sure which one’s doing and which ones don’t. Um, but highlighting like a certain gift that might say most popular gifts. So if you have like a $25 gift and $50 or 200 whatever that, you know procession of gift handles is There might be one

[00:26:40.24] spk_1:
that’s highlighted.

[00:26:41.34] spk_0:
Um, and it says most popular, but what it does and it’s

[00:26:44.91] spk_1:
usually not the lowest

[00:27:23.64] spk_0:
One because I might go to a site like I’m gonna give them $25, but then when I get there it has this $50 and it’s highlighted and it says most popular and so now there’s this social pressure to be like, well that’s the most popular. Like I don’t want to give less than what it is. So I guess I’m gonna give $50 instead of $25. Um So again, it’s, it’s, that’s kind of like a marketing trick if you will, but it does work. Um and you know, whether it’s the most popular or not, I mean again, that’s when you get into the ethics behind it, like, you know, um, you don’t necessarily have to say most popular, you could say, you know more

[00:27:24.31] spk_1:
impact or the

[00:27:25.12] spk_0:
most impact or something like that. There’s ways that you can word it, but

[00:27:28.99] spk_1:
the whole point is you’re

[00:27:29.88] spk_0:
drawing attention to a specific gift amount. Um that’s

[00:27:33.07] spk_1:
probably more reasonable. It’s not like you’re high

[00:27:35.46] spk_0:
like 500

[00:27:36.29] spk_1:
dollar gift, but it’s not

[00:27:37.37] spk_0:
Like you’re 10 20

[00:27:38.36] spk_1:
$5 gift either.

[00:27:39.60] spk_0:
Um, So

[00:27:42.24] spk_1:
what I found is that when you, when you do

[00:27:42.78] spk_0:
use some kind of language and highlight one particular giving level that it does result

[00:27:47.32] spk_1:
in higher conversions.

[00:27:48.53] spk_0:
Um, and again, this is my ash

[00:27:50.42] spk_1:
tricks with everything

[00:27:51.94] spk_0:
we’re calling it a test because this is what I’ve seen

[00:27:54.67] spk_1:
with nonprofits that I’ve worked

[00:27:55.86] spk_0:
with and research that I’ve done. But you have to test

[00:27:58.85] spk_1:
and see if this is the case

[00:27:59.82] spk_0:
for your non profit as well.

[00:28:01.44] spk_1:
That’s a good one. Like

[00:28:03.24] spk_0:
that average gift most

[00:28:04.85] spk_1:
popular gift. Most

[00:28:06.16] spk_0:
impactful.

[00:28:07.03] spk_1:
Alright. What else you got? Yeah.

[00:28:09.13] spk_0:
And the

[00:28:09.67] spk_1:
other one I have is kind of in the

[00:28:10.72] spk_0:
same vein as this and

[00:28:11.87] spk_1:
it’s really like your

[00:28:12.65] spk_0:
donation handles and your impact. Um

[00:28:15.59] spk_1:
So if you’re like an

[00:28:17.94] spk_0:
example of if

[00:28:18.09] spk_1:
you’re a nonprofit that does a few different things

[00:28:19.91] spk_0:
like for example, maybe like a rescue

[00:28:21.55] spk_1:
mission, like they do

[00:28:22.56] spk_0:
housing, they do food, they may do

[00:28:25.11] spk_1:
adult rehab

[00:28:26.98] spk_0:
kinds of programs. Um, so you can like test and

[00:28:30.76] spk_1:
there’s a lot to test in

[00:28:31.84] spk_0:
just these three different areas. You can test dollar amounts

[00:28:34.85] spk_1:
for these. So if you want to just look at housing,

[00:28:37.62] spk_0:
You can say, you know, $30 equals X. nights

[00:28:40.49] spk_1:
Of shelter, $60

[00:28:42.25] spk_0:
equals X nights. 100 equals

[00:28:43.71] spk_1:
X nights. You could

[00:28:44.83] spk_0:
test these against each other

[00:28:49.04] spk_1:
and have all of the gift channels at like $50, but $50 will help do

[00:28:50.12] spk_0:
X nights of shelter.

[00:28:51.43] spk_1:
$50 will help

[00:28:52.59] spk_0:
by X amount of

[00:28:53.40] spk_1:
Meals or $50 to

[00:28:55.04] spk_0:
send X amount

[00:28:56.02] spk_1:
of adults through rehab.

[00:28:57.55] spk_0:
And that way you learn about

[00:28:58.73] spk_1:
what your donors are more interested in. Um,

[00:29:01.69] spk_0:
so there’s ways that you can learn

[00:29:06.84] spk_1:
About that either way with, with that example, you’ll still get $50. But we, we test because we also want

[00:29:09.64] spk_0:
to learn more

[00:29:09.93] spk_1:
about our donors and more about what

[00:29:11.28] spk_0:
works. So if people

[00:29:12.24] spk_1:
respond better to a food offer versus the housing offer,

[00:29:15.62] spk_0:
then that might help us

[00:29:16.68] spk_1:
create a campaign,

[00:29:18.04] spk_0:
you know,

[00:29:18.98] spk_1:
in the calendar year at

[00:29:19.96] spk_0:
some point. That’s more around

[00:29:21.24] spk_1:
food. Um, and taking what

[00:29:23.00] spk_0:
we learned from this test.

[00:29:24.45] spk_1:
Um, so that’s one

[00:29:38.84] spk_0:
thing an NtC guest, uh, and he said they tested whether Children who are sick or Children who are hospitalized is has a greater impact. And

[00:29:41.68] spk_1:
intuitively you would think it would be the Children who

[00:29:43.54] spk_0:
are hospitalized

[00:29:44.63] spk_1:
because they’re the sickest of the among

[00:29:46.42] spk_0:
the sick. But

[00:29:47.56] spk_1:
turned out not to be

[00:29:48.19] spk_0:
true. They were getting more click throughs and more donations when

[00:29:51.52] spk_1:
they highlighted Children who

[00:29:52.66] spk_0:
were sick

[00:29:53.87] spk_1:
versus

[00:29:54.50] spk_0:
hospitalized.

[00:29:55.64] spk_1:
Intuition is

[00:29:57.83] spk_0:
not always correct. That’s why

[00:29:59.01] spk_1:
we test. Another

[00:30:00.05] spk_0:
reason, you know, like you said earlier, it doesn’t matter what

[00:30:03.25] spk_1:
you, the ceo

[00:30:04.88] spk_0:
or you, the chief fundraiser prefer. It matters what

[00:30:07.81] spk_1:
your donors

[00:30:09.08] spk_0:
and potential donors prefer.

[00:30:10.70] spk_1:
So you know, you

[00:30:12.54] spk_0:
have to ignore your intuition.

[00:30:13.90] spk_1:
You have to ignore your own

[00:30:15.94] spk_0:
preferences and do what Jeremy is saying and

[00:31:41.74] spk_1:
It’s time for Tony’s take two. I’m doubling down on the redox who can you share non profit radio with, please think about colleagues, friends, folks who work for nonprofits serve on boards of nonprofits. Maybe they’re even avid volunteers, it’s a possibility these folks will learn from nonprofit radio the same as you are, share the share the knowledge, share the good, non profit radio vibe, share the pleasure, share, what else is there? Um, double the enjoyment? No, well you could double, you can triple the enjoyment. So please think about who you can share. non profit radio with, connect them with me, you can connect them with one of my social posts. Uh, connect them to tony-martignetti dot com share this show this episode however you can do it. I’d be grateful. Who can you share? non profit radio with thank you. That is Tony’s take two. We’ve got boo koo but loads more time for many ways to test your digital fundraising. I do like most of my work is with

[00:31:43.39] spk_0:
non province, but I do some, I have some clients that are in the commercial

[00:31:46.87] spk_1:
world and they were

[00:31:47.79] spk_0:
running a

[00:31:48.56] spk_1:
facebook ad recently and they provided me with copy and I was looking at it and I was like, oh, this is terrible, this is not. And

[00:31:55.12] spk_0:
usually if I see something that is

[00:31:57.28] spk_1:
like, I don’t think it’s going to work like I’ll say, hey, what if we say this instead of that? And even with

[00:32:03.14] spk_0:
that? I’m like, what if

[00:32:03.40] spk_1:
we change, it’s like, well we want to try to run this first and just see, I’m like, all right and I thought it was

[00:32:07.87] spk_0:
going to Bomb and it actually

[00:32:08.95] spk_1:
did really good

[00:32:09.83] spk_0:
despite what

[00:32:11.20] spk_1:
I thought was going to work. Um, so that’s why it’s like I’m saying

[00:32:15.12] spk_0:
these things and in

[00:32:16.10] spk_1:
general, like you’ll see in the majority of cases, what we’re talking about, there will be a positive impact. Um, but these are not guaranteed. I’m not saying like, here are all the things that you should do if you want

[00:32:25.16] spk_0:
your nonprofit to succeed,

[00:32:26.47] spk_1:
what you need to do to succeed is

[00:32:28.27] spk_0:
to test and then

[00:32:29.34] spk_1:
find out what works. But those things like, let’s give

[00:32:31.73] spk_0:
some ideas. Like

[00:32:32.67] spk_1:
we just don’t be stagnant. If we have the same website, the same emails,

[00:32:36.21] spk_0:
the same everything

[00:32:37.20] spk_1:
Over a 12-month period. We have learned nothing about what we need to do to better serve our

[00:32:41.12] spk_0:
donors and and

[00:32:42.38] spk_1:
really better

[00:32:46.74] spk_0:
enable the services that we have because if we’re not learning how we

[00:32:47.14] spk_1:
can better serve our donors and how we can

[00:32:49.14] spk_0:
generate more money for nonprofit

[00:32:51.01] spk_1:
and still take care of our

[00:32:51.97] spk_0:
donors, then we’re doing a disservice down

[00:32:53.89] spk_1:
the road for the people

[00:33:09.54] spk_0:
or animals or whatever environment, whatever our nonprofit is serving. We’re doing that in other realms. We’re making sure we have programs that are appealing to donors, making sure we have events that are appealing to donors. We make sure we have fundraisers who are appealing to donors, right. Your staff is turning your donors off. That’s bad. You’re gonna, you’re gonna remove the people from the fundraising role. So, you know, in

[00:33:20.67] spk_1:
your digital and your digital

[00:33:21.73] spk_0:
marketing and fundraising as well.

[00:33:23.17] spk_1:
You want to appeal

[00:33:24.48] spk_0:
to your donors and your potential donors, you’re doing it in other places.

[00:33:28.24] spk_1:
We’re here to. Alright, let’s continue with the

[00:33:32.34] spk_0:
donation page ideas. Okay.

[00:33:32.95] spk_1:
Um, other donation page ideas.

[00:33:34.93] spk_0:
And this is gonna

[00:33:36.45] spk_1:
be my bad recommendation of tests, but I’m gonna throw it out there anyway, because I think it’s probably not going to

[00:33:42.17] spk_0:
work, but I’m

[00:33:43.09] spk_1:
curious to see if it will still work. Um, and that is testing an image versus a video on your donation page. Um, and for the very savvy fundraisers

[00:33:53.24] spk_0:
that are

[00:33:53.53] spk_1:
watching or listening to

[00:33:54.50] spk_0:
this, they were probably

[00:33:55.61] spk_1:
going to discredit me all over the

[00:33:56.97] spk_0:
place and say that Jeremy doesn’t

[00:33:59.20] spk_1:
know what he’s talking about. Um,

[00:34:00.93] spk_0:
but several

[00:34:09.54] spk_1:
years ago when you had a video on your, your donation page and I think maybe it’s because maybe a more a newer medium, you could tell the story of, you know, why we need the gift and be this heartwarming story and you’d actually see the gifts go up. Um, what

[00:34:16.83] spk_0:
I’ve seen over time

[00:34:17.69] spk_1:
now is that

[00:34:18.83] spk_0:
the images

[00:34:19.78] spk_1:
seem to be more effective

[00:34:20.87] spk_0:
than a video. And the reason that we’re

[00:34:23.35] spk_1:
suspecting that happened

[00:34:24.44] spk_0:
just because

[00:34:27.54] spk_1:
when people hit your donation page, You’re now giving them a video to watch, which maybe 30 seconds to minutes. I don’t know however long it is. But you’re now asking them to watch this video and command the attention

[00:34:36.94] spk_0:
and then

[00:34:37.63] spk_1:
fill out a form after that. So you’re kind of asking the donors to do too

[00:34:41.99] spk_0:
many things when they get

[00:34:43.05] spk_1:
your donation page, it is a distraction because they can’t do a donation

[00:34:46.61] spk_0:
page. Most

[00:34:47.78] spk_1:
likely they’re ready to make a

[00:34:48.69] spk_0:
donation. Yes,

[00:34:50.11] spk_1:
exactly. Don’t distract them from that purpose.

[00:34:53.23] spk_0:
Right? Because now there’s another action

[00:34:54.94] spk_1:
you’re giving them watch the

[00:34:56.19] spk_0:
right watch the video,

[00:34:57.63] spk_1:
but you’re saying

[00:35:00.04] spk_0:
test it, Why?

[00:35:00.74] spk_1:
Why? Why do you believe

[00:35:02.16] spk_0:
that so that people don’t think this jeremy doesn’t know what he’s talking about. Yeah. Well the reason that I’m kind of

[00:35:07.24] spk_1:
slick throwing this in here is for the

[00:35:08.89] spk_0:
people who have the

[00:35:09.81] spk_1:
video still on their page.

[00:35:11.55] spk_0:
So if that’s

[00:35:12.79] spk_1:
you like test it

[00:35:14.13] spk_0:
with an image on there instead

[00:35:15.59] spk_1:
of the video

[00:35:16.41] spk_0:
and see if

[00:35:17.50] spk_1:
your donations will go

[00:35:18.58] spk_0:
up a little bit. But I’m bringing this in here to recommend it as

[00:35:22.06] spk_1:
a test really to draw

[00:35:23.12] spk_0:
attention to it because there are still some

[00:35:25.36] spk_1:
organizations that

[00:35:26.68] spk_0:
are testing

[00:35:27.64] spk_1:
or not testing, but that have a video on their donation page. And I think if I don’t

[00:35:32.51] spk_0:
address it, then I’m not really bringing attention to that,

[00:35:35.69] spk_1:
that this is an issue. And,

[00:35:37.81] spk_0:
but what,

[00:35:38.78] spk_1:
what I’d also be curious is the people do that do have the nonprofits

[00:35:42.03] spk_0:
that do have a video on their

[00:35:43.10] spk_1:
page. Um,

[00:35:44.64] spk_0:
is that

[00:35:45.18] spk_1:
still working for them and how will, you know if it’s still working if you don’t test that against an image

[00:35:49.48] spk_0:
and if they tested against an

[00:35:50.61] spk_1:
image and the video is still really generating a higher conversion rate

[00:35:55.59] spk_0:
then then I’m

[00:35:56.45] spk_1:
wrong and I’m okay with that. Um I can only go by the data that I see and the research that I’ve done to

[00:36:02.90] spk_0:
say that

[00:36:04.00] spk_1:
was the best practice.

[00:36:05.27] spk_0:
But now not so

[00:36:06.10] spk_1:
much. But if you’re still stuck in that best practice,

[00:36:08.77] spk_0:
it might be time

[00:36:09.71] spk_1:
to test out of that.

[00:36:13.23] spk_0:
If you have neither are you better? Starting

[00:36:14.46] spk_1:
with an image and testing that

[00:36:16.43] spk_0:
and then trying

[00:36:17.96] spk_1:
a video and testing that

[00:36:19.42] spk_0:
in place of the image. Mm hmm.

[00:36:21.39] spk_1:
No. Yeah.

[00:36:22.44] spk_0:
And that that’s

[00:36:23.31] spk_1:
actually an interesting question to if you have neither.

[00:36:25.72] spk_0:
I would test the

[00:36:27.08] spk_1:
neither versus an

[00:36:28.51] spk_0:
image. Well, you’ve got that you have your baseline.

[00:36:31.43] spk_1:
You know what neither

[00:36:32.88] spk_0:
has been doing for

[00:36:33.67] spk_1:
you over however months

[00:36:35.58] spk_0:
years. Okay.

[00:36:36.73] spk_1:
So

[00:36:37.27] spk_0:
now you want to do

[00:36:38.31] spk_1:
an adequate

[00:36:39.29] spk_0:
test with enough

[00:36:40.00] spk_1:
clicks

[00:36:41.17] spk_0:
to testing your advice. It

[00:36:44.04] spk_1:
sounds like your advice would be testing

[00:36:45.16] spk_0:
image first

[00:36:46.62] spk_1:
because typically

[00:36:49.23] spk_0:
images pulled better videos,

[00:36:50.62] spk_1:
correct, correct.

[00:36:51.87] spk_0:
Because I’m not asking

[00:36:52.95] spk_1:
you to look at an image. I’m asking you to watch a video, but the image is just there to,

[00:36:58.16] spk_0:
it should have the same

[00:36:59.36] spk_1:
look and feel and

[00:37:00.12] spk_0:
reinforce the sentiment

[00:37:01.72] spk_1:
of what

[00:37:02.24] spk_0:
that donation pages. So

[00:37:04.04] spk_1:
going back to like a rescue mission like it’s going to be an image of

[00:37:08.11] spk_0:
probably someone

[00:37:09.03] spk_1:
receiving services, whether they’re um receiving housing or food or something like that because it

[00:37:14.13] spk_0:
reinforces

[00:37:15.25] spk_1:
what you’re giving to help out

[00:37:17.47] spk_0:
or giving to

[00:37:19.43] spk_1:
eradicate. Mhm.

[00:37:20.63] spk_0:
You

[00:37:20.75] spk_1:
got one more for the donation page. Um Let’s see. I know I was looking at

[00:37:28.62] spk_0:
this is I mean it’s in the same vein

[00:37:30.89] spk_1:
because a lot of these are like really nit picky. But even like testing the hero image

[00:37:34.74] spk_0:
for example,

[00:37:35.73] spk_1:
because we talked about testing

[00:37:36.85] spk_0:
an image versus the

[00:37:37.69] spk_1:
video. If you’re already doing an image, I wouldn’t

[00:37:40.51] spk_0:
test that against video. If you’re

[00:37:42.06] spk_1:
doing a video, I’d test that against the image. But if you have an image, I would test that

[00:37:46.46] spk_0:
against another

[00:37:47.78] spk_1:
image. Um using this rescue mission scenario. If you

[00:37:52.00] spk_0:
test a feeding

[00:38:04.12] spk_1:
offer. So maybe it’s a a man that is homeless and he’s receiving food. Maybe the next image that you test is maybe uh this gentleman um in the

[00:38:04.42] spk_0:
housing he’s sitting on his bed

[00:38:06.00] spk_1:
and so you actually see that what you’re giving is

[00:38:09.17] spk_0:
subconsciously tied

[00:38:10.13] spk_1:
to providing the shelter

[00:38:11.26] spk_0:
versus providing the

[00:38:12.30] spk_1:
food like someone in a cafeteria

[00:38:14.80] spk_0:
that’s eating a meal.

[00:38:24.02] spk_1:
Um So testing different images. If you’re testing like um cancer research or something like that, maybe it’s your showing a cancer patient, which I believe would be more effective than showing the actual research facility. Um But I’m sure that there’s cancer research nonprofits that are showing the

[00:38:32.55] spk_0:
facility on the donation

[00:38:33.81] spk_1:
page and not the

[00:38:34.97] spk_0:
end recipient

[00:38:36.16] spk_1:
who’s the beneficiary

[00:38:37.59] spk_0:
of that research.

[00:38:38.97] spk_1:
Um, so

[00:38:40.11] spk_0:
bringing attention to that

[00:38:41.52] spk_1:
is like, let’s test these images

[00:38:43.20] spk_0:
and see which

[00:38:44.50] spk_1:
one would increase the conversion rates for our

[00:38:47.22] spk_0:
heart donation

[00:38:48.92] spk_1:
page. Okay.

[00:38:50.02] spk_0:
I mean, I

[00:38:50.28] spk_1:
want to flush out something that you

[00:38:51.36] spk_0:
just said sort of in passing. I want to make sure we’re giving people the right advice. You

[00:38:56.45] spk_1:
said, If you have an

[00:38:57.29] spk_0:
image, don’t

[00:38:58.76] spk_1:
test that against the

[00:38:59.53] spk_0:
video, but if you have a video test that

[00:39:04.42] spk_1:
against an image, I would,

[00:39:05.09] spk_0:
that’s what I would say. Yes.

[00:39:07.09] spk_1:
I

[00:39:09.52] spk_0:
say that. Um,

[00:39:10.61] spk_1:
I think also

[00:39:11.46] spk_0:
non province. If they

[00:39:12.57] spk_1:
got the idea to say, oh, we’ve never tested a video. Like

[00:39:16.01] spk_0:
I know he doesn’t recommend it, but let’s

[00:39:17.93] spk_1:
just see if it works then have at it. I wouldn’t recommend it. Um,

[00:39:23.42] spk_0:
so yeah, you

[00:39:24.27] spk_1:
are correct. If you

[00:39:25.28] spk_0:
have an image

[00:39:26.30] spk_1:
tested against the

[00:39:26.96] spk_0:
video, uh, sorry.

[00:39:28.48] spk_1:
If you have a video tested against an image

[00:39:30.64] spk_0:
image. Yeah.

[00:39:31.69] spk_1:
Let’s test it against another image.

[00:39:44.92] spk_0:
Okay. Okay. Let’s move on to email. That’s, that seems ubiquitous. Everybody uses email most likely. Right. Right. Reading my notes. You’re reading

[00:39:51.94] spk_1:
my

[00:39:52.05] spk_0:
notes. Everything you said

[00:40:02.28] spk_1:
is great. And there’s

[00:40:03.56] spk_0:
basics of these,

[00:40:04.52] spk_1:
you know, time of day, day of week. Um,

[00:40:06.64] spk_0:
taking a step back though. Taking a step

[00:40:09.08] spk_1:
back. Um,

[00:40:10.13] spk_0:
when you test email, it’s more important

[00:40:13.35] spk_1:
in my opinion,

[00:40:14.16] spk_0:
like to test, like

[00:40:15.23] spk_1:
what they call, like

[00:40:16.12] spk_0:
the envelope, what’s on

[00:40:17.19] spk_1:
the outside before you actually

[00:40:18.52] spk_0:
test anything within the email. Um, so people have to open it before they can see your email. So to me, the most

[00:40:26.07] spk_1:
important thing is like, what can

[00:40:30.11] spk_0:
we test before people click into that email to get them to open the email? And those would be things like time

[00:40:34.17] spk_1:
of day and day of week. You know, that, that’s,

[00:40:36.20] spk_0:
that’s a twofer

[00:40:37.10] spk_1:
right there. There’s a time of day,

[00:40:54.71] spk_0:
there’s a day of week. So testing different times of day with the exact same emails, same subject line, same pre header, same everything. We’re just testing the time of day. Is that the text you see like some people call it teaser text, text you see in your, in your inbox before you’ve opened the message, correct? Yes.

[00:41:00.36] spk_1:
So you have like your

[00:41:01.55] spk_0:
subject line

[00:41:02.68] spk_1:
and then below that, like if you’re looking on your

[00:41:04.56] spk_0:
phone or even on your desktop Yeah, you’ll see a little bit of text under it

[00:41:07.70] spk_1:
and and that’s called your pre

[00:41:12.01] spk_0:
header. Yes. Um, so you know, I

[00:41:12.53] spk_1:
would look at testing that the

[00:41:13.72] spk_0:
basics time of day to day a week.

[00:41:15.71] spk_1:
You mentioned

[00:41:16.67] spk_0:
one like the sender

[00:41:17.75] spk_1:
name.

[00:41:18.81] spk_0:
So if you’re sending it and it’s like your organization’s name is the center,

[00:41:23.19] spk_1:
which is probably how

[00:41:24.31] spk_0:
most nonprofits send it and there’s nothing

[00:41:26.25] spk_1:
wrong with that. Um,

[00:41:27.51] spk_0:
what if we tested it using a person’s name. Like maybe it’s

[00:41:30.74] spk_1:
the executive

[00:41:31.91] spk_0:
director or ceo of a

[00:41:33.48] spk_1:
nonprofit. Um,

[00:41:34.98] spk_0:
the only thing that I would kind of

[00:41:36.03] spk_1:
caution with that

[00:41:37.31] spk_0:
is

[00:41:38.02] spk_1:
if you tested that

[00:41:40.31] spk_0:
one time, you’ll likely

[00:41:41.25] spk_1:
see a bump because people

[00:41:42.50] spk_0:
aren’t used to seeing it

[00:41:43.52] spk_1:
from that person. And

[00:41:44.63] spk_0:
if they don’t know that person’s

[00:41:45.90] spk_1:
name or even if they do, they’re like, oh, who is this? And

[00:41:48.00] spk_0:
they’ll click on it just because they’re not sure who it’s from.

[00:41:50.57] spk_1:
So I think if

[00:41:51.81] spk_0:
you only tested once you’re probably going to say, oh, it came that we changed the sender name so we’re gonna

[00:41:57.89] spk_1:
always go with the sender

[00:41:59.51] spk_0:
name and that, that may prove

[00:42:00.40] spk_1:
effective for the short

[00:42:01.40] spk_0:
term. You can probably send a

[00:42:02.41] spk_1:
few of them that way and

[00:42:04.13] spk_0:
it’ll be effective, but kind of baselining it over time.

[00:42:07.16] spk_1:
Like I, I don’t know which one will be

[00:42:08.63] spk_0:
more effective for you. I mean,

[00:42:10.18] spk_1:
and I honestly don’t have seen mixed

[00:42:11.95] spk_0:
results on that. Um,

[00:42:13.35] spk_1:
so that is something

[00:42:14.22] spk_0:
that you run multiple tests on over time.

[00:42:16.94] spk_1:
Not just like a one time we’ve made our

[00:42:27.20] spk_0:
decision Ceo or executive director after the person’s name. Yeah. I’m like putting their, not just their name but their title on right. Comma Ceo or comma executive director. That might, you know, that that seems worth testing to me. Yeah, might open, it might get a higher open rate was writing. Okay. Yeah, exactly.

[00:42:42.68] spk_1:
And that would,

[00:42:44.80] spk_0:
um, like that’s almost like a second

[00:42:46.21] spk_1:
level senator name

[00:42:47.26] spk_0:
because just starting out sender

[00:42:48.46] spk_1:
name. Um,

[00:42:49.61] spk_0:
I mean if you’re even the nonprofit’s

[00:42:51.90] spk_1:
name, if you have

[00:42:52.58] spk_0:
the in front of your nonprofit,

[00:42:54.01] spk_1:
like the

[00:42:54.43] spk_0:
Salvation Army, you

[00:42:55.98] spk_1:
know, you can’t test it against the

[00:42:57.04] spk_0:
Salvation Army, you know,

[00:42:58.64] spk_1:
but that would be a further

[00:42:59.95] spk_0:
test. That’s deeper into the center

[00:43:01.27] spk_1:
name. But yeah, the actual

[00:43:02.79] spk_0:
name of the executive director could

[00:43:04.51] spk_1:
be one test versus the

[00:43:06.32] spk_0:
person’s name. Comma

[00:43:08.05] spk_1:
Ceo or

[00:43:08.66] spk_0:
executive director. That

[00:43:11.10] spk_1:
that could be interesting as well. Trying to participate in the

[00:43:12.73] spk_0:
activity here in the conversation.

[00:43:14.33] spk_1:
Trying to hold

[00:43:15.99] spk_0:
up, hold, trying to hold up my side of the conversation. Oh yeah,

[00:43:18.71] spk_1:
no, you’re doing a great job. Yeah.

[00:43:23.25] spk_0:
Yeah.

[00:43:25.70] spk_1:
one thing that I think is, um, a good feature of the test is like if you

[00:43:27.67] spk_0:
are, if your

[00:43:28.49] spk_1:
email includes a

[00:43:30.50] spk_0:
video in it

[00:43:31.60] spk_1:
or a blog

[00:43:32.47] spk_0:
post. I mean you

[00:43:33.47] spk_1:
can’t have a video in

[00:43:34.48] spk_0:
an email, but it’s about maybe a video on your website. Um, and there’s a thumbnail

[00:43:38.58] spk_1:
of the video on your email or a blog post.

[00:43:41.05] spk_0:
Then I would

[00:43:41.68] spk_1:
include, um, like the word video, like in all caps and then like a sub colon or not slowed colon,

[00:43:48.12] spk_0:
like semi colon. And then whatever

[00:43:51.10] spk_1:
the video is, colon.

[00:43:51.57] spk_0:
Yeah. I’m all over the place

[00:43:53.10] spk_1:
with my

[00:43:53.50] spk_0:
grandma, right? That’s what you want to call it. You

[00:43:56.09] spk_1:
know what I’m saying? Yeah.

[00:43:57.38] spk_0:
You’re smarter than me. So you

[00:43:58.58] spk_1:
don’t, you understand that? Yeah. It

[00:44:00.52] spk_0:
took me two tries for video

[00:44:04.22] spk_1:
in all caps, I

[00:44:04.92] spk_0:
see that a lot. Yeah, yeah

[00:44:08.27] spk_1:
or blog

[00:44:09.05] spk_0:
because if you don’t have

[00:44:10.27] spk_1:
video and you just have like a subject line that’s maybe about the video or watch this or something like that. Like

[00:44:16.17] spk_0:
that’s one thing and it may

[00:44:17.36] spk_1:
work for you.

[00:44:18.39] spk_0:
But I think when you have

[00:44:19.33] spk_1:
like whatever that piece of

[00:44:20.44] spk_0:
content is and

[00:44:21.52] spk_1:
call it out and call attention to it now, it’s like, oh, there’s a video in here. Um and I see that first and foremost, I’m not reading like a title, I’m not reading a subject line

[00:44:30.50] spk_0:
per se.

[00:44:31.39] spk_1:
Um I know that when I open this, I’m going to see a video. I know when

[00:44:35.03] spk_0:
I open this, it’s going

[00:44:39.49] spk_1:
to be their blog post and and with this nonprofit like I like their blogs, you know, or I’m interested to see

[00:44:41.92] spk_0:
what they’re talking

[00:44:42.77] spk_1:
about and and so I

[00:44:43.96] spk_0:
know it sets my

[00:44:45.11] spk_1:
expectation

[00:44:46.16] spk_0:
as an email

[00:44:46.91] spk_1:
subscriber of what that

[00:44:48.12] spk_0:
content is.

[00:44:49.10] spk_1:
Um So I go in

[00:44:50.17] spk_0:
there and I’ll open it

[00:44:51.91] spk_1:
up. So I think that’s one thing too that

[00:44:54.39] spk_0:
um could help to sit

[00:44:56.04] spk_1:
down and see if it works for you. Give

[00:44:57.53] spk_0:
Us one more email.

[00:44:59.09] spk_1:
one more would be that pre header that we we we defined

[00:45:02.59] spk_0:
a couple of minutes

[00:45:03.53] spk_1:
ago is testing the language with the pre

[00:45:05.90] spk_0:
header and with this

[00:45:07.10] spk_1:
uh the day and time would be the same. The subject line would be the same, but the pre

[00:45:11.72] spk_0:
header would be

[00:45:14.89] spk_1:
something different and it could be

[00:45:15.49] spk_0:
a call to action.

[00:45:16.54] spk_1:
Um I do recommend that whatever you have in your pre header um and I don’t know the exact

[00:45:21.38] spk_0:
character count

[00:45:22.33] spk_1:
off the top of my head but just make sure that

[00:45:24.60] spk_0:
people can read the

[00:45:25.55] spk_1:
whole pre header um

[00:45:26.93] spk_0:
from whatever

[00:45:28.63] spk_1:
device they’re looking at it on. Um Some, some people may say well

[00:45:34.19] spk_0:
if you don’t include

[00:45:35.09] spk_1:
all of it then it adds

[00:45:35.93] spk_0:
this Mystique and people

[00:45:37.13] spk_1:
will want to open it up to see what it says and

[00:45:39.70] spk_0:
I think there’s some

[00:45:40.72] spk_1:
value to that. Um And I think maybe you can test that as well, but I think in general um that pre editor people should be able to read all of that.

[00:45:48.25] spk_0:
But testing what

[00:45:49.22] spk_1:
that is, whether it’s a call to action or um

[00:45:52.09] spk_0:
if it’s a

[00:45:53.49] spk_1:
video for example, maybe you have the person’s name that’s

[00:45:56.96] spk_0:
in the video. You

[00:45:57.96] spk_1:
know, bob’s testimony about blah blah blah versus

[00:46:01.21] spk_0:
here’s an easter

[00:46:02.30] spk_1:
message from blah blah

[00:46:04.02] spk_0:
blah.

[00:46:08.18] spk_1:
Okay, how about the,

[00:46:10.58] spk_0:
well it’s either search engine marketing or facebook

[00:46:12.94] spk_1:
ads.

[00:46:14.38] spk_0:
I’m pretty down on facebook,

[00:46:15.73] spk_1:
but I guess people are still doing

[00:46:16.86] spk_0:
a lot of facebook ads so we’ll ignore the

[00:46:20.63] spk_1:
the the hosts. Uh

[00:46:22.49] spk_0:
Predilection against

[00:46:24.21] spk_1:
facebook and

[00:46:27.78] spk_0:
let’s talk about facebook ads. Yeah

[00:46:28.17] spk_1:
facebook ads let me pull up

[00:46:30.57] spk_0:
my list here

[00:46:31.51] spk_1:
because I had a lot to say about that

[00:46:33.91] spk_0:
and actually like

[00:46:34.64] spk_1:
facebook ads is like one of those things where there’s

[00:46:38.88] spk_0:
I mean I

[00:46:39.37] spk_1:
could probably do 50 tests with

[00:46:41.00] spk_0:
facebook ads. There’s so many different

[00:46:42.31] spk_1:
things that you can test. Um,

[00:46:44.18] spk_0:
but for the sake

[00:46:45.53] spk_1:
of like maybe time and and quality

[00:46:47.60] spk_0:
of continent, what we

[00:46:48.73] spk_1:
talked about here. One thing that I do want to

[00:46:51.06] spk_0:
put out their first and

[00:46:52.11] spk_1:
foremost is

[00:46:53.25] spk_0:
testing

[00:46:54.58] spk_1:
um, link short ners within the ad copy. Um, so let’s take a step back and talk about kind of the anatomy of a facebook ad. Um and what I’m gonna talk about is more like the news

[00:47:05.77] spk_0:
feed ads. So if

[00:47:06.99] spk_1:
you’re on a desktop or on your

[00:47:09.07] spk_0:
smartphone and

[00:47:10.58] spk_1:
you’re just scrolling

[00:47:11.17] spk_0:
and you’re seeing what your friends

[00:47:12.24] spk_1:
post and then there will be an ad, they’re just kind of in your newsfeed. So newsfeed

[00:47:15.98] spk_0:
add the

[00:47:16.78] spk_1:
anatomy of it is you have like um text, which will be like your description and then you have the image below that and then you have a headline below that with a button that you can make me a

[00:47:26.77] spk_0:
donate button.

[00:47:30.88] spk_1:
Um, so one of the things that I would have nonprofits

[00:47:31.94] spk_0:
tests first and

[00:47:32.71] spk_1:
foremost is with the net description, which is that first

[00:47:35.56] spk_0:
block of content

[00:47:36.66] spk_1:
above the image where you’re writing that includes your ad copy

[00:47:41.08] spk_0:
is

[00:47:41.48] spk_1:
that you include a call to action with a

[00:47:44.26] spk_0:
link shorter at the

[00:47:45.43] spk_1:
end of your copy. Um for example, um,

[00:47:49.61] spk_0:
March is such

[00:47:50.84] spk_1:
and such awareness month here at

[00:47:52.44] spk_0:
X. Nonprofit.

[00:47:53.53] spk_1:
You know, we really believe X.

[00:47:54.75] spk_0:
Y. And Z. You

[00:47:55.88] spk_1:
can make a difference today. Um uh

[00:47:58.88] spk_0:
by donating

[00:48:02.37] spk_1:
$50. I don’t know, it’s very general um text or what

[00:48:03.57] spk_0:
I’m saying. Uh

[00:48:04.62] spk_1:
and then under that you have like make your gift here and then you have like a link shortening which

[00:48:09.67] spk_0:
would be like Bentley, B. I.

[00:48:10.90] spk_1:
T. Dot L. Y. You know, you can take a U. R. L. From your donation page, go to Bentley and it

[00:48:17.14] spk_0:
will compress it

[00:48:18.61] spk_1:
into less characters for your U. R.

[00:48:21.21] spk_0:
L. But

[00:48:22.48] spk_1:
include that within your um the description copy of your facebook ad. Um and the reason that I recommend that is

[00:48:29.75] spk_0:
Number one I’ve seen at work,

[00:48:31.10] spk_1:
you get a higher conversion rate but just thinking about the flow of a facebook ad. Like you’re reading the

[00:48:36.50] spk_0:
copy and

[00:48:43.57] spk_1:
let’s talk about the flow. If you don’t include this piece, you’re reading the copy and then you see the image or video and then you see a call to action

[00:48:46.10] spk_0:
and then over to the right

[00:48:47.14] spk_1:
of that call to action is a

[00:48:48.09] spk_0:
button. So

[00:48:49.27] spk_1:
what we’re doing with this

[00:48:50.07] spk_0:
essentially is bringing

[00:48:51.13] spk_1:
that call to action

[00:48:52.77] spk_0:
up

[00:48:53.11] spk_1:
quicker. Um, and eliminating

[00:48:55.39] spk_0:
some distractions to

[00:48:56.35] spk_1:
a degree. So I’m reading

[00:48:57.52] spk_0:
this wonderful

[00:48:58.51] spk_1:
ad copy that was written by this nonprofit

[00:49:00.75] spk_0:
and then they’re telling me

[00:49:01.75] spk_1:
what that next step is right here and there

[00:49:03.94] spk_0:
as opposed to

[00:49:04.77] spk_1:
like okay I have to watch this video or taking this

[00:49:07.40] spk_0:
image and I have to read this headline

[00:49:09.28] spk_1:
and then I have to click on this button

[00:49:11.67] spk_0:
so you’re you’re

[00:49:11.93] spk_1:
making that decision making process happen quicker. Um because

[00:49:16.12] spk_0:
by the time I read your

[00:49:16.91] spk_1:
copy I made tune out your image and the call to action in the button and I’m scrolling to the

[00:49:20.97] spk_0:
next piece of content

[00:49:22.51] spk_1:
so it just

[00:49:23.15] spk_0:
inserts that call to

[00:49:24.07] spk_1:
action a little bit earlier.

[00:49:25.28] spk_0:
So I would say

[00:49:30.47] spk_1:
test that out, see if that works. How about um what else? Facebook.

[00:49:32.00] spk_0:
Okay yep. So what else um

[00:49:33.84] spk_1:
I would test image overlays. So what I mean by that is like a

[00:49:38.77] spk_0:
text overlay.

[00:49:39.68] spk_1:
Um It used to be where with facebook you can only have a certain

[00:49:42.72] spk_0:
percent of

[00:49:43.74] spk_1:
your image and a image

[00:49:45.97] spk_0:
at be covered

[00:49:46.65] spk_1:
with text, but now you can put text all

[00:49:48.98] spk_0:
over it if you want to.

[00:49:50.24] spk_1:
So what I would recommend is like

[00:49:52.03] spk_0:
testing the image by

[00:49:53.48] spk_1:
itself. So let’s

[00:49:54.59] spk_0:
say it’s uh animal

[00:49:56.40] spk_1:
shelter and it’s just this picture

[00:49:58.22] spk_0:
of any animal, it could

[00:50:00.10] spk_1:
be a happy animal sat

[00:50:01.31] spk_0:
animal or whatever,

[00:50:02.48] spk_1:
but then you have a b version of the add

[00:50:04.84] spk_0:
and everything else is the same except the

[00:50:06.63] spk_1:
image. But

[00:50:10.86] spk_0:
over the image you actually have some text overlay that’s saying you know

[00:50:11.46] spk_1:
$50

[00:50:12.58] spk_0:
Or $10 a month

[00:50:13.93] spk_1:
can help save X.

[00:50:15.31] spk_0:
Animals X. Amount of animals. Um But

[00:50:18.54] spk_1:
seeing if that makes a difference.

[00:50:19.81] spk_0:
And honestly I’ve seen where in some cases it has, in some cases it has, you know, so that this is certainly one of those

[00:50:26.79] spk_1:
things where I’m like, I’ve

[00:50:27.82] spk_0:
usually see this happen, but I’ve seen mixed results with this. So I think non probably have to see what works for them.

[00:50:33.86] spk_1:
Okay,

[00:50:42.16] spk_0:
leave us with one more facebook made. You make your top one of what’s left. Yeah. What’s left is testing your audiences. So

[00:50:46.11] spk_1:
not even what the people

[00:50:47.35] spk_0:
see, but behind the scenes and facebook, whenever you’re

[00:50:50.21] spk_1:
building the ads,

[00:51:09.16] spk_0:
your audiences are so important. And I would test against your audiences and even within that I would break them into a few different audiences and won, I would take my email file of my donors and I would upload them into facebook and target them with ads separately from everybody else. Um, and then I would also target by

[00:51:11.58] spk_1:
age, I would have everything

[00:51:16.96] spk_0:
be the same except I would target different age groups because some

[00:51:17.28] spk_1:
nonprofits say,

[00:51:18.37] spk_0:
hey, we want to

[00:51:19.29] spk_1:
target ages 18

[00:51:20.53] spk_0:
and up because everybody, if they have money we want them to give. But that’s not always being

[00:51:25.01] spk_1:
a good steward of your ad

[00:51:36.56] spk_0:
budgets. So tests like 50 year old plus and then test maybe 35 to 49 see which one of those ad groups has a higher conversion rate because a lot of times when I talk to non profits, they

[00:51:38.51] spk_1:
have no idea

[00:51:39.71] spk_0:
what the age group is of people that donate to them on facebook. So I’m like we can find this out if we test

[00:51:45.35] spk_1:
enough, we’ll know that this

[00:51:46.51] spk_0:
is the age group that has a higher propensity to donate. Um So those are ways that you

[00:51:50.33] spk_1:
can test the audiences on the back

[00:52:00.45] spk_0:
end of it, you mentioned earlier that you have 100 ways to test. Is that something you said? I think you said it was on your website. Um it is, it’s you have to be a member of fundraisers unite

[00:52:04.38] spk_1:
to have

[00:52:05.07] spk_0:
access to that. Yeah, but it is

[00:52:07.37] spk_1:
available but

[00:52:07.99] spk_0:
yeah, just throw it dot com after that. So fundraisers unite dot com. Um and this is an online community uh subscription program for digital fundraisers. So there’s a lot of templates and trainings

[00:52:20.57] spk_1:
and tip sheets and

[00:52:21.77] spk_0:
resources that they

[00:52:22.87] spk_1:
offer to my

[00:52:24.75] spk_0:
audience. Thank you very much, jeremy hazelwood

[00:52:59.75] spk_1:
digital fundraiser. Next week we’ll take a break from 22. NTC with Don Gatewood on mentoring. If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored

[00:53:00.33] spk_0:
by turn to

[00:53:00.90] spk_1:
communications pr and content for

[00:53:03.30] spk_0:
nonprofits. Your story

[00:53:58.25] spk_1:
is their mission turn hyphen two dot c o. And by 4th dimension Technologies IT Infra in a box. The affordable tech solution for nonprofits. tony-dot-M.A.-slash-Pursuant four D. Just like three D. But they go one dimension deeper. Our creative producer is claire Meyerhoff. The shows social media is by Susan Chavez marc Silverman is our Web guy and this music is by scott Steiner. Yes, thank you for that. Affirmation, scotty Be with me next week for nonprofit radio big nonprofit ideas for the other 95%. Go out and be great. Mm hmm.

Nonprofit Radio for September 6, 2021: Turn Followers Into Donors

My Guest:

Adora Drake: Turn Followers Into Donors

Adora Drake has a strategy for converting your social media followers into donors. Let’s hear what it’s all about. Her digital marketing company and coaching practice is Adora Drake Marketing.

 

 

 

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Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.

Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.
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[00:00:02.84] spk_2:
Hello and welcome to tony-martignetti non profit radio big non profit

[00:01:43.74] spk_0:
Ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d be forced to endure the pain of Kaif Asus if you twisted me around the idea that you missed this week’s show turn followers into donors. Adora drake has a strategy for converting your social media followers into donors. Let’s hear what it’s all about. tony state to planned giving in the pandemic era. We’re sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot c o and by sending blue the only all in one digital marketing platform empowering non profits to grow tony-dot-M.A.-slash-Pursuant in blue. It’s my pleasure to welcome for the first time Adora drake to nonprofit radio She is a digital marketing strategist coach and consultant. She helps nonprofits feel inspired to take action, gain clarity in their marketing strategy and learn how to convert their followers into raving fans who want to be part of their mission with her unique coaching programs. Her company is at Adora drake marketing dot com and she’s at Adora drake on instagram. Adora drake. Welcome to nonprofit radio

[00:01:46.94] spk_1:
Hi, so happy to be here.

[00:01:52.94] spk_0:
It’s a pleasure to have you Glad you are. Yeah, well where are you from? Where you zooming in from.

[00:02:00.54] spk_1:
So I am actually born and raised here in Dallas. We’re just unusual now because there’s so many different people here in texas but I am actually Born and raised native here in Dallas Okay right If you

[00:02:08.69] spk_0:
Live there more than four years, you’re a

[00:02:10.09] spk_3:
native. You’re

[00:02:14.23] spk_0:
a bona fide. Your bona fide.

[00:02:15.65] spk_1:
Yes. Like generation Texan here. Okay.

[00:02:19.93] spk_0:
I got a lot going on in texas now.

[00:02:22.18] spk_1:
Oh, tell me about it. Academic

[00:02:23.95] spk_0:
wise. Legal wise now, just a Russian abortion wise just

[00:02:28.49] spk_1:
today. Oh my goodness. Right. I’m like, wow, this is a big melting pot of stuff. Yeah,

[00:02:34.05] spk_0:
I don’t do politics on nonprofit radio We can do that off line, but good

[00:02:40.13] spk_1:
lot going. You’re

[00:02:53.74] spk_0:
in the news texas is in the news. It’s not to me, it’s not all good. I’ll leave it there. All right. Um, so you have a way of helping our listeners turn there social media followers into donors. Isn’t

[00:02:55.79] spk_1:
that right? That’s correct. That’s correct. I hope it’s correct for that. Yes,

[00:03:00.49] spk_0:
I hope it’s correct because otherwise we’re done.

[00:03:02.81] spk_3:
Okay,

[00:03:04.57] spk_1:
absolutely correct. tony

[00:03:05.71] spk_3:
Okay.

[00:03:07.45] spk_0:
I got one thing. Right, so far.

[00:03:08.65] spk_3:
Okay.

[00:03:13.74] spk_0:
You call this your scale method. Okay. What, why don’t you outline the elements of scale and then we have plenty of time to go into each, each step

[00:03:22.34] spk_1:
separate, awesome, awesome. So scale stands for social media content, audience lead an execution and like you said, we’ll go into each part of that scale method and how you can use that skill method.

[00:03:36.94] spk_0:
Okay. And you’ve obviously seen success with this with nonprofits that you work

[00:04:00.24] spk_1:
with. Yes. Yes. Yes. So I work with a small nonprofits all the way to midsize nonprofits and I’ve used a scale method on them. The process is very simple to follow. Um, as long as you really stick to that scale method, I know you’re gonna see some, some really good results from getting people from your social media and building that are all the way into getting people to donate, getting those funds.

[00:04:03.46] spk_0:
Okay. Well small and mid sized shops. Those are our listeners. Yeah.

[00:04:07.91] spk_1:
So

[00:04:11.74] spk_0:
Perfect. All right. So, um, social media, right For us. Okay. What do you have your principles here? What do you like to see done here?

[00:05:00.74] spk_1:
So one of the things that I know a lot of non profits and even for profits getting mixed up is they feel like they need to be everywhere. And that’s not always the case. So the first thing you want to make for sure is that you really hone down on that persona and your target of who do you want to have, um, come into your, your nonprofit or follow your nonprofit and who is that potential donor look like? Because that’s going to be really important when it comes to choosing the right social media platform. Each social media platform has their own features. Um, they attract different types of audiences. And so it’s important if you don’t know who that persona is, you might pick the wrong one and focus your efforts on the wrong one. So number one is to really hone in on your target, Once you figure that out and you choose a social media platform, that’s when the fun begins because now, you know, that’s where my audience is and this is where I can start putting out that content.

[00:05:09.64] spk_0:
Okay, okay, before we get to the content. So you want folks to look ahead to what the future donor is going to look like so that they’re on the right social networks?

[00:05:39.84] spk_1:
Yes. You have to know exactly who you want to attract. And for those of you who have already, you guys already have an organization going, you need to just look at the people who have already actively been involved with you, like who are the people who come to your events, who are the people who register uh, for your webinars or whatever your fundraising events are. Look at those people and see where would they particularly be on social media, That’s where you want to start attracting people who are already interested in your organization and picking more people, just like those people.

[00:05:48.64] spk_0:
Okay. Right, Right. Makes sense. All right. So, um, you know, be a little specific about some of the, some of the platforms, like, you know why my, why might you choose instagram over twitter for instance?

[00:07:24.74] spk_1:
Well, they’re completely different. If you were gonna go if you’re more visual, you really need to show your audience, you know, some of the projects that you guys are working on, you want to make sure that you have really good chris pictures and things like that, that’s really where you want to go to something like an instagram or Pinterest um those are really like I said really visual, these are, people are gonna be scrolling really quickly and often before they see your caption or before they see anything else they see this huge picture of something you’ve posted and so it’s really important that you get that right. Um if you are going to be showing some really visual type of content now, if you’re going to be sharing more like informational content, then you might want to lean towards something like twitter, twitter is, has its own legal system of people who are interested in information, they’re sharing information, they want to follow information they want to like, and they often click off of twitter and go to your website. Often more often they would on instagram and so if you are an organization there that’s trying to get an event for instance, out there to your audience, twitter might be a better, a better platform for you. So you just need to look at the different features and then get an idea of where can I find my target audience and how can I better create content for them? What your video is a big thing now, you know, video, especially on the other platforms are trying to adopt more videos, just like youtube, but youtube is the king of video um but also the other platforms you can do short video. So if you teach something or show something, you know, for two or three minutes posted on instagram are posted on twitter. That’s another way to show how to get in front of the right people on those platforms.

[00:07:47.74] spk_0:
You haven’t mentioned facebook now, there’s a lot of disenchantment with facebook as organic reach has plummeted. They just want your dollars to expand your reach. What’s your, what’s your thinking on facebook?

[00:08:23.54] spk_1:
So when, when people think of facebook, they do think of facebook advertising because it is probably have the best advertising if you are going to start. But that it is really good for organic as well. There are a lot of different groups. So if you know for sure that your audience is interested in, let’s just say feeding the needy or something like that, it might be really good for you to create a group specifically around that because you can later use that group, uh, to give out your information or get them on your email list. And so there are some ways that you can organically benefit from being on something like facebook.

[00:08:24.92] spk_0:
So you’re, you’re saying better maybe on facebook to create a group devoted to your cause versus versus using your nonprofit page to put content out. Is that what you’re saying.

[00:09:46.04] spk_1:
Yeah, and the reason why you would want to do this is because people don’t like to feel like they’re being sold to it. I don’t want to feel like, you know, you guys are just gonna want to follow me because I’m, you know, I’m gonna give you funds, you want to really build a relationship and build interest around your mission. And so if you are, we’ll just use the homeless shelter. For instance, if you are, your mission is to serve the hungry or serve the needy, let’s say you make a group about serving your community and serving the needy. You get all these different people coming in, they’re really interested in this topic there. They serve their community. They’re gonna be more likely to want to come off of that platform or want to donate or want to come to your events because they are already showing interest from being inside of this group. Now, the difference between a group in a page, your page is specifically for your particular organization. So if you want to show something that you guys are particularly doing that week or you want to share your employees are doing keeping them in the note, that’s one thing. But that group is going to really keep people engaged because they’re already interested in this topic and you’re giving out information and they’re giving information and now you have a relationship. So when you get on social media is about building relationships, that’s, that’s where that social peace comes in and so you want to make sure that when you’re on there, that you’re building a relationship that way, when you ask for funds down the line, they’ve been knowing you, they they’ve been following you all this time. They’ve been engaging with you. They know for sure that you guys what you guys do and how you guys help.

[00:10:06.44] spk_0:
And are you saying that reaches organic reach, non paid is easier to achieve through a group than it is through a nonprofit page?

[00:10:15.64] spk_1:
Yes, absolutely. That’s because the reaches its a lot better when it comes to facebook. Um, you know, the reaches a lot better.

[00:10:22.60] spk_0:
Yeah. In the group

[00:10:24.11] spk_1:
in the Exactly. Exactly. And it’s a lot easier to give people, you know, into your group. And so once you’ve got people into your group, it’s yours. It’s your group. You can start collecting emails, you can start sending out, you know, particular information and of course they can go and like your business page, but it’s not it’s not the same as actually engaging in coming in and sharing videos and things like that inside of a group. It’s a little bit more personal.

[00:10:47.04] spk_0:
Okay. All right. So that that’s advice I hadn’t heard before that you’re, you’re more likely to get better reach with a with a group than with a page.

[00:10:55.46] spk_1:
Okay.

[00:11:03.04] spk_0:
Okay. Um, All right. So then the content that that belongs in whatever it is, there’s facebook group or instagram or you know, whatever platform you’re choosing, what how do you select the right content.

[00:11:29.34] spk_1:
So your content should be based completely off of the interest, which is usually your, you start with the messaging of your organization. People come and they follow you because they believe in your mission. They believe in what you guys have to offer and then you want to create content around that. So don’t switch and do something. If you’re talking about homeless, don’t switch and talk about something about the earth or something like that, you want to make sure you’re Strictly focusing on your mission. Then you want to use that 8020 rule, it should be 80% information, 80% sharing about your events and things like that. Then only 20% asking for donations and money. So very little bit of actual fundraising and more giving and actually engaging with people.

[00:12:59.24] spk_0:
It’s time for a break. Turn to communications. They’ll help you find your voice and get that voice heard in all the right places. So many of the places that you’ve heard of, like the Wall Street Journal, the new york times, the Chronicle of philanthropy, fast Company and market watch. Many others you’ve heard me recite through the weeks to help you find your voice and you’ll get your voice heard. Turn to communications. Your story is their mission turn hyphen two dot c. O now back to turn followers into donors. I like to empower folks within the nonprofit to um, create content on their own. Yeah, It’s not all just from the fundraisers or the marketing, communications design people, but you know, folks who are actually doing the program work. Maybe there shooting short videos or you know, etcetera, folks on the ground doing the work. What, how do you feel about that? You know, empowering folks on the, on the ground floor, uh, to create their own content.

[00:13:41.24] spk_1:
I totally agree with that tony because that’s where the real content comes. Like when you can look on there, let’s just use instagram. I’m scrolling, I’m looking and I see a picture of people actually handing out bags of food or they’re handing out there at the hospitals and helping people. And I’m seeing people on the ground doing things. Then I know that that organization is serious, right? I know that they’re actually out there on the ground and they’re not just some huge corporate where I don’t know where my money is going. So I think that that is a good idea to always have like you said, people on the ground actually making their own content and they actually can actually get to know your audience to. So when the data comes up, you know, you can actually see what are people clicking on and what are they commenting on? What are they saying And what type of things are they, are they liking? You know, so these are all going to help you down the line as you continue to great continent to really see by looking at your analytics.

[00:13:59.94] spk_0:
Right, okay, excellent point. I wanted to ask about analytics. The analytics vary. You know? Uh some some sites will give you more, you know, a play of some platforms. I should say like a platform like linkedin. Uh you know it gives you very little you might you might not be on you might not be on linkedin for for you know volunteer and donor relationships. But that’s just one that I’m most familiar with because I spent a lot of time there. So I know that they are particularly uh

[00:14:23.69] spk_1:
yeah I think about the algorithm.

[00:14:35.14] spk_0:
I mean about the uh the analytics unless you know you start paying for the pro the upgraded um upgraded packages but you know so you’re kind of at the mercy what platforms or what what networks do you see? You know are more generous with uh with the analytics versus less.

[00:14:45.14] spk_1:
Well let’s just let’s just start with what analytics you should be looking for. So one of the things that you want to look for is you know, not only just the followers but like how many lives you are getting? How many impressions you’re making? So that means that your content is actually being seen

[00:14:59.13] spk_0:
the real you want really metric. Yeah, vanity metrics. Like how many I’m not talking about

[00:15:08.74] spk_1:
that shallow. Right. And of course followers. That’s good to have that because you’ll see you know how many people actually following you

[00:15:12.87] spk_0:
wanted, you wanted trending in the right place. But that’s not the ultimate measure exactly clicks and shares and uh shares and comments etcetera. Much more valuable.

[00:16:10.84] spk_1:
Way valuable because it’s going to help you, even when you decide to run ads down the line, it’s going to help you decide, you know, which type of people actually click who, who is sharing, who’s coming to my website. So these are all in a little that you can look and use and then you can see like especially on instagram and facebook, they’ve got their demographics down to a science. You can actually start building demographics around that. So like I said, it’s going to help you down the line as you try to run ads. You know, what age clicks, what’s the gender? What are they most interested in? What other similar pages do they follow? These type of analytics that are going to help you really target that that person over and over and over again. So yeah, looking at those analytics is going to be key. The best. Like I said, the platforms right now that are really good at analytics or are the big three really twitter facebook instagram if you are on on Youtube, they have awesome analytics as well. I’ll tell you how many views you have, How many people have like your videos, how many people share your videos. So these are things that you want to see and collect that data and see like, you know, how can I find more people that I want to attract? How can I find these donors online?

[00:16:27.44] spk_0:
But Youtube doesn’t give you the demographics though, does it? Of of people who have been watching viewing.

[00:16:32.52] spk_1:
It

[00:16:49.24] spk_0:
does give you give you a job and age location. Okay. You too does Okay. Good. Alright. Alright. Um All right. Um So you’re I don’t want to go through these two quick, but let’s say, all right, maybe we’ll end up coming back because you got a lackluster host, you know? So sometimes times I think of things later on,

[00:16:53.31] spk_1:
All

[00:16:54.42] spk_0:
right, we’ll cut we may end up coming back, all right, but we’ll get through. Okay, So a is your audience go ahead? What’s what’s your what’s your advice around audience?

[00:18:36.74] spk_1:
Audience is mainly finding those people who are going to want to continue to follow you, gonna follow you off of the platform. And so one of the main things like I said is you’re gonna want to look for that persona and then you want to try to mimic that persona over and over again. Now, people are looking at vanity measures like, okay, well, I have a lot of followers, but there are specific followers that never leave you. They’re gonna always continue to follow and be there. And so when you go in on these platforms and you’re looking for these people and you want to make sure that you have that one persona down, and you go to these different profiles on there and you follow them and you engage with their content. And so a lot of people actually miss that they post things and then they leave or they posted and they maybe answer one of their comments on theirs, but they never go back to someone else’s or engaged with their posts. And so that’s a huge part of social media. Another thing, another thing with audiences being found, right, So you’ve got this great profile, how do you get found? Almost all of the platforms use hashtags. And so these hashtags are really important there, the element that are gonna help you be discovered by new people. And so it’s very important that you at least research 15 main hashtag um that you guys can rotate out so that you guys will be found if someone searches for that particular hashtag. So, for instance, hashtag social change. For instance, if you use that in your post, when someone types in social change, your post will be in that large list of uh directory where people can actually click that photo and see where is it coming from, that will lead them back to your profile. So, these are all things that you want to make sure that you have in order to build your audience.

[00:18:38.48] spk_0:
Okay. Right. So you want to you want us following folks who are maybe influencers that are following us. Be generous. Be generous with sharing their content, not just engaging with them around your own content.

[00:19:06.34] spk_1:
Yeah. And even if you’re not sharing your your on their profile, you’re asking them questions, you know, what do they do or what, why do they like, x, y, z, you’re just having a really good conversation with them and most like, I don’t want to come to your profile and see what you guys have to offer, and that’s how you get a true follower that I want to engage with, you, not just somebody who will be going in two hours. And so it’s really important that you engage with these people and build relationships.

[00:19:18.14] spk_0:
Okay, so the relationship building and the use of the right hashtags,

[00:19:19.88] spk_1:
that’s how you get discovered related

[00:19:25.14] spk_0:
to your work, should be, should you be creating your own hashtags or better to leverage off hashtags that are already existing, but others have already you, I mean there’s maybe hundreds of thousands of people already using an established hashtag, so it’s better to go that way or better to create your own and try to build momentum there.

[00:19:56.34] spk_1:
You definitely those 50 hashtag that I’m talking about, you do want to do a little bit of both, but mainly you want to use the ones that are already already being used because people are actively using them, they can actively find you now, once you build a bigger audience, of course you can use your own hashtag then you can tell your audience, hey, my hashtag is hashtag fedora and they’ll know to use that hashtag then. But when you are just starting and you’re just getting your marketing up, you want to use hashtag that are already being searched and already being used that way people can come to your profile and that’s when we’re, those impressions come in that we were talking about earlier, you get more impressions?

[00:20:19.49] spk_0:
Yeah, okay, okay, better to start with the, with the established,

[00:20:23.74] spk_1:
definitely. Yeah. So that you can get found. Yeah.

[00:20:28.24] spk_0:
All right, your l you’re always lead. Right, yep,

[00:21:37.74] spk_1:
yep. So that part in between the audience and the lead is super important. So it is the information that you give your audience that’s going to lead them on into your email list. It’s important to have an email list which a lot of non trump is either have an email list and they don’t use it or they don’t have an email this at all. I just feel like it’s not important, but you have to be actively building an email list because these are your particular raving fans that are going to continue to follow you even off of the social media platform, even though we know social social media is not going to disappear. Um you just want to make sure that you have your own particular people that you can consistently talk to, that you can consistently share with and so that between the a and the ill you want to have uh an opportunity to give them information in exchange for their email. Now, this can be a video, this can be a live event registration. This can be um, a pdf just giving them some really cool information about what you guys are doing or why it’s important to care about your mission. Like something of value that they can give you that valuable email because that email is going to help you down the line. That way, if you don’t, if they don’t see your post that day, at least they can check their emails now because they have you have them on the list

[00:21:48.84] spk_0:
I’ve seen or is that I think put up too much of a, of a barrier when they’re asking for that email and I’ll ask, you know, for maybe first name, last name. I’ve seen phone number.

[00:21:59.67] spk_3:
You know, this

[00:22:00.87] spk_0:
is all information. That’s very nice to have because you can write the first name and last name and phone number. You can probably research the person. But I think I think the, I think you’re losing more people because people don’t expect, you know, I don’t have to give up don’t give up my phone number and my address.

[00:22:15.72] spk_1:
Yeah. And you shouldn’t have to, you should get your white paper

[00:22:19.62] spk_0:
on on your work, you know,

[00:22:21.04] spk_1:
so Exactly. Exactly. Exactly. Asking for that type of information like your your email is very valuable to you anyway. Right. Because we don’t give our emails to everybody. We dont want spam, we don’t want people on our inbox. So when we decided to give our emails out, that’s already a big deal for us. And so it’s really important. Like you said to simplify that should just be a name and email. Nothing crazy and it should just be in exchange for whatever that value is really quickly. So we quickly get the information we need and then later on down the line if you need the name and address and all those other things, it’s because I registered for something, I registered for an event or I registered to come out and do something with you. But that’s later down the line and I know you

[00:22:59.94] spk_0:
like, like I’m happy to give email and first name.

[00:23:03.54] spk_1:
That’s perfect way

[00:23:14.94] spk_0:
this organization, you know, you can personalize my email you, my first name. You know, I might give up last name or I might just make up a last name but it gets beyond that when you get on

[00:23:16.96] spk_3:
that phone

[00:23:18.06] spk_0:
number, you

[00:23:29.64] spk_1:
know, I click away. It’s too much. It’s too much and you don’t even as a, you know, when you’re marketing, you don’t need that number. Most people don’t do calls like that anyway. I like I said ask for that down the line. If you know, you’re gonna need that. Um, you can ask for that during someone’s registration or something. But they’ve already expressed interest to you. They know you they’ve been following your content. They opened the emails, right? And so then, you know, okay, they’re comfortable with us. They can give us their phone number at that point.

[00:23:50.34] spk_0:
All right. Or if you want to do a text campaign, you can ask, you know, you want to opt in, you’ve been

[00:23:52.51] spk_1:
out of the option right on our email, do that the first one though, the first time you get them on there and don’t do that the first

[00:23:58.25] spk_0:
time it’s too much right.

[00:23:59.46] spk_1:
You would scare him off.

[00:24:01.66] spk_0:
They’ve been on the mailing list for a while and you know, we’re

[00:24:03.97] spk_1:
gonna that’s fine. That’s fine. You

[00:24:13.14] spk_0:
know what we’re gonna do a SmS campaign. So, you know, if you’d like to opt in, you know, here’s the place to give us your number or reply with or something. You know, exactly.

[00:24:18.56] spk_1:
You should always be simple as possible

[00:24:20.79] spk_0:
after you’ve already got some goodwill. I feel like

[00:24:55.74] spk_1:
Exactly. And since we’re talking about that tony we can talk about some of the metrics that you should look for in your email is especially like once you get them on their like, what do you do with them? And I know a lot of nonprofits get stuck there. So one of the things that you want to make for sure is that you’re consistent with your email. So don’t just take the email and they never hear from you ever again. Don’t make that mistake because oftentimes when we do that and let’s say event comes up three or four months down the line and we’re wondering why no one registered or nobody opened our emails. We have really low email rates. It’s because you’ve let them cold. Okay. So you want to be for sure that you consistently talking to your list and you’re consistently giving them information so you can still use the 80 20 rule. And I was telling you earlier,

[00:27:44.84] spk_0:
it’s time for a break, send in blue. It’s an all in one digital marketing platform with tools to build end end digital campaigns that look professional are affordable and keep you organized. They do digital campaign marketing. Most marketing software is designed for big companies and has that enterprise level price tag sending blue is priced for you, sending blue price for you, price for nonprofits, it’s an easy to use marketing platform walking you through the steps of building a campaign to try out, sending blue and get a free month. Hit the listener landing page at tony-dot-M.A.-slash-Pursuant in blue. It’s time for Tony’s take two planned giving in the pandemic era. That’s a webinar that I’ll be delivering graciously hosted by J. M. T. Consulting. It’s on Thursday September 30, 2:00 EST, naturally I’m gonna weave in my stand up comedy, keep this light and entertaining uh as well as informative, informative is important. We don’t miss the informative, but we’ll talk about it. But I will talk about what planned giving is, who your best prospects are, where you get started and how planned giving fits. In our pandemic era. You can go to J. M. T. Consulting dot com, click events and then click experts speaker series. They have a bunch of experts and me. But that’s how you make your reservation. JMT consulting dot com events and then expert speaker series. Or if you prefer, you could go to JMT consulting dot com slash events slash planned hyphen giving hyphen in hyphen the hyphen pandemic hyphen era hyphen with hyphen tony hyphen martignetti I I presume you could also just search JMT consulting tony-martignetti that might work also. But you choose your method, no judgments here is a judgment free zone. You choose how you want to make your reservation, it’s yours, it’s yours. I just hope you will. I hope you’ll be with me with me and jmT consulting thursday september 30th two o’clock eastern. That Is Tony’s take two. We’ve got boo koo but loads more time for turn followers into donors with adora drake

[00:28:34.04] spk_1:
and some of the main ways to get that really high open rate. It starts with the subject line. So the subject line should go straight to the point. It should be really quick and grab the intention of your reader and then once they click on that uh that email, the content should be helpful. It should be informative and it should quickly let them know. You know why they should keep reading. So that’s a little bit copyrighting their, uh, when you’re thinking about that. But if you have a newsletter, it’s a great place to put, you know, what are you guys coming up with? Why? Why should we care to be on your list? You know, especially when someone is a brand new person on the list. I like to create something that caught a welcome series. So I just kind of welcome them in. You know, introduce them. Let them know what the mission is, what we like to see in the future and things like that and kind of really get them into the organization and get them excited for being there. And as well as exchanging for some value. How

[00:28:44.27] spk_0:
long is that welcome series?

[00:28:46.44] spk_1:
It varies. Um, I usually have a minimum of seven emails. Um, and it’s just going to walk them through the entire first week that they’re on the list. And then after that you, you can go to just like once a week or something like that, but you want to make sure that you’re consistent at least once a week minimum,

[00:29:02.54] spk_0:
but initially you’re doing one a day, seven days. Yeah. People don’t object to that.

[00:29:25.74] spk_1:
No. And one of the things that I get asked all the time what they unsubscribe. Fedora if they unsubscribe, but you have to think of it this way. If they unsubscribe, then they’re not supposed to be there. Um, they’re not one of the people that are going to eventually donate to you. They’re not gonna want to follow. You know, you don’t saying so you’re kind of just losing deadweight. Kind of hate to say it that way, but it’s kind of dead weight and so you want to make sure that your, your list is lean. Um, they’re actually wanting to be there. They’re actually gonna open those emails because those are the people that are gonna donate or volunteer your time later down the line.

[00:29:40.52] spk_0:
That’s also going to help you with your email service provider.

[00:29:43.94] spk_1:
Yeah. Safety cost using uh,

[00:29:47.55] spk_0:
if you’re using mail chimp or constant contact or something. I mean if you have a huge list, but it’s un engaged. That that hurts, that hurts you. And they

[00:29:55.92] spk_1:
might, it does or

[00:29:58.28] spk_0:
your your email service provider or the recipients might end up might put you in spam even though the person asked for your email, but you have a big fat bloated un engaged list versus having to say you’re saying having a lien list it is engaged. That’s more likely to end up in an inbox than a junk box.

[00:30:16.22] spk_1:
Exactly. And that’s exactly what the goal is, especially when you’re creating an email list is to make sure that these people actually want to be there because these are your fans, you’re gonna go to later down the line when you do ask for donations. They already know you and they’re warm already. So these are warm leads

[00:30:30.24] spk_0:
and listeners, we’ve had guests on this. So you know, if you want to just search, go to tony-martignetti dot com and search email delivery ability, I’ve had shows on going into depth what a door and I’m talking about right now about the algorithms that companies you pay are using against. You have a big fat bloated and engaged list.

[00:30:52.99] spk_1:
So true. It does

[00:30:56.23] spk_0:
deliver ability. So you can hear shows specifically on that topic and how to avoid it. Um, we’re just touching on it now, but it is important your own companies that you’re paying could be hurting you.

[00:31:14.94] spk_1:
Yeah, I’ve also created a pdf just for you guys. If you guys want to learn the top five emails that I use on my email list of my clients list, you guys can go ahead and download that to uh, that’s gonna be in my website. Adora drake marketing dash non profit radio So you guys can go get

[00:31:24.97] spk_0:
that. All right. So, uh if this, if this podcast doesn’t return,

[00:31:30.72] spk_3:
you

[00:31:32.01] spk_0:
got some land, she’s got a landing page for us

[00:31:34.33] spk_1:
uh podcast. You guys are

[00:31:36.85] spk_0:
going to hear from the door drake again. This is gonna be the last time.

[00:31:39.34] spk_1:
Oh no,

[00:31:40.42] spk_3:
not Okay.

[00:31:41.73] spk_1:
No, I mean I hope not.

[00:31:42.99] spk_0:
But you set upon landing page you got metrics against us.

[00:31:45.70] spk_1:
Matrix. Matrix. Yes, that’s right.

[00:31:48.46] spk_0:
What did you say metrics what

[00:31:50.07] spk_1:
always have metrics. That’s right.

[00:31:51.73] spk_0:
Okay. Like you like the metrics maven. Okay.

[00:31:54.72] spk_1:
I like that. You know, I

[00:31:57.96] spk_0:
love alliteration. You can use Metro. Alright, so Adora drake marketing dot com. Hyphen dash dash dash hyphen non profit radio all one word. non profit

[00:32:10.67] spk_1:
All one Word. Yes. No spaces.

[00:32:12.74] spk_0:
Okay. And that’s where we’ll get your top five email. What subjects?

[00:32:26.74] spk_1:
It’s going to be a top five types of emails. So I’m going to tell you the types of emails that some of them was that series that we were talking about. I’ll tell you the types of emails that you can send out to your list. Keep them engaged but really to keep them engaged and wanting to donate at some point.

[00:32:30.79] spk_0:
Okay. Okay. And I just want to make something very, very clear. So when you’re welcoming someone to the list, they’ve they’ve taken your content, whatever it is, video or etcetera, whatever white paper etcetera. Uh, they’re new to your list. So you you send an email each day for the next week.

[00:32:49.04] spk_1:
Yeah. Now this is this is not hard as you guys think. It’s not me going on there every day typing up an email and this is something that you can set up an auto response. You can schedule this out. Right.

[00:33:01.43] spk_0:
I’m just making sure that you don’t find that? That’s too much in the beginning.

[00:33:33.04] spk_1:
No. And I don’t want you guys to be scared in thinking that even if you do something one a day that is too scary. I mean if anything it’s like having a conversation with a friend every day or talking to your mom every day. Right. She wouldn’t get tired of you. So why would someone who’s who’s following you and want to be a part of your mission? They wouldn’t get tired of you either. They just want to know more and more to And so the more you show up, it’s actually the opposite, the more you have people wanting to be there. So people who drop off, they were going to drop off at some point anyway because they weren’t really your target. And so I don’t want you guys worried about what they keep unsubscribing everyday. Well, that means you need to continue to keep growing your list with real people.

[00:33:48.94] spk_0:
Right. Right. Keeping that that lean but engaged list. Okay, Okay. And then your advice is at least once a week after that first week, minimum

[00:33:49.81] spk_1:
minimum, at least minimum. Yes. At

[00:33:52.68] spk_0:
least you said minimum. Yeah,

[00:33:53.90] spk_1:
Yeah, that’s fine. Yeah,

[00:33:56.67] spk_3:
I

[00:33:57.79] spk_1:
don’t know what I’m talking about. You got

[00:33:59.46] spk_3:
it at

[00:34:00.29] spk_0:
least minimum

[00:34:01.36] spk_3:
minimum

[00:34:02.86] spk_1:
minimum. Alright. You have it out. You gotta go in a

[00:34:06.95] spk_0:
minimum minimum of once a week after. Right, okay. Yeah. Because when you’re event comes up and nobody nobody RSVPs, it’s because you haven’t been keeping in touch the people forgot about, you know,

[00:34:19.77] spk_1:
seriously? We have our lives. Right. Right. Right. And you disembark as long as like who is this? And why did I even get on the list, you know, so don’t be gone too long. Make sure you stay in front of them, let them know what’s going on. And when you show up and they show you show up in their inbox, they’re going to know exactly who you are. You want to open it. So stay consistent

[00:34:40.34] spk_0:
and then you build that relationship up. Maybe you get their U. S. Mail address. Maybe you can you do a print annual report. Maybe you can send that to that. You wanted to send them a little swag. But take your time build a relationship over

[00:34:54.20] spk_1:
the relationship. You’re right, Tony. Alright. That’s the main key. Is that building a relationship piece,

[00:35:00.24] spk_0:
Right? Because we’re trying to turn them into donors for God’s sake.

[00:35:02.79] spk_1:
Yeah. We’re asking for money here.

[00:35:05.67] spk_3:
That’s the goal. So

[00:35:06.81] spk_0:
our volunteers could be, you know, it could be maybe committed

[00:35:09.46] spk_1:
the other time, which is really valuable. Right? Valuable. Also. Absolutely.

[00:35:12.91] spk_3:
All

[00:35:14.13] spk_0:
right. Go ahead with your E. For execution, please.

[00:35:47.44] spk_1:
So execution is the main part is when we’re asking for money. Okay, So we’re ready to get them from the list and we’re asking them to give us a certain amount of money um for our calls. And so all of these other elements that S C. A. And L. They all lead up to the execution and so how do you do this? You’re gonna want to make for sure again that you’re consistent with that email list and when you ask for the sale or you ask for the donation, they already have a relationship with you and you’re really clear on where can they go and donate? Um What’s the timeline? Do they need to get on a call with you and talk about this more? You’re really defining out, you know how can they go about giving their money? Um Do they need to you know have particular people there or whatever the at the C. T. A. Is you want to make sure that you’re really clear on this and that’s that execution execution piece.

[00:36:15.43] spk_0:
And how long would you say from someone first joining the list to to asking them to make their first gift? What what what time period should that be?

[00:37:26.33] spk_1:
Um this is gonna vary by by organization but if you’re looking at the analytics and you’re seeing that people are consistently opening things that consistently clicking on your newsletter and they’re coming to your website. That’s probably a clear sign that they’re really interested. Okay so if they’re more interested in you’re seeing a 40% open rate uh They’re clicking is about a 20% click rate then it might be you can probably asked earlier but if you’re seeing that they need a little bit more time and not quite opening up the emails um then you’re not quite getting a click like you want, you might want to space that add a little bit more. So I always advise minimum uh to keep giving 80% and only asked 20%. So if you’re giving for four weeks straight, just straight information maybe on the fifth week, you can ask, hey, would you like to donate to our calls here and this and that. So it’s just about giving and balancing out that making for sure that they’re comfortable with what you do. They kind of see where the money would go. And then once you’re ready down the line, you say, hey, we’re needed to raise money for this or your money would go towards this. Cause how would you like to donate? And this is the perfect time to get started before the holidays because this is the time that you can create all the content, right? You can get them really comfortable with you and let them know what your messages and messaging is. And then you just ask for a sales. So you have plenty of time between this time in december to start getting that going.

[00:37:38.33] spk_0:
Yeah, because we are right. We’re coming up on the fourth quarter of the very important fourth quarter. All right. So, so you’re looking for you, you think 40% open rate and 20% click rate. Those are those are good numbers.

[00:38:53.02] spk_1:
Yes. And so I was talking to someone earlier. She was like, well I don’t have a 40% open rate and that’s fine. The averages around 30-35% open rate. That 40 is just a really good engaged audience. So they’re actually opening it. And it’s probably because you have a really good subject line. Right? And so I like to say that if you can get around 40, that means you have a really engaged audience, they’re not cold. Um, and they’re warm. And so Anything below that between 30, 30 and 35, that’s average, but below 30 is kind of bad. So you might want to either clean up your list or you might need to, um, you know, change your subject and kind of see, so that’s that testing piece. And a lot of people, you know, don’t know that about market, but marketing is a huge area where you have to test and kind of see what works for you, what works for your organization. And so you want to test and see what kind of subject lines do my audience open? Are they opening them at all or where did they come from? What’s the information that I gave them exchange for the email? And am I consistently making content around that or have I changed up something that makes them not want to open the email? So these are all things that you want to look at when you’re building an email list because like we said earlier, you don’t want to have a big list of people who aren’t really engaged already. You have a list of like 100 people, but they’re really engaged. They’re gonna, they’re gonna, you know, give you those funds at the end of the day,

[00:39:05.42] spk_0:
when you say, clean up the list, you’re talking about dropping people off who are chronically un engaged, you know, they’re not not opening the not clicking.

[00:39:45.32] spk_1:
Yeah, exactly. It’s not gonna do you any good to have. It’s just literally vanity metrics at that point, before I clean up the list, I always just do you know a really quick check and say, hey, are you there? Or hey, would you like to continue to learn about X. Y. Z. If you get replies on those emails, you can keep those people on the list. The other people have not opened it or have not click anything. Those are used a clear sign that they’re not really, uh you know, people that you should probably keep on your list. And so before you clean them up, you can always just send out those quick little to emails that I just mentioned and kind of see, uh, you know, are you guys still wanted to be here? Or you can just drop those people who are not opening them,

[00:40:03.81] spk_0:
let’s make something clear. Just so there’s no listener that’s that’s got a question in their mind, uh the open rate that’s when someone opens, that’s opening your opening your email. Right? The open. That’s just that’s going from, you know, on your phone. That’s going from the little some little summary to tapping it to opening it up. And

[00:40:12.67] spk_1:
yeah, any time you open up email, that’s your open rate, your full

[00:40:15.45] spk_0:
message. Right? And then the click rate is just somebody clicks on anything in anything in the message.

[00:40:20.41] spk_1:
Usually you’re yeah, usually your newsletter, whatever link you have in there. So let’s say you have a link that leads back to your newsletter on your website or at least back to your blog or whatever is you have in there. It’s gonna catch that click and like you said, so that’s the click inside of the email,

[00:40:34.71] spk_0:
your call, your call to action

[00:40:36.40] spk_1:
called the action. Exactly.

[00:40:37.50] spk_0:
Someone. Okay. I just wanna make sure everybody understands the open right click.

[00:40:40.44] spk_1:
Ok. So those are the main two that you guys want to look at when you guys are running email marketing campaigns and those are the main things we look at. Two is how high those rates are because that tells me if my content is working or not.

[00:40:53.81] spk_0:
All right. So that’s the scale method. Um as I, as I thought might happen, I did think of a few things now require us to go

[00:41:02.81] spk_1:
back. That’s

[00:41:13.21] spk_0:
the lackluster host, like I said, that you’re stuck with going back to the, to the platforms, the social media. Yeah. Um let’s talk about ones that are no longer emerging, but they’re newer slack. WhatsApp Tick tock is their value there for nonprofits? Or does it does depend on who your, what your persona looks like as to whether you’re on one of the newer platforms.

[00:42:07.70] spk_1:
Yeah. So if, if you’re going to join one of those, you really do need to make sure that your audience is over there. So if you are targeting, you know, teenagers or younger people, then you might can look into something like a Tiktok, right? But if you’re targeting, you know, wealthier donors who are over 60, they probably won’t be over there as much. Not that they won’t be over there is that they won’t be over their majority. And so you want to look at a platform where they’ll be like facebook or linkedin. Right. And so it’s gonna, like you said, go back down to that persona. But you know, when you’re thinking about which platform, if you want to be on and what you want to target? Look at, you know, where would these people be? What is that demographics that we talked about and that’s going to help you decide which one is going to, you know, work best if that platform doesn’t work, you’ve just been using it for like two or three months and you’re not really seeing much change. Maybe you should try another platform. So it’s again, that testing and making for sure that you understand? Where is my audience before you give up.

[00:42:20.10] spk_0:
Are you seeing nonprofits on Tiktok? Do you have?

[00:42:23.18] spk_1:
Honestly, I have not, I haven’t, I have not. You know what? I have seen a few on. What’s the other new social media platform? It’s like an audio only kind of platform. I can’t think of it right now.

[00:42:36.17] spk_0:
Oh, I think I’ve heard of this to uh, yeah. All right.

[00:42:39.41] spk_1:
I don’t know. You know what I mean? Right. Yeah. It’s just audio only. I’ve heard some nonprofit starting to do those because it’s kind of like podcasts and so that might be a really cool option for people if if you have a really good viewership, you want to turn them into listeners and that might be an option for you.

[00:42:56.20] spk_0:
Okay. Okay, slack. Is that is their value in uh, nonprofits on slack.

[00:44:04.89] spk_1:
Yeah. So slack is usually used to communicate which you can communicate with, you know, your volunteer. So that’s more like an internal type of software. You can kind of get in there and engage with people in your organization. So we can talk about that a little bit too. Like how do you kind of keep people engaged in inside of the organization? So something like a slag or Asana that’s going to help you really track your projects. Right. So these are, these are gonna be helpful for making for sure that those projects move along, uh, through the pipeline. So, uh, let’s say you guys are having an event and you want to start marketing it four months ahead of time, That slack kind of platform will enable you to put each team member in there that you guys can communicate, upload um you know, marking materials, schedule out those emails and things like that inside of that slack platform, so that’s what that’s used for and other ones are like a sauna or teamwork and things like that. Those are all kind of work on that capacity. Also when it comes to social media, which I talked, we had mentioned earlier like you don’t want to be glued to your social media right? So there are there are Softwares that can actually help you schedule out your content so you won’t actually have to be there every day at five o’clock scheduling on your content. So these platforms are things like you know, sprout social hubspot um plan only that you can actually upload your content and ahead of time and then schedule things out so that you don’t actually have to be there. All you have to do is come in still for about 30 minutes to come in and engage and making sure you answer questions and comments and things like that. So there is some pieces of automation that you can use

[00:44:35.89] spk_0:
Dora, what was the third one you said hubspot? I know I know sprout social and what was

[00:44:40.05] spk_1:
the social and what is called plan early and that one, I used a lot for instagram, for scheduling on instagram. Post

[00:44:46.39] spk_0:
plan, could you spell it for us?

[00:44:48.29] spk_1:
It’s called plan early. So it’s P L A N O L Y.

[00:45:00.69] spk_0:
Okay, cool. Thank you. All right. No listeners to be able to find it. Okay. Um you know, you got a little Dallas texas accent, so I wanna make

[00:45:02.80] spk_3:
sure,

[00:45:04.29] spk_1:
I don’t know I had next sent to someone said it the other, we got like, really

[00:45:07.51] spk_3:
got

[00:45:37.49] spk_0:
a little one man, I’m from new york. Uh how obvious is that? Just a little So, you know, I just wanna get folks to be able to hear through it. You talk about the subject line. What about, you know, uh lots of folks um encourage listeners to use that, that subheading uh right below the subject, like that summary that you see on your phone, you know, you get like 100 50 characters below the subject line. That can be used creatively also to encourage people to open. Right?

[00:46:11.08] spk_1:
Yeah, definitely. Um it can definitely be used to, but but mainly it is going to be the subject line record. That’s that’s what’s gonna make me click it and then the actual content inside of your email is gonna be the most important, but if you want to add, let’s say I’m having a contest or something like that and I want to make sure that people understand, you know, what, what they can expect when they open the email, then I might add a little bit of context inside of that secondary subject line that you’re talking about. Um, it’s not the most important, but it is, you know, something that you can add a little bit of extra information if you don’t have enough information in your subject line. Okay.

[00:46:20.18] spk_0:
Uh, why don’t you uh, story it’s story time. Did you tell the story of uh, you know, some non profit uh, that you know, maybe not, you know, step by step to the scale method, but nowhere you saw, you saw things where things are moving, you start to get some traction, saw some success converted to focus the donors and tell us a good story.

[00:47:47.28] spk_1:
Yeah, so one of the non profits I just recently worked with, they were uh mid sized non profit in boston and what they focused on is helping disadvantaged minorities find jobs. Um, they also were involved with feeding uh, their local community and one of their major uh, academies that they were going to try to open up was just to help younger teenage students to come in and learn how to volunteer and learn how to get back to their community and be really good students. And so they were trying to push that act that academy and they didn’t know how to do that. So most of their marketing was still done the old school way. So they were getting out there, you know, going to these different uh, local churches, going to schools and things like that on foot and not necessarily, uh, utilizing social media, they have been around for about 15 years. So they did have an email list, but they weren’t really using it outside of, you know, just letting people know like tomorrow we’re gonna be doing an advantage at X, Y. C. And so when they brought me in, they were like, hey, how do we uh, you know, really build some interest online and so that we don’t necessarily have to rely on doing these old school methods all the time. And so one of the first things I took a look at was that s of the scale method, which is their social media, which is almost non existent. Um, they have maybe one account, but it wasn’t used for like four years. So

[00:48:00.23] spk_3:
that

[00:49:52.47] spk_1:
is non existent. Yeah, I was like, okay, what’s this? So we really have to start almost from scratch their built their, all of their platforms, uh, to the point where people were actually following, we could actually, you know, see the analytics of them leaving the platforms and clicking their websites. We did get people onto their email list and then I taught them, you know, kind of what I was discussing here. Like how do you nurture those people now that they’re on your email is like, don’t just leave them hanging or don’t just let them know the day before the event, Like, hey, it’s tomorrow because you probably won’t get as much engagement. So I taught them how to use content inside of their email lists and how to, you know, get people interested before these type of events happen or before you, they want that call to action to happen so that they can really start seeing well, okay with this organization is really cool because they really do help their community. Um, or one of the, it was funny because during my time with them, one of the main uh, directors, he had an emergency outside when they were feeding the hungry that was actually featured on the news. And so I was like, hey, this is perfect for social media just to show that you guys, you know, not only you guys out there on foot, but you guys, you know, care about your community even when an emergency happens, you’re going to step in and so that just makes it just makes you look good as a brand and you can share all these types of things with your audience because they care to know it right. And so I walked them through the whole process, like you said, trained their team how to do this. So if you have an organization and you are, you know, you’re wanting to be a little bit more hands off. I do have the opportunity for you to, you know, come into my programs and do that. But they use that program where I kind of came in, set up all of their automation. So they don’t have to be glued to things and they can really focus on the mission of the organization. And so when I left them, all of their team was trained. They have the automation is in place and so they’re on their way now to, to bring in a lot of money less than I checked with With them up there in Boston. They had brought in about 50,000 into that new academy that I was talking about. Um, and that’s gonna be really focused, like I said on on these students this year, on how to make them really good students and make them want to study, make them want to volunteer and things like that.

[00:50:07.36] spk_0:
Okay. And that $50,000 was largely from the relationships that got built

[00:50:55.36] spk_1:
relationships in ways that we just talked about. Exactly exactly, strictly relationships really because you know, once you get them on the list, you got, you know, warmed up. A lot of people are asking questions as I was running a lot of their socials at the time. So I got to see people ask questions about, you know, how can I get involved or what do you guys do or how long have you guys been around? And that is a really good way to, you know, meet prospective donors, you know, get him on the list and share that information. Uh, one of the directors there, she also had a radio show. So she would do things every morning. Uh, let’s say on on Wednesday at nine o’clock, she would, you know, give her information. And I said, when I first came in I was like, okay, you’re doing this radio show. But what if I’m not listening at nine o’clock Eastern time because I’m here in central time. Alright, Am I never gonna see the show? And she was like, well, I don’t, I don’t know what to do. So I taught her how to repurpose that content. So where she can share it on her social media, she can also share that on her email list and more people get to see, you know what they’re doing up there.

[00:51:13.66] spk_0:
Okay, that’s a great story.

[00:51:14.93] spk_3:
All

[00:51:16.16] spk_1:
right, we’re

[00:51:19.14] spk_0:
gonna leave it

[00:51:19.49] spk_3:
there Drake

[00:51:38.26] spk_0:
actually, Dordrecht, digital marketing strategist, coach and consultant, you’ll find her at Adora drake marketing dot com if you want to hit the listener landing pages she set up for us. It’s a test now. So Dora drake marketing dot com. Hyphen non profit radio No spaces,

[00:51:40.96] spk_1:
no spaces. Thank

[00:51:43.12] spk_0:
you very much. Terrific ideas. Thank you.

[00:51:45.46] spk_1:
Thank you guys. It was a pleasure being here.

[00:51:47.86] spk_0:
Our pleasure, my pleasure, my pleasure, well, our pleasure to listen, my pleasure to talk with

[00:51:52.61] spk_3:
you

[00:52:25.05] spk_0:
next week, effective fundraising that’s Warren Mcfarland’s new book and he’ll be with me if you missed any part of this week’s show? I Beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot c o. And by sending Blue, the only all in one digital marketing platform empowering non profits to grow. tony-dot-M.A.-slash-Pursuant in Blue,

[00:53:01.55] spk_2:
our creative producer is Claire Meyerhoff shows social media is by Susan Chavez. Marc Solomon is our web guy and this music is by scott steiner. Thank you for that. Affirmation scotty you with me next week for nonprofit radio big non profit ideas for the Other 95%. Go out and be great. Mm hmm. Mhm. What

Nonprofit Radio for June 5, 2020: Don’t Get Played By The Product Demo & Facebook Fundraising Data

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Rubin Singh: Don’t Get Played By The Product Demo
We’ve all watched in awe as the cursor flies across the screens of a demonstration. Nine months later we’re scratching our heads. “They made it look so easy back then.” Get insider tips from Rubin Singh, who’s led hundreds of sales demos. He’s CEO of OneTenth Consulting. (Part of our 20NTC coverage)

 

 

Nick Burne, Julia Campbell & Maureen Wallbeoff: Facebook Fundraising Data
This 20NTC panel feels your frustration over Facebook not sharing donor data. But they also admonish that you can’t ignore the value of Facebook fundraising. They bust myths, help you overcome the challenges, reveal how to thank and engage your fundraisers and steer you clear of pitfalls. They’re Nick Burne from GivePanel and consultants Julia Campbell and Maureen Wallbeoff.

 

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[00:00:11.54] spk_0:
Okay. Hello. Welcome to tony-martignetti non

[00:02:30.78] spk_1:
profit radio. Big non profit ideas for the other 95%. I’m your aptly named host. I’ll have something to say about George Floyd and racial equity in Tony’s Take Two. Oh, I’m glad you’re with me. I’d be forced to endure the pain of Ballon O prostatitis if you pissed me off with the idea that you missed today’s show. Don’t get played by the product demo. We’ve all watched in awe as the cursor flies across the screens of a demonstration. Nine months later, we’re scratching our heads. They made it look so easy back then. Get insider tips from Ruben Sing, who’s led hundreds of sales demos. He’s CEO of 1/10 Consulting. This is part of our 20 and TC coverage and Facebook fundraising data. This 20 and D C panel feels your frustration over Facebook not sharing donor data, but they also admonish that you can’t ignore the value of Facebook fundraising. They bust myths, help you overcome the challenges, reveal had a thank and engage your fundraisers and steer clear of pitfalls. There. Nick Byrne from Give Panel and consultants Julia Campbell and Maureen will be off tony Stick to be The change were sponsored by wegner-C.P.As. Guiding you beyond the numbers. Regular cps dot com by Cougar Mountain Software Denali Fund Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot ceo Here is don’t get played by the product Demo. Welcome to tony-martignetti non profit radio coverage of 20 and TC. That’s the 2020 non profit Technology Conference sponsored A 20 D. C by a Cougar Mountain Software Denali Fund. Is there complete accounting solution made for non profits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial. My guest now is Ruben Singh. He is CEO of 1/10 Consulting Ruben. Welcome to tony-martignetti non profit radio. Thanks

[00:02:38.40] spk_2:
so much, tony. Glad to be here.

[00:02:48.54] spk_1:
Pleasure on pleasure. I’m glad that we could work this out virtually. And I know that you are well and safe outside Baltimore in Maryland goods, your topic is don’t get played by the product. Demo, Exclamation mark! If you’re shouting this from a mountaintop, don’t get played by the product. Demo. You’re an insider you’ve done How many? Hundreds of product demos?

[00:03:02.44] spk_2:
Yeah, definitely in in the hundred’s. But the thing is, I’ve been on all sides of it. I have, ah, delivered demos. I have been on the the the customer side or the prospects of receiving demos, and I’ve also coordinated them on behalf of my customers. So I felt like I had a lot of good experience and perhaps some insider tips and tricks toe offer.

[00:03:22.57] spk_1:
Okay, there is There is some deception in these in these demonstrations.

[00:03:40.46] spk_2:
Well, you know, I wouldn’t quite say deception. It’s a spectrum, Really, Uh, some things I have some practices I’ve seen over the years have ranged from you, maybe a little questionable to mislead it, and then some of it has been deceptive. But, you know, honestly, tony Yeah, it’s a little tongue in cheek. I I don’t want to imply, especially the non profit sector, that these that these sales reps are being dishonest in any way. I think most of them have great intentions. But what I really think that there’s a handful of tips and tricks and practices that folks can use to really make sure they’re getting the most out of their demos.

[00:05:07.37] spk_1:
Okay, My my recollection of these as a consult. So I do plan giving consulting. And I’ve gotten some demonstrations for profit from products as a as a as an observer for on the client behalf. Um, and then together we make a decision, but my memory of them is that the cursor is flying around the screen. It started non stop. And then at the very end of a 30 minute demonstration, Do you have any questions? Well, I probably had questions from screen number two about 90 seconds into the thing, but I’m flummoxed now. I’m overwhelmed by the by the movement by by the screens flying around. I can’t remember my question. I I think I had one, but I’m not positive of that. I need to I need a I need a drink. I need to calm down, because the thing just went so damn fast, you know? Um, all right, so that’s that’s probably on the negative end of the spectrum again. Not suggesting deception, but it just goes so fast, you know? Shoot. All right, So where should we start? I mean, you have tips for preparing before the demonstration starts. Yeah,

[00:05:12.64] spk_2:
Well, what you just described is a very common situation. And I would say where the biggest gap is I’ve seen where customers have come back to me and said, You know what? Everything looks so seamless and looks so, uh, you know, so nice and shiny and so quick and easy in the demo. But that’s not the product we ended up with. The biggest reason for that is, in my opinion at least, is how you come into that demo. How prepared you are. If you simply just walk in, let the sales rep do their thing and just, you know, as you and just wait to be wowed and impressed. You’re very likely going to end up disappointed so that one of the first points that I really bring up in, uh, my talk was to present some use cases to really think to yourself, what are the four or five things that we must have on Day one when our new system is live, as well as one of those four or five things that are working terrible right now in our current system, those are the areas we want to focus on, Let’s draft up our use cases. Let’s get very specific examples, not yes or no questions and provide that to the sales rep account executive ahead of time. That way, you’re not really focusing on the fluff. You’re not focusing on the bells and whistles. You can watch that stuff on YouTube. You’re really focusing on those areas that are going to be critical for you to be successful.

[00:06:24.34] spk_1:
Okay, Anything else we should be thinking about as a team before we before we view this extravaganza?

[00:06:30.66] spk_2:
Yeah, definitely the prep that you do up front. You know, I kind of alluded to this that you doing your homework? A lot of these products that you see out there, especially in a non profit technology side. There’s demos available. There’s demos available on their websites. You know, maybe you need to download a white paper. There’s demos available on YouTube. Eso, you know, watch those demos do your homework. Don’t just wait to the demo. You know the facilitated demo before you see it for the first time. That way, you can really understand what the potential pain points are again. Also, there’s many different organizations out there that do independent studies on the various donor management C r M systems eso. So that might be a place as well as other other applications. So do your homework. Understand where the weaknesses are already a prom. That way you can focus on their those areas in the demo. So the team or the pattern I really focus on here is move away from the demo just being a presentation and really try to make it a working session with your sales rep. Eso you’re really working through this scenarios and not just sitting back and watching can presentation.

[00:07:29.58] spk_1:
Okay, Yeah, you’re focusing them on on where your pain points are, what your must haves are and not just getting a generic description of, you know, a lot of times, you know, if you if you end up meeting this, then we have this component and and we have this feature to you might not end up needing it, but I just want to acquaint you with it. You know, that that’s really irrelevant.

[00:07:52.71] spk_2:
That’s right. And so those were some things that you could ahead of time, you know, even during the demonstration itself, there’s certain things that you want to look out for, You know, again, the yes, no questions. Do you have all into your management? Do you have events management? Do you have playing? Giving the answer is always gonna be yes to a Yes. No question. We had a If you can always repurpose, you know, certain functionality to make it fit A particular scenario. So I try to encourage your my profit, remind my customers that’s gonna move away from that and really give a specific example. Hey, you know, I do a lot of events and I sit at the desk during our gala and I need to register people when they come in the door and also have the ability with the check and check out process to enter a new attendee. Show me how I can do that and that that could be one of the use cases that you present ahead of time. So again it gives it gives very specific things. Another thing that I suggest is is be careful about those words of integration and compatibility. Um, because everyone is integrated, you know, especially I deal a lot with Salesforce and everyone claims to be integrated with Salesforce but that integration it could mean anything. It could be a plug and play out that takes 10 minutes. Or it could be, Ah, it could be a separate third party solution that you need with 1/3 party consultant to integrate it. So all that falls within the category of integration. So you want to be very clear when someone says, Oh, yeah, we’re compatible with such and such or were integrated with such and such. What exactly does that mean? And how does it look?

[00:09:57.04] spk_1:
Okay, that’s interesting. Yeah, I don’t think most people know that. They just they say, Oh, it’s integrated. Okay, that’s awesome. It’s time for a break. Wegner-C.P.As Things are moving fast. The Senate passed a bill on paycheck protection program loans that extends the covered period from eight weeks to 24 weeks. You need a place to keep up with everything that we’re being hit with. Financially wegner-C.P.As dot com Quick resource is and blawg now back to don’t get played by the product demo. I should have given you a chance to shout out what? What’s the work at 1/10 Consulting.

[00:10:27.99] spk_2:
Oh, well, we, uh we do everything from strategy we work exclusively with nonprofits. We do strategy, work. We do implementation of C R M. Systems all the way through change management and user adoption. So we take a slightly different approach in the sense that we, uh it’s not really just the technology that we focus on. We really try to make sure that the people, the process, the strategy, the data, everything is aligned. Because if one of those pieces were missing, you’re not you’re not gonna be happy. So as a consulting practice, we try to make sure all those are aligned to help help move missions

[00:10:35.81] spk_1:
forward. What’s the significance of the name 1/10 Consulting. What is that? Does that mean?

[00:10:55.56] spk_2:
Yeah. You know, in the six faith, there’s a, ah principle or a concept of thus fund we call it, which is giving 10% of your your income, your time to the community into the greater good. Um, and in my early years of starting this practice, I worked with a lot of faith based communities. Um, and as I was implementing donor management systems for churches and synagogues and masa, I started noticing that this concept of 10% or 1/10 of your income. Er, and giving back was was such a central component of every one of these faiths and every one of these faith traditions. Eso to me, it was it was nice. It was this unifying principle. And and so that’s kind of where 1/10 comes from that the 1/10 really represents this this treasure. And, you know, I’m hoping 1/10 consulting helps helps that 10% really realize its full

[00:11:36.74] spk_1:
potential. So before you recognize this commonality, what were you, Reuben sing Consulting? What were you before you were 1/10

[00:11:43.75] spk_2:
before 1/10 I have worked for, um I worked at a non profit sector, but also in CR ems for over 20 years. So prior to 1/10 I was with an organization called Round Corner. In their non profit technology sector. I was vice president of digital transformation, and, um, and they actually have been acquired by Salesforce. But that was the time I realized that I don’t want to be tied into one particular product and really want to be able to look at things more holistically that way. Started.

[00:12:14.94] spk_1:
Um, let’s go back to ah to advice you um, you know, part of what you ah talk about is tough questions to ask way at that stage, or is there more you want to say leading up to it? But you you, uh you take it where where we need to go,

[00:13:44.97] spk_2:
right? Right. Yeah, I think you know, as far as the tough questions that we covered, some of them the integration, the interoperability. Okay, I think another thing we talked about with terms, not just the yes, no questions. Also, when it comes to things like, Do you handle soft credits? Do you handle plan giving? Do you handle solicitors again? The questions the answers will always be Yes. And although, you know, matching gifts, workplace gifts, these these air something that all non profits due in some way, shape or form. But you want to make sure that your impression and your understanding of it is the same as the sales reps because I’ve noticed a lot of gaps in that area as well. Another couple tougher questions that I always like to get into is asking this question of what exactly is has been upgraded in this demo. So I’ve just seen it Time and time again, tony. Where, uh, you know, again, you’ve seen this great demo. And then when you come back and say, Well, these air, like, archaic looking Web forms can’t show these to my donors, and then they come back and say, Oh, yeah, you just need to upgrade to the next forms package or, oh, if you’re going to send more than three emails, you have to say you have to upgrade to the next email package. So the demo has been filled with all these add ons and upgrades, but you’re kind of getting something different, you know?

[00:13:47.33] spk_1:
And so you bought that you bought the base model, but you test drove the, uh, the SLX expanded, uh, 16 cylinder version.

[00:14:01.74] spk_2:
Exactly. And I often, for example, a few years back I was, uh, family. We were purchasing home, and we wanted a new home, and we were looking all these model houses, and I know some people really like to see these beautifully furnished homes with great interior decorating. And I was just like, Can I just see an empty house? You know, I want to know what I’m getting. I get thrown off, I get distracted by all this. You know, Do you have some sort of, you know, house that’s being built, That that’s the same model that I could look at. And so I kind of looked at demos the same way. Do as little as possible, you know, and And don’t customise too much. Don’t add on anything. I want to see how close my use cases worked with your out of the box product that way. Ah, comparing apples down.

[00:14:39.06] spk_1:
Okay, Okay. So you can actually ask them to demo a specific version that you’d be most likely to be buying without whatever add ons, plug ins, upgrades, et cetera.

[00:14:51.31] spk_2:
Yeah, and it really should be easier for the sales rep to to prepare for that on and really have them. You’re focusing less on customizing and focus more on the use cases that you provided them. Okay. And I will tell you, you know, this not all sales reps or account executives will be receptive to this. And some of them might say, Oh, this is too much work. Or where they might look at your use cases and say we’re clearly not a fit, which is not a bad thing either. At least you know upfront. Yeah. The sales reps that I think are really good. And some of the ones I’ve worked with they would love something like this. They would love the client toe, give them a list of use cases. Give him some very specifics That way, they’re not guessing either. Ah, and the session is going to be a lot more fruitful when both sides

[00:15:34.44] spk_1:
are prepared. OK, OK, Reuben Weaken, spend some more time together. If you have more suggestions,

[00:16:04.52] spk_2:
you know, I’d say that there’s there’s probably one other suggestion that I would, uh I alluded to this at the very beginning on I think it kind of sums up. The whole point is when I talked Teoh sales reps and want to prepare them for a demo, I even tell them up front. You know, we’re not really interested in the demo. We’d like to have a working session and just even using that term, it changes the paradigm, and it really changes the relationship. They’re between yourself and the vendor. Eso even just something as simple as recommending that we’re calling it something different. The sales right will come in a little bit more prepared to work with you and really try to work through those use cases. Eso the more you can move away from the canned, you know, bells and whistles, presentation and Maurin toe a meaningful conversation on your use cases, the more happier you’re going to be with the end product,

[00:16:38.54] spk_1:
okay? And I guess if you get any if you get any pushback or objection from the from the sales rep about converting this from a demo to a work session, that’s a red flag about whether whether you want to purchase their ah, against purchasing their their product and continuing with the conversation with them.

[00:16:47.75] spk_2:
Absolutely. I mean, you know, we’re talking about on profits here, and, you know, obviously funds are always limited, and you want to make sure that you’re making smart decisions on where that money goes. So, like I said, a nonprofit sector, that’s the sales reps I’ve worked with their usually very much in line with this thinking. Um, so so but yeah, if there was any objection, that’s definitely red flag. In my opinion,

[00:17:10.04] spk_1:
you have ah, you have a resource at the on the 1/10 consulting site

[00:17:17.24] spk_2:
Yeah, yeah, you know, and we’re really bummed about that. The conference, the NTC conference being canceled. So what we did is we went ahead and I recorded the session that I had planned to deliver at the NTC conference, Um and ah ah. And have uploaded that recording to our website www 0.1 temp that consulting. Um, it’s there in the blog’s section. And you know, I would also suggest that that blawg section does have a lot of other resource is, you know, if you’re interested in grant management and what products are out there or if you’re trying to figure out what might be the CIA RAM solution for you, we have several articles free webinars on other insights that folks are welcome to take a look at

[00:17:56.84] spk_1:
Okay. And the full the full conference. Ah, this presentation is there. That’s correct. Okay, is 1/10 dot consulting. That’s correct. Oh, I didn’t know. I didn’t know dot Consulting is a, uh Is it available for those called extension?

[00:18:17.13] spk_2:
Yeah, it’s available. Signed, signed up for a couple years ago and definitely opens things up. T create the name that you want, so yeah, www 0.1 temps that consulting, and we’ll take you right

[00:18:29.14] spk_1:
there. Okay, It’s in the block block section. That’s right. All right. Ruben saying he’s CEO. 1/10 Consulting, Um, in Maryland, outside Baltimore. Rubin. Thank you very much. Thanks very much for sharing.

[00:18:35.14] spk_2:
Thank you, Tony. I appreciate your time.

[00:21:12.05] spk_1:
My pleasure. Thanks. And thank you for being with non profit radio coverage of 20 and TC. We need to take a break. Cougar Mountain software, Their accounting product Denali is built for non profits from the ground up. So you get an application that supports the way you work that has the features you need and the exemplary support that understands how you work. They have a free 60 day trial on the listener landing page at tony-dot-M.A.-slash-Pursuant. Now time for tony Stick to George Floyd. It’s a recorded murder. I am skeptically optimistic that the United States will deal this time with its institutional racism. If we’re gonna have a chance that that we each need to be the change we want to see, there’s no waiting for political leadership. They’ll get dragged along after we the people, start the conversation at our level. That needs to happen and I would like to help. Next week, non profit radio will have a special episode devoted to how to start the racism and white privilege conversation in your office. It’s a long journey. It begins with a single step. We each need to be the change we want to see. Start with me next week. That is tony Steak, too. Now, time for Facebook fundraising data. Welcome to tony-martignetti non profit radio coverage of 20 NTC 2020. Non profit technology conference with me now, our Nick Byrne, Julia Campbell and Maureen will be off. Nick is founder and CEO at Give Panel. Julia Campbell is author, speaker and teacher at J. Campbell Social Marketing And Maureen will be off is digital strategist and technology coach with practical wisdom for non profit accidental techies. Welcome, everybody. Nick. Julie. Morning. Welcome. Welcome, city pleasure. I’m glad we’re able to work this out. I know you’re each well and safe on. I’m glad to hear that. Everybody’s okay. Um, we’re talking about Facebook. Fundraising your 2020 topic, uh, for NTC is best kept secrets the getting and using Facebook fundraiser data. Julia, you’ve been talking about Facebook fundraising for so long we had you on?

[00:21:16.09] spk_3:
Yeah, last two years ago

[00:21:18.57] spk_1:
Was the the last year or two years ago. Um, you’re gonna have toe. You have to find a new gig.

[00:21:23.62] spk_3:
I know. Well keeps changing

[00:21:26.41] spk_1:
this this one trick things.

[00:21:27.84] spk_3:
And now I found neck. You’re like my Facebook fundraising soulmate, so

[00:21:32.14] spk_1:
that’s right. So I’m going to start with you, Since I know for a fact you’ve been doing this thinking about Facebook fundraising a long time. Um, what the problem is, Facebook doesn’t share. Right? We lamented the last year or two years ago, you and I.

[00:22:42.13] spk_3:
Yes. So I Yeah, it was in New Orleans, Um, 18 ntc with and I did the first session on Facebook fundraising tools, and it was when they had just come out and I had mental health, America and the Polaris Project with me because they were kind of just slaying it with Facebook funders and raising thousands of dollars. Like Nick likes to talk about that magic money that comes down when you turn on the tools. But the number one this was two years, the number one quandary and problem, an issue that nonprofits had and still have is this issue that you don’t get the information of the contact information for everyone that makes a donation, even if it’s not to you? Necessarily. It’s to someone else’s birthday fundraiser. So our entire philosophy and the three of us are all on the same page, and we talked about it. We have talked about this a lot is that you’re missing the point. If you focus on the data that Facebook gives you, there are ways to get the data and the content information for your fund raisers. The people that are raising money for you that are stepping up and saying I want to donate my birthday. This is a cause that I really care about right now. Everyone come together, raise money. Those are the people you need to focus on. And I think Nick made an amazing amazing point earlier this morning when we were talking. I love that point where you don’t want to clog up your Sierra Room in your database with the data of all these donors who don’t even want to hear from you anyway because they haven’t elected to hear from you. They didn’t really box

[00:23:27.81] spk_1:
their connection here, person they’re connected. The person who is running the fundraiser?

[00:23:32.51] spk_3:
Yes, exactly. Exactly. So get around this. We need to get over this hump. And Nick can also talk a lot more about that. And Maureen can

[00:23:40.82] spk_1:
too. All right, So you don’t want to focus on what we don’t have.

[00:23:44.34] spk_3:
Yes, there is a

[00:23:44.95] spk_1:
possibility that they might be, uh, uh, interested in engaging with you and your cause.

[00:23:51.81] spk_3:
Maybe,

[00:23:52.45] spk_1:
But you don’t want you don’t focus on that possibility. Want focus on what we do have is that

[00:24:31.94] spk_3:
Well, yeah, there’s kind of two ways to look at it. One is Do you want un discretionary? Do you want to, um, totally on un discretionary funds? Do you want free funds that you could do with whatever you want to do with coming in? No one telling you what to do? What? They’re not earmarked. Do you want that kind of money? Do you want exposure to a brand new audience? Or do you want to focus on the fact that I gave $5 to Maureen’s birthday fundraiser But I only gave because of Maureen? I’m not really interested in animal rescue yourself. Hung up on getting my email, but we got to stop with that.

[00:24:33.41] spk_1:
OK? All right. Well, Nick, Julie obviously teed you off. So why don’t you give us your overview?

[00:24:39.94] spk_5:
Yeah, I mean, I think, like like Facebook. Call it social fund raising. And I think that’s the key, right? It’s social. It’s it’s enabling people who love your cause who want, like, support your mission to go out and raise money from their family and friends. And if if organizations and nonprofits just treat it like direct mail or something, right, it’s not social, and so you have to you have to go with it. And so there’s this myth that, you know you can’t get the data. Yeah, Facebook don’t share the data. That is true. But actually, we’ve pion eight near two ways that you can get a lot of fundraiser data. You’re not going to get the data of every single donor that gives to every every single fundraiser on Or do you want to clog your sierra em up with that information, right? Because they’re not gonna convert on email or direct mail like less than 2% of them opt in. When Facebook asked them to hear from you. And that’s a good sign that they gave to your t their friend or their family or their loved one. Not Teoh your cause. So go with the flow. Don’t fight Facebook. Use it for a CE, much as we can possibly use it for. It’s a fantastic fundraising

[00:25:50.14] spk_1:
tour. Okay, Nick, what’s out in your background? You have You have a projector on your ceiling projecting that onto the wall.

[00:25:56.43] spk_5:
So that’s Michael. Jordan told me to read the quote. It’s a bit it needs to be bigger, right? But Michael Jordan quite. It’s a Michael Jordan quote. So is Michael Jordan

[00:26:05.70] spk_1:
Reed. It go ahead.

[00:26:20.05] spk_5:
It says, Uh, I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games 26 times. I’ve been trusted to take the winning shot and missed. I failed over and over again in my life, and that is why I succeed.

[00:26:25.02] spk_3:
I love that

[00:26:26.76] spk_1:
additional. Okay. Is that that’s not a projection from your ceiling onto the wall, is it?

[00:26:31.26] spk_5:
That is one of those decals things.

[00:26:34.15] spk_1:
Okay? You’re very, very high tech. If you’ve got one

[00:26:38.12] spk_5:
E say it’s like a hologram,

[00:26:41.29] spk_1:
right? Exactly like It’s a

[00:26:42.77] spk_5:
commercial reality. It’s argument is not really there.

[00:26:50.94] spk_1:
It’s one of those lights that shines in front of a restaurant on the sidewalk. Where is it coming from?

[00:26:52.25] spk_5:
A car, guys, it’s,

[00:26:53.94] spk_1:
uh uh OK, Marine. You want toe? Er, why don’t you add to the overview and get helping us get started?

[00:28:30.69] spk_4:
Sure. I think that, you know, part of what Julia and Nick are alluding to has been around for a long time when you think about peer to peer fundraising generally. So I’ve helped a lot of people over the years with either live physical events, that’s a five K or a bike or walk or D i y peer to peer fundraising events and organizations, generally speaking, do not do anything with the donors who give to those team captains or those participants. The data does go into their C. R M because somebody’s made an online gift and is part of that text stuff. The date is getting sucked over, but they’re not trying to convert those people. But for some reason, people feel very frustrated about the inability to get the $5 donor into their database and is Nick and Julie have both said. You’re paying attention to the glass half empty. You need to shift your mind, pay attention to the information you can get and cultivate those relationships. Um, we and fundraising think a lot about the lifetime value of a donor, right? It’s just like it’s ingrained. And whether you were formally trained in the stuff or not is all around us about who’s valuable, Who do I spend time on and who I don’t. And Facebook turns that like a 45 degree angle. And it can be awful hard to get your leadership on board with ignoring donors just really what we’re telling people to dio. Those aren’t the folks that you should be paying attention to When it comes to Facebook fundraising, it’s the fund raisers themselves, not the people who were actually giving. And that could take some conversation at your board level or your your executive or sea level Um, inside your award that it is. It is not the way it’s always been, and you have to be cool with that and give

[00:29:00.80] spk_1:
it a try.

[00:29:01.75] spk_5:
Can I just jump in, jump in and just come off the back of the no Yeah, yeah. On anarchism. So polite, right?

[00:29:21.14] spk_1:
No. Yes. You’re not sure what I was? What I was going to say, Maureen, before I was interrupted was e. I could see how clearly. Yes. Take a drink, Nick, please. I can see why your company’s practical wisdom.

[00:29:23.34] spk_4:
Yeah, like

[00:29:30.74] spk_1:
your wisdom for non profit accidental techies. All right. And I saw you checkered with Donald Techie. Okay, so So we’ve gotta persuade our vice president, CEO and board, Maybe. I mean, the board may not be involved in what we do. Ah, fundraising campaign on Facebook or not. But at

[00:29:43.83] spk_4:
least these leaders, you

[00:30:05.28] spk_1:
persuade some people in the chain that we should be focusing on the five people a year who hosted us hosted a fundraiser for us on Facebook. Or it might be more than five, But but not not the 500 who gave at the rate of 100 each to to those to those five fundraisers. Ones who created the campaign’s not the wardens who donated to the campaigns.

[00:30:32.38] spk_4:
Okay, wait a few rooms about Facebook. You know, sometimes people have negative feelings about Facebook and that can you know, dr their business practices and where they’re choosing to invest their time. And what we’re what we’re here to say is Evaluate, evaluate, test it. Is it gonna work for your organization or not? And

[00:30:32.57] spk_1:
it

[00:30:32.68] spk_4:
probably is. So, you know, get ready. Get ready for that

[00:31:05.04] spk_1:
time for our last break. Turn to communications. They’re former journalists. So you get help getting your message through it is possible to be heard through the headlines. They know exactly what to do to build relationships with the journalists that matter to you. They are themselves former journalists. Those great relationships will lead to great coverage. They’re a turn hyphen to not CEO. We’ve got but loads more time for Facebook fundraising data. Nick you not because you interrupted, but Julia said earlier that you had some tools that we can applying here. You want to acquaint us with something?

[00:32:40.83] spk_5:
Yes. So my background as a digital fundraiser, we got into this early when client we saw the problems of the clients were having with data on. We started doing everything like, manually with spreadsheets and reaching out to fund raisers one of their time on Facebook, that kind of thing. And we just decided Look, this is crazy. We’ve got to build a tool to help that fast forward 18 months later, and we’ve got over 100 nonprofits in seven countries using give panel on What we do is we basically help organizations take the power back from Facebook? That’s kind of what we do. Like Facebook are getting a lot out of this, and that’s great. They’ve given us free tools. It’s free to use no platform cost, no technology costs, nor even any credit card fees, Right? So Facebook have given us something great. We know that they benefit, but our job is to leverage that tool as much as we can get a gun and leverage it for their advertising model on to keep them employees happy and like it’s a great thing that they’ve given the world. But it’s upto organizations toe to take the power back. And so we do that by helping how organizations Steward Steward their fundraisers get the data from their fundraisers on do you know, see graphs and dashboards and all that kind of thing. So it’s kind of the missing tool that Facebook haven’t given Facebook’s base books. No interested, necessarily in kind of building the best tool for charities, their customers, the end user on. So they’ll always be a gap where people like me will want to service the non profit. Right? OK, that’s what we

[00:32:43.61] spk_1:
do. Okay. Thank you. Julia party. Your description says how to identify who launches Facebook fundraisers. Is that Is that something that’s difficult to dio Julia?

[00:32:54.64] spk_3:
Yes. So Facebook is not going Teoh tell you when someone launches fundraiser and they’re not going to tell you who has necessarily launched a fundraiser. So you do have If you’re small organization and you’re not using a tech tool like give panel to help you, then you are going to have to figure that out. You’re gonna have to constantly be looking at your fundraisers and constantly trying to figure out and identify where the campaigns are. But that is absolutely crucial even for a small organization to dio to thank people especially, and give them the tools to sort of have already in your maybe on your website toe have a little bit of a tool kit. Maybe it’s a one page document with tips for fundraisers to really elevate their campaigns because we know nobody was born a fundraiser. No one’s born knowing how to fundraise. And if someone’s trying to raise $200 for their birthday, it’s a win win. If they can succeed because they’re gonna feel great and it’s going to be an amazing legacy for them and they’re gonna be really excited, and then you’re gonna build that relationship with them because you helped them. So, yeah,

[00:34:06.96] spk_1:
so how do we identify if we don’t have a tool? How right? Go to Facebook O. R. And find who’s doing this for us.

[00:34:14.09] spk_3:
I’ll turn that over to net cause there’s a couple ways.

[00:34:25.07] spk_5:
Okay? Yes. So Facebook. When you signed up to Facebook giving tools, you get a tab on your fate on your non profit Facebook page that says fundraisers. So you can see fund raisers that have raised more than $50 in that list. The problem is that you over about 70 60 to 70% of your fund raisers don’t reach $50. There’s a lot. There’s a lot of big fundraisers, but there’s also a lot, a lot of small fundraisers.

[00:34:41.89] spk_1:
All right, so you’re not going to capture the smallest ones. You won’t be able to say thank you to them. Maureen, what do we do? Once we have identified the people who have have launched these fundraisers for US

[00:35:35.06] spk_4:
micro appreciation, I’ll use next term. You have to find small ways to recognize and appreciate the effort that these fundraisers air making, no matter how much or how little they’re raising for you. Facebook is the great equalizer in that everybody sort of knows what everybody is doing, and your fundraisers expect it. They expect you to be paying attention. They expect you to thank them and acknowledge them all within the tool, you know? Yeah, you certainly want to try to get enough information and their permission to move them over onto your email list so that they can learn more about your organization. They can be more empowered to fundraise more for your get otherwise involved, but, you know, sending a message. Knicks got a great program where people send a tiny little gift like a like a pin, a piece of swag that in your non profit they have sitting around It’s pennies. Teoh access it a diner to to mail it out, and then that person has a tangible thing that is reinforcing that relationship. They knew that I did it. They took a minute to say thank you. They actually gave me a thank you gift. And so every time an opportunity comes up in my personal life for me to start a fundraiser, I’m gonna go back to that organization and show my loyalty.

[00:36:20.11] spk_1:
And what can we do to encourage these fundraisers, whether it’s birthday or or whatever, How can we? How can we be promoting that idea to To our constituents?

[00:36:34.41] spk_4:
You do have to promote it. Radio promoting Julia, which I

[00:37:28.28] spk_3:
guess you have to be proactive rather than reactive. So sure, setting up the tools and registering for Facebook payments. Make sure you’re you know I’s are dotted and your T’s are crossed and your registered and you have all the tools set up. But it’s just like with the Donate button on websites 5 10 years ago. If you just put it on your website and don’t tell anybody, then you can’t just expect the donations to rolling as much as they could. You really have to be proactive. So advertising it, telling people this is an exciting new way. It’s effective. It’s safe Facebook doesn’t take any fees, kind of dispelling the myths and misconceptions out there around Facebook fundraising showing people examples of other fundraisers that have occurred, giving them the tools like, um, giving them photos, giving them videos, giving them text, explaining to them here the top five things to do when you start a Facebook fundraiser. Here’s what to do when you hit your halfway point but actively encouraging people. I’ve seen it in a welcome email sequence. Actually. Ah, lot of nonprofits. When you sign up for the email issue, make a donation. I’ve seen them encourage you in their little sequence. Say, to make a bigger impact. Would you be interested in setting up a Facebook funders or force? Put something on your website? Put something in your email signature. Do a Facebook live. You know, you really have to look at it as all hands on deck promoting this.

[00:38:06.00] spk_1:
What do we know about the characteristics of people who are most likely to do this? Are they necessarily the under 30?

[00:38:13.12] spk_3:
I don’t know, Nick. You might know that we

[00:38:15.41] spk_5:
we don’t have any demographic information. What we do have is that its acquisition, actually, this isn’t for something for your existing supporters donors as much as it is people who are getting noted, verified a week before on Facebook, a week before their birthday. Hey, do you want to set up a birthday fundraiser? And then they’re searching for breast cancer? They’re searching for arthritis. They’re searching for dunk cap, you know, whatever they want, their passion about what they want to give to. So 90% of our client data From what the studies we’ve done our new to the organization. They’re not people that were already on the database. So this is acquisition and its huge. We have clients that have 30,000 fundraisers a month. I mean, when you get it right, it’s by big.

[00:39:05.70] spk_1:
I’m surprised to hear I’m surprised to hear its acquisition. I didn’t expect that at all. We’re committed donors who thought of you on their birthday. You’re saying they’re thinking that their birthday is coming up and they’re looking for a cause?

[00:39:39.52] spk_5:
Yeah, that’s like So my my wife lost unfortunate, lost her mom to breast cancer two years ago. She wasn’t she just fighting breast cancer and shows the 1st 1 that came up on what we’re seeing is as more nonprofits get on Facebook, the slice of the pie is getting thinner and thinner, so you need to get in early is growing, but so is the adoption. And so organizations that go on it two years ago did very well. It’s not the birthday. Fundraising is slowing down is the fact that actually more organizations are jumping on because they’re seeing how successful it is.

[00:39:46.57] spk_1:
Okay, we’re gonna start to wrap up, Julia. I’m gonna give you ah, a shot and then never go to Maureen for the final. What do you want to leave people with? Maybe how to get started. Whatever final thoughts.

[00:39:59.52] spk_3:
Well, if you’ve not started yet, go to social good dot FB dot com and see if you’re eligible to register. It’s not open in every single country yet. And some tools air open in some countries and some are not. But the very the second thing I would dio is understand that this can Onley augment and enhance what you’re doing. What we’re saying is not to completely replace everything that’s working. I’m not saying Onley to face with fundraising and throw out your direct mail, which is what people are hearing. I think sometimes when I talk, I’m not saying that. I’m saying this is gonna enhance. And like Nick just said, it’s a way to acquire new people that are passionate. That could be even more passionate about your cause. Because everyone’s already on Facebook all day already. You know, there’s millions. Billions of people on Facebook is the leverage, the tools and do the best you can with what you have.

[00:40:55.84] spk_1:
Okay, Marine, would you wrap us up, please?

[00:41:31.71] spk_4:
Sure. Um I would say, Don’t let the perfect get in the way of the good, you know we can. We’re very terrible about snow. Sometimes in non profit culture. We take a really long time to think about things. A really long time to change gears. This is a time for action. Even if the world wasn’t dealing with the pandemic, it is a time for action for nonprofits. Try something having experimental frame. Get buying from your leadership, but try it. Try it. You really have nothing to lose. How’s that?

[00:41:38.24] spk_1:
Would an impassioned plea Yes, that Z from from Kit God, that’s Marine will be off digital strategist and technology coach with practical wisdom for non profit accidental techies. Also, Julia Campbell, The

[00:41:47.02] spk_3:
Penis of your voice over Any time you talk

[00:41:49.93] spk_1:
work what it is. The company right?

[00:41:52.11] spk_4:
It absolutely is

[00:42:10.80] spk_1:
way. Non profit. Accidental techies. Julia Campbell, author, speaker, trainer, author, speaker, teacher and trainer. Well, teachers Train right, Jay Campbell, social marketing and Nick Byrne with Any at the end. Founder and CEO Give Panel Marine and Julia and Nick. Thank you so much for sharing with us.

[00:42:15.43] spk_3:
Thanks, tony. Thank you.

[00:43:41.52] spk_1:
Stay Well, I’m glad we were able to work this out and thank you for being with tony-martignetti non profit radio coverage of the virtual 20 NTC workshops sponsored by Cougar Mountain Software. The Knowledge Fund. Is there complete accounting solution made for non profits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial. Thanks so much for being with us next week. The special episode on the racism conversation and more from 20 NTC on the regularly scheduled show. If you missed any part of today’s show, I’d be sent. You find it on tony-martignetti dot com were sponsored by wegner-C.P.As guiding you beyond the numbers wegner-C.P.As dot com. But Cougar Mountain Software Denali Fund is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial and my turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot ceo Ah, creative producer is clear. Meyer off Sam Liebowitz Managed stream shows Social Media is by Susan Chavez Mark Silverman is our rep guy. This music is by Scots You with me next week for not profit radio Big non profit ideas for the other 95% Go out and be great