Tag Archives: Social Media

Nonprofit Radio for January 3, 2022: Social Media Outlook For 2022

My Guest:

Charrosé King-Mathews: Social Media Outlook For 2022

Charrosé King-Mathews reveals what to look for in the New Year around platform evolution and content trends in the social networks. She’s an instructor in communications at Howard University.


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[00:00:03.04] spk_3:
Hello and welcome to tony-martignetti non profit radio

[00:00:13.14] spk_1:
big nonprofit

[00:00:14.26] spk_3:
ideas for the

[00:01:42.34] spk_1:
Other 95%. I’m your aptly named host of your favorite abdominal podcast Happy new Year. I’m glad you’re with me. I’d be stricken with Lauren Jill papilloma ketosis if I had to say that you missed this week’s show Social Media Outlook for 2022 Sharos King Mathews reveals what to look for in the new year around platform evolution and content trends in the social networks. She’s an instructor in communications at Howard University. tony steak too. Lots of Good 2022 Wishes. We’re sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot C. O. Here is social media outlook for 2022. It’s my pleasure to welcome for her first time Sharos King Matthews, she is a strategic communications instructor at Howard University where she’s also pursuing her PhD in communication culture and media studies. She researches and writes about rest and creativity as methods of resistance and healing. Share Jose just left the faculty of N 10 after five years. She’s at Sharos CK Sure Jose. Welcome to nonprofit radio

[00:01:48.94] spk_0:
Hi, it’s great to be here.

[00:02:02.94] spk_1:
Pleasure. I’m glad you are. I’m glad you are. But tell me tell us a little more about your your research and your writing on rest and creativity as methods of resistance and healing. What what what what does that work look like? What is that?

[00:02:05.89] spk_0:
So I am you know, starting out so I’m going to be discovering what that work looks like. But I’ve I’ve always been um very interesting.

[00:02:16.94] spk_1:
I’m sorry, what do you think it’s gonna look like? What do you hope

[00:02:35.04] spk_0:
it’s gonna look well where where I’m starting from is like um I’ve always been interested in in creativity and art and being able to express oneself through artistic mediums and helping other people to do that as well. Um and I think creativity is like a a huge social driver for for change. If we look at like music and art and fashion in the way that people are drawn into movements by the ways that we can use creativity in order to, you know, engage people and get them to think about different things. Um but also on the other side of that that you know, rest is so important to creativity. And looking at the ways that, you know, systems of oppression have stifled communities, abilities to produce creative work by with you know, low wages that require them to work, you know, constantly just to be able to afford a living and you know, um well in my case as a black woman having ancestors who are brought here specifically to work and how that has, you know, our relationships with work and and you know, as opposed to living in more creative and and pleasurable life and how we can, you know, move towards everyone being able to have those more um creative opportunities and how that can change our world for the better for everyone.

[00:04:14.14] spk_1:
Cool, All right. They’re they’re interesting tensions because you’re writing about rest and creativity. To me those are in opposite. I mean, you’re you’re you’re not you’re not at your most creative when you’re resting, creativity is, you know, is activity, stimulation and then and then rest. But then as methods of healing and resistance to me, those are in opposite to, you know, you I don’t they’re they’re, you know, they’re both they’re both critical, but I don’t see them as consistent. Like you when you’re healing yourself, you’re not in a resistance, you’re not in a resistance state state. Resistance to me is, you know, agitation

[00:04:23.78] spk_0:

[00:04:30.44] spk_1:
and and advocacy, you know, But that’s not that’s that’s in opposite to healing, right?

[00:04:31.15] spk_0:
Yeah. So it’s like I’m thinking like the balance of the two and how you you you know, need one to have the other and and that kind of thing and seeing how they are synchronous and you know, um I just I want people to everyone to have, you know, be able to live healthier, more fulfilling lives and, you know, all of that stuff

[00:05:12.24] spk_1:
healthy but also productive and resistant when needed. Absolutely, yeah. It’s interesting. Yeah. Like there’s it’s two different spectrums to me rest and creativity, healing and resistance interesting. Alright. This Yeah, I’ll be, look, I’ll look forward to your dissertation in how many years? How many years does this program take you, do you think?

[00:05:17.44] spk_0:
So. Typically about four. I will be finishing up my classes this year and then I’ll be focusing just on my um dissertation proposal and then my dissertation.

[00:05:44.34] spk_1:
Yeah. And research. All right, very good. Welcome. Alright. It’s glad to have you. So you’ve got some savvy ideas coming, coming out, coming off the n 10 faculty as well. So howard faculty and 10 faculty. Uh I’m not sure which is more prestigious. Well, you know, Well one is, one is prestigious in lots of respects and the other has its niche in nonprofit tech. So they’re both,

[00:05:50.89] spk_0:
they’re both prestigious. They’re both quite prestigious in

[00:06:08.04] spk_1:
their own. Yes, that’s right. That’s right. Um Not zero sum by any means. They can both be highly prestigious. So you’ve got some ideas around social media trends. What you see coming for 2022. What do you see happening with our social media platforms?

[00:06:11.84] spk_0:
Some things that I’m seeing are more audio only features um like on twitter on facebook, which would be great for people who listen to podcasts. Maybe that’s that fits in well. Um and even like um

[00:06:35.54] spk_1:
facebook is facebook is coming to audio only a little slow. I mean I’ve been I’ve been podcasting since 2000 10 where they’ve been, where they’ve been, where has facebook been

[00:06:40.13] spk_0:
has been around for a very long time has been around. Yeah.

[00:06:43.52] spk_1:
But where, where they they they’re coming late to the format.

[00:07:09.34] spk_0:
Yeah. And I think so. I think that happens like with technology sometimes we, we like jump ahead and it’s like sometimes we might lose things that were good before and we have to kind of rediscover them and they, they show up in a different way in in some ways, like we see here on, on like twitter and, and facebook also, Tiktok will be um, is working on streaming. Well, it’s released in, in some countries internationally, but it’s another example of, of a platform focusing more on audio only content. Um,

[00:07:24.84] spk_1:
wait, so, so Tiktok moving away from video,

[00:07:26.74] spk_0:
Not away by audio only also

[00:07:51.74] spk_1:
in addition. Okay, okay, Alright. So, alright, so let’s talk about this. This audio only trend. Then you’re saying facebook twitter, Tiktok uh, promoting audio only formats. What do you see? Non profits are able to do? I mean, how do you see leveraging that?

[00:07:53.64] spk_0:

[00:07:54.79] spk_1:
Like are they all short form like this, Tiktok, you know, like Tiktok audio format limited to 15 seconds.

[00:09:58.14] spk_0:
So on. I know, so each of them is, is a little different. Um, I know on, on twitter for example, you can have like, um, instead of like a live video that’s going on, you can have an audio room where people are chatting, anyone can listen in, but you know, only certain people can chat. So you might, that might be good for like, um, if you’re having a panel discussion or something like that and, and maybe video is not as important to it. Um and you can, you can do it that way, especially if you are uh you know, working, working virtually in people in different locations. Um video is not as important. That can be helpful and um also like when now they have a lot of different ways that they will appear on these different platforms. Um but I think as always, and I want to say this for for like all the transfer that we’ll talk about, you know, you want to think about how it works for your organization in particular because there’s they’re popping up with different features all the time. So you have to think about how, how do we best communicate with our audience. Um so I think, you know, in short form places you might, you might share like specific snippets of your podcast. If you have, if your, if your organization has a podcast, maybe you would share specific snippets or maybe particular quotes or updates that you could share like with the photo and then um like a message that goes along with that photo, which is also, I think the benefit of that is it’s a bit of a lower um you don’t need as much equipment or export technical, know how like you would need to do in order to create a video, you know, with the video, you need to to, you might need to do some editing or you might need to create some graphics, but if you have photos, you can use those in lots of different places and incorporate audio with them, you know, um, on certain posts to enhance the, the content.

[00:10:18.54] spk_1:
Okay, okay, very interesting. Audio, audio only. Do you, Do you envision that, that, that Tiktok audio only feature will still be limited to the, to the 15 seconds.

[00:11:16.34] spk_0:
Um I’m not, I didn’t, I don’t remember reading how long it would be um but okay, so, so Tiktok is also moving into like, because they use a lot of music and stuff on their platform. They’re also looking into Tiktok streaming, like having a streaming service that is a competitor to Spotify. Um and then you also have Spotify incorporating more social media into. There’s so you see a lot of, a lot of um, hybrid things happening um between between some of these like audio and social media in particular right now and I would say we did see this a lot with with video. I mean we had vine was huge and, and you know youtube, of course we still have Youtube. Um but a lot of these things are the things that we, we already used to communicate and they pop up in different ways depending on, you know, what features are available on how the different audiences communicate with one another. Um, on those different platforms.

[00:11:40.04] spk_1:
That’s interesting, you bring up vine, how come vine went away but tick tock. It is, it is, it’s flourishing.

[00:12:39.04] spk_0:
How come, what is that? Yeah, I know, I’m fine, it was right, so vine went away and instagram at that time started having short videos too. So it was like instagram kind of picked up that short video format and then vine, you know, wasn’t needed as much because you have, you have your photos and your video on instagram then, so then we lose vine, but we have olive vines, features on a different platform. Um and I think that’s something that we really want to think critically about when we’re looking at these trends and the different platforms that come up because there are a lot of politics behind it, you know, it’s something it’s, you know, which ones have the most money, like instagram is owned by facebook, so they have a lot more money and resources and facebook is everywhere all over the globe um you know, in, in nearly every country, whereas you know something um for as a, as a um you know, contrast, we have Tiktok which what has been threatened to be, you know, shut down in the US unless they, unless they, you know, sold part of their company to an american owner. So we have things like that that are going on in the background that, you know, we have to make um certain apps, you know, have more ability to reach more people. So it’s also, it’s about how we use them and whether they are service serving people’s needs and you know, that it’s fun to use and all of that, but also we need to think about, it’s not always just, um, the audience that determine which one is a successful platform.

[00:14:29.84] spk_1:
It’s time for a break. Turn to communications, Your Communications Plan for 2022. Does it include social posts, blog posts, newsletters, your annual report, website updates, board reports, fundraising appeals. Acknowledgment messages, staff, communications, process documentation, training, documents onboarding or maybe those last couple don’t fit into your communications plan. They still have to be written. Do you need help with your writing in 2022 Turn to communications, your story is their mission turn hyphen two dot c o Now back to social media outlook for 2022, does that mean that we should not be pioneers or even maybe early adopters when a, when a platform emerges, you know, that, that we not invest time in it when it may not, It may not survive? I mean like should we wait 18 months before we jump into a new platform?

[00:15:02.24] spk_0:
I that’s a really good question because I mean that’s what we’re talking about here, trends. We wanna know trend because we want to know how do we react to these new things. Um, and two that I, I would say like for if you’re a smaller nonprofit and I’ve worked at many, you know, you don’t have a lot of resources you want to, I would like to think of think of the social media, um, managing that as a, um, capsule wardrobe. So I don’t know if anyone familiar with the capsule wardrobe defined that we have, we have

[00:15:09.48] spk_1:
on non profit capsule wardrobe will definitely land you in jargon jail.

[00:17:48.74] spk_0:
So, right. So, and so a capsule wardrobe if you think of, so you can think, I think a great example is Fran fine on the nanny. She has a very, you know, dramatic wardrobe. However, if you pay attention, she’s pretty much always wearing a black turtleneck, black tights and black shoes and then she’ll put like a fun jacket or a fun skirt on top of those things. And, and so that’s um, you know, a way to extend a wardrobe on fewer, there are fewer pieces and just choosing like a statement piece. So the way I look at that is like, um, in with your social media, you want to have good bones, good structure. You wanna have, you wanna have some image templates that you can use. And then when there’s a, you know, I just talked about images before and putting audio with them. So if you already have great images that you’ve worked on and put a lot of care into curating, you can then add these other things on top of them as these trends change. Um, I would also say as far as new platforms coming up, I think it’s always worth your time to at least create an account so that if that platform becomes more popular in the future, you’ve already claimed your organization’s name on there. Um, so that it’s easy to find you and you, and it’ll be, you know, more cohesive part of your brand. So I think that’s always worth it because that doesn’t take a lot of time. Exactly. Right. Right. Right. Exactly. And that’s fine too. That’s fine too. Because you’re, you’re putting your time where, you know that your audience is and, and you know, what’s going to pay off because, you know, without a lot of time and resources, we have to be very smart about, um, where we’re putting our focus and social media because it’s so vast when you send stuff out, it can just go out into the ether and no one, you know, it might not get traction. So you need to be very smart about how you’re using your time. So I would say like, yeah, you’re right. So you have your, your core images and the kinds of messages that you know, that you can use. Um, also this might be referred to as evergreen content content that you can use all the time. Um, you know, no matter the time of year, but it’s always relevant to, to your organization. Um, I think that’s a very important thing to have in, in kind of your capsule wardrobe, um, of, of social media fashion, you know, your,

[00:18:30.84] spk_1:
your, your capsule wardrobe, your capsule wardrobe. Yes, I scolded your core capsule. Okay. Sorry. Yeah. Um, well, I’m a guy, I want to be, you know, I want to be up. I want to be, I want to be timely. My, my time has long passed. Um, so, alright, Yes, absolutely, of course, evergreen content repurposing, you know, you want to be smart. You know, if something goes on your blog, maybe you can maybe you can pull a 12th, clip, an audio and quoted somewhere, you know, on twitter

[00:18:31.17] spk_0:
or facebook or, or,

[00:18:50.34] spk_1:
or, or Tiktok when, when the audio only features are, are, are available. Um, and then, you know, and then it could be part of, maybe it could be part of an email. Uh, maybe maybe it lives somewhere else on your website. You know, maybe it could be a social media post in print instead of audio. Um, right, so you want to be smart about

[00:19:01.84] spk_0:
right? And one um, uh, an acronym that I use for that, that I’ve heard is cope create once, publish everywhere. Okay, so like your blog post, you created it once. But then you’re using all those pieces of the blog posts in different places on your social media or your website and your blog and your emails and all of that.

[00:19:58.74] spk_1:
I love it create once, publish everywhere. So we got our capsule wardrobe. We have our, we have our cope. Okay, what? Um, all right, So this is interesting. This audio form. I mean obviously as a podcaster and I’ve been a longtime listener of radio and I think radio is just such a intimate format. It feels close. I mean, I got my inspiration for this show from radio shows. Um really interesting, you know, in one respect, it’s a, it’s a step back from, from the video because now you’re only getting really getting half the, not half the content really, but half the half the stimulation. I mean there’s the but but I don’t consider a step backwards, but but

[00:20:01.72] spk_0:
somebody, somebody could

[00:20:02.69] spk_1:
say, well, no picture anymore, what you know, but the video is the trending, but now, now now audio is trending.

[00:20:09.94] spk_0:
That’s why

[00:20:11.54] spk_1:
that’s why we need you on to make sense of this for

[00:20:14.27] spk_0:
us. For

[00:20:15.89] spk_1:
me, I’m not gonna maybe other people maybe more sad, but make sense of it for me please.

[00:21:19.44] spk_0:
So as you were talking, I was thinking, you know how you said like, radio can feel much more intimate than watching the video. And I it kind of reminds me of like reading a book versus watching a movie, the way you described it kind of like, and sometimes, you know, using our own imagination. And and with with the content that were there were there were reading or listening, using our own imagination. I think also helps us build a bond in some way. Whereas when you have a video, it’s like you don’t have to use your imagination, you can see what this person looks like and where they’re sitting and how they’re speaking and all of that kind of thing which I think takes away some of I think that’s part of like our creativity that makes us, you know, interested in having, you know, not knowing everything right away, you know? And and I um especially think like with audio, you know, you’re you’re very you’re not thinking about how you look, you’re just you’re just you’re just really um participating with the content,

[00:22:13.44] spk_1:
interesting. That reminds me of of a host I used to listen to on National Public Radio terry Gross. She she never wanted to be in the same studio as her guests, they always remote and and there was no camera feed. It would she she didn’t want the visual stimulation, she wanted to focus on the conversation and that’s it. She didn’t want the person in the room, she didn’t want to see them wherever they were, whatever studio they were in, she didn’t want to see them from there. It was just the conversation. Mhm interesting. Alright, of course I’m blowing, I’m blowing it here because I I can see you right now and we may put this on Youtube. Uh

[00:22:15.11] spk_0:
well you’re stuck with the lack of choice that people have the choice so to watch or or just listen,

[00:22:21.02] spk_1:
that’s true, you can turn your screen, you can turn off your screen absolutely, you could, you could go for the go for the creativity and, uh, and just listen,

[00:22:29.84] spk_0:
I guess it’s

[00:22:42.94] spk_1:
not so good to just watch though. That’s not gonna be good. Like don’t turn the sound down and try to read the lips that you’re, you’re missing, you’re missing too much content there, that I wouldn’t suggest doing it that way. All right. Um you think Tiktok is growing too, you have a, you have a prediction about Tiktok and instagram.

[00:24:08.44] spk_0:
Um, yeah, so I was reading this and I think, um, hoot suite that Tiktok is growing will surpass instagram um, in the number of active users. Um, and you know, that’s, I mean, we do see a lot of, a lot of the, you know, younger audiences on their like gen Z and stuff like that. Um, and, and I, and I was also reading about, um, okay, well, let me say so, I always want to be like, it’s great when companies can grow and it shows how popular they are. But I do also want to go back to, you know, what we just said about why certain platforms grow faster than others or might succeed where others don’t even though they have the same the same features, But, um, and so, and I start with Tiktok, um, and instagram and, you know, which one is popular is important for our organism, which one’s most popular is important. But we also want to look at where are our audience is in particular. So if you know that your audience is, you know, um this demographic, which is, you know, it’s um boomers who live in Arizona or, or whatever demographic it is, and it doesn’t, it’s not, you don’t see your audience on Tiktok, then it it doesn’t make um too much sense to go on there. But as we said, go and claim your account, make your space. So if you if it ever as the demographics change because that’s important to remember to demographics change over time. Um if we just look at facebook, for example, facebook was only open to university students. Um, so that was a very small demographic, but then it grew and grew. So, so we can see like these are where, where the numbers are for a moment. But that changes. And we can use that information to try to help make our decisions. But we should always remember that none of these are hard and fast rules. And we have to think about ourselves as the expert of our audiences and think about how social media is a tool to help us reach those people that that we know best

[00:25:17.84] spk_1:
and you’re good point, you know, knowing where they are and and knowing that that may shift as well, grandparents were not on facebook 15 years ago, but now it’s common. Well even before the pandemic for grandparents to stay in touch with grandkids through facebook. So,

[00:25:23.17] spk_0:
right. And, and a lot of my students do not use facebook anymore.

[00:25:28.01] spk_1:
Right, well their their grandparents around

[00:25:29.76] spk_0:
it, they don’t want exactly that’s going to look at pictures of your family and stuff, but not talk to your friends.

[00:25:36.74] spk_1:
Facebook is a perfect study in shifting demographics.

[00:25:39.69] spk_0:
That’s an excellent. Yeah, very interesting.

[00:26:26.34] spk_1:
The pioneers were driven off by the by, I think by their grandparents, they were alright, so if Tiktok Tiktok surpasses instagram, alright, so that it’s just, it’s just something I like to be aware of that Tiktok is growing in in audience size that way. And so it might be, might be a place for you to look. Um but maybe not, and we’re gonna get to the maybe not, you know, every right, every platform is not for everybody. Um but again, I love your advice about, you know, claim your claim your spot, get an account in your name, so nobody, nobody beats you to it and then you have to be creative or You know, be Tony-Martignetti two or something, you know,

[00:26:29.19] spk_0:

[00:26:38.74] spk_1:
they were the real tony-martignetti you know, All right, so let’s talk about creating, creating content this emerging short form audio

[00:30:11.64] spk_0:
with creating content and especially with short form, I think that’s definitely, you know, a challenge for a lot of social media accounts for a lot of our organizations, especially those that do very complex, you know, work and we want to communicate about it, but you know, this very brief, um, these very brief formats make it very difficult and I always try to emphasize with my colleagues and and reminding myself that social media is a place to direct people to more information. So like, yes, those clips are very short. But you want to make sure you’re using that to direct people where they can get more information. Words, you know, whether it’s, you know, signing up volunteers or donations or or what do you want them to do after? Well, and always have some kind of idea of what you of um, what each of your posts are doing for you. So you don’t wanna, you know, just put any kind of content out there. You have 15 seconds or, or however short the clip is and you want to make sure that you’re, you’re, you know, getting the most out of your time. So, um, when you are like, again, we will go back to the capsule wardrobe, making sure you have those solid foundations, creating some, some graphics that you can reuse. Um, but also, you know, look at what your, your peers um, uh, similar organizations are doing also what your audience is sharing, even if it’s not, you know, specific to your organization, you can see what your audience is interested in and how they are spending their time. Um, I often, you know, in my, in the course that I was doing with the intent, I would often talk about thinking about walking through the day in your audience in any of your audience members shoes and thinking about how are they spending their morning? You know, is that a good time to reach them and, you know, what kind, what are they doing in the morning and how might, you know, your work relate to that in some way. Like if somebody, you know, spends their morning, you know, watering their garden and you are, um, you know, an environmental organization and how you can um kind of show that you have common interests there and relating to what they’re interested in. So looking at looking at what what they are already interested in, but also looking at what some of your competitors and, and similar organizations to yours are doing, and, you know, identifying not just looking at what they’re doing and copying them, but looking at what they’re doing, identifying what works and what doesn’t, and also how you can put a spin on things for, for your brand, um, you know, there’s, there’s a quote, like good artists copy great artists steal that. So, so we want to, so it’s, it’s, it’s, you know, perfectly legitimate to look at what other companies are doing and and try them um, in your own way. Another thing is there’s nothing new under the sun, So all of these ideas are we’re regenerating and, and recreating and which is creativity, you know, thinking of these things from all these different places and they come together to make new things. Um, so when you’re thinking about about your content and how to make it, you know, engaging. You want to go back to the things, think less about the technology and think more about, you know, the very essence of good storytelling and, and you know what makes a good photo making sure that they’re good quality and all of those things can will take you a lot farther than thinking about um friends and and styles because they change so quickly.

[00:31:48.34] spk_1:
It’s time for Tony’s take two. Yes. You have my good wishes for 2022 for the new year. I’m I’m always optimistic at the beginning of the new year. Even when all evidence maybe to the contrary. I still, I don’t know. Uh Pollyanna naivete, blissful ignorance. I I don’t know. But every year I’m optimistic. So I’m optimistic about the new year. And you have my good wishes For your 2022 for you, your family, your work, your nonprofit, all those, all those things that are important. I hope 2022 is very good to you for all of those things in all those different ways. That’s it. My good wishes for the new year. That is Tony’s take two. We’ve got boo koo. But loads more time for social media outlook for 2022. Alright, that was a lot of excellent. So let’s start with calls to action. You want, you want, you want every piece of content to have some call to action, learn, learn more volunteer, donate, sign the petition.

[00:31:53.34] spk_0:
Even if it’s not a direct call to action, like, you know, sign up. Even if it’s, but even if you know the purpose like, okay, we are interacting with this audience member in order to, you know, build a better um relationship with our audience. Always make sure that that you know why you’re posting and you’re not just spending time sending things out because that’s that’s where you start to, you know, sink all your time into something that might not be paying off

[00:32:51.44] spk_1:
and in in short form audio. I mean if you want folks to go somewhere, maybe two learn more or you know, if there is an explicit call to action, learn more at a landing page, maybe you’re testing the, the, the outcomes so you have a landing page or whatever it is. Short form audio that you have to devote part of your 15 seconds to reading a web address.

[00:33:47.34] spk_0:
So with the, the short form audio, it’s always going to be um in a place they’re gonna have to be looking at something to click on it or have some kind of text with it in order to like it’ll come up in their feet or something like that. So whatever description um or you know, sometimes you, I mean in most places you can comment even beneath yourself. So wherever you see any opportunity to put in that information um is important um to do that. But as far as you know with audio as well, I think it’s also sometimes I see um and that’s actually not, this is audio and text but sometimes I’ll see like very long you RL’s um and I think it’s important to remember to use a U. R. L shorter I think um definitely. And when you’re doing audio, whether you know short for more or a little longer and you want to include a U. R. L. Make sure that you use like um Bentley dot com or something where you can customize it to be something easy to remember and you don’t have to say http excuse, you know, all of

[00:35:08.84] spk_1:
that. Uh I like to go even further. I have, I bought the the vanity domain, you know, tony dot M. A. So I could do tony through M. A. I think is Morocco. I’m pretty sure I bought that. I think I’m every two years I paid the country of Morocco I think I’m pretty sure that’s M. A. Um it’s not Mauritania, I think it’s more, I’m pretty sure it’s Morocco. So yeah, so tony-dot-M.A.-slash-Pursuant I can say, you know, non profit radio uh email sign up, you know whatever whatever. Alright so that may be worth investing in a little vanity vanity shorter too but but bitterly of course we like. Yeah, I like free resources. Absolutely. Um and then you mentioned peers, you know, evaluating what your peers are doing, what others see what other nonprofits are doing. So you mean literally looking at there at their feeds and and, and different platforms and see what they’re talking about and how they, how

[00:35:35.64] spk_0:
they talk, yep. And so you should definitely be following your pure organizations. Um, there are also a great resource for creating content. Not just, you know, if you, um, work together sometimes on on a shared project, um, you can help boost each other’s visibility on social media. But you do want to be following following your peer organizations also, you know, as a social media manager. Um, you tend to befriend the other social media managers because you know, you said, you know what other each other are going through. And so that’s actually a great community and um, following each other because then you can reach out to each other. Help. Help because you’re you’re in it for the, for the same cause. So it’s like you’re boosting the same content and and you know, helping achieve your mission overall that both of you want to achieve.

[00:36:27.33] spk_1:
That could even lead to some deeper collaboration. Maybe, you know, I’ve, I’ve had guests talk about the possibility of uh, like doing giving Tuesday, you know, combined campaigns. Mm hmm I don’t remember other examples, but but you know, just shared promotion. Pre shared projects, your promotion

[00:36:38.43] spk_0:
and one of the ones that I’ve had the most success with as far as partnership and shared promotion is um well I don’t see them as much anymore, but for a time there were twitter chats were pretty popular. Um I don’t see them as much as I used to, but whenever I’ve done them, I we would always get like tons more engagement um with our content. That was one of our I will put that on twitter chats and and tweeting at conventions. That is when we would get the most followers, the most retweets the most engagements generally. Um and now I’m thinking, you know, with the twitter um audio rooms and stuff like that. That could be instead of having a twitter chat where you’re typing it out, maybe you have people come in and listen to your panel discussion of experts talking about whatever the theme is and um introducing people to, to your brand that way.

[00:37:32.13] spk_1:
Cool. Excellent ideas. All right. You recommended paying attention to what your audience shares. Mm hmm. So you know what you want to you want to do more of what’s popular and less of what people think? Sucks. Right.

[00:38:48.32] spk_0:
So, um yeah, so, well, before I was a lecturer at Howard, I worked in the office of the Vice President for student Affairs and I was managing the social media there. Um and the school environment especially important to watch what your audience is saying because we didn’t need to watch for any problems that are coming up and stuff like that. Um but that’s the kind of thing I think you you want to look for generally and not just you know, problems um not doesn’t have to be something dire, but you know, what is, what is your audience concerned about that your organization can help answer and um you know, what are the problems that they encounter or the ways that see that they that they feel the issue that you cover, how that impacts their lives. So sometimes it might be looking at, you know exactly what they’re posting, exactly what they’re saying and sometimes it means more about like you know looking at overall and kind of observing, you know what you um you might even notice like challenges and things that come up that that your audience does not. Um but you can perhaps you know show how your work can help with these things that they may not even notice our issues um relating to your organization.

[00:39:06.62] spk_1:
What about the use of analytics to uh to evaluate what what your what your folks are sharing is that can that be valuable there?

[00:41:00.61] spk_0:
Absolutely. You should definitely be um keeping track of your analytics if you so if you don’t have a dedicated person who can look at the analytics every month, you at least want to be downloading them. So you have them um whenever I have started a new position as a social media manager. one of the first things that I do is to go to, um, all of those social media accounts and download as much of their um, analytical history as I possibly can. So if you’re already keeping and, and the thing is some platforms that you can’t go back any farther than a couple of years or a couple of months. So it’s very important to get that right away. Um, even if you can’t look at it consistently, because one day if you, if you do have someone who’s able to dedicate time to that, they have tons of content to go on where they can look at, you know, oh, we had a huge jump in in subscribers um, at this time and then they can go and look at, well, you know, what was going on at that time, What did we post? What was drawing in so much engagement? And so that’s why you really, um that’s why your your analytics are so important and it’s thus about like looking through them every day. Or I’m sorry, every month or so, um, because you know, if you don’t have a dedicated person for that, that takes a lot of time. But being familiar with, you know, around how many followers you have or being able to see the trend of, you know, what is normal engagement for us. So that then you can see when you do have a huge spike, you’ll be easily able to identify like oh here’s where that came from and here’s how we can duplicate that success also because that’s another thing you want to think about. How can we do this again? Um how can we use it for a different campaign or or in what other ways can we can we benefit from you know this content that we that did so well

[00:41:05.01] spk_1:
which are the platforms that you think have the better analytics.

[00:42:49.90] spk_0:
I definitely have opinions about that. Twitter, Twitter has great analytics um you will find so in um in a lot of communications scholarship like peer review journals and stuff when they’re when they’re talking about social media they will often use twitter twitter analytics because they’re the easiest to access. So twitter makes it very easy to to download all of your analytics from your account and put it in an Excel spreadsheet and then from there you can do whatever you want to do with it. Um there are on the on the other end I would say like for example instagram you cannot you have to go to like each individual post and see how many how many had right? So you have to type them in and yeah so and and that that allows um face meta now meta to have you know um more control over that content. Um The facebook analytics I are pretty good but again they are there, you kind of have to keep them within facebook Um So it’s harder to you know take them out and analyze them in different ways. So any platform that’s going to allow you to download them in an Excel spreadsheet is ideal. Um But you know sometimes I have had to go through and I’m writing typing them in individually from instagram. So and and that could that could also you know be a factor in deciding which platforms that you spend most of your time on because you know if you if you are focusing on if you make if you want to focus a lot on your analytics you wanna and and you want to have a platform where you can easily download them and it doesn’t take a lot of extra work. Um So you know these are all things to think about when you’re when you’re deciding you know what works best for for how you present on social media.

[00:43:15.50] spk_1:
What’s another one that’s good besides twitter Analytics one judging the analytics.

[00:43:20.00] spk_0:
I mean I do I like facebook uh the analytics that they that the way that they’re analytics

[00:43:27.47] spk_1:
are in the

[00:44:20.59] spk_0:
classroom right? You can’t export them. So um I’m thinking I mean for the most they tried there so you can I would also recommend. So I don’t know of twitter is the best ones, I don’t know of any other other ones don’t really compare to that but yeah but twitter is also starting to lock down um some of that like it’s not quite as much um data as you could get it before so um but there’s also you know platforms where like Hoot suite for example where you can have multiple social media platforms and see your analytics aggregated there. I do caution though that when you use um you use one of those platforms um the numbers might be a little bit different like there might be like some lag time between you know twitter and twitter on Hoot suite you know so um and also like the labels and the way that data is is labeled so you know on one platform a certain action might be called interactions whereas on another platform they’re called engagements and how they measure each of those things and what they’re called could could be different. So it’s just you know making sure we’re watching for those.

[00:44:52.69] spk_1:
Why would like a twitter start restricting the the robustness of the of the analytics the way you just said they’re they’re they’re tightening that up. Why would they why would they offer less?

[00:45:01.29] spk_0:
You want to charge for it? You want to start

[00:45:03.45] spk_1:
charging a fee to get it or

[00:45:29.19] spk_0:
you know what that’s and you know we we don’t know until they until it’s public. So that is 11 thing that could, I’m I haven’t um I’m not sure why it’s more difficult to get information but you know it’s beneficial to companies you know that information is money to them. So it is beneficial to them when they, you know, have proprietary um keeping content that that is valuable to them. I would um but twitter,

[00:45:43.49] spk_1:
they could have it too and share it with us too. I mean they’re they’re only sharing it with users. Users can only get there there little bit. The company is welcome to aggregate the hundreds of millions of users. They can do whatever you want with your proprietary data. But let me have my little share what are you taking in the era of transparency? What are you taking my little share away for?

[00:45:57.29] spk_0:
You would think, But I don’t know. All

[00:46:36.38] spk_1:
Right. You don’t have all the answers. Nobody does know these black boxes that we’ve all signed onto 2020 years. Sometimes they’re more annoyance than than than than additive but sometimes not not, I’m not, not saying I’m I’m opposed to social media obviously, but they can be very annoying, very annoying. We don’t even, we could spend a whole hour talking about facebook or a day about the annoyances behind facebook and in the shift from organic to paid, it’s just to me it’s just corporate green. All right.

[00:46:39.48] spk_0:
But I think a lot of that is, you know power from the users and putting it back in the hands of the company because users do have so much power and we have a lot of their ideas come from the users that are using the platforms. So I think it’s, you know, wanting to control how, how people use that platform and the information that you can get from it.

[00:46:59.28] spk_1:
Yeah, I mean,

[00:47:03.77] spk_0:

[00:47:28.88] spk_1:
exploitation. I mean, I’ll use, I’ll use facebook the most egregious example as, as the example, but you think goaded us all in, you know, they have 2.5 billion users now, a third of the planet is they, they brought us in and then they, and then they shepherd uh, you know, much less organic reach now. You want the same organic, you want the same reach, add pay for it, pay for it, pay us pay Goldman Sachs and uh, and you can have that, we have your reach back that we gave you originally and you know, it’s, it’s egregious. It’s uh, just exploitation.

[00:47:43.38] spk_0:
And I, I feel like social media has so much power for bringing people together and, and so that’s why I caution about like with trends and stuff we do need to be critical about, you know, is this trend, was this trend created because it’s something users wanted or because the company needs to innovate and grow. You know, so that’s another reason why you can wait and give yourself some time to see which trends are taking on and what makes sense for you because you don’t want to just be throwing your your time into this machine that is just there to make money for them. You want to make sure that you’re getting the best value out of that,

[00:48:37.77] spk_1:
what a beautiful segue to, to a closing section, let’s talk about, you know, every every platform is not for every non profit you know, you’ve you’ve made the point already, you know, you can uh squat on your account, you create your account and just and just squat it, hold it, but but every, you know, even the bigger platforms, we don’t have to be everywhere.

[00:48:42.07] spk_0:
Exactly, so,

[00:48:43.29] spk_1:
you know,

[00:50:17.66] spk_0:
you definitely right, so there are like you and this is something I say in my class to like in learning about social media and there’s constantly new stuff, you do not have to know everything about it, you do not have to be on every platform, your audience is not on every platform, no single person can manage all of the social media accounts that their social media platforms that there are. So I think the most important thing, you know, is to get back to that good structure and knowing who your audience is and um how to communicate with them and then, you know, using the different quirks of those social media accounts and different features to, to tweak that, but um as far as, you know, you might also want to think of as we’re talking about, you know, these big companies and what data they’re keeping and control and stuff like that, that might also be an a factor in deciding which platforms you’re on like um, back to N 10. Um, and 10 is no longer on Facebook because you know, the, some of the business practices that Facebook has used do um, do not, you know, does not work well with end transmission and the ways that they operate and you know, those are things you have to weigh that. Um, you know, if a lot of your, your audiences on facebook and that’s the only way to reach them, then maybe, you know, you do stay, but you know, you have this understanding of like um, that there are issues and were working around them and trying to make the best of these environments, but you know, they are businesses and so we need to be smart about where we’re spending our time.

[00:51:22.46] spk_1:
Excellent advice, very savvy. Thank you. All right. Sharos King Matthews, you’ll find her at narrows A C K. I’m gonna spell her name so you can find her C H A R R O S C King, Thank you very much. Great, great advice. Thank you my pleasure Next week, the log for j software vulnerability with Joshua pesky, eh, 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. It may be a new year, but some things never change. Our creative producer is

[00:51:23.54] spk_3:
claire Meyerhoff shows. Social media is by Susan Chavez. Marc Silverman is

[00:51:28.24] spk_1:
our web guy

[00:51:41.66] spk_3:
and this music is by scott Stein. Thank you for that. Affirmation scotty. You’re with me next week for nonprofit radio big nonprofit ideas for the other 95%. Go out

[00:51:43.14] spk_1:
and be

[00:51:53.36] spk_3:

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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We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners

Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.

Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.
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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:

[00:03:04.57] spk_1:
absolutely correct. tony

[00:03:05.71] spk_3:

[00:03:07.45] spk_0:
I got one thing. Right, so far.

[00:03:08.65] spk_3:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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:

[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

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

Nonprofit Radio for July 20, 2018: LinkedIn Marketing

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Marc Halpert: LinkedIn Marketing

Marc Halpert returns with ideas from his new book, “You, Us, Them,” for promoting yourself and your nonprofit and attracting the people you need.




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Duitz hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host this’s show number three, ninety nine next week is four hundred win a brand new studio, so we’re welcoming well, welcome us to the show i get to the studio first time in the studio with and we’ve got a wonderful in studio guest as well to inaugurate the new studio experience, and i’m glad you’re with me for it. I’d get slapped with a diagnosis of brick, your radio prayer itis if you unnerved me with the idea that you missed today’s show linked in marketing, mark halpert returns with ideas from his new book, you, us, them for promoting yourself and your non-profit and attracting the people you need durney steak to be part of our four hundredth show next week we’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dahna em a slash pursuant by wagner, cpas guiding you beyond the numbers wagner, cps dot com and by tell us turning credit card processing into your passive revenue stream. Tony dahna em a slash tony tell us my pleasure to welcome back marc halpert to the to the show and to the studio he is owner of connect to collaborate. He spreads his length in and networking evangelism to help others better explain their brand positioning on linkedin. He’s a linking trainer, speaker and coach. His book is you us, them linked in mark i’ve to take a breath before this you, us, them linked in marketing concepts for non-profit professionals who really want to make a difference longer than the book you’ll find him at connect to collaborate dot com and that’s with a number two. And at mark helper and that’s marked with a c so it could also be read at march albert like he was related to her about the jazz. Do you want to on jess? But no he’s at mark helper. Welcome back to the studio and the show. Mark alpert. Thank you. Somewhat. What a pleasure. Come a little closer to the microphone. To that house are our listeners. Can all hear you very well. And you call me anything you want. March alpert more job and have more children. Many things. Okay. More jumper did not among the worst of the moster and i’m glad you took that big breath to read the subtitle it’s a long one, but xero search engine optimization and marketing, i presume it’s jealousy which you’re about to assume that these words are important now i s o you have been on the show. You were the first time on the show was december twenty third, two thousand eleven so you were near beginning. We start in two thousand ten. But you were pretty close to the beginning. Oh, and you have been squawking about linked in since then. Squawking? Yes, you are. You’re the eyes vandalizing. Okay, evangelizing is one way of describing it on dh. You’re on again in twenty thirteen. And you talked about linked in for hiring right specifically just for hiring. What? What? What is your? What is your obsession with with lengthen? It is the tool that it’s a power tool. And if you don’t know how to use a power tool correctly, you can get hurt very badly or get very bad results. I was in the emergency room first time i used the phillips head screwdriver i zoned out and now you know so you can’t drive a nail with a screwdriver and if you really want to make a difference, then understand oppcoll how to approach the business community as a non-profit professional and really get between their eyes. This is the tool that will get you there, but you just don’t do a lousy job of it. You do it the right way. That’s what this book does and you feel that non-profits who were focused on them are largely doing a lousy job that most of the ones i see a doing a poor job, they don’t think like a business, they don’t market it like a business. They would like to see more revenue come in, but they don’t think cash flow that’s a business concept that a lot of non-profits just don’t get so then i teach them a little bit about how to approach people who want to help, whether it’s financial help, whether it’s expertise or any sort of other assistance and how to find the right people to put around you to support you and that’s the u us them concept you i teach you individually as a non-profit professional what you need to be doing properly on linked in, if you cannot tell your own story. No one is going to tell it for you, or they might, and you won’t like what you see us is everybody collectively has a great linked in profile because they have each done the you part and you are in your organization organization, and that includes everybody from the e d down, and it also includes a board of directors. By the way, the board of directors needs to be the exemplary forces behind what makes the non-profit amazing. But when a donor looks at a non-profit and they see a disparate group of personalities all talking about weird stuff and all over the place, they get the position that the impression that i’ll look someplace else, i want to go someplace where they really have their acting looks disjointed, okay? And then them and them is everybody you haven’t touched yet or are in the process of approaching, cajoling, having them either part with their expertise, their money, their time, however you’re trying to get them involved, okay, us, then we’ll talk about who the who’s more specifically, who’s involved who’s, including the us is and the them’s as well, say little more. About this non-profits not thinking enough like business is not necessarily limited toe linked in, but that theme runs to the book way want to do this as a business? We need to be thinking about lincoln as a business would, as you said, it’s a little more about what you wish non-profit it would be more attentive, too. Okay, let’s start with the premise that non-profits are some of the largest industries industry groups in most countries at this point, especially the united states, so it is in itself a business force that must be reckoned with. It employs a very large number of people it operates and very many in many different ways, with different vendors with different services that it needs to understand but like most non-profits life, you send a donation in the old days, you mail the donation to a very large, medical oriented non-profit it took them six months to almost a year to send you a thank you note those types of disjointed messages that non-profits typically are involved with these days, their emails air disjointed, there’s, not any sort of organized marketing push. They’re all over the place they’re trying to do. The shotgun method to gather as many people as they possibly can they’re not thinking in the strong central voice like businesses think to market their services for their product. The cash flow issue is hugely important. Cash flow is what makes the organization run, whether it’s a for-profit or non-profit business, if there’s not enough money coming in, god knows it’s easy enough for the money to go out, then you have a disjointed issue i nova non-profit that everybody took an eight percent a salary cut this year came out of nowhere because they just weren’t pulling in enough revenue. The concept but talked behind this book is how do you approach the people who have the high net worth the business community who wants to donate money or services or expertise to benefit the non-profit how do you approach them and market your organisations mission beyond all the other competing missions and those people are on non-profit arlington, they should be many year altum have just a very poor resume looking linked in profile, they’ve done very little to make themselves stand out. No one will give money to somebody who doesn’t stand out i mean the’s. High net worth and well connected business people there’s you’re confident they’re unlinked. If you’re not, if you’re in business and you’re not on linked in these days, you don’t exist. That’s the fact and you may have a lousy profile, but you at least have a presence. You the non-profit people listening need to understand that you can march you khun look at linked in as a database and pol names and associations, and understand who knows whom to approach people that you want to use as the fulcrum that’s where you get the benefit of lincoln. All right, it’s time for a break. Go ahead. Published this month is pursuing e-giving outlook. They took the latest fund-raising reports boiled them down to the takeaways that you need in a concise content paper. The work is done for you. You can also watch the archive of their related webinar. You continue seeing video. Both are on the listener landing page which is at tony that m a slash pursuant with capital p for pursuing on doll sofer, please. Now, back to linked in marketing. Okay, thank you for being more precise and going deeper about the business orientation that that i think is essential also and and often lacking go just actually lacking a bit deep. Ok, then i won’t talk about your book, okay? So and in the book and i just go ahead, i’ve been called many things, like i said, um, there is a competition amongst non-profits for the attention span of the donor and for the money of the donor and today’s world just think about how your attention is being drawn to its political activities that you want to donate to that are very important to you, and maybe the animal rights or some other human rights or some other organization will take a step back in your mental acuity and your mental attention because something else is competing with you. The competition is absolutely huge non-profits don’t understand that they compete with other non-profits often they’re in the same building or they’re down the hall or there across the country, around the world and for profits understand the competition factor very, very well, and they slay themselves to make themselves more competitive. The concept in the book is written. I wrote many pages on the fact that you have to understand what makes you unique? Why you do what you do not explain what you do or who you do it for. But were is the gut the fire in your belly? All right. Why is that importance? And kalu bring other people into your mission. Then you engage with them. Okay, there’s, the competition let’s talk about ok. And that that’s actually an ideal segway to the you. Because you do talk about being what makes you unique. You refer to a simon. Is it cynic, cynics and sinek? Cynic? Yeah. His mantra is that we react to why cos do what they do, not what they do and he likes to use. Apple is an example of organs of a company that devoted to beautiful design and empowerment on dh. Even though it’s a multi billion dollar company you know, occupying sort of a fringe niche at least initially. And they like to play on that. So that’s, some of the why and why they’ve got such loyal like me. Apple’s users. So okay, so what? How do we use? Linked in to show how and why we do what we do, what drives us? What makes us unique? All right. Step back, simon cynic for those people who are not familiar with him, he has a book start with why? And he also has amazing ted talk that you can find on youtube. So those there for people who are s i c k e k, right? For those who were not familiar, you really need to absorb the concepts in simon cynics book or ted talk books or ted talk. He also uses people like nelson mandela, martin luther king, john f kennedy as examples as role models beyond apple. But for people who were trying to convey a a a a mission or a concept that people weren’t understanding at the time and the if they talked about what, what, what, what, what no one would buy-in when they talk about why it is central to our existence as a people or as a organization or is their mission, then people buy in, they see it on it in a more gut and mental level combined and that’s. What makes this more interesting for people too? Give more attention to something they’re not familiar with that makes you unique. That’s what way have we each have a story? Of perspective that brought us to the work we’re doing that’s, the uniqueness you want us to bring out and it’s the during one of our career. That brings us to where we are today many people in the nonprofit sector your career, but here you are non-profit radio, the culmination of your life to deal today as it is that i met you and we’ve worked together and those types of things i did not go to graduate school to go write two books and to be involved in non-profit i never thought that would happen, but my life has led me there. I need to tell that story. I have told that story on my linked in profile about what makes me go. Why i exceed expectations. One of my mantra is why i do what i do not what do i do? Because that’s a resume and that’s not interesting, but when i express in colorful, rich words using power verbs and if you need to find power rubes go google one hundred eighty five powerthru herbs, you’ll find a million power verbs out there use really intelligent language to convey where you’re coming from, where you came from in the past makes you who you are today so who you are today indicates where you’re going in the future don’t put your resume on linkedin tell your story that’s the what? Not the why? All right, so where do we do so now this? I’m not sure what it’s called, but the preview below your lincoln photograph where you just have one hundred twenty characters that what is that called candy on the headline that’s weighing one hundred twenty characters there? Yeah, it’s a challenge? Yeah, it’s probably the hardest going teo do a couple of sections, but that’s the toughest thing it’s the hardest thing because you have to collapse in my case like thirty five years of experience into one hundred twenty characters and that’s a challenge, four characters per year? No, not even not even even i wouldn’t even do that when i was around when i didn’t have a lot to sustain thirty, but the concept is you do not put something like director of development at x ray xero torque that doesn’t tell the person what they’re about to read it’s like the headline on the newspaper that’s you got it. Capture them to say that at the other end of the spectrum can we do we have to? Does everyone have to use the word passionate? I’m getting tired, seeing passionate, passionate, passionate and geek, passionate and geek thinking. It’s not a word i overused well, no, i wouldn’t use it for you experience. You know, there are other words to use that one hundred eighty five power verbs. Yeah, just find what makes you tick. Ask your colleagues, ask your friends, ask your entourage. How would you explain me? Or i’ve written this? Does it adequately explain that’s? Good. Ask them for their honest opinion and they’re with a really honest they’ll say, tony, this stinks or tony, you’re right, you’re almost there. You need to develop this, that of the other so that’s the headline on the newspaper they will not read beyond the headline unless you capture their attention at the headline the next section underneath it. If i could just further is what’s called your summer memory. Your summary is the lead paragraph of the newspaper article. This you have it’s wide open and you have a lot more characters working. Thousand powerthru thousand ok, that’s. For some people, that’s not enough for some people that’s a way to this’s where you use complete sentences is that start with the pronoun? I imagine that it’s just like me talking to you as i’m reading your linkedin profile, you’re speaking to somebody don’t make it look like a ready. I don’t like the personal pages that read like a wee a corporate, they read like a corporate paige, but it’s the personal pain or mr halpert, those this that’s really strange or, you know, he or she does that you’re talking to somebody you’re trying to make them want to engage with you, why push them off first and talk about and your summary the summation of what you do today and where you’re going in your future? This is not fun, it is not easy to write. We were all taught, many of us were taught not to talk about ourselves. So for some people, this is like pulling every tooth out of their head. You know, that’s why i’m a coach, i teach people how to do this as a coach to draw them out, get them out from under themselves as i like to say because most people are just stuck, they don’t know what to say, then you move farther down the linked in profile, and so so experiences next-gen experienced. So you’ve got this very short headline. You’ve got this elevator pitch type of summary, and then you talk about your experience, not in terms of what you accomplished at every job in every job you’ve ever had. But what are the main themes that brings you to where you are today? What does some of the things you learn that you have in your back and your pocket back pocket that you bring to the table is your value proposition. Where did you come from? The summation of your past experience makes you an engaged, understandable, great person to work with you today. My linkedin profile sucks. I was going to talk to you about that. But that’s ok. Really? Did you look at my yeah, of course i look, i look everybody’s. I mean the other conversation. Okay, um and mark this private coaching. So you do. Lincoln coaching. I mentioned private coaching is the most enjoyable of all the work i do. Okay, if you want help with your linked in profile, and i do that international pact with this, you know? Yeah, that’s, right. A team for god’s. Easy. All right, so you clearly don’t make it your resume. The experience section should be a lot more than a title organization and dates. I mean, that should be there in person. But you, you want the summation, this interesting, everything that brought you to to the value that you now contribute. Exactly. Yeah, and why you, in case you think i’m gonna take a lot of time. No one said this is easy or fun. Yeah, i said that. You said that in the book a few times. Yeah, all right, all right. Next after experience comes skills what for most people, yes. Okay, skills are things that you can actually improve upon. So don’t tell me that your skill is management that’s a big textbook on your spoke stand. Yeah, tell me that one of your skills is non-profit divestment management or because i’m george in jail. I put you in jail for that that’s okay non-profit divestment management. What is that? That is when people are working in non-profits to either divest some of their assets or to break their not large non-profit into pieces, these air skills, these things that are not easy, todo that’s donor-centric acquisition is a skill uh, sure, all any of this. If you don’t know what your skills are, look and see what your competitors skills are pretty quickly. Figure out what your skills are and go one better than your competitors and write your skills in terms of things you do on a regular basis every day. Keep a pad by your phone as you’re performing those skills, write it down because you don’t even realize you’re doing it is you’re doing it. I tell people to record their phone calls just on their end and then hear themselves back so the thing’s they’re asking people to do the things that we’re working with people to do thes air actual skills that we have that there are so innate and us we don’t even know it. But if you don’t tell people what you’re skills are, no one will ever know you have that skill and the other thing that’s really important about skills in addition to headline in addition to summary, you know, is that these air searchable terms on link, then so somebody’s looking to find somebody like you? They will use certain searchable skills in the search. They confined you on a shorter list. They can engage with you and find out are you the right to employees or you the right consultant? Is this something that you want to do on a board basis? Probono whatever that is. Okay, so this is just a big old database at the end of the day. Yeah, all right. Recording your calls. That sounds a little creepy. Using just one side. One side sabelo just to record my own. You want it? You want to play back? What? I saito clients. Potential clients. Exactly the sort of guests potential guests me coming back to this and listening to myself recording with you. I like to hear how i come across. Yeah, i like to see myself in a video and i want to talk about video as well. That’s a really important things. Very easy. Tio toe lincoln how do you come across how you viewed by others? It’s an out of body experience for most individuals, they can’t stand video, they can’t stand audio recordings of themselves work on that. This is a really important aspect. We’re due in twenty eighteen let’s do video since you mentioned it because i want to talk also about the head shot in the background, that banner, but video. Where do you get video into lengthen your linked in profile there two sections where you can add video? You can add it to your summary, just below it. How do you do that? There’s? A little, but the little so you’re insecure in editing. Now your head in your summary is summary, and it says advil eo click. You can either talk that’s. What says yes that’s just to warn you and you can either add it from your hard drive if you have it, download on your computer or were you going at it from the web? Easy. Best way to do it is to do it off of the youtube. So take whatever video you have. Put it on youtube channel. Pull it down over youtube. Channel in tow. Linked. It works like a dream every single time. In summary. In sodom editing the summary, i click the pencil. So it’s azad video. Yeah. All right. I’m gonna hold you. Okay? Where else you said there’s? Two sections. Where else, in your experience, each experience, various job you have. If you have video from that job, you can add a video pertinent to that job. Same thing at video. Take it off you two. My throat on their wellington sucks. I have hundreds of videos. You well, you ought to put him on now. Don’t go crazy. A lot of people for too much video get into video stagnation. But, you know, you don’t think every job should have a little video now. The most recent ones, i suppose. Yeah, and i keep rotating. I just did three videos for the cf a society. Here in new york, they came back to me. It really is a certified financial analysts. It was about finding job’s about what to do if you’ve been recently published. How do you put it on linked in what to do if you want to be a thought leader, how you can pull my other people’s articles and give your opinions on it and what to do and link tio the’s air three little video snippets i threw him up on my youtube channel, i pulled him down to my linked in profile under my job is a linked in trainer and evangelists, and they worked really, really well. Head shot headshot what’s your advice around that that’s, the little circle so what we see is the little circle. First of all, get a professional headshot. Do not do a iphone this’s those terrible you could tell them immediately don’t do a headshot anymore with a white background behind you, it just looks old. It was an older style. Put something with a scene or some suits if you’re an attorney or if you’re in a non-profit put something for the cause. It’s behind you on animal if you’re an animal rights have you know the animal? A picture of the animal behind and the banner you raise banner banner schnoll banner is blank your bandit on humiliated. I can’t even have a continuous conversation with this. This is great! My cough! I i’m humiliated. All right. What do you do with the banner? That’s? A big space. A big space it’s. Almost fourteen hundred pixels by six hundred pixels. You put an immediate image of what you do. You want to do you on radio like i’m looking at you right now. You in front of the microphones. You are? That is easy. I have done a mosaic of various photos of me in various aspects of what i do. It’s my headshot, though my little michel circle is me. If it’s a close up, though, i could do something broader. Do broader? Absolutely. You should do that with your speaking. I could have me there. You know a montage i think you mentioned in the book. Well, that’s. What i instead of instead of one one image for the batter, i could do a montage or a little more pieces from it. If it’s ah, thumbnails from your various videos we were talking about video before. Easy to do if you really can’t do this yourself, folks go to canvass, see envy a dot com and search for linked in banner could be easier going one. Drop it in dunaj okay, i don’t like people who go lazy on me, tony. No, no, no. I want you to do one the ten for you. Canvass. See? A well, i have a way of social manager. I think i could pull something you could’ve said. But all right, can va va dot com dot com for others for other people who need candidate comes asking for a friend. Alright, this’s. Excellent, excellent advice. But i mean, we’re going to get many gritty, and i’m focusing a lot on you because this is the basis of it. And then we moved to the organization and them, you know, that’s attracting. If you optimize the you end us, then the them is going to be there going. People are going to be finding you and and recognizing the value of your organizations, right? You’re going to do a great job. And that’s exactly what wallace about exactly. I read it. I know i just tries i’m disappointed in you surprised i’m disappointed at your shot. I don’t think i throw this thing together. I read it last night, but it could have been this morning. I don’t care the image i want a girl to take away from this part of the conversation is that many people in the non-profit community did not start in the non-profit community. This could be our anybody, hardly anybody. Millennials now are studying and becoming non-profit professionals from school and go into non-profits whole new environment, right? But many of us you were an attorney, i was a corporate finance guy. The journey is amazing how we got interested in all this stuff. This is what the story you have to tell in you. This is where i have come to, and this is where i have come from, and this is why i can offer you. So this is the past to the present, to the future orientation that you have to tell in new york. I’m not ready to move to the us, though. That was a very nice summation for the fact that i’m not ready for you to move to the oh, yeah, no, because the recommendation section. Okay, you have some advice on recommendations e-giving them soliciting them. Let’s talk about that. What’s your advice there, right? Let’s, take a step back to skills. People can endorse you for skills. That means they can come to your skill and they can click. Yes, i know tony has that skill, right? Many people think they’re doing you a really big favour with the endorse you for every single skill you have of which is not those they’re playing perfunctory skills. Well, when you improve your skills on your profile, then people will come to your skill section and say, yeah, tony really has that skill. Yeah. People you can weed out the people don’t really know you have this good. Why given image that people know you have that skill when they really don’t? And they could only because embarrassment when people really want to put words on paper or electrons, they want to write you. You want a recommendation? You’ve done some really great work for somebody. They call you up and they say, tony, great job really appreciate you save there. But thank you and that’s the time you say to them on the phone it’s my pleasure. I’m going to ask you two, please write a recommendation for me on lengthen. I’ll start the whole process with ewan lincoln. Of course it presumes you’re connected on link there i’ll tell you along the lines of what i’d like to include you send it to that person for their recommendation. Humans being humans not having a lot of time being a little bit lazy, basically going to get back what you asked for asking for recommendation with the right wording in the recommendation ensures your success in getting back a recommendation if you just say the somebody hey, write me a recommendation. You’re going get garbage back. Mark is a really great guy. Mark did a really good job here, but we live that’s boring. That’s not good stuff. You want somebody to use an anecdote, a situation where yeoman work really great work was done. And you were the one who did it. And someone else a pining about how well you did. That is really, really valuable. Yeah. Uh, there’s so much of that throughout the web. Recommendations from yelp too. Latto linked in. All right. And content fresh. We just have about a minute before break. We gotta keep our content fresh, always rotating videos. What else can we do? Well, we can post about our work. Well, that’s, what i did, i’m posting yesterday, and i’m going to be on tony martignetti is radio show. And i commented and you did, and i appreciate that. And tomorrow, on top of on monday when this is actually recorded, hey, if you’re honest, you know i want you to have a look. You have a listen in that type of thing. There are so many ways i read an article that i really want to share with other people you’re selling, plop it out there and share it. You tell in the comments, why it’s important? Because if you’re a thought leader and people believe in what you’re talking about, then you telling them to read this article will make them want to read the article. All right, you take a break, regular cps. Now i’m getting personal about wagner. You eat huge tomb. He’s a partner there. He’s. Been a guest here. Check out the firm, then talk to eat. Why? I talked to a very good guy. No pressure. I wouldn’t have it. Why wouldn’t allow it if he was high pressure? He’s not. He’ll explain how wagner can help you with all the stuff that cps do and how they go beyond the numbers. Tete, check out regular cpas. Dot com now, tony state too. Next week is our four hundred show. I want you to be a part of it in line with what mark and i are talking about actually sharing your unique story. I want you to share your story of how you got into non-profit worked like we’re saying nobody. Well, very few people now. I grew up planning this as a career. What got you in? I’m going to read the top two stories on air, so you will be part of the four hundredth show. You will live forever in the non-profit radio archive. Plus, you win a bag of pure coffee. Are four hundred, show sponsor cure a coffee. So my video explaining all this is at twenty martignetti dot com where you can comment to leave your story there. Share it there, and it’ll be part of our four hundredth show. Um, you can you can hit me on linkedin too, if you like. Share your story. Let me know how you got into non-profits now go back to mark alpert and linked in marketing. Okay, we’re going to live. Listen, love, but not right now, okay? All right, s i wanted your yes, i wanted you advice on practices for recommendations. Thank you. Okay. Taking back charge of the show now. Now we’ll move, teo. But already we move. I’m ready, but i’m not ready for you now. Ok, i’m ready. You’re ready? I’m ready. It doesn’t matter. Let’s, go. We’ll go though we’re going. All right. Who are the us? Is you mentioned? The executive director needs to be optimized linked in. So all this all this you advice we just talked about applies to who each individual in organization that has a public face. If you touch the public, you should have a great linked in profile for and on behalf of your organization. Because one loose link in the chain makes the change terrible week. Yeah, it’s only strong as the weakest link. All right, so on ly, if you’re public facing, i mean, you could be. It could be a back, you’ll be data administrator or something that most people have one, anyway, should let’s concentrate on the with the public face let’s, be sure that the public is seeing the organization at its best that this story’s air consistent the examples that people are citing are consistent, but they’re using their own words their own intonation in showing what they want to show about themselves, often in non-profit e of people have been there for a long time. They’ve all come through the door, you know, through the grasses together they’ve grown up together. This becomes something that they can talk about individually, what they’ve learned and how they developed in the organization, all within the mission of the organization. But if you have one really great linked in profile and you have several orm or really poor linkedin profiles, an individual can look at everybody in that organizations linked in profile and see that it’s disjointed. When it’s disjointed, they lose faith, they lose faith, they lose interest and they probably are going to donate whatever you’re looking for them to donate that’s the us. The book has three case studies with family centers wave and why and unicef wave what is it? Waving? Waive any it’s, not wave. And why no nights not only to your down your work, you know, v and why that’s wave and why waving me so even direct too. But i mean half of my friends and wave me there’s going to be leaving? Why? There are only listening. I’m color i thought the senate and eunice if i don’t want to cut off, i said yourself united nation international children emergency fund everyone knows that very all right on one of them, one or two of them the you profile, the communications, marketing people there. Or that you are asking them questions and profiling the organization and how it uses linked in smartly one or two of them says said that they provide content four individuals to use on their their personal pages, i think optionally and no, nobody mandated it. But they like that out of shared drive of content that you can put in your in your personal page. So that’s, one way of we’re gonna be optimized and having a consistent message exactly right works really, really well, a lot of for-profit ce do. This is well, their managers in the organization that read articles or know what’s going on in the company and their articles that are written about people in the company and it helps keep the met, the message organized. And then when there’s a hot topic that comes up in the industry or in the non-profit little world, they can pull that article really quickly, send it out to the various people who are using leaked in on an effective basis, and have them push that article out with an introduction of personalized introduction in their own words saying, this is what we do. This is why we do it. Unicef there’s a crisis anywhere in the world any day of the of the year. They have a shared organizational effort to send out material so that people don’t have to recreate the wheel. It doesn’t make sense. Okay, so that’s one it’s simple. One method is simple. Starting content. I know what it was about. Wave at it spelled w v. And why? And the why is not capital. But i just assumed that that was a misprint. A typographical error in my book. Come now. Yeah. There were a couple money. No. But i thought that was one i thought this way. I thought the end was supposed be capitalized. I just assumed you typed it. Wrong way. Vinnie is a very i know and elder elder’s center for people who are multiple centers across the spectrum from assisted living to five star nursing care really read waving and i guess i owe him that much i know you are since i thought they were waving. Why i owe them that much of a shout out. Okay? Damn hyre you mentioned onboarding or maybe it’s in the case studies onboarding new employees making sure that they follow the the the organization page. Andi also, i think it’s in one case studies orienting them about what we what are expectations are around your personal linked in now that you work for us if we start talking about that, i don’t think any of your clothes i think that’s very common. It’s joining the club, it’s toeing the line. This is what we do. This is how we communicate with the world. This is what we’d like you to understand, but if you can’t communicate it yet, you’re too new. Learn it, learn it. From one source, instead of having it from disparate sources. So it’s great for onboarding it’s great for bringing in a new boardmember it’s great for bringing in having the new executive director understand from the outside, only great you’re saying it is essential you want us for new on new employees knew our new volunteers. It makes perf boardmember zoho doesn’t make sense. Every organization needs tto have it’s company profile pages of what linked in calls there it’s, a micro website just for the organization so you you can be a part of and follow and organizations company profile page and the company of the organization can communicate through that profile page any news that they have any new project they’re working on whatever there the volunteer appreciation day is with pictures and videos and all that, and everybody who follows that organizations company profile page gets that message through linked in so it’s just yet another way to reinforce the marketing and the branding of the organization of the central let’s talk about the profile, the company profile page now the non-profit paige, we’re talking about the individual what you could do to optimize all yours all your individual ones for the company page. Obviously, we talked about following sharing it you want you want staff and volunteers in boardmember to share the non-profit paid absolutely. You can share the earl of the non-profit page. You could put it in your signature of your email. See what we’re doing today at our organization’s linked in company profile page. Any business person is going to recognize that’s another place to get information on the organization. Ultimately, you’re trying to reinforce a consistent message in the us through the company profile pages one tool or just having fairly consistent messaging for each individual as a well, we want to bump bonem can’t hurt to send it twice in one item i want optimize our our corporate page. Is it called the corporate page? Goodcompany probono latto we want to optimize our company, the profile page are numbered, but we also want all the individuals right optimized so i want the ah ha moment when an individual who was outside your organization reads and sees that there’s a consistent, organized message. Why? Because so few non-profits do this, you’ll stand stand out exactly right let’s, let’s more about the company. Profile page employees can contribute to it. They can you can empower employees tio to make contributions and, you know, depending on what you may not have a marketing communications staff. Duvette but you’re encouraging individual employees to contribute, but you want to have one adamant in the organization be responsible for the company profile coming to consider one boy, but he’s got all right. Somebody should vet it has to be done that way. Okay, okay, but it becomes something that people can point to and be proud of and that’s really, and you want to see fresh content on there just like you do on the company facebook. But you know, the organization facebook page, your link things, your twitter stream, of course, fresh content, family centers, those that wave and he does that you mean stuff? Does that that’s why i really chose these three? Because they do the very best off almost everything they should be doing on linked in these are not the first two are not large organizations, of course unicef is immense, but they doing the two small organisations, they’re doing every bit as good a job with just one person being responsible. For all the outbound marketing and branding, using lincoln is just one tool. In doing that they use facebook, they used twitter charge they use instagram, but they’re using linked in to communicate with the corporate sector. That’s where the high net worth individuals are going to give the big bucks or give the great expertise that they’re looking for that they need you in the organs and your friends is that when a cz these people are doing their research, they’re going to look for you on linkedin exactly because they’re using linked in all day, every day anyway in their office. That’s what business people use all the time just just a nout growth of using yeah, you know, i don’t know if that’s widely known among non-profits that people in the corporate sector are using linkedin routinely. Yes, yeah, that when they come in in the warning, they turn on their e mail, they turn on their internet and they go to rightto link todo many of them. They want to see it getting any messages through linkedin if they’re looking for a job if they’re looking for it, even if you’re not looking, yeah it’s, it’s there, it’s a tool it’s, a communications medium that business people used to speak to other business people, they’re vetting uh, vendors, they’re looking at consultants, they’re seeing who knows whom and how they can get to that next person that they want to influence. This is the tool, i don’t think that’s, widely known in the non-profit community that the corporate community is using linking so widely, yeah, that’s, that’s the premise of this book that if you want to get to the high net worth big giver, you gotta talk the language, the high net worth big givers using all the time you have to be where they are. Of course not don’t make them think too hard don’t make them work too hard, put it on, linked in over there already there in any way and that’s common sense, unfortunately not appreciate. Well, yeah, but we’ve had we’ve had social media guests say you’ve got to go where, where your constituents way audiences are not where you want them to be, right? So your point is and it’s not only high net worth donors, but maybe you know this could applied any major donor new, new major. Donor looking at the organization. That they’re going to do research on you on linked in there, they’re less likely to go to your twitter stream then they are just like for your for your facebook because they use that at different times of the day. Lincoln is open business hours, primarily it’s open twenty four seven, of course, but it’s used by people on their screen while they’re sitting in business. You’re going to them. You’re seeing the usage statistics. I mean, you see that it’s tze predominately a nine to five. There are times when it is busier than others. It takes it it’s quieter saturday and sundays. Yeah, but it’s clear it wasn’t clear, not really. Nine to five monday through friday, depending on the time zone people are in, right? Yeah, there’s, there’s a lot of use and people are learning how to use linked in for purposes it wasn’t intended, which is good because they’re using creative ways to engage with each other. Who’s going to a meeting? I’m going to a networking event. Who’s gonna be there. Who do i want to meet? Who’s part of this organization doing this, of course, is not aspirational know there’s going on. This is going on. This is absolute this’s, and the better your linked in profile is, the more apt ur or possible it is that you’re going to meet somebody good, and you’re going to find somebody good to meet. So you want to have this all optimized, you know, as you’re approaching new potential volunteers a cz you’re approaching, we haven’t gotten to them yet, but corporate sponsors also local businesses. I’ve got i’ve got a i’ve got a vendor coming in this afternoon. I don’t know a thing about this person or what the organization does. Somebody said you need to see them or give ref averted onto me. They’ve got a product to seem interesting. I want to know more about them before they actually walk yet. So you do your research up front, you could have a much better conversation during that sales call and get to the nitty gray. You know what they’re about? They’ve probably read your linked in profile to at the non-profit level. They know what you’re all about, it’s all about sale that part i understand, right? It’s, the business it’s the business people using lincoln so so commonly that i don’t like i said, i don’t think it’s so widely known. All right, all right. We have, like just a minute or so men and a half before the break. You talk about something i was not aware of in the company profile page. A showcase showcase. Sub page. Yes. What is this? My book is a showcase sub page on my company profile page. I can take a product or service and i could give it extra extra notoriety on my linked in profile company profile page. And you can see just about that little last. How do we create a sub sub showcase? Okay, the admin on the company profile page is the one who lords over the right. Okay, spaces, you should guard. They goto says, creates showcase page bank it’s done. Says where on the company profile page on the admin is paige. Oh, head men see a different aspect of the company profile pictures. Got everybody else is okay. All right. So look for the showcase some page and you can put all kinds of content in their absolute video to video audio. Yes. Pdf. Slide deck you anything you want? You spend a couple. Of pages talking about all the different formats from everything you mentioned to png die what people don’t know they don’t have dozens of formats that lincoln will accept if you don’t have a visually interesting linked in profile, you know people walk away that’s the concept okay? Gonna take a break this time for tell us i have a new tell us moughniyah ll and this one is from a company talking about companies tell us has allowed my business to support my favorite charity without even feeling the pinch of writing a check. I am donating money every month that i would have spent on credit card processing anyway. And quote, you heard me say it. Fifty percent of the company fees go to the non-profit each month that’s what you get when you refer cos to tell us a long stream of passive revenue check out the video at tony dahna em a slash tony. Tell us now, it’s. Time for the love that’s, the liveliest in love, of course and it’s going out. And we started right here in the u s of a wilmington, north carolina live loves to you swan’s, borrow north. Carol, look. At north carolina chicken in since i moved there so wise about north carolina wilmington, north carolina live listeners love to you multiple new york, new york even though i moved, they don’t mind that low new york, new york love it live love to you also nashua, new hampshire and tampa, florida, is that i don’t know that might be a congressional candidate in nashua, new hampshire. I don’t know, but live love to national new hampshire, irrespective of who it is irrespective. And you’re a good nose regard irregardless no, regardless regardless, not irregardless, right, regardless of the respective that’s. How it works national new hampshire in tampa, florida live love to you, let’s! Go abroad. We got berlin, germany. Good dog. Oh, we’re going abroad again! Staten island! No! Take that back. Staten island live love to you and brooklyn too. We got it. We got three out of five boroughs checking in where’s, bronx and queens. Not today. All right, they suck live love to staten island in brooklyn. Thank you so much. And let’s, go abroad again. Konya. I hope i said that right in turkey. Turkey, you’re on my mind a lot. A lot. Of political unrest and seems to me dictatorship going on live love to turkey the podcast pleasantries that’s where the vast majority of our over thirteen thousand listeners are are positioned on the podcast. So pleasantries to the podcast audience whatever device whatever time thank you for being with us. Pleasantries to you and the affiliate affections go out to our am and fm affiliate stations. The terrestrials throughout the country. Terrestrial radio is going nowhere. You stay with it. Don’t it’s such a personal and close medium. I am fm radio. Thank you for being with us. Thank you to your stations. Your station speaking to you right now you thank you for your station, for hosting us and to you for listening on am or fn affections to the affiliate listens now let’s, go back. Tio linked in marketing with with mark halpert. And i think we’ve, uh i feel like we’ve exhausted the us. Maybe we’ll come back. We’ll see how the timing goes. But thank you for that showcase explanation. Never heard of these things. Showcase some pages. The thing about lincoln hey, it’s, hard to use. B it’s confusing. It is. It is hard, it’s. Confusing, a lot of people get very messed up. You’re gonna figure out how to use well, my job is to make it easier, simpler, more intelligent to use. And there are all these little nooks and crannies that people don’t know about. So i blawg every business day about a nuclear cranny. Alright, richard block my blood is connect the number to collaborate. Dot com yeah, you go to lincoln nuggets on that page and you can subscribe for free. You get something every morning at eight a, m eastern time every single business day. It’s if it’s not something new, i’ve got three good new things that came out for monday, tuesday, wednesday, coming up next week. And then i also talk about things in my life for other people’s lives that are linked in oriented, this always a linked in twist to what i write about. Okay, that’s, we get the good stuff. Well, the good stuff is here and non-profit radio we’re talking about almost holdout on non-profit radio listeners, almost this good stuff. You don’t do it every business that no, but they’re getting good stuff from you right now for analysis so much the better all right. Don’t hold out on non-profit idealist. I should never i won’t have it okay to them. S o basically, your premise is that thes people who are potential volunteers, board members, donors, advocates and one way or another, supporters generally are going to be using if they’re in the business world going to using linked in tow. Look at you two reach to do their due diligence. And obviously, it’s got to be optimized the way we’ve talked about individually and organizationally. All right, this is so this is their first impression. They may very well be their first impression of you. Gotta be strong. Don’t make it there only impression. Yeah. Keep the oppressions consistent and regular and tell your story. The more people see things, the more they remember them. They’re not gonna remember any of you want to get to the why? How always, why always why? Why should i want to help you? You talk about some other them’s in the book that i haven’t rattled off yet. Listen, rattle off a few yourself. Well, i just happen to have the book right in front of me and that’s. Why, you let’s talk? About some them we talked about donors, we talked about corporate sponsors, corporate sponsors are huge, you know they’re going to definitely big money. They’re based on what you’re saying oversignt competition back to my competition comments, you have to show the business that is going to be a corporate sponsor on linked in which is a medium they understand where your value is and how they can be a part of making the world a better place. You have something in a book called cooperative in court. Is that is that a misprint? I’ll be the one dish, my world, my word, it’s, a portmanteau oh, it’s a portmanteau you’re doing that there was a misprint again, like, wait, you’re even new york. Yeah, coop oppcoll hour to swap a tours, tours the has the noun of the challenge and warm of the adjective cooper cooper. What is it? Coop petition competition petition is cooperative you as an individual in the non-profit working with in a community of non-profit professionals, other people on a collaborative basis, though you may compete for the same donordigital. And this is a really important thing. Is there’s a very there’s a lot of comment that bill broker makes in the case study about family centers about how they’re working on community aspects and working with other organisations in the community the’s, air cooperative action players with bill and so, as if we work together, we could do things better, and then we have to understand who our competition is and how to approach them and that’s the premise of the chapter on coop petition so does so does coop it? Er begin as a competitive er and then you coop them into being a cop it er it’s a process, because if i’m to go up there, if i am to coop, if i’m competing with somebody, my guard is up, i’m not really ready to collaborate until i understand how they can help me and i can help them, but mostly how they can help mei that’s human nature when i see in their linked in profile that they are actually doing something that resonates with me, though they may compete for donorsearch vollers, we can do things better and that’s people that most people don’t even. Recognize as people that that could be assistant helpful. I want to flush that with a little more. Okay, yeah, that seems like, uh, i mean, you have to be very gentle about how you start, recommend a or offering teo cooperate with competitors dahna business all the time. Yeah, not really done in non-profit i know another business concept they bring from my experience and from what i’m seeing in the market to bring to non-profits so just help make things a little bit more intellectually interesting. How might you initially approach? Ah, competitors to tryto coop them into a being a coop it er first i search for them on linked in using keywords, we talked about keywords before search engine optimization. Keywords are your skills and words that you use in your headline your summary and you experience. I would make a short list of the people in my general area if you are in a geographic mode and you khun see and read their profile and understand where there are overlapping areas of interest were there overlapping connections. The people you both know with their overlapping areas ofthe need because we’re all talking are not lincoln. Profiles about the things we want to do to make the world a better place. And then you can approach them. You, khun, send them a request to connect. You can call them up on the phone. You can have coffee with him. You connect with them if they were deserving of your connection. You just don’t connect anything that moves. Because that’s just not a good thing to do. And then you continue to send the material. Hey, tony, we talked to coffee about this, that of the other here’s, an article i just came across. What do you think? And the more you send to me and i send to you the stronger our allegiance becomes to each other, even though we’re competitors were able to collaborate on certain areas. And we build trust between us. And this is unique to some people have never even thought of doing this before, because we’re all hunkered down in their nine to five. But there’s a greater need for not want non-profit professionals to be professional with each other and to help each other along the way. It’s a tremendous effort. All right, i made you tigress twice. That’s. Why? I asked you, but we’re coming back to it. I keep a mental map of where we’re headed, so you’re going to listen more them’s. Okay, so more talk about people who make decisions on grants. You know, we haven’t talked about foundations, of course foundations. They’re certainly going toe look atyou. Think then it’s probably not probably not enough of them actually asking. What is your linked in profile, earl on the grant application, but there’s probably going to be some of them were going to take another look. Well, even if they look, they look well, be looking well within their right to go beyond the four corners of the applications, right? And if they are corporate oriented, they’re gonna be looking or they come from the corporate world into the non-profit well, they’re going to be looking, um, plan e-giving you know, a lot of attorneys and a little about that. I know you do. You know, a lot of attorneys who work with givers, they want to show givers who are typically might be corporate people. They might have retired from a great corporate career, how this all works name one more and then we got to wrap it up, how about the press? Linkedin is god’s gift to the press because when they need something fast, they’re looking and if your profiles great, you’re going to get more press, better press and you’re going to get a story if you can convince somebody why you have something to say. Mork alpert, the owner of connect to collaborate at connect the number to collaborate dot com the book is you us, them linked in marketing concepts for non-profit professionals who really want to make a difference, thanks so much more helpers are available on amazon, in paper and in kindle. I just had to throw that and thank you for having me. You’re well, good to have you back next week. It’s the four hundred show live music giveaways share your story to be part of our eighth anniversary show share it on linked in or at twenty martignetti dot com. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com were supported by pursuant online tools for small and midsize non-profits data driven and technology enabled tony dahna slash pursuant capital p wagner ciba is guiding you. Beyond the numbers. Wagner, cps, dot com and by tello’s, credit card and payment processing, your passive revenue stream. Tony dahna slash tony tello’s, our creative producers, claire meyerhoff. She’ll be on the show live next week. Sam labor, which is the line producer. The show’s social media, is by susan chavez. On our music is by scott stein. You’ll also be on the show in the studio with his with his eighty eight next week. You with me next week for non-profit radio the four hundred show. Big non-profit ideas for the other ninety five percent. 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