Tag Archives: Tony Martignetti

Special Episode: Planned Giving

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My Guest:

Tony Martignetti: Planned Giving
What can you do for your Planned Giving donors in the midst of the Coronavirus pandemic? Something very meaningful and appreciated. Tony is alone for this short episode.

Top Trends. Sound Advice. Lively Conversation.

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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[00:01:18.08] spk_2:
Hey, it’s tony. I hope you’re doing well in the Mid Stones, our Corona virus pandemic. I hope you’re you’re well, I hope you’re safe, I hope. Same thing for your family doing well on DSS. Staying safe. Please keep taking care of each other. That’s that’s the key. If you don’t have family, take care of friends. Know as best we can reach out like this. Seems like very, very good timeto be in touch with folks I’m using. It is a good time to reach out, and I hope you do the same. Whether it’s phone call Zoom uh, you know, even the messenger being touched. It’s It’s a great, great time to be in touch. And and that’s actually what I want to talk about. Planned giving. Being in touch with your donors, you know? What do you do now with those donors who have ah who have committed that you’re in their state plan? No, They’re your plan giving donors. They’re probably older in the vast majority of cases they are. So maybe you’re a little reluctant to reach out. Um, because they’re more susceptible to the virus, so they’re more shut in. Um, they’ve got Children and grandchildren. They even if they live across the street from each other, which this is the case in one woman I spoke to, they can’t see each other. It doesn’t matter how far or how close they can’t be, can’t be together. And ah, that hurts. That hurts as parents and grandparents. So how do you reach

[00:01:42.44] spk_0:
out? You reach out with your heart.

[00:02:06.15] spk_2:
You know, just ah, express your concern. Express that we’ll get through this, ask how they’re doing. Lots of open questions, you know. How are you? How are you? How are you getting meals? How do you keep in touch with your family? How is your family? Um how are you? How are you keeping safe? Do you have you have any helpers who come in? What are you

[00:02:16.07] spk_0:
doing for meals? Is there a service that’s delivering for you or you find yourself cooking more like a lot of us. What are you doing to keep busy watching more TV, listening to more music movies? You know, lots of open questions, you know?

[00:02:28.05] spk_2:
How are you? Just how are you doing? How are you coping? It’s time to keep in touch

[00:02:37.64] spk_0:
and e that I don’t know. I was going to say all the more for your plan giving donors because there they’re they’re older, But you need to be in touch with all your

[00:02:46.64] spk_2:
donors. So I’m not saying planned giving is any higher priority. But don’t ignore those folks. Certainly don’t be ignoring your plan. Giving donors don’t

[00:03:00.02] spk_0:
use this as a time of silence. And then what? In three or 45 months, whenever you know we’re past the worst part of this, then you’ll reach out. How did you do that comes across as insincere is it is. You know, you want to know now how people are doing so we’ll be in touch with your plan giving donors. So how to be in touch? I’ve been using the default

[00:03:12.75] spk_4:
as fun.

[00:03:23.42] spk_0:
If we have a phone number for someone, I’ve been picking up the phone and calling them, including folks that I don’t know very well and maybe never did talk to now. They did always hear from me. I’m thinking of ah, one client where I have donor

[00:03:29.37] spk_2:
relationships for them. I can’t

[00:03:53.37] spk_0:
use the client’s name without their permission, and I’m not sure that would be so he said to get now. So But I have a client where I have a lot of donor relationship, donor and prospect relationships for most clients. A more strategic. We’re helping them with their marketing, their planning, um, long term thinking, strategy, maybe events, things like that. But for this client, I do have donor relationships. And as I said, the default is if we have a phone number for them in

[00:04:02.09] spk_2:
our in our

[00:04:27.52] spk_0:
C. R. M database, I’m picking up the phone and I’m I’m having conversations. And some of those conversations go on for 1/2 hour, even 40 maybe 45 minutes. Thes folks have a lot to tell. You know, they lived through World War Two. The people I’m talking about, so they’ve got a great perspective, which, which actually gives them gives them hope, You know, they’re They’re not despondent. Most of the people I’m

[00:04:28.30] spk_2:
talking to you

[00:06:41.64] spk_0:
very very few are. They’re hopeful, you know, they’ve been through something. Uh, I can’t compare. What’s worse, so are the same. But World War, two minutes to World War two, and that was years. So that gives these folks a lot of hope. Um but they’ve got a lot to say, you know? So don’t be surprised if the conversations go 1/2 hour. And my advice is don’t be looking to cut it off after five or 10 minutes. I have just checking in guide. You Well, you know, take care of yourself. You know, so long that also comes across as insincere as it is. Be in touch with these folks from the heart. You know, You really want to know how they’re doing. I hope you do. I hope you really you know, I mean, this is a people business. Fundraising. Um, I presume you’re in it because you like people. You like relationships. This is a great time to either keep them going or get a little closer with one. Then, uh, then you have been. So the default is the phone. I pick it up, if I can. If we got a phone number. If not email, I haven’t been getting a lot of email responses. Ah, a couple. Not many. But again, the act of reaching out that’s sincerity comes across your genuineness comes across, do it from the heart. These aren’t for me. Emails. You can reach out by email on be very sincere. And then if we have neither of those, you know, we always have an address, handwritten notes, Um, and even in some cases, now I’m thinking about it. I’ve done some hand written notes to some folks who are no better instead of email. So, you know, you use your judgment up to the runner exercising. Very good. Outstanding. Outstanding. Keep loves a thumbs up. If you didn’t see, keep exercising. Um, I’m at the beach. It’s a beautiful place to run. Obviously. Look at this sentence setting. Um, but yes. So in some cases, I’ve actually done a handwritten note instead of, ah, an email. Even though way had we have an email address, I just You know, it felt right for that. That handful of folks, So you know, you do it. Do what you can do what feels right for you. But handwritten notes, you know, they could be short. You don’t have to, Philip. You know, you know, this is not a word letter, even in 8.5 by 11 piece of paper that your handwriting on

[00:06:48.64] spk_7:
and I happen like

[00:09:39.90] spk_0:
hand written notes over Ah, over something, you know, from word, um, again genuine, sincere. Ask how they’re doing. Uh, make sure they have your number. So, you know, maybe drop your car name if you’re not sure that they already have your contact info. Um, give folks a way to get back to you. Yeah, um, so reach out. Reach out to your plan. Giving donors. It’s important. And, ah, if it’s a phone call again, don’t look to cut it off. This calls have been genuine. I’ve shared my matter, not a sauce recipe, and I got a tip. Um, well, I shared a tip with our mint. My grandmother’s secret recipe was fresh mint. She grew mint in her backyard. So that was what I shared. Um, and well, the woman was just sharing with me. The idea of making a big pot of sauce and freezing a bunch of the future. I guess that’s obvious about I’ve never done that. I just always used it up. Uh, we’re giving it away, but yeah, you know, freeze. So, uh, so I gave a tip. I got a tip about modern outta. Um she has a beautiful Italian name. I wish I could share her name with you? Uh, beautiful Italian name. Um, so, yeah, reach out. Be close. You know, um, it’s a very, very good time to be in touch with your plan giving donors, and they will appreciate it. Everyone has, uh, has thanked me very graciously for reaching out. So, um, and in a couple of cases, they specifically mentioned that I was the only person from a non profit to do that, and they give to a lot of organizations. So maybe you can set yourself apart by doing it, but that’s that’s not the reason to do it. But if you can, you know, set your organization apart and all the better, right? But the main reason is humanity be in touch, be in touch with fellow humans. Um, donors, donors. I start with donors, and then, uh, then folks who are not donors, but prospects. I’m still working on the donor list plan giving donor list for this client, but yeah, you know, let’s not use our lose our humanity, be in touch. It’s a great time. It’s a great time to be in touch with with lots of people, including your plan giving donors if you have any advice? You have any good stories? Please share. Uh, tony at tony-martignetti dot com. Um, Twitter is a good way to reach me at tony-martignetti. Going to share some stories about being in touch. I’d love to hear them. Love too. Beings out. You take care of yourself to care of your family. You loved ones. Take care of your friends so long.

Nonprofit Radio for September 27, 2019: 5-Minute Planned Giving Marketing & What’s Fair Game?

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My Guests:

Tony Martignetti: 5-Minute Planned Giving Marketing
The best person to reveal my wildly simple Planned Giving promotion tips is me. (Originally aired 8/18/17)

 

 

 

Maria Semple

Maria Semple: What’s Fair Game?
Info you find on LinkedIn about a potential donor belongs in your report on the person. What about Facebook and Instagram? What if the tidbit is embarrassing or compromising, but valuable to your org? Should you friend prospects to learn more? Maria Semple walks us through the ethical conundrums. She’s our prospect research contributor and The Prospect Finder. (Also from the 8/18/17 show)

 

Top Trends. Sound Advice. Lively Conversation.

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.

Get Nonprofit Radio insider alerts!

Sponsored by:

Cougar Mountain Software logo
View Full Transcript
Transcript for 459_tony_martignetti_nonprofit_radio_20190927.mp3

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Oh, hi. Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other 95% of your aptly named host. Oh, I’m glad you’re with me. I’d go into super virgins if I saw that you missed today’s show. Five minute planned e-giving marketing The best person to reveal my wildly simple, planned giving promotion tips is me that originally aired on August 18th 2017. And what’s fair game info you find on linked in about a potential donor belongs in your report on the person. What about Facebook and Instagram? What if the tidbit is embarrassing or compromising but valuable to your orange? Should you friend prospects to learn more about them? Maria Semple walks us through the ethical conundrums. She’s our Prospect research contributor and the Prospect Finder. That’s also from the 88 17 show. I’m Tony. Take two. Watch your plan. Giving Relationships responsive by Wagner C. P A. Is guiding you beyond the numbers. Regular cps dot com By koegler mathos Software Denali fundez They’re complete accounting solution made for non-profits tony dot m a slash Cougar Mountain for a free 60 day trial and by turn to communications PR and content for non-profits, your story is their mission. Turn hyphen to dot CEO. Here’s five minute planned giving marketing. All right, well, there is not a guest to welcome because, uh, I’m it on, and it’s a little awkward because although I do a ton of speaking training, this, you know that I It’s very different. That’s on a stage. People expect to hear me because I’m in the program. Not like I just walked in. What? I’ve crashed a few conferences, but they never gave up on stage. It hasn’t been successful yet, but those aside, you know, I’m in the program. I mean, I’m all right. I’m in today’s program. It’s bits booked. I’m I’m booked for the spot, but, uh, the show is never been, uh, me sharing for a full segment. What? What I purport to know about planned e-giving or charity registration. Uh, you know, I filled in from time to time. Ah, guest is lead or a segment ran short. Maybe a pre recorded thing ran short, and so I would fill in for, like, five minutes or seven minutes or so I think is probably the most. But this is, uh, this is a different one. This is different experience. Geez, just get on with it already. This guy’s rambling. Andi, I’m, uh I’m a little nervous about it, but my voice just cracked, like I’m a 14 year old. Um All right, well, I certainly capable, but it feels weird. That’s what I’m saying. It just feels different. This is not my typical venue for me to be speaking without having somebody to talk to. Let me just do a little technical detail first. Sam, is the Facebook shared on Facebook live shared on the non-profit radio page? Can we, uh, because I don’t want it just on my personal pager doing Facebook live today. I don’t know if Maria Semple is gonna do Facebook live on her end, but you’ll you’ll certainly be hearing her. When? When it’s her turn. Look at me. I’m already rushing to the second segment already. Know this is this is okay. Not yet, Not yet. Maria, hang on. Okay, so you want to share the Facebook live to the non-profit radio page so that it’s called Tony martignetti non-profit radio. Okay. There is no Facebook live today. Let me just don’t go to Facebook don’t look for us. They’re not there today. That was 2017 for God’s sake. To do it on mine. Okay, so, uh, I apologize Thio podcast listeners for Ah, for this, You know, just give me a little technological moment, okay? I’m in my Facebook. I see. Live what? Ah, school Sam’s gonna say, I’m gonna take my phone and take care of that. And of course, you know, we’re gonna get to the five minute marketing tips. Just hold the horses. You’ve got a nerve. You got nervous, guest. Okay, Sam’s gonna take care of that. So, five minute marketing, I haven’t expanded version of this that I have done at conferences runs on for 90 minutes or so. You’re not getting that version. Don’t. We’re gonna keep to the keep to the hour, Okay? But you know, I mean, if you want me t o training conference. I love Thio. I love to speak. Just this is today’s a little weird. So So here’s what I, uh, anticipate. We’re gonna cover very briefly. What planned e-giving is We’ll make sure everybody’s on the same page with that. What kinds of non-profits benefit? Like what? What do you need to have in place before you can start your plan Giving five minute marketing. Okay. And what the radical, revocable planned gift are that we’re gonna be talking about marketing for and there’s a lot more planned giving beyond revocable. But that’s what’s gonna talk. You know, we’re just scratching the surface, you know, bite off too much. I want you to get going with planned e-giving. And it doesn’t have to be in depth. So we’re starting with irrevocable, and then we’ll get into the marketing tips, which is the bulk of book of our time. Um, okay, I’m feeling a lot more comfortable, but it’s still also a little weird. Now it’s like 50 50 instead of 90 10 on the Weighted to the weird sight. Now it’s like 50. 50 um, planned giving. This is a method of giving. That is, long term involves the donors consideration of their long term plans. Their state plans a retirement plans very different than asking a donor to right $50 check or even 1/2 a $1,000,000 check or a $5 million check. These thieves gif ts involved more personal considerations of family on DDE have your charity fits into their much longer term plan. Um, and then typically these are cash to your organization when the donor dies. So again, long term, if you get a 60 or 65 year old to include you in there, will they have got a 25 30 35 year longevity. So long term, you need to have this long term view of fund-raising. Your board needs to have that. We’re gonna get to that board support. But this is not the type of giving that is going to pay the five year capital plan or or, you know, any kind of immediate, immediate budget needs that you have. This is long term, fund-raising. I want to stress that the outset that this is not only for your wealthy donors the five minute mark in tips I’m gonna be giving you these quick ideas, These air. We’re gonna be doing these for all your donors. We’re not getting into discriminating by age. Um, because these are easy tips. So I want you to know that these are ideas that are appropriate for any donor-centric to get to. This is not on Lee for your wealthy donors and all of plane that applies to all of planned. Giving people a very modest means can be terrific. Planned gift prospects. I literally mean, if they have been giving you $15 a year and they have been doing it for many years, like 12 of the past 15 years or 18 or 19 or 20 years of the past 20 they are great plan giving prospects. This is not planned. Giving is not only for your wealthy donors, please take that away. And that does not applied only to what we’re talking to about today. All of planned giving people have very modest means. Very modest can include you in their state plan. The smallest planned gift I’ve ever seen. $1000 in someone’s will. And that’s very rare that I’ve seen that only a handful of times in 20 years. Thank you. 17 20 years I’ve been doing plan giving, only seen a couple seen that a couple of times. The average charitable bequests, which you’re gonna be talking about a lot about Will’s requesting a will. The average is around 36 to $37,000 is the average request, so please take away planned giving is not only for your wealthy donors. Um, we’re going to Ah, I just got you know, we’re gonna take our break now, and when we come back, then we’re gonna get into what you need to have in place. What kind of non-profits benefit? What these revocable gifts are that we were talking about. And the marketing tips Stay with me. Finally, the guy got into it, For God’s sake, it’s time for a break indeed. Wagner, CPS. They had a wagon. Or on September 25th Exempt or non exempt. You missed it. But you still need to classify your employees correctly. Ninja worry As a CZ, my grandpa martignetti used to say, Don’t you worry. You goto wagner cps dot com Click resource is and recorded events And there it is. All right, now, back to five minute plan giving marketing with your lackluster middling mediocre host guest for this segment. Go ahead. Let’s go. All right, let’s get into, um, which organizations benefit right now, By the way, I feel much more comfortable now. Now it’s like 95 5 in my comfort in this format. Speaking alone. All right. So what do you need to have in place. You need to have individual donors. If you are strictly grant funded, government funded fee for service funded, then you don’t have any potential for planned giving. You need to have individual people giving from their pockets, and that’s distinguished from people who get you corporate gifts from their employers. That’s different. You need to have people giving from their pockets. Maybe it’s just your board. I hope all your board is giving from their individual pockets. They certainly should be. Lots of guests have made that case over the years, but you know, it’s limited to the extent that you have individual donors. If you have lots of people who give individual gifts, then great that that that is a prerequisite. Also, some longevity. I’d like to see at least five years in an organization, because what are we asking the donors to do, put you in their will or their other long term planned retirement? Said retirement or state plans? Inherent in that is the belief that your organization is gonna outlive them. And even though there’s great passion and even fury, sometimes around new organizations, they’re gonna live forever. Your donors don’t may not have the same confidence. Probably don’t that you do when you’re a brand new organization. So I’d like to see at least five years. That gives some confidence that your organization will survive the the people who make these plan gifts for you some depth to I like to see more than just, ah, founder and one or two people. Same reason. Longevity. You know, you might have small potential again, maybe just your board. If you’re just a founder and one or two people but outsiders, it’s gonna be much harder to persuade outsiders that you will survived them. If it’s a tiny organization, just a few people, that long term view of fund-raising. I explained why before this could be 30 years waiting for cash to come to your organization. So you need to have a long term view of fund-raising. Um, and your board needs needs to understand that building endowment. I hope every knows what endowment isn’t. Just in case. Endowment is that fund that you never spend the principle of you only spend a You may not You only spend income and you may not even spend all the income. You have a very good year in your returns, you know, in eight or 10 or 12% year. Because non-profits air typically conservatively invested, you’re probably not spending that eight or 10%. You’re spending a lot less like half of that because they’re gonna be years when we turned your lower. But that’s the purpose of an endowment is to live perpetually live forever. Hopefully, you’re never spending more than income, and planned giving is perfect for building endowment because so many plan gifts are unrestricted and they could get put into that endowment fund. And even a lot of the restricted ones can go to endowment the creating endowed funds for AA program of yours. Scholarships are popular Ifit’s If it’s some kind of school, college, anything, you know, really a donor cutting dow just about anything programmatically as long as you are willing, your organization is willing to continue that program. So plan giving very good for building endowment. That board support. I mentioned any new initiative. If you’re gonna start planned giving, you need to have the board on board and aware of the long term nature of these kinds of gifts. Six months into this, you don’t want a boardmember complaining we haven’t recognized any cash. You’re spending time, even if you say it’s only five minute marketing. And but where’s the cash? You don’t want that. So set the expectations correctly at the outset. Make sure your board members know again, long term could be 2030 years for some donors until the cash is received by your organization and any type of mission. I really don’t care what you do if you are saving animals, the sky trees, educating, feeding, sheltering. What else can we be doing? You know any of the channel missions? Anything religious, anything. Social service, cultural museums. I work to the norvig freedom. You name it. Anything charitable, It doesn’t matter. Everything I’m gonna cexp explain applies for you. Fund-raising across all charitable missions guaranteed. Um, CJ Frost didn’t answer. Didn’t answer whether he’s running for Congress. All right, maybe he’s not. Oh, not yet. He says not yet. Okay, well, get in there. It’s easy for me to say. Why did you do it, Tony? Martignetti, um, planned giving. So when we are Ah, yes. This is This has come up for me a lot. Um, sexism. I want you to avoid not giving women the attention that they deserve in planned giving. This goes back to January 2011. You go to tony martignetti dot com could see the block post. Just just, um, search sexism. A tony martignetti dot com You’ll see the Post I did and one of the comments. So what? I’m what I’m quoting now from is from a comment, not me. Uh, surprise. According myself, There were women who said that they had dropped hints, left messages, sent emails or boldly said something about a state planning and planned e-giving to non-profits that they had been supporting. This was more than one woman. It was a one comment or talking about friends of hers, and they have been ignored. I don’t know how that could possibly happen. That is gross negligence and oversight. Just don’t don’t ignore women. I mean, they have money and they live longer than men. So a lot of men are giving the money to the women. But even if they didn’t even if they had a shorter lifespan there still, half the population women have wealth and they want to support non-profits. So I don’t know how these hints messages and bold statements could possibly be ignored. Don’t let that happen in your office. It’s gross. All right. We’re moving now to the what types of gifts I’m talking about. The revocable plan. Gift. The three. I want to focus on our charitable bequests. That’s a gift in your will. I got more detail on that living trusts to type of trust that people set up is not charitable purpose. It’s not set up for charitable purposes, but you could be a part of it and being named a beneficiary. Okay, those are the three revocable gifts that we’re focusing on today. There’s a ton more. You could do a cracking again. Take a little sip. Pardon me? A ton more You can do with planned e-giving. But, um, I’m only focusing on three things today, though. These three revocable gifts terror, hickey, Facebook live says Yes, we do, Tony. Yes. Women have money, and they want to give it. Don’t ignore them. All right. So these are the three revocable gifts that I’m focusing on because, you know, it’s only 1/2 an hour now. Now I feel like I don’t give myself enough time, should run the whole show. Maria Semple, you’re out. Cut her out. I’m going out for 60. Um, all right. No, no, Uh, let’s see. And I want you to know that you can have a very, very respectable planned giving program. Just by focusing on these three revocable gifts, your organization may not be big enough to go any further, and that is fine. And you can have a really respectable, successful plan giving program If you just focus on these three types of gifts. Well, you’re already feeling like I’m gonna run out of time. All right? All right. So please take that away. Along with its not only for your wealthy donors. Please take away that you can be a very successful, planned giving shop. Just focusing on these three revocable gif ts. Absolutely. You’re bigger. You want to go further? Absolutely. I worked a lot of organizations. I do but also work with a lot that don’t. All right, this charitable bequests again. It’s a gift in somebody’s will. It’s the most popular kind of planned gift by far. You can expect, like, 75 to 80% of the gifts that you get to be gifts by Will Why is that? Lots of reasons people don’t have to tell you that they’ve done it. It’s private, We always asking. We always want people to tell you because you wanna be able to say thank you, but they don’t have to. They can change their minds. This national statistic is like 4% of people changed their minds after they put a charity in a will, so it’s highly, highly unlikely. But you don’t want to be in that 4%. You gotta treat your donors well, and it’s comforting to donors to know that they can change their minds, because that’s why a lot of donors don’t tell you because they feel, if they do tell you but then have an obligation not to change their minds. We all know that that’s not true. You can change your will any time you want. I cut my wife out routinely every couple days. There’s nothing left for her but U. S. So it’s comforting to your donors to know that they can cut you out, even though it’s highly unlikely. But it’s a reason that’s another reason that gift by will are so popular because it’s comforting to donors to know that no lifetime cost. This is money that comes out of your state. Lots of people have charity. They’re supporting. They wish they could doom or than they can while they’re living. I’m in that situation, but they can do for you. Crack a voice they can do for you, Mme. Or they could do more for you in their state. So that maybe their ultimate gift. It has to be for a lot of people again, remember, Modest, modest means donors of modest means that which they could do more, but they can’t. But that’s an advantage in that there’s no lifetime cost of these. Um okay, that’s really pretty much all I wanna say about requests. Uh oh. Except for do they get a charitable deduction? Doesn’t matter, because these are people who love your love, your non-profit they’re already donating to you. These are the kinds of people were gonna include you in their will. So the charitable deduction, the estate tax deduction, Who knows what the state of it is gonna be in the future? We have no idea. Even within the next couple weeks and months, let alone 2030 years from now But that’s not the primary motivation for most planned gif ts. It’s not that it’s not the state tax deduction, so don’t worry about it. OK, the other one. We won’t talk about his living trusts. As I said, it’s set up. Um, Thio. Not for charitable purposes. They set it up. People set it up for, ah, expedience to get get things out of their estate faster. It works because there’s not a court supervised process like if if, like it is it with a will call that you might have heard this probate process jog in jail. But the probate process is the court supervising the distribution of your assets after your death and by the way, I was death. Let some people like to kind of you from eyes passing demise. The fact is, you know we’re gonna die, and that’s Ah, that’s just a part of plan e-giving. And I’m not saying when you talk to a donor, you’re saying When you die, we want you in our will. We want to be in your will. I’m not saying that, but between professionals, you know we can We can say death. So that’s what probate is that court supervised process, and the assets will get to, ah to, ah, ball beneficiaries quicker through a living trust. And that’s typically white set up. What’s your part in it? The trust has to say what happens at the donors at the death of the person who creates the trust. That’s your donor has to say what happens. Ah, lot goes to my husband, children, husband, wife, children, grandchildren. Your charity can be also one of those beneficiaries at the person’s death. You could be named. That’s what that’s what the value of the living trust is. And the Third World recovering is the name the beneficiary. That’s just, um, I’m gonna stop calling out my voice cracks. That’s the last one. I’m calling out the name beneficiary. Anything that has a death benefit. Think of life insurance. That’s the most common example. You gotta decide where this death buy-in fundez years ago, when when your donors there’s a policy on their life, where’s the money going to go? Most of it goes to husbands, wives, children, grandchildren. But maybe there’s a percentage for your charity. 5%. 10% somebody can carve out. We always say Family comes first. But after that, how about a small percentage for for our charity, but going beyond life insurance? Some retirement plans. IRAs 401 K’s for three B’s cept the small, small employer pensions. Um, some commercial annuities have death benefits. Some checking and savings accounts have on brokerage accounts have have death benefits to them. So anything that has a death benefit, your charity can be named. All right now we’re getting into the actual five minute marketing tips that I have. Let’s start with events drop. A few speaking points into remarks were already hosting. The event is not a plan giving event, but any kind of gala. Any event where you’re speaking, that’s probably everyone. Get them to say something about planned giving. You just need a couple of sentences. This is not even a well, I was gonna say not even a full paragraph. Two sentences could be a paragraph. This is not even a full minute. Literally. I’m excited. We’ve kicked off a campaign to encourage you to remember us. You know the organization in your will. It’s very simple to do and secures our work long into the future. For instance, you know then you can name a program or something that could be that could be endowed. I was talking about earlier, perpetually or you could just, you know, rattle off program that you have. You know, you can support any of our great programs. You want more information? Um, talk to There’s a director development in the corner, you know? You know her, talk to me, talk to whoever it is. That’s it. It’s like 34 sentences. Quick. It’s not the main part of the event by any means. Just we’ve kicked off a campaign. That’s a little news. Hook. Something interesting kicked off this campaign. I would love for you to be a part of it. It’s so simple. You could endow any of our great programs, support any of our great programs in the long term. Please talkto whoever it is. A t end of the program. That’s it. I didn’t even spend a minute. It’s a good thing that I’m gonna run out of time. I should have were simple. You’re out. Um, okay. Five minute marketing was duo more on events. Put your program. You already printing a program. For Pete’s sake, put something about plan giving in the program. Put a little mentioned. You know, I’m the evangelist for playing giving without the religious overtones of evangelism. But, you know, you’re doing the program. Same thing we’ve kicked off a campaign. I’m like, dictating it to you. Just start writing. We kicked off a campaign to encourage you to remember us in your will. It’s so simple to do secures our work long into the future. Your attorney is gonna need our legal name address and Tex, i d. Here they are. Boom. That’s it. Could you put that in your program? I’ll bet you can. Or, you know, if you don’t even wanna go that much, just say we kicked off a program. Talk to whoever it is, whoever the contact person is. Please, I would love to talk to you today. Get something in the program again, Not spending any more money. You’re already producing programs anyway. Kayman sample Ward is on social media contributor and the CEO of INTEND. The non-profit Technology Network Out, huh? In the Prophet Oregon? Yes. Wonderful welcome. Amy Wells. So many. I can’t name them. Uh, not that many more. A couple more. We gotta live. Listen love to. That’s coming later with second segment. Okay. Um okay, that’s it for events again. You’re not spending any more money already producing the program. Say something. You put something in your already speaking, put in a couple of dropping a couple sentences. Oh, my gosh. Um, print channels you doing newsletter or whether it’s print or email putting a sidebar with the same thing we kicked off a campaign. I love to have you participate. It’s so easy. All you need is our to include to include us in your will or you need your legal name. Tex I d and address. Here they are. Boom. Drop that into a sidebar on any whether it’s print or digital your annual report. Whether you do a printer digital, say something about planned giving in it also. Now I know some organizations I know we’re getting away from naming donors. I’ve learned that that’s in their annual report. It was always so cumbersome. You get the misspellings and I got so embarrassing the wrong levels. But if you’re naming them, if you’re naming donors in the annual report, include your plan giving donors any direct mail you might be doing drama buckslip in. You know, that’s a book of your buckslip 2/3 of a page you print three and page drop it in the same thing that I’ve been talking about kicked off a campaign. Love to have you participate. All your attorney needs is our legal name, Tex I d an address. Here they are. Boom. Drop that in. It’s 1/3 of a page. Doesn’t cost any more. Doesn’t increase your postage. Um, while you’re doing that while you’re printing on direct mail printing envelopes on the envelope flap the flap that you got a print the envelopes anyway. Ah, check off box. Send me information on including your organ. The name, of course. In my will, little checkoff. Everybody reads that. Everybody sees the envelope flap so easy. Um, I think I’m gonna wrap it up. Dahna Sam nods. All right, so, uh well, time flies. Holy cow. It’s amazing. Things show is out of control. What a show. Um, okay, that’s five minute marketing for planned giving. And what’s fair game with Maria? Simple is coming up. I’m raving like a lunatic. I gotta take a nap after listening to all this, but in my defense. I plan too much. The host is much better. I am much the host with the president, are much better at, um, planning segments with guests, then planning my own 25 or so 26 minute segment. So that’s the reason for the raving lunacy. So everybody probably just wanted to take a nap or a tranquilizer or something, all right, and we’ll I’ll talk slower from now on. Holy go. But there’s a lot of good info. I mean, what you gonna do? There’s there’s tons of information had to squeeze it in. All right, it happens to be time for another break. What do you know? Cougar Mountain Software koegler Mountain software is simple to use, and the support is phenomenal. With a program like QuickBooks, you don’t have support. If you don’t have support, it’s worth nothing. So says Christine Christiansen. She’s the owner of interesting small business out in Colorado. Production of sheet metal, stainless steel, aluminum. Very interesting. But they don’t worry about keeping the books straight. They can focus on the sheet metal and stainless steel, and they are worried about their books. Just like you want to focus on your mission and not worry about keeping your book straight. Cougar Mountain. They have a free 60 day trial at tony dot m a slash Cougar Mountain. Now it’s time for Tony’s Take two and ah, finger wag about planned e-giving relationships. I just want you to be cautious with ease because as you embark on Oren, build your planned e-giving program, we’re gonna be talking a lot of people in their sixties, seventies, eighties, nineties, maybe even hundreds. And, um, they can, uh, can be a little some. Some can be a little needy, even vulnerable, perhaps. So you just wanna keep your relationships with these folks professional, All right? And I say more about that in my video, I might do a follow up on tips for actually howto latto navigate this. Not just that you should. Not just what, but, uh, maybe this time you know the how of avoiding ah avoiding problems for your non-profit on the video is what to avoid in your plan giving relationships. It’s at tony martignetti dot com, and that is to take two. Let’s do the live love. It’s gotta go out. It’s going out. Thio Braila, California Huntington Park, California Troy New York, Newark, New Jersey Doral, Florida A man were all over Cool. TAMPA, Florida We’ve got multiple Florida, California, New York, New Jersey. Uh, multiple New York, New York. Love to see that. Thank you. Live love out to each of those locations. Um, And going abroad, we got Moscow, Russia. Banjarmasin, Indonesia. Indonesia. Checks in once in a while. Thank you very much. Indonesia. Live labbate to you. Seoul, Korea. Annual haserot comes a ham. Nida soul often listening also Tehran, Iran. You’ve been frequent. Thank you. Tehran for being with us. Jakarta, Indonesia. Also been showing up occasionally. Thank you. Indonesia. Um Madrid. Buenos Tardes, Madrid, Spain Buenos Star Days. Where’s Japan? I don’t see Japan today. I’ll send out konnichi wa. Maybe you’re maybe your master disguised. Maybe. Maybe, uh, maybe Japan is hiding in a zoo appearing a soul. Not that they’re that close, but, uh, probably not. Anyway, konnichiwa and live love out to each of our live listeners. So glad you’re with us. And the podcast pleasantries got to go out to our podcast listeners whenever they squeeze the show in. Maybe it’s into there. They’re, um, their podcast listening day. They’re binge day wherever you squeeze us in car washing, car driving, dishwashing painting. I’ve erred. Thank you. Pleasantries out to our podcast audience the vast majority of our audience there. Pleasantries to you. Now let’s Ah, let’s join up with Maria Simple and, uh, find out what’s fair game. Maria Semple has been patiently waiting. You know her. Aside from a patient waiter, she’s the prospect. Find her. She’s a trainer and speaker on Prospect Research. Her latest book is Magnify Your Business Tips, Tools and Strategies for Growing Your Business or Your non-profit. She’s Our Doi End of dirt. Cheap and free ideas. She’s at the prospect finder dot com and at Maria Simple. And she’s on the phone. Hello, Maria. Hello, Tony. How are you today? I’m doing great. My voice. I said I was gonna do that. Linda. Lifestyle Kowski joined us. Hello, Linda. Um Jackie Like and says hello from Nova. Hel Hello, Jackie. I wish you were coming to the beach. She bagged out on me. Um Okay. Maria. Yeah. It’s good to talk to you. Last time was very brief on the 3 50 That’s right. That’s right. And now we’re plugging ahead to your 4 400 shell, right? That’s correct. It’ll be July 2018. Absolutely. In the meantime, we, uh we want to talk about ethics. And what’s What’s fair game? What? You deal with this every single time. You’re doing an assignment for a client, right? Yeah. Yeah, that’s right, Tony. I mean, you know, when we’re talking about prospect research and we’re thinking about all the various tools that we have available to us as prospect researchers, you know, we have to think about, um, what’s available in the public domain, because that’s the thing that’s going to be really important to keep in mind that a donor has the right to come in at any time and asked to see what information you may have compiled on them. So you want to make sure that that you’re always using sources that are available in the public domain. So where we kind of get into some gray areas are in the area of social media sites? Yes, OK, and I think that’s a very, very good test. Never put anything in your C. R M database that you wouldn’t want a donor to read. I think that’s a good test What do you think? Yeah. Yeah, And I think even even in the way that you’re writing up your reports, try and think about it as an investigative reporter trying not to put subjective statements in there even if they may have been, uh, sort of subjective statements that you might have heard, Uh, you know, through the grapevine from volunteers or board members or whatever about somebody’s the lifestyle or their marital status or whatever it may be, you know, try and just put a statement in there. You know, like whatever the couple divorced and x y Z Day 10. You know, leave it at that. I don’t think anybody would take offense to that very objective. A bunch of people just joined us on Facebook. So I got to tell you that we’re talking about the ethics of plan of of prospect research and what’s appropriate to be documenting and finding about potential donors. And I want to welcome Michael Zeller, attorney, North Carolina. Charlotte just hosted an outstanding 50th birthday party. Oh, my God, Michael, That was outstanding, you know, I know that. You know, I feel that rob maker good to see a rab welcome and dahna Gillespie, dahna Gillespie Rivera. But I know I know yours. Dahna Gillespie. Welcome. Um, Okay, so but there can be great value in the end. What you find in social media, of course. I mean, people put a lot of stuff on social, and their privacy settings are typically, I think, generally not set the way they want them. And but so there can be a lot of prospect research gold in in the networks, right? Yeah, that’s right. So, you know, what I thought we might do is just sort of talk about sort of the top three networks for a couple of minutes, like the linked in Facebook and Twitter, and maybe try and figure out what type of information can we glean? Um, and should we be gleaning it, Should we be using it? You know, even if we were to stumble upon it, that doesn’t necessarily mean that you put it into the c. R. M or we’re into a written report. Yeah, okay. It’s anarchist, but that’s way could do it that way. I, you know, I was thinking of some of the things that that you could find out. I mean, you can find out about divorce, right? You know, I’ve had friends. I’ve had two friends who were posting about suicidal, suicidal thoughts, you know, I don’t know. Probably a lot of people see that. But, I mean, that’s very disturbing, but doesn’t belong in a prospect. Research report, maybe. I don’t know. Um, maybe if you’re looking for that plan Gift. Uh, let’s not go there. Okay? I’m gonna let you off the hook, but let’s go. Let’s go over that skip over that. Um okay. You know, in the words very sensitive stuff. Okay, So you want. All right? You want to start with? It works. All right, let’s start with now to me. Linked in to me. Anything on LinkedIn is fair game in a prospect research report, that is, that is that am I overstating? Am I oversimplifying? Yeah. I think that anything you find on Lincoln, especially since Lincoln has what they call a public profile that is out there. It is searchable on Google. It will come up on page one of Google’s search results. If you if you Google your prospects name, they’re linked in profile is going to be there, So yes, indeed. anything that you find there is going to be a public domain. And this is sometimes very valuable information you’ll be able to find out, You know, their longevity at various companies, maybe some of the companies that they’ve been associated with, um may have been for a long period of time. Maybe they’ve got some stock that they’ve accumulated from within that company. So you might want to think about steering the conversation in the direction of appreciated securities. Okay, Okay, but wait, We want to focus, too, on the ethics. So So basically, LinkedIn is do you consider linked in to be wide open? Yes. Okay. Absolutely. Okay. You’ll see any ethical questions around anything that people might find in linked in. No, not not what they might find. But the ethical question might come in as to how you as the prospect researcher or the executive director or the development staff using linked in how you might have your own privacy setting set up in such a way that, um, you know what other people can see once you’ve looked at their profile? Right. So you have three choices on linked in you either have people know that you’re looking at their profile, your face, your title and where you work right are going to follow you everywhere on linked in that headline and a picture. So that’s full transparency. When you have your privacy settings set up that way, that means they get to see you’ve been looking at them, and you get to see who’s been looking at your profile. But Lincoln has two other privacy settings. One is sort of a semi private where you could be a management consultant in X y Z industry in New York City area. Or you could be anonymous. When you’re in one of those two modes, then people will not know that you’ve been looking at their profile. Okay? And we have covered this before. You know, this is what I consider fully dressed topless and naked. Uh, look, I got a chuckle out of Maria. Simple. She’s probably the only one That’s okay. I amused myself. People should know, you know, if you don’t think I’m funny, I’m amusing myself. That’s the most important. Um, and I forgot to shut out Joan Pell xero. I’m sorry, Joan. I skipped over you. I scrolled up and then I lost you. John Pelzer on Facebook. Thanks for so much for being with us. And also Ralf, Asante and, uh and, uh, Aunt Mary Mary Michalowski joined. Hello, mary-jo. Thanks for joining us on Facebook. I might do this more often. This is cool. Um all right. So ethically linked in safe. Now, let’s go to ethical conundrum where you want to go? Next on Lee Anarchist, I’ll give it to you where it’s like you want to go to the O. What network? Facebook. Okay, Wide open. Okay. Yeah. That’s the network where people are really sharing about their family, their pictures way. No, this So what? What do we do with what do we do if we find something that we believe is compromising like, let’s say, a divorce that that maybe they don’t want the organization to know. But maybe that’s just what that’s just one example, but compromising but valuable to the organization. How do we deal with that again? I think go back to original statement. If it’s going to, um, if it’s going to jeopardize your relationship with that donor or that donor prospect, I think you leave it out of the conversations you leave it out of the C r M u leave it off of written reports. So if you could just sort of have that is your bellweather. I think it will serve you well, okay. And also, you’re your organization might have social media guidelines in place, So check that out first, as as your you you may have certain guidelines that you with an organization have decided upon. So, um, if that is the case, anybody knew that you’re bringing into the organization should be aware of the social media guidelines, both in terms of how they’re going to use social media for are on behalf of the organization. But there may also be, you know, standards of conduct, but they’re expecting of you is an employee’s. So again default back to that statement and default back to your own bellwether your instincts. If it feels like it’s going to jeopardize that relationship, don’t put the info in there. Also, APRA the the Professional Association for Prospect Researchers has a statement on ethics, and we’re gonna talk about that after the break. So if your organization doesn’t have, you know, you might be a small organization without a social media policy as it relates to prospect research. APRA can help you out. We’ll get to that. Okay, I like you’re like you’re like your guidelines. All right. We have just a couple minutes before a break, like a minute and 1/2 a minute. What’s the next network you want to talk about? Was it twitter waken? Talk about Twitter. That one probably won’t take long. You know, Twitter is one of those social media platforms that people might be using, especially these days with regard thio their politics. So whether you and that might be important for you to know about, depending on what type of organization that you are so again, if it’s knowing someone’s politics is important, you know, maybe checking out to see if they’ve got a Twitter feed might be something you want to check out. It seems like you Twitter, you’re less likely to find something compromising. It’s possible, but less likely to find something compromising on it. Okay, let’s take a break when we come back, I got of course, I got live listen, love podcast pleasantries and affiliate affections naturally, but also will get into the APRA ethics ethics statement little about that and we’ll see what else we had. Stay with us. Okay, let’s take our last break. Turn to communications, PR and content for your non-profit. They help you tell your compelling stories and get media attention on those stories and building support for your work, media relations, content, marketing, communications and marketing strategy and branding strategy. You’ll find them at turn hyphen to DOT CEO. We’ve got butt loads more time for what’s fair game? Welcome back. And I feel like starting with the with the shout outs Thio our listeners. I’m gonna start with Facebook, but I don’t because it’s a fairly new formats. Only second time have done a Facebook live. So thank you, everybody on Facebook. I believe I have shattered out everybody who joined us. Thank you for being there. Can I ask you to do Ah, one or two things like it and share it like it and share it? I think we know how to do that. I’d be grateful on Facebook. Thank you very much. Live listener love got to in Germany. Guten tog Multiple. So multiple Germany and, um Seoul, Seoul, South Korea. Always checking in so soul you’ve been on our minds. Obviously a lot on your haserot cancer ham Nida coming back into the U. S. Tampa, Florida, Woodbridge, New Jersey. Matthews, North Carolina and Staten Island and New York, New York. Multiple New York City. Thank you Multiple Manhattan, New York Appreciate that. Staten Island. Thank you for being with us. Love it only to Burrows. I don’t know. Queens, Brooklyn, Bronx. All right, Next time we have had a show way had a couple shows. Where was all five boroughs? And then, of course, the podcast pleasantries over 12,000 listeners. Listen, that’s why you know, I don’t know if you put two and two together. It takes me over seven years to do that. But that’s why we have such loyal sponsors, because there are over 12,000 people listening to the podcast. So you know how grateful I am because it makes the show so much more fulfilling when there are sponsors, you know, helping me out. Basically, I mean, how else can I say it? So thank you for listening. You are attracting the sponsors to the show, and and I do mean attracting the ones I announced it on the 3/50. Coming up wet nurse e p. A’s Um, that’s the only definite one that I said There may be another one and there may, uh, still talking them, but they’re coming to me, so thank you. That’s over 12,000 podcast listeners each week pleasantries to you and the affiliate affections to our AM and FM station listeners through out the country. I’m not sure where you are, but what am I think I know exactly where you are. And I even know when each station puts me in their schedule us. I prefer the US puts us in their schedule someone our block during the week. And I’m glad that on on your station it could be Saturday morning. Might be Tuesday night. Whatever. Affiliated affections to our AM and FM listeners Thank you for being with us, thanks to your stations for carrying non-profit Radio multi-channel Amy’s have award will love that were multi-channel We’ve been for years and now we got a new channel. I’ve discovered Facebook only took me seven years cutting edge cutting edge. Uh what Pioneer? Yeah, right. Um okay, so, Maria simple. Thank you for being patient again. So patient Prospect Researcher Thank you. Um, a lot of gabbing today. I’m off on tangents. All right. I feel like a Facebook buy-in here. I don’t know. Um, no, you’re not giving yourself enough credit. You’ve been on Facebook for a long time. It’s just that you’ve not been using that brand spanking new life live. Yeah, I’m not sure. It’s quite brand spanking new, but thank you. Thank you for you. That’s the point. Thank you for driving home that point and character. Chicken Master just joined Karen. Welcome on Facebook. Good to see you. Thanks for being here. Okay, so we’re talking about the ethics of prospect research. Oh, my God. There’s tons more. How come they don’t show up on my phone? Because why? They’re in a group. That shit. Oh, my God. There’s hundreds. Well, dozens more scores, more than dozens scores more. Okay, I don’t think I should do all those, but thank you if you’re on Facebook. And I did not shout you out from from Beth Granger toe Harriet Steinberg to Melinda Roth Epstein to Eric Mendelssohn. Thank you for being with us. Thank you so much. Thank you. Okay. So I’m Maria. Um All right, So where do we go from here? Let’s talk about the APRA s o appa Appa a pr A. It started out as the American Prospect Research Association. Then it became the Association of Professional Researchers for advancement. Now it’s just apra So they’ve done to me. That’s an abandonment of roots. They’re just apurate apurate where Apple doesn’t mean anything to me. Ready after all along they’ve been after all along I know it’s nufer different things that I object to this rewrite of history like next it’s gonna be we’re gonna be taking down statues of George Washington and Thomas Jefferson. I was around, I was around when they made that shift and this is the reason for it. They used to be just the American Prospect Research Association, But now association really envelopes people from all parts of the world, so they wanted to be able to, you know, have that reflective of their their membership base. So now it’s the association’s professional researchers. It’s like AARP. They don’t want to be the Association of retired American Association of Retired Persons anymore. They haven’t been for years. It’s a history rewrite. I don’t mind change, but when it benefits me, but it never does. That’s why the world is to change without my consent. I don’t grasp. All right, let’s talk about their code of ethics anyway. So they have this ethical code, and it does relate to social media specifically. So Right. So one thing I see is a balance for trying to balance Thean vivid Jewel’s right to privacy with the needs of the institution. Did I like doing that? Yes, you did. Actually, it is very, very important that that that balance is kept for sure. Okay, Yes. So drilling down on that, What about friends they talk about? Should you be a friend to potential donors, people you’re researching? That’s a no No, right? Uh, yes. In terms of the ethics statement that Apple put forth that that is correct. They would really recommend that you do not friend were really enter into a personal relationship with prospects or donors. Now, Lincoln could be, you know, a completely different platform. Right? Because now we’re talking about a business social platform. Okay. All right. Um um all right, so but, friend, what about this? Seems like middle ground. What about following somebody on Twitter? if you’re a prospect researcher. Yeah. I mean, I think that that would be okay to be a follower on on on Twitter because, you know, they’re again Twitter feeds are very public. And so, you know, I don’t think there’d be any issue there. Okay, But you need to disclose who you are. That’s also in the statement. In these guidelines, you need to disclose that you’re a prospect researcher for the organization. Do you need to say that? Well, you know, sometimes people will individually have ah, personal Twitter account. So that’s the only the only twitter account that you’re following people from them. Then you know that is it? Yeah. So I think you have to start looking at your staff and determining which staff members are on Twitter. Our Is it the organization that’s going to be a follower of that individual on Twitter and again, two very different to two very different things. Okay, Okay. What about corroboration? If you find something on a social network, is there an obligation as a prospect researcher to corroborate it from from another source, or like, almost like a journalist or or no. Yeah, if you can Absolutely again is personal versus business information that’s going to probably make a difference in terms of what you’re going to try and source in terms of corroboration. But if you are thinking about having somebody make a major gift to your organization and you stumble across something on social media, that gives you an indication that this might not be the right time to make that. Because you might have seen something going on on somebody’s personal Facebook feed, you might just double check with you, Noah boardmember that knows them well or something like that. And just ask, you know, if they know anything about the timing is still a good time to talk to that individual. Okay, Marie Simple. We gotta leave it there. You’ll find the apparatus. Social Media Ethics statement at APRA home dot or GE after home dot org’s Maria Semple. Thank you so much for having me My pleasure. Absolutely. You’ll find her at the Prospect Finder, and she’s at Maria Simple. You should be following her on Twitter if you’re not, uh, it’s your life. Next week we have Amy Sample Ward returning to talk about in real life community building. If you missed any part of today’s show, I’d be seat you find it on tony martignetti dot com Responsive by Wagner c. P A is guiding you beyond the numbers. Wagner cps dot com By koegler Mountain Software Denali fundez. They’re complete accounting solution made for non-profits tony dot m a slash Cougar Mountain for a free 60 day trial and by turned to communications, PR and content for non-profits, your story is their mission. Turn hyphen to dot CEO. Our creative producers Claire Meyerhoff Sam Liebowitz is the line producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein be with me next week for non-profit radio. Big non-profit Ideas for the other 95% Go out and be great. You’re listening to the Talking Alternate network. Thank you. 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 9 to 10 p.m. Eastern time And listen for new ideas on my show Beyond potential Live life Your way on talk radio dot n Y C. I’m the aptly named host of Tony martignetti non-profit radio. Big non-profit ideas for the other 95% fund-raising board relations, social media. My guests and I cover everything that small and midsize shops struggle with. If you have big dreams and a small budget, you have a home at Tony martignetti non-profit Radio. Friday’s 1 to 2 Eastern at talking alternative dot com. Hey, all 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 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 12 noon Eastern time. That’s the conscious consultant. Our Awakening Humanity. Thursday’s 12 noon on talk radio dot You’re listening to Talking Alternative Network at www dot talking alternative dot com now broadcasting 24 hours a day. Do you love, or are you intrigued about New York City and its neighborhoods? 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Nonprofit Radio for February 9, 2018: Your Online Giving Plan

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Joe Garecht: Your Online Giving Plan

Change is a constant in the online space. What does that mean for your fundraising plan? Fundraising consultant Joe Garecht shares his wisdom.

 

 

 

 


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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’ve endured the pane of glass a tricky if i had to speak with harry words you missed today’s show you’re online giving plan change is a constant in the online space what does that mean for your fund-raising plan? This year fund-raising consultant joe garrick shares his wisdom on tony’s take two lose track of time. We’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dahna i’m a slash pursuant radio and by wagner cpas guiding you beyond the numbers regular cps dot com tell us turning credit card processing into your passive revenue stream tony dahna may slash tony tell us i’m very glad to welcome joe garrick to the show. He is president of garrick fund-raising associates. He has nearly twenty years of experience helping non-profits build donorsearch sta mes to increase their fund-raising he was founder of the fund-raising authority, providing online fund-raising training before consulting, he was an executive director and the development director. You’ll find him at garrick tw dot com and he’s at joe garrick and he’s on non-profit radio welcome, joe garrett. Thanks, tony. I’m really, really glad to be here with you today. Thanks for having me. I’m glad you’re doubly glad. That’s cool. Thank you. Thank you. Um, okay, let’s, talk about online. We got a good amount of time together. This space, as i said in the intro, is always changing. But how do we, uh, how do we adapt? Yeah, it’s a great question and it’s one that, you know particularly bedevils small and mid sized non-profits because there’s a ton of information coming at fundraisers about online fund-raising it comes from what they see, large organizations doing it comes from what vendors are trying to sell them, and a lot of times it comes internally. I can’t tell you how many non-profits i’ve worked with where the fundraisers say to me, hey, i was talking to a boardmember and they said, we’ve got to be on blank and blank is usually a social media platform or ah, blogging platform or a crowdfunding platform. Okay, and so they’re kind of getting it from all sides. And so one of the one of the biggest things like right up front here that i want to say to non-profits is, um, kind of relax about online fund-raising it’s important, but just like every other kind of fund-raising it’s important to develop a plan and a strategy for your online fund-raising and to implement it and give it time toe work, you know, a lot of non-profits i’ve found feel like they’ve got to keep up, you know, every new thing that comes out, they’ve got to keep up with, you know, they’ve got ad, they gotta take bitcoin donations, they’ve got it beyond another social media platform, and the truth is just like every other kind of fund-raising this is fund-raising it’s a process, you need to develop a plan, and you need to stick with it. And then after you give it some time to run, you contest and iterated, you need teo, but it’s, it’s, knowable and it’s doable for every non-profit stick with it long enough to toe do, in fact test and and see if there’s if there’s traction among your constituents, i mean, you’re not going to know that in just like, four to six months that’s, right? That’s, right? I always say you know, develop a plan and give it, you know, at the very least a year so that you have enough data, enough contacts with your donors, with your prospects, with the network as a whole, to really see where it’s going for your non-profit again, it’s, just like, you know, just because we say it’s online fund-raising doesn’t mean it not still fund-raising, you know, non-profits wouldn’t, you know, launch a they wouldn’t launch a capital campaign and give it a month, and if they don’t have, you know, a certain percentage of gifts dropped the campaign right away, they’d carefully consider whether or not they were ready to run a crowd i mean, a capital campaign, they develop a plan for it, and then they’d implement that plan and on lee after they’ve implemented, would they be able to really just make decisions about changing that plan and it’s the same with online fund-raising need to really think it through before you dive into a new strategy or a new tactic, and then you’ve got to give it time. And and also you really need to make sure that your online fund-raising strategy works with your overall fund-raising strategy so many non-profits have limited bandwidth in terms of time and money. I mean, rare right is the non-profit that has too much band with all it never happens. So you have to make sure that you’re making wise decisions because everything that you’re doing online, it’s time that you take away from offline and everything you’re doing offline is time that you’re taking away from online. So you have to kind of see where those where those tactics strategies fit together in your overall fund-raising plan. Yeah, and we’re going to talk a little about the offline, too, because they do need to align. What do you do with that? Boardmember or ceo that says, we need to be somewhere can can the existence of a plan help you and be sort of a defense and say, look, we’ve got a plan, we’re executing, you know? What can we say to that person who was above us that says, we gotta be on this new this new ah shiny platform? Sure, yeah, i think your biggest the biggest tool you have is a fundraiser foran executive director when those ideas come at you is a plan. Now, if you’re developing the plan because you’re getting those ideas, then you may have a problem because now that’s all for today? Yeah, why isn’t idea and that playing but if you if you take the time to develop a plan ahead of time about how your non-profit is going to pursue engagement online, and if that plan has phases and deadlines and metric and, you know, testing and looking at maternal investment and it really just is a good plan and it makes sense, then you’re able to, you know, take that to your boardmember why usually like to say to boardmember xero first of all, that’s a really interesting idea. Thank you so much for being think, you know, for thinking about this for our non-profits top of mind that you’re generating these ideas, i want to let you know i’m definitely going, we’re definitely going to consider it right now, we’re in the middle of our online and he’s been playing online fund-raising plan for the year and were, you know, at band with capacity, and we’re going to implement this, and at the end of the year, we’re goingto look at how we did and if there’s you know, if there are some things that are underperforming, and we think that this strategy will, you know, outperform those we’d love to take a look at it. So, you know, stay tuned, i promise i’ll report back to you at the end of the year, and then you know it, you know, an animal, so i hope that non-profit that you’re working at, you know, whoever, whoever you are, dear listener, that you are not in this situation, but if you’re in a situation where boardmember they’re saying no, no, no, you definitely need to do this this year, right now, then my suggestion always is saying to them, that’s, fine, we can do that, but what should we cut? You know, that’s the big question, what should we cut? We’re running at capacity in terms of band with so let’s, take a look at the fund-raising plan and you tell me what to cut out of that fund-raising plan to be able to fit this and normally that gets boardmember thinking more about the fact that while fund-raising capacity is not a zero sum game and it’s a world of abundance, you were fund-raising resource is and staff resources are your something certainly xero some game? Yeah, that’s i like that. Like that method of handling certainly give the affirmation that your your idea is meritorious, but where? You know, you said we’re in the middle of executing a current plan. Hopefully you don’t have that kind of micromanagement if we had many guests on, you know, saying that your board members or others senior volunteers, if you like, should not be micromanaging your you know, the day to day tactics that you’re that you’re executing, i’ll tell you what you were going, we’re going to take our first break, so hang with me, please. Great. Pursuing the field guide for data driven fund-raising it’s, the latest resource on their listener landing page now at tony dahna slash pursuing to radio there’s so much data available to all of us. It’s overload. So what you gonna do with it? The field guide is comes in to make your data less daunting. What’s in it. They’ve got five high level steps that you can take quickly to translate your business objectives into actionable data. That’s, that’s manageable real world case studies showing you how some other non-profits are using data, in other words, do some benchmarking and learning worksheet with some conversation and thought starters to help you your team. Maybe even some of those key volunteers board members find the right focus to begin a data driven culture. It’s the field guide for data driven fund-raising tony dahna slash pursuant radio let’s go back to joe and your online giving plan, and my voice just cracked, too. How are you still there? And i know you are, joe, all right? Yeah, well, i was just mentioning the micromanagement. Anything you want, you want to be among the countless guests who have said that you should not be allowing your board members to micromanage tactic like that. Yeah, well, obviously, i concur. And i would i would say again that a planning process and developing a plan is your best defense against that. And i were talking about online giving today, but just, you know, i’ve found that developing an overall development plan fund-raising plan for your organization and if you’re a smaller midsize organization actually, going through the step of having your board approved that plant vote to approve it, hopefully lead by the board chair is sometimes a way that you really can, you know, provided defense against that because then you can go back and say what we were all on board with this plan is we’re going to execute the plan as as we, you know, as we all agreed, as we got the buy-in yeah, we get that board. Buy-in okay, right? So as we’re looking at our our our plan, how do we figure out what’s the best mix for our organisation? Of course, there’s no, no universal formula, how we figure out what, what fits us best. What mix? Sure, and you’re right, there’s no universal formula for online fund-raising but the closest we can get to a universal principle for online fund-raising right now is that email is the most effective method for online fund-raising now, that’s not to discount the impact of social media were crowdfunding or, you know, or your website, they’re all important, but email is the only knowable and really active medium that your organization controls. You know, we’re in a situation where when you’re posting on social media, first of all, you don’t own the social media profile the social media site does and that’s been proven by the fact that, you know, when you, when facebook first started out, if you were a non-profit on facebook or a company on facebook and you were, you know, you had followers, the vast majority, then we’re going to see the posts that you put up right now, you know, that used to be remember that remember that time? Yeah, and that mystery companies and non-profits fuel hoodwink you probably remember facebook was getting people to buy advertising to get likes on their page, as opposed lynx clicks to their links with the idea that if you got people to like your page, they would then see all the other content you put up essentially for free, you know, once you’ve got that buy-in and now now, you know, before the latest algorithm change, they you know, facebook was only showing you were posted less than ten percent of the people who liked your page unless you’re paying for advertising and that’s going down again because of the latest algorithm change. So so clearly you don’t control you can’t control the volume and pacing of your messages to donors on social media. That’s true of every social media site, unless you’re paying for it, your website’s, kind of similar, like i love when donors come to our organization’s website that i’m working with, and click that donate now button, but most donors aren’t going to do that, and if they don’t do that, then unless some using, you know, expensive retargeting advertising tools of paying for a car for advertising on other sites? I’m i don’t know who’s coming to our website, i don’t know who’s stopping by if they don’t taken action. Yeah, andi so that’s kind of passive as well. Email right is the only active mediums that a non-profit controls. If you have someone give you permission to use their email address for your email newsletter or for other communications, they’re going to see your messages. Almost everybody in the united states certainly checks their email address their primary email address almost every day. Oh, it’s, hundreds of the stats are like we checked, like like one hundred twenty five times a day or something, you know, right it’s just beyond me. Yeah, and particularly because a mobile right everyone’s looking on their email on there, you know, and so and and how do they check it, they skim basically, if he doesn’t land in the junk folder, they’re going to see your name and the subject line, which gives you a fighting chance of having your email open and so sabat i always advised, but i’m building a new online fund-raising system for a non-profit my advice to them is funnel everybody as many people as you can do everything you can to collect that email address, because then you are in control, you’re in the driver’s seat. So, you know, your original question was, what is the mix? The right mix for? Non-profits and i would say that for most, almost every non-profit the right mix is ah, hub and spoke system where your website is the hub, but the purpose of that hub is to collect email addresses from all the spokes, which is all of the places that you will have a presence online, whether it’s paid or earned or social. Okay, you said, you know, once you have that email address, you’re in the driver’s seat, but that’s with the with the qualification that you’re you’re adhering to the permission that the person gave you in terms of what? Subjects they want to hear from you about if you’re sophisticated enough to be asking when and how often but you want to keep to those to the parameters that the that the potential donor has given you absolutely, absolutely and so for, you know, for more sophisticated non-profit not only is it, you know, you know, the ethical thing to do to try and segment somewhat and determined the volume and the messaging, but also is really effective. Fund-raising right, if i, if i can determine by asking donors and tying their responses to the email address what they want to hear about how they want to hear from me, how often they want to hear from me that’s going to make our fund-raising program more effective, but for every non-profit you know the goal of collecting the email address, you know, what i kind of said was you want to collect email address, but you really want to collect permission to use it, right? You can go find email addresses, you come by list, you can do all this other stuff that’s, unethical, you know, in some cases, particularly for-profit businesses, it may be illegal or, you know but but what you really want to do is focus on getting permission and easiest way for smaller non-profits to get that permission is by signing people up for an email newsletter by signing people up to get your your non-profits email newsletter and other updates is usually the way we on brother and other communications is usually the way we try and freeze it and that’s broad and if that’s a starting place, if you’re more sophisticated than you contrive segment further, right, right? Based on topic and as i said, maybe even frequency they’ve even time of year. I’ve seen questions. Yeah, on that can come later to when you khun survey later on, once you’ve i mean, if you’ve got there, if you’ve got their permission, and if you have the wherewithal to to execute on the segmentation, you might survey your donors, you’re not even just your donors, but survey your your the people that are accepting your communications and ask what their preferences are. Absolutely, andi, assuming you have the capability to adhere to them, you know you alluded a couple times, teo spending let’s talk a little about that how do we decide whether we should be spending on, uh, what i’m thinking primarily facebook, twitter? Sure, sure. Well, i mean, obviously there’s a there’s, a lot of benefits, two advertising on those platforms facebook in particular has a ton of targeting tools where you can really i mean, it’s a segue mentors dream right? You, khun really dahna drill down and really heavily segment you were you’re you’re advertising audience, you can say you wantto segment people who are thirty five to forty years old who live in indiana and who follow a certain, you know, a certain would have liked a certain page that’s really, really powerful the key, as you know and as any you know for-profit market or nose, the key is figuring out the return on investment and really trying to get your per click advertising spent down as low as possible, first of all, and i’m not, i wouldn’t say there’s a universal agreement with this, but my strong recommendation and on properties there’s really only one crew action you want to be paying for on facebook, and that action is getting people to click over to your website, right? I i don’t i don’t think it makes sense anymore to pay for like, i don’t think it makes sense to pay for other actions. I want to get people to click on links to my website to come over to my website where they can do what, where they can sign up for my email news longfield email drive him to that home. Yeah, but i own that connection. So your goal if you’re if you’re deciding to spend money on social media, is to get the cost per email acquisition is really what you’re trying to do as low as possible, and you know they’re through testing you really can get that down. You can certainly get the cost per click to your website down into the ten fifteen, twenty cents per click range, maybe lower, depending on what you’re targeting and then figuring out how many of those people sign up for your email newsletter. So i think that’s the, you know, the really the only consideration with online from a fund-raising perspective is really, you know, with all nine hundred advertising his return on investment now bigger organizations can afford things like i talked, you know, i mentioned earlier, which was like a retargeting. On bacon, you know, that’s, those ads that follow you across the web, you know, you could you look up, you know, non-profit radio and then you’re on another website and all of a sudden there’s a non-profit radio ads on that website and it’s, because you’re being targeted, you’re being followed buy a cookie that’s, you know that that impact your return on investment, but it’s really something that’s reserved two muchmore advanced organizations who have more money to spend on the testing because with all nine fund-raising really the fortunes in the follow-up it’s your spending money? If you’re paying for online engagement, you’re spending a certain amount now with the goal of making money on the back and and the way you’re going to make money on the back end is not by getting people to constantly, you know, come to your web site and clicked one ofthe donate now buttons it’s by using email to stay in touch with them, to solicit them and to try and build a path for them to become a regular giver to your organization. I admire that you kept yourself out of jargon jail by defining retargeting thank you, i was i was i was chomping at the bit to get you, but it was short lived because you immediately explain what we targeting is those those those ads that yes, you did you’re you’re free of drug in jail. Those ads that i consider annoying, i guess there are people who like them or if even if they don’t like them, they’re obviously successful because their companies making aa lot of money filtering adds segment in ads. Teo individual people i know, i know it’s a lucrative business i find i find that stuff annoying, um, creepy, but can be lucrative. Yeah, it is on dh it’s both i think i think it’s both on and then the other one that i didn’t mention our one hundred facebook. Of course, there is the possibility of google adwords and we’ve we’ve covered this on the show a couple times you could search that phrase tony martignetti dot com and we’ve had detailed conversations about how to take advantage of the ten thousand dollars per month that’s hard to spend that much money but it’s up to that maximum that google provides in an ad free adwords if you want to. And you could do much, much smaller campaigns. You don’t have to spend ten thousand dollars, but we’ve had guests talking about that and that’s another that’s, another possibility in the spending category, but it’s free because it’s tze a grant from google um okay, let’s. Um let’s bring in some some coordination between online and offline, as we’re thinking about what belongs in our plan three offline i’m thinking of is face-to-face meetings and u s mail. How do we how do we coordinate thes this with our with our online? Right? Well, good, great question and it’s two great questions you’re living me with thank you if you don’t have to keep it out, that is not necessary, you know you’re you’re a guest, i’m not going to cut your mic off so it’s not necessary to keep saying i got you the the you know again, i don’t want to make a i don’t want to make a sweeping generalizations because every non-profit is different, but if in general right the the most there is a hierarchy of fund-raising ass strategy’s where and it and it tends towards the more personal right so a in person ask. Is more effective than a phone ask a phone ask is more effective then a ah direct mail snail mail asked a snail mail ask is more effective than an email asking email ask is more effective than like social media ask now that you know, some donors don’t want to get a phone call or don’t want to get in person, you know, meeting and they want to be selected by the mail and that’s great, and we need respect what our donors you know what our donor preferences are, but in general that’s the hierarchy and if that’s the hierarchy, we need to respect that and realize that, as with all things there’s, ah, there’s a curve in terms of our time, and we should be spending more time on the more effective strategies. Now. The good news is that one of the reasons direct mail’s effective because it doesn’t take much time to talk to lots of donors. Your your average gifts size is going to be lower, but it’s relatively easy emails, even easier right it’s emails and even easier method your average gifts eyes is likely going to be lower than your direct male average. Gifts, eyes and so, you know, the things that go into your decision on your strategy for the year are go where the money is, what, you know, what kind of time do we have to invest in those things? And where our donors i mean that’s, really? Another question is, you know where, where our donors, if you’re a small organization that happens to have lots of donors scattered throughout the country for the world, then in person meetings aren’t going to be, as, you know, big a possibility for you, and you may have to rely on you no more on the mail in the morning. I don’t know. Not only where are they physically, but where are they? Virtually what platforms are they on? As we talked about, you know what preferences do they have for communications? And where do you find the bulk of them? You know, you may have more fun on facebook, but you’ve got you’ve got a lot more activity and engagement, riel engagement on twitter so you need to be spending more time there. I and the other just one other thing i wanted to put a little spin a little little point to is, of course, another factor with direct mail is the cost postage printing, the collating however you do when you do it in house, you pay somebody to do it, you know, there’s there’s a much bigger cost to direct mail. I’m not denying that it’s it’s ah it’s up there, you know, it’s it’s right below face-to-face ass, i’m not. I’m not quick challenging that, but just the cost factor of that the u s mail. Oh, yeah, and that’s, why return on investment is the biggest consideration when you want to direct mail testing intestine, right? If you don’t have the capacity to test and then the money to invest in testing, you shouldn’t particularly direct mail. You should not be doing prospecting mailing because you know it doesn’t. It doesn’t make any sense. I think you know, in developing your overall, you know, strategy email, you know, for most organizations, the email newsletter is the backbone of the donor cultivation and stewardship sabelo more about that. You alluded to that before, when you were talking about the hub, trying to get people to your site. You want that email address newsletter is the is the center of your communications plan. It sounds like for you, right? Yeah, that that that is true. You know, email emails are super popular for a couple of reasons. One is because they work. I mean, they’re away for for non-profits that would never get a monthly snail mail newsletter out the door or have any other way to connect with their donors monthly or even quarterly in a method that’s just cultivation and stewardship. That’s not on aska truitt for them to stay in touch with their donors on a regular basis, it gets to the donor the donors who are interested, we’d those newsletters, those who don’t can just delete them. It’s, it’s, you know, it’s effective, but but it’s also the backbone of most donorsearch altercation zsystems because of those other things we mentioned it’s cheap it’s, easy, it’s, easy to do. You know, it’s. Not like the old days where it was real hard to create a good looking email newsletter. You got services that constant contact in a weber and male chimp and you know you’re donordigital based all of them send out beautiful, you know, emails at a really, really cheap costs far less. Obviously, than the cost of direct mail, so for most non-profits it makes sense that that the backbone of your entire donorsearch altum ation system not just your online donor cultivation system, but your entire donorsearch conservation zsystems his email communication, it’s, it’s email newsletters again, you’re still gonna want with your certain segments of donors have much more personal contact that they didn’t want to invite them to cultivation event you’re going to want to talk to them in person, you’re going to want to go out and see them. You’re gonna want to send a personalized notes, but but email the email newsletter the email cultivation is something that ties almost all of your donors together. Okay, um, let’s, let’s, take a break there. Okay? George arika okay, sounds good. Regular sepa is this testimonial quote, this is my first year and we’re growing non-profit regular gps was completely attentive and gave the impression as if they were right next door when handling our review engagement. Even though we’re in a different state, they made me feel like we were the only client they had that’s like that. And like the whole thing, they were able to walk. Me, through starting up our accounts to finishing our yearly statements, nothing was too small of a task for them to handle their always available for questions and concerns customer service was exceptional and was greatly appreciated. I received great advice and guidance for better business practices. This is talking about the cps for god’s sake. Listen to this gushing thing, it’s it’s incredible! That was my part that i didn’t write that all from a professional while feeling supported and genuinely cared for in the process. Wagner stupas really stands out as a partner, and i could not be happier with the results and quote that’s from the small cancer research non-profit on the east coast, supported and genuinely cared for are they limo drivers, wedding photographers, makeup artists, caterers, florists alright, you hear the wedding theme? Are they pre op nurses, interventional cardiac surgeons, home health workers, chaplin’s, social workers, none of the above their just wagner, cps but they’re more they’re more than cpas, trusted advisors to their clients. You’re supposed to change our two firms every three years to get that fresh perspective, you want the advice of a firm that goes broad and helps you. Beyond just the numbers. That’s them right beyond the numbers. You hear me say it, talk to them. You know you can talk to at wagner. You coached him? He’s been on the show. He’s been guessed twice. I’ve had lunches and dinners with heat right here in new york city. You can speak to him, he’s a live person. And ah, well, the people i meet for lunches and dinners for the most part. So, you know, get to know them. See if wagner cps can help you beyond the numbers. Okay, i’m gushing, but ah, i like them. I like eat. I like i like wagner, wagner, cpas, dot com now time for tony’s take two. I was on a cruise last month, totally disconnected. Totally offgrid or just, you know, don’t you want to modify it? Just offgrid i was offgrid and it felt luxurious. I lost track of time. There were there were blocks of ours, ours strolling by with my ties on drum punches. And i did not know what time it was the only reason i had to ask people. And i’d asked me because i kept my phone in my room the whole time. Ah, it zoho i wouldn’t show up for late, late for lunch and dinner breakfast. I was on track, but that, you know so my advice can you get a vacation where you’re not only napping? You’ve heard me talk about the beneficial impact of naps, but when you actually when you lose track of time one of those, what time is it? Vacations or a piece of vacation where you just you’re unconnected and you don’t even know what time it is. Okay, that’s, my video is from st thomas and it’s at tony martignetti dot com. Now, let’s, go back to joe garrett and you’re online e-giving plan. Thank you, joe garrett, um, i need to be here before you were really, really glad now, you just now now, it’s, not so much anymore. Just clouds the middle of the show. We’ll get her energy back-up oh, jeez, you’re in a slump. Cutting mike off. I’ll tap dance myself. I got i got playing giving god again gush with plan giving for all right. You’re not in a slump. I know you’re not, um by way you got a nice radio voice like you got a basic kind of voice. Thank you. Yeah. Um, how about should we that’s? Just something that i’ve talked to guess about? And i’ve heard different philosophies. What about converting online donors too? Latto offline donors, first of all, should we mean with all the things that you and you’ve just said should we be? And then if you think we should, i’m not. I’m not suggesting that’s what? One answer or another. But if you do think we should how do we do that? Let’s, start with that threshold question. Should we even be thinking about doing that, right? Yeah, i do think that you should try and convert all flight vote. Well, let me let me go online online to all i would like to offer you. Yeah. You you should be trying to move those online donors who won tohave offline contact with your non-profit to offline status. Now, there’s. A reason for that is because you have muchmore there’s much more ability to cultivate and steward those donors in a more personal fashion. If they’re offline, donors, very rarely will will a one hundred percent online donor moved from small gift to major gift to plan gift all online without ever talking to people face to face her on the phone or at an event with your non-profit and so i find that it’s, beneficial for the move donors over took to be offline donors, but again, ok, only if they want to move over because not everything. There are plenty of donors today who like a little bit of anonymity, who like a little bit who liked who liked to make those donations online, who like to read your email newsletter, look atyou on social media, but not have that personal that more personal touch, so my suggestion would be yes, now the trick really is to moving your online donors offline. Is tio seat as a system? You know you need to build a lot of non-profits crying kind of haphazardly one off, like they’ll do the price. A certain tactic to move those donors offline, maybe it’s doing some well screening and doing some calls or sending out some snail mail letters and and then it will work or it won’t work. And then, though, so it’ll be discontented and they’ll move on to something else. If you want to move your offline, don’t order. Online donors offline you need to put a strategy behind it, and you need to treat it like you do kind of direct mail prospecting or other other real measurable types of fund-raising you need to measure what you’re doing and see if it’s working and if it’s not working, then you know, try something else, but you need to you need to put a system behind what what suggestions have you got for for it, including our system? Sure. Well, there’s really? Two the two primary ways that non-profits trying move online donors offline our events and mail. So, you know there’s there’s non-profits that have success, particularly if most of their donors are local, you know, in a certain region or certain metropolitan area with having donorsearch collectibe ation events were donorsearch dank u events or larger types of types of events, or a regular system of cultivation tours of the facility, things like that, and they invite their online donors. Teo, come and connect through those types of events. Obviously the vast majority of the donors are not going to do that, but the ones who do are weeding themselves out for you there segmenting themselves for you they’re kind of raising their hand and saying, i’m super committed because i’m willing to come teo to a tour of the facility, even if it’s building is a donor thank you. Event that’s an actual investment time and energy on the other the other way that non-profits try and move online donors offline is male. You know, they try and do a do a mailing fund-raising mailing that converts some of those donors to essentially male donors, and then they try and move the donors up with line that way through a traditional capacity screening and, you know, male donor engagement strategy to move, though toe move up, move the donor’s through the funnel who have the capacity to give mohr. I’ve seen non-profit set up six have had success with both strategies. Teo do the event strategy. Obviously, most of your donors have to be local. My suggestion is to test both of them to test both of those strategies, and certainly, if you have wealth screening tools there you can. You can bring those into play and the other, frankly, the other riel indicator of an online donor. Is the number of the amount of engagement they have with your non-profit how many times do they donate online? How many times today, you know, respond open your e mails, how many times today engage with you on social media? Those are the type of metrics that show that there really engaged with your non-profit online and maybe ripe for moving off line or even moving to another level of online giving, like monthly giving entering that recurring credit card doing occurring right, an example of that, it could be an example of a hybrid between online offline depending how you structure your campaign is giving tuesday you are do i have it right? Are you e-giving tuesday denier? I am ok, i want to give. Okay, i want to give one to give voice to that we’ve had folks on from ninety second street y and in fact, this year i’m going to try to have ah to like one in may and one later, closer to the event, but i want to give voice to the to the denier, deny your camp what’s your opinion of giving tuesday. Sure. Well, i’m a big fan of giving days. For non-profits i’ve i’ve seen a lot of success with e-giving days that air run specifically for a non-profit for a particular non-profit i’m a big fan of crowdfunding in peer-to-peer campaigns online, what i’m not a fan of is particularly and and the non-profits i work with are particularly small and on the small size of side of mid sized non-profits i’m not a fan of them using what are very limited resource is for those organizations on giving tuesday because of the sheer volume of communications and fund-raising campaigns that are going on around that day, i would rather them take all the tools that they would normally use to run a successful giving tuesday campaign, which, as we all know as i’m sure, the folks who have had on who have been successful with that, i’ve told you, it’s more than just a day, right? A lot of prep work that goes into a successful giving tuesday for sure, and i’d rather than take that and move it over to e-giving day, just for their non-profit where there, what? They don’t have to compete with all of the many messages that their donors are getting, i don’t know if you’re like me, you probably are because you’re in the industry, i, you know, on giving tuesday and the days before leading up to it, i get i mean, dozens of e mails from non-profits about giving tuesday social media is packed with messages about giving tuesday and, you know, there’s two sides to argument, of course, that that buzz is going to boost it is going to raise all the ships that, well, that’s a mixed metaphor. Yeah, but you get, you know, you know what i mean? Yeah, right. That’s the argument and for me, for the organization’s i’ve worked with who have done giving tuesday, i’ve found that the amount of time number your number of staff hours that go into rising above the noise, or getting to a certain level with your donors, with awareness for your non-profit for a small non-profit that that number of hours would be better put into other fund-raising methods and moving the e-giving the e-giving daito, another day away from giving tuesday so that’s kind of my take on it. Okay, good on jeez, that was that was that was quite a mixed metaphor, but buzz raising ships. But what did you come up with this nonsense? If i had an intern that we we do? I mean, it’s not like anybody writing this it’s just all for mei apologize. Um, okay, you mentioned crowdfunding menu. We were sort of following the same sequence you like you like crowd? Well, wait, before we get to the generic crowdfunding. So what would you like to see people do on? Give me some client examples, perhaps if you like, of their own individual giving day? Sure way. You know, we have organizations that i’ve worked with where, instead of, you know, instead of doing on giving tuesday, we need we pick a day that makes sense with the organizations with their editorial counter with their market encounter with their fund-raising calendar where we name that day for that organization. You know, we call, you know, maybe it’s april third is, you know, killing off your children’s alliance day or that’s very presumption we stop that’s that’s very presumptuous of your client’s, isn’t it? You got it. You got to get out there and shake it up. You don’t have you don’t have a mayoral proclamation or anything like that, you’re just doing it on your own. It’s a great idea. We haven’t done that yet. But that’s a great idea. Yeah. Get the mouth that the mayor of philadelphia behind you. Yeah, yeah. So we we name that as our day, and we build a campaign message behind that day. And we just as with e-giving tuesday or with a with an online crowdfunding campaign, we set a goal for that day with a riel hans will outcome for that goal. You know, we say something like we want to raise twenty five thousand dollars on speak up day because we want to do x y and z we want to provide this number of scholarships or we want toe, you know, provide this number of warm meals, you know, hot meals to the homeless, and then we do all the normal things to build up to that day we put i like to put a committee behind it of people who, just as i will with a crowdfunding campaign. People who are commit to not only give that day right in the morning to show some to show some traction, but also who commit throughout the day send out an e mail to their network to be active on social media to really try and help us push it. Then we do a sequence of emails to our tow, our newsletter listeningto our donor base to prepare them for this day so that by the time the day comes around and we hit, send on the on the email that isa announcing that the day is now open, people are expecting it. People know that it’s coming, they’ve at least heard of it. And then, well, then we’re very active throughout the day. It’s, a one day crowdfunding campaign just like e-giving just like you’re giving tuesday. Sure effort is essentially a one day crowdfunding campaign except here, hopefully and that, you know, it’s not always caves, but hopefully really the only massive fund-raising messages that your donors are getting in the email and their email on social media and things that day are primarily from your non-profit yeah, it’s, your it’s your day. All right, i got it. It’s presumptions, but bold. You’ve gotta be bold, but you gotta you gotta be out there. Okay. Um, what about what about the blog’s we’re talking about online? Ah, let’s. See? You know what? I’m going to let you ruminate on that topic for a minute while i take our last break. Okay, okay. Tell us. Credit card, payment processing. Check out the video it’s at tony dot m a slash tony tell us goes through the process of businesses switching to tell us and remember how you are going to get fifty percent of telesis revenue. That’s passive revenue for you each month. You thought i was just i had lunch friendly. We’re talking about passive revenue, you know, into into retirement way. Get passive revenue some he he rents hubei’s properties and rinse them. I pay rent so i don’t have passed a revenue. But no, i don’t pay rent. Um, but you pass a revenue it’s a it’s. A good thing. You know what it means, right? It means you’re not working for every dollar. It’s just coming that’s it just comes and it comes routinely. That’s what happens a cz long is the businesses with tell us for credit card processing you’re going to get fifty percent of what tell us earns from that business times the number of businesses that you think of in your community ah, there’s a hundred percent satisfaction rate among among their non-profits and the businesses that are referred to them. Remember, if teller’s can’t save them any money, then you are going to get two hundred fifty dollars. But that’s, the that’s, the short term and that’s a short play. You don’t really want that, it’s. Not likely because tell us is probably is going to save the money. Otherwise, you’ll be writing a lot of twenty fifty dollars checks. Right? So you don’t want the short money. You want the passive revenue indefinite that long tail. Tony dot m a slash tony tello’s. Check out the video now, let’s, go back to joe garrick and wrap up with your online giving plan. Okay, so what homework did i give you? What did i just ask you to ruminate about? Do you remember what let’s talk about block? There we go. Yes. Much better than i am. I know, i know. Okay, uh, should we have a block to it? Is it is it essential anymore to have a blogger? Well, so in my mind, having a quote unquote blogged is not essential. It can be. It can be an important part of what you do but it’s not essential to have a separate page our link on your site necessary that says block what is important, whether it’s through your block, which is probably the easiest way to do this or through your sight as a whole. It’s important to have your your sight be updated regularly and to be something that makes donors want to come visit fresh, fresh content, right fresh content. Yet most non-profits have essentially a static brochure up with a donate now button and you know if they’re advanced, maybe they have a video at a newsletter sign up box, but it doesn’t change, and i always come non-profits your website can be in a really, really crucial part of your cultivation and stewardship stress, but it’s only important it’s the hub, right? If the hub is where the heart is weak, then the spokes are going to loose. Exactly exactly people don’t think that your website is that metaphor that was that was a that was a good metaphor. I’m sorry, but that was an example of a good metaphor. If they don’t think it’s informative or entertaining or, you know, compelling, they’re not going to visit it, and then it doesn’t work. So one of the mean, the easiest way to keep fresh content up on your website is a blogger there’s nothing. I hate more hearing more from non-profits then when a fundraiser says something like while we can update our own website, right, we’ve gotta get our web design team where we got that that’s crazy. You mean that there was a time when if you’re one of your website, to look nice, you had to do that, you had a have you had to make it such that you couldn’t update it yourself, but with all the modern back ends like wordpress that are available, there’s no reason that someone at your non-profit can’t go onto that website once a week or every other week or once a month and post something new and there’s a ton of things you can post there’s donorsearch stories and staff stories and clients, stories and things about your mission and things about your outcomes, things about events coming up and, you know, there’s, you know, thought leadership pieces. There is no end to the amount of things you can put up there. And what stops non-profits from doing that is they think that they have to write essentially a white paper or, you know, a master species every time they post something, they’re worried that they have to be fifteen hundred words and footnoted and it three hundred, four hundred, five hundred words up on your website that’s compelling that’s decently written that you mean, frankly, we talked about george, and earlier in the show that three of jargon that’s, you know, not technical that’s written at that sixth or seventh grade level that’s just up there that’s information, you know, informative or entertaining that gives donors a reason to at least check your website occasionally and that’s what you want. You want to give him a reason to keep coming back, so i’m a big proponent of like you said tony, fresh content up on that web site on a regular basis? What if we are hearing joe garrett say, oh, my god, three hundred, four hundred, five hundred words, i don’t i don’t i don’t think i have the time to come up, even with the low end of that three hundred. Well, i’m thinking about hiring, uh, what about what about outsourcing? Some of this what’s your opinion of getting an outsider tio provide that fresh content for you? And maybe maybe that’s not even on ly blogged, but could be facebook, twitter, your corporate page on linkedin, instagram, etcetera? Yeah, and you and you certainly can do that they’re you know, they’re certainly plenty of vendors out there we’re going to do that free it’s still going to require your time because what you don’t want to do is have a vendor who’s putting up kottler who’s, sending your content that that essentially could apply to any non-profit that sometimes what happens, right? We we get content from the outside from an outside vendor, and really, if you change this non-profit name out, it could applied any non-profit or it’s basically just rewording your case for support over and over again, or something like that in orderto and and i don’t want to suggest that that the way all vendors operate, but if you’re going to really get great content from an outside writer there going to be great at writing, they’re going to try and immerse themselves in your non-profits mission and what you do, but no. Matter what you do, they’re still going to need you to tell them about your latest outcomes your new programs you were you were, you know, help you collect your help them collect omer stories, clients, stories, things like that. So i would say, you know, if you’re if you’re thinking about, for instance, starting a block and you’re really, really concerned about the amount of time it’s going to take, i would say start from the real real low and meaning try and make a commitment that once per month just once per month, you’re going to come up with three hundred words right? On three hundred words less, which is less than a, you know, eight and a half by eleven piece of paper of one sheet that you’re going to come up with three hundred words to put up on your on your website and then then see how it goes if that works that maybe you could expand it a little bit if that’s not working. If you find that you don’t have the time in the band with, then investigate, you know, outsourcing it, but i would i would suggest, given it a shot first. And realizing again, it does not have to be we’re not talking about something that has to be perfect, it doesn’t have to be the greatest story in the world. In many cases, it just has to be something that goes up there that at least somewhat compelling to your donors and supporters. Another possibility for content is curating the content of others that’s that’s related to your mission or related to your community, you know? Ah, you know what interests your constituents, you know, you confined content from other people and, you know, call it a round up, i say we found on the found on the web and list the board, you know, bullet with links to, like, two to two or three things and there’s a lot of great content out there from others that you can use to supplement your own right. That’s exactly, i mean, and you’re right, there’s a lot of great content from from other people there’s also a lot of internal resource is that might be willing to provide content. Now, obviously, as a fundraiser, you don’t want to be in a position where you’re loading work onto the program’s staff, but you may have program folks who are excellent at writing about their experiences in the trenches that’s a green, compelling piece of content you may have boardmember who loved to write and who would love nothing more than to write a write an article where to interview a donor or two, you know, given explanation, you know, provide a provide a story about a kn event that you held that they attended. So there are a lot of ways where, you know, you’re looking for essentially, at a minimum twelve pieces of content a year, and if you can farm some of that out, then maybe you as a fundraiser are only writing a piece every other month or every third month because you have other re sources that are helping you create that content and ah, perfect example, tony, is what you said, which is to around up, post or a top ten, you know, top ten tips post, you know, if your if your organization that’s working in, you know, in healthcare non-profit maybe you’ve got a tip post you can post about how people can stay healthy in a certain respect so there’s a lot of different ways to go about it. You have ideas around personalized video for cultivation. Now we just have about two minutes left, joe garrick so you know you, teo constrain yourself, but what advice do you have around personalized video, right? So one of the new ideas one of the more innovative ideas that i’ve that we’ve used and that i love, is using personalized videos to stewart and cultivate, particularly stuart, you were mid level donorsearch if their donors out there who were giving it a level where he would like to offer them more cultivation, but you don’t have the time or and it doesn’t make sense, go out, meet with them. One thing, some non-profits air doing is a development director or a board number will sit in front of the computer and record thirty second videos using the donor’s name, personalizing it to their gift, thanking them for their gift and then emailing it out to them and it’s a way that you could do personalize stewardship. You can do, you know, fifteen or twenty of these videos in an hour and send them all out in the same amount of time it would take to meet. With one donor. Awesome. You did that in just one minute. Okay. Okay. Andi, you have clients doing that successfully? Yes. Yeah, very successfully. And and donors tender. I mean right now, it’s kind of new nobody, not many organizations. They’re doing it. So right now, i would say get double. In fact, in fact, we’ve had clients where significant a not insignificant number of donors actually call. Call the person who sends them the video to say how much they liked. The video, you know, leads to a whole different level of interaction. Not surprised. Awesome. That’s a great tip. Toe end on he’s. Joe garrett, president of garrett fund-raising associates, garrick dot com. And at joe garret joe garrett. Thank you. So, so much. Thanks for sharing. You bet. Thanks, tony. My pleasure. Next week, build your grantmaker relationships. If you missed any part of today’s show, i’d be seat. You find it on tony martignetti dot com were supported by pursuing unlike tools for small and midsize non-profits data driven and technology enabled tony dahna slash pursuant radio wagner, cps guiding you beyond the numbers regular cps dot com tell us. Credit card and payment processing your passive revenue stream. Tony dot, m a slash tony tell us our creative producers, claire meyerhoff. Sam liebowitz is the line producer. Shows social media is by susan chavez, and this music is by scott stein. You with me next week for non-profit medio big non-profit ideas for the other ninety five percent. Go out and be great. Treyz what’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe add an email address card. It was like it was phone. This email thing is right and that’s, why should i give it away? Charles best founded donors choose dot or ge. Somehow they’ve gotten in touch kind of off line as it were and, uh and no two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five.

Nonprofit Radio for February 2, 2018: Your Donor Experience

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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 it’s ground hog day. Thanks, tony fail emerges and gives us his prediction for winter today also, this is show number three hundred seventy five on our way to four hundred, which will be in july three seventy five today we have a new affiliate station w c r s fm, columbus, ohio central ohio’s community radio station at ninety two point seven and ninety eight point three fm welcome to the affiliate family w c r s so glad to have you affections to those affiliate listeners. I’m glad you’re with me. I’d be thrown into a pure a phobia if you told me that forever after and eternity you’d miss today’s, show your donor experience. What are you putting your donor’s through? How do they feel about it? What can you do to make it better? Brian lauterbach is with networks for good and he walks us through what works. Tony’s take two, know when to pull out. We’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dahna slash pursuant radio and by wagner cpas guiding you beyond the numbers regular sepa is dot com tell us turning credit card processing into your passive revenue stream. Tony dahna slash tony tell us it’s my pleasure to welcome brian latto back to the show. He is vice president of programs, impact and sustainability that’s, a big portfolio at network for good. Leading a national team of consultants, he’s worked as a professional fundraiser and consultant for a hundred plus non-profits over twenty years, he’s talked fund-raising and non-profit management at george washington university, indiana university and wayne state university. Midwestern boy he’s at b r lauterbach. They’re at network for good dot com, where f l r is spelled out, and they’re at network for good, where number four is the arabic number. You don’t don’t use the roman numeral four, because then you’d be doing network ivy. Good, don’t do that. Use the arabic number four. Welcome brian latto back buy-in brian. Brian latto box. Okay, we don’t have brian. Hopefully he will call back in, but we also have in the studio lisa bonano, who is vice president of digital marketing for network fur. Good. And she and i will chat while, uh well, brian, hopefully calls back called back. Welcome. Thanks. Thanks for having us welcome. Thanks for being in the studio. Absolutely ghastly. I love that corporate us, your your team. Even though brian is not with us in spirit, you’re you bring him in by the problem. You’re all you’re all you’re all with us. Ok? Do we have brian back? Sam? No. Okay, um, we’re talking about dahna experience. You’re on the way. We thought it was going to brian toe open, but you’re the opener. Okay, i’ll take it so donorsearch spear ian ce uh, what were we talking about? So dinner experience is an interesting topic for us because we see so much commentary around consumer experience. Many reports many sets of thought leadership pieces and everyone in the consumer space is trying to understand why customer experience is so important. And now that everyone is on board with why now, it’s everyone’s trying to figure out the how so for us and i work for good, you know, we’re providers of donorsearch software we’re constantly thinking about how can we improve the donor experience for our non-profit customer? Okay? And we can learn from the customer experience on the corporate side exact. Hopefully you and brian. Well, we will be talking about not hopefully. Okay, let’s, try again, brian. You with us? I am. Excellent. There’s a nice, strong voice. Did you hear that wonderful introduction i gave you? I didn’t, didn’t. Okay, well, but i felt it from the cold hundred. Columbus. Ok. Ok. Well, first of all, you’re in columbus, ohio, where you didn’t hear that we have a brand new affiliate station in columbus, the u c r s fm joining us, joining us this week. First time that’s. Wonderful. Now is if i would have known that and i want to go, i would have yeah, they’re they’re not with us live though they know that’s very ambitious. It would have been cool. Yeah, they were on their schedule on thursdays at four p m they leave us in so that the filling station they’re not live, but now so columbus is columbus, you’re home. No, columbus is a inconvenient layover route from chicago. Okay, against the good buckeye people, but i’m just saying that. Yeah, and unforeseen way, les, thanks to the airline with nevertheless, here we are. Yeah. No, no, we’re yeah, i know we’re going to focus on the transit for a little bit. Don’t worry. We’ll get we’ll get to dahna experience there’s plenty of time together. So you were originating from where? Today? From chicago. Okay. And then there was a connecting flight that got delayed. Is that right? That what happened? Delayed, then cancelled on dh. Yeah, and then re booked for later time. I understand. And it wasn’t going to get you here in time. Okay? Don’t you know, they have to delay before they re book. You really? I mean, they have to delay before they cancel. You realize that, right? We have to be led on buy-in fifteen or twenty minute increments, and then then they’ll give you the ultimate the cancellation, which you are all you know, anticipating as you were being led on thinking, oh, fifteen or twenty minutes. But if you travel enough, it sounds like you do. You knew that you were just being led on it’s just a matter of time before they cancel. Absolutely. Did you hear lisa give a very cogent introduction tio to a donor experience? Did you hear that or no, i did. Yes, okay, always does. Okay, s o ah, anything you want to you want to add in the sort of overviewing we have a full hour together, obviously to go into details, but i thought you’d like to add to the overview of dahna experience, i think i think, you know, beyond the obvious and what networks for good is doing with technology and software and services for, you know, the one hundred twenty five thousand organizations that we touch each year. What we’ve been talking a lot internally about is how do we operationalize this donorsearch experience, but and from a top level, what we’re talking about is this concept of subscription giving the idea that, you know, not unlike content marketing description giving is what we’re what we’re discussing and how we can align information and inspirational content with the non-profit stakeholders to really engage them, not only just leading up to a gift, but what happens. After that gift is made because, as we all know where now the listeners know that you know, donorsearch retention certainly is something that we all should focus on habitually, but now coming up for air after giving tuesday in year, and we have to really think about it from the donor’s perspective, what is it that we can provide them and an ongoing and cost effective basis that wilkie remind them about not only what they did but the value and impact that it has not just about a fundraising goal, but really about the programmatic impact that it creates for the organisation that this donorsearch invested in? Okay, okay, there’s a lot in there, we’re going to have we have the hour to unpack it, and when we come back from this break, which i’m about to teo, enter, then we’ll get to this idea of the experience and howto had a planet for for your for your donors. So stay with us while we take this break. Pursuant the field guide for data driven fund-raising it is their newest resource on the listener landing page, which is now at tony dahna slash pursuant radio note, the new bentley the new custom bentley. Okay, tony dahna slash pursuant radio that’s their listener landing page. No surprise with this kind of content, this field field guide because the company is data driven and as where are we saying? Technology enabled, but focusing on the data the field guide, it is of a paper that will make your data less daunting so what’s in it they got five high level steps you can take to translate your business objectives into action. Real world case studies so you, khun benchmark and a worksheet with thought starters to help your team find the right focus and start to build this data driven culture that you you wantto you want to achieve it’s the field guide for data driven fund-raising at tony dahna em a slash pursuant radio. Now, let’s, go back to brian latto back and your donor experience. And so brian let’s let’s do what i what i pledged, how do you how do you think through this? In terms of a and you’re you’re you’re in a small midsize non-profit how do u plan what this donor experiences spectrum of activities and contacts and communications is going to look like? Yeah, i think first, what we have to do a small, emerging and midsize non-profits is embrace the reality that just because we’re tax exempt doesn’t mean we’re tech exempt the idea that because of our budget size, we can ignore the consumer behavior of companies like netflix and apple and google, and what they created and really institutionalized could not be further from the truth, of course, as small non-profits we have to figure out a way to replicate some of those things and embrace that consumer behavior that stage appropriate with are, you know, staff or lack thereof and certainly budget in time, our most precious asset. But it really begins with an understanding that you, as are we as a nonprofit organization or is a sector, cannot just be the lagging adopters of how to create an experience for not our consumers but our donors. And because those same consumers that are buying things on amazon subscribing the netflix, i’m getting new information about their movies and tv shows. Well, those guys are also our donors as well. So the idea that we can have this incongruous experience because, well, we’re a non profit organisation, could not. Be further from the reality. Yeah, we don’t like that. Yeah, yeah. That’s zoho that’s kind of a, you know, sort of a poverty mentality. We don’t mean it like that, right? I got to do something. Yeah. What about s o z explosive labbate what can we learn specifically from these high touch cos that you’re mentioning netflix, amazon were all engaged with them. We’re all getting their emails. We what? What? What specifically could be a couple of takeaways that that we can weaken gleaned from the corporate side? Yeah, the biggest thing i would think you know, whether you’re subscribing to a software or buying sweater or dog food online, the idea is what these companies do very well and what we was sector would be well served to embrace, let alone with our replicator. Is that the idea that when you buy something, these companies not only continue to remind you why you bought it and the value of that purchase, but they also want to make sure that you are satisfied with that purchase. So you will buy mohr by again. Upgrade your subscription. So the idea that you can buy something and the transaction is complete. Well, that may be true, but the relationship is just beginning. And so what? I think some of these, you know, larger companies, as you said, tony, all of us are kind of plugged into as consumers and buyers, we need to think about why they create this continuum of contact and activity and what i love about it. Most of them, especially my favorite, is netflix because they aren’t intrusive about their ongoing engagement. I get an email, i mean, sure, i’m sure it’s timed and based upon data and when they know i oktay now, but my point is that i always opened that because i get no more than two females a month from netflix that, you know, is highly visually engaging, low on written content and compels me to take an action which is, you know, watch this new show that that’s like the other show that you have been watching so it’s almost there, almost helping me use their product and exploit the functionality of you know, i get thes e mails, i get them from mm, hbo, i have their ah, hbo. Now i get them from amazon prime. I get them. From land’s end, you know, and i’m i’m in fact, i think i’m wearing a lance and sweater. Lisa, this is the lands and mock turtle. Thank you very much. Oh, yeah, she just said it was your mike on when she said looks great. So again, you look great. Thank you very much. Your lands and very well, ok keeper mike on way like her. Yeah, keeping michael um yeah, so, you know, and i’m a i mean, you know, i get thes e mails, and i sometimes i’m amazed at how interested i am in them voice is cracking like a thirteen year old interested, you know how often i read them? It’s it’s um, sometimes i sit back and, you know, it was like the fourth email this week, you know, from land’s end and i’m still opening it and reading the things and saying the same thing with the with the media ones i get because, well, you know, there was a sense of incredibly words help you do that because you were happy with your purchase and you you were made to feel good. You you, you you like wearing that sweater, and so you’re open to getting mohr information from in this case, land’s end because, um, you jump through the hoop and they jumped through yours well, and as you per said there, reminding me of the value i get and the satisfaction i get, you know, definitely worded communications. Lisa yeah, i wouldn’t pick up on some of that brian had had thrown out there about the word relationship, so even though we’re not using the word relationship that’s really what we’re describing here, right through these emails, through these touches they are, you know, in their their marketing code, building this relationship with you, unbeknownst to you right through through all these different communications and how they’re inviting brian to try a new a new piece of content or listened to a podcast or watch a movie and i think that’s one of the things we’re recognizing there’s only one podcast that people should be listening to and it’s this one it’s twenty martignetti non-profit in case you were confused, yes, in case there’s, any questions? So, you know, i know there are hundreds of thousands, but this should be when you’re down, you should be at the top. Yeah, exactly. So, you know, our our donors or definitely thinking about how do i build that relationship? I’m sorry, non-profits or thinking about how do i build that relationship with thes donor is much like on the consumer side, and i think the interesting new wrench in, um and the cycle is and i love for for, for brian even talk more about this guy he’s a lot of thoughts on this is that you have these new entrance, these new platforms, which you’re making it extremely easy for everyone to collect donors and b i’m sorry collectibe nations and be kind of fun raisers on behalf of non-profits they can set up a fundraising page very quickly for the causes that they love and invite all of their network of community in teo to make a donation on the b on behalf of the non-profit and then on the experience is so important, you know, teo, to reinforce, you know, the what what lisa just outlined for us is that you’re not going to get people to become committed advocates to your organization just by virtue of facilitating a filling provoc transact, you have to create a qualitative experience that reinforces not only the value of what they did, but the impact that it has, and when they can connect those two things value it, impact they they’re going to want to fly their flag, so to speak alongside yours and tell everyone that they court this organization, they’re proud of that. But then, as lisa suggested, they take that first and next action in terms of non-profit ask assi and start to do something for you on and on helping you raise money and spread awareness are two of the easiest things that certainly technology enables, but are the natural next thing’s a happy and committed donor for ought to do for your organization? I’d like to think this transactional mentality is a thing of the past, you know, and should be anachronistic by now, but but i think that a lot of non-profits it’s not, you know, they i feel like we got a gift and we’ll say thank you, and we’ll come back in the next cycle, whatever our next campaign is or what, whatever our next need is and that’s that’s antithetical to everything that you’re saying this transactional mentality needs to be a relationship mentality. Lisa, you know, at least we know we’re talking about relationships you need i mean, you wouldn’t just invite your parents over for thanksgiving dinner and then not talk to them again until christmas, you know, because that’s, your next campaign is to get them to come for christmas dinner. Oh, you know, maybe you should be going to them if you don’t have children, you should be going to them because you’re more mobile, but anyway, you know, so too much detail, but, yeah, i’m getting it, and we’re going to end up being my therapist by the end of this. And but, you know, in all fairness to the small organization and the chief, everything officer is out there that runs that you know, what it takes is blocking, tackling some time in your schedule to be able to not only think about or created experience, but deliver on it, it needs to be stage appropriate and aligned with your, you know, your constraints, not just your limited resources and, you know, as those small and even side’s non-profit organizations think about how to create that experience, well, they really need to think about the tools that they used there’s more and more options out there that can that can create, you know, automated e mails, autumn and automated tech messages that some of stuff that we do it now for good kind of the the phrase that lisa uses a lot, you know, when talking about this internally is, you know, set it and forget it, not that not forget it, because it’s not important, but you designed this experience and operationalized deployed with technology, and then you can evaluate it and make sure the metrics are lining with some of your bigger goals, not not necessarily financial but relationship goals and bridle the idea that your small non-profit that you can’t do this, you can’t afford not not this longer. And, you know, i know there’s, you know, some purists and traditionalists think about giving tuesday as this one and done phenomena. Well, maybe sometimes it is, but it doesn’t have to be, and it shouldn’t be because the number one thing that when i talked to, uh, non-profits throughout the country is that they’re they’re so focused on the ask and getting that done and getting it out, they forget that the ask or getting that gift is the first step in a series of many steps that you need to not only create an experience, but two to begin a relationship. Brian zoho i was just in north carolina earlier this week talking about two hundred non-profits and all these town halls and learned that not many of them has have even had the opportunity two thank all they’re giving tuesday donors and their december thirty first donor. And so but what? We need to understand that thanking someone for a gift does not inexperienced create yeah, okay, that’s a irs compliance thing, you know, thank you for your tax deductible give no good services were exchanged, blah, blah, blah, but and that isn’t the achievement. The achievement is what’s next, how do you communicate what they did and how and why, how it creates impact for the organization? Okay, let’s, let’s, start diving into some detail now, i think we’ve spent enough time with the motivation can we can we agree that segmentation of your your donor community is essential to a za basis of what we’re talking about? Being able to do without a doubt? Ok, but it depends on how well we’re going to get you up. So what? What should we be? What should be be segmenting by what? What? What do we want to learn from from the transaction that will help us in the really build the relationship? Yeah, so i would say, you know what? How did the gift come to you? Right? So not so much the channel. Like, was it online or in the mail, but rather what was the vehicle that compelled someone to give? And so, you know, in a in a very basic construct of segmentation, you know, a non donor-centric attendee versus a donor, someone that has current or last giving history, those air three distinct segments that all has nuanced, uh, information metoo and so a cz well, as you know, the business or the foundation, because what often happens thiss time of year when people think about you no acknowledgement letters, it’s, basically, they dump all the data into the spreadsheet, or if there are hopefully some sort of donor management system, uh and then spit out the receipts and it’s this monolithic message that doesn’t doesn’t acknowledge why someone are from where someone case, because i think all of this, as practitioners would agree that someone who came to an event that you hosted versus someone that gave on giving tuesday had a different point of entry experience with your organization and air go needs to be that needs to be acknowledged and dumping them all into one funnel and hoping for the best isn’t going to do that isn’t going to do the job, okay, so we’re looking at segmenting by, you know, we want to learn what the person gave to ah programmatically, basically where they came from, right? How did they find us and what they’re what their interests are, perhaps beyond what they gave to sew that so that we can we can focus our communications to them a marry my lisa, my on the right amount, right track? You’re exactly right. I s exactly right, not even just the right track for the needle a little bit more say, you know, we kind of talked about how there’s so many parallels obviously i’m head of marketing so there’s, so many parallels in what would you do on the marketing on the for-profit side and what we’re encouraging non-profits to do when it comes. To dahna retain retention, you know their revenue line is thes these donors making making contributions? Ditigal must think like, how do i get that recurring? How do i create the subscription model? How do i get in front of these donors and connect to them in the way they want to be connected? Teo much like how brian said he loves being connected that twice twice a month cadence with a with a message about what toe reader or watch next so it’s knowing why that donor is giving to you what is drawing to them, drawing them to your organization that you can then capitalize on was it that specific program that you’re offering to teo, you know, malnourished children? Is that the program you’re offering over here to do to do this, that the other knowing what’s drawing them and connecting them to your organization is literally the foundation for building that relationship and ultimately building community and look at the corporate analogies that we were talking about earlier, you know, why is amazon stock at twelve hundred dollars a share and continuing to grow? Because you know the messages we get from them? Well, other people who into interested in what you purchased were interested in these other things also related connecting point related to yes, real connection to what drew you in you might also be interesting these things so the analog we have these other programs that may be of interest to you because of what you gave to last year, that zaveri basic, but that right and that’s, why segmenting and having having a tool at your disposal so you can segment those donors in a line likes with likes to say the’s owners all came in because they care about this type of program and that’s what they’re that’s their connection to this non-profit versus this segment that might have a different reason, a different draw to the non-profit that that allows a non-profit to message very specifically and deliberately to those segments in a more congress, in and measured way. And so often, i mean, brian knows is even better than the most so often when you talk to non-profits they barely have the infrastructure that they need to support the bare basics, like he was saying thank you for your donation is not even like it’s, not even a step. Up from from the bare basics of building that community and those relationships, brian, anything you want to add? Yeah, i think the other thing is, while segmentation is optimal, consistency is essential. And ah, you know, if an organization has the capacity and the wherewithal of technology to do some basic segment, by all means, my gosh, do it because it improves results, but for those that can’t you got to put a stake in the ground and at least create an experience that presumes that organization or excuse me donorsearch port your organization not because they wanted a tax receipt, but because they care about what you do. You know, i think what non-profits really need to think hard and long about is this, you know, that i believe donors don’t give to hear organization they give through it. And as soon as you embrace that, this idea that donors are outsourcing their desire for public good and impact in their community, teo you the non-profit because you’re set up to do it, that suddenly changes the paradigm and should change the communication dynamic to one of thank you to one of accountability and ongoing accountability. Okay, so that’s a no that’s your your message you’re suggesting consistency? Yeah, murcott consistency makes things easier to measure if you have apples to apples. If you’re creating the same experience for every donor let’s say that gives online, you know that they’re gonna receive one two and three at these intervals, then you khun then if you implement that with consistency, you khun start to measure its efficacy. Okay, okay, hold that we’re going to continue their we’ll take another break standby. We’re gonna see piela i love this testimonial that that they have. This is my first year and we’re growing non-profit weinger cpas was completely attentive and gave the impression as if they were right next door when handling our review engagement. Even though we’re in a different state, they made me feel like we were the only client they had blah, blah, blah gushing, gushing, amazing, effusive praise all while feeling supported and genuinely cared for in the process. Endquote supported and genuinely cared for that’s from cps. Right? So i’m is like you. Would you expect that from something like lift or uber, or curb or grab or ola and allies for our moon by listener? We have we actually have a live listener in mumbai and we often having from delhi. So i added, i had a lot to that. You know, these air sepa is they’re they’re not bellman there, not front desk associates agents, really, but associates, if you like concierges elevator operators, i’d like to stay in classic hotels, housekeepers, restaurant managers. Are they servers or bus boys? No, no thiss gushing praise is for cps on that bike, by the way, and that testimonial was from a small cancer research non-profit on the east coast. So we’re not just talking big non-profits taking advantage of of wagner cpas. This was small organization. Check them out. Witness cps, dot com. And then, you know, do what i always advocate. Pick up the phone, give them a call, see if it works. And the person you want to talk to is the partner you eat. Which tomb? You touched him. You know him. Because he’s been on the show twice. He’s he’s. The first time he was on, he had this genius idea. You’re nine, ninety as a marketing tool. Who would think of that? That this ubiquitous nine. Ninety that’s on guide. Star and it’s, your your attorney, general’s office and it’s ah, charity navigator. If you’re bigger or ge, use it as a marketing tool. Use the narrative space in there to promote your your work. Don’tjust recite from your from your from your statement of inc. You know, use it more smartly. That’s yeats. Ok, so wagner, cps dot com talk to you coached him he’s been a guest, you know, he’s bona fide. Totally legit. The jetta means more than legit he’s brilliant regular cps dot com okay, now, time for tony steak too. You gotta know when to pull out of a bad donorsearch relationship we’re talking about dahna relationships today i was on a cruise thiss one idea came from st so while i was in st kitts, i got stimulated and i started to think about pulling out. Now what we’re talking about, you could just have to watch the video to get to learn see what got me thinking, but you don’t want to pull a push a bad position with a donor if if this if the if the signals are negative, you know they’re not returning your calls they give, but they give considerably less than you’re always asking. They’re not turning out for events despite repeated invitations. These air all signals that it’s a bad relationship. It’s. Well, it’s it’s, not a growing relationship, and you need to spend your valuable time cultivating. Face-to-face you know, this is your face-to-face cultivation time, someone who’s going to be more forthcoming for you. There are other ways to cultivate the donors that are not forthcoming, but in terms of your face-to-face relationship, you know, major gift time, you have to move on when when this the signals are negative from your donors and that is tony’s take two now, let’s, go back, teo well, before we go back to brian, we’ve got to do the live listener love, and we have lots of live listeners live listener loves going out tio tacoma, washington, say los angeles, california, woonsocket, rhode island, new york, new york multiple we got multiple new york, new york woodbridge, woodbridge i told you, you have to identify yourself, you’re you’re upsetting me. Woodbridge, new jersey. You’re so consistent listening. I want to know who you are. Please, please. I’m gonna stop shutting you out now. I wouldn’t do that. But the live lister love is going out to woodbridge in jersey. Yes. Tampa, florida. Uh, let’s. Go abroad, germany. Good dog, orilla canada. Is it? Orilla looks like a really canada welcome live. Listen, love there. We’ve got tehran, iran, we’ve got as i said, mumbai, india. Andi got sent to cruise the tenor teeth in spain when it started the live listen, love always goes out and on the heels of that has to go the affiliate affections to our way it supposed be podcast pleasantries. What would do the affiliate affections? First to our affiliate station listeners throughout the country dozens of stations carrying the show affections to those listening on their and their local am and fm stations. And, of course, we again. Welcome to the family. W crs in columbus, ohio, were brian’s calling from and the podcast pleasantries to the over twelve thousand listeners on the podcast listening on your own schedule pleasantries to you. So glad that you are with us. You are the book of our audience. And i thank you for being with us pleasantries to the podcast listeners. Now, let’s, go back to buy-in brian latto back and lisa padano talking about your donor experience. Okay, brian, anything else you can flush out detail wise about consistency, the consistency in those messaging? Yeah, i think it comes down to what it is that you’re going to measure because you know the old adage you can’t manage what you can’t measure, so you know, some of the things while obviously, the ultimate goal is to get a second gift or renewal at the time of an appeal. But you know, some of things that you need to be looking at under the hood to inform or you have to inform whether or not your experience is a good one is you gotta look at open rates, you gotta look at, click through rate and shares on social media, and my experience has been that, you know, there are so many digital tools out there that you can use to operationalize, let alone create your donor experience. But for those of us that our resource constraints you know, i think the basic donorsearch panitch mint system that can help you deploy emails but then also integrates ah, your facebook and your website. If you could make those things work, you’re going to be able to make a donor experience work. But the key thing as we talked about before the break is you have to be able to measure it, and measurement means consistent execution, and this is something that should be thought through. This donor experience by the organization, and not necessarily just the talent and tenacity of the fundraiser that’s employed by the organization. Okay, you know what, brian? Hold on, you know, it’s exactly right? I mean, i’m thinking about all the different calculators that not network for good has to literally walk a non-profit through the different metrics they should be thinking about, they’re donorsearch tension rate, their return on investment, if they’re spending certain amount of money on on a particular campaign, what is it bringing in? So we have we have brought kind of forward these metrics that they’re not intuitive to non-profits to say these air something’s, the highest level you should be paying attention to and then from that you can and they okay, how do i actually operationalize it into my non-profit brian’s, exactly, right? This is not a fundraisers problem to be solved it so isolating when non-profit seeing the way it is a non-profits problem to solve how do we operationally think about the money we need to bring in to support the programs you wantto we want to serve and that and carry out our mission? So bye by knowing what we’re doing so, it’s not just spaghetti up on the wall, let’s see what sticks thinking, you know, count, count, count, let six and be like, oh, yeah, we got ten threads upon the wall versus for the last time. So knowing what you’re aiming for being more more targeted with that segmentation being consistent and thought and and measurement you can only win, give me an idea of some of the things that we should analytics that we should be looking at. Yeah, there are a few, you know, i mentioned dahna retention rate. So how many of your donors are coming back repeatedly your year after year? Or ask after ask you want to be looking at your return on campaigns of your spending a certain amount of money for a direct mail drop? How much are you getting in return? Is it above a dollar? You know, you pay a dollar, get a dollar, you’re at least break even. You’re not you’re not losing money so there’s air, you know, to at the highest level. And then there were other ones, like brian was mentioning even a click through rate. You know how many of your e mails are going through what’s the hygiene of your of your donor list, you know, are you sending emails and they’re they’re bouncing or their hard bouncing, you know you need to be cleaning up that the database, otherwise the message is never going to be reached. So it’s, how many people are being reached are the clicking through? Are they is your is a language for which your packaging, that message appealing and that’s measured through that click through rate? Are they clicking the bait right? Are they? Are they following through on your ask so these are also, yeah, that everyone should should take note of that for my experiences of annual fund warrior for small and large organizations alike when it comes to donor experience, if you are getting a fifty percent click through rate on your engagement and retention emails, you are ninety percent more likely o r ninety times more likely rather to get a second gift within the same fiscal year, because what that fifty percent click through rate means is that you’re delivering the relevant content at an appropriate frequency that is peeking their interest. And if you’re doing that right, that means that you have someone that’s engaged and wants to consume the information that you’re putting out, and that should not stop any non-profit from asking again because it’s, an engaged enthusiastic on pre advocate donor-centric get a second gift, and the reason why that’s hugely important is there’s a lot of talk and commentary around the average of retention rate is what forty five percent or something make like that bryant yet the cost per acquisition is so high, so just like on the consumer side and the for-profit side it’s much more cost effective to retain a customer or donor-centric require new one. I’ve had lots of lots of guests say that exact same thing, i think the retention baizman like twenty five or thirty percent on dh, i’ve had many guests emphasized that, and as you said, you know, the cost of the cost of acquisition is so much higher than been retaining and and and it’s, you know, a relationship you don’t want. We’re trying to build relationships, you don’t want people dropping off that’s, this’s action just bad, bad for business. Yeah, and it just doesn’t feel good, you know? It is transactional, right? Right. Um okay. Let’s sum let’s. Just switch gears a little bit about some examples. Brian, you got you got a maybe a small midsize non-profit example, you khun, you can share with us of someone that improved. You know, the analytics improved fund-raising improved, etcetera. Yeah. One of my new favorite organizations called one pulse. They’re based its just outside of los angeles. Actually met the founder and executive director of twenty something year old in a coffee shop. When i was out there, unconference and anyways, fast forward gave him, you know, the technology stack from that good that he needed. And not only did he increase the number of donors that he had by about two hundred percent he’s up to about, you know, four hundred, donors now, but the major headline is that of those four hundred, you know, more than three hundred of them gave again. And then about one hundred fifty of them gave more than they did last year. And so when we unpack that this guy’s, the classic chief everything officer it’s one guy who has more passion than he does. Ah, grass of his, you know, time constraints and makes it all happen. He made it all happen by simply exploiting the functionality of technology, and that is setting up an email drip campaign that has a simple and very compelling image in it and a clever subject line in less than fifty words of content that that reminded a donor what the organization is doing every month, but also tells them the impact of what their support meant to the organization as relates to delivering, executing and scaling programs. And to me, it doesn’t get much better than that on dh it all comes down to, you know, intentionality and leveraging the existing functionality of his, you know, small but mighty software back, yeah, lisa yeah, well, i was just going to say a cz brian was talking. I was literally thinking about ah, conversation i was having with one of our product people. We were not is here having this conversation around, you know, the thought leadership of dahna experience, why it’s important? You know, we were living and breathing it and how we think about our product. We’re iterating on our product design all the time in this agile way of how is the donor touching this donor form? How are they choosing to click this button over this button? How would the font appear over this background versus this background? These of the thoughts and questions were talking about internally and never forget all the time, so we can always serve up that best tool and solution for our non-profits so they can then in and have the best experience for for their donors and bringing the most the most funding. So i think that it’s, it’s, it’s not just, you know, as you know, sitting here talking and, you know, it’s it’s a living, breathing, exactly. We’re living and breathing, and we’re kind of taking our own advice and thinking about how can we turn around this superior product that is putting donorsearch mirian ce kind of frontal lobe? Yeah, so we so where we need to encourage hyre non-profits to listeners to be very intentional and really and also a lot of testing i mean, it could be, you know, you may you may just have the wherewithal to do just simple abie testing one email, subject line versus another email subject line, right? Just not to be overly complex exactly right, but a lot of a lot. Of intention has to go into it, you know, the sort of slapdash thing that’s put together by an intern, you know, it doesn’t really know the organization that, well, it’s, you’re going to get returns consistent with the effort and thought that an intentionality that goes into it. Okay, all right, let’s, take our our last break. Lisa. Brian, if you would stand by for me, tell us credit card and payment processing, you could check out their video at tony dahna slash tony tell us explains the process of how business has switched to tell us and how you the non-profit that referred the business gets fifty percent of the revenue from the from the from all the transactions. Now this is transactional is talking about credit card transactions and fees and as tell us, earns fees from the companies that you refer, you get fifty percent of what they earn that simple. Okay, also, because you’re non-profit radio listener, if tello’s cannot reduce their credit card processing fees, then they’re going to send you two hundred fifty dollars. That part, that two hundred fifty dollars bonus is only for non-profit radio listeners. But i gotta tell you, it’s, probably not likely because odds are tell us is going to be able to save the money and that’s going to encourage the business to switch over, to tell us and then forget the two hundred fifty dollars, you’ve got a indefinite revenue stream because as that company processes credit card transactions, you are getting fifty percent of the revenue that tello’s earns from all those transactions indefinitely tell us, has one hundred percent satisfaction rate, so those businesses are not going to be leaving long tail passive revenue for you. Check it out, tony dahna em a slash tony, tell us. Thank you very much. Brian and lisa stood by. You stood by studiously. Alright, you’re not doing backchannel communications. Are you? Every every sponsor’s name tony. Oh, the girls are yeah. Are we talking about brandon? I was talking about consistency. We’re talking about message. I’m liking it. Tony dahna slash. We’re gonna have to come up with something for ah networked for good. We’re going to be on board. Where? There’s a lot to say about that coming up in the future. Future? Um, like march time. So yeah, i mean consistency branding, messaging right, you got it by learning something from seven and half years of listening to experts. Okay, um, you’re good student let’s. See? Thank you. Is that it? The not mentor? Not qualified to be a mentor. Coach. Student. Okay, like freshmen neo-sage thank you very much. A few more years, right? Shut off the mike. Now that we’ve had enough of her off, i was let’s. Go back to the lands and shirts like greater color. Like that part better. Yes. All right. So, brian, you’re not feeling left out there, are you, brian? No, not at all. Okay, you’re supposed to be here. We should. We should. I just wanna make this explicit met. Maybe i was probably understood early on, but you were supposed to be here. That was the whole point. You’re trying to get here in the studio, so we didn’t want you, but, you know, by phone is second. Yeah. Let’s. Talk about experience, right? Yeah. You’re years of experience. Customer experience today was not good. Yeah. That’s. That’s. Correct. Okay, i’m not going to ask you which which airlines you’re gonna fly, but you can tweet them. You know that you network for good has a lot of followers don’t. You probably didn’t want the corporate. Well, i know if it was the corporate card, if you have some degree of corporate sabat dissatisfaction that the the other vice president couldn’t get here, right? Okay, it was the corporate card. Maybe network for good should be tweeting. I don’t know who was we won’t say. All right, we only with a deposit of shout outs here. Um, okay, let’s, switch gears a little bit. Brian, i’m interested in some trends that you might be seeing emerging since we’re in the early stages of twenty eighteen. What what are you seeing coming on the horizon this year and beyond? Yeah, so a couple of things, i think the first is a real desire to, uh, automate fund-raising activities that all of this you’re not, you know, replace humans and, you know, the old fashioned stuff that works the best. But, you know, kind of what i was saying earlier, the senate forget it. Let’s design and experience and let’s put it in motion and watch it work for us, you know, kind of like engagement while we sleep. You are well non-profits we don’t upleaf we focus on delivering program, but you get what i’m saying, so that is one of the, i think, quickly growing emerging trends and feast out there, the sector and that is, what can we do to automate ous much of this experience so that we don’t have to be, you know, conjuring up emails every week and creating bliss, deploying them and testing subject line? Yes, but that that, uh the idea is, what do we do to create an experience that we think is the first and best generation and deploy it starts a man to measure it, you know? So what, we’re really keen from ten thousand feet is moving beyond donor-centric mint and really starting to talk about donor it’s one thing to make sure you have all your names and gift amounts and addresses in a cr m r donor-centric management system that’s great, but that that now is kind of like the most functional basics of fund-raising now you need to expand the aperture and say, well, what can we do to actually engage our donors with technology and not just doing it through, you know, likes and follows on facebook? But what do we do to automate some of those? Yeah, because it is. How do we make that accessible to small organizations that deposed tio? Very large ones that would buy, you know, hub spot for marquette owes or, you know, all those big, huge automation. And and so what we see is increased chadband interest and experimentation with automation of as much of the fund-raising function beginning with communication is possible. And automation does not have to sacrifice personalization that, you know, we just had it. Pardon me, brian. What you say got no gosh, no. Okay. Good. I got you. Okay. Yeah, we just had i just had a me sample ward on ceo of inten, our social media contributor last week. E-giving you know, very much the same sort of future. Look, andi, she explained how in ten of an organization that has an office in portland, oregon, but also has employees virtually uses automation toe run their office and to maintain their membership of, like, forty thousand or so. You know what? Maybe the membership is not big, but their constituencies, like forty five thousand, something personalization is definitely i mean, this is your right, brian. We’re past you. Know, get off spreadsheets moved to a crn now use that cr m segment and you don’t have to sacrifice personalization, lisa’s, champion jumper the bitter no, i was just going to say, you know, we we we cast forward it’s interesting because the the ese for which it is to give has changed, and platforms like facebook, among others, have completely changed that dynamic and is actually creating an interesting situation for non-profits because in one breath, you want to say how lovely all this money is coming in twenty five bucks at the clip from all these different directions, my revenue line is growing, but then when you dig a little deeper and it’s like, but are you able to build a community with those folks, are you able to get them to become the subscription? Geever exgagement true engagement it’s a lot harder for these non-profits to think about how do i turn that transactional giver? Because maybe tony you gave cause? Bryan asked you, right? But you don’t have a connection to my non-profit you know, i have to go back to you, tony, and say, hey, how can i build a relationship with you? How? Can i engage you, tony, and thread you into what i am doing over here into my mission? So you feel compelled to give on your own whether brian asked or not? So that kind of yeah, no, please go point it comes into, uh donorsearch mirian there’s also relationship between donor experience and board participation and fund-raising now we all probably accept as no one joins the board so they can ask their friends and family for money. But if staff does it, writing creek, that culture of philanthropy than and equipped trained board’s view it, then something good happens. But my point here is my experiences sends that boardmember zehr, reticent to ask their friends, come for money because non-profits are habitually poor at creating an experience that makes that boardmember feel proud and that’s not to say that boardmember is ashamed of the organization, but what the boardmember doesn’t want is that that donor that she or he or say bring to the table gets dropped into a you know, a same spray funnel of getting his letters, reports and every every invitation, uh, any type of event that that non-profits having the boardmember is very conscious. Of what experience that they want, or that they realized that that friends, family and co worker will have, as a result, e-giving to that organization. And so if if non-profits out there, if you want more board members to participate fund-raising you’ve got to create an experience for donors that raise rises to the level of satisfaction and pride of every one of your board members, so they’re feel proud. Teo asked their friends for money and have their friends be donors of to your organization and what brian was saying of having a solution that is a little set it and forget it. It’s this idea that you can have a tool that embeds within the tool all these best practices because at the end of the day, the non-profit doesn’t want to be thinking about did i bring in that hundred dollars that are bringing that thousand dollars in here? I mark right that’s not why they’re there that some what’s motivating them that’s, that’s like a means baizman end. So the tools that are stepping up to solve this problem are the ones that said, hey, you know what? We get that, right? We’re putting embedded. Best practices into this tool, so you’re going to focus on other things, but still trying to bring in that money and create that relationship in the most effective, meaningful way, because that’s what’s going to propel your non-profit for-profit forward and help you grow. Brian, i love that connection that you made between your donor experience and bored participation that’s a real that’s a connection i’ve never heard before on and i think it’s significant, and it and that could be a great topic for aboard conversation. Bored ceo, senior fundraiser conversation are you satisfied with the experience? I mean, it was some riel introspection that could be a difficult conversation, but one that’s important to have. Brian, i have to i brian brian, i got a limit. You we got, like, thirty seconds left. So this is your wrap up that you and then i’m gonna i’m gonna shut you off. So go but twenty eight seconds got it. So number one things that each and every non-profit should be doing this year is putting a stake in the ground and coming up with their first iteration of a donor experience. Um and keep it simple and keep it cost. Okay, you can animate email your website and facebook together you are catapulted yourself into a realm of hyre functionality that will help you raise more money. We got to leave it there. Brian lauterbach, vice president of programs, impact and sustainability and network for good lisa banana, vice president, digital marketing network for good they’re both network for good dot com where the forest spelled out lisa brian, thank you so much. Thanks. Such a pleasure. Thank you. My pleasure. Next week, joe garrick and your online giving plan i think you’re going to see some threads continue from this week. If you missed any part of today’s show, i’d be seat. You find it on tony martignetti dot com were supported by pursuing online tools for smaller midsize non-profits data driven and technology enabled tony dahna slash pursuant radio whether cpas guiding you beyond the numbers wagner, cps, dot com and tell his credit card in payment processing your passive revenue stream. 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