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Nonprofit Radio for August 16, 2021: Virtual Events & Design For Non-Designers

My Guests:

Evan Briggs & Gwenn Cagann: Virtual Events

Evan Briggs and Gwenn Cagann share their lessons from 25 virtual galas, which include takeaways for your next hybrid event. They’re both with Wingo NYC.

 

 

 

 

Josh Riman & Mike Yamagata: Design For Non-Designers

Wrapping up our 21NTC coverage, it’s a crash course in good design, covering fundamentals like color, type and hierarchy. Step outside your comfort zone with Josh Riman and Mike Yamagata, both from Great Believer.

 

 

 

 

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[00:00:10.74] spk_5:
Hello and welcome to tony-martignetti

[00:00:13.06] spk_4:
non profit

[00:02:17.44] spk_1:
Radio big non profit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh and I’m glad you’re with me. I’d get slapped with a diagnosis of interception if you blocked me up with the idea that you missed this week’s show virtual events. Evan Briggs and Gwen Sagen share their lessons from 25 virtual galas which include takeaways for your next hybrid event. They’re both with wing go N.Y.C. and designed for non designers Wrapping up our 21 NTC coverage. It’s a crash course in good design covering fundamentals like colour type and hierarchy. Step outside your comfort zone with josh, Lyman and Mike Yamagata, both are from great believer. This week’s conversations are from 21 NTC and they wrap up our coverage of the conference and tony state too, sharing really is caring. We’re sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot C O and by sending blue the only all in one digital marketing platform empowering non profits to grow. tony-dot-M.A.-slash-Pursuant in Blue. Let’s get started. Here is virtual events. Welcome to Tony-Martignetti non profit radio coverage of 21 NTC, you know what that is. It’s the 2021 nonprofit technology conference. We’re sponsored at 21 NTC by turn to communications Turn hyphen two dot C o with me now from wingO N.Y.C. our Evan Briggs and Gwen Sagen Evan is digital fundraising and client engagement manager and Gwen is director of special events fundraising. Welcome Evan. Welcome, Gwen.

[00:02:23.64] spk_2:
Thank you. My

[00:02:25.41] spk_1:
pleasure. Uh, why doesn’t one of you? Uh, well, I’ll pick otherwise everybody was so polite. You work together and nobody will talk and then I’ll end up having to pick anyway, So, Gwen, uh, since you’re both from window N.Y.C. why don’t you acquaint us what lingo does.

[00:03:00.44] spk_2:
Thank you. Wingo is a small fundraising communications and design firm. Um, we have and call ourselves a boutique because we’re so small. We’re 12 people and we specialize in working with nonprofit clients, although we do have some corporate clients, but nonprofit clients that work in the social justice sector. Um and that’s probably about 70% of what we do and the remaining 30% or arts and conservancies and we help nonprofits with their individual giving and major donor fundraising and their special events.

[00:03:14.34] spk_1:
All right. And we’re gonna talk about special events. Um are where are each of you in each of you? In N.Y.C.

[00:03:21.94] spk_4:
I am in new york city.

[00:03:23.84] spk_1:
Okay. Where where what

[00:03:25.64] spk_4:
part? Um in Manhattan Health kitchen specifically.

[00:03:28.26] spk_1:
Alright, 9th and 10th of

[00:03:30.39] spk_4:
What? In between 9th and 10th on 49,

[00:03:52.14] spk_1:
Lot of good restaurants. Uh, 9th of from like 43rd and 44th up to like 55th or so, roughly 50, maybe 53. Some a lot Outstanding restaurants all along, 95. I’m envious of your food choices. There’s everything from Afghan. The Zimbabwe is on 9th. I think there was like 10, 12 blocks or so.

[00:03:58.44] spk_4:
Yeah, exactly. And it’s like almost feels like europe now with all the outdoor dining, they’ve completely shut down some streets and it’s just quite lovely.

[00:04:07.40] spk_1:
Right, right, so not ninth that they didn’t close. 9th of though, have they?

[00:04:11.10] spk_4:
Not 9th at but the side streets

[00:04:20.84] spk_1:
that go off of it. Right, right. We need folks need ninth, they have to get to haunt tunnel every day, Lincoln Lincoln, I should say in your neighborhood Lincoln tunnel every day. Gwen all right, so gwen, you’re an outlier, you’re not an N.Y.C. Where are you?

[00:04:24.94] spk_2:
Um I am actually, although I, when I’m in the city, you know pre pandemic in Boerum Hill Brooklyn. Um and right now though I’m writing out the pandemic in Jackson Wyoming, we have a small family place out here and I came out for a week vacation when things went isolated and haven’t left.

[00:04:44.94] spk_1:
Yeah, the week vacation that, that hasn’t ended yet in over

[00:04:47.72] spk_2:
a year in the great outdoors.

[00:04:49.84] spk_1:
Yeah, cool. So your window, your window Wyoming?

[00:04:52.84] spk_2:
Exactly and we have a window India to right now one of our graphic designers is based in India where she was writing about the pandemic and so we’re worldwide.

[00:05:06.84] spk_1:
Okay, that’s strictly N.Y.C. alright, your Boerum Hill. So you live in Boerum Hill. Yeah. Remember the park slope food co op by any chance

[00:05:13.62] spk_2:
know, but a couple of my colleagues are half of us live in Brooklyn and yeah, so I know it’s changed a lot during the pandemic with the work hours and such, but what a great place.

[00:05:57.74] spk_1:
It is a great place and I’m still a member. I live on the beach in north Carolina. I’m still a member of park slope food go up. Uh you know, they suspended the, they suspended the work requirements for the whole year. Now, they’re just slowly getting back into the member work requirement, but it’s optional for several months. And you know, I don’t know when I’ll be back up, but uh I maintain my membership in the go up because before that you could bank your shift, you could do, you could work a bunch of months. Uh you could work a bunch of shifts like in a week or even in a months and have them for subsequent months for many, many months. So I never lived

[00:05:58.31] spk_3:
in a community.

[00:06:27.74] spk_1:
It’s a great, it is great community park slope food co op shout out. I’m gonna be one of the most distant members. I mean north Carolina, you know, it’s not, it’s not easy to get there, but it’s, I keep my membership, it’s still worth it. All right, so we should be talking about your N.Y.C. you’re not your window N.Y.C. topic, you’re 21 ntc topic, which is a virtual events for the masses inclusive and interactive gatherings, Evan, what what is this all about? You’ve got uh you did like window did like 25 virtual galas in 2020. What you’ve got lessons for us.

[00:07:21.34] spk_4:
Yeah, we um, we quickly pivoted to uh throwing virtual events for our clients. A big part of our business, pre pandemic was was in person events, big Gallas and even smaller donors cultivation events and our firm learned quickly how to transform that experience into a virtual experience. Um, and we’ve had great success and continue to have great success um, with the, with the virtual events. Um you know, we create a space virtually on a platform where folks can gather and interact and have a really sort of intimate moment with, with the charity and we’ve found that fundraising has met or exceeded all of our, all of our goals um, for each of our clients and yeah, it’s, it’s something that we think is here to stay and you know,

[00:07:31.69] spk_1:
why is that why are virtual events going to continue when we can return safely to in person events?

[00:07:37.84] spk_4:
Um, I think people just learned that there’s, there’s so much benefit to having a virtual event. Um

[00:07:43.63] spk_1:
you know,

[00:07:44.32] spk_4:
one of the most obvious reasons is that so many people can, can gather

[00:07:47.87] spk_5:
um from

[00:08:17.54] spk_4:
all over the world and you know, the, we suggested to all of our clients that they make these events free to join um and then still offer sponsorships and other ways to donate. One of the big moments that we always have in each of our virtual events is what we call our live ask. So there’s still a moment where, you know, at a typical gala, there’d be a paddle raise or live auction. We’ve adapted that to a virtual moment and you still feel that energy and get to, uh, you know, have a night of successful fundraising with, you know, sometimes up to 1000 people, sometimes more.

[00:08:48.94] spk_1:
Okay, Alright. So remaining remaining relevant virtual events and uh, so I gather you have a bunch of, a bunch of ideas, like some new, I don’t know, maybe their new best practices or tips tools, strategies for successful virtual events. Is that, is that right? You’re gonna share a bunch of what you learned, how we’re going to bring in some, uh, inclusivity as well. Do I have that?

[00:10:17.94] spk_2:
Yeah, I’ll jump in here. I mean, you know, add on to what Evan said, um, that inclusivity by making it open to a broader range of people, not only your major donors that could afford that $500,000 dinner ticket when we were in person, but also everyone staff clients, People that benefit from the work of the non profit organization, really just reinforce all the positive things about your organization’s community. So the major donors feel great because they’re actually getting to interact with, as I said, some of the people that are benefiting from the programs and you know, it hits home in a really different way. You also get to grow your list. So all of those and we’re saying that, you know, somewhere between twice as many and three times as many people register for these events as you would get in the room. So let’s say you had a 400 person gala at Chelsea piers, see the dinner, you could get a, you know, 800 people registered for your event, usually about 70% of those actually tune in that evening. Um those are 300 new people, you know that you can, you know do some research on prospect with them if they come to the event, they now know about your organization, and so you know it’s a great way to grow your list, it’s really hard to grow your list in in real life, it has been traditionally and so that’s when big benefit in addition to this, just community feel and people really getting to know your organization and be interactive with it.

[00:10:27.99] spk_1:
All right, Gwen, let’s stay with you, let’s get into some ideas that you have about producing successful events. What should we start with?

[00:13:46.24] spk_2:
Yeah, I mean, one of the biggest things is with virtual events is to be creative, there is no one cookie cutter way to do it for all in our opinion, you know, we do, Evan can talk later about some of the platforms we use if that’s going to be relevant to this conversation, but you know, we have a platform that works, but it’s really flexible for whatever program the client wants to put on and, you know, we highly recommend not just translating, you know, speakers at a podium to the virtual world. We want to make it much more engaging and exciting, fast paced dynamic. Um and so one of the biggest things we like to do is a little bit of what we’re doing today, have your speakers in conversation, and that could be honorees in conversation with someone who would traditionally present them in the world world, but it doesn’t even have to be that formulaic or formatted. It can be um an honoree in conversation with an expert in the field of what, you know, let’s say you’re doing immigration or foster care work, who are those experts in the field, let’s work them in because that’s a big part of what your audience is going to be engaged in hearing from. Obviously if you can get some celebrities, it’s wonderful. Um we do find that we’ve been able to get yeses for more celebrities in the virtual world than we did in the real world. I think part of it is because um even though there’s an event day that we stream on this event, we do pre record most of it, that’s the, you know, behind the scenes real life um reality. Um we primarily do that because we want to ensure a seamless experience. Um and prerecorded can still be totally relevant, totally topical. Um you know, during the heights of the pandemic and the craziness of the previous administration, we did end up when there was some, something crazy in the news, we did end up re recording, say um an executive directors piece, very, very close to the event because something relevant happened that, you know, we don’t want to be tone deaf about. So anyway, pre recording really helps as well. And then it helps again with those high profile people, whether they be on res or donors, um you know, who you want to get speakers or celebrities because um you know, you can do it around their schedule. Um also we just find that some very many of these high profile people who may have had just insane travel schedules, you know, our were more available and certainly, you know, had such a big urge to get back. So that was a big piece of it. Um the other um thing that we highly recommend is to share the record and share the event. You know, use it more than event day. You can either, you know, distribute it via your blast on your website through um, you know, as the full piece, which is great to do, but then also, you know, create some video clips um and share those unsocial and wherever you can for the relevant audiences. Uh and then I guess the last big piece and and maybe this should be a whole section of conversation today is looking to the future and hybrid event. So you know, depending on when you want to fit that and we can talk about that as well.

[00:15:28.54] spk_1:
It’s time for a break. Turn to communications. They help nonprofits like your nonprofit tell compelling stories and gain attention like attention in the Wall Street Journal, the new york Times, the chronicle of philanthropy and lots of other outlets. You’ve been hearing me name, Turn to communications. Your story is their mission turn hyphen two dot c o. Now back to virtual events. I love the idea of recognizing that you’re honorees and celebrities are so much more available for a virtual event and pre recording to, to present during the event. Um honorary, honorary timing can be a bet. Yeah, I’d love to be your honoree, but you know, I’m gonna be in new Zealand that week so I, I can’t do it. But you know, you could record from new Zealand or we can record from your home six weeks in advance. You know, it’s very good, very good point. Maybe that’s obvious it’s probably obvious to those of you who are doing events. Uh, I’m a lay person. I’m just, I’m learning this for the, for the 25 minutes or so that were together. So you spend your time studying this. Um, is that all the, the Evan, is that, is that all the strategies be creative pre record, you know, try to leverage celebrities, celebrity availability, honoree availability, share. Repurpose. Uh We could talk maybe about hybrid any any other tips though before we move onto platforms and resources.

[00:16:27.74] spk_4:
Yeah I mean one thing just to add on to the prerecorded tip is you know we do also Sprinkle in um some some live moments and you know and we and we do that strategically so we do reinforce that feeling that this is happening live throughout the event. And then you know we often will have our live moment directly in the middle or in the first half sometimes we’ll open up with a with a live em see that’s another great tip for a virtual event is to to have an EMC who can tie everything together, who’s really energetic um who can end you know can also interact with guests as they’re chatting. Um That really uh we found that the chat is crucial which is um which is why the platform is so so important when producing a virtual event. You know, we uh made a decision not to do our events on our most of our events on zoom because people are you know a little zoomed out and zoomed fatigue.

[00:17:08.54] spk_1:
We’re gonna we’re gonna get we’re gonna get to the platform. Um but the interesting it sounds like you need some you need an M. C. With a little higher higher capacity because all the moments are not gonna be scripted ideally because like suppose there’s a technical glitch, you know you want an EMC who can make fun of it be flexible not get flustered because you know they have to do a little tap dance for for a minute or two while you figure out the back end problem or something. So it sounds like you need a and see a little more uh yeah bring a little more to the game. Yeah that’s

[00:17:45.14] spk_4:
that’s ideal. I mean we you know we’ve also worked with with folks who aren’t professional M. C. S. And part of window service is we are day of support so we on that back end are all on a conference call you know in a headphone in the M. C. S. Ear in case one of these you know glitches happens or we need to communicate something or you know we just had a $75,000 gift. Um So you know really another beautiful thing about ritual events is that they really are you know opportunities for everyone, you don’t have to have a professional EMC does help you know but not required.

[00:18:19.74] spk_1:
It sounds like great fun. I would like if you if you ever if you ever need of an M. C. I would love to do something like that. Uh You seem great. I would love it. I love the flat. I mean I’ve done improv, I’ve done stand up comedy but I’m not trying to give you my resume but it just sounds like fun, it could be great you know, there’s a great energy and you got the producers in your ear, helping, you know, coaching through and, you know, and then you you’re on your wing it for a couple seconds, or like a great gift announcement, Whoa, you know, bring that person up, whatever. All right. Um All right, so what’s the, what’s this cool platform? That’s uh supersedes zoom.

[00:18:28.94] spk_4:
Well, there’s, you know, there’s a number of platforms, The one that we’ve been using primarily is called demio. Um it’s

[00:18:29.69] spk_1:
a

[00:19:07.54] spk_4:
demio demio D E M I O um it’s very intuitive, it’s beautifully designed. You can customize it. The chat function is, you know, very easy to use and fun, you know, it’s not it’s not hidden. You can use emojis, that’s another great thing for this. Um for the chat is the use of emojis or GIFs, um, ways to express an emotion, right? You can also tag people um, so you can speak to them specifically. Um and we’re seeing that, you know, more and more of these platforms are popping up and increasing and that interactivity element more and more, but Demi has been our preferred platform

[00:20:08.74] spk_2:
and the other real important, really important reason. We started with demio and then just Evan and our other team members do a lot of research. Probably weekly on what tuck has changed, you know, should we stick with this or try something else and they keep reinforcing that, this is the right one, but what I was going to say is that there’s a real ease of registration for people, you know, for guests coming to the event and that was really important to us. Well in the beginning zoom was you know, sometimes if you didn’t have the latest app you wouldn’t have the audio or you know it was difficult, I know zoom is really smooth out, but still this is easier than the zoom app, people literally put in their name, their email address, they get a unique link to click on reminders, come to them a day ahead, three hours ahead, 15 minutes ahead, they click in there in and the unique link is nice too, because then you don’t have to worry about someone getting in and zoom bombing or what have you, so you know it really is sort of a great gatekeeper, gatekeeper and really easy to use and then for those producing the event um what we don’t want to forget is that it’s incredibly great for uploading our content, switching between live and pre recorded um going to that live text to pledge moment that have been referenced, so you know, there’s some real advantages to delivering a seamless event as possible.

[00:20:41.84] spk_1:
Gwen, would you just reinforce it please and just spell demio again?

[00:20:45.12] spk_2:
Yeah, I d like dog e m I O demio

[00:20:49.52] spk_1:
alright, thank you, thank you.

[00:21:13.44] spk_4:
And one thing I will, I’m sorry, I will just say is that sometimes what we’ll do is tack on a zoom after party to radio events. So to me is sort of like the main event. This is when you go and you see and you hear and you fundraise and then, um, we, you know, even auto directs people to the zoom afterparty. If that is something that you’re planning, um, where folks can actually get on camera and see each other, we can, you know, do a toast. We’ve done dance parties. Um,

[00:21:55.84] spk_1:
you gotta move on. That’s cool. I love the idea of the after party though. Cool. And after party for virtually all right. Um, you know, we’ve had, I’ve had a bunch of guests from ntc talk about inclusivity. Uh, so I’m gonna, we’re gonna, we’re gonna pass that part with the three of us. But I would like to talk about communicating with these new supporters, Gwen, that you said, you know, you could end up with hundreds of folks that wouldn’t have attended your, your, your in person event virtually obviously because they can come in from all over the world. Uh, we just have a couple minutes more left. So what’s your advice around engaging folks who are new to your organization? First time was is this terrific demio based event.

[00:23:45.94] spk_2:
Yeah, exactly. Well, what we are finding to that many of these new uh, guess, you know, become donors that night they donate in the text to pledge, which is just the first step. And so of course the biggest thing right away is acknowledging and thanking and then, um, which happens right after the event. Every donor to the text to pledge and to the event. You know, anyone who’s, who’s donated any amount, um, pre or at and then post event when we do send out the full event recording, we do give another opportunity to text to pledge. And then, yeah, it’s the thinking. It’s just the ongoing blocking and tackling and cultivation. So, you know, we would add those people to our clients email list. We would include them in our newsletters are ongoing e blast. Um, I will say, you know, we would recommend that the organization screen and rate their new donors like, you know, a traditional, you know, fundraising approach. Let’s take a look at these people owe somebody gave us $1,000 that night. If they give us 1000, there’s probably a lot of capacity there. Let’s do a little more research. And for anyone who’s a real real major donor, um, they should get thanked more personally. So maybe the executive director reaches out after the event and thanks them or you know, has a virtual coffee with them down the road. But you know, just slowly inappropriately. You know, seeing how interested they are in the event and see how you can engage them down the road both as a donor, maybe as a board member, maybe as a volunteer. If your organization has a lot of volunteer opportunities, but you know, just to engage because they came and they got involved.

[00:23:50.14] spk_1:
Can you say a little more going about what to do maybe in the the days following the event that that first, that first follow up opportunity, can you drill down a little more?

[00:24:12.64] spk_2:
Yeah, exactly. We highly recommend a post event. He blessed the exact day after or you know, if for some reason you did an extra day um, within within a couple of days of the event to thank everyone for coming, share the full event, recording with your list. Anyone who both signed up to come but didn’t tune in and are your list of who didn’t sign up to come because now you can see it right? People are busy and while we are experiencing an increased number of people joining these events, there’s obviously a lot of people that just can’t on a given day. So you know, that post event d blast is really important. And again, to give one more opportunity to give to the event and support the work and then sending those, thank you an acknowledgement letters that actually are, you know, the official tax letter that people can use in their, in their tax taxes, um, with any donations that have been made. And then just, you know, I’m going um, can be staying in touch with donors. Um, you know, we recommend that, um, that people use e blast, you know, at least you know, monthly, um, and social posts to stay in touch with donors and then ideally maybe a quarterly newsletter. And then if it’s appropriate, if you can segment your list enough, even some special donor communications a couple of times a year to those most major donors that are a little more inside re

[00:25:26.15] spk_1:
okay. Okay.

[00:25:27.94] spk_2:
And when we can get back into it cultivation events, you know, we love having, you know, pre pandemic and we’ve actually got a couple tentatively scheduled for the fall. You know, that would be outdoor. You know, like a person who has a building with a rooftop, you know, invite, you know, a small group of people to gather and hear from the executive director of the program. People about what’s new and what’s been going on with the organization. We feel like there’s a lot of pent up demand for that.

[00:26:02.14] spk_1:
Don’t feel the events don’t feel the events. All right. Evan. We just have a minute or so left. So why don’t you just leave us with some last minute motivation,

[00:26:39.84] spk_4:
um, motivation for virtual events. I would say do one, do one, do one. There’s, you know, the world is really your oyster. Um, start with developing a run of show that is less than one hour. That’s, that’s the time that we, um, recommend. And just think about the story that you want to tell and then the folks that you want to tell it. Um and you can, you can produce a virtual event on any budget um and you know, do it within three months even less. Um it’s something that you won’t regret and it will live in perpetuity.

[00:26:58.84] spk_1:
All right in perpetuity. Well nothing is better than that. That’s Evan Briggs client and digital fundraising and client engagement manager at window. N.Y.C. along with Gwen, Socgen, Director of special events fundraising also at wingo, N.Y.C. Evan and Gwen, thank you very much.

[00:27:07.77] spk_2:
Thank you. Thank you so much. tony pleasure all you about EMC

[00:30:35.54] spk_1:
Yeah, wait, let me get to my art show for our audience. Thank you for being with tony-martignetti non profit radio coverage of 21 Ntc were sponsored by turn to communicate, we should be sponsored by window with all these shout outs but we’re not. We’re sponsored by turn to communications turn hyphen two dot C o. It’s time for Tony’s take two sharing really is caring who can you share? non profit radio with may I make a suggestion Ceos Executive directors board members, non profit radio has proven to be valuable for these folks, I hear the feedback from them in this way it sparks conversations, it stimulates thinking, it broadens perspective, gives you something to think about. Maybe even and to talk about and then maybe even act on in your non profit so these conversations these thoughts often start at the leadership level so that’s why I’m saying ceo Executive director board member uh, I think last week’s Show is a perfect example of that. The performance improvement. Talking about the 360 assessments, 3 60 feedback ideal for leadership to think about as a method of performance improvement for for a team. Um, this week’s show, this week’s show more of an example of something that someone in leadership would share with the folks on their team that it’s appropriate for. So virtual events. Um uh, goes to the folks who are thinking about working on, not just thinking about, but who work on events. The design for non designers. If that applies in someone’s organization then they’re likely to pass it on that you know, every every shop can’t afford a design, a designer or design team certainly or even necessarily freelance consulting to help with design as you will hear my guests josh and mike say so in that case it’s leadership passing on segments, conversations that are appropriate to the folks that they’re right for. So C E O s executive directors, board members, they are terrific listeners. They get value from nonprofit radio do you know someone in one of those positions that you can share? non profit radio with, I’d be grateful if you do please sharing is caring, thanks very much for sharing. non profit video That is Tony’s take two now it’s time for designed for non designers welcome to tony-martignetti non profit radio coverage of 21 Ntc the 2021 nonprofit technology conference were sponsored at 21. Ntc by turn to communications turn hyphen two dot C O. With me. Now our josh, Lyman and Mike, Yamagata, they’re both from Great Believer. Josh is founder and president. Mike is art director. Welcome josh. Mike Welcome from Great Believer.

[00:30:38.84] spk_0:
Thank you. Thanks tony

[00:30:40.17] spk_1:
My pleasure. And josh welcome back to a nonprofit radio

[00:30:43.74] spk_3:
Happy to be back to timer.

[00:30:53.14] spk_1:
Yes, we’re talking about the design designed. Your session was designed tips for the non designer. I’m actually gonna start with you mike as the designer as the art director, we can actually do this. We can, we can instill some some degree of design in people in like less than half an hour.

[00:31:05.44] spk_0:
We can. It is possible. Yes. Uh, there’s just some fundamentals and you just have to know it and where you go.

[00:31:22.04] spk_1:
All right, we’ll see where we go. Right. My extent of my design is symmetry. That’s all I know. That’s all I can do. If you go to my yard outside my yard, it’s symmetric. Uh, if you look at my, I don’t know, you look at my furniture, it’s symmetric. Um, when I draw something, it’s a house with a roof and there’s a window on each side of the house, so straight symmetry.

[00:31:33.81] spk_3:
No chimney.

[00:31:34.99] spk_1:
Maybe you could help me? Part of me was that josh?

[00:31:38.03] spk_3:
I said no chimney on that house.

[00:32:00.34] spk_1:
No, because that would be a said, well, I have to put it right in the middle. Usually a chimney is off the side so that would mess up place metric get all right. Um, All right. So let’s go to the non designer josh. I mean, you’re not, you’re the, you’re the chief of this, uh, uh, design company, but you’re not necessarily a designer. You you feel confident to that we can do this.

[00:32:27.94] spk_3:
I do. I’m the ultimate non designer because I started the design agency and I have no design expertise or experience or clout of any sort or kind. Um, mike is nodding and it’s very true. And this session is for people who work at nonprofits who did not intend in starting about non profit to do design work. Maybe they’re Occam’s associate or they work in the marketing department. And suddenly one day someone says, hey designed this flyer design the social media graphic and they’re like, I don’t really know where to start, but our our session is about how those people actually can be designers and they can learn some pretty straightforward basic fundamentals to improve their design and to improve it. Starting today after they listen to this session.

[00:33:08.54] spk_1:
Absolutely. We’re gonna take a day to give some thought to the session to the podcast and then uh, start, start the day after, start the day after you listen. And of course, you know its design tips for the non designer. It’s not great design for the non designer. So, you know, this is not like those ads, those early Photoshop adds years ago, I’m dating myself but you know, take a Photoshop course and you’ll be a great designer. We’re not we’re not advocating that Photoshop even still exist. Mike, is

[00:33:12.22] spk_0:
this still a thing? Okay.

[00:33:16.74] spk_1:
All right. So, um let’s start with some fundamentals. I feel like we should start with the art director. What are some design fundamentals

[00:33:52.14] spk_0:
of course? Um first one, I talk a lot about graphic design in general. It’s all about visual communication, Right? So that’s the whole point. So you want to create strong uh design which equals strong communication, getting your message and ideas across effectively and clearly. And you need a few things to make that happen. And a few of the things that we talked about our session were four design fundamentals. Those are color typography, white space and hierarchy. So those are four of the building blocks. You know, there are more, we thought we’d start with those and I can talk a little bit about them if you want me to or

[00:33:59.64] spk_1:
Yeah, it’s a little it’s a little about each one. Yeah, just like we’re gonna

[00:35:14.54] spk_0:
build on these. Yeah, exactly. We’re building the building blocks. So color used to draw attention, communicate emotions, ideas, meetings without any text at all. So colour is a really powerful tool. Um typography, it’s just the style or appearance of text. You use typography to establish strong visual order. Also known as hierarchy. Readability. Accessibility. Especially for the visually impaired, you want to have strong typography and it balances out the overall tone of the design. Then there is white space which doesn’t mean white space, it means negative space. Right? So the space between the elements, you actually want to use white space as a design element. It helps with readability, prioritising content. Um kind of leading your eye from A to B. And then hierarchy is actually a visual technique where you’re putting all those three fundamentals together to create visual order. So it helps the user go from A. To B to Z. And it navigates you through everything. So hierarchy is kind of like um once you get all these three fundamental together you put those pieces together and then you get hierarchy. So those are the four fundamentals.

[00:35:34.54] spk_1:
I feel like I get I get I I see bad hierarchy uh like all the times you see a piece you don’t know where to read how to read it or you know or how to say the word that they made up or something? You know, there’s not enough visual clues to guide me through this new word or the peace generally like do I read up here or is this more important on the side or you know?

[00:35:39.74] spk_0:
Okay. Exactly. And that’s actually called cognitive overload, where your eyes don’t know where to

[00:35:44.92] spk_1:
look. It takes

[00:35:45.87] spk_0:
so much in, you know you only have so many seconds to retain it and then poof, it’s gone. So then you lose it, you know? So that’s the answer. So

[00:35:58.54] spk_1:
uh so now josh, how do we apply these fundamentals to our blank screen that were expected to come up with? Should we, should we design a sample piece? Should we be working with a, should we talk about a hypothetical piece or should we not do that? How do we, how do we apply? What what might just explain?

[00:36:12.63] spk_3:
Mm That’s good. That’s the ultimate question. I think it kind of depends what level of a designer you are. If you’re someone who’s already done some design work for your non profit, you’ve made a flyer, made a postcard, made a social media graphic. You can kind of look back at the design work you’ve already done through the new lens of colors. You know, Am I using too many colours typography? Is there a nice contrast here between the Fonz? I’m using um white space. Is this work? I’m doing too crowded. Is there no room to breathe and that all ladders up the hierarchy? Like mike was saying. So I think if you’ve done some work, it’s kind of time to do a little audit and look back at what you’ve done. I’m sure you’ve gotten better over the years, but there’s still probably room for improvement to communicate your message even more clearly.

[00:37:18.73] spk_1:
Let’s talk about some of the colors. What what some of the colors mean to me, red is anger or you know, but I’m the symmetric guy, so don’t pay no attention to what I say. I’m just, I’m just a lackluster host here. Um, say say either one of you, uh say something about some some basic colors and what they evoke.

[00:38:16.42] spk_0:
Sure, absolutely. I mean colors it’s tricky, right, because colors red represents danger. Stop. You know, it’s a cultural thing. So it’s, it gets tricky there. What we’re trying to focus on more is um, sometimes designers use formulas, so they use complementary colors which colors are opposite of each other on the color wheel or analogous colors, which colors are that are paired next to each other on the color wheel. Uh one of the really nice tips we like to say is use monochromatic colors. So what does that mean? That just means using one color, but changing the value or saturation, so light to dark or the intensity of that color. And before you know it, you can use one color and spread that into four or five different colours. Uh, so if you’re looking at, you have your own brand guidelines, let’s say you only have a certain amount of colors or you can really get a lot of mileage out of using one color. So those are a couple of things we’d like to use. But yeah, color can definitely use to draw the attention to bullseye into an area to lead each other areas. But we like to start with the basics. So yeah, those those formulas really help people.

[00:38:28.42] spk_1:
Let’s start with some or talk about some of those brand guidelines as you just mentioned it. And that was, that was part of your, your session. What are these?

[00:38:37.92] spk_3:
I can take that one.

[00:38:40.92] spk_1:
it’s your non, you know, non designer. So you need to jump in whenever you can talk about something.

[00:38:45.01] spk_3:
I know a bit over here. Probably

[00:38:57.22] spk_1:
resented by everybody at the agency. Right? You have no guy even Why is this guy leading us? All right. I’m trying to cause dissension and great believer. All right Brain guidelines please.

[00:40:30.11] spk_3:
So every organization needs to have brand guidelines. The brand guidelines need to explain what’s your logo and what are different lockups of that logo? Is there a horizontal version? Is there a vertical version? It needs to describe your fonts, You know, what are the funds in your logo? What are your headline fonts? What your body copy fonts? And what colors do you have in your palate? What’s your primary color palette? Is their secondary color palette? Brand guidelines should also show dues and don’t for your logo. So for example, don’t change the font and the logo. Don’t stretch it. Don’t put it behind a different colored background. Don’t change the colors, things like that. So even if a non profit does not have brand guidelines, they should make them. We actually did a poll during our session, we asked all the attendees if your organization has brand guidelines and about, Let’s see about 85, said they do have brand guidelines, which is great. Um, and if they don’t, we said you should just go make some and you can make them literally in a Microsoft-word document where you just type out here are colors. Here are fonts, here’s how our logo works and then build on it over the years and make it a more expansive document. But it’s really important to have to make sure there’s consistent communication. So if the non designer at a nonprofit starts to utilize, let’s say another colour like Mike was saying, maybe you’re gonna explore a monochromatic color, a different hue of color in your main palette that should then go into your brand guidelines. So other people that pick up on your work, let’s say an external design agency uses those same colors and things feel cohesive. So we’re big believers in brand guidelines for consistency but also knowing that they can evolve over time as your brand

[00:41:11.01] spk_0:
evolves. Likewise. Yeah. And I’ll also like to say that brand guidelines, you know, they’re, you’re mentioning, how do you start, you know, how do you start designing something blank piece of paper? What can you do? Well, you really should look at your brand guidelines in there. There should be also samples of, you know what a poster’s should look like, what should a page and website look like. So these are all guys to help any designer pick that brand guy lines up and start to use it because it’s all about building and strengthening your brand recognition. And the first step is building that brand guideline and then following all of those elements and using them consistent.

[00:42:23.10] spk_1:
It’s time for a break, send in blue. It’s the all in one digital marketing platform that has tools to build end to end digital campaigns that look professional that you can afford and that keep you organized. It’s all about digital campaign marketing, most marketing software enterprise level made for big companies with the big company. Price tag, sending Blue is priced for nonprofits. It’s an easy to use marketing platform that walks you through the steps of building a campaign to try out sending blue and get the free month. Go to the listener landing page at tony-dot-M.A.-slash-Pursuant in blue. We’ve got boo koo but loads more time for design for non designers. You have some software resources that are simple enough that people can use them but fancy enough that they can do the do the do at least some basic, some basic design like color topography, et cetera. Where should we, what can we start with? What is what’s the first resource that you like mike.

[00:42:38.40] spk_0:
Oh for me, my bread and butter was would always be creative cloud, which is Photoshop still a thing illustrator in design. Um, but also utilizing newer apps like sketch or sigma, which is more about web design. Digital focus materials josh can talk to more about that

[00:42:53.60] spk_1:
spell sigma pleases ph

[00:42:55.54] spk_0:
f uh f I G F

[00:42:57.66] spk_1:
a thick. Okay,

[00:42:59.15] spk_0:
big and a fig

[00:43:00.13] spk_1:
leaf. Okay. Uh,

[00:44:33.59] spk_3:
and I can, I can pick up on that because the tools that mike mentioned are for people who are designer designers and who are more advanced, they can use the creative cloud programs to design things from scratch. They can use figure sketch to design websites from scratch a tool that we love. And we actually use ourselves and also encourage our nonprofit friends to use those non designers is Canada and Canada is probably a very popular program at lots of non profits because first of all it’s free for most nonprofits to use. But it’s also very user friendly in terms of developing templates. So developing a template for a postcard or a flyer or business cards, something like that. It has a really nice web based kind of drag and drop interface that still lets you make things that are customized and fun and branded. So we think Canada is a really nice starting point because you can really do anything in there are session. We actually asked all the attendees, you know, what kind of design work do you find yourself doing most often? And social media was number one, but people said they do web, they do email, they do print. Um there’s so much you can do within Canada to create something that’s beautiful and still fits within your brand guidelines and your brand architecture. So we were big fans of Canada and something else. Speaking of email, male chimp, constant contact platforms like that, make it pretty easy to develop a blast templates that you can apply your colors to apply. Not maybe not your direct funds, but a font that resembles your font to make things still feel nice and feel cohesive and feel engaging. So we like those tools specifically for email blasts, but recommend can refer a lot of other design endeavors.

[00:44:54.59] spk_1:
Cool. Okay, even I’ve heard of Canada, I think it’s I think that’s pretty, pretty widely known, but I’m glad, you know, a little more detail. Um and you mentioned. So like Canada you can do the postcard template. So those those templates that you do could be part of your brand guidelines. Here’s our here’s our template for an announcing event. Here’s our template for whatever campaign postcard, etcetera. Okay,

[00:45:17.09] spk_3:
Yeah. And camp gives you these kind of starter templates. So it can say, you know, postcard four by six inches. So it gives you the the real estate to work with and then you can actually design the peace within it. So you’re not kind of crawling in the dark. It gives you a nice starting point. Okay.

[00:45:18.49] spk_1:
All right. I’m glad to see, I’m trainable. I’m glad to know that. I’m glad to learn that there’s there’s hope beyond symmetry. All right. Um, but we still got a good amount of time together mike. What what else? Any other, any other resources?

[00:46:03.28] spk_0:
George resources for color. Uh Good one is coolers dot C O C O L O R S dot C. O. What they do is you can start to pick and choose and make your own palette and create different color combinations. What you can also do is lock in certain colors. So let’s say in your brad guidelines, you have a blue or red and a green. You can punch those colors in, lock it and then just start to play and create different palettes around it. So I think that’s a really good resource to use for

[00:46:05.49] spk_1:
colours, coolers,

[00:46:07.03] spk_0:
spellers. Sorry?

[00:46:28.88] spk_1:
Yes, coolers. You said it coolers dot C. O. Right. Yeah, that’s yeah. Okay. Okay. Um um, say a little more about the sweet that you both mentioned. The that includes, um, Photoshop. Uh, what was the suite of, It sounds like a suite of three in design, Photoshop and illustrator, illustrator, illustrator. Yeah. What is that expensive for? For folks?

[00:47:09.28] spk_0:
It can be it’s a subscription based type deal. Now, before you could just buy it outright and then I get free updates, but now it’s a subscription based, so yeah, you’d have to pay monthly for it. Uh To me it’s it’s worth it because that’s what I use every day. Uh interesting what josh says if it’s feasible to have a whole team to use it um because I need to get multiple accounts for it. But yeah, illustrators mostly used for icon vector work, it’s actually drawing things out and making vectors out of it so you can scale it. Photoshop is used to retouch photos um and in design is mainly for printed pieces like brochures, laying those out books, magazines, china reports.

[00:47:16.78] spk_3:
Yeah, I’ll just say, you know, cost around 100 a little under $100 per license. So per per person to access these programs as well as others, a little under $100. And one thing might mention

[00:47:30.34] spk_1:
Like $100 per month per person.

[00:47:32.47] spk_3:
Exactly, roughly. Okay. Yeah. And this is still for like the kind of design or design or someone who’s a little more adept and skilled and has more experience in the design space to use programs like these that can really unleash their skills. And one thing mike said that I think worth mentioning, especially since tony you mention Photoshop before is a lot of non profits tend to use Photoshop for creating templates for let’s say for a postcard for a social media post. And we actually don’t recommend that Photoshop is really a photo editing tool and if you’re going to make simple templates, we definitely recommend Canada it’s a lighter weight, easier to use. Program Photoshop, it gets a little complicated files get big and like maybe you could talk a little more about Photoshop is not the right fit for that. We try to restrict Photoshop to photo editing, which is really

[00:48:31.97] spk_0:
its core purpose. You can get very in depth with Photoshop, but it’s not really needed. If all you’re making is a template for something. It’s a lot of times. Professional people retouch photos, video, all of those things. So yeah, completely not needed. Okay, canvas, canvas, canvas.

[00:48:58.87] spk_1:
Alright. Um All right. We still got some time, uh, techniques. You know, how to how to visualize, you know, like what goes on in this designer brain of yours. Like what what are you thinking about while you’re creating something? What does give you a little peek? That’s like that’s why I always sucked at math and science. I never knew what was going on in their mind. Like you show me how to do it. But what are you thinking about? How do you conceive

[00:49:57.57] spk_0:
of it? Yeah, it’s I’ll give you another peak. Um It’s it’s it’s keeping these fundamentals in check. But then also looking at the world around you, looking at type around you, looking at colors around you, look at how other people are doing it. You know, create mood boards for yourself? Look at other anything that gives you visual stimulation. Go for it. And it’ll kind of help the board. What’s the mood board. So, mood board is something that helps get all of your thoughts Home together distilled onto one board. So that’s photography style color type. You know, you start to combine certain things that you find work well together and then when you then you can step back and you see it as a whole, we call that a mood board. So that helps you visualize um creating systems or identities for for branding and design in general. So it’s kind of like one of the first steps you do in your inspiration process. Okay. But yeah, some of some

[00:49:59.78] spk_1:
other quick tips. Yeah,

[00:50:54.36] spk_0:
yeah, sure. We talked about color, but maybe we can talk a little about type type and white space. Um I think for everything we’re gonna talk about, you really want to keep things simple even for, you know, designers, we’ve been designing for years, keeping it simple is always the best way to go. So in terms of typography, maybe just pick one typeface and use contrast. So different weights, different sizes, but just keep that one, you know, font and you just kind of use that throughout your piece, you know, white space? Just making sure we call a reductive design after you design something, start taking things away, just take things away and see how that looks. Does it feel cleaner. Does it feel more legible or did you lose something, you know, did you lose some of that? Um and for hierarchy, you know, we use all these different devices in terms, But one thing we always try to keep in mind is, you know, the point is to have the user be able to navigate from wherever you want from the start to finish. So you want to really create strong visual hierarchy. So using type, using colors, Using that white space to your advantage, not giving too much clutter, not using too many colours, not using too much type, not using too many shapes. So just keep it really simple. I think that’s that’s really the best tip we can give.

[00:51:22.76] spk_1:
Do people read bold, heavier, bigger fonts first and then smaller funds after. Right? All right, so that’s that’s again, I’m just learning, I’m trainable. So that’s a visual cue, you can absolutely look to your first, then look here that we want you to read this other thing

[00:51:51.16] spk_0:
that’s the smallest. Yeah. Use it to your advantage. Use uh boldness, the size, hit it with a color, get people drawn into that and then pair it with something that’s calmer. Media sans serif. Uh, font sensors, meaning, you know, these two types serif and sans serif. One has a little extra additions to the ends of the letters. Sensory

[00:51:57.96] spk_1:
culebra is a sans serif and times new

[00:52:11.45] spk_0:
times roman is a is a serif. Yeah. You know, so, you know, just using using those things to your advantage. Yeah. Doesn’t matter. Go big. Um go big, go bold draw you in. Um, and then, you know, use type and then use all these other elements to avenge.

[00:52:48.75] spk_3:
Yeah. Just to add on to what mike was saying. I think the most important thing or a really important takeaway is to definitely use restraint when it comes to the number of colors you use the number of funds you use it. So often the case that we’re working on a project where are non profit partner will say we need to do this much in this small space and we say we can’t so we need to start to figure out what can be removed and still get your message across or do we need this to be a two page piece instead of a one page piece. So I think the big take away should be that sometimes you need either more space to get across your message or you need to take pieces out to do so in a way that sticks and gets people to take action.

[00:53:16.45] spk_1:
Okay. And Mike mentioned reductive design white space. Yeah, it’s it’s it’s soothing. It’s calming. You know, what about, you know, I assume this is valid practices to share the peace with other people? Absolutely. Are they reading it right? Does it upset

[00:53:19.71] spk_0:
them, et cetera, yep. What was it was like a B testing where you give two designs to samples? The same user base and then they, you know, then we can see which ones they gravitate more towards which one is more effective.

[00:53:50.85] spk_1:
A B of course, for for a broader audience. I was thinking just within your team. No, that’s absolutely what does this look like? You know, talk me through your as you’re looking at it. What are you thinking, things like that? All right. Um, All right. So there’s, there’s hope, there’s hope for the non designer. You’re not gonna get a fine arts course, you’re not gonna get a fine arts degree in in 25 minutes. Not profit radio but there’s there’s, there’s basic, there’s basics. Alright, Alright, we’re gonna leave it there sound all right,

[00:54:03.34] spk_3:
Sounds good.

[00:54:12.54] spk_1:
Okay there, josh, Lyman founder and president at Great Believer and Mike Yamagata, art Director at Great Believer. Thank you very much. Thanks guys.

[00:54:14.11] spk_3:
Thanks tony

[00:55:07.24] spk_1:
each of you and thanks to you listener for being with non profit radio coverage of 21 Ntc where were sponsored by we should be sponsored by Great believer with all the shout out. I’m giving you a great believer, uh, their design expertise, you know, But no, we are, we’re grateful to be sponsored by turn to communications turn hyphen two dot C o next week. It’s an archive show. I will pick a winner. Trust me if you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored by Turn to communications pr and content for nonprofits, your story is their mission turn hyphen two dot c O and by sending blue, the only all in one digital marketing platform empowering non profits to grow. tony-dot-M.A.-slash-Pursuant in Blue,

[00:55:23.44] spk_5:
our creative producer is clear. Amirov shows social media is by Susan Chavez. Mark Silverman is our web guy and this music is by scott Stein. Mhm. Thank you for that. Affirmation scotty. You’re with me next week for nonprofit radio big non profit ideas for the other 95% go out

[00:55:42.34] spk_0:
and be great. Yeah.

Nonprofit Radio for November 30, 2020: Virtual Event Engagement & Personalized Video

My Guests:

Mike Wilkinson & Joshua Meyer: Virtual Event Engagement
Virtual events are routine now and there’s good reason to believe they’ll outlive the pandemic. We’ve got you covered with pre-, intra- and post-event strategies to maximize engagement and raise more money. Our panel is Mike Wilkinson from Human Rights Campaign and Joshua Meyer at OneCause.

Mike Wilkinson from Human Rights Campaign

Joshua Meyer at OneCause

 

 

 

 

 

Matt Barnett: Personalized Video
Matt Barnett explains the benefits and use cases for short videos that grab attention and thrill recipients. Think volunteers, prospects, donors and anyone you want to feel special. Matt is at Bonjoro.

 

 

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

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

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[00:02:44.94] spk_0:
Hello and welcome to tony-martignetti non profit radio. Big non profit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Yes, Abdominal has made it into the introduction and exalted August position indeed. Welcome. Heh Abdominal. Oh, I’m glad you’re with me. I’d come down with Bala Muthiah Mandrell, Aris if you exposed me to the idea that you missed this week’s show virtual event engagement. Virtual events are routine now, and there’s good reason to believe they’ll outlive the pandemic. We’ve got you covered with pre intra and post event strategies to maximize engagement and raise more money. Our panel is Mike Wilkinson from Human Rights Campaign and Joshua Meyer at one Cause and Personalized Video. Matt Barnett explains the benefits and use cases for short videos that grab attention and thrill Recipients think volunteers, prospects, donors and anyone you want to feel special. Matt is with bon jour. Oh Antonis, take to my December Webinar were sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Here is virtual event engagement. It’s my pleasure to welcome Mike Wilkinson and Josh Meyer to non profit radio. Mike is deputy director of events at Human Rights Campaign. He and his team organized over 30 annual events nationwide. He previously worked for the National Kidney Foundation and the Leukemia and Lymphoma Society. HRC is that, HRC dot or GE? And at HRC? Joshua Meyer is senior director of marketing at one cause. He has two decades of fundraising, volunteer management and marketing experience. He started his non profit career at Human Rights Campaign. The company is that one cause dot com and at one cause Mike Josh, welcome to non profit radio. It’s

[00:02:45.10] spk_1:
great to be here. Thanks for having us, tony

[00:02:47.05] spk_0:
E. Have you back now? We had originally recorded this as part of the non profit technology conference when events were still face to face and we were talking about digital engagement for your face to face in person events. Obviously, Josh, you’ve seen lots of clients. Well, all clients, I suppose, either move or cancel events. I mean, there’s all that is the only two options in today’s world, Um, but there’s still a lot we could do around Digital to keep people engaged pre during and after, right?

[00:03:21.14] spk_1:
Yeah, that’s that’s for sure. I think back in March, we had a weekend with hundreds of events ready to go, and it went down to zero. But I think what What was really interesting is that, you know, non profits are so resilient and they quickly figured out that they had to sort of make this ritual pivot, right. And we’ve seen a lot of that Ana here one cause we become sort of focused on virtual. First Way had these long standing in person fundraising events sort of moved to a virtual virtual format on dso they all. They all get it. And I think I’m really excited. Toe have Mike share sort of what they’ve done over at H. I see, you know, as their sort of moving the virtual, the next thing now is really like, how do we engage people? Right? What’s the social engagement component of these of these virtual fundraisers, and how are they? How do we get the people who are watching from their living rooms right to get involved right in this, uh, this virtual program. So there’s all sorts of neat things that we’re excited to share about.

[00:04:24.77] spk_0:
Yeah. Cool, Mike. What did you see initially? A T h R c where you did you see declines in in, uh, event attendance initially when you moved online, and then now you’ve gotten smarter and you’re seeing increases.

[00:05:35.24] spk_2:
So initially, I’d say, you know, our approach was we sort of had, you know, money in the bank already for some of these fundraising events. So we used that as an opportunity to do some testing on virtual events. You know, we already had, um, some results for events that have been canceled. We had folks that are sort of like, wait a minute, I paid money for this event and, you know, as a charity, they want us to keep the money, but they want something for it s oh, we did two events in, uh, April and may, um, that were events that pretty much were carry overs from in person events. And we learned a lot from those events. Um, I wouldn’t say that we saw a decrease in attendance from the event, but I will say, um, you don’t have the attention span that you have for a Nen person event. That immersive nous to it is just not there. So you have to do a lot of work up front in order to get folks to be excited to actually participate in the virtual event.

[00:05:58.24] spk_0:
Have you found there’s an ideal duration or just vary by type of event? I mean, I’ve been hearing like 45 minutes, even less than an hour. People are seeming thio, seeming thio, seeming to seem to prefer.

[00:06:10.24] spk_2:
Yeah, I mean, I would say unless you have fee like blockbuster capabilities of, ah, Hollywood studio, you’re not going to keep anybody for longer than a now, er, like they’re just not going to do it because it’s not that interesting. You know, I think I think 45 minutes is a good amount of time. I think, um, we had one signature event that I think we’ll probably talk about here a little bit that went a little bit longer. That had a big national scope. But yeah, you have to be very, um, reserved in the amount of content that you present to the audience because they’re going to be paying attention to Onley pieces of

[00:06:50.64] spk_0:
it. All right, Josh, why don’t you start us with, you know? So we’ll do this, like, pre during and post event. Um, you have ideas around SMS texting?

[00:07:01.92] spk_1:
Yes. So we’ve seen texting, um, both to drive attendance. Right, But also engagement, um, at the event. I think the other thing that we’re seeing pre is this this sort of change on? Mostly, uh, you typically pay for one of these fundraising events, right? If you’re going in person and we’re seeing sort of a change in that people are organizations are charging them or they’re not charging. They’re trying. They’re using them Is broader engagement tools, um, to get sort of general membership. But maybe also major donors involved. Whereas typically, sometimes these gallons would focus more like the major donors set Onda as a result of that, then they’re also sort of layering in. And Mike and his team did a really interesting thing there, which is sort of doing tear. So there’s like, a free tier for ticketing. But then there’s also like you could upgrade paid, uh, ticket that got you some sort of swag or some sort of premium that they would send you afterwards, right? And so I think that’s when you’re kind of looking at sort of your driving attendance. And how do you factor in where you traditionally see revenue coming from from tickets? How do you should have recruit some of that that revenue and as part of your fundraising stream on driving through actual ticket sales and our engagement that day of using SMS Thio get people to engage like I don’t know if you wanna talk a little bit more about how you guys did, um, ticketing. But also e think it was really interesting the ambassador fundraising that you guys around your table captains?

[00:10:01.14] spk_2:
Yeah, certainly eso to Joshua’s sort of lead into that. We did realize that the really powerful capability of the reach that this messaging can have, Um, you know, people talk about it like this mystical thing, but it’s fairly obvious a virtual event. You don’t have to travel to it. Um, it removes some barriers to attendance. So, um, you know, I work in a division called Development and Membership Development being high dollar fundraising and membership being probably your $10 a month monthly donors, you know, we would not see a lot of those $10 donors in our ballrooms each night. So what we were able to do is create a new event that will merge both of these fundraising techniques together. Whereas we provided ways for folks who are smaller dollar donors to participate in the event at low to no cost at all way really brought in the messaging on dhe. This came at a really key time in our mission because, you know, we’re in election polit political organization, so that election was coming up and it was important to get our message is why it is possible. But we also wanted to provide opportunities for those folks who were giving us, you know, $100 well, over $100 you know, each month to participate as well. So we sort of did this thing called the Quality Captain, which is a peer to peer ambassador fundraising campaign. We allow people to set up fundraising pages and ask their friends, colleagues, co workers to support them. And really, since there’s no table for them to come and sit at, this is the spot that we said, Hey, this is where you tell your story. This is where you put your personality into this event, and it really worked very well. So

[00:10:49.54] spk_0:
Okay, let’s take a little step back just to get some mechanics down. So you’re you’re collecting cell numbers at the time of registration. Are you giving people an option thio to receive these text messages about the event, or do you just ask for the phone number?

[00:10:57.44] spk_2:
Yeah. So at the time that people registered, we did ask for their cell phone number on dhe. Then, you know, sort of told them that in participating in this event, you’re going to receive text messages. Uh, yeah. Folks that have attended in the past are pretty used to this because one cost has had a long history of doing this in with the event on dhe. You know, at any point, someone can opt out of this, but we did say, giving us your cell phone number and we will be texting.

[00:11:27.04] spk_0:
Okay. Okay. Um, so let’s not Let’s not focus just on this large event, but you You’ve been doing lots of smaller events also since since March, right? Virtual events

[00:11:38.20] spk_2:
know what we did was we decided that rather than tests or organizational capacity. And do you know, 30 events across the country? We were going to use the leadership structure to focus on this one large event in September.

[00:12:05.84] spk_0:
All right? And and the event was in. I’m sorry. You just said in September September Okay? Okay. Mhm. Okay, um, Josh, anything more about the pre pre event phase? I mean, well, yeah, give me some insight. Like, how often are people getting messages before the event?

[00:12:26.54] spk_1:
You know, I think it varies with the organization, right? And I think it sort of depends on how you’re using it, right? We’re seeing, sort of. I think there’s probably too tight right there is sort of the messaging to try and get people to purchase the tickets or just to pre register. And then I think there’s the messaging sort of that happens the day of to get people engaged in the fundraiser, right? So there’s usually a set period of time when the sort of the program, right, so that virtual livestream is happening on dso. You wanna make sure that you get as many people there, you know, engaged in the live programming as possible, so I think there’s, you know, oftentimes a couple a couple of text messages that lead up to that. But then there’s usually fundraising components that are happening in tandem. Right? So we talked about ticketing, right? So that would be sort of, you know, prior to the day of to try and get people to purchase registrations. Often times we’re seeing our clients, um, set these virtual events up in tandem with online auctions. Right? And so there’s messaging around that on dhe. Then, you know, depending on the software people are using, right, as people are engaging in these online auctions right there getting automatic text messages. So the text messaging is, um you know, it sort of varies depending on what the organization is trying to accomplish at at the different points leading up to that event.

[00:13:36.94] spk_0:
Okay, okay. Eso then let’s let’s do during the event. So the event is live Now, folks are are on. Um, Mike, how many people did you have? A tw the peak.

[00:13:55.24] spk_2:
So we had I want to say we had 2000 people pre register for the event. Additionally, we live streamed the event on YouTube, Facebook and Twitter. So Let’s say we probably had about 8000 people viewing at the peak. Um, okay, Of those 8000, those 2000 pre registrants are the ones that received text messages to engage further with us.

[00:14:19.04] spk_0:
Alright, and just for a little more context, how many of the 2000 that preregistered were were, uh, had paid? Versus were the free free tier. We had

[00:14:31.25] spk_2:
about 70% that were free on bond. We had 30% that were paid.

[00:15:16.54] spk_0:
It’s time for a break turn to communications. They have relationships with journalists because of the trust they’ve built with reporters and editors and outlets like The Wall Street Journal, The New York Times, CBS Market Watch and The Chronicle of Philanthropy. Turn two is the first call these outlets make when they are sourcing stories on charitable giving, non profit trends and philanthropy. That means you get first crack at first class media exposure. The right turn hyphen two dot CEO. Now back to virtual event engagement. Give us a little more detail About what? What you got If you if you paid, was probably was it more than just Mike? I’m sorry. Josh mentioned swag, but what else What else did you get if you paid for the event?

[00:15:31.43] spk_2:
Yeah, we branded some really great merchandise packages. You know what’s great if the human rights campaign is We have a very strong brand that people identify with eso. We made some commemorative pieces. Um, and, you know, way sort of have different tiers. Where if you gave $35 you got a bandanna. Non. If you gave $50 you got the band and in the face mask. And the more that you gave, the more stuff that you received. So

[00:15:58.89] spk_0:
Okay, so it was OK. There was swag was ultra ultra swag.

[00:16:03.17] spk_2:
I wouldn’t say it’s like trade show giveaways. I would say stuff that you would probably walk into a store on 12 purchase. So

[00:16:10.95] spk_0:
okay. And strong brand. So loyal, loyal folks who would like to have a commemorative pieces. All right, All right, So now, Mike. All right, so during the event, what kinds of text messages or folks getting?

[00:16:26.34] spk_2:
There were two primary ways that you could support us during the event. Um, it is to bid in the auction that was online or to make a contribution. So folks were receiving text messages at key points in the run of show so that they would either a place a bit or make a you shot.

[00:16:47.64] spk_0:
Oh, what was the content for the? Was this a 45 minute event?

[00:16:52.54] spk_2:
So the event in September was a little bit longer because it was their national event. You

[00:16:58.63] spk_0:
did say that. I’m sorry.

[00:16:59.59] spk_2:
Thats one is a signature event, and people were really excited about it. So, um, you know, to your point, you know, folks that didn’t pay any money for this event, we assumed that they had a lower investment in attending at all. So those folks were invited to what I would probably call the main stage event, and that lasted for one hour. Um, for folks that were donors to the organization or who bought one of those ticket packages, that’s a clear indication that they’re very interested in seeing mawr. So they were invited to see additional content. That was 30 minutes in advance of the event. And this is really cool, because this 30 minute, um, basically VIPs section of the content was designed with, like a behind the scenes sort of look. So they got to sort of see how the virtual event was running. And some really specialized content focused on their deeper connection to the organization.

[00:17:58.44] spk_0:
Oh, including how the event was running. So they saw some backstage

[00:18:02.40] spk_2:
s. So we had some backstage elements backstage. Pass. Yeah,

[00:18:08.74] spk_0:
Okay. And what was the what was the main stage content?

[00:18:12.22] spk_2:
So the main stage content highlighted are really strong video packages we’ve even before the pandemic. We have very strong video content that’s very impactful. That really talks about the state of the movement, why you should get involved. We also pared those with a lot of celebrity messages and performances so that we were able Thio have some folks that folk that people recognized that really were boasting or cause. We have a long history of always having celebrity guests that are event. So this one was an opportunity. Instead of just seeing one celebrity guests, you got to see basically 15 of them really talking about why the cause was important.

[00:19:10.54] spk_0:
And I’m hearing that prerecorded content is valuable, takes a lot of pressure off. The folks running the show toe have to switch back and forth between live live appearances. Did did you have? Ah, do you have a mix of pre recorded in and live content or was mostly pre recorded? That’s what I’ve been hearing about pre recorded.

[00:19:14.65] spk_2:
Yeah, So I would say we’re probably about 60 40. Prerecorded content, 60%. 40% live. You know, we have found that pre recorded messages air great. But our mission sits on the cusp of history every day. And when something happens in politics, when you know who tweets something out ridiculous. We have to. We have to. We have to be responsive to that in our programming. So, um, some live, some live elements were absolutely necessary and honestly, like that takes a lot of the pressure off of us to use our crystal ball, which these days is so much more fuzzy than it used to be on be able to really resonate with folks hurt what folks heard in the news and what’s affecting them that day. But that doesn’t mean that, like the prerecorded content was bad at it just means that, you know, we were able to get some of these messages from folks that are celebrities or friends of the organization in advance and piece it all together in a way that worked. This

[00:20:12.74] spk_0:
seems like a good time for you to explain quickly. What? What HRC does for folks who don’t know. Human rights campaign. You have a lackluster host. Ah, good host would have asked you that at the beginning s, uh, but make up for my shortcomings, Would you?

[00:20:27.94] spk_2:
Yeah. So the human Rights campaign were a 501 c for charity, and what that means is that we are engaged in political work that advances the right of LGBTQ people across the country s Oh, this is a little bit different than 501 C three. Work where political work is not allowed. We are the kind of the opposite of that. You know, we still are designated as a charity. There’s some some differences with the way gifts or processed. Um, but, you know, we’re allowed to go out and say we think that this is the issue that should be report. This is the issue that should be pushed through Congress. Your local legislature. This is the This is tthe e candidate, that candidate or, you know, current, um, elected official. That’s going to do that so whereas in a 51 C three like that’s sort of off limits.

[00:21:19.41] spk_0:
Or mostly, I mean, you’re limited to the percentage of your you said at key moments. Folks got fundraising messages or maybe auction messages. How did you How did you time those to the content? What’s the relationship there?

[00:21:38.84] spk_2:
Well, we did do actually live fundraising appeal where, you know, folks were able Thio, you know, make a donation on their smartphone. And we had a large thermometer up there that showed how many people across the country were making donations. Um, and you know that that was always a really successful fundraising technique in person, and I continue to be so in the virtual world. We just had to make sure that we had the magic formula to get people to that moment in the program so that they were ready to give. There’s nothing different about that. You just have to think about what that means in a virtual world, starting with the first time that someone learns about your event,

[00:22:27.94] spk_0:
let’s lay concerns about, uh, folks maybe feeling like they got too many messages and opting out. What? What did you see in terms of people and any any time during the during the process before, during or after the show opting out of these SMS messages.

[00:22:47.14] spk_2:
So we get very few complaints about books in during the run time of the event, receiving too many text messages, I’d say maybe we get comments that there are a lot of text messages, but nobody’s mad at us. You know, folks sort of when they sign up for an event, realized that they are asking for a high level of engagement. So during the run town time of the event, um, it’s very difficult to over communicate with them. Um, you know, we have to pay attention to in advance of the event, like how often we talk to them. I would say we probably started about 10 days out with a message launching the auction on then maybe one or two reminders about what’s going on so that they could get get ready for the event, and some of these text messages are people were waiting for because it included information on how to do things like actually watch the live stream and stuff like this. So some of them were very nuts and bolts types of messages. They weren’t just Always give us money. Give us money. It’s like, Okay, you purchased two in a ticket. A ticket to this event. This is how you get in, you know? So

[00:23:47.24] spk_0:
Okay, Now, will you also emailing or this is strictly SMS.

[00:23:52.64] spk_2:
Absolutely. So we sent emails as well. You know, you’re obviously able to put more detail into email. Um, you know, I find that email is really tough these days just because there’s so much noise. You know, you’re lucky if you get somebody to even get their email on their high priority inbox and they get filtered a lot. So there are a lot of folks that do you read our emails, but there’s a lot of folks that that’s not how they found us. So they’re not receiving those emails. You gotta get really creative on how you reach out to folks.

[00:24:24.34] spk_0:
Okay? And but so the more immediate ones, like during the show that was that. I’m guessing that was exclusively texts. You weren’t sending emails that. Okay,

[00:24:34.46] spk_1:
Okay. E think One of the other avenues that we have at our availability right is also live chat, right So you have. You can sort of push that text message right to someone’s phone during, ah, virtual event. But we’re also seeing a lot of our clients engage in sort of live chat that’s like built into the page, right? So So as people are watching the converse watching the show, they’re able tohave conversations or they’re able to make comments. Or they’re able to actually engage to the school with the speakers or the organization on DSO. There’s that’s another sort of avenue we’re seeing organization sort of really harness in. Some cases were actually having, like, there’s a staff person whose sole responsibility at the virtual event is to monitor the chat and thio, address any donor questions or also to just really pump the pump. The people that are watching the show up right, like get them engaged on dhe sort of start the conversation. Uh, you know, somebody what you would do you see, like in a live event at at a table, right? People are commenting and watching and engaging on the show, and we feel like that sort of helps. It helps the fundraising in the long

[00:25:51.44] spk_0:
term. And Josh, I’m assuming one cause is a is a platform that offers this these functionalities that we’re talking about.

[00:25:59.64] spk_1:
It is Yeah, yeah, yeah. We do offer virtual virtual event center, sort of ties all that together on DSO. I think, you know, there’s there’s a couple other components depending on sort of what you’re looking, um, at accomplishing or how you want to set up your event. We definitely can help you with that, but yeah, I think between text messaging, the live chat, virtual streaming or even sort of broadcasting pre recorded videos as we just talked about, you know, we have We have tools to help nonprofit organizations make that really easy on. Really, really smooth. If they’re if they’re looking to make the move from in person toe virtual event,

[00:26:38.94] spk_0:
take us to the post event. Now, Josh, what does that messaging look like?

[00:26:43.74] spk_1:
Yeah. I mean, I think the post event really is, um we’re looking at some of those tried intrude best practices, right? Like you’re still gonna want to do the personal Thank you. Note. You’re gonna still you’re gonna look at all your data and who make who made a donation at that virtual event right Onda who made, you know, silent auction purchases on D do that outreach post event. And then I think it’s really, um, you know, if you have new if you’ve acquired new donors is part of that virtual event right, you’re gonna want to do You’re welcome. Siri’s. You’re gonna wanna take those people through very much like you would do in person event. You can get creative with social or online channels, right? You could as an organization. Do I Thank you. Video that gets pushed out through your social channels Or just, you know, it could be an instagram message or image, right? Thinking people who attended s So I think there’s ah lot in that post event, right? I think there is. A lot of it remains the same. Andi, guess right. We can also bring in text messaging, right? You could do a post text messaging as as a as a way to think, people. Uh, Mike, what did you guys dio a ce faras posted that wrap up.

[00:28:40.14] spk_2:
We always send a thank you email. We were in a unique position with our September event. Um, in that first holes, phenomenally successful, we raised over $2 million had great viewership of the Livestream. Um, and you know, we were facing the election coming up. So our campaigns and organizing team was highly interested in engaging these folks to see um, if they would doom or it was great. Is everybody who was, ah, supporter of our September event was ready to doom. Or so we gave them additional ways with the organization to connect eso that they’re not just sort of writing checks, but they’re also sort of getting the work done alongside a lot of the staff, which was really, really, really transformational for us is an organization. This year it’s It’s actually one of the things that I look at 2020 and think about. Wow, I never would have imagined that that to go like that, but it did so

[00:28:54.14] spk_0:
excellent. Did you use a lot of video afterwards? Video clips to remind folks of the experience.

[00:29:01.54] spk_2:
We had one video message from our host that we emailed and texted out on dhe. It was basically just a big thank you. Um, and I think it was a reminder that the auction was closing because it went a little bit a little bit longer and sort of last ditch. Like if you didn’t make a contribution and you’re feeling like it, then then don’t let us stop you. So, um, u m and that went really well. So

[00:29:26.84] spk_0:
and what was the I know you said raised about $2 million overall. What was the proportion of the 8000 overall who e either gave or contributed by the via auction versus non donor?

[00:29:41.60] spk_2:
You’re asking such so many data driven questions? Things,

[00:29:45.83] spk_0:
non profit radio Don’t hold that. Come on. What are you expecting? I mean, the host is lackluster, but the conversation is not Wow. Well,

[00:30:18.74] spk_2:
I mean, way clearly had about, you know, 800 people that make contributions for tickets. E would say that. I mean, this is a very hard number to quantify, because between our our ambassador fundraising campaign that the the ticket premium sales and the auction I’m making a guess and say we probably had

[00:30:21.64] spk_1:
it was a lot, right?

[00:30:23.12] spk_2:
Yeah. 2500 people making contributions at varying amounts. So

[00:30:28.54] spk_0:
just trying to set expectations. You folks, um, context, Okay,

[00:30:32.69] spk_1:
any one of the things that we’re also seeing as a lot of these virtual events are bringing in new donors for a lot of the reasons that we previously discussed. And so it’s making sure that you know what we’re advising our partners, our clients is that, you know, making sure that as you’re bringing in those new donors, that you have a way to engage them, right and that there there is. There’s a set plan to do that follow because it’s more than just the event. Follow up, right. You have new acquisitions, and now you gotta get them engaged into your mission and your messaging and make them, you know, become routine. Regular donors on DSO. I just think I don’t caution, but I think it’s just something to consider, right as you’re looking to do this, virtual that because it’s a lot easier for people to plug in and they don’t have toe, you know, go to a hotel and they can just turn on on from their from their living room, right? We’re seeing this high number of new new donors, and so figuring out the strategy around that is really

[00:31:37.47] spk_0:
important. Well, maybe not a caution admonition. You’re admonishing admonition that, and that’s consistent with face to face events. I mean, you had your you just You have to be thinking through what you’re going to do for the for the folks who came to your what used to be a face to face event, you know, they were brought by ambassadors might talk about the ambassador program. And so they were. They were brought by folks who needed to fill a table in the past. Excuse me, but they were They were new, new to the organization. And so you wanted to suss out. Are they interested in a long term engagement or they’re really just don’t wanna hear from us anymore. They were doing a friend a favor,

[00:32:10.15] spk_1:
right? Right. Well, then, yeah, and then trying to figure out how you could build that relationship, right?

[00:32:47.94] spk_0:
Uh, and, uh, you know, there was. I don’t know if I don’t know if it’s true or not, but just intuitively in the face to face events. The folks got these new acquisitions, got something out of it. They got they got cocktails and a dinner. Um, now they don’t get that. So maybe there maybe they’re more likely to be interested in the in the mission because, I mean, all right, so they’re giving up less time, but they’re getting less for it. There’s no there’s no free cocktail hour and and and dinner. So maybe I’m thinking maybe they’re mawr invested virtually even though they’re spending less time. But still, time is valuable. You know, they’re not even getting free drinks out of it. So

[00:32:57.39] spk_2:
I would say you’re onto something, tony there because folks have been looking

[00:33:00.90] spk_0:
Thank you for rescuing me. Thank you. Because I wasn’t even sure that I wasn’t sure if I waas Thank you, Mike.

[00:33:05.70] spk_2:
Folks are looking for those take action items in their homes. So if you’re able to provide those to them in conjunction with these with these with these virtual events, um, they’re much more apt to take them as opposed to, you know, they have a nice meal. 129 cocktails. And then the next day, they think that was great. I wonder if I will do that again, and then you’ll see them again next year, as opposed to the next day. They’re sort of like Okay, well, I can sit here, and I can get involved with this organization in ways that I haven’t before That you know, isn’t far off. And I think I think you’re definitely right. That that this leaves Thio, it lowers the bar for entry into further engagement with it with the organization.

[00:35:39.04] spk_0:
Yeah, all right. I think that’s a perfect place to leave it. My savior, Mike Wilkinson. Thank you for that. Deputy Director of Human. I’m sorry. Deputy Director of Events at Human Rights Campaign HRC dot Organ at HRC And Josh Meyer, Uh, senior director of marketing at one. Cause one cause dot com And at one cause Mike and Josh. Thank you very much. Good ideas. Thanks. It’s time for tony. Take two. I’m hosting a new free webinar planned giving five minute marketing. It’s kind of nice hosting my own webinars. I did one in November. We had very good turnout, so I’m hosting one this month in December. It’s another quick shot. 50 minutes on planned giving marketing how to promote the idea of planned gift to your prospects. Who are the prospects? What’s the message and how do you get it out? Multi channel. Plenty of time. Also, for your questions? Absolutely. My favorite part is questions you can register at planned giving accelerator dot com slash webinar. It’s on December 17th. I hope you’ll be with me. That is tony. Take two. Now it’s time for personalized video. It’s a genuine pleasure to welcome my next guest, Matt Barnett is Papa Bear at Bon jour. Oh, he launched from Sales Hack for his first business, where he would send every new lead a personal video to delight and surprise them. His goal is to be the next Zappos to be the most loved brand in the world. When he’s not making videos or products, he’s out tagging bandicoot ce for wildlife research. He’s with us from Sydney, Australia. The company is at bon jour, oh dot com And at Bonn jaro app. Matt Barnett. Welcome to non profit radio. A pleasure. Pleasure to have you, uh, I’ve been doing this show for 10 years over 500 episodes, and you are the the most remote guest by far before this. Yes. Uh, before, before, this was your home was from the UK.

[00:36:07.13] spk_3:
Good. Good to hear. You should get some more. Ozzy’s a lot going on here, Especially the environmental side of things raises its head. I think

[00:36:21.83] spk_0:
and and and speaking of, well, environment or animals, what are you tagging? Bandicoot? What’s a bandicoot?

[00:36:23.63] spk_3:
Have you ever played the game? Crash Bandicoot? They are nothing like that. There are small marsupial. Looked like a get a rat with a long nose but have pouch with the care of the babies. On dhe, they dig around for grubs and roots. We go out and tag Aziz the isolated population and one the headlands here, where they’ve got certain genetic traits. And we tagged those monitor them and they’re great case study for for the animal in isolation. Also collecting the wildlife rescue we have you know, we have a python living in our basement. It’s very It’s very Australian out

[00:36:59.19] spk_0:
here, marsupial. So we don’t use that word too often here. But kangaroos are marsupials as well, right? Is that

[00:37:07.53] spk_3:
you guys have you guys have them? You have a as well.

[00:37:23.13] spk_0:
Okay. Thank you for educating me about wildlife in the, uh so it’s good to have you. Good to have you from Sydney. Um, personal video. What do we What are we talking about when we say that personal video, What does it look like?

[00:37:31.43] spk_3:
Eso what it is is essentially sending quick asynchronous. They’re kind of one sided personal messages that are targeted towards individual Boehner’s in this case. So if someone dropped, if someone gives donation, then having won the team within a few hours, we can say, Hey, Mrs Jones saw that you donated $734 to the cause. Just wanna let you know how much that means to us. You know, the money is probably gonna be used here, here and here. And just again, Thank you for a while. Support on. So the idea here is very quick messages that are shot on desktop or phone. They’re not edited, nothing else. It’s just a piece comes on its directed act. An individual rather than a piece of concerts used again and again, again, generically.

[00:38:24.02] spk_0:
Okay, one time. One person, one use. And they’re probably watching it on their phone, Mostly. Exactly. Yeah. Okay. Okay. I saw somewhere you call this the, uh, purple cow of donor engagement. What is that? What do you mean, there?

[00:38:26.02] spk_3:
Yeah, it’s actually it’s actually that’s actually quite fun about one of our clients because I think you’re international in the States. um se. So I guess it’s kind of a secret weapon that they used. They’ve used on a quality campaigns during the recent pandemic, because what they find is that going that little bit extra, I think I think it’s a really like linking donors to benefactors, especially if that could be done so in their in their cases. Actually send videos from schools in Africa to donors, Um, is just it’s like for three second investment. The impact it’s having on donations on be engaging lapsed owners and getting donations that don’t have to increase the nation’s isn’t saying it’s kind of off the charts they’ve ever done. I mean, it makes me it makes it might, of course. Of course it makes

[00:39:20.12] spk_0:
sense. Yeah, Andi think purple cow comes from Seth Godin that, you know you would if you saw a cow would be no big deal. But if you saw a purple cow, you know, then you’d be tweeting it. You’d be taking pictures, you know, it would stand out. So it’s a pattern interruption. We do something special on dhe. That’s that’s that seems like a feature of one of many features, like It’s something special it? Tze personalized. It’s sincere, right? I mean, you’re you’re looking at the person on your phone there speaking right to you. They’re saying your name there, thanking you. It’s it’s like it’s human.

[00:40:00.91] spk_3:
Yeah, like there’s like there’s incredible power in the name way. No, this year, I think Andi And then the other thing is that the the authenticity of it as well? I think I would suggest that authenticity is it’s a challenge day, a fake news that I said So I think I think that really is coming through, I think, especially where you know many of our experiences, our distance, you know, even prior to the world situation as it is today because the way we work gain that bit of community connection back again on doing it in a surprising, authentic, like the way it joins the light is because it’s not expected. It’s because because the bar is so low, it has a huge impact on the Barlow we could rant about again. I think it was just so much opportunity here for anyone willing to put it more often.

[00:40:47.33] spk_0:
Yeah, and we’re talking like 45 seconds or a minute, right? These air. Quick, Quick shots. Minute maximum. Okay. Is that one of your tip? Is that one of your? Is that a best practice? Keep it short.

[00:41:30.21] spk_3:
Yeah, I think there’s an engaging point of view, I think, within the women Charity Specter within down space You know, you could talk more like Absolutely, But the reality is you don’t you don’t need to. It’s not about It’s not about doing a sales picture and that, yeah, it’s just acknowledging. So it’s stopping for your danger, acknowledging, you know, a customer client a don’t know that that’s what you were doing it. It’s not even about the video. The video is the medium that that shows that you’re willing to do this, but it’s actually the time. That’s really what you give me, but you’re saying you are worth might be one of my teams. Time to stop. Just thank you in person. If the 22nd. That’s fine. Yeah, obviously you’re doing a lot of these from from the person doing the videos. Shorter means you can get them or easier as well. I mean, that’s an aspect to it. Less than a minute is all it takes.

[00:41:48.71] spk_0:
Yeah, and I like that. You know that you took the time to thank me personally in in a surprising, humane way. Yeah. Yeah. And, uh, you know, there’s a you know, you said I mean, there’s a there’s a there’s a connection there, you know, you’re looking right at the person you’re saying their name again. I gather, that’s I I see that in a lot of the the advice to that some other interviews you have done, you know, you got to say the person’s name mean that Zamora it’s personal. Yeah.

[00:42:07.40] spk_3:
Say the name. You know, like, if you’re able to see, you know, we’ll try to help you here. We’re trying to show you kind of actually where they’re based. What donation amount is how long they’ve been a donor. So you can customize what you say you go, the further you can. You know, I see you’ve been with us for the last three years. You know, everything you put in this on now, I think especially specifically here. This is what saying earlier is the idea of like connecting the dots so down into benefit. Like, what is that? You know, $734 done like specifically. If you’re gonna line this, there’s amazing people. It’s storytelling, you know, People go. I could see how that dollar makes difference. And quite often, you know, for me, like for us as a company way gives charities. We do this as well. The key thing is about impact. You know, we’re on enterprise cut like company. So and what we’re giving is not a million. So I’m like, right, I wanna make sure every dollar counts. So what’s the impact on this thing here? What you’re doing is you’re making it much easier for customers to see sort of donors to see the actual impact with dollar. And that’s what’s gonna make me stay with you. Be a donor for life versus, you know, switching other causes This time gets on.

[00:43:13.40] spk_0:
I saw one example where a non profit linked to a video. And so in the in the video that they sent to the donor, there was a link Thio, like a mini documentary about how the money is used and what the what the organization is doing.

[00:44:31.99] spk_3:
Yeah, and so s so you know the other part. This, obviously is that when you’re using this be this’ll kind of communication. It’s very hard, quite engaging. So you have an opportunity there. Thio, take that storytelling further, potentially ask that donut can take the next step. So in that case, what they’re saying is it Thank thank you in person, um to show you what it is go and watch this. And so what we’re doing is obviously driving traffic, but those videos of you getting a lot more views off the back of those those combined with the fact that take a long time bringing back in lapsed owners get people thio up their donations, increasing the nation’s obviously stay around. Some Chinese used that Teoh they’re available. They’re subtle. They’re like, Here’s a little bit more body or here’s a link Thio Share the story on social or, you know, here’s here’s our latest campaign we’re doing We’re building X Y Zed, please gonna be more about, you know, on inform yourself as well. So it is opportunity here. They’d be starting conversation that that’s not a it’s not a lycan endpoints. It’s the start of, you know, the next piece of engagement which can lead Thio. You

[00:44:35.06] spk_0:
wanna have some kind of a call to action, right? Have them do something beyond just beyond beyond the thank you. And so what are the use cases? Have you seen for nonprofits? Aside from donations, what other? What other uses are are nonprofits. Putting personalized video to

[00:45:04.75] spk_3:
E because it was just here is taking time with the individual donor. It tends to get so intense it used with donors and partners. So it’s being used either on on daily Drive, just as a daily habit. So anything comes in your thank you’s Ugo campaigns as well so specific drives they’re doing. We get used a lot for laps for lapsed donors. So reengaging past owners A ZX. Well, bring them back into the fold.

[00:45:14.19] spk_0:
Okay, so something like, you know, you haven’t been with us for a while. Exactly. We’d love to have you back. Here’s here’s what Here’s what our work is And here’s Here’s a link Thio what we’re working on now or something like that,

[00:45:43.59] spk_3:
Yeah. You know, obviously informations we’re just trying to do is to re engage those those users and be like, Look, this is what we’ve been doing in the last two years Since Since you’re with us, we’ve come a long way. Here’s what the impact you made. And so what I can do is to re engage me. Some of your customer base, especially ones that you know, are potentially large backers or more torrential backers to bring them back into the fold, especially especially with the younger child. Is that growing up where in the year the impact they’re making is exponential because of the movies they’re making?

[00:45:57.59] spk_0:
Um, I could see you know something like for volunteers. Do you know, if you just want to thank someone for having spent an extra 20 hours the past week doing extra volunteer work for the organization, stuffing backpacks for for Children, going back to school, where you know most people do five or 10 hours and somebody does 20 or something, You’re just a little shout out to them. I mean, it could be a simple thank you like that, right?

[00:46:55.48] spk_3:
Yeah, absolutely. That’s why we use that way. Get used internally on teams, especially when people have quite, um, probably less engaged volunteers. Nowhere like people like May. So I’m involved in a wildlife system called called wires, which which is huge really, although firefighting states in Australia where you know it’s massive again with us, where we’re not necessary is fitting underneath people above us, you know, we’re not turning up for such thanking people who are less connected as well. Like you said, the ones that go above and beyond for their work like it, it’s one Does that to you, Like you know, it’s all worth it. You know, like again, again, again, it’s connecting. What I’m doing is a volunteer to the end result. So again, it’s back to the impact Peace. Like, um, I’m making an impact. Has someone noticed the work I’m doing because you haven’t noticed? Maybe I should put my time somewhere else.

[00:47:19.18] spk_0:
Yeah, eso like anytime you would think about writing a thank you note, you could consider ah, personalized video.

[00:47:32.28] spk_3:
Yeah, I think so. And this is like it’s not the answer to everything. And this is just another arrow within. Within your quiver on. Great. There’s different ways. Toe communicates, I think, with the video. But here’s the thing. It again. It’s not about the video that the fact that you can get it across the authenticity it’s you yourself, you know that 70% of communication is in the face the face. Yet it’s not even in the tone of voice. So if you get across people love it. They connect with it better. I just think Video’s amazing medium for this. Ah, nde on the other side. It’s a lot quicker than sending. You know I’m more cost effective than than writing a thank you elements and that off. It’s definitely worth try

[00:48:42.97] spk_0:
time for our last break. Dot drives dot drives Engagement that drives relationships dot drives is the simplest donor pipeline fundraising tool. It’s customizable, collaborative, intuitive. If you want to move the needle on your prospect and donor relationships. If you want to get folks from prospect to donor, get the free demo. As you know, for listeners, there’s also a free month. Go to the listener landing page at tony-dot-M.A.-slash-Pursuant. We’ve got but loads more time for personalized video with Matt Barnett and and you’re right. I mean, you see so much more, you know, written words. You know, that’s one Dement Well, all right, this is one dimensional too, but you can hear the person’s voice. You could see their expression when they say thank you. See their smile? It’s It’s so much more engaging than, uh than a hand written note in certain or even type you know, the word word word document on you.

[00:49:05.32] spk_3:
Show them any of the most powerful things which, which is hard to dio, is when you know, like we see people doing these videos like with kids and schools in Africa or they do it No wallowing like a wildlife center or they do it while that one the one camps with everyone about behind them. Ah, nde, You’re not just gonna shoot you like Look, look, this is this is this is the impact like check it out. You know, this is what’s happening so that that’s that’s that’s become a wow stuff. It is. It is hard because you’re always in their situations, but when you pull it off people just it compared to a leather like it’s like seeing is believing, you know,

[00:49:39.97] spk_0:
now does does the team at bon jour. Oh, that you’re the papa bear of Are they able to see all that? Can you see all the videos that people do?

[00:50:25.46] spk_3:
Eso accounts accounts of private? If we asked, So what we will do it, especially with non profit. So we personally like me and probably a few. The team members are pretty driven. We do the whole one sense. We talked about as much time as we can. We tend to get on calls and consulted held by non profits, get most system. So when when we do that is one thing we suggest is that we have permission. Can we come in and have a look on? You could use a few examples. And then what we could do is experts is kind of suggest otherwise. From what we’ve seen up to the user, Uh, obviously the only other thing is that call them privacy privacy reasons. Then myself and my CEO could do that. Otherwise it will, Private. It’s all off the record.

[00:50:49.16] spk_0:
Okay, Because I want to know if people are using this for, uh, you know, for prurient, uh, illicit in place of sexting. I’m gonna send you a I’m gonna send you a or Oh, yeah. Are you seeing any of that? The only thing we’ve

[00:50:50.07] spk_3:
seen is we have some swingers clubs.

[00:50:53.40] spk_0:
So what? Swingers clubs? Yeah. Alright, alright.

[00:50:56.28] spk_3:
However, however we talked of you. It’s not being used in that way. It’s being used as a lead generation, like business funnel. Let’s just look at it like, Well, that makes sense.

[00:51:12.46] spk_0:
So right. Okay. Ah, funnel. Okay. Again,

[00:51:13.10] spk_3:
again, again. Look like how we used during private, You know, of course, on users can choose if their recipients can share the videos. And non profits were, like, let let them share them. Because if they take it to him and say, Look what I got off the heart foundation, thanking me for my donation like that. That’s awesome. Yeah, that’s awesome storytelling. But if you want to be used in privacy, then we could lock that down.

[00:51:39.26] spk_0:
Oh, yeah, These are right. Incredibly terrible. Yeah, yeah. Um and this is this is you know, this is also consistent with what I’ve had a lot of guests say, and I’ve said on this show many times that that in doing production that in doing video, uh, sincerity always trumps production values. You know, you don’t have to have a fancy Mike. You could do this. You could You could do this walking to your car. It doesn’t take fancy studio when it’s genuine. And sincere

[00:52:02.45] spk_3:
like like Abbott’s, like real life, you know, like like like Like, who do you trust more? The guy in the perfect tailored suits or the guy wearing a T shirt has got fun with enthusiasm, you know, like like shake your hand and hugs you. I’m gonna go with that guy every time, like it’s the same thing, you know?

[00:52:18.35] spk_0:
And are you seeing, uh, Mawr use of this during the pandemic? E mean people are so much more accustomed to seeing each other by video. Now are are you seeing a burst since, uh, since March?

[00:53:16.75] spk_3:
Yeah, like I think it’s helped. I think it’s helped in terms people overcoming you know, the Fear video, which I think comes from the idea that video has been the car medium of film for so long that you put on on on a pedestal. Now, realizing it’s it’s not that it’s just the same as having a coffee. So I think we’ve people using Zoom people getting a video calls. Mawr has obviously made people realize that actually videos easy on dso. There’s a mental pieces become over. I think there’s also a challenge that living in a bit more to disconnect environment the moment we’re struggling. Thio connect Obviously not with team members on my partners and do things like this, but with their customers as well. And so we’ve been adopted, like in that space and videos being more adopting that space to help keep those relationships going where you couldn’t. But you can’t have the coffee or or go to the conference today. You know,

[00:53:18.15] spk_0:
um, want o share a good client story, somebody that another one where someone used it successfully and saw an increase in gifts or volunteering. Whatever. Yeah, yeah, we just

[00:54:00.06] spk_3:
we just that given we just doing that with the Heart Foundation here in Australia, which is a large organization s made a lot of work in schools in the big A little school fundraising. So they did two things. Uh, they went out and they did what he said. They congratulated the Children who got the biggest fundraisers. So the whole team went out on just engaged with those high performing kids from organization directly, whereas normally they would always be kept a kind of arms on the other than it did in the way that where they were, where the kids were raising funds was through skipping competitions on trying to kind of crazy skipping competitions. And so, it turns out, quite your team on the heart foundation, our next level skippers, where they’re doing tricks and stunts. And so those team, we’re sending our videos through the kids in schools being like Okay, right, whoever you could do this and basically challenging them to kind of come with crazy stuff. And so, like, really engaging with again directly with kids rather than just the teachers, which ultimately they have been generated $45 from just one of the schools. I think the private previously with them $5000 because they got a LH the Children themselves so much more engaged that it became a real driver. Whereas there wasn’t one of those fundraising things you do at school. So it’s interesting again. Is that connection between the cause and the people doing the fundraising?

[00:54:55.94] spk_0:
You’re seeing Children, too? I mean, that’s a heart string. Yeah, Heartstring puller.

[00:54:57.64] spk_3:
Yeah, exactly. Um,

[00:55:00.54] spk_0:
um what else? What else should we be talking about? That I I haven’t asked you.

[00:56:32.93] spk_3:
I think like so. It’s just like beyond your personal video, but I think just the idea off personal. So the idea of personalization of scale, the idea of taking a little more time with customers like we haven’t here that way where we say automate process, but not relationships. But I think I think you take that into into any aspect you’re doing in terms of customer engagement or in terms of marketing on. So I think where on where you can, where you can start to personalize your experiences and your customer experience, like your your donors or your partners, or to your or anyone who engage in the organization, you are going to get better results. You know, I suggest you probably get a return on any of the extra time that you put in. So I think, you know, we start to come past the stage where you send the yearly update and you’re like, This is what the fund has done this year, and these impacts were made to yeah, as donors like, we want to know what our dollars are doing because we have so much choice because we’re being picked all the time to invest in different areas way do bounce around, especially my generation. So you look kind of like between e. Guess Young, young, um, young Corporates, young people making decent money, who have now, for the first time, I got my to spend on causes they’re passionate about. I’ve got on there’s good money to spend where we’re gonna put it. It’s gonna be hard to know. So it’s just that way you could pursuant experiences and you connect people with people like ultimately, If that happens, the decisions easier for the benefit of me. Because I go What I know these people. Therefore, I believe my money will go further here. That’s not obviously necessary. True, but that’s that’s how you feel. So I think, you know, the more we could do personalized customer experience, customer journeys. Being through video will be it from any other means on. There’s a lot of smart systems out there now that start to tell you more information about your donors so you could do that. I think the more you connect the end benefactor to the donor as well, it’s super important. You know, You see this doing on products now where if you buy products that are fundraising, you could look at it and it’ll tell you the journey of the dollar and where it goes, the more you could do that. Connect the dots, which in space technology is a lot easier. I would argue again, the mawr likely here you have a of keeping donors for no, not a year, but 10 15 2030 years.

[00:57:37.63] spk_0:
And based on how you make them feel, you know, there’s a lot of research that says people people are less likely to remember what you tell them, but they’re they’re very likely remember how you make them feel. So if you make you make them feel special by doing personalized special things, like notes or videos or, you know, connecting connecting them to their to the impact of their dollar, that that’s all that’s all feelings and that stuff is in the heart. Once, once we hold a cause in our heart, then our our brain will say, you know, go ahead and make a donation.

[00:59:25.42] spk_3:
Yeah, way give, because it makes us feel good. Like we’re satisfying human urging, you know of doing good. And have you looked at it, You know, from, uh, whether you’re, uh, wanna be a possible or negative about it. You’re like it. We’re doing it. We’re doing it for a personal reason. I’m doing it because it makes my dolphins go. I feel good, like I could get back eso you need trigger those on storytelling on connection does that. You know where things would have worked 10 years ago because now there are so many causes and so many systems, and so just just generally get the average person gets 65 notification today from emails and SMS. Everything else like How do you cut through that? Like it’s hard like everyone’s, You know, you’re not just competing against other nonprofits. You’re competing against every single person who is contacting this individual ornate, multiple times daily basis. So you need you know it’s not. It’s not whether you could do better than that. It’s not whether you can get the attention over another cause. It’s whether you could get attention over other businesses and everything because the dollars could go anywhere on That makes it incredibly hard. But I think with with with good causes, you have this massive benefit where you are like like like like you pull heart strings like no else can like you have these stories, you have these stories. You have these people, you have the good things of doing. Just how do you get that to the individual?

[00:59:28.02] spk_0:
Interesting when you say, you know you’re not only competing with other nonprofits, but also businesses. But also you’re competing with every app on the person’s phone that that for which they have notification set, you know, So that could be their stock. That could be their their their their stock trading account. Uh, it could be their bank. It could be their newspapers. You’re competing with every everything that’s tugging at their attention. But here, you know, you do something personalized, sincere, genuine, quick shot 45 seconds. And it’s it’s something unique in their day in their weak easily.

[01:01:14.31] spk_3:
Yeah, I think it s I think communities play a big part here, and this is well, so building an active private community for for everyone involved because that’s where conversation start to happen. Because I think there’s a There’s another piece I like RL interesting. Yeah, which I think most realizations don’t do the best job off. And this is around the advocacy side so often we will focus on on the new donors. And, like when on the next one, like it’s much easier to grow donations from your existing community was than his mom from new ones. I think the way to do this is to make U M. Into what I call super fans. Yeah, this applies to business. That’s the challenge. That’s everything else you want, people who are going to rave about you and talk about you. And to do that, you need to consistently engage them. I always think about with its about making lifetime. Dana is not not single donors. So if you’re not running an active community or if you’re running a community just like it’s not just about talking, it’s a two way peace. If you’re not making this active, I would challenging to look heavily at that because that’s where you can make your connections happen on the quiet to scale as well. Um, so I think a lot of times they don’t do a good enough job. This it tends to be a lot of one way Commons versus two ways on again. I look at that. I’m like this opportunity because most of us are not in many communities, we get lots of all my stuff we’re not want to in the community. You instantly start to cut through that because, you know, you get medications for my community and your prioritize those. Like if you know, if you’re if you’re small, if you’re starting up, it could be a WhatsApp group. It could be that simple, but looking for ways to cut through with something, that person is going to keep this a priority and know that whatever comes from that is one they’re gonna open.

[01:01:47.81] spk_0:
And that’s when you get to the stage where they start missing it. If they’re not hearing from you, it’s been a couple of days. There’s been a week or something. I haven’t, You know, I haven’t heard from this. You know this group where you know where they’ve been. So

[01:02:00.00] spk_3:
if that happens, it happens. You’ve done it.

[01:02:57.90] spk_0:
That’s the gold standard. Oh, yeah, that’s a that’s a gold standard. That’s Ah, that’s Ah, triple play. But I’m not very good at sports, but that’s Ah, that’s Ah, home touchdown. So, yeah, when they start missing you, um All right. All right. Went thio. I feel like way we’ve given, like, enormous motivation for why, why people should look a TTE not only personalized video, but just personalized action. Personalized engagement. You know, we talk so much about the community talking about sex segmentation, but this is segmentation to the smallest possible degree, the most segmented to the individual, not to the collect, not to a collective of of 50 or 100 or 5000 who are devoted to petition signing for for your cause, you know. But this is the individual. After they’ve signed, it’s it’s it’s hyper personalization, hyper segmentation, which is called personalization, I think.

[01:03:36.30] spk_3:
Yeah, yeah, I think in order to tackle this again. So my suggestion is it may seem overwhelming, but you need systems that are quick to do so They need to work out the time you put in. But you also need need need toe like bring in, bring in anyone involved in the cords. So talk about, for example, be take myself his involvement in the wildlife rescue. Face it to May. Would you mind thanking you? Don’t of a day like sure. Yeah, like so. Like use your use Anyone who’s volunteering like get him to help us. It’s like you have a I think it becomes easy If you could spread it amongst enough people. The other thing is obvious to say, segment out and go like not all donors are equal. Maybe in terms of like value their big in terms like the dollar valuables in terms of the influence and that kind of reach they have as well. We’re engaged. They asked, may be focused on those first start with those and then start being down. Um, yeah, the smart ways to do it. So like like anything start small. If it works and you essentially get return on investment much, I hate that term. Then then you could start to work out how to scale it more because it was working like Like it doesn’t matter like it will scale. It will pay for itself. Just take a small step, But don’t get too overwhelmed. Begin.

[01:05:16.99] spk_0:
All right, Matt Barnett, Papa bear a tw bon jour Oh cos at bon jour oh dot com And at Bonn Juro App. Thanks very much, Matt. Good to talk to you. Pleasure. Thank you. My pleasure. Next week, your annual report as a marketing tool. If you missed any part of today’s show, I beseech you. Find it at tony-martignetti dot com. Beseeches Still good We’re holding on to that not losing beseech were sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Our creative producer is Claire Meyerhoff Shows Social Media is by Susan Chavez Mark Silverman is our Web guy, and this music is by Scott Stein. Thank you for that affirmation. Scotty, be with me next week for non profit radio big non profit ideas for the other 95% go out and be great.