464: This Could Be Our Future – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2

This week: 

This Could Be Our Future
Yancey Strickler is co-founder of Kickstarter and he’s written a book that’s a manifesto for a more generous world. We’ll talk about his vision for the hour.

There’s more at tonymartignetti.com 

431: Retain Your Subscribers – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2This week:

Retain Your Subscribers
Is your churn too high? Conversion too low? Credit card problems getting in the way? Robert Skrob is author of the book “Retention Point,” and he reveals strategies to keep your monthly sustaining donors engaged – for life.

There’s more at tonymartignetti.com 

357: Run Like A Biz & Program Your Board – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Hillary Schafer, executive director of the Jefferson Awards Foundation.

Also, Gene Takagi, our legal contributor and principal of NEO, the Nonprofit & Exempt Organizations Law Group.

There’s more at tonymartignetti.com

328: Your Online Approach Plan & Crowdfunding Law – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Tulani Elisa is social media manager for Threespot and Dottie Hodges is president at Hodges Consulting, where Amanda Heidtke is director of digital strategy.

Also, Gene Takagi, our legal contributor and principal of NEO, the Nonprofit & Exempt Organizations Law Group.

There’s more at tonymartignetti.com

123: The Future Of Planned Giving Marketing & Free Radio And TV To Boost Online Ticket Sales – Tony Martignetti Nonprofit Radio

Tony’s guests this week:

Greg Warner, founder of MarketSmart

Amy Spencer, market manager for Blackbaud & Kevin Russell, professional services manager for Blackbaud

Read and watch more on Tony’s blog: http://tonymartignetti.com

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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Welcome to the new year it’s january fourth of the new year. I hope you had lots of time for family and friends and good times over the holiday and time off from work. Oh, how i hope that you were with me long ago on december twenty first because i’d feel terrible if i had heard that you missed candidates for causes. Robert egger is the president of sea forward working to rally candidates around non-profit platforms, he and i talked about how to assess those in your local races, getting the non-profit agenda before them and how to support the candidates who step up. Also, it was computers crash. Scott koegler, the editor of non-profit technology news and our tech contributor, reminded us that technology can let us down imagine that your computer hardware will only last so long, and you should have a plan for replacing it to avoid a crisis. I talked to this former chief information officer about the hardware, life cycle, budgeting and planning this week the future of planned giving marketing greg warner, the founder of marketsmart, shares his insights on multi-channel awareness building, generating and cultivating leads and tracking what works and free radio and tv to boost online ticket sales. Amy spencer, market manager for blackbaud, and kevin russell, professional services manager for blackbaud i want you to recognize that you do have leverage with the media and that sending press releases is no longer the way to get radio and tv exposure for your event. This was pre recorded at the bb khan twenty twelve conference last october between the guests on tony’s take to my block is challenge the status quo, i heard you don’t be afraid to ask why i will talk about that. And after the bb con interview toward the end of the show, i’ll talk a bit about the just revived ira charitable rollover that’s getting a lot of talk in plant e-giving circles right now, it’s my very pleasure to ah, welcome greg warner. He is an experienced multi-channel marketing executive, he’s made tens of thousands of cold calls and closed thousands of deals, which give him a unique perspective into howto partner sales strategies with targeted marketing initiatives, his company marketsmart has helped lots of non-profits, including the american diabetes association, life matters, home health care, the association of the u s army and city of hope cancerous search center on twitter he’s at greg marketsmart he runs the linked in group smart planned giving marketers greg warner, welcome to the show. Hi, tony. Thank you. Happy new year. Thank you very much. Yeah. It’s. A good one. It’s going to be a good one. All right, we got it. We got the future of plan giving marketing to look forward to this is something to live for. Um, you want teo? See non-profits do broader prospecting around planned e-giving what? Your ideas around finding new prospects? Well, the first concept is a bit non donors and people that you may not find on your radar through predictive analytics or data modelling, uh, often will leave you gifts. And some of our clients tell us it’s more than fifty percent of their plan gift not all but that’s. A sizeable number. And you want to leave that on the table? Okay, so you need to broaden your approach, okay? And, uh, let’s talk about some of the waste to get doing. That ok? Well, it all depends on how much money you have, of course, and most folks don’t have a lot of money. So you want to look at the, uh, tools and channels that are available to you, uh, in order, teo, you broaden your reach, one of them, and i know a lot of people probably cringing the sound of the word facebook, but, you know, it’s a very simple thing when you think about the fact that people who engage with your organization on facebook they like you. Yeah, you know, we don’t cringe on this show. We don’t cringe around facebook way have any sample ward social media contributor she’s on every month talking about lots of social media networks, but facebook certainly among them. So we don’t. We don’t cringe when you talk about staying playing e-giving circles sometimes ah, cringe at that because it’s hard for folks in plan giving, understand how to connect the dots. Okay, well, let’s, let’s connect them for them. Why? Why should plan e-giving professionals be paying attention to facebook? Beyond the fact that a billion people are on facebook, but they’re concerned typically is age right playing, giving? You want to talk to people in their sixties, seventies eighties? The concern is that they’re not on facebook, but what? Where’s? The disconnect. Okay, so first you need to dispel the myth. So my mother in law come on. By the way, i got into all this because my wife’s a diabetic and i wanted to find a way to generate lots of money for the american diabetes association. Okay, my mother in law, of course, her mom is seventy two years old. I don’t think there’s too many people who are on facebook more than my mother in law. And again, she’s seventy two years old. Now what? God, god bless your mother in law. Of course i love all mothers in law, but even the ones that aren’t my own love them all but that’s, you know, people going well, that’s an anecdote. Okay, there’s one seventy two year old what do we know in aggregate? About sixty, seventy, eighty year olds prevalence on facebook. Well, i don’t have statistics on that, so i don’t know if i wantto start shooting off on that. But i will say that they have mor e i think it’s easy. To say that they probably have more time on their hands, right? Well, what what’s been the experience with your clients around facebook and planned e-giving well, here, here’s, just a basic example is that if those folks are there and let’s let’s, remember that younger donors forties and fifties air really when people are making their first will anyway, and if you want to get in there, will you should be planting the seeds of legacy gift because everyone at some point is going to contemplate their immortality, and they’re what ruffle james calls a symbolic immortality. So how can they live on after their lifetime? Okay, and if you start planting seeds just with basic awareness efforts, meaning if you get a gift, why not talk about it on facebook? How you say it, you have teo talk to your social media folks, make sure that you’re not overselling our overstating but it’s news, it’s information it’s something that’ll plant seeds in people’s minds. Okay, excellent there’s there’s an idea what else? What else should we be doing on facebook around planned e-giving well, if you have a comprehensive marketing plan and you have a lot of people who like your, um your page, then? It’s really important to realize that you can advertise on facebook so you can advertise to your like the people who like you? Yes, with, um, uh, little ads driving them to a landing page. The best offer is something like an offer free estate planning information or how to make a will. Okay, so this is buying facebook ads buying a facebook ad related to plan giving. Yeah, and you only pay for every time someone clicks on it. Or you can pay for impressions. But it’s very inexpensive. Really. Okay, what does that mean? Watch now, i haven’t had anybody in jargon jail for weeks and weeks, but you’re skating very close on since it’s been so long, i have a very itchy trigger finger to throw somebody in there. So what does that mean? Facebook, you can pay by the impression every time that your ad appears is considered an impression to a user versus paying by the click. Right? Okay, all right. We have just about two minutes before a break. Do you like to see greg non-profits have a devoted planned e-giving facebook page or you’re talking about the organizations overall presence in there on their own face and their facebook page. Without a doubt, i think it just should be something that implemented integrated into their overall presence and just it’s news it’s just sharing information with their friends. Okay, so so not necessarily a devoted planned e-giving facebook page for the charity. Okay, nobody well, i don’t think anyone will go to that, okay, what’s again, just about a minute before a break. What’s another, um, channel that you like to see exploited in planned e-giving that that people aren’t doing enough? Well, i think email has the most power when it comes to plan giving marketing, and we’ll have tto dig into that a little bit more when we come back. But it’s so inexpensive, but it can also be used the wrong way. It’s a hammer like you could break stuff with it, or you could build stuff with it. Okay, we want to build, right? Yep. Okay. As greg suggested, we will talk more about email and other channels and the future of e-giving marketing right now, i’ve got to send some live listener love. Oakland, california. Atlanta, georgia. Shanghai, china taipei, taiwan. Welcome. Live listener love to those four cities when we come back more with greg warner in the future of plan giving marketing. Talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping huntress people be better business people. Are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service sales, or maybe better writing, are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications. That’s. The answer. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to big non-profit ideas for the other ninety five percent more live listener love. Seoul, korea fukuoka, japan. You’re with us regularly. Soul and food, coco, thank you very much. New bern, north carolina, bethlehem, pennsylvania. Live listener, love all around the world, it’s. Incredible. All right, greg, whatever charity’s not doing with email, or why, what do you see them using it as a hammer? How are we misusing it? Well, a lot of times, especially for plan giving marketing. Email is used to sort of shout out at their prospective donors that you know, for instance, here’s a whole bunch of information about ways that you can make a plan gift here’s tax avoidance strategies. You know, um, shouting in the for-profit world, the private sector just like in the nonprofit world, it’s never a good idea to just blast and spray messages, but rather to generate leads and find people who want to hear from you and then cultivate those leads with highly relevant messages over a long period of time. Okay, let’s, break this down a little bit. How do we how do we get started in being more sophisticated with our email? Okay, well, again, first is starting with a good list and that’s what we’ll call a opt in list, and that begins with offering something in your awareness campaigns or your acquisition campaigns usually plan giving. Or i would say, a state planning information to get people to request that offer. You always need a good offer. Is that them? When they do, they go into the culture cultivation pool. Is that the opt in the acceptance of the offer? Is that what you mean, by opt in where you’re treading close again, you want teo, let them know that you’ll be sending them or information when you send them the first piece of information and okay. So after you send them what they’ve asked for a tte the same time, you send them that they would ask for your telling them that they will be getting mohr and you give them a chance to opt out of getting more exactly. Okay, all right, you better watch yourself in drug in jail. Your little your little risk taker? Uh, yeah. I want to be in jargon. No, i’m kidding. I don’t. I don’t get the first person i said don’t smack me around later. All right, well, don’t tease me. Um, let’s. See what? We have a good list. We haven’t opted in list. What’s next in being more sophisticated with email. Okay, if you’ve done your opt in, right and let me take one quick step backwards is that you’ll ask people what are their interest? What? You know, are they looking for ways teo get income for life that would kind of put them into the pool of possibly wanting message is that refer to charitable gift annuities. Okay, now, how do you how do you ask these questions? You know, in a poll by email or how you eliciting this information? Generally, before you give them the information that they want. Like if it’s a state planning information, you’ll want to ask them what topics are interesting to them. Ok, how do you ask that in an email with a pole or a link to a paul? How do you do that? Okay, good. It’s going generally part of the landing page. Okay. So where they request information that’s on a page that they lend to request that information, then the questions pop up. Okay. Do you want this information? Do you want this brochure or that one? Uh, you know what topics are you interested in? You can even ask a tw. What stage are you in? In the consideration process? Have you ever considered leaving a gift in your will? The number of questions that you could ask you should be. Keep it short, but you should try a new one. Okay, so you’re trying to get people to identify themselves as having interest in plant e-giving topics and specifically which one’s, right. Which dump and most important, why not throw in the question? Have you already left a gift? Yes. Okay, right. Critical physical because you’ll fight. Go find a lot of people. The next step is sending relevant information over time. If they’ve already left a gift, will first, of course, you’re going to want to thank them, hopefully personally, but at the very least, you’re going to want to put them on a cultivation or i’m sorry a stewardship track. You want to welcome them to your recognition society for planned e-giving or however it is, you do it to say thank you over the long term. Yes. Okay, okay. That was a little digression, but an important one. Very important. You don’t want to lose that gift. Remember, you can always lose a gift. Just is often just as much as you get one. If you’re not. If you’re not saying thank you enough and properly and for sure, after the person reveals that they’ve included you. Yes, absolutely so let’s. Go back now you have ah, you have your you’ve qualified your list and it’s it’s opted not only opt in, but, you know the topics that people are interested in each person’s interested in how do you continue to become more sophisticated with your email? Okay, now i’m going to try my best to stay out of jargon jail. You said you wanted to be there with your flapper somebody’s into flip flopping. He’s a flip flopper page. Okay, cookie can be placed on their computer. Yes, not only are they opting in for your messages, but if they didn’t fill out the form because they just decided not to. Because of that cookie, they could get ongoing banner ads for quite a while. As long as you decide throughout wherever they navigate on the internet, really and that’s called retargeting, so if they got interrupted, if they just decided not to fill it out, then you could have these ads driving them back to that page or a different page, maybe just sending them to maur, symbolic immortality messages or videos or something different that’s about legacy e-giving interesting. Now, i know this goes on because after i fill out our something or i go to a site somewhere, then you know from time to time i’ll see banner ads or pop. Up ads on a completely different sites related to the topic that that i was exploring a week earlier. So i know this nefarious stuff goes on. It’s a highly effective kind of marketing. It works, and again, you can pay for it per click or by impressions. Okay, thousands. Okay. And tell me, what is this marketing called again? That retargeting retargeting? Okay, because you’re re targeting the person’s advertising. Is that why it’s called that? Yeah. They already got halfway to making a decision to commit to something with you, but they didn’t go over the edge. So you want to read the this is most famous for shopping cart marketing? Like if you were on amazon dot com. But you didn’t buy that that that book? Yes. They’ll you ads for similar book, right? They know the amazon, of course. Very sophisticated. Okay, but no reason. Charity shouldn’t be equally sophisticated. Course. Okay. Is there more? What else can we say about email? This is very interesting. Okay, so once you get them to opt in and fill out their information so that you you know what they’re interested in and you’ve got that cookie, then you can start tracking them schnoll not only should they go on track that we call marketing automation tracks to get emails that are relevant to their interests, but you need to track where they click every time you send those e mails. And again because of this sophisticated tracking that i’m talking about in these cookies and, uh, i p address capturing i p address, by the way, is just the address of where their computer’s located. Thank you. Okay, by using those tracking tools, you can begin to capture who’s coming back specifically which individual person their name is coming back and visiting other pages that you are pushing them, too, with your ongoing marketing email. Okay, as they come back and as they engage more, the more they more they engage. They can then get lead scores, so if they stay online for a certain period of time, if they click on a certain number of pages, if they keep coming back three, four times, you can determine what kind of scores you want to give each individual person and program it, then based on where they go, how often they come back all those different things you can program different messages. You can slow down the number of messages that go out or increase the number of messages that go out each individual and again they need they should be relevant based on their interests. And this should break apart, sort of into into gosh, like a a flow chart, so that if they change their mind from the c g eight track for charitable gift annuities, then perhaps they moved to the bequest track because of where they’ve been clicking. Then they get different messages. I see. Let me remind listeners greg warner is the founder of marketsmart, which you’ll find at i marketsmart dot com either letter i so this email sophistication that you’re talking about can all be automated. You mentioned? Yeah, the the idea is to try and plan it all out as best as you can in the beginning. Okay, right. Okay. So you have your laying out these different tracks, but then you’re also tweaking as you get results back from all this tracking. Right, exactly. Takes time. And no, no everybody’s campaign is different. You have to make it. Look at all that. All the tracking and all the data. You’re collecting, review it and then tweak the messages. But all this tracking is valuable because you’re seeing people are not going to certain pages or you’re seeing an abundance of people clicking on different options so you can see the way people are moving through your through your whole system. Exactly. And i want to throw in the traditional marketing combined with this is very important because email is powerful and and you can do all this, but you can also signal to then send certain types of letters and brochures or whatever to these folks based on their interests. Okay? And that gives it an even bigger hit. Because, again, a cz you mentioned, a lot of these folks are older, and this is what i call an enterprise decision in the private sector. This is not donating. Five dollars or twenty five dollars, is creating a legacy for yourself and it’s. Usually a sizable gift. Okay. Okay. So we’re not cultivating these people for for small annual gifts or something like that? No, no. And and the idea is that for enterprise decisions, people usually want, uh, some kind of printed material. They want personalization they want. A hand signed letter. You know, i always, uh i look att helling plan gives similar toe selling cars. I mean, generally, the gift size is about what a car costs and, uh, it’s a long cultivation process on dh some people by mini coopers and some people buy bentleys, right? So there’s, plenty of room in plan giving space for all the people on that entire spectrum. Give me we have just a couple minutes, and i want to get into your some of your artist work also and how that relates to this. But you mentioned that email could be a hammer what’s one way that aside from to frequent that’s that’s an easy one we know to frequent emails could be bad. What’s another way that email could be abused and turn off your prospects well, if you’re shouting ill irrelevant information at them on dh often, uh, this can relate to tax avoidance strategies. There is a certain segment of the population and plan giving donor base that is very motivated by that. And i don’t wanna offend all the folks or my potential clients. But in plain giving there’s too much of a focus on taxes or i should say, death and taxes. Yeah, that’s really not. What motivates people? It’s no it’s love of the institution. So but with the with the targeted information that you have the specific information that you have prospect by prospect you can avoid sending tax avoidance information to someone who only wants to talk about a charitable request. And the reason that they’re interested in plan giving is that they love your institution. Exactly. Okay, i’m gonna i’m gonna neo-sage go into a different direction. You’re you’re very much an artist, oil painter, musician, singer and songwriter what’s the what’s, the relationship between the arts and marketing and sales. Wow, boy, i didn’t realize you did that kind of research on me. Thank you. Put it in your bottoms and research at all. I mean, i might have to think about that a little bit off the top of your head. What’s. The relationship was voted class artist when i was a kid in high school. But that’s not so i that’s not your credential. That’s not why it’s in your bio is because in high school you were voted class artist. Now you know it’s, just something. Women on morals if that’s the case he’s been awhile there, right brained people on their left brain people. And i think in business, in marketing, in anything you do, you’ve got to be creative and and open your mind to new ideas at any moment. You really have to just kind of keep, keep trying new things and be experimental and dahna whether you’re painting or writing a song or singing a song it’s all, uh, about experiments and changing things up, tio get that harmony to be better to get that color, to be better to get something to move people in an emotional way. Bilich outstanding and that’s and that’s what we just finish talking about in in plan giving marketing. Um, what is it you love about this work, greg? Wow. It’s interesting. I was talking to our account coordinator today. Uh, we were working on a new campaign for the navy marine corps relief society, which were just so excited about this and that hole at the end of it, we spent an hour and a half in front of a huge white board we have in our office and we go through everything. Everything. Everything, and then i looked at her at the end and i said, you know, what’s so great about this is that at the end of this, we’re gonna run. We’re going to raise so much money for sailors, marines and their families isn’t that awesome? And i just got this warm feeling inside. I’m like, isn’t this great? I mean, i get paid to do this and it’s just i’m gushing because that’s it’s so fantastic. Outstanding. Greg warner is the founder of market smart, which you’ll find it. I’m marketsmart dot com on twitter he’s at greg marketsmart and you can find him in the linked in group smart plan e-giving marketers lots of smart lots of smart going on. Greg warner, thank you very much for being a guest’s. Been a real pleasure. Thanks, tony. My pleasure. Right now we’re going to take a break. You know about that. And when we come back, uh, what the heck we’ll do, tony steak too, of course is tony’s take do and then we have free radio and tv to boost online ticket sales. So stay with me e-giving didn’t think dick tooting good ending things you’re listening to the talking alternate network. E-giving cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to the talking alternative network. Hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back time for tony’s take two at roughly thirty two minutes into the hour. My block this week is challenge the status quo from questioning the way you track prospect visits in your office. Teo revamping a newsletter concept maybe, or adding a theme too on annual dinner or lunch that seems to be kind of in a doldrum year after year. My urging is that you start to question, how come we do it this way? Why? Why did we do it this way and not not just accept tradition? Which, as as a ah boy scout leader told me when i was in my teens, is often a mistake made more than once? That was his definition of tradition, so i’m just charging you don’t be afraid to challenge why do we do things this way? Especially if you’re the one who’s in the trenches doing the work day after day, year after year? You have an outstanding perspective on which things aren’t working and how they might work better, and my suggestion is that you start asking questions. The ones who are crazy enough to think they can change the world are the ones who do. Oh, and in my block post there’s an apple video, which is a commercial around that exact that exact thought and the blah ge is called challenge the status quo, you’ll find it at tony martignetti dot com and that is tony’s take two for friday, january fourth, the first show of the year. I want to send some more live listener love kitakyushu, japan i hope i’m pronouncing it right we had a dispute in the in the in the studio here i went with tata kyushu, japan i hope that’s correct live listener love here’s one i know i can get laurel, maryland i hope i pronounced that right laurel marilyn live listener love and new york new york where are you? Where in new york, new york? I wish? Tweet us, use the hashtag non-profit radio and tell us where in new york, new york you are. We’re on west seventy second street right now, and i have now a pre recorded panel discussion to people from bb khan twenty twelve conference and they’re talking about how to use tv and radio for free. Teo, increase your online ticket sales amy spencer, amy spencer and kevin russell and here is that interview. Welcome to tony martignetti non-profit radio coverage of bb khan twenty twelve we’re outside washington, d c at the gaylord convention center with me now are amy spencer and kevin russell. Amy is market manager for arts and cultural at blackbaud and kevin russell is professional service. Is that’s a plural professional services manager at blackbaud he delivers multiple services professionally, maybe. Kevin welcome. Thank you for having it. It’s a pleasure to have you. Thanks for taking time on a very busy day. Problem you’re your seminar topic is pretty curious. Make your online ticket sales soar with television and radio for free. Amy, why don’t you acquaint us generally with what the possibilities are? I was sure. Well, i think the thing that people need to understand is that i have well have twelve years in background in tv, so i was the general sales manager of the tv station, so what i did was i actually set the pricing, and i’d look at thehe veils and i and i sold the inventory things like that and what people most often thought that they could come into the building and say, well, i know by law, you have to give me free advertising and you don’t they’re by n a be the national association of broadcasters, we do not have to sell to any certain group which covers non-profit so i think one of things that people need to understand is that they don’t owe you anything, however, a lot of times they would come in very entitled at times and say, here’s, what i need you to do and here’s my p s a and i want it on the air and i’d preferred in the news and if not primes, ok, well, that would get them nowhere. So the thing that i would always say is, first and foremost, you have to figure out what to leverage on the non-profit side that you could take to the tv stations, and there are a lot of different ways to do it, and i still have a few tips and tricks, but one of the things is to figure out who in the tv station you can get to know and one of them is your general manager, and one of them is your general sales manager, and you have to explain to them that you have brand equity, that they can leverage and also make money from so not unlike fund-raising this is we’re actually going build some relationships in theory. Yes. Ok. So for those organizations who picked up the phone and called me a sudden appointment, it was amazing how many of those actually got on the air and that was maybe before they even needed something from you or wanted something from her act. Oh, this relationship it is. It is one o one. So so a couple things is they need to figure out i think there are three different ways non-profits khun get on tv and or radio for free? Um one they need to look at their board. They need to figure out who was on the board and what cos those board members own and or are highly influential within. Okay, we’ll have time to go into detail. Why you took him off the other two now and then we’ll come back and teach sure three ways you can either have the board jump in and and pay for that tv time. Ok, not on your dime. The other one is to have the tv. Underwrite you and i’ll get more into the detail later, and then the other one is to work jointly with each other and bring in a sponsor on your own. Okay, kevin, you wantto you wantto say a little more about the first one working work-life king to you’re looking to your board, working with your board shorts. So as you mentioned, this is relationship building and we all know people who know people, i’m in the local market. It is likely that one of your board members does have a relationship with the television station, maybe economic relationship. Maybe they know someone who’s there, and if they’re already engaged in advertising, buys this more amy’s forte than mine, then you could piggyback on that relationship and they might make sabat in the station and you might leverage that and say what? We’re going to make this a five thousand dollar buy. But the non-profit is going to get advertising on top of that so it can maybe not a condition. But if i do this, then please help this organisation. Does everything we’re talking about today include radio also its all this and or either one cracked. Okay, okay. And if i could jump off of what kevin was saying, i, for example, if somebody on the board had a huge car dealership that the tv station was already gaining thirty, forty thousand dollars a month from, well, guess what i need to make that boardmember exceptionally happy, so when that boardmember calls me says, oh, by the way, i’m involved with his children’s charity. What i want you to do is help underwrite that in the tune of five thousand dollars. You better believe most times more often than not, that tv and radio station will figure out a way how to make that happen. Okay, therefore, that non-profit gets all the advertising for free, as you would also mentioned having the board pay for for for baez. Look at me. I’m already i feel like you guys are the guys you got, like my dad follow-up certified. Yeah. So the other thing what what you could do is you can have them leverage it. And with their media buy, for example, go back to the car dealer. I own a car dealership. I’m coming in. I’m spending thirty thousand dollars. Well, if i go ahead and guarantee you that i’m going to do that for let’s say five months, and i get a high percentage that share, then i will also say well, and in return for just handing you one hundred fifty thousand dollars, you’re going toe hand my non-profit of choice additional five thousand dollars on top of that at no charge, so you can lever to you have on your board and what they own and or have influence around. This is not unlike what we might do if we’re we’re doing our research for grantmaking we’re leveraging the board’s relationship exactly. We’re looking at the board members who are on the foundations that we’ve identified that are that air funding, the type of work we’re trying to fund, and we share that we share a list of board members of those foundations with our own board. Exactly. We’re just leveraging, okay? Um, amy, you had said something earlier about what? What the charity brings to the to the to the to the outlet, sure, beyond our relationship with boardmember in trying to create this relationship that we want to have on our own charity to out, too, to a media outlet, why don’t you say a little more about what, what we should be presenting, okay, so for example, there’s a tremendous amount of brand equity within each non-profit and you better believe that that tv and or radio station wants to partner with those non-profits for example, a stage company, they want access to their patrons, they want access to that brand equity they have in the market, and they also want access to those sponsoring that organization. So in a way that you can leverage or for example, eh? Well, let’s, let’s keep going with that stage company, for example, so so they can leverage that stage cos organization on and worked together on promotions, they also want to get their news anchors out in the market, so what they can do is they can say, okay, well, we’ll come in with a partnership with you, but our anchors are also going to open up every show they’re going to welcome the audience, see, they’re they’re looking for different ways to get out on the market as well and on that market, and so if you give them the ability to leverage their raid equity, they’re on top of okay, kevin. It sounds like the supplies in all sides, media markets, it certainly would and maybe even eat more easily in smaller markets where the community is more tight essentially and we have amy, i work primarily with cultural organization, so they have these physical places they’ve got space is their community centers where people congregate, so when the talent goes out, there might be the opening of a brand new show and it’s a big event in this small community. So the on air talent is a part that community, and they want to show their face and be there so it does scale pretty well, the larger markets, he’ll have large organizations, okay, but another point certainly related is we’re not going to the to the outlets humbly, right, men, we’re going confidently. Amy said, we have we have equity that we can leverage that’s for your benefit, right? I mean, we’re not asking hat in hand now and that’s the one thing that i found that if and when they did, some organizations actually pick up the phone, explain to me what their mission is, what they want to accomplish. It was almost in a it was not. In the way, probably, it should have been almost apologetic. It iss its goal is and i know you don’t have time and and you know why it doesn’t work so well, it doesn’t work that way don’t approach donors that way. I’m sorry to have to ask you, it probably doesn’t merit your time, but could you talk to me? You know, we don’t know what you’re in my spot at three o’clock in the morning. Please be grateful for that, but we don’t talk to funders that way. Way should be confident that we’ve got the equity as you described it. Okay? Tv underwriting. Kevin, can you can you say something about the actually metoo probably speak better than that. I can that’s that’s her background, not mine. Okay, i think you’re referencing probably the third point, which is sort of a a joint relationship between the non-profit and if you don’t have somebody on the board and organization that can help underwrite from the non-profit stand than what you can do is that if somebody came into my office is a general sales manager and said, hey, listen, ah, i don’t have five thousand dollars, i don’t have this, however, what i want to do is i have this kind of equity, teo give you and let’s use that together and go and find that sponsor and or donor together, so it is going to be the non-profit it’s going to be the tv station and then they go out, the tv station now has the ability to engage their anchors and the non-profit and you better believe that those tv and a radio stations want to look like a hero and want to have their involvement in that. So you you’ve provided that, and then the tv station also has a brand new advertisers, right? So if you go out and work together to teo, come up with us, it is no money out the non-profits dahna i mean, you know, budget whatsoever it’s out of the sponsors, and now you’ve created a throwing three pronged relationship that typically will go for years and sort of a side note for what we did at the tv station. They almost got a four to one return on investment. You hand me five thousand dollars, i’m going to give you back close to twenty just tell us what. Tv station you’re referring to, like it’s in the charleston, south carolina market. Let’s. Just put it that way. You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s, monte, m o nt y monty taylor. Dot com. Talking alternative radio twenty four hours a day. So i’m sorry i interrupted you anything more you want to say about that? This sort of working together, they will join you a sort of a little joint venture. Well, all i will say is that every single day we all sort of do the same. We’re trying to come up with revenue, we’re trying to meet our budgets, whether you’re non-profit or for-profit and if somebody walked in my door and said, hey, you know what i want to do? I want to help you make money and and and work with you in order to get new advertisers and sponsors, i’m gonna listen to you, and then because i control the inventory, i’m also going toe, then play with you in terms of getting you additional avails additional spots and things and some news coverage. Okay, so what now? I fear my notes from the top where are insufficient? I blended two things together, so there’s one more point, kevin wasn’t there there three things that that amy outlining the beginning and only two that we’ve talked about there through the amy outlined on the getting these basically ads for free, but part of it’s also what? We gonna do with it right? Being very strategic with how you use it was the other part of our session, which is what i’m going to do with his time. Um, in the cultural world, we’re suggesting that people should use this time that we get through any strategies to really promote ticket sales over other items and primarily pro those online. Why do you? Why do you select ticket sales over anything else that a charity might might convey? Cerini on television, we believe are really the ultimate one. Too many channel. When you’re on the internet, you can develop a relationship, you know, people sort of know who you are. You’re signing into things direct mail if you’re already in a not-for-profits database, they know who you are. But when where? On tv or radio it’s essentially an acquisition strategy or branding strategy. So these organizations, these local culture organizations, they may use these buys for branding it’s not going to do that? They’re an acquisition mode, and we want directing to buy tickets for our org’s the ticket really, is that entry into the organization we wouldn’t expect someone to hear and ad and go make a donation to a museum necessarily dahna relationship. They haven’t experienced that museum, but buying that first ticket getting through the door is what starts that process with the sorts of organizations so driving that ticket leverages the free items in acquisition, which generally has sort of with most trouble getting people for the door. Okay, maybe this is also the lowest cost entry point for for acquiring new that’s, right new donors noo noo, your supporters absolutely absolute that that single ticket might not be the ultimate lowest cost. Often, organizations have memberships that, over time would represent a better value, but in the moment it tends to be the lower cost, and some of these places are free and they’re just trying to encourage attendant so it could be a free entrance. We just need to know you’re out there. I know you want to come. Maybe you’re doing a lot of nodding. Did you want to act? No, i’m i’m for once agreeing everything what kevin is saying, okay. Dahna furtive, you work lee, charlotte area. Kevin says everything right, except the things i don’t want. We have a few more minutes left. What have i not ask you about regarding your topic that you want to share with arts and culture organization? So i don’t know there’s something even asked about. But we we just wanna let people know that there are ways to get your message out there on dh. We want our organizations to really think about what they want their customers to dio we get focused on fund-raising gonna focus on membership. We often forget that we need to recharge our donor base. Our member based with new people. We could do that for free and take advantage of it’s fantastic technology that everybody’s engaged in. We want people not to be afraid to go do it when they go to do it. Do it the right way. Use amy strategies. And it sounds like that’s sort of what motivates you around all this work? Absolutely. I explicitly asked, you know what? What do you love about the work that you’re doing? So i get to work with museums, culture organizations, people have fantastic art or, you know, help children learn every single day and my job is to bring software into these organizations so that they can use it to increase all that. So bringing in that first ticket by that first time ticket buyer is the end result of everything that i do, all of that on dh leveraging technology is, well, it’s fantastic to help the children’s touch museum that’s, right? Maybe. How about you share what you love about this work? Well, believe it or not, everything that kevin said, but what i want a message is, is there is an opportunity there, and i think automatically the non-profits think i don’t have the budget i can’t afford to be, i can’t afford a radio. Now, if you’re in the top five ten market, that may be the case. This is probably a mid market toe lower market strategy. However, there is opportunity there, and i have seen it. I’ve worked for twelve plus years with non-profits when i was at the tv station to help them do this, and i think i would just say, be bold, pick up the phone, get a relationship, explain your mission and work together, and you will absolutely reaped the rewards on this and it’s there to happen session that become is make your online ticket sales soar with television and radio for free? I think they’ve shared some outstanding ways of doing that really very simple, common sense, but things that people are not doing, certainly not doing and because they’re not aware. Amy spencer on dh kevin russell, thank you very much for being guest. Thank you, it’s. Been a real pleasure. Thanks. This is tony martignetti non-profit radio coverage of bb khan. Twenty twelve. Thanks very much for being with me and my thanks also to the people at blackbaud who helped me be there and do podcasting at their bb con conference. More live listener. Love it’s. Unbelievable. Mexico, sorocaba, brazil, beijing, china. Riverhead, new york. Right at the fork where the with the north and south fork split. Riverhead, new york. Hyattsville, maryland. La jolla, california. Live listener love tto all those cities. I want to spend a couple of minutes talking about the ira charitable roll over. This was just revived in the american taxpayer relief act of twenty twelve, which was passed by congress on january first of twenty thirteen. I love how they can play magic with the dates i actually read the act and on the title page it says legislative day, december thirty first, two thousand twelve so they just make up, you know, they were there on january first, but it was really december thirty first. I love how they could just do that. I wish i could time shift like that. This charitable rollover is really not a rollover. This is the last time i’m going to call it a roll over, right then that was the last time it’s actually a qualified charitable distribution that other word is a misnomer. So i’m not using that anymore and we shouldn’t be using it. But it’s popular it’s the vernacular and what it takes for your donors to do it is you have to be at least seventy and a half years old on the day they make their gift. The ira has to be a traditional aura roth. They have a one hundred thousand dollars per year maximum per person, not per ira that they might own, but per person and the distribution this qualified charitable distribution has to go directly from their ira to your charity. And i’m going to say a lot more about this on my block next week, which means that they’ll be more about it on tony’s take to next week and included in the block post next week eyes going to be a one pager that you can adapt for your own marketing and promotion of this of the qualified charitable distribution say, i’m avoiding saying that word, and so you’ll be able to download that and use that as well. So more about that next week. But just teo remind you, let you know that that ah specific distribution was was revived this week. All right, the rollover was revived next week. I’ll have another bb con interview leveraging your social media data to find advocates, team leaders and hidden vips with casey golden he’s, the ceo of small act, and mark davis, who worked a blackbaud also coming back with me will be our social media scientist, amy sample ward. I’m asking you again, please, pretty please, could you rate and review the showing itunes? I know, i know you don’t have to go back there. Nine thousand podcast listeners i know you don’t have to ever again if you don’t want to, but i’m asking you, please, i’m almost pleading. I am pleading, actually, i would say i’m pleading, would you make the special trip? Would you give me a one through five star rating and and maybe write a short review? But if you don’t want to write the review, just give us a rating so we can reflect the fact that there’s over nine thousand people listening, thank you very much for doing that, wishing you good luck the way performers do around the world. We have left poland were in poland for weeks now we’re in serbia, bosnia, bosnia herzegovina, montenegro and mathos because in serbian, the language of those countries break a leg is slow may nobu so for the week, i’m wittering wishing you slow me. Nobu break a leg in serbian our creative producer she’s embarrassed by it but it’s still clear meyerhoff sam liebowitz is our line producer, and this shows social media is by regina walton of organic social media, the remote producer of tony martignetti non-profit radio is john federico of the new rules, and i very much hope that you’ll be with me next friday one to two p m eastern on talking alternative broadcasting at talking alternative dot com i didn’t think they’d do you. Good ending to do. You’re listening to the talking alternate network. E-giving nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life will answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight one eight three that’s two one two seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com way look forward to serving you! Duitz you’re listening to talking on turn their network at www. Dot talking alternative dot com now broadcasting twenty four hours a day. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you fed up with talking points? Rhetoric everywhere you turn left or right spin ideology no reality, in fact, its ideology over in tow. No more it’s, time for the truth. Join me, larry shot a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to know what’s. Really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage. Tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s, ivory tower radio dot com e every time i was a great place to visit for both. Entertainment and education. Listening tuesday nights nine to eleven. It will make you smarter. Talking dot com.

045: Smart Sales Training Strategies to Kick-Start Your Fundraising – Tony Martignetti Nonprofit Radio

Tony’s guest this week:

Larry Sharpe, director, Neo-Sage

Read and watch more on Tony’s blog: http://mpgadv.com

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Cerini welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host tony martignetti what a coincidence i found this show if you think you’re non-profit is left out left out of consulting conversations left out in terms of fees that get charged press and media if you generally feel that you don’t get the attention that your small and midsize non-profit deserves, you have a home here at tony martignetti non-profit radio last week was an archive edition because i was at the national conference for philanthropic planning, doing interviews and talk later about that on tony’s take two, but last week we had regina walton, or from organic social media, and she explained and shared with us why you should be online. How to get started online on how to manage your non-profits reputation online also in last week’s edition John murcott from karma 4:1 one he shared how smart and simple online fund-raising khun build your relationships and unlock dollars for your non-profit this week, smart sales training strategies to kick start your fund-raising my guest is larry sharp, director of neo-sage, and he is going to share with us corporate sales lessons to help your non-profits fund-raising it’s a full we’re for a full hour of fund-raising this show with larry sharp and around the half hour on tony’s take, too, which is exactly at one thirty two. I’m going to share some notes from the national conference on philanthropic planning and a lot of exciting, interesting interviews at that conference last week, which is in florida, and they’ll be coming up on shows in the future, and i’ll talk a little about those on tony’s. Take two and also, ah, conference that i have coming up next-gen charity conference in november. All that on tony’s, take two after this break, larry sharp for a full hour of fund-raising stay with me. You’re listening to the talking alternative network. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set two one, two nine six, four, three, five zero two for a free consultation. That’s lawrence h bloom two, one two, nine, six, four, three five zero two. We make people happy. Dahna hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com dafs no welcome back to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m joined now by larry sharp, larry’s director of neo-sage on the web that’s n e o hyphen s a g dot com and he’s going to share smart sales training strategies to kickstart your fund-raising ah, full hour of fund-raising text tips from larry stage larry is director of neo-sage, an influence training center in new york. His clients learn how to sell fund-raising network and influence effectively he’s, the director of special projects for the world energy forum and a guest instructor at columbia’s graduate school of business. And i’m very glad that larry’s practice brings him to the show today into the studio. Welcome, larry. Thank you very much, madam. Thank you, larry. Sales for non-profits sales has sales and sometimes marketing have sort of ah pejorative connotation. The negative connotation should should non-profits be thinking about salesmanship. That’s ah that’s a great question and the reality is you’re right most people who work in the not non-profit world there are their helpers there healers they’re crusaders there, find the right word. They went to the right thing and save the world that’s great, but the problem with that is that’s, often directly in directly against the idea of making money in business. So while you absolutely need these people there’s no non-profit world without them, you’ve gotta have them. You also have to have the money part. You’ve gotta have the business guy or the money guy somewhere in there and that’s, the sales and marketing guy, which often is a problem, you’re right, they’re not profit world worries about that, so their answer usually is well, i’m so passionate about this problem is issue this concern, i’m going to try to somehow infuse the person on the of the phone or in front of me or through my letter with that same passion, and please, please, please give me money, please give me money because we’re all passionate about this cause that’s correct? The problem is that is traditional begging for money, which, if you’re very well known, i have a large marketing budget or big footprint that may be okay when you’re small not-for-profits nobody cares. As sad as it is, if it isn’t my issue, i don’t care, and if i have enough mind to give i probably already have a larger not-for-profits e-giving tio so you as ah not non-profit have to change the way you think this is very hard. Let me try to get this out so that the non-profit people here don’t don’t have a heart attack what stands in their way, they have to stop thinking that they are begging for money. They have to stop thinking that they are enforcing the agenda of their donors. They’re enforcing the agenda of the people who want this issue will concern dealt with if you’re trying to take take kids to art if that’s your charity for trying tio save a certain type of animal if you’re trying to move energy in a certain direction, whatever it is you have to act like hey, i’m out there doing this you want it done someone’s gonna pay for it, it’s gotta be you. I’m enforcing your agenda, i’m enforcing you’re well, i’m doing what you want me to do. I’m actually not non-profit i’m not a charity, i’m an association. I’m like a lobbyist, i’m in association trying to get your agenda push trying to get your will move forward now i’m gonna have to change the name of the show now to what tony martignetti associate association of ah, radio i don’t love it, they don’t know i can’t do that, you’re invested in this all right? I’m not saying you won’t use those words. Of course, you want to still keep the culture of your organization, but your thought process should be we are serving our donor base versus we are serving the actual people that we’re giving the money to or providing a service too. It is an entirely different mindset we’re doing this for you sort of on your behalf? Yes, exactly, it’s a whole different way. If they do that, all the sudden will happen is their language will change the language would change from things like please give us money to save the kids to hey, you want the kids saved? So we to do that we need x dollars brought us a check so we can do this. You wanted to and of course they’ll use their own language. But that feeling all of a sudden makes me feel like i am part of team, right? You wanted to, we’re in this together we’re doing the work for you because i already said on your behalf and you hope that this will get the actual dilgence too, not just write the check and walk away what you really want the donor to do is write the check and feel part of the team, so of course, when they do that, they start talking about it, they suck any of the people they volunteer it’s such a better way of moving your your non-profit forward, and i’m glad we’ve got a full hour to explore this because absolutely you spend so much time getting a donor’s your you don’t want to have to spend that time again to replace them when they write you just one check or come to just one event and then you didn’t you never hear from them again or hopefully this doesn’t happen, they don’t hear from you again. Ah, yes, the tight right, the time invested in getting a brand new donor extraordinary. Why i do that multiple times when you don’t need to and the second part is if if they really become part of the team, you don’t have to spend so much time getting the second donor zoho pew and you don’t have to spend so much time getting volunteers because they’ll help you. My guest is larry sharp, director of neo-sage, and we’re talking a full hour of fund-raising. Larry, of course, is staying with me after this break. I hope you do, too, getting anything ending, good ending. You’re listening to the talking alternative network. Duitz e-giving duitz. Good. Duitz are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed, i and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com looking to meet mr and mrs wright, but still haven’t found the one. Want to make your car relationship as fulfilling as possible? Then please join us, starting monday, may second at ten am for love in the morning with morning alison as a professional matchmaker, i’ve seen it all. Please tune in and call as we discuss dating relationship and more. Start your week off with love in the morning with marnie alison on talking alternative dot com. Talking alternative radio twenty four hours a day. No. I’m joined by larry sharp, director of neo-sage ennio hyphen s a g e dot com we’re here to find out whether larry really is is he? Is he a new sage? Has he brought sagacious nous to the studio? We’re finding out this hour around fund-raising and he’s already shared. Sort of the wayto reorient your thinking around fund-raising let’s get into some of the details, larry, how can non-profits start too implement a different way of thinking. Let’s just start with they’re just conversations conversation face to face conversations that might have with a donor on the phone let’s not do telemarketing yet, but just on the phone or in an event, how do we re orient the thinking to our conversations? The most important thing we want to talk about? And this is the sad what we don’t do what most not-for-profits there was discussed the need they spent a lot of time talking about the need. This is a problem. Oh, my god! This is a problem. The world is ending. These kids were dying, the fissure dying, the animal’s dyeing the every whatever is dying and bad things are happening while that’s not bad to start, you always wanna end on a positive piece and that’s what isn’t done? What happens is they say, the world’s ending oh my god, we have to do something you should help us versus saying the world’s, anybody blah, blah, blah and here’s a success story. There’s the critical piece that’s often missing people don’t wanna be part of a problem. They would be part of a solution. So expresses a need to problem kids were sick, animals are dying. Yeah economy’s being destroyed, the environment being destroyed whatever is your issue. But you know what? Here’s some success we’ve had here’s how we’ve made things better. There is a bright side right here, and that gets someone to say really how really? Well, that seems awesome that draws the person in. The problem is we’re so busy trying to show people the need will not give him the positive side of, but we’re doing something great. We begin to feel like this is an interesting concept if you’re always around, you know, poverty and you find some aid workers, sometimes you come back from africa or south east asia, some very depressed economy, they come back, and they’ll tell you the world’s ending the world’s full of pain everything’s horrible. No must be around them. Yeah, but they should come back and say the world’s terrible things. But you look what we did. We save twenty five kids or we save twenty five animals or we, you know, low with the carbon emissions or whatever is your charity, and then everyone goes, wow, that sounds great. So the critical piece and a conversation is discussed the issue. But then talk about the positive things that are happening. Should the success stories show the light that makes me want to come to you? Yeah, and i think that second part you’re right is not emphasized. A lot of fundraisers will say that the hook the need is the hook, right, and it sounds like years indeed it is. But go a step further and be positive. How you’re helping toe solved that mean, yes, the issue, as people think and this is a big problem. They think that donors give because they want to save the x no, always give for very different reasons. All different types of reasons, most of them very selfish. Most of them are very selfish what people give and people don’t get that they want to feel powerful, they want to feel good, they want to they want to feel they’re doing something they want to get recognition things of that sort that’s a very big reason why people give it’s not just because they want to save the whales will save the kids are saying the environment, it could be because they want to feel good, you know, an interesting story i was excuse me, i work for a couple non-profits and one of them was doing a training course for smaller non-profits and doing a training course, one person was upset and the person said because when i do this event, this person wants to come and have a booth at my event and sell his book, and i said, okay, while you upset well, you know, he don’t makes twelve thousand dollars, but you know what? I don’t want him doing this and making money, blah, blah i said, ok, he gives you twelve thousand dollars, right? Yes. Why do you care? What do you do at twelve thousand dollars? We do a lot with kids. So why do you care? In fact, you know what you should do tell him if he wants to be exclusive he’s gotta pay you twenty two more people next to him selling books. That’s what you d’oh and let three people sell books there and get thirty six thousand dollars and save your kids. We’ll give one guy twenty and save your kids stop thinking the person who gives has to be his passion as you they don’t, they have to write the check. They obviously value your organization if that guy selling books every single year, you do this event, he’ll give you twelve thousand dollars every year without complaining. Why you mad? Yeah, right. So we have to worry about when it comes to kayman our donor base is caring about our donor base, not caring about the people or animals or environment. We’re trying to save kayman dahna base making about them. You will see all of a sudden all shoot up the money will just stop coming, right? Well, while you’re thinking about fund-raising i mean, of course, of course against the need and the work is paramount, but fund-raising is a very, very close second to executing our program. Whatever. Yes. Um, silent be very clear about that. Absolutely. This is on ly we talking about fund-raising of course, we don’t want to sacrifice the value of the action of a profit just to make money. Baizman tio no, you’re absolutely right. Let’s so let’s dive in a little into some detail about direct mail that maybe a piece that’s devoted to fund-raising or it could be a newsletter. Direct mail. What advice do you have around? Absolutely generally speaking, you do not want to ask for that random amount of money more than once a year. So now you’re talking about a direct mail deal, you personalized letter hopefully doesn’t say, dear friend, i mean, i think you’d want the fund-raising pieces to be personalized absolutely that’s that’s the mail that you’re talking about right now, that individualized plans correct, okay? And i really would hope that today’s market there’s printers out there who can easily personalize everything if if you’re listening, you’re seeing yourself. I don’t i don’t have a database like that. Trust me, there are tons of people can personalize your mailing. If you do that, you get the mailing out there. You want your your plea to be generally yearly almost like a membership. You don’t have to use that word if you don’t want to depend upon the culture of your charity. If you are a membership type. Charlie used that. What if not? Who cares? Whatever, but you want to ask for the big hit yearly? Well, that’s the five hundred dollars a thousand dollars ten thousand dollars whatever that is that’s the one big hit yearly to want from the person the person should feel like i wrote my big check. I’m set i’m part of team. Not now. Next year’s. Next have to write my bait again. There’s. An exception. Here you can now begin to ask for more money throughout the year. But not the quarterly. You know fund-raising that is really impersonal, really unknowing and has turned many people off. And it’s it’s on the it’s on the non-profits schedule. Yes, exactly. Well, that’s exactly right, tony. Perfect. Let me just remind people my guest is larry sharp, director of neo-sage and we’re spending a full hour with your fund-raising sales training techniques to kickstart your fund-raising. Larry, i’m sorry. Go ahead. No, you’re totally right. Tony it’s. The issue here is non-profits or again thinking about themselves, so they want to raise money every quarter nice, but instead, think about the donor do the once a year you owe me a big hit because you’re part of my members should be part of a team got it. No problem. Whenever that’s a should be done, i don’t know, depends upon the calendar of the non-profit, but then quarterly you want to do targeted specifically to that individual, for example, let’s say your your charity deals with i’m gonna make up kids with cancer, right? Whatever. So maybe you decide that these people you figure out through the surveying or asking or internet surveying or check boxes on your mailer, however you decide to get that data, what are they specifically interested in? They’re interested in this piece that piece, this piece. So you say, you know what, what? This year we’re taking the kids who have cancer to disneyworld, whatever that is. And if the raise money for that, send it to those people who checked, you know, make a wish for cancer. Whoever check that one, those people get that specific mailing saying, please give us money for this specific trip for this specific issue. You want us to segment exact perfect word. Yes. Segment. Beautiful. I want you to segment on mr hayward. I want you to segment. We have george in jail on twenty martignetti non-profit radio. But i don’t think this is georgina segment. I think everybody understands segmenting. So there is a reprieve if anybody was wondering, especially since i’m the one who brought the word up. So i never put myself in jargon jail if it doesn’t happen, so keep listening. But that won’t happen. There won’t. Go ahead, please, larry. Second, once we do that now what happens is i’m giving because i see a result. I now see what’s happening. I’m due. I’m making a difference on what i’m specifically interested in. Yes, i want to see happy kids, you know, before they pass. We can maybe it’s in my family may be someone i know it’s close to me. Maybe i didn’t get something when i was a kid. Whatever it affect me that’s why i care about that. So now i’m going to drop my thousand dollars provoc woobox whatever that is to help these kids go to disney world now here’s a critical piece when when the next quarter you asked me for more money that betty pictures of that trip, the better the details of that trip. I need to see what i did. Outcomes absolutely. I want to see those happy kids. I want to see smiling kids. I want to see him hug and mickey mouse. I want all those things to make me feel good because the next court, when you asked me for the next trip, i’ll write another check again and again again. And we are seeing within the past, say, four, five years or so, a much greater emphasis on donors learning the outcomes yes and charity’s being accountable and some charities do it quantitatively i often use example of charity water. They have a very good website where you can see on a global map where your money was spent and how deep the will is well is in the community in south africa that they that they drilled and what the outcome was, how many people in that community we’re help, i mean that’s one example, but it’s a great example, outcomes krauz yes, and we also then the next piece in this whole concept is we do not want to do what so many charities do and make it broadbased. There are fourteen million children with this problem. Ten thousand kids every day have this ninety thousand whales every year do so. And so whatever. That’s. Nice to maybe start the juices flowing. Right? But you have to make it in an individual. Yeah. Where did my money go? Yes. Ninety thousand whales. Which one did mine? One hundred fifty thousand dollars. Help? Yes, absolutely. They want to know it was emma. That whale right there. That’s the one. You know, we tagged her and saved her calf. Yes. Thanks to you helping pay for the boat that went out there, did it? Yes. I want to feel that i want to say yeah, that’s my boat. I’d put money on my boat. I better keep paying off. My boat won’t go out there and help the embers of the world. Of course, we’re talking about this critical segmentation, larry and i just want to remind people that several shows ago we had tim cannon on from mcvicar and higginbotham, which is a print shop on better shop and they do that type of work and print shops and letter shops generally, as larry said, are sophisticated enough to help you segment your database. Once you’ve gotten the data collected to segment it and that’s really where i’d like to go let’s spend a few minutes. How do we talk about how we collect this data in order to do the segmentation that you’re recommending? Actually, the print company can assist you? They’re also because maybe if you have a yearly ask or whatever the case may be within your yearly, ask on the sheet where they fill out far from the box a thousand bucks, two hundred bucks, whatever they’re filling out you also say, and you were interested in check all that apply and just that right there will help you do it. There’s also something called and ah, i hope it’s not it’s a pearl, a personal earl and out of print shops khun do that also where they send it out and you go to a specific website just for them, you know, x charity slash tony m yes, i’ve seen those in direct mail pieces that i’ve gotten there we go. Click there and you feel your survey out right there. You know, i’m interested in emmett a whale and bobby the fish and jimmy to shark. Alright, that’s, what i care about and whatever the case may be, so you care about as an example, maybe you care about the shark fin soup issue, right? Everyone’s cutting the shark fins off, killing sharks, right? That’s, what you care about, okay, great. So the next time we do a campaign to help stop that, i can’t guarantee you’re getting a letter and i want twenty bucks, but maybe you don’t care about emily whale may be care about the sharks. It doesn’t matter. What i’m worried about is what you care about, not what i care about. So a personalized earl on dh. Really? Just aside from knowing what that specific donors interested in the charity now knows that that donor is interested enough to go from the mail piece or the email to click through to the personal you are also there. We’ve got them. We know we have that donor at least at the threshold. Yes, absolutely. And he is the next piece. You also find out what pieces? Are important t to your your donor base let’s say you find that nobody cares about shark fin soup. I’m making it up, right? I have no idea anyone cares but let’s say that you don’t abase you send out your letters b get a thousand back. We hope you haven’t made donorsearch hope so. Right? And out of the thousand ten k about the sharks, maybe either you shouldn’t publicize him so much. Well, maybe the reverse. Maybe you need a better campaign and get people to care. This gives you some insight in what you’re doing, right? Maybe you should say, you know what? I should stop doing this. I should take take this part of my charity away, give it to a specialized charity because my people don’t care about it all the reverse. No one cares what i do and outreach program to get people to understand this is an important issue. This data is very, very valuable, especially thie example, you just mentioned it’s it’s so small. But there’s another challenge that does this work so well, yeah, maybe and especially in the midst of a recession which i hope is ending soon. But we’re still in it? Maybe not technically, but everybody is not an economist thinks we’re still in the recession when non-profits have to be more efficient? Yeah, maybe one of their tasks one of their programs isn’t isn’t one that they’re doing the best and isn’t one that their constituents are that interested in, and they can they can shift that program elsewhere? Absolutely, and maybe even swap donors, maybe even do a joint, you know, event who knows how you can do this so there’s an important piece. So i hope that’s clear on the on the direct mailing side let’s, talk a little more about what you might, including a reply device. I mean, i’ll always telling our clients that every direct mail piece should come with some kind of reply device for someone, for the recipient to ask for more information, tell them that they’ve already included the organization in their state plan, which is a type of fund-raising consulting that we do, what else can we include? A direct mail piece to get people to share information with us? There are several things. The first thing you want to do is you want to make sure you give them something some type of gift in a certain way that i get could be like a church key could be that could be, you know, a pin pins, believe or not are very powerthru early. So you liked a little get pins or so because pin’s tell people i’m part of the part of crew. I’m part of a team, little lapel pins and that kind of thing, very power for the great or really detailed, specific information in southern information that no one else knows. These two things are very powerful. They feel to gift oh, i want to give back. So maybe an insider newsletter if it’s a newsletter, it can’t just be here’s what’s going on at the charity, nobody reads that you’re fooling yourself. Nobody reads that if it’s here something you don’t know, here’s something nobody but our members know here’s something happening in the secret, you know, you know, volts of power, something like that. Yes, people read that if it’s that time of insider information great, or if it’s something that could be ah story directed towards them, like the story of the kid’s going to see mickey mouse that’s a positive stories like that. But if it’s, just his was happening on a charity, nobody reads that and has also very consistent with sort of traditional fund-raising wisdom, which can often be wrong. But in this case, it’s, consistent with what you’re saying and that is sharing more detailed information with your your better donors. Yeah, eso. How to induce someone from giving five hundred dollars a year to a thousand dollars a year. Part of that will be that you’ll get our insider newsletter or our president’s circle. Yeah, email alerts on breaking events around are our issue perfect. My guest is larry sharpies, the director of neo-sage. We’re going to take a break, and, of course, larry joins us after this break, and also after this break, tony’s, take two. You’re listening to the talking alternative network. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics politically expressed. I am montgomery taylor, and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com oppcoll are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent were right around thirty two minutes after it’s roughly one thirty two eastern time. So it’s time for tony’s take two. Last week i couldn’t do the show because i was doing a podcast interviews at the national conference on philanthropic planning that’s where we had an archive edition of the show last week did six interview’s in conjunction with the chronicle of philanthropy, thes air interviews that will be coming up on upcoming shows. But just to give you a little sense of some of the people we talked to, one of the subjects was red flags in planned giving that was aviva bed occur what to look out for in planned e-giving we all know i’m a plan giving fund-raising consultant so i’m the first to say plan giving khun b an outstanding way to build endowment or in other ways, just help your non-profit long term, but there are some technical sides to plan giving, and you do need to be careful, and aviva benwikere raised some of those red flags for us in that interview endowment management strategies, my interviewee there, along with the chronicle of philanthropy, was catherine miree, sharing methods and techniques for keeping your endowment safe. We had to washington, d c insiders and attorney in a lobbyist, emily lamb and perry wasserman perry. Washington is actually the lobbyist for the host organization for that conference, which is the partnership for philanthropic planning. He’s their lobbyist, emily lamb, is an attorney in washington with skadden, arps and used to before that was with the treasury department working on in the in the tax in the tax area and are subject with emily and perry was how legislation and regulate the regulatory environment is going to be affecting fund-raising and non-profits generally, especially with the elections coming up in just a couple of weeks had a cripple your career in five easy steps. That was robert sharpe of the sharp group crippling your career in five easy steps. That was really very interesting, sort of. Ah ah, hook a way of getting you to pay attention to your career. I also had an melvin from harvard university. She was talking about motivating and marketing to your plant e-giving donors. You can see my blogger post on each of these interviews at my block, which is m p g a d v dot com, and you could also keep listening to the show for full interviews with each of these guests cause we’ll have the full interviews broadcast. If you don’t know when those air coming up, you wouldn’t know because i don’t know yet, but when they do come up, you confined out by getting our insider weekly email alerts, go to the facebook page for the show and get those alerts, of course, facebook, dot com and then it’s tony martignetti non-profit radio and you can sign up there for our insider email alerts in november. I’m going to be speaking at the next-gen charity conference that’s here in new york city, but we’re also going to be doing a podcast interviews of mohr speakers from that conference that’s november eighteenth will be doing the podcast interviews, and they’ll be for broadcast on later shows, and then on the nineteenth, i’ll be leading a workshop pg and so me planned giving in social media using social media, too. Reach out to your fund, your your plan giving donors and that has special considerations because plan giving donors are typically sixty and over, but we know where they’re where they’re going. Social media wise, is it? Facebook is a twitter we know and i’ll be sharing that in the conference. Also, i’m very pleased that i can offer with you offer you twenty percent off that next-gen charity conference for listeners of the show to get that twenty percent discount to the ah next-gen charity conference, which is on november eighteen and nineteen in new york city, you could go to the blogged or the facebook page and look for that twenty percent off discount. My guest this week is larry sharp, and i’m really glad that we’re spending the full hour talking about fund-raising sales training strategies to kick start your fund-raising larry is a corporate sales trainer, andi director of neo-sage, which is a consultancy that trains clients, had a cell fund-raising network and influence effectively. Larry, we we had been talking about direct mail and newsletters and direct mail pieces. How about the telephone? How can we shift? Are thinking about fund-raising in the way that you suggested and do this, if if if we’re doing telephone outreach? Sure, just generally speaking when you’re doing the telephone you’re talking to people who donated before now with the do not call list it’s difficult to do cold calling for for for not-for-profits an exception might be say, if you’re doing your ah your list for a college, maybe call me alumni that might be cold sometimes, but the exception of that generally speaking, people who’ve done any before the tactic here has to be as soon as you call you want to start giving them information right away. It’s ah, hey, tony, how you it’s latto from x y z charity? This call is because you don’t want to just call in just seeing it sounds apologetic. Yes, sorry to be calling, but you’re not saying that, but it sounds like you’re apologizing and really should be calling straightforward got important news to share you don’t want to train your donor base into thinking i call just cause you want your dahna metoo think i call because there’s a reason so as soon as you pick up the phone hey tony’s latto x y z charity here’s why i’m calling, you should know x y z you should be aware of bump up up, up, up here’s what’s happening where you care boom boom, boom ba boom whatever that is, then go into a specific reason why you want the money. A specific reason such as and because of this we have a new initiative, tony. And the new initiative is we’re going to now take the kids to you know, niagara falls because we know that’s going to help them out. And the doctors were saying, what is what we should do? Blah, blah look to really help us out to make this really happen. We need you to do now what’s that is at least double what you gave last time. So if you gave to earn fifty it’s at least five hundred, you may want to shoot four thousand whatever it is. But you want to go for a very high number for your first ask realizing most of the time you’re going to know. Okay? The reason why you do the high ask at first is to call the law of contrast the influence love contract states. I will measure everything by the first thing i see. So my first one thousand now to fifty seems cheap. Ah, vice oversea to fifty. Thousand expensive. So you’re measuring the second number, which will get to yes, in contrast with the first law of contrast, are so so two fifty seems like a cz you said a little compare two thousand, so i’m gonna ask for i must say, you know, to make this really happen. Tony, we really need tto help us out with a thousand dollars. Can you do that, tony? Now odds are you’re going to say no. Wow, but not like that. You said, wow, it’s, a lot of money, because i’m a two hundred dollar donor. Zack clean under fifty dollars don’t i’m a toothy donors? A lot of money for me. I’d love to. I can’t right now. Time to tough. Whatever you’re going to say, then you go and do you go to low and then medium so close, high, low, medium and listen to my language in doing this, i’m going to ensure that you do not go lower than last year. That’s the first time would ensure savannah. What? I’m still getting to fifty out of you, so i start with a thousand bucks you say can’t do it. You know what, tony, honest and completely. You know, you could if you want to go back to what you did last year, which is two, fifty here’s what most people doing for us that most people don’t really help us? A lot would be if you go five hundred. Can you do five hundred? Okay? He said, i just did. You could go down into that fifty, but most people are but most people doing doing five hundred most will gave me last year doing five hundred. Most people are will help us tremendously or ah, common amount. Some word that invokes law of social proof social proof means if other people are doing it, i should be doing it. So you know, your language should invoke social of others are doing it. What we’re expecting, what we’re seeing, what people are doing, the most common amount, any language you could be part of the trends are the trend exactly in the different word, but we have to because each cherry has their own culture, so the words i’m using may not function in your charity specifically, but use the language that your culture, the culture, that chap you can use that says that that says other people are doing is a trend it’s common and you could be part of that trend. Exactly correct your your strategy, you’re offering people the ability to stay in the same at the same level. You haven’t minimized what they’ve done for you in the past saying you could stay there, but what most people are doing who are involved in this issue is going much hyre without your saying much hyre exactly exactly right so that’s, why you do so at a minimum, you’re going to say, look, larry, i love the charity i love you guys. Let me stay at two fifty okay, great, thanks, tony. Let’s two, two, fifty. So no matter what, you’re not going below that, i’m getting something out of you and you’re not going lower. But with this tactic, the odds are if you can afford it, you go hyre now, if you can’t afford, you can’t afford it, i got it that time stuff some people can’t, you know, put the money out. But if you can afford it, you’re going to go hyre if he can’t, you go to fifty and hopefully next you you keep it going keep it going keep it going until eventually hope every donors over a thousand over ten thousand, over a hundred thousand we hope whatever we can get, the reality of it is they’re not going to give more than they can afford anyway. But if they’re out to fifty from last year, they probably can get to fifty again. So that’s going to we don’t want to say, you know, last you gave to fifty because then they say, well, you know this shit can i just do one twenty five times a Job just 2:100 and over some before you know what the given ten dollars? So we start with the high number so if you want, you could stay there. But here’s that most people are doing here is a trend. And hopefully more of them will go towards the raising two two. Fifty two, five hundred that’s. What? We have seen that you see that little clients? Absolutely. Yes. Should these calls be scripted? Of course. How do we prepare? Absolutely a hundred percent. The people you want to use can be any. You can use anybody you want to do your fund-raising it’s. Generally best if the people are part the charity sometimes they don’t do it sometimes they hyre outsiders part not necessarily employees, right? Could be volunteers motivated bones here. Somehow part of the chinese doesn’t happen of us have to be an actual employees. Could be other donors could be donors. Kids could be anyone someone who somehow part of that team. This way. If the person begins to ask questions, they can say some they can say yes. I am part of this team, you know, my mother donates and, you know, on the weekends, i sometimes go with the kids out to, you know, the orchestra or whatever’s your charity, right? So i went there last year. The summer camp. So that means okay. We’re all together. It’s instant report. What part? The same things as we have something in common. Absolutely. Better chance again. You could hire outsiders, but that has to go down a little bit. You don’t gain that same report. So it’s best that people who are somehow connected to part the charity? Yes, that’s the who? You have to do it. How do we prepare these? We literally want them to have a one sheet. Er a page, that is eggs exact script of what you want them to say in that order. In addition want tohave at a minimum a second sheet of paper, which is your rebuttal script, which is where you go when people tell, you know where you go when people give excuses and often this is not even used. But having those scripts there make the telemarketer feel it ever safety blanket. See, people think we have to have the script there in rebuttal sheep so that the person can use it they can, but it’s not necessarily used it’s there so they can feel more confident if they have a problem. I’ve got someplace to go if they’re just up in the air, becomes yeah, well and she and what we would like becomes that if they have a script, they can look at it, go through it, and if they don’t need it, they can ignore it. But they know it’s there it gives them confidence. The robot a script should be there and the most important thing the wrap up once that person says yes, there should be a script the wrap up it’s be great. Ok, is that? Going to be via our online or you are going a lot. Great. Please go to blah, blah, blah, blah, blah. Are you near a computer right now? Great. Could you log on to that’s? All right there to do if it’s via ah it’s. A pleasure going, you know, male it how to mail it, what to do with their with their she too. Should they send them something? If it’s a credit card form, how do you feel that out? Whatever the wrap up is. And then of course, in the end, you’re going to hear is the most important thing at the end. You want to provide benefits? This is so anti non-profit, okay, what we do instead is we thank them twenty five times instead of thanking them twenty five times. Say something like this. Tony, this is so great. You given the five thousand dollars you know what’s gonna happen. These kids are going to get this. That this that this and from last year we know this this and this is going to happen. This is really great. You know what tony will say? I feel fabulous about mike that’s. Exactly. Correct. Only wish. I could have given more. Yeah. Can i get two checks? It’s? Awesome. Now fund-raising nirvana. Absolutely. Against the outcome. Yes. You want to share the outcome? Even before it’s it’s occurred. This’s what your gift is going to do for us one hundred percent. This is the benefit you want to show. Then you can thank them. Then you can thank them. You are not allowed not-for-profits listen to me. You are no longer allowed to thank them until you first give them the benefit. Once they get the benefit and they go wow, that’s! Great. You’re going to say thankyou, tony. Actually great. After not before otherwise they start to think sheryl e-giving hundred bucks thanking him early bleed or not increases buyer’s remorse. Thanking them early actually lowers the chance they actually go through with the give you will find just by changing that the people who pooh promise and then don’t deliver that gap gets smaller just by doing that. Thanking someone before you give benefit. Thanking someone early actually increases buyer’s remorse. Doing your favor. Maybe i should have gone to fifty. I’m not really sure that begins. Come to play hesitation, hesitation this economy means no, or it means i just write two hundred bucks on it instead of my five hundred pledged. So all of us, when you get a lower number, something that happens, so thanking them early literally lowers even of money getting in, changing just that you will see a difference but share the outcome. Of course, please assume assume that the person commits yes and you’ve, you’ve given them the pertinent information. Okay, i’m with larry sharp he’s, the director of neo-sage, and we’re talking smart sales training strategies to kick start your fund-raising. We’re going to take a break, and after the break, we’ll come back, talk about email and maybe some goal setting. Also, how do you set your fund-raising and your fund-raising goals? All with larry’s advice from sales training strategies? I’m tony martignetti, host of tony martignetti non-profit radio stay with us getting anything, the ending, the ending, you’re listening to the talking alternative network e-giving. I think. Cubine xero looking to meet mr and mrs wright, but still haven’t found the one i want to make your current relationship as fulfilling as possible. Then please join us, starting monday, may second at ten am for love in the morning with morning alison as a professional matchmaker, i’ve seen it all. Please tune in and call as we discuss dating relationship and more. Start your week off with love in the morning with marnie alison on talking alternative dot com. Talking alternative radio twenty four hours a day. This is tony martignetti aptly named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio fridays, one to two eastern on talking alternative broadcasting do you want to enhance your company’s web presence with an eye catching and unique website design? Would you like to incorporate professional video marketing mobile marketing into your organization’s marketing campaign? Mission one on one media offers a unique marketing experience that will set you apart from your competitors, magnify your brand exposure and enhance your current marketing efforts. Their services include video production and editing, web design, graphic design photography, social media management and now introducing mobile marketing. Their motto is. We do whatever it takes to make our clients happy. Contact them today at mission one one media dot com talking. Durney welcome back to tony martignetti non-profit radio my guest is larry sharp. We’re talking fund-raising for the full hour. I think that was very interesting information about buyer’s remorse and saying thank you to quickly and too often in the telemarketing calls. Larry. Excellent. Thank you very much. Of course. Let’s switch teo, email. What advice do you have around email emails? Ah, great tool there’s some issues, though, that the ideas people often send emails out weekly or monthly and think they’re giving updates, and they think they’re helping their actually knowing their donor base. The reality of it is what emails you want to do, two types of emails, the one is maybe an ask and that’s. Okay, but if we do the ask the rules off the mailing, we talked about earlier of the same rules once a year, and then maybe once a quarter or so for specific issue. Any other e mails you send have to you have to be one of two things. One some really big issue that someone is going to care about specifically, like again, i care about sammy the shark and not em of the whale you’re going to send. Me the note about sammy the shark, not about emma the whale, not about what’s going on in the field, not about what’s happening. My charity. In reality, i get too much email, i’m not going to read it it’s going to begin to annoy me, delete, delete, delete, delete and when the important e mail comes in, i’m not going to read it. I’m going to another one of these e mails delete so either it’s about sammy the shark or it’s that same idea on ly a recorder on lee once a year, same rules. The last thing is, if i have something very special that no one else you know, that’s really going to affect everything, like all of a sudden, you know, bill gates joins our charity, you know, something huge like that send the email, but a monthly or weekly email just cause will on ly annoy you don’t abase and they’ll begin to become immune to it and they just shut off your your advice goes back to the importance of segmentation. You need to know what your donors are interested in so that you can push that information and that’s ah that’s a web term, you know, push, push information out to them that they’ve expressed an interest in absolutely think were in two thousand ten approach fast approaching two thousand eleven were past the days of here’s what’s new writers what’s happening where it’s not specifically targeted to the person’s interest. Absolute sure, yes, those rules on email events. But what about using events for fund-raising events believed or not, are really, really important more important than people think, and they don’t have to be huge gall events, they could be very small if you have a good donor base asked them to support the event in one of their buildings, one of their facilities, their home, their office, one of the case. Maybe the reason why events are important are several number one is it creates camaraderie amongst the people in the charity they feel like they’re part of team when you can bring your donor base in and say, hey, look, these are the people who are going out there and, you know, cleaning off the seals or, you know, save this person actually saved emma, right he’s a captain of the boat and again showing people that they’re part of their part of something bigger. We talked about the trend, you know, here’s the trend in giving around when we talk about telemarketing, but you can see that you’re part of a trend you’re part of something in here is palpable evidence you’re surrounded by all your a ll the people who are sympathetic to the same issue. Yes, absolutely. So you want to do events for that reason, but the second reason is you want to share special information. This is when you want to do the corporate video that comes out before anyone else sees it. This is when you talk about the special plan, a program you’re gonna put in place next year that no one else knows about this is when you’re going to share these atoms insider information that on ly we know that’s when you share there’s another reason why i do it. You want the donors to begin to see value in networking if the donor base our business owners or sales wraps, or people who want to do business and being relationships to their world to the firm’s toe other toe, other charities they may support if they start seeing value. And donating then they want to be part of the process. They want to be part of this organization. Is he additional value? Now? This turns off a lot of non-profits they can’t stand the idea of having an event and people doing business there that turns some people off well, time to turn back on because it’s a very important reason why people get together. And if all of a sudden i start seeing that when i go to your events, there are some heavy hitter donors there that i could somehow benefit you to my personal family, my personal fortune, my my emotional i have ah, vendors i can use somehow i can benefit from being around these people. I’m gonna keep donating. What’s interesting there is. That is exactly what non-profits do recognize around boardmember ship. Yeah, we’re always recruiting people who can do business together and the more powerful their board, the more powerful people they’ll be able to recruit to the board hundred percent. But why is that limited to the board? Absolutely. He totally right. In fact, if you get bored members to show up in a tweet, twist their arms and get them to show up at the events, you get more people who just want to get boardmember sze. Yes, that is what i see. The boardmember so even that mohr people showing up more camaraderie. Mohr mohr almost. I’m part of this team and more loyal donors who will keep donating every year and assist you volunteering, allowing you to use the facilities there, their homes except for et cetera where we have just about ninety seconds or so left together, we’re about goal setting fund fund-raising goal setting. Can you give us just a couple of tips on how we can? We can do that what you want to do? This is the difficult thing. You have, you individual fundraisers. You actually want them to come up with their own goals. This is what’s. Odd people use it from the top down. I saved you from the bottom up. Who are the people who are in charge of fund-raising? Are they have a fund-raising director? Do you have actual tele call telemarketer people? Do you have, you know, print shops who you using? Ask them what they think they can dio and then give him a nudge. What if we do better. What if we do better? What can be a good goal? While we do that? We want the people at the bottom to take ownership of the goal themselves again. I wouldn’t do it. I’m part of this. I’m a volunteer. Make twenty five phone calls. I’m gonna call it for forty five as make this goal. Get the people the bottom to start to give you the idea and from that, build your goal. All right, top up about sorry. Bottom up yet my guest has been larry sharp. He is the director of neo-sage again. That’s. Any oh, hyphen s a g dot com on influence training center in new york. Want to thank larry very much for being on the show and coming to studio. Thank you. Thank you. Pleasure having you, larry something on larry’s website from dale carnegie, i found were not people of logic were people of emotion. That’s sort of a paraphrase of a dale carnegie quote, but i think it sums up what larry’s talking about the reason people give and how you can motivate that emotion in them next week. I don’t know. Who’s going to be next week. We’re not confirmed so that’s. Why you should get the insider alerts from the facebook page. Go to the facebook page, sign up for our alerts and you’ll find out the moment i find out who next week’s guest is going to be and that’s a facebook dot com, tony martignetti non-profit radio. You also see my live appearances there. The creative producer of tony martignetti non-profit radio is claire meyerhoff, always grateful for her help in directing the show and giving advice around creative ideas and timing of the show. Thank you very much. Claire, our line producer and the owner of tony of talking alternative broadcasting is sam liebowitz and our facebook and social media for the show is done by gina walton of organic social media. I’m tony martignetti, the host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, even though we don’t know who the guest will be next week. Join us next week, friday, one p m eastern on talking alternative broadcasting right where you are right now at talking alternative dot com. Hyre i didn’t think that shooting. Good ending. You’re listening to the talking, alternate network, waiting to get you thinking. E-giving good. Duitz looking to meet mr and mrs wright but still haven’t found the one. Want to make your car relationship as fulfilling as possible? Then please join us starting monday, may second at ten am for love in the morning with morning alison as a professional matchmaker, i’ve seen it all. Please tune in and call as we discuss dating relationship and more start your week off with love in the morning with marnie alison on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you, too? 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015: Smart Sales Training Strategies – Tony Martignetti Nonprofit Radio

Tony’s guest this week:

Larry Sharpe, director of Neo-Sage

Read and watch more on Tony’s blog: http://mpgadv.com