Tony’s guests this week:
Bridgett Colling, director of content marketing at See3Communications.
Also, Elizabeth Beachy, director of strategic communication at Upleaf, and Arika Sanchez, communications specialist at United Way of Central New Mexico.
There’s more at tonymartignetti.com
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Tony’s guests this week:
Diane Lansing, president of Lansing Associates.
Maria Semple, The Prospect Finder, consultant in prospect research and author of “Panning for Gold: Find Your Best Donor Prospects Now!”
Read and watch more on Tony’s blog: http://tonymartignetti.com
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Durney 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. What a coincidence that i found the show. I haven’t said that for a long time. I hope you’re with me last week i’d feel terrible if it came to my attention that you had missed press pause. Juliet funt is a consultant to fortune one hundred companies and a motivational business speaker. She wants you to make time in your life for white space, you’ll be less stressed, more creative, sleep better and be more productive. Your relationships will flourish. She has a kid’s version that we talked about also she’s, the daughter of candid cameras, allen funt and we shared a white space together also divine devices, desktops, laptops, tablets and handhelds. Scott koegler had tips for picking the right device to fit your budget, work style and personality. He’s, the editor of non-profit technology news and our regular monthly tech contributor that was an archive feature, which means an oldie but a goodie this week integrate communications and marketing. Diane lansing, president of lansing associates, has ideas for getting your communications and marketing in sync. Then she wants you to apply analytics, so you know what works and what doesn’t in the short and long term? Sounds simple, but are you doing it? Diane will get you started. We’ll talk about all that and p r i it’s, not particle resistant influenza it’s, not public radio international and it’s, not personality related insomnia, no it’s programme related investments, our prospect research contributor and the prospect finder maria simple is with me to explain why foundations don’t only make grants, some offer loans, loan guarantees, equity investments and other pr ise how do you find these foundations? That’s what we’re going to talk about? And she also has info on prospect research company princes that you’ll want to pay attention to between the guests. Antony’s take two it’s my blog’s this week is talk about gift annuities and that’s what i’ll do on take two my pleasure now to welcome diane lansing she’s, president of lansing associates in new york city. She has over thirty years of strategic marketing and communications experience. She started smiling when i began this introduction that’s lovely, she advises on how best to take advantage of new media to attract new donors and advocates to build loyalty and to provide value and information to donors and prospects. I’m glad that her practice and her expertise brings her to the studio. Diane lansing. Welcome. Thank you. Glad to be here this morning. Pleasure to have you. Communications and marketing should be in sync and we’ll talk about sinking them. But how are they different? What? Yeah. How do we distinguish thes? Often the marketing function is designed to think strategically about where we can go, what we can do to increase our our membership, our donor base art sponsorship and the communications people sometimes air left in the sort of functionary aspect of just printing materials or putting things up on a website that may not be is organized and is driven by the overall mission and purpose of the organization as well as its new directions. They could be a little bit sometimes behind the curve. I see less of it. Today is frankly, financial pressures are causing many organizations to combine the two and that’s good that’s. Good that’s. A good thing, because that now they’re all singing out. Same sheet of music. On the other hand, i also see organizations where these even combined functions are not is properly in sync with the organ, what the organization’s doing as they can be. What does that look like when they’re when they’re not sing? A really good example is ah major museum here in new york city has a wonderful gift shop that has absolutely no relation to the exhibits that are going on in the building. They just sell stuff branded with their their identity barely even though it’s ah it’s ah ah ah, i assume an outsource project, but whoever runs it doesn’t even take a look at what’s going on in the exhibit space that they could basically back end on so that it would increase their sales. What happens when the marketing let’s say they are two different people in charge of each of these two different areas? One is more senior than the other, like one maybe is a vice president and the other is a director. How do how does the director get the attention of the vice president and, well, the other the other way around? Wouldn’t it wouldn’t be trouble, but how does the lower echelon person get the attention and and buy-in of the of the more senior person oh, i think that this is a wonderful opportunity for someone who’s looking to advance their own career, come up with a good idea and show why it works. It’s a very unusual boss that won’t take advantage of that because it works to everybody’s advantage, and so then you may have to get buy-in from from above, you may have to, but none of the things what makes all of this whole these holder direction so interesting is that they’re basically free. This isn’t something you have to get a lot of people to sign on for because they’re expensive, the kind of things we’re talking about now tweaking communications that air you sent out by elektronik media using analytics cost virtually nothing, right? But the’s tweaks sometimes in organizations where there’s micromanagement from the board, the cookies that’s the worst. Where it’s the board which convenes, you know, once a quarter at best, but it could even be from the executive director ceo. I mean, how do we deal with those kinds of pressures from people who are above but not as skilled as us? I think the really good news is that the kind of things we’re talking about this morning, especially analytics, are a way to show to demonstrate to anyone peers, superiors, boardmember sze anybody, the growing effectiveness of new campaigns and new strategies and techniques that you’re using in your organization so you can not just you don’t have to diss present an idea that i think this would look really nice if we did this. You can say we pilot tested this last month and look it we did it method a got these results method b got those results plus twenty percent, so we’re suggesting we do more of method be okay if you can if you can back up your ideas with obviously with quantitative, exactly and next and that’s the beauty of analytics to that not for profit world big corporations used to try to quantify the effectiveness of their marketing efforts, which is not always easy to do. It’s not easy to tie brochures and mailers, and whatever into what happens to the sales, the ultimate sales at the end of the day. But now, with analytics, you, khun really track how many people are paying attention to you and then you could look at what happens to year enrollment, your donations, all of the factors that matter to your organization and not only can but ought to be, because there’s so money there’s so much i see happening in charities where it’s it’s a legend or it’s wives, tales or it’s, you know, it’s, just the conventional wisdom, but we’ve always done it this way, right? That’s it? Yeah, i mean, you see that i’m sure you see that in your practice all the time. Okay, do you find people then resistant or welcoming to the idea that we’re actually going to test and see whether your conventional wisdom is correct? I think it’s two points, what i see is that initially there’s a little resistance because people look at, oh, my goodness, people will be able to see that what i’m doing wasn’t as effective as we hoped. I don’t see it that way. What i suggest is doing things a couple of different ways to be able to show management you’re bored anybody that is concerned about your area, that this method produce better results than that one. What you’re using analytics for and all of the information. That you could gather is to help guide your choices and how you spend your time and your money. And when you do that everybody’s backing you, there’s no loser here, everybody wins duitz okay, i just have to make that case you didn’t. And that’s what analytics helps you do. Ok, well, we’ve been talking around analytics so much, right? So i get a sense of how we make the case internally. I mean, understand on dh what it looks like when marketing communications are in sync. Now, let’s apply some of are some of the analytics. What? Well, how do we decide what we should be measuring? What are what are key numbers? What are key numbers are the key numbers that you want to look at first? Well, they’re two basic areas that you should be checking one is if you’re using email blasts, which most organizations do do, regardless of what you’re using, what system or what company you use, whether it’s, your website, host, or whether it’s, an independent company like constant contact, they provide instant feedback on every day. How many people will look at your email? Looked at what you set out its called the click through rate the ctr for short, they will tell you very quickly what kind of response you got if you send something out to five hundred people and only fifty, open it up. That’s a good indication that you may need to change your subject line may need to change some way that you’re appealing to your audience. Subject line is interesting. I mean, you could there and it’s an easy way to test, right? Just do some simple a be testing on absolute varieties of subject line. Talk a little about the really indict first of all segments was not my idea. It’s a brilliant idea that i’ve heard it all. Thank you. One of the things that we can do now again that this frees you, khun segment your your audience by age by interest. Separate donors from members separate sponsors from donors so that you can send out various tweak to messages to different groups and you can identify what’s working in each one. Send them out on separate days and the track than the follow-up and the click through rate for each group. You can see how you effectively you’re reaching each group. With whatever you’re reaching them with, you can even pilot test a single group and sent to different message. It is to a small segment of that group day one day to see if one subject line got a better response than the other. If one was more attention grabbing than the other, that begins to help. You formulate the kind of things that are getting people’s attention. So they want to read what you sent them. All right, lots of variables that were juggling, and we’ll get a chance to talk about more those after we go away for a couple of minutes, diane lansing will stay with me, and i hope you do, too. Talking alternative radio twenty four hours a day. Are you confused about which died it’s, right for you? Are you tired of being tired? How about improving your energy strength and appearance? Hi, i’m ricky keck, holistic nutrition and wellness consultant. If you have answered yes to any of my questions, contact me now at n y integrated health dot com, or it’s, six for six to eight, five, eight five eight eight initiate change and transform your life. 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, improved 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 dahna time to send live listener love new york, new york, new bern, north carolina. Massapequa park, new york. Welcome, where’s. The united states of america does s so far that so that’s. What we’ve got in the in the u s of a and massapequa park. I know, i know. Massapequa park. Well, because it’s on the babylon line and i take that line to a client. So i listened to that recitation of ah, of cities. Seaford, massapequa, massapequa park, amityville co. Paige lindenhurst on babylon. I think so, your honor, i know you’re on that line. I think i think i got that right. But i know you for more than long, alan railroad. I used to have a friend who lived in massapequa park. We don’t think that the long alan town’s air represented only by railroad stations. How crass would that be for? For a centered new york self centered gross new yorkers to think we have. Ah, good live listener love abroad. Seoul, korea, seoul, korea on yo haserot and japan. We don’t know what city in japan, though, i guess japan konnichi wa back with diane lansing. And we’re talking about integrating communications and marketing, we have all these variables age maybe, but even without that subject line, purpose of the communication, all the different ways of wording, whether we’re going to use email or one of the maybe the social networks or we’re going to put something on our blogged i mean, we talked about i mean, how do you how do you how do you test all these different things? I mean, there’s there’s so many different combinations. Well, why don’t we take a real example? Let’s say your organization is going to have a fundraising event for all of your younger members? You’re going to have a fund run in the park for them, you could easily take a basic message about that, and you could tweak it for the kids who were going to sign up to do the running. Another message for their parents, which by encourage them to get a couple of other siblings involved or a couple of neighbors and friends. You could tweet the message further for all of your all your donors and another one for sponsors who are providing the t shirts and whatever each of them showing what this what? This organization what? Is about and what this event is for what it means for your organization, what it means for each of the groups that your tailoring your message to and then within each of those groups where we could have different, we can have different tests exactly. So for the kids, we can have test different ways of wording as well a subject line, something for the parents, right? You could do that depending if this is a big do, we don’t want to have all these things that too cumbersome and occasionally it’s worth taking, you know, ten or twenty of your members make a little separate group and do two different versions on day one and day two for just just this the donors and then do two different versions for the kids who might sign up on day one or day two. So before you go with a hole, the whole big announcement of this nationally for or citywide wolber bigger organization is you’ve got a sense of which subject line creates the buzz that gets people to open your me mail and then see what you’re doing and then in your email you, of course want tohave. You’re setting up on ongoing dialogue that hopefully people will follow through the event and its aftermath. So you’re getting various levels of excitement about the event itself, drawing more people in and one way you do that is you keep referring people to your website, where there’s more information that allows him to sign up online. You refer them to your social media, your facebook page, where there are photographs of people who are starting to prepare for the event, and then after the event again, you use all of these. Each of these various avenues can be used to direct people to other sites so they could get more photos of the iran and the winners at the end on the facebook page. There’s a wonderful big group shots of everybody on your website you get people used to being familiar with all the ways that they can basically link into what you do and who you are. The analytic tools will often tell you where someone came from. Exactly what what was that? Some of them called referring agent s o you know what you are l they came from or eso where they came from your block to your facebook page or maybe an event landing page to your facebook page or vice versa, you know, write exactly now some of these air a little bit, depending on where, how much analytics you want, the basic services are free, okay? The basic ones from google and your email blast systems are going to be free. They all provide that email blast systems like constant contact, contact chimp male male children, his chip male banana banana chip mail. I don’t know harry apes of area out of area b middle marketing and they’re all there and they are they’re all very good when you get into your website hosts our and also google, which is an other sorts of very good analytics. They all provide premium packages where a different levels of price points you could kind of move up the scale and get more and more detailed analytics. You could also get people in their organization who will work with you under outta hand hand basis. Most organizations, the not for profit world needs probably not too much of that. Okay, so you think you’re free stuff is going to give you all a lot of most the free stuff is wonderful just start with that you’re going toe, you can play with that and learn so much from that. How does all this feed into our marketing plan that we hopefully have in place? You’re actually, you should be looking at the kinds of results since you get and you should determine that, you know, those regular emails that we’ve been sending out really aren’t getting much attention, but the alerts that we send teo through a facebook our is in our organization is actually getting better, and then we’ll figure that out for the analytics, which we’re going talk a little about short term, we’ll get there, but how does this feed into your longer term marketing plan? Because what you’re really doing now is you’re not changing what the organization is going to do. You’re simply changing the ways and hopefully evolving the ways that you can most effectively reach each of your stakeholder groups by using information that you learn over time on who responds to what which kind of things engaged in the most that’s, where you’re going to spend your marketing time, that’s, where you’re going to spend the effort. In drafting content, organizing it and sometimes snail mail really is valuable most of the time that you may just find that some things get different response and that’s where you want to spend your budget dollars and your time. Okay, so then that so then those conclusions go into the marketing. Exactly. Okay, what we say is each year we learned last year that this that we did worked really well, so we’re anticipating in this coming year, we’re going to do more of that, and we’re going to cut back on our budget that we used to spend on thus and so, because it really wasn’t getting where we weren’t really getting our money’s worth from that, and then you take that information to the board and say exactly, we’re not squandering the money where our marketing budget is actually pretty, well sophisticated, right? We’ve learned and here’s what we’re here’s what we’re doing in reaction to what we learned exactly we’re targeting our every dollar in every minute of our time is effectively is we can based on everything we learn let’s digress a little more into the marketing plan because this is a big part of your your work? What else would just you know what else belongs in a marketing plan? Oh, my goodness. It’s hard to quantify in a single way because of the not for profit world is so darn big and it covered so many organizations, but i think the ah, everybody now is also scrambling for how do we go after scarce dollars? And we’re all seeing that a lot of people have tightened their wallet aunt since two thousand eight and even with things getting better, it’s not there, not loosening up quite a cz muchas i no, my clients would like to see them loosen up. You’re probably seeing the same thing in your client’s, tony, i think thie what i see is that just the ability to show the board that you were using this information and you’re being this intelligent was likely to open up some doors for you within the organization to use what you’re learning even more broadly than you have in the past. You’re finding ways to reach people that your earlier stuff just didn’t get through to. And i think the marketing plan really disney’s to quantify how you’re going to spend your time and your money. How are you integrating all of the avenues? You have to reach people, not only your current members, but now how can you build on that? To reach a larger audience of people who are not already involved with you? This frees up. Then once you learn how you reach your own people most effectively, this helps i challenge you and also helps direct you and how to spend your money to reach new public fired-up squiring new people. Exactly. Find out a lot of your prospects. Come from your blogged or your youtube channel thing and then direct than direct people there. And obviously, direct your efforts in that area in terms of acquisition requiring new in terms of acquiring new people, you can get your you can put out pitch to have all of you. If you’re finding that certain of these are our new and really interesting, you can put out a little pitch to all of your supporters, too. Bring a friend to an event or forward this to that’s. Another key thing both in all the e mail blast systems offer that they should, and you should take advantage of it. You should hyperlink to everything that that you do hyperlink to your website, hyperlink to your social media pages, and then all of those have an ability to forward share with there’s some whatever the wording is in the company that you’re using and encourage your members to do that. That’s you’re the best marketing tool you have people who already believe in you everything, i’m share it with their for exactly, and this is something again that we didn’t used to have the ability to do at all all but which all of these venues now open up for you for free, and then the individual person is talking to their friends, saying this cause means a lot to me, you know, check it out and and this fund run was come join me. This is a lot of fun. I went last year, it’s a blast, you’ve got personal referral combined with a message that you now know because you’ve tested it, you know, works. We’re talking about integrating your marketing in your communications. Diane lansing is president of lansing associates, which you’ll find at lansing l a n s i n g associates dot com lance is a ah is a weapon to spear lying again, lance a boil, but really that’s that’s gross. But lance is something else. As in a species disappear, it’s not a story fear point it is it’s a long it’s a long weapon of war. Yes, you didn’t. You don’t want to be in the wrong end of it is the idea. So you’re lansing, you’re out. Have you thought of this? I don’t know, lance. I’m obviously your name. You’re out lansing, new constituents. We’re not we’re not. We’re not killing them, but we’re just wounding them enough. No, we’re not even. We’re just lansing them to bring them in. We’re hooking him. Yeah. It’s a it’s. A targeted lance. Right. Talking to lansing event. All right. I actually did the entomology on my name, and they actually think it comes from something as pedestrian. Is that somebody had a a potato field? It was the shape of a lance point back in the netherlands. Yeah. It’s really built entomology. I like that word. Entomology way. Don’t say entomology, because that would be reasonably setting ants on dh critters. Ah, little crawly bugs. All right, let’s, go back to the analytics and we want to break down short term and long term. What is your what can we be studying? Short term. Okay, the short term thing is i say, when you do a little pilot test, say you do a little take a small number of your stakeholder groups, all of them together, or even just some of the key groups that you want to try and send a couple of variations to them on two different days and see what happens. That’s the short test and you find which kind of things are working, but begin to track over time over a year’s period. Look at which things one versus which things law and when the time of day exact day of the week, most people will it’s not there most of the time, wrong? No, no email system would tell you that the best time to send out any kind of a blast email is tuesday, wednesday, thursday. Ah, you will get a much hyre read rate then you will on a monday morning when people come into their office on dh look at this huge long list they don’t, you know you’re much more likely to just to get eliminated right off the bat. Okay, so much better to do your emails. And tuesday, wednesday thursday and friday’s people just don’t stop caring about their gone. Yeah, they’re off to the beach, but then, over time, keep start track your records look at the kinds of messages kind of subject lines that air grabbing people’s attention look att and clearly some events are automatically going to be a draw, bigger audience, your annual event, whatever that is, we’ll automatically draw much hyre click through rate than than just a normal announcement, but even you can track and see how different ways of word in your normal, just a little update what kinds of things pete people’s interests, what kinds of things they’re working for you and over time you’re going to get it if you track it and keep, you know, really record what you did. What? What was the loser this week? Which one? Which one won? Was there a material difference? You’re going to begin to see patterns of the ways that people are most attracted to your organization and what you’re trying to tell them. Okay on dh and longer term, longer term. Again, you just know bill down the cumulative experience of the short term things, okay? And all these variables i love playing with age and interests and subject and what channel we’re using, what what network, what outlet we’re using for different purposes all really very interesting, and the other side is don’t go nuts with us. I mean, if you’re an organization with, you know, two billion dollars budget that’s, something different, most not-for-profits we’re looking for general ideas here of what can be helpful to you, there’s no there’s a point where there’s kind of diminishing returns after at some point you khun spend so much time wrapped up in the technology that you kind of lose sight of you lose the forest for the trees, and so i’m all for analytics, but also use them wisely, but use them, use them, smarties them intelligently. All right, tell me what it is you love about the work that you’re doing for non-profits oh, i just i’ve been in this field for probably thirty something years, and i work across the fields, from social services and cultural to religious and civic organizations, and i just love working with the people who are as passionate as they are about the issues they care so much about, you know, it just it’s it’s firing to me every day, and how do you see that what you’re doing is helping them? Because particularly in this time of resource is being really strapped. I like that we’re helping them to find new ways to appeal to donors and help them open their wallets a little more and that’s the primary focus of what we do, okay, all for very important cause is absolutely right. Diane lansing is president of lansing associates in new york city, but she works around the country and again, you’ll find them at lansing associates dot com diane, thank you very much. Thank you. What a pleasure. We’re going to go away for a couple of minutes and when we come back it’s tony’s take too. I’ll talk a little about gift annuities. And then maria simple, our regular prospect research contributor joins me and we’ll talk about those pr ize particle resistant influenza. No provoc programme related investments. Stay with us. You didn’t think that shooting getting dink, dink dink you’re listening to the talking alternative network get in sting 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. Hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. We’re gonna have fun. Shine the light on all aspects of music and its limitless healing possibilities. We’re going invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com. You’re listening to the talking alternative network. Hi, i’m bill mcginley, president, ceo of the association for healthcare philanthropy. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Durney got more live listener love taipei, taiwan, kunming, china gone jal, china, shanghai and beijing, china to all of you. Ni hao and torrance, california joined us torrents welcome. Glad to see some california representation. There almost always is torrents. How are you doing out there? Tony’s? Take to my block this week is talk about gift annuities. Ah, this is really only for charities that offer that type of planned gift on the block. I have ways of opening the conversation about that that way of giving long term, um just to acquaint you with it, it’s something that is irrevocable dahna makes their gift and they get income back for life at a fixed rate and when they have died than what remains is a gift of cash to the to the charity that was sponsoring the charitable gift annuity program. So who do you talk to about thes usually you talk to people who are sixty five and over and within that age range, there are some clues that you listen for that could reveal a good prospect like i need mohr income or i’m supporting an adult child or i’m supporting a sibling because the income from a gift, annuity doesn’t have to go to the donor it usually does, but it doesn’t have to i’ve set them up where it was parents creating the gift annuity paying income too. The case i’m thinking of his daughter’s, three different daughters, so if you hear that someone is in need of income or they’re concerned about income, or maybe they’re concerned about income in the future in their retirement years, there’s a variation on the gift annuity that khun help that person also. So those air some of the clues and i have ah, little more about that on my block on the post called talk about gift annuities um, now that you have your specs, what do you start to say to them? And i have some examples of simple ways, plain language explain the features of a gift annuity so that people will understand them. And there’s a said more about that on my block at tony martignetti dot com and that is tony’s take two for friday eighth of march, the tenth show of the year. We’re in double digits now already. My goodness, maria simple. Are you out there? I am here. I know you are marie simple is the prospect finder she’s a trainer and speaker on prospect research. Her website is the prospect finder dot com her book is panning for gold. Find your best donorsearch now you can follow maria simple on twitter at maria simple. We’re talking this month about pr ise it’s not personality related insomnia, it is programme related investments. Maria, what are these things? So they’re very interesting tools that are being used by foundations to be able to help non-profits as well as social enterprises as well. So they are not completely limited e-giving on ly to the non-profits sector, but it’s a way for them to continue to support the sector. But there is a repayment of that money once you receive it from the foundation. So it’s not like an outright grant that a foundation makes which obviously does not get repaid. So this is an opportunity for them. Tio, do some additional mission investing, if you will in organizations. So this is much more entrepreneurial. I think so. Yes, absolutely. It is much more entrepreneurial. Many people really kind of look at it as a loan from the foundation. Very low interest. You know, one of the one of the basics really to them is that they have to be below market rates, so sometimes there there could be xero interest associated with it or very low in just associated with that particular loan. Ok? And i think these fall under the rubric to of social investment, social engagement, but in a financial way. That’s, right? That’s, right? So, you know, you know, like grant, they’re they’re made for charitable purposes, right? But unlike grants, they’re expected to be repaid, often with at least a modest financial gains, and they cannot be made for the primary purpose of financial gain. So again, they did no. The below market rate, for instance, right, has to be below market rate. And the foundation also has to make sure that they’re making that that p r i to an organization that really falls within their their overall mission and goals of the foundation. So it can’t be something that really falls outside of it at all. Okay, so you know your where was talking about prospect research? How are we going to find foundations that will do these types of alternative investments in your work? Well, actually, one of the best tools that i found to be able to research this is through the foundation center. So for your listeners, who might be subscribed to the foundation, direct directory online or have access to it at one of the either in new york or at one of the co operating collections, if you search that online database, uh, program related investments is actually one of the categories that you can actually search upon in that particular database. So it’s it’s, pretty useful t use that database for it. So in terms of what i’ve been able to come up with, i think that might be sort of the best and easiest in this time, because you can search on that key word. Okay, let’s, let’s explore the cooperating collections that air throughout the country. We’ve talked about them before, but its been many months just remind listeners what those are and and how they could find them. So you would really want to find out what closest one is tea, your non-profit organization. Geographically, you can go to the foundation center’s website, which is foundation center, dot or ge, and check out their cooperating collections. Link to find out where the closest one is teo to your facility and then and then you can use it for free, right? Yeah, yeah. You go on site to a cooperating collection. You can use it for free there. Uh, so, you know, you might save some significant money on prospect research by going, you know, making usually what i’ll say to non-profits is. Look, if you have zero dollars to spend on the foundation research making a point at least quarterly to visit that cooperating collection and spend some time there really researching that resource, they also have training now, right? Is that the case and all the cooperating collections? There’s training that’s free on how to use the foundation center tool. You know, it might vary from site to site in terms of what they have for training. But i can tell you this in order to become a foundation center. Cooperating collection, their own reference. Librarians have to be well versed on how to use the products there. So you could always get someone on one help. I’m sure from that reference library. Okay, even if it’s not formal training, right. Exactly. Exactly. We’re good. We’re going to say something else. No. Good. Okay, well, just that foundation center. I wonder why why they chose to spell it. C e n t e r and not c e n t r e i would have added a little cash, eh? I don’t know a little elegance if they’ve been foundation center cnt ari, but i don’t want to confuse listeners. They don’t spell it that way, just as a little panache to it, you know, like theater tr ee now, i want to tell you about another website real quick that i thought was really good to learn a little bit more about this whole arena. Really, it was it was great for me in terms of just general education, um, there’s a network of foundations that that are currently doing pr ise it also are considering getting into it and its mission investors dot or ge so they do have a database, but you have to be a member to search the database, so not so useful, but what they did have was a free webinar as well as downloadable slides that you could take a look at that really kind of goes threw a very nice overview of what this whole area is. So, you know, if you’re just looking for some general education about the arena of programme related investments and whether or not you might be a good fit to approach a foundation, i thought that website was really a good one, and i’ll make sure that i give that to your listeners on your social media outlets, okay, that’s, the lincoln and group and the facebook page. Why did you just say the girl one more time? Mission investors dot org’s. So m i s s i o n investors dot org’s. And then i did ask the foundation center. You know, you can often just get into a chat. What the fear listeners aren’t aware of that you can chat with pendant foundation center representatives online, so i wanted to kind of really hone in on well, what section of the irs? Nine ninety report would we even find these listed on? Right. So if you’re trying to figure out well, now the nine. Ninety of the foundation. Yeah. Yeah. You know what? You know what? What, paige, would they be? List non-cash actually gave me the exact page. That what one could find those on so they have it on. The details are located on part ten b and it’s actually entitled summary of programme related investments that’s outstanding that you could get that kind of support. Do you have to be a subscriber to the foundation center database to get that online chat support? No, you can just go online and ask away your questions so i knew that this was a general enough question that i could ask that, you know, didn’t involve, you know, getting into a paid database that they could at least point me in the direction for what page of the nine ninety this this information is housed on. So, you know, for those of you who maybe have nine nineties that you’ve been looking out of foundations, that is the particular area you want to look at on the nine ninety filing, okay? I just think it’s amazing that they were able to answer that question for you. Did they say what? Let us they say, let us research it. Well, we’ll e mail you back or did it come to you during the in the midst of the live chat? I just had a way couple minutes while they came up with the answer, and then they just chatted it back to me and they, you know very nicely. Email you a transcript of your chat. Excellent. Ok. That’s. An outstanding free resource. Excellent record. Is there another resource that you like? You know, you’re the doi end of dirt. Cheap and free resources. Eyes there. Another one you have for investigating these pr i foundations? Well, they did come out. The foundation center themselves came up with a pretty good report a couple of years ago. And it’s a little bit dated. It came out in twenty ten and so some of the data is from, you know, the mid to thousands, but they really give a nice example of who the largest pr i providers are. So they give foundation names how much money they invested that year. So, for example, you know, they give you those top twenty five. I was surprised to see that in two thousand six, two thousand seven, they did almost seven hundred thirty four million dollars buy-in programme. Related investments. And that was just the top twenty five on dh, can you? Give us a sample of what some of those top twenty five are the names that we’d recognise. Yes, some of them really are ford foundation, david and lucile, packard macarthur, bill and melinda gates, walton family. But see any casey foundation okay, all very big, very big, mainstream, well known foundations, right? Right? And i think really, they’re they’re they’re probably the ones that are actually sort of the trail blazers with this and really are taking the lead and other smaller foundations i think are kind of watching them and saying, you know, maybe this is something we consider doing as well. One of the things i didn’t mention is that when they make a programme related investments let’s say a foundation decides to do a million dollar pr i that counts toward their their five percent that they’re required to pay out. Okay, it does all right, even even though they’re getting some money back or they may or may not think that they can count it in there, you know, again, it has to make sure it’s all lies in their mission and etcetera, etcetera. But, you know, i thought that was that was pretty good. Tto learn about and that be good for non-profits to know going into this, okay, any other advice around pr prospect research? Now, i think that, you know, that’s just a really good general overview for you also, if anybody is a listener that is related in lobbying activities, that is the one area that they can’t, um, that they can’t get involved in, so they’re not allowed teo fundez anything having to do with any kind of lobbying? Okay, well, five oh one c three the one thing that you know non-profits you need to be aware of on dh five oh one see threes, which i think is most of the listeners can’t be involved in lobbying anyway, or only really, in very, very narrow ways, but not even not even in ways that that turned out to be defined as lobbying under the internal revenue code. But i talked with jean takagi and emily chan about that subject months ago. There are regular legal contributors were goingto go away for a couple of minutes, and when we come back, marie and i will continue talking not about pr ize, but about conferences that’ll be valuable in your prospect research. I want to send a little live listener love spring rove, pennsylvania jamaican, new york. Welcome, more more from the u s you guys were a little late. Try to try to check in on time next time hey to admonish listeners, but please, uh, try to check in and try to be on time. One o’clock is when it starts, but now live listener love out, tio, pennsylvania and new york there. Zurich, switzerland. Welcome and mexico city, mexico live, love, live. Listen, love to all of you. We’ll be back very shortly. 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 conscious 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 at monty taylor dot com. Talking alternative radio twenty four hours a day. Welcome back and i’m getting a language lesson on our break. More live love tio zurich, switzerland. Guten abend. I hope i’m saying good evening now i know i’m saying good evening. Guten abend, mexico city, mexico. Holacracy. Cleveland, ohio. Thank you for joining us. Even you came in even later than spring rove, pennsylvania in jamaica, new york, cleveland. We start to show one one o’clock eastern. Tryto try to be timely. Please welcome cleveland, ohio. Welcome. Um okay, maria. Some some prospect research conferences now, let’s. Start with somebody though. Who’s. Not a professional prospect. Researcher. Maybe the maybe it’s, even the executive director or it’s someone who’s part of their time is spent in prospect research. Is it worth going to aa prospect research conference for people like that? You know, i think it might be actually i know that in my early years of doing prospect researches and focusing in this area, attending these conferences was really invaluable to may of and so they actually now include. For example, one of the conference is coming up in august for the association of professional researchers for advancement. Apra is known as actually have a new researchers symposium. That they’ve built into the conference, which is for people who have less than two years experience. So that would be great for a novice, a person who, you know, wants to get to know a little bit more about this whole thing. This whole area, especially that’s, one of the half they have to wear at theirjob, andi, even if okay. So even if they’re not a full time provoc but researcher that’s, right? That’s, right? Yeah, they get a lot of great information. And, you know, sometimes the best the best information has learned outside of sessions. Right? So interacting with other people, connecting with someone else that might be in a similar type organization as you are and really being able to exchange ideas of well, you know, how are you spending your time doing research? And what resources do you find valuable to subscribe to? What are you using for free? I just find that a lot of that learning goes out, goes on outside of sessions. I have a special warm spot in my heart for apra because the apra greater new york city chapter many years ago was the first place where i spoke. In public first public speaking about really about planned e-giving yeah, work, yeah, i don’t know how many years ago it was, i don’t know thirteen or something, but doing playing, giving for fifteen years somewhere around there on then and then that turned into speaking at the mid atlantic regional conference or mark on i spoke there once or twice, i might have done that, that one i think i did to mark conferences and that one’s happening today. I know mark is going on right now right now. Virginia so it’s too late for you don’t don’t try to join that one now, because if i think back, i know i disappointed, i thought, oh, i should affect this particular segment up. Tio january will know that there are other parts of the country marine let’s not be so geo centric. Exactly. So let’s, talk about appa unconference because they’re coming up in august. That is that’s the biggie, right? So that’s the biggest one and they bring in people even from other countries come to this one and that’s august seventh through tenth in baltimore, maryland okay, so that’s one that that people can kind of put on their calendars and they will have a tte the international conference. They will have the novice this not-for-profits don’t have the up new researchers symposium will be taking place there at that particular conference, so that seems to be pretty well set. Lots of information on apperance website share that girl with you now, and i will also put it on the on your social media. But it’s a p r a home dot org’s, apra home dot or ge? I think so obviously somebody some other organization must have gotten apurate dot or ge? I don’t know, i have a feeling i’ve not ever tried looking for that girl, but that must be what happened. I just have this one bookmarked, i wonder if that’s like anesthesiologists in puerto rico association or something that you never know somebody took ap pro dot org’s, but so don’t go toe tapper, dot, org’s, goto, aperol, apra, home dot, org’s okay and that’s, where you’ll find information about the international so that you know that one is definitely one to consider. And if you’ve not visited baltimore, maryland before a very nice area tio go visit in the waterfront and so forth. So a couple of others on the radar screen coming up in april up in cambridge, massachusetts, it’s the new england what they call nedra new england were doing officially known as development research association. So some of the apa chapters twenty seven of them across the country, some of them are really big and really kind of have their own, like mark, right? So they have their own conferences, so nedra does the same. They’re going to be april twenty ninth and thirtieth in cambridge, massachusetts, and that website is nedra and gdpr a dot org’s. But basically all of these also just be found on apurate website. Okay, anything that’s, not east coast. Come on, i’ve got a well listeners in torrance, colorado. Torrance, california. Okay, we’ve got cleveland, ohio came in california has one going on june twenty six twenty seven. I’m sorry. June twenty seventh and twenty eight in long beach. Okay on. And they’re known as cara the california researchers. So they’re having their you fudged on that a little bit. We don’t know what karen really stands for. It isthe going to the web site as we speak. California advancement researchers. Okay, there. We go, i don’t, you know, i’m keeping your e-giving your feet to the fire. I know for john had waiting for me, okay, so they’ve got their own event going on and, you know, find a chapter near you and just to find out what events i mean, some of them will have monthly meetings, are meeting every other month, the’s chapters. So i mean there’s, twenty seven of them across the country, so you can just always hook up with one of those chapters and see what regional learning opportunities there, maybe on that that’s where i actually first started speaking on this prospect research topic was at my own apra chapter, which existed in new jersey and no longer exists. All right, it’s, very fitting that way. The last one you gave. I was in california because gonzalez, california just joined us. Gonzalez. I hope they heard it. Gonzalez, welcome. Okay, we have to pretty much leave it there. Maria. Simple. I want to thank you very much for being on again. Thank you for having me. My pleasure. Excellent vice excellent information. You’ll find maria at the prospect finder dot com, and on twitter your you’ll find her at maria simple by maria bye now. Next week, amy sample ward returns she’s, our social media scientist and regular contributor on that subject, and she’s, also the membership director of the non-profit technology network and ten this woman has covered it in another book, social change, any time, everywhere and there’s a good chance. We’re going to be talking about that for the full hour next week. Amy sample ward and she’s also at south by southwest right now in austin, texas, and she’ll have some some notes for us from south by southwest. We’re all over social media. You can’t make a click without sparkle a testa dura smacking your head hard into tony martignetti non-profit radio let’s pick one youtube you could get more on youtube. I have over ninety videos there. Most of them are interviews that have streamed on this show and a few of them. Are my standup comedy gigs so that’s all on my youtube channel, which is really tony martignetti some clown took tony martignetti before i got it to it, so i had to call myself, really? Tony martignetti i’m working on bumping him off, i think he’s in the boston area, if we have any boston listeners, ah, i’d appreciate some help we want to get that i want to get tony martignetti okay, thank you very much for being with me, though whatever social network we might be connected on besides youtube, itunes, facebook, twitter linked in four square pinterest slideshare i’m on all of those. Our creative producer was claire meyerhoff. Sam liebowitz is our line producer and assistant producer is janice taylor shows social media is by regina walton of organic social media and the remote producer of tony martignetti non-profit radio for when we go remote, which will be doing in june, is john federico of the new rules. Oh, i hope you’ll be with me next week that’ll be the fifteenth of march two thousand twelve eighty be anna domini right here at talking alternative broadcasting, which will be found at talking alternative dot com oppcoll dahna dahna hyre durney schnoll i didn’t think the shooting. Good ending. You’re listening to the talking alternate network, waiting to get you thinking. Take it cubine hi, i’m donna and i’m done were certified mediators and i am 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 way look forward to serving you! You’re listening to talking alt-right network at www. Dot talking alternative dot com, now broadcasting twenty four hours a day. Oh, 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 are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over intellect. No more it’s time. Join me, larry shop a neo-sage tuesday nights nine to eleven easter for the isaac 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. 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Tony’s guests this week:
Dave Poulos, chief consultant, Granite Partners
Claire Meyerhoff, editorial director, The Planned Giving Company
Read and watch more on Tony’s blog: http://mpgadv.com
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Durney welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent i’m your aptly named host last week on the april fool’s edition, it was ask awareness for small shops that was with amy eisenstein. She’s, the author of fifty, asks in fifty weeks, and she shared lots of valuable insights for opening up relationships, identifying prospects, cultivating and soliciting all for small development shops. In fact, one of our listeners posted to the facebook page that it was the best hour she spent all week last week. I appreciate that this week we excel in email execution, it’s going to be dave pulis davis principle of granite partners and he’s going to share five elements of effective email marketing and also have other tips about list hygiene. Are you getting the most out of your e mail? How do you develop an email list if you don’t have one? Is your list hygienic and only engaging in safe practises? Also claire meyerhoff claire is editorial director at the plant e-giving company, and she is this show’s creative producer claire’s going to reveal how to write for email fund-raising so that your messages get opened rid. And responded to so we’re all about email in this hour between my guests, it’s tony’s, take two at roughly thirty two minutes into the hour, and this week on tony’s, take two five ways to be a planned e-giving evangelist or an evangelist for whatever it is that you love doing that’s on tony’s, take two. So we’re all about email this week. After this break, i’ll be joined by dave pulis and where we’ll get started with our excel in email execution show. Stay with me. Did the shooting getting ding, ding, ding, ding? You’re listening to the talking, alternate network waiting to get in. Good. Cubine 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 crawl are said to want to 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. 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. 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 were all about email today, and i’m joined now by dave pulis. Dave, how you doing? Good morning. Thanks for having me, it’s my pleasure to have you welcome. Dave is the ceo and chief consultant of granite partners, which you’ll find out granite hyphen, part p a r t dot com he has been creating successful marketing programs for clients, mostly in the washington d c metro area for over twenty five years, and i’m very glad that his work and his expertise in email marketing specifically bring him to the show. Welcome again, dave, thank you, david. What does somebody do if they don’t have an email list to get started with him as well? Talk about building the list before we talk about what to do with it. Uh, there are a number of approaches that depends on what situation you’re in. If you’re looking for consumers, there are off a lot of ways to build a consumer list. Um, one of the more prominent and more recently evolved is the social media. You can use social media to evolve yourself into an e mail list based on friendster, facebook twitter followers linked in connections those kind of things can all be gathered and uses a colonel for a personal sort of networking list that you can use to promote whatever business you’re in. Okay, we’re non-profits fundraisers, it’s a little more complicated. Okay, well, that’s let’s deal with complicated cause. Our audience is small and midsize non-profit so that’s that’s where we want to be how should they go about it if they have a list of people who have been supporting them? Maybe just for a couple of years, maybe for many years, but they don’t have email lists. Uh, probably the first thing to do is make sure you have permission to communicate with their members are builders. They say something. Do you have a least an address for them? Send him a postcard asked him to send you back their email address. In response, you’ll give them some sort of data special report or a copy of research or something the value to them in response in return for them giving up their email. Okay, so use their their physical address to get their email address or okay on your website if the organization has a website. And you simply ask visitor’s log in before they can access certain pieces of it or certain information that they need include a lot to give them your e mail address. In that way, you can collect it and use it for later. Okay, so maybe not to get to your home page, but to get to some deeper content on your site. You mean then then there’s ah, little there’s an access that requires email address that’s one good way to do it. Because you’re making sure that it’s not just a casual visitor, you’re having themselves collect by their level of interest. Okay, okay. What’s, what you would end up doing if you if you put it on the front of the home page, you’re going to get every tom, dick and harry that entered that in the search. They wanted to see the front page and make sure they got to the right spot. See if there’s anything of interest there at all, you make them register, you get their email address, you send out e mails. You wasted all that time, money and effort to maintain the list. And they have no interest in on what you’re offering right? Ok? Or you might even just turn people off who might have an interest, but they said just to see the home page, i have to sign in, right? Right, you’re going to get some abandonment issues, they’re for your for your web page as well, and there are people that have a legitimate reason to see your front page and can use the information, but that you don’t want to write. I love how you call it abandonment. I’m not going to put you in jargon jail for that way have jog in jail here on tony martignetti non-profit but i already know you. I said it and then you called it abandonment. I just love the you know everybody every every business has its has its language. So abandonment issues. Yes, of your plus, if you know if you having spouse problems, that could be an abandonment issue. But we’re not going that deep again. That’s a different show that’s ahold of yes that’s a whole different person. Um, abandon ministers? Yes. Alright. What about what about events? And if you’re hosting an event, maybe just put post cards on the table at the events or something like that. Anytime you’re gathering an environment where you have potential donors or potential participants, you want to make sure you’re gathering, collecting email addresses, okay, people importing them on their business cards. It’s a good way to start raffles contest, even offering as i do on my website content in exchange for the information we talked about it buying, offering by mail some sort of special report i offer electronically a report on my website and i forced people to give me their email address, so i consented to them. Okay, electronically and it’s, a much fairer trade and people who are looking for something to read like to receive free reading material and return. It makes a lot of that now. Will people see that example on the site that i gave the girl to granite hyphen p a r t dot com they will there’s a new report there on how engaged customers on the left hand column. If you click there, you’ll be able to download on a free pdf of a report guard through some research. We did a little while ago about how to engage customers. Also have tto log in. To give me your email address, i can send it to you, you’ll get a response back that tells you yes, we received your order, and if you like anything else, please let us know, and you’ll also get a confirmation of the fact that you received the order and a questionnaire about whether you like it or not. Okay, so i assume those are all the best practices because you’re doing them for your business, it’s all automatic. I don’t have to do a dog gone thing, and it makes people connected to me much better and gives them a lot more opportunity to give me feedback on the information. And unless they collect their name without creating too much of a problem with their identity and something you alluded to in that description of the way you’re recommending things go about o r non-profits go about building this list is having permission. What? What is what is permission? Marketing and how do we get permission? Permission marketing is a critical step in producing effective push down marketing. What you’re essentially doing is letting people to give you their permission to market to them. And that does two things. One engages their level of interest and let them self select what they want to receive. Two it also tell you how they want to receive it by medium, he opted in is a way of gathering permission marketing. If you send out an e mail to all your members, say ifyou’re non-profit membership organization and say, we’re updating our record, we’d like to give you would like you to give us your email address so we can communicate with you that way. Check the following boxes about what’s appropriate what the best address to use is if we have this information correct listed below. Check that and we’ll keep that. And also, if you do not like to receive anything from us, check the box below to opt out, so opt in permission has sort of past it if you give them an opt out option it’s a little less over on a lot of people to sort of ignore it, which gives you sort of tacit permission to market to them. But the trick is they’ve given you the information and are allowing you to market to them directly without being directly at fort alright, and then you as the e mailer as the non-profit have a responsibility to honor all those selections that the person has made. Absolutely. And if you don’t honor them, your reputation with that person and in general, gets tarnished to the point where it’s almost unusable, and we’ll go into that a little further with, with the a little later on. Ok, we’re going to take a break right now. My guest is dave polish. We’re talking about excellence in email, execution, stay with us, talking alternative radio, twenty four hours a day. 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Well, cleanly is one that functions and deliver your message precisely where you wanted to go every time. And there are a couple of things that you need to start with. You’ve built a list that you think is right. The first thing is to make sure that what you start with is good, that we all know about computers, garbage in, garbage out. You have to make sure that you all the addresses fit and conformed to the format for proper email address. Okay. Typos, bat fingering the addresses, getting things backwards, transposing characters. Email addresses are far, far higher accuracy level than postal address. Write the e mail. I just has to be exact, right has to be perfect, another perfect every time or it will not go. I know what you have to do is check it bilich manually and electronically to make sure that all conforms and you, khun, send every piece of mail on their towards both to go ok is the simplest way to do that. To send a test email to someone to verify that on dh, then get their permission in the way you described is that is that a decent way to do it? Uh, you’re better off eyeballing a list firsthand mechanical and then going through optically and and making sure you haven’t missed anything. Because if you get things wrong, you may get stuck or trapped in filters and create problems. And what that’s going to do is block you when you get the right of duitz okay, you want to clean it up visually? First, as best you can make sure that all the symbols are right before the domain name it’s not a exclamation point instead because i’m gonna get the wrong key. Happens a lot. You can do search and replace doing this. It takes very little time. To do it electronically and then go through and i bought a list they just have to three people looking over, make sure there’s no glaring errors. You want to make sure that all the domain names that have the letters spam in them are taken out those traps put in there by the sometimes when you rent list more often than not, but occasionally somebody’ll flip one in there. When they’re registering, they’ll give you a bogus address that doesn’t really exist. You want to pull out the ones that have a domain name that’s sort of suspicious looking, you’ll learn about it after a while to make sure you’re getting exactly what you think you’re getting, okay, so to get behind to get into the content, let’s say so this wouldn’t thiss wouldn’t be people filling out cards at an event, probably or mailing back in response, it’s when registering so people might give bogus address you know i don’t have such a good hearted person, i don’t even think of e don’t even think of people cheating on something so simple is that really learned over time that it’s ok, you fill out a form somebody’s going to send you back something, and often those lists are sold over and over and over again, and by the time the third generation sale is over, you have no relevance to the list of all right, and you’re getting stuff that you really don’t want it clogging up your e mail box, and you don’t want that, so they either make up a fake address to give you so that bill passed through the filters as a legitimate address initially, or they’ll give you one that they never open, which isn’t gonna do you any good. Anyway, a lot of those gmail accounts or a well accounts that are free people will just have one of those strictly as they used to fill out all that junk drops into there. I see you don’t want to be in that list. You want to see a legitimate lift with a legitimate carrier, verizon or comcast, or or one of those for home and the businesses typically you want them to reflect the domain of the business there. Part of that tells you a legitimate what gmail but gmail dahna all those could be legitimate accounts, you couldn’t you couldn’t screen all those out? No, you can’t, but you can see one that looks, uh two, far from their real given name. If you have that to compare it to, uh, nobody’s registering, you know, as nerd sixty five jool and they’re not giving you a scientific address or their name is fred spelled backwards or something. You start to look at the bogus ones and figure it out. Okay? And since you did mention something that we hadn’t talked about in developing the list, let’s, talk a little about purchasing a list. What is that valuable for the small or midsize non-profit purchasing a list rental and compiled lists can be of value. You have to be very careful about the source if you go through a legitimate list broker and you’re looking for a very legitimate piece of a database that concerns especially business addresses. Yes, you can gain a lot out of that because those things have been double opt in check they’ve been verified on a monthly basis that they do exist and they are really and that they do fit the profile that you’ve selected when you rented the list. Now you have to keep in mind that those are usually for one time use only, and you cannot reuse them unless you have a special agreement from the renter compile lists are another story, those of those public things that you could buy that say have been scraped off of websites or have been captured out of the air from from email conversations and that kind of thing. Hackers will market these things to bring an extra bucks. They’re not very useful, they’re not very male herbal, and you’re getting into some serious spamming trouble by even attempting to use most of them because they’re loaded with with the monitors and traps and keys in their little tell people that you’re ok, then you want to be working with a legitimate company that you can verify you mentioned scraping off female what’s your trading closely to jorgen jail has, and it sort of has a a suggestion of what it is, but but i don’t want you to even be anywhere near drug in jail. So what? What is scraping somebody’s? It sounds like unsavory practice. It isn’t unsavory practice in its connotation, and it is information what you want to avoid. There are people out there, who will go to a business website and literally capture copy paste electronically scrape off every email address that’s buried in there. Your entire staff listing all your if you’re going to a law firm, they’ve got every lawyer listed on there with a love with a separate email address for them, they’re going to scrape all those off of there and compile them all into a big list. Listen, this may be legitimate, but they don’t know who they belong to or what they go to what level of persons is they have no information that goes with it, it’s just a list of addresses, as if people would really want to communicate with a bunch of lawyers or anything. There could be no manufacturing firm or, you know, the post office website or anything. They just gathered a bunch of e mail addresses from a bunch of list. Sometimes they’ll use. They’ll sort of piggyback on someone else’s, the internet activity as well, and their going from site to site start scraping through that. Okay, it gets very, very tedious and very touchy when you start doing stuff like that because you have privacy issues, you have legal issues? Uh, spam laws have teeth in them. Ladies and gentlemen, they can sue you for spamming. So you want to be careful what addresses you’re using and who you’re sending? Okay? And i didn’t want to suggest that. Buying a list from from verifiable source would be a good way of trying to get donors. I mean, as a fund-raising consultant, i didn’t mean to suggest that this is a way to acquire new donors, but maybe to acquaint someone with your with your non-profit but you’d have to be very precise in the type of list you bought in terms of the interests of the people. Is that is that possible, dave, to drill into get a list of people who are interested in, i don’t know environmental activism, and but maybe in the pacific northwest, i mean, do the lists from vera from from stable and appropriate cos come with that level of detail, some do, and some do not, uh, they’re further a head for business than they are for kapin consumer availability, drilling that deeply. Okay, if you drill down into segments that deeply on consumer list, chances are good you’re gonna have to pay a pretty penny for it. A good place to start with that if you have a specific interest, they look bilich environmental, you would want to try going to print publication that deal with that concept sierra club or audubon society or any of those that deal in environmental issues routinely subscriber list from them could be segmented by geography. And you could also rent additionally, email addresses that go with those mailing address him that way. Excellent idea. Okay, because that, yes, you know, the publications targeted. Okay, great. All right, so we need to get around that trying to pull that out of a compiled list is virtually impossible. Okay. Okay, good. Thank you. So we’ve developed our list. We understand how to get it clean and make sure it stays clean. Has to be maintained another thing, because now thing out, once you’re going to get some activity coming back from it, not only response is that you want, but response is you don’t want your going to get people that ask you to take them off. You’re going to get because you missed the target. It wasn’t who you thought it was not interested. And they don’t want you to lock up their box for the next six months with stuff they don’t need. That’s a good thing. You like getting those out of there? Because that saves you time and money. Yes, too. You’re gonna have people that were out of the office that day and i just bounced back and told you they may get hurt or they may not. Three you’re going to have bounced back for another reason, theis, and that part of the country was a little slow that day and missed something. There was a glitch in in a certain segment of the internet that went down for a moment your mail got trapped in it could be any number of other things. There’s a whole series of bounce back code that the internet service provider will give you that helps you interpret those bounce back unless you separate them out and decide whether to keep that address that is a temporary thing or whether it’s permanent it’ll tell you if you got the address wrong, if that person’s not at that address anymore. If that business is not there, that remains not active. Whatever they’ll tell you. What the problem woobox with it, when you learn how to read the code, we got to get those out of there. Once you’ve sent the first one, you’re gonna have to be prepared with how to deal with all those. Things that bounce back and those happen fairly quickly, usually within the first hour or so after you send it. Okay, so that’s that’s really list maintenance and that that’s going to be happening every time you send to your list sounds like there will be a certain level of activity depending on how little that down to practically nothing. Yeah, alright, depending on how many people you’re mailing to if it’s just a few hundred, you’ll have fewer of those which is get you in fewer because you’re making good decisions based upon those code taking the bad ones that are going to be permanently bad out. All right, you’re not re mailing, right? Okay. So, uh, well, let me just remind people that my guest is dave polish he’s, the principal of granite partners. And we’re talking about ex selling in your email execution. So then, dave, we have developed our list and it’s clean, and we’ve gotten the appropriate permissions and we know how to maintain the list over time. You have some elements of effective messaging, actually. What to say? What? What? What’s. Your first bit of advice on what the content of the message should. Be, uh, some of it is what to say, and so that is how to say it. Okay, um, the first thing you’re going to notice is that with the new influx of mobile customers that are out there that have their email come to a mobile device, you have far less real estate with which to impress the recipients you have basically a from a dress and a single subject line that’s all they’re going to see on a mobile device there’s no preview function. So what you have to do is make sure that a the address you’re sending from is from a brand they will recognize or at least understand. So whatever service you are using to send these out, if its outlook, you have to set up a box that sort of carrie’s co-branded makes sense for the outgoing mail or if it’s a service, you want to make sure that they’ve gotten you on outgoing address that reflects your brand so that they know who this thing is from and they recognize. But wouldn’t wouldn’t the service just be using your own? You’re you’re non-profit domain name, sometimes they do, and sometimes they don’t they have what’s called rotating? Yeah, what’s. A rotating what’s, a rotating. Why would they understand? Why would they rotate for the same non-profit why would they use different domain names to send from? They’ll mask them behind an existing name, so the recipient will only see your name, but they’re using ten or twelve different outgoing addresses because they could shove more down the data pipe. That way they can spread your list out, get it out the door faster, but if you’re a non-profit you want it to come from your domain, absolutely time your domain is that the physical space that your domain inhabits doesn’t allow enough passed through dahna you can’t shove enough email through it fast enough because you just don’t have enough bandwidth, you didn’t run enough stone, so what happens is they’ll spread it out and they’ll mask it. They’ll refer to your domain name. The recipient only sees your domain, which is good, but they’re using ten twelve different ones with sam filters will pick up on the sub and block things out on who’s, the who’s the day that we’re talking about is this a company like constant contact? Is that o r who’s today you’re referring to there are service providers after that do nothing but deliver both female. They are, they’re registered there, certified they’re they’re very, very compliant with the service providers that give you internet access and then actually deliver and carry the mail. This is a middleman that you would go to as a non-profit if you have a list of of ten or twenty thousand potential donors that you’re going to be sending to routinely, you’re not gonna be able to shelve twenty thousand addresses through your outlook account and with any kind of accuracy or time limit. Okay, so what you’re gonna do is anything over about two hundred names you’re gonna want to goto what provider that sends out both female for a living that’s all they do and is constant contact an example of what you’re talking about male chimp? Is that an example? Or there are eyes that i am i in the wrong line, the wrong space, you’re in a similar space in a different scale gostin contact and male chimp and those kind of things arm or of the do-it-yourself version of that, their sort of big versions of outlook, they’re attached to larger relation all databases that lets you get mail out in larger volumes by yourself from your workstation, ok, here, but if you’re sending ten and twenty thousand, even though we’re gonna have a problem, they’re going to start to bog down and go very slowly, and they’re going to use up a lot of bandwidth, okay, but for our audience of small and midsize non-profits the ones i mentioned, what might be suitable absolutely after they’re a great way to get started. If you’re looking at that between two and five thousand names of any kind. Yeah, constant contact, be a very good bargain, ok, dave, we have just a little less than a minute left. Why don’t you tell us what you think is coming next? What’s the what’s, the next generation of email going to look like email’s going to get a lot more robust in the next six months to a year, you can bet on the fact that you’ll be able to embed photographs and video in your outgoing e mail and have it be interactive and reacted currently, if you put an image in an email, you run the risk of having it be screened out by spam filters or by network. Firewall because they don’t allow images, they scan for them and they remove the as being too large, and they cut down on the volume of data traffic so they get rid of them. So if you’re putting an image in there, one of the things we tell people who don’t let the image tell the entire story, have some text that tells the story because the image probably going to make it and you see video coming in email, absolutely video will be able to be embedded in outgoing email beyond the capability we have today where it’s, just a lincoln it’s, actually resident somewhere else. We’re going to be able to actually carry video imagery on before too long. All right, we have to leave it there. Dave pulis principle of granite partners, which you’ll find at granite hyphen part piela dot com dave, thank you very much for being a guest. Thank you for your excellent ideas. Pleasure. Enjoy it. Thank you very much. After this break, it’s tony’s, take two. You’re listening to the talking alternative network. Geever oh, 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 effort. 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. Admission one one media dot com hey, all you crazy listeners looking to boost your business, why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back. It is roughly thirty two minutes after the hour, which means it’s time for tony’s take two, and after that, i’ll be joined by claire meyerhoff and we’ll continue talking about ex selling in email execution five four tonys take two five ways to be a plant e-giving evangelist something i blogged about this week, it actually could apply to anything that you that you do that you love doing, and i hope you really love the work that you do so much so that you want to evangelize about it. I chose planned giving as the subject of my evangelism on this week’s blawg, and i’ll just share a couple of the things that i think go into being an evangelist for what you do. Yeah, i love it, you know, in my example, you gotta love plant e-giving you gotta recognize that it has value for non-profits and for donors and for their families, and recognize the good that it khun do for society as you’re helping charitable missions. So whatever it is that you want to evangelize about, you really have to love it and be unashamed about your love of it don’t talk you know sort of humbly or shyly about whatever it is you want to evangelize about, you got you need to be out in the open, you need to be enthusiastic, which should be easy because you love what it is you’re talking about, so carry that enthusiasm don’t don’t don’t talk, you know, sort of humbly about your your love of the subject you want to evangelize about lear, love of your work and and and as you’re being unashamed, spread that word, spread it to people that you work with, people who are in your network that you don’t work with, um, when the topic comes up, you know, what do you do? What do you love doing? You want to be unashamed about sharing it, and you want to use the opportunities that you have to spread the word. And so those are three of the ways that i think you could be a plant e-giving evangelist or an evangelist about whatever it is you love to do, and you can see my blogging m p g a d v dot com for more on those ways and a couple of additional ways as well, and also always the reminder that we are on itunes you can subscribe at itunes, listen and get automatic downloads of the show and listen at your leisure on the device of your choice, whether that’s, tablet or phone or desktop or laptop and that is always at non-profit radio dot net that is tony’s take two for friday, april eighth. I’m joined now my guest is claire meyerhoff. Claire, how are you doing, tony, right, how are you? Pleasure to have you back. I’m well, thank you very much. Claire meyerhoff is editorial director at the plant e-giving company, and she is the creative producer of this show. We’re going to talk about howto write for email fund-raising so that your messages get opened, read and respond to do so. Continuing the topic of excel ing in email execution claire so dave paulus sort of left us with write a perfect point, i think, talking about the header of the email he talked about where it’s from what’s your advice about the subject line of the email? Well, the subject line is really important because if you think about your own email use, what do you do? You’re on your iphone slip. Through it. So the subject find is very important and what you want to do, it make really some buddy. So so whatever you are promising them, you need to deliver it on the inside. All right, clara, i’ll tell you what were you sure need to repeat? Actually, what you said about the subject line because you were you’re breaking up. You’re on a landline, right? I am on a landline, and i’m hearing some feedback. Okay? I know the feedback is a little challenging. Try toe, i guess. Talk through the feedback and or maybe not listen so much, but just just talk on dh when you’re done talking, then put the earpiece back to your ear. But could you tell us again what your advice is for the subject line? I’ll do that. Ok, ok, my advice for the subject line is the subject line is going to be the thing that the person will either open it for. They will delete it so your subject line needs to be something that is really, truly news. What? What is it that you are going to be telling people or you want them to do or you want them to hear about most? So put that in there and basically only about thirty characters or so because they don’t even see the rest of us. Put your good stuff up front. Yeah, you sort of have to write that like headline, right, it’s, it’s, a lot like a headline and think about the news business and think about why you pick up a newspaper and read it it’s because of the headlines and any new yorker knows that york post the daily news, they’ve had a long history of really pretty interesting headlines that really grabs your attention. So think about the same thing with your non-profit what is your non-profits headline? And what is the headline for this newsletter that for sending people something generic, like may newsletter june newsletter? Okay, yeah, i have to. Yeah, the new york times are the sari, the daily news and the new york post. My favorite. Well, one of my favorites there’s a whole book about new york post headlines, which is it’s called topless body in head headless body in topless bar. Aunt, i have a copy of that, but it’s a headless body in topless bar from a murder. But one of my favorites was when jack cousteau’s ship crashed and the headline was calypso collapse. So isn’t that genius? I just have to show you right now, it’s go on and you’re like a save the whales organization. You’re not gonna have that to live so collapse. So are anything like that? So i think that’s pretty cool, it’s. Hard to be that clever. But those clever and you know what? If you were that clever, someone would probably open up your email. Certainly. What do you have any other advice for? The for that header information. Uh, maybe the from la who should be from or or any other advice there. Well, unless everybody knows that lisa is the head of your organization, it shouldn’t be from one person instead, make it from your organization and have it the name something that is sort of more of an action. Kind of a word. Like not information, but news. Maybe, you know, news at habitat for humanity, dot com or something like that. So give it give it a name that is a little newsy sounding might get someone’s attention better than, say, info at or or you know, something really generic and, you know, keep again, keep it really, really short. And you put the key words right up front and whatever some buzz words are that air right now in your field. So if sustainability or something is a good buzz word, that and so definitely just put the key words right up front that the main thing, okay? And you mean in the from line, so maybe sustainability at the domain is that is that what you’re suggesting? I’m talking about the subject line, so okay, you have your nature organization, and you’re always talking about sustainability, and the name of your newsletter is something with sustainability. Perhaps that could be your email address. I hadn’t thought of that, but it could be whatever, whatever you want. So that it’s recognizable and again it’s all about the brand and it’s recognizable and always be thinking about who your audience is. And i like to think of your email recipients, the people that will open the email and those are the ones we care about, the most people that actually open it, and then the few that follow through, right? Who were those people? Those are your most boyle people just like implant e-giving who were the best plan giving donors your boil donors, people, that e-giving for a long time with the people that are actually opening and reading. Your email, those who you’re really boils followers those year loyal supporters? Yes. Oh, so you’re you want you’re saying you want to have them in mind as you’re crafting your message? Exactly. Keep them in mind. What? What do they care about? So think about a few people that you know, supporters of your organizations have names and faces and think about what are they interested in? What is kathy interested in? What is robert interested in and crafted that way? Ok, on, daz were crafting our message. What’s your advice about how long it should be the subject line. Oh, no, the length of the body of the message. The body of the entire email newsletter should be chunked. So if you have, you know, one big article, you know, trumped that up into different articles. But faras length, you know, there’s. No specific lengths to into an e newsletter. It could be his long or short. As as you like. Think about the ones that you read and pattern yourself after that. If you’re bored after a certain amount of time, then your readers our board, pretty sure. Okay. What other advice have you got to share? I’ve been sort of, you know, suggesting topics, but you tell us tell me what? Your your advices. Well, here is some duitz do plan ahead. A newsletter done that’s on the fly usually looks like it’s been done on the fly. So plan your news letter ahead of time and that means preparing an editorial calendar. Maybe for the whole year. How often are you going to send these out? If you feel like you can send out one a month that’s great. And then think about what you might be doing in those months. Like, if you know, your annual report is coming out and you’re gonna have a lot of new information, then you know that khun, your main news letter might be packed with a lot of great, um, like statistical information, all kinds of cool stuff that you know about in may, but of course in december of the holidays, so you know that you can do holiday related things, so come up with an editorial calendar, so if you’re going to do it once a month, pick a day that you think is a good day to send it out when your readers are most likely to read it and then plan ahead, say well in in february and do this in march. We’re going to do that and have a couple of things knowing full well, what what’s going on if it’s september back to school and that’s important for your organization. Well, then that’s your back to school newsletter and you know you’re going tohave information about that and also decide on a goal before you do your newsletter what’s. The goal of the newsletter is the goal just oh, well, we want to tell people a bunch of stuff that’s going on. Well, that’s not a goal. What’s your real specific goal. Are you entering into a campaign? Are you announcing something? And you want everybody to know about it? Are you trying to raise money? Are you trying to get people to come to an event to sign up for a walkathon? What is the goal of the newsletter and then work backwards from what your goal is. Okay, claire, we just have about thirty seconds before the break. You mentioned planning ahead. And maybe as much as a year as you’re developing your email marketing plan. You want that? To be dovetailed with your other marketing activities, right, you might be sending print pieces as well around your events, things like that, right, absolutely. And marketing is a huge challenge for most small non-profits. The person doing marketing is also doing fifty other things, so the more planned you khun b, the easier it makes your job, so have a little marketing plan for the year, even if it’s one page and it’s a calendar, we’re going to do this in january, february, march, april, may, june, july, august and it’s all about when you send postcards. When you send email, when you send a regular newsletter and other mailing, okay, we’re going to take a break. My guest is clear meyerhoff editorial director at the plant e-giving company were ex selling an email execution stay with us 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 conscious people. Be better business people. Durney i really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness can help you get back on track or start a new life and fitness. Join joshua margolis, fitness expert two one two eight sixty five nine to nine xero. Or visit w w w died mind over matter. N y c dot com upleaf 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 for 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 effort. 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. Admission one one media dot com. Talking dot com. Dahna hello and welcome back. I’m talking to claire meyerhoff and were ex selling in your email execution. Claire, you had a list of do’s that you wanted, teo continue sharing with us. Well, some other dues are due. Motivate your reader. You are sending this email to them, and you want them to do something and you need to motivate them to do it. And the easiest way to keep them unmotivated is too forthem, boring and dull. And the best way to do to motivate them is to tell them about something great that’s going on. That really would matter to them. So, do you have a really great event coming up? Do you have something really cool that you and your organization to tell people about it’s is? And news means it’s, usually something you what’s going on in your organization. That’s important to your reader? Not just what’s important to you? Yeah. You just finished your quarterly report, or or you have a new, you know, drink machine in the break room that might be important to you. But it’s not important to your readers. So think about the things that you are. Reader will think. Okay? And that’s consistent with your advice earlier just have a few people in mind and think about what’s interesting to them and write to that audience and think about what’s interesting to them also do the cocktail party saying or the or the coffee shop thing where if you ran into someone at starbucks and they said, hey, what’s new in your organization will help. Yeah, excellent, right? If you just had a couple of minutes, right? Excellent. Another any other dues? Uh, you might want to tell people why this is important now, which is usually through for fund-raising so what is going on right now? Why this is important. So if you’re an environmental organization and there’s some sort of threat that’s what you want to tell people about right now, we need to do this now you need to sign the petition. Now you need to send the money now we’re trying to fight it now your call to action it’s the call to action and make sure your call to action really is a call to action and that you’re writing matches the urgency of it. What i see a lot of times in email that i get from a lot of different non-profits is, you know, it’s sort of the henny penny email the sky is falling, they’re taking our rights away and they’re going to ruin the environment and they’re really bad, and i don’t really want to see that i want to see the action i want to see, like what you were doing, like, you know, we’ve got a bus on its way to this place full of volunteers, and they’re all going, and we need some gas money, like, i want to know what the thing is right now, the action that you’re doing that you need my help, why are you writing to may? Why is that news? So tell me that okay, before we get to your don’ts, which i’m sure you have, how do you make sure that you’re emails are consistent with your general identity for the organization? So they look like the rest of what you send out, whether it’s emails or website or or print well, that goes back to your marketing plan if you have one in some places, don’t you don’t have one it’s pretty common. So think about a couple of simple things that you always do and include that in your newsletter. So if you always have a pet of the month because you’re the animal adoption agency and you always have a pet of the month and you have a cute little name for it used that, make sure you use that in your in your identity, so use those identifiable things that you’ve already created, and if you don’t have some it’s time to create them, okay, so that’s excellent that’s the substance? What about just the appearance of the messages? How do you mean by the appear? What? What artwork? You might include the photos or our identity elements that you have for your non-profit well, i was listening todavia earlier about sending photos and e mails and how a lot of those get filtered out. So i’m definitely thinking about the photo thing because if people aren’t getting them that maybe not a great fool. I love photos if you can use photos, photos are the best and frankly, a lot of times your most loyal donors are also on facebook, and they’re a friend of your organization on facebook and as long as you’re not putting up things like ten times a day, they’re interested in being what you have there not gonna block you. Okay, so think about your facebook think about your email newsletter in conjunction with each other and how they can play off each other. So if you have a great, great photographic like the best photograph that tells the story of your mission like no other photograph, use that photograph a lot of times, repurpose it so you might want to send it in your e news letter and have it on your facebook and in your e newsletter say there are more photos like this on the facebook or on our web sights and people through the website where there are more of these great photographs and then take that really great that one great photographs and put it in your print newsletter used it on a postcard for fund-raising let’s say, you’re doing a little plan giving postcard campaign. Put that one great photo on that postcard so we use the good stuff that you have. Good, we have just about two minutes left. What are some of the don’ts that you want to share? Well, it’s funny that you say that because i try to be positive these days. So i wrote a big list. Do you have all dues and no don’t so i thought for sure. Ok, right around. Okay, well, so okay. Don’t don’t be not creative. Be creative, be creative use of environmental organization. And you just did a survey about ice source in your community. What are the top three? See, that would really get attention. So be creative with stuff. The good stuff that you have that’s interesting that your organization really had a handle on. So let’s say you are an environmental organization. You just did a big survey, and out of that survey results came the, you know, little thing that wasn’t the main focus, but in it was, you know, people complain the most about the certain areas in your county that we’re the biggest eyesores. Well, that’s a new story for you where you can say, what are the top three ugliest eyesores, the whole county. And you can do a lot with that that’s really interesting people will open up that email is your town, you know? Is this eyesore in your neighborhood? Why don’t you leave? Us with one more of your dues or however you want to phrase it dues or don’ts duse or don’t? Well, i like to talk about, you know, writing and words and storytelling, so just do tell really good stories that are about someone that affect other people don’t talk about yourself and how how great you are, talk about the people that you’re serving and how you’re solving prop emblems for people. I’ll give you this one. This is my one last tip i give everybody these days, you can’t think of a story, look at the money, find out a recent gift that you’ve got and how did you use that money? And then find the person that’s benefiting from the money that you’re using. So, for instance, if you just got a gift and you build a handicap ramp, who is benefiting from that handicapped wrapped rampant your facility to find that person and do a story about them and that’s where you find your story stories, they’re everywhere to follow the money, certainly because charities are doing good work so people who are people are benefiting those stories should be very common, right? Where’s the money. Going find, find someone benefiting from it and focus on them. And where would their life be without this organization? And where would their life be without specifically this money that just came in and how it was used? You had a big campaign. Everybody gave money, you raised thousands and thousands of dollars. Where did it go? Thank you very much. Thank you very much, claire. My guest has been clear meyerhoff editorial director at the plan giving company and creative producer for tony martignetti non-profit radio next week we’re going to be all about auctions if if we bring that a little further, may weaken do advertising and awareness advancements in auctions in america. But well, for right now will just stop with all about auctions silent, loud or online. What’s it all about auction’s. My guest is going to be roger divine of divine assistance and he’s going to explain what auctions are all about. I hope you’ll be part of that conversation on we’ll have a group sing at the end. Maybe also scott koegler, our tech guru, and he’s, our regular contributor. Of course, you know that he’s, the editor of non-profit technology news and he’s going to share what’s newest in technology for your non-profit keep up with what’s coming up on tony martignetti non-profit radio. Sign up for our email alerts on the facebook page at facebook dot com and then the name of this show. And while you’re there, like us, become a fan on itunes, as i talked about earlier, that is always found at non-profit radio dot net subscribed. Listen, any time on the device of your choice, as i said, a few times are creative producer is claire meyerhoff, our line producer and the owner of talking alternative broadcasting is sam liebowitz, and our social media is by regina walton of organic social media. Booker t and the mgs composed our theme music. Thank you very much, guys. I hope you’ll join me next friday, one p m eastern for tony martignetti non-profit radio, as always on talking alternative broadcasting found at talking alternative dot com. You’re listening to the talking alternative network, waiting to get you thinking. Dahna cubine 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. Are you feeling overwhelmed in the current chaos of our changing time? 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 you’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. 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 to 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. I really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fit. Join Joshua margolis, fitness expert at 2 one two eight six five nine two nine. Zero or visit w w w died. Mind over matter. Y si dot com. Durney talking. Hyre
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Tony’s guests this week:
Scott Koegler, editor of Nonprofit Technology News
Megan Galbraith, managing director at Changing Our World
Read and watch more on Tony’s blog: http://mpgadv.com
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Dahna 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, and i hope you were with me last week when we first explained earned income that was with our legal contributors jean takagi and emily chan, they broke down what earned income is why it can be good. Why it can be bad why you need to understand it to protect your non-profit and keep it out of trouble and the second segment last week was leading the leaders motivate your board to fundraise that was pre recorded at the fund-raising day conference here in new york city in june, and we had a consultant, andy robinson and carry kruckel vice president for development and communications at w n e t t v, and they revealed how to move your board to be the best fundraisers they can be this week. Scott koegler, the editor of non-profit technology news in our regular tech contributor is back with us. We’re going to talk about the goods on google, plus he’s going to share his insights into whether google plus is different? If so, how, then what we’ve already got in the social media space to help you answer the question, should we jump in when organization pages become available? We’re going to do a live google plus hangout, which i’ll talk about very shortly, so i hope you have added scott and me to your google plus circles. Second segment breaking down the barriers megan galbraith, managing director at changing our world, has strategies to get public relations, communications and fund-raising working together, playing nicely together for greater efficiency between the shows. Sorry between the segments, of course it’s tony’s take two this week from my blogged are you asking for more when they’ve given enough scooter pies in a folksy restaurant? Let me to remind fundraisers that we need to be sensitive about asking for the next gift, and i’ll talk more about that. We’re live tweeting today. Use the hashtag non-profit radio to join the conversation on twitter and as i mentioned, we’re doing a google plus live hang out in the first segment, so go to today’s show post on my blogged at mpg a dvd dot com and you’ll see links their toe add scott koegler and me to your circles, and then you’ll see the feed, and you’ll get the information on how to join us. So it’s. After this, break the goods on google. Plus, stay with me. You’re listening to the talking alternative network. No. Durney 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. Sick. 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 crawl. Offset. Two, one, two, nine, six, four, three, five, zero two for a free consultation. That’s lawrence h bloom, too. One, two, nine, six, four, three, five zero two. We make people happy. Treyz 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 no. Welcome back to big non-profit ideas for the other ninety five percent, which is what we’re always thinking about on tony martignetti non-profit radio with me now is scott koegler he’s, the editor of non-profit technology news, which you’ll find at n p tech news. Dot com he’s, our regular tech contributor scott, how are you this afternoon? I’m doing great, tony, how are you? Terrific. Thank you, it’s. Good to have you back with us. We’re talking. We’re talking about the goods on google plus. And we’re doing a live google plus hangout, which we’ll get to shortly. Um, let’s see, google plus is a new player in this social media space. What’s what are you finding? That’s interesting there on dh. How popular is it? Well, it’s it’s been around for about two months now. Andi came out of the gate with a real quick start. I believe the last numbers i heard what you’re actually probably a couple weeks old now is that google plus garnered about twenty five million users just in the first month or so of use my lost track of what they’re up to now. But i’m sure that it’s significantly more than that dahna that, of course, pales when compared to facebook’s, depending on the numbers that you believe seven hundred fifty million or so. But, you know, for a month or two months worth of activity, it’s certainly a good showing. Yeah, no kidding. Right? Twenty to thirty million in just a few months. Well, of course they have, ah, powerhouse of advertising and people using it are people using google for other purposes. And in fact, you have to be ah, part of google, right? You have to have a google account in order to use this, right? Well, that’s not so unusual. Although people have made a big deal of it, whenever you create an account when we try to use any kind of social media you have to create on account of some kind, whether it’s, twitter, facebook, whatever you have a you know, some kind of pages says who are you? How to get in touch, that kind of thing? One of the things that is differentiating google plus from mostly from the other two twitter and facebook is that google doesn’t want youto lie. They want you to actually use your riel information. Your real name. They had a, uh, disclaimer about using aliases. In fact, they kicked off a bunch of people, prominent people that you would recognize. When they signed up with aliases rather than their true names that’s been controversial, but personally, i think it’s a great thing. Why do you prefer that? Well, there’s a couple things one is that you really become more like email and that’s kind of the basis for google. Plus, is that your google email address? Your gmail address in this case is, is your actual we now? I mean, it’s what? You used to get information back and forth so people actually know you by that by that moniker. So at the very out start, it does away with some kind of, you know, spanning or advertising and those kind of things which are pretty easy to do on on the other social media platforms where you could just create an account with whatever bogus name you want and start sending out trash to everyone. Uh, and so far i have to say, my my google plus stream is fairly clean, not much trash in there. Okay. And how active for you, how many people do you have in? Well before we haven’t even talked about what circles are but how many people you connected with what’s to be generic at this point? Yeah, i’ve got, er i think just under three hundred or so and i have to say, although i’m a proponent. Hi, i monitor and i read what’s on google. Plus, i have not been a big contributor and, in fact, that’s that’s, another kind of a measure that i saw some numbers on the other day. There was a a statistic that while google plus has whatever twenty five to thirty million users, approximately eighty five percent of those air inactive, which yeah, first blush is pretty stunning. Andi, i’m one of those eighty five percent i read a bit, i i do some hangouts, i post a few comments, but i am not anything like some of these people that you see on there that are superstars of google plus yeah, okay, and that’s actually consistent with our audience, too, because i pulled in advance of the show and asked, are you using google? Plus and fifty percent of the people said i’m interested but haven’t started. About forty one percent said i’m using it a little and only about eight percent said i’m very into it, adding lots of people into my circles. Are getting connected with lots of people that’s only eight percent. So really very consistent with what you’re saying more broadly. Back-up okay, let’s, talk a little about some of the features we have just about we have a couple minutes before break, so we have a few minutes. Some of the features in google plus circles weave mentioned it a couple times. What? What how did these circles work? What is that? Just kind of compare that to what’s out there already in terms of again twitter and facebook with facebook and twitter. When you get when you add people to your account, you start to get this stream of information and it’s basically everybody, it doesn’t really matter who but how closely associate id you are with those people or what that association is. In other words, your mother is, you know, in the same list as somebody who just found you and added you to their friendship. Yes, so there’s no way to really differentiate google jumped on that as probably one of their first major, um, additions, and they have these things called circles, which kind of makes sense they’re circles of association or friendship circles. For instance, so out of this list of people that you have, you can you can put people into different circles, and one person can be in multiple circles so princessa my brother is in my family circle and he’s also in my photography circle, and you can classify people and scott, do you get to define what the circles are? Are those air predefined by google, plus there’s a couple that come with the application just to get started, but you can make them whatever you want, as many as you want and whatever names you like, and then you can add people to them or move them on one of the nice things is that when i had you, for instance, to my circle, you got a notification that scott keiko added you to a circle, but you have no idea which one i put you in my ignore this stuff f ignore and minimus i’m in the ignore enemy circle. I had this guy, but he wants, but i want him to think that we’re connected right thing that’s the name of circling all right, we’re going to take a break right now when we come back. We’ll try to get the our hangout active where live tweeting used the hashtag non-profit radio on twitter. Stay with us e-giving dick, dick, dick tooting getting ding, ding, ding, ding. You’re listening to the talking, alternate network things get. Get in. Cubine 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 lebowitz, 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. Looking to meet mr or mrs right, but still haven’t found the one. Want to make your current relationship as filling as possible? Then please tune in on mondays at ten am for love in the morning with marnie gal ilsen as a professional matchmaker, i’ve seen it all. Tune in as we discuss dating, relationships and more. Start your week off, right with love in the morning with marnie gal ilsen on talking alternative dot com. 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 talking alternative radio twenty four hours a day. Lively conversation. Top trends. Sound advice, that’s, tony martignetti non-profit radio. And i’m samantha cohen from the american civil liberties union. Zoho. Welcome back to the show with scott koegler we’re talking about the goods on google plus and scott, we were just talking about the circle, so that that’s an important point, i think that people know that you’ve added them, but they don’t know which circles you’re in, people that think that’s important for people to understand, right? Yeah, go ahead. So one of the things that facebook has been you know, targeted about is their lack of privacy and being able to direct your your comments to specific people. And so the circles is google’s answer to how to get around that. So you know that in facebook you post a comment and it goes out to your entire world with with google plus, when you approach the comments, you actually have the ability to select which circles you want to send that, too, and it could be all of them, or it could just be one or a few. So you have some segmentation there that you can actually see your communications. Now facebook does have something called lists, but those they seem to be a very minor part of of facebook, i don’t think many people use them they they’re not highly highly used and they’re also not easy to get to it’s. Not something that’s in your face circles are right there and presented every time you make a pose. Yeah, and circles it seems like google plus is built around circles, whereas lists sort of seemed to be like an afterthought or like an add on, i guess at facebook. Okay, so we have circles way also have hangouts. What are hangouts? What? Google’s dahna really nice job of integrating google plus with mobile platform and the there are a couple of differentiations here when you go onto the web and you bring up google plus the button you see, there is hang out, which is the video kind of a video chat and it will support up to ten people. Can video feeds in the same browser window. So right now, if if anybody joins up, we can actually have up to ten people screaming their video into the same hangout. Yes. So now, eh? So we’ve gotta hang out now. Regrettably, i can’t join your hangout because it interferes with our live streaming of the show way. So we saw you on the hangout page waiting for others to join, but we can’t join you for that reason. Yeah, interferes with technology, so and the earl for people to join the hangout is very long. I was hoping it would be something a little more recognisable, but what people should do, i guess, is add you to their google plus circles, and then they’ll then they’ll get your feet and they’ll know how to join the hangout. Is that correct? Yes, that’s what you want? You see, if you can work for me for my profile and then you’ll see the worst of my post in the last one i got up there, my hangout announcement. Okay, on the way to join scott toe, add scott to your circles is to go to my blogged m p g a d v dot com, and the post for today’s show is on the top of the block, and in that post there’s a link to to scott’s profile and that’s how you joined you, add him to your circles so if you do that during the show, you’ll be able to do what scott just said and you’ll be able to join our hangout. Which right now i think it’s just scott it’s just me at the moment. Okay, good. Lonely over there. Okay, but what’s cool about hangouts is you see small pictures of everybody in the hangout, right? But then they get bigger as people talk, right? As you know, it’s, the change of focus. So as he has one person talks, that the picture gets bigger, they become more visible. So it’s a nice implementation and couldn’t. Is this something that non-profits could use for a meeting, right? Sure anybody could use it. In fact, if you have a non-profit that you have a group of your your workers, your helpers, you, khun set up circles with just those people in it, and you can create a hangout and just invite that circle. So everything kind of works together. Oh, you can restrict who joins it. Okay, so you can even you could have a circle for trustees, which might be, you know, too far from the office to come to meetings all the time. Right? Right. Absolutely. Looks like we do have let’s. See, regina, just trying to hang out. So we have somebody in the in here with us. Okay, that’s, our social media manager, regina walton, is okay. Uh, and let’s, see, now, so the two of you can talk, right? We can talk now, it’s going to get real noisy because i, her, whatever she says, comes over the microphone over my speaker. Hey, there you go. Okay, well, maybe when i’ve got my microphone muted, so i’m only going out on one microphone. Okay, good thinking, regina, hello. Can she hear right? Well, she should be listening to the show. First of all, i imagine you can. I don’t know what kind of way. Okay, could be delays. Okay, tony, you’ve got a huddles on dh that’s on the mobile devices. What google’s done is they’ve got an application first came out and no surprise with with the android applications because that’s their platform and so android is a google platform. Is that right? Uh, the google android platform? Yes. Ok. And so when you install that and you can now installed on the apple itunes i ios devices as well. But what you get is a kind of different list of functions you get, uh, something called huddle, which is not a video chat. It’s a text chat, which is i’m not sure it’s the right answer. I mean, for most most phones that that support that kind of application also have cameras so you would think they would be able to join hangouts is well, but anyhow, they dont have that. But that’s, the difference between that and the other thing in the mobile platform is that it’s it also includes check ins. So, you know it’s kind of taken a page out of four square, right? So if i am, if i have my my phone with me and i say check in, it looks at my gps and find out where i am. Looks for a local business that’s close by because it’s business oriented and offers me the ability to check in at that business. Okay, so checking like, like similar so it’s integrated, like four square, right? Exactly like foursquare. So they have in addition to the other, um, uh, the other applications twitter and facebook, they also have four square kind of in their sights for taking function from okay, so i just got a text from regina onda. Hurricane irene apparently is interfering with her a little bit. She is listening to the show. Should be a heretic if she’s not, but she is listening. And esso and she’s still in your hangout. Scott okay, okay. Cubine let’s, try. We’ll try not communicating with her through that through the through the hang out. We’ll just leave her. Is the silent as the silent hangout member there are very laughing. Okay, there’s just got to get that robust laugh here laughing. What else is we’ve got? So do you think that google plus is more robust on the phone man than facebook is on mobile? It’s different? You know, it highlights the different functions from facebook. I, uh i like the way it’s integrated on the phone and i like what? What happens there? I’m not sure that it’s better or worse, to tell you the truth, but i’m a fan of what google plus is doing, but we should probably talk about, you know, what’s what’s coming up for google plus in terms of organisations in there kind of things, okay, yeah, organisations can’t be active in google plus right now, right? Right, right now, every member of google plus is a is a person and so for instance, i think we talked about this one of the shows before i have my and i have a google aps account, which is koegler dot net and that’s, obviously not a gmail dot com address, and so i cannot have a google plus account for k grow dot net because those were not available yet. Back-up but i really believe that that that whole thing about setting up organizations, businesses, private domains on the google maps is where the future of google classes i think they’re getting their feet in the water there, figuring out how individual people want too and are using the system and eventually they’ll open it up to businesses because, you know, you think about it googles and advertising this sets that’s what they do. So right now there is no advertising on google plus, which is kind of surprising, but you know that it’s there it’s kind of working beneath the circus so soon as they open up the functionality toe add businesses, an ad organisations and private domains, i think that’s when we’ll begin to see more than business integration or of the advertising functionality and, um, on and that’s really where they’ll start to kind of overtake what facebook does with its advertising. I’m with scott koegler he’s, our regular contributor and the editor of non-profit technology news. We’re talking about the goods on google plus, we have a live hang out on google plus going on right now, and you can join that if you’re on twitter, follow the hashtag non-profit radio and in that hashtag in a couple of my one of my recent posts, you’ll see that that there’s a link to join the hang out that we’re doing the i did, pol asai said. One of the questions i asked kat was, has your non-profit discussed whether it will have a google plus presence when that’s available and just a little over eighty, about eighty three percent of people said no. They hadn’t even talked about it in their office, and about seventeen percent said yes, they had. So i’m not sure i do. If people even know that, that might be coming. Do they know that? I don’t know how it’s, not something it’s publicized google’s not really talking about it and you say it’s coming so they’re not hinting at capabilities or functionality, but they did initially, and they still do say, do not set up company accounts in google plus infact initially, many, many companies did on google disabled. They just shot him on the same as they did with people who did it by pseudonym. Right. Exactly. Okay, should we be concerned? You think when when that capability starts that that the advertising will start to, you know, letter the letter of the platform, you know, literally the same way that it does on gmail or any other google property? I i think ghoul does a pretty good job of, um, you know, moderating that keeping it appropriate. Certainly it will present ads based on who you are and what they know about you, which is, you know, the way that google does, where the facebook does looks at what you did, what you said, what your interests are and then presented presents items that may be of interest to you. It really doesn’t help him to do anything. Different from that so and it sounds like you expect organizations teo jump on the opportunity when it does become available for for organization pages? I believe so i think that there’s the demand is it is getting pretty built up right now because with however many millions of users they’ve got, a lot of those users are actually cos or work for companies, you know, hopefully all of them work for somebody and so there’s, you know, people getting used to it, they’re getting accustomed to how it works. Go? Yeah, i think so. I think it’s going to be a a major shift right for non-profits of course, the issue would be that if they create this presence than they have to keep it up to date, we’ve talked on a couple different occasions about not getting involved in social media if you can’t keep it uninterested fresh presence. So you have to think about the time and perhaps money that you might be devoting to google plus, which is probably not going toe, certainly certainly not going to be our last social media platform. Absolutely, i think we’re still in the the kind of consolidation phases at this point where, uh, but things are changing, adding and eventually coming together. Interesting. Scott koegler is the editor of non-profit technology news, which you’ll find it n p tech news. Dot com, of course, he’s, our regular tech contributor with us once a month, scott, thank you very much. Thanks, tony, good to be with pleasure again on dh, just so that our audience understands you. People do understand the difference between google plus and facebook, so i had said earlier that people aren’t really jumped in the way, scott said. But about ninety two percent of people who you answered our poll said that they definitely do see a difference between google plus and facebook, right after this break, we’ll come back for tony’s, take two, and then it will be breaking down barriers, so stay with me. 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 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 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 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 metoo welcome back to the show. Time for tony’s take two my block this week is are you asking for more when they’ve given enough? I was in a sort of southern food restaurant, which happened to be in new jersey, and i was paying for lunch at the register, and the woman offered saying that scooter pies are on sale and that they make great snacks. Andi i said, ok, no, thank you. Um and i was signing my receipt. And then she said, and we have a sale on summer clothing, and i thought, okay, this is over the line. I just kept signing my receipt and, you know, gave it back to and said, no, thank you, but that’s where i thought this has some implication for fund-raising i thought she stepped over the line with the second offer, you know, i’ve just paid whatever, thirty five, forty dollars for lunch, i eat a lot, and i had a couple of guests on and then, you know, she’s giving, you know, i don’t mind one attempt at cross promotion. I mean, i do that myself in business, but i thought the second one was over the line and so the implication for fund-raising i think is be careful when you’re asking for that follow-up gift, you know, there are there are some people who believe that an acknowledgement. Ah, thank you letter that scent is should not be should not include a solicitation, foran additional gift of any type, and in fact, one of the comments on my block is a decent one, it says says that but then there’s another school of thought that it’s okay to ask for some types of gift, maybe it’s a gift in your ira if you’re over seventy and a half this year, well, that’s available or some other type of planned gift or maybe it’s purchase of a ticket of the gala, so you just need to be, i think, conscious of what you’re asking people to do when they’ve just done something for you and that’s the whole point of the block post again, it’s called. Are you asking for more when they’ve given enough just trying to raise your consciousness and sensitivity? My blog’s at mpg a dv dot com, and that is tony’s take two for friday, august twenty six we’re going now too, a conversation that i recorded at fund-raising day, which is a conference held annually here in new york city. It was this past june, and this one is with meghan galbraith, managing director at changing our world. We’re talking, she and i talked about breaking down barriers and here’s that recording. Welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand eleven, we’re at the marriott marquis in times square in new york city. My guest now is megan galbraith, making his managing director of interactive services changing our world. Meghan, welcome, thanks so much. Durney megan’s topic is integrating your online fund-raising uniting communications, pr and fund-raising for better results. Meghan, i suspect you see a lot of silos that you’d liketo breakdown. Yes, exactly right that’s where we came up with the idea for the workshop in our client work from the interactive perspective we’re seeing like everyone knows that there’s a ton of innovation change going on and the rate of change within the organization to be able to adapt to that with their our mind strategies is a struggle. So we’ve identified what we think is one of the primary challenges as being organization on the sense. Of marketing, wanting to do certain things with social media development, having their online fund-raising goals programs wanting to be able to talk to each other within the field, or sharing stories about those types of things your group kind of dipping in every now and again. So how do you truly look at it from an umbrella point of view and develop a strategy that satisfies all the goals within the or organization? How do you start to break down these silo walls and get people thinking ballistically about the whole good of the organization as well as their own work? From my experience, what i’ve seen is really one, starting with the leadership sonal ege building there to put some attention and some resource is towards it primarily for small organizations that have people doing ten different jobs with one person. We’ve found that we’ve recommended doing what we call a cross departmental task force, essentially focusing primarily on interactive strategies. So we’ve recommended that those core people one people who want to be doing this if it’s not there, their primary job responsibilities, looking at across the department’s who were those people that are excited by the opportunity is excited by the research in the benchmark he’s out there and putting a formal name to who they are and having them work together if they don’t have someone leading a strategy working together to try to double it up. Okay, what are some of the resource is that leadership needs to devote to this? It depends. It depends on if we’re thinking strictly everything’s online e-giving as a whole, looking at what’s been brought in over the past five years setting up your your own baseline for understanding what your return is, and then determining your resource is off of that, basically, but in terms of social media, i think everybody’s in the same boat, we’re trying to figure out what makes the most sense with human talent and then how much financial you’re going to put in there and go, i’d say over the past three years, from what i’ve seen in just from conversations with people and i think most people involved in the interactive space, the research that’s coming out now is extremely useful to help us educator clients about the need for human and financial investment, but also it’s starting to wrap some. Real analytics around these falik well things around social media, which is key. Yeah, the analytics. Megan. You know, i forgot to ask you to take your name tag off because the glass, okay, just because it creates a clam with no light, no, no creates a glare in the light so well, because everybody knows now you know, we’re alive. This is obviously library. The analytics what google analytics obviously very important to say little about what, how maybe a smaller a midsize shop could be using google analytics. Sure, google analytics is key, teo, smaller dammit and larger but with the groups that we’re talking about here, it’s it’s, a tool that one is supported by a lot of knowledge around from google from the non-profit google group, as well as being able to get trained on it if you could search it and learn about it, but from an analytic perspective, it allows you to understand who’s coming to your organization’s website what kind of content they’re engaging around, how they’re moving through your sight, how they’re exiting, how they’re coming in all those types of things, but in addition it off, it allows you to develop goals that you could men see if people are achieving those goals it’s free, which is terrific, but again, it’s an evolving tool, which i think is really key for smaller non-profits that don’t have people too, you know, they can’t always be the experts in every single tool that they have. So i have found that google non-profit group is terrific in providing resources. And training online things about the training. Is there enough online support that a smaller midsize shop could could learn to use google analytics wisely? And there’s also the google grantspace o gram, which i’m not sure if you’re familiar with that place. Still, google grants is an opportunity for non-profits teo get i think it’s not positive on the dollar value, but i think it’s about ten thousand dollars for free advertising our google advertising, google at the edwards so what it does is to it allows it’s an application process, certain organizations there’s definitely restrictions on who can get it, and you can not but it’s a terrific program and it’s part of a suite of opportunities with google on the training that you, you said is available, is that on ly online? Or is there has actually help lines that people that non-profits gold is there live help like that? My understanding of it is more informal in terms of having, you know, tutorials online, youtube type things, those types of things, but again then also depending on the size of the organization, a lot of groups outsource to people as well, but i’d say for the smaller to mid there’s there’s plenty online to get you started. Okay, including the video struck not just reading a screen exactly an interactive piece that’s shows you how to do things and there’s people again in speaking to the idea of people user generated content there’s lots of people who are creating content that isn’t put out specifically by my google, so you could look for those tutorials. And what are some of the goals you mentioned? Having goals is that is, that is specific as we want so many unique hits on this particular page or i guess dollars could be a goal, but i’m thinking, very, you know, small minded because it’s not my field, what what what are some examples of goals that you would have around this work? Well, we approach it from again from an umbrella strategies notice how quickly she agreed, small minded, my small minded suggestion, but it speaks to also sort of the mind set around, and this is something we in our workshops we talk a lot about because people go to the tactical very quickly, and we’re trying to elevate that conversation as a practice to be able to. Say ok, let’s look at this as a whole and say what? Our communication schools, what are fund-raising goals in terms of the types of goals that those could be, you would say, okay, let’s, look, at the past three years with our online giving, what of the vehicles that we used to get those donations was just email? Was it social media all the what of the various channels that got us to this point and helping the set sort of some bass lines around that now, in terms of organizations, you know what i question that i hear quite often is what’s the what’s, the return what’s the formula, what we’re going to get back and to my knowledge and if it’s out there, let me know there really is no true formula like a direct mail model, so organisations are creating it for themselves. They’re looking at their data, they’re looking at the benchmarks that are coming out from the big, you know, organizations researching these things people like service company, product software companies like convenient pantera blackbaud all those have these research benchmarks coming out you khun looking organization from this on the sub market so if your health care organization, what did the other health corps healthcare organizations performing on online and so trying to create a system for yourself and i find the smaller to midsize that’s using that sort of shared knowledge is where they can get to where they can get that that’s all they need to analyze. And of course, the small shop always has a small missile shop always has the advantage of not being so siloed they can’t afford to be, and so they khun so you can use google analytics that will be your that’ll be your own analytics, your micro, and you can compare these to compare your performance to the benchmark well, google analytics as well specific to web site traffic, so depending on the level of the organization in terms of what they’ve invested for there, considerate relationship management software are a variety of things is a variety of tools that allow you to track source asses and performance. So depending on, you know, some organizations have don’t have that they don’t have a system where their tracking, how donations air coming in online most. So i’d say there’s going to be different tools that you can pull and create a dashboard out of that that’s, all talking alternative radio twenty four hours a day. 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What would you like to see organisations think about? Suppose there just a year older, so because your work is breaking down walls. So what would you like to see organizations do in their first year that would help prevent walls from being built up between pr marketing? Fund-raising well, i think it i’d say from the beginning, having looking at their overall organizational goals and then having the the foresight to plan and be patient with their planning that makes that everything can be short term exact every return is not six months on and also to try things out, you know, try different ways of communicating within the organization. I think siloed activity is not reserved just for interactive work. So i thinkit’s a cultural it’s within the culture of an organization. So if it’s a brand new organization, one most likely the people that are joining it and this is a hypothetical, i would have awesome understanding of the value and the amazing opportunities that are happening with interactive technologies. So it should be at the forefront of their communications and development plans, which i think for some of the more traditional organizations where they have the more traditional developed programs it’s a challenge, but it’s also again returned. So a lot of times, if your energies, if you can prove that it’s bringing bringing some value to the organization, either through qualitative or quantitative, and show that to your leadership show to the people making decisions around your budgets, those types of things and the leadership to a new organization you mentioned earlier we were talking about more established organizations, the tone of the organization, the culture is really set by the leader, which would probably be a founder, and also, i think, you know, it’s interesting to think in terms of the evolution of the workforce, you’re goingto have people coming into the workforce, that these tools and ideas are part of their nature. It’s not something that is a new thing. It’s it’s, how they communicate and how they share content it’s, how they talk to their family and how they talk to their friends. I’m talking primarily from a novel in perspective right now, but that’s going to come into the work force if it hasn’t already, i mean, it has in many ways, so those are the future leaders of these organizations. So it will, i think, for new organizations, my assumption again, that’s an assumption would be that some of the people starting it would be of a generation that is thinking in those ways, no is there is the role of the board very significant here in tryingto again going back to the yurt seminar topic, breaking down the walls between i think, marketing, pr, communications center at what’s the board’s role here, i think the board’s role is to is to certainly show that it’s a priority or feel our communicate that there’s value to these things in their conversations again, it doesn’t have to be wait really strive to educate our clients about and help our clients with is that this doesn’t need to be a separate activity. Interactive is not a separate thing aligns with your development goals in the lines with your marketing in the lines of the organizational goals, so i’d say in terms of the board’s roll, it certainly is if they are on board in terms of understanding the value and being a champion of it in all of the activities where there’s opportunities to integrate it, then that’s key. What about dahna? The leader of a team in a mid size shop who is just not willing to play with the others who are very willing to break down these walls and collaborate, how do we bring that recalcitrant team leader into the into the fold question? Well, you speak hypothetically, i’m not asking to use any client examples by name, but you’re a consultant, you’re out a lot, you have some difficult unit leaders, department leaders to work with. How do we bring them? Go without your go outside of your organisation in terms of showing what other organizations are doing as an examples? I mean, i think that’s a really key there’s a community, you know, this isn’t just what’s happening in terms of shared information beyond an organization’s walls is is key to being able to articulate the need to have these types of strategies within your organization. So if that leader is someone who i would say, if you find that they’re resistant to developing innovative ways to reach donors, which is essentially what what we’re doing here, i would say show, show other examples and trying to get him on board there’ll be a process and that’s what you do all right? And again, i’m going to go in that third time leadership if there’s a leadership commitment, leadership could be helpful in bringing them? Absolutely, absolutely yeah, i mean, i think it all depends on what’s interesting is who owns it too? I mean, which when we talk about breaking down walls, there’s, there’s, sometimes nobody really owns these strategies. So in some ways, i would say, depending on a culture of the organization, we would help to identify who that person might be within the existing tower and say, this is something that could really lead this and help drive an idea hyre or advising that the organization may potentially need to bring somebody in if the goal is to get to a certain level with their online e-giving i’m with meghan galbraith, she is managing director of interactive services at changing our world. This is tony martignetti non-profit radio coverage of fund-raising day two thousand eleven haven’t talked too much about budgeting on maybe cost sharing because we’re thinking about interactive work in director service across across departments. What was your advice in your your seminar around around cost sharing? Definitely one of the recommendations we have is looking at potentially having identifying task force around these activities and in that in your budget planning process to identify where one where you’re spending money across double spending to saying, well, who owns it and who needs to be responsible for and where should have fall, but definitely looking for cost sharing opportunities in my previous life before consulting, i worked for an international development agency where you ran the strategic communications, and we were constantly finding ways with the program group with the development group to fund the content generation trips so everything online, this content right? You need to share it. You need thio make a compelling case, all those types of things and the technology behind it, of course, but we really worked hard at learning year after year of saying we don’t have the money to do these things we want to do so how do you do it? So you look at what you’re spending in your traditional marketing. You look at who’s going on a trip. How can you train them with certain tools like a flip cam are mobile phone at this point? How can they capture the media to be able to do the various things right to do because the content doesn’t have to be high end high production value, right? It depends, and somebody with a flip cam can do some pretty compelling video if they’re committed to the work and they’re on site somewhere exactly, and the and the active what that continent supposed to do? You know, if it’s if it’s building awareness around your cause or your of your impact, and depending on the channel that you share it with there’s lots of ways tio have to have super high and sophisticated production. There are times for that super hot, but i do think it’s in terms of cost sharing, i think it’s an area that it’s certainly sametz needs to be paid attention to, particularly in this in this area. Megan galbraith is managing director of interactive services at changing our world. This is tony martignetti non-profit radio coverage of fund-raising day two thousand eleven. Meghan, thank you very much for being against pleasure was great pleasure. That was my interview from this past june with megan galbraith dahna thanks, scott koegler for joining me today and talking about google plus and also meghan galbraith, as well as the organizer’s of fund-raising day two thousand eleven, for all their help back in june next week, an important show robert penna, author of the non-profit outcomes toolbox, discusses the wave of reliance on outcomes measurement and gives concrete steps and shares tools so that small and midsize non-profits khun stay ahead of this trend toward outcomes assessment on da on a little lighter side, we also talk about easy bake ovens and my eagle scout project. It gets used as an example of what not to do in outcomes measurement. Keep up with what’s coming up on this show. Sign up for our insider email alerts on our facebook page, of course to go to facebook dot com and then the name of the show tony martignetti non-profit radio while you’re there, click like become a fan of the show, please, we’re pressing for close to five hundred lakes. Very exciting, very pleased, thank you. You can subscribe to the show and listen any time on the device of your choice by going toe itunes and you’ll find our itunes paige at non-profit radio dot net i’m on twitter, you can follow me? If you want to comment on the show, please use our hashtag, which is non-profit radio, use it unabashedly. Use it with impunity. Be out there with that hashtag our creative producer is claire meyerhoff, the line producer of tony martignetti non-profit radio is sam liebowitz, who is also the owner of talking alternative broadcasting. Our social media is by regina walton of organic social media, the only person listening today. He was able to figure out how to do a google plus hang out that’s. Okay, besides scott that’s, her business that’s, why she works with us, i hope you’ll be with me next friday, one p m eastern for robert penna. As i said, we’ll be talking about the non-profit outcomes. Toolbox. We’re always here at talking alternative broadcasting, always found at talking alternative dot com. Geever no. E-giving you’re listening to the talking alternate network. Duitz to get you thinking. Thank you. Looking to meet mr or mrs right, but still haven’t found the one. Want to make your current relationship as filling as possible? Then please tune in on mondays at ten am for love in the morning with marnie gal ilsen as a professional matchmaker, i’ve seen it all tune in as we discuss dating, relationships and more. Start your week off, right with love in the morning with marnie gal ilsen on talking alternative dot com. Yes. Are you suffering from aches and pains? Has traditional medicine let you down? 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Sure you’re 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 every tower is a great place to visit for both entertainment and education listening tuesday nights nine to eleven it will make you smarter. 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. Admission. One one media. Dot com. Talking.
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Tony’s guests this week:
Claire Costello, High Net Worth Study expert for Bank of America Merrill Lynch
Scott Koegler, editor at Nonprofit Technology News
Read and watch more on Tony’s blog: http://mpgadv.com
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Tony’s guest this week:
Claire Meyerhoff, editorial director for The Planned Giving Company
Read and watch more on Tony’s blog: http://mpgadv.com
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