Tony’s guests this week:
Michael Clark, former president of the Nonprofit Coordinating Committee of New York, and Melkis Alvarez-Baez, deputy director.
There’s more at tonymartignetti.com
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Tony’s guests this week:
Kivi Leroux Miller, founder of NonprofitMarketingGuide.com.
Also Pat Clemency, president and CEO of Make-A-Wish Metro New York and Western New York.
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Tony’s guests this week:
Claire Meyerhoff, planned giving marketing strategist & creative producer of Tony Martignetti Nonprofit Radio.
Also, Maria Semple, The Prospect Finder, our prospect research contributor and author of “Panning for Gold: Find Your Best Donor Prospects Now!”
There’s more at tonymartignetti.com
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Tony’s guests this week:
Thomas Wassel, partner at Cullen and Dykman.
Also, Yigit Uctum, CPA, senior manager at Wegner CPAs.
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Tony’s guests this week:
Claire Meyerhoff, creative producer of Nonprofit Radio.
Also, Maria Semple, Amy Sample Ward and Gene Takagi, Nonprofit Radio regular contributors.
With Scott Stein, musician; Bobby D. Ehlert, principal of Call to Auction; and Adam Weinger, CEO of Double the Donation.
There’s more at tonymartignetti.com
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Tony’s guests this week:
Tulani Elisa is social media manager for Threespot, and Amanda Heidtke is director of digital strategy for Hodges Consulting, where Dottie Hodges is president.
Also, Yigit Uctum, CPA, senior manager at Wegner CPAs.
Read and watch more on Tony’s blog: http://tonymartignetti.com
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Tony’s guests this week:
James Heaton, president and creative director at Tronvig Group
Amy Sample Ward, CEO of Nonprofit Technology Network and co-author of “Social Change Anytime Everywhere”
Read and watch more on Tony’s blog: http://tonymartignetti.com
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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. I hope you’re with me last week, i’d suffer pilot nephritis if i learned that you had missed cool crowd funding dahna ostomel, founder and ceo of deposit, a gift, shared her wisdom on how to create a successful crowdsourced campaign from appearance and copy to who you’re reaching and how and in-kind investment anita fi willis, vice president of strategic partnerships at new york, needs you. She and i talked about how to create or grow your in-kind giving program, she stepped through the process from assessment to thank you this week. Trim tab marketing james eaton is president and creative director of the tronvig group. The metaphor of the trim tab as one person who can move an entire society has professional and personal meeting from him. We’ll hear about both of those he explains how something small and seemingly insignificant could make a big difference in your marketing and had to figure out what that small thing is. This is an archive show originally aired on july twentieth last year and more social now what? Amy sample ward, our social media contributor, co author of social change, anytime everywhere and ceo of non-profit technology network, has thoughts about how to manage the internal changes. When you make social media a part of your office culture, amy’s lives and on tony’s, take through this week, take time off. In fact, i’m off this week. Where, ah, were pre recorded. My pleasure. Now, to bring you. James he eaten and trim tab marketing with me now in the studio is james eaton he’s president and creative director of tronvig group. He grew up in florida and left the u s at nineteen for an eight year odyssey in asia, where he had a near death experience in the north of tibet, became a terra bod in buddhist monk in thailand and studied calligraphy in japan. He’s, fluent in japanese and proficient in chinese tronvig group, has worked for clients in a wide variety of business and non-profit categories, including museums, community organizations, funds and think tanks. His philosophy is based on the power and efficiency of truth and importance of doing good in the world. James speaks on marketing and branding, and he blog’s at tronvig group dot com. I’m very pleased that his work and his very interesting background bringing to the studio james welcome. Thank you, pleasure to have you on the show. What is your definition of marketing? Marketing is tactical activity that you engage in on top of your brand messaging so that’s, very dense technical activity, your brand messaging, what does? What does it mean in your heart? So for example, uh, marketing activity will get you to buy a particular toyota s o you’ll see an ad, you’ll say, wow, that’s a great price. I’m going to go buy that toyota, and but that needs to be built on a brand and it’s the brand that allows you to ally yourself within that that product and believe in it so that you will subsequently say, never buy another car other than a toyota for the rest of your life. So the marketing is tactical in the branding is strategic ah, the marketing ask youto to engage in a particular activity make this donation volunteermatch volunteers have to be all about money that’s right here beyond our board and that supported by your mission, you’re your brand or the the the notion in people’s mind of, of why you exist and why you matter so ah, the so marketing is essential as the communication tool to get out a request for specific activity and you want to do this all in your own voice, right. This is why marketing you matters that’s, right? You want to do it such that you are creating a sense of alignment with your with your organizational with your organizational brand. You want them to do what you want them to do. But then, at the end of the day, you also want them to believe it and believe in you and believe that they have done something good. And before they can believe in you. They have to know about you and there’s. Where the right communications eso marketing is communications there’s an interesting statistic that just came out from nancy shorts. Men’s blood getting attention which says that eighty four percent of non-profits characterized their own messages as difficult to remember. Oh, my eighty four percent of non-profit difficult to remember difficulty. Remember how this is a communications, but they know it well. Yeah, then and there’s nowhere. This issue, they know. So, what we gonna do to cut through this so first, uh, one thing that’s important is teo. Not be afraid of marketing. When people think of marketing the i did get a little bit of cold. Feet like this is something that’s going to be costly it’s going to be in order for it to be effective it’s going to have to be big, and for some people it’s just a pejorative term. And for some people it’s a sort of term it’s ugly thing it’s a it’s, a it’s, a it’s, a right it’s a for-profit or it’s a commercial activity that non-profit shouldn’t be engaged in, but actually because it is about communication. If you have an organization whose mission is good who’s doing something good in the world, it’s almost a crime not to communicate that if you don’t communicate that thousands of people who are actually in alignment with what you do, who care deeply about what you do don’t know about it, right, you don’t want to hide and right. So marketing is your is a means teo, get that out in your own voice. Um to those who are already predisposed to want what you do to to want to support what you do. Ah, so it’s not it’s, not about a chain, you know, trying to create a marketing message like a ginsu knife. Kind of like push of course, it’s really about just explaining in ways i think old thirty second infomercials at four in the morning or too expensive, anyway, it can’t be engaging in that. So put those aside no it’s about communicating the true value of of your offerings so that people can understand it with with, with clarity and and and understanding of what there they need need or want to hear. So it’s this overlap this intersection between what you are and what you do and what they’re ready to listen to and to find that place and we’ll talk about. We can talk about that a little more in in a minute, but don’t take over the show we’ll get, we’ll follow my agenda, okay, okay, but we’ll get to that point, but you have some very good ideas. First, about howto identify who these people are, who might be predisposed. We have just about a minute before the break, and then we have lots of time after the break, so we just sort of tease the, uh, the your idea around finding the right people for your message. You have lots of information already, probably about your constituency. Who gives you money? Who comes to your events? Who visits your institution? That data, i cannot just sit idly at the, you know, in the corner somewhere. One of the things that an organization can do that can be tremendously effective in this is something that anyone can do, and it doesn’t require any money at all. And that is to take all that data and build it up into what we call personas teo to make of that information, eh, really, person, something imaginary person that you can talk to that will, that you can use toe bounce off your marketing ideas and your location idea. Okay, we’re going to talk about these personas after the break. Hope you stay with me. Trim tab marketing with james eaton talking alternative radio twenty four hours a day. Do you need a business plan that can guide your company’s growth? Seven and seven will help bring the changes you need. Wear small business consultants and we pay attention to the details. You may miss our culture and consultant services a guaranteed to lead toe. Right, groat. For your business, call us at nine. One seven eight three, three, four, eight, six zero foreign, no obligation. Free consultation. Check out our website of ww dot covenant seven dot com are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow. No more it’s time. Join me. Larry shot a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society politics, business it’s provocative talk for the realist and the skeptic who want to go what’s really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s ivory. Tower radio. Dot com. Every tower is a great place to visit for both entertainment and education. Listening. Tuesday nights nine to eleven. It will make you smarter. 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 so let’s, look a little more into these thes personas that may be could be a donor or could be a potential boardmember or maybe some other kind of volunteer. Or how do we identify these people? You want to think about who engages with your organization and essentially list them out first by type? You know we have donorsearch thes general characteristics age, you know, sixty five who’s retired who’s, you know, has time now too volunteer at the organization and so forth. So you you’ll know these people are but what you need to do is too create hey ah, an amalgam of a couple different people, but then make that into a persona that is very specific. So it has a name birthday on address. Particular children, particular pet peeves. Interests? Yeah. Such that you can actually write a journal entry and their in their head a cz if you were them. And of course, you could have multiple personas for each category. You wanna have a view percent might be a teenager. That’s, right? I also be your retiree that’s, right? You want to create a number of them? I think the maximum number is about nine but you want to have these very specific persons and you, khun, you know, grab a picture off the internet, give them a face, make them as real as possible, and you can actually bring them to meeting. What else do we know about them? What? Where they shop exactly where they shop. What? That, what websites they visit? You know what they do in their free time? What their secret fears are? What would be the hope? What would be the worst thing that could possibly imagine happening to them in their entire life for you? So that you create something that’s sort of a sort of psychologically formed imaginary person. And you give it a name and a face, and you use that to look at what you’re doing. Look at oh, we’re going to send this appeal letter out. Well, what would george think of that? And you be george, read the letter and say, well, this is this part of the letter is silly. I don’t i don’t care about that. So it gives you this consumer. Ah, perspective on what it is that you’re trying to say and it can make it substantially better. And it takes some work, but it doesn’t really cost you anything to put this put these personas together and it doesn’t cost you anything to bring them to a meeting and some people, like physically, like, have a little alright, stand on then or do these people talk in the meeting? What are we doing with them? You could so yes, they will criticize and review what you’re planning on doing that the actual program that you’re going to come to put out there, and that gives you this view that internally you don’t have and it’s, like focus group almost, but you but you’ve got this sort of imaginary person in the room and this can be extremely beneficial if particularly you then sort of look at your organization to create a kind of a latto vent diagram. What do we do? What we do this and we do this and we do this and he’s like the three areas of our of our activity. Where do these personas overlay on that you could like? You have little chest piece is almost like where did they sit on this thing? And where is our sweet spot that is? That is going to capture the broadest group of our constituents. And how do we need to talk to them? Who are they? And what language did they understand and will make sense to them? You can then tail your broad brand message. Your your your overall institutional organizational messaging to speak to them it’s one hundred times more reflective already already writing in their voice. I mean, you said you can even write their journalist that’s, right? Right? To write to them right to a specific person and not to this sort of amorphous, fuzzy general audience. And it will make whatever you’re doing one hundred times better. Okay, who do you who should be involved in creating these personas? Well, that’s an interesting thing and and it’s. Okay, say that’s a good question. It is a great. Even though i admonished you before you can say that’s a good question, that’s allowed. Can i tell a little story about this? Sure welcome. Who should? Who should be involved in understanding the consumer’s perspective in relation to an organization? The best answer is everyone that may be impractical, but arnel lehman, the director of the of the brooklyn museum who i think has a kind of a visionary and an adherent to trim, to have marketing, whether he recognises it or not initiated a few months back. A new program on this institution wide program where he requires every single person in the institution, whether the c f o the chief curator or a research associate to sign up on a sheet or not maintenance maintenance on a rolling basis. Ah, spend an hour on the floor of the museum interacting with the general public. Yeah, and just a knauer or an hour a week or just an hour on a rotating basis. So i don’t know how many employees they have. Quite a few, so copy takes a while to get through that cycle. And i think he instituted this, you know, basically with a switch of an aven edict in this case, and i think there was quite a bit of resistance internally to this. But what this does is it gives everyone that kind of on the ground retail insight about the experience of the exhibitions at that museum. Uh, the insights gained there will have, eh, a long term sort of cascading impact on improving everything that they do because they’ll be aware of the ultimate final on the ground, sort of experienced how people are using that museum because they’re interacting with absolutely answering their cause. They get to their watching. Maybe even yes. And i went to an unrelated meeting there recently. And when i came out of the meeting, i went into the great hall, and there was a fantastic exhibition there, and i had to tell somebody about it. So i walked overto this man who looked official. And i started saying, this is an absolutely fantastic exhibition. And, well, what was it? What was it was thie connecting cultures in there in the great hall? Okay. And we started up what turned into a forty five minute conversation about the exhibition and the institution and how it relates to the public. And it turns out that he was serving his his one our mountains from the borders of his three quarters of his one hour, i think, to both of our both of our ar benefits and that it was actually edward bleiberg who’s thie, curator of egyptian cloudgood on ancient eastern art. So but what he learned from you in that forty five minutes, do you think it was very interesting because he had contributed to that exhibition and he was resistant to the notion of that exhibition? And i spent, like fifteen minutes extolling how basically saying why? I thought the exhibition was great. And in fact i brought my kids to the exhibition that the following saturday, and they thought it was great. So he was getting retail in sight. He was getting what? No, i as the actual, like coming to it, knowing nothing about the background or the struggles that led to that exhibition, but the the actual user interface he was getting a firsthand account of how his work and the work of all the other curator’s who worked on that played out on the and this is the this’s, the tactical experiential level which makes all the difference for the success or failure of a particular exhibition, and ultimately of the institution and all that. And in order for that to happen all aren’t a lehman had to do is just have this idea. Yes didn’t cost him a thing. And this would obviously contribute to the creation of the personas? Yes. Okay. James eaton is president and creative director of tronvig group, which you’ll find at tronvig t r o n v g group. Dot com. What is tronvig yeah, that’s. My great uncles name. Carl tronvig emigrated to the united states in the nineteenth century and went to north dakota. Okay, south next-gen in memory, and we’re gonna talk a little about another family member of yours shortly. Let’s, talk about the trim tab. What? What is it? What’s. A trim tab. And why is this trim tab marketing a trim tab is, uh, a little a device the edge of a rudder that helps it turn. But the importance of the trim tab is a metaphor is let’s. Say you’re a child and you’re in a bathtub. And you have a little replica. A miniature replica of the queen elizabeth to this huge ocean liner and it’s floating in the bathtub. And you want to turn it well, the natural reaction would have to be in the tub with my brother. Do i? I hated bathing my brother. You want to turn the ship chips, and i’m there alone, we think my little boat. So you touched the bow, right? To turn the ship. You wanted to go left. So you you touch the touch the bow and that turns the ship. But if you had an actual queen elizabeth to ocean liner and you wanted to turn it by touching the bow, the force required to move the ship by touching the bow is astronomical. So how does this ship actually turn the rudder? Right. The rudder is in fact the size of a house, so i can’t turn it with my own strength. So in fact, on the end of the writer there’s, a little tiny rudder i called a trim tab turns in the opposite directions writer creates a vacuum and allows the rider to swing easily the direction that you wanted to go. Okay, so now if i take that model and i lifted out of the water and i tried to figure out what makes this ship turn it’s going to be very difficult for me to understand that it’s, that little tiny trim tab on the tip of the rudder on the rather runner on the redder, they’re actually allows me to easily turn this ship. So this notion of the obvious small changes that can turn the whole organization is what we’re talking about. This is the notion of a trim tab this’s finding those things that that actually can steer the whole system in the direction you want but are not big, they’re not costly, they’re not. We have this idea that big solutions are big problems have to be solved with big answers that end marketing is one. Of these big answers it’s like oh, well, we need to have more money. Well, let’s, let’s mount a big marketing dr and that there’s big marketing drive is going to give us big results. That notion is flawed and that’s good news for small and midsize charity is very good news in the fact of the matter is that if you think about the system and you think deeply enough about changes that can be made at the user experience level, there are some very minor that’s what i say when i say tactical, they’re very minor changes that can be made that can have the same effect as these big marketing programs were. We recently did a thing for the bronx museum, where we were asked to get more people to come into the museum. Ah wei have a certain amount of money, and they wanted to do a traditional marketing program, you know, bust signs, bus shelters, subway posters and so forth, which we did, but we set aside a little bit of that money to do something else that they didn’t really ask us to do. And that was to change the sign ege on the door and the windows of this at the street level of the museum. Okay, that thousand dollars from the however many thousand dollar budget we had was the best money we spent because that’s what actually brought people? How do you know that? How do you know that? The door sign it and the windows made the difference. Because when we were a few, a few a few things one when we were talking to people as they were walking on the right on the grand concourse, they’ve been there for forty years. Ah, and we were asking people on the street will what’s this. And they were saying, i don’t know they’re working buy-in causevox busy. Is that? Is that a courthouse? I don’t know. And if you looked at it, then considering okay, why don’t they know? Well, let’s, look at it. Oh, okay. There’s. The sign the sign is is way up there over the top of the door and there’s a flag way up there. But people tend not to really look up when they’re walking down the street. So and it’s a beautiful building. But there was nothing on the front door that you could see that the windows there wasn’t really anything that was big and obvious telling you what this was and and they were announcing in this case that they were free. So we put big orange signs in all of these places that you would see on the street and lo and behold, people walk. How come? How can charities find their trim tab? The the example that i give you that i give you a minute ago about understanding who you’re talking to and how they see you is a is a is a kind of trim to have activity the personas as a function of your spending the time because i think any trim tab action requires a kind of research it requires thought you’ve got to find that thing it’s not going to be obvious it’s not going to be the the i mean the thing that’s right there in front of you it won’t be the big an obvious thing, so you have to look at your system. How does it operate? What mental models are you operating with? What is what is this? And this is also how personas are interesting because they get you out. Of your mental models, you’re your marketing department might have its own vision of, like what? What the organization is or what have you and you we work psychologically with this kind of shorthand? We don’t necessarily think through every step along the way that gets us to a particular decision. We we use shortcuts and mental models are a shortcut, and we have them for our for organizations and and the way we operate and also who we think we’re talking to. Bye that’s what the specificity of these personas? Why it’s so important? Because you’re getting at something that breaks through these short hand models that we have of, well, we have this, you know, the retired over sixty five crowded and is too superficial, yeah, it’s the need to get into the detail we need to get in. We didn’t think we need to talk to the time you know, the curmudgeon, right, who comes every saturday and, you know and complaints to the guard, you’ve got to get into his head and start talking to him, and then he will break down your you’re in perfectly formed mental models and help you create useful ones, we have just a minute before we have to go this trip tap metaphor has personal residence with you. You explain. Tell listeners why that is. Yes, well, the notion is not applied to marketing. It may be mine, but it’s, not mine at all, in the sense that my great great uncle, buckminster fuller, whose people know as thie, inventor of the geodesic dome, futurist designer argast maximilian of the dime actually and map, and maxine carr and and the geodesic dome, which everyone knows because it’s, the lightest, most cost efficient, strongest structure in the world and your uncle, has this on his on his tombstone. Great uncle martignetti he on his tombstone, has engraved. Call me trim tab. Great nephew of buckminster fuller, james eaton is the president in creative director of tronvig group. You’ll find his blaga tronvig group dot com james, a real pleasure having you on the show. Thank you, thank you so much. My pleasure. I was a very touching end to that interview. I remember it very finally, we’re go to a break, and when we come back, tony’s take two, and then amy sample ward talking about cultural change. When your organization becomes more social, how do you manage that? Just keep listening. E-giving didn’t think dick tooting getting ding, ding, ding ding. You’re listening to the talking alternate network e-giving. E-giving good. 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. Hi, i’m lost in a 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. Hyre sametz hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Durney welcome back to big non-profit ideas for the other ninety five percent, i can’t send live listener love this week, but i certainly do love the people who are listening live were pre recorded this week for a couple of weeks, but i know california, texas, oregon occasionally, and we got oregon represented very soon with amy, new york, new york, brooklyn, new york and all our asian listeners. I’m sure you’re out there live listener love to each of you, thanks so much for listening podcast pleasantries for everybody listening through itunes and all the other podcast sites that the show is on. Thank you so much, tony, take two a sigh said, i’m away this week. If you go to my block this week, you’ll see it says gone swimming, and i’m a tte bethany beach in delaware taking a week completely off offgrid off line i’m not looking at email, not checking phone messages, not checking twitter it’s just a week disconnected on the beach, and i heartily recommend that for you you’re each in a urine e-giving profession you’re either giving to the organization or you’re directly giving to the people that you’re non-profit helps. And when you give and give and give, i believe you’ve got to take and that is time off. So think about yourself. I hope this summer you took time off to whatever you whatever you love to do, call it decompressing generally, but whatever it is you love. I hope you got some time to do it away from your phone and all the social networks that we enjoy so much most of the time. But we got to take some time away from all that just for ourselves and that’s. My that’s, my week that’s, my suggestion and that’s tony’s take two for friday, august twenty ninth, the thirty fifth show of the year. Amy sample ward. You know her she’s, a ceo of non-profit technology network. Our most recent car third book is social change. Anytime, everywhere. She’s, our regular social media contributor on dh her blogger is amy sample ward dot or ge? How are you? Amy? Welcome back. How are you? I’m terrific. Welcome. Welcome from oregon. Yeah, thanks. And i’m very jealous about a week. Totally unplugged on beach. That sounds like heaven. Well, you’re a very connected person. Do you? Do you take time off for yourself where you’re where you’re offline, i do not as often as i probably should and, you know, i definitely unplug from feeling like i need teo, you said, check twitter or stay on top of e mail, but it’s rare that i wouldn’t i even have my phone, right? Well, now you are ceo of intent. So that’s hyre responsibility. Yeah, i think you would be hard for you to go away and not be connected to them for however long, right? Exactly. Yeah. Ok, but the social networks you can let those go and and your friends and your followers they’ll all still be there, right? When you come back. Exactly. And it’s, you know, it’s kind of a nice feeling to come back from vacation and see people have kind of left left pieces of conversation for you to jump back into that that’s one of the cool things about social media. Yeah, you can get back right in. Yeah, a tte this point, i would say, i’m looking forward to my vacation and then, while this is playing, i’ll be on it. So let’s talk about what it looks like inside an organization. And some strategies for managing on organization when it becomes more social. What are what are some of the concerns that we wantto talk about? Well, i think we’ve talked before about how, you know, if you want your staff to be engaging in social media, we need to create some sources for them, like a social media handbook or even part of your arm fully handbook that there’s examples of you know what his customer service was like or here’s some commonly asked questions so that you can, uh, answer them with these examples, things like that, but the next step beyond that, when you’re when you’re really trying to move your organization to be a social organization and let those staff across the organization, not just one, engage online with your community, that next step then is to identify what that engagement looks like it’s part of their job description because it may be different department to department for staff buy-in staff person and it may be that some people, you just want to be accessible and to show that people across the organization or online and it may be that there’s a certain department, that actually you know, responsible for campaigns and it’s a bigger part of their job description, but it’s, hard as we know toe hold staff accountable to different pieces of that work is it isn’t explicitly in their job description that you can’t then put it in their review. Okay, so we’re going to make that, and we’ll talk a little more in detail, i think about what? Maybe some of those, uh, descriptions and maybe some of those metrics might look like it does impact the organization broadly when even even beyond individual responsibility. When you start sharing annual reports and financial disclosures on, you know, the way you’re supposed to be in good practice with transparency, people are going to start to ask questions about those things, man. So yeah, so i think what’s interesting is that, you know, organization sometimes start to share piela finance older annual reports or or, you know, impact reporting in some way and think, okay, here we go, one step you could be a lot of questions sometimes there isn’t because people just wanted to know, and that was it. But again, once you put it out there, it’s sometimes more about the culture changed. Within the organization that staff that staff realize that kind of information that really reporting is going to be shared publicly on getting all of the staff across the organization comfortable and batted on. Understanding why it’s important to do more so than it is now. You’re going to get it a lot of questions from twitter because people just read your annual okay, now i can see that probably true, right? It’s hard. It takes more cultural change to get it approved and understood. Then it does once it’s actually out there because that is true. How many people are actually gonna pore over your annual report? Like you said, they just want to know that it’s available right? Well, isn’t it a a great annual report? I mean there’s so many examples now of organizations really rethinking what the annual report did so that even as a report itself, its social and it’s engaging so it’s something that people come and directly interact with, you know, to open up different pieces and see different stories, maybe watch videos and then click on something else. Looked at the data from that program. You know what? Whatever it may be. But taking advantage of the fact they’re posting it on the web and making it and engaging interactive pieces of information on and that too, is going to take some culture change because many organizations have have created annual reports every year that are pretty static, you know, usually, like are are meant to be printed and then given to thunderzord donors are longtime supporters, but then also used in, you know, fund in different ways for forward over the coming year. Well, the idea, just creating an interactive, you know, the web page or something khun definitely could definitely take some convincing, especially when people are thinking of the annual port less so of it needs to look like this, but but more of a i like to have it in my hand when i meet with someone, how am i gonna have this interactive website in my hand when i meet with someone so recognizing where those people are coming from because of how they use that data so that you’re not creating us an infographic that’s how you know they couldn’t ever using the situation, but maybe something interactive online that still has some of the feature. Stories and the rial financial and, you know, fundez breakdown over the year and things like that so they could still pull the pieces out that they used in those meetings and when they’re trying to convince me funders teo, give you some more funds, but that otherwise it’s still meeting the need online have seen something a little more engaging. This all has implications also for our volunteers, and i’m thinking of the key volunteers, the board members, they need to be a part of this cultural shift also. Oh, exactly, i mean, you know, there are a lot of organizations out there where the board is technically considered, you know, working board, it’s a it’s, a very small organization, and the board is there to really contribute directly to the operations of the organization, which for many organizations now means someone on the board or a couple people on the border actually managing the social media accounts for the organization, and that doesn’t mean that they just talk about how great, you know, the organization is on twitter once a week. If whoever is going to be a man, you know, social channel needs to be prepared to answer questions, jump into conversations, be accessible regularly and if that’s not something that a boardmember who, as you pointed out is a volunteer, is able to commit to it not then that you don’t want the board to have access to the channels, but they’re just not gonna be able to be there as much as the community is on dh, maybe that’s an opportunity to have boardmember have personal accounts where they can certainly, you know, engage with people directly representing themselves, but you still have that organizational profile managed by a staff person just so that it is more more reliably online account. We’ve had lots of guests on talk about the setting, the expectations for board members appropriately at the recruitment stage, and if you do expect them to be out there and engaged socially on behalf of the organization, i think you’d want teo make that clear in your board expectations discussion while you’re recruiting people. Yeah, exactly make sure if you know, that’s something that there isn’t capacity on staff for and you need to recruit for it on the board. Be very open about that end about you know, how big nose communities potentially are how much time commitment and engagement there will need to be, and then, you know, proactively look for someone who is, as you and i have talked about before, recognizes the way that social work’s so it’s not someone trying to come into, you know, quote unquote have that message control, but someone that gets that this is a conversation we’re here to engage with the community directly it’s a great opportunity to do that and that we’re going to shave the conversation together and not someone who’s going to say, well, i’ma boardmember and this is all that we want the community to talk about, so, you know, that’s what? We’re going to tweet because you know that it doesn’t matter if they have all the time in the world to be on there because they’re just not going to be engaging in the right way? Yes, okay, we’re talking about getting buying at all different levels from leadership certainly employees, volunteers, key volunteers like board members were goingto go away for a couple minutes, and when we come back, of course, amy and i will keep talking about more social now what? Keep listening. 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 on dh amy and i are still we’re going to continue talking about the cultural change and howto manage that when your organization becomes more social, more engaged. Amy well, let’s, talk about some of the strategies we you mentioned, including in job descriptions, what are what are different levels of engagement that might be appropriate for different, uh, sorry, different job descriptions where it’s not the person’s primary job when they’re not, they’re not the organization’s social media manager. What is just sametz samples of different levels of engagement, you might you might call on, well, one example that i like to use from n ten it’s. You know, for us, we want to make sure that all staff across the organization have an opportunity to connect with the community because that’s important to us and your mission is to help all staff use technology well. And so if we only had our community, you know, well the manager online engaging in social media, we also wouldn’t be practicing what we preach that all staff could be using social media. So we want to make sure that it’s staff running those channels what they can, but we also recognize that some people just you know, i know that it sounds crazy and unbelievable, but some people don’t have a facebook account for twitter accounts, and we’re not goingto have them create an account just because they work at ten and then have them not. I feel comfortable using it or not engaged very much there, because ultimately, that’s, what happens in this movie will be feel feel more just connected on confused then, if that person didn’t have a twitter account that s o that also is going to be contrary to what, what you stand for, which is real engagement, and if you’re not comfortable doing it, then you don’t force people into it exactly it’s not going it’s not gonna feel like a great conversation and came across their twitter account anyway, but there are opportunities to be accessible to the community and engage with them in a way that is comfortable and authentic. And so we have what we call weekly touchpoint and we have, you know, listening dashboards and all of those kind of resource is talked about in the past, and staff are expected to find one one thing that they want. To comment on or engaged with maybe, you know, someone participates in a twitter chat on, you know, a topic that they’re interested in or that is part of their work. Other people will find a news story about non-profit or technology sectors, you know, whether it’s from the chronicle for him to be or non-profit times and, you know, something like that, other people will just find block post from someone in the community, and you leave a comment and engage in that way, but whatever it is that you feel comfortable doing, the expectation is that you participate once a week, you find one conversation to contribute to in some way because the goal for us is, yeah, that you contributed, but it’s that actually, that means that was one member or maybe many members, if it was something like a tweet chat that feels like they got to have a direct touch from the organization and that it was it was really it wasn’t just, you know, one more email that we’ve sent out, but it was that staffers sense going and reading your block post, which feels good, you know, someone actually left a comment on your vlog and twenty thirteen were killed, like knowing these cummings anymore. So that’s one way where we set the expectations but left it open for open for interpretation, if you will so that staff can pick the channel that makes sense, and then if they’re doing this once a week, that’s fifty engagements per year per staff member that’s that’s, considerable, exactly, yeah, there’s twelve staff and, you know, easily fifty weeks where we’re online, so yeah, it adds up to feel like we’ve we’ve done a lot of external engagement and that’s not counting, you know, the actual social media engagement out of the organization’s profile, the foster parents and so on. And if you have that metric of one a week, some people are going to embrace it and do three or four or five a week it’s more natural for some people, others will be at that many others will be at that minimum, but even at the minimum, that’s still pretty good fifty engagements a year out of somebody who is not really that comfortable, but you know, that does what they do, what they’re being asked to do. That’s pretty good, exactly, and we have staff who, you know are are those staff i was talking about before that don’t have a twitter account that, you know, don’t log in to facebook, teo really use that, and so they choose the blog’s comments because for them they always get excited to actually hear what one of the end members was thinking about our working on so as much as it’s an opportunity to go the comment yes, engage directly, it also lets them feel like, you know, they can turn around in their chair and tell the rest of the office, hey, did you know that twenty martignetti thousand each right now, her, uh, whatever it may be, you know, because they just got to read, you know, take a few minutes out of their day of of otherwise, you know, just doing work and here, directly from a member as well, i love it and thank you for using intent as an example because i think that’s uplifting and motivating people because you are the non-profit technology network and still you’re saying you have people who aren’t all that comfortable don’t have a twitter account of facebook account and there’s still able to engage the love that you love it. Okay, so, uh, the the implication of including this in someone’s job description, as you said earlier, is that this is now going to be part of their performance review. We’re going, we’re going to talk about this once a year, once every six months hopeful i think once two years kind of bare minimum, but once in every six months, maybe in evaluating their their performance and maybe help them, i feel more comfortable or get to the next level if they are feeling like they’d like to get to next level, this can all be sort of growth opportunity. Oh, exactly. We’ve had staff where when they first join the organization, you know, they didn’t have have twitter accounts, for example, and they started out doing the community touchpoint knowing they had to find something to comment on or engage with and over time they got more interested and because it is and then they were on our own webinars as the half percent, you know, leaving the webinar and of course, that means you do the intro. You make sure that everyone’s able to log in eleven art, but then it means you’re listeningto all of these. Seminars throughout the year from, you know, experts in their in their different fields. So at one of the reviews, the staff person said, okay, i i listen to enough webinars about social media, i want to create a twitter account and i want to try engaging with the community there, you know, before our next unconference so that i can, you know, be a part of that online side of the conference, and i thought that was great a great way to for the organisation instead of us saying, we have a lot of people tweeting during the npc shouldn’t really have to do in our account and said by just saying here’s, the community, you need to be accessible, find the channel for you on the expectations you do something, you know, whatever town that is that over time they were able to see oh, i’m missing, you know, i’m missing this piece it’s on twitter, where i see people are doing things that i’m not there and they foreign fired-up join that channel on dh recognized the value themselves instead of us just deciding that they needed to be there. We have just a minute or so. Left, this should be part of staff training, too, not just the evaluation process, but regular staff training. Yeah, i mean, let’s think about how many times we complain that facebook has once again changed, you know, the the way that your friend list work or five settings or anything else if if you and some of plugged in recognized that weinger changing that it needs other people probably don’t recognize that. So having a regular checkpoints, uh, throughout the year where people can get together and say, oh, you know, i’ve actually been trying out google plus, does anyone want to talk about that? You know, or hey here’s, something that has changed in facebook setting, living off anyone needs to walk through it together. It could be a collaborative, learning type of meanings. That way everyone has a chance to share and to hear from each other just what’s working or what has changed in the different channel people are using under their own names. Thank you very much. Thank you for sharing. Amy, amy, sample ward, dot org’s, herb log and on twitter she’s at amy r s board and she’ll be back in a month thank you again next week, the overhead myth letter it’s coming, the three co signers of the letter will be with me, the ceos of the better business bureau wise giving alliance guide star and charity navigator do you want to ask them a question? Put it on her facebook page or send it to me on twitter. I won’t answer this week, but i will next week and we’ll have your question for them. So please love to have your questions. Also, jean takagi returns are legal contributor what overhead should you invest in to protect your non-profit coming from the overhead myth letter what’s wise overhead investment so that you protect your non-profit those you’re helping your employees and your board members. If you love tony martignetti non-profit radio, you might also love fund-raising fundamentals it’s, a monthly podcast devoted to fund-raising topics that i host for the chronicle of philanthropy, you’ll find it on their website, and you’ll also find fund-raising fundamentals on itunes. Our creative producer is claire miree off sam liebowitz is our line producer shows social media is by deborah askanase of community organizer two point oh, and the remote producer of tony martignetti non-profit radio is john federico of the new rules. I hope you’ll be with me next week. Friday one to two p. M eastern at talking alternative dot com, which is talking alternative broadcasting. Dahna hyre e-giving thing duitz good ending. You’re listening to the talking, alternate network waiting to get in. Nothing. Cubine are you a female entrepreneur? Ready to break through? Join us at sixty body sassy sol, where women are empowered to ask one received what they truly want in love, life and business. 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This is tony martignetti athlete named host of tony martignetti non-profit radio non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you concerned about the future of your business for career? Would you like it all just better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership? Customer service sales or maybe better writing are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes or get your human resource is in touch with us. The website is improving communications, dot com that’s improving communications, dot com improve your professional environment, be more effective, be happier and make more. Money improving communications, that’s. The answer. Talking. Hyre
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Tony’s guests this week:
Nadia Tuma, brand innovation strategist with clark | mcdowall.
Scott Koegler, editor of Nonprofit Technology News.
Read and watch more on Tony’s blog: http://tonymartignetti.com
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Metoo hyre 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. I want to wish you cog, posca, so make i hope i’m saying happy easter in, i’m trying to say happy easter in hebrew and ah and happy passover in italian is born passat born peskay it’s march twenty ninth, two thousand thirteen and i very much hope that you were with me last week. I’d be disgusted to hear that you had missed irs sale in aisle four o three b evan giller, a founding member of the law firm of giller and calhoun, explained, the i r s is fifty percent off the penalty sale for four o three b retirement plans that are not in compliance. Many plans are not up to code, and this is the year to fix the problems we talked about the common mistakes and what to do and compensation clarity are regular legal contributors jean takagi and emily chan of the san francisco law group, the non-profit and exempt organizations group answer these questions how do you determine what’s reasonable compensation for executives? What happens if camp is excessive? And what’s that automatic penalty that kicks in if you don’t properly disclose benefits. We did a mock board meeting and i walked out remember i had sound effects and everything. I’m amusing myself if you refuse to be amused. I’m amusing myself last week. I want to make something clear. Last week i had said that gary vaynerchuk, gary v you may know him as had been on last week, which would’ve been two weeks ago. He was scheduled to but he had to reschedule for may. Well, have him in may and i just want to make it clear i was not drinking last week. I had recorded the show many weeks ago, back when gary was still going to keep his promise. But then he broke his promise, but he made up for it. We love we love gary. I’m just getting gary in case any of his entourage is listening. We like gary v and he’s coming this week. Discover your brand nadia touma is a brand innovation strategist with clark i mcdowell that’s not an eye there’s no period it’s clark vertical line mcdonnell that’s very dramatic clark vertical line, vertical mcdonald, your brand i’m glad not he’s laughing. She hopefully realizes that i wrote this copy. So i know it’s, not an eye. Your brand goes much deeper than logo in tagline i hope you recognize that what’s the process to discover your brand strategy. And once you’ve found it, how do you manage it? Nadia and i will discuss all that also content marketing scott koegler returns he’s, our regular tech contributor the editor of non-profit technology news what content should you post for consumption? And where should you be putting it? How do you start your content? Marketing scott and i will discuss that between the guests on tony’s take two planned giving is part of your fund-raising team that’s what’s on my block this week, i’ve got some simple ways that planned giving can support the rest of your fund-raising my pleasure now to welcome and introduce nadia christina touma she’s, a brand innovation strategist with clark mcdonnell i guess you know it’s probably supposed to articulate the vertical line. It was an ampersand you’d say clark end, but it’s not supposed to be clark vertical line mcdonnell just clark macdonald that’s where she’s an a brand strategy innovation ist her work is creating and revitalizing brands in our swiftly changing world. She’s on the faculty of the school of visual arts, s via the masters in branding program, where she teaches brand strategy. She has worked with non-profits such as slow food and why i see in the pittsburgh concert society and in college at carnegie mellon university. She had a minor in piano performance, and we’re going to talk a little about that, too. Nadia touma, welcome to the studio. Thanks for having me, tony it’s. A pleasure. Glad to see you laughing already. Very good. Um, co-branding i think there’s a lot of misconceptions about what a brand is. What? What? What is branding? Well, that is a very good question. First one out of the box. Alright. Alright. Complimentary. You could stay the whole hour. With pleasure. Ah, i often get that question. A lot of people don’t quite know what branding is. I have a lot of confusion even within my family and my closest friends there. Not sure exactly what i d’oh. I think the best way to describe branding is to define it as what? It’s not co-branding is not. Ah, brand strategy is not marketing it’s, not advertising its not a logo it’s, not pr. It is actually the foundation. And the strategy is really the backbone of all of those things that it will then effect. So, you know, a brand strategy consists of things like a mission, a vision, reasons for being the dna of what a company and its products stand for you. And then all of those marketing pr efforts are executions off that strategy. All right? And then you have to maintain your strategy once you’ve once you’ve devised it well, not only maintain that’s very important maintain, but also stay relevant and state different. So it requires connection to the world connection to your consumer. You know, the world is not stagnant, and neither should have brand be stagnant. S o you have a very solid foundation, but you have to move with the times as well. Now, how do world renowned brands like apple? You know, nike, how did they create that that aura around them? And you just say apple and people think of steve jobs, and they think of beautiful design and innovation and slightly expensive products. But how did they how did they had to create that well, that’s, really the magic question and that’s, why people like me exist which is to help companies really create that magic, but at a very fundamental level there are couple characteristics that make a brand very strong, one of which is its first of all, that it’s relevant, that it’s relevant to people’s, lives to companies, lives. Another important characteristic is that its distinctive so it has to be relevant. But it also needs to be somewhat unique um, and somewhat special in a way that the delights people there’s also another really wonderful thing that strong brands do, which is they defined categories, and they almost shift culture in a way. So if you think about really strong brands like apple, for instance, you know they’ve really changed the way we interact with the world, with music, with movies, with people, you know, and those very, very strong brands are able to almost do that and shifting culture, which is really cool. All right, so let’s, let’s, bring this to the to the small and midsize non-profit level. You talked about a lot of things in developing the brand strategy, but so let’s let’s. Try to flush this out. How do you how do you start? Toe create your strategy. What? What you want to be? Yeah, and that’s oftentimes the biggest challenges actually understanding. What is it? What is our reason for being? Why do we exist? And that’s challenging? Because a lot of times there might be differing opinions or different objectives within an organization within a midsize non-profit but but every non-profit has a mission statement almost always go to the home page it’s a simple pull down it’s right there in front. They all have a mission and you in a vision. So, isn’t that. Isn’t that the basis or there might even be some the differences of opinion? Despite that? Yeah, i know a lot of times the mission statement it could have been written by, you know, someone who founded it years ago, and it may not be as relevant or the way in which it’s interpreted might not be consistent across people who are making decisions everyday within that organization. Eso when we think about a mission statement it’s, you know, it’s sort of a first level and that needs to be agreed upon, of course, but from there there other components like understanding who were retargeting what’s our consumer, our audience, you know, what exactly do we offer, even from not just a functional standpoint, but an emotional standpoint, even if you’re just a midsize non-profit that’s all very important. S o sometimes mission statements, vision statements are written without those components in mind. And so that’s what needs to be really fleshed out internally, say, a little more about the emotion? Yeah, so you know every organization, whether you know, whether you’re lady gaga or your you know, proctor and gamble, you’re offering functional things, so you’re offering toilet paper or you’re offering entertainment and music, but you’re also offering, and i don’t think lady gaga uses ivory, so probably not right. I don’t think she uses anything anyone else used, but from an emotional standpoint, you also have to deliver something right brands need to make you feel something on dh. So even if your say, you know a local music organization that promotes local talent, there needs to be something emotional that the audience gets from using you. Otherwise you become just purely functional, and a purely functional offering is not a complete brand and we can articulate all the all this i mean, we can pull all this into ah ah, cohesive statement and understanding among all our different constituents are bored are our staff are sea level people, the people who are benefiting from our services, whether they’re students or or the homeless way? Yeah, absolutely. And what’s actually critical when you’re implementing ah, brand vision or a brand strategy is to get buy in from every level of the organization. So everyone who’s doing the accounting? Teo being a spokesperson, teo, you know, being the ceo all need to believe it’s it’s the difference i often tell my students it’s a difference between interacting with a customer service representative it zappos, who clearly believes in the brand to buying something at duane reade and interacting with the checkout person, okay? Or maybe state government, maybe that’s all right, that’s a good example of the other end of the day. Yeah, okay. We’re gonna take a break. We’re going to dive more into detail about how to develop your strategy, what that process is about. So now he has certainly stays with me. And i hope that 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, stopped 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 buy-in durney welcome back to big non-profit ideas for the other ninety five percent got tons of live listener love china so well represented. Young jang kun ming chung ching, shanghai, shenyang, wuhan. I’ve been to wuhan and i’ve been to shanghai. Shi on is not there. I was in shi on to where she on left fans behind and she on i thought. But china chinese ni hao. Very nice to have you with us and seoul, korea and day. John korea. Very nice to have you with us on your haserot here in the u s new york, new york. Welcome, smithtown, new york. Welcome. Will smith times at long island, i think i think it’s long island welcome live listen, love tto all those live listeners and more to come. Okay, nadia touma. We’re talking about the importance of branding here. By the way, when you become a partner in your firm, i want you to tell them you want an ampersand before your name. Okay? Not the verdict. I don’t care what kind of equity they offer you a share in the corporate jet. You want not the vertical line. You want to be end too much, really? The memo percent um okay, let’s, go let’s, get into this process a little. Now all these all these constituents need to be involved. You mention from accountants to board members at sea level. Bonem what do we what do we start this this process with if we want to develop our brand well, there’s, just like they’re possibly dozens of definitions of what brand strategist do there’s also many ways in which a process khun begin. I’ll tell you my personal perspective. I truly i truly believe that partnering with whoever you’re working with is incredibly important. So getting together say, your ah brand strategy agency or you’re working on your own, getting together with that client and really sitting down and understanding what’s the issue what’s at stake what do your objectives try to understand? What’s our goal and together as a team really outline what a success look like. You know, it’s really define what those girls look like and parameters, you know, what’s what can we change what’s off limits? You know what can we not touch from there? I think it’s really important to get the perspectives of a lot of different stakeholders within that. Organization and try to understand is there are other inconsistencies among them in terms of what the mission is, what the vision is. Do they see the company going in different directions? Do they see in a different place in five years? What are the different strengths and weaknesses that various parties see? Understanding even that is an insight is to understand what’s our current situation. You know where the inconsistencies, where the commonalities and from there, we can start to create a common goal. So there’s a lot of conversation, a lot of interviewing focus groups. Is that is that it was that all part of this? Well, focus groups come a little bit later. So once you do wanna interview internally and understand what’s going on within, because the change will have to happen from within. So getting a good read on that is really the first step. Okay on, i did survey listeners before the show on dass cked in the past five years, have you given considerable thought to your brand strategy? A little more than half said yes. About close to sixty percent said yes. And then about fourteen percent said no and about a third said, i’m not sure what brand strategy means i better listen to the show, so i hope those listen, i hope you’re on. I hope they’re either in china, japan or smith down listening, all right, but no more than half have feel that they have given a lot of thought within the past five years. Well, i think in the past five years, there’s been a sea change in the perspective of brand strategy. I’ve seen it absolutely well, i think that brand i mean it’s still a nebulous term that clearly people aren’t quite sure what it means. I think that there’s been quite a shift recently in going going from financial measures on ly in terms of measuring success to trying to build in metrics that measure the quality of your brand as well. I think cmos and ceos are recognizing the importance of having a strong brand in addition to the bottom line. Now, cmo is a very common term for you, but here on the show we have drug in jail on i would hate wade. You have a female ward for for george in jail offenders cmo so that all the listeners know what you’re talking about, chief marketing officer excellent does a lot of non-profits certainly don’t have cme owes a lot of this falls right on the executive director or maybe a communications and marketing staff but might not be a chief marketing officer. All right, so we’ve gathered all this information from all the different constituents, and i think including importantly, people who are benefiting from the work that we do a zay said earlier, whether they’re students or they’re the hungry who you’re feeding the batter to your sheltering them in there, they’re certainly included, we have all this information. Now what? How do we coalesce this what we’re looking for, right? So i think that once we’ve understood what’s going on internally, we want to then turn r r face toe to the outside world and understand who are we affecting? So is that the hungry? Is that students and decide who was it really that were after? And i don’t mean after in a predatory sense, i mean, in terms of who’s, our audience, who are we trying to read? That’s actually an incredibly important part of it to really define that target audience on and i don’t just mean to finding it in terms of demographics, so you hear a lot of terms thrown around, like males eighteen to thirty four or moms with kids or the baby boomers. The reality of it is that each of those groups has shades and shades of different types of people so it’s more important to understand. Are you looking at moms with kids who are into organic food or, you know, are you looking at males eighteen to thirty four who are married and, you know, working full time or are things like that that that add texture to who you’re looking at and then it’s important to understand? Let me ask you when you’re doing that? Do you ever devise hypothetical people? Absolutely had guests? I’ve had two guests in the past. You have talked about that for in terms of marketing strategy. Yeah, about that oh, that’s. Incredibly important. So we call them creating personas on dh it’s. Really? It’s it’s wonderful to do with clients. Because i think one of the pitfalls of working all the time with inman organization is you start to see your audience as a number or, you know, a cell. In an exception, a stereotype of some complete stereotype and it’s. Amazing to see the way in which top level executives will react. Teo very well fleshed out persona and what i mean by persona is outlining the person as if they truly were a person. What do they like to do in their free time? What brands do they use in other categories? That’s incredibly important. What’s their education level. Where did they go to school? Where do they like to vacation? And you really bring that person toe life and they become someone that is relatable. And in that sense, i think you create better solutions, theun just saying, while we need to increase exp i twenty five percent and why by sixteen percent do you give those personas? Name’s? Vivian? Oh, yes. Oh, yes. And a lot of work goes into that is, well, really the name? Yeah, sure. We’re okay. All right, all right. So i made you tigress labbate because that’s interesting cause the other guests i said have made the same point sabat so we’re coalescing this invention that we’re going outside. Are we doing interviews with with these potential personas? Were trying to meet people who fit the description of these different personas absolutely, i think that the most important thing to do is to talk to your consumer, and it’s really brings it to life. You, khun do surveys. My personal preference is to go out into the world and really interact with who you’re going to be speaking with on dh that could be done in a variety of ways. So ethnography zehr quite popular, and that means don’t get into that jail again, jack in jail ethnography xero when you go into the audience is natural habitat really so to speak? So if you’re studying, you know the way in which people consume alcohol, you might be going to bars or their homes before they go out. If you’re, you know, studying perhaps skin care, you might go and observe someone shopping for skin care. So you really want teo me? Clearly, it won’t be a pure experience because you’re their jotting down notes and you know, you’re obviously observing, but you do get to see those those nuances that you might you might not get if you’re in a focus group facility. Not to say that those air not incredibly valuable because they are one of the things you get from focused group that you don’t get in other types of qualitative research is that you get social interaction, so you’re watching people react to things, and then maybe another person says something that sparks another thing, and then someone else builds on that and you start to get these incredibly rich insights from whatever stimulus you’re bringing in. Nadia touma is a brand innovation strategist with clark mcdole, which you’ll find on the web at clark with no, no, eat the end. Mcdowell, m, c d o w a l l clark macdonald, dot com what types of questions are you asking these people? Well, that all really depends. It depends on the objectives of what you’re trying to find out. So if you’re if you’re doing just straight consumer package good type research such as skin care, alcohol or you nutrition shake or something of that nature you’re trying to understand really the needs behind it. One of the things that is let’s think let’s, bring it to a non-profit sure you’ve worked with a music and arts group in the past. Yes, i suppose it is. A small arts group. What what? What are we trying to find out from their their their constituents? Eso for example, for this small arts organization that i worked with, they sponsored and showcased local classical musicians in a recital setting. And they were having an issue with their audience. There wasn’t enough of coming to these recitals. So really it’s it’s not just saying, why are people not coming to a recital? That’s sort of just scratching at the surface? What you really want to try to understand or what are those unmet needs that is, is prohibiting them from coming, right? So what are those barriers that miss making people do something else rather than come here? And i think that’s really actually across the board what you want to find out and that’s incredibly challenging because people don’t know what they don’t want. So it’s very hard for them to tell you what they’re looking for, why they chose something else, exactly, or its group or a college why they chose it. Okay, so how do you start to get to this s o that’s? Really? Where the art meets the science it’s really that’s when you have to really sit down and create a solid methodology, and what that means is you really need to thaw. I almost think about what you’re trying to get first and work your way backwards. So if i’m trying to understand, you know what is really driving? Ah, consumer, not to go to our side and go to a football game instead really try to break that down in a way that gets sort of a roundabout way to get to them. You would never ask them. Why are you going to the football game rather than the recital? You’re trying to understand it a deeper level? What is that that makes them feel fulfilled? What is it that makes them feel happy with their free time? And then you have to do a lot of the back work to fill in those gaps. This is very esoteric. It’s. We call them leaps there you really have? Tio i almost asked around the question and look at that negative space in a way, and then make those connections to understand what’s missing. Okay, so all right, so now you’ve got your internal constituents, your external constituents. You’ve made some leaps. In judgment, there must be some kind of testing of what of the leaps that you’ve made, and the the early conclusion that you’re starting to draw? Absolutely. And this is when you bring it all together. So as you said, we spoke internally. We understood what was going there. We understand what’s going on in the outside world. And then now you need to bring it together and say, okay, what makes sense here if we have x and y parameters internally and this is what success looks like? And then this is the opportunity that we’re seeing in the outside world. How do we marry the two? How do we make a solution that makes sense given constraints, opportunities, but the organization and then what we see, as you know that that really juicy white space in the outside trying to bridge this gap you are between opportunity and on reality. Exactly. Okay, and so a lot of times, what will happen is you might have you might find these incredibly lofty, wonderful opportunities out in the world. And then what ends up happening is you do have to bring them down to earth based on what’s, actually. Possible on then. So there’s a process of testing on then what? What’s the end result of all this that’s a great question. Another one? Yeah, two out of twenty five. So it can take the shape of any number of things so it might end up being just a brief, you know, a word documentary, power point dahna document or it could be something that’s a little bit more of emmanuel, but essentially, what you’re giving is a set of guidelines. So, you know, you you should recount the journey that you’ve taken with the client so they can see how do we get here? You know, what does that look like? And then once you’ve told that story, you outlined things like, ok, what is our positioning mission vision statement? What does it look like when we apply that to our pr? What does that look like when we apply that to our visual identity? How do we talk about ourselves? All of these sorts of sort of guidelines to help you talk about that strategy that you’ve created? How do we talk about ourselves in terms of actual words and maybe stories that we tell or or things like that? Yeah. I mean, it’s it’s, all those executions i talked about at the beginning of our conversation. You know, what is advertising look like? What is marketing look like? Not from a here is a an ad, but thank you. Here are here’s a type of language you should be using here. The types of colors you should be using. The tone, the personality, all of these things that affect the way someone might interpret your brand. How do you feel that, uh, musical performance overlaps with with the work that you’re doing? How does that inform your work? Well, i would say that generally speaking toe work and brand, you just have to be curious. Keep your eyes open, be interested in a lot of different things because you have to make a lot of esoteric connections all the time. So music is just one of those other things that sort of opens your eyes and ears and fingers and a very different way exactly. And share what? What it is that you love about the work that doings. Clearly, you enjoy it very much. Very passionate about it. What? What is it that moves you? About what you’re doing, you know it, it’s it’s incredibly interesting because you are studying people and you’re studying societies and how people feel about things and make decisions, you know, ultimately, companies really are creating products and services for a changing world, and that means that you have to study the world and study interactions and connection and what you love about all that it’s incredibly interesting to be a part of and does the nature of the business is you’re always working on a different type of industry and a different type of consumer. So you’re always learning, you know, deeply about a lot of different types of things, thanks very much for being a guest, not here. Thank you for having me. Pleasure. Nadia touma is a brand innovation strategist with clark mcdowell at clark mcdowell dot com right now we take a break, and when we come back tony’s take two about plant e-giving as part of your fund-raising team. And then scott koegler returns and he and i are going to talk about content marketing. Stay with me. You couldn’t do anything to getting dink dink dink dink. You’re listening to the talking alternative network. Get him! Nothing. Good. 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 lost him a 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 gonna 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. Oppcoll hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back time for tony’s take two at roughly thirty two minutes into the hour. My block this week is planned e-giving is part of your fund-raising team i’ve got there five strategies for using planned giving to help other parts of your fund-raising there’s no reason that plan giving should be silo or blackbox. It should be supporting all your different fund-raising methods on you will fund, for instance, when you’re meeting a planned e-giving prospect, certainly you want to know ahead of time whether they participate in the annual fund and if they have been giving annually, you want to thank them and if it’s appropriate asked them for an increased gift to the annual fund if they’re not participating annually. It’s appropriate to ask why? Maybe there’s objections that you can help to overcome and and find a new annual donor that’s one that’s one way of helping the annual fund corporate support, maybe corporate sponsorship if you know in advance or you learn in the meeting, that person works for a company asking about the possibility of corporate sponsorship. Not that they would be the decision maker, but maybe they’ll make the introduction to who the decision maker is and that entree is always valuable now than being strictly a cold call to that office. So there are lots of ways that plan giving khun support other types of fund-raising i’ve got more ideas on my block. The post is called planned e-giving is part of your fund-raising team and that’s at tony martignetti dot com and that is tony’s take two for friday, the twenty ninth of march, the thirteenth show of the year. Where did march go before we bring scott on? I want to send more live listener love we’ve got guangzhou, china and nokia, finland and porta vallarta, mexico. Now, if i can figure out if we can identify those cities, how come it’s united kingdom? Why is that? We don’t even know the country and uk? Yeah, you well show you irish english, we don’t know what i’m going to say you’re you’re welsh because that’s the least likely so welcome from wales and if you’re not in wales, why is your what is your identity, your location being masked? We don’t want your street address, but certainly country would be nice, scott koegler welcome, i’m doing terrific, scott koegler we know him he’s, the editor of non-profit technology news, which you’ll find it and p tech news, dot com he’s, our regular tech contributor, and this month we’re talking about content marketing what do we mean? Marketing? Yeah, what do we mean by this? You know, i actually for a different name for that, i call it authority marketing because it’s really, you know, you’re trying to, uh, trying to put for information about things that you know about your so you’re asserting your authority and you’re letting the people that you talk to, hopefully that read, whatever it is you’re doing, i know that you are authoritative on then the short part of that is that you’re not really selling, although, you know, being an authority and something means that hopefully people will come to you when they need answers and when they need services and products, i see that that’s what we’re talking about, okay, authority marking is a little more more descriptive and and what would a, uh, what types of things would non-profit want to be demonstrating authority in? Well, you know, the short answer there is the things that the non-profit is about so the cause the methodologies they’re using again any anything that they that they know about so that’s kind of across the board for non-profits and also for-profit type organizations. But non-profits can talk about just all the things that they do. So it’s, you know, it’s putting forth your message in a non marketing kind of away. Okay, so you and i have talked in the past about surveying people to find out what their interests are. There might be value in doing that to find out what about your work or related to your work interests them? Sure, sure. You know, you always want to get feedback from your constituents. And sometimes you get feedback from from a survey. That’s that’s a very good way to go. You know that your percentage of respondents varies all over the place. You know, i’ve had i’ve had anywhere from one percent. Twenty percent response rate course, twenty percent is great. But it’s it’s tough to achieve. Yeah, has to be something very, very interesting to them. And you might heat, you know, so that maybe a second or third generation of your of your survey, you know, kind of homes in on those issues now, but you know, another way to get feedback on what’s interesting is to get feedback on as comments on articles that you post in a block and those you generally get significantly less percentage, but those are typically more insightful. They’re more direct, you know, you know that they’re interested in that particular topic because, well, they read the article on they’re responding to it. So it’s very good way to get get responses. Now you have an article at n p tech news dot com, which says that only we have a number of articles, of course, a couple you do, but this one specifically says that sixty nine percent of non-profits are not blogging. Yeah isn’t in that stunning in this age of every you know, every schoolkid has a blogger and, you know, uh, it’s tough to imagine that, you know, almost, uh, almost three quarters, certainly two thirds of non-profits are not putting out a block, so, you know, i won’t say shame on them, but shame on well and our listeners are consistent with that. One of the poll questions i ask before the show is is your non-profit blogging at least. Twice a month that’s not even very common, but i made it a low threshold twice a month and seventy one percent said no interest. Only fourteen percent said yes, the other fourteen percent they didn’t know. So this is very consistent, actually with with what your article is just within a couple of points dahna way believe that the block is a good place for all this content. How do you do get started with your block? If you’re in that sixty nine or seventy one percent is not doing it. I will say that it’s not surprising that the number is so high because even though the technology for putting together a blogger is really easy and really available and even free and i’ll talk about the specifics in just seconds, the time to do the blog’s is a very scarce commodity. You no way talk about operations and and events and all the things that have to go into a non-profit and there are a couple of things that are critical to writing a block one is the time to write the second thing is the ability to write, you know, cogent phrases and just, you know makes things that are right, things that are interesting on getting somebody to actually be consistent. So those three things are, you know, probably the killer’s toe actually producing a block on a consistent basis. So that’s one thing that’s this very difficult, overcome and that’s why a lot of organizations or maybe something not as many as we might think, actually hyre out there blogging, and they get professional writers or managers to produce content for them and manage the the website, the block, whatever it’s called and send for them, you could try soliciting content from your constituents could, whether they’re the people benefiting from your work. Or maybe if you’re a bigger organization, maybe some of your employees can contribute. I don’t have to be writing right could be video absolutely there’s all kinds of different blogging tools now one of them and we’ll just kind a segway into this. Yeah, you know what? We talked earlier about pinterest that was a couple months ago on dh pinterest, you know, i mean it’s really a blocking platform, but it is a way to put out dahna typically images or videos of of information that’s of interest to the organization and to the constituents. Another one that you well, let’s, step on pinterest, pinterest is not all that time consuming. Because you can be. You can upload your own content, but you can also be out on the web. You find something that’s interesting, relevant to your work. You you just pin it to a board using the earl. Great it’s it’s. Very quick and easy. The good thing about it is that it it keeps it can keep a consistent exposure. Uh, that if there’s a negative, i would say that it’s it really is not generally original content. It’s something that you you found and shared, right? Right. But it’s it’s bad, but it’s not really blogging, right? No. Right. But it’s jemaine to your work. And could be interesting to your constituents who are interested in the work that you do, right. And what you just said there is, you know, being interesting to constituents. That’s really the key to any of these you’re you’re content curator of of content, and you become an authority, hopefully within your within your sphere, right? I think, you know, tend to touch on that authority issue if you’re if you’re pinning some content that’s not your own, uh, that maybe, you know, kind of the reverse of becoming the authority. Okay, you’re a curator and that’s a good thing. So you’re bringing things of interest, but you haven’t really added to the authorities factor. So somebody who’s actually interested in what you pinned is just going to click on that pin and jump to the site. That weird originated, so i’d be careful of their, you know, but it is a place to get exposure. All right? Let’s, talk about the block you had. You have some suggestions about getting started with blogging? Yeah. One of them you talked about was was tumbler and tumbler is, i guess, it’s a version of interest and that it’s, highly visual. Um, but you actually can post content there. You can also curate it and post. So on it’s a free it’s, a free resource. You could just create a account you can upload pictures of your events. You can upload text about whatever it is that you’re doing. So so that’s. Ah, relatively easy way to get in. It’s, it’s, inexpensive and fur and supposes cheap on dh free i think? Yeah. Okay. And that’s t u m b l r write the word tumbler without the okay. Okay, so, yeah, i would suggest that maybe uneasy. Wait for an organisation to get in where there really isn’t any there’s. No overhead. It’s, quick and easy, todo. Now, wordpress is very popular, but that’s that’s maura, traditional type written blogged, right. Uh, correct. Right. Word press is probably the white, most rightly used blogging platform, although there are plenty of others but that that could be for you can actually do a you can set up your own wordpress block account by going tio it’s. Um, we’re press dot com, actually. And you could get the free option and start with that. And so you can set that up and you can actually just start to write articles. You can write the articles right within wordpress and just click save and it’s published so it’s very, very simple todo right there there are elaborate wordpress blog’s but you don’t have to shoot me not to start. You certainly shouldn’t start there. You start seeing i would say start with just the three one and go from there add content had pictures. If you have videos, you could do, those two do. Although the free site has restrictions on, you know how much you can actually upload and save to the site. Okay, we’re going to take a break, and when we come back, we’ll talk a little about maybe creating cem video, that’s, that’s, simple to do, because that could be compelling authority marketing. Now i’ve had to change. The name of the segment accommodates got from content marketing now already marketing that’s. Ok, i’m flexible, you flexible, dammit! All right, we could take a break. You stay with us, scott will, and i hope you do, too. Dafs 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. Buy-in 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. 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All right, scott koegler let’s, talk a little about video because video, you know, you and i have talked about this before, it doesn’t have to be high production phones that take shoot video are so common you could arm your employees or your other constituents with the phone, maybe at an event or maybe just on their own. This could be good authority, content authority, marketing, absolutely. And it’s uh, sometimes actually, most of the time, it turns out to be very current because the videos, as you just mentioned a lot of time, shot with their with their cellular cell phones with their smartphones, and we’re even just any kind of digital camera now takes video. Uh, of course, the smartphones. You, khun, take the video posted almost live on, you know, the face of people like to see themselves and people that they know so particularly had events. I saw one organization that recently kind of they turned around the old thing about putting the the, you know, the throwaway camera on the table? Yeah. And they put a card on the table that says, use your cell phone, uh, shoot a video and uploaded here, and they got i think they were just overwhelmed. They think they’ve got a couple of hundred up loads. So, you know, that’s good and bad, right? How do you use and select the ones that you wanted? But it did. It proved the point that it was a very popular option and something that people would engage with immediately. So just kind of take that idea further. What do you do with that? Um, you can either download those those videos and create a kind of a montage using your own software, or you don’t have to do that. You can actually use tools within youtube to, uh to mash up your videos on create, you know, kind of an overview doesn’t have to be ah long or complex or even, you know, two super high quality just paste a bunch of pieces together, right? You to diligently, of course, youtube has editing editing tools right now. There’s a sight that we know one listener maria simple likes because we know maria because she’s, a regular contributor and you talked about this site almost a year ago on a moto for video. Exactly an emoto is great. Um and, uh, i mean, what it does is it allows you to use both video and still images and create a you know, we’ll call it a video, and it actually is a video. Even if you have images there, uh, there’s basically photos, and it does very complex transitions. You can overlay text on it. You can overlay background music on becomes very engaging. So, you know, in a matter of probably ten minutes, you can produce one of these things. Yeah. Maria maria has been using it for a non-profit that she volunteers with, but she heard about it from you first. And like i said now, it’s been close to a year she’s using it all right? And we’re just, you know, a free tool that’s simple to use and, you know, sort of quick and dirty video that can be can be moving or informative, right, exactly an authoritative and that, again, just the good kind of go back to that word that’s really, what we’re trying to do here is to increase the believability that you’re just you’re not just somebody out there trying to raise a few bucks for, for who knows what you know, but you are actually an organization. You have a purpose, you know what you’re talking about, and it gives the people that you’re communicating with something teo grab onto teo to associate with and maybe even to, you know, get it personally and personal involvement with well, there you go, that’s that’s what this is all that we were trying to engage, we’re trying to have a connection, a dialogue so that you become affiliated with the work well aware of the work and then hopefully become affiliated with the organization, maybe as a volunteer, maybe as a donor, maybe just as a spokesperson and an advocate on the web right? Absolutely. And you know right back to the blogging section. And you mentioned, you know, get some of your constituents, your volunteers, whatever to to contribute content. If you have a relatively large organisation, you have a much better chance of getting, you know, five or ten individuals who are able to contribute something. If you could get them each to contribute something every two months, even you’d have a you have something to become consistent with. Consistency is one of those things that really counts. Okay, on dh there’s, your there’s, your sort of army of advocates and and volunteers. I mean, you may never make that. You may never meet the people, but if they’re contributing content once in a while, they’re supporting your work. Exactly. Exactly. We did have a correction for you, scott. The forward press sight is its wordpress dot or ge. Okay. Yeah. Okay. Well, i got sign up. Dot wordpress, dot com uh, so if you want to go directly to the sign up, but you’re right, wordpress dot or ge is where you go first. I am sorry. Okay? That’s okay. Okay. No, no, no. All right, but sign up. Dot wordpress dot com. But if you want to go directly toward press and learn more about it, that would be wordpress dot org’s. Okay, now you what? You’re trying to be an authority buy-in and i really messed up well, but i want to help you. It’s xero there only nine thousand dollars will do good. Only nine thousand people listening. Well, no. Nobody listens to this show. So it’s not gonna matter. It doesn’t matter what you say. Any closing thoughts you want to leave people with in their authority? Marketing? Um, i would say it’s it’s something that really people are hungry for, even though there’s plenty to read on the web. Uh, you know, the old thing, you know, you can’t publish anything. It is untrue. It’s untrue. On the web, right? Yeah, of course. But i would say just along with that, if you if you plan to go into this one of your main goals, should be to be consistent and to do it on an ongoing basis, you know, putting up one post every three months just is not really gonna do anything. It’s. Probably worse than doing nothing. Scott koegler is the editor of non-profit technology news at n p tech news. Dot com and scott remind us what your twitter ideas it’s xero scott koegler course spelling koegler is not easy. So it’s seo t k o e g l e r all right, scott, thank you very much, but with this, we’ll have you back next month. Thanks doing my pleasure. Thank you. More live listener love, new york, new york, memphis, tennessee and richardson, texas live love to all of you hope you’ll be with me next week when we’ll be talking about talk between the generations. Phyllis weiss haserot is a consultant in cross generational communication. Ines boomer boss in a general i worker gen x boss and a boomer worker how about a general i fundraiser and a boomer or boomer plus donor? We’ll talk about strategies for working across the generations we’re all over the social web you can’t make a click without sparkle adoro testa, i hope i’m saying smacking your hard head backing your smacking your head hard into tony martignetti non-profit radio that’s what i’m trying to say anyway, you can’t make a click without that. Ah four square, for instance, are you? On foursquare, if you are, then let’s connect because i’d love to see where you’re eating your breakfast in your dinners. I want to know what’s coming up before the show sign up for our weekly insider email alerts on the facebook page. There was a time when i had to say facebook, dot com forward slash tony martignetti non-profit radio that was, those are my dark days in social media. Now, i just say on the facebook page, and we all presume that you know where to find that our creative producer. Yes, we do have one is claire meyerhoff. Sam liebowitz is our line producer and assistant producer is janice taylor shows social media is barbara jean, a walton of organic social media and the remote producer of tony martignetti non-profit radio is john federico of the new rules. I hope to be with me next week. Oh, i hope you’ll be with me next week. Talking, alternative broadcasting talking alternative dot com on friday, one to two p, m eastern. I didn’t think you could do. You’re listening to the talking alternate network. Duitz get him. Nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream. Our 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 am on talking alternative dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to talking alternative 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 friday’s one to two eastern on talking alternative broadcasting. Are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over 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:
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:
Greg Warner, founder of MarketSmart
Amy Spencer, market manager for Blackbaud & Kevin Russell, professional services manager for Blackbaud
Read and watch more on Tony’s blog: http://tonymartignetti.com
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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Welcome to the new year it’s january fourth of the new year. I hope you had lots of time for family and friends and good times over the holiday and time off from work. Oh, how i hope that you were with me long ago on december twenty first because i’d feel terrible if i had heard that you missed candidates for causes. Robert egger is the president of sea forward working to rally candidates around non-profit platforms, he and i talked about how to assess those in your local races, getting the non-profit agenda before them and how to support the candidates who step up. Also, it was computers crash. Scott koegler, the editor of non-profit technology news and our tech contributor, reminded us that technology can let us down imagine that your computer hardware will only last so long, and you should have a plan for replacing it to avoid a crisis. I talked to this former chief information officer about the hardware, life cycle, budgeting and planning this week the future of planned giving marketing greg warner, the founder of marketsmart, shares his insights on multi-channel awareness building, generating and cultivating leads and tracking what works and free radio and tv to boost online ticket sales. Amy spencer, market manager for blackbaud, and kevin russell, professional services manager for blackbaud i want you to recognize that you do have leverage with the media and that sending press releases is no longer the way to get radio and tv exposure for your event. This was pre recorded at the bb khan twenty twelve conference last october between the guests on tony’s take to my block is challenge the status quo, i heard you don’t be afraid to ask why i will talk about that. And after the bb con interview toward the end of the show, i’ll talk a bit about the just revived ira charitable rollover that’s getting a lot of talk in plant e-giving circles right now, it’s my very pleasure to ah, welcome greg warner. He is an experienced multi-channel marketing executive, he’s made tens of thousands of cold calls and closed thousands of deals, which give him a unique perspective into howto partner sales strategies with targeted marketing initiatives, his company marketsmart has helped lots of non-profits, including the american diabetes association, life matters, home health care, the association of the u s army and city of hope cancerous search center on twitter he’s at greg marketsmart he runs the linked in group smart planned giving marketers greg warner, welcome to the show. Hi, tony. Thank you. Happy new year. Thank you very much. Yeah. It’s. A good one. It’s going to be a good one. All right, we got it. We got the future of plan giving marketing to look forward to this is something to live for. Um, you want teo? See non-profits do broader prospecting around planned e-giving what? Your ideas around finding new prospects? Well, the first concept is a bit non donors and people that you may not find on your radar through predictive analytics or data modelling, uh, often will leave you gifts. And some of our clients tell us it’s more than fifty percent of their plan gift not all but that’s. A sizeable number. And you want to leave that on the table? Okay, so you need to broaden your approach, okay? And, uh, let’s talk about some of the waste to get doing. That ok? Well, it all depends on how much money you have, of course, and most folks don’t have a lot of money. So you want to look at the, uh, tools and channels that are available to you, uh, in order, teo, you broaden your reach, one of them, and i know a lot of people probably cringing the sound of the word facebook, but, you know, it’s a very simple thing when you think about the fact that people who engage with your organization on facebook they like you. Yeah, you know, we don’t cringe on this show. We don’t cringe around facebook way have any sample ward social media contributor she’s on every month talking about lots of social media networks, but facebook certainly among them. So we don’t. We don’t cringe when you talk about staying playing e-giving circles sometimes ah, cringe at that because it’s hard for folks in plan giving, understand how to connect the dots. Okay, well, let’s, let’s connect them for them. Why? Why should plan e-giving professionals be paying attention to facebook? Beyond the fact that a billion people are on facebook, but they’re concerned typically is age right playing, giving? You want to talk to people in their sixties, seventies eighties? The concern is that they’re not on facebook, but what? Where’s? The disconnect. Okay, so first you need to dispel the myth. So my mother in law come on. By the way, i got into all this because my wife’s a diabetic and i wanted to find a way to generate lots of money for the american diabetes association. Okay, my mother in law, of course, her mom is seventy two years old. I don’t think there’s too many people who are on facebook more than my mother in law. And again, she’s seventy two years old. Now what? God, god bless your mother in law. Of course i love all mothers in law, but even the ones that aren’t my own love them all but that’s, you know, people going well, that’s an anecdote. Okay, there’s one seventy two year old what do we know in aggregate? About sixty, seventy, eighty year olds prevalence on facebook. Well, i don’t have statistics on that, so i don’t know if i wantto start shooting off on that. But i will say that they have mor e i think it’s easy. To say that they probably have more time on their hands, right? Well, what what’s been the experience with your clients around facebook and planned e-giving well, here, here’s, just a basic example is that if those folks are there and let’s let’s, remember that younger donors forties and fifties air really when people are making their first will anyway, and if you want to get in there, will you should be planting the seeds of legacy gift because everyone at some point is going to contemplate their immortality, and they’re what ruffle james calls a symbolic immortality. So how can they live on after their lifetime? Okay, and if you start planting seeds just with basic awareness efforts, meaning if you get a gift, why not talk about it on facebook? How you say it, you have teo talk to your social media folks, make sure that you’re not overselling our overstating but it’s news, it’s information it’s something that’ll plant seeds in people’s minds. Okay, excellent there’s there’s an idea what else? What else should we be doing on facebook around planned e-giving well, if you have a comprehensive marketing plan and you have a lot of people who like your, um your page, then? It’s really important to realize that you can advertise on facebook so you can advertise to your like the people who like you? Yes, with, um, uh, little ads driving them to a landing page. The best offer is something like an offer free estate planning information or how to make a will. Okay, so this is buying facebook ads buying a facebook ad related to plan giving. Yeah, and you only pay for every time someone clicks on it. Or you can pay for impressions. But it’s very inexpensive. Really. Okay, what does that mean? Watch now, i haven’t had anybody in jargon jail for weeks and weeks, but you’re skating very close on since it’s been so long, i have a very itchy trigger finger to throw somebody in there. So what does that mean? Facebook, you can pay by the impression every time that your ad appears is considered an impression to a user versus paying by the click. Right? Okay, all right. We have just about two minutes before a break. Do you like to see greg non-profits have a devoted planned e-giving facebook page or you’re talking about the organizations overall presence in there on their own face and their facebook page. Without a doubt, i think it just should be something that implemented integrated into their overall presence and just it’s news it’s just sharing information with their friends. Okay, so so not necessarily a devoted planned e-giving facebook page for the charity. Okay, nobody well, i don’t think anyone will go to that, okay, what’s again, just about a minute before a break. What’s another, um, channel that you like to see exploited in planned e-giving that that people aren’t doing enough? Well, i think email has the most power when it comes to plan giving marketing, and we’ll have tto dig into that a little bit more when we come back. But it’s so inexpensive, but it can also be used the wrong way. It’s a hammer like you could break stuff with it, or you could build stuff with it. Okay, we want to build, right? Yep. Okay. As greg suggested, we will talk more about email and other channels and the future of e-giving marketing right now, i’ve got to send some live listener love. Oakland, california. Atlanta, georgia. Shanghai, china taipei, taiwan. Welcome. Live listener love to those four cities when we come back more with greg warner in the future of plan giving marketing. Talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping huntress people be better business people. Are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service sales, or maybe better writing, are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications. That’s. The answer. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to big non-profit ideas for the other ninety five percent more live listener love. Seoul, korea fukuoka, japan. You’re with us regularly. Soul and food, coco, thank you very much. New bern, north carolina, bethlehem, pennsylvania. Live listener, love all around the world, it’s. Incredible. All right, greg, whatever charity’s not doing with email, or why, what do you see them using it as a hammer? How are we misusing it? Well, a lot of times, especially for plan giving marketing. Email is used to sort of shout out at their prospective donors that you know, for instance, here’s a whole bunch of information about ways that you can make a plan gift here’s tax avoidance strategies. You know, um, shouting in the for-profit world, the private sector just like in the nonprofit world, it’s never a good idea to just blast and spray messages, but rather to generate leads and find people who want to hear from you and then cultivate those leads with highly relevant messages over a long period of time. Okay, let’s, break this down a little bit. How do we how do we get started in being more sophisticated with our email? Okay, well, again, first is starting with a good list and that’s what we’ll call a opt in list, and that begins with offering something in your awareness campaigns or your acquisition campaigns usually plan giving. Or i would say, a state planning information to get people to request that offer. You always need a good offer. Is that them? When they do, they go into the culture cultivation pool. Is that the opt in the acceptance of the offer? Is that what you mean, by opt in where you’re treading close again, you want teo, let them know that you’ll be sending them or information when you send them the first piece of information and okay. So after you send them what they’ve asked for a tte the same time, you send them that they would ask for your telling them that they will be getting mohr and you give them a chance to opt out of getting more exactly. Okay, all right, you better watch yourself in drug in jail. Your little your little risk taker? Uh, yeah. I want to be in jargon. No, i’m kidding. I don’t. I don’t get the first person i said don’t smack me around later. All right, well, don’t tease me. Um, let’s. See what? We have a good list. We haven’t opted in list. What’s next in being more sophisticated with email. Okay, if you’ve done your opt in, right and let me take one quick step backwards is that you’ll ask people what are their interest? What? You know, are they looking for ways teo get income for life that would kind of put them into the pool of possibly wanting message is that refer to charitable gift annuities. Okay, now, how do you how do you ask these questions? You know, in a poll by email or how you eliciting this information? Generally, before you give them the information that they want. Like if it’s a state planning information, you’ll want to ask them what topics are interesting to them. Ok, how do you ask that in an email with a pole or a link to a paul? How do you do that? Okay, good. It’s going generally part of the landing page. Okay. So where they request information that’s on a page that they lend to request that information, then the questions pop up. Okay. Do you want this information? Do you want this brochure or that one? Uh, you know what topics are you interested in? You can even ask a tw. What stage are you in? In the consideration process? Have you ever considered leaving a gift in your will? The number of questions that you could ask you should be. Keep it short, but you should try a new one. Okay, so you’re trying to get people to identify themselves as having interest in plant e-giving topics and specifically which one’s, right. Which dump and most important, why not throw in the question? Have you already left a gift? Yes. Okay, right. Critical physical because you’ll fight. Go find a lot of people. The next step is sending relevant information over time. If they’ve already left a gift, will first, of course, you’re going to want to thank them, hopefully personally, but at the very least, you’re going to want to put them on a cultivation or i’m sorry a stewardship track. You want to welcome them to your recognition society for planned e-giving or however it is, you do it to say thank you over the long term. Yes. Okay, okay. That was a little digression, but an important one. Very important. You don’t want to lose that gift. Remember, you can always lose a gift. Just is often just as much as you get one. If you’re not. If you’re not saying thank you enough and properly and for sure, after the person reveals that they’ve included you. Yes, absolutely so let’s. Go back now you have ah, you have your you’ve qualified your list and it’s it’s opted not only opt in, but, you know the topics that people are interested in each person’s interested in how do you continue to become more sophisticated with your email? Okay, now i’m going to try my best to stay out of jargon jail. You said you wanted to be there with your flapper somebody’s into flip flopping. He’s a flip flopper page. Okay, cookie can be placed on their computer. Yes, not only are they opting in for your messages, but if they didn’t fill out the form because they just decided not to. Because of that cookie, they could get ongoing banner ads for quite a while. As long as you decide throughout wherever they navigate on the internet, really and that’s called retargeting, so if they got interrupted, if they just decided not to fill it out, then you could have these ads driving them back to that page or a different page, maybe just sending them to maur, symbolic immortality messages or videos or something different that’s about legacy e-giving interesting. Now, i know this goes on because after i fill out our something or i go to a site somewhere, then you know from time to time i’ll see banner ads or pop. Up ads on a completely different sites related to the topic that that i was exploring a week earlier. So i know this nefarious stuff goes on. It’s a highly effective kind of marketing. It works, and again, you can pay for it per click or by impressions. Okay, thousands. Okay. And tell me, what is this marketing called again? That retargeting retargeting? Okay, because you’re re targeting the person’s advertising. Is that why it’s called that? Yeah. They already got halfway to making a decision to commit to something with you, but they didn’t go over the edge. So you want to read the this is most famous for shopping cart marketing? Like if you were on amazon dot com. But you didn’t buy that that that book? Yes. They’ll you ads for similar book, right? They know the amazon, of course. Very sophisticated. Okay, but no reason. Charity shouldn’t be equally sophisticated. Course. Okay. Is there more? What else can we say about email? This is very interesting. Okay, so once you get them to opt in and fill out their information so that you you know what they’re interested in and you’ve got that cookie, then you can start tracking them schnoll not only should they go on track that we call marketing automation tracks to get emails that are relevant to their interests, but you need to track where they click every time you send those e mails. And again because of this sophisticated tracking that i’m talking about in these cookies and, uh, i p address capturing i p address, by the way, is just the address of where their computer’s located. Thank you. Okay, by using those tracking tools, you can begin to capture who’s coming back specifically which individual person their name is coming back and visiting other pages that you are pushing them, too, with your ongoing marketing email. Okay, as they come back and as they engage more, the more they more they engage. They can then get lead scores, so if they stay online for a certain period of time, if they click on a certain number of pages, if they keep coming back three, four times, you can determine what kind of scores you want to give each individual person and program it, then based on where they go, how often they come back all those different things you can program different messages. You can slow down the number of messages that go out or increase the number of messages that go out each individual and again they need they should be relevant based on their interests. And this should break apart, sort of into into gosh, like a a flow chart, so that if they change their mind from the c g eight track for charitable gift annuities, then perhaps they moved to the bequest track because of where they’ve been clicking. Then they get different messages. I see. Let me remind listeners greg warner is the founder of marketsmart, which you’ll find at i marketsmart dot com either letter i so this email sophistication that you’re talking about can all be automated. You mentioned? Yeah, the the idea is to try and plan it all out as best as you can in the beginning. Okay, right. Okay. So you have your laying out these different tracks, but then you’re also tweaking as you get results back from all this tracking. Right, exactly. Takes time. And no, no everybody’s campaign is different. You have to make it. Look at all that. All the tracking and all the data. You’re collecting, review it and then tweak the messages. But all this tracking is valuable because you’re seeing people are not going to certain pages or you’re seeing an abundance of people clicking on different options so you can see the way people are moving through your through your whole system. Exactly. And i want to throw in the traditional marketing combined with this is very important because email is powerful and and you can do all this, but you can also signal to then send certain types of letters and brochures or whatever to these folks based on their interests. Okay? And that gives it an even bigger hit. Because, again, a cz you mentioned, a lot of these folks are older, and this is what i call an enterprise decision in the private sector. This is not donating. Five dollars or twenty five dollars, is creating a legacy for yourself and it’s. Usually a sizable gift. Okay. Okay. So we’re not cultivating these people for for small annual gifts or something like that? No, no. And and the idea is that for enterprise decisions, people usually want, uh, some kind of printed material. They want personalization they want. A hand signed letter. You know, i always, uh i look att helling plan gives similar toe selling cars. I mean, generally, the gift size is about what a car costs and, uh, it’s a long cultivation process on dh some people by mini coopers and some people buy bentleys, right? So there’s, plenty of room in plan giving space for all the people on that entire spectrum. Give me we have just a couple minutes, and i want to get into your some of your artist work also and how that relates to this. But you mentioned that email could be a hammer what’s one way that aside from to frequent that’s that’s an easy one we know to frequent emails could be bad. What’s another way that email could be abused and turn off your prospects well, if you’re shouting ill irrelevant information at them on dh often, uh, this can relate to tax avoidance strategies. There is a certain segment of the population and plan giving donor base that is very motivated by that. And i don’t wanna offend all the folks or my potential clients. But in plain giving there’s too much of a focus on taxes or i should say, death and taxes. Yeah, that’s really not. What motivates people? It’s no it’s love of the institution. So but with the with the targeted information that you have the specific information that you have prospect by prospect you can avoid sending tax avoidance information to someone who only wants to talk about a charitable request. And the reason that they’re interested in plan giving is that they love your institution. Exactly. Okay, i’m gonna i’m gonna neo-sage go into a different direction. You’re you’re very much an artist, oil painter, musician, singer and songwriter what’s the what’s, the relationship between the arts and marketing and sales. Wow, boy, i didn’t realize you did that kind of research on me. Thank you. Put it in your bottoms and research at all. I mean, i might have to think about that a little bit off the top of your head. What’s. The relationship was voted class artist when i was a kid in high school. But that’s not so i that’s not your credential. That’s not why it’s in your bio is because in high school you were voted class artist. Now you know it’s, just something. Women on morals if that’s the case he’s been awhile there, right brained people on their left brain people. And i think in business, in marketing, in anything you do, you’ve got to be creative and and open your mind to new ideas at any moment. You really have to just kind of keep, keep trying new things and be experimental and dahna whether you’re painting or writing a song or singing a song it’s all, uh, about experiments and changing things up, tio get that harmony to be better to get that color, to be better to get something to move people in an emotional way. Bilich outstanding and that’s and that’s what we just finish talking about in in plan giving marketing. Um, what is it you love about this work, greg? Wow. It’s interesting. I was talking to our account coordinator today. Uh, we were working on a new campaign for the navy marine corps relief society, which were just so excited about this and that hole at the end of it, we spent an hour and a half in front of a huge white board we have in our office and we go through everything. Everything. Everything, and then i looked at her at the end and i said, you know, what’s so great about this is that at the end of this, we’re gonna run. We’re going to raise so much money for sailors, marines and their families isn’t that awesome? And i just got this warm feeling inside. I’m like, isn’t this great? I mean, i get paid to do this and it’s just i’m gushing because that’s it’s so fantastic. Outstanding. Greg warner is the founder of market smart, which you’ll find it. I’m marketsmart dot com on twitter he’s at greg marketsmart and you can find him in the linked in group smart plan e-giving marketers lots of smart lots of smart going on. Greg warner, thank you very much for being a guest’s. Been a real pleasure. Thanks, tony. My pleasure. Right now we’re going to take a break. You know about that. And when we come back, uh, what the heck we’ll do, tony steak too, of course is tony’s take do and then we have free radio and tv to boost online ticket sales. So stay with me e-giving didn’t think dick tooting good ending things you’re listening to the talking alternate network. E-giving cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to the talking alternative network. Hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back time for tony’s take two at roughly thirty two minutes into the hour. My block this week is challenge the status quo from questioning the way you track prospect visits in your office. Teo revamping a newsletter concept maybe, or adding a theme too on annual dinner or lunch that seems to be kind of in a doldrum year after year. My urging is that you start to question, how come we do it this way? Why? Why did we do it this way and not not just accept tradition? Which, as as a ah boy scout leader told me when i was in my teens, is often a mistake made more than once? That was his definition of tradition, so i’m just charging you don’t be afraid to challenge why do we do things this way? Especially if you’re the one who’s in the trenches doing the work day after day, year after year? You have an outstanding perspective on which things aren’t working and how they might work better, and my suggestion is that you start asking questions. The ones who are crazy enough to think they can change the world are the ones who do. Oh, and in my block post there’s an apple video, which is a commercial around that exact that exact thought and the blah ge is called challenge the status quo, you’ll find it at tony martignetti dot com and that is tony’s take two for friday, january fourth, the first show of the year. I want to send some more live listener love kitakyushu, japan i hope i’m pronouncing it right we had a dispute in the in the in the studio here i went with tata kyushu, japan i hope that’s correct live listener love here’s one i know i can get laurel, maryland i hope i pronounced that right laurel marilyn live listener love and new york new york where are you? Where in new york, new york? I wish? Tweet us, use the hashtag non-profit radio and tell us where in new york, new york you are. We’re on west seventy second street right now, and i have now a pre recorded panel discussion to people from bb khan twenty twelve conference and they’re talking about how to use tv and radio for free. Teo, increase your online ticket sales amy spencer, amy spencer and kevin russell and here is that interview. Welcome to tony martignetti non-profit radio coverage of bb khan twenty twelve we’re outside washington, d c at the gaylord convention center with me now are amy spencer and kevin russell. Amy is market manager for arts and cultural at blackbaud and kevin russell is professional service. Is that’s a plural professional services manager at blackbaud he delivers multiple services professionally, maybe. Kevin welcome. Thank you for having it. It’s a pleasure to have you. Thanks for taking time on a very busy day. Problem you’re your seminar topic is pretty curious. Make your online ticket sales soar with television and radio for free. Amy, why don’t you acquaint us generally with what the possibilities are? I was sure. Well, i think the thing that people need to understand is that i have well have twelve years in background in tv, so i was the general sales manager of the tv station, so what i did was i actually set the pricing, and i’d look at thehe veils and i and i sold the inventory things like that and what people most often thought that they could come into the building and say, well, i know by law, you have to give me free advertising and you don’t they’re by n a be the national association of broadcasters, we do not have to sell to any certain group which covers non-profit so i think one of things that people need to understand is that they don’t owe you anything, however, a lot of times they would come in very entitled at times and say, here’s, what i need you to do and here’s my p s a and i want it on the air and i’d preferred in the news and if not primes, ok, well, that would get them nowhere. So the thing that i would always say is, first and foremost, you have to figure out what to leverage on the non-profit side that you could take to the tv stations, and there are a lot of different ways to do it, and i still have a few tips and tricks, but one of the things is to figure out who in the tv station you can get to know and one of them is your general manager, and one of them is your general sales manager, and you have to explain to them that you have brand equity, that they can leverage and also make money from so not unlike fund-raising this is we’re actually going build some relationships in theory. Yes. Ok. So for those organizations who picked up the phone and called me a sudden appointment, it was amazing how many of those actually got on the air and that was maybe before they even needed something from you or wanted something from her act. Oh, this relationship it is. It is one o one. So so a couple things is they need to figure out i think there are three different ways non-profits khun get on tv and or radio for free? Um one they need to look at their board. They need to figure out who was on the board and what cos those board members own and or are highly influential within. Okay, we’ll have time to go into detail. Why you took him off the other two now and then we’ll come back and teach sure three ways you can either have the board jump in and and pay for that tv time. Ok, not on your dime. The other one is to have the tv. Underwrite you and i’ll get more into the detail later, and then the other one is to work jointly with each other and bring in a sponsor on your own. Okay, kevin, you wantto you wantto say a little more about the first one working work-life king to you’re looking to your board, working with your board shorts. So as you mentioned, this is relationship building and we all know people who know people, i’m in the local market. It is likely that one of your board members does have a relationship with the television station, maybe economic relationship. Maybe they know someone who’s there, and if they’re already engaged in advertising, buys this more amy’s forte than mine, then you could piggyback on that relationship and they might make sabat in the station and you might leverage that and say what? We’re going to make this a five thousand dollar buy. But the non-profit is going to get advertising on top of that so it can maybe not a condition. But if i do this, then please help this organisation. Does everything we’re talking about today include radio also its all this and or either one cracked. Okay, okay. And if i could jump off of what kevin was saying, i, for example, if somebody on the board had a huge car dealership that the tv station was already gaining thirty, forty thousand dollars a month from, well, guess what i need to make that boardmember exceptionally happy, so when that boardmember calls me says, oh, by the way, i’m involved with his children’s charity. What i want you to do is help underwrite that in the tune of five thousand dollars. You better believe most times more often than not, that tv and radio station will figure out a way how to make that happen. Okay, therefore, that non-profit gets all the advertising for free, as you would also mentioned having the board pay for for for baez. Look at me. I’m already i feel like you guys are the guys you got, like my dad follow-up certified. Yeah. So the other thing what what you could do is you can have them leverage it. And with their media buy, for example, go back to the car dealer. I own a car dealership. I’m coming in. I’m spending thirty thousand dollars. Well, if i go ahead and guarantee you that i’m going to do that for let’s say five months, and i get a high percentage that share, then i will also say well, and in return for just handing you one hundred fifty thousand dollars, you’re going toe hand my non-profit of choice additional five thousand dollars on top of that at no charge, so you can lever to you have on your board and what they own and or have influence around. This is not unlike what we might do if we’re we’re doing our research for grantmaking we’re leveraging the board’s relationship exactly. We’re looking at the board members who are on the foundations that we’ve identified that are that air funding, the type of work we’re trying to fund, and we share that we share a list of board members of those foundations with our own board. Exactly. We’re just leveraging, okay? Um, amy, you had said something earlier about what? What the charity brings to the to the to the to the outlet, sure, beyond our relationship with boardmember in trying to create this relationship that we want to have on our own charity to out, too, to a media outlet, why don’t you say a little more about what, what we should be presenting, okay, so for example, there’s a tremendous amount of brand equity within each non-profit and you better believe that that tv and or radio station wants to partner with those non-profits for example, a stage company, they want access to their patrons, they want access to that brand equity they have in the market, and they also want access to those sponsoring that organization. So in a way that you can leverage or for example, eh? Well, let’s, let’s keep going with that stage company, for example, so so they can leverage that stage cos organization on and worked together on promotions, they also want to get their news anchors out in the market, so what they can do is they can say, okay, well, we’ll come in with a partnership with you, but our anchors are also going to open up every show they’re going to welcome the audience, see, they’re they’re looking for different ways to get out on the market as well and on that market, and so if you give them the ability to leverage their raid equity, they’re on top of okay, kevin. It sounds like the supplies in all sides, media markets, it certainly would and maybe even eat more easily in smaller markets where the community is more tight essentially and we have amy, i work primarily with cultural organization, so they have these physical places they’ve got space is their community centers where people congregate, so when the talent goes out, there might be the opening of a brand new show and it’s a big event in this small community. So the on air talent is a part that community, and they want to show their face and be there so it does scale pretty well, the larger markets, he’ll have large organizations, okay, but another point certainly related is we’re not going to the to the outlets humbly, right, men, we’re going confidently. Amy said, we have we have equity that we can leverage that’s for your benefit, right? I mean, we’re not asking hat in hand now and that’s the one thing that i found that if and when they did, some organizations actually pick up the phone, explain to me what their mission is, what they want to accomplish. It was almost in a it was not. In the way, probably, it should have been almost apologetic. It iss its goal is and i know you don’t have time and and you know why it doesn’t work so well, it doesn’t work that way don’t approach donors that way. I’m sorry to have to ask you, it probably doesn’t merit your time, but could you talk to me? You know, we don’t know what you’re in my spot at three o’clock in the morning. Please be grateful for that, but we don’t talk to funders that way. Way should be confident that we’ve got the equity as you described it. Okay? Tv underwriting. Kevin, can you can you say something about the actually metoo probably speak better than that. I can that’s that’s her background, not mine. Okay, i think you’re referencing probably the third point, which is sort of a a joint relationship between the non-profit and if you don’t have somebody on the board and organization that can help underwrite from the non-profit stand than what you can do is that if somebody came into my office is a general sales manager and said, hey, listen, ah, i don’t have five thousand dollars, i don’t have this, however, what i want to do is i have this kind of equity, teo give you and let’s use that together and go and find that sponsor and or donor together, so it is going to be the non-profit it’s going to be the tv station and then they go out, the tv station now has the ability to engage their anchors and the non-profit and you better believe that those tv and a radio stations want to look like a hero and want to have their involvement in that. So you you’ve provided that, and then the tv station also has a brand new advertisers, right? So if you go out and work together to teo, come up with us, it is no money out the non-profits dahna i mean, you know, budget whatsoever it’s out of the sponsors, and now you’ve created a throwing three pronged relationship that typically will go for years and sort of a side note for what we did at the tv station. They almost got a four to one return on investment. You hand me five thousand dollars, i’m going to give you back close to twenty just tell us what. Tv station you’re referring to, like it’s in the charleston, south carolina market. Let’s. Just put it that way. You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s, monte, m o nt y monty taylor. Dot com. Talking alternative radio twenty four hours a day. So i’m sorry i interrupted you anything more you want to say about that? This sort of working together, they will join you a sort of a little joint venture. Well, all i will say is that every single day we all sort of do the same. We’re trying to come up with revenue, we’re trying to meet our budgets, whether you’re non-profit or for-profit and if somebody walked in my door and said, hey, you know what i want to do? I want to help you make money and and and work with you in order to get new advertisers and sponsors, i’m gonna listen to you, and then because i control the inventory, i’m also going toe, then play with you in terms of getting you additional avails additional spots and things and some news coverage. Okay, so what now? I fear my notes from the top where are insufficient? I blended two things together, so there’s one more point, kevin wasn’t there there three things that that amy outlining the beginning and only two that we’ve talked about there through the amy outlined on the getting these basically ads for free, but part of it’s also what? We gonna do with it right? Being very strategic with how you use it was the other part of our session, which is what i’m going to do with his time. Um, in the cultural world, we’re suggesting that people should use this time that we get through any strategies to really promote ticket sales over other items and primarily pro those online. Why do you? Why do you select ticket sales over anything else that a charity might might convey? Cerini on television, we believe are really the ultimate one. Too many channel. When you’re on the internet, you can develop a relationship, you know, people sort of know who you are. You’re signing into things direct mail if you’re already in a not-for-profits database, they know who you are. But when where? On tv or radio it’s essentially an acquisition strategy or branding strategy. So these organizations, these local culture organizations, they may use these buys for branding it’s not going to do that? They’re an acquisition mode, and we want directing to buy tickets for our org’s the ticket really, is that entry into the organization we wouldn’t expect someone to hear and ad and go make a donation to a museum necessarily dahna relationship. They haven’t experienced that museum, but buying that first ticket getting through the door is what starts that process with the sorts of organizations so driving that ticket leverages the free items in acquisition, which generally has sort of with most trouble getting people for the door. Okay, maybe this is also the lowest cost entry point for for acquiring new that’s, right new donors noo noo, your supporters absolutely absolute that that single ticket might not be the ultimate lowest cost. Often, organizations have memberships that, over time would represent a better value, but in the moment it tends to be the lower cost, and some of these places are free and they’re just trying to encourage attendant so it could be a free entrance. We just need to know you’re out there. I know you want to come. Maybe you’re doing a lot of nodding. Did you want to act? No, i’m i’m for once agreeing everything what kevin is saying, okay. Dahna furtive, you work lee, charlotte area. Kevin says everything right, except the things i don’t want. We have a few more minutes left. What have i not ask you about regarding your topic that you want to share with arts and culture organization? So i don’t know there’s something even asked about. But we we just wanna let people know that there are ways to get your message out there on dh. We want our organizations to really think about what they want their customers to dio we get focused on fund-raising gonna focus on membership. We often forget that we need to recharge our donor base. Our member based with new people. We could do that for free and take advantage of it’s fantastic technology that everybody’s engaged in. We want people not to be afraid to go do it when they go to do it. Do it the right way. Use amy strategies. And it sounds like that’s sort of what motivates you around all this work? Absolutely. I explicitly asked, you know what? What do you love about the work that you’re doing? So i get to work with museums, culture organizations, people have fantastic art or, you know, help children learn every single day and my job is to bring software into these organizations so that they can use it to increase all that. So bringing in that first ticket by that first time ticket buyer is the end result of everything that i do, all of that on dh leveraging technology is, well, it’s fantastic to help the children’s touch museum that’s, right? Maybe. How about you share what you love about this work? Well, believe it or not, everything that kevin said, but what i want a message is, is there is an opportunity there, and i think automatically the non-profits think i don’t have the budget i can’t afford to be, i can’t afford a radio. Now, if you’re in the top five ten market, that may be the case. This is probably a mid market toe lower market strategy. However, there is opportunity there, and i have seen it. I’ve worked for twelve plus years with non-profits when i was at the tv station to help them do this, and i think i would just say, be bold, pick up the phone, get a relationship, explain your mission and work together, and you will absolutely reaped the rewards on this and it’s there to happen session that become is make your online ticket sales soar with television and radio for free? I think they’ve shared some outstanding ways of doing that really very simple, common sense, but things that people are not doing, certainly not doing and because they’re not aware. Amy spencer on dh kevin russell, thank you very much for being guest. Thank you, it’s. Been a real pleasure. Thanks. This is tony martignetti non-profit radio coverage of bb khan. Twenty twelve. Thanks very much for being with me and my thanks also to the people at blackbaud who helped me be there and do podcasting at their bb con conference. More live listener. Love it’s. Unbelievable. Mexico, sorocaba, brazil, beijing, china. Riverhead, new york. Right at the fork where the with the north and south fork split. Riverhead, new york. Hyattsville, maryland. La jolla, california. Live listener love tto all those cities. I want to spend a couple of minutes talking about the ira charitable roll over. This was just revived in the american taxpayer relief act of twenty twelve, which was passed by congress on january first of twenty thirteen. I love how they can play magic with the dates i actually read the act and on the title page it says legislative day, december thirty first, two thousand twelve so they just make up, you know, they were there on january first, but it was really december thirty first. I love how they could just do that. I wish i could time shift like that. This charitable rollover is really not a rollover. This is the last time i’m going to call it a roll over, right then that was the last time it’s actually a qualified charitable distribution that other word is a misnomer. So i’m not using that anymore and we shouldn’t be using it. But it’s popular it’s the vernacular and what it takes for your donors to do it is you have to be at least seventy and a half years old on the day they make their gift. The ira has to be a traditional aura roth. They have a one hundred thousand dollars per year maximum per person, not per ira that they might own, but per person and the distribution this qualified charitable distribution has to go directly from their ira to your charity. And i’m going to say a lot more about this on my block next week, which means that they’ll be more about it on tony’s take to next week and included in the block post next week eyes going to be a one pager that you can adapt for your own marketing and promotion of this of the qualified charitable distribution say, i’m avoiding saying that word, and so you’ll be able to download that and use that as well. So more about that next week. But just teo remind you, let you know that that ah specific distribution was was revived this week. All right, the rollover was revived next week. I’ll have another bb con interview leveraging your social media data to find advocates, team leaders and hidden vips with casey golden he’s, the ceo of small act, and mark davis, who worked a blackbaud also coming back with me will be our social media scientist, amy sample ward. I’m asking you again, please, pretty please, could you rate and review the showing itunes? I know, i know you don’t have to go back there. Nine thousand podcast listeners i know you don’t have to ever again if you don’t want to, but i’m asking you, please, i’m almost pleading. I am pleading, actually, i would say i’m pleading, would you make the special trip? Would you give me a one through five star rating and and maybe write a short review? But if you don’t want to write the review, just give us a rating so we can reflect the fact that there’s over nine thousand people listening, thank you very much for doing that, wishing you good luck the way performers do around the world. We have left poland were in poland for weeks now we’re in serbia, bosnia, bosnia herzegovina, montenegro and mathos because in serbian, the language of those countries break a leg is slow may nobu so for the week, i’m wittering wishing you slow me. Nobu break a leg in serbian our creative producer she’s embarrassed by it but it’s still clear meyerhoff sam liebowitz is our line producer, and this shows social media is by regina walton of organic social media, the remote producer of tony martignetti non-profit radio is john federico of the new rules, and i very much hope that you’ll be with me next friday one to two p m eastern on talking alternative broadcasting at talking alternative dot com i didn’t think they’d do you. Good ending to do. You’re listening to the talking alternate network. E-giving nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life will answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight one eight three that’s two one two seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com way look forward to serving you! Duitz you’re listening to talking on turn their network at www. Dot talking alternative dot com now broadcasting twenty four hours a day. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you fed up with talking points? Rhetoric everywhere you turn left or right spin ideology no reality, in fact, its ideology over in tow. No more it’s, time for the truth. Join me, larry shot a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to know what’s. Really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage. Tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s, ivory tower radio dot com e every time i was a great place to visit for both. Entertainment and education. Listening tuesday nights nine to eleven. It will make you smarter. Talking dot com.
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