156: Cool Crowdfunding & In-Kind Investment – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Dana Ostomel, founder & CEO of Deposit A Gift

Anita Fee Willis, vice president of strategic partnerships for New York Needs You

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

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Hyre cerini hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host oh, i hope you’re with me last week, why i’d suffer particular all over my body if it came to my attention that you had missed linked in to make hires. Mork albert is a linked in trainer and evangelist he returned to explain how linked in branding and search along with your non-profits profile page can work together to help you find the best people to fill your job openings and linked in page analytics. Maria simple, our prospect research contributor, and the prospect find her you know her introduced the new page analytics that will identify your linked in updates that drive the greatest engagement and give you other valuable data this week. Cool crowd funding dahna ostomel founder and ceo of deposited gift shares our wisdom on how to create a successful crowdsourced campaign from appearance and copy to who you’re reaching and how and grow your in-kind giving, i need a fee. Willis is vice president of strategic partnerships at new york needs you at fund-raising day in june, we talked about how to create or grow your in-kind support, she steps us through the process from assessment to thank you between the guests on tony’s take two, you still haven’t a o l e mail. I’m very pleased to welcome to the studio. Dana ostomel she has a marketing in background and branding background with over a decade of experience with brands like snapple, century twenty one and home depot she’s, founder and chief gifting officer of deposit, a gift, a crowdfunding platform at deposit, a gift dot com dahna ostomel welcome to the show. Thank you so much for having me, it’s a pleasure what’s this let’s, make sure everybody’s on the same definition page. What what is crowdfunding? Sure so crowdfunding is essentially taking your fund-raising online, but not the way that the majority of non-profits air doing it today. Most non-profit websites have a donate button and there’s usually some sort of sterile transactional donation page crowd funding is about how do you love it, your social network? So you create an online donation site that is personal and engaging and has built in social media tools so that it’s compelling to give and it’s compelling to share and people are sharing with their own friends, networks, colleagues, right? That’s correct. Okay, this has become quite popular and say, like, the past three years or so, yeah, i would say, really? Even in the last two years, it’s caught fire. Okay, what do you think is driving that fire? I think what’s driving it is that people have started to realize that this is going to sound a little bit cliche, but the power of the internet really the fact that you can tap into your personal network in a way that you never could before. So i like to think of it like a chain letter, right? So the traditional chain letter came in the mail. Um, you know, there’s only so many printed copies and stamps you could dio um, but now when you’re doing your sort of chain letter online, you khun blasted out to your entire network. You can post it to your facebook page or your linkedin page of you know, however many contacts you have and all of a sudden you’re reaches that much greater your sight don’t have a gift positive, positive gift. Exactly. Thank you. Sorry. Deposited gift. I didn’t start. Out as a charity fund-raising sight. It, in fact, took off in a way that you didn’t anticipate. Yeah, i know it’s been really interesting, so we’ve been live for close to four years, and we actually launched in what was called the cash gift registry space at the time when we went live, crowdfunding wasn’t even a glimmer in anybody’s i wasn’t really happening. What was happening was that people who are getting married or having babies wanted a polite way to ask for cash gifts on and at the time, really, all that existed were called honeymoon registries, where people would register for parts of their honeymoon. So when deposited gift came on the scene, we really sort of disrupted the universe and said, well, you can actually register for any life event for any type of gift and about about a year into being into business, people started using us for fund-raising and were very customer centric business. And so we would we talk to people and find out, and what happened was, is they made the mental leap before we did. If you can register for your honeymoon, why can’t you register for your school’s fundraisers? Sort for people to give directly to the ipads and, you know, the sports equipment or the education fund? Why can’tyou fund-raising tio raise money for your non-profit for a specific event that’s happening or for a friend who’s in need, and so people really like the idea of being able to do directed giving so it’s not just about giving to a fund, but it’s also being able to break down that need. And i think it really empowers donors. I love that it took off in a way that you didn’t expect much like crowdfunding ahs a perfect example of what crowdfunding individual campaigns khun do exact happen to your site? Yeah, i mean, they really sort of just catch fire, and people just started using it in all sorts of innovative ways. And so what happened is that in the last year we were really having a lot of customer conversations. We started working directly with different non-profits even though it was still on a platform that kind of looked more like a gift registry, they really loved that idea of breaking down directed giving, so we had a non-profit use us for their adoptive family, another one for their thanksgiving thanksgiving boxes. Another four hurricane sandy relief on dh while that was happening, we developed actually a new platform that would be dedicated specifically for fundraiser. So now, with deposited gift, you actually come to us, sign up in the system, ask you, what do you hear to do today? Are you here to create a gift registry or you here to raise money for a cause, which is really what we want to talk about today. So if you’re here to raise money for a cause, you go through a specific setup wizard and you come out on the other end with a really beautiful donation site. We like to think of it it’s like, almost like a little micro site so it’s not even just a donation page and that’s kind of a nice contrast between what a lot of non-profits have today where it’s sort of like a sterile, just a one page feels transactional, kind of like a cash register versus a colorful, warm, engaging page with photos where you can tell your story have built in social media tools and built in processing so people can give really easily and move. On but it’s also something that they want to share because they know but if it’s something that’s close to their heart and they pass it on to other people, they received the site it’s going to tell its own story. And now and in this passing on that’s how that’s what i think about funding and that, you know, we’re extending the the charity’s community to our supporters, friends? Yeah, you could think of it kind of like concentric circles, right? So you have that initial network who’s already loyal to a specific organisation those people are probably going to give no matter what, those air sort of like your key influencers that’s what i like to call them, they’re going to be the people who give first and they’re going to be the people that you can really count on to share. And i think, you know, i know we’re going to get into more tips and tricks later, but just on the specific topic it’s really important? Sometimes people think, oh, crowdfunding, it’s using my social network it’s, mass so i can just sit back and send out email blasts and, you know, post on facebook and there is an aspect of personal communication that’s still really important, but the fact is that you have this site that tells your story, um, and you can reach out individually to those people who actually are already part of your your bandwagon, as you might call it asked them, do you know, ten more people that you could share with? And so now it goes to that second layer network, those people get brought into the fold and they feel like it’s something worth giving, they’re going to pass it on, and people don’t have to write, you know, these long, impassioned emails, why you should give because the site tells the story for you it’s more i did. I did this, i think it’s something that may interest you, you know, check it out exactly. And if it’s really compelling if you set the side up well, someone clicks like or clicks tweet on your site. Other people see that you know that’s in everyone’s feed on all someone has to do is click over and read what it is that you’re trying to achieve. Okay, excellent that’s ah, that’s like a great segue way to thinking about set up, we’re going to talk about what you need to think about if you’re if you’re going to embark on this after we’ve chosen deposit, a gift to be are to be our site, what you’re really thinking about for our campaign, let’s get started, absolutely so there’s the two most important factors two successful campaign are your setup, but then marketing, i’d almost say it’s like a forty sixties foot, so in terms of setup it’s really about choosing compelling visuals, at least one right, you have three to five seconds to make a good impression someone lands on your site, you want them to see a picture that pulls them in it’s about telling a concise and powerful pitch, right? So how do you tell the story of what you’re trying to do and who you are and also setting a goal and try and explaining what you’re going to do with the use of funds? And we’re going to have time to go into each of those, and then we just have about a minute before we take our first break and just tease a little bit what goes into the marketing plan and we’ll have deep love playing time? Sure. So, marketing plan. I like people to think of it it’s like they’re roadmap, right? You really you know, sometimes i’ll get customer service emails and they’ll say, ok, we set up our side. It looks so nice. Why isn’t anyone giving me money and there’s this myth that the internet is just going to shower you with money? Um, and what people don’t necessarily realize and it’s, you know, might be hard to hear, especially if marketing is a daunting thing, but we actually have a lot of tools to help people through that, um, is you need to have a plan. You need to have a roadmap. You want to think about who’s your target. How are you going to reach those people? You may want to even segment the target until, like those key influencers, maybe ten to thirty people you talk to first so that you don’t blast out your campaign with a zero balance, right? You wanted to have some money and at first, um what are the other means? To communicate with people that are effective for your organization is online. Good. Do you have? Ah, strong email list. Do people respond well to written communications? That’s fine with deposited gift, you get a unique girl, so it actually translates beautifully to the offline world. So you basically look for the avenues that, you know, your audience is going to respond well to, and just hit it hard. Okay, on dh thinking, do about how often you’re going to be hitting it hard, that’s, right, ok, and the duration and length of your campaigns. We’re gonna have time for all that demons with us for playing time. We’ll go away for a couple seconds. When we come back, we’ll keep talking about cool crowd funding, so keep listening. 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See, let’s talk. So let’s talk about i’m sorry. More about the set up. I think one of the first things you mission was appearance. I mean, how are we going to decide what? You know what we should look like. Exactly. So you want to think of your crowdfunding website is like your storefront. Think of it as the difference between, you know, just a cash register and a well merchandise store, right? One actually makes you wanna stop and shop and the other one and also tell your friends about it, right? You should go back, and the other one does not. Um, so you want to find a compelling visual and depending on your cause, you know, it varies. Sometimes. It’s, your logo, your organization sometimes. It’s a picture of the people who you’re impacting sometimes we’ve helped people actually overlay their logo on a nice photo. You also can put video, you can put video on your home page banner, and you can also put it on all of your sub pages because what we offer actually is like a little micro site, which a lot of people like because it almost feels like a little stand alone website. Um, and that way you can have various pages, if you wish, and it should be looking like your own site, right? So the idea is to have it be a nice compliment so sometimes well, you know, we offer a lot of hands on customer service, almost like consulting, but just because we enjoy it, there’s no extra charge on dh, we’ll assess, you know, what is it that would make the best impact for your particular campaign? So is it pictures of your constituency that’s, often very effective because people want to know who they’re helping a logo can be important, so you may want to choose the same logo that’s on your home page so that they match, you know, sometimes when i talk to non-profits they’ll say, well, you know, can you embed in our website or shouldn’t it look exactly the same? Like some? Sometimes they have a concern because they’re sort of used to the idea of just having this transactional page that’s embedded in that oh, what happens if i send people to another site? But there’s actually a lot of benefit, because one thing you want to think about is reducing the amount of clicks you want to make it really, really easy for people to land on your site, get sucked in and give and you know, non-profit websites are our wonderful they have a lot of information on them, and they’re usually not solely for the purpose of donating right there’s reasons why people go to non-profit websites to learn about the organization. Tto learn about the executive board to maybe get involved sometimes they’re going to donate, um but there’s a lot there’s a lot of information it’s usually packed with a lot of copy on dh usually when you click on the donate button, there are a lot of organizations where you have to click a few times, but before you can actually donate. You know, every time someone way used to give and then there’s different methods of giving and you click on that and then maybe have to read something about other way are, you know, a little deeper and then a third clever time that happened, the actual landing, you’re losing it down on people, you’re losing people. So what you want to do is, you know, with deposited gift, you get a custom microsite with a custom you earl, we always say you want them to communicate back to each other, to link back to each other. So if you’re working on a specific campaign like like a gap, like a gala for your, you know, holiday benefit and what’s really nice about a crowd funding site is you can almost create, like i like to call it an online home for your event. So it’s not like you know, those of us in the online fund-raising world are saying, you know, traditional fund-raising like, you know, go away the idea is not work with what has worked well for you, but take it to another level. At the end of the day, your goal is to raise as much money as you possibly can. So why wouldn’t you top into your network online? It’s just a missed opportunity so you create this online site you linked to it from your home page? Maybe make a really nice graphic on your home page that’s advertising it, but also when you’re when you’re doing your marketing and you’re thinking about that marketing plan, so you’re going to be doing email blast campaigns, you might have an annual appeal letter, social media, you know, there could be fliers of flyers work. Well, you’re gonna have that unique. You are all from deposited, gift and that’s what you want to give people and some people go. What do you mean, you don’t? I’m not going to send them to my website. But that’s not your objective. Your objective is to share your campaign and raise money. Okay, let’s, keep talking about the the set up. The things we need to be thinking about. How do we decide what the goal of the campaign should be? Well, you know what that’s going to vary for everyone? I think often what will say is be realistic but slightly aspirational. Right? So you don’t want your number to be so crazy that the thermometer is never going to start rising and showing any progress the same time. You don’t want it to be so low that you’re actually lowballing what the true need is, so it really kind of depends. You know, some organizations are just doing like their yearly benefit, and so they tend to have a goal based on progress from the year before. Maybe they want to best it by x amount of money. Um, other times we have ah, non-profit on our site right now, that’s actually raising money to send their dreamers off to college. They’ve got seventy two high school graduates who they’ve been with since the third grade, and they wanted to send them off with all of the same school supplies and computers and nice things. Does he want to give a show? Yep. That’s, i have a dream foundation in los angeles, los angeles. And so they did a great fundraiser where people could do very directed giving so they could give toward the computer, give toward the backpacks, give towards the sheets and towels or a general donations. So they actually knew how many kids and what were the things they need so they could quantify and there till you’re seeing the impact you’ve talked earlier and well, i think we’ll have more time to spend to spend on this, but people won’t know exactly what kind of outcome they’re gonna get, and this is perfect. You’re goingto provide a backpack. Ah, laptop. Exactly. A lot of people want to give something tangible. They want to feel connected. And, um, you know, we see this, for example, during the disaster relief, right? Everyone always wants to do good and immediately runs to their closet. What can i give to the people who have just had their house destroyed? You know, what kind of food can i give? An often? What ends up happening is that ah, organizations get bombarded by a lot of stuff that is well intentioned but might not be necessarily what they need. And really, what organizations need in order to be able to triage really quickly is they need money. They know what their specific needs are, but they change day by day, hour by hour. And sometimes, when all of those well intention goods arrive, an organization ends up spending a lot of resource is time and money on just storing and sifting through things and so depositing it is a nice, happy medium where people can organisations khun list out okay, we need x amount of diapers. We need clothes, we need canned goods and then people still sort of get that same joy and lift out of giving something specific. But the organization is getting the money. I’m not burdened. What about the duration of the campaign? How? What? What kind of thinking goes into how long this should last? You know, it’s a good question. I was just on the phone with an organization in chicago that’s building ah, kiddie land playground there. Um neighborhood in chicago doesn’t have ah, playground for the kids and i was coaching them on, you know what they should be putting on their site, and i said, you know, i think it would be a good idea to have a deadline. People respond to deadlines now deposited gift does not force you to have a deadline. We’re not one of the all or nothing crowdfunding sites where if you don’t reach your goal by a certain time, you won’t get your money. Um, so we leave it really open and flexible, but i think when you’re thinking through that marketing plan and creating a timeline for how you want to communicate with people, it’s a good idea to pick a line in the sand i mean, the truth is, at the end of the day, you can extend it if you need teo in the case of the kiddie land playground, you know, they decided to pick mid september, so it was about a month. They’re going to go strong starting next week and promoted and see how it goes, and if they need to fudge it, then del, you know, say, hey, you know what we’re doing so well, where fifty percent of our goal, you know, we need a little more time let’s add two weeks and keep going. Other times people have, you know, there’s a luncheon there’s a gala, there is thanksgiving, people need food, that’s your deadline, okay? And then likewise, with the duration also your goal. Khun, i can change. I asked you about gold, but, you know, you might might not want to get too set or too carried away with trying to pick the exact number because you can always change that, too. I can always change it. The only thing that happens is that your thermometer will recalibrate based on what you’ve received. Towards think that’ll be okay. They’re right for the moment. Arika i think it’s completely fine. And also, you know, sometimes if you if you kind of go on the more conservative side and you start to beat your goal, there’s nothing wrong with a thermometer that says we’re at one hundred and fifty percent that’s. Wonderful that’s very motivating. Um, telling the story. You mentioned a couple of ways. No photos, videos of people who are benefiting from your work. Whatever it is, does it? Does it need to be less text intensive? And mohr visual what’s your vice around at least texting a lot. Davis can feel our campaign story. Yeah. You know, i was just on the phone with someone yesterday and, you know, normally, you know, when it’s your campaign it’s your baby, you have so much to say, you know, and it’s really, really difficult to self at it. So i would say, you know what? Put everything on the paper first and then we can always we can always cut back, but to be is concise is you can be so we are so on. So we’re raising money for this. Um, you can even kind of break it down, like on the about page so you could have sort of an intro and then you can use, you know, text formatting, you know, so make a bold underline the headline that says, like, you know, how will the money be used? And then people love bulleted list it’s much easier to read than a big, chunky paragraph, so use of funds data did, um, you know, maybe then you want to say, learn more about organization and maybe you do look a three to five sentence blurb, and then it says, tto learn more, click here, and that goes to your website. Okay, so there are ways to sort of use lynx and formatting to sort of keep things concise onda also, you know, we have we offer thee about paige, but then also on your actual contribute page, you can put a note, so you’ve got sort of two places where people can read about what you’re doing and the other thing. Is that we did the layout of the site so that when people first land on the main page of your fund-raising site there’s, a very prominent contribute now little ribbon where you could just enter an amount and contribute so yeah, something very quick. The idea was if someone doesn’t want to read anything, which is why having a nice visual at the top is important and some thing that you have a title, that you have a visual and you can identify your organization, people get it someone’s already said, oh, you should give to these people they go nice picture, they read the two to three sentence blur that says we’re so on, so great i’m going to give one hundred bucks they entered in. They click contribute now they’re done in two minutes or so. And then for the people who want to read more, they can navigate as they wish. Okay, you you alluded to the sites where it’s all or nothing. Which away some krauz which is the way some crowd finding site so it’s our set up isn’t there? I mean for a non-profits trying away which which type of site should i? Use isn’t their advantage toe having all or nothing is can’t we use that as a motivator to get more people to give? Because we can say, look, if if we don’t make our goal, we don’t get anything, you know, i think that the all or nothing thing makes sense when you’re trying to launch a product, right? If you’re trying to launch a physical product, which is actually really nothing to dio, usually with the non-profit world, you can’t really create your product unless you get the full amount of money that you need. So in that way, i can see there’s some logic to that you could make the argument that, well, you could at least do the prototype you could get halfway through and then, you know, keep going with a non-profit most of the time, i mean, and even if you look at their friendraising efforts today, they’re just happy to raise as much as they can raise there’s not usually a scenario where if they don’t raise a certain amount, something won’t happen. And if there is, like, with annual campaigns usually at least even now, they just keep going until they get there. So i think the idea of not getting any of what you raise really would be a detriment to non-profit, too, could always find a use for those funds. But i think having a deadline and that’s, just something that you khun set within your marketing communications is really important. Okay? And we’re about to talk about the marketing plan. Remind, excuse me, remind you i’m talking to dana ostomel and she’s, founder and chief gifting officer of deposit, a gift which you’ll find at deposited gift dot com let’s. Talk about the marketing plan. Um, who are we trying to reach? How are we going to reach them? How often? How do we decide these things, right? So you want to segment your target market, um, and you need to think about friday of aspect so one is what do you have in terms of an e mail list you want to? And if you’ve never done email marketing before that’s okay, there’s always a good time to start, get as many males together as you can use une male third party email systems such as like a male champ, which actually up to, i think two thousand five hundred emails i don’t work for male tramp, but it’s a good service if up to twenty, five hundred emails it’s free, they don’t even charge you anything. It’s actually two thousand two thousand per day? Yeah, it’s, because i use it. Yeah, for the email blast that it’s amazing so for free and what it does is it keeps track of your list for you and also gives you stats on like who’s opening it, which links there clicking on so it can be very useful. You want to pull together your email list that’s number one number two you want to start kind of segmenting you’re constituency. So think about who are those key influencers? Who can you go to first and actually, yeah, now you mentioned talking to them first. So you have some money raised already? Yeah, you don’t want to know, like i want to go public with xero xero yeah, there’s a nice strategy to, like, not launching your campaign with a zero balance. So you go to people specifically like that? I have a dream foundation in allah what they did, wass they actually went to their e board, so they sort of launched it internally to their their board and said, you know, well, you give when you pass this along, so by the time they had actually, then when it hadn’t launched it publicly to their whole list and they had some money there, i mean, crowdfunding is all about the crowd, right? People follow the herd they want to give when other people are giving so that’s a really important strategy, and, you know, it can run the gamut depending on your organization. You know, when i been talking lately to students, they’re all going back to to school right now, and clubs and sororities and fraternities are looking at fund-raising um, and so they can start with, you know, their parents or alumni and go to them personally and say, hey, this is what we’re doing, you’ve never been able to be involved in our fund-raising before because it’s always been like a table in the quad, and now we’re bringing it online. Um, when it comes to non-profits even if you have, um, not even a very strong email list, but of course you have a paper mailing lists and you’ve got the phone, you know, who’s most onboard, you can call people up and say, hey, here’s what’s going on? Most people are online, even if you haven’t put together the list, even if you don’t have the money exactly. I mean another strategy is that you could do really inexpensive postcard mailing campaign like let’s say you have no email list at all. You could do a postcard mailing campaign with the girl because it is it’s, not a long gibberish. You are relics of customized girl getting people to donate, you know everybody who gives on your deposit gift fund-raising site, you get that donor data and it’s exportable into excel. So it’s also a nice way to start building and actually that’s interesting leads to one of the questions that i pulled listeners on before the show. Which was do you believe that for people who had run a campaign? Do you believe that your campaign was successful? On one comment? Was we? We raised most of the money? That was our goal, but it didn’t feel like a wind from the engagement side of things or the reputation post campaign. We want way want to use this not only to raise money, but teo increase our our our donor base and our engagement levels. Right? Right? Yes. I someone i was talking to out in ah, at the jewish family services in portland, oregon. Yesterday we were, um they used us for their adoptive family last year and thanksgiving. We’re goingto were planning their next events, and they said that they use the term fund-raising and friend raise. So the idea of, like, you know, getting that engagement, getting the community involved, seeing other people, i think that’s one nice thing about crowdfunding site is that you see, who else is giving. I mean, people can also list themselves as anonymous, and even if they do, it’s still shows up in your recent activity feed. So that shows a lot of engagement on dh. Then, as an organization, you get all of that donor data so you can continue the communication. So when you think about your whole marketing plan, your whole communication strategy it’s it should be sort of long term. So you think about okay, how we gonna launch strong? We’re going to go to those key influencers first, and we’re goingto pat our goal little bit and get some money, okay? Next group of people, what are we going to do? We’re going to do samina mail blast a week one i always recommend you do to email blasts, right? You want to go strong every week? There after, you should do at least one e mail, but you don’t want to make it look were to otis, right? You need to just you need to be looking for reasons to be touching base with people so it could be we’re giving you an update. This is the progress we’ve made on our goal. It could be shout outs to people who’ve been really supportive. It could be. Maybe you’ve already started using the funds, right? Kitty bland has broken ground on their playground here. Look at a picture of how it’s going. So far, i mean, you could even add pictures to your site so people can see the progress, um, and the same thing with, like, your facebook posts, your twitter, you know, the tweets that you put out there using pinterest tumbler linked in, and then how about getting toward the end of the goal? So is your starting get towards the end? And, you know, that’s when people kind of start to poop out a little bit, right? You have to keep up that momentum, same thing you’ve got, you know, you may even have to go a little stronger, maybe it’s two emails that final week final push yeah, the final push you might do other things offline, like so you may end up having an event and at your event, maybe you have posters on the wall. If it’s ah sit down event, maybe you make little card to the table people can give on their phone. So you wanna have calls to action at every touchpoint another question that i asked dana for listeners before the show is whether you’ve helped to manage a charity’s crowdfunding campaign, and only one third said yes, two thirds, actually. Said no, so maybe that will change a bit after after listening to you to wrap up. What is it that you love about the work that you’re doing and, uh, and deposited gift is doing well, you know, we really pride ourselves on high touch customer service, so probably the best part of my days when i get to talk to customers, learn more about what they’re doing, help them choose the images, helped them position their campaigns and and actually watch them start growing. We have a couple of campaigns right now just going off the charts. Um, and it’s amazing. You know, it’s funny. I’m getting e mails from the people going. Wow, that’s. Awesome to see how this works. But, man, this is a lot of work. And, you know, i think that’s the part that people don’t realize, but then we offer coaching on. Okay. Well, so what did you do today? Did you send an email? Have you posted an update yet? Um, and just helping people achieve their goals. It’s really amazing. Outstanding. The site is deposited gift of deposited gift dot com. And dana ostomel is founder and chief gifting officer. Thanks. Very much for being a gift. Thanks for having me. I just said, being a gift when you are again, your gift, your gift to the show, thank you for being a gift to the show. Thank you, thanks for being a guest is, well, it’s. Been great being here. Thank you. Take a break for a couple minutes when we come back, some live listener love there’s a lot more, including new jersey and maryland, about to get shout outs and then tony’s take two, and then we have grow your in-kind e-giving keep listening there, huh? You didn’t think that shooting the getting dink dink, dink dink. You’re listening to the talking alternative network waiting to get in. E-giving cubine are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. 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 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. Yeah, you’re listening to the talking alternative network. Durney lively conversation. Top trends. Sound advice, that’s, tony martignetti non-profit radio. And i’m samantha cohen from the american civil liberties union. More live listener love lodi, new jersey and trenton, new jersey welcome, upper marlboro, maryland. I’m headed to delaware shortly, actually tomorrow. Lomita, california and west hampton beach, new york live listener love to you istanbul, turkey live listener loved to you i’m sorry, i don’t know how to say live listener lovin in turkish, but we have ah, listeners also in japan, in kobe, yokohama and tokyo. Konnichi wa tony stake through this week, you still haven’t a o l e mail? Um, i feel a little bad for you on that’s. Why i blogged it this week, i know if you are one of the ol email users, i’ll avoid saying, hold out, you know, i don’t want you trying to make not to make too many value judgments to many value judgments. Ah, but so if you’re still in jol email user, you’re probably thinking what’s the big deal, you know, sometimes my friends make fun of me, my kids might make fun of me what’s the big deal, it’s just e mail it just it just has a certain young look to it, and it just suggests that you’re a little out of touch if you’re still using a o l e mail? Um, and i say a little more about it on my blog’s your your friends are your friends want to tell you, but they don’t they don’t really they don’t want to get to the level of an intervention, but they want you to know that you’re a whale email is bringing you down that’s all, um, you can read a little more on my block at tony martignetti dot com and that is tony take two for friday, the twenty third of august thirty fourth show of the year we have now an interview that i did with anita fi willis talking about growing your in-kind giving this is from fund-raising day this past june and here’s that interview welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand thirteen with the marriott marquis hotel in times square, midtown manhattan with me now is i need a fee. Willis we’re going to talk about in-kind gif ts and anita is vice president of strategic partnerships for new york. Needs you, anita, welcome. Hi. Thank you. Pleasant. Have you your seminar topic is building a robust in-kind gift program. A case? Study of new york needs you. So you’re the perfect. Yes, tohave. What is it? Some you see, some shortcomings typically among charities in in-kind giving programs. Well, i think a lot of charities might not even understand how they could be getting in-kind support. So part of it is really doing a needs assessment and figuring out where the gaps are and then figuring out how they could plug those gaps with connections and their networks for going up beyond you know who they already know. Okay, our audience is small and midsize non-profits so let’s, start with the base line. Make sure everybody knows what in-kind gif ts are let’s. Keep it start basic and build from there. So what? How do you define the in-kind in-kind giving is provided as when a company or individual provide support that is not financial. So for new york means you, which is a mentoring crew development program that helps low income, first generation college students achieve college and career success. Us, it means dahna providing workshop space. But that’s something that we spend a lot of money on is just space for our saturday workshops where our students and their mentors come together. We realized we were spending over one hundred thousand dollars on food at these workshops. So getting a food partner to provide discounted food was a huge win for us. It’s. Those kind of things we realized, you know, having a semi annual clothing drive where are volunteers were donating gently used professional attire to take it up a notch. Getting a corporate donor to, you know, donate stuff off the racks. It’s really? A different level of the program. So how do we do this? And thank you for explaining what new york needs you is about where? Well, where? Well, where would we find it? That new york needs you. Dot org’s, that’s. Crap. Okay, where do we start with our needs assessment? It sounds like you did a lot of introspection. Close close inspection into what? What? The possibilities are short. We actually have a handout that will be on the website we handed out at our panel, which just ended. But that helps organizations as a starting point. And i think it’s important for people from different teams across the organization to be involved in that assessment because, you know, it’s, a fundraiser. You have a different perspective that someone who’s actually doing the work and people doing the work at different levels recognize different things, at least in our program. You know that when i first started people said ozon, the students need, like dental assistants and different things, and when we actually rank them in priority order, you there were the things that are in our budget that we were trying to get help so that we didn’t have to spend so much. And then there was the wish list of additional items. The dream list of, you know, if we had unlimited resource is for example, our students are in college and we want them to go on and he’s successful, you know, graduate schools, so getting a partner to provide free test park classes was a definite wish list, you know? And then when we got that that it comes off the list and then you have other things to focus on, so always kind of updating that list, making sure that you know what you’re asking for. And then in our case, we make sure that those needs air communicated so on my monthly dashboard, i put you know how much ivory is financially, and i put the in-kind support and when my ceo go starboard, you know, he asked these air the ten asked this month, and we’ll incorporate in-kind asa’s well. And when you do get those gifts, whether they’re on the real wish list or the real thing, deeper needs some cause for celebration. Yeah, absolutely. And we have a gong in our office. So we celebrate whenever, just as if it’s a financial donation, you have to thank, acknowledge and continue to cultivate the donor in the same way. And sometimes those in-kind gifts can then lead to financial support. Okay, so once we’ve identified our needs what’s, our next step, i start looking for potential partners who are not yet. Yeah, i think once you identify your needs, you also have to clarify your ass to make sure that you know you also what your assets are. So in addition to knowing what you need, you also have to figure out what you have to offer. Because, you know, from a corporate perspective, everyone is always thinking what’s in it for me. And so you have to think about what do you have? That you could be leveraging. So in our case, we have a great network. We have these wonderful college students that are diverse and could be attracted to hr departments or diversity recruiters. And we also have ways that we recognize our partner. So, you know, just things like awards. Those are things that companies like and so putting together, you know, our partnership strategy, we really had a menu of options. And so for our purposes, you know, it looks like three or four buckets for new york needs you, there’s financial in-kind volunteers and internships. And then in exchange for that we have things like awards, the connection to our networks, the listing on our website, all of those kinds of things that we can offer. So we do have to think of this is a two way street it’s not unlike going teo corporate. A potential sponsor. It’s. It sounds very similar to seeking a corporate sponsorship. Maybe for an event or something like that. Exactly. Okay, so taking inventory of what you have to offer and then how do we start to make our make our approach? Well, i would say once you figure out you know what you have to offer and what you need. Then you start making a list of who you think could fill those needs and so you can start with your network of, you know, who do you know who might know someone and build from there? I think that’s, you know, everything starts from a smaller place. Usually it starts with the people that i’ve already stepped up to be in leadership. So in new york needs you, we have a number of volunteer boards, we’ve been advisory board, governing board, a young leadership board and a mentor leadership council. So those people have all, you know, volunteered themselves in a big way. And so those are the natural people we start with. What about vendors to the organization? You look to them to the vendor list? Yeah, and actually, we’re having this barbecue coming up in june e teeth with witchcraft. And so for that event, you know, that started by them providing discounted food for workshops. And then the ceo wanted tohave an event for us. So he’s donating all the food and it’s a great special event, and we actually had a vendor approach us someone who did the flowers for our benefit dinner last year? And she said, i’d love to work with you. We explain we don’t have a budget for flowers, this event, but she said, you know, this is a market where i want to do weddings. I know you have young professionals, so i’m happy to donate and so, you know, we didn’t even approach our vendor in that case. They came to us and you didn’t. You didn’t realize that the young professionals are a potential source of weddings in the future and so that’s yet another thing that new york needs you has to offer. Great. Okay. Okay. Okay. So we’ve identified. So certainly the board. Board’s key volunteers, vendor’s other places that we can look for potential support or if not directly, other networks that we can tap into for potential support. I mean, for us, we really tried it. I think a big part of it is communicating. So, you know, people have their elevator pitch. Like everybody that works at the organization. Should know what you want, what you need. Everyone should know what the organization does. But then when those opportunities arise, so every meeting i go into, you know, i think the great part about in-kind giving is it makes it much easier to get to it. Yes. So if a company says, i can’t give you money, is there anything else? You know, i have a conference room, and i can say, yeah, actually, you know, we want a team retreat we would love it comes from, or we have this small group of e s l students that want to meet on a saturday that would be perfect. So i think that you know, the more that you know what you’re looking for, then the more you khun tap into those opportunities, you could be targeted. If you know this exact company would fit this need, then you can start narrowing in on the company. And who would you need to talk, tio? And then ask your network again. Who knows somebody who might know this person? 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. 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. Do you do regular training, or or how do you disseminate needs to other people who don’t have this as a primary responsibility, but might come across someone who can help? How do you get that word out? Shoretz so internally as a half, i communicate that our staff meetings, what we’re looking for and then externally, you know, hasn’t mentioned we do monthly dashboards, and so we report that to our board so that they’re aware of it. But we also have conversations with all of our volunteers about their companies and, you know, what are they interested in? Just trying to tap into the different ways that we can partner use? Some companies provide volunteermatch ing and some, you know, way recognize some have space don’t so it’s great to have the insider who knows that culture and that company better to know what their interests are as well. Okay, let’s, continue the process. Who should be in the well? How do we try? How do we get a meeting? We’re leveraging the relationship that that initiated that. The interest? Yeah. So ideally, if it’s a volunteer that works there, we would have the volunteer in the meeting. With us, and that just makes everything go smoother because they usually know the person. So, you know, we don’t have to prove ourselves so much because someone else’s, you know, already champions inside, and they speak that internal language so they could say, i know we’re working on this campaign, and i think this would be really helpful for meeting that goal, which we don’t know us outsiders do you find volunteers generally willing to go in those meetings with you? Yeah, we’ve been really fortunate tohave volunteers, we’re really engaged in the program, and so they’re the best ambassadors for us. And so i think the on ly reluctance is sometimes, if people, you know, they want to make sure that they’re fully equipped with the information that we provide them with, you know, our deck of information, so they are fully equipped. We also let them know that we’re gonna be there to answer all the technical questions, you know, if people want to know about our budget in different things, okay, um, next step, what were in the meeting, i’m going to guess a lot of listening about what the company’s interests are. Yeah, we would. Have done her research before the meeting, so we should know what they’re interested in already and who they’re funding what they’re doing. And then in the meeting, as i mentioned, we kind of have a menu of options. So we talked about partnering and you give some possibilities, and we really want to listen to hear what resonates with them and what’s what’s the next step. So then you do and ask, and then if it’s yes, then you go from there. If it’s no, either way you’re following up, the next step is always following up and continuing the communication. So if it’s yes, you’re hashing out the details of what that looks like in the logistics and if it’s no, you’re still trying to figure out if there are other ways to get to yes. So if it’s no on this kind of in-kind we don’t have a space that’s big enough for your workshop. Well, do you have, you know, some whatever it may be, depending on the company if it’s, for example, this clothing company do you have some volunteered groups that might be willing to work with us to organize a clothing drive that kind of thing, okay? Or maybe that smaller spaces appropriate for something else that you haven’t. Okay, i always like to say six knows and you’re half way to it. Yes, as long as you find out what the objections are you, khun khun sounds like you’re very creative work around them. Yeah, and if if there’s no way of partnering and still doesn’t mean that you shouldn’t, you know, maintain a relationship because you never know where that person might move. And if you have a good relationship, they might go to the company where you really wanted to have a relationship again with yes. Excellent. Okay. Are we in the execution stage now? Yes. Okay. How do we make sure that the partnership works for both of us as it’s being carried out? Shoretz so, i mean, when we’ve talked about it, vardi giving you all the different things that we can offer at these different levels, you’ve communicated to me what you’re interested in, and then we go from there. So if you’ve indicated that, you know, you want to help with volunteer recruiting as one of the things of our partnership, then we talk about that. If it’s, for example, the space ifyou’re gonna host a workshop, then we talk about who should be my point person on that. Do you want to be copied on all these emails? Do you want me to talk to your logistics people so it’s just being very clear because you don’t want to bombard people with emails and things that they might have interested in, but some people really like to be kept in the loop, even if they’re not the point person. So it’s really making sure you have clear communication about in the execution, okay? And after after execution, the event is over. How do we express our gratitude yet again? So you think i mean, depending on what you have as a non-profit what kind of media channels you have? You know, we have a monthly newsletter, we have a website and facebook and twitter, and so we try to think our sponsors and partners on there, but we also just, you know, as an individual that hand written thank you note the email follow-up just, you know, making sure that people really understand thatyou appreciate this whether it’s money or in-kind support that you really do value it and that i think, you know, sometimes seeing people as fundraisers, you think they’re just want something from you, but when people actually appreciate you and value you and, you know, want a relationship with you, i think that’s what people really want, i do plan e-giving fund-raising and i write a lot of hand written notes because they’re so uncommon and and so simple, and you don’t have to fill in eight and a half by eleven sheet, but something really genuine, sincere, heartfelt, you know, it can be said in a couple of sentences and it’s so much more appreciated, i think that and the eight and a half by eleven letterhead, you know, word produced document, so i agree with your hand written note idea, how do we continue the relationship? I think it’s really helpful for anyone and fund-raising to be very organized and to be tracking everything to do so that, you know, okay, we’ve had this event, i thank them, and then hopefully we’re talking about next year’s event or an expert shop you’re gonna host so it’s not ended the conversation, it’s just, you know, moving on to the next step of when will we partner again and making sure that you have some regular touchpoint if you don’t have an event again together until a year later, making sure that there’s some points you’re going to check in tow to see how they’re doing. If there’s anything, they need making sure that you send them, you know, your end card, that you’ve appreciated them, making sure that there’s some kind of communication along the way, no different than individual fundez, exactly. We’re treating people like people, yes, what have i not asked yet? We haven’t still a couple minutes left. What would you like to remind people of that we haven’t talked about? Maybe. What are the challenges around trying to get in-kind giving? Okay, i guess the challenges probably, or just that people don’t necessarily i understand what it is and so talking to volunteers about it, you have to just give examples and make sure that they can see that just because it’s, not a budget, doesn’t mean it’s not possible sometimes that’s better because you have more freedom around this kind of thing. So, you know, we recently had a meeting or something so they couldn’t give us money, and we said, well, what about on a saturday? Are you using your workspace like, you know, would that be possible and then mean, the conversation developed from there, but it’s, like you can’t expect people to think of these things, you really have to be targeted with your list of wishes and as with anything, you know, that more prepared you are, the better, more likely you are to succeed. What about the organization that just feels they don’t have anything to offer back? I think that then you’re probably having a hard time raising money if you don’t feel good about your programs and you don’t feel that this is something people should want to be a part of then i think that’s an important thing you need to work on because, you know, people want to be part of a winning program, so you need to feel good about it and be ableto really identify what your strengths are and how can you market yourselves is unique. Okay, let’s, leave listeners with one tip toe get started. Get started in their in-kind let’s have no in-kind giving program let’s just remind where how do i start? Sure. So you can use the worksheet on the website from today’s conference new york needs you dot org’s and this fund-raising day it’s one of the handouts. I believe it’ll be on the website as well. Ok, and so basically just start by looking at your budget and figuring out what do you want to be spending less on that someone else could be helping you cover and then make a wish list of things that aren’t even on your budget. Ok, so you have those two lists. The needs and the rial. Aspirational wishes. That’s cool. Thank you very much. Thank you. My pleasure. Need a fee. Willis is the vice president, i was i was going to say director it’s a good thing i didn’t do it off the top of my head. Vice president of strategic partnerships for new york needs you one. Thank you very much for sharing your expertise. Thank you. Tony martignetti non-profit radio coverage of fund-raising day two thousand thirteen thank you very much for being with us. Got more live listener love madrid, spain and lima, peru welcome live listener love out to you next week i’m going to be on bethany beach in delaware, but we have a very good show for you prerecorded couple weeks ago trim tab marketing james eaton is president and creative director of the tronvig group he’s gonna explain how something small and seemingly insignificant, like the trim tab that helps she steer huge ships could make a big difference in your marketing. Also more social. Now what amy sample ward, our social media contributor, has thoughts about how to manage the internal changes when you make social media apart of your office culture. The overhead myth show is booked for september sixth. Three ceos who signed that overhead myth letter from better business bureau guide star in charity now arika charity navigator are coming on the show september sixth, and i’d love to have your questions for them twitter, facebook, blog’s some of your questions. Our creative producer is claire meyerhoff. Sam liebowitz is the line producer. The show’s 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 you next week. Friday one to two eastern at talking alternative dot com. You didn’t think to bring a good ending. You’re listening to the talking alternate network. E-giving e-giving good. 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. Tune in thursday said. Known eastern time to learn timpson. Juicy secrets from inspiring women and men who, there to define their success, get inspired, stay motivated and defying your version of giant success with sexy body sake. Soul. Every thursday ad, men in new york times on talking alternative that calms. 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. 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. 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 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. 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