395: Storytelling and Free Facebook Fundraising – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Steve Jacobs, managing principal at Precision Strategies, and Kristina Villarini, digital director for Lambda Legal. 

Also, Julia Campbell, principal of J. Campbell Social Marketing. 

There’s more at tonymartignetti.com

349: Look Good To Creditors & What Boards Get Wrong – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Paula Park, senior vice president at BankUnited.

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

There’s more at tonymartignetti.com

300: 300th Show! – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Claire Meyerhoff, creative producer of Nonprofit Radio, and Scott Stein, musician and composer of our theme song.

Also, Maria Semple, Amy Sample Ward and Gene Takagi, Nonprofit Radio’s regular contributors.

There’s more at tonymartignetti.com

283: Digital Metrics & 1Q16 Fundraising Metrics – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Meico Whitlock, digital communications consultant and associate director of communications at NASTAD; Rebecca Reyes, digital marketing consultant at Spring Media Strategies.

Also, Rob Mitchell, CEO of Atlas of Giving.

There’s more at tonymartignetti.com

135: Discover Your Brand & Content Marketing – Tony Martignetti Nonprofit Radio

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. 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 that’s, monte t m o nt y at monty taylor dot com. Talking alternative radio twenty four hours a day. Oh! Welcome back. Tokyo, japan, fukuoka and metallica, japan welcome konnichi wa. Very nice to have you with us. New york, new york and memphis, tennessee live listener love and our listener in the united kingdom. We sussed you out. You tried to hide, but we learned that you are in manchester, england. So not welsh after all, which you may be pleased to hear that you’re not welsh. Well, you could be welsh, but listening from manchester but probably not. So we found you despite your efforts. Teo cloak on. Be deceptive. 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? 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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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090: Survey Savvy & Content Marketing – Tony Martignetti Nonprofit Radio

Tony’s guests this week:

Paul Gearan, partner at Professional Survey Group

Scott Koegler, editor of Nonprofit Technology News

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

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No. Welcome to tony martignetti non-profit radio for may fourth twenty twelve big non-profit ideas for the other ninety five percent i’m your aptly named host i do hope you were with me last week, i couldn’t stand knowing that you had missed, get monthly givers and strategic organizations, raised more money, get monthly givers was bob wesolowski the president of caring habits, and he helped us get habitual monthly donors through electronic funds transfer. A lot of people know that as ft that was pre recorded, a tte philanthropy day two thousand eleven and strategic organizations raised more money. My guest was starita ansari, president and chief change officer at msb philanthropy advisors. She encouraged you to organize thoughtfully around your mission, looking strategically at your inputs, outputs and outcomes to boost your fund-raising revenue that was also pre recorded at philanthropy day last year. This week, survey savvy paul gear in a partner at professional survey group explains how surveys are cultivation tools for your donors. You can increase awareness of your work gage, willingness to support it, heightened sensitivity to challenges and get feedback on how you’re doing. But you have to do it right if you want. Reliable results and content marketing. Scott koegler is our long standing technology contributor, he’s, the editor of non-profit technology news, and this month he encourages you to give away high quality, interesting content through your blogged you are blogging, aren’t you between the guests, tony’s take to philanthropy jargon, do you speak and write in terms that people can understand? You can use hashtag non-profit radio to join the conversation with us on twitter were also on linked in i’ll say more about that later on, tony’s metoo right now we take a break, and when we return, i’ll be joined by paul gearan for survey savvy. Stay with me. Yeah, you’re listening to the talking alternative network. No. 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. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set to one, two, nine six four three five zero two for a free consultation. That’s a lawrence h bloom two, one, two, nine, six, four, three, five zero two. We make people happy. 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 durney welcome back with me now is paul gearan. He is a partner in the professional survey group. He has extensive experience in survey design, online surveying market research and social science research. His career has been focused around research and data analysis for the past twenty years, and i’m very pleased that his practice brings him to the show. Paul garin, welcome. Thanks, tony. Thanks for having me. It’s. A pleasure to have you how useful are surveys for small and midsize charities? You know, i think for a lot of organizations, they really provide some core informations that oftentimes people within organizations kind of our internal debates about and there’s not always great clarity with what some of assumptions are being made. And i think research with particularly donors and stakeholders, but also uses of charitable charitable services give you a lot more specific. Clary on whether your fulfilling the elements cia mission that are most critical to you and most critical tier donors. So i think in that regard, you know, this becomes critical information not only to kind of get a sense of an evaluation on how you doing now, but also if you’re involved in long. Range planning and trying to look toward the future of how you should evolve on dh. Part of what you said is you could resolve some internal differences about the way things might be going or the way things should go. So maybe some of those internal arguments can be resolved this way. Yeah. I mean, i think that’s one thing that, you know, it’s funny, because when you work with people who say what we know all this we know we know we know exactly, you know how people feel about us or you know how we’re doing, and we know what our strengths and weaknesses are, and then you start to talk to different people in the organization. You find out very different assumptions with many people. So part of part of the problem might be unwillingness toe do the survey because then you have reliable information and your opinion might end up being the wrong one. Yeah, and that becomes a challenge for us is outside consultants and how to be able to do the research that they get away that’s not biasing any particular perspective and be able to present it in a way that people understand and take, you know, internalize that taking an understanding and continue to to think about things because we were we don’t have an agenda, we want to get to what what reality is and i think that’s one benefit of sometimes of having another group that’s outside your own organization do the research because you don’t have a kind of bias voice, right? That objectivity just you have to be willing to recognize that your side of the argument might be the loser exactly and, you know, like with everything we try, destruction is not, you know, presented that there’s winners and losers, but there are certainly times when you come down on a certain side and things are unambiguous when you, when you survey people and, you know, eighty percent say they don’t they don’t think you’re doing a very good job of this particular element of of your portfolio of services that you know, that that’s meaningful, that that’s pretty undebatable and one of the survey questions that we ask and i want to thank you for designing our first professional survey. Thank you very much. It’s usually it’s usually the hack job that i do, thank you thank you for for lending your services to the to the survey before the show, and one of the questions we asked is how satisfied are your key donors and stakeholders with the performance of your organization? Currently and three, two thirds said either very satisfied or somewhat satisfied. But then roughly one third, about twenty nine percent said i’m not sure, so they’re not there there’s some uncertainty there about what their donors and stakeholders think about how they’re doing. Yeah, and i think that’s, you know, that’s where we you know, where we come down in terms of how important this is, if, you know, a third of people really don’t have a good sense of that, you know, how do you move forward and know that the measures you’re taking the programs you’re supporting, the way you’re administering it all the way you’re going out and trying to get external support for our right and are going to be solid going forward? It’s certainly difficult to know if you don’t have some kind of reed and even the kind of very, very southside, somewhat satisfied, you know, that kind of comparison, although i think when you just research you find most people are somewhat or very satisfied, but, you know, is the bigger bucket very satisfied? Because those are the passionate people, supporters, those of the people that, you know, i really going to stand by you in the long term, somewhat somewhat satisfied, you know, they’re going to be the kind of people that i got more loosely affiliated affiliate in terms of long term, long term support. So you know, those those ki kind of things we bring to the table and be able to kind of say, you know, hey, yeah, eighty percent of your people your donors or somewhat are very satisfied, but, you know, only thirty percent of very satisfied and that you want to see flip, you want more people that kind of passionate what’s called top box, okay, right, i got you so yeah, so so don’t be so satisfied with somewhat satisfied, exactly what’s outside it is you’re doing fine, but in a world where, you know, people have a variety of different ways where they could distribute this support and all, i’m sure deserving causes, you know, being in a somewhat satisfied bucket doesn’t really distinguish you. Got, you’re ok, and in our survey was about forty three percent were eyes felt that their donorsearch stakeholders were very satisfied, there’s about twenty nine percent somewhat satisfied we have just about a minute before break, you can also be surveying people outside your donors and stakeholders, right? Amore amore, broader audience, maybe just your community? Yeah, absolutely. I mean, i think, whether it be local community, if you can, a local organization or we’ve done work for international organizations that we’ve done national studies forward to get kind of general population awareness. So for example, if you’re, you know, organizations say your aa group focused to its animal protection there’s a lot of those kind of groups out there, you know, where do you fall in terms of visibility compared to those other organizations? And what could you do to perhaps increase that? Where do you need to? Kind of kind of do your messaging? You know, what were the vehicles for communication and also one of the important messages that you need to get out there you can connect with? Ah, wider population. That may be more supportive of your group when there’s other competition. Come on. I hate to say competition, but not-for-profits. But obviously there’s people in the same space, all doing great work and believing in the organizations you know, that want support. We’ll take a break. Paul. Paul here is going to stay with us. We’re going to continue talking about surveys and survey savviness, so stay with us. Co-branding think dick tooting getting depicting you’re listening to the talking alternate network, get in. Nothing. Good. 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. Hi, this is psychic medium. Betsy cohen, host of the show. The power of intuition. Join me at talking alternative that come mondays at eleven a. M call in for a free psychic reading learned how to tune into your intuition to feel better and to create your optimum life. I’m here to guide you and to assist you in creating life that you deserve. Listen. Every monday at eleven a, m on talking alternative dot com. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed, i and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com talking alternative radio twenty four hours a day. I’m leslie goldman with the us fund for unicef, and i’m casey rotter with us fun for unison. You’re listening to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. Welcome back to tony martignetti non-profit radio. The ladies said it for me, so i don’t have to say big non-profit ideas for the other ninety five percent. Paul, we were just talking about maybe surveying beyond your immediate donors and other stakeholders. But when you, when you do survey dahna people who are committed to you, it sounds like i mean, there could be some value around helping you to focus your mission in your core. Yeah. No, i think when you, when you talk about people that are closest to you, there’d be a core donors or donors in general or other stakeholders like, you know, people in the legislator that might legislative that might be supportive of you. You know, other advocates in the area that the different kinds of stakeholders beyond just a donor base, too. Yeah, but i think that’s where, you know, you really get a sense of people that know you well that care about the cause that are a little bit more discerning. And even the research you might be able to split those people out to where your core people, who were the people that know you best and who are kind of people providing regular donations cubine may not be tracking his services in consul here’s the core people were, and i’ve done that kind of research before. We’ve is it? Okay, here’s, the stakeholders that really know you well, what do they think of you? What does the kind of broader base of support think ofyou and kind of look at that? But i think that’s where you really get are we on our mission? Are we feeling the promises that we were making to the community that we’re serving into the people that supported think that if if they don’t, then you’re in real trouble? So if you find out that you they think you’re kind of falling short on a couple critical pieces of your mission, well, it’s, time to reflect and see is that a statement of messaging in information? Or is it truly a deficit in the services you’re providing? This could also be valuable in doing strategic planning. I mean that’s basically everything you’re saying could could contribute to a strategic planning process. Absolutely, because i mean that that’s the element we’re dahna only checking on how you’ve been doing, but what are the existing are you keeping up taste with the existing needs of the community, the population just serving so you may have done a very good job continue to do the job in your basic mission, but are there new challenges in us space that air coming up that maybe you’re not keeping apace with fast enough that, you know, for five years down the road, you that’s going to be the critical area that they would like you to see serving? So, you know, it’s a matter of how we doing now, but, you know, looking forward, one of the critical issues moving forward that maybe, you know, obviously you just think about the last he isn’t changing economic landscape suddenly the needs of people and in the nation at large, in the world at large have changed quite a bit, so you can imagine tryingto strategic plan five years ago when everybody the economy was hail and going full steam and and how that changed so dramatically and how you might need to change your kind of perspective and outlook long term as an organization, if you’re gonna serve people that now might be having additional challenges that didn’t. Exist a few years ago. What about just surveying aboard? I mean, could you use this as a way to anonymously gather opinions of just your board members? Absolutely, you know, always tricky because, ah, few key comments on they reveal their name, but that’s kind of one thing that again sometimes using outside organizations helpful because we can kind of get that and not only kind of, you know, clean the data such that, you know, we present things back to people so we can be sure indemnity, but also kind of educate, like, how do you use this information? But absolutely, we’ve done that kind ofthing, not boards employee research is are the people in your organization believing that you are on on on the beam with what your mission is with what your services? And sometimes we done both rose, since we’ll survey kind of outside populations donor, and then inside populations are those consistent, you know, people seeing problems that the outside world is seeing that are a sign of future issues are going to struggle with or vice versa, you know, you guys think, you know, internally, we think we’re doing great, but externally there’s a gap there, and perception and let’s talk a little more fund-raising too, you could use this tio test some different fund-raising messages, couldn’t you? What resonates best with donors protection? Actually, you know, one of the key kind of components in determining your messaging and fund-raising whether you’d be even if you think kind of educational institutions, colleges, secondary school, things like that. Um, do you kind of lead in your messaging with what makes you distinctive and unique, or do plead with the messaging that will have a broader appeal to a wider audience in the example sometimes uses, imagine that you’re either an all women’s college or a college with a long a particular religious tradition. And are you trying to kind of narrowly focus on people who value those things above all else, or you trying to kind of go out to a broader population and get a bigger, more diverse set of people in your in your school with which those lead messages might not be the most buy-in including and appalled, but how can a survey be used specifically in that example, then? Well, you can do is you can put out a variety. Of different messages and test the desire ability so say we describe a certain organization in certain with certain keywords and messages. He’s, how desirable would be that organization terms of you supporting in donating money for that organization? Then you have on the group of messages which both of which may be true about this organization again if it’s done anonymously and people don’t know the organization’s even more helpful than that. So i’m thinking, okay, so if you don’t know, the organization has done kind of blind like that, you know, to what degree and that’s kind of more talk more general population study, uh, how desirable these other set of descriptors? And then you get an idea about for my example for you, you’ll find out, is that the quality of faculty and staff and teachers and ability to develop your own individual kind of curriculum and and, you know, looking at the social and personal development that person will be the things that test out best and things about a particular religious affiliation although may not test our poorly aren’t going to be the core values of the wide group of people you can use those secondary messages to say because we have this tradition, we are unique position, so so then you can even use surveying toe helpyou sequence is your messages exactly, and so that’s what we’ve done, that exact thing with the you know, imagine the front page of your website or the front page of your of of of your kind of guide book, or whatever written materials you produce being those upfront primary messes, and then you think about what the secondary and we’re the tertiary ones because you don’t want to run from your uniqueness, either. I think it’s important to feel like you have unique ways to contribute, but you need to tie them into the core values of the population just serving, or the people that made support you in order to truly make a connection with a wide audience if you want to get to a very narrow base, well, that’s a different story, but for the most part, people are trying to exit chadband their scope and expand their flexibility in terms of either who they serve or who supports them just going back. Teo mission focus. One of the questions you asked in the survey was, how confident are you that your donors or other stakeholders are clear about your mission on dh? Everybody said either completely confident or moderately confident, but teo related to the point that you made earlier. How does brooke break out the first and second, only about a third were completely confident in two thirds were just moderately confident that people who know the organization are clear about what the organization does, right, and that’s and that’s, you know, going a key difference. We’ve done the research study for, you know, a local organization in new england that was doing prodding a variety of different services to local community, including, um, shelter and providing food services, heating and utility helped and things like that and, you know, they were kind of known for two key things, and they had a suite of fourteen of fifteen services that they were really proud of and and felt like that gave them a unique kind of very wide based impact on the community, but when you surveyed their donors, they were known for a couple key things and, you know, i think they want to feel like they had a much broader on. Understanding among the people that are supporting them and their stakeholders of what they really do. All right, paul guerin is a partner at professional survey group. You’ll find their sight at professional survey group dot com and we’re talking about survey savvy let’s talk a little about some of the nuts and bolts. What? What are the variables that go into determining how to do your survey? Well, you know, i think this, you know, there’s three major kind of modalities actually collected information that’s phone based research, online research and paper surveys come in person interviewing as well, but paper serving as kind of died out a little bit, but phone and online being the biggest and online, certainly in the last decade, really taking course. So one of the kind of determines is, well, how can we get to our population? Do, for example, do we have pretty good e mail, pop penetration or accessibility so that we could do something online? Do we not? Then we’re going to have to do a phone based survey will i’m sure phone his phone is quite a bit more expensive exactly that, you know, we do a lot of online, because, again, we’re trying to build on south getting, you know, a broad base of information for people with costs issues, and one thing i do kind of tell in organizations is there’s there’s a difference between sophie was well, if we go out to online that’ll bias up sample because the only people that are online a lot, our people check their email. Well, that may be true, but what are we trying to achieve here? You know, we can actually do this study for, you know, a fifth of the cost if we go online and are you really going to get that different information? Are you trying to pinpoint whether a certain question is seventy percent of seventy five percent or you’re really just trying to understand that here, the things people think we’re doing well, what is the kind of top bucket of things here’s? The things we’re not doing so well on the actual specificity of the data is not particularly critical in terms of well, yeah, maybe it’s a little bit biased in one way or another, but you can actually pull off the research financially by using your online they upleaf except with were also in that example. Isn’t it relevant whether the email using the active email using population is going tio have some some bias toward the objectives of the survey? I mean, does it really matter that a lot of people check the email? Eso they’re going to be the ones who will have a greater propensity to answers that really matter to the purposes of your survey and your charitable work and that’s kind of one of the first things we talk about with you, let’s, let’s talk through the ratification. So if i find out, for example, a group says, you know, we have about fifty percent emails, i said, well, who do you have e mails? Well, it’s, mostly people, you know, younger, ok? So then age could be a legitimate buy-in factor. And so then i said, well, you know, given that, you know, if we look at your donor and then the actual kind of looked at the percentage of monetary support you’re getting, you find out that eighty percent of the forty and over well, we’re not going to want to exclude them from the study in that particular case, it’s worth saying okay, maybe we do a mixed methodology of phone and online. Or maybe we do phone it’s worth that. So there’s certainly a circumstances where i would say, you know, in this particular circumstance is biased and there i was i would say, you know what? For what you want to know, it’s. Fine to get read elearning online population that’s that’s. Okay, what’s the i gotta move on a little bit. Paul what’s the reliability across you mentioned phone, email and and paper surveys are they do they vary in terms of reliability. They vary in terms of kind of, i think what i found actually study on several years ago in a previous lifetime, but that phone research people tend to be, well, one thing briefer because you in-kind getting getting them stirring the phone researches it’s more active and you’re actually pursuing people to prove spade in the research. The downside that is that sometime you’re catching people that’s a very narrow window, which is kind of catch them on the phone and do this as on online or paper, they could do it at their own leisure. So sometimes you get very truncated responses, particularly if you asking kind of open ended items about that require commentary? We’ve also found that people tend to be nicer on the phone, so if they’re rating you on a scale of one to five it’s harder to say something bad, it’s harder to be a negative on the phone. Yeah, so not that it doesn’t happen, but you tend to see the scores being slightly higher on the phone, an online or paper where you don’t have that what’s called a demand characteristic, you know, social expectation of being nice, okay, so that that’s a big difference i’ve seen between phone versus the other two methodologies is this is this something? And we have just, like three minutes or so before before we have to end all this talk about serving, but is it is it something that charity khun i could do on their own? If we’re going to a short survey, can they can they do this and be successful? You know, you know i at they can, you know, i think there’s always caveats about making sure that you have, you know you’re asking questions in the right way you’re not biasing your questions in a way they’re going to get you information. That is what you want to hear and not necessary. What these actuality but there are tools out there like surveymonkey and bloomerang that are going online. Survey tools that are relatively easy to use if you just have a short survey it’s not that complicated you want to get a bunch of yes, no questions or some commentary you khun go use those those were relatively inexpensive. Certainly this free virgins of them. But even the kind of pay versions they are very, very inexpensive her month way you surveymonkey for the for the show’s a sze yu know exactly. You know that, you know? And for a lot of needs, they can solve them. You know, if you want to get a quick read on you can pop out a survey monkey auras bloomerang survey tia population. You could certainly do that yourself. They’re fairly easy tools, tio. Okay, but then if you’re going deeper like this is part of a strategic planning process or you’re not sure about the mission focus that you should be you should be engaged in for the next over the next five years. I mean that is more detailed, and you want to probably have someone professional helping, so you’re eliminating biasi? Yeah, i think if you’re going to get into that depth and really talking about shaping the way your organization is currently are going to operate in the future, then you need to really we’ll get somebody to kind of look atyou survey and like what we do with lot of they will say, hey, what what role do you want us to play here and what you know? And we could do that with what, what? But you have? And at minimum, let’s, look over your survey and say, well, you know, that question isn’t going to get what you want, it’s going toe it’s going toe secure the issue more than going to clarify all i have to stop because we have just a minute and i want i want to talk about getting feedback, is it? Is it wise to share survey results or to tell people that you’ll share the your your findings with them like everything it’s, context dependent, i bias towards sharing? Yes on i think thinking on how you’re going to do that because i think especially when you’re you’re serving people close to you, either your own employees or donors. They’re gonna have an extra day. Shinhwa what happened with this information? What did you do with it? What did you find? And what is he going to be? Action. So i’m very biased whenever is appropriate. Find a way to share the information. The main information, the survey, maybe you don’t need to share everything. Maybe something’s a kind of nuance that you wantto kind of work on internally. But i think some of the main things not only what you found, but what you’re going to do with it. I think that is a great power. It makes people feel like, well, there’s a reason i did this research and i contributed because now the organization i care about is utilizing an unproductive went. Paul garin is a partner in professional survey group. You’ll find them at professional survey group dot com. Paul, thank you so much for being a guest. No problem, tony. Have a nice day. Has been a pleasure. Thank you. Take your right. Now we take a break when we returned. Tony’s take two on philanthropy jargon. Stay with me? You’re listening to the talking alternative network. Geever are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed on montgomery taylor, and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt. Y at r l j media. Dot com are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back before scott koegler joins me it’s time for tony’s take to my block this week is philanthropy jargon. If you google philanthropy jargon generator, you’ll see what got me thinking about jargon in the non-profit community it’s a random collection of now nhs verbs announce adjectives and verbs, but not in that order, though thinkit’s, verbs, adjectives and now nes andi it’s a little disconcerting. I think that somebody, somebody thought there’s so much jargon in philanthropy that they should create a generator to help you create, create your own if create something, if you if you’re at a road, block your mental block and you just can’t think of the right phrase, put in a random jargon phrase and and you don’t have to define it because people don’t define jargon so that’s little disconcerting. Um, got a lot of comments on this on this post over a dozen some people use it. Teo, i think some people use jargon to sound smart, which is unfortunate, but there was one comment or someone uses jargon to screen for expertise because hill, he’ll ask people what they’re lie. Bunt and sideburns rates are and leibrandt is someone who donated last year, but not this year and a side bunt is someone who didn’t donate it in some year, but not this year, keeping myself out of jargon jail, of course, so he uses it to sort of screen that’s interesting, but generally i think you want to communicate so that people understand what you’re talking about. The jargon generator, i think, is fun, but you wouldn’t want to use it as your dictionary as your when you’re writing to donors or ah, potential funders. So post is called jargon. The post is called philanthropy jargon it’s on my block also on my block is a connection is a link to our linked in page we’re now on linked in. You can communicate with us there. Tell us what you like about the show don’t like about the show, maybe some show ideas or some guest ideas, please share that with us on our linked in page, and you’ll find all of that on my block at tony martignetti dot com that is tony’s take two for friday, may fourth, twenty twelve, the eighteenth show of the year, and i hear the phone buzzing. There is scott koegler scotty. How you doing? I am here, tony, how you i know you are doing well, scott koegler, of course, is our long standing tech contributor and the editor of non-profit technology news. We’re talking this week about content marketing. Scott, what is content? Marketing? Uh, content marketing. You know, i actually don’t like that particular title gave it to me. Okay. I know. I gave you the guy stabs me in the back in the first sentence. What can i say? All right, well, i’m calling you out. It was your type. He changes. Mind you’re entitled change minds. Go ahead. What do you what is this thing that we don’t have a name for? Well, we have we actually have many names for it. I prefer using something like authority marketing because the point of this kind of thing is that you write stuff and you you send out articles that our authoritative in your particular space authority marketing says has such gravitas to it. It does. It does. Actually. Sounds like it should be jargon. No, but the point is that what you want to do is you want to give people something to read that that’s not anything new that’s, you know, newspapers and everything else that’s been published forever. I want to do that, right? So we’re encouraging people to block is that? Is that where we’re headed? That’s part of it? Yeah, that’s, uh, we’re encouraging people to put out information that the people that they want to talk to are interested in knowing about that’s, that’s it, or whether it’s blogging, uh, whether it’s, uh, you know, paidcontent, uh, whether it’s, maybe even aggregated content, which we can talk about also, which is actually pulling information from other locations, and then writing about it. Okay, thank you for defining that keeps self out of jargon, general. So we’re very jargon sensitive this week. You can tel i i hear that. All right, i get the get the keys. I’m i’m on the trigger. I’ve got a hair trigger. So, content marketing authority marketing. Um, let me just talk a little bit about what i think content marketing is okay. It’s actually been a bad name for me because it’s, uh, it’s really it’s being used by what’s called content farms, which are sites that, like examiner dot com maybe to a smaller degree, but they they pay very little to their their authors. And the and the point of little writing is to get keyword rich maybe keyword overblown articles, because then then they sell advertising space, right? They shall advertising space against those. And until recently, google, you know, could be fooled into paying a lot of attention to a site that had a whole lot of appropriate word. All right, but not great content and cheating the writers. And that sounds terrible. Alright, that’s not a terrible, especially since i’m late i’m against. All right, um, good. So the other side of content marketing, which i call authority marketing, is creating articles. However you do it, whether it’s yourself, blogging or whether you actually pay somebody to write for you what co-branding information and putting it out there for people that you know, something, they’re interested. In actually reading, not just the google will find it and bring it up in search results because it’s much better people actually go to your site because they want to go to your sight because he has a reputation on dh that is not stuff that’s necessarily touting your good work. Oh, i mean, it could be stuff that’s valuable in because it’s related to what you do write an interesting that way? Yeah, think of it as a cz yourself, if you’re mean, you know, we know what you do, and we know well, i know some of the things you do, and so what are the things that people would write about and publish that would bring tony martignetti to a website, you know, on it may it may be about non-profit but it may also be about creating, uh, creating audio’s shows that draw audiences and maybe that’s related to non-profit or not. So you really need to know your audience that’s really big key, okay? And i want to say that generally i’m an example of what not to do so i appreciate you using man’s example of what should be done or who could. Be done could be let’s, not goes for us should, but generally people would be wiser to take the course opposite mine and self deprecation is one of those things that comedians really like to get into. I do that’s true, but we know that most charities don’t blogged, right, isn’t you have an article sixty nine percent don’t block and yes and that’s true. And you know what? I think what happened is that over time and i’m talking about the last now ten, twelve years blogging got to be, you know, everybody blogged, um and so, you know, it was your block and your mom read it and that kind of stuff, and it turned out to be pretty useless for most people because they may have written something, but nobody cared. Yeah, and so i think that the blogging that name blogging got a bad lap for a while. And so whether let’s just talk about content creation rather than block. Yeah, because there are other ways to do it to youtube and other ways that you mentioned before, lots of ways and content, as you just kind of alluded to is not necessarily their word it could be what you’re doing right now. The audio shows it could be video, it could be animation, even it could be a whole bunch of things, but the point is to get something that’s that is interesting to to the people you want to talk to so that they then say, g i and, you know, wonder what tony’s got going on today. I think i’ll go over and check in sight, right? Right? And then they’re rewarded at least at least fifty percent of the time that they find something that they like. You don’t have to hit one hundred percent not going to hit on percent, all right, all right, okay. And a way of just tow bring the show. That sort of full circle may be a way of finding out what your stakeholders may be interested in is to survey them and also to find out where they are, whether they’re whether they’re active in social media or more active. Just an email. Yeah, exactly, right, exactly. Because the way you’re going to deliver it goes to your point of knowing your audience, right? And just because you have an audience that you talked to primarily by let’s say email doesn’t mean that you can or should ignore the social media. I’ve got a couple of websites that i managed and i do content creation for them, you know? So so i’m kind of in the business and every time that we publish an article, we also sent out a tweet and a facebook update and they linked in update and those go automatically so anybody who’s looking at us from any of those locations in addition to the weekly email that we send out, has the opportunity to see what we’ve done and you know their choice. They come read more about it or not, but at least they’re getting notified, right? And the interconnectedness between all these social media properties, the one you need, the ones you’re named and you might put flicker in there also can be very much automated, right? Right with a with one exception of google plus which is not yet still released their their a p i that allows automated system’s supposed to for them? Yes, jack, you are shows social media manager regina walton doesn’t outstanding job of knowing how to do all those interconnected ah messages. But it’s it’s really not very hard now and then, but that’s the key is sometimes you can’t automate everything. Sometimes you just have to have, you know, somebody put in the time in order to do what’s, right? Absolutely. I just i don’t want to discourage people thinking you have to have a social media manager in order to make these interconnections it’s valuable because i’m producing so much, but you can’t do it on your own, too, right? Absolutely. Let’s. Talk a little about aggregated content you mentioned. What? What? What does that mean? It sounds like way. Don’t have tio write everything on our own. Yeah, they were produced everything or whatever aggregating content and stealing stuff. Okay on dh aggregated, aggregated content. Basically what? Here’s the here’s. What happens? You get a google news feed on our ss feed, you monitor somebody’s block that you know, has good stuff that you like and let’s say that tony wrote a block that i really, really like. It makes a lot of sense for us. My my leadership would probably like to read that. So i got a choice. I could just copy and paste it into my sight, which tony probably wouldn’t appreciate, right? That’s very bad. And not only that google. Well, actually, uh, take us down for that now it won’t take us down, but they’ll they’ll decrease our popularity because they say, hey, this is already than publish whyyou republica interested? Okay, they know they don’t really care about the fact that you plagiarized um, but they do care about the fact that it’s not original. Okay, so what i would do with that is i would write, you know, maybe a couple street who’s that tony martignetti wrote this really interesting post about jargon this week on his block. If you want to read it, click here. So what that does is it gives me something to comment on, and it lets my readers say, cheese. Not only does scott put out this stuff that’s interesting to me, but he’s also bringing me things that i may not have known about from other sources. So this is really a good way snusz to be to find out things that i want to know and what it does for tony, of course, is it brings another reader to tony site it’s really a good wayto work, aggregated content understand very, very organic way of bringing people to your site on give it back by by giving them value. Right? Excellent. Scott taylor, of course. The editor of non-profit technology news, which you’ll find at n p tech news. Dot com in which at which point we actually do all of those things that i just described. Okay, you conceive an example of it there. Thank you. For ah, what had been a segment called content marketing but became authority marketing. Thank you very much, scottie. Thanks very much. My thanks. Also to paul garin for being a guest this week. Next week. Five bullets to a better oh, we, uh oh, my. Cutting him off a little. Scott, you still there? I’m still here. Okay, uh, i’m i’m wrapping up the show five minutes early, so you and i still have time to talk. I’m still grateful to paul garron, but it’s, i’m looking at the wrong segment, so we’re going to take a break and hope everybody stays with us and scott you especially, i’m here. Talking alternative radio twenty four hours a day. Hi, this is psychic medium. Betsy cohen, host of the show. The power of intuition. Join me at talking alternative dot com mondays at eleven a. M call in for a free second reading. Learned how to tune into your intuition to feel better and to create your optimum life. I’m here to guide you and to assist you in creating life that you deserve. Listen. Every monday at eleven a, m on talking alternative dot com. Hi, i’m carol ward from the body mind wellness program. Listen to my show for ideas and information to help you live a healthier life in body, mind and spirit, you’ll hear from terrific guests who are experts in the areas of health, wellness and creativity. So join me every thursday at eleven a, m eastern standard time on talking alternative dot com professionals serving community. Hi, this is nancy taito from speaks. Been radio speaks. Been. Radio is an exploration of the world of communication, how it happens in how to make it better, because the quality of your communication has a direct impact on the quality of your life. Tune in monday’s at two pm on talking alternative dot com, where i’ll be interviewing experts from business, academia, the arts and new thought. Join me mondays at two p m and get all your communications questions answered on speaks been radio. 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. Talking. Welcome back to the show, and as i’ve made the point earlier, we i definitely an intern on this show, so i have somebody to blame from steaks like the one i made right before our break. S o if you know someone who wants to be blamed constantly for my mistakes, please have them send me their resume, and that sounds like a really great appeal. I’m sure i’ll get a ton. Um okay, scotty let’s see, i’m here. Yeah, different the different platforms that we might use different properties that we might use for our authority marketing have different personalities, right? I mean, you might not necessarily do the same thing on twitter that you would on facebook on dh versus linked in certainly, although the social media platforms have a whole lot of commonality to them, but right, twitter is only going to take, you know, a sentence and maybe a picture where is facebook could take more than that lengthen could take more than that. Google plus could take significantly more on that. Actually, you can publish directly on google. Plus, i don’t particularly mentor recommend that, but it’s people have done it on the menu. That’s interesting. I’m sorry. I just ask, why? Why do you say that about google? Plus what? Why not putting fresh content directly on google? Plus, um, google plus is like a hyper blogged in that the content rules by very quickly and so it’s very difficult to them find something of interest down there if it’s kind of rolled off of your screen. So okay, so not like, uh, it’s like a regular blonde or an online publication where you’ve got a nice kind of a content management system, brings things to the front, keeps him there for some starita time and then actually could be found easily in the published right. And and i think the length of articles is a big differentiating factor. If you have anything longer than a few sentences, you really don’t want a post directly on social media. Okay, you want your own, you want your own space, you want your own space, and then you wanna leverage the social media that has the first paragraph, maybe or on a link back to your your own content site. Okay? And sort of wrapped up in everything we’re talking about. Is that the same? Content can be used in different ways. I mean, on dh lynette singleton, who is on twitter often retweeting the show on dh lynette, thank you for doing it today she is at s c g the number four non-profits on lincoln on twitter if you wanna follow her, um, makes the point that, you know, one one piece of content can be used across lots of different platforms in different forms. Absolutely. I’ve even multipurpose, um, that has gone, taken an audio podcast like yours and has transcribed it into text. Oh, interesting on and then what? And then they just post that really? Okay. That’s interesting. Yeah, i can either be edited, so that was more of on article or serious of articles or can be just posted as it as it goes. I think they successful way to do that would be split it up in the articles, post them as content and maybe even link back to the recording of the show. So there’s, somebody prefers to here, they can still hear it, and i could see a value. And that would be you’d get some search engine value from the transcript because search engines can’t. Search audio. But all those words that are in the transcript would be searched if that’s exactly right. And there there are many ofthe offshore overseas services that will transcribe at an unbelievable rate. So, you know, i may not be perfect, but it’s it’s enough to get to get online and get it, maybe useful enough for someone to say. Yeah, i see what he’s saying, but i prefer to hear it so they click onto the the audio stream. Got it right. Okay, but again the point, multi multi purpose ing your your content coming and going back to the earlier guest ball. Gearan a survey could be something that is used as authority marketing. Absolutely. Because what you doing in that place is getting your readership to become the authority. And people like, you know, they have there. They’re their word and their opinion. I would caution we do surveys for some of my properties as well. And there is there’s a survey burnout where you just continue asking people for their opinion and well, you know, at the first couple of times they really like it. Especially if you give them feedback and write an article. About what? What they said. But if it’s too long or more continuous or too frequent, you’ll notice, uh, extreme drop off your respondents. Yes. Okay. Okay. We’re going to leave it there for for for real this time. Scott koegler as you heard multiple properties he’s, a land baron on the web and again the editor of non-profit technology news, which is that n p tech news. Dot com that’s one of his property. Scott. Thank you very much. Thanks, tony. Talk to you later. It’s been a pleasure. Let’s. Try again next week. Five bullets to a better budget. Paul connick stein. Principle of mission first finance knows how to create a budget that is aligned with your work and is a useful planning tool and he’s going to share what he knows that’s, that’s important doesn’t really matter much what he knows he’s gotta share it and he’s going to do that next week. You can check us out on facebook. You can check us out on linkedin. We’re on youtube also the youtube channel name israel. Tony martignetti because some young guy from boston stole the the tony martignetti so i’m real tony martignetti and you’ll find a lot of interviews on that youtube channel. Khun, listen, live our archive for the archive, you goto itunes, which is non-profit radio dot net. You can listen there, and you can subscribe so that you can listen any time on the device of your choice. On twitter. You can follow me, i’m at tony martignetti and the show’s hashtag is non-profit radio. Our creative producer is claire meyerhoff. Sam liebowitz is our line producer shows social media is by regina walton of organic social media, and the remote producer of tony martignetti non-profit radio is john federico of the new rules on our first remote will be starting in june next month. I hope you’ll be with me next week. Friday one to two p, m eastern, at talking alternative broadcasting, which is always at talking alternative dot com. Co-branding think dick tooting. Good ending. You’re listening to the talking alternate network, get him. Duitz good how’s your game. Want to improve your performance, focus and motivation? Then you need a spire athletic consulting stop. Second guessing yourself. Move your game to the next level. Bring back the fun of the sport, help your child build confidence and self esteem through sports. Contact dale it aspire, athletic consulting for a free fifteen minute power session to get unstuck. 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