444: Your Ultimate Communications Toolkit & Automated Fundraising – Tony Martignetti Nonprofit Radio

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This week: 

Your Ultimate Communications Toolkit 
Our 19NTC panel of communicators explains how to develop your communications plan and the core principles you need to abide by. They’ve got templates, checklists and worksheets galore! They’re Vanessa Schnaidt from Cause Communications and Gabriel Sanchez with First 5 LA. 

Automated Fundraising 
Brian Lauterbach is from Network for Good. He reveals how automation can enhance your donor communications, engagement and stewardship. This was also recorded at 19NTC.

There’s more at tonymartignetti.com 

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Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other 95%. I’m your aptly named host. We have a listener of the week, actually. A retired listener of the week, Patty Donahue. When she was executive director of the Tailor Conservatory Foundation in Taylor, Michigan, she enjoyed my show and insider alerts. That’s what she said. What’s not to enjoy? Of course, we take her at her word. That gig ended ended just last week with her retirement. Congratulations, Patty. I’m very happy for you on the celebratory retirement time on. And now she says, Keep doing the good work that you do, Patty. I will. And a grateful community thanks you for your work. Congratulations on your retirement. Congratulations on being our retired. Listen er of the week. Oh, I’m glad you’re with me. I go through in itis If you swelled me up with the idea that you missed today’s show your ultimate communications tool kit. Our 19 ntcdinosaur of communicators explains how to develop your communications plan and the core principles you need to abide by. They’ve got templates, checklists and worksheets galore. They’re Vanessa Schneiter from Cause Communications and Gabriel Sanchez with 1st 5 Ella, then automated fund-raising. Brian Louderback is from Network for Good. He reveals how automation can enhance your donor communications, engagement and stewardship. This was also recorded at 19 NTC on Tony Steak, too. Summertime is planning time. We’re sponsored by pursuant full service, fund-raising Data Driven and Technology Enabled Tony dahna slash pursuing by Wagner CPS Guiding YOU beyond the numbers regular cps dot com and by text to give mobile donations. Made Easy Text NPR to 444999 Here is your ultimate communications tool kit. Welcome to Tony martignetti non-profit radio coverage of 1990 si. You know what that is? It’s a 2019 non-profit technology conference. You know where we are. We’re in Portland, Oregon, at the Convention Center. Thanks for being with our coverage of 19 NTC. This interview, Like all of ours, are eyes brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guests at this moment are Vanessa Schneiter and Gabriel Sanchez. Vanessa is vice president at Caused Communications, and Gabriel is director of communications at 1st 5 Ella. But Gabriel welcome. Thank you, Tony into the show, Tony. Thank you. Thanks for taking time. Absolutely. Um so where your topic is ultimate communications tool kit, tried and true. Resource is everyone can use ultimate communications tool kit. That’s that’s, uh, pretty impressive. It’s not just the penultimate. It’s the ultimate, the altum ultimate. All right, we’re going to see I’m not in, but this is radio. Yes, Yes, you can do about your africa. I appreciate your information. Okay, uh, make you keep these promises. All right. Um what, what? To start with you, Gabriel. What belongs in a communications tool kit? Well, every every organization needs to tell their story. They want to tell their story in order to drive action and move things forward. And what we’ve learned and what I saw was my exposure to the kid was about three years ago is that there’s not a lot of learning in one place. And that’s what makes this tool kit So great is that it’s pretty much everything you need to know in one place that you can start from, and in order to both tell your story to engage your audiences, to talk to board members, to talk to donors, to engage members of the public, the people you want to serve. It’s just a great tool kit in order for you. Teo, help Dr Understanding of what you’re trying to do and to get people onboarding your mission. Okay, Vanessa. So what’s in? What’s in the tool kit? One of the components of our ultimate took it. Yes. So the communications tool kit offers best practices and really practical advice for every communicator in your organization. So everything from how do you make the case within your organization for the value of investing in communications, too. How do you put together a communications strategy to make sure that you have the right goals and tactics to drive that progress forward? And then we also get into a lot of different tactical element. So more specific surround best practices in media relations or how communications Khun support fund-raising effort. So it really is meant to be a soup to nuts, very breath oriented toolkit to help communicators at any stage of their communications journey. Okay, on who’s developed this tool kit is that the two of you and the third person on your panel who was not here, Courtney Clarke So the where is the where where is this from? Absolutely so. The the communications tool kit is authored by and created by Caused communications, which is thie first non-profit to focus on communications effectiveness in the social sector. The tool kit was originally published in 2002 last updated in 2005 and over the last few years has been undergoing this massive expansion and update project that Gabriel, as one of our partners, has been contributing Tio Courtney as well on DSO. Although it is authored by cause communications, it’s really important to us to make sure that in order for it to be as relevant as possible for today’s communicators, we receive input and feedback from the very communicators it is meant to help. So that’s where our colleagues like Gabriel come in in really helping us identify what kinds of resources and information e-giving be most valuable to them. All right and tool kit is something that’s available to the community without subscription or that’s right way. Find it. The communications took. It is available on the Cause Communications website, which is at caused communications dot org’s slash toolkit. In addition to the toolkit itself. You can also find five interactive digital lessons that we put together with the support of Courtney and her team at Form one. There are really cool way Teo get a taste for the rest of the content in the tool kit. So those those lessons are on topics ranging from branding to media relations to competitive analysis to fund-raising and measurement and evaluation. Okay, okay, yeah, everyone wanted to and Tony’s. One of the great things about the toolkit is that it’s intended for a broader audience, not just those involved in communications, but those who might be leaders of organizations. Or maybe they’re involved in development or other sectors because it helps those folks understand the importance of communications and the role it plays in order to help them do their jobs better in many ways. And we’ve seen this in smaller non-profits and smaller organizations, there is not a dedicated communication staffers. Sure, it’s distributed right, or sometimes you have many people who are directors of development and communications. Those are two big jobs, right? And so having an understanding of communications is very helpful, and and that was one of the original intentions of the guide was to help him just inform and make that case for communications with within organizations so that they make that nothing. Because communications is actually a time saver for a lot of leaders for executive director Seo’s of organizations, because it will reduce the amount of time they need to communicate because they’re essentially putting an all in one place, as opposed to having Siri’s of meetings and check ins and putting out fires. And I know Vanessa was very careful to say at the outset this for all communicators. So you’re going that it’s irrespective of your position. If you’re facing the public. Well, maybe not even his could be internal communications as well, right? That’s right. And I just had a breakthrough moment That’s right and trainable. I’m tryingto wonder. Okay, it’s not about me. It’s not what you think. Communications these days is not just a roll. It is a a practice, and we want to make sure that the toolkit is there to support anyone in a non-profit, or social sector role. Regardless of what their title says On there there business card. Everyone is a communicator these days and has an opportunity to contribute Teo Thie, expanding the reach and the impact of their organization. All right, it’s time for a break. Pursuant, they’ve got a podcast. It’s go beyond hosted by their vice president, Taylor Shanklin, who has been a guest on this show and the friend of the show. Recent episodes are self care for leaders and four digital trends for 2019. That’s just a little sample you’ll find Go beyond at pursuant dot com. Slash resource is now back to your ultimate communications tool kit from 19 NTC since caused communications. Does this for the community so generously give a shout out? What does cause communications do so? Caused communications works to support non-profits and foundations, strengthened their impact and a cheat their mission through stronger communications and marketing. So we do that by making available tools and resources and trainings for the sector. And then we also offer consulting services as well. All right, how about 1st 5 L. A. What about Gabriel? Well, they’re all about kids. Did you know 90% of the child’s brain is developing aged five? That’s a critical time. They did not know that it’s a critical time, you know. I know we’re making a lot of connections here at NTC, but the inner child’s bringing your making 1,000,000 connections a second. So it is a critical time for childhood development. And so voters, in their wisdom 20 years ago dedicated a tobacco tax to help fund programs. And we’ve now shifted to advocate for early childhood development programs like developmental screenings, preschool access and other ways to help help kids grow ready to succeed in kindergarten and in life. And so what we’re dedicated to doing is helping improve systems, make him work better for parents and their kids so that these kids grow up to do great things. You have communications principles that I derive from your world is not the principal’s themselves, but principles for day to day and long term. Gabriel, you start to take off the first of what I hope is gonna be many communications principles that you’re going to share with listeners. Well, I know it. In my part of the presentation I made yesterday, I was talking about how it’s important to think of all communication strategies and turned them inward for internal communications. I know you mentioned earlier about my breakthrough moment. Don’t gloss over it. No, course not. There’s a great breakthrough because your staff is one of your most important communicators right there, the ones where, in the age of social media, where everyone has a public persona and their posting on social media, everyone has the potential to be a spokesperson for your organization with you. Like it or not, that’s not to simply that’s not to scare people. But it’s also to remind him of the opportunity you might have in that you can reach new audiences is if you’re pursuing internal communications, which helps you with your organization. Alignment with helps you with your brand ambassador type type of programs, as well as employing engagement. So if you’re using internal communications, where those goals you’re going to help build your brand in ways that you might not, you can’t do officially through your official channel. So so oil that principal down to ah sentence. What’s the principle here? Think of your staff first, okay. And then, of course, you know not to negate everything. You just said that, like sometimes I like Boyd points. My I’m not sure my 1st 5 years were formative for my brain. I’m sure they were. You’re sure they were Tony? Not sure there was robust. They ought to have been. OK, but you gotta You gotta communications principle for us. Sure. Just Azaz Gabriel mentioned to put your staff first. We also believe in putting your strategy first. So more than we do a lot of polling and surveys at our organization on DH. We’ve learned over the years that while more than 95% of non-profits say that they value communications and its role in helping them achieve their their mission, less than half of non-profits have a dedicated communications plan. I’m not surprised by that. All right? And so the process of putting together a communications plan that aligns with your organization’s strategic plan is a great way to make sure that all of your efforts are working in unison with with each other and that you can really prioritize your time mean we all know that non-profits have way too much on their to do list and far too little time to get that done. And so a planning process can be a really helpful tool and making sure that you’re focusing on the most important things first okay. Have a communications plan. When I say okay, now, I presume the tool kit will help you develop your communications plan. That’s right. It goes over all of the basic elements of a communications plan. It even includes some tips for how to make the case for why you’re senior leadership should support the development of that plan. All right, Wei have more principles doing Gabriel have Ah, well, the principle you can share. I was talking about earlier my presentation how you can apply a crisis communications approach right to internal communications. When you’re going through a time of organizational change. Now I’ll give you four quick steps for crisis communications, and I’ll talk about how you can apply them internally. And that’s you want to be able to one. Somebody sounds their phones. I don’t Gabriel just took ownership. Go. Alright. Alright. So crisis averted. Okay, so yes, crisis cubine. How you gonna respond to this crisis? First on the show. I’ll use this perfectly as an example. Number one you ignore. Assume it was a crisis. Yeah, Yeah, but never one. You would acknowledge the situation. Hate. My phone went off, Took responsibility. Didn’t just late that it lay there. You got somebody else? Everybody stare out. Exactly. Step two is you take responsibility and you say you’re sorry, Tony, I’m sorry. And three, you explain what you’re gonna do next. I’m going to turn off my phone so it doesn’t happen. It ever happened again. Never happen again. And then for when? Hopefully you invite me back, I could remind you. Hey, I turned off my phone so that we wouldn’t have the same problem that we did last time. So what about the appoint? A blue ribbon panel? Isn’t that know me? Or is that you could put that in there? That old school? No. No, you can’t do that. It’s important to fact find. But it boils down to two. And step three, you want to explain what you’re going to do, right? And so, in times of organizational changes, the same thing, right, because you you work. You talked with plenty of non-profits. They’re always changing their adapting to new conditions. And sometimes it’s hard because it’s your staff that have are going through that, and you need to be able to explain its home. And sometimes some things don’t go The way you you wanted to. You need to take ownership of that and explain what you’re going to do to fix it. Okay, so it’s taking that same approach, you lying crisis communication and interns to your internal stand in times of change. Exactly. And in many ways, the best crisis communications is actually pre crisis planning where you’re averting crisis. That’s what you want to go to. So if you think of it that way and you’re applying those principles, that’s an external strategy. But internally, it’s a great way to keep people in line to keep people engaged and motivated. OK, Vanessa, you it’s your turn. You got communications principle for us. I do, and I’m going to let you in on a little secret. Tony. So we hear a lot about the importance of nailing that elevator pitch right? Well, I’m here to tell you that there is no single elevator pitch that is going to be the magic bullet for your organization. In fact, you need to tailor your message, depending on who you are speaking with this so there’s no one size fits all solution. There’s no one size fits all message, so it’s really important that organizations as they’re developing messages, think about what is it that really motivates each particular audience group that you’re trying Teo engage with and then create a bridge between the messages that you’re putting out there and the mission of your organization with what what your audiences really care most about. So in a sense, it’s using your it’s. Using your audience is motivation to connect that back to your organization’s mission. Alright, so, Taylor, your messages. Here are your messages again. My fundamental brain capacity. Tell your messages. Yeah. Now I have had guests who have gone through the exercise of having their board learn a new elevator pitch. You’re it. Sounds like you’re welcome. Tto disagree with other guests and but on the show over in Have we had this show in half years? Certainly everybody is not monolithically thinking so. The uniform elevator pitch not so not so helpful, you think? Well, I think there’s definitely a time and a place for developing that that pigeon, and it is important to equip your board members, for example, with some really simple talking points that they can use. But what’s going to be most effective is if that boardmember then has the comfort level of taking that message and really making it their own riffing on it, depending upon who they’re talking about. You talking? So yeah. No, I don’t I don’t know that this guest was recommending, you know, rote memorization of the identical, The identical pitch for all you know, whatever. 12 boardmember tze Maybe it was just talking points, okay? And then you should be as a boardmember. You should be comfortable enough tow Taylor that message And I said riff on it. Based on who you’re talking to, whether it’s a funder or somebody at a cocktail party, fundez becomes more. Just to be sure, the audience that you’re talking to, we got more principles if you want to keep going. This ping pong thing with are we have re exhausted communications principles. Well, I was going to talk a bit more again about internal communications and how critical it is. And I think another principle is linking the two where you should think about your external strategies and open essay was talking earlier about having a communications plan and strategy, and you should have internal communications in that same breath. You shouldn’t think of it is afterward, or a bolt on our Oh, yes, we’ve got to tell the staff, too. It should be within the same breath as you’re talking about it. You have your audience. Is your internal staff should be on that list as well. Doesn’t have to necessarily be number one, but it should be included so that they’re not thought of as an afterthought. But instead, you’re looking to engage them because one of the principles I was talking about is that your need to love your staff because those are the ones who are helping you to get the people you want, which is donors or media coverage or what have you. And they’re there for you. And you have to respect that. And you also need to look at it to where? Another way. A practical way to look at this is if you can’t sell an idea to your staff the people that are most bought into your mission that says I agree with what you do, I’m going to show up here every day. Do you work for that? Yeah. Then maybe your idea is not good. Okay. All right. So again, internal communication with urine. Think about it. It’s half in your eyes. You’re planning your own communication. Exactly. Think about stuff, okay? And building on the whole idea of tailoring your message to your audiences. It’s also really important. Don’t assume you know what your audiences want, but how do you find out what they want? Well, you asked. Um, it’s a really simple principle, but one that is often overlooked by non-profit professionals today and asking your audiences or understanding what motivates them is isa really easy way tio? Understand what what motivates them, how you can more effectively introduce your organization to them. And it’s something that we did as we were updating the the communications tool kit. So that’s where we brought in communications directors like Gabriel or implementers like communications interns or program managers or development directors. Folks who maybe don’t have communications in their title but have almost in a default kind of way, become the primary communicators for there. They’re non-profit, and so we brought them all together. We had several different workshops where we sat back and we really listen, Tio, what is it that you need in your day to day life? on. We were able to replace some of our anecdotes that, quite frankly, were so old. They become folklore in our organization with a really wonderful insights that let us know what today’s communicator needs in this digital era, where with the democratization of of communications and social media, everyone has a megaphone on their cell phone. What are some of the audiences that we might be talking to? Sure. So audiences would include board members who are not only an audience but also a messenger for your organization. You might consider talking to your donor’s. Think about speaking with your volunteers, folks who intern with you and also individuals who benefit from this from the services that your organization provides. Could even go broader. Mean journalists could be part of your communications plan. That’s right, whether that’s sort of, you know, outdated press releases or that maybe people still do them because you have to. But building relationships with journalist that’s right, could be a potential funders. People in the community government, depending on their work, the work you do okay, all of the above, all the above, and then they used data they want. They want information in different formats. A journalist, you know, might want bullets that they could carve a story around or craft a quick interview for. And then you have to know that they’re on a deadline versus funders would want more, more, more data. Rich Moore. Outcome driven. And not so much a headline and a lead. Exactly. Okay, I think you hit on something there. Tony is again twice in 20 minutes. It’s amazing. I think that the best point is stop. We’re wrapping it up is have a story. You have to have a story. You can’t just say we’re doing this. It’s great. You need to be able to explain it, and I’ll give you a quick tip. And this is something that you is gonna help you connect. You want to be able to Both are three things. You want to personalize human eyes and dramatizes story. You need to be able to make it two. In order for your story to be effective, you have to be able to personalize it. Say it affects people, might hurt them or health. Um, you need to humanize it. And so that way, in a sense of they can empathize with what’s going on and then you need to dramatize it. Need to say like there is some urgency there. We’ve got to fix this or else people are still going to be getting hurt because you could certainly talk about a number or statistics or fact and saying 1,000,000 people you know are affected by hunger every day or what? Whatever kind of fact, you figure. But it’s just a number that’s tends to be abstract. Yeah, no, we know you want to get storytelling, and I like your personalized human eyes and dramatized train. All right, let’s, uh we’re going to move away from the communicate buy-in principles. Now, you, uh, you talked about some best practices for moving a printed piece online. You say pdf doesn’t cut it. Or maybe maybe a. Pdf isn’t bad, but it’s not sufficient. May be necessary because it’s so common. A format. So what’s, uh what’s the trouble? Vanessa? What way? Not getting right about moving? Our resource is online. Well, so pdf so are still a valuable way tio share and communicate information. But as as you’ve pointed out, it’s no longer sufficient as thie on Li Wei as more of us are accessing resource is from our phones. Thie action of downloading a pdf is really cumbersome and not very convenient for today’s communicators. And so, as we’ve been updating and expanding Thie, the communications tool kit we were thinking about OK, how do we make sure that the content is not only relevant but as accessible as possible so that folks who actually use it on DH in that process we’ve partnered with Form one and came up with some really fun solutions for How can we break free from just relying on this This pdf and taking some of the content and best practices and concepts from our toolkit and putting them into a format of these interactive digital lessons. So giving people a chance tto learn by doing, giving them a chance to go through some fun exercises from the convenience of their their phone on DSO. In partnership with Form one, we’ve got these five great lessons on our website. It caused predications dot org’s slash lessons and those cover co-branding fund-raising measurement and evaluation, competitive analysis and and give you a chance to try it out right there. I think one of the other great things, too, is it? It’s much more share a booth challenge you have with Pdf. If you find a great lesson, you say, Oh, you want to share it with somebody? That’s a Tony. I want to send you a tip. I would say chicken download the pdf look Att Page 15 in the bottom right corner for the tip I’m talking about. That’s really hard to do. But if instead, if you have it where it’s much more digestible in a digital format much more cerebral and it’s going to help you, you’re gonna get to what you need quicker. What are some of these formats alternatives that we’re talking about? What you visualising data obviously. Pdf No one duvette Well, we’ll talk about one dimension ifit’s green. But pdf not very rich in visual ization. What are what are some alternatives? Sure, so there are no great infographics that you can put together, but something as simple as a pole Khun B. Really engaging, so putting together little bullet points and in fact so putting content together in smaller, digestible formats that is going to be a lot easier not to not only consume, but as Gabriel mentioned share So a wide of a wide range there of a different ways that you can consume that information. Okay. And a lot of organizations, they have a lot of great content already in these Pts, which is not t knock that. But it’s an opportunity to look at what you’ve done in the past and think about how you can reformat it where it’s much more digestible and terrible. So that way it doesn’t feel daunting. Thatyou have to redo everything. The contents there just think of ways you can make it more digestible by asking what your audience is looking for, what has been the most interesting or what’s the most thing you get. Most asked about his organization. Have that up front. Okay, Yeah, I gather the pdf is not going away, but it’s no longer sufficient because this is the 2nd 2nd panel where we’re talking about. In fact, the title of the other one yesterday was No one is reading your pdf like something like a great panel. I went there. Yeah, you stole their content later. No way were aligned when you recorded it and made it so much easier. Well, yeah, so I I Maybe, I guess. Yes. Pdf sorr no longer the and all. That’s right. And it was so much more we could do visually. Exactly. And it was really through that process of listening to our target audiences for this tool kit that we came to that conclusion on. So it was It was insightful contributors like Gabriel who who let us know that it was It was okay for us to experiment and to get a bit more creative. So in this way, we let our audience is be a barometer for our risk taking. Okay. We still have almost three minutes left together. Let’s spend a little more time. Two minutes. What else? What else did you sharing your 75 minutes with you already? And we haven’t talked about yet, but I was gonna share one of one of them. One each. It was you. You tend to grab the mic. Go ahead. Go ahead. I’m conscious of it. Thank you. We’ll get her share. I wanted to share some information. We ask tips from our audience. What is the best piece of communication advice? David, What you hear? And one of them I That was fantastic it is. Tell the truth. I mean, you want to put it in context with stories, but tell the truth. Great piece of advice. Good, especially in our current in political and government environment. And tell the truth, I shouldn’t need to be said. But it’s important to say Well, we also heard Keep it simple, don’t overthink things and test test test along along the entire process on DSO that really that really showed us that there was incredible wisdom in that room. And really, the most important tool in our tool kit is each other on DH. There’s an entire network here on DSO. We’re thrilled to be here at 19 and NTC to be able to tap into that that wisdom on DH, share it with our colleagues back at home, all right, and the way they are sharing this wisdom is by having you go to cause communications dot org’s slash tool kit for the ultimate communications tool kit, and you can also go to cause communications dot org’s slash lessons for the pdf alternatives. That’s right. Alright, they are Vanessa tonight, vice president that cause communications, and Gabriel Sanchez, director of communications at 1st 5 l A Thanks so much. Thanks, Tony. Thank you. Don’t hear opportunity. Thank your local. Thank you for being with our coverage of 1990. See all our 19 ntcdinosaur views brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. We need to take a break. Weinger SEPA is They’re accountants. You know what they do. For goodness sake, do you need help? You help your 9 90 Need a fresh set of eyes on your books? Ah, some other kind of financial related accounting related audit. Possibly help you know where to go. You start at wagner cps dot com. Do you do diligence there and then check out, then talk to your coach to Don’t just check him out. I mean, you could see him on the website. It’s one dimension talkto pick up the phone. He’s been a guest. He’s not going to pressure you. He’ll tell you honestly whether Wagner CPS can help you or not. Get started at wagner cpas dot com Time for Tony’s take two. Summertime is planned. E-giving planning time. This is an ideal opportunity. You’ve got a little relaxed schedule. Your boss does. Maybe the board needs to be involved, too. And they do also. Probably no board meeting’s over the summer. So the you can work on your proposal your plan and, ah, pitch it upstairs where it has to go and get some attention paid to it so that you can have, ah, fall rollout or maybe a January rollout. So I think this is a good a good time to be doing that. Um, As you know, I recommend starting with charitable bequests those gifts by will for your organization that might be the place to stop. That might be. Your entire plan is just promoting charitable bequests. You could go further, but you don’t have to have a very respectable program with just request. But any case, bequests are the place to start. That’s where you want to begin your plan. There’s a little more from the beach on Ah, Cancun, Mexico, in the video at 20 martignetti dot com, And that is Tony. Stay, too. Now here is automated fund-raising. Welcome to Tony martignetti non-profit Radio coverage of 1990 si That’s the non-profit Technology Conference in Portland, Oregon, were in the convention center This interview like all our 19 ntcdinosaur views is brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guest at this point is Brian Louderback. He’s vice president of programs and capacity building at network Fur. Good. Brian. Welcome. Thank you, Tony. Absolutely great. To be here is always Thank you. Thank you. And your topic is three ways automation will make Sorry. Will modernize three ways. Automation will modernize your fund-raising. This is like the click candy of seminars. Three ways. Seven steps. You’re familiar with our work rhymes for things you didn’t know. All right, all right. Exactly. Um, I am familiar. Listeners are familiar, but go ahead for the new listeners who may not recall what is the work of network for good? Sure. So what we’ve done is really taking a legacy of, I would say online giving enablement when we started 15 years ago and helping provide non-profits with a space to conduct philanthropy online and teach him how to do it. That mission has really evolved over the last day decade, and now what we’re doing is taking all those dates and data and with renewed determination have a set of products that really helped new to fund-raising executive directors Or certainly first time development managers create an infrastructure that’s going to enable Mohr annual giving and certainly from individual gifts on DH to infuse a little bit more revenue and retaining donors into their non-profit bloodstream and remind listeners you were last on with Lisa Bonano. Yes, you were. You were remote. You were supposed to think you were supposed to come to the studio. Yeah, Couldn’t make it. Southwest Airlines was not cooperating with our schedule going from the airport or something. I did? Yeah, they’ve grounded the plane and everything you know? Not really. They would have a via say Sure on DH. That was when we talked about the work of network for good. Listeners can find that at tony martignetti dot com, But for today we’re talking about automation. Yeah, So what’s the trouble? Why are non-profits slow to adopt? What? Wait, Give us the headline here. It’s a little bit of everything. Our experience has been in helping about 200,000 non-profits for the last decade. Obviously, we have access to a lot of data and what we’re seeing is a CZ we from the outsiders outside perspective. Rather, there’s been a tectonic shift in how consumers interact with the world and consume content. It’s now Khun B personalized Curie. Eight curated and the frequency of it can be controlled all by the customer, the consumer. And so what we find is in trying to push non-profits in that direction. Two things happen. One. There’s sort of this legacy belief that because we’re a tax exempt were somehow non-cash were technology exempt. You know, in the sense that well, we’re non-profit, people should know that we don’t have to do all those things because we’re put bing over money and programs, and rightfully so. But in this day and age, what we see is you need to invest, Yeah, you Not only do you need to invest, but you need to embrace and exploit the functionality because we see a need to be to really create a relationship with a donor at every level at least, and using digital technology to do it at scale. Because I think as we see the a massive influx of millennial donors and certainly lagging Gen X donors, they interact with the world in ways that a number nine envelope just won’t facilitate. You know what I mean? And so what? What the need is is not only to raise awareness about the need of technology, but let’s help that small or beleaguered or emerging nonprofit organization do it the right way by not only embracing tech but embracing what automation can bring from a proper tech stack. You know, you didn’t say the phrase, but I’m thinking as you’re listening to your scarcity mindset, Yeah, we just we’re non-profit We can’t invest in in writing in digital automation. You know, our manual processes have worked for so long, so well, right, we have volunteers will come. Exactly. But so and I actually, you know, acknowledge. Ah, that perspective. However, how do we know as a non-profit that we’re doing well? Is it because we have a 30% donor-centric retention rate and set a 25? And so I think what what our sector needs to do quite frankly, is to look in the mirror and demand Ah, hyre level of output and strategy and really, you know, donor-centric City to use a cliche. But you know, donor-centric fund-raising That’s nothing new we talked about it for decades, right? But But the idea is centralising. Yeah, the donor’s preferences over what is easy for the fundraiser to execute. That needs to be the discussion and how to get that done. Because in a world where we can subscribe to anything that we want through a Web platform through online, look at Netflix. I mean, Netflix does not renew its customers by sending them a letter 30 days before their subscription is going to expire, right? And so the idea that we, as non-profits Khun, do that in a household that is heavily digitized and automates all of its payments. Teo, certainly, you know, their mortgage utilities, and then everything they do is generally online. I mean, even my grandparent’s don’t send me a $5 bill in a card anymore. You know, I get noticed from Amazon that Grandma Lauterbach just, you know, give me $50 have to go online to retrieve it. So non-profits cannot continue to hold up their tax exempt status and the fact that we’re a charity to absolve themselves from the tectonic shift that has happened now and how consumers interact with the world. Let’s start with storytelling. Yes. I don’t have too many too many panels this this year on storytelling. Okay, I have in past years just I mean, it’s so general. What? You know what? What can we do digitally to automate storytelling, making more effective all the things that story would be compelling? Heart wrenching? Yeah, moving, Make it about. Make it about the people you serve as opposed to the money that you need. You know, non-profits have perfected ways and hyre consultants to figure out even more creative ways to frame their financial need. Well, as far as I know, there’s one point 3,000,000 and counting non-profits out there that all have a financial need. And so it’s not necessarily to distinguish yourself from all the other non-profits, but if you do it right, you do it automatically and distinguish yourself. And that is talk about the unique impact of your mission. Start quantifying outcomes instead of outputs. You know, it’s not enough to say that we feed the homeless. How many people do you feed on a weekly or monthly blazes? And how does that mark mitigate the problem in that community in that neighborhood? Let’s talk about impact. You know, that’s that’s the impact, not the outcome, right? Right. Outcome is a number of meals because I think what non-profits need to do is understand that I believe and see that donors aren’t giving to non-profits. They’re giving through them. And what I mean by that is in effect, donors are outsourcing their desire for public good and impact in their communities to non-profits who have demonstrated they have the capacity to execute and achieve programmatic outcomes. So if we’re not talking about that, two donors were wasting, you know, we’re we’re wasting column inches, so to speak, on paper and email on websites. Talk about why you exist and what happens when you are fully financed. The goal of a non-profit isn’t a balance a budget. The goal of a non-profit is to achieve a mission based outcome for its community. Where’s the automation? Come in. How do how do we use automation? Yeah, tow have these successful stories, right? So what it comes from is fusing together the available channels to us and, you know, let’s just keep it simple for the moment. So we have email, we have direct mail. We have social media and text. And so the idea is we need to leverage automation to fuse those channels together to create an actual donorsearch spear. Ian ce. Because the goal is, you know, I would say we’re moving beyond a era of Doner management to a new era of donor and engagement. And so a lot of the terrain donorsearch from Doner Management. A donor engagement. Okay, Yeah, yeah, of course. Right. And so into the idea that one communication and annual report or invitation to a cultivation event is somehow you know, that combination of things ends up constitutent donorsearch stewardship. I think that’s really that’s limited thinking. What do you want to see instead, right? What? What didn’t start what I want to see. It’s what donors want to see. What donors want to see is the systematic communication of the impact that their gift or all gifts added up achieve for a new organization. So don’t tell me when it’s time to give again. Tell me when you are going to make more impact, and so in that message needs to get appropriated in texts, in social media and email, and then integrated with direct mail. I’m the last person that says, Oh, direct mail’s dead it’s not. It will always be a fixture in what it is and how it is. We communicate with donors, but I think you know what changes is, how many times in how many touches that particular channel could be effective to that particular segment. And so the rial need here is to think about how everyone consumes information, and it’s all done on phone or not all but we see a vast majority of it on phone. And the big headline here is age is no longer that determining factor for what channel’s someone will use to interact with your organization. Rather, it’s going to be a combination of multi touch that’s going to really drive a campaign message because, like, think about in the context of counter urine giving on. We talk about campaigns and data, but the reality is it’s only non-profits. Their campaign is comprised of a ah direct mail piece that goes out on some Magic day between the day after Thanksgiving and probably before the 23rd of December, and they expect these miraculous results and so on, and some of them get them because they have loyal, committed donor. Does that look past the channel? The message and see that logo and align with didn’t want to fly their flag. But the other side of it is that a campaign is the, you know, systematic communication of information to drive a group for people to get a result. And that can’t happen in one channel. You have to remind people, you know, it’s the same phenomenon where you send a direct mail peel out, don’t get a response. But then you sent an email out a month later and you see this Number nine come back into your office and that is proof positive that a multi-channel touch is what’s going to compel Mohr gift giving participation, but most importantly, Maur engagement of donors so sticking with his story telling talk about being multi-channel and digital. How do you feel about what’s your advice around? Because I pretty common practice empowering our are beneficiaries to tell their stories themselves. Yeah, you know, empowering them with the phone or some simple instructions. Sure, I think that’s well and good, but I think we would agree is a sector that is extremely difficult to get donors to jump through that hoop and make that, you know, make that make that commitment to take an action. I mean, I would argue, probably. There are many board of members of boards of directors that are slow to do that. And we all know about their accepted if you do cherry responsibility. So I think, yes, capturing the perspective of the donors is great, but they’re not the one delivering the program. They’re not working with the person that is the beneficiary of let’s capture the beneficiaries. Oh, yeah, yeah, yeah. Okay. Beneficiaries right is powering them. Yeah, I think to the extent that it’s possible, Absolutely. But, you know, in the construct of like human service organizations, it’s probably I think we all would generally agree that the people that we’re helping house feed and give medical care aren’t in a position or, you know, if we want to Mads low. This discussion aren’t really thinking about. Gosh, how do I help this non-profits? Really? How do we get it? But it’s time for our last break Text to give. They’re five part email. Many course dispels the myths around mobile giving. You do not have to be small double digit gifts. They can be in the hundreds. They don’t have to go through the donors phone company. Those were a couple of the myths that are dispelled. You get all the display shin of the mystification if you get there. Five part email many course. And to get that it’s one part per day. You text NPR to 444999 We’ve got butt loads. More time for automated fund-raising you Khun, you can solicit there. You can solicit totally. You know, selectively. Of course. You know we want to be careful about exploitation. All right, But But I think the first whillans Argo and another way I’ve had some guests recommended empowering the people who are delivering the services, like sort of putting the focus on them as the heroes of the organization and letting them tell the stories that they of the work that they’re doing. Oh, absolutely, in the conveyance of the benefits, right. But to do that, you need to have a technology or a system or a process to harvest all that great information and that storytelling byproduct for lack of a better term and bring it in and approach effectively appropriated and distributed to, among all channels to the people that care about the most. You could do that from direct mail to YouTube channel tio. Sure texting with Linc. Yeah, and this is not Teo marginalize any of those ideas because they’re not only are valid, they’re good and they’re best practices. However, most non-profits that’s not step one step one for a non-profit is to understand their O to have shared visibility within the organization. And it can be at the volunteer level two but a shared visibility around what the organization achieves and make sure everyone is communicating that externally. So it starts at a staff and volunteer level. And I would argue Stage two is enlisting the beneficiaries, let alone the donors, and delivering that message. Because until non-profit stop talking about their fund-raising go goal as the Rays on Detroit to fundraise, then I think there’s more work to be done at the organizational level. So I would say it’s about the It’s about a sequence in about what stage appropriate based upon the human and financial resource, is that I had that an organization has part of what you were talking about, and you mention this, but with cult action, the engagement, a cz, the cult action as engagement had. What’s your What’s your advice around technology and supporting that? Ah, so you’re automation automation? Yeah, So it is automation. You know, people kind of use the phrase, set it and forget it. That’s not inaccurate. But it kind of creates this belief that once we automate acknowledgement and engagement, then we don’t have to worry about those donors or that group or whatever the opposite is true. What automation allows you to do is focus on the things as a fundraiser that you always wanted to focus on, but never of time. And that is what is the impact or what the result from this email did this subject line work that is called action work? Did this text message get engaged with, and so it allows the fundraiser instead of worrying about, you know, getting the email out or getting the letter out, it allows the fundrasing think about what is what is the actual result is this channel for this campaign achieving what I need to? And then if it’s not how doe I re calibrate or optimized, how do we answer that question whether that channel is provided giving us our ally, right? Well, so the first step, you know, the natural inclination of a fundraiser obviously see like is it bringing in money? And that is the I would argue that is the penultimate metric, the ultimate metric. First, to figure out if you’re if you’re content and if your message is resonating, is people are people engaging with it? Are they opening? Are they clicking and so wants you? Once you’re able to measure the, you know, a hopefully a steady increase in the level of engagement, then I think that’s when you can start to go to the next, not the next level. But then the second consideration is it raising money, right? So because there are many great messages you can put out there that engage a donor that don’t necessarily have to quote unquote culminate with a gift or philanthropy eso I would argue that the number one metric that every fundraiser needs to be thinking about today and moving forward is engagement, as opposed to just participation, just the amount raised and the date that it came in. And when is it up for renewal because, you know, engagement. There’s, ah, hyre relationship between an engaged owner and a second gift alone increase gift. Then there is, you know, just how many solicitations do they respond, Tio, Um, you part of what you say in your session description is increasing efficiency. Yeah, with the fund-raising platforms, right? What? What can we do? So the way the thing about efficiency is like, I was, you know, I’m a dumpster fundraiser of 12 years right before he returned to a big bad consultant and then network for good and all that funds. And I would I remember 80% of my day wass in a delivery. Logistics. How do I get this email out? How does this postcard go out This invitation Go out. And and so the idea is, let’s be planned ful about what all those touches are going to be throughout the year. Let’s use technology to automate as many of them as possible so that we can stay focused on the thing that actually matter. What What are some of the tools that you don’t think enough non-profits air using or are aware of or or tools within platforms? Yeah. What what? What’s under exposed? I think what’s under exposed is like, for example, in the donor management systems out there. Are you able to produce text and email, let alone integrated with direct mail communication? I’m not talking creating a list or a segment. I’m talking about actual fund-raising cockpit, right? Whereby you Khun Sure, pull your list, your lead select and all that fun stuff. But then create and schedule campaign to deploy a text, deploying email also and then to produce a direct mail piece that works within that er that fits within that message framework on DH, then also the portability of that content over to social channels Instagram, Facebook, you know? So I would say that the thing that non-profits need to be looking for again it’s going back to my statement about we’re moving. You know, donorsearch will always be something we need to do and the highest priority. But we need to move beyond technology a zey donor-centric construct and think about in terms of donor gauge mint. We have to manage our donors and segment our donors so we know who to ask for what reason what time and what they want to hear, And how do we begin a relationship with them? So, yeah, it’s looking at at the platforms out there that allow you to doom or than enter and report and analyze data. That’s a critical thing that we always need to dio. But then it’s like, Okay, how do we How do we take the insights from that analysis and apply them to production and engagement? And so that’s that’s That’s where we’re going. I think that’s where we need to go. Is a sector? Is Mohr software companies looking at the what neat. What constitutes engagement and creating a optimal donor experience. And the donor experience just isn’t a timely acknowledgement letter or a nice looking website. Instead, it’s end end throughout the year. How are we going to make sure this person knows we’re doing the job they subcontract us to do with their $10 gift, let alone their $10,000 gift? Okay, Uh, you got some big ideas. You get something? We got some time. We got another full three minutes or so. What? What else you gonna share? You haven’t done your session yet? No, no. What else? You’re gonna sew one of things that were going to share tell people were so Network for Good is releasing a white paper that we did on will be released at the at our session on Friday, and then we’re going to share it with the rest of this sector. But basically what we did is three year study that followed 2000 non-profit organizations and knowns that use multiple channels of digital technology to communicate. And those that did not the headline here and this probably doesn’t surprise you. The headline is that those that used to arm or channels to communicate and solicit and thank donors and year and giving had a higher average gift by about 40%. And those that did. I’m surprised we need data to make this point. I know I’m not talking about being donor-centric and multi-channel well, multi-channel not as long as donor-centric right, but it’s been a long time exact multi-channel. You’ve got to go where the people are. Well, that’s the thing is like, I think what what the sector has lacked is and an example that we could be held up and pointed to a success. While it’s a commercial example, I love it and we deconstructed in the white paper what Netflix does to achieve a 91% customer retain tension rate. They simply used data, segmentation, text and email and then, of course, have great content online, right? And the combination of those things and everything that gets touched in the in delivering those things create this composite profile of their users, so they know exactly what to say and what exactly what? Content to position. Now, that’s an extreme example. But I use it because Netflix doesn’t have this oughta magical technology that does it all forum. They’re doing the spadework that every non-profit has the ability to do at any stage, right? You don’t have to have a full time digital fundraiser or a data analyst to be able to do this stuff. It’s about basic block and tackle and being planned ful as opposed to react. All right, so this is a case study of Netflix, and yet case the lessons for non-profits. It’s not out yet, not out yet, be released on Friday and then the whole sector the following week, where we’re going to get it so you can get it at network for good dot com on you confined it on Facebook A ce Well, yeah, and we’ll be launching on. We’ll have a couple of webinars around it to really present the findings. But most importantly, is to present some how to things that non-profit due to, you know, starting quote unquote tomorrow. One of things that we’re offering is a no digital navigation kit. Basically, how to make a case to aboard that they need to invest in fund-raising how to make a case, your boss, that you can work more efficiently with technology. Basically, it helps the fundraiser make a case internally that guys, we have to adapt. And here’s why. Because sometimes fund-raising our struggle to make that case to a board or two a boss. And so do you want to make that easy For part of the cases? You’re already experiencing it right through Netflix. Amazon, right, Zappos, your experience in this this seamlessness and this great experience they’ve all raised the bar we now need toe be dragged along raised, raised up to mix my metaphor drag along. But everybody’s experience Our donors are experiencing this everywhere else online way. You need to be there too. And we’re creating this cognitive dissonance. Everytime we don’t, we’re gonna leave it there. All right, he’s Brian Louderback. Hey, thanks so much, Tony. And he’s the vice president of programs and capacity building and networked for good. You’re very welcome, Brian. My pleasure. This interview, like all the others for 19 NTC brought to you by our partners attacked Blue Free fund-raising tools to help non-profits make an impact. Thanks so much for being with us next week. Yolanda Johnson. She’s women in developments. New president If you missed any part of today’s show, I beseech you find it on tony martignetti dot com. We’re sponsored by pursuing online tools for small and midsize non-profits, Data driven and technology enabled Tony dahna slash pursuant by Wagner CPS Guiding YOU beyond the numbers weinger cps dot com and by text to give mobile donations made easy text NPR to 444 999 A creative producer was Claire Meyerhoff. Sam Liebowitz is the lying producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein of Brooklyn, New York. Thank you, Scotty. You’re with me next week for non-profit radio big non-profit ideas for the other 95% Go out and be great. You’re listening to the Talking Alternative network. Wait, you’re listening to the Talking Alternative network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in sometime potentially ater. Tune in every Tuesday at 9 to 10 p.m. Eastern time and listen for new ideas on my show yawned potential Live Life Your Way on Talk radio dot and Y C aptly named host of Tony martignetti non-profit Radio Big non-profit ideas for the other 95% fund-raising board relations, social media. My guests and I cover everything that small and midsize shops struggle with. If you have big dreams and a small budget, you have a home at Tony martignetti, non-profit Radio Fridays 1 to 2 Eastern at talking alternative dot com duitz. 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 Thie Best designs for your life start at home. I’m David here. Gartner, interior designer and host of At Home Listen live Tuesday nights at 8 p.m. Eastern Time. As we talk to the very best professionals about interior design and the design, that’s all around us right here on talk radio dot N. Y c. You’re listening to Talking Alternative Network at www dot talking alternative dot com now broadcasting 24 hours a day. Do you love or are you intrigued about New York City and its neighborhoods? I’m Jeff Goodman, host of Rediscovering New York Weekly showed that showcases New York’s history, and it’s extraordinary neighborhoods. Every Tuesday live at seven PM, we focus on a particular neighborhood and explore its history. It’s vibe. It’s Field and its energy tune in live Every Tuesday at 7 p.m. On talk radio dahna, you’re listening to the Talking Alternative Network.

437: Reduce Donor Abandonment & Welcome Your Donors The Right Way – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2

This week 

Reducing Donor Abandonment
From Amazon to Zappos, there’s a lot you can learn from e-retailers to keep your donors in the checkout stream as they make their online gifts. Our 19NTC panel, Matt Scott and David DeParolesa, reveal proven e-commerce strategies to increase online gift completion. Matt is from CauseMic and David is at Give Lively.

Welcome Your Donors The Right Way
Your donors now complete their online gifts at record rates. Have you got in place a multichannel welcome and nurture series to receive and steward your new donors? Our panel will get you started. They’re Brenna Holmes with CCAH and Chrissy Hyre from Innovation. (Also recorded at 19NTC)

There’s more at tonymartignetti.com 

431: Retain Your Subscribers – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2This week:

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

There’s more at tonymartignetti.com 

430: The War For Fundraising Talent – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2This week:

The War For Fundraising Talent
Rapid staff turnover and high donor attrition are merely symptoms of a larger problem: You’re not treating your fundraisers right. So says Jason Lewis. He’s author of the book, “The War for Fundraising Talent.”

There’s more at tonymartignetti.com 

413: HTTPS & Does Your Website Suppress Giving – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Ben Byrne, founder with CornershopCreative, and Katherine White, director of engineering at Kanopi Studios. 

Also, Rachel Clemens, chief marketing officer of Mighty Citizen. 

There’s more at tonymartignetti.com 

375: Your Donor Experience – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

Brian Lauterbach, vice president of programs, impact & sustainability at Network for Good and Lisa Bonanno, vice president of digital marketing at Network for Good. 

There’s more at tonymartignetti.com

311: Unpaid Interns & Social Appreciation – Tony Martignetti Nonprofit Radio

tony_martignetti_300x300-itunes_image2Tony’s guests this week:

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

Also Amy Sample Ward, our social media contributor, CEO of Nonprofit Technology Network and co-author of “Social Change Anytime Everywhere.”

There’s more at tonymartignetti.com

127: Information Artichecture And User Experience & Tech Trends – Tony Martignetti Nonprofit Radio

Tony’s guests this week:

Lacey Kruger, lead information architect at Blackbaud

Misty McLaughlin, Blackbaud’s principal user experience consultant

Scott Koegler, editor of Nonprofit Technology News

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

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Dahna hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host it’s february first twenty thirteen we have the campaign for five hundred stars going on, i want to mention it now mentioned also at tony’s take two if you go to my blogged twenty martignetti dot com, you’ll see the campaign video you’ll see the rationale laid out it is basically to extend the reach of the show so that mohr charities khun benefit as i picked the experts, brains were trying to get one hundred ratings on itunes, and hopefully they’ll be five stars. There’s your five hundred stars campaign, please rate the show in itunes. Oh, i hope you were with me last week. I’d be mortified to learn that you had missed grantwriting revealed iana jane hoexter was with me for the hour, she’s, the author of grantwriting, revealed twenty five experts share their art, science and secrets. We talked about researching relationship building, writing and why you can’t polish a turd this week, i and you ex information architecture er and user experience. Lacey kruger lied information architect at blackbaud and misty mclaughlin the company’s principal user experience consultant have lots of ideas to help you design your online properties for success, so visitors return and supporters stay engaged that was recorded at blackbaud sze be picon conference last october and tech trends. Scott koegler, our tech contributor and the editor of non-profit technology news, tells how he sees non-profits using computing to fulfill unique needs, engaged through social networks and customize their own computing. And as i said on tony’s, take two between the guests, the five hundred stars campaign. Right now, i have the audio from my interview at the blackboard conference, and the subject is information architecture and user experience. Here’s that interview. Welcome to tony martignetti non-profit radio coverage of pecan twenty twelve. We’re outside washington d c at the gaylord convention center. My guests now are misting maclachlan she’s, principal user experience consultant at blackbaud and lisa kruger. I need information. Architect at blackboard. Ladies. Welcome. Thank you. Like it’s. A pleasure to have you both. Lacey, i have to ask you, what does a lead information architect do for a big company like blackbaud? I work with non-profit clients of all shapes and sizes at two. Really? Follow-up help create a intuitive structure for their content, so organizing the information they present on the website in a way that people that are using the website can understand it. Okay? And that really is sort of the definition of information architecture is this putting content together so that it’s argast to itiveness usable use your friendly all concerned about the user experience, right? It’s a it’s, a blueprint for a non line experience so it’s the structure of the information okay? And you’re topic that we’re talking about is getting your priorities straight. A guide to successful information architecture, misty let’s. See what? What’s the what’s the first idea that you have around information architectural start basic and we’re built for move up. Excellent. All right, so in my presentation, i outlined sort of a top ten list, like any good late night talk show host, anything that you can be doing, things that non-profits typically get wrong on websites, and i would say almost everything on my list more than half of the non-profits that we work with just get it wrong. So the number one thing that that i would say most non-cash labbate fail at and that’s, the most important online for kind of creating an effective experience for bringing people in and getting people to stay on their website, is articulating their mission in a really short, compelling, concise way that’s almost of the level of the vision of the organization. It’s, what is the social problem that we’re trying to address and what is our particular impact or approach on the world? Hyre we responding to that? What charity is doing wrong around around this? Well, typically, organizations have their mission. They know what their mission is. They want a present too much so they either air on the side of your five senses from my annual report, i’m going to put that right on my home page, which no one can read it super text heavy it boggs people down, people just don’t even see it or they just go for a tagline that might be cute, but it doesn’t. It doesn’t really talk about what the organization is doing, how they’re changing the world so particularly a new visitor coming into a website, they just can’t figure out if they’ve landed in the right place. People just lose tons of new traffic because they’re really true. You are the right size. They’re not even shit. Well, they mate, they made sort of think ellery, this organization has something to do with what i’m after, but it doesn’t seem like they’re really kind of making an impact or this isn’t necessarily the cause that i want to learn more about. I want to support so a lot of the time, if somebody’s coming to you through a google search, you don’t clearly articulate your mission. Just don’t get another chance, lacey. Now, in the last last session, i just learned like boxes. Sure, you both know, like, is this appropriate for for a light box on? Why don’t you explain it like boxes? Because everyone listening to this may not have heard the others weinger light boxes. This is totally just a neophyte question is a light box an appropriate place for you’re it’s, ice efficient state after you tell us what? Like boxes. Okay, so light boxes. It’s. Kind of a non obtrusive papa buy-in. It allows the user to see the content behind the papa. So it interrupts the experience with the message that the organization wants to get across. But you can still visualize what? Behind the message. So it’s really easy. Tio, click out of it and dismiss the message. A shaded bok’s ship you could see behind. Exactly. Yeah, my ideal fight question is, is that is that compelling? Is that compelling enough for light box? Having this concise, efficient, i would not suggest it. I think a lightbox a better use for a light box is something that has a specific action. You want users to take something like donate now or you take action or fill out this form or something. And with learning about the organization learning about their mission you really want them to explore. And, you know, click around and read different stories. You have, you know, it’s not just one thing. It’s it’s. A multitude of different inputs experience so it’s okay, if people have to click to find concise mission statement mr was talking about he used you said he wasn’t such a deal. Fight question. Maybe it’s important enough that it rises to the level of light box. But i understand it does well, where should it be? It should be something that comes across in the home page. So one of the things that we do is is way gauge a user’s reaction to the home page. So we show a home page to a user. This is a usability test. We show them the home page, and we say, what adjectives would you use to describe this page? And if those adjectives match your organization’s mission and your messaging, then you’re in good shape. But oftentimes they don’t that’s a basically a focus group for the home it’s. A usable yeah, basically it’s, a usability test, and you can do it online. So it’s, really quick, and you don’t have to get people all in the room together. That sounds a little sophisticated, but a small and midsize charity could probably do something like that. Maybe in a board meeting or a maybe they do host a little event or something like that if they don’t have in other words, if they don’t have the wherewithal to create something online. Is that is this doable in our little round table or something? Sure, another great place, great free place to get input from your users is your social media channels, so you could you could publish, you can publish a test like this for free online, and you can post a link to it on facebook or twitter and then people that are following you there can that conflict to it? Doesn’t your users so it’s a great freeway to recruit people to help? Okay, this deal will come back. You know the number to now. I know you don’t listen, do you know the same number ten? But mr knows it’s a top ten list presley roughly. Yeah. So what’s your throne. Another one. Whether whether it’s number two or not. Well well, never. Alright s o a few others but i think are worth mentioning. Wanna? Storytelling. One of the most important things in an organization could do is both tell and show the impact of its mission. So showing can happen in a couple of different forms, something like an infographic. We’re showing a few key statistics for those kind of analytical thinkers. Those people who are considering making an investment in the organization who want to know what kind of an impact you’re having. Something like an infographic on the home page that says we provide vaccination for fifty percent of the world’s children. That something unicef does powerful number that can visually represent that, in a way. That’s, really compelling talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? 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If you’re in the new york city area, stop by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications. That’s. The answer. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com but they also do well, is they do this sort of show and tell of an individual who’s really being helped look at this two year old to receiving vaccinations and how it changed his family’s life, how it’s extended his life span, that kind of story telling us something that non-profits often don’t do. And when lacey and i talked to our guy notations and we actually go out and talk to their audience, the number one thing that people say they want more of universally stories, it’s stories that helped him get a feel for the emotional impact of the organization and make them connect to it. What are some of the best ways of telling these stories? Well, personal profiles are one way, and the organization could really kind of find a few kind of two faces and a few key stories. Another great way is actually to get people whose lives have been transformed to tell their own story and that’s. One of the ways the web is really powerful, that you can really solicit content from people who were personally involved are helped by the organization and get them to tell the story of what? Happened? How their life has changed as a result of it. Lacey telling it in what format? A week. Talking about video or its print or it’s all these or what? Video video is a great option. I think i think it’s important to have the text as well. The text as the substance of the story, but video. You know, if you have some video testimonials, those can be very powerful tools you do need you do need something to draw somebody and to make them want to watch the video. So it’s kind of a lot to ask for somebody to click and watch an entire video about something. But if you give them a preview of it and make them, you know, compelled toe watch it than video would be a great way to tell the full story. Do you have a place around? How long? Something like this should be a way to talk about drink this two or three minutes too? Increase the viewers or fifteen, ten, fifteen minutes? Yeah, i mean, i was short is better. Our attention spans are not what they used to be. So shorter is always better, i think. All right, so another, aside from sharing impact and outcomes, vividly least he wanted to give us another another idea around information architecture. So one idea that that we see a lot of is organizations that structure their content like their organization and structure so they, you know, they organize it by department four in-kind, you know, a different division that the organization works with, and while that makes a lot of sense to the organization and they can each kind of own a section of the website, it doesn’t make sense for their users. You know, i don’t know what your marketing department does versus your fund-raising department and i don’t i don’t really care, i just care kind of what are you doing on the ground? So i think i think, you know, using structures and labels that resonate with your users and not not necessarily your internal stakeholders users need to come first in their perspective, okay, how do we figure out how are users are thinking about our organization? Information should be yours, there’s various ways to research that on there’s some low cost ways. We’ve talked about smaller non-profit so i’m just talking to people. And asking them kind of what they think. There’s a there’s, a research technique called card sorting that you can present teo users a basically a set of cards with kant, the types of content you offer so these stories would be one of them, you know, news articles would be another one, events would be another one, and then you ask them to group things to group the content, according tto what makes sense to them, and then you can use that to really guide this structure of your website. Okay, is that where you want to say about that? Argast there are a ton of using research methods, and i think that this kind of gets to the heart of what user experience is, which is that we really take the approach that an organization has goals they want to achieve online, but the only way they’re going to do that is if they begin from the place of their audience. So they really research and map out and understand who these folks are. Lacey and i often develop personas, which are kind of detailed portrait of the major audience groups that our organization is trying to reach. Online or offline? And try to really understand what it is that’s driving and motivating that particular type of person and that tell me, organize content, we create an experience, okay, let’s, talk about it. This is interesting personas are hypothetical ideal oppcoll what do you know about these? Look what you create about. So we really try and make that a storytelling exercise, which is a demographic information with kind of fundamental it’s also attitudes, motivations, perceptions, behavior, schools, it’s sort of all the reasons that someone might be seeking out your organization, or that you might be trying to get them to be aware of who you are so they can also be aspirational. It doesn’t have to just be people that you’re reaching today, it could be people that you’re really trying to seek, but you failed to be able to connect with well, what’s great about personas is that they give you a framework kind of strategic, audience oriented framework as an organization to get your marketing department on your fund-raising department and your programs, folks all organized around the same type of folks, so that not just your website but you’re offline communications your email. Marketing their social media presence all of that is organized around this theme for audience groups it’s a really good internal tool for building consensus and getting people on the same page. Excellent. And i want to remind listeners that i had a guest. James is your tronvig group his work is around marketing. I talked a lot about building these personas also to some live in unconference i don’t remember the date of that show can can access it, but look for james on the block search for him as a guest, fine, very similar conversation, what we’re talking about right now creating these hypothetical personas, and he talked a lot about involving the board yes, especially in the aspirational persona, anything anything you want to add in that respect so it’s part of our process is that we begin with stakeholders, and we like to begin from the kind of all the way from the bottom, all the way to the top of the organization and everything so board is really critical, particularly board, because they removed from the day to day operations of the organization a lot of the time. But then the web folks with customer support people who answered the phone and they hear the kinds of complaints, but they really know who these folks are because they’re talking to them. So really at all levels of the organization trying to get stakeholder employed and then help people to kind of organize around these personas, including the board, because it can really shape the board’s vision of who you’re going after. Khun really molded it could be a tool for getting boardmember all on the same page with each other. Hoexter lacey let’s, go, teo. Another another good practices. Wait. Let me ask you for that either of you, major in information architecture is is such a major where? Yes, i am saying yes to you might not believe it, but i have a master’s degree and information architecture and usability. Okay. Yes. So there is a program out there in the online world. And i’ll just say it comes from the discipline of information science. So that’s, you know, organizing libraries, organizing videogames, organizing any place that’s an information or an interactive space. These kinds of principles apply. You could really learn a lot there. So that’s, the kind of background that i come from lacey comes from an interactive advertising backgrounds second, tell us where your master’s degree program hey, someone’s grief, they’re interested in such a degree. University of texas school of information how did you become an information architect? So i was an advertising major at the university of texas, and they had an interactive advertising sequence that was just a special series of classes that i took. And so that was the beginning, and then i did, you know, i worked in an ad agency for a while and then moved into the non-profit space that khun vo and and really worked with misty teo, develop our methodology around design and really dive into the information architecture. So anything so it was a slow transition on when i graduated in college in interactive was so new that there weren’t really information architects. So as soon as that niche kind of created itself, i found that that was where my home was. That was where i was meant to be. So i fear that all these years i’ve been mispronouncing the name of your former company convoy, and he wasn’t wrong via can be another reason it’s convenio and not cardio. It’s a schwab. They go back like fourth grade english and my homeroom teacher talking, you know, like more than a second green. So suave officials have you? Yes, i think that people sometimes go for they reach for convict. And so con vo seems like a natural stress, but actually in english. Apparently i’m married to a linguist way. Put the stress on the second to the last syllable in many cases. S o convene. Okay, that would be the italian pronunciation to yeah, very common with italians. Have accent on the second last that’s, right. And so in latin. Convenio means with vision and that’s where the name came from that’s how the founder information architect married to a witness. It’s true snusz lisa let’s. Talk about another. Another good practice in information architecture s o so one of the ones that comes to mind is creating a visual hierarchy. So on your home specifically one identify what the key points, the key messages you want to convey. So, like misty talked about earlier, your mission and vision should be number one on that there’s also, probably some actions that you wantto encourage from your home page. So i think that having a visual hierarchy that it’s basically a design principle that ensures that the big key salient points are what stands out visually on the page so they might be, you know, a different color, they might just be a graphic on next ism text, but the visual hyre he is what conveys to users look at me first, look at me. Second, intel is that kind of guys there experience around a page, okay? And you would develop that screw you users talking to users about how they are going through your sight versus how you’d like them to be going through your sight, or or do you do it more based around the way they’re doing so, whether you want them to or not? So the the inputs are both from the users and from the stakeholders. So our job as information architects is really to combine those two sometimes distinct set of needs, so the stakeholders wanted communicate x, y and z and the users are looking for, you know, a b and c and so it’s it’s a meshing together of those two things that that designates what the visual hierarchy should be. And that that’s sometimes a balancing act, but usually usually stakeholder messaging. What the organization wants to convey kind of comes first because it’s like this, this is what we want you to get across. Can i add one thing there? No dahna wrapped it up. It was perfect that your colleague is given insufficient explanation is that way work together a lot. So we tend to tag team this morning because of course, you’re welcome way often use web analytics data, i think one thing that’s hard, right? If you talk to people, people can often describe their attitudes and their motivations, but they don’t really know what they’re behaviors are there just sort of predicting? I think i would act like this. So analytics data is a really great kind of hard metric sort of way to look at trends and how people use an information structure, a website. What do they really interact with? What are they seeing? What are they not even saying so a lot of the time, you know, the kind of piece of this that we can bring in addition to research we really do with the audience surveys, that sort of thing. Is a really behavioral picture of how people are using the site, and that helps to really inform ways that we think people will use it what we can do with it. Okay, what are some of the ways that we influence? How they move through the site because it is simple is fun size? Lacey mentioned color it is simple in these things visual priority top to bottom orientation. Navigation is obviously the primary tool that people used to traverse when they’re really looking for something to move in and out of a website, you can do a lot that’s really powerful with having really strong navigation devices, um, and then they’re just a variety of ways that we can provide pathways into the content so you can throw all your content up there, and some people think that’s the solution that more is better, lacey and i really take the approach that more, more is not necessarily better if you have a ton of content, what you’re trying to do is move people strategically down paths towards the content that they’re looking for and that helping a lot of klicks is not necessarily a bad thing, but that used to be kind of the common wisdom with the web no clicks, you know, you really want people to get everything from the home page, but actually what people want is to feel like they’re on a journey towards the thing that they’re looking for, that they’re making progress, and if you can help them do that, they don’t actually mind moving around to find the thing that they want. Ladies, i’m going to guess that you have a lot of frustration as you you navigate the web, whether it’s, charitable or run or you’re not charitable sizing goto, who means a lot of frustration, there’s frustration, but there’s also a lot of inspiration. Um, i would say, you know, i didn’t major in information architecture, er and the majority of my training and education about this has been my own experiences online, so i learned a lot from other sides, you know, when i’m looking for something on amazon dot com and i confined it like that that’s something that i’ll take with me in translate to what we’re working on. So there’s good and bad there’s definitely some poor experiences out there, but there are good ones. Too wanted to share. What is it you love about information? Architecture works. I would say it’s very creative without being visual you create on it allows me to really kind of use my let to think about how things should be organized. And, um, you know, the graphic design part of it is is very important. But i think separating the information side of it from the graphic side of it allows for a bigger picture and allows for a cleaner in solution. And i think there’s also just so many facets to information architecture’s. So we designed the navigation structures and the way the continent looks on the page. But we also designed back in data structures and how a gn administrator would put the content into the system. So it’s just a big universe of on a different types of work. And it keeps things interesting and dynamic all the time about you. What i love about this work, we just have a couple of seconds. Yes. So i would say good idea is like a good therapist. But it anticipates your needs before you even know that you have them sometimes that it gives you something. That you may not be able to get anywhere else. And then it sort of satisfies you in a way that keeps you coming back again and again. So i like helping people get what they want and get their needs. Recession was getting your priority. Street guy, too successful. Information architecture. Christine mclaughlin is principal user experience consultant. Blackbaud and lacey kruger is lead information. Architected blackbaud you are listening to twenty martignetti non-profit radio coverage of twenty twelve, thanks for being with us, durney. Thank you, my thanks. Also to the people at blackbaud who helped me that october day last year, especially melody mathos very helpful that day and everybody else’s blackbaud right now, we pause for a break, and when we come back to tony’s, take to the five hundred doors campaign and then scott koegler on tech trends, stay with me. They didn’t think that sending the good ending. Ding, ding, ding. You’re listening to the talking, alternate network waiting to get in. Nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to the talking alternative network. Duitz 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. Hi there and welcome back it’s tony’s take two roughly thirty two minutes into the hour, the five hundred stars campaign i’m hoping to get the goal is one hundred readings on itunes, and of course the hope is that they’ll be five stars. Our five hundred stars campaign why am i doing this? What’s the what’s the case for support, as fundraisers would say it’s to increase the visibility of the show so that more non-profits can listen and benefit as i picked the brains of my expert guests that’s it you’re helping the charity community nationwide start at non-profit radio dot net, and from there, click viewing itunes or you could just go to itunes and search for the show name. Either way, i’d be grateful for your help. Very grateful if you would rate the show in itunes and five stars would be terrific there’s a campaign video on my blogged and this is all explained there, but you don’t have to go to the blogged just just jump to itunes and my blog’s is that tony martignetti dot com and that is tony’s take two for friday, february first, the fifth show of the year scott koegler is with me now, he’s the you know who he is? He’s the non he’s the editor of non-profit technology news he’s, a regular monthly technology contributor on twitter, he is at scott koegler konigstein are scott kottler welcome back. Thank you. Tell me, how you doing? I’m doing terrific. Get that down. Good. Thank you. You do too. We’re talking this this month a little about trends, trends that you saw in two thousand twelve as the editor over there at non-profit technology news. What did you see? Well, you know, there’s always a lot of things going on in one, probably non surprising thing was the increased use of social media. It’s just, you know, it’s almost a given that non-profit i need to participate in social media just like you’re doing, tony, you know, with your itunes and your show and the kind of things were there, but the corollary to that is that people are looking beyond the social media and beyond the traditional methods of getting together, which and that’s, really the more surprising to me is that there was a break from social media into more traditional meaning. Face-to-face or letter writing or what phone calls? What? You mean? Yeah, well, hit one of them, actually, but i throw out six things. I’m bound to hit something was about to hit a target with one shot. Yeah, phone calls, for instance. You know, i used to be that before social media before even all that kind of thing really depended on paper mail and phone calls, you know, if you had paper mail that was kind of general, but if you needed quick responses, if you needed to actually get a message to someone personally was phone calling dahna so as we start to move away from that and rely on facebook and twitter and those other kinds of things, it’s pretty easy to discard the more traditional methods of contacting folks. One of them is the phone calls. And you know, if your constituency is large, obviously making phone calls to the entire, uh, donor base or a participant bases is pretty impossible. That’s impractical. Maybe so we’re seeing we’re seeing more activity. And what phone trees. You know, the thing that churches and schools used to to contact the people? No one like when there’s a snow day like a snow. Day he’s like that, so they’re using. So you’re seeing you’re seeing non-profits enlisting volunteers to use in phone trees? No it’s, thie automated phone trees more often, you know that still technology hyre honor requires, you know, prior set up, but we’re finding that that that the phone is, you know, one of those ways that needs tio needs to be used sometimes, okay, are there are there providers that you’re aware of that that are good in automated phone tree work? You know, i don’t know who they are. We’ve had comments from a couple of, uh, back-up couple of non-profits that have used them, but my understanding is that the that they are locally based a lot of times, and some of them are actually equipment that you install so there’s a variety of things if you have a question about it, my my recommendation is going to go to your local church and ask them what they’re using because they’re probably have one installed somehow, okay? So going backwards in technology to get attention because people have been abandoning the phone just like they’ve been abandoning hand written notes exactly and there’s a couple of reasons. Aside from just you know, you want to contact somebody but one of the organizations that we talked to, uh, those events and, you know, there’s a change in the weather and you need to contact folks email is really not always going to get there. Not everybody has seen on their smartphone. Not everyone has a smartphone, and so being able to contact folks as there may be getting ready to go out the door it’s really important. So that’s, why the phone tree but there’s also another piece to that, and that is along with the fact that people you can’t get too may not get to email right away or in some cases again, depending on who your audience is may not even have e mail, and that is the text messages. And again, there are there are providers that can do what’s equivalent to an email blast by text message again that requires having at all set up and having your you know, your text, your phone number’s already installed and ready to go. Um, the text messaging is one of those very immediate contact method. So again, do you have a the event, the weather? Changes. You need to change the location or tell people that has been called off. Text messages is one of those not quite as retro as telephone. Direct telephone contact. Sure, but it’s, you know, it’s. Another another method. Ok, yeah, if you if you know your constituency has the has the technology. Um, i see text messaging, you know, going back to the phone. It’s. Interesting. I own a home in in north carolina, and the police department there uses automated phone tree to alert us to incoming bed whether hurricanes, there was a rash of burglaries in one neighborhood, not my neighborhood. Of course we’re we’re we’ll secure. I haven’t, you know? Yeah, but some in one of the lesser neighborhoods in that town, the police were saying that there have been burglaries people had been. And they got to the level of saying that the burglars were getting in a lot of times through the garage garage doors being left open. So, you know, they got to that level of detail in aa in a in our automated phone call. So you know, there’s a there’s, a town government using it and not a big towns small. Town north carolina? Yep, yeah, those technologies kind of reach everywhere, so and so wrapped up in what we’re talking about is figuring out what what is what makes sense for your you’re non-profit and your constituents, whoever they are you trying to reach exactly the point, tony it’s uh, not not all constituencies have, you know, our enthusiastic facebook users. So, you know, some are some, aren’t i, uh, i know that some of us older folks, you know, just don’t always live and die by facebook, so wei need to have other methods and, you know, not just older folks, but, uh, it really just depends. I mean, think about the disabled community, you know, they may have special, special needs in terms of being reached, you know, if you have a i don’t know death community, you know, you need some other way than just telephone, so lucy need the enhanced telephones. So now i see why you unfriended me on facebook you’re using this opportunity using this platform that i give you as as a way of explaining to me why you unfriended me on facebook, i guess because you don’t use it very often, right? So you figured, you know, i have tony as a friend as well, unfriended. Co-branded yeah, sorry, all right, um, but ok, so you’re a former ceo, chief, information officer. How do we go from recognizing what our needs are specific to our organization and finding the technology that’s going toe? Help us fulfill those needs? Good question, but then that’s what your baby, i try. It’s really a kind of a multilevel approach. First of all, you got yeah, you really have to think. I mean, hopefully, if you’re if you have a constituency, you have been able to connect with them. I mean, that’s kind of the whole point, and so you have some basic understanding of what their needs are, right? So so you need to just think about that, you know, how how do these people communicate? How what do i see when i when i talk with them, what do i experience when i’m when i’m with them? And of course, one another way that is maybe not quite so obvious is actually ask them, yeah, certainly would like to be communicated with, right? What? How did they get messages? Have a talk with people that are important to them to find that out on dh, then kind of pursue the the resolution for that just to research again, asking maybe other non-profits you know, a lot of intelligent non-profit activity out there, you might have, you might have expertise on your board, correct possibility if there’s a marketing communications person or if there’s a technology person um what’s your what’s your sense of, you know, technology consultants? I mean, are there people who who think broadly about technology or there, or there only consultants who work in phone trees or social media or, you know, other other other specific areas? Uh, yeah, of course, there are people who work only in specific technologies that generally called sales folks. Yeah, and, uh, you know, there are consultants to deal in social media and unfortunately, no that’s become kind of a commodity kind of a thing. I i saw a survey recently were there were, um just the term social media consultant has has become meaningless because everybody is one. Yeah, yeah, i see that i’m not on the more important way to go about it is to find find somebody who does consult on a broad range of of issues and isn’t really focused on anyone. Technology, uh, isn’t being paid to promote one specific thing, not not to put down social media experts, but it’s really it’s become a catchphrase? Yeah, that not everything is social media. You know, it’s, not the whole world. On twitter, i see so many people who call themselves social media either experts or gurus. Oh, yeah, guru is just so become become so ubiquitous that it is meaningless now, and i think every it seems like so many people who are just users of social media consider themselves now gurus and experts. So if you are looking for somebody in that area, you know, make sure they’ve been doing this for, you know, i mean, social media, ten years or so, ten or twelve years, it goes backto old social communities, there’s more than just facebook and twitter in social media, you know, early blogging was is certainly social media, so you want somebody who has, who has a breath of experience and many years, and i personally i tend to stay away from the people who are self proclaimed gurus. Um, i’m just kind of off the topic, but there is another way to check that out and to find out if somebody is, in fact, a social media guru, and i don’t really mean that. I mean, i mean, if they’re well connected and that’s really more important than being, you know, any particular label, i think we talked about this before there’s a site called clout k l o ut yes. Right? And it, uh, it takes a kind of a broad perspective. It is still based on social media, so it, uh, it takes into account traitor twitter, facebook, google plus link, then foursquare, youtube, the flicker, you know, all kinds of things, and it measures your influence of anybody’s influence on, um, you know, on those different areas. Yes. Okay, so you can pretty easily go on to clout and find find somebody’s measure, in fact, okay, hold that thought. We’re going to take a break right now. Scott will come back, and we’ll continue talking about clout and measuring the influence of the gurus. Stay with us. Snusz 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. Dahna have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Talking alternative radio twenty four hours a day. Welcome back. We’re talking technology trends with scott koegler, the editor of non-profit technology news, which you will find at n p tech news. Dot com scott, what were going to say about clouds? Cloud is again a measurement of the social media in foot, right, quark, a variety of places. So what i was going to say was let’s, check tony um, and but you know what, tony? I did, and for better or worse, you and i have an equal score of fifty nine that’s humiliating to me what you’re equal to me. Yeah, because you said you don’t even use facebook thing is rigged. Forget cloud, alright, everybody listeners ignore what everything said everything that god said about cloud because it’s it’s clearly a charlotte in sight, it doesn’t doesn’t know what he’s talking about no it’s k l o ut clout, dot com and that’s interesting scott that we are that we’re equals it is and you’re not even trying. I know, i know, but you know just let’s. Look at the score for a second. Okay, fifty nine is actually not bad. Oh, they give you a rating for that fifteen out where it stands. You have fifty nine. I mean, if you just look at kind of the general, um, the seventy is like, almost the top of the rank really is for seventy is really, really good. Eighty is like superstar, um, fifties is, you know, is pretty good. So, you know, actually a fifty nine or sixties is actually you and i, tony, are among the influential gru’s there’s that word in social media. So without without really talking about you and me as we were talking about gurus and health, that term has really kind of become irrelevant. You can look at a sight like cloud, and there are a couple others that i can’t remember. They’re kind of up and comers, the cost been around the longest of those and so eh, it’s, war, you know above fifty is actually pretty good. Okay, so that person would have some credibility in social media, right? But and that’s a good way to check out somebody if they say they’re grew. Just put their ideas in cloud and we’ll see if they got a twenty five they want yeah, right. That’s, that’s. More like your grandmother, right? Grandfather’s? Exactly. Right. So we have a few more minutes left. What do you see coming as a trend in twenty thirteen or and maybe beyond, you know, specialization. I think the whole issue of using existing applications and existing tools in ways that they were designed, um, is what everybody does. The what’s coming now is using tools, system’s, applications, methodologies in new and different ways that we were not originally intended. Is what’s happening next? I think you know the phone tree. Text messaging. All those kind of things are becoming more and more viable again after all this time. Text messaging blast. You mean so right? Ok. Anything more specific that you can say about what you want? Oh, let’s, try it this way. What would you like to see? What would you like to see that’s not out there? I would like to see more, more personalized connections again if we just take text messaging, for instance, with email. If you’re sending out an email blast to your constituency, most email systems allow you to insert their name. You know, some information, all right on the flight. So it looks like it’s personal, even though you really know that it isn’t. But it would be nice to have that kind of capability with text message, even though they’re very short. Hey, tony, you know, i hope we show up today. We changed the location. Make sure you get the right place. You know, that kind of a message would be nice to be able to do, um and it used to be i think that text messaging in particular was kind of frowned upon because it was because it costs. The receiver money, and that hasn’t really changed except that now most phone plans include some number of text messages in their plan, so it’s a little bit less onerous on the recipient. Okay? And i think it’s always smart if you’re going to do that to offer a way of opting out absolutely no block, text block or text opt out or something back, and then the person is saying, i don’t want to incur the charges for any future messages that this center would might might send to me, right and that’s that’s the personalization. And along with the personalization is the method of contact when you sign up for a service, a lot of, uh, a lot of the services will say what? How would you prefer us to contact you? My voice by email, by text, whatever it might be. And so those kinds of personalization services can really go a long way too, you know, kind of solidifying that that connection between you and whoever it is that you’re trying to communicate with you. Okay, well, we’ll look for more, more personalization. Anything else you want to wrap up with? Scott? No. Tony let’s, let’s. Get out there and boost our krauz scores. Yeah, well, seventy to me especially. I just i don’t know. I don’t know whether you should be elated to be at the same score i am. Or i should be very disappointed to be at the same school you are. But something definitely is off to look into this more. Okay, thank you very much. God good to talk to you. Take care. He’s the editor of non-profit technology news again at n p tech news dot com and he’ll be back next month. Next week professor john list from the university of chicago on the value of lead and matching gift in your campaign. And chuck longfield, chief scientist at blackbaud has lots of ideas for increasing your matching gifts. So we have some research people next week, but don’t worry, i’ll keep the keep to talk straight forward and relevant, not not academic and pedagogical. Sorry i couldn’t send live listener love this week. You know, i love to do that a few times a show, but this show was pre recorded. We’re all over the social web facebook, youtube, twitter linked in four, square and still on ly tied with scott on cloud, i’ll pick one of those out facebook. You can sign up for weekly email lorts there be the first one to know who the guests are for that week and what the hell while you’re there, why did you like the page? See us on facebook. Our creative producer is claire meyerhoff. Sam liebowitz is our line producer, and it shows social media is by regina walton of organic social media, the remote producer of tony martignetti non-profit radio is john federico of the new rules. Remember the five hundred stars campaign, please go to itunes. Great, the show, one to five stars. I hope you’ll be with me next friday, one, two, two p m eastern at talking alternative broadcasting, which is at talking alternative dot com. I think that’s. A good ending. You’re listening to the talking, alternate network, waiting to get in. Nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. 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. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you fed up with talking points? Rhetoric everywhere you turn left or right spin ideology no reality, in fact, its ideology over in tow. No more it’s time. Join me. 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