In episode 47 of Mission: Impact, Carol and her guest, Julia Campbell discuss:
Named as a top thought leader and one to follow by Forbes and BizTech Magazine, Julia Campbell is a nonprofit digital consultant on a mission to make the digital world a better place. Host of the Nonprofit Nation podcast, she’s written two books for nonprofits on social media and storytelling, and her online courses, webinars, and talks have helped hundreds of nonprofits make the shift to digital thinking and raise more money online. You can learn more about Julia at www.jcsocialmarketing.com/blog
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Carol Hamilton: My guest today on Mission Impact is Julia Campbell. Julie and I talk about ethical storytelling – what it is and why it is so important for nonprofits to consider as they share stories of their impact, the misconceptions people have about social media and its place in your organization’s marketing mix, and why leveraging your owned marketing assets is key.
Mission Impact is the podcast for progressive nonprofit leaders who want to build a better world without becoming a martyr to the cause. I am Carol Hamilton, your podcast host and nonprofit strategic planning consultant.
Welcome, Julie. Welcome to the podcast.
Julia Campbell: Thanks so much for having me, Carol.
Carol: So I'd like to start each conversation with, what drew you to the work you do? What motivates you and what would you say is your why?
Julia: I have always been very attracted to social justice work and social justice issues. And when I was in high school, I was involved. I couldn't even vote, but I was involved in the Clinton gore campaign. I started a recycling program at my high school. There was no recycling program. I just have always been very involved in activism and changing the world for the better. It sounds simplistic and cliche, but I really always have been. And then in college I volunteered at several different places in Boston. I went to school in Boston. And decided to enter the Peace Corps. So I was in the U.S. Peace Corps, for two and a half years after I left, , after I graduated from college. And that was where I really worked, started working with international NGOs and other organizations, and also started fundraising and truly understanding what it takes to make a difference in a culture because I feel like, I feel like with the Peace Corps, especially. I'm just speaking for myself, but I also feel like this is a, this is almost a, how people perceive us is we do have this white savior complex where we go into these countries and we think we're gonna change everything and make everything better. And what I really learned was that you have to. Immerse yourself in a culture and listen and hear the stories and truly understand what's going on. And you can't just say I'm gonna come in here and build a well and raise a ton of money for a well, and then leave. And that really opened my eyes because a lot of the NGOs were doing that. So when I got home, I thought I'm going to work. For nonprofits, but really help them understand how they do fundraising, how they do marketing and, and if it is maybe harmful to the communities that they're trying to serve. So I've worked in domestic violence. I've worked in international relations. I've worked in early childhood rape ISIS centers. I've pretty much run the gamut from large organizations. I worked at Boston university where. I graduated. And then I've worked in really small organizations with tiny budgets. And I think the work that the nonprofit sector does is so incredibly vital, no one else is gonna do it. Okay. The government can't do it or won't do it. The private sector won't do it. So we're filling this really important gap and solving these problems. And I just feel really strongly that people need to be advocating for the sector. And I'm just, I'm just such a strong advocate for it.
Carol: I realized when I was looking at your bio that, that you were a returned Peace Corps volunteer, and I think you're probably at least the third guest that had that, that experience, that background,
Julia: We always end up a nonprofit don't we?
Carol: AmeriCorps, I really appreciate, the perspective that you got there helped you come around to how stories are used, and how they can be used for harm. There were a lot of common practices, , and I'm not a fundraising person, but, just observing, being in the sector in fundraising that now people are questioning and saying, that's really not exploited ethically. It's very exploitative, and so I'm curious about how you're helping organizations shift that and tell their story, but not take advantage of the people that they're actually trying to help.
Julia: There's an entire. tidal wave in the sector right now. I think because younger people are starting to take the reins and younger generations do not put up with things that we have put up with in terms of exploitation or unethical storytelling, unethical practices, and they will call you out. what we learned in terms of practices and fundraising, when we all, I didn't study fundraising, but I read a ton of books. I took a lot of courses. I went to a lot of conferences. Mostly predominantly taught by white people. What I learned was you have to pull these heartstrings, you have to tell these sob stories. You have to start from a place of, of deficit. And it's called deficit thought basically. So then I started to study. I didn't feel very good about it. And I started to talk to other people. That we're doing fundraising work and saying, no, there are stories of hope and inspiration, and there are, they don't need to be tied in a bow. You don't need to say, oh, everything's, , grand and Mary Poppins ask. And it's just, it's not the reality, but still, if you think of the Sarah Locklin, the arms of the angels where she's singing and there's all these abused animals around her. And it's the shots of these dogs and cats. And it's always played on cable TV and they, the, as BCA pulled that ad because they did raise money from it initially. But if you're constantly doing that storytelling, it. It's not only unethical, but it's very fatiguing and people get numb to it and people, they wanna turn it off. They grab the remote. There are whole stories of people saying, oh, that ad came on and I had to like, actually leave the room and I couldn't deal with it anymore. The other thing is the. Giving the person that is sharing their story agency and making sure that they understand that this is not necessarily their defining moment. This is just something that happened to them. The terminology now has really shifted. And I think it's interesting where we don't say. And I'm still working on this and I'm not perfect as well. We don't say homeless person, we say a person experiencing homelessness. We don't say domestic violence survivor, we say person experiencing domestic violence or person living with a disability or person living with misuse and substance abuse. The terminology has changed. We don't make the experience that someone is having be the focal point of their whole life and it doesn't define them. And then there are, there are all sorts of interesting studies and all sorts of people talking about ethical storytelling using terms like at risk vault, vulnerable. I think you can still use marginalized populations. It's changing all the time. I think it's interesting. And to me, I don't think it's about canceling people or telling people they're wrong. If they use a certain term, it just opens up a conversation for something that I think is really interesting. And I think the sector does need to do a lot of introspection into how we might have, we shared all of these videos of kids in Africa with bellies descended and flies around their face. And if you look at the work of charity water in particular, one of my, one of my favorite charities, you can love them or hate them. Their whole perspective was we wanna make giving joyous. We wanna make people happy. We don't wanna guilt people into giving. We wanna make people excited and proud to be a part of what we're doing, and that's gonna help retain donors. And that's gonna help people continue to give, because if they're constantly guilted into giving, it's not good, so we wanna make people feel great about giving and feel proud about being part of the cause.
Carol: One of the areas in addition to storytelling, or I guess it's not really in addition, it's a way to deliver a story. You work a lot with helping nonprofits with their social media and social media presence. And I feel like it's an area that can really trip people up. What would you say are some of the key things that people need to consider in pursuing a social media strategy?
Julia: They need to consider how much time it truly takes to be successful. We need to get out of this mindset that it's free. So Carol, I could come to your house and give you a puppy for free. I mean, I don't know if you want a puppy,
Carol: I got one of those free puppies and he cost me like $150, the first visit to the vet.
Julia: Exactly. And then walking every day and feeding them. It's like, technically, maybe having a kid is not free because of the medical bills, but you could technically have a child in the middle of the woods for free, but then of course, there's so much upkeep there's upkeep, there's taking care of what you've created. So I always give the analogy of the puppy because. Yes, it sounds great on the surface. It's free, but your time is not free. Your effort, your energy, your bandwidth, none of that is free. And then also of course, as we know now to really get more visibility, you do have to play the ad game. Whether or not you think it's ethical to pay Facebook. I'm constantly going back and forth on that, but there's also lots of other platforms, YouTube, LinkedIn, Pinterest, TikTok. There's so many other platforms that we can explore. So what I do, and I'll just summarize it really quickly, I teach nonprofits the four pillars of social media and management because, you can't say I'm just gonna get on TikTok without doing all four of these things. And so something else is gonna have to come off your plate. So the first pillar is Listening, going there, being on let's just take TikTok. For example, being on TikTok, listening, watching, lurking around following people, seeing what. See, like taking webinars, reading blog posts really figuring out, okay, what's going on on this platform? What would my audience wanna see on this platform? That takes time. The second pillar is Content Creation. You have to create the content and you have to create it specifically for the platform. What you put on LinkedIn is not the same as what you're gonna put on YouTube, it's not the same as what you're gonna put on Instagram. So you need to have that content creation strategy specifically for the platform. And then the third pillar is Community Management. This is following people, looking at who's following you, going in, responding to comments, responding to your DMs, interacting in conversations, going into chats, being present because social media is a two-way street. You can't just use it as a billboard or a newspaper ad. Then the fourth pillar is Measurement and Analysis. Really taking time. This doesn't take three hours a week to do measurement analysis. If you're on one platform, you can quickly just do a scan and say, are we growing? Are we not growing? What posts were popular, which were not popular? What happened this week? Just do a scan of it. And then the key with pillar four is the reporting out, because what we don't wanna do is do our work in a vacuum. And we wanna report to the board. We wanna report to the staff. We wanna report to executive directors because we wanna show them this is actually work. A lot of them still think it's tweeting about what you had for lunch. I have never once tweeted about what I had for lunch ever. I probably have put a picture of a cappuccino or something on Instagram, but I've never done that. And that's the whole misconception that this is not an actual job. This doesn't require actual skill, but it really does. So every time you think about it, should I be on this platform? Should I adopt another platform? Are you doing those four pillars? Are you accomplishing those on the ones you're already on? And then if you're not, you get, you get those ducks in a row before you jump on another platform.
Carol: When I was thinking about, just for my consulting practice, how I use social media and that the second, the first thing that you said of how much time do you have to. To give to it. I was like, okay, to be reasonable, I'm gonna pick one. I do LinkedIn, that's it.
Julia: And LinkedIn is great for B2B. Like that's the best place to go for B2B.
Carol: I just felt like the other places it's like probably not where people are hanging out.
Julia: , but, and also actually it's a really good point. I just had. A podcast interview with my friend, Angela Pitter, who's a LinkedIn expert. And what she said was, you have to think about what people are doing on the platforms. Like you said, they're not really on Facebook looking for people to connect with professionally. They're hanging out with their friends, they're watching cat videos. They're doing fun things with friends and family. They're looking at the AB pictures. They're not necessarily using it the way people use LinkedIn. So I think that's smart. I think that's a very smart, strategic move.
Carol: The only thing I practically go on Facebook for anymore is to see what picture I posted or what I posted eight years ago.
Julia: I like the memories to look at, I like memories. I always wish that I could get off Facebook. I can't escape it, but I have Facebook groups that I run. So I can't. Right. Exactly. I can't officially leave. Exactly, exactly. But I do, I do spend a lot less time on it lately.
Carol: And I think that for a long time I was just posting, right. Then I heard the phrase, the posting and ghosting, and that's a sense and ghosting. Then more recently just, I started doing the other things that you're talking about by actually getting in their comments ending on people's engaging and, it was more satisfying actually to, feel like you're, getting to know people that way. And actually, I think we connected originally cuz you had posted something about getting on podcasts and I was like, oh I've got one and we yeah. Talked to each other.
Julia: That's what I love. It's like an actual LinkedIn memory Michelle received. Right. Really? Yeah. I posted that. I said I'm really interested in being on more podcasts this year. I have my own podcast. I'm just putting it out there. I had so many introductions. The LinkedIn community is so generous and so welcoming and just so happy to make connections with other people. I found it to be a much warmer community than Facebook.
Carol: Which is ironic, right?
Julia: It's ironic, but all of the CEOs, they make their own decisions about what they allow on the platform and what they don't and what they make go viral and what they don't. And I think Facebook, especially the more provocative, the more angry you are, the more negative you are. That's what is going viral and getting eyeballs. And that's why that's what we're seeing.
Carol: One of the misconceptions that you talked about was that it's, well, it's just free. It's something that somebody can do on the side. What are some other misconceptions that people have about social media and their marketing strategies?
Julia: I think there's, there's so many, one that I would say is that it can substitute for other things that are working. Social media is really the icing on the cake. It's really one of those things that people have definitely built their business on. But how I feel about it is I feel like you should be using it and leveraging it to bring people into other owned platforms. So your email list, maybe subscribing to your blog. Making a donation on your platform. You need to be consistently bringing people over to your owned platforms because social media is rented land. They can and will and do pull the rug out from under us very frequently. Do you remember when Facebook pages started? I will never Forget this cuz I was working at a nonprofit and my executive director called me and said we have to get a Facebook page. And I was on it, , because I had, I still had my college account, so I could still like get on it. I wasn't in college at the time, but I had an EDU address and I said, I don't know, like, is this a marketing place? Is, is all college kids, like just talking about stuff, but. She said, no, it's gonna be free and it's gonna be, it's gonna replace websites and it's gonna be a free way that we can talk to all of our fans and followers. People still think that. And to me, I think if we look at the data, you really can only reach a tiny percentage of your fans and followers. You use social media, not to say that if you have built a community, you should leave, but we need to be consistently bringing people over to our email list and our own. Properties where we can then build a deeper relationship with them. And also you can bring an assumption you've earned and its permission based on your email list. You can bring that email list anywhere you can change providers. If you don't like this one provider, you can communicate with these people. You can use that as huge leverage. And if you, about the way. We use email. It's a much more intimate experience than social media, because a lot of us are spending less time scrolling on social media, but we still all spend the majority of our day in our inbox. A lot of us. So to me, I do teach social media marketing, and I think it's a fantastic way to reach new audiences and younger audiences and to do fun things and experiment and build ambassadors and, and really, advertise events, things like that. But I don't want people to put all their eggs in that basket. We have to have a multi-channel digital marketing strategy that also includes our website search engine optimization is essential. People are searching. People will never stop using Google. Maybe they will. One day Google became so popular and huge. We want people to be able to find us where they are. So the other misconception that is really popular is that you have to be on all the platforms and you have to just cut and paste what you do across all the platform forms. What I've seen now, the trend is people are two platforms. Maybe now I need to start doing that because I need to really start focusing on two platforms. I feel like I spread myself so thin and I think a lot of us do, but the trend now, if you go to influencers websites, or if you go to brands that are just starting out, they're not gonna, they're not gonna see the 27 little logos on the bottom. You're gonna see Instagram probably, and maybe Twitter. and that might be it, or maybe YouTube. It depends if you're video based or visual based, or if you're text based, like LinkedIn is fantastic for B2B and consultants, but I do see the streamlining as being a big trend and the going all into one or two platforms as opposed to being everywhere at once. And I actually think that's a gift to nonprofits because we can't be expected to manage, unless you're a full-time social media person, which very few nonprofits have you cannot be expected to do those four pillars that I talked about on seven different platforms every week. It's just not feasible.
Carol: You used a phrase, “your owned properties, social media is rented.” Can you say a little bit more about that? I don't know if people exactly get what you're saying there.
Julia: Say you have an event in person or virtual, someone signs up for this event, permission based. you ask them to come. They come. Whether it's on Zoom, whether it's in-person, they give you their contact information. You now own that contact information and you have it. And if someone goes to your website, signs up for your email newsletter on your little form that I hope you have on your website, if someone subscribes to your blog, if you have that old school, like I have on my blog, WordPress. People can subscribe to your blog. Those are owned. You own those, and you can take those wherever you go. Sure. people will unsubscribe and move and email addresses will bounce. And that's not what I'm saying, but you do not own. You can't upload your Facebook fans. And this is a big problem. You can't get the contact information from people that donate to you on Facebook. So what I would do is just take these tools for what they are. Raise money on Facebook, raise money on Instagram. Don't worry about the contact information, but don't put all your eggs in that basket. You own your CRM, your database, you could switch a database and still bring all those contacts with you. Your direct mail list. You own that. So. To me. I want us to build our donor files, our supporter files using these tools. These amplifying tools are what I call them, but we can't just say, okay, we're not gonna have a website or an email list anymore because we have Facebook. Remember the day that Facebook went down the whole day? I was actually running a fundraising, paying for a client and we had. Multiple posts that were gonna go out. We were gonna do a Facebook live. We had Instagram posts and we had to completely cancel all of it because both platforms were down for the entire day. And we had no control over that. So we had to rely on email and we still did a lot. We did things like a YouTube live, but what I learned was that we really cannot rely on this. Like, this is just a good to have, a nice to have, but we can't put all of our effort and all of our eggs in this basket, because what if it went down, like, I'm just thinking of Giving Tuesday. If Facebook went down so many nonprofits would've lost thousands of dollars. So it's good to have, you need to have it, but focus on the other elements of your marketing program that you can, you have more control over?
Carol: I remember when Facebook first started having the fundraisers, I think they were linking it, like it's your birthday, have a fundraiser. And so I did one and, I didn't realize at that point that the nonprofit that I did the fundraiser for wouldn't actually get any information about who donated. This is not helping them - it's helping them in the very short term.
Julia: I kinda have a different perspective on that, so I don't mean to interrupt you but, the way I feel about Facebook fundraisers is yes, it's not a way to build your donor file long term. You're not gonna get major donors and plan givers and like to build this funnel, but. I'm sure that a lot of your friends and family had not heard of the nonprofit. So they were exposed to a brand new organization and they gave because of you, , they didn't necessarily give because they supported the organization they gave because of your birthday. And then honestly, I've given for birthday fundraisers. And then I have on my own, looked up the nonprofit later and got on their mailing list and maybe got more information. So I really see birthday fundraisers as marketing. It's like a marketing piece. Interesting. Because think of your friends on Facebook, they all saw that, and then their friends saw that, like, if I donate to my friend Melissa's birthday fundraiser, I post about it and then my friends and family see it. So the way I think about it is it's much more marketing based than fundraising based. And yeah, you're never gonna build your whole fundraising program on Facebook. And what's, what's also interesting though. about Facebook. They developed that because you remember the ALS ice bucket challenge. I can't remember what year that was. There was no donate button on Facebook. So what Mark Zuckerberg saw, because I do believe that he is like, actually a diabolical. Like, I don't know if he's evil, but I he's, he's like a genius and I'm not sure if it's in a good way, but what he saw was. Oh, everyone's donating, but they're going off of Facebook. So I wanna keep everybody on Facebook. I don't want people going to als.org and making a donation and then maybe not coming back to Facebook. So he created the donate button, really? Not out of the goodness of his heart. I mean, they know we, they say. But it was to keep us on the platform. So they wanna be in all encompassing, all, one ring to rule them all thing. And that's always been the way that they've been thinking about things. So when we think about the donate button, there are no fees involved. Fantastic. The reason we don't get the donor information is because it was never created for us. It was created so that we would stay on the platform. And so that, I mean, it's a bad user experience. It's. If you get my data and then you start spamming me or you start soliciting me again, that's bad for me. And I would blame Facebook. So if we look at it from a business perspective, it makes total sense not to give the data because it would be a bad move for them. This is also how we just have to look at social media. We can't have color glasses because we have to understand these are multi-billion dollar businesses and the answer to them. They're shareholders. So that was a little bring of their own, but I don't think people know how the donate button came about. I think they thought it was interesting. Oh, they wanna do something good for nonprofits? No, they just wanna keep you on the platform. It's really true. It's totally true. Yeah. I'm reading that amazing book. , I can't remember who it's by. It's all about Facebook. It came out a couple of years ago and it's really eye-opening and pretty, incredibly amazing. So I teach it, I love it. I think it has power and potential, but I always take things with a grain of salt when it comes to these platforms. ‘Cuz I just think, okay, shareholders, shareholders, they're businesses. They're businesses. They're not nonprofits like we are. Yeah.
Carol: And I really appreciate the perspective of its amplification. It’s nice to have the extra, but it's not the core pieces. So one thing that's interesting when I'm, when I'm doing strategic planning with organizations, I feel like almost every group, one of the themes that comes out of all the conversations that I have with people is we're the best kept secret in blah, blah, blah
Julia: Are we though?
Carol: Now that I've heard it from so many different groups, I'm just curious, like how. I don't know, like, yes. How do you get over that? Is it important? Is it important for every group to be a household name?
Julia: It's not possible. I don't think it's possible. That's true. I think of the organizations where I live, some of the really small organizations, like I live in a town of 4,000 people and if it's a food bank, it's a village technically. And if it's the library here, it's not going to appeal like 4,000. It's kind, probably the limit. Maybe people that have lived here and moved, but you're not gonna get 300,000 Facebook fans. It's just not going to happen because you are serving such a small community and it's such a targeted niche thing. So we have to really tamp down our extra, I think, unless we are. Dealing with a cause that's in the news all the time, unless we are a national organization, unless we're an international organization. So we have to understand that. Not only can we not reach everybody, probably the majority of people are not going to support what we do. And that's so hard to stomach for a lot of organizations that have. This passion, the curse of knowledge, they know that what they do is important. They know that it's life changing. They know that they're making a huge difference in a lot of different populations, but there are people that don't agree with food banks. There are people that don't agree with homeless shelters. There are people that don't agree with arts programs. I mean, there are people that just, they don't care, they don't, and that we can't change that. So to me, I just want people to focus on who you have now and love on them and love on them and appreciate them, encourage them to spread the word like you. Did Carol have a fundraiser, tell your friends and family. They are your best marketers. They are your absolute best ambassadors. And then try to find more like-minded people, but don't get hung up on being the best kept secret because how many people can get on the front page of the New York times, not many. Even the front page of your local newspaper, it's pretty rare. So I really encourage people and marketers, especially fundraisers to love on the people that are there, because what happens is we get so focused on. Acquiring new people and new names and new donors. And then we neglect the people we have. And I just actually, who did I just have on my podcast? Julie Edwards, she's a fundraiser consultant. She was talking, she was saying that donor retention. It's something like 20% or at least in the last couple of years. So we don't focus nearly enough on keeping the people we have. We're constantly focused on the next thing, the next thing. And I really think we should do more to retain and engage the people that have raised their hand and said, Hey, I really like you, rather than just say, okay, we're 10 more. The like,
Carol: Cause you hear people like, oh, we're just preaching to the choir.
Julia: And the choir's amazing. If you get the choir singing together in harmony, get more people to get them to join the choir. Like you need the choir. If you don't have the choir, what do you, well, I mean, I'm not a real church goer, but I would say if you don't have a choir, you don't have a church. Like if you don't have people. Attending the church and their job is really to get more people to come and to, to make it an exciting, fun thing to do to invite people to say, we're having this great party over here. Do you wanna come? Oh, you don't wanna come right now? You can't come. It's not a good time. That's fine. The door's always open or, Hey, you wanna come? Here's some more information on how you can come to this party. And I think the whole notion of. Like beating people over the head with information and forcing them. And like we would, bring it full circle, manipulating people, guilting people. That's just not a sustainable way. It's like, you need to inspire people, get them excited, and then they're gonna spread the gospel for staying on this metaphor.
Carol: Yeah, absolutely. And, yeah, overwhelming people with information. If I had a magic wand to change the nonprofit sector, I would somehow sum all the policy people and I would sit them down with the marketing people and, um, have the marketing people. help them simplify their message. So on all those advocacy emails that I get, I'm now saying this so that if a few people hear me, I want a, the highlight summary, like that has like a sentence behind it. Mm-hmm and then the second version is I want all the details. Then you can give me the version that the policy people will usually give. Yes, but I want to.
Julia: This is called TLDR for “too long, didn't read.” Have you ever seen that? Oh my God. Well, so sometimes people write emails and it's TL:DR. Yep. I've seen that where it's like, this is the too long didn't read version and it's two sentences. And then it's the whole rest of the email. If you wanna read it, go ahead.
Carol: I was talking to somebody who was interested in taking action on an item. Yeah. an issue. And she went to their website and she got so overwhelmed by the amount of information that was there. She just was paralyzed and didn't do anything. So it had exactly the opposite effect of what they wanted. Yes. Um, yeah,
Julia: This gives me a good idea for a blog post. All right. Excellent. Yeah, and we don't need more information. We need people to synthesize information for us. Yeah. And tell us why it's important. So you and I, we can Google everything all day. Every day. We do not need more information or data or statistics. We do need someone to tell us what it means and why it's important. And I totally agree with you, too many emails are just listing the data, but not giving me any context.
Carol: Yeah. And not giving me the simple “okay. And here's the next thing to do and I'm gonna help you do it.” So one of the things you talk about is future-proofing your organization. Can you say a little bit more about what you mean by that and how somebody might go about future-proofing?
Julia: I talk a lot about specifically future-proofing your marketing strategy, but I do think the. Principles would apply to me, my main idea behind this is to build a community that is excited and inspired by what you do. And that will follow you anywhere because tools and trends come and go. There's a clubhouse. There's this idea that something's gonna come up. TikTok and Snapchat the tools are not what's important. And I think when people hear me talk about future-proofing and trends, they get excited and they're like, “oh, she's gonna talk about the five tools that you need.” But actually the tools are really the least important thing. It's if you understand your audience and truly understand what they want. And just like we just said, if you can really distill your message down. Into the why and not focus so much on the how also if you're adaptable. So we have to be more proactive. That's a huge thing that I teach and that I advocate for rather than simply reacting. To change or putting our head in the sand and saying we can't fundraise because of XYZ, or we can't do this. We can't do that. We can't do this. Trying to be as proactive as possible around the things that you can control or the things that you do have in your wheelhouse. So, we can't control things like the war in Ukraine, we can't control things. Like I remember George Floyd's murder and, and the black lives matter protests and clients of mine had fundraising campaigns. They had marketing campaigns going on. You just have to say something like, trust your gut and say, okay. We're gonna be quiet now, but then not be quiet forever. Don't think because the world is constantly changing. I mean, the only constant is really change. Don't think because the world is so in upheaval that you can't, you can't connect with people. And then another thing that I teach is just to communicate more than you think you need to, you are not annoying people. If you are sending out relevant interest in communications that people want to hear. So, yeah, you're annoying me. If you send me five emails that are written the exact same way, just ask me for money. But if you're communicating with me weekly or twice a month, about the impact of my donation, about the problem, about the solution that you're providing, about things that you're doing, what should I know, what do I need to know? If you are becoming a thought leader and a go-to resource, then the tools don't matter. And, and. The method of communication doesn't really matter. So I think the only way to future-proof yourself is to become a real go-to resource and thought leader in your industry, even if it's tiny and small and not quote unquote sexy. Although I don't believe there are no sexy causes. I hear that all the time. I call this sexy well, sexy is in the eye of the beholder. As we know, like what I think is sexy, you might not think it is sexy. So I think that it's in the eye of the beholder, but really being able to understand your audience is what's important to them and what motivates them. And then just constantly be proactive in giving that to your audience. That's really the only way we're gonna get through. The next, I don't know, 5, 10, 15, 20 years of total upheaval and change.
Carol: Yeah. And that goes back to what you were saying before, really pay attention to the people who are already there. Who've already raised their hand. Who've already said they're interested. , yeah. Keep educating them. And, but it doesn't need to be a dissertation every time to give them the tools to spread the word, right. Like helping them be an ambassador. Yeah, I've been an ambassador and they don't, they're not necessarily, that's maybe somewhere where somehow it might actually be helpful, right? Like how do you, how would, what are some steps that you might be able to take to let other people know about the organization, et cetera.
Julia: Right. If you can't. I see Global Citizen as a fantastic example. I get their emails and honestly, there's great articles and information, but it's always like here's a step I can take this month, tweet this out, sign this petition, put this on Facebook, it's usually very simple activities like that. They do fundraising campaigns, but it's very rare. It's mostly here's something small you can do to spread the word about this and to help us, reach more eyeballs and more people that are interested and does it make you feel good? I mean, they're targeting a very, very young audience actually. They target a lot of college students and like Gen Z who might not have the ability to make a donation. I'm thinking of my daughter, she's twelve. She doesn't have a bank account. So she's on TikTok, but she still elevates the voices of people due to her sharing commenting, that's a huge deal to that generation. So you're building it up for them to care about these causes. It's a long term game here, and then when they become my age and then they can actually make donations. Hopefully they will have remembered that experience that they had. So I just see it as playing, playing a really long term game. There's so many different generations that we have to interact with now. I mean, I think there's like seven distinct generations right now. So we can't. We can't ignore the people with the money, right? The boomers, but we can't ignore the people that are coming up and that are really active in digital natives and are excited to spread the word and talk about it. So we just need to have different approaches. I think for, for both ends.
Carol: Yeah, absolutely. So at the end of each conversation, I like to ask a somewhat random icebreaker question. Yes. And so I pulled one out of my handy icebreaker question box. Yes. So if you could have any fictional character as your friend, who would you pick and why?
Julia: Wow. That is such an amazing, amazing, amazing question. Okay. I don't wanna think too long about this because I have so many books that I love. Mm-hmm , oh, I just had it in my brain and I lost it. Well, Right now I'm reading. Well, first of all, I should probably say cat is from hunger games, cuz I'm obsessed with hunger games, but I'm not sure she'd be such a good friend. So I dunno if she'd be like a really fun person to hang out with. But I'm reading station 11 right now. I don't know if you've read that. Mm-hmm so good and it's a TV show on HBOMax. So I would have Kirsten, the main character. I believe I would love to hang out with her. I think she'd be fun.
Carol: Yes. Yes. She is a really, really interesting character
Julia: Yeah. It's cool. Just such an interesting experience and she's just very Shakespeare and I think it'd be cool.
Carol: Yeah. And what was so interesting that, that book, and then the series was one of many. After some huge apocalypse story, but what I really appreciated about that one versus so many others, is that, sure there was some fighting between different groups of people, but that wasn't really the focus.
Julia: It's not like walking dead where it's just a bunch of oh yeah. People fight all the time.
Carol: And so many of the others, , after the apocalypse are always people fighting. And this one, I really felt like it was much more centered. People taking care of each other and I was that's what's actually gonna happen. Like yeah, sure.
Julia: People are gonna fight and be terrified. It's not gonna be Mad Max.
Carol: People are gonna take care of each other.
Julia: Oh, can I add one more- Jo of Little Women, obviously. Oh yeah, you gotta hang out with Anne of Green Gables. Okay. Now I've got a million of them.
Carol: We'll have a tea party with all of them.
Julia: Have a dinner party. That would be amazing. There you go. That's a great, great question.
Carol: Yeah. Yeah. So, what's coming up for you. What are you excited about, , in your work these days?
Julia: Yay. I'm traveling a lot more for work and speaking. I am running my nonprofit social media summit again this year, November second and third. The registration page is not up yet, but we're really excited about that. I'm working with, , neon one CRM on. The third year of our summit, we did it in person in 2019, virtually last year. And we're doing a virtual this year again. , and my podcast, nonprofit nation, I absolutely love it. Some fantastic episodes and great guests coming up. So I just, I'm really, I'm feeling very positive for 20 me, 22. I really am. I think. I think it, I mean , I felt very positive about 20, 20 and 2021, but this year is our year. This is the year that it's gonna be. It's gonna be good, but I'm just feeling very, very positive and optimistic.
Carol: Awesome. Awesome. All right. Well, thank you so much. It was great. Thanks Carol. Great having you on the podcast and really appreciated the conversation.
Julia: Thank you so much anytime.
Carol: I appreciated Julia’s point about the marketing assets that you own vs your presence on social media. Whatever following you cultivate on social media – you only have access to them to the extent the algorithm puts your stuff in front of them. I was talking to someone recently who said they post on LinkedIn to broadcast what they are up to. But that isn’t really the case – because the LinkedIn algorithm decides whether it puts your post in someone’s feed or not. When you send an email to your list, you know you are sending it directly to the person. They may not open it and read it – but at least you know you have sent it to them. So your subscriber list, your donor list – these are all important marketing and fundraising assets of your organization. I also appreciated her different take on Facebook fundraisers – that they actually serve a marketing purpose by making more people aware of an organization they may not have heard of before. So even though the organization is not getting the donor information from the fundraiser – you are still getting them a little money in the short term and some visibility. Her advice to ‘love on the people that are there’ reminded me of Stu Swineford’s comment about the value of the choir. Both are saying – care for the people who already support you. Give them tools and resources to be able to spread the word. Don’t assume they know how to be a good ambassador for your organization – make sure you give them the resources and time to practice sharing your good news.
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. You can find out how to connect with Julie, the full transcript of our conversation, as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Isabelle Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. We want to hear from you! Take a minute to give us feedback or ask a question at missionimpactpodcast.com/feedback. Until next time!
In episode 45 of Mission: Impact, Carol and her guest, Stu Swineford discuss:
If you know me, you’ll know I’m never one to shy away from an opportunity to grow and take on new challenges.
For example, I started my marketing career as a copywriter and ad man. But one day, when my graphic designer colleague didn’t show up for work, I evolved (very quickly) into a designer. After all, I was the only other person in the building who knew how to turn on the Mac.
Since then, I’ve performed virtually every role in the digital marketing production lifecycle – from strategy and concepting, to design and development, to QA/QC and everything in between.
Along the way, I realized that I get the greatest joy from helping others achieve their goals. In a way, you could say I’m making the world a better place, one frustrated professional at a time.
These days, I’m in love with purposeful, conversion-focused digital marketing strategy and execution. That, and doing ridiculous things outdoors – usually where oxygen is limited.
When I’m not helping entrepreneurs and executive-level professionals, I can be found traipsing around the woods near the cabin in which I have lived with my wife and menagerie of pets since 1993. There I watch movies, read, and polish the details of my latest (possibly ill-advised) master plan for world domination.
If you’re interested in pulling me out of the woods for a coffee and talking shop (or hearing how I managed to actually run 100 miles in one go), please send an email my way (email@example.com), give me a call (303.825.4441), check out the podcast (relishthis.org), or grab a copy of my book, Mission Uncomfortable.
Important Links and Resources:
Carol Hamilton: My guest today on Mission Impact is Stu Swineford of Relish Studios. Welcome to Mission Impact, the podcast for progressive nonprofit leaders who want to build a better world without becoming a martyr to the cause. I am Carol Hamilton, your podcast host and nonprofit strategic planning consultant. Stu and I talk about the nonprofit marketing ecosystem and how complex it can be, why it is important to really be able to articulate what makes your organization different, and why many nonprofits struggle with the attract phase of the marketing cycle
Before we jump into the conversation I want to let you know about a new thing that I am doing. I am hosting the Nonprofit Leadership Roundtable every couple months. During the Roundtable, you get to talk with your peers, share an opportunity or challenge you are having at work and get some peer coaching on the topic. The Roundtable is free and I host it on Zoom. The next one will be Thursday April 28, 2022. You can register on the Eventbrite site. We will post a link from the mission impact website. It would be great to see you there.
All right. Welcome Stu. Welcome to the podcast.
Stu Swineford: Thank you so much for having me on Carol. I'm really excited to talk with you today.
Carol: So I like to start out with a question around what, what drew you to the work that you do? What, what motivates you and what would you describe as your why?
Stu: That's a great question. I think that it comes down to my initial motivation, [it] was opportunity. I was working as a sales guy at a bike catalog company back in the early nineties. And had been working there for a couple of years. And one day the owner came to me and said, Hey, do you want to go to lunch? And I thought, well, this is a weird way to fire somebody. But we went on a bike ride for lunch and during that ride invited me to help them with copywriting. So at the time I was just being, I was just a sales guy, but they needed some help writing copy for the county business. This tells you how old I am. We're talking about actual physical catalogs back in the day. So I raised my hand and said, yeah, that sounds great. I think that sounds like fun. So I became a copywriter in about six weeks. After that the graphic artists decided that she no longer wanted to work there and just stopped showing up. So we had a catalog that needed to be completed and gotten out the door in about three or four weeks after that. And I thought to myself, well, I know how to turn the Mac on. So maybe this is something I can do. So I raised my hand and said, how about I take this on and see about. Being a graphic designer and all of a sudden at about the age of 23 or so, I found myself as the director of marketing for one of the top three catalog companies in the states at the time. So it was really an opportunity that drove me initially to marketing. From there, I really was able to, Work for during the.com boom, and worked for a number of agencies and eventually found myself in a position where I decided that I knew enough to be dangerous, to run my own business. And so started relish studio back in 2018. I'm one of the co-founders of, and, and partners at relish studio. And we were able to refine what we do to bring a little bit of a different take to it where we recognized that. We had the most fun. And we did our best work when we were working for companies who had something more in mind than just making money. It wasn't just buying the owners next yacht or, or Porsche or something like that. There was a mission behind what these companies were doing. And so we really pivoted what we do to try to work with purpose driven businesses, nonprofits, people in that, in that zone who. Who really do have a little bit of a giving back mentality. So that's what we try to do here at relish studio. So I think that's our, why being able to serve authentically one of my declarations is I exist to serve and and so I really have embraced that and, and, and that's what gets me up.
Carol: That's awesome. Yeah, I, I can, I can relate to that story because I feel like when I first moved into the nonprofit sector, I had a little bit of a background of doing some Well, they were actually advertorials and it was also in a, in a physical magazine that got sent to people who, who did a radio talk shows back in the day, then moved into the nonprofit sector because I wanted to really support causes that I believed in, but it was also a little bit of the case of, oh, well, she can write, so she should do marketing. Like, or, and she's organized so she can manage production. it was very much falling into it and, and, not moving out of the, out of the circles fast enough when it's like, well, okay, you, and and I've since moved away from that, but I feel like for a lot of people in the non-profit sector they may not come to their role with a huge amount of background or, they may have some basic skills. Don't have a degree in marketing or business or, and they're having to learn as they go. So where would you say is a place to start for folks who, they, they somehow end up with that title. But aren't really, don't necessarily have a real huge background in, in the field for a, for a small organization.
Stu: That's a really fantastic question. It's like marketing a marketing title through necessity and opportunity there. Right. I think that. So we have a blog post that actually has gotten quite a bit of traction over the years that just talks about the marketing ecosystem and how complex it can be and understanding that there are a thousand things that you can do in any given day. The best plan of action is to pick one and do it really well. And then you can move on into other options, understanding also where your audience is going to play. I think that there are a lot of people who feel forced into social media. They may not be comfortable with it, or, they're, they're trying to do all of the things in social media instead of just figuring out which one will have the most impact and going there. So we always try to start with values, vision, mission making sure that there's a good understanding, a good solid understanding of, of what makes your organization different. And then really rolling into the audience, who are the people who are going to support your organization. And where do they go to get information where they go to engage and, and start there? So for example, in the nonprofit world, the boomer generation is still one of the most powerful. Donor pools out there. But there are a lot of new social media platforms out there that are exciting and fun and people want to play in. But, for example, putting all of your eggs into the TikTok basket with. Your organization and the donor pool is really in the, more aligned with the Facebook basket or even direct mail or email basket is something that you want to consider. So just make sure that you are hitting things hitting the people where they should. There are programs out there to help with coaching. In fact, relish studio has a coaching program as well, where we help budding marketers learn more about marketing and, and become more adept at being able to fill. Role within their organizations. So I'd say that going out and trying to seek out those types of service opportunities or learning opportunities would be another, another place to, to start as you're dipping your toe in the marketing.
Carol: Yeah. And you make some great points there. I mean, one of the things that, as I was thinking about our conversation today, I was thinking about was, with marketing today, there are just so many different options, different directions that people can go in different channels. And so starting about thinking, who are you trying to reach? Who you're trying to educate or inform about what you're doing, what your organization is doing and then where they hang out and go there. And instead of, “oh, well I'm comfortable writing, so I'm going to do a blog,” but no one's going to come to it or, from your own comfort level of like, “oh, I have fun on Instagram and I'm going to go there.” [Try] thinking about it from the other person's point of view: where are your donors – or potential donors – and how can you reach them where they're at?
Stu: One of the things that we've done, we have a blog but one of the things we recognized is, it's really challenging to get people to come to your site for a “regular blog” type of scenario. So we looked at a couple of ideas and in one of those was why don't we go where the audience is. And so I spent a lot of time on LinkedIn basically putting material there. It can be, it can be reused on the blog. So it's not like you can't use that material on your site as well. And we've actually seen a strong growth in both organic and redirected traffic from LinkedIn to our site. So, I think that what I really recognized was I was able to reach a larger audience. If I went to where they were actually hanging out, rather than asking them to come, come join me wherever.
Carol: Yeah, exactly. And I think the other thing that you talked about right, there was just the ability to use one thing, but re put it in different places, repurpose it. And, and I think that that's a great opportunity for organizations, especially when there's, they're stretched so thin. They don't need to be in that constant turn of, we’ve got to create something new all the time, what's the take, the one thing, and how can you use it in five different ways? So if somebody were to try to do some more repurposing of what they're already producing, what are some ways that you would talk them through thinking about.
Stu: Well, a podcast is a great example. You can start with an audio or a video explanation or discussion or conversation. And from that, you can get a variety of different materials. So I have a podcast called Relish. It's about nonprofit marketing. And I have conversations with nonprofit leaders and experts in the field who bring a lot to the table in terms of opportunities to just have discussions around, around marketing and how people can do a better job. So there's one asset there, which is the podcast itself. That podcast theoretically can be broken into sound bites. If there are nice little quotes in there, those can be leveraged on social media. You can put a sound byte out that is a teaser to the show that drives people back to the podcast. The transcript of the podcast becomes an opportunity to create written content that can be used in a variety of different ways, both on social media and on a blog et cetera. In fact, what are the, one of the ideas around starting the show was that I would get a book out of it, out of it. I'd have, let's say 52 conversations. And from that we had a book, essentially. I have not yet written that book, but it's certainly there and the opportunity there to take what started as an audio recording and. pretty quickly enables you to repurpose that material. in a variety of different ways to, to get the most out of that one piece of media. I am also always on the lookout during my show for blog opportunities and ideas. And so we leverage it that way as well as send out an email about the show, send out an email with that, with those blog post opportunities. So, we're repurposing what started as one conversation into a whole variety of different materials. We also publish the audio to YouTube as a video. I know there are a lot of podcasts out there that record video for their shows as well. So, there's just a lot, a lot of ways to to take one piece of media and make it really like.
Carol: Yeah. I mean, I started including transcripts of the interviews. My initial motivation was just around accessibility in terms of the deaf community who obviously can't listen to a podcast. But I realized there was someone who was listening who said “No, I love the fact that you do transcripts because I don't generally listen to podcasts, but I love reading the conversation.” So it makes it accessible to folks whether they have a challenge in the way or not. So yeah, then all those things that you're talking about, how can you springboard from that one piece? What do you see as the biggest challenges facing nonprofits when it comes to marketing and getting the word out about the work that they do?
Stu: Well it really depends on the non-profit the maturity level of, of, of each nonprofit, I would say. I think that non-profits tend to have a real challenge in the attract phase. So if you consider our idea that there are essentially four major phases of a stakeholders life cycle: attract, bond, connect, and then inspire. Within those, you can break it out into a little more granularly where people need to know about you. So they need to find out who you are. They need to then develop a sense of liking you where they're like, okay. Yeah, this is a person I'm interested in continuing to follow trusting you. So providing proof that you're doing a good job or. social proof that demonstrates that that is what you're doing. And then we move into the connect phase so that those are part of the bond of the attraction phase. We move into the connect phase where they're really being able to try and buy. So, small offers, small opportunities to have a value exchange. Usually that's an email. It starts with time for value. And then you escalate that to perhaps an email address for value. And then eventually that becomes a financial transaction where you're actually getting a donation. And then or, or a purchase, if you're a nonprofit actually has a product that they can sell. And then we move into the inspire phase, which is essentially once you have established that financial, transactional relationship moving into the inspire phase is really getting those people to shout your praises, to spread the message to reach a wider audience, as well as repeat. So you're taking a one-time donor and turning them into a second time donor, turning them into a monthly donor. Maybe getting their business involved and having. Those relationships grow into something that's bigger than what it first started, which might be a simple $20 donation. And so, so really I think some of the big challenges lie in that attract phase. What are the things that we can do as a nonprofit to get the word out and encourage people to come learn more? What are those offers? What are those things that are going to get people to. To say, oh, I want to learn more about this. And that tends to be I think one of the, one of the biggest areas of challenge is, is just starting to, how do I, how do I get in front of the right people to get them to come to my site or to learn more about.
Carol: So, what are some things that you've seen organizations be successful in, in terms of that attract phase or that, just building some awareness around the work that the organization is doing.
Stu: I think that organizations, one of the things that we see organizations of almost every type struggle with is how to position themselves as the guidance story. All of us want to be the hero in our own stories. And most organizations fall into that trap where, when they talk about themselves with. When they're attempting to talk to their audiences, they tend to talk more about themselves than their audiences and fail to really see opportunities to reframe that narrative where the audience becomes the hero of that story. And it's a challenge in the non-profit space because people are out doing really good work. They are out there, changing lives and. Perhaps saving lives. And so it's, it's pretty easy to fall into that trap of, we do this type of language. I think reframing that narrative and doing the best that you can to put it into that perspective of where your donors are, where the people in that audience are framed as the hero of that story. So trying to figure out what their motivations would be to donate to your organization, what is inspiring them to fill that role and then framing your narrative around that is one, one way to just start that process certainly as I said a few minutes ago, making sure that you're, you're in the right place to be starting. Those conversations are important as well. I would recommend that every organization out there do a survey of their constituents or their stakeholders and just find out where, where they go to get information, what social channels are they on? Where do they go, how do they even like gathering information? So, I like to read, but I don't want to watch a video. And that'll really inform not only. Where to go, but what media type to to leverage in that place in order to, to get in front of the right people and, and and create materials with that, they'll be interested in engaging with,
Carol: Can you give me an example of turning that around that reframe that you're saying of being the guide versus the hero in the story?
Stu: Yeah. So an example in the nonprofit space might be, let's say you are a, let's say you're an organization that builds trails and advocates for trail use in in a certain area. One of the ways that you might re-frame that conversation. So instead of saying, Hey, we help save the trails and keep them clean. And ready for all of the access that people might want. You might want to reframe that in the perspective of, if we know that you are passionate about trails and want to keep them safe. So by donating today, you help w you help keep this area's trails open and accessible for all.
Carol: Yeah. So it's turning it around again. I mean, just like you were saying at the beginning where it's, go, go where the folks are, right. Rather than where you want to hang out and then put them in the center of the story instead of, instead of yourself. Yeah, just really appreciate that you talked about maturity levels of organizations, kind of. I'm curious what you see. Well, obviously there, there are organizations that are early on small as they get bigger. What are some different things that you see as opportunities as, as organizations grow to maybe, I don't know whether it's necessarily to expand their marketing, but maybe do it differently as they.
Stu: Yeah. So I think as organizations grow and this can be any organization you have, have built up an audience, you have built up a base of clients or donors or stakeholders that have raised their hand that are ready to continue to engage. With your organization, if you just ask them. And so the lowest hanging fruit tends to fall into that inspire phase where it's way easier to get a donor to donate again than it is to take someone through that entire journey of attracting, bond and connect and get them to donate for the first time. We, as people love shiny new things, it's just, for whatever reason our brains are geared toward how exciting it is to land something new. So it's a little boring to go back to Stephanie or Jim or, or, or, or Gail and say, Hey, would you be willing to do it? Would you be willing to donate again? Could we turn you into potentially a monthly donor? That just isn't as exciting in our brains, but it's an easier opportunity. So two things there first is. Yeah, it's way easier to get someone to donate again than it is to get them to donate the first time. And the second thing is those people also have demonstrated their interest in your organization and their desire to help your organization. And so even though. Even if they aren't able to donate again right now, they will probably be willing to share your mission with their networks. So that repeat and refer area is something that we see as more available to a mature organization, because you've just simply been around for longer. And you have those connections built up versus a startup, nonprofit who right now doesn't really have a whole lot of opportunity to re-engage donors if they, if they're just starting to get them.
Carol: Yeah. And what comes to mind is the phrase, “oh, you're just preaching to the choir.” Well, you need the choir yeah. Those folks that continue to, to show up maybe at your events, maybe, participating in programs, donating all of those different things. And so making sure that you're treating the choir well is, is, is important
Stu: Well to extend that metaphor, the choir sings really, really well.
Carol: Right. And how can you help them see broader, broader audiences?
Stu: Exactly, exactly. And a lot of times that's just giving them something to say, that social post and sharing it, writing an email that they can share with their, with their team, just, getting them one step down the road, saying, Hey. Feel free to modify this, however you'd like, but here's, here's some ways that you can spread this message a little bit, a little bit more effectively, and we wanted to help you help make that easier. That's certainly among the recommendations that we would have for that referral type of athlete.
Carol: Yeah, that, that point of making it easy for folks. I was with a group the other day, and a woman was talking about, she wanted to take action in this particular arena. And, she went on to a website. It was, this was around, advocating for voting rights. And she was motivated. She went. But there was just so much information on the website. It was so complicated. It just overwhelmed her and she ended up in paralysis. She didn't take any action, even though she was motivated enough to go to their website and try to read, but they, they didn't, keep it simple, they wanted to give the person all the information. And so, unfortunately it probably had the opposite impact that they actually wanted because she didn't end up making the phone calls that they were hoping that she would do or anyone who would show up on the website. Right. And was motivated to take action.
Stu: Yeah. We tend to fall into the trap of wanting to tell people all the things. And if we can focus on one thing at a time, this is why I've, I've gotten a little bit away from newsletters and have started focusing email outreach on a single idea and a single action. So instead of giving people a choose your own adventure, monthly newsletter, where, there are nine things that they could possibly do. Get interested in and maybe go exploring hitting people more frequently with more focused intentional single, single ideas. Emails have proven to be a lot more than that.
Carol: Yeah, I've seen that for myself. When I first started out, I did a newsletter where I went once a month where I shared both. I did a twice-monthly blog. And so I shared links to each of them. And after a year looked at my stats and every single month, the one at the top was the one that got opened more. I was like, well, and, and the one, one further down, just and so yeah, I went to one thing, one email, one thing and people are just so bombarded with information that yeah, I think that, that desire to tell you everything that. We've got a lot to share. We want it, we want to do that. But what, what's that one thing that you really want people to take away or take action on?
Stu: Exactly. Exactly. Yeah. We've found that creating synergy between your email message and where you're sending people as well is super effective. And so making sure. the tendency is to be just like, okay, well we'll send them to the homepage. Well, once I get to the homepage, there's dozens of things on most sites that people can do from there. So even creating a single landing page, that is the action that we want you to take from that particular email is a really valuable exercise.
Carol: So what do you see as the opportunities for organizations as they're trying to connect with people, attract them, may do that bonding help them get to know each other, create that relationship. Really. It's not just about that transaction and then moving them to inspire what are some of the opportunities that you're seeing? Stay the course and don't get distracted with the shiny new things, or are there some new things that are coming along that people should be paying attention to?
Stu: Well, that's a one fun thing about marketing is there's always something new, something that's either falling out of favor because it's no longer really working or coming into favor because it's it's something that people are trying, I would say nonprofits have a tendency to lag in terms of what they are. They just don't have the bandwidth to stay on top of the latest trends. However, like I mentioned earlier, most of the donations are still coming from the boomers. At this point that'll, fairly quickly move into Gen X-ers. And it just tends to be the people with more. Less time left on the earth, as well as more income opportunities or more, more disposable income opportunities. Tend to give a little more, it's just, we tend to do that as we age. So I would say nonprofits should probably be a little less focused on the newest. Information a delivery mechanism or, or marketing channel and stay focused more on some of the things that are a little bit more tried and true. For example, email continues to be a very viable way to engage with some of the older populations. That's been something they're comfortable with. Email, if someone's on your email list, they tend to have raised their hand at some point. So they tend to be a little more engaged with you than just, something that happens to flow into their feed. I would say consistency is something that most businesses including nonprofits can benefit from is just creating content. Map a a roadmap for what the next six months look like develop themes around that, that a roadmap. So, maybe April is going to be, when you talk about this particular program, maybe when you promote some event or sweepstakes opportunity that you have et cetera, and then develop the content that's of help support that. And then just be, get really good at executing on, on that content. just be consistent about it when shiny things, I call it the shiny squirrel syndrome. When those things come up, put them, put them in a sandbox and be willing to explore those as future opportunities, but don't let those try to not let those get in the way of the plan.
Carol: Yeah, I appreciate the notion of, you don't, you don't need to be on top of all the trends and picking a couple of things, doing it well, doing it consistently. Those all can have multiplier effects. So yeah, I, I think that may be a sigh of relief for most people in the nonprofit sector where it's like, we're, we're, we're trying to do so many different things. And, and I mean, I think probably that those principles would work in a lot of different areas within an organization, oftentimes where I'm working with them around strategy. It's it's, it's also trying to figure out what are the. Couple big things that you're going to be focused on, not 95 different things that you could be doing within a particular space. So yeah it aligned.
Stu: You mentioned relationships earlier, and frankly, I see marketing as just relationship building, whether you're selling, trying to sell a widget or let's say a bottle of soda or trying to get someone to come on board as a major corporate donor, it's all about building relationships and getting good at having those conversations consistently. And making sure that those are authentic. And I would say if there's, if there's ever one thing to do for an executive director or a donation manager or, someone out there it's pick up the phone or get people on calls and ask them questions and develop relationships with them. even, even buying soda, for example, Coke and Pepsi and all those guys are out there trying to develop a relationship with a customer. And it may be a fairly easy relationship to develop, a dollar or whatever, however much a soda costs these days is not a heavy lift to get somebody to try something. But at the end of the day, you’re billing awareness. So not getting people to know who you are, getting people to like you, to trust you, to try to buy, to repeat your refer. that's that, that's that cycle that, that we want to get people into. And yeah, it's just about having authentic conversations is, is really, if there was one thing that every non. Leader or their team could do it, contact X amount of people and have good solid conversations with them every week. And just put a number to that and, and make sure you're hitting that.
Carol: Yeah. And I think just keeping the relationship and the conversation front of line. So even when you're, you're creating something that may not be in a conversation format and back and forth too. Remember that whatever you're sharing is only one half of the conversation. So what's, what's the other half that you went back to? So that back and forth I think is really
Stu: Yeah. And developing opportunities to just provide value, whatever that is. So we talked about content a little while ago. You don't always have to be, you don't always have to come up with the big story out of thin air to be a good blog post, if there's something that aligns with your mission that, in another organization, is doing, or that's interesting. I had a conversation last night about food scarcity, scarcity at a, at a meetup that I had appeared with some somebody and, there's information there that I could then share. I didn't come up with it. Found out about it. But that's like being the Maven, being the person willing to share that information. if you can just reach out to somebody and be like, Hey, I saw this article, it reminded me of you. Here's why you think it's important or why. I thought you might be interested. Let me know what you think and send that to an individual or send that to your list, in an authentic capacity that that's good.
Carol: Yeah. I actually love the parts of newsletters where it's, what we're reading right now or what we're listening to. And, and, some of my most read things have been my little, like, short reviews of books, et cetera, because people are always on the lookout for recommendations from people, as you said that from people that they trust and, and they know, have a similar perspective. Yeah, yeah, yeah. So at the end of each podcast, I ask a somewhat random icebreaker question. I have a box of icebreaker questions I pull them out of. And so I've got a couple here for you. I'll just ask you one. What I usually do is pick out three and then see where the conversation goes and see what I'm pulled to, pull to, to then ask. So what's the best advice that you've ever received?
Stu: Wow. The best advice. I have been fortunate throughout my life to be able to engage with experts in a variety of different fields: business, personal life. No even athletics. I just somehow managed to be able to spend time with world champions and, and people of that nature. So I've received a lot of amazing advice over the years. I think that probably the best advice I have that I could share is to be yourself. And if you can come to every conversation and every interaction as you are authentic and be interested and, and all of those things, but essentially coming from that from who you are you're going to feel more fulfilled and you're going to develop better, stronger relationships. It's that authenticity piece that I think is super important.
Carol: Yeah. And I think, yeah, absolutely. And I think that that goes for organizations as well. Right. Be themselves. Yeah, I think we're, we're social creatures and our antennae are pretty good for when people are faking it. Right. And they're not, they're phony or whatnot. And so, yeah, I think that that's, that's great. That's great advice. And we're always stepping into that. I think as we, as we continue to evolve, hopefully. Yeah, I hope
Stu: so. It feels to me like I've been around in the business world since, I mean, I guess I graduated college back in the early nineties. And so I entered the business world pretty, pretty soon thereafter, and for a while, there was a real trend to never show weakness and never, never be. demonstrate that things might not be going well. We're asked for help and, and I, I'm very encouraged and maybe it's just the people that I hang with, but I'm very encouraged to see at least among that group, people being more and more vulnerable and more and more willing to share both the good things and the bad things that are going on. I think that social media has created a situation where a lot of us argue. Given the opportunity to, to see how people may be struggling because they just put out the good stuff out there and just really understand that it's okay to be vulnerable. And when you can be yourself and show up in an authentic way good things happen.
Carol: Yeah. And with that, I think I appreciate it. I've heard it from Brene Brown of also being aware of who's earned the right to your story. Who's earned the right to, what levels of vulnerability. Are you, are you telling a story from a wound or a scar? So I think that that's also important when you, those, those big, big blanket statements don't, obviously it never works in every situation, but the more that you can, be willing to yeah. I recognize, and share when, when you're struggling and that. But you need help. Right. And asking for help, I think, is certainly something that I've had to step into and learn more about as I grow older. So yeah. Appreciate that. So what are you excited about? What's emerging in your work?
Stu: I think that is one of the things that I have been working on for quite some time. And it's really coming to fruition and I'm incredibly excited about it. It's something I spoke about a little while ago, which is this coaching opportunity. I love helping people. I love helping people be their best selves. And so being able to create a coaching program that puts me in a, in a. In a position to be able to help people in that capacity has been really fulfilling and I'm super excited to continue to expand that program. So, it's something that we have, I have several, several coaching clients at this point and And so it's really fun to be able to meet with them on a, on a regular basis and watch their progress and see how much they can come alive in, in the marketing space and be able to contribute to the growth and success and ability for their organizations to to expand that.
Carol: Yeah. So it goes back to that. You don't have to do it young. You don't have to go it alone. You can, you can get help.
Stu: Yeah, for sure. There are lots of resources available out there and I'm certainly available. And, and, if somebody would like to discuss some of the challenges they're facing or, or what coaching might look like, I'd be happy to chat with them about.
Carol: Well, thank you so much. Thank you for being on the podcast. It's been a super pleasure. I'm excited to be able to have this chat with you and look forward to talking with you soon.
Stu: Alright. Thank you so much. Thanks Carol.
Carol: I appreciated Stu’s point about thinking about all of your communications from the point of view of those you are trying to reach. So if your average donor is a Baby Boomer, spending a lot of time on TikTok probably doesn’t make a lot of sense. Where do they hang out and how can you go to them? And then when you are telling your story – making yourself the guide not the hero of the story – putting the people that benefit from your work at the center instead of yourself. That can be a little tricky because you don’t want to be in the business of not respecting your clients privacy or using their challenges for inspiration porn. At the same time – how can you get yourself out of the way of the story you are trying to tell. I also appreciated Stu’s emphasis on keeping it simple. Asking people to do one thing – just one thing. When I am talking to people as part of the strategic planning processes that I support, I ask them if they had a magic wand and could change the organization in any way, what would their wishes be. So if I were to give myself the magic wand, it would be to have every policy person who writes policy updates and asks their constituents to take an action – write an email, call their representative to simplify their messages. And if they really want to share all the details – they would have two options – Click here for the highlight summary – that would have at most a sentence or two explaining – why they wanted me to contact my representative to vote for or against the bill and then provide a mechanism for me to do that. SIMPLE. Then they could include a second option – if you want all the details – click here – But right now – most of the advocacy communications I receive only have the second version. Maybe the policy people think it is the simple version – but to a layperson like me it is not. So yes – keep it simple and to the point! With that I should get to the point…
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. You can find out how to connect with Stu, his bio, the full transcript of our conversation, as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Isabelle Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. Please take a minute to rate and review Mission Impact on Apple podcasts or wherever you listen to podcasts. I also hope of course that you subscribe so that you will get future episodes. Reviewing the podcast helps other people find the podcast. We appreciate it!
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