Podcasts

Fueling Exceptional New Member Experiences

“There’s super huge danger in treating your new members like every other member. If you just send them the same old message that everyone else gets, they’re likely to ignore it because they don’t understand how it applies to them and when they ignore early on, it really starts that practice of ignoring.” — Amanda Kaiser, Smooth the Path

Amanda Kaiser, qualitative member researcher with Smooth the Path, has done more than 300 interviews with members of associations to understand their worries, challenges, problems and experiences with the association to determine why they engage or don’t engage. In doing so, she’s learned a few lessons and tips that she shares in this week’s session. She explains why the new member process is upside down. Early experiences with your association — whether it’s the first webinar, the first interaction with a staff person or the first conference they went to — leave a longer lasting impression on new members than you might think. She and Beth explore:

  • How this information applies beyond associations
  • The difference between features, benefits and value
  • How to use Amanda’s 3-3-3 model of engagement
  • Practicing imaginative empathy to help shape a new member’s experience
  • Different tests for engagement based on stories Amanda has heard
  • Why the emails you send new members matter

Resources:

Smooth the Path website

Fueling Exceptional New Member Experiences: Strategies for Member Onboarding, Engagement, and Retention e-book

Revisit episode 37 with Amanda: Rebranding Starts with Understanding your Community

 

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Podcasts

Avoiding the Spam Filter

“Just like you have a reputation in your life, every time someone clicks that spam button, your reputation goes down a little bit. The lower reputation you have, the less likely your emails are to show up in someone’s inbox.” — Spencer Brooks

Are you struggling to reach your audience through email? Spencer Brooks from Brooks Digital joins in this week to talk about how your emails can be of value to your subscribers. He talks about what it takes to get your emails into people’s inboxes and how to avoid the spam filter. For those dealing with low click-rates and high unsubscribe rates, he provides tips on how to clean up your list so that you are getting the best results that you can. He and Beth explore:

  • How to combine social media and email so that they work together
  • The best way to target emails so they are about the receiver and not all about you
  • How to increase sendability and get your emails into more inboxes
  • What is the best way to send out bulk emails?
  • What to do about all of those unsubscribes

Resources:

Spencer’s Website

Email Spencer: Spencer@Brooks.Digital

Find Spencer on Twitter @SpencerBrooks

 

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Podcasts

Lead like a Champion

“Leadership doesn’t mean you’re just the best at something. It actually means that you bring together the best people, that they look to you to bring them together and unite them around a common vision and mission.” — Anika Rahman

Anika Rahman has worked with such organizations as Rainforest Alliance, the Ms. Foundation, and the United Nations Population Fund. She joins this session to talk about the different facets of one of her favorite topics: leadership. Anika explores areas of leadership from how it is different for men and women to how leaders should deal with failure. Failure, she says, in some sense means that you’ve been pushing yourself to your limits and there are opportunities to learn from it. She talks about the true role of a leader when it comes to creating inspiration and — most importantly — trust. She and Beth explore:

  • What are the differences between a vision and a mission
  • How a leader can build trust
  • What makes something a movement?
  • Why women in leadership roles may often deal with “imposter syndrome” more than men
  • What does “leadership” actually mean?
  • What changes occur in an organization when the leader is truly championing ideas?

Resources:

Anika’s website

Find Anika on LinkedIn and Twitter

Revisit Adrien Segar’s episode

The Rainforest Alliance

The Ms. Foundation for Women

United Nations Population Fund

Center for Reproductive Rights

 

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Podcasts

Buying into Yourself as a Leader

“It’s not about the organization. It’s about the lives they’re changing and I think when a leader can stay really focused on that and keep everybody else focused on that, I think that’s another sign of good leadership.” — Sandy Rees, Get Fully Funded

What makes a good leader? Sandy Rees from Get Fully Funded jumps in this week to talk about getting into the mindset of being a good leader — especially if you don’t see yourself as one at first. Leaders set the tone of the organization, and Sandy gives tips about how to buy into yourself as a leader. For those starting a new nonprofit, she talks about the importance of finding staff and volunteers who believe in the organization’s mission as much as you do and are willing to put in the time and talent to get the organization off the ground. She talks about mistakes people make with volunteers, how to build participation within a new organization, and more. She and Beth explore:

  • Why your nonprofit is like your child
  • The leader’s role of focusing on the lives the organization is changing, not the money the organization needs
  • What Sandy sees as signs of good leadership
  • What makes other staff or board members feel the need to step in to lead
  • How a leader can effectively communicate the organization’s mission to others

Resources:

Sandy’s website

Get Fully Funded on Facebook

 

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Podcasts

Communication Starts with Trust

“They won’t trust that the information that we’re providing is useful to them if they don’t see themselves in it, and that’s the attitude that we’ve always taken about our English language, but we really only thought about it through the lens of the issue that we’re focusing on, which is breast cancer.” — Janine Guglielmino, Living Beyond Breast Cancer

Breast cancer. Cáncer de mama. Cancer du sein. This week on Driving Participation, Beth is joined by Janine Guglielmino from Living Beyond Breast Cancer (LBBC) and  Myriam Siftar, President/CEO of MTM LinguaSoft, a language services company that creates compelling and culturally relevant multilingual content to reach audiences across languages and cultures. They talk about a recent project they completed in which LBBC materials about stage 4 breast cancer were translated into five other languages to better serve their audience and those who needed the information most. They created brochures as tools for health care professionals to be able to have some of those types of conversations with their patients. Guglielmino notes that this allows people to see themselves represented, which builds trust. They explore:

  • Creating and following communication and branding guidelines
  • How they are getting the message out about this project in different ways
  • Why a neutral message is not feasible
  • The difference between a regular translation project and doing a cultural assessment
  • How visuals and colors translate to other languages in ways you would not expect
  • How they conveyed this project in a way that made funders value it as something to fund

Resources:

Living Beyond Breast Cancer website

Living Beyond Breast Cancer Twitter

Janine’s Twitter

Email Janine: janine@lbbc.org

Myriam’s Twitter

Myriam’s LinkedIn

Tips for Healthcare Communication with Asian-American Audiences

5 Tips for Healthcare Marketing to Hispanic Audiences

Why do you need pre-translation cultural consulting?

 

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Podcasts

The Post-Donation Experience

“The number one step to establishing a fabulous post-gift communication with your donor is a warm and fuzzy ‘thank you’ that expresses joy and celebration on the part of the donor’s gift.” — Gail Perry, Fired-Up Fundraising

So a donor made a gift… Now what? Gail Perry from Fired-Up Fundraising joins in to talk about the post-donation experience. What kind of communication should you use for this donor? What should your message be? How do you invite the donor in and build an emotional connection? Gail answers these questions and more. She discusses different communications strategies, how to put the “fun” in fundraising events, why nonprofits shouldn’t be afraid of email and the benefits of a print newsletter. She explains why a “thank you” card to a donor can go a long way — as long as it’s done correctly. She and Beth explore:

  • Gail’s five steps to close a major gift
  • What should your goal be when you’re communicating with donors?
  • Why communication preferences matter
  • Why you shouldn’t be afraid to email more
  • What Gail recommends as a post-gift experience
  • How you can create an effective print newsletter

Resources:

Fired-Up Fundraising and Gail’s website

Email Gail at GP@GailPerry.com

Making Money with Donor Newsletters by Tom Ahern on Amazon

The Agitator blog

Session 143: Think Small: Experiments in Personalization with the Drexel Fund team

Session 133: Developing Your Audience Focus with Jeff Miles

 

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Podcasts

Creating a Culture of Collaboration

“That’s what collaboration is really all about: it’s not about just working together and sharing office space. It’s having a relationship with an individual or one organization having a relationship with another organization.” — Hardy Smith

Create collaboration with consultant and speaker Hardy Smith as he joins in to share the best way to create not just a relationship, but a true collaboration. Real collaboration between people — or even between organizations — comes with many benefits. It helps vent out the issues at the root of a challenge and helps vent out the opportunities for creating solutions, he says. He shares where organizations go wrong with collaboration and the one element that makes a key difference. He and Beth explore:

  • The differences between internal and external collaboration
  • What are some of the keys for a successful long-term relationship?
  • The contrast between simply working together and collaborating
  • Why disagreements are sometimes a good thing
  • Creating a culture of leadership buy-in
  • Why the need to collaborate is probably greater now than ever before

Resources:

Hardy’s website

Email Hardy: Hardy@HardySmith.com

Find Hardy on Twitter @HardySmith1

Read his Boardsource blogs

Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull on Amazon

Association of Fundraising Professionals

DP 112 with Greg Koch from Zoo Miami: Adapting Your Message to Your Audience

 

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Podcasts

Creating Communications Toolkits

“Everything is included in there. We include best practices and some additional tips and areas for consideration and it’s just all tied up very nicely into one folder for them to use, that they can forward to somebody who is going to do it for them or like I said, they can pick and choose or they can split it up between all of their staff members. However they want to use it.” — Theresa Miller, Girls on the Run International

Tune in to hear Theresa Miller, chief engagement officer for Girls on the Run International, join Beth to talk toolkits: how to create them and why they’re helpful. Providing toolkits complete with social media messages, graphics, fundraising appeals and more — plus a calendar to guide when to post — Theresa explains how the organization helps its state councils and supporters reach their audience in a way that works for them. She talks about how the fundraising teams and marketing and communications teams join together to engage different audiences and work as a unit, resulting in a fundraising increase on International Women’s Day by more than 300 percent! She and Beth explore:

  • How to create a toolkit that provides the right materials and still leave room for customization
  • How to decide what to put into a toolkit and ways to measure if it’s working
  • The importance of a “read first” document
  • How to create an effective survey
  • How you can use this model no matter what size your organization is

Resources:

Girls on the Run International website

Nonprofit Toolkit

 

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Podcasts

Content Driven Attraction and Conversion

“The main thing to remember about content marketing…it’s always audience-centered. It’s always what do they need, what are they struggling with. So it’s all about identifying what would be helpful to them and then building content around that.” — Robert McGuire, McGuire Editorial Content Marketing Agency

What is the difference between content and content marketing? How do you differentiate between an interim metric and what Beth calls a terminal metric? What about the difference between content and social media? Robert McGuire of McGuire Editorial Content Marketing Agency joins in to answer these questions and more. He takes a deep dive into the world of content, particularly content-driven attraction and conversion. He and Beth explore micro conversions, lead magnets, and growth hacking among other terms and practices you can learn from to make your content strategy work. He and Beth discuss:

  • How to identify micro conversions
  • How content marketing has changed
  • Common types of lead magnets
  • How successful content planning can make a difference
  • The biggest difference between content and social media
  • What actually is a content strategy?
  • The difference between clickbait and clickbait and switch marketing

Resources:

Get in touch with Robert: LetsChat@McGuireEditorial.com

McGuire Editorial Content Marketing Agency website

Content Strategy Template

Driving Participation episode 134 with Bill Skowronski

 

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Podcasts

Creating Content with a Purpose

“Content is really an experience. It’s an experience that you direct towards your audience, you encourage your audience to have and that experience could be an article, it could be a video, it could be a podcast, but at the end of the day, it’s an experience that you want them to have.” — Sarah Gilman, Lupus Foundation of America

How can you create content that effectively drives your message home? Sarah Gilman, director of the National Resource Center on Lupus at the Lupus Foundation of America, joins in to talk all about content. From developing a consistent, recognizable voice to repurposing and repetition, she explores key ideas to keep in mind when it comes to creating content — especially health content. She emphasizes the importance of looking at the kind of content that will help you meet your organization’s strategic objectives. Content strategy isn’t a term necessarily used often when it comes to public health, but Sarah talks about its importance in her field and in the work she does. She and Beth explore:

  • Key differences between content strategy and content marketing
  • The importance of creating and implementing a consistent voice and tone
  • The benefits of creating a checklist and content guide
  • How to manage creating a content strategy and balance your workflow
  • How to effectively repurpose your content
  • Ways to keep document and keep track of all of your content

Resources:

Lupus Foundation of America

National Resource Center on Lupus

Trello

The CDC Clear Communication Index (Index)

ExpressionEngine CMS

Craft CMS

 

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