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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Podcasts

The Path to Participation: Five Shifts to Inspiring Action

“Your audience moves from engagement to participation when you help them take ACTION.” — Beth Brodovsky

This week, Beth is taking what she’s heard from podcast guests about the meaning of participation and turning it into concrete actions you can take. She outlines five shifts you can make on the path to participation. It’s clear that participation can mean different things to different organizations, she says, but what everyone has in common in the need to inspire people to take the important actions you need for your organization to thrive. From creating a survey to get to know your audience better to making the simple change of swapping “we” for “you,” Beth details ways you can get the right people to get involved. She explores:

  • How to identify the urgent and important need your organization tackles
  • Why it’s important to put your audience at the center of the action
  • The biggest mistake you can make when talking about your organization’s mission
  • How to save your energy and effort for where it’s likely to pay dividends
  • The best way to get to know your audience
  • How to “date” your audience

Resources:

Google forms

Session 133: Developing Your Audience Focus with Jeff Miles

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

Email Beth at beth@iriscreative.com

 

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Podcasts

Personalizing your Networking with LinkedIn

“It’s very passive if ‘Donald’ invites ‘Beth’ to connect, ‘Beth’ says yes and then that connection goes on the proverbial shelf.” – Donald Hale, University of South Carolina

How can you optimize your experience with LinkedIn to really create meaningful and personal connections with people? Donald Hale, interim vice chancellor for advancement at the University of South Carolina Upstate and assistant vice president for development for the University of South Carolina Main Campus, joins in to talk about how to take a virtual connection and make it a personal one. When you send that first message to join a network, you can personalize it beyond the general introduction. Donald gives examples about how to use LinkedIn to network in the most optimal way, such as when organizing local events to get the attention of the alumni who it applies to most. They discuss:

  • The impact of using visual communications on LinkedIn
  • Active versus passive engagement
  • The danger of getting “seduced by the masses” on social media
  • The two steps Donald takes when forming a connection on LinkedIn
  • How Donald uses LinkedIn to connect with alumni communities around the world
  • How social media has changed the definition of participation

Resources:

University of South Carolina Development Department

LinkedIn Premium

LinkedIn Business Plus

 

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Podcasts

Think Small: Experiments in Personalization

“Universities sometimes have a really institutionalized way of speaking, which is OK, however, we’re talking to real people and we’re asking them to do a thing that maybe isn’t the first thing they want to do.” — Drexel Fund Team

This week, Beth sits down with the team from the Drexel Fund, Drexel University’s annual giving team. They talk about how they reach 133,000 alumni and how their methods have changed over the years to create more effective messaging depending on who they’re trying to reach. One key tactic has been experimenting with segmented groups of their target audience to create more personalized messages with the incentive of donating and getting involved. Drawing inspiration from even something like a Rubik’s cube, they talk about projects and ideas they have to make their appeals fun, engaging and personalized. Beth talks with them about:

  • Understanding the alumni engagement index (AEI)
  • Where universities can improve in their communication with alumni
  • How they decide what is a risk worth taking when testing communications
  • How one 50/50 email test helped them understand what tactics of messaging work more effectively
  • How to improve retention rate
  • What they would do with an unlimited budget

Resources:

The Drexel Fund website

 

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Enjoy Driving Participation! If the program is helpful to you, please subscribe in iTunes to have sessions sent to you as they go live. And please consider leaving a review in iTunes as well. Reviews help other organizations find the show and learn from these terrific stories.

Podcasts

Aligning Design With Your Personality

“You can do something special and engaging without stepping out of your brand’s character!”

Whether your first introduction to MailChimp was on Serial (remember Mail Kimp?) or you use it regularly for your organization, this week is all about taking a page from their book to learn how you can use bright and fun visual elements in your marketing and communication — without veering off-brand. For everything from annual reports to public health messages, Beth shares tips on how to use visuals to share information and tell a compelling story that is in line with your organization’s personality. You don’t always need a lot of words to share important information, and Beth shares some of her favorite examples of communications she’s seen that rely on pictures rather than paragraphs. She discusses:

  • Five categories used to describe brand traits and how to identify yours
  • Lessons from MailChimp’s annual report you can use for your own
  • How to use visual elements without being too flashy
  • When it’s beneficial to use graphics and design elements instead of lengthy paragraphs
  • Using visual communication for purposes other than sharing information or communicating instructions
  • And more!

NOTE: Text PERSONALITY1 to 33444

Resources:

MailChimp’s website and annual report

Read Jennifer Aaker’s Dimensions of Brand Personality

USDA’s Choose MyPlate campaign

Kashi infographic about the transition to going organic

Centers for Disease Control infographic illustrating International Health Regulations

Download the TD Bank infographic highlighting its healthcare survey results

Example of Grainger infographic with NASCAR

John Deere infographic about their products

YouTube video: Microsoft Re-Designs the iPod Packaging

Sign up for this month’s masterclass: nonprofittoolkit.net/training

 

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Enjoy Driving Participation! If the program is helpful to you, please subscribe in iTunes to have sessions sent to you as they go live. And please consider leaving a review in iTunes as well. Reviews help other organizations find the show and learn from these terrific stories.

 

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