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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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.

 

Podcasts

Recognizing the Duty of Foresight

“I think in many ways the consistent practice of foresight is crucial so it’s not a one off thing. It’s not something you do occasionally. It’s something you’re doing all the time. It has to become sort of a central focus of how the board is devoting its attention.” — Jeff De Cagna, Foresight First

Jeff DeCagna, executive advisor of Foresight First, joins in to talk about his work in the association community. He emphasizes the importance of recognizing the duty of foresight and using it to build resilience. Of course, he doesn’t mean predicting the future but rather the ability or the choice to look forward. He explains how embracing the idea of foresight can lead to building resilience and help manage risks. They explore the idea of emphasizing governing over governance and how to encourage the people you’re working with to see governing as an active process. He also explains the difference between being a volunteer and being a voluntary contributor, and how the label can change a person’s motivation.

He and Beth explore:

  • Jeff’s definition of foresight and what its benefits are
  • Why Jeff prefers to use “governing” over “governance”
  • How foresight plays a fundamental role in stewardship
  • The difference between competent trust and benevolent trust
  • How can an organization begin to focus on foresight?
  • The difference between director experience and user experience

Resources:

Foresight First website

Jeff’s Chat link: Chat.Center/ForesightFirst

Follow Foresight First on Twitter: @dutyofforesight

 

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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

MLK Day: The Secrets of a Successful Movement

“There is a clear and obvious link between Dr. King’s legacy and encouraging people to engage in community service that breaks down barriers and builds a land where people live in peace, dignity and equality.”

Just a few days ago, thousands across the country observed Martin Luther King Jr. Day. This week on Driving Participation, reflect on the legacy of the civil rights leader and how it can inspire you to effect change in your own community. How did the movement to get involved in community service in his honor begin? Beth takes a look at the holiday’s history and the lessons you can learn from MLK Day for your own work. Revisit past episodes to hear how the work other Driving Participation guests do can inspire you, too! She takes a look at:

  • How MLK Day got started and how it’s grown to the movement it is today
  • How your own organization can organize its own MLK Day of Service effort
  • Getting involved in pre-existing holidays, such as Giving Tuesday or National Wear Red Day…
  • …Or even creating your own holiday!

Resources:

The Greater Philadelphia Martin Luther King Day of Service: mlkdayofservice.org

Corporation for National & Community Service

Giving Tuesday: www.givingtuesday.org

American Heart Association National Wear Red Day

Laurel Hill Cemetery’s Grave Digger’s Ball

Tobi Johnson Session

Jamie MacDonald -Turning Online Events into a Party for your Cause

Session 17 – Abigail Quesinberry The Real Reach of Social Media with Abigail Quesinberry
Session 22 – Justin Ware Manufacturing Viral Campaigns
Session 28 – Kait Sheridan – Starting a Movement and Building Momentum
Session 70 – Sean King – Using #GivingTuesday as a Launchpad for Growing Your Audience
Session 79 – A #GivingTuesday Resource Roundup from our Podcast Guests
Session 83 – Amie Simpson Evolving #GivingTuesday
Session 100 – Karen Bantuveris Engaging Volunteers with a Social Media Buzz Team

Subscribe to Driving Participation in iTunes.
Sign up for our next master class.

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Podcasts

Getting People to See and Stay on Your Website

claudiapennington_wp

“When you design for your internal audience instead of your external audience, you get a website that converts well internally.” — Claudia Pennington, CEO of Side Hustle, LLC

Learn the magic of Google this week with digital marketing consultant Claudia Pennington. She joins in to share the secrets to getting the right people to your website — and then staying there. From keywords to the structure of the site itself, Claudia and Beth explore the mindset of a searcher and what you can do to fill those needs. She names her top priorities when assessing a website as well as the trends she thinks will color marketing communications for the next couple of years. With her background in social media, Claudia takes a look at how platforms like Facebook and Twitter are using live video features and how you can make them most effective. She and Beth discuss:

  • What does SEO actually mean?
  • How to make a usability test in order to make your website the most effective
  • Where do you go to learn what people are searching for and what’s bringing traffic to your site?
  • The two trends Claudia predicts will make an impact on marketing communications
  • The number one concern when you are thinking about the structure of a website
  • How search engine optimization is like a plumber

Resources:

Follow Claudia on Twitter: @seoauditguide

Claudia’s website

The Mindset List from Beloit College:

Zoom video conferencing

Google Search Console

 

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Podcasts

Why Does Membership Matter

dianeward_wp“You want them to be active, to participate, to come, spend and enjoy. So that is where the calculations and profile comes in. It’s not department to department, but institutional wide, how is the membership permeating and where is it affecting.” — Diane Ward, Membership Matters

It sounds like a simple question, but there isn’t a simple answer: Why does membership matter? This week, Diane Ward, president of Membership Matters, joins in to share the ins and outs of membership programs, from data collection to evaluating who your members are. Within her work experience, she has learned how people “move in, move up and move out of membership programs.” Members vote with their feet and wallets, she says, so she takes a look at why it’s important to look beyond factors such as revenue and expense equations and focus on what members do for your organization. Members’ visitation and how they engage in one year usually foreshadows their retention in the next year. She and Beth discuss:

  • How Diane recommends dealing with the data attached to understanding memberships and how to focus on what’s most important
  • Why it’s important to evaluate what members do for your organization
  • The two most common measurements people use to evaluate their programs
  • How participation with an organization can serve as a barometer of how active people are
  • What do actions beyond paying membership dues show about about the organization?
  • How to use metrics and technology to build a user profile and how it can help you determine if memberships are working

Resources:

Membership Matters website: www.membership-matters.com

Email Diane: dward@membershipmatters.com

Revisit Adrian Segar’s episode: iriscreative.com/dp126/

 

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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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