{"id":227346,"date":"2023-01-03T15:34:16","date_gmt":"2023-01-03T20:34:16","guid":{"rendered":"https:\/\/wowdigital.com\/?p=227346"},"modified":"2023-12-18T22:55:06","modified_gmt":"2023-12-19T03:55:06","slug":"054-explode-your-nonprofit-networking-on-linkedin-with-these-insider-tips-from-daniel-alfon","status":"publish","type":"post","link":"https:\/\/wowdigital.com\/podcast\/054-explode-your-nonprofit-networking-on-linkedin-with-these-insider-tips-from-daniel-alfon\/","title":{"rendered":"054 &#8211; Explode Your NonProfit Networking on LinkedIn with These Insider Tips from Daniel Alfon"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|tablet&#8221; disabled_on=&#8221;off|off|off&#8221; admin_label=&#8221;Podcast Video Section&#8221; module_class=&#8221;sectionpadding podcast-video-sec&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; background_image=&#8221;https:\/\/wowdigital.com\/wp-content\/uploads\/2022\/04\/podcast-video-bg-image.jpeg&#8221; 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background_repeat=&#8221;repeat&#8221; text_font_size_tablet=&#8221;19px&#8221; text_font_size_phone=&#8221;17px&#8221; text_font_size_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>In today&#8217;s episode, we&#8217;re glad to have Daniel Alfon!<\/p>\n<p>Daniel is a LinkedIn guru who helps organization leaders leverage their LinkedIn presence to get leads &#8211; and in the nonprofit world, that means raising awareness and getting more volunteers, sponsorships, and donors.<\/p>\n<p>We brought him on the show to discuss how to get the most out of LinkedIn and how to leverage your network relationships to benefit your nonprofit organization<\/p>\n<p>&nbsp;<\/p>\n<h2>Mentioned Resources<\/h2>\n<ul>\n<li><a href=\"https:\/\/www.danielalfon.com\/#freebie\" target=\"_blank\" rel=\"noopener\">Freebie: Create a LinkedIn Profile Headline that Sells<\/a><\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Build-LinkedIn-Profile-Business-Success-ebook\/dp\/B00N18B2RS\" target=\"_blank\" rel=\"noopener\">How to Build a LinkedIn Profile for Business Success: An Ultimate Guide by Daniel Alfon<\/a><\/li>\n<li><a href=\"http:\/\/www.danielalfon.com\" target=\"_blank\" rel=\"noopener\">Daniel Alfon&#8217;s website<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/alfon\/\" target=\"_blank\" rel=\"noopener\">Daniel Alfon&#8217;s LinkedIn profile<\/a><\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; 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theme_builder_area=&#8221;post_content&#8221;][et_pb_text admin_label=&#8221;Text&#8221; module_class=&#8221;post-content-text-module&#8221; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#555555&#8243; text_font_size=&#8221;16px&#8221; header_2_font=&#8221;|700|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;38px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#555555&#8243; header_3_font_size=&#8221;22.1px&#8221; header_3_line_height=&#8221;1.4em&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_margin_tablet=&#8221;||||false|false&#8221; custom_margin_phone=&#8221;||||false|false&#8221; custom_margin_last_edited=&#8221;off|phone&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; custom_padding_last_edited=&#8221;off|phone&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;26px&#8221; header_2_font_size_last_edited=&#8221;on|tablet&#8221; header_3_font_size_tablet=&#8221;19px&#8221; header_3_font_size_phone=&#8221;18px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; custom_css_main_element=&#8221;position: relative;&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2>Episode Transcription<\/h2>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Wait, what? You can use LinkedIn to increase your nonprofit&#8217;s presence? What are you talking about, David?<\/p>\n<p>Well, welcome to the Nonprofit Digital Success Podcast. I&#8217;m your host, David, and in this episode, I&#8217;m going to talk about leveraging your LinkedIn profile for your nonprofit with Daniel Alfon.<\/p>\n<p>Daniel is a LinkedIn guru who helps organizational leaders leverage their LinkedIn presence to get leads. And in the nonprofit world, that means raising awareness and getting more volunteers, sponsorships, and donors. Thanks for joining, Daniel. How&#8217;s your day going so far?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Thank you very much, David. It&#8217;s a pleasure to be with you today.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Wonderful. So let&#8217;s start at the beginning and let&#8217;s talk about some myths that charity leaders might have about LinkedIn.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Great. So there are many, many myths that LinkedIn users actually have, and with their permission, I&#8217;d like to go over a few of them that also affect charity managers and NGO managers.<\/p>\n<p>The first one is that they usually think of LinkedIn as a way for them to think in terms of their page or company page. And in fact, just like you said, their individual profile is way, way more important.<\/p>\n<p>Now, why is that, David? Because if as an NGO executive or leader, your team is made of, perhaps, only you and your one-person army, or maybe you have a couple of other people on your staff, even if you have thousands of volunteers, your page doesn&#8217;t count. The page starts being important enough when you have 1000 employees, so forget about the page.<\/p>\n<p>Set it up, have it located every six months, and share it once every six months something.<\/p>\n<blockquote>\n<p>The communication with your stakeholders, the donors, the volunteers, and your marketing efforts will actually happen through your individual profile.<\/p>\n<\/blockquote>\n<p>That&#8217;s the first thing. If you look at your own LinkedIn profile, you have thousands of followers, whereas your page has hundreds of followers. And this is not something unusual, this is likely to be the situation for everyone listening.<\/p>\n<p>The number of pages we follow is relatively limited, but the natural action on LinkedIn would be for someone to send an invitation request as an individual to David, Jane, or to someone else. So forget about the page and simply focus on your individual profile. This is where you&#8217;re going to get more exposure.<\/p>\n<p>A very common myth is about the size or the importance of our network, and I found that there are three ways to look at it. One is to aim for quality, the second is to aim for quantity, and the worst is not picking a site.<\/p>\n<p>Let me tell you why. Because most NGO managers and charity leaders start with quality, they connect with a couple of people they know very well, and then they keep hearing all the time that they need more exposure, and they need to grow their network, so they would increase the number of connections from a few hundred to a few thousand, but the truth is that a few thousand doesn&#8217;t count as exposure on LinkedIn.<\/p>\n<blockquote>\n<p>Few people, maybe up to 2%, will see whatever it is we share.<\/p>\n<\/blockquote>\n<p>That, unless you have 30,000 connections, 40,000 connections, or 50K, then few people will actually see it. So the simple question to ask is, as a leader, in two years&#8217; time, would you rather be the most connected or the best connected? And because it&#8217;s so painful to move from one end to the other, it&#8217;s best to ask yourself for the long term.<\/p>\n<p>In a couple of years&#8217; time, where would you like to be? There is a great way for you to have to reach exposure if you have 400 connections? Because many people will see what it was you shared, but if you had 300 connections, and you knew all of them well, then you could run a simple advanced search on LinkedIn and you would find amazing stakeholders. They could be donors, they could be volunteers, and they could be staff members.<\/p>\n<p>And if you know, David, the mutual connection, then that enables you to leave LinkedIn to communicate with that person and sometimes to gain a meaningful introduction to that interesting person. So pick one.<\/p>\n<p>My choice is quality for most people when you start. But if you select quantity, go the whole way. Don&#8217;t stop when you have 3000 connections thinking you get exposure, because in most cases, I&#8217;m afraid we don&#8217;t.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>For anybody that&#8217;s listening to this, instead of watching it on YouTube, Daniel is sharing his screen right now, and on the slide, he&#8217;s saying that your individual profile is greater than your company page and that you should focus on quality over quantity, that you should look at your website over a CV. We&#8217;re going to talk about that in a second.<\/p>\n<p>They should look at content over advertising and time over dollars. So let&#8217;s talk about this website over a CV that is greater than your resume. What does that mean?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Excellent.<\/p>\n<blockquote>\n<p>If you&#8217;re not looking for a job, then instead of thinking about your LinkedIn profile as a CV, you need to think of it, of it as a website that needs to convert your ideal reader.<\/p>\n<\/blockquote>\n<p>Your ideal reader, if you&#8217;re a non-government manager, could be either people you&#8217;re working with, your staff, your external stakeholders, it could be donors, it could be employees, it could be volunteers.<\/p>\n<p>And they need to understand fast why they need to read and why they need to reach out to you. So forget about the CV aspect, it&#8217;s not really important to the reader whether you worked at that agency starting in October 2016 or December 2015. Have you provided them with the information that is likely to make them convert?<\/p>\n<p>And when I show your profile, what we see initially is a banner. So please take the time to upload a banner just like you&#8217;ve done.<\/p>\n<p>The upload will take you less than a minute, and it is likely to make anyone who visits your profile stay longer on your profile. And David, you know that the more I stay on your profile, the likelier I am to stroll to see what you offer to better understand why I need to reach out to you and to be able to do it.<\/p>\n<blockquote>\n<p>A visual banner that could be either from an event your NGO has produced or a slogan of your NGO, or something that relates to the charity, or even a slogan or a motor you believe in, is likely to make people understand that they need to get a little bit more information and stay here.<\/p>\n<\/blockquote>\n<p>And that would be my recommendation for anyone listening.<\/p>\n<p>Now, forget about the CV, think about it as a website that needs to convert your ideal reader, and even before that, ask yourself who&#8217;s the ideal reader you&#8217;d like to attract. On LinkedIn, this simple question is likely to help anyone understand what LinkedIn could bring them, and your answer could be different, or my answer could be different. Doesn&#8217;t matter, whoever is most important to us, is the person we need to serve.<\/p>\n<p>And David, your profile is not here to serve you, nor is my profile here to serve me. It&#8217;s here to serve our ideal reader. Thinking about it from their perspective and looking at it from their perspective and understanding that the way you see a profile is not identical to the way someone else would see it is very important. And a quick suggestion I could make is:<\/p>\n<blockquote>\n<p>simply ask someone you&#8217;re not connected to on LinkedIn to bring your profile up through the app or the website and tell you their thoughts.<\/p>\n<\/blockquote>\n<p>When they look at it, do they really understand what you want? And in some cases, you would be amazed because you&#8217;ve used very simple language. But they look at it and say, &#8220;Okay, does it mean that you are doing X?&#8221; And instead of correcting them, you just nod, you say &#8220;Okay, why are you thinking that? Why do you say that?&#8221; And then you go on and think about why three people misunderstood what you wanted, and how can you best educate them in order to make them better understand not only them but anyone about what you bring to the table.<\/p>\n<p>Ask someone you&#8217;re not connected to, have a look, and see what they&#8217;ll do. Some people will click, some people will go on to the contact info, and some people will stick somewhere here or check something else. Understanding it from their perspective is likely to make your own profile built or shaped in an even stronger way. So, so far we&#8217;ve covered three myths. I don&#8217;t want it to become too overwhelming.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>I think that&#8217;s a really interesting point to think of your profile as serving your organization, not serving yourself, and letting people really understand what it is that you&#8217;re passionate about.<\/p>\n<p>Why is it that you&#8217;re working at this organization? What is it that drives you? And then also publishing content or republishing content into your profile to create more content and awareness?<\/p>\n<p>Social media is what I would call a fickle kind of medium. You publish something, it&#8217;s in the feed for seconds, maybe you get some views on it, maybe you&#8217;ve tagged it and people are searching for those tags and it&#8217;s coming up a little bit more, but if your organization is publishing articles and content on their website, you can repurpose that for your own profile as an organizational leader to create some thought leadership around whatever that topic is that your organization does.<\/p>\n<p>And one of the things that you should think about enabling in your profile is called &#8220;Creator mode&#8221;, enable that and then it opens up some other functionality in there, like this newer type of thing that&#8217;s happening with newsletters in LinkedIn, where you can actually get subscribers to your post. And then when you post it on LinkedIn, it&#8217;ll also shoot them an email after you publish, so you&#8217;re getting right into the inbox of people that you may not have otherwise connected with.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>You&#8217;re absolutely right. I was listening to the episode, the conversation you had with Abby about content and repurposing, and because the content is so important in social and on LinkedIn, specifically, the best type of content I found to work on LinkedIn is top of the funnel, educational evergreen content.<\/p>\n<p>What does that mean? It means that if your organization or NGO has content that answers your ideal reader&#8217;s questions about the cause itself, not necessarily about what you want to achieve, not necessarily the donations, but the cause itself, the size of what&#8217;s happening, or &#8220;Why now?&#8221;, &#8220;Why should we pick you instead of something else?&#8221;<\/p>\n<p>Then that sort of content would be likely to resonate with your ideal audience. You can educate people, and then when they visit your profile, some of them will leave their profile and go to your website. Conversion, as you know, is likely to happen on our websites and not on LinkedIn.<\/p>\n<blockquote>\n<p>Simply think of LinkedIn as one channel that could increase the exposure of your website.<\/p>\n<\/blockquote>\n<p>And even in terms of your website, you have all sorts of content. Think about the top of the educational content that is likely to resonate with your audience and try to highlight that you can do it through your profile, as you said, by featuring content, uploading a banner, by having rich media in your experience section, you could tweak your headline.<\/p>\n<p>You can write the about section in an interesting way, and we mentioned the ideal readers. It&#8217;s natural for many NGO leaders to think about everyone and to try to serve everyone, the donors and the staff and the employees, and the volunteers, but when you try to serve everyone, in some cases you end up serving very few people, and sometimes no one at all.<\/p>\n<p>So who&#8217;s the most important reader you&#8217;d like to focus on? If you have someone else on your team, then it could be, David, that you would speak to one type of audience, maybe donors, and the other person on your staff would actually cater to volunteers. So if you think about donors, what kind of actions can you perform on LinkedIn? Probably not what we&#8217;re thinking about. If I had a list of donors, I would find some of them on LinkedIn.<\/p>\n<blockquote>\n<p>And another question is, when we run a Google search for ourselves and for the donors, in many cases our LinkedIn profile will top the Google results, so that&#8217;s another reason why it&#8217;s important. It doesn&#8217;t matter whether we visited the account, it lasted 24 hours or haven&#8217;t visited in two years. If Google remembers it, then we need to make it look professional.<\/p>\n<\/blockquote>\n<p>You mentioned the creator mode. The creator mode makes it very easy to follow any LinkedIn member. LinkedIn has close to 850,000,000 members, and since we started this conversation, thousands of people have joined LinkedIn according to July 2022.<\/p>\n<p>What are the statistics? Every second, David, three people sign up, so you need to really understand and remember the sheer size of LinkedIn. Find them on LinkedIn and simply follow them.<\/p>\n<p>Even if they haven&#8217;t listened to this podcast and haven&#8217;t turned on creator mode, within two clicks, you can follow anyone on empty. You simply go to their activities section and click on Follow. And in some cases, if they have the creator mode, you will also have a bell that enables you to be notified instantly whenever they share something on LinkedIn.<\/p>\n<p>Why is that so important? Because whenever they will share something on LinkedIn, you will be one of the first to be notified. And in some cases, that could bring you PR opportunities or an opportunity for you to reach out to them. Not necessarily on LinkedIn, and certainly not publicly. The fact that you monitor them doesn&#8217;t mean that you have to shout the name of your NGO every time you see them do something.<\/p>\n<p>But it would help you and your team to know that that person will be giving a speech about XYZ or they now care about topic ABC that is related to your organization, of course.<\/p>\n<blockquote>\n<p>Start by following them, and if you connected with people you know well, look at the names of the mutual connections and ask yourself, can you leverage that relationship?<\/p>\n<\/blockquote>\n<p>When you look at someone&#8217;s profile next to their name, you&#8217;ll see a figure. If you&#8217;re connected on LinkedIn to that person, LinkedIn will tell you your first-degree contact. If it shows you a second degree, just like I&#8217;m showing your profile now, it means that you and I share at least one mutual connection.<\/p>\n<p>And usually, LinkedIn will show us the name of that mutual connection. If we&#8217;re looking at this and we have no idea who Michael D. Levitt is, we&#8217;re in trouble, but if we know him, if we wanted to reach out to each other, if I wanted to reach out to you, I could actually leave them, communicate with Michael and ask him, &#8220;Could you put me in touch with David?&#8221; And if he says yes, then I will have a meaningful conversation with you. Thanks to Michael&#8217;s name, simply because I connected with someone I knew well, I took the time to live LinkedIn to speak with him, and he said, &#8220;Sure, with pleasure&#8221;, he shot a quick email, and now we&#8217;re having a conversation.<\/p>\n<blockquote>\n<p>So, one: follow the donor or the potential donor, and two: if it&#8217;s important to you, leave LinkedIn. The best-kept secret in town is to know when to leave the platform.<\/p>\n<\/blockquote>\n<p>LinkedIn has shown us the name of the person, and the most important name is the mutual connection, but it doesn&#8217;t mean that we have to stay on LinkedIn.<\/p>\n<p>And the worst thing to do would be to hit Connect because we would basically bypass our network, and nothing is likely to happen after we connected with that person. The reason for accepting our connection does not mean they have become donors, they don&#8217;t necessarily care about the organization, but if we leverage the conversation to have a meaningful chat with a person, thanks to a mutual connection, that could bring a lot more exposure, a lot more donations, and a better outcome for the organizations and for ourselves.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Absolutely. And with millions and millions and millions of people out there on LinkedIn, it might be helpful if you&#8217;re a larger organization (if you don&#8217;t have a lot of time) and if you leverage your team to help with that willingness to give them access to your profile, to do some of this outreach, to have some of those conversations on your behalf and make some of those connections, will help you in the long run.<\/p>\n<p>But there&#8217;s a certain comfort level that people would need to have in order to give up access to their profile. If you are going to, I guess, go against what Daniel just mentioned and hit Connect, you want to make sure that in that message, you have a really clear conversation about &#8220;Hey, Daniel mentioned that I should get in touch with you because X-Y-Z. I&#8217;d love to chat with you&#8221;, etc. Versus an &#8220;I see you&#8217;ve got a lot of money, and you&#8217;re a philanthropist, and I&#8217;d love for you to donate to our charity&#8221;.<\/p>\n<p>It&#8217;s a very different tone and a very different way to have that conversation, and you want to do it in a very organic, meaningful, and progressive way.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Well, I couldn&#8217;t agree with you more because everyone expects you to run your research before you reach out to someone, certainly a donor, certainly an influential person, and within a couple of hours, you can gain a lot more information about that person for you to understand what&#8217;s the best way to approach.<\/p>\n<p>In some cases, that means you don&#8217;t approach them now, or you find some other way. We&#8217;re seeing that some donor has become more interested in the field of education, so we can look at, let me mention, a number of wild digital educational clients. The University of Toronto versus Leo Baeck or Durant College.<\/p>\n<p>Everyone here is basically competing for the same attention, but what makes someone become a donor? Are there alumni or is it important for them because they like to contribute to medicine, research, or something else? That is something that your research is likely to help you uncover, and leveraging your team and your staff and your volunteer could also be done very organically if you share photos and images, and videos from your events.<\/p>\n<p>If you have a yearly event or something that involves the people you&#8217;re working with, then sharing that and commenting on that, even if you&#8217;re a small team, could gain you a lot more exposure for volunteers, donors, and for other stakeholders.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Absolutely. So we&#8217;re talking about this platform and there are hundreds of millions of people on this platform. As you said, there are 3 seconds of signing up, those are some pretty fantastic numbers.<\/p>\n<p>Let&#8217;s talk about numbers for a second. In terms of people&#8217;s profiles and numbers of connections, what&#8217;s the upside versus the downside of connecting with people that you don&#8217;t know? Should we, as nonprofit leaders, be racing to get 500 followers or 500 connections as quickly as possible?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>And then let&#8217;s say that many people listening to this or watching this have 499. So, David, when they hit the 500, will the cause they&#8217;re trying to help, will it disappear? Will something change?<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Probably not.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Probably not, so I think connections are a means to an end. And even before tackling the issue of connections, I&#8217;d like to mention the timing.<\/p>\n<p>When is it a good idea for you to grow the number of connections you have? So what I&#8217;ve put up here is something from a book, and it shows the number of connections we have. Whenever we opened up or signed up for LinkedIn, we were here in the X axis, and each connection we had moved us further to the right, so, if I have 100 connections, maybe I&#8217;m here. If you have 2000, maybe you&#8217;re closer to the right, but I&#8217;d like to draw your attention, David, to the Y axis.<\/p>\n<p>That is related to the amount of information you&#8217;re providing your ideal reader for them to convert. So if no information is available here, we&#8217;re probably in the lower quadrant. If we have provided a banner as you have and an interesting headline and the about section and featured links, that gives a lot more information to whoever sees this. So we want to reach the fourth quadrant.<\/p>\n<p>Let&#8217;s imagine, David, we had only two ways to do it. One is to grow our number of connections and then care about our profile, or improve our profile, make sure it converts, and then send all those invitations, which would make sense for you to go right or go up.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>You would want to have a full profile, so as you connect with people, they&#8217;ve got more detail, more insight, more background, and more information.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Absolutely. Because this is the equivalent of promoting your website before it&#8217;s built.<\/p>\n<p>You don&#8217;t promote your website before it&#8217;s built. You build it, and then you want people to see it. So I&#8217;m not saying that connections are absolutely worthless, but if you focus on connections before your own profile converts, then you&#8217;re living money on the table because many people will see that profiles are not likely to convert.<\/p>\n<p>And according to LinkedIn statistics, can you guess what is the number one activity that all LinkedIn members worldwide are performing on the LinkedIn platform? What is the single most important action that everyone does more than any other action on LinkedIn?<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Looking at people&#8217;s profiles.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Absolutely. You&#8217;re absolutely right. So LinkedIn is peculiar in the sense that if we&#8217;re heading to TikTok or Instagram or Facebook or Twitter, we&#8217;re usually here for the content, and we don&#8217;t spend that much time visiting and reading and analyzing the person&#8217;s profile. But on LinkedIn, people are here to basically assess you.<\/p>\n<p>And they would do it not by what it is that you shared, but by the quality of your profile, and if your profile helps them understand what you bring to the table, then they&#8217;re likely to reach out to you or to perform the action you want to perform.<\/p>\n<blockquote>\n<p>So before sending a million invitations just to have a look at your profile, make sure it converts, and then you will gain a lot more traffic from adding more connections or sending more connection requests.<\/p>\n<\/blockquote>\n<p>The good side about it is that I was listening to, I think, it was another episode you had with Devin Miller about guerrilla marketing.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Yes.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>And you mentioned the number of the frequency of sharing. So the good news for the audience here is that you don&#8217;t have to share that much on LinkedIn. No one is going to call the cops if you haven&#8217;t shared for 20 hours, it&#8217;s perfectly normal and most of our network is actually not interested in seeing us post too frequently.<\/p>\n<blockquote>\n<p>If they know that we share every couple of hours, then they might become blind to our content at one point, or unfollow or disconnect, and certainly not engage with our content.<\/p>\n<\/blockquote>\n<p>You don&#8217;t have a quota of things to share. Simply ask yourself, maybe even every quarter or every month, if you have a lot of content, what is the single high-quality piece of content you would like to share as an individual? And that will could take you five minutes, and that will be good enough for most people, but do make sure that your profile converts.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Let&#8217;s pretend I&#8217;m a nonprofit CEO president, and you&#8217;ve convinced me, all right, I need to be on LinkedIn. I need to have this profile. I need to get my team access to it, so they can have some of these conversations, I&#8217;m a busy person, I&#8217;ve got lots of stuff to do, I&#8217;m in meetings all the time, and I don&#8217;t have time to deal with this, and I&#8217;ll get people to help.<\/p>\n<p>What are three questions that nonprofit, NGO leaders, and marketers should ask themselves to turn their LinkedIn presence into something that will return some kind of result for their organization?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Excellent. So the three questions I would ask are these:<\/p>\n<blockquote>\n<p>Number one, who is your ideal reader? Number two, what action, David, would you like that person to perform when they visit your profile? And number three, are you helping them? Are you showing them the right information in the right order at the right time, in order for them to understand that they want to reach out to you?<\/p>\n<\/blockquote>\n<p>When people visit your profile, they come through a variety of sources, in some cases, it&#8217;s a piece of content you shared. In other cases, it&#8217;s the fact that you commented on someone&#8217;s post or someone who shared something.<\/p>\n<p>So, if Michael shared something, and you commented on it, even though we are not connected on LinkedIn, I may see it and discover you simply through that.<\/p>\n<p>So, the first question was who&#8217;s your ideal reader? The second question, is what action would you like them to perform? And we would usually want them to reach out to us, visit our website, attend an event, or register for a forthcoming webinar or something that would basically move them to our system. Hopefully, we have some kind of system for us to nurture them.<\/p>\n<p>Maybe they will not be able to act today, but in three months or six months, they would be allowed to help us. And the third question, the most difficult one when we look at our own profile: Does it make sense that anyone visiting our profile will understand within 5 seconds why they need to read it and why they need to care? You mentioned the importance of storytelling.<\/p>\n<p>As someone who leads an NGO, you have human stories, and the human stories could bring you more attention and more donations than the abstract problem. We know that there is a problem of poverty or illiteracy, whatever it is we care about.<\/p>\n<p>So, the third question is about the human story. Thinking or describing the journey of one underprivileged teenager who managed to go and attend college or university and then became a world-known scientist. It&#8217;s just an example, but it could resonate with your audience way more than saying that you have helped thousands of people or X millions of dollars.<\/p>\n<p>Whatever it is, the human story is often very powerful, and we can also take that lesson to our own profile. If we manage to write the about section or the headline as an interesting story, then we&#8217;re managing to make people more interested in what it is we want to show them.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>I think those are really important pieces as an organization. If you&#8217;re a large organization, you could talk about how you&#8217;re raising all this money and how you have this gala, but bring it down to that small little story that you can help people feel empathetic about, and I talk about this all the time, and probably, I would say, at least half of the podcast episodes, you need to tell that story.<\/p>\n<p>You need to weave that through everything that you do, and that also means doing that in your LinkedIn profile.<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Absolutely. I think you also have a content workshop and strategy program, so I don&#8217;t think our audience needs to create content for the sake of LinkedIn.<\/p>\n<p>But David, I do believe that once you&#8217;ve created high-quality content, making sure that people see it on LinkedIn is a no-brainer, because producing that content may take you a lot of time and a lot of energy, a lot of resources, but sharing it smartly across the LinkedIn platform is relatively easy.<\/p>\n<p>You can do it within minutes, and you can gain a lot more eyeballs and interesting people to see it once you&#8217;ve produced it and repurposed it or used it in a way that would be appropriate for the LinkedIn platform 100%.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>So, when we&#8217;re talking about our profile and making sure we&#8217;re creating kind of some story there and letting people know what it is that we care about and why it is that we do what we&#8217;re doing, you need to look at your profile headline.<\/p>\n<p>So why is that so important, and how should we be thinking about that?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Excellent. By default, the headline is usually the title of the latest position and the name of our company, but is that so important for our ideal reader? In many cases, David, the answer is no.<\/p>\n<blockquote>\n<p>Think about it this way, when we run a search or when we look at someone&#8217;s profile, the headline is the most expensive real estate, because that&#8217;s the only piece of information we see.<\/p>\n<\/blockquote>\n<p>Even before visiting your profile, say I&#8217;m looking at someone&#8217;s profile, or I ran a search, I see here a number of people, and what I see is basically their name, their photo, and then a text. You don&#8217;t have to have your default headline.<\/p>\n<p>The default headline for you would be probably chief Digital Aficionado, Wow Digital Inc, but that doesn&#8217;t necessarily tell the story from the reader&#8217;s perspective. And I&#8217;d like to read out the headline you&#8217;ve tweaked, that&#8217;s &#8220;I&#8217;m passionate about helping nonprofits with strategic digital accounts&#8221;, with the Canadian flag that I can&#8217;t show here on the desktop. This is way more engaging for the type of people you want to attract.<\/p>\n<p>Again, we can&#8217;t attract everyone, so if you&#8217;re not into nonprofits, maybe you won&#8217;t be interested in this, but if you are into a nonprofit, this is way more important than knowing the name of the company you&#8217;re heading.<\/p>\n<p>So have a look at your profile and have a look at your headline and make sure that the headline is inviting. Or if you just had a look at it, would it make people move and check you out?<\/p>\n<p>Especially David, if you want to search, and we have 600 results, and we&#8217;re basically scanning and seeing one, two, three, or four, and whenever we hit on David or Sean or Chris, there&#8217;s a huge clock ticking in our brain saying, &#8220;Hey, don&#8217;t spend more than 2 seconds here because there are many other curtains out there&#8221;.<\/p>\n<p>So, the headline is really the single most important piece of text that could draw people into a profile, and once they&#8217;re there, thanks to the banner you&#8217;ve uploaded and thanks to the featured items you&#8217;ve added here, the visitors to your profile are likely either to click on one of those or to better understand what you bring to the table.<\/p>\n<blockquote>\n<p>And everything we mentioned doesn&#8217;t cost anything. It costs you some time, but you don&#8217;t have to pay for a LinkedIn premium account, you just have to use your brain and focus on your objective.<\/p>\n<\/blockquote>\n<p>If you&#8217;re not looking for a job, turn your LinkedIn profile into a way for you to gain more volunteers or more donors, or stakeholders interested in the cause you&#8217;re matching.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Awesome. Some fantastic insights on that.<\/p>\n<p>You&#8217;ve convinced me, as a leader, I need to use my profile. You&#8217;ve convinced me I need to have a byline in there, a description that will show up that is engaging, and that talks about what we do, you convince me I need to spend a bit of time in terms of getting content into my profile so that I&#8217;m doing some stuff in the space where my potential audience is hanging out. I&#8217;ve done a little bit of searching, I&#8217;ve done a couple of connections, and I found an ideal donor or volunteer.<\/p>\n<p>They accepted my connection request, but nothing happened. Why is that? Do you have any tips on how we can kind of make that conversation happen in a more meaningful way?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Okay, so I think it would make more sense to prevent the situation rather than try to handle it now.<\/p>\n<p>Now, why has this happened? Because you&#8217;ve probably received hundreds of unsolicited connection requests, and the minute you accept them, you&#8217;re spammed with all sorts of services there is no chance on earth you would need. So people and donors and volunteers have become a lot more cautious about who they accept.<\/p>\n<p>It&#8217;s basically receiving a phone call from an unknown number or having a spam alert when you do this, but you don&#8217;t necessarily have to send them a connection request.<\/p>\n<p>In some cases, if you connect with people you know well, then you run a search, and you see that you have two or five or 15 interesting donors live on LinkedIn, find the name of the mutual connection and find a way for you to start a conversation with them. The easiest step for you to do would be, maybe, to invite them to an event or to help them better understand the cause that you&#8217;re defending.<\/p>\n<p>And if you make it easier for them to attend, if it&#8217;s a Zoom meeting, if it&#8217;s something that would not be too difficult for them, maybe you could move them one step further to what is it you wanted, but don&#8217;t bypass your network. Start with getting introductions from people you know well. You need to have a system either before connecting or after connecting.<\/p>\n<blockquote>\n<p>If you decided you wanted to go for the quantity, and you want to have 30,000 connections, then, David, you need to have a system.<\/p>\n<\/blockquote>\n<p>As soon as the person accepted the invitation, LinkedIn will pop up a message saying, &#8220;See what Jane is up to&#8221;, or &#8220;Start a conversation with Bob&#8221;, and that means they have accepted your invitation request.<\/p>\n<p>Now, for the first time, usually you have access to their email address at one point or another. It makes sense to leave the LinkedIn platform to communicate with them through email and to nurture them based on the system you have if you have one. Or forget about this.<\/p>\n<blockquote>\n<p>Focus on connecting with people you know well and gainful introduction, meaningful introductions thanks to mutual connections.<\/p>\n<\/blockquote>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>Daniel, this has been a fantastic conversation, with some amazing insights that you&#8217;ve brought to the table. Thank you so much for your time.<\/p>\n<p>I hope that the people listening have been able to get some great advice from you on how they can leverage their profiles. They likely already have a LinkedIn profile. If you don&#8217;t, it takes a minute to go and create one and then get the (I think they send) an authentication email to make sure it&#8217;s a legitimate email, but that&#8217;s about it. It&#8217;s super easy to do. Go and set one up.<\/p>\n<p>Use Daniel&#8217;s information and resources and items that he spoke about today to help you get more traffic and build your profile and create those meaningful conversations that need to happen.<\/p>\n<blockquote>\n<p>And 20 years ago, you would be having these conversations in person at events. You&#8217;d be having these conversations walking through your facility or walking down the street or at dinners with friends and family, right?<\/p>\n<\/blockquote>\n<p>Take those conversations, apply the same way that you would speak with people, but in the digital realm. Everything&#8217;s gone digital, certainly over the last two and a half, three years with COVID, but take these insights, apply them, and you&#8217;re going to start to see some kind of movement from there. If anybody wants to get in touch with you, Daniel, what do they need to do?<\/p>\n<p><span style=\"color: #993366;\"><b>Daniel Alfon: <\/b><\/span>Thank you very much. It&#8217;s been a pleasure to be part of the Nonprofit Digital Success.<\/p>\n<p>And the best way is to go to <a href=\"http:\/\/danielalfon.com\" target=\"_blank\" rel=\"noopener\">DanielAlfon.com<\/a>. You&#8217;ll find all sorts of information there, and I&#8217;m happy to help. Awesome.<\/p>\n<p><span style=\"color: #3366ff;\"><b>David Pisarek: <\/b><\/span>So before our show, Daniel, we were talking&#8230; You have a freebie for people, so head over to <a href=\"http:\/\/danielalfon.com\" target=\"_blank\" rel=\"noopener\">DanielAlfon.com<\/a>.<\/p>\n<p>We&#8217;re going to have a link on our Show Notes page for you so that people can just click and jump right over there. It&#8217;s a PDF that you&#8217;ll get access to that talks about creating a profile headline that sells. It&#8217;ll give you instant access to all that information and why that&#8217;s super important for you to do.<\/p>\n<p>Daniel also has a book available on Amazon, it&#8217;s called &#8220;How to Build a LinkedIn Profile for Business Success: An Ultimate Guide&#8221;. Go and check it out. There are some amazing resources in there.<\/p>\n<p>Thanks again so much, Daniel. It&#8217;s been great having you on the Nonprofit Digital Success podcast.<\/p>\n<p>Hey, everybody listening. If you find this concept a little bit abstract, or you don&#8217;t have the time or a team to help you deal with this, Daniel also has a done-for-you package, so head over there and connect with them, and he&#8217;ll help you out.<\/p>\n<p>If you want any of the resources, as I mentioned, we&#8217;re going to have them up on the Show Notes page. Just head over to <a href=\"http:\/\/nonprofitdigitalsuccess.com\/podcast\" target=\"_blank\" rel=\"noopener\">nonprofitdigitalsuccess.com\/podcast<\/a>.<\/p>\n<p><b><\/b>Click on this episode for all the details. And until next time, keep on being successful.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"cbox-CwYZVZ4uhpsV8n9s\"><\/div>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;|||0px|false|false&#8221; custom_padding_phone=&#8221;|||0px|false|false&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code admin_label=&#8221;Sidebar Column Section&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_section global_module=\"222749\"][\/et_pb_section][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today&#8217;s episode, we&#8217;re glad to have Daniel Alfon on the show! Daniel is a LinkedIn guru who helps organization leaders leverage their LinkedIn presence to get leads &#8211; and in the nonprofit world, that means raising awareness and getting more volunteers, sponsorships, and donors. We brought him on the show to discuss how to get the most out of LinkedIn and how to leverage your network relationships to benefit your nonprofit organization<\/p>\n","protected":false},"author":1,"featured_media":227354,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>[et_pb_section fb_built=\"1\" custom_padding_last_edited=\"on|tablet\" disabled_on=\"off|off|off\" admin_label=\"Podcast Video Section\" module_class=\"sectionpadding podcast-video-sec\" _builder_version=\"4.16\" _module_preset=\"default\" background_image=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2022\/04\/podcast-video-bg-image.jpeg\" parallax=\"on\" parallax_method=\"off\" custom_margin=\"0px||0px||false|false\" custom_padding=\"130px|30px|130px|30px|false|false\" custom_padding_tablet=\"50px||50px||false|false\" custom_padding_phone=\"40px||40px||false|false\" locked=\"off\" 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_module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text quote_border_weight=\"0px\" quote_border_color=\"rgba(0,0,0,0)\" module_class=\"title68 befor-line\" _builder_version=\"4.16\" text_font=\"||||||||\" text_font_size=\"26px\" link_font=\"|100|||on|||#000000|\" link_text_color=\"#000000\" quote_font=\"Playfair Display||on||||||\" quote_text_color=\"#000000\" quote_line_height=\"1.3em\" header_font=\"|700|||||||\" header_2_font=\"|700|||||||\" header_2_text_color=\"#FFFFFF\" header_2_font_size=\"68px\" header_2_line_height=\"1.1em\" header_3_font=\"Poppins|700||on|||||\" header_3_text_align=\"center\" header_3_text_color=\"#000000\" header_3_font_size=\"68px\" header_3_letter_spacing=\"0.1px\" header_3_line_height=\"1.3em\" header_4_letter_spacing=\"12px\" header_5_font=\"|300|||||||\" header_5_text_color=\"#bfbfbf\" header_5_letter_spacing=\"12px\" header_6_font=\"|700|||||||\" header_6_letter_spacing=\"12px\" text_orientation=\"center\" background_layout=\"dark\" module_alignment=\"center\" custom_margin=\"0px||40px||false|false\" custom_margin_tablet=\"||20px||false|false\" custom_margin_phone=\"||15px||false|false\" custom_margin_last_edited=\"on|phone\" custom_padding=\"0px||0px||false|false\" custom_padding_tablet=\"||||false|false\" custom_padding_phone=\"||||false|false\" custom_padding_last_edited=\"off|phone\" quote_font_size_tablet=\"\" quote_font_size_phone=\"\" quote_font_size_last_edited=\"on|desktop\" header_2_font_size_tablet=\"38px\" header_2_font_size_phone=\"30px\" header_2_font_size_last_edited=\"on|phone\" header_3_font_size_tablet=\"44px\" header_3_font_size_phone=\"33px\" header_3_font_size_last_edited=\"off|desktop\" custom_css_main_element=\"position: relative;\" saved_tabs=\"all\" locked=\"off\" global_colors_info=\"{}\"]<\/p><h2>Audio recording<\/h2><p>[\/et_pb_text][et_pb_code admin_label=\"podcast episode iframe code\" module_class=\"podcast-audio-block\" _builder_version=\"4.18.0\" _module_preset=\"default\" background_enable_color=\"off\" custom_margin=\"0px||0px||false|false\" custom_padding=\"0px||0px||false|false\" global_colors_info=\"{}\"]<iframe src=\"https:\/\/anchor.fm\/wowdigital\/embed\/episodes\/047---Modernizing-non-profit-digital-marketing-tools--with-Bryna-Dilman-e1o7tb3\" width=\"100%\" height=\"232\" frameborder=\"0\" scrolling=\"no\"><\/iframe>[\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\"1_2,1_2\" use_custom_gutter=\"on\" gutter_width=\"1\" make_equal=\"on\" custom_padding_last_edited=\"on|phone\" module_class=\"rowPT60\" _builder_version=\"4.16\" _module_preset=\"default\" width=\"100%\" width_tablet=\"100%\" width_phone=\"100%\" width_last_edited=\"on|tablet\" custom_margin=\"0px||0px||false|false\" custom_padding=\"70px||0px||false|false\" custom_padding_tablet=\"20px||||false|false\" custom_padding_phone=\"20px||||false|false\" global_colors_info=\"{}\"][et_pb_column type=\"1_2\" _builder_version=\"4.16\" _module_preset=\"default\" custom_padding=\"|25px|||false|false\" custom_padding_tablet=\"|0px|30px||false|false\" custom_padding_phone=\"|0px|30px||false|false\" custom_padding_last_edited=\"on|tablet\" global_colors_info=\"{}\"][et_pb_text admin_label=\"about this episode text\" module_class=\"text22\" _builder_version=\"4.18.0\" text_font=\"|600|||||||\" text_text_color=\"#FFFFFF\" text_font_size=\"22px\" header_2_text_color=\"#FFFFFF\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" text_font_size_tablet=\"19px\" text_font_size_phone=\"17px\" text_font_size_last_edited=\"on|desktop\" global_colors_info=\"{}\"]<\/p><p>In today's episode, we're glad to have Bryna Dilman on the show! She's the Director of Growth at Fundraising KIT. As an expert in data and analytics with an extensive background in the non-profit sector, Bryna bridges the gap between Fundraising KIT\u2019s offerings, and the unique technology needs of non-profit organizations, ensuring seamless user experience and maximum ROI.<\/p><p>We brought her on the show to talk about her experience delivering innovative strategies and helping non-profits deliver funding for their core mission. As well as asking her how non-profits can leverage the newest marketing tools to spread their message even further.<\/p><h2>Mentioned Resources<\/h2><ul><li><a href=\"mailto:bryna.dilman@fundraisingkit.com\">Get a 20% off the first year of an annual contract with Fundraising Kit!<\/a><\/li><li><a href=\"http:\/\/www.fundraisingkit.com\" target=\"_blank\" rel=\"noopener\">Fundraising Kit website<\/a><\/li><li><a href=\"https:\/\/ca.linkedin.com\/in\/brynadilman\" target=\"_blank\" rel=\"noopener\">Bryna Dilman's Linkedin<\/a><\/li><\/ul><p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\"1_2\" _builder_version=\"4.16\" _module_preset=\"default\" custom_padding=\"|||25px|false|false\" custom_padding_tablet=\"|||0px|false|false\" custom_padding_phone=\"|||0px|false|false\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"display: flex;||flex-flow: wrap row;||justify-content: center;||align-content: center;||align-items: center;\" global_colors_info=\"{}\"][et_pb_code 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_builder_version=\"4.16\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2022\/04\/post-circleA-img.svg\" title_text=\"post-circleA-img\" _builder_version=\"4.17.4\" _module_preset=\"default\" width_tablet=\"100%\" width_phone=\"100%\" width_last_edited=\"on|tablet\" max_width_tablet=\"300px\" max_width_phone=\"200px\" max_width_last_edited=\"on|desktop\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.16\" _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"bottom_left\" position_origin_f=\"bottom_left\" width=\"100%\" width_tablet=\"100%\" width_last_edited=\"off|tablet\" custom_margin=\"0px||0px||false|false\" custom_padding=\"0px||0px||false|false\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2022\/04\/post-circleB-img.svg\" title_text=\"post-circleB-img\" _builder_version=\"4.17.4\" _module_preset=\"default\" width_tablet=\"100%\" width_phone=\"100%\" width_last_edited=\"on|tablet\" max_width_tablet=\"200px\" max_width_phone=\"150px\" max_width_last_edited=\"on|desktop\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.16\" _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_right\" position_origin_f=\"center_right\" width=\"100%\" width_tablet=\"100%\" width_last_edited=\"off|tablet\" custom_margin=\"0px||0px||false|false\" custom_padding=\"0px||0px||false|false\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2022\/04\/post-circleC-img.svg\" title_text=\"post-circleC-img\" align=\"right\" _builder_version=\"4.17.4\" _module_preset=\"default\" width_tablet=\"100%\" width_phone=\"100%\" width_last_edited=\"on|tablet\" max_width_tablet=\"200px\" max_width_phone=\"150px\" max_width_last_edited=\"on|phone\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\"3_4,1_4\" use_custom_gutter=\"on\" gutter_width=\"1\" make_equal=\"on\" _builder_version=\"4.16\" _module_preset=\"default\" width=\"100%\" width_tablet=\"100%\" width_phone=\"100%\" width_last_edited=\"on|tablet\" custom_margin=\"0px||0px||false|false\" custom_padding=\"0px||0px||false|false\" global_colors_info=\"{}\"][et_pb_column type=\"3_4\" _builder_version=\"4.16\" _module_preset=\"default\" custom_padding=\"|60px|||false|false\" custom_padding_tablet=\"|0px|30px||false|false\" custom_padding_phone=\"|0px|||false|false\" custom_padding_last_edited=\"on|phone\" global_colors_info=\"{}\"][et_pb_text admin_label=\"Text\" module_class=\"post-content-text-module\" _builder_version=\"4.18.0\" _module_preset=\"default\" text_font=\"||||||||\" text_text_color=\"#555555\" text_font_size=\"16px\" header_2_font=\"|700|||||||\" header_2_text_color=\"#000000\" header_2_font_size=\"38px\" header_2_line_height=\"1.2em\" header_3_font=\"|600|||||||\" header_3_text_color=\"#555555\" header_3_font_size=\"22.1px\" header_3_line_height=\"1.4em\" custom_margin=\"0px||0px||false|false\" custom_margin_tablet=\"||||false|false\" custom_margin_phone=\"||||false|false\" custom_margin_last_edited=\"off|phone\" custom_padding=\"0px||0px||false|false\" custom_padding_last_edited=\"off|phone\" header_2_font_size_tablet=\"30px\" header_2_font_size_phone=\"26px\" header_2_font_size_last_edited=\"on|tablet\" header_3_font_size_tablet=\"19px\" header_3_font_size_phone=\"18px\" header_3_font_size_last_edited=\"on|phone\" custom_css_main_element=\"position: relative;\" locked=\"off\" global_colors_info=\"{}\"]<\/p><h2>Episode Transcription<\/h2><p><span style=\"color: #3366ff;\">David: <\/span>Welcome to the Non-profit Digital Success Podcast, I'm your host David, in this episode, I'm gonna be speaking with Bryna Dilman from Fundraising Kit. And at the end of the episode, she has an amazing offer for you.<\/p><p>This is one of the most exciting interviews that we're gonna have simply because donors are looking to give money and non-profits and charities are looking for money, and this is gonna kind of bring it all together. Looking forward to chat with Bryna and her giving all kinds of great insight to everybody who's listening.<\/p><p>So let me introduce her, Bryna is the director of growth at Fundraising Kit, which is a data-driven toolkit that helps non-profits raise more for their cause. Integrating with leading non-profit databases, their fundraising fit identifies supporters early and who are ready to give and segments of donors for targeted communications.<\/p><p>They track fundraising progress, and They'll save you time and hours and hours and hours so that you can increase your revenue in your bottom line. Bryna is an expert in data analytics with an extensive background in the non-profit sector, something between like 15 and 20 years of working in the non-profit arena, which is fantastic. And, you know, the unique technology needs of non-profit organizations, which require experience in maximum ROI and being able to deliver that and strategies to help non-profits raise more to deliver their core mission is right at the heart of everything that she's into.<\/p><p>So, hi, Bryna, that was a bit of a mouthful, welcome to the show.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Thank you so much for having me. I'm so excited to be here.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> That's awesome. You've got a ton of, you know, non-profit sector experience and it sounds like you're pretty busy. So, I certainly appreciate you taking some time to join here. I'm curious, like what drove you to work in the non-profit sector?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> So funny, I did my postgraduate studies in corporate communications and public relations, and we got to do a co-op. One of the co-op options was obviously a PR agency and there was one non-profit that was associated with the program. I chose that just because I thought it sounded interesting, it was for KidSport Ontario, and I fell in love with working for a cause.<\/p><p>I thought it aligned with my values, I thought that it was such a unique opportunity to do something and work hard for the community and for people versus, you know, having to get somebody more vacation time or a bigger cottage. I just felt that my time and energy was just so well deserved going to that community in those families and ever since then, I've just stayed within the industry.<\/p><p>So that's kind of how it worked, which is strange, because now I'm not in the non-profit industry, but I'm supporting the non-profit industry. So I feel good about what I'm doing.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Important for me to have a sense of purpose, right? Yeah. And that's, you know, from what you're saying that's really what drives you. And I think that really drives anybody that's related to, like, if you think of a cloud around non-profits and charities there's all these different types of businesses for profit, non-for-profit, etcetera are in that space.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Yes. I love it. I'm happy.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Awesome. That's great. Alright, so let's jump in. First question here for you, what digital marketing opportunities have you seen arise for non-profits over the past five years?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Well, first of all, non-profits are now starting to use a lot more digital tools than they have in the past. And I think online giving grew by, I think I have my notes here 60% from 2017 to 2021. And so what the great thing about having these new digital marketing tools is that non-profits have more ability to create awareness and raise funds for their cause.<\/p><p>So I've seen people use their websites in different ways. I think a lot of the time non-profits have a website for a vessel of information, and now people are actually using it as a marketing tool. A way to actually showcase where and how to get help, where to donate, how to get involved, and not just showcasing the information in which they have about the disease or the whatever they're supporting. Another opportunity I've seen is social media and digital ads.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Again, I think I've seen that digital advertising budgets have increased by 19% in 2021. So these non-profits are actually going out and finding grants for Google ads and PPC or Paid Per Click ads because they're seeing there's a change in a shift in how people are seeing and viewing these opportunities to get involved in a charity. And they're using those type of digital marketing opportunities.<\/p><p>Another way I see is obviously social media, I think 18% of donors worldwide donate on Facebook. Again, a trend that we've seen in the beginning when social media started that Facebook and Twitter were used more as awareness pieces versus now it's marketing to generate dollars in revenue.<\/p><p>Again, non-profit software, online giving software, we see peer-to-peer events and donation pages as a huge opportunity for non-profits to increase fundraising. And I think Salesforce put out their 2021 trend report staying that even post-pandemic, 30% of non-profits are still using traditional peer-to-peer fundraising events for generating revenue. And because of that, non-profits need to utilize those platforms and those avenues to generate revenue*.<\/p><p>Text messaging and automation tools, something that we've really seen increase over the last couple of years, you know, text messaging used to be again, just like websites, an awareness opportunity where non-profits would use it to drive people to the website or to gain more information. Now they're using text messaging for giving something, that's increased mobile giving. I think I have here 25% of donors complete their donations on mobile devices. And in the past year, mobile donations have increased 205% and it takes 90 seconds to respond to a text versus I say 90 minutes by email.<\/p><p>So non-profits really can start to look at using those kinds of digital marketing opportunities as well. And then email marketing software, you know, non-profits are increasing connecting with their donors via email. We see email list sizes increase. In 2021, there is an increase of an average rate of 7% building on 4% and 2% growth in the previous years.<\/p><p>So again, all these different digital marketing things we've seen over the last five years, in particular, are really helping non-profits use those pieces of technology and digital opportunities to not only drive awareness but to increase revenue. I don't know, is that what you see as well? Or here? I feel like those are kind of the top ones that I've noticed.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Yeah. And I think that makes a lot of sense, right? During the pandemic over the last two years plus, people are at home more. Cellphone prices, data plans, and I guess general access, it's getting less expensive. People have more easy access to technology, and we're seeing this trend right across with websites as well, like in terms of analytics, right? You're seeing an increase in mobile access to websites over desktop access.<\/p><p>People are sitting on their couch, they're doing more surfing from their phones. They're seeing a commercial on TV, they're Googling it, they're doing all that kind of stuff. So they're more ready to kind of like, I don't know if you think of the wild west where they're walking around their hands on their hips like to pull the gun, right? Like, no, they've got their cell phone in their pocket.<\/p><p>They're like ready to pull it out and shoot. Right? And take some kind of action. It's really important that non-profits think about these other kinds of mediums as they're building out their digital presence.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> It's really important. And again, I think a lot of non-profits are trying to stay in line with the trends. It's just trying to balance that with skillset, it's trying to balance that with remote working and how do you teach and mentor all these new individuals coming in or leaving with great resignation, etcetera, etcetera.<\/p><p>But once you have these core opportunities in front of you and you're utilizing the digital world, you really have such a large opportunity to engage a bigger audience, so it's important.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> A hundred percent. You need to be able to engage and differentiate yourself from other similar like organizations. Just because your organization is doing this doesn't mean there isn't somebody else that's doing the same thing that's gonna try to fight to get dollars from donors in that same kind of space.<\/p><p>Whether they're local, regional, national, international, there's tons of organizations out there that are doing that. So if we kind of shift into, okay, \"here's the high level\", you know, different trends, that have come in what we're seeing in terms of numbers and growth over those super important metrics for us to kind of understand.<\/p><p>But, let's drill down a little bit in terms of, I guess, boosting online donations, right? What are some of the best practices that you could recommend for non-profits?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Number one, engage with your donors. How do you create an engaging experience for your donors on your website? And number one way is to put together an online presence or an online donation page that really resonates and makes them feel empowered.<\/p><p>How do you do that? One way, I think there's a lot of statistics about embedding your donation page on your website. So, instead of having someone click on a donate button and be redirected to another page, you want it within the organization's webpage.<\/p><p>This gives trust, it showcases branding, it's just an opportunity for these non-profits to showcase to the donor that the experience is the same. They're not being taken out of where they're intentionally supposed to be going. Another opportunity is having those ways in which to engage them and empower them. One, let's say, thermometers; so whether or not you're having a campaign or an event, even just a donation drive, have a thermometer to showcase impact, non-profit donors want to see impact. There is I think a step that says overall giving increase by 35% when non-profits use a thermometer on their webpage.<\/p><p>Again, this real-time dynamic, you know, widget or gamification kind of tool is really giving that donor the opportunity to see \"my donation matters\". Even if it's $10 or it's $5,000, whatever it is, that donor wants to see that the non-profit is benefiting from their experience and from their donation. Another really great way to, I guess, I always say inspire and satisfy is give donors the opportunity to cover the fees, these processing fees.<\/p><p>Some non-profits are a little bit shy to ask for their ask donors to give a little bit more but guess what your donors want to give to you, and they want 100% of the funds to go to you*. But again, working in the non-profit sector, there's administration and processing fees, and that's not a bad thing. That keeps the world moving and going and growing and people employed it's OK.<\/p><p>And these donors have the capacity to give that extra 35 cents a $1.25 more, and it makes them feel even better being able to give that little extra, so the non-profit can get 100% of that donation cost. Again, another great opportunity is having buttons on your site that allow these donors to find corporate matching.<\/p><p>Why? they say 9 out of 10 companies offer matching gift programs with an estimated 2 to 3 billion dollars donated annually. So what does that mean? Donors are maximizing the amount of money they're giving to the donation without having to double dip into their own pocket.<\/p><p>What a way to really strengthen your relationship with that donor and feel like you're giving them the power again, that word, empowering those donors to feel like they're contributing more by showcasing to them. Here's an opportunity to find, find out if your non-profit, if your organization has corporate matching, and then using your technology, make sure you use suggested donation amounts.<\/p><p>There's statistics that say there's a 12% increase in average donation when people see a donation number versus them just putting in what they feel and when they see those potential asks, they think they're supposed to click on one. So even if they went in intentionally thinking, I'm just gonna give $20. If the minimum number is $25, they'll think, \"well, that's what I should be giving\".<\/p><p>So, engage with your donors. If you want $25 to be your minimum donation, those that are able to give that will give it because you've given them the option to do that. Again, having tribute giving, one-third of all donors worldwide they give tribute gifts.<\/p><p>They want to know that they're honoring their family or their friends or their networks when they're donating a gift to a charity. So having them be able to showcase who they're tributing their gift to is, again, a nice way to honor them, engage with them and boost donations. And then, you know, things like social media shares widget, have the opportunity for the donor to share that information on that donation page that will really help increase fundraising.<\/p><p>It gives the non-profit the opportunity to share their messaging with the donor's network. Again, maybe a huge group of people that may not know about the organization themselves. 43% of people attend or participate in charitable events in their community because of social media and 55% of people actually engage with non-profits on social media, end up taking some sort of action.<\/p><p>So again, an opportunity to increase revenue with your donation pages, and then obviously in giving options, having many different giving options, monthly giving, recurring giving, having that option and button on the donation page will really help increase revenue. 45% of donors enroll in a monthly giving program a year and monthly giving revenue increases by 23% for those non-profits, which impacts their revenue. So just having that option there, it's gonna help increase funds.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Wow. That was a lot, I think there were maybe 7 or 8 in there. That's amazing. So I made a couple little notes as you were talking, and I've got a couple of questions for you. About that in terms of donation forms, what are your thoughts in terms of, you know, how long should a donation form be? I've seen some that are like \"name, email amount, and then like takes you into billing\", right? So your credit card details, that type of thing.<\/p><p>I've seen some that they want your address and they want to know like your life history and your DNA code and like this and that and whatever. What are your thoughts on that?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Great question. And there's a fine balance. So, if this audience is the non-profit sector, you know, I would tailor towards not your DNA, but ask more questions. Number one. And you know, David I'm assuming you're a donor as well, and when you're giving information, you feel proud. Just giving your name and your amount you're like, \"oh, that's it\".<\/p><p>When you are asked, okay, like, \"why are you giving, do you wanna try a corporate gift? Would you be interested in a monthly donation? Would you consider donating or covering the processing fee?\". Again, not all of these have to be mandatory questions, but again, every time there's a question and interaction, it's a relationship.<\/p><p>The reason why it's an opportunity for the non-profit is because you're online. You don't have that face-to-face interaction to say like, \u201cHey David, thanks for giving to this, becaause do you have a reason? Like, can I ask what that is? Can I show you where this impact is going? Can I tell you how that donation is helping this company, this family member, this environment, whatever it may be?\", it's an online transaction.<\/p><p>And in order to develop a relationship with your donors, which these non-profits need to do, especially in this digital age of talking. Even pre-pandemic, this is an opportunity to utilize a medium where there's no face-to-face interaction, ask them questions. You know, when I go meet somebody for the first time or you go to the dentist and they're just like, \"hi, what's your name? Okay, come in, let me do your teeth. Goodbye\". Versus there's a little back and forth, I feel at ease, I feel comfortable, I feel they're credible, I feel like I trust them. You want to develop a relationship with your donors because you don't want any donation to be transactional.<\/p><p>The more transactional it is, the less of an impact you're going to make on that person's life, and the less impact that person's going to be able to know they are making on what that non-profit is doing. Again, you want to have a healthy medium, but there's really an opportunity, and I always say, if I'm committed to donating to a cause, and I think the statistic for non-profits for having people who are affected by your cause, that network, is like almost 80% of people who want to give to a cause have a direct relation to it.<\/p><p>Asking me an additional 2 to 5 questions is not going to turn me off of that disease or that support. I'm not gonna stop caring about the environment because I was asked a couple more questions or if my grandmother has had, you know, heart and stroke issues, I'm not going to not want to give to them because they're asking for my address, or if I'm interested in becoming a monthly donor. You want to have a balance between mandatory and non-mandatory questions, but create a relationship, you know, as best as you can in that online medium.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> I think that's really great, and one of the things that is kind of weaving through what you're saying, but you didn't actually say it is really kind of tell the story. Like, what is it about your organization that people are gonna care about? And if you get this insight by asking some questions like, \"Hey, you know, thank you for your donation of $8 or $50 or whatever it is, you know, here's the ways that we're gonna use it\".<\/p><p>If it's like a general purpose type of fund, but you know, kind of creating that story. And if you ask them, \"Hey, what was it that, you know, prompted you to donate to rhino's foundation\", right? You'll be able to learn about the audience and ways that you can connect with them and the story that you can tell that would connect with them.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Exactly.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> All right. So we've got an awesome donation page now, right? We've got like 85,000 different ways that we can engage with them. Right? How do we get people there? And I like to always talk about email marketing and being able to get out there because people are still using email at, at email isn't dead. So do you have any best practices in terms of what people can do with regards to email marketing?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Absolutely. And I think this plays into your point about stories. So now that you've captured all this information about these donors and you've, you know, talked to them, you can now personalize your communications. And I always say one piece of data is so important.<\/p><p>You know, somebody's a monthly donor, well they're different than somebody who's just given one time. You know somebody's covering the processing fee?, well I think they care, not care more, but they have the opportunity to be able to give a bit more. You can talk to them differently. Personalizing your email communications is not just about saying \"hi David\", \"Hi Bryna\" when you email, or \"thanks for giving $30 or $150\".<\/p><p>It's not about just transactional communications, it's about personalizing. \"Thanks for giving to this particular campaign\", \"thanks for giving to this particular program\" or \"thanks for becoming a monthly donor\", \"thanks for covering the processing fee\", the more that you know who your donors are, the better you are able to communicate with them and making sure you have the right tools to be able to do that.<\/p><p>So, not just sending out an email, but figuring out who are you sending that email to. Fundraising Kit has the opportunity to properly segment these donors, to be able to say how in which they came to your organization so that you're not just the blanketing these messages.<\/p><p>Another opportunity to really make those email campaigns go a long way is picking the right time for sending email. Now, I know there's a lot of talk about sending on a weekend, a weekday, a midday in the morning, in the afternoon. That's great, and you need to figure out what that is. That's a little bit of trial and error, but it's also the right timing.<\/p><p>If you can look at my donation history and you can see I've never donated in the summer because I'm always away in the summer. I wish I'm just using this as an example, that's my dream. You're not going to want to send me emails during those months because I'm not going to open them, I'm not gonna engage in them, I'm not gonna be able to really see.<\/p><p>So, you want to have the right technology to send a personalized email at the right time. So again, that's where Fundraising Kit can really tell you the time of year, the time of month that you should be interacting with these individuals. So, you're not just blanketing, \"thank you messages\" and you're doing it in a timely manner, right? So you want to make sure you say \"thank you\" right away, obviously, but you want to make sure throughout the year. Especially if they're giving to a certain campaign or program that you're doing exactly what you mentioned, the storytelling, \"this is where the funds are going\", \"oh, hey, this is how it's now been impacted\", \"this is who you're impacting \".<\/p><p>Using mobile-friendly emails, you mentioned it, I mentioned it, people are on their mobile phones all the time. How about if you created this gorgeous, amazing, beautiful-looking email and someone opens it on their phone and it looks different all the time.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Oh my God. If you have to scroll sideways on an email, let's just...<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Turn it sideways. You want to make sure that when you're sending out emails that you're testing in on a variety of different devices, not just mobile. Tablets, all these kind of things that people are using now to ensure that they're seeing the impact that you're trying to showcase in those emails. Segmenting your emails, utilizing an opportunity to properly segment, which goes back to personalization.<\/p><p>The more you can segment, you're creating that relationship, you're continuing it. You started it on the webpage, when they came to see your information, you continued it when they were able to click through and make that donation. And now you're going to enhance it with the information that you're using by talking to the right people at the right time. And then you want to make sure you're re-engaging with inactive customers or inactive donors.<\/p><p>You don't want to just leave them out, you want to really find ways to reengage and really find that retention within those donors. They say, \"I think acquiring new donors can be 50 to 100 times, a 100% more expensive than re-engaging those who have given to you once\". So, what does that look like? all those things that we just mentioned to figure out how to reengage, how to communicate, how to at the right time, with the right message, in the right way through personalization and all the above high level.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> And super high level, Right? But I think it's also important to do some outreach in between, right? So. not just connect with your donors when there's a campaign or giving Tuesday or something like that. They want to be reached out to throughout the year, knowing where funding is going to tell the stories about an organization helping children, right? Feature some of the children or some of the families, and like try to pull at those heartstrings. Create that emotional connection, and that's gonna get you better and more engaged donors.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> It's ambassadors, right? And you know, working in the non-profit sector I've worked at a variety of different causes and organizations, but even one, you know, Kids' Help Phone I worked at where you really, you can't showcase a kid. Or when I worked in the city center, a lot of people think, you know, well, \"my kid doesn't need this work or help\". Well, you need to personalize it and you need to show impact.<\/p><p>Somehow there has to be a way to find that connection and it's saying throughout the year. Communication isn't from a campaign, it's not because of a donation, really communication and email communication should happen throughout the year at a variety of different opportunities to say thanks to. Talk to them about all the different holidays that are arising, and make sure that you thank them for just being part of your community.<\/p><p>It's an opportunity to allow your non-profit to be top of mind so that when there is donation request email that comes up you haven't been silent since the last donation. You haven't been MIA, you've been present, you've been active and you've been relationship-building.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Yeah. My family, we give to there's about a dozen charities that we donate to. And, you know, there's different times of the year, right? Like end of year, we want to get tax receipt, things like that, right?There are only two out of them that I get communications through regularly throughout the year, and I have a very different opinion of those organizations.<\/p><p>I do have these ones where I'll get a piece of mail: \"Hey, you know, it's time for a donation, thank you\". You know, you're going to get my donation, but like \"what's happening?\". I care about the non-profits that we support and the charities we support, I follow them and I'm seeing different things. But, they're not out there really promoting themselves, really talking about amazing work that they're doing, the people that are helping.<\/p><p>How they're creating impact, changing the world, all that kind of stuff, which is probably what everybody that's listening to this or watching this is out there doing. People want to know, they want to know how their money is being used when they're donating.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Absolutely. Absolutely.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Yeah. So, I guess taking that thread in terms of driving engagement or using technology to drive engagement, what do you see as ways that non-profits and charities can improve or increase stakeholder engagement?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Number one, technology. Technology is the most opportune way for these non-profits these days to increase stakeholder engagement. I say that because what's happened in the last couple of years: a pandemic, the great resignation, remote working. All of these things that have really given the non-profit industry.<\/p><p>And again, excuse me, another one is a lot of these non-profits when this pandemic came to be, weren't able to meet their budgets or had to pivot quickly from all of the planned events and programs that they had in place. What is the one common stability within all of that: is technology. It bridges that gap, and how does it bridge that gap? It allows the non-profit to utilize the technology to really boost or improve engagement.<\/p><p>What I mean by that is that when you have a database that has now been collecting all of this information over the last two years, especially if you went online from all these, you know, in-person events that pivoted you now have a whole bunch more data and hopefully what I've been saying about all, you know, our previous questions that you've had an interactive donation page, and you've been able to really collect information, have so much more data than you've ever had before you need to use it.<\/p><p>This is such a good opportunity to now talk to them about it, to be more inclusive. Really non-profits want to look and need to look at their technology and ways in which they're going to use it. Having the right CRM, having the opportunity to really get all that information in one place so that when you say, you know: \"Hey David, thanks for contributing at this time at this date\" and you're like, \"wait a second, I also contributed here and here and here\".<\/p><p>They're not consolidating at all in the right CRM, they need the right tools and the right databases to be able to collect all that information.<\/p><p>Then, how do you use that information? Again, marketing and email journeys. Being able to use social media, segmenting your donor information - with Fundraising kit, when you plug it in and reading all this data. You have all these remote workers and all these different parts of the, you know, the world potentially because you don't have time to just hire right in your neighborhood cause you want to open the pool to talent.<\/p><p>In order to do so, you can't sit beside somebody and tell them how you do this and how it works. You're doing it all Remotely. Data fills that gap data has the opportunity to really help these non-profits figure out easy ways to pull the right list, to use the right types of communication, to communicate at the right time. All these different things, to be able to communicate and create again, increase stakeholder engagement that's through volunteering that's through anything that you capture in your CRM, your customer relationship management platform.<\/p><p>Really utilizing it to its best ability and talk about it. And then a huge opportunity to really boost stakeholder engagement is through the virtual event world and the virtual event space that it's never going away. And I remember when, you know, hybrid events were the new terminology and virtual events were very different or strange.<\/p><p>A lot of individuals over this last 2.5 years have moved away from city centers where a lot of non-profits tend to hold their big events, a lot of these donors have experienced new health issues, and new problems developed new relationships with non-profits that they never had experienced before and want access to them.<\/p><p>They can't be everywhere at every point, so how do you do that? You ensure that you have the opportunity for these individuals to engage virtually and or in person. Giving them again, I love this word, empowering the donor to choose how, in which way they want to communicate, to donate, to support, and be part of your organization. But your non-profit has to have the ability to host those different types of virtual, hybrid, in-person, online events as well<\/p><p><span style=\"color: #3366ff;\">David: <\/span> That's great. I think, you know, one of the key things that you mentioned a few times already is, you know, I'm just gonna summarize this really short here, like how amazing would it be to know, \"I need to reach out to this group of donors right now, because this is their time when they wanna give\". Going out and saying, you know, having some kind of data-driven analysis to say, okay, \"these donors they're primed, they're ready, they're like gonna donate next month, so let's hit them up with some messaging now\".<\/p><p>And by the way, let's leverage our technology, and when we send out that email with a: \"Hey, you know, want to donate? click here\" kind of thing, let's increase those donations, those default numbers in there by 10%, instead of 110% or 120%, right? And being able to leverage the technology to be able to do that would be huge. Like what organization would want another 10% more donations just by leveraging technology to be able to enhance that?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> And I feel so privileged to work at Fundraising Kit because really the last 15+ years that I've been in the non-profit industry, I've really tried to utilize technology to the fullest and pulling data and segmenting it myself. Talking to my staff and saying, \"guess what, use this information and talk to the donor based on that\", is a very manual, manual process. It takes a lot of time, energy resources, and again, technology is the opportunity for these non-profits to bridge that gap, especially where we are today in the world.<\/p><p>It's almost exciting because for the non-profit, there's no benefits needed, there's no time off needed. There's, you know, this is an opportunity to really use technology, and use it to its fullest benefit. It's really, what's gonna help these non-profits really create those engagements with those stakeholders and what the right stakeholders at the right time.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Absolutely. Absolutely. And earlier you were talking about, you know, monthly giving programs and things like that. So how can monthly giving programs benefit digital giving and marketing strategies?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Well, firstly, monthly giving is an opportunity for the non-profit to feel stable. I think I mentioned earlier 45% of monthly giving donors enroll in a monthly giving program a year and monthly giving revenue has seen a 23% increase for non-profits, really increasing their revenue.<\/p><p>So having a monthly giving program is almost for the non-profits to take a sigh of relief or breath. And so why do these non-profits need to invest in these monthly giving programs? because they need to make sure that there's longevity, that there's stability. How do you find new monthly donors? How do you engage monthly donors? You need to, again, as we mentioned, technology.<\/p><p>A lot of donation pages have options to ask donors if they want to give monthly, or if they want to give a recurring donation. Recurring donations are fantastic, but if they're not regularly giving, how does a non-profit again, find that stability?<\/p><p>So you gotta literally go into your database and comb through and find, \"okay, these people gave three times, these people gave five times, these keep people gave eight times\". That's almost monthly donor, but they're not a monthly donor. So again, technology like Fundraising Kit, where you just plug it into your CRM, you will be able to segment and find who's ready to become a monthly donor.<\/p><p>I'd say having an opportunity to really gour like look through your database and find people who are interested in it. And maybe they just dun about the monthly giving program. Maybe they think they can't afford a monthly giving program yet they're giving really monthly. Or if you look at what they're giving annually and you ask them to do that monthly, you have the opportunity again, to steward them and to talk to them and to build up the relationship with them.<\/p><p>So you can ask them for a little bit more. So really finding the ways in which you can find stability for your non-profit is to focus and support monthly giving. Monthly giving has retention rates of over 80% in the first year and 95% after five years. Whereas I think new donor retention rates have an average of less than 23%. So it's a great way to engage your donors. Another opportunity is with younger donors, millennials, they say, and a lot of millennials, there's a huge opportunity to create a relationship with these young individuals now who will then eventually, you know, grow into their wealth or grow into their, you know, businesses and have the ability and the financial stability to give more.<\/p><p>But if you are able to give an opportunity for these young people who we've seen in all these data and statistics want to be able to give to causes even if it's $5 a month, whatever it may be. These millennials are looking for donors and there's a stat that says 60% of millennials are interested in a monthly giving, and 45% of millennials have already given online, indicating they're obviously comfortable with this technology. They have the ability, capacity, and you have the opportunity to, again, build those relationships. Continue it, so that these monthly donors continue year over year and provide stability for your non-profit.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Yeah. I mean, just thinking about your numbers, right? If you were to convince somebody, instead of making a $20 donation to make a $2 a month donation, that's 2% more over the year, right. You're getting $24 instead of $20, right? But you can work on building them up and getting them more.<\/p><p>And as you were saying, if you can connect and create an impact with the younger generations, there is a lot of wealth that is gonna be transferred down over the next decade. As you know, the baby boomers, the silver tsunami is kind of like what the media are calling it, right? They are going, they are cycle of life, they're gonna be passing away. Estates are gonna be, you know, making donations to organizations or passing money down to younger generations. If you can create that bond and that connection, the sooner, really the better.<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> And to be honest, there's a lot of organizations and companies, I think for, you know, in the law society and law organizations, in order to become partner, you need to be able to showcase your philanthropic actions and giving. And so again, getting these young individuals or individuals newly interested in fundraising, now they're building up their opportunity for them to be successful.<\/p><p>So it's a win-win situation. They can utilize these opportunities to become partners or whatever else they need in the corporate world, but obviously fulfilling that need and that support to contribute to society. But then also having the opportunity to connect with a non-profit and organization, being able to develop that longevity and that relationship with those individuals. Win, win, win.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> The triple win. Perfect. Okay. So looking into the future, what trends do you see kind of emerging that fundraiser should maybe be thinking about or getting familiar with?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> So many David, but just to name a few, I would say adaptability. The pandemic really, I think highlighted this for the non-profit sector is being involved and having the opportunity to pivot. I've, I've done surveys and studies with not just the nonprofit industry, but the donors at large, and donors are willing to pivot and change the way in which they give to causes that they care about.<\/p><p>When a donor continuously gives in person and you don't have an in-person event, it doesn't mean that they're not looking to give. The non-profit needs to adapt to what's happening. Provide an online opportunity, and you'll see that donor step up and contribute. So adaptability, I think is huge for these non-profits. How do you adapt is having the right technology. Make sure your technology driven, minded, and that's a variety of technology online platform for donation pages.<\/p><p>Having the ability to collect information and store in the right way with your CRMs, having Fundraising Kit technology, to be able to tell you how and when to donate. A whole bunch of opportunities to really support your organization in a way that fills the gap between those, you know, support people that you might not be able to retain or keep for all these again, reasons we talked about great resignation.<\/p><p>Focusing on donor retention, I think, is another huge opportunity for these non-profits. Really focus on the people in your database. It's amazing when you want to find these new donors and all these new people to support your cause. But again, the people who love you, who need you and who want you to succeed are already, most likely, have given to you, are in your database. So talk to them, we've talked about this the whole podcast, I think being relationship building.<\/p><p>Honor them, steward them, talk to them, call them, email them, thank them at any and all times to show your appreciation and really find those ways to retain those people who care about you and your cause. And then again, we talked a little bit about this, but you know, from corporate work, I can't say this enough, it's just front and center, the great resignation.<\/p><p>People are leaving jobs to be able to just figure out what is meaningful for them. With remote work and all these things, how do these profit businesses find ways to keep their employees? provide workplace? giving them options? Approximately 5 billion dollars are raised through workplace giving annually. So looking at employee engagement programs, opportunities for employees to feel like they're giving their time and energy outside of work, but within work to non-profits that they care about and allowing them to choose.<\/p><p>I think that non-profits shouldn't feel scared to approach these businesses. You know, there was always once a kind of cloud of, you know, these are corporate partners and you need to find the one or two that relate to your organization. Well, again, when you have the right information, you're collecting on your donation page and you ask people where they work, why don't you go to the non-profit information say \"you've got 150 donors from this workplace? So even though you don't know our non-profit, you've got workers across the country that clearly care about our cause. Why don't you consider doing an engagement program with us?\".<\/p><p>So again, non-profits need to look at their data, find ways to build relationships, be adaptable and use the information that they're given from the donor. The donors are giving this information to you. You're not pulling it, you're not begging for it, they're freely giving you this information, hoping that you will do something powerful with it, and you're just putting it back in their hands and empowering them to do what's needed for the non-profit industry and that's awareness and raise funds for these causes that are important to our communities. I think that's kinda high-level.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> Bryna, if you were to recommend one thing as like the next course of action for anybody listening to this episode, what would that be?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Look at your data and find ways to utilize the donors that are in there, and engage with them, and raise money using that information. It is the number one opportunity. And again, Fundraising Kit is the best opportunity to use.<\/p><p>I'm really only here because I care about the non-profit sector so much that I know as a donor, as a supporter, as a employee, all the different ways in which I've interacted in the non-profit space, use your technology, use what's at your disposal to be able to really engage with your audience because they are your number one ambassadors. They are the ones that are supporting your cause and you can build that relationship and increase your funds right then and there.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> That's awesome. Super powerful insights and thoughts, Bryna. To everybody listening, take action on something that we spoke about today. You're not gonna regret it. During our pre-show Bryna, you know, and I mentioned at the beginning, you've got some freebies, some offers. Can you tell us about what those are?<\/p><p><span style=\"color: #ff00ff;\">Bryna:<\/span> Yes. So we're excited to offer 20% off the first year on our annual contract with Fundraising Kit when non-profits email me directly and I can give my email address: <a href=\"mailto:bryna.dilman@fundraisingkit.com\">bryna.dilman@fundraisingkit.com<\/a>, and you can put it in the subject line 20% off from Wow Digital, thanks to David. And that pricing for Fundraising Kit varies by CRM, so just check out our website, <a href=\"http:\/\/www.fundraisingkit.com\">www.fundraisingkit.com<\/a> to see which CRM customer relationship management platform you have.<\/p><p>But 20% off your annual contract, I think is awesome and I believe in this product. But, also I'm really happy to provide an E-guide with 5 fundraising trends to get ahead of 2023, if anyone is interested as well. So just send me an email or <a href=\"https:\/\/ca.linkedin.com\/in\/brynadilman\" target=\"_blank\" rel=\"noopener\">follow me on LinkedIn<\/a>, and I'd be happy to share my insights.<\/p><p><span style=\"color: #3366ff;\">David: <\/span> That is fantastic. Those are two amazing offers. If you're out there in internet lens, somewhere, podcast lens, pick this up and connect with Bryna. We're gonna have links in our show notes for you so that you can click through. You don't have to try to remember how to spell Bryna or Dilman or <a href=\"http:\/\/www.fundraisingkit.com\" target=\"_blank\" rel=\"noopener\">Fundraisingkit.com<\/a>, check it out, see what they have to offer and the different platforms that they connect with.<\/p><p>They're basically connected with all of the major ones out there. So head over and, and check them out. Thanks again so much Bryna for hopping on. It's been great having you on the Non-Profit Digital Success Podcast. As I mentioned everybody, check out the show notes, head over to <a href=\"http:\/\/www.nonprofitdigitalsuccess.com\">www.nonprofitdigitalsuccess.com<\/a> and click on this episode for all the details until next time, keep on being successful<\/p><p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\"1_4\" _builder_version=\"4.16\" _module_preset=\"default\" custom_padding=\"||||false|false\" custom_padding_tablet=\"|||0px|false|false\" custom_padding_phone=\"|||0px|false|false\" custom_padding_last_edited=\"on|tablet\" global_colors_info=\"{}\"][et_pb_code admin_label=\"Sidebar Column Section\" _builder_version=\"4.16\" _module_preset=\"default\" global_colors_info=\"{}\"][divi_shortcode id=\"222749\"][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[108,162,13],"tags":[],"_links":{"self":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts\/227346"}],"collection":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/comments?post=227346"}],"version-history":[{"count":23,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts\/227346\/revisions"}],"predecessor-version":[{"id":227378,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts\/227346\/revisions\/227378"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/media\/227354"}],"wp:attachment":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/media?parent=227346"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/categories?post=227346"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/tags?post=227346"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}