David Pisarek: <\/strong><\/span>Welcome to the Non-profit Digital Success Podcast. I'm your host, David, and in this episode, we're going to be talking about niching your non-profit and mental health with Jason Hopcus.<\/p>Jason is a catalyst for a powerful cultural shift because everyone, directly or indirectly, is affected by mental health. He believes that connection to oneself, one's transparency, and one's passion to connect allows individuals to live a holy, authentic, and full life.<\/p>
He creates systems of people working to deepen their relationship to their work, their play, and ultimately, our world. He presently serves as the non-profit president and CEO of NAMI, the National Alliance on Mental Illness of Arapahoe\/Douglas Counties, and is the founder of the Connection Project, which is a for-profit company. Jason, thank you so much for joining today on the podcast.<\/p>
Jason Hopcus: <\/strong><\/span>It's a pleasure to be here, David. Thank you for having me.<\/p>David Pisarek: <\/strong><\/span>I see you're sitting in a spot here, and you've got this awesome painting back there beside you. You mentioned that you're an artist. Tell us something about that painting there. What inspired that?<\/p>Jason Hopcus: <\/strong><\/span>I don't know exactly. I think it was actually a painting that I had done previously that was screwed up, and I didn't love it. I just went back and added some more layers to it, and we've created this chaotic, colorful painting here.<\/p>David Pisarek: <\/strong><\/span>It looks like maybe some landscape, burnt-out fire bush-something. I don't know. It's interesting.<\/p>Jason Hopcus: <\/strong><\/span>I think all the elements are represented. I don't have any real symbolism to tell you about it. I could go into something deep and philosophical, but I would be making it up.<\/p>David Pisarek: <\/strong><\/span>Yeah, no worries.<\/p>Jason Hopcus: <\/strong><\/span>It has no meaning.<\/p>David Pisarek: <\/strong><\/span>Awesome. Well, good work with that. It's always great to have a creative outlet to relieve stress, to have a hobby, or professionally if you're an artist on that side. And there are a lot of talks in terms of using art for mental health and for being able to connect with that side of one's brain and personality. What are your thoughts on that?<\/p>Jason Hopcus: <\/strong><\/span>Yeah, absolutely just to find that place of balance for any of us, I think it's important for us to figure out something that connects us deeper to ourselves. That can be through some expressive form like creating art. I also like to garden, getting out, being among nature, reading, and spending time with people that I love, something that really just renews your spirit and fills your cup, I think this is so important in the chaotic world that we live in today.<\/p>David Pisarek: <\/strong><\/span>Absolutely. So speaking of mental health, it's a great little segue there. How are you working with people to help them change how they understand mental health?<\/p>Jason Hopcus: <\/strong><\/span>Yeah, that's a great question. To give you a little bit of backstory, my work began more than a decade ago after I had my own personal struggle with mental health, and really recognized from that experience and the challenges that I had with finding support in some of the darkest times of my life, it's just too hard.<\/p>That really set the stage for the foundation as I continued to show up to support myself, to recognize that this perhaps was my life work to be able to help others and recognize that when we're struggling, when things are challenging, when we have transitions in life, it should be easier for us to find a way to support ourselves.<\/p>
My work is really built upon the back of my own experience and recognizing that it was just too dang<\/em> hard, and helping create systems of support that really align to better get people connected when they're struggling.<\/p>David Pisarek: <\/strong><\/span>That's really cool. It's really interesting how people's life experiences affect them and change and alter the path that they decide to go down.<\/p>Jason Hopcus: <\/strong><\/span>For sure. That definitely was the case for me.<\/p>Prior to the work that I've done in the better part of the last decade, I've always been an entrepreneur at heart. Worked in heavy highway road construction, worked in real estate, really more the building and construction side of things. When the things that happened to me happened, it brought me to my knees, it really made me reevaluate and understand that often we pursue things in life because we think they're going to make us rich, or that they're going to fill our cup, or they're going to do all of these things that we perceive that they may do, and they may ultimately do that.<\/p>
What I have learned is just because you are good at something does not mean you have to do it, and that understanding really underscores the path that I forged instead of all the things that were known and comfortable to me.<\/p><\/blockquote>
David Pisarek: <\/strong><\/span>I think that's really interesting. Just because you're doing something a certain way doesn't mean you have to always do it that way. You need to open your mind sometimes to change.<\/p>Change isn't always bad, and if you can affect the change, if you can be that cause that makes your life easier, let's say, at your work, you're using a piece of software, but there's something new that you want to try that everybody's talking about, if that makes your life a little bit easier, if that will help not just you, but your cause, the people that you're working with, your colleagues, your volunteers, your donors, like switching to a different CRM platform for managing your donors.<\/p>
A lot of people are set in their ways, and it does take time and effort to switch, but maybe the grass is greener on the other side. You don't really know until you've gone and you've tested the water.<\/p><\/blockquote>
Jason Hopcus: <\/strong><\/span>Sometimes it's not.<\/p>David Pisarek: <\/strong><\/span>Sometimes it's not.<\/p>Jason Hopcus: <\/strong><\/span>Absolutely. What I've really learned in being involved in non-profit work for, again, about the last 10 years and recognizing what I brought to the table was very different from what I saw in a lot of other non-profits. I mean, I have this entrepreneurial spirit. I've always been a self-employed business owner and forged my own path, and what I recognize in working with other non-profits (and it's not a criticism of how anybody does things) is it just was not a fit for me.<\/p>The thing that I recognized by large that I think plagues a lot of non-profits is this outward-facing: we want to collaborate, we want to work with other groups, but when it comes down to actually seeking out the money in the community, everybody wants to fight over the sand in the sandbox, and I'm just not that guy.<\/p><\/blockquote>
So for me, it really was an opportunity to pivot and take a 50,000-foot view and look more broadly around: How do we sustain this organization that is a business, really from the perspective of getting community partners engaged, getting corporate partners engaged, getting people who could have passion and stand behind the work that we do.<\/p>
I think one of the things that have consistently made me different (and I see myself saying this over and over in meetings) is, I always approach what we're working on from a value-forward place.<\/p><\/blockquote>
Let's put ourselves in our intended audience's shoes, the users of the product we're bringing to the marketplace, and let's imagine what they need from that perspective. I think so many times... And it's not just non-profits, businesses get caught up, and \"we want to tell you about how great our widget is\" that we forget there's a real-world application for that widget.<\/p>
If we can really put ourselves in the shoes of the user, it makes a huge difference in them being able to connect with your product, your service, or whatever it is that you're wanting to offer.<\/p><\/blockquote>
I see that the thing that gets missed so often in conversations is we're not discussing how are we providing value forward to the person that's going to use this.<\/p>
David Pisarek: <\/strong><\/span>100%. I think there are two things I made a note of as you were talking.<\/p>One... Anybody listening who has heard other episodes, I often mention that you need to run your organization, your non-profit, or your charity as if it was a business. (Everybody listening, we didn't talk about this before. Totally organic! [laughs]).<\/p>
You need money to make money. A lot of people, I think, start their non-profits from a really great, kind, wholehearted place, but they're not thinking about, \"All right, well, if we want to have a place for children with disabilities to come and BE\", well, you need money for the facility.<\/p><\/blockquote>
You need to raise the money, the capital, to do the things that you want to do. They really need to be thinking from that side.<\/p>
Jason Hopcus: <\/strong><\/span>Absolutely.<\/p>David Pisarek: <\/strong><\/span>The other part is value-forward, putting yourself in your audience's shoes, in the people you want to connect with, and thinking about things from their perspective.<\/p>The one thing I would implore everybody listening to this to do is to look at your website, for example. Take a look at whatever you've got right at the top of your homepage and ask yourself, \"So what? What is the benefit of this?\" and ask yourself, \"So what? So what?\". Do it two, three, or four times until you get to what is the actual real value here for the person you're trying to connect with. Instead of saying, \"We help feed 1,000 children a month\", think about it from their perspective: What would engage a donor in that?<\/p>
And instead of saying, \"We help feed 1,000 children a month\", it could be, \"You can help feed 1,000 children a month\".<\/p><\/blockquote>
Changing it from a \"We\" to a \"You\" and how you can involve them, instantly creates this emotional connection that is going to get people to go, \"Yeah, I can do this. I can help. What are two dollars a day (or whatever the pledge happens to be)?\". I think that that's a really important piece that you mentioned.<\/p>
Jason Hopcus: <\/strong><\/span>I think, what that value-forward approach really does... It does create an appeal. When you look at so many of the organizations that do really well, they have capitalized on the storytelling piece. My organization, NAMI of Arapahoe\/Douglas Counties... We are an Arbiter of stories. We offer education, support, and outreach for those who are struggling with mental health and the loved ones who care about them. And really, from that perspective, I can tell you, we have thousands of stories.<\/p>Everybody has a story.<\/p><\/blockquote>
To them, it's unique, and when we start looking at them as a collective of, \"Oh, this is the same story just lumped into a category\", I think we miss the essence of the reality that everybody's story, while there may be similarities, is different and potentially has something to teach somebody else who's not as far down the path.<\/p>
David Pisarek: <\/strong><\/span>Absolutely. I'm curious, it sounds like what you're talking about is using stories to connect, right? And how can people leverage stories to create that emotional connection? Has your work with NAMI helped you understand how to reach communities with storytelling?<\/p>Jason Hopcus: <\/strong><\/span>It has, and that has really been the foundational work that builds upon the work I do in my organization \"Connection Project\".<\/p>NAMI is an organization... If somebody is listening and doesn't really understand the structure: National Organizations > State Organizations, and then > Affiliate Organizations.<\/p>
So in Colorado, there are 14 affiliates, and I lead one of the largest affiliates in the state of Colorado. A lot of NAMI organizations are volunteer-led, don't have paid staff, and really are made up of those family members and loved ones who want to support their loved ones who struggle with a mental health condition, which is great.<\/p>
What I recognized from doing that work was that... NAMI service is really focused on the chronically and persistently mentally ill, those people who will likely always have some need for care or help on a continuum, but it leaves out a broad swath of people that struggle with life transition issues, the people that go through a divorce or lose a job or lose a loved one or a pet, take your pick.<\/p>
We all have seasons in our lives when we may not show up in the way that we want to or wished we had. Where do you get plugged into support during those times?<\/p><\/blockquote>
From that understanding, I created my organization Connection Project, and really, the goal was simple: to strengthen and deepen our connection to ourselves and others, which I think, frankly, is what we're all looking for.<\/p>
If you look over what's changed in the last decade (all of us coming off a horrific two and a half years), the fact of the matter is: we're buried in our devices more than we've ever been also, and I think people assume there is an implied connection in technology. I think you can get that through technology but at the end of the day, David, there's no replacement for what you and I are doing now or if we sit down and have a meal together or go have a cup of coffee.<\/p>
I think people are struggling in seeking that. So when we get to those challenging places in life and are looking for ways to get plugged in or get connected, I don't think that's easy for most people.<\/p>
Connection Project is really built, again, to strengthen and deepen connection, but it has evolved into really a machine, so to speak, of connecting vulnerable or marginalized communities because when we started, where I struggled, in the beginning, was: how do you take this concept that applies to everybody and really bring it down into a message that everybody can receive? And the answer is: you can't.<\/p>
So what we started looking at was: what are the communities that are most vulnerable or the most marginalized? And by that, I'm looking at the communities that had really high suicide rates, depression, anxiety rates, substance use, and misuse disorders. The things that we could tangentially understand as a basis point for struggle, and then from there, creating these social impact campaigns that were really designed and built to connect people through imagery and through messaging that meets their audience.<\/p>
They perceive they're part of that audience and deliver those messages over and over again through the miracle of technology, which we're all tethered to, and getting people connected to resources that could be valuable for them in a time of struggle or need.<\/p>
David Pisarek: <\/strong><\/span>So I'm curious, how are you measuring the impact?<\/p>Jason Hopcus: <\/strong><\/span>So that's a great question. Most of our campaigns are built through digital marketing platforms or through social media platforms, so what we're really empowered with is: we have a ton of data to support everything from demographic data to user preferences data to really understanding from when somebody lands upon our site, where they go next, and we can put tracking pixels in from our site to the place that we're sending them out to, and we can start really looking at reach.<\/p>The empowerment of the work that we're doing is really being able to take a look back and say, \"40% of the people were searching for resources like this, and they went to these organizations\".<\/p><\/blockquote>
Then you start talking to your partners that you're partnered with, the partner organizations, and you say, \"Okay, we're sending this much traffic to your sites. Have you considered, or have you thought about, or what are the results that you can share back with us that may start to shape the conversation?\" I think that empowerment, frankly, opens the door for us to better be people where they are.<\/p>
Prior to being able to do this in the way that we've done it, it's been shot in the dark of we just assume, \"Oh, people are struggling, and they're going to want this, so let's do more of that\". I don't think that was ever necessarily validated by data unless somebody walked through your door or called your organization.<\/p>