Discussing Digital Fundraising Trends with Brady Josephson, Ep #53
Discussing Digital Fundraising Trends with Brady Josephson, Ep #53

Episode 53

With Benjamin Johnson and Brady Josephson

When discussing digital fundraising trends, there’s no better person to do it with than Brady Josephson. Formerly of NextAfter, Brady is now the interim Marketing & Growth Lead at charity: water and provides a wealth of experience from both sides of the charity world. On this episode, Ben and Brady discuss the future of data, technology’s impact on charity culture, and playing Moneyball in the nonprofit sector.

You will want to hear this episode if you are interested in...

  • Getting to know Brady Josephson, his love of sports, and his NextAfter journey [0:50]

  • Diving into Brady’s next big chapter and the need for innovation in the fundraising world [10:57]

  • The effect of tech start-ups on charity culture [15:36]

  • Donors, data, identity, and the problem of tech debt [18:21]

  • Moneyball in the charity world and developing intentional fundraising strategies [24:50]

  • Scaling the transparent charity model [31:56]

  • How to stay focused and avoid mission drift as a charity [34:02]

Human-centered data

Who are people at their core? The answer to that question is where the next evolution of data can be found. We’ve only scratched the surface of how data can be used in fundraising. It’s easy for an organization to look at the numbers and see that a donor gives $20 every two months, but those numbers tell them nothing about WHY. And that’s important because the why fuels every donor’s generosity. Both Ben and Brady believe the future of data is in mapping identity. Organizations need to know donors better. Getting to know people based on their words, personality, and identity means you understand their motives. Charities would be able to develop better strategies for their resources and more easily identify which donors to pursue. But to get there, it will require a change in the kinds of data we aim to collect and the tech we use in the process. It means shifting away from transactional relationships and infrastructures in pursuit of human-centered data. Not to say that our existing data is bad, but when you know the limits of data, it frees you to pursue even better solutions.

Be intentionally different

The Moneyball strategy is where an organization invests in an undervalued and underutilized part of its market to find success. The Oakland A’s did it in 2002, and whether they meant to or not, charity: water did it in 2006. At a time when nearly every charity was pouring the majority of its resources into major gifts, charity: water was investing in its brand and design. They doubled down on the issues donors truly care about like transparency, which was a huge nonprofit issue at the time and still is to this day. The key takeaway is that charity: water’s goal wasn’t to achieve difference. Being different has to be rooted in something more substantial than not doing what everyone else is doing. It has to be intentional. There has to be a WHY for your charity’s strategy as well. For instance, some charities will start sending text-based emails simply because other organizations don’t. Yet, there is actual science, research, and evidence behind why plain-text emails work. Blindly implementing strategies is a great way to waste donor dollars. Don’t miss the why on the way to being different. Be intentional!

It’s not about the destination

One way that Brady feels charities can improve their implementation of data is through better testing. There are far too many variables that go into why one email outperforms another. Simple A/B testing can’t differentiate. Brady recommends bigger experiments with longer time horizons. He’s been actively experimenting with incremental testing and “hold out groups” where one group will get mail and another won’t over a period of time. The problem with surface-level testing is that it leads to binary strategies where charities make blanket decisions instead of following the data. For example, just because the email with the emoji got more engagement does not mean every email needs an emoji. Strategy isn’t binary. There are no good or bad strategies, just better and worse. Results are just information that points us in the right direction. By convincing ourselves there is only one correct fundraising strategy, we put a ton of unnecessary pressure on ourselves. If we stop chasing the results, we’ll find the best solutions for our organization by trusting the data.

Resources & People Mentioned

Connect with Brady Josephson

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Ben Johnson
The Summer of Sam Podcast, Ep #52
The Summer of Sam Podcast, Ep #52

Episode 52

With Benjamin Johnson and Sam Kirk

On this episode, Ben sits down with Frontier’s own Marketing Director Sam Kirk to discuss his first year at the company. Get ready for a quick moving conversation filled with Gen X thoughts, the best parts about working at Frontier, areas of improvement, and plenty of mid-nineties nostalgia.

You will want to hear this episode if you are interested in...

  • Getting to know Sam Kirk and his non-profit journey [1:27]

  • Understanding the impact of a potential recession on giving and Gen X thoughts from Frontier’s elder Gen X-er [3:19]

  • The best parts of Frontier and developing balanced relationships with clients [9:10]

  • Frontier’s areas for growth and improvement [13:27]

  • Toonies, Windows 95, and the magic of 1996 [20:26]

  • Sam’s thoughts for the next generation [26:13]

Acknowledge lived experience

As inflation continues to rise, the worry around going through another economic recession does too. When people between the ages of 60 and 80 hear the word inflation, their mind immediately goes back to the early 1980’s recession when interest rates were in the double digits. Many lost their homes. It was a traumatic time all around. Younger fundraisers should keep in mind the lived experience of their ideal donor age group when developing marketing strategies during these turbulent times. Even if donors are in a positive financial position, making tone-deaf asks could turn away valuable dollars for the charities you serve and affect their ability to serve others.

Close but not TOO close

One way to set yourself apart as a marketing agency is to build good relationships with your clients. Frontier achieves this through client visits designed to create a shared interest in growing together. By going through the previous year’s results with clients in person, you can help identify future opportunities and build excitement around the strategies necessary to succeed. And while developing close client relationships is critical, it’s equally important to strike a balance between professionalism and friendship. There will be times when healthy conflict is necessary and blurred lines can make tough conversations even tougher. Ben’s strategy is to be both a partner and a guide. On one hand, your agency is partnering with the charity. There is a certain level of equality in that. On the other hand, you are the expert in your field. Charities will need to follow your guidance as you help them reach their fundraising goals. Successful client relationships happen when you find the perfect balance in both.

Own your opportunities

The mark of a great organization is one that can acknowledge where there is room for improvement. One area that Sam sees for growth at Frontier is consulting. With 14 years in the industry, Frontier and its team members can provide an invaluable perspective to charities suffering from near-sighted strategies. Being a part of a company that allows its employees to be that sounding board for clients is one of the reasons Sam enjoys working at Frontier so much. As Frontier grows, so does its need for staff members to manage the growing list of clients. With any influx of new team members, there are organizational kinks to work out. Ben jokes that teenagers always need a little extra TLC, and Frontier is technically a teenager too. But the best part about helping lead the Frontier team for Sam is how well everyone’s skills complement each other. Where one person lacks, the other fills in the gaps. This spirit of teamwork and humility indicates a very bright future ahead for Frontier Marketing Co.

Resources & People Mentioned

Connect with Sam Kirk

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Ben Johnson
Not Your Average Conversation with Data Mad Scientist Kirk Schmidt, Ep #51
Not Your Average Conversation with Data Mad Scientist Kirk Schmidt, Ep #51

Episode 51

With Benjamin Johnson and Kirk Schmidt

Data nerds rejoice! On this episode of Frontier FM, Ben sits down with Product Manager and Data Mad Scientist at Wisely, Kirk Schmidt to discuss what it means for charities to be data-driven in a meaningful way. The two dive into improving standards in the charitable sector, the difference between demographics and identity, and the value of taking a holistic approach to data.

You will want to hear this episode if you are interested in...

  • Getting to know Kirk Schmidt and how a degree in mathematics helps in the fundraising world [0:22]

  • The power of reinvestment, the potential of maintaining a business mindset in the charitable sector, and the vice of being shortsighted [7:17]

  • What does it mean to be data-driven? [12:42]

  • Thinking about RFM as a segmentation tool and how to use data effectively [16:01]

  • Why average isn’t always accurate and the value of holistic data [24:41]

  • Unpacking identity versus demographics when surveying donors and the impact of personalization [29:27]

  • Why good stewardship is good defense [37:29]

  • What is A/B testing? [40:07]

Let the data drive

Being a “data-driven” organization should be every charity’s goal, but what does it mean? Kirk believes that being data-driven looks different depending on the stage your organization is at. In the early years, data-driven could mean using information collected from donations to send out other solicitations. Or figuring out which areas of the city are supportive, and which are not. Being data-driven at a higher level means trusting what the data tells you and allowing what it says to go against your biases and what you want it to say. Failure and success are equally important because you’re trying to get a clear picture of what is going to work. So further down the road, being data-driven means taking a lot of risks and experimenting. Charities need to be willing to let the data drive and do things that might fail because it’s the only way to succeed and grow.

Get the holistic picture

On a recent episode with Eric Frans, we discussed how there’s no such thing as the average donor. How can an organization say they truly know their donors when there are 25,000 of them? According to Kirk, averages aren't bad, they're just misused. There are certainly times when they are useful. After all, close only counts in horseshoes, hand grenades, and fundraising. But you can always abuse the system when you overvalue certain statistics, averages included. That’s why using multiple metrics together paints a more holistic picture. Widespread key performance indicators (KPIs) and analysis of multiple data points are the only way to see what’s actually going on in your organization. It’s never a good idea to base entire marketing strategies off one shortsighted number that doesn’t account for donor identity or growth.

The donor’s story

The value of surveying donors solely depends on the type of data being collected. Demographic data can only take you so far in that it can identify certain relevant factors like age. However, people can have connections to a charity, cause, or idea that can't be found in their demographics. So much of fundraising revolves around story, but we forget that the donor’s story is equally important because charities need to know where their donors are coming from. Demographics don’t tell you the donor's story. That’s why survey questions should be about uncovering the donor’s why. Those little nuances reveal their identity more than their age or geographic location ever could. We understand the physics of giving when we use data to reveal the donor’s story. 

Resources & People Mentioned

Connect with Kirk Schmidt

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Ben Johnson
Wes Moon, Wisely, and the Missing Middle of Annual Giving, Ep #50
Wes Moon, Wisely, and the Missing Middle of Annual Giving, Ep #50

Episode 50

With Benjamin Johnson and Wes Moon

If there’s one thing every fundraiser wants, it’s more money. That’s exactly what the team at Wisely wants to help you accomplish! On this episode, Ben sits down with Co-Founder and COO of Wisely, Wes Moon, to discuss how his company is accelerating the donor giving cycle, bringing AI to the charitable world, and finding the missing middle in your donor database.

You will want to hear this episode if you are interested in...

  • Diving into Wes Moon’s background as a lifer in the fundraising world [1:43]

  • The tech ecosystem and bringing AI to the charitable sector [7:08]

  • Accelerating the giving cycle and the value of tailored mid-level giving programs [10:02]

  • What is the missing middle? [18:26]

  • Integrating mass marketing and mid-level donors [22:03]

  • The best fundraising advice Wes has ever received [26:01]

  • Encouragement for new fundraisers [27:36]

Fundraise smarter, not harder

The charitable industry is larger than the oil or gas industries, yet there is hardly any tech representation for the non-profit sector. Most tools built for sales and client success do not have a fundraising counterpart. And it’s needed! While both for-profit and charitable organizations should be run well, their end goals are different, and their technology solutions need to reflect that. You might find something that solves a particular problem for your organization, but that system or solution was not built for your charitable organization. Wes Moon and the fine folks over at Wisely are trying to change that by bringing AI to the charitable sector. Wisely’s goal is to help its partners build and grow major and mid-level giving programs while successfully managing a portfolio and donor activity. They help charities predict how much and when someone will give, so they can prioritize which donors are more likely to increase that level with the right amount of engagement.

Accelerate giving

As a charity, when you are exceptional at mass marketing, you are building a habit in your donors to give similar gifts annually. This habit is essential because not every donor has the ability to give at a mid or major level, and the organization needs funds regardless. However, some donors can and will give more! The average donor journey takes seven years before the first $1000 gift is given. That is normally when a charity reaches out to deepen the relationship through education and elevated service. From there, it usually takes a donor only 18 months to make their first major gift. What changed? The charity disrupted the normal pattern and provided information essential for greater donor investment into the organization. If organizations can identify potential mid-level and major donors sooner, they can connect earlier in the donor journey and accelerate the giving cycle for a significant portion of their donor base.

Finding the missing middle

There’s nothing a fundraiser hates more than money left on the table. Money that could have been used to make an impact and further the charitable causes they serve. Yet, that’s exactly what happens when it comes to mid-level giving. A traditional mid-level giving strategy for most charities is to make that program a mix of major and annual giving. Rarely is mid-level giving viewed as the individual bridge space it should be. This creates what is referred to as “the missing middle”. Let’s face it: establishing a successful mass marketing program for annual giving is a feat in and of itself. And when it comes to major giving, most fundraisers start at the top and work their way down until they run out of bandwidth. All of this is understandable, but it leaves quite a bit of untapped potential in the middle of a donor roster. Charities should develop a tailored mid-level giving program to ensure no donor, or dollar, is left behind. Listen to this episode for more information on how to find the missing middle!

Resources & People Mentioned

Connect with Wes Moon

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Ben Johnson
The Psychology of Philanthropy with Eric Frans, Ep #49
The Psychology of Philanthropy with Eric Frans, Ep #49

Episode 49

With Benjamin Johnson and Eric Frans

Why do people give? In a data-driven world, it’s easy to forget that behind every gift is a WHY. On this episode, Vice President of Philanthropy for the International Fellowship of Christians and Jews (IFCJ) Eric Frans discusses the psychology of philanthropy, the impact of a charity’s “inside language”, and how generosity facilitates a journey of healing.

You will want to hear this episode if you are interested in...

  • Getting to know Eric Frans and his work at the IFCJ [0:47]

  • The psychology of fundraising [3:50]

  • Exploring the transformation of the fundraising industry over the last two decades [5:20]

  • Changing our “inside” language for the better [11:00]

  • The most important gift charities need to chase [13:40]

  • How generosity can heal the soul [16:59]

  • Donor identity, the physics of giving, and discovering the “why” [23:11]

  • Eric’s tips for improving mid-level giving [35:39]

  • Professionalism in fundraising [43:14]

Language matters

Imagine being deeply moved to give to an organization only to be met with “Thank you so much for your mid-level gift!”. Charities would never say that to a donor because it’s fairly offensive. So why is that language used within organizations to talk about levels of giving? Words and the psychology behind them matter. That’s why Eric has shifted middle giving to leadership giving and major giving to transformational giving. The beauty of these terms is that they don’t mean anything in terms of dollar amounts. Any organization, no matter the size, can adopt them because the definition of a leadership or transformational gift is different for every charity.

Chasing the next one

The most important gift in fundraising is always the next one. That’s why developing strong relationships with donors is so important. Surprisingly, one of the best ways to do that is by separating fundraising from philanthropy. As Eric brilliantly put it: “Fundraising is what we do. Philanthropy is what the donor does. And at the end of the day, it’s all about the donor, and me facilitating what they want to do.” In that spirit the IFCJ has adopted person-centered language around asks and donors by calling them invitations and partners. Their metric for success is treating partners so well that they gladly accept the next invitation. Or even better, partners ask to participate in the next opportunity before they’re invited. This is what chasing the next gift looks like! Charities should take every chance to be intentional now because failing to do so could make it the last gift.

Facilitating the healing journey

So much of fundraising language only looks at the healing journey of those the charity seeks to help, not the donors themselves. When charities use language and marketing that turns donors into saviors instead of partners, they are diminishing the personal impact that generosity can have. When you understand the psychology of fundraising, you understand it is both art AND science. For Eric, nailing the art factor differentiates good fundraising from great. Everyone is on a unique healing journey. We’ve all experienced trauma in our lives. As a result, we can all struggle with feeling adequate or whole. For some people, healing that part of themselves comes through philanthropy and giving back to others. Person-centered language helps donors see themselves in the story and allow generosity to change their lives as their gift changes the lives of others.

Resources & People Mentioned

Connect with Eric Frans

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Ben Johnson
Should Charities Say Yes to SMS?, Ep #48
Should Charities Say Yes to SMS?, Ep #48

Episode 48

With Benjamin Johnson and Megan McCaffery

Have you ever paid a bill via text message? What about using SMS to send donations to your favorite charity? On this episode, Ben and Megan explore the pros and cons of using SMS in fundraising, the benefits of micro-influencers, and how charities can make a real impact for the LGBTQIA+ community during Pride. 

You will want to hear this episode if you are interested in...

  • Catching up on dodgeball, Sabbath, and return envelopes with Megan McCaffery [0:34]

  • More fun with QR codes [7:36]

  • Is SMS a marketing miss? [13:25]

  • Charities and cybersecurity [20:24]

  • What is a micro-influencer? [27:56]

  • LinkedIn lessons and developing an ecosystem [33:54]

  • Going beyond performative virtue signaling [37:48]

Text me maybe

The charitable world has just begun to consider text messaging as a viable option for interacting with donors and receiving donations. When it works, it works well. However, there are serious ethical concerns about using SMS in this way. Text-based phishing scams are becoming more popular and intricate than ever. It is increasingly difficult to verify if communications are actually coming from the organization they claim to be. Especially if you have never interacted with this organization before. When organizations that handle other people’s money use new and unfamiliar mediums to contact them, it can create confusion and distrust that will need to be addressed, or it could potentially end the relationship. Legitimizing SMS messaging as a financial platform also conditions people to be more vulnerable to text-based scams. Charities should develop a way to ramp up SMS authenticity before developing strategies around it.

Small influence, big results

Using influencers and celebrities to promote your charity can be a really effective fundraising strategy. However, unless you have Ryan Reynolds on speed dial, employing such a resource may prove more difficult than practical. That’s why Megan recommends focusing on influencers with smaller, more personal circles. Micro and nano-influencers are typically people with less than a thousand followers. They tend to be 40% more effective than mega-influencers or celebrities because their followers already know, trust, and care about them. On average, user-created content is 85% more effective than branded content because people resonate with a real person over a marketing department any day. Allowing micro-influencers to share your message in their words can be a powerful marketing tool with a meaningful return on investment.

Mean it like you say it

Charities are at their best when they lean into authenticity. June offers the specific opportunity for companies and charities alike to offer their public support for the LGBTQIA+ community as a part of Pride Month. And while outspoken allyship is necessary and should be celebrated, organizations should steer clear of performative virtue signaling. If your charity is passionate about queer rights and issues, look to partner with local or national LGBTQIA+ organizations to bring a real impact. Megan summarized it best by saying that if you are going to advocate for a marginalized community, you need to be an advocate to them as well.

Resources & People Mentioned

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Ben Johnson
Stewardship and Board Talk with Jocelyn Kwok, Ep #47
Stewardship and Board Talk with Jocelyn Kwok, Ep #47

Episode 47

With Benjamin Johnson and Jocelyn Kwok

It’s one thing to acquire a donor, it’s another thing entirely to keep them. On this episode, Ben sits down with stewardship and donor engagement expert Jocelyn Kwok to discuss the art of cultivating long-term relationships with donors. Join them for an engaging look into what effective stewardship looks like, the qualities of a good stewardship coordinator, and how to connect with donors on a deeper level.

You will want to hear this episode if you are interested in...

  • Defining small charities and why Jocelyn loves working with them [1:44]

  • Diving into Jocelyn’s Enneagram number [4:10]

  • Exploring stewardship and getting to know your donors [7:45]

  • What makes a good stewardship coordinator? [15:09]

  • Creativity and logistics in stewardship [20:55]

  • Helpful resources for stewardship [25:37]

  • Ben’s perspective on quality stewardship and using data effectively [31:42]

  • Planning stewardship into a fundraising strategy [37:24]

  • How community-centered fundraising impacts stewardship [41:30]

  • Common challenges in stewardship and the role of a charity board member [44:19]

The anatomy of stewardship

Strategy and acquisition are often the main focus of the fundraising conversation. However, stewardship plays just as big of a role in any successful charity. Jocelyn highlights three key areas of successful stewardship, the first being acknowledgment. Donors need and deserve to be thanked because the organization can't run without them! The next piece is recognition. Exceptional giving deserves an exceptional response from the charity. This could be anything from putting a donor's name on a building to shouting them out in the monthly newsletter. There are so many ways to make donors feel valued. Finally, donors need engagement. This is all about allowing donors to see themselves as a part of the story. Charities should be helping donors deepen their knowledge of what they are doing as an organization so that they can be more invested in the work.

Get personal

It’s impossible to know how all of your donors want to be communicated with. As Ben said, donors are not monoliths, and taking a one-size-fits-all approach is often ineffective. That’s why a huge part of stewardship is learning about the people your charity partners with. One way to do that is by looking at your data! How are they giving? How often? How much? Using this information to identify patterns in your donors can help identify different communication needs. For instance, someone who gives primarily at events and auctions may want a little more recognition for their contributions as opposed to someone quietly leaving a legacy gift. On a personal level, getting to know your donors can be as simple as asking good questions. Equip your fundraisers and programming staff to have direct conversations with your donors. By getting to know them as people, you get to know their preferences and help cultivate a long-term donor relationship.

The right stuff

Understanding stewardship is more than developing a strategy. It also requires the right person leading the charge. It’s helpful for stewardship coordinators to have a fundraising background because stewardship is NOT separate from fundraising. However, being people-centric is a must. There has to be an innate desire to go deeper with donors and ask them those connection questions. They also need to have a holistic awareness of what's happening in the organization. Because stewardship should be a multi-pronged approach, it’s common for coordinators to work closely with all departments, especially fundraising. Jocelyn believes stewardship success relies on the quality of internal relationships and an organization's ability to work together to achieve its goals. Listen to this episode for more information on stewardship and how to use it to create long-term donors!

Resources & People Mentioned

  • Email Frontier FM YOUR fundraising questions at junkmail@frontier.io!

  • Check out Cameo!

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Ben Johnson
Two-Year Anniversary and Sabbath, Ep #46
Two-Year Anniversary and Sabbath, Ep #46

Episode 46

With Benjamin Johnson and Matt Hussey

It’s time to celebrate the two-year anniversary of Frontier FM! On this episode, Matt and Ben look back on two years of podcasting and the lessons they’ve learned along the way. They also dive into the need for a corporate Sabbath, current marketing trends, and the power of good design in fundraising.

You will want to hear this episode if you are interested in...

  • Client visits, current trends, and saturation in rented lists [2:36]

  • Reflections on two years of Frontier FM [13:01]

  • Frontier’s match test outcome and the power of good design [18:09]

  • What has and hasn’t changed in email over the last decade [25:25]

  • Why taking a corporate Sabbath could be the culture move you need [27:40]

  • Junk mail, Gen X, and embracing the lost generation [36:04]

  • Future guests and final thoughts [47:50]

Don’t overlook good design

Does design matter in your marketing if you have brilliant copy? Yes. A million times yes! Copywriting is seen as the end all be all for fundraising marketing, but words are often more formulaic than design. Good design work can turn a decent campaign into a successful one. Unfortunately, there’s a misunderstanding of how design can be useful. So much intentionality goes into all the little things that nudge people one way or another. From a well-placed graphic, to how a form is laid out, down to which words are in bold print. Organizations who place value on quality design teams usually see the results in higher engagement and increased donations.

Take a break

In the corporate world, having a culture of rest goes against the grain, to say the least. Ironically, it’s just as hard to promote rest in the charity world as well. Somehow, burning out became a badge of honor and martyrs became more desirable than margin. However, Ben wants Frontier to be a release valve from that culture and get the money anyway. They are so results-oriented as an organization that taking time to take care of themselves won’t impact the bottom line. When you create a communal sense of time off you create corporate memories too. It’s as if you’re separately taking a retreat, together. Also, taking a Sabbath isn’t just about having a week off for Frontier. It represents the seasonality of where they are at. The challenge is to come back rested and restored because it’s on the Frontier team to ensure their clients have the best fundraising year yet.

Three cheers to two years

It’s hard to believe that it’s been two years since the first episode of Frontier FM. What started as a simple idea is now one of the top fundraising podcasts in Canada! However, the podcast was never supposed to serve as a Fundraising 101 course. Ben designed Frontier FM to focus on the strategic principles behind fundraising and tackle global trends that also impact the charity world. Get ready for an incredible third year as Matt and Ben prepare to bring you their professional insight on the world of fundraising, marketing, and digital trends impacting the future. Listen to this episode for a look at the road ahead!

Resources & People Mentioned

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Ben Johnson
Reviewing M+R's 2022 Benchmarks, Ep #45
Reviewing M+R's 2022 Benchmarks, Ep #45

Episode 45

With Benjamin Johnson and Matt Hussey

Live from Las Vegas, it’s Frontier FM! Matt and Ben sit down for their first-ever in-person episode to discuss the findings of the M+R 2022 Benchmarks, their implications, and ways that you can use the data to grow your organization.

You will want to hear this episode if you are interested in...

  • An update from AFP ICON 2022 and conference highlights [0:10]

  • Looking at the data in M+R’s 2021 Benchmarks [4:52]

  • Frontier Marketing Co. by the numbers in 2021 [16:27]

  • Increasing your revenue per mille [18:17]

  • Is major giving heading online? [21:58] 

  • Junk mail and final thoughts [25:31]

Diving into the data

The M+R Benchmarks Study is a wide-ranging exploration of digital fundraising, advocacy, and marketing data across multiple channels and platforms. As Ben said, the upside to benchmarks is that they give a pretty good snapshot of digital trends, what’s working, and what’s not. The downside is that for some organizations, comparing themselves to hundreds of others can distract them from their overall goals. It’s important to know which stats to pay attention to and which to take with a grain of salt. Listen to this episode for Matt and Ben’s in-depth commentary.

Double-down on digital

2020 was a massive year for digital. The pandemic forced many businesses and organizations to re-evaluate what was possible through digital platforms. In the charity world, online giving saw a 21% increase, and many organizations experienced massive growth. But with only a 3% growth in 2021, Ben reminds listeners not to take the digital boom for granted. Digital businesses SHOULD expect to grow in the 2020s and charities are no exception. Developing digital strategies that are tailored to your donor audience is critical to staying ahead of the curve.

Rev up your revenue

One key metric for charities to keep an eye on is their revenue per mille (RPM). An RPM is the estimated revenue that accrues for every 1000 impressions received. For example, every 1,000 fundraising messages sent in 2021 earned nonprofits an average of $78, marking a 3% decrease from 2020. If your RPMs are low, Matt provided some great insight for revving up your revenue in this episode. One key takeaway was the need for separate landing pages and higher ask amounts for high-value donors. Doing so creates a more personalized experience for donors and doesn’t undercut their potential generosity.

Resources & People Mentioned

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Ben Johnson
Getting the Gist of Rental Lists with Dan Sonners, Ep #43
Getting the Gist of Rental Lists with Dan Sonners, Ep #43

Episode 43

With Benjamin Johnson and Dan Sonners

On this week’s Frontier FM, it’s the greatest crossover event since the Jetsons met the Flintstones! Dan Sonners of the Dynamic Nonprofits w/ Dan Podcast is on the show to discuss all things list rentals and direct mail marketing. The two dive into how list brokerage works, the rise of email marketing, reaching Gen X, and great questions from the Frontier team.

You will want to hear this episode if you are interested in...

  • Getting to know Dan Sonners and his marketing journey [0:45]

  • Dan and Ben’s perspective on the rise of email marketing in the fundraising world [5:30]

  • What in the world are list rentals and multi-buyers? [18:37]

  • Dan’s thoughts on the Gen X Factor, their value as donors, and marketing best practice to reach them [28:28]

  • Dan’s biggest piece of advice for fundraisers [37:32]

  • Managing the expectations of small charities around acquisition [39:44]

  • The rental list recommendation process and the value of a list broker [45:32]

  • Ethics in rental lists and fundraising marketing [51:43]

Making the LinkedIn connection

If you missed the last episode of Frontier FM about using LinkedIn to grow your charity and your nonprofit network, listen here! If it weren't for the social business platform, this podcast episode might not exist. Ben met Dan on LinkedIn when he started creating posts to find other like-minded fundraisers. Dan believes that charities and marketing agencies alike shouldn’t view different marketing mediums as competition, but as pieces of a strategy meant to work together. Digital is not the mortal enemy of direct mail! A solid best practice is to develop a strategy that incorporates all mediums to appeal to a wide variety of audiences and donors. And when donors have an excellent experience, they often give more and stay involved with the charity longer. It’s no wonder Ben and Dan connected! What ideas can you share on LinkedIn that could lead to your next fundraising collaboration?



The rise of email

Both Dan and Ben have a unique perspective on the advent of email marketing for nonprofits and charities. As a list broker at Conrad Direct, Dan has seen the evolution of email marketing from the very beginning. At its conception, email campaigns didn’t look much different than direct mail campaigns, if they looked different at all. Some charities even scanned their mailers into a computer and sent the image without hyperlinks. Surprisingly enough, they still got donations! Thankfully, times have changed, and while Dan can’t take credit for it, he believes his 15 years working with nonprofits have made an impact. Through trial and error, he found that emails designed for engagement (such as surveys or clear calls to action) are a great strategy to reach new and existing audiences. Obviously, the medium has evolved over time, but its initial discovery as a marketing strategy changed the fundraising world forever.

Rentable growth 

If there’s anything that smart charities understand, it’s their need to acquire new donors. A great way to do this that you may not be familiar with is through list rentals, AKA, using outside sources of data to try and acquire new donors. This typically looks like renting multi-source data from a company that has compiled information from various demographics and psychographics. However, another method is exchanging or trading database information with organizations that have goals similar to yours. While Dan admits this can feel scary at first, he reminds listeners that it can be a really potent tool for growth and networking. For more details on list rentals and how you can use them to grow your donor base, listen to this episode!

Resources & People Mentioned

Connect with Dan Sonners 

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Ben Johnson
The Missing LinkedIn Tips and Tools for You and Your Charity’s Growth, Ep #42
The Missing LinkedIn Tips and Tools for You and Your Charity’s Growth, Ep #42

Episode 42

With Benjamin Johnson and Matt Hussey

Do you know what to post on LinkedIn? Maybe you're on the fence about using the platform altogether? On this episode, Matt and Ben will show you why LinkedIn is one of the best digital spaces for charities and business professionals alike. They’ll also share tips on how to make YOUR LinkedIn profile a must-follow!

You will want to hear this episode if you are interested in...

  • 42 episodes, Jackie Robinson, baseball caps, and baseball predictions [0:33]

  • Frontier FM catch-up; Matt and Ben are headed to Vegas! [4:45]

  • Matt and Ben settle their LinkedIn bet while sharing the LinkedIn tips you need to get ahead [8:49]

  • The history of LinkedIn and user statistics [16:00]

  • Finding your authentic professional voice on LinkedIn [19:00]

  • Are you a part of the LinkedIn one-percent? [21:47]

  • More can’t-miss LinkedIn tips [24:17]

  • Using automation to optimize your LinkedIn ROI [31:16]

  • Final thoughts and junk mail [34:03]

LinkedIn by the numbers and the history books

On May 5th, 2003, LinkedIn was born just before social media was making its mainstream debut with Myspace. What started as an interactive CV site has become a “digital third space” for professionals everywhere. The biggest catalyst for LinkedIn becoming a full-fledged social media platform was Microsoft’s acquisition of the company in 2016 for 26.2 billion dollars. LinkedIn now boasts 750 billion members with millennials comprising 60% of their user base, making the platform a great place to connect with young business professionals. Charities should also be aware that 44% of LinkedIn users have a higher than average income of over $75,000 per year. Bottom line: Charities that aren’t on LinkedIn are missing out on a great way to digitally connect with potential major giving donors.

Find YOUR voice

One of the biggest struggles for those first diving into the wonderful world of LinkedIn is finding their authentic professional voice to use on the platform. As Matt points out, it’s really easy to know what to post on traditional social media platforms because the subject matter is ourselves. The first step to learning how to utilize LinkedIn and finding your voice is discovering your personal flavor of inspiration to the professionals around you. What strengths could you share that add value to you and your organization that also have value to your followers? Whatever your answers are, write them down! This will help you stay organized down the road.

USE your voice

Now that you have increased clarity on the kinds of content you should be posting to LinkedIn (or at least headed in the right direction), it’s time to narrow it down even further. Ben suggests that you should stick to four areas of content creation to add both diversity and focus to your posts. Obviously, your “content pillars” should be the things that brought you to Linked In in the first place: your charity, your business, fundraising, etc. But talking about those things all the time could either bore your followers or keep you from standing out. Contrast “shop talk” with personal posts about your life, family, and hobbies to round out your content.

The Sequence:

Listen to this episode for more great LinkedIn tips and follow Matt and Ben on LinkedIn!

Resources & People Mentioned

MUST-Follow Nonprofit LinkedIn Profiles

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Ben Johnson
Marketing Misses with Megan McCaffery, Ep #41
Marketing Misses with Megan McCaffery, Ep #41

Episode 41

With Benjamin Johnson and Megan McCaffery

Why can’t the charity world talk about its marketing misses and fundraising fails? It’s time to rip the bandaid off! On this episode, Ben is joined by Frontier Senior Marketing Strategist Megan McCaffery to discuss all things “whoops!” in the realm of non-profit communications and strategies. They’ll dive into common mistakes, the value of adaptability, and hard conversations charities can’t afford to shy away from.

You will want to hear this episode if you are interested in...

  • Twitch, competitive dodgeball, and getting to know Megan McCaffery [1:01]

  • Agile project management and neurodivergent friendly copy [5:41]

  • Pivoting your marketing strategy during an unexpected crisis [10:39]

  • The evolution of email marketing at Frontier and challenging antiquated best practices [14:42]

  • Fundraising fails, marketing misses, and hard conversations charities can’t afford to shy away from [24:05]

  • Ben and Megan share personal fails [34:03]

  • How ownership creates empathy and the upside of failure [40:02]

  • What’s next for LinkedIn and final thoughts [45:40]

Engaging ALL donors

A big miss for some charities is failing to engage both readers and skimmers with their copy. Readers are looking to soak up every ounce of content you can provide. Skimmers on the other hand are looking to get the point in 30 seconds or less or you’ve lost them. This presents a unique challenge for charities and marketing agencies to provide a path for both in the same letter. While all you need to make a reader happy is engaging and informative content, skimmers require a different approach. Organizations need to be comfortable with using bold and underlined text that caters to the skimmer's quick-moving eyes. They also need to make sure their content is easily digestible. Overly complicated and wordy copy is the fastest way to alienate a skimmer and drive down reader retention. As Mark Twain said, “Don’t use a $5 word when a fifty-cent word will do.”

Unite for the greater good

Saying the last few years have been a bit of a roller coaster is putting it lightly. Between natural disasters, political and social unrest, Russia’s occupation of Ukraine, and a global pandemic the world can’t seem to catch a break. So how should charities respond when current events demand a change in strategy? Typically, when a national or global crisis occurs, major for-profit corporations will take a generosity-centered approach to their marketing content. They may even donate some of their bottom line to help! Surprisingly, charities can take a similar approach by redirecting donations to other charities that are closer to the issue or are already making an impact. Like Ben said, “You may lose that short urgent giving, but there’s something to be said about charities that have the same boldness as commerce does.”

Don’t stop marketing

Another struggle for charities is knowing how to communicate with donors during difficult times. Some organizations wrestle with whether they should be asking for money at all. Megan put it perfectly: Keep marketing! But don’t be tone-deaf. Don’t get caught off guard! Develop a strategy that actively integrates the most up-to-date information into your copy. It doesn’t have to be complicated either. Sometimes adding a buck slip or a single line at the end of an email. You also want to stay away from virtue signaling. Authenticity is everything for charities. It’s part of what builds trust with your donors. If your organization doesn’t have an authentic connection to what is happening, point your donors to organizations that you believe in who do. Listen to this episode for more marketing misses and strategies to hit your fundraising goals!

Resources & People Mentioned

Connect with Megan McCaffery

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Ben Johnson
Remote and Hybrid Work in the ‘20s, Ep #40
Remote and Hybrid Work in the ‘20s, Ep #40

Episode 40

With Benjamin Johnson and Matt Hussey

The pandemic officially changed the way employees and employers alike viewed remote work. It forced us to reconsider what was possible in workplace technology and flexibility. Working digitally went from a logistical bandaid to an essential reality overnight! On this episode, Matt and Ben will examine all the ways remote and hybrid work have changed since the pandemic. They'll also share Frontier’s remote work toolkit and discuss how to create a healthy and engaging remote work culture at your organization.

You will want to hear this episode if you are interested in...

  • Acknowledging Ukraine and opening thoughts [0:00]

  • Using cash in Mexico and recapping our tiptap episode [4:06]

  • Matt and Ben’s highlights and challenges of remote life [8:34]

  • The tools and workflow of remote and hybrid work [14:57]

  • Home office essentials to improve the quality of your work and your workday [18:02]

  • Navigating different time zones in remote working and hybrid environments [21:27]

  • Frontier’s remote work toolkit [24:00]

  • Creating a healthy and engaging remote work culture [33:20]

Internet-based freedom

At the end of 2019, many employers were resistant to the idea of remote work. They feared the challenges and the costs would outweigh the benefits. Cue March of 2020, and organizations couldn’t figure out how to make it happen fast enough. For some, working from home had been a long-sought-after solution to the logistical challenges of their life. For others, it was a strange “new normal” that required some getting used to. Charities are just now figuring out how to use cloud technology and store, share, and catalog their digital assets. But mostly, people found freedom in their new remote work lifestyle. They were no longer tied to a building 40 hours per week. They could establish their own work/life balance as it suited them. Now, as we approach the endemic, it’s hard to imagine a world where we didn’t have this freedom and it will be interesting to see how organizations make the shift long-term.

Level-up your home office experience

While working from home has major benefits, it also presents unique challenges. For instance, the physicality and quick-responsiveness of working right next to someone where you can ask them a question and get an instant response. There are, however, tools you can invest in to make working from home a much better experience. At the top of Ben’s list is getting a quality headset for Zoom meetings. There is nothing worse than trying to have a remote meeting with someone you can’t hear clearly. Avoid the confusion and get a quality mic! 

Physically working in an office provides a certain amount of momentum to get you through the day. You're constantly moving around, sitting in different places, getting a cup of coffee…there is diversity in your movements. Whereas working from home lacks the same kinetic impact because it moves at a much slower pace. Matt recommends gaining some momentum by utilizing a standing desk, either by buying or building your own. It’s a great reminder to keep moving and it prevents you from sitting 8 hours a day.

Create a positive remote work culture

Remote work isn’t necessarily good or bad, but so much of our HR culture is built around doing things in person. Matt believes you can have just as great of a culture for remote teams, but you have to engage them by doing things remotely. It’s not enough to just do something over Zoom. You need to invest in the remote experience. No one wants to attend a lifeless video Christmas party (or meeting for that matter). Building a culture around remote work means organizations taking the time and resources to make digital interactions great instead of just passable. For more information on working remotely, listen to this episode or visit the links below!

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Ben Johnson
tiptap, Digital Innovation, and Fundraising Focus with Mark Jordan, Ep #39
tiptap, Digital Innovation, and Fundraising Focus with Mark Jordan, Ep #39

Episode 39

With Benjamin Johnson and Mark Jordan

Technology should make life both better and easier for the one using it. That’s not always the case for tech solutions in the nonprofit sector. Fortunately, tiptap is bringing some much-needed innovation to the charity world! On this episode, Ben sits down with Mark Jordan of tiptap to discuss how their touchless payment system is an all-around win for charities and donors, digital innovations for fundraising marketers, and the importance of focus for charitable organizations looking to maximize their impact. 

You will want to hear this episode if you are interested in...

  • Wordle and Gen Z conspiracy theories [0:14]

  • Getting to know Mark Jordan and the logistics of tiptap [2:14]

  • Nonprofits and technology [8:25]

  • Why tiptap is a proven risk-free payment option for charities and a huge win for donors [12:05]

  • Pushing up against the limits of marketing creativity [17:35]

  • How tiptap uses data to help charities develop effective strategies [22:56]

  • The most common mistakes and solutions for mid-sized charities [26:45]

Helping those who help others

In an increasingly digital world, cash has been disappearing for a while now and charities are suffering as a result. Spontaneous giving has taken a steep decline for organizations that don’t offer easy, in the moment, digital payment solutions. Enter tiptap, a touchless giving and payment system designed to replace cash. The devices use NFC-enabled wireless receivers that allow for the instant acceptance of any contactless payment or donation. tiptap makes it easy for donors to have that inspired moment of empathy where they can just give without needing to worry about how. They also help donors lean forward and take the next step with causes they give to. The tiptap device can share a QR code with donors after they give that will link to more information about the cause, how the money will be used, and even an opportunity to opt into regular communication from the charity. This creates a phenomenal experience that can inspire deeper relationships and generosity from donors.

Risk-free fundraising

A big challenge charities face is the risk/reward ratio of fundraising tech solutions. Many times, charities will get locked into expensive contracts with providers whose solutions fail to generate a return worthy of the initial investment. What good is innovation if it ultimately fails to help a charity raise more money? That’s why tiptap is such a huge win for charities looking to create a phenomenal donor experience without the fear of poorly stewarding the gifts they receive. On average, tiptap sees an ROI of four to eight times what nonprofits put into the service. The devices are also incredibly safe to use and leave unattended because they store zero information on them, protecting both donors and the organization.

Keep your eye on the ball

tiptap is a great example of an organization with focus. They are so good at what they do because they are not trying to do everything. Their technology is innovative, but they know where to invest their efforts instead of trying to be a one-size-fits-all solution for every problem. That level of focus is important for nonprofits as well! It’s easy to get distracted by the latest promise of effortless fundraising or increased donations from solution providers. The instinct is to jump at everything in order to not miss an opportunity. The result is that it spreads organizations thin and diminishes their impact. Focus is a fundamental attribute for successful charities because it helps them channel all of their resources into achieving the organization's goals instead of pulling off the latest trend in fundraising. 

Resources & People Mentioned 

Connect with Mark Jordan

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Ben Johnson
Presenting New Offers and Lifting Existing Ones, Ep #38
Presenting New Offers and Lifting Existing Ones, Ep #38

Episode 38

With Benjamin Johnson and Matt Hussey

Does your charity allow existing donors to be more generous? On this episode, Matt and Ben discuss the art of using donor communication to change the donor relationship and take giving to the next level. They also dive into human-centered language, avoiding “the ick” as fundraisers, and how to invite donors to walk alongside a cause.

You will want to hear this episode if you are interested in...

  • Seasonal, meteorological, and geographic marketing for fundraising [1:42]

  • Staying connected to the core principles of your organization [8:46]

  • Avoiding “the ick” in fundraising communications [12:11]

  • Inviting donors to walk alongside a cause [17:01]

  • Using variable copy to take donors to the next level [22:54]

  • Why the volume of communication matters and breaking fixed patterns with donors [26:39]

  • A sneak peek of future Frontier FM content [31:50]

  • Matt reads some junk mail! [34:13]

Becoming a human-centered fundraiser

Donor-centered language makes the donor a hero while painting those affected by an issue in a problematic light. A great example is the issue of homelessness. Donor-centered language often takes that aspect of a person’s current situation and makes it their entire identity. A person experiencing homelessness becomes a homeless person, which denies their humanity and glosses over their story. Person-centered language, or as Ben put it, human-centered language elevates everyone involved in the charitable process and refocuses the spotlight on the issues and the steps those affected are taking to better themselves. Effective human-centered communication for an issue like homelessness shows the donor what they can do to help end the cycle of poverty. As Ben said, it makes the donor alive to the situation so they feel compelled to solve a problem versus manipulated as the only solution.

Celebrating generosity through tailored communication

The right donor communication sent at the right time can trigger a flood of generosity. However, not all donors are receptive to the same message. That’s why it can be helpful to create segments within your donor list and send different communications to different people, based on identifying factors. One area to keep track of is donors whose giving has exponentially increased over time. Matt recommends fostering a closer relationship with them by sending them content that helps them continue to grow in generosity. The goal is to become a cheerleader for what the donor is already doing. Then, get out of the way! This serves as an excellent strategy for not only appreciating donors but inviting them to go to the next level if they’re ready.

Partnering with donors

The challenges facing charities are often abundant and can change based on something as fickle as the weather. An organization fighting poverty may have to rework its entire fundraising strategy based on a cold snap. This is why organizations need to get comfortable with speaking authentically with their donors. Most organizations fear the worst when asking for more money, especially after a major giving campaign. This is where human-centered language is key. Give donors the opportunity to take on a challenge! Being transparent with what your organization needs, why they need it, and how it impacts the cause as a whole. You may be surprised at how donors respond when they are invited to walk alongside a cause.

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Ben Johnson
Friends to Know and Ways to Grow with Jenny Marsh of VPLF, Ep #37
Friends to Know and Ways to Grow with Jenny Marsh of VPLF, Ep #37

Episode 37

With Benjamin Johnson and Jenny Marsh

Is fundraising for libraries different from other nonprofit and charitable organizations? To answer that question, Ben sits down with the Executive Director of the Vancouver Public Library Foundation, Jenny Marsh. The two discuss all things library fundraising, the interplay of annual and major giving, as well as the best strategies for reaching Gen-X donors.

You will want to hear this episode if you are interested in...

  • Getting to know Jenny Marsh [4:00]

  • Diving into the world of library fundraising [7:50]

  • The value of libraries within a community [15:47]

  • Understanding the governing structure of VPLF [20:01]

  • The interplay between annual and major giving [25:41]

  • The logistics of major giving for libraries [34:15]

  • Discovery calls and Gen-X fundraising [39:08]

Libraries are the true “third space”

What is a “third space”? Sociologist Roy Oldenburg coined the phrase in the 90s with his book The Great Good Place as a means of identifying a space that was separate from the workplace or home. Its purpose is to serve as a community living room where people, regardless of social or financial status, can connect with others and themselves in lively conversation or quiet relaxation. More recently, places like Starbucks labeled themselves a third space as a part of their mission, but also their marketing. While coffee shops and bars can serve as an adequate third space, they still present financial barriers for different members of the community because they are ultimately for-profit businesses. That’s why libraries are the only true third space in society. Caitlin Moran calls libraries a cathedral of the mind because they are the only sheltered public space where people are just citizens instead of consumers. The only thing you need to bring is yourself to participate and reap the benefits. 

Keep the conversation going

If you’ve read this far you may be wondering if people even read books or go to libraries anymore? The answer to both questions is yes, however as Jenny points out in this episode, those are two very different questions. Libraries consistently strive to update their service offerings to stay relevant. Things like digital books and free internet access make them an essential part of our society. But more than the amenities they offer, libraries are essential because they help keep the conversation going. It’s a place where opposing ideas can come together and hash it out. It’s also one of the few places that actively helps people be more discerning about information and research. That’s why the effort to keep these institutions open and free is so important. To learn more about the unique fundraising challenges libraries face, listen to this episode! 

Be efficient, honest, and value-centric

It’s no secret that most of the best practices in fundraising are geared toward the Boomer generation. After all, they’ve been fundraising’s target audience for almost as long as the concept has been around. Yet most organizations would do well to develop strategies for Gen-X if they want to set themselves up for success in the future. Ben often calls Gen-X fundraising’s secret weapon because they are prime wage earners who are savvy with both print and digital forms of communication. However, this episode sheds light on the fact that Gen-X communication preferences are different from their predecessors. Rather than being slowly led by the hand to give, Gen-X prefers a more direct approach that boils down to efficiency, honesty, and value-centered language. Effective marketing content for them avoids manipulative tactics and gets right to the heart of the matter. An organization's ability to succinctly say, “This is what we need. This is why we need it. This is how we align with your values...” could be what makes or breaks fundraising budgets for the next 50 years.

Resources & People Mentioned

Connect with Jenny Marsh

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Ben Johnson
2021 Year In Review, Ep #36
2021 Year In Review, Ep #36

Episode 36

With Benjamin Johnson and Matt Hussey

It’s a wrap! Now that 2021 is officially in the history books, Matt and Ben take a look back at some of the year’s most prominent fundraising trends to help you prepare for 2022. They’ll review everything from payment methods to person-centered content. New to the podcast? This is the perfect episode to get caught up!

You will want to hear this episode if you are interested in...

  • Exploring payment method trends for 2021 [4:16]

  • Is Feudalism the new normal? [11:50]

  • Navigating a loneliness pandemic [17:45]

  • Social media trends of 2021…for better or worse [19:48]

  • The power of video in fundraising [24:55]

  • Community-centered fundraising and person-centered content [28:35]

  • Using regionalized communication in fundraising [35:45]

  • QR Codes, marketing automation, and the use of AI in fundraising [38:30]

  • Addressing inflation as a charity [45:24]

  • Mailbag and final thoughts [48:22]

Just pay the fees

With the rise of online giving, an important trend to keep an eye on is digital payment methods. There’s reason to believe charities influence how much a donor gives depending on how easy they made it to give with their preferred payment method. Think about American Express. Not everyone offers it as a payment option, but Matt’s research with one client showed Amex gifts were higher than Visa, Mastercard, and digital checking donations. Ben also reminds listeners that credit card companies spend millions of dollars per year on advertising to get consumers to use their cards for points and other rewards. Charities may be limiting their donations by not offering the payment methods donors are being conditioned to use.

Social media is as useful (and useless) as ever

Social media can either be a fundraiser's best friend or worst enemy, depending on the platform. For instance, LinkedIn continues to be a great place for charities and their leaders to network and gain influence. However, Facebook and Instagram seem to only be getting worse. Aside from the clear moral decay in how their algorithms direct content, the death of the digital cookie has rendered the majority of advertising efforts on the sites ineffective. Ben’s best advice for charities and social media is to use platforms that align with their values and have proven to advance charitable causes.

Justice, equity, and generosity

One of the best trends of 2021 is the advent of community-centered fundraising and person-centered content. There is a major push to ensure that fundraising is as equitable as it is charitable. Problematic uses of donor-centric language seem to be disappearing from marketing campaigns in lieu of putting the people charities empower back at the center of their stories. It’s a welcome change, and one Matt and Ben can’t wait to see develop in the years to come.


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Ben Johnson
Talking Tech Stack and Online Fundraising With Fundraise Up, Ep #35
Talking Tech Stack and Online Fundraising With Fundraise Up, Ep #35

Episode 35

With Benjamin Johnson, Nic Miller, & Salvatore Salpietro

Talking Tech Stack and Online Fundraising With Fundraise Up, Ep #35

This is the last Frontier FM of 2021 so buckle up for a great one! Long-time listeners of the show will be familiar with the organization Fundraise Up. They are an incredible company focused on redefining the online giving experience with a simple philosophy: What makes life easier for the donor is ultimately going to make life easier for the charity. On this episode, Ben sits down with Nic Miller and Salvatore Salpietro of Fundraise Up to discuss online fundraising, how “tech stacks” impact nonprofits, and the challenges facing modern charities.

You will want to hear this episode if you are interested in...

  • Introductions and Insta-scams [0:50]

  • The history of Fundraise Up [2:17]

  • The power of working together under one roof [7:13]

  • Defining “tech stack” and how it’s impacting the charity world [10:10]

  • The challenges facing today’s charities [16:44]

  • Why Ben is such a Fundraise Up fanboy [24:04]

  • Common hurdles to expanding your “tech stack” [29:13]

Digital is here to stay

A “tech stack” is the suite of technology used to power your organization from a digital perspective. Traditionally, there has been a big disconnect between the for-profit and nonprofit worlds with technology. For-profit companies offering Software as a Service (SaaS) products use phrases like “tech stack” as a colloquialism every day. More recently, the nonprofit world has begun to adopt such terminology because staying up to date has become necessary in the ever-growing digital giving space. Charities are starting to see the importance of tech and the platforms they use to collect donations thanks to companies like Fundraise Up. However, too many charities have yet to invest in their future with this type of technology. While there's nothing wrong with having analog fundraising strategies like direct mail campaigns, nonprofits that ignore digital trends are putting themselves at a disadvantage.

Making business-minded decisions as a charity

Running a charity is hard. The long hours and late nights filled with short-staffed efforts are ultimately worth it because all of that work goes towards making the world a better and more generous place. Yet because nonprofit work is challenging, charities tend to purchase software packages that make their life easier, but not necessarily more effective. All-in-one software solutions may seem like the way to go, but there are real ramifications for charities and their beneficiaries when they take the easy route. For example, when payment processing is a part of the software, the organization does not own any information inputted into the system. Sure, there is a definite upside to having everything in one place, but what if you need to make a change in the future? Moving any aspect of your organization to a different system could mean a major headache, or worse, losing all the productivity you gained in the first place from keeping things all-in-one. Charities would do well to make business-minded decisions when building their tech stack over choosing the easiest option.

Follow the data 

You don’t need to be an enterprise-level charity processing millions of dollars in online donations to apply some of the same best practices used by large organizations. Such principles help charities take a data-driven approach to decision-making and ultimately make them more effective at their mission. Charities should set their assumptions aside and follow the data to best serve their donors. That means studying donor reactions to digital fundraising content and allowing that data to shape your strategy going forward, even if it feels counterintuitive to what has worked in the past. When organizations listen to their donor’s voices over their own, the results speak for themselves. For more incredible content and insights, listen to this episode!

Resources & People Mentioned

Connect with Fundraise Up

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Ben Johnson
My Podcast with Andre (Lesur of Global Disciples), Ep #34
My Podcast with Andre (Lesur of Global Disciples), Ep #34

Episode 34

With Benjamin Johnson & Andre Lesur

Ben welcomes his friend and client Andre Lesur to Frontier FM for a can’t miss conversation! Andre is a long-time listener of the show and the executive director of Global Disciples Canada. The two discuss faith, leadership, and the power of putting people at the center of your story. They also dive into the Enneagram, taking steps for personal growth, and the role passion plays in storytelling.

You will want to hear this episode if you are interested in...

  • Sports, passion, and life lessons [0:48]

  • Personality tests, personal growth, and the essential self [5:02]

  • Andre’s journey of self-discovery [7:20]

  • Why passion is a more powerful communication tool than facts [12:37]

  • How to be an effective “people helper” [13:18]

  • More of Andre’s story and the work he’s doing with Global Disciples [17:00]

  • Putting people at the center of the story [22:13]

  • Being a partner and guide for clients and putting your best foot forward [27:28]

  • Leadership tips, tricks, and challenges [30:42]

  • Working in the charity world unburdened [34:11]

Put your mask on first

The most difficult person to lead is yourself. Most people fall short because they try to lead everyone else BEFORE themselves. Leaders should not only be a model of strength but also of self-care and self-love. That means showing your team they need to prioritize rest as much as deadlines. It means being willing to own up to your mistakes and take the necessary steps to grow as a person. Ben and Andre both love the Enneagram as a tool for self-evaluation. Knowing the result of a personality test does not mean accepting the inevitable. Assessments like the Enneagram and Myers Briggs allow people to see their blind spots, correct them, and have healthier relationships with themselves and others.

Put people at the center of the story

Andre’s experiences with communities in different countries and cultures have taught him the importance of relationships. He notes that the people he has been able to partner with consistently treat others like family instead of commodities, impacting his perspective. Charities often treat digital communication with their donors like a financial statement. However, people are not numbers! Andre realized that those numbers and percentages represent REAL people. When organizations simply share financial information, they forget the people and lose their passion. Organizations stay passionate when they put people at the center of their story and excitingly tell that story.

Remember the “Three C’s”

One of the many leadership nuggets Andre shared in this episode was the importance of synergy. Sometimes things can feel “off” when working with other people and vendors. Rather than wasting a potentially valuable relationship on a feeling, Andre recommends remembering the “Three C’s”: character, chemistry, and competency. Character is always first because no one wants to work with a person of poor character, especially in the charity world. Competency is important, but it can always be developed in a teachable person who is willing to learn. The most underestimated factor is chemistry. Chemistry is the ability to work collaboratively rather than just telling a client what to do. It’s the glue that holds productive partnerships together! Make sure that whoever you work with wants to work with you too.

Resources & People Mentioned

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Ben Johnson
Rolling Out the Welcome (Series) Matt, Ep #33
Rolling Out the Welcome (Series) Matt, Ep #33

Episode 33

With Benjamin Johnson & Matt Hussey

Making a great first impression is important for any brand or organization, charities included! And in the digital age, there is no better way to do that than with an email welcome series. On this episode, Matt takes the helm to discuss welcome series best practices, pitfalls, and how to turn a donor’s first few emails into a life-long relationship. 

You will want to hear this episode if you are interested in...

  • Opting out of the Meta-verse [4:34]

  • Engaging donors through surveys [6:43]

  • What is a welcome series? [9:48]

  • Using a welcome series to develop a long-term donor relationship [12:42]

  • How to make your welcome series stand-out [22:06]

Don’t be shy, say hello!

Most would agree that it’s usually impossible to undo a first impression. But is it possible to over-do a digital first impression with too many emails? Matt doesn’t think so. Sure, 100 emails in a week are probably too much, but statistically, new subscribers are at their highest level of engagement when they first sign-up or donate. They gave you their email for a reason. They WANT to hear from you! Charities need to strike while the iron is hot to make the best first impression that they can.

When it drips, it pours

A successful email welcome series is what the marketing world would call a “drip campaign”. Rather than sending numerous emails at once, an organization will send out 6 to 10 emails within the first 60 days of adding a new subscriber to its list. The goal is to slowly transition the recipient to the charity’s general communication list while also laying the foundation for a long-term donor relationship. Aside from informing the reader about the kinds of communications they should expect to receive and how best to connect with the organization, the nature of a drip campaign asks the reader to make a loyalty-building time investment that increases the likelihood of a financial investment.

Survey says...

Keeping an audience engaged throughout a welcome series is critical for converting them to life-long donors. Charities need a welcome series that stands out to avoid the spam folder. Differentiating between new subscribers and new donors is one way to do that. Even though they are both new to receiving communications from an organization, the messaging should be different because they are in different places on their donor journey. Another great way to keep a welcome series engaging is through surveys. Ask prospective and new donors about what matters to them. Give them a voice and an opportunity to connect with the cause on a deeper level. Doing so will help inspire generosity for years to come.

Resources & People Mentioned

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Ben Johnson