1:12

How do you call in

1:14

the believers ? How do we magnetically

1:16

attract them in ? We

1:18

all have different passions , interests

1:21

, life experiences and traumas that

1:24

guide our charitable giving . So

1:26

your monthly giving program generates

1:29

this sense of belonging , identity

1:31

, community connection , community

1:36

connection . Hey

1:39

there , you're listening to the Missions to Movements

1:41

podcast and

1:48

I'm your host . Dana Snyder , digital strategist for nonprofits and founder and CEO of Positive Equation

1:50

. This show highlights the digital strategies of organizations

1:53

making a positive impact in the world

1:55

. Ready to learn the latest trends

1:57

, actionable tips and the real

1:59

stories from behind the feed , let's

2:01

transform your mission into a movement

2:03

. How

2:08

do you magnetically attract

2:11

your monthly donors ? In

2:13

this episode , I am diving into

2:15

step three of my monthly giving

2:18

framework . If you missed steps

2:20

one and two , go back and listen to

2:22

last week's episode , and that is

2:24

number 130 . So

2:26

at this point , you have the

2:29

purpose and structure

2:31

behind your monthly giving program , aka

2:33

your product . It is established

2:36

and you have a beautifully

2:38

formatted website and donation

2:41

process . But how do

2:43

you call in the believers

2:45

? How do we magnetically attract them

2:47

in ? We all have

2:50

different passions , interests , life

2:52

experiences and traumas that

2:54

guide our charitable giving . So

2:57

your monthly giving program generates

2:59

this sense of belonging , identity

3:02

, community connection . Cindy

3:04

Otteson , the co-founder and chief development

3:06

officer of Mary's List , understood

3:09

that having a monthly giving program in place

3:11

was setting up Mary's List to

3:13

cultivate the people who are passionate about

3:15

what they do . She said people

3:18

want to help . We are just the

3:20

vessel . Yes , we're a nonprofit

3:22

. We're just a conduit to match

3:25

people to the right people and the right

3:27

causes and the right things , because

3:29

time , money and energy it's

3:31

all so that we can be in alignment

3:34

of our values . So the

3:36

first part of calling in your

3:38

believers is giving them the space

3:41

to be creative in how

3:43

they want to support you . When

3:45

I first started my company

3:48

in 2017 , one

3:50

of my very first clients was Movember

3:52

and I helped run their

3:54

campaign , their North

3:56

America social media and digital

3:58

marketing efforts from 2017 to 2019

4:01

. And if you aren't familiar with them , movember

4:03

is the leading global charity changing

4:06

the face of men's health , focused

4:08

on mental health , suicide prevention

4:11

, prostate cancer and testicular

4:13

cancer . If you happen to

4:15

notice a surge of mustaches

4:17

every November , you can thank Movember

4:20

. They created

4:22

different ways that their

4:24

Mo Bros and Mo Sisters could get

4:27

involved through Grow a Mo Move

4:29

for Mental Health , host a Mo-ment

4:32

and Mo your Own Way moment

4:40

and mow your own way , but the specifics ? They left that up to their super fans . So on their

4:42

website it literally says mow your own way is a hall pass

4:44

to embrace the weird , wild

4:46

and unexpected . So go all out

4:48

and remember , donations

4:50

favor the brave . So they are

4:52

giving this like autonomy to

4:55

people to go out and be their unique

4:57

selves in raising money for

4:59

the organization . It's not these like you must do

5:02

, a , b , c , d , like E , right , no

5:04

? So yeah , an example of this is

5:06

Anton Taylor's Epic Adventure . He

5:08

is a South African Mobro

5:11

that embarked on a month-long

5:13

adventure across South Africa

5:15

, documenting his whole journey

5:17

while raising funds for Movember . He

5:20

combined physical challenges he

5:22

hiked and kayaked along with

5:24

storytelling and sharing his experiences

5:26

and the importance of men's health in

5:28

his life . And

5:32

sharing his experiences and the importance of men's health in his life . This engaging approach

5:34

that he put together not only raised substantial funds , but it also inspired

5:37

so many people to watch and join

5:39

in in the cause and really take

5:41

proactive steps themselves towards

5:44

their own health . So

5:46

I love this idea . I know it's given up

5:48

a little bit of control , but they

5:50

, as a brand , movember leans

5:52

into and celebrates the true

5:55

creativity of their supporters

5:57

, which has now built a following that

5:59

is very dedicated , year after year after

6:01

year , and this starts with

6:04

the clever copy on their website

6:06

. So I would say , kind of step

6:08

one of calling the believers is

6:10

giving up a lot of this freedom , understanding

6:12

who are your super fans and letting

6:14

them have the space to be unique and

6:16

take the cause into their own world and

6:18

space so it makes it meaningful for them . Two

6:21

is copywriting . So

6:23

the first thing that's important to say is

6:26

that your copy should feel accessible . When

6:28

I studied I got my degree from UCF

6:30

, go Knights and advertising and

6:32

public relations we were told

6:35

that when writing marketing copy it should

6:37

be around the sixth I

6:40

mean I would say to eighth grade , but that's even high , probably

6:42

like sixth grade reading level . And

6:44

so double check I think I've

6:46

talked about this before , but the Hemingway app is amazing

6:49

for you to put in copy from your website

6:51

and it will give you that grade score . So

6:53

accessible is really important . Two , does

6:56

it make sense ? There is

6:58

some complicated copy and

7:00

mission statements on websites out there . Do

7:03

a little self audit . Is it

7:05

easy to understand ? And the

7:07

question I always ask and I posted about

7:09

this recently on LinkedIn is , when

7:11

you read it . Think to yourself what

7:14

does this mean , like

7:17

, is it easy to get across ? Okay , so . Is

7:19

it accessible ? Does it make sense

7:21

? Clear to understand ? And then

7:23

we want to call people in Our

7:26

copy should use language that

7:28

includes the reader , our donor

7:31

, in the mission . We are a

7:33

group of people . Our priorities

7:35

together we give

7:37

you . Is your page

7:39

a conversation with the supporter

7:42

, where they're nodding their head

7:44

along the way , feeling a part of it , or

7:47

are you just talking at them ? Or

7:49

is it just about you ? Okay

7:51

, so this is really important . I

7:54

am not I don't think

7:56

an outstanding writer , although I'm

7:58

writing a book , but when it comes out , you'll see , it's like totally

8:00

my voice . I have a

8:02

copywriter that I have hired for

8:04

my mastermind program , so I am not doing that

8:07

because I don't think it's my skill set . If you don't think

8:09

it's your skill set either , if it's not your jam and you're

8:11

struggling with it , please hire

8:13

someone like take that off your plate

8:15

because it is so important

8:17

. Copy makes a big difference . How

8:20

do you magnetically attract

8:22

your monthly donors ? By

8:25

creating a monthly giving program designed

8:27

to call in your believers

8:30

. It is that time again , applications

8:32

are open for round five of

8:35

my monthly giving mastermind that will

8:37

start in July . We have

8:39

launched 15 programs from all

8:41

over the country . Are you next

8:43

? Head to positiveequationcom backslash

8:46

mastermind or click the link in the show

8:48

notes to apply . If this is something

8:50

that has been constantly knocked down your

8:52

to-do list due to bandwidth or resources , let

8:55

us build it for you . The monthly

8:57

giving mastermind is a four month hybrid

9:00

program . We are able to hear ideas

9:02

and share strategies alongside

9:04

other nonprofits while our

9:06

team fully builds out your recurring donor

9:08

program . Head to positive equationcom

9:11

backslash mastermind or click

9:13

the link in the show notes to apply . The

9:16

next step of calling your believers is finding

9:19

really great partners

9:21

. So these can be partners

9:23

that are other nonprofits . They

9:26

could be corporate brands , and

9:28

finding these values aligned partners

9:31

can really help get

9:33

your word out around

9:35

other people that otherwise

9:37

may never hear about it . So what

9:39

companies are you already in

9:41

partnership with ? Who

9:44

sponsors events that you have

9:46

and who's just on your wishlist

9:48

that you'd love to partner with ? That could

9:50

really amplify the awareness of what

9:52

you do , and maybe you've never even talked to them about

9:55

your monthly giving program . And this

9:57

can just start with a few easy asks

9:59

Can you facilitate a lunch and learn for their

10:02

employees . And then you're going to end with

10:04

a call to action to give to your monthly

10:06

giving program . Ask them

10:08

if they have a corporate matching opportunity

10:10

for the monthly gifts . That's always exciting

10:12

. You can even talk about that during the Lunch

10:14

and Learn For internal

10:17

or external comms . Will they

10:19

share a blurb about your mission

10:22

in your program , in

10:24

their newsletters or on their social

10:26

media ? Right Like these are just a few like easy

10:28

asks to get the ball rolling , but

10:30

I always recommend have a phone conversation

10:33

and just ask them and

10:35

tell them about your program , get them inspired

10:37

and excited to partner with you and then

10:39

brainstorm ways together , learn

10:41

about what they're working on , to continue

10:44

that conversation and partnership

10:46

. And then the last

10:48

aspect to calling in the believers

10:50

is lead generation , and

10:53

I truly believe in lead generation

10:55

. It's so powerful In the

10:57

moments where you're not asking

11:00

. We should be consistently intentionally

11:03

building our following

11:06

and our email lists , especially

11:09

to have this first party

11:11

. Data more than ever is very important and

11:13

this is why I host my grow your list ads challenges every year two times

11:15

a year list ads challenges every

11:17

year , two times a year . It's

11:20

important to have new people to

11:22

invite in , so running

11:24

a Facebook and Instagram ad

11:26

campaign . This is what I launch in . The challenge

11:28

is one way to keep building

11:30

your email list based on providing

11:33

a free lead magnet in exchange . Now you

11:41

can also run donation ads directly to your program , but in this case of calling your believers

11:43

, I think it's strong to have a lead generation strategy that's kind

11:45

of this always on and that's

11:47

more focused in growing your email

11:49

list and cultivating that relationship

11:52

over time . It will likely

11:54

take time for these

11:56

people to convert , but that's okay

11:58

. If you're a basketball fan , go with me here

12:00

. Calling in the believers is like your layup to the , but

12:02

that's okay . If you're a basketball fan , go with me here . Calling

12:08

in the believers is like your layup to the slam dunk of the ask Okay . So what we're thinking about

12:10

here is , let's like , build a bunch of people who are

12:12

interested in what we do , who believe in what we do , and

12:14

then we're going to ask them over a period of time

12:17

to join this program . So

12:19

what I would invite you to do is schedule

12:21

time on your calendar to

12:23

go through your

12:25

website , copy your

12:28

email , copy social media , copy

12:30

and ask yourself A what

12:32

does this mean ? And

12:34

B is this written as if

12:37

you are talking to one person

12:39

and really honing in

12:41

in your shared beliefs . So

12:43

in the next episode I'm going to wrap

12:45

up the framework with what I know

12:47

you are super excited to hear about

12:50

, and those are steps four and five , which

12:52

are make the ask and constant

12:54

joy and gratitude how do we

12:56

grow and sustain our recurring

12:58

supporters ? Now there are

13:01

only a couple of weeks left before the next round

13:03

of my summer monthly giving mastermind

13:05

to apply . It starts in July , so

13:08

if you want a recurring giving program up

13:10

and running by the end of August

13:12

that's when the site will be live you

13:14

can head to positive equationcom backslash

13:17

mastermind to apply

13:19

. I hope you have a great

13:21

rest of your day and I'll see you next week

13:24

. Can you tell I

13:26

love talking all things digital to

13:28

make this show better ? I'd be so grateful

13:30

for your feedback . Leave a review , take

13:33

a screenshot of this episode , share it

13:35

on Instagram stories and tag positive

13:37

equation with one E so

13:39

I can reshare and connect with you .