Ask the Experts: Podcasting Trends and Strategies

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For November, I've invited my friend, Sarah Bragg of the Surviving Sarah podcast, to tell us all about the how, why, trends, and strategies of podcasting. I know a lot of you listen to podcasts, and maybe even wonder if you should start one. Here's what Sarah has to say.

Q. What are the latest trends in podcasting?

A. Five years ago, many of us couldn’t name a podcast, or maybe we didn’t even know what a podcast was. And now, 350 new podcasts start every day. There are currently over 250,000 unique podcasts on iTunes and 42 million Americans listen to a podcast each week. That last number represents 15% of the population and, for comparison sake, only 3% of the population goes to the movies each week.

As content consumers, we are hungry to find ways to consume content in a faster way, and podcasts resolve that tension for us. We no longer have to sit in front of a screen to read or even watch something. We can now consume content while exercising, running errands, folding laundry, or hiding in the closet from our kids.

As you can see from these stats, podcast consumption is a steady growth of opportunity to reach and influence your audience.

Q. What is the biggest mistake you see people making in regards to podcasting?

A. I think that one of the biggest mistakes I see people make in the podcast industry is jumping in without ever clarifying the "why." They fail to ask some important questions in the beginning. Is this just a hobby or will you treat it like a job (even if it doesn’t pay yet)? Either answer is fine, but it defines your approach. What is your purpose in starting the show? What do you want the audience to receive as a result of listening to the show? Many people fail to sit down and think through the nature of their show. Without clarifying those answers, some shows trail off after some time because even though hosting a show can be convenient, it is also time consuming.

Knowing the answers to those questions pushes me to create content in certain ways. It helps me think through why I do what I do; what kind of ads I’ll allow on the show; and encourages me when comparison wants to steal my joy.

 

Q. What is your best piece of advice to people thinking of starting a podcast?

A. One of my favorite podcasts is Off Camera with Sam Jones. Each week, Sam sits down with a different celebrity to hear their story of how they started and how they came to where they are now. And one of my favorite episodes is his interview with Will Ferrell. At some point in the interview Will said, “Forgetting to have fun is the first step towards disaster.” That was it for me. Podcasting is meant to be fun, encouraging, and entertaining. It’s an easy platform to literally speak into someone’s life. And yes, we need to clarify why we do it, but we also need to remember to have fun. I’ve been podcasting for two years now. I don’t get a full-time salary, but I still have fun each time I sit down to have a conversation around my table.

 

Q. What is one thing readers can take action on this week?

A. No matter which end of the spectrum you are on, decide this week to investigate some podcasts. As leaders, innovators, and people who care deeply for others, podcasts are great for you personally. There are many shows out there that can encourage you through their stories of starting social enterprises or nonprofits, or of working to make a difference in the world. Allow their stories to inspire what you do.

And podcasts can also be a piece of your marketing puzzle. Maybe you can speak into a certain niche, so starting a show might be beneficial. Or maybe advertising on certain show would help get your business in the ears of new listeners. Or maybe you could be a guest on a show in order to promote what you are doing. The possibilities are endless.

 

Q. Anything else we should keep in mind?

A. If you are thinking about starting a podcast, my friend Jacey Verdichio created an excellent resource to walk you through everything you need to know from clarifying your why to launching in iTunes.

Terrific information. Thanks, Sarah!

And if you're in need of a few more convincing stats on podcasts, check out this infographic. It's pretty compelling!

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Sarah Bragg launched a successful podcast, Surviving Sarah, in 2015 where she invites guests to join her around her kitchen table to talk about surviving life so that women will be inspired, informed, encouraged and entertained. 

In addition to that, she is an author, speaker and content director for Orange. She and her family reside in Marietta, GA.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Personal Fundraising

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For October, I've invited Debbie Barron, a support-raising coach and trainer, to share about personal fundraising. Many of the small nonprofits I work with have one or more employees raising their own support, and I know they'll benefit from her advice, and hope you do too. And there are definitely lessons that small social enterprises should take note of as well!

Q. WHAT ARE THE LATEST TRENDS IN PERSONAL FUNDRAISING?

A. In this age of social media and high-tech everything, many are moving toward online communication in order to save money and time. While it’s wise to take advantage of social media, texting, etc., to try to reach people, never underestimate the value of the personal approach.

This is especially important with the face-to-face appointment. If you are looking for people to partner with you in your work, you must invest in the relationship by sitting down with those people and presenting your vision (even if it's a video chat). Nothing can replace the face-to-face appointment, for it builds the relationship and creates trust. If you want a financial partner who gives on an ongoing basis, this is crucial. Letter campaigns and group events produce one-time givers; face-to-face appointments produce partners who continue to give.

The personal approach also applies to thank you notes and newsletters. Think of the most personal approach instead of the most expedient. Hand-write notes to people, and send letters in the mail wherever possible. Your note or letter may be the only personal mail they receive this month, so it will stand out. And a few hundred dollars in mailing expenses is worth it to leverage thousands of dollars invested in your work.

Q. WHAT IS THE BIGGEST MISTAKE YOU SEE PEOPLE MAKING IN REGARDS TO RAISING THEIR OWN SUPPORT?

A. Many people make the mistake of not asking for referrals. If you want to find more people to invest in your work, you must ask for referrals. People often avoid it out of fear or lack of training, but it’s not as difficult as you may think.

Contrary to our negative thinking, most people are willing to help. I once heard a leader say, “Have you ever stopped to ask for directions and been rejected? Has somebody actually said, ‘No, I don’t want to help you.'? Of course not.” People usually want to help meet a need.

I recommend this type of script after you have cast vision for your work, and asked them to invest in it: “There’s another way that you can help. I am hoping to meet others who would be encouraged to hear about what I’m doing, and several people have helped by introducing me to their friends; I’m hoping you might help in the same way. I find it’s easier if you think about it from your perspective. If you were in my position, who are the first ten to twelve people you would talk to?”

Note that the magic word is “who.” It’s a purposely open-ended question, which assumes interest and catalyzes their thinking about who they would ask.

When you ask for referrals, you may fail more often than you succeed, but keep doing it. And keep practicing so that you get better. Who knows where the next big investor is? Think of it as a treasure hunt.

Q. WHAT IS YOUR BEST PIECE OF ADVICE TO THOSE WHO NEED TO RAISE SUPPORT?

A. Whether it’s in a newsletter or in casting vision for investing in your work, tell changed-life stories. People want to know that their dollars are helping to change the lives of real people. Tell what the person’s life was like before and after they encountered you/your work. Use a real name (with permission) and include details so that the reader or listener cares about the person. In doing that, you will engage the heart and increase the likelihood that the person on the other end will partner with you, and want to continue partnering with you.

Q. WHAT IS ONE THING READERS CAN DO THIS WEEK TO IMPROVE THEIR PERSONAL FUNDRAISING SKILLS?

A. Think of two people you can ask to invest in your work, and actually ask them. Just two. Asking two people per week can move you forward in significant ways.

Q. ANYTHING ELSE WE SHOULD KEEP IN MIND?

A. The people who are already investing in your work are usually your best resources—both for additional funds and for finding new investors. Spend some time thinking about how you can capitalize on that by thinking through a next step for each one of them.

For example, when is the last time you asked your current partners to increase? We conducted a survey of our partners several years ago and discovered that they felt it was reasonable to ask them to increase their giving every one or two years. I usually recommend asking them to increase from 50 to 100%.

And finally, invest in your relational capital by building into these current partners. Is it time to give them a call, just to catch up? When is the last time you gave them a small gift or sent a personal note? Remember: it is easier to keep your current investors than to find new ones.

Q. IF SOMEONE WANTS TO LEARN MORE ABOUT THIS TOPIC, WHAT RESOURCES DO YOU RECOMMEND?

A. My favorite resources for ministries are the books The God Ask by Steve Shadrach, and Funding Your Ministry by Scott Morton. There is also a website called Support Raising Solutions that offers a monthly newsletter, training opportunities, and more. For people and groups without a religious affiliation, I recommend Asking: A 59-Minute Guide to Everything Board Members, Volunteers, and Staff Must Know To Secure the Gift by Jerold Panas, and Ask Without Fear! A Simple Guide to Connecting Donors with What Matters to Them Most by Marc Pitman.

Great information. Thanks, Debbie!

(Amazon links are affiliate links.)

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Debbie Barron is a coach, mentor, writer, and friend. She has served with Cru/Campus Crusade for Christ for nearly 25 years, mostly at their headquarters in Orlando, Fla. For 17 of those years, she has been a support-raising coach and trainer. She loves Disney World, Ireland, botanical gardens, and sports. She is currently passionate about football and her fantasy football team, “In the Red Barron Zone.” She is single, but there are two important men in her life—her nephews.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Understanding Your Audience

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For August, I've invited my friend, Jen Gordon, to share about uncovering the hidden desires of your donors and customers. Understanding your audience will be a key to your success.

Q. What are the latest trends in your industry?

A. What I’m seeing lately is a trend toward companies identifying their marketing strategy first, and then outlining the tactics they will take to align with that strategy. By “strategy," I mean really digging into the hidden and unspoken desires of your prospect, and developing your approach to that audience around those wants.

In the past I’ve seen marketers using tactics like, “Hey, let’s send out a direct mail piece like the one I saw from XYZ organization.” Or, “Oh, let’s send an email campaign about our next fundraiser,” before truly identifying why their prospects would want to engage the content.

There has always been interest in the marketing world around the psychology of marketing, but today there is a lot more content readily available about the psychological drivers that cause prospects to take a certain action, to leave, buy, or donate. Nir Eyal writes a blog that focuses on consumer behavioral triggers and habits. Though most of his work focuses on software development, the concepts he teaches are applicable to any industry.

Q. What is the biggest mistake you see people making in regards to what you do?

A. One of the mistakes I have seen many times over the years of creating landing pages and sales funnels is that business owners may have a short-term plan or campaign they want to launch, but don’t have a clear roadmap for the year in terms of where they want to be in 30/60/90 days or six months, etc. They generally know what they want to achieve, but the path getting there is often unclear.

Right now, I’m working on a marketing calendar (with some inspiration from this SEJ post) for my own product, the Hope Deck, using Google Sheets, Google Calendar and Trello—all free tools!

Q. What is your best piece of advice?

A. If you aren’t trained on how to uncover your prospect, donor, or customer’s hidden, unspoken wants/desires, then find someone who is. :) Learning how to do this while working on the Hope Deck has completely changed how I connect to, and communicate with, my audience.

It has allowed me to understand how I can bring the maximum amount of value to my customers. I no longer assume that I am a part of my target audience, which I have done in the past. My mind is open to a wider range of problems people want to solve, and emotions they want to feel or not feel.

Q. What is one thing readers can do this week to improve?

A. Start figuring out what your audience really wants—not what they need, but what they want. I created a spreadsheet for the Hope Deck where I am in the process of identifying my customer’s unspoken desires. Don't get overwhelmed. Keep it simple to begin, and then edit or expand it over time.

Q. Anything else we should keep in mind?

A. The best way to uncover these hidden wants and desires is to actually talk to your customers or donors. I’d recommend recording the conversations, if possible, so you can review them later and pick up on details you may miss in the moment. Another option is to get them in writing through emails or surveys. You'll then use their language when speaking to them in your emails, social media, and any other communication pieces, so that it's familiar and relatable.

And be sure to ask them open-ended questions about why they choose to partner with, donate to, purchase from, or do business with you. Most of the time they won’t express their hidden desires outright, but you can infer from their answers what is important to them, and from there brainstorm motivation, emotional triggers, and things like that.

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Jen Gordon is a momma, artist, and entrepreneur based in Atlanta, Georgia. For the past eight years of her career, she’s specialized in conversion centered design, working closely with marketers and business owners to increase sales by testing and optimizing their sales funnels. Her geeky passions include finishing stuff, brain rewiring, crafts of any sort, and anything Dolly Parton has ever said or sung. :) You can find her latest creative project, a collection of inspirational postcards, at www.HopeDeck.com.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Event Planning Trends and Strategies

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For June, I've invited my friend and former co-worker, Kristi Collins from Coco Red Events to share about event planning since many of you are starting to prep and plan for fall events.

Q. What are the latest trends in your industry? 

A. As a foodie, I think my favorite trend right now is casual food, especially a Mexican buffet with fajitas and tacos. I mean, who doesn’t love queso? For dessert, we’re seeing more donut installations, pie bars, and bite-sized treats. Most cakes (wedding, birthday, or anniversary) are smaller with a statement design, such as tiers in geometric shapes, a colored glaze dripping down the side and marbled fondant.

For design, we’re seeing a lot of clients interested in a woodlands theme. Think muted colors like a dusty rose, ivory, and sage green paired with lots of greenery and other natural elements like moss, river rocks, and tree slices. I think a big reason why people are choosing to go this route is because it’s gender neutral and everyone can enjoy the aesthetic. And people always enjoy a good vintage piece. Whether it’s a farm table used as a dessert table or an old library card catalog used to display escort cards, these pieces will create more dimensions to the design.

Our clients are also moving away from the traditional photo booth with props, and opting for a Polaroid camera setup instead. Guests love it because they can take the photos with them, and our clients love it because it’s engaging. At the end of the event, we’ll gather the left over photos and save them for our client, who can turn them into a photo album. The photo album is a great keepsake, whether it’s a coffee table book for a newlywed couple or something to keep in a company break room for employees to flip through.

Q. What is the biggest mistake that you’ve seen people make in regards to event planning?

A. I think everyone should have a day-of coordinator for any event. And I’m not just saying that because I am an event coordinator. Trust me, I had someone coordinate my own wedding! I think it’s so important for our clients to be able to relax and enjoy everything that they’ve envisioned and worked hard to create. If you’re running around, making sure that everything is perfect, you will not have a good time. You should be able to mingle with your guests and enjoy yourself. Even if you’re DIYing your whole event, hire someone to handle the details and make sure that everything runs smoothly on that day. It’s worth every penny!

This is especially important at a fundraiser. Your guests are there because they believe in you and what you’re doing. Think of yourself as the brand ambassador and make yourself available to answer any questions that your guests may have. If they can’t find you to get more information about your cause, they are less likely to support it. We are there to make sure that everything goes off without a hitch and that you are able to reach your fundraising goal.

Q. What is your best piece of advice?

A. I think that people are naïve when it comes to the budget for any event. Many clients don’t know how much it costs to hire a good photographer, caterer, etc. so, they’ll spend money on little things and before they know it, they’re way over budget. My advice, choose your top three Items and spend the bulk of your money there. My top three are always food, music, and alcohol. I like invitations, but they aren’t the most important item to me. Now, if you’re a graphic designer or your company sells paper, the invitations are probably really important to you and that’s ok. Make invitations one of your top three. The important thing is to focus on what’s most important to you, and then build the rest of your budget from there.

Another great thing about working with an event planner is that we get discounts, which we pass onto our clients. A good event planner will save you several hundred dollars in various areas, covering some of their fee.

Additionally, if you’re just diving into the event world, be sure to cultivate relationships with other vendors early on. Find out how you can work together and offer discounts for your clients. Meet other like-minded vendors that specialize in your area and be sure to send them leads for dates that you have already booked. They’ll return the favor and help grow your business. The wedding and event industry is a small one, where everyone knows everyone else. Networking is so very important. Go to as many networking events as you can and start making those connections early on!

Q. What is one thing readers can do this week to improve?

A. If you’re an event planner or getting ready to plan an event, do some research. If I’m planning a company event or fundraiser, I always ask myself the following 5 questions:

1. What is this company’s daily mission?

2. What is their goal for this specific event?

3. What brand-specific elements can we incorporate into the event? (Awards, logo placement, etc.)

4. What is something fun and memorable that we can do during the event to increase brand awareness?

5. Is there something that guests can walk away with that will keep the brand or mission at the front of their mind?

Q. Anything else we should keep in mind?

A. No matter what type of event you’re planning, it’s important to remember the story your organization or client wants to tell. When guests walk into the event, they should be able to look around and know who or what this event is for. Everything should reflect the brand or personality. That’s what makes your event stand out from everyone else’s. And most importantly, make sure that your guests have fun!

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Kristi Collins has been involved with events for over 15 years. She has her BA in Musical Theater from Samford University. After theater, she went into retail, then coordinated events in the non-profit sector and finally found her calling in the wedding and social event industry. Kristi has received her Certifications in Wedding and Event Planning, as well as Social Media Marketing. She lives in Decatur, GA, with her husband, J.R., and her insanely cute dog, Toby.

Learn more about Coco Red Events.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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