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Relish THIS: The Nonprofit Marketing Podcast
55 minutes | Jan 18, 2022
Episode 70: Leveraging Paid Search For Nonprofits With Kurt Filla
Whether you run a nonprofit or for-profit organization, paid search is going to be one of the main marketing ecosystem pillars you should consider to get "instant on" traffic sources to your offerings. That being said, running a successful paid search campaign requires some planning and know-how to make sure you get the most out of your investment. That's why we are joined today by Kurt Filla, Founder of FillaLife Media. Kurt LOVES data and it shows. We have a super fun conversation about Search Engine Marketing and Pay Per Click advertising for nonprofits and other purpose-focused enterprises as well. If you are looking to start a paid search campaign, this episode is a must-listen. From setting up your budgeting and goals to how to tweak your campaigns for maximum effect, this show has it all. Learn about landing page creation and optimization, how to tweak your calls-to-action to get your audience to DO what you are seeking, how re-targeting works, lookalike campaigns, and much, much more on this episode PACKED with great info. Action Ask: Look at your reporting data and make sure you have robust tracking set up to ensure you aren't wasting your time and money on your campaigns. Then test the waters and see what you can do for your organization through paid ads.
58 minutes | Jan 11, 2022
Episode 69: Get Your Podcast Up And Running: Successful Podcast Launching Tips With Tony Lupo And Ryan Fairfield Of The Warrior Next Door
Launching a podcast can be difficult especially if you don't find your niche. According to recent research, there are currently over 2 million individual podcasts out there. And around 45 million episodes. That sounds like a pretty crowded market. But when you dig into the stats a bit more, some real gold gets unearthed. According to Amplifi Media, of that 2 million, roughly 25% have only published 1 episode. When you dig deeper, the stats get even more interesting... Only 770,000 shows made it to the 10 episode mark. So, even though jumping into the deep end of podcasting seems like you will be swimming in a very crowded pool, if you can commit to your show and stick with it, you have a pretty clear lane of travel to becoming among a pretty select few who have a "successful" podcasting experience. My guests today, Tony Lupo and Ryan Fairfield from The Warrior Next Door, have been conducting interviews with veterans of World War II for over 17 years and recently spun these interviews up into a really great show that launched in the fall of 2021. The Warrior Next Door has a unique, serialized format in which Tony and Ryan add context to the interviews and take listeners on a real journey with their guests. It's a fantastic show I recommend you check out. But here's the rub... getting a podcast up and running and building an audience takes some work. That's what we discuss in this episode. How to launch a successful podcast, the pitfalls to avoid while spinning up your show, and how to make sure you can reach the widest possible audience to make the biggest splash. If you are looking to get your podcast up and running (or firing on all cylinders), this is the episode for you. Action Ask: Put down your screens and really be present with your families. Have real conversations. Pair up with someone and bring your passions to life. Preserve your family history through conversations.
39 minutes | Jan 4, 2022
EP 68: The Market Of Building Business Relationships On Amazon With Keith Hartnett
Marketing is all about relationship-building. The most valuable relationships are measured by their quality vs. their quantity, but almost every relationship begins with an exchange of value often marked by some series of back-and-forth interactions. My guest today, Keith Hartnett, the Founder and CEO of Better World Products, knows all about the power of relationship-building. Keith is here to talk about his vision to shift to shift the retail landscape and bring new life and wealth into our shared communities. Learn more from Keith about how to bring your products to the market, build relationships, and create processes that will help you scale and more.
63 minutes | Dec 28, 2021
EP 67: How You Be Influences What You Do With Townsend Wardlaw
Have you ever considered how you "be" directly influences all that you "do"?It's an interesting concept – one that requires some serious brain yoga to wrap your head around.See, if you follow today's guest's approach, you have the capacity to create every moment in your life. How you show up in life (how you "be") influences everything.In this episode, Stu is joined by Life Transformation Architect, Townsend Wardlaw, to share how the book, The Ultimate Coach, inspired him.Extending that to others, Townsend shares his experiences undergoing some of the transformative thinking he has created for himself and those with whom he works over time.Find inspiration from this conversation and witness as you realize how each of us holds within the power to experience Peace, Freedom, and Connection.Join Townsend to not miss out!
50 minutes | Dec 21, 2021
EP 66: Systems Optimizations - The Key To Scaling Your Business With Alyson Caffrey
When you start a business, systems optimization isn’t usually top of mind when it comes to priorities. However, if you want to scale and grow, you need to have processes in place for your team to follow. Today’s guest is Alyson Caffrey, the Founder and CEO of Operations Agency. Her goal is to help organizations create powerful, reliable systems that support their vision. In this episode, Alyson shares how you can develop your operations so you can run and grow your business at the same time. There is SO much great info in this episode if you are looking to effectively scale your business. Hope you enjoy the show.Action ask: If you don't have Loom or some other screen capture application, get one and start documenting processes your team can follow to get to "done right".
58 minutes | Dec 14, 2021
EP 65: Mindset Shifts For Leaders - How To Stop Suffering With Jeff Kinsey
Nietzsche is quoted as saying, "To live is to suffer. To survive is to find some meaning in the suffering." But what if the suffering itself was optional? What if you can shift your mindset to look forward instead of back? This concept is what today's guest, Jeff Kinsey, and your host, Stu Swineford, have in store for you. Jeff is the Founder of The Logos Group, an organization specializing in strategic planning and executive coaching to help anyone live their best lives. He also volunteers with Breakthrough that works with incarcerated individuals to help them prepare for reintegration into society. Jeff went from trying to justify making rich people richer to giving people a home that they had never had before. This is a fantastic conversation jam-packed with concepts you can apply to bring peace and fulfillment to your life.Action ask: Experiment letting thoughts go by.
63 minutes | Dec 7, 2021
EP 64: Hone your message to reinforce the work you do with Stephanie and David from SJMA
As you’re probably aware, I’m a big fan of protecting Colorado’s open spaces. You may know Relish is involved with 1% for the Planet, but I think it’s also of interest that I’ve chosen to live deep in the forest of Colorado’s Front Range. It’s fair to say environmental stewardship is engrained in what I do.That’s why this episode of Relish This was so much fun.I got to chat with two people—Stephanie Weber and David Taft—who work with the San Juan Mountains Association. The organization was started in the Durango area, and since their inception, they’ve expanded their reach. Now they preserve and protect forests with a solid ambassador program, education program, and volunteer program. All of these initiatives help people who are enjoying the forests understand the importance of protecting these pristine locations.SJMA now impacts more than half of Colorado’s wilderness areas!This episode focused on helping SJMA hone their message and expand their reach and engagement with stakeholders. Through social media, email, and general community networking, we look at strategies and ways to answer the question, “How do you reinforce all the good you are doing?”This was a fun conversation with a group doing some real good for Colorado’s public lands and forests. I hope you enjoy the show. Link: SJMAAsk: Get involved in your own backyard to protect public lands.
64 minutes | Nov 30, 2021
Ep 63: Telling your story at the intersection of marketing, branding, and sales with Suzi Bahnsen from Apple and Arrow Sales.
In the for-profit world, Sales and Marketing are two sides of the same coin. They work hand-in-hand to build an organization. In the nonprofit world, however, these two components of brand building and stakeholder engagement get a bad wrap. But do nonprofits actually sell? Of course they do. Whether some component of your organization drives revenue through selling, or your ED is simply out drumming up donations during the giving season, at some level every non-profit depends on sales and marketing.My guest on this episode of Relish This is Suzi Bahnsen, founder of Apple and Arrow Sales. They help organizations and leaders navigate the intersection of marketing, branding, and sales. Suzi and I met when she was working at Boulder, Colorado's Small Business Development Center. She has a long history working with nonprofits and small businesses to improve their sales and engagement, and it was great to reconnect with her..We had a vigorous discussion about storytelling and how to use marketing and branding to get your message across to your stakeholders, how to develop a solid marketing and engagement strategy, and much more. This was a super fun episode. I hope you enjoy it. Link: Apple and Arrow SalesASK: Say something nice to a stranger and find a charity to give to!
50 minutes | Nov 23, 2021
Ep 62: How To Successfully Launch A Product On Amazon With Luke Tierney of Eco D2c
I don’t think it’s news that Amazon dominates the online selling game, both here in the United States and around the world. You don’t get to be a $1.75T—yes, that’s trillions of dollars—by slacking.In any case, if you’re launching a consumer product, a little knowledge about how to market it on Amazon can go a long way.On this week’s episode, I talked with Luke Tierney, the Founder and Director of Eco D2C a firm that helps eco-brands bring their products to market—primarily on Amazon. Our conversation focused around the challenges and processes around bringing a product to market, the factors that go into a successful launch, and how to develop marketing around eco-brand awareness to sell more products in this quickly-expanding sector of B2C sales. But here’s something else we discussed—Amazon isn’t just for selling your product. The site is also used by millions of people a day as…A search engine. See, many consumers turn to Amazon first for product information, reviews, and pricing comparisons. Then they eventually purchase in-store or at another site online. This makes having your products on the service something to consider—even if you have no desire to sell millions.If you’ve ever wanted to launch your own eco-product, this is a great conversation to listen to. Hope you enjoy it. Link: Eco D2C Ask:Buy and re-upFind 1 thing and shift to an eco-conscious brand.
65 minutes | Nov 16, 2021
Ep 61: Rethink your nonprofit’s revenue streams with Regeanie Corona from Advancing the Seed
When you’re trying to scale and grow, it can be daunting to think about all the moving parts that need to fall into place for your organization to reach the next level. Fundraising, messaging, outreach, hiring, infrastructure—all of these compound to create a lot of stress. That is, if you haven’t mapped out a plan. On this week’s episode of Relish This, I spoke with Regeanie Corona, the Founder and CEO of Advancing the Seed. Regeanie excels at helping organizations supercharge their revenue streams to enable predictable growth. A lot of our conversation focused on mindset and how everyone—no matter whether they work for a non-profit or a for-profit—should have an entrepreneurial focus. After all, that focus is what allows you to look at alternative revenue streams, to seek investments instead of handouts, and to create a stronger donor base. Regeanie has created a program called “10 in 30 Days,” a checklist and accountability program that shows you how to generate $10,000 worth of revenue in just a month. This is great for organizations who are just starting to build a strong financial foundation, as it really provides an understanding of how to generate revenue quickly. This is a fascinating show with a LOT of information about how you can take your organization to the next level. Links: regeanie.com10in30days.com@regeanie on socialsASK: Sit down and create a list of everything you can do to monetize your organization then make a commitment to do one of these in the next 90 days to bring more revenue to your organization.
52 minutes | Nov 9, 2021
Ep 60: Reframe and Remaster Your Messaging To Thrive with Douglas Spencer of Spencer Brennan
What message are you trying to share with your stakeholders? On this week's Relish This, I chatted with Spencer Brennan, the founder and CEO of Boston agency Douglas Spencer. He and I met on an online group called Nonprofit.ist that enables those working in the nonprofit sector to connect with other nonprofit and purpose-focused experts.Spencer helps mission-driven clients reframe their focus and remaster their messaging so they can thrive in any environment.As you might imagine, he knows all the ins and outs of messaging—and we had an amazing talk about the complexity of crafting messaging that works. We also talked about the challenges most of us face when trying to get our message across to the masses.There’s a lot to get out of this conversation. Hope you enjoy it!Links: Spencer BrennemanNonprofitistASK: Pause and think about one thing about your work and what you know that others might not understand. Then take that thing and share it!
49 minutes | Nov 2, 2021
Ep 59: Manage and fuel your organization’s growth with Goodworld co-founder Richie Kendall
My guest today is Richie Kendall, the co-founder of Goodworld, an AMAZING tech stack that helps organizations (both nonprofit and for-profit) manage and fuel their growth.Richie’s platform combines many great features in one platform, making it easier to coordinate your outreach for maximum effect.In my opinion, nonprofit organizations could especially benefit from using Goodworld to have all of their events, social giving, and rounding up campaigns all in one easy-to-view place. This would help to reduce costs and cut down on time wasted learning multiple platforms. Richie and I had a great conversation and I hope you enjoy it. Link: Good World NowASK: Educate yourself on where the world is moving. Encourage your leadership and workforce to engage in ritualistic good to provide the time and space, perks and incentives to have a stronger connection.
54 minutes | Oct 26, 2021
Ep 58: Sharing your Passion With A Wider Audience: PR and nonprofit outreach with Maya Brook From Slow Food Denver
Are you crafting a conversation with all of your audiences? On this episode of Relish This, I talked with Maya Brook, the Executive Director of Slow Food Denver, an organization that helps educate people about their food sources and encourages them to seek out food that is produced using sustainable practices and is available to everyone. Their motto is “We believe in food that is good, clean, and fair for all.” During our conversation, we discussed the different avenues that Slow Food has created to support and promote its mission including its kids program, Little Sprouts, that helps children learn how to cook and creates a passion for good food at an early age. We also discussed Maya’s background in PR and how organizations can do a better job teeing up messaging and outreach to capture the attention of a wider audience and how to properly frame your story when sending out PR materials. The key is to ensure that you are creating the right content for the right audience in the right medium. Finally, for those of you who are looking to move into an Executive Director role (or if you are searching for an ED), we finished our conversation about the ED hiring process and how Maya prepared herself to successfully land her new role as Executive Director of Slow Food Denver. This was a fun episode. I hope you enjoy itLinks: Slow Food DenverASK: Ask questions, grow your own food, try new things!
57 minutes | Oct 19, 2021
Ep 57: How to build partnerships and expand your mission with Mike Reichert from Wild Bear Nature Center
On this week's episode, I talked with Mike Reichert, the Director of Operations at Wild Bear Nature Center in Nederland, CO. Wild Bear Nature Center has an ambitious plan to educate people about nature by building a new facility down the street from where I live. (They’re currently running a big capital campaign to raise the necessary funds.) They’ve been active in Nederland for over 27 years, making avid supporters out of the local community and businesses. Drawing on this history to engage partners in the area and expand their reach will be key to reaching their ambitious goals.We discussed using those partnerships and building trust to expand their message and get more people involved and engaged. WBNC is doing some amazing things for the local community and beyond. Check them out on this episode!Link: https://www.wildbear.org/ASK: Reduce, reuse, recycle. Pick up trash on the trails!
60 minutes | Oct 12, 2021
Ep 56: Remain relevant by running online events with Dave Jensen from Encompass Event Group
Are you hosting an event this year? If not, you should consider doing so. (Within the bounds of safety, of course.)On this week’s episode I talked with Dave Jensen, the CEO of Encompass Events Group. Their company helps nonprofit organizations put on live hybrid and remote events. They offer support and production services to help organizations knock their events out of the park. And listen—if you don’t know how to run an online or hybrid event, but want to, then this is the show for you. Dave and I go over a lot of great stuff, from how to start your first online event to how to make your hybrid events engaging. Recently, I had the pleasure of doing a virtual tour of Dave’s studio. Encompass Events Group has done a great job of adapting to the online world of events and they really have the skills to help you up your online or hybrid event game. I think there are two main takeaways from this episode. First, flip the script: make your audience the main attraction at the event. Get them participating or highlight them to make things feel like “not just another Zoom call.” Secondly, do something. Even if you host just a small event, it can help you stay relevant to your stakeholders and front-of-mind. You are going to love this episode. Link: Compass Event GroupMobileCauseAsk: Just do something. Even if it's a small event and 100% online, do something to remain relevant.
58 minutes | Oct 5, 2021
Ep 55: Keeping your foot on the gas even through the hard times with Angela Forster from Tiny Studio.
Are you keeping your foot on the gas? This week I talked with Angela Forster, the co-founder of Tiny Studio. Angela and her business partner, Nancy Rice, have a women-owned business that does lots of work in the nonprofit sector. Since both of us are in the design world, our conversation naturally touched on design trends. We also talked about remote working challenges—and even our mutual love of opera! The biggest takeaway from our conversation was remembering—even in hard times—how important it is to stay consistent and “keep your foot on the gas” with your marketing spend. It’s crucial to keep at it—even allowing your tactics to be more creative and experimental, if you can. (Experimentation can help you find new and interesting opportunities to be successful.) This was a great conversation and I hope you enjoy it. Link: https://tinystudiollc.com/ASK: Reach out to a nonprofit and figure out how to share your expertise with them.
58 minutes | Sep 29, 2021
Episode 54: Running a sweepstake to engage donors with Annie Tukman from TapKat
Have you ever thought about generating donations by hosting a sweepstake? (Yes, “sweepstakes” means more than one. 😁)This week we are talking to Annie Tukman, the Sales Director at Tapkat, a platform that runs online sweepstakes for nonprofit organizations. Sweepstakes are great for an organization because they help gamify the donation process. This can make donating more enjoyable for your donors, increase donation amounts, help with list-building, and increase overall engagement with your stakeholders. Our conversation was a comprehensive how-to for running successful sweepstakes—everything from how to acquire prizes to how to effectively engage your audience.Take a listen, then reach out to Tapkat to set up your first sweepstake. Don’t forget to let us know how it goes! https://www.tapkat.com/Ask: Go eat a delicious snack!Go check out Tapkat and set up a sweepstake for your organization.
59 minutes | Sep 22, 2021
Episode 53: Commit to sharing your story and why it matters with Rhiannon Hendrickson from Orapin Marketing.
Have you committed to getting your story out to your stakeholders? Today’s episode of Relish This, we talk to Rhiannon Hendrickson, Founder and CEO of Orapin Marketing, a fantastic PR firm that does a LOT of work in the nonprofit sector. Her firm focuses on helping nonprofits get their stories out to their stakeholders. Orapin’s approach focuses on first getting you to commit to your story, and then helping identify why people should care about what you are up to. Our conversation reminded me that nonprofit leaders are experts in their fields. They understand the issues, and intuitively know what solutions are needed to solve problems. But they’re not always great at communicating this expertise.Nonprofit leaders should feel empowered to use their voice and speak up. Not only will you be sharing your passion, but also you’ll be building trust with your donors—who will feel more willing to give when they feel their money will be used competently. This episode is great for any nonprofit leader seeking to expand their mission and amplify their story. Links: https://orapinmarketing.com/inspired-impact/ACT: Focus on clarifying your story, What you do, why it matters, Why should they care. Answer the "So What" question.
59 minutes | Sep 15, 2021
Episode 52: Build Trusting Relationships With Core Donors To Get The Job Done Right With Greg Hodgin from Peacebuilding Solutions.
Are you cultivating trust with your core stakeholders? On this week's episode we talk to Greg Hodgin, Founder and Executive Director of Peacebuilding Solutions. Peacebuilding Solutions builds success from a platform rooted in solid research. Their teams embed in areas affected by war and crisis, and spend time learning and understanding—not assuming—their stakeholders' needs. Their proactive model has led to them helping to build more sustainable solutions to the real-world problems their beneficiaries face. Their research-focused approach has helped their organization learn how to really hone their story and build a strong sense of trust with their donors and volunteers. Here’s one of the biggest takeaways from this episode: instead of focusing on casting a wide net to build a large donor base, focus on building strong relationships with people who are intrinsically aligned with your organization and trust you to complete your mission.Greg and I also discussed how nonprofits should focus on cash donations. We talked about how to focus the donation narrative around trusting that the organization can use money effectively to get the job done. This was a great episode and a great way to learn how to build that donor base. Link:https://peacebuildingsolutions.org/https://relishstudio.com/blog/thought-leadership/get-the-most-out-of-what-you-have/ASK: Donate CASH to the charities you care about. Find one you trust and invest cash in their mission. Let them figure out the best way to use that donation to its fullest effect. Build trust, develop relationships, and do your research
56 minutes | Sep 7, 2021
51: Tackling Diversity and Inclusion In Your Nonprofit with Mitsu Iwasaki from The American Alpine Club
On this week's episode we talk to Mitsu Iwasaki, the Executive Director of the American Alpine Club. This organization spent more than 100 years promoting and celebrating mountain climbing and alpine adventure communities and their achievements. Mitsu and I share a passion for the outdoors—for climbing, skilling, and the thrill of reaching any pinnacle. So as you might imagine I had a great time chatting with him about some of our favorite outdoor experiences. We also explored the benefits of marketing in the nonprofit space, and dove into developing content roadmaps and diversifying revenue streams. Our conversation focused primarily on diversity and inclusion in the climbing community and how the American Alpine Club is tackling this issue—not only within their organization, but in the climbing community at large. There is a long history of bigotry in climbing (which is, sadly, cominglied with historical prejudice) and the AAC is meeting these challenges head-on in its efforts to help improve inclusion and diversity.From mindset shifts to understanding your stakeholders’ perspectives on inclusion, we learned a lot of how to engage and communicate. This is a great topic to explore for any nonprofit leader who’s interested in addressing some of the obstacles to creating an open community for everyone. You’ll get a lot out of this episode. Enjoy! Link:Americanalpineclub.comAsk: Become a member of American Alpine Club, local climbing organization, The Access Fund, or other organization and get involved!
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