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

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Negotiations Ninja Teaches Charities How to Get Better Deals, Ep #32
Negotiations Ninja Teaches Charities How to Get Better Deals, Ep #32

Episode 32

With Benjamin Johnson & Mark Raffan

Let’s face it: most people are terrible at negotiating. They let the fear of conflict keep them from asking for exactly what they need. It’s time to stop settling and start negotiating! On this episode, Ben sits down with Mark Raffan of Negotiations Ninja to discuss the importance of negotiating personally and professionally in the charity world as well as tips for anyone to become a master negotiator.

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

  • Getting to know Mark Raffan [1:59]

  • Tips for negotiating a personal salary [6:31]

  • The pitfalls of negotiating with charities [16:06]

  • Equipping your team to negotiate effectively [17:51]

  • Why email is a negotiator's Achilles heel [22:49]

  • Why being a digital thought leader is critical for charity heads [27:02]

Needs versus wants

The first step to any successful negotiation is identifying exactly what you need before you enter the room. It’s also important to identify your wants so that you know where to be flexible. Mark encourages negotiators to make a list for both categories and rank their importance in case a compromise is needed. That is how a range of acceptable outcomes is determined. Knowing what “best” and “worst” case scenarios look like will keep you from being blindsided and allow any negotiator to be the best advocate for themselves or their organization.

Don’t let nerves dominate the moment

The final step of negotiation prep is roleplaying different scenarios with a friend or family member. Ben reminds listeners that asking for a raise or sticking to a necessary price point can be a nerve-wracking experience if you have never done it before. So practice! Don’t let nerves dominate the moment. Take away some of the unpredictability of negotiating through roleplay. Negotiators are far more likely to communicate effectively in the moment if they have rehearsed what they are going to say before the moment arrives. 

Leave room for wiggle room

A key negotiation tactic Mark highlights in this episode is always asking slightly above your best-case scenario. This is especially helpful when trying to negotiate with clients. Most clients have no idea how much your services are supposed to cost and their only goal is getting as much as they can for the lowest possible price. That dynamic can be particularly painful in the charity world because many charities are inexperienced with structuring deals and negotiating with agencies for their services. Built-in wiggle room allows clients to feel like they are getting a win for their organization while ensuring that the agency is adequately compensated. 

Resources & People Mentioned

Connect with Mark Raffan

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Facebook’s Shadowside and The Cookie Monster, Ep #31
Facebook’s Shadowside and The Cookie Monster, Ep #31

Episode 31

With Benjamin Johnson & Matt Hussey

Facebook is making headlines again for all the wrong reasons and Matt and Ben are here to talk about it. On this episode, the guys dive into why Facebook isn’t the digital fundraising home it seems to be, how to cultivate generosity during the pandemic, and why pre-selected donation amounts can hinder online giving.

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

  • Pop culture check-in (because who ISN’T watching Ted Lasso?) [2:56]

  • What’s ahead for Frontier FM and recapping Joshua Harris [5:13]

  • Cultivating generosity during the pandemic [9:03]

  • Why asking for specific donation amounts may be counterproductive [12:43]

  • Why Facebook shouldn’t be a fundraiser’s primary digital home [15:37]


Engage donors to cultivate generosity

2020 was a difficult year for so many families and individuals from a financial perspective. Twenty percent of US households drained their entire savings account trying to stay afloat during the pandemic. With so much hardship, the need for generosity has never been greater. The struggle for fundraisers becomes marketing to a donor base that may have lost their capacity to give as much as they have previously. Or even at all. Rather than “just asking for money”, Matt recommends engaging donors with questions to build a stronger relationship with them. Use appeals to ask donors about what is important to them and then give them the opportunity to be part of the solution. 

Leave room for every audience

Most online donation systems use pre-selected giving amounts and most fundraisers don’t give it a second thought. But a recent talk by Brady Josephson at the NIO Summit is causing Matt and Ben to rethink this idea. The problem with pre-selected amounts is that it has the charity making decisions for their donors. It can be the right amount for some audiences, but too low or too high for others. Generosity should be celebrated at every level. Allowing for open-ended decision-making from your donors during their online giving experience often leads to an overall higher level of donors, thus a higher level of giving.

And that’s the way the cookie crumbles

It’s no secret that Facebook is awful. Especially now that whistleblower Frances Haugen revealed to the world that the company intentionally directs its users towards controversial and false information in order to make the platform more addictive. Not to mention how it points vulnerable demographics towards harmful content. While evidence suggests the social media site is terrible for just about anyone on a personal level, the question remains: Is Facebook still a good advertising investment for fundraisers? The answer is still no according to Ben. He believes the weakest link in the “Ad Industrial Complex” is the digital cookie. One study showed that as much as 64% of tracking cookies are blocked by browsers. No wonder Facebook is facing a class-action lawsuit claiming their targeting algorithm has an accuracy rating as low as nine percent. As the cookie continues to crumble, it begs the question: How long can Facebook continue to have its cake and eat it too?

Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Joshua Harris Talks About Faith Deconstruction and How To Clarify Your Message, Ep #30
Joshua Harris Talks About Faith Deconstruction and How To Clarify Your Message, Ep #30
FFM030 Art-2.png

Episode 30

With Benjamin Johnson & Joshua Harris

Deconstruction is an altogether popular and controversial buzzword found in church spaces lately. Even though many find the process helpful on a personal level, it can be scary to go through when you still work for organizations that make it feel as though believing the same thing spiritually is a loose requirement. On this episode, Ben interviews former pastor Joshua Harris about his deconstruction journey, the art of questioning faith while working with faith-based organizations, and how to clarify your message. 

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

  • Joshua Harris’ journey from pastor to marketer [2:45]

  • Reflecting on the evangelical cultural dominance of the 1990’s [6:25]

  • Deconstructing faith while remaining in faith spaces [10:15]

  • Going beyond the commonality of faith in fundraising [15:36]

  • Examining the generational technology divide [20:37]

  • The importance of clarity in messaging [25:56]


Understanding faith deconstruction

Deconstruction has become a big, scary word in evangelical church circles over the last year. And while the classical definition of the term is understanding the relationship between text and meaning, many Christians equate deconstruction to losing one’s faith. However, at its core, deconstruction is all about examining the belief system you’ve been taught and determining whether or not you actually believe it or if it still serves you and those around you. It doesn’t necessarily mean that you lose or change your faith, but rather it means taking ownership of your beliefs because you believe them and not because someone else told you to. Often, deconstruction creates the ability for people to have nuanced perspectives and interact with the world around them more openly and inclusively. Joshua Harris is a great example of why this can be helpful. He realized that a Christian dating and relationship book he wrote at the age of twenty-one helped birth modern “purity culture” and actively harmed others. Though people have been deconstructing the now unpublished “I Kissed Dating Goodbye” for quite some time, his willingness to do the same and own up to that harm has been a healing catalyst for many. 

Building a bridge

Faith-based charities often get stuck in the mindset that their donations also need to be “faith-based”. However, connecting with donors on a “human-level” is a big key to success. Organizations should be able to communicate with anyone about their cause, regardless of what their audience believes. Even if faith is involved in the messaging, it should be done in a way that inspires empathy and generosity, not division. That’s one of the things Joshua Harris values most about his journey from evangelical pastor to marketer and brand manager. Deconstruction has allowed Harris to become a more open person, ask questions, and relate to others with different beliefs and backgrounds. Charities should strive to do the same by building bridges that allow everyone the opportunity to be generous and make the world a better place.

Prioritize clarity over volume

Clarifying your brand message should be the first step on the road to success for any organization. That’s where Joshua Harris comes in. His marketing firm Clear and Loud helps brands develop a crystal clear message to reach their target audience. The name may seem like a typo, but it’s an intentional reminder that clarity should be prioritized over volume. “Are you that annoying person at a cocktail party just talking about themselves? Or are you able to key into the journey and the story of your customer?” Harris quips illustrating what a lack of clarity feels like in brand messaging. A big part of that clarity comes from identifying your target audience, how they want to be communicated with, and how that fits into an overall business strategy. Once those elements are in place, organizations can crank up the volume to reach as many people as possible.

Resources & People Mentioned

Connect with Joshua Harris

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Cultivating Change Through Language and Community-Centered Fundraising with Nicole Mucci, Ep #29
Cultivating Change Through Language and Community-Centered Fundraising with Nicole Mucci, Ep #29
FFM029-Art-2.png

Episode 29

With Benjamin Johnson & Nicole Mucci

Nicole Mucci of Union Gospel Mission joins Ben to discuss how she helped pioneer a brand update to adopt person-centered and trauma-informed language at her organization. They take a deep dive into the impact of language, the power of personal stories, and the growing shift from donor-centered to community-centered fundraising.

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

  • Getting to know Nicole Mucci [1:00]

  • How Nicole came to work at Union Gospel Mission [4:28]

  • The power behind a brand [6:59]

  • Recognizing the need for change [8:46]

  • What it means to be person-centered and trauma-informed as a brand [10:06]

  • Shifting from donor-centered to community-centered fundraising [12:23]

  • Changing brand guidelines from a staff perspective [18:03]

  • Writing a person-centered redemptive arc [21:32]

  • Executing a change in brand guidelines [26:14]

  • Why language matters [32:01]



Person-centered, trauma-informed

What does it mean to use person-centered, trauma-informed language? Why is it so important? Often the fundraising world chooses to focus on negativity in their appeals and storytelling. While that may have previously resulted in successful fundraising, this approach often reinforces harmful stereotypes that hurt marginalized communities and the charity in the long run. Being trauma-informed means not defining someone by what is happening to them. For example, a person is experiencing homelessness versus being a homeless person. Person-centered language puts others in the driver's seat and makes them the heroes of their own story. It highlights their accomplishments and the hard work they put in to transform their lives with the assistance of the charity and its donors. Nicole summed it up best when she said that person-centered, trauma-informed language matters because it has the power to destroy stigma, shatter stereotypes, and build meaningful and beneficial relationships.

The heart behind community-centered fundraising

Donors are critical and valuable to the lifeblood of any fundraising-based organization. Without donors, charities would not be able to do any of the work that they do. Let alone keep the lights on. Their donations help provide a safe space for others to take steps towards personal transformation. But donors are also a part of a larger ecosystem within a charity's infrastructure. Just like staff, volunteers, community partners, and those that utilize an organization’s services, donors are not singular saviors or the most important piece of the puzzle. Rather, they are a part of a living, breathing ecosystem that ebbs and flows. That is the heart behind moving away from donor-centered language to a more community-centered approach. Recognizing that while donors are essential, they are not the most important part of the story because it is a collaborative process.

A catalyst for change

A brand is more than just a logo or a color palette. While advertising quality is necessary to cut through the noise, equally important is the language used to communicate those messages. Language shapes a charity’s internal culture and builds its reputation while also informing people’s understanding of who an organization is, what it stands for, and the people that it serves. Marginalized groups have been calling for better and more inclusive language for years that went largely ignored by major corporations until public outrage over the deaths of George Floyd, Breonna Taylor, and Amhad Arbery. Charities have an opportunity to be a catalyst for positive change by adopting inclusive, anti-racist, and person-centered language into their brand to ensure that all are welcomed, respected, and cared for.

Resources & People Mentioned

Connect with Nicole Mucci

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Welcome to Fall (Catch-Up Edition), Ep #28
Welcome to Fall (Catch-Up Edition), Ep #28
FFM028-Art-2.png

Episode 28

With Benjamin Johnson & Matt Hussey

As leaves begin to change and the weather begins to cool, Matt and Ben want to help listeners get ready for the Fall fundraising season. On this episode, the guys take some time to catch up while also discussing the best language to frame fundraising appeals, why donors give, and why they don’t. Start the season off right with another great episode of Frontier FM!

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

  • Catch-up time: sports, politics, and everything in between [0:18]

  • Using surveys to re-engage a disconnected audience [12:27]

  • Modifying appeals to match current events [14:45]

  • Framing appeals to clearly communicate the message [17:15]

  • Why donors give (and why they don’t) [21:22]

  • Creating a frictionless donation form [23:33]

  • Should accreditations be a permanent fixture in your footer? [27:13]


Make donors feel understood

Donors consistently give to organizations that make them feel understood. They want to know that their money is going to a place that “gets” them. The best way to get that message across is to adopt a strategy of “reminding versus informing” when writing fundraising appeals. Sure, there are certainly times when donors need new information, but too much information can be counter-intuitive. Don’t complicate the message with unnecessary info. It’s great that an organization’s office is fully stocked with cleaning supplies to help protect against COVID, but how does that help a potential donor connect with an appeal? It doesn’t. Focus on universal truths that connect readers with the cause so that they want to be a part of it. 

Communicate, clearly!

One of the major reasons why donors do not give to a charity is a lack of communication. Either they didn’t feel their donation was needed by the organization or they didn’t hear from the organization at all. The former is frustrating, but the latter is completely unnecessary. Michael Scott once quoted Wayne Gretzky by saying “You miss 100% of the shots you don’t take”. Take the shot! Develop a strategy that involves consistent communication with your donor base. From there, make sure fundraising appeals clearly communicate the organization's needs while staying connected to the donor through empathy and community.

Remove giving barriers

There’s nothing worse than for a donor to feel inspired to give, but not be able to because the process was complicated. The cause will not get the funds it needs and the potential donor often feels like they did something good for trying to give, but the charity got in its own way. A great way to remove online giving barriers is to visually prioritize what matters most in the giving process. If 95% of online donors give with their credit/debit card then that is what needs to be front and center. Don’t visually complicate the process by giving equal priority to every other payment option. Smaller links for less used options like checks will help the majority of donors give with ease.

Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Legacy Giving with Julia Magnuson-Ford of PG Growth, Ep #27
Legacy Giving with Julia Magnuson-Ford of PG Growth, Ep #27
FFM027 Art Tiny.png

Episode 27

With Benjamin Johnson & Julia Magnuson-Ford

Do charities need legacy giving strategies? Spoiler alert: YES! On this episode of Frontier FM, Ben is joined by Julia Magnuson-Ford to discuss some of the best practices for effective legacy giving cultivation and the conversations fundraisers can’t afford to avoid.

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

  • Getting to know Julia Magnuson-Ford [1:04]

  • What it means to outsource legacy giving [4:42]

  • Uncomplicating legacy giving [6:39]

  • Developing a legacy giving strategy [13:32]

  • Keeping a donor centric attitude towards legacy giving [18:37]

  • Teaching generosity and staying connected as an organization [25:01]

Keep legacy giving simple

Too many organizations have an overcomplicated view of legacy giving. This often results in a “hands-off” approach that ultimately leaves a lot of money on the table and out of the charity’s hands. Julia encourages fundraisers to keep legacy giving simple through a willingness to “have the conversation”. Don’t be afraid to talk about it! Engage donors in the process of what’s important to them. Death can be a difficult subject to talk about, but it’s a reality for older donors who may already be thinking about the legacy they will leave behind. The best way to honor them is by having the conversation now to make sure their exact wishes are fulfilled once they’re gone.

Develop a legacy giving strategy

Legacy giving should be an extension of existing donor relationships. Donors give consistently because of how an organization cultivates and maintains a relationship with them. Therefore the best legacy giving strategy is one that looks to annual and monthly donors first. If someone consistently gives to a charity for 20 years there is a good chance that they will want to leave a legacy gift as well. Organizations should also be prepared when donors do leave a large parting gift for the cause. The somewhat surprise nature of legacy giving can easily blow a team’s yearly budget if they’re not ready for it. That’s why it’s important to put a plan in place NOW before tensions are high. Having an effective legacy giving strategy turns a legacy gift into a question of IF, not WHEN, so be prepared!

Stay passionate and connected

At the end of the day, fundraising is largely about people. People helping people. People learning to be generous. People impacting the world around them through worthy causes. Legacy giving shouldn’t be any different! Having a donor-centric mindset when it comes to legacy giving will help organizations stay connected to what matters most. Donors want to know that they can make a difference with a legacy gift. Ask them what they are passionate about and how they would want their gift to be used. Show them what the charity’s plans are for the next 20 years and that they’ll be ready to receive the donor’s gift when the time comes. Ben reminds the listener that it’s not always the most famous organizations that get legacy gifts, but the most connected and passionate ones. 

Resources & People Mentioned

Connect with Julia Magnuson-Ford

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Ben Johnson
Writing Donor Newsletters the Right Way, Ep #26
FFM Art-2.png

Episode 26

With Benjamin Johnson & Matt Hussey

Fundraising content should be raising money for the charity. If not, then it’s just communication. Newsletters should be no exception! On this episode of Frontier FM, Matt and Ben dive into all things donor newsletter as they discuss effective newsletter content, working newsletters into an overall fundraising strategy, and who should receive newsletters in the first place. 

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

  • Matt and Ben’s thoughts on the previous episode with Tim Kachuriak of NextAfter [0:32]

  • Matt’s fall update [2:35]

  • The exciting things ahead for Frontier FM! [6:59]

  • 2020 Frontier newsletter statistics [9:37]

  • What effective donor newsletter content looks like [11:45]

  • How newsletters fit into an overall fundraising strategy [16:05]

  • Who should and should not receive a newsletter [18:49]

  • Donor newsletter best practices [22:59]


Rethink the donor newsletter

Most of the time fundraisers follow best practices, but newsletters seem to be the one area where that goes out the window. It’s time to move away from the idea that a donor newsletter is a catch-all for content an organization doesn’t know what to do with. Newsletters can and DO raise funds! Maybe not as much as direct mail cultivation appeals, but certainly enough to make a difference. Through donor newsletters, Frontier was able to help clients raise nearly $771 thousand last year. Listen to this episode of Frontier FM to learn how to make newsletters an effective fundraising tool. 

Create compelling newsletter content

Nobody likes reading a boring newsletter. Seriously, it’s the worst. And if organizations want to use their donor newsletters as an effective fundraising tool they need to make sure that the content they are putting in front of their readers is compelling. Eight-page mini novels about organizational accomplishments and staffing changes are not going to cut it. Donor newsletters need to be story-driven, not data-driven. Show the donor how their gift is impacting the cause through photo essays and infographics. If charities need to speak directly to specific donor sub-groups, easily inserted cover letters are a great way to add a personal touch for multiple segments of a donor list like monthly recurring givers. Donor newsletters need to have easily skimmable content that packs a punch.

Use newsletters strategically

How an organization uses a donor newsletter as a part of their overall fundraising strategy is a critical part of its success. Compelling newsletter content is great, but strategically using that content to further the organization's cause is even better. Newsletters are a way to maintain connection with donors long after their initial gift. If a donor knows that an organization is accountable for the money they receive because they can see the wells their donation is building and the people their gift is impacting, they are FAR more likely to become regular donors. Another great use of newsletters is as a primer for donors regarding giving campaigns a charity will have in the future. Strategically scheduling newsletters to make donors aware of campaigns before they happen will help them prepare to give when the time is right.

Resources & People Mentioned 

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Tim Kachuriak of NextAfter Talks Online Optimization, the Digital Frontier, and Generosity, Ep #25
Tim Kachuriak of NextAfter Talks Online Optimization, the Digital Frontier, and Generosity, Ep #25
FFM025-Image-2.png

Episode 25

With Benjamin Johnson & Tim Kachuriak

The O.G. digital fundraiser, Tim Kachuriak, joins Ben for a multi-faceted conversation on all things digital marketing. The two discuss how Tim built his company NextAfter from the ground up, the fallout from Apple’s security update, and what’s next for marketers exploring the digital frontier. This is a can’t miss episode filled with sage wisdom and insight from a pioneer of fundraising!


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

  • The NextAfter journey [1:06]

  • What does having a “digital first” agency mean? [8:39]

  • Managing relationships between clients and other agencies [10:29]

  • How Tim is still exploring the digital frontier 20 years later [13:06]

  • The role behavioral science plays in digital marketing [16:32]

  • How legacy giving impacts digital marketing [18:31]

  • The iOS security update fallout for marketers [20:55]

  • The cost and logistics of donor acquisition [23:58]

  • Unleashing the most generous generation in the history of the world [29:48]


Create a culture of optimization

A big part of effective fundraising is learning how to optimize the process at every opportunity. Just because a strategy has worked for the last ten years does not mean it will work for the next ten years. Tim reminds the listener that they should make decisions based on data and not on "how things have always been done." It’s easy to fall into patterns because they are safe and predictable. But if the numbers indicate that a new digital strategy is the most effective route, organizations should not be afraid to take the leap.

Let your audience be your guide

“The internet is the greatest behavioral laboratory in existence.” Tim’s statement should fill fellow marketer's and fundraiser’s hearts with great hope and encouragement. The internet provides organizations the ability to test multiple digital marketing strategies at once to find what works best for their audience before fully committing to that strategy. Ben summarizes the point best when he says, “I am not the organization’s ideal donor.” Meaning that personal bias often gets in the way when creating marketing content because the ineffective tendency is to market to yourself instead of your reader. This is why treating the internet like a test laboratory is essential to the digital marketing process.

Building trust is the key to great client relationships

Working with a new client presents its own unique set of challenges. They may be aware of big picture problems, but not the more intricate issues creating them. It’s not uncommon for incoming marketing agencies to be hit with a laundry list of solutions before they are able to figure out what the real problems are. Tim’s best practice is to “stack wins early to show clients that your strategies actually work.” By doing this, he says agencies will “loosen up the culture” and make way for bigger changes down the road. Having consistent results early will build trust and allow for hesitant clients to confidently make the necessary changes.


Resources & People Mentioned

Connect with Tim Kachuriak

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
QR Codes in Fundraising and Marketing Are Relevant!, Ep #24
QR Codes in Fundraising and Marketing Are Relevant!, Ep #24

Episode 24

With Benjamin Johnson & Matt Hussey

What are QR Codes? How do they work? Can they help increase the effectiveness of a fundraising campaign? These are the questions that charities and marketers alike should be asking! Join Matt and Ben on this episode of Frontier FM as they explore the answers and share their thoughts on how QR Codes could impact the future of fundraising.

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

  • Fundraising strategies amidst Canadian wildfires [1:44]

  • Why data analysis is over-hyped in the non-profit world [6:14]

  • Fun life and podcast announcements from Matt and Ben [8:16]

  • The origin of QR Codes [14:04]

  • Applications for QR Codes in fundraising [17:55]

  • Ways to make QR Codes engaging for readers [21:00]

  • Why Matt and Ben are proponents of QR Codes [26:28]

  • Matt’s summer campaign update [29:15]


QR Codes were ahead of their time

When QR Codes debuted roughly ten years ago, no one knew what to do with them. Sure, their purpose was clear: get the consumer to an online link by having them scan the code with their smartphone. But the process was often cumbersome and counterintuitive because it required people to download an app just to scan it. Organizations didn’t know how to use QR Codes effectively either. They would show up in the most nonsensical places, including email! Now that technology has caught up with innovation, using QR Codes can be an incredibly effective campaign tool. Find out HOW on this week’s episode of Frontier FM!

Are QR Codes the biggest comeback of 2020?

Numbers do not lie. From 2019 to 2020 there was a 35% jump in the usage of QR Codes across the board. Much of this increase can be attributed to how restaurants used them to keep people safe during the pandemic with digital menus. Consumers who didn’t even know what QR Codes were a year ago are suddenly using them every day to eat and shop. This is a huge shift that Matt and Ben want to help you take advantage of on this week’s episode. 

QR Codes are a proven marketing tool

QR Codes have found their place within the marketing landscape. Companies have figured out how to use them effectively, so why not charities? And with ever-increasing QR Code customization, anything that can be used to speak to readers how they want to be spoken to is a good thing. Ben points out that while QR Codes are not so relevant that they will make or break a Fall fundraising campaign, it is important to establish best practices so that an organization does not get stuck down the road. Listen to this week’s episode for additional QR Code tips!

Resources & People Mentioned

Connect With Frontier

 


Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
The Language Of Effective Faith-Based Fundraising, Ep #23
The Language Of Effective Faith-Based Fundraising, Ep #23
FFm23.png

Episode 23

With Benjamin Johnson & Matt Hussey

Community faith-based fundraising is about more than a culture of praise and prayer. While those things are good, much of the success faith-based organizations find in this area can be attributed to learned technical skills. Specifically, language and communication skills. Frontier has spent the last 11 years helping clients speak the language of effective faith-based fundraising. Matt and Ben want to use that experience to help you take your organization to the next level on this episode of Frontier FM.

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

  • Canadian faith-based fundraising statistics [1:37]

  • Finding the balance between authenticity and mass appeal as a faith-based organization [7:26]

  • How inclusivity plays a role in faith-based fundraising [9:59]

  • Learning to speak the language of effective faith-based fundraising [14:10]

  • Giving from a spiritual perspective [17:10]

  • How value alignment strengthens fundraising [20:25]

Find the balance between mass appeal and authenticity

Many faith-based organizations have the unique challenge of needing to find the balance between mass appeal and authenticity. Ben recommends the best strategy is to “be WHO you are” without presuming the reader has the same beliefs and to “meet donors WHERE where they are”. Because potential donors may not be of the same faith, it is key to avoid alienating language while still communicating in a way that is familiar to an existing donor base. Hear the whole conversation on this week’s episode!

Inclusivity in faith-based fundraising means sharing the whole narrative

A big part of speaking the language of effective faith-based fundraising is inclusivity. Donors need to feel included in the work that is being done instead of a means to an end. Some organizations make the mistake of placing all the credit on “the Deity” without acknowledging the donor as the proximate cause of the funds being raised. Ben reminds the listener that this is a “participatory thing” and sharing the whole narrative means acknowledging that there is still work to be done and inviting others to participate. Listen to this week’s episode for even more great tips on inclusivity and fundraising.

Communicate the common ground

United States President John F. Kennedy once said that “what unites us, is much greater than what divides us.” This is especially true in community faith-based fundraising. Common ground is a powerful thing in a diverse community. Faith-based fundraisers need to find where the organization's values align with the reader and communicate that! Clear communication opens up space for value alignment which creates a strong case for support from donors. Ben believes the future of faith-based fundraising is found in the common ground and this episode of Frontier FM will show you why.

Resources & People Mentioned

Connect With Frontier


Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Hot Vaxxed Donor Summer, Ep #22
Hot Vaxxed Donor Summer, Ep #22
FFM22.png

Episode 22

With Benjamin Johnson & Matt Hussey

Matt and Ben are vaxxed up and ready for the summer of 2021! Are you? On this episode of Frontier FM, the guys keep it short and sweet while talking about several things from old Netflix shows to how COVID has changed the international fundraising community. They also discuss how the imminent “Hot Donor Summer” might affect fundraising efforts in the future. It’s a quick, fun episode that you don’t want to miss!

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

  • Ben’s fundraising “nerd moment” with an unreleased copywriting tool [0:50]

  • A new podcast all about diversity and inclusion in fundraising [3:50]

  • Getting ready for “Hot Donor Summer” [4:49]

  • How COVID has changed the international fundraising community [6:10]

  • The “new normal” for fundraisers and families [7:40]

  • Fundraising mindsets and messaging in a post-pandemic world [10:36]

Get ready for a “Hot Vaxxed Donor Summer”

Summer is a fiscally slow time for most businesses and the people that work for them. Local fundraising organizations are no different. Coupled with the fact that many people are still financially recovering from the pandemic, Ben tells listeners to expect an even deeper lull. Because the focus of many will be enjoying all the things that COVID took away from them over the past year and a half, the last thing you should expect is an increase in donations. Hear even more of their Summer 2021 takes on this episode of Frontier FM. 

Could a wave of “global empathy” make this the busiest summer yet for international fundraisers?

While most local fundraising organizations are experiencing a heightened summertime lull due to COVID, international fundraisers may be in for one of their busiest seasons yet for the same reason. Especially those involved in campaigns for vaccine rollout. Ben describes a surprising wave of “global empathy” that wants to see those who have the most need taken care of, and he’s excited to see which organizations will answer the call. If you’re interested in how the pandemic has influenced the international fundraising community, this episode is for you!

And nothing was ever the same again...or was it?

COVID changed the way so many things are done. Including fundraising! It has given the world a much different, often more interconnected, perspective. Even now, in a world where a COVID-19 vaccine is available, those changes are still evident in everyday life. Communities are changing. Neighborhoods are shifting. It’s even caused Ben to exclaim, “What year is it?!” as he watched his son play with the neighbors like it was 1999. The bigger question is, "Will these shifting mindsets cause a change to the charitable landscape over the next few years? Is the fundraising world gearing up for a lasting change or a delayed return to the status quo?" Matt shares his thoughts on this episode!

Resources & People Mentioned

  • Email Matt and Ben YOUR fundraising questions at junkmail@frontier.io!

  • The Copy Optimizer - A fundraising copywriting tool Ben has been using that’s currently in development

  • Jeff Golby - CEO of Acts for Water - https://acts.ca

Connect With Frontier


Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Error Will Robinson!, Ep #21
Error Will Robinson!, Ep #21
ep21.png

Episode 21

With Benjamin Johnson & Matt Hussey

To err is to be human. Have you ever made a mistake that felt like a grave error? How as a team do you manage that failure? Is there a positive in the mess? Matt and Ben tell stories of failures and errors they have experienced and how they were able to handle them.

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

  • Gearing up for a great Sabbath Week at Frontier [1:23]

  • An important quality for great clients to have [9:24] They accept our rest. How clients respond to rest is important.

  • The time Ben accidentally killed someone (not literally) [10:18]

  • The time Matt accidentally gave someone a false diagnosis [12:42]

  • More of Ben’s best digital and print marketing mess ups [15:35]

  • Turning mistakes into opportunities [19:16]

  • The two things every marketing agency needs to do to mend mistakes with clients [21:55]


Lean into humanity

Making a mistake can be one of life’s most humbling experiences. Now imagine making a mistake that gets seen by 100,000 people. This is something that marketers are all too familiar with. In the charity world, the embarrassment takes on a whole new level when clients are literally trying to save lives and an agent manages to misspell a very simple word on a mass email. But Ben wants to encourage listeners not to be too hard on themselves. Sure, mistakes are not ideal, but they happen. The reality is that donors are far more gracious than anticipated. Sending a second email to correct misinformation should be viewed as just another touch point. Ben has even seen mistake emails lead to more donations! Mistakes are often opportunities to lean into the fact that we’re all human. 

Own the mess

Addressing mistakes with clients can be a terrifying moment for most marketers. Errors can often feel like violations of trust that are impossible to overcome. However, this is far from the truth. The first step to mending mistakes with clients is to tell them about it, quickly. Own the mess! No one wants a client to ask them about a mistake they’ve made and clients don’t want to feel like they need to hold an agency accountable. BE accountable. Agencies can actually gain the trust of their clients by how they handle their mistakes. Get ahead of the problem by being the first to address it.

Fix the mess

The second step to successfully navigating mistakes with clients is to come with solutions. Charities hire marketing agencies to help them acquire donors and donations. When the agency makes a mistake that inhibits that growth it’s not the clients job to figure out a solution. The agency is supposed to be the solution provider...PERIOD. There is however an opportunity to make the solution a collaborative experience. Even if the agency caused the problem, working together with the client to implement the solution is another opportunity to build trust and prove the agency’s value.


Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Marketing News Canada with Darian Kovacs, Ep #20
Marketing News Canada with Darian Kovacs, Ep #20
ep20.png

Episode 20

With Benjamin Johnson & Darian Kovacs

The microphone gets turned onto Ben this episode when Darian Kovacs from Jelly Marketing and Marketing News Canada interviews Ben about Frontier and his history with making charities successful.

On this episode of Marketing News Canada, Darian Kovacs interviews Ben Johnson, the Founder of Frontier. 

If Ben were to describe his job, he would state that he makes a living convincing charities to trust people and convincing people to be generous. He loves to help others be at their best and he feels his purpose in life is to use a strategic and analytical approach to help improve decisions, vocations and communities. 

Frontier’s mission is to bring efficient and effective direct-response fundraising to charities across Canada. Today Frontier oversees more than $10 million in annual fundraising revenue with clients in various different cities. Frontier believes that long-term, collaborative and transparent partnerships lead to lasting change. As a team of fundraising experts, Frontier employees pride themselves in an integrated approach. 

With charities, it is important to communicate in a personal way to potential donors. When using someone's name in direct mail, they are more likely to feel a sense of attachment. Ben believes that “what happens in 10 minutes in direct mail takes 10 emails.” Although emails are quicker, they are often less personable since it does not allow for potential donors to have a tangible object in their hand. Another issue with emails is that people often will not even open them before deleting them.

Ben noted that most donors are around the age of 65 or older. With this being said, the way this age group communicates is much different than a younger demographic. An example of a way they could be marketed to is using nostalgia. They are often living alone and missing their children, so asking for their support for children's charities is often simple. This age group is often more stable in regards to their finances, so donating money is something they are likely to do. 

To have different reach around the country, Frontier will often rent postal codes. This allows for different demographics to be reached. Whether someone donates to a charity is very dependent on their income and if they have enough disposable income to do so. Postal codes are a strong determining factor of a person's income and renting one allows for that neighbourhood to be reached. When Ben was asked a series of rapid fire questions, he answered as follows;

  1. Marketing book you’d recommend?

    Anything written by Seth Godin

  2. Podcast you’d recommend?

    Against the Rules 

  3. Newsletter or website you’d recommend for resources/inspiration?

    FiveThirtyEight



jellymarketing.ca
marketingnewscanada.com

Rosie Everett
Shout Out to the Volunteers!, Ep #19
Shout Out to the Volunteers!, Ep #19
ep19.png

Episode 19

With Benjamin Johnson & Matt Hussey

Is volunteering a form of giving? Matt and Ben dedicate this episode to all the volunteers out there, and how charities can make an exciting next step with their volunteers to transform into donors.

Rosie Everett
Giving Versus Philanthropy, Ep #18
Giving Versus Philanthropy, Ep #18
ep18.png

Episode 18

With Benjamin Johnson & Mark Petersen

Ben is joined by Special Guest Mark Petersen from Stronger Philanthropy. With some reminiscing, they also delve into the Enneagram, the work world, and major donors.

Read more about Stronger Philanthropy at www.strongerphilanthropy.ca

Rosie Everett
Use Your Voice and Thank Your Donor, Ep #17
Use Your Voice and Thank Your Donor, Ep #17

Episode 17

With Benjamin Johnson & Matt Hussey

Need some new ideas to make 2021 the best fundraising year yet? Matt and Ben delve into a few of the systems that Frontier uses to increase donor engagement and acquire new donors for their clients. They also answer listener questions from the mail bag. Buckle up for another great episode of Frontier FM!

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

  • St. Patrick’s Day COVID pulse check [2:24]

  • Getting ready for Easter [6:20]

  • Donor engagement is at an all-time high [9:10]

  • Navigating economic inflation [11:53]

  • Why Broadcast Voice Messaging is a game changer [17:24]

  • A great way to find new donors [24:24]

  • How charities can maintain the momentum of 2020 [29:59]

  • Promoting anti-racism and equality through fundraising [32:10]


Stay ahead of inflation

As governments print more money to combat a COVID economy, it’s important for charities to stay ahead of inflation. The last thing an organization wants to do is take a loss because its operating costs rose. The best way to prevent that from happening is by communicating with donors. Develop a good process for upgrading recurring giving to combat the devaluation of gifts. The increase does not have to be large either. An extra $5 on a monthly gift of $50 can go a long way. The important part is the communication and allowing your messaging to reflect the larger numbers needed to support the cause.

A personal touch

Effective marketing is a system that goes beyond a single tactic. Like the old adage says, “There’s more than one way to cook an egg” and there is more than one way to lift donor engagement. Using Broadcast Voice Message (BVM) technology as a way to touch base with donors has been a surprisingly effective tool for the Frontier team. The ability to send a voicemail to a group of lapsed donors thanking them for their past contributions followed shortly by an email or direct mailer asking for their continued support has seen at least a 32% increase in donor response. In a time when donors can give to an organization without ever speaking to someone who works there, BVM is a great personal touch to let your voice be heard.

You’ve got donors

Some may be too young to remember AOL and the internet’s humble beginnings, but online platforms have come a long way since the days of dial-up. Especially for charities! Care2 is a social network designed to connect those who want to see change in the world with organizations working to make that change a reality. On the user side, it facilitates petitions that people sign based on what they're passionate about and the change they want to see. The service it offers charities allows Care2 to market the organizations cause directly to their members based on their petition preferences. From there, members can opt in to receiving communications from that charity in the hopes that they will become donors. Frontier has seen clients convert 1.65% of subscribers to donors which is an excellent number in the fundraising world. There is an upfront cost to consider and the time it takes to see results, but Ben reminds the listener that the best option to acquire new donors is not always the quickest or the cheapest.

Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
What Does a Long-Term Donor Look Like for a University?, Ep #16
What Does a Long-Term Donor Look Like for a University?, Ep #16
ep16.png

Episode 16

With Benjamin Johnson & Matt Hussey

Matt and Ben are going back to school on this episode of Frontier FM! The two discuss their own university experiences, the challenges higher education organizations face when trying to fundraise, and what the ideal donor program looks like for a university.


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

  • Finding the pandemic’s silver linings [0:40]

  • Baseball cards, cryptocurrency, and legacy giving [8:41]

  • The difference between fundraising for charities versus civic organizations [17:57]

  • Matt and Ben share their university experiences [20:07]

  • The alumni mindset universities need to overcome to fundraise effectively [24:50]

  • The ideal university annual giving program [26:25]

  • How to cultivate lifetime donor value as a civic organization [28:36]

  • Matt's best university story [32:25]


Understand that civic organizations are different 

One of the biggest fundraising mistakes a civic organization can make is using the same strategies to receive donations as a needs-based charity. Civic organizations and charities are extremely different! Effective marketing for needs-based charities aims to trigger an emotional response from a potential donor that motivates them to give so that a need is met. Like supplying clean drinking water to overseas communities. It’s highly unlikely that a university or a suburban summer camp will be able to elicit that level of emotional response from its potential donors. After all, Maslow didn’t exactly list adding a new library wing to his hierarchy. But that doesn’t mean that civic institutions are out of luck in the fundraising department! Rather than rely on people’s desire to meet a need, Ben suggests these kinds of organizations appeal to people’s desire to belong. Being a part of something matters and making donors feel that is the best option for fee-based charities to raise additional funds.

Overcome the common alumni mindset

There is a lot of animosity between universities and their current/former students these days. The skyrocketing cost of tuition shows no sign of coming down while tenured faculty salaries often start in the six-figure range. Needless to say, the student debt crisis is not something universities can ignore while strategizing how to solicit donations from their alumni. Rather than seeking sympathetic support from someone who likely feels like they’ve already given the school their last dime, universities should consider a different approach. They have to capitalize on the idea of community. As Matt said, community often takes the focus over academics when alumni think about their time spent on campus. Donating as a means to stay connected to that community is an ideal strategy for universities looking to fundraise.

Create a definitive experience

Creating an excellent donor experience should be the goal of every charitable organization. However, Ben reminds the listener that if an organization's average donation STARTS at $10,000 (as most universities do), they should define what an excellent donor experience looks like in the first place. Creating a “black card experience” for university donors will promote loyalty and cultivate lifetime donorship for the organization. As mentioned before, being a part of something matters. Having a legacy matters. And when donors consider leaving a legacy gift, it’s going to be given to the organization that made them feel like they mattered.


Resources & People Mentioned


Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
A New Year and a New Frontier, Ep #14
A New Year and a New Frontier, Ep #14
ep14.png

Episode 14

With Benjamin Johnson & Matt Hussey

2020 is finally over! And while it was certainly a year of surprises for the world, not all of them were bad. Specifically for the charity world. On this episode, Matt and Ben reflect on the surprising outcome of last year, the possibilities of 2021, and the emerging trends that could shape the year to come.

 

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

  • Matt’s latest read and why children’s books are probably a racket [5:58]

  • The best bet Matt and Ben have ever lost [10:32]

  • Examining possible trends for 2021 [13:26]

  • Exploring the income gap and its imminent effects on the charity world [16:04]

  • Broke millennials and monthly subscriptions [22:49]

  • The power of recurring monthly giving [32:39]

  • Video, Cameo, and investing in digital experiences [34:38]


Income gap awareness will be a key to fundraising success in 2021

Over the last several years, the gap between those with wealth and those without has steadily increased. But 2020 seemed to kick that trend into overdrive further polarizing the rich and the poor. Charities need to be aware that not all donors are in the same economic situation. Some may be struggling and will potentially need proactive assistance from the organization to downgrade their giving level. Other donors may be experiencing their best financial year to date and will be looking to give above what they have previously. In either case, organizations need to be aware of their donor base and market to them accordingly. 

Engage millennials with monthly recurring giving

Just because statistics show that millennials are broke does not mean they are any less generous. Charities may be hard-pressed to find a millennial who is willing to give a one-time gift of $100 to their cause. But asking that same millennial to give a low monthly gift of $10 is a different story. Not only is that $120 annually for the organization (that’s more than $100), but monthly recurring giving also provides an ongoing sense of connection to the cause. Not to mention that recurring givers are six times more likely to leave a legacy gift and have a retention rate of 90%! Any organization looking to engage millennials should have a monthly recurring giving option with a low-cost tier.

Invest in a digital experience

With the pandemic of 2020 came endless digital replacements for in-person events and meetings. Most of these came with lackluster attempts at connection and inevitable digital fatigue. But just because something has to be digital does not mean it has to be any less meaningful. Whether it’s for co-workers, clients, or donors, charities should invest in creating an experience around digital gatherings. Provide boxes for each attendee to open together on the Zoom call. Use apps like Cameo to have a celebrity show up at the party. Pump just as much surprise, excitement, and joy into digital events as you would in person.


Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Frontier/CE