Fun With Funraise, Ep #60
Fun With Funraise, Ep #60

Episode 60

With Benjamin Johnson and David Schwab

It’s time to bring some internal innovation to the charity world! On this episode, Ben sits down with the Director of Marketing Growth for Funraise, David Schwab. David dives into why quality tech stacks for charities are a game changer, how and why he works for Funraise, and the power of owning the conversation through email marketing. 

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

  • The difference between Seattle and Canadian sports [0:12]

  • Exploring David’s professional journey [3:37]

  • How David started working at Funraise [10:17]

  • The Funraise backstory and the power of platforms [17:26]

  • Big wins for charities using Funraise [25:09]

  • Explaining email marketing to the next generation and why marketing is pay to play [28:27]

Bringing tech to the charity world

What is the definition of good tech when it comes to charities? Unfortunately, “cutting edge” for fundraisers usually means taking things built to fuel the last iteration of what was fundraising, and retrofitting it to work in a modern context. Charities need to stop trying to push the bounds of marketing with a tech stack that was outdated 10 years ago. David spent many years on the for-profit agency side working in technology and digital marketing and realized that most good tech in the charity world barely passes the benchmark for average everywhere else. In order for charities to stay relevant, they need to explore tech being built from the ground up for nonprofit organizations to do the type of fundraising and marketing they need now and in the future.

What is Funraise?

Funraise doesn't just deliver technology to nonprofits, they innovate from inside the charitable sector. Funraise's leader (all members of the nonprofit industry themselves) saw that the world was changing, and charities were getting left in the dust. As a result, they founded Funraise to help organizations give donors a great donation experience, manage donor relationships on the backend, and fundraise through social media. At the time, having the functionality of all three on the same platform was a game changer. In addition to helping nonprofit people do their jobs better, Funraise is changing the game by creating quality conversion points designed to enhance the inherent emotional aspect of donating, making giving transformational rather than transactional.

Own the conversation

When social media platforms became corporations that needed to deliver profits to shareholders, everything changed. It was no longer about the content creators, but how much those creators were willing to pay to get their content in front of a specific audience. In fact, social media platforms have deprioritized brands across the board. So whether you have five or five million organic followers, you’re talking to the same amount of people through social media marketing. It’s a classic pay to play scenario! This is why email marketing is still so important. Marketing is about conversations. You can either pay to have that conversation or own the conversation. That's the inherent difference between marketing on social media and email marketing. There's no free marketing, period. However, if you own the conversation through email, you’ll have a much higher rate of return because you control when, where, and how you reach your audience.

Resources & People Mentioned

Connect with David Schwab

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Ben Johnson
Another Good Marketer Joins the Pod, Ep #59
Another Good Marketer Joins the Pod, Ep #59

Episode 59

With Benjamin Johnson and Becca Gust

The world needs good marketers. Thankfully, Frontier FM has got you covered! On this episode, Ben is joined by Frontier strategist and new co-host Becca Gust to discuss her background, the Enneagram, her first Fall at Frontier, subjectivity in fundraising marketing, and the experimentation culture within Frontier.

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

  • Getting to know Frontier FM’s newest co-host, Becca Gust! [1:22]

  • Diving deeper into the Enneagram [11:40]

  • Becca’s first Fall at Frontier and resisting the urge to worship work [14:45]

  • Identity, perspective, and subjectivity in fundraising marketing [29:34]

  • The experimentation culture at Frontier and Becca and Ben’s hopes for the future [33:29]

How GREAT is the Enneagram?

If you’ve listened to this podcast for any amount of time, you know Ben loves the Enneagram. One of the reasons it is so great is that it really narrows down the different nuances of personality and how that shows up in our motivations. For instance, Becca is confident she is an Enneagram One. However, Ben pointed out that an Enneagram Three with a self-preservation subtype can be mistyped as a One because their motivations are more virtuous than a typical Three. At the end of the day, discovering your number is only the first step in your journey. The Enneagram is all about identifying your personal pitfalls so you can become a more integrated and well-rounded human. It’s not about being a One or a Three. It’s about not letting your number keep you from being the best version of yourself.

Creating harmony between desires

The idea of “work/life balance” doesn’t really exist in a capitalistic society. There will always be more work. More clients to help. More money to be made. That’s why Ben says it’s important to create harmony between work and your other desires. He recently dropped down to a four-day work week because giving work five days made it his obsession. It consumed his thoughts and took time away from his family. The constraint of working four days a week allows for the other areas of Ben’s life to grow. Becca also relates to the need for harmony as an Enneagram One (for now). She naturally has a tendency to work as hard as she can to make sure everything gets done. Which is a super valuable characteristic! The shadow side of that is having the inability to separate work and everything else. That’s why Frontier is committed to creating an environment that actively fights against burnout. 

Subjectivity on the highest level

One of the things that someone like Becca gets to learn by working at Frontier is subjectivity on the highest level. What someone may see as a good appeal may only be a good appeal for a health organization. Likewise, a great response rate or average gift for one campaign may fall short for another. Good fundraising marketing is very contextual and not as universal as some might think. It’s more nuanced than even Ben realized until a few years ago. But this is why Frontier exists! To help clients figure out what vertical they're in, identify what is unique about them, and use testing to see what works for their specific audience. Listen to this episode for more insights from Ben and Becca!

Resources & People Mentioned

Connect With Frontier

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Ben Johnson
Let’s Talk Social with Dana Snyder of Positive Equation, Ep #58
Let’s Talk Social with Dana Snyder of Positive Equation, Ep #58

Episode 58

With Benjamin Johnson and Dana Snyder

Get ready to learn about all things social media in the world of fundraising marketing as Ben sits down with digital marketing coach and podcaster Dana Snyder of Positive Equation. On this episode, the two discuss the dynamic duo of marketing and branding, using social platforms effectively in fundraising, optimizing your charity’s YouTube channel, and the best use of your social media marketing dollars.

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

  • Getting to know Dana Snyder and her digital marketing journey [0:13]

  • Breaking out of the “land grab” mentality when it comes to digital and the power of quality branding [5:01]

  • Using social media platforms effectively in fundraising [12:31]

  • Optimizing your charity’s YouTube Channel and using Google Analytics [17:46]

  • Working alongside Meta and how Dana helps organizations with online advertising [22:11]

  • The first-ever Cool Tools segment! [25:47]

Taking a platform-specific approach

While it certainly wasn’t the first platform, Facebook laid the foundation for much of how we use social media today. However, a lot has changed since it launched in 2004. The days of endlessly resharing content as a marketing strategy are long gone. In order to use social media effectively for fundraising marketing, Dana says charities need to understand the individual platform and its business goals to develop a platform-specific content approach. You also have to consider how your audience uses each platform. Everyone has a different reason for using Instagram, Facebook, YouTube, Twitter, and LinkedIn respectively, and effective marketing content reflects that. One of the best uses of social media ads is running a lead generation campaign. These campaigns are designed to get your audience off the platform and into your email list so you can own the relationship.

Making the most of YouTube

One of the biggest marketing misses Dana has noticed for charities is their YouTube channels. YouTube can be a powerful marketing tool if used correctly. Because it’s owned by Google, YouTube search results often appear top of page when running a Google search. This means that effective YouTube marketing has SEO-optimized titles. Google is looking for keywords in the video title, so search usability should be a major factor when deciding what those are. You should also have keywords in the body of the description and as tags. Other areas of optimization include thumbnail images and cards. Your thumbnail should entice people to click on your video over others, while cards at the end of your video encourage viewers to watch more of your content or engage with you outside of YouTube. 

You have to play to win

If social media advertising is something you want to explore for your charity, you have to be comfortable with the idea that not all of your marketing dollars will yield results. Many charities have the mindset that one failed ad campaign on Facebook means that it’s a waste of time. That’s completely unrealistic! Even experts like Dana run ads that fall flat. Advertising on social media is a testing game. You have to be open to the idea that some ads will not work. The key is figuring out why and deciding how much you’re willing to spend to find out. A monthly social media ad budget of $2500 to $5000 can do so much. Especially because the ad cost for specific campaigns is pretty reasonable. But you have to be willing to get your feet wet and play the game!

Resources & People Mentioned

Connect with Dana Snyder

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Ben Johnson
Ahoy, Branding Crew! Danielle Gagner Talks Brand Positioning, Ep #57
Ahoy, Branding Crew! Danielle Gagner Talks Brand Positioning, Ep #57

Episode 57

With Benjamin Johnson and Danielle Gagner

There are two sides to marketing in the charity world: fundraising and branding. Both are essential, but it’s time to give the branding crew some love! On this episode, Ben sits down with Anchor Marketing President Danielle Gagner to discuss why marketers need communication skills, the importance of branding, the prerequisites for a rebrand, creating intergenerational loyalty, and using data and branding to produce a strong sense of identity in donors.

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

  • The marriage of marketing and communication skills [0:09]

  • Expanding a narrow understanding of brand and the prerequisites for a branding overhaul [5:11]

  • When rebranding doesn’t work and creating intergenerational loyalty through branding [14:56]

  • Broadening the concept of philanthropy for people outside of the religious context [23:26]

  • Mining the data iceberg and final thoughts on branding [25:39]

Building a sandbox

Many of an organization's branding problems can be boiled down to a narrow understanding of branding. Branding is so much more than your colors, logo, and typography. Danielle explained that creating branding for an organization should be like coming up with a metaphorical person. What do they sound like? What is their ethos? Knowing your mission, vision, and values is integral to bringing your brand to life in the real world. Every branding department's goal should be building a sandbox to play within. Strict branding doesn’t help any more than loose branding does. A clearly outlined sandbox allows you to create new and interesting ideas that still reflect the core beliefs of your brand.

Look before you leap

Putting an organization through a rebrand can be a complex and costly process. That is why it’s so important to ensure the necessity of a rebrand before springing into action. Danielle’s number one step to determining whether an organization needs a rebrand is conducting what she calls a Discovery Session. In this session, she gathers key stakeholders of an organization to uncover the brand disparities causing friction and identify common threads that can be used to weave a more cohesive brand tapestry. What’s different and effective about Danielle’s approach is that the term key stakeholders are not limited to owners and executives. It’s also the people who have to use the brand everyday, interact with it, and understand it enough to communicate it to the masses. Those are the perspectives that add a deeper richness to the branding conversation and can most accurately communicate what works and what doesn’t.

The power of intergenerational loyalty

An often overlooked and highly effective aspect of marketing is intergenerational loyalty. Young children tend to develop a sense of nostalgia-based loyalty for the things that their parents are passionate about and support. Consider how the love of college and professional sports teams is passed down from generation to generation. These kids could grow up and live in a completely different geographic location but will never forget how much their dad loved the Toronto Blue Jays. The same can be said for nonprofits and charitable organizations! The cost of putting a coloring page in your newsletter pales in comparison to the potential legacy gifts you could receive in the long run. Charities that seek to connect with and engage the children of their donors are setting themselves up for generational success.

Resources & People Mentioned

Branding Resources

Research:

Strategy:

Identity:

Alignment:

Connect with Danielle Gagner

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Ben Johnson
Learning About the New School of Fundraising With Rowena Veylan, Ep #56
Learning About the New School of Fundraising With Rowena Veylan, Ep #56

Episode 56

With Benjamin Johnson and Rowena Veylan

Fundraising is an $18 billion industry fighting to be taken seriously. Charities often struggle to become more sophisticated and business-minded without losing their nonprofit side. One way to move the needle forward for the charitable sector is through fundraising education for fundraisers and those that work with them. On this episode, Ben sits down with New School of Fundraising founder Rowena Veylan to talk about accessible fundraising education, the importance of fundraising training for board members, supporting smaller charitable organizations, and establishing indigenous protocols for fundraisers.

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

  • Rowena’s fundraising journey and starting the New School of Fundraising [0:13]

  • The importance of fundraising training for board members [8:03]

  • Moving the needle for smaller organizations and supporting volunteer-run charities [13:00]

  • Creating indigenous protocols for fundraisers [23:31]

  • Final thoughts on fundraising education [34:52]

Accessible fundraising education

Not everyone who needs to learn about fundraising is a fundraiser. Even if someone is interested in philanthropy as a career, they need a place where they can dip their toes into the nonprofit world to see if it’s a right fit. That’s one of the main reasons why Rowena Veylan created the New School of Fundraising. She found that most of the fundraising education options were specifically for fundraisers. Rowena received a formal education in fundraising from the British Columbia Institute of Technology and is a huge fan of their program. However, their introductory class is 36 hours over 12 weeks. That's a huge time commitment for those who only need to understand the basics! This is why she combined her love for teaching and her passion for serving the community to create this groundbreaking school.

Changing the game through boardroom fundraising training

One group of people that desperately need fundraising training that often gets overlooked is a charity’s board of directors. Fundraisers often assume and expect their board to know what to do as corporate heavyweights. However, a lifetime of misconceptions in the boardroom can keep organizations from their philanthropic potential. Rowena’s eyes were opened to this need when conducting a training workshop for board members at The New School of Fundraising. An individual who had led massive capital campaigns as a board member approached her after the session to thank her for being the first person to ever give them fundraising training. They had been doing this for years, and it was the first time someone allowed them to see things from a fundraising perspective. Even the most basic fundraising education can be a game changer for people who have never been taught before.

Moving the needle

The charitable industry is funny in that education and compensation are virtually unrelated. Of the 86,000 registered charities in Canada, 58% are completely run by volunteers. Imagine how much more effective organizations could be if all of their volunteers had a foundational education in fundraising? However, charities are viewed with an unfair lens compared to for-profit corporations. These companies are allowed to develop budgets for professional development without batting an eye, but because it’s assumed that 100% of charitable donations should go to programs, many nonprofits miss out on the growth that would further their causes. The reality is that $5,000 spent to build capacity in a small charitable organization would go so much further than sending that money straight to the program budget. Smaller charities can’t move the needle without an emphasis on professional development and education.

Resources & People Mentioned

Connect with Rowena Veylan

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Ben Johnson
WTPh is Trust-Based Philanthropy? with Jeff Golby of ACTS, Ep #55
WTPh is Trust-Based Philanthropy? with Jeff Golby of ACTS, Ep #55

Episode 55

With Benjamin Johnson and Jeff Golby

What is the role of trust in the fundraising process? What does sustainable accountability look like in the charitable sector? On this episode, Ben sits down with Africa Community Technical Service (ACTS) for Water CEO Jeff Golby to discuss trust-based philanthropy, unhealthy power dynamics in major giving, and better ways to build trust between charities and the donors that fund them. 

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

  • Getting to know Jeff Golby and life lessons for Enneagram Threes [0:25]

  • Overhead, the expense of charity, and the unspoken parts of fundraising [6:46]

  • Understanding trust-based philanthropy [10:21]

  • Breaking down unhealthy power structures in philanthropy [15:02]

  • Creating a world without grant writing and balancing the direct and indirect costs of running a charity [17:51]

  • Building trust between charities and donors [23:20]

  • The messiness of fundraising and the power of continually showing up [27:13]

Making a holistic impact

Within fundraising, there can be an unhealthy power imbalance between organizations that receive grants and the benefactors who fund them. This is exactly what a philosophy of trust-based philanthropy is seeking to balance. Giving should be about empowering organizations to help a cause or meet a need, not an exercise of power from the wealthy. Such dynamics lead to unrealistic and overbearing reporting cycles that often cause charities to change their outcomes based on the reporting period. Jeff notes that one of the reasons water projects fail is because reporting cycles for funding on grants are traditionally only six months. He believes a trust-based philanthropic model would allow an organization three years to exact meaningful change within a community. Changing how a community measures a project leads to more successful and holistic results.

Building a better system

A major way charities get funding is through successfully writing grants. If it were up to Jeff, he would wave a magic wand and get rid of all the grant writers. Not because they aren't needed, but because the current system is ineffective, and charities shouldn’t have to spend billions of dollars writing grants when that money could go to the cause they serve. Better yet, Jeff suggests that even a fraction of that money could be used to build a better system. If the process was standardized, there would be one unified grant, allowing more funding and greater impact. Charities can also make it easier for major donors by being proactive about transparency and providing standardized impact data on their websites. 

Creating healthy and sustainable donor relationships

A common misconception about trust-based philanthropy is that it demands blind trust from its donors. Fundraisers expecting major donors to just "cut a check and walk away" need a reality check. Trust-based philanthropy really comes down to balance. It’s about partnering with your donor and walking together on a journey of generosity. Trust is a two-way street. Both charities and funders need to know how to gain each other’s trust and work hard not to break it. The healthiest relationships between donors and charities occur when both parties can set aside extreme expectations and work towards mutually agreed upon goals that make the world a better place. 

Resources & People Mentioned

Connect with Jeff Golby

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Ben Johnson
Recess Is Out, Recession Is In?, Ep #54
Recess Is Out, Recession Is In?, Ep #54

Episode 54

With Benjamin Johnson

As summer comes to a close, a potential recession looms over the market and the media. Whether or not an economic downturn is waiting around the corner, charities need to be prepared to weather the storm. On this episode, Ben talks through the thoughts, methodologies, and tactics he recommends to help your organization stay successful in the face of adversity.

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

  • What to do when your organizational resilience is tested [1:50]

  • Why charities should stay the course during economic challenges [5:47]

  • Leaning into innovation and letting your donors surprise you [7:04]

  • The power of continued communication [10:36]

  • How charities create hope [12:08]

Keep fundraising

Challenging times are an opportunity to test your organizational resilience. If there is a recession, charities should be the LAST people shutting down their marketing machine. There’s no better way to guarantee your revenue tanks than by slowing down your fundraising efforts. Your cause exists for a reason, and the need remains, especially during times of economic hardship. Your supporters know this, too. And when their awareness of financial need is high, donors are more likely to give. But most donors still need to be asked. If you stop asking donors to support your cause, not only are you making decisions for them, you’re sealing your own fate. The frequency, timing, and tone of your offers may change. But one thing is for sure, you must keep asking for money. 

Don’t underestimate your donors

One of the biggest mistakes a fundraiser can make is assuming their donor’s giving ability based on the economic forecast. Donors give to your charity because they’re invested in your cause. Never underestimate their loyalty and generosity. Your work matters to them, and for most, giving feels good. While many donors will feel the impact of a recession, they also care most about how the economy affects the beneficiaries of their support. Tell them what you’re doing to help and how their dollars are making a difference. And remember, donors don’t care how the recession impacts your organization’s bottom line – they care how it impacts the community you serve. While the two are intertwined, your cause is an easier sell than your operating costs. 

Offer hope

Charitable organizations are uniquely qualified to offer hope and optimism to the world, especially during difficult times. They’re in the business of providing confidence and assurance that things will get better. It should be every charity's goal to provide a spark of joy and opportunity when the night is darkest. Donors may not be able to afford all the latest Apple products right now, but they can still be generous with the help of your organization. That is the ultimate win for a fundraiser! Remember all that’s good about your organization and what you do. Then, seek out opportunities like lifts, newsletters, annual reports, and social media to share your inspiring stories with your community. Stay the course with optimism and hope, and you may come out of a potential recession with more supporters than when it began.

Resources & People Mentioned

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

Episode 53

With Benjamin Johnson and Brady Josephson

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

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

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

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

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

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

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

  • Scaling the transparent charity model [31:56]

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

Human-centered data

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

Be intentionally different

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

It’s not about the destination

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

Resources & People Mentioned

Connect with Brady Josephson

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

Episode 52

With Benjamin Johnson and Sam Kirk

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

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

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

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

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

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

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

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

Acknowledge lived experience

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

Close but not TOO close

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

Own your opportunities

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

Resources & People Mentioned

Connect with Sam Kirk

Connect With Frontier

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

Episode 51

With Benjamin Johnson and Kirk Schmidt

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

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

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

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

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

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

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

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

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

  • What is A/B testing? [40:07]

Let the data drive

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

Get the holistic picture

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

The donor’s story

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

Resources & People Mentioned

Connect with Kirk Schmidt

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

Episode 50

With Benjamin Johnson and Wes Moon

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

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

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

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

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

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

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

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

  • Encouragement for new fundraisers [27:36]

Fundraise smarter, not harder

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

Accelerate giving

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

Finding the missing middle

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

Resources & People Mentioned

Connect with Wes Moon

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

Episode 49

With Benjamin Johnson and Eric Frans

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

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

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

  • The psychology of fundraising [3:50]

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

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

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

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

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

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

  • Professionalism in fundraising [43:14]

Language matters

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

Chasing the next one

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

Facilitating the healing journey

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

Resources & People Mentioned

Connect with Eric Frans

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

Episode 48

With Benjamin Johnson and Megan McCaffery

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

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

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

  • More fun with QR codes [7:36]

  • Is SMS a marketing miss? [13:25]

  • Charities and cybersecurity [20:24]

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

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

  • Going beyond performative virtue signaling [37:48]

Text me maybe

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

Small influence, big results

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

Mean it like you say it

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

Resources & People Mentioned

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

Episode 47

With Benjamin Johnson and Jocelyn Kwok

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

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

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

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

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

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

  • Creativity and logistics in stewardship [20:55]

  • Helpful resources for stewardship [25:37]

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

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

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

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

The anatomy of stewardship

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

Get personal

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

The right stuff

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

Resources & People Mentioned

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

  • Check out Cameo!

Connect with Jocelyn Kwok

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

Episode 46

With Benjamin Johnson and Matt Hussey

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

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

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

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

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

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

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

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

  • Future guests and final thoughts [47:50]

Don’t overlook good design

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

Take a break

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

Three cheers to two years

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

Resources & People Mentioned

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

Episode 45

With Benjamin Johnson and Matt Hussey

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

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

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

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

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

  • Increasing your revenue per mille [18:17]

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

  • Junk mail and final thoughts [25:31]

Diving into the data

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

Double-down on digital

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

Rev up your revenue

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

Resources & People Mentioned

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

Episode 43

With Benjamin Johnson and Dan Sonners

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

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

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

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

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

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

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

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

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

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

Making the LinkedIn connection

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



The rise of email

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

Rentable growth 

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

Resources & People Mentioned

Connect with Dan Sonners 

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

Episode 42

With Benjamin Johnson and Matt Hussey

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

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

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

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

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

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

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

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

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

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

  • Final thoughts and junk mail [34:03]

LinkedIn by the numbers and the history books

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

Find YOUR voice

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

USE your voice

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

The Sequence:

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

Resources & People Mentioned

MUST-Follow Nonprofit LinkedIn Profiles

Connect With Frontier



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

Episode 41

With Benjamin Johnson and Megan McCaffery

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

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

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

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

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

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

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

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

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

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

Engaging ALL donors

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

Unite for the greater good

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

Don’t stop marketing

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

Resources & People Mentioned

Connect with Megan McCaffery

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

Episode 40

With Benjamin Johnson and Matt Hussey

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

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

  • Acknowledging Ukraine and opening thoughts [0:00]

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

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

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

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

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

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

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

Internet-based freedom

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

Level-up your home office experience

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

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

Create a positive remote work culture

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

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Ben Johnson