Latest / Money to Give / Ep. 60 The Nonprofit Podcast Strategy Most Organizations Are Missing with Jeff Cline

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Ep. 60 The Nonprofit Podcast Strategy Most Organizations Are Missing with Jeff Cline · Money to Give

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  Speaker 1: In a world where attention is scarce and trust is
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  Speaker 1: hard earned, nonprofits are being challenged to tell their stories
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  Speaker 1: in new, more authentic ways, ways that build connection before
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  Speaker 1: they ever make an ask. Welcome to money to give
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  Speaker 1: with me Rick Peck, the philanthropy guy with over twenty
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  Speaker 1: years in the nonprofit sector. I have seen hundreds of
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  Speaker 1: millions of dollars transferred from donors to nonprofits. I have
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  Speaker 1: learned a lot along the way that I want to
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  Speaker 1: help convey to you, my loyal listeners. In this podcast series,
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  Speaker 1: we talk about one how nonprofits can most effectively showcase
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  Speaker 1: their mission and vision and raise as much money as possible.
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  Speaker 1: Two how donors and potential donors can make the greatest
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  Speaker 1: impact possible in the world, and three how professional advisors,
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  Speaker 1: including philanthropic advisors, can offer the most up to date
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  Speaker 1: information and services to their clients. So join us here
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  Speaker 1: each episode for more of that giving failing. Today's conversation
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  Speaker 1: was recorded at the Wall Street Conference in West Palm
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  Speaker 1: Beach in May twenty twenty five, where down with Jeff Clin,
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  Speaker 1: a serial entrepreneur, media strategist, and leader within the C
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  Speaker 1: suite network. Jeff brings a practical data driven perspective to
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  Speaker 1: a question many nonprofit leaders quietly ask, why should a
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  Speaker 1: nonprofit invest time and energy into a podcast. Jeff explains
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  Speaker 1: how podcasts and content more broadly have become one of
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  Speaker 1: the most effective ways to scale trust, share mission driven stories,
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  Speaker 1: and meet people exactly where they are already searching for answers.
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  Speaker 1: He also impacts how consistency, strategy and understanding the algorithm
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  Speaker 1: can turn storytelling into long term impact. Let's begin, Jeff,
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  Speaker 1: thanks for joining me here at the Wall Street conference
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  Speaker 1: here in West Palm Beach.
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  Speaker 2: I appreciate it. We are having a conversation and I
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  Speaker 2: just felt like you would be a terrific guest here
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  Speaker 2: just to talk about all kinds of things related to
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  Speaker 2: nonprofits and podcasting. So I don't know if you maybe
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  Speaker 2: want to just start by addressing the elephant the living room.
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  Speaker 2: Why would a nonprofit even think about doing a podcast?
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  Speaker 3: Yeah, no, I think it's a it's a great that's
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  Speaker 3: a great question, and I think it's a It may
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  Speaker 3: seem more complex than it really is, but once you
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  Speaker 3: figure out how to get a cadence and how it
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  Speaker 3: becomes part of your everyday culture, then it just becomes natural.
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  Speaker 3: Media is changed, tech has changed. I'm a geek, I'm
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  Speaker 3: a serial entrepreneur, so figuring out how to connect it
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  Speaker 3: with my audience and figuring out how to scale on
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  Speaker 3: the commercial side as well as probably sixty percent of
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  Speaker 3: my time is spent in the nonprofit space. Yeah, so
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  Speaker 3: I would say a dollar for dollar. There's probably very
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  Speaker 3: few things that you can do where you can trade
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  Speaker 3: time and energy for reach success and podcast is definitely
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  Speaker 3: that the algorithm. Since I am a geek, you know,
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  Speaker 3: the algorithm loves content. The algorithm loves video content, audio content.
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  Speaker 3: The more you feed it, the better it will do
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  Speaker 3: for you. And so if you can come up with
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  Speaker 3: a cadence, and even if it's you know, if it's
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  Speaker 3: a weekly cadence or a monthly cadence.
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  Speaker 4: That's great. That's better than zero. Yeah.
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  Speaker 3: That may seem like a lot, but once you've done
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  Speaker 3: it a couple of times, I think you can figure
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  Speaker 3: out how to take that same time.
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  Speaker 4: Period and maybe even make it a.
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  Speaker 3: Daily Because people that love you and people that are
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  Speaker 3: engaged with you want more from you. And I know
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  Speaker 3: that a lot of people think that there's this overwhelming
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  Speaker 3: urge to delete, delete, delete, because there's too much but
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  Speaker 3: nobody that loves you is going to delete you. They're
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  Speaker 3: just going to scroll past you and they don't watch
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  Speaker 3: your video.
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  Speaker 4: For that day.
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  Speaker 3: But when they have a board, or when they're looking
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  Speaker 3: for something, or you come across their feed and they're.
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  Speaker 4: Ready to engage, they will.
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  Speaker 3: And so consistency for both the consumer and for the
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  Speaker 3: algorithm I think is important and a saland's overwhelming, But
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  Speaker 3: most of the guys that are gals that have figured
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  Speaker 3: it out in the commercial space are doing it on
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  Speaker 3: a regular basis and leveraging it across multiple mediums or
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  Speaker 3: putting it on their website, they're putting it on their socials,
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  Speaker 3: they're having their friends share it, they're leveraging SEO now
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  Speaker 3: to figure out how to get those videos to rank
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  Speaker 3: in the algorithms.
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  Speaker 4: It's actually triggering chat GPT now.
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  Speaker 3: So there's a lot of things that you can do
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  Speaker 3: with a podcast. And the next level is media is changing.
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  Speaker 3: TV is changing, The whole landscape is changing. So because
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  Speaker 3: you have that media, if you format it correctly and
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  Speaker 3: you distribute it correctly across some of the platforms like
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  Speaker 3: the c Suite network platforms, CCREE radio, any of those
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  Speaker 3: types of platforms, you'll get a bigger reach.
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  Speaker 4: I was in a meeting yesterday where I literally heard.
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  Speaker 3: Someone say that they launched their podcast like three years ago,
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  Speaker 3: but then they finally got connected to a network that
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  Speaker 3: actually pushed them traffic, and it was like, fully wrap
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  Speaker 3: what happened, Like Wow, there's more more engagement than they've had,
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  Speaker 3: like in three years. Happened in like thirty days. So
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  Speaker 3: it's you doing the hard work, but then also finding
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  Speaker 3: the right connection points. Like everything else in life, it's
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  Speaker 3: not what you know it so you.
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  Speaker 4: Know or how to activate it.
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  Speaker 3: Yeah, So it's a very powerful way and it's a
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  Speaker 3: great way to tell your message. And if you're a nonprofit,
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  Speaker 3: where's probably tons and tons and tons of great stories
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  Speaker 3: that you can tell in the philanthrop be space. In
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  Speaker 3: a nonprofit space, I mean, there's if you're in that
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  Speaker 3: space and you're actually in the space for making change
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  Speaker 3: or doing good in the world, there's probably tons of
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  Speaker 3: stories that you can share that people are going to
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  Speaker 3: engage with and love you as a brand, or love
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  Speaker 3: you as a nonprofit, or love you as you know,
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  Speaker 3: whatever it is you're doing. So the algorithm loves it.
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  Speaker 3: People love it. It's just a matter of doing it
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  Speaker 3: and then making it a routine and making it part
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  Speaker 3: of your culture, like you know a lot of a
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  Speaker 3: lot of other things, and you out and you spend
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  Speaker 3: time with investors and donors, and if you think of
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  Speaker 3: that as a energy spent for return, that's typically a
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  Speaker 3: one for one. Yeah, that's a you spend an hour
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  Speaker 3: or two with an investor donor traveling back and forth
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  Speaker 3: another couple hours and money and time into it.
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  Speaker 4: The time that that four hour.
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  Speaker 3: Window you could have done four or five podcasts at
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  Speaker 3: reach hundreds and thousands of people. Wow, So like it's
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  Speaker 3: almost a no brainer if you look at it from
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  Speaker 3: sixty thousand feet. Yeah, but it doesn't overwhelming. So you know,
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  Speaker 3: find the right partners, you find the right tech. You know,
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  Speaker 3: it's a lot cheaper now than it used to be.
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  Speaker 3: Used to cost tens of thousands of dollars. Now you
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  Speaker 3: can do it in the hallway in the studio and
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  Speaker 3: you know, it's under a couple of thousand dollars to
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  Speaker 3: get going and you're off the races. So it's you know,
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  Speaker 3: the price of entry is easier. Life is everything about
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  Speaker 3: it is just the time is now. Immedia is changing.
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  Speaker 4: So if you form at it correctly. You can even
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  Speaker 4: see some of the.
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  Speaker 3: Broadcasters pick up your content if it's done well and
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  Speaker 3: they're consumers like it and it's formatting correctly.
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  Speaker 2: Yeah, that's that's super insightful. I mean, have you seen
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  Speaker 2: any nonprofits do it in a way that you feel
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  Speaker 2: like that's the way I would do it or do you
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  Speaker 2: feel like it's still emerging? A lot of them are
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  Speaker 2: still trying to figure it out.
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  Speaker 3: I think that a lot of everybody, there's a tendency
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  Speaker 3: to look at the next shiny thing, and if you
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  Speaker 3: peel back, run in and look at the nonprofits that
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  Speaker 3: are doing it well, there are some that you can
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  Speaker 3: kind of look at that make a difference and are
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  Speaker 3: are doing it in a way that is very systematic.
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  Speaker 3: So look at some of your favorite nonprofits and kind
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  Speaker 3: of follow them. One of the nonprofits that I work with,
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  Speaker 3: when we were in COVID, we got a spike because
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  Speaker 3: if we are in COVID, at what we did, and
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  Speaker 3: we thought that would go down after COVID, and we're
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  Speaker 3: up four hundred percent since Thanksgiving the last year. And
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  Speaker 3: it's all because the algorithms. The algorithms are driving lots
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  Speaker 3: of traffic. People are looking people are engaging in the
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  Speaker 3: ways that they've never engaged before.
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  Speaker 4: You've got your phone and you know, hey, Siri, blank
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  Speaker 4: blank blank, that this sentence is long.
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  Speaker 3: So the long tails are triggering the algorithms that are
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  Speaker 3: triggering the videos and the podcasts and everything to go
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  Speaker 3: along with that to get new eyeballs to the content.
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  Speaker 3: So I think there's you know, it's a brand new world. Yeah,
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  Speaker 3: and if you're not doing it, you're probably going to
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  Speaker 3: be sad that you don't because it's not something that
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  Speaker 3: you can just do and catch up with in a
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  Speaker 3: couple of weeks.
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  Speaker 4: You need to do it consistently and keep doing it.
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  Speaker 3: The biggest thing that I think people do is they
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  Speaker 3: commit to it, but they don't commit to it for
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  Speaker 3: the long haul. So if you're going to do it,
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  Speaker 3: do it. If you're not going to do it and
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  Speaker 3: commit to it for like a year, then just don't
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  Speaker 3: do it. It's not worth yours. But once you start
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  Speaker 3: getting that momentums you a lot kicking in and you
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  Speaker 3: start seeing the numbers go up. It will take time,
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  Speaker 3: but it works, and it works every time. And if
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  Speaker 3: you're consistent, the algorithm loves that you're feeding the machines,
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  Speaker 3: we call it.
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  Speaker 4: And the geek world.
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  Speaker 3: Yeah, and it will, it will do wonders for And
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  Speaker 3: I think something that I heard recently is was like
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  Speaker 3: billions and millions of downloads, but don't chase the numbers, Like,
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  Speaker 3: you don't need tens of thousands of downloads.
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  Speaker 4: You need the right one.
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  Speaker 3: Hundred or two hundred to three hundred people to watch
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  Speaker 3: you and engage with you, because that's your base. So
• 8:32
  Speaker 3: you know, whatever your core is you, if you're in
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  Speaker 3: a business that you need hundreds of thousands of customers
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  Speaker 3: or visitors or donors, then you know you're going to
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  Speaker 3: have to step up your game. But you know, if
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  Speaker 3: success to you is only a handful of ten or
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  Speaker 3: twenty new customers a year, you only need your three
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  Speaker 3: hundred people actively watching you daily and engage you with
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  Speaker 3: your daily to become rating fans that will not only
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  Speaker 3: probably become consumers or investors or donors, they'll also become
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  Speaker 3: evangelists and start sharing, and then that will hit their
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  Speaker 3: communities and people what other people like you do, what
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  Speaker 3: your friends do?
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  Speaker 2: Yeah, and you make it. It sounds like what you're
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  Speaker 2: also talking about is you're making it easy for them
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  Speaker 2: to share if you have something that's readily packaged that
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  Speaker 2: they can forward or be a raving fan and say
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  Speaker 2: watch this or listen to this, it's a lot easier
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  Speaker 2: than if they're trying to do it with no content.
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  Speaker 2: And so this just makes it easy in the electronic
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  Speaker 2: gauge for people to share out right.
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  Speaker 3: No, absolutely, and I think the platforms are getting smarter
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  Speaker 3: and wiser on that too, so it's making it easier
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  Speaker 3: to share.
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  Speaker 4: If you've got the right tools, it's a couple of
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  Speaker 4: clicks away.
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  Speaker 3: I think the other thing that I would like to
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  Speaker 3: just share is if you're in any space, commercial or nonprofit,
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  Speaker 3: you have I'm going to call it a trigger word
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  Speaker 3: or a moneyword. That's the thing that you know if
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  Speaker 3: someone's going to Google, or if someone's going to YouTube,
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  Speaker 3: or if someone's going to iHeart and they do a
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  Speaker 3: search in that search box that's driven by an algorithm.
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  Speaker 3: And so if you're about philanthropy, you need to have
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  Speaker 3: psilanthropy in the title of every one of your videos
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  Speaker 3: so you can tell the actual algorithm that this video
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  Speaker 3: is about philanthropy. The supporting words around that need to
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  Speaker 3: be in the title and then in the description, so
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  Speaker 3: you tell them again the algorithm that you're about that,
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  Speaker 3: because if you just do you know, just podcast one
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  Speaker 3: oh one eight Sunday, December fifth, no one searching for that,
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  Speaker 3: and you're basically giving the that you're giving wrong signals
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  Speaker 3: to the algorithm, and you're hurting yourself. So get with
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  Speaker 3: someone who knows how to do that and help yourself.
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  Speaker 3: Help yourself because a lot of videos, for the first
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  Speaker 3: time are actually being found when someone's doing a search
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  Speaker 3: at Google, they do a search, they see a video
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  Speaker 3: put in the video, then they go over to YouTube,
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  Speaker 3: which of course.
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  Speaker 4: Is owned by Google.
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  Speaker 3: But that's how the path of new liballs get to
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  Speaker 3: your videos. And so if you think of that strategically
• 10:38
  Speaker 3: and there's a little there's all things like that that
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  Speaker 3: you learn along the way that will really change the game.
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  Speaker 3: Because there's demand out there for every trigger word or
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  Speaker 3: money word I call it. So align your philanthropy word
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  Speaker 3: with your philanthropy action like best philanthropy or corporate philanthropy
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  Speaker 3: or whatever your whatever your money words are. Look at
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  Speaker 3: the data, leverage the data to help yourself take advantage
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  Speaker 3: of all the opportunities out there. Because there's just on
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  Speaker 3: Google and Wan there's five billion searches a day, wow,
• 11:08
  Speaker 3: and so they all relate back to something, and they
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  Speaker 3: probably relate to something that you.
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  Speaker 4: Have a target in or you're.
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  Speaker 3: The folks that don't know you or looky, and as
• 11:17
  Speaker 3: soon as they become fans of yours, or they even
• 11:20
  Speaker 3: watch you for the first time, then they could easily
• 11:21
  Speaker 3: become reasy fans.
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  Speaker 4: And you've got great content, So that great content is key. Yeah,
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  Speaker 4: if you've got junk, you're going to lose people. That's
• 11:28
  Speaker 4: more love the reality.
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  Speaker 2: So that's interesting. I kind of want I always had
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  Speaker 2: this theory that you could have great content and be
• 11:36
  Speaker 2: a bad marketer and you won't be successful.
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  Speaker 4: That is true.
• 11:39
  Speaker 2: You could have lousy content be a great marketer and
• 11:41
  Speaker 2: you'll do okay.
• 11:42
  Speaker 4: That is true.
• 11:44
  Speaker 2: So then the third is, you have great content be
• 11:46
  Speaker 2: a great marketer, and then it sounds like you can
• 11:48
  Speaker 2: go to the moon.
• 11:48
  Speaker 4: Right absolutely.
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  Speaker 3: If you've got great content and you're a great marketer
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  Speaker 3: and it's engaging that people want to stay with you,
• 11:54
  Speaker 3: then they get sticky and that's where the magic happens,
• 11:56
  Speaker 3: because you can be a great marketer with crappy content
• 11:59
  Speaker 3: and get thousands of eyeballs to you. And we've done
• 12:01
  Speaker 3: that before and it works and you still get hundreds
• 12:03
  Speaker 3: of customers. So that works. But they don't become raving
• 12:06
  Speaker 3: fans because they're not bragging about you, because they're not
• 12:07
  Speaker 3: going to share the junk. But if it's good stuff,
• 12:09
  Speaker 3: they're going to share the good stuff. And don't get
• 12:12
  Speaker 3: caught up around this idea of thirty seconds, sixty seconds,
• 12:18
  Speaker 3: ninety seconds. If it's good content, they will watch it.
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  Speaker 3: If they wake up looking for it and you're the
• 12:24
  Speaker 3: answer and it takes twenty four minutes for you to
• 12:27
  Speaker 3: actually share your message for them to get the information
• 12:29
  Speaker 3: they're looking for, we're going to want it. Yeah, they're
• 12:31
  Speaker 3: gonna watch it. They're gonna take the twenty four minutes
• 12:33
  Speaker 3: because that's what they woke up looking for. So yes,
• 12:36
  Speaker 3: if you're on tick doctor, I mean, if you're just
• 12:38
  Speaker 3: trying to get into somebody's feed and you're a dancing cat,
• 12:41
  Speaker 3: I mean, short is good. But if you've got a
• 12:43
  Speaker 3: real answer and a message and someone wakes up looking
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  Speaker 3: for you, your content answers the question, you become the authority,
• 12:50
  Speaker 3: and all of a sudden you're the only.
• 12:51
  Speaker 4: One they're going to call because you're the one that
• 12:53
  Speaker 4: answered the question.
• 12:54
  Speaker 3: So in their mind, rightfully so or not, you're now
• 12:57
  Speaker 3: the leader in this space, and your engagement law they
• 13:00
  Speaker 3: will go up, your close rates will go up, everything
• 13:03
  Speaker 3: will go up as part of the process. So making
• 13:06
  Speaker 3: good content will definitely increase the success in along.
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  Speaker 2: So what's the question that you would say people would
• 13:13
  Speaker 2: be asking as it relates to a nonprofit. I would
• 13:15
  Speaker 2: assume it's are they solving some sort of a societal issue,
• 13:19
  Speaker 2: and so that's what they're coming right. I'm just thinking
• 13:21
  Speaker 2: in terms of when you say good content, I just
• 13:24
  Speaker 2: think in terms of it provides value. It provides something
• 13:28
  Speaker 2: that people are looking for. So what would that mean?
• 13:31
  Speaker 3: You know?
• 13:32
  Speaker 2: Just so it sounds like an obvious question, but I'm
• 13:34
  Speaker 2: just thinking, like if you imagine maybe the nonprofits you
• 13:37
  Speaker 2: were working with or you're familiar with, and you showed
• 13:40
  Speaker 2: up and you said that's good content, what would good
• 13:42
  Speaker 2: content look like?
• 13:44
  Speaker 4: You know? I think it's going to be.
• 13:45
  Speaker 3: Different for every nonprofit or any business has a different
• 13:51
  Speaker 3: answer to a question. So I think if you take
• 13:54
  Speaker 3: it back to the question that you're the answer for,
• 13:57
  Speaker 3: then you've got to find the right question. So I'll
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  Speaker 3: give you, for example, in the nonprofit space, we have
• 14:03
  Speaker 3: leverage data to figure out what people are looking for
• 14:06
  Speaker 3: to connect them with resources in the mental care space.
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  Speaker 3: And so one of the things that the data supported
• 14:12
  Speaker 3: is people actually wake up and they search for how
• 14:15
  Speaker 3: to commit suicide Wow a lot like sixty thousand times
• 14:18
  Speaker 3: a month. Wow. So content around how to commit suicide
• 14:22
  Speaker 3: as the title. Well, then you as the answer of
• 14:25
  Speaker 3: how not to commit suicide, here's your resources. So that's
• 14:28
  Speaker 3: that's adjacent ring. But that's figuring out how like what
• 14:31
  Speaker 3: are you trying to solve and do the research up
• 14:34
  Speaker 3: front and figure out what those trigger words or those
• 14:36
  Speaker 3: money words are, because that's what's going to get you
• 14:38
  Speaker 3: to eyeballs that have never seen you before. Because, like
• 14:40
  Speaker 3: you said, if you've got great content and nobody watches you, you're
• 14:43
  Speaker 3: going to get nowhere. But if you've got great content
• 14:44
  Speaker 3: and people find you and then they start engaging with you,
• 14:47
  Speaker 3: and you're doing a daily podcast for a weekly podcasts,
• 14:49
  Speaker 3: they'll keep watching. So I think it's I think there's
• 14:52
  Speaker 3: some homework to be done upfront when you when you
• 14:54
  Speaker 3: do your your initial kind of layout for your show
• 14:57
  Speaker 3: that you're going to have the title of your show
• 14:59
  Speaker 3: again and whatever, but figure out how to incorporate the
• 15:03
  Speaker 3: question and the answer into the titles, into the descriptions,
• 15:06
  Speaker 3: because that's that's the only thing they actually see the
• 15:09
  Speaker 3: video too.
• 15:09
  Speaker 4: But that's what the that's.
• 15:11
  Speaker 3: What triggers the algorithms to look at your video first
• 15:13
  Speaker 3: over somebody else's because there's tens of thousands of videos
• 15:16
  Speaker 3: and podcasts being launched every day. So how do you
• 15:18
  Speaker 3: get how do you get to the good stuff? Yeah,
• 15:20
  Speaker 3: and so you've got to match that with what people
• 15:21
  Speaker 3: are looking for. So do the homework up front. Figure
• 15:23
  Speaker 3: out what those money words are, those trigger words are,
• 15:26
  Speaker 3: so you're driving the right type of customers or the
• 15:28
  Speaker 3: right trip of traffic to you. So when they do
• 15:29
  Speaker 3: get to your content, you're answering the question that they're
• 15:31
  Speaker 3: looking for, and then it's a match making heaven.
• 15:34
  Speaker 2: That's so smart. Yeah, and I'm sure it's a little
• 15:37
  Speaker 2: bit of an iterative process too, you might. I'm sure
• 15:40
  Speaker 2: there's ways to track this, right, What are the words
• 15:42
  Speaker 2: that people are using to find certain things? And you
• 15:45
  Speaker 2: start a match, you match your programming to that versus
• 15:49
  Speaker 2: just I mean, it sounds like the data's out there
• 15:52
  Speaker 2: for what you just said. People are looking for things
• 15:54
  Speaker 2: as search words and the keywords that they put in
• 15:57
  Speaker 2: there that that's what you match yourself with.
• 16:00
  Speaker 4: Yeah, no, that's actually I mean, that's actually an entire process.
• 16:02
  Speaker 3: And there's there's services. The c suite offers a service,
• 16:05
  Speaker 3: so that's called Keybord Roadmap. It's kind of magic. It
• 16:08
  Speaker 3: tells you, here's where we believe you are, here's where
• 16:11
  Speaker 3: we believe your customers are, and what we're looking for.
• 16:13
  Speaker 3: And it helps you figure out how to use your titles,
• 16:15
  Speaker 3: how to use your answers to answer as many questions
• 16:19
  Speaker 3: as possible.
• 16:20
  Speaker 4: Because you may do one podcast and this is actually
• 16:22
  Speaker 4: a hack.
• 16:23
  Speaker 3: So you may do one podcast and you're going to
• 16:26
  Speaker 3: put a cover on it and it's about product A,
• 16:30
  Speaker 3: but the answer or service A.
• 16:33
  Speaker 4: And I've gone back to commercial. But it works for nonprofits,
• 16:35
  Speaker 4: it works.
• 16:35
  Speaker 3: For anthwerp, it works for everything that it is agnostic
• 16:38
  Speaker 3: to the algorithm, so that you could do one video,
• 16:41
  Speaker 3: one podcast and it can have six or seven answers
• 16:44
  Speaker 3: inside the podcast. And then what you do is you
• 16:46
  Speaker 3: actually release it under the question or maybe six ans
• 16:49
  Speaker 3: six questions to the six answers, so you release it
• 16:53
  Speaker 3: six different times with the question in the answer and
• 16:56
  Speaker 3: the title and description and it triggers the same video.
• 16:59
  Speaker 3: And so now what you've done, as you've effectively taken
• 17:01
  Speaker 3: one video and you're getting six different streams of traffic
• 17:04
  Speaker 3: to it because you were able to figure out strategically
• 17:07
  Speaker 3: where to place that, how to place it, how to keyword,
• 17:10
  Speaker 3: how to So it's absolutely well well worth its weight
• 17:14
  Speaker 3: and goal to take the time.
• 17:17
  Speaker 4: If you're going to do it, do it right and
• 17:18
  Speaker 4: do it well.
• 17:19
  Speaker 3: And I've seen so many people not think about that
• 17:24
  Speaker 3: until after the back and go oh, I wished I
• 17:26
  Speaker 3: would have. And then it's too late because that content
• 17:27
  Speaker 3: has already been consumed by the algorithm, and now it
• 17:30
  Speaker 3: looks like you're just duplicating content and trying to span
• 17:33
  Speaker 3: the world. So you've got to do it white upfront
• 17:35
  Speaker 3: to make it as effective as possible. And please, please
• 17:38
  Speaker 3: please just don't do podcast number won't podcast number two
• 17:44
  Speaker 3: is your titles? I see so many people doing that,
• 17:46
  Speaker 3: and you're wasting so much real estate, you're wasting so
• 17:48
  Speaker 3: many triggers to the algorithm. No one's looking for podcast
• 17:51
  Speaker 3: number one. Yeah, but sixty thousand people a month, we're
• 17:54
  Speaker 3: looking for how to commit suicide?
• 17:56
  Speaker 4: So that should have been your title, right, right? How
• 17:58
  Speaker 4: to commit suicide and.
• 18:02
  Speaker 3: And just in resources and you give it at resources
• 18:04
  Speaker 3: because you don't want to you don't want them not
• 18:07
  Speaker 3: to click on you. You want them to watch your video,
• 18:09
  Speaker 3: and then you're going to give them the resources inside
• 18:11
  Speaker 3: the video, right, And that's that's you know, really, there's
• 18:15
  Speaker 3: there's magic to the data, so leverage the data that's
• 18:17
  Speaker 3: out there.
• 18:18
  Speaker 4: There's some quick tools.
• 18:20
  Speaker 3: It's like if you go to Google's got Google makes
• 18:22
  Speaker 3: twenty five million dollars an hour hition propit.
• 18:24
  Speaker 4: Like at the game Wired.
• 18:26
  Speaker 3: Wow, different numbers of different people say different things, but
• 18:29
  Speaker 3: at the end of the day that they make a lot. Yeah,
• 18:31
  Speaker 3: and they figured out how to make more money from
• 18:33
  Speaker 3: every customer that goes to the little search bar. So
• 18:35
  Speaker 3: if you've ever started typing in something in your search
• 18:38
  Speaker 3: bar and you see a drop down to give you
• 18:40
  Speaker 3: like five or six options, those are actually very good
• 18:45
  Speaker 3: targets for you because if the beginning of your question
• 18:49
  Speaker 3: is the first two or three words, but then that
• 18:51
  Speaker 3: drop down, that instant drop down gives you six or
• 18:53
  Speaker 3: seven other things, those are money words.
• 18:55
  Speaker 4: Google's trying to figure the Googles figure out.
• 18:56
  Speaker 3: How to make the most money off of you and
• 18:58
  Speaker 3: they're sending you to one of those spot because that's
• 19:00
  Speaker 3: how they're going to make the most money off of you.
• 19:02
  Speaker 3: And so if they're going to do that, you know
• 19:03
  Speaker 3: it's high intent, you know it's high traffic, you know
• 19:05
  Speaker 3: it's very much within your target because they're telling their
• 19:09
  Speaker 3: users to click here because that's how they're going to
• 19:11
  Speaker 3: make more money. So that's a great that's a great
• 19:13
  Speaker 3: like hack if you're if you're nowhere and you don't
• 19:16
  Speaker 3: have data and you don't have someone to you don't
• 19:18
  Speaker 3: have a geek to like tell you where you know
• 19:20
  Speaker 3: the keywords are and have a strategy like that's that's
• 19:22
  Speaker 3: a number one hack.
• 19:23
  Speaker 4: Number two is.
• 19:24
  Speaker 3: When you do your search, when you think you have
• 19:26
  Speaker 3: your money, where scroll all the way to the bottom
• 19:28
  Speaker 3: of the Google search where there's the customers also look
• 19:31
  Speaker 3: for okay and use those because that, again is Google
• 19:34
  Speaker 3: just trying to.
• 19:34
  Speaker 4: Direct you to where they're going to make money.
• 19:36
  Speaker 3: But that's also a good indicator for a podcast or
• 19:39
  Speaker 3: to do content around. And you could if you're ever
• 19:42
  Speaker 3: worried about not having enough content, just do that as
• 19:45
  Speaker 3: a as a daily practice. It's going to trigger so
• 19:48
  Speaker 3: many ideas in your head. But you'll be able to.
• 19:50
  Speaker 4: Do content for decades.
• 19:51
  Speaker 3: Wow, the opportunities are out there. You just got to
• 19:54
  Speaker 3: work the plan. But work the plan to be consistent.
• 19:56
  Speaker 2: Yeah, that's brilliant. I mean it's it's like saying, you
• 20:00
  Speaker 2: don't have to take our.
• 20:01
  Speaker 4: Word for it.
• 20:01
  Speaker 2: This is what people are looking for. And Google and
• 20:05
  Speaker 2: the person who's creating a podcast, they want the same thing.
• 20:07
  Speaker 2: They want people to find what they're looking for. So
• 20:10
  Speaker 2: if you are responsive. It sounds like what you're saying
• 20:12
  Speaker 2: really is if you find a way to make sure
• 20:14
  Speaker 2: that you can be responsive to what people are looking for,
• 20:17
  Speaker 2: and you're playing off of what people already do, including
• 20:21
  Speaker 2: I'm sure misspelled words right, people who misspell words. That
• 20:25
  Speaker 2: can also be something where it's like, oh, I got
• 20:27
  Speaker 2: that wrong, but I still found what I needed because
• 20:29
  Speaker 2: somebody anticipated that I probably misspell the word right. So
• 20:33
  Speaker 2: it just sounds like there's all these different ways, like
• 20:35
  Speaker 2: you say, hacks, to try to get to what you're
• 20:37
  Speaker 2: looking for and to find the audience that wants to
• 20:40
  Speaker 2: find you. I mean, that's really ultimately what we're talking about.
• 20:43
  Speaker 2: They're looking for you, you're looking for them. And our obligation,
• 20:47
  Speaker 2: I think is nonprofits or anybody who is trying to
• 20:49
  Speaker 2: get out there is to just make sure you're smart
• 20:50
  Speaker 2: about how to connect with that audience.
• 20:53
  Speaker 4: Yeah, yeah, absolutely work the plan. It works every time.
• 20:56
  Speaker 3: And the other hack that I'll share is a lot
• 20:59
  Speaker 3: of people run out of content ideas. Interview the people
• 21:04
  Speaker 3: that you like doing business with, or interview the people
• 21:07
  Speaker 3: that are big in your space. A great example would
• 21:11
  Speaker 3: be something like chick fil A. So if you can
• 21:15
  Speaker 3: do a interview with the topic and then my guest
• 21:21
  Speaker 3: from Chick fil A. Now you've just added the word
• 21:23
  Speaker 3: chick fil A in your title, it's going to trigger
• 21:25
  Speaker 3: a whole bunch of ever words.
• 21:28
  Speaker 4: Right, So think strategically about that because there's power in
• 21:32
  Speaker 4: the algorithm. You know, Googles the algorithm, or you know
• 21:35
  Speaker 4: anybody that has an algorithm.
• 21:37
  Speaker 3: Home obviously owns YouTube, but Facebook, every search box has
• 21:40
  Speaker 3: an algorithm, and that's how you find new eyeballs is
• 21:42
  Speaker 3: to figure out how to dominate those search boxes because
• 21:44
  Speaker 3: those are the people that didn't find what they're looking
• 21:47
  Speaker 3: for in their current feeds, their current streams, so they
• 21:49
  Speaker 3: went to a search to find an answer. In our role,
• 21:53
  Speaker 3: that's a high intent target, Like if they ask a
• 21:55
  Speaker 3: question they're looking actively for an answer, and you come
• 21:58
  Speaker 3: up as the solution to their question, your authority shoots up.
• 22:04
  Speaker 3: In the likelihood of In the business world, push marketing,
• 22:09
  Speaker 3: push push push, like look at me, look at me,
• 22:11
  Speaker 3: by me, by B by B, you may get one
• 22:12
  Speaker 3: hundred leads and close five deals. But in pole marketing
• 22:15
  Speaker 3: or they're looking for you actively and you're the answer,
• 22:18
  Speaker 3: you may close one in three. Well, we're seeing a
• 22:21
  Speaker 3: thirty three percent up take a high intent targeted traffic
• 22:24
  Speaker 3: versus just windom pushing me and pushing me, push me,
• 22:26
  Speaker 3: and I think gone are the days of to push
• 22:28
  Speaker 3: me advertising. It's just it's gone, and the high intent
• 22:31
  Speaker 3: targeted traffic is where all the money is, and podcast
• 22:34
  Speaker 3: is a great way to enter that at very economical price.
• 22:37
  Speaker 4: It's very inexpensive to do.
• 22:39
  Speaker 3: The equipment's a lot less than it needs to be,
• 22:41
  Speaker 3: the services, the tech, but the networks that are out
• 22:43
  Speaker 3: there are phenomenal. So it's it's great energy spent a
• 22:48
  Speaker 3: few dollars spent for the results you're looking for.
• 22:51
  Speaker 2: Yeah, amazing. So well, before I let you go, can
• 22:54
  Speaker 2: you tell me if I were a nonprofit and I'm
• 22:57
  Speaker 2: listening to you and I'm listening to this podcast, I'm like,
• 22:59
  Speaker 2: I'm so I need to do this. What would you
• 23:01
  Speaker 2: say is the roadmap to just starting to do what
• 23:04
  Speaker 2: they need to do, because again my fear is when
• 23:07
  Speaker 2: people are listening, they're going, this sounds great, but I
• 23:09
  Speaker 2: don't have time for this. And you mentioned before it
• 23:11
  Speaker 2: really is just about compartmentalizing your time. And so what
• 23:14
  Speaker 2: would you say if you were you were a nonprofit
• 23:17
  Speaker 2: on board, you want to bring this to your your
• 23:19
  Speaker 2: governing board or advisory board, you want to bring it
• 23:22
  Speaker 2: to your executive director, what would you say?
• 23:25
  Speaker 3: Yeah, I mean, I think you need the commitment from
• 23:28
  Speaker 3: everybody that it's something they want to do. So, like one,
• 23:31
  Speaker 3: if you don't have everybody you know agreeing, it's going
• 23:33
  Speaker 3: to be a hard it's going to be an uphold battle. Yeah,
• 23:35
  Speaker 3: but as soon as you do. I mean, the selling
• 23:37
  Speaker 3: points to the board is it's really not very expensive.
• 23:40
  Speaker 3: It's going to take time, but it's time you're already spending.
• 23:42
  Speaker 3: And you may have to skip one gala that month
• 23:46
  Speaker 3: to spend four hours in the studio to shoot all
• 23:48
  Speaker 3: your content. But then you hand it to an editor
• 23:51
  Speaker 3: for you know, a few hundred dollars and then you
• 23:53
  Speaker 3: use a platform that helps you get the distribution for
• 23:55
  Speaker 3: a few hundred dollars, I mean dollar for dollar, You're
• 23:58
  Speaker 3: probably not going to find much out there that's going
• 24:00
  Speaker 3: to do this type of activity for you. And the
• 24:03
  Speaker 3: best thing is it lives forever. Yeah, So as long
• 24:06
  Speaker 3: as the one of the things is being fresh and
• 24:10
  Speaker 3: in people's heads, is I did another another podcast because
• 24:13
  Speaker 3: that's that was important for my users, which it is,
• 24:15
  Speaker 3: because they want if they like you, they're going to
• 24:17
  Speaker 3: want to engage with you.
• 24:18
  Speaker 4: They're going to want fresh. But fresh also triggers the algorithm.
• 24:21
  Speaker 3: And so if you've been doing this for a year
• 24:23
  Speaker 3: and you've done a podcast today, that's going to bring
• 24:26
  Speaker 3: your new podcast to the top, but it's also going
• 24:28
  Speaker 3: to pull up the other fifty two that you did
• 24:30
  Speaker 3: the rest of the month, and that actually why I
• 24:32
  Speaker 3: engage with other people, and that actually triggers a part
• 24:34
  Speaker 3: of the algorithm, that's the freshness part. But now you've
• 24:37
  Speaker 3: activated the fifty two that you've done before, and so
• 24:39
  Speaker 3: it ever greens, it lives on. And if you're strategic
• 24:43
  Speaker 3: about it, and you have you come up with a
• 24:44
  Speaker 3: marketing calendar, youse, it's some sort of strategy where you're
• 24:48
  Speaker 3: taking even your old content and you know, maybe you're
• 24:50
  Speaker 3: posting social, you're noon, you're posting your new content, but
• 24:53
  Speaker 3: at two four and six, eight nine, you're posting last
• 24:57
  Speaker 3: months the months before, and if they missed it, they're
• 25:00
  Speaker 3: going to see it as fresh. You know, never date
• 25:02
  Speaker 3: your never date your content because they're not going to
• 25:05
  Speaker 3: know if it's old. They'll use like you know, Christmas
• 25:07
  Speaker 3: and holl like, don't use seasonal. So you're dating yourself, right,
• 25:10
  Speaker 3: But so then they'll engage with it at a time
• 25:13
  Speaker 3: that it maybe a year later, and it's it's when
• 25:16
  Speaker 3: they're looking for the answer and you gave them the
• 25:18
  Speaker 3: answer they're looking for. Just because it's not your schedule
• 25:21
  Speaker 3: doesn't mean it's not their schedule. And so if you've
• 25:24
  Speaker 3: got one hundred in the cannon, they're all all they're
• 25:25
  Speaker 3: going to start snowballing on you. And so stuff you
• 25:28
  Speaker 3: did a year ago. We have content that we created
• 25:32
  Speaker 3: well before Google even existed and still gets traffic today.
• 25:38
  Speaker 3: So it ever grains and that that's priceless because there's
• 25:41
  Speaker 3: nothing else you Once you go to a convention, once
• 25:43
  Speaker 3: you go to a philanthropy event, once you go to
• 25:46
  Speaker 3: whatever you go to that's one and done.
• 25:48
  Speaker 4: You spend it, You're done, Like now you got to
• 25:50
  Speaker 4: follow up with everybody. But if you do podcasts, if
• 25:52
  Speaker 4: you do content, if you do it correctly, you're distributed
• 25:54
  Speaker 4: it dirrectly. They'll live on forever.
• 25:56
  Speaker 3: So it may be providing the leads a year, two, three, four,
• 25:59
  Speaker 3: or five years from now, so it's an investment in
• 26:00
  Speaker 3: the future as well.
• 26:01
  Speaker 2: Yeah, that makes total sense. As you say that I've
• 26:05
  Speaker 2: learned about somebody or something, I've gone to the website
• 26:09
  Speaker 2: or I've gone to their YouTube channel, and you just
• 26:11
  Speaker 2: start kind of scrolling through and be like, wow, they
• 26:13
  Speaker 2: have a whole library of cool things I can be
• 26:15
  Speaker 2: learning about, and why would I not want to dive in?
• 26:18
  Speaker 2: If I like one thing, I go into the next thing.
• 26:20
  Speaker 2: So it becomes that library of resources for people and
• 26:24
  Speaker 2: also a bit of a timeline to say, well, what
• 26:26
  Speaker 2: have they done over the years, what kind of impact
• 26:28
  Speaker 2: that they made over the years, And that becomes part
• 26:30
  Speaker 2: of your story as well, right, absolutely one, And it
• 26:33
  Speaker 2: triggers both the user journey experience what you want, but
• 26:36
  Speaker 2: it also triggers the algorithm.
• 26:38
  Speaker 3: And you can't don't discount the algorithm because there's again,
• 26:40
  Speaker 3: five billion searches a day on the algorithm. So what
• 26:43
  Speaker 3: happens to be that someone searches today and tags the
• 26:46
  Speaker 3: key order, It triggers the algorithm for content you did
• 26:48
  Speaker 3: a year and a half ago, it's you did fresh
• 26:51
  Speaker 3: content today. The value of the year and a half
• 26:54
  Speaker 3: good content actually goes up today because you're a whole
• 26:56
  Speaker 3: channel winner because it's fresh. So it triggered the fresh
• 27:00
  Speaker 3: basically the buzzworthiness of your content. So that's the other
• 27:03
  Speaker 3: key is don't give up. Yeah, just keep going and
• 27:06
  Speaker 3: be consistent. If it's weekly, do a weekly. If it's monthly,
• 27:08
  Speaker 3: do it monthly. If it's daily, do it daily.
• 27:11
  Speaker 2: The algorithm starts to expect that you're going to be
• 27:14
  Speaker 2: doing it at that time.
• 27:14
  Speaker 3: Yeah, it's very it's a very lame thing, but it's
• 27:17
  Speaker 3: we say, if you put a food dog food out
• 27:20
  Speaker 3: in the morning in front of your house, at some
• 27:21
  Speaker 3: point a dog's going to come out and eat it,
• 27:24
  Speaker 3: and the next morning he's.
• 27:24
  Speaker 4: Going to be there looking for it.
• 27:26
  Speaker 3: If you put it out at breakfast, lunch, and dinner,
• 27:28
  Speaker 3: there's going to be dogs that your door breakfast, lunch,
• 27:29
  Speaker 3: and dinner, and as long as you keep feeding him
• 27:31
  Speaker 3: they'll keep coming back, but at some point, if you
• 27:33
  Speaker 3: stop feeding them, they'll.
• 27:34
  Speaker 4: Stop coming Yeah, and it's the algorithm is no different.
• 27:36
  Speaker 4: You got it. We call it feed the machine.
• 27:38
  Speaker 3: You got to keep feeding the machine, and the more
• 27:40
  Speaker 3: you feed it, the mortal come back.
• 27:41
  Speaker 2: That's so interesting. Well, thank you, Jeff. This has been
• 27:44
  Speaker 2: so insightful. I'm sure that people can listen to this
• 27:47
  Speaker 2: podcast episode over and over again and get something new
• 27:50
  Speaker 2: out of it, just because you're such an expert and obviously,
• 27:53
  Speaker 2: like you say, you're a geek, you're a nerd, you're
• 27:54
  Speaker 2: in the background figuring it all out. But really it's
• 27:57
  Speaker 2: just the experience that you have and you've been doing
• 27:58
  Speaker 2: it for so long.
• 28:00
  Speaker 1: Thank you.
• 28:00
  Speaker 2: And how would people reach you or how would they
• 28:03
  Speaker 2: reach c suite Network if they wanted to get in
• 28:05
  Speaker 2: touch and learn more about how to follow a bit
• 28:07
  Speaker 2: of a roadmap?
• 28:08
  Speaker 3: Yeah, no, absolutely, c Suite Network. They're the largest business
• 28:12
  Speaker 3: network in the country that I know.
• 28:15
  Speaker 4: They're probably in the globe.
• 28:16
  Speaker 3: And you go there, find all the resources that are there,
• 28:19
  Speaker 3: and you'll you'll be able to find me somewhere.
• 28:21
  Speaker 4: In the background and to be so happy to help.
• 28:24
  Speaker 3: But everybody there is wonderful to work with, and they've
• 28:26
  Speaker 3: got the plan and got strategies.
• 28:28
  Speaker 4: I mean, they've been doing it for decades.
• 28:29
  Speaker 3: It's led by some great people that are that are
• 28:32
  Speaker 3: all rising, tide lifts all boats. It's kind of been
• 28:34
  Speaker 3: My favorite thing about them is they've they've given they've
• 28:36
  Speaker 3: given a voice in the platform to people that need
• 28:39
  Speaker 3: it and are doing great stuff and together everybody's winning
• 28:42
  Speaker 3: and it's a great it's a great group to be around.
• 28:45
  Speaker 4: To hang out with. So yeah, I mean, I would.
• 28:48
  Speaker 3: Encourage you to spend time there because they've built resources
• 28:51
  Speaker 3: that are going to change the face of media and it's.
• 28:56
  Speaker 4: Going to be exciting to see where it goes. So
• 28:58
  Speaker 4: you don't want to miss out.
• 28:59
  Speaker 2: That sounds great. And C Suite Network for anyone listening,
• 29:01
  Speaker 2: it's letter C hyphen Suite, s U I E, and
• 29:06
  Speaker 2: then network C Suite Network. So thank you again, Jeff
• 29:09
  Speaker 2: for spending some time with me. I really appreciate it.
• 29:11
  Speaker 2: And we'll have fun here at the conference while.
• 29:13
  Speaker 4: We're here as all right, Thanks, I get it.
• 29:17
  Speaker 1: That wraps up today's conversation with Jeff Klein, and it
• 29:20
  Speaker 1: offers an important reminder meaningful storytelling isn't about chasing trends.
• 29:25
  Speaker 1: It's about showing up consistently with value, clarity, and purpose.
• 29:30
  Speaker 1: Here are three key takeaways from our discussion. First, podcasts
• 29:34
  Speaker 1: aren't about volume, they're about relevance. You don't need tens
• 29:38
  Speaker 1: of thousands of listeners, You need the right hundred people
• 29:41
  Speaker 1: who care deeply about your mission. Second, consistency builds trust.
• 29:46
  Speaker 1: When nonprofits commit to a cadence and make storytelling part
• 29:50
  Speaker 1: of their culture, audiences and algorithms respond. And Third, great
• 29:55
  Speaker 1: content lives on. Unlike one time events, podcasts in digital
• 30:00
  Speaker 1: media continue working long after they're recorded, extending reach and
• 30:04
  Speaker 1: deepening connection over time. Thanks for listening to Money to Give.
• 30:08
  Speaker 1: If this conversation resonated with you, please leave a review
• 30:12
  Speaker 1: on your preferred streaming platform, share it with a friend
• 30:15
  Speaker 1: or colleague, and most importantly, keep that giving feeling going.
• 30:20
  Speaker 1: We are now broadcasting in thirty seven countries and growing
• 30:23
  Speaker 1: with five hundred downloads per month and nearly ten thousand
• 30:26
  Speaker 1: downloads to date. A reminder this podcast is meant to
• 30:30
  Speaker 1: be for educational purposes only. For specific advice related to
• 30:34
  Speaker 1: your own situation, please consult an attorney, financial advisor, CPA,
• 30:39
  Speaker 1: or other type of trusted consultant. If you're looking for
• 30:42
  Speaker 1: fresh insights on how to give, smarter, raise more money,
• 30:45
  Speaker 1: and advise your clients in a more informed way, please
• 30:49
  Speaker 1: subscribe to my weekly newsletter, Charitable Giving News For you
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  Speaker 1: register by going to my website, The Philanthropy Guide dot com.
• 30:57
  Speaker 1: In the newsletter, you'll also read about many of our
• 31:00
  Speaker 1: podcast guests, while also getting helpful tips and advice for nonprofits, donors,
• 31:05
  Speaker 1: and professional advisors. Meaningful giving starts with meaningful connection, so
• 31:10
  Speaker 1: please connect with me Richard Peck on LinkedIn as well.
• 31:15
  Speaker 1: Until next time, let's keep making a difference together.