Latest / We Are For Good Podcast - The Podcast for Nonprofits / 380. 9 Nonprofit Trends That Matter in 2023: Giving is Identity - Jon McCoy, CFRE, Becky Endicott, CFRE and T. Clay Buck, CFRE

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380. 9 Nonprofit Trends That Matter in 2023: Giving is Identity - Jon McCoy, CFRE, Becky Endicott, CFRE and T. Clay Buck, CFRE · We Are For Good Podcast - The Podcast for Nonprofits

• 0:01
  Jonathan McCoy: You need more than just technology to make a lasting change in this world.
• 0:03
  Jonathan McCoy: And that's why the on one offers a nonprofit platform that's designed to grow with you providing software and resources that help nonprofit professionals make their connections that matter, connections with their peers, connections with their supporters, and connections with their mission. Learn how neon one makes it easy to design amazing generosity experiences by visiting neon one.com/vr for good. Hey, I'm Jon. And I'm Becky. And this is the We Are For Good podcast,
• 0:35
  Becky Endicott: nonprofits are faced with more challenges to accomplish their missions and the growing pressure to do more, raise more and be more for the causes that improve our world.
• 0:44
  Jonathan McCoy: We're here to learn with you from some of the best in the industry, bringing the most innovative ideas, inspirational stories, all to create an impact uprising.
• 0:52
  Becky Endicott: So welcome to the good community. We're nonprofit professionals, philanthropists, world changers and rabid fans who are striving to bring a little more goodness into the world.
• 1:03
  Jonathan McCoy: So let's get started. Yo, Becky, happy Friday,
• 1:07
  Becky Endicott: happy Friday.
• 1:07
  Becky Endicott: Jon, I'm so excited to talk about this trend.
• 1:11
  Jonathan McCoy: Yeah, this has totally been your favorite for a really long time. Like we knew this is gonna be on the trends way before we started armwrestling to land on the trends for the year.
• 1:18
  Becky Endicott: Yeah, and if you've been hanging with us, we are going through our series of nine nonprofit trends that matter in 2023. And we are diving into our third trend, which is giving his identity.
• 1:29
  Becky Endicott: This is about how we see ourselves and how we want to be seen and tied to the brands that we trust to the causes that we align with. And it's moving beyond this basic affinity of Oh, I love the Red Cross, or oh, I'm, you know, a donor to the American Cancer Society. And it's about finding alignment of your identity and your values together. And it's about living that out loud in your daily life, in your social circles digitally online. We're seeing this as a massive trend right now. And we just think it's an incredible moment for nonprofits to seize.
• 2:10
  Jonathan McCoy: So we're going to take the entire day to unpack this trend. But this is if this is your first week joining us on the trend series. This is week three of unpacking, one of the nine trends we see as mattering so much is where we are today and 2023. So I want to dive into this conversation also with just some incredible thought leadership that's come out that supported this idea in the last year. And one of those is the generosity crisis. And you kind of hear us talking about this book a lot. We were part of the book launch at the tail end of last year with Nathan Chapelle, and Brian Cummins. And this is incredible book that's all about the way to really survive and thrive in this new kind of wave of this new era that we're in is to build radical connections with our supporters. And this is a lot of the trends and things that we talk about all the time on the podcast is building and galvanizing believers, and believers are worth so much more than donors because they're going to fill in the gaps, and they're going to surround you and not just money, but in their advocacy in the way they open up their networks and whatnot. And that's what identity is all about. But also this is born out of this very moment we're in with the idea of conscious consumerism that's really grown, and the corporate side of house where brands are aligning with causes. And this is all becoming kind of blurry if people are aligning with these things, thinking that they're being supportive, and not to be all existential. But it could be somewhat existential, because as people start to think that they are infusing good maybe through their purchase of a T shirt, they may not think, oh, a donation may actually go further if it went straight to a nonprofit. So it's really imperative to us to champion our cause to come with power to these conversations to show where the impact is happening, and get people aligned and make it easy to identify with you.
• 3:51
  Jonathan McCoy: And what we see coming kind of on the horizon, the Gen Z's Julie's representing the GE Gen Z on the call today, is that, you know, they don't have this huge alliance with institutions, they don't necessarily care about preserving the institution, because they want to get to the core like they care about causes deeply. And that's what we want to center them around. So all of this kind of old school school speak of that, you know, care about us, because we've been around for 120 years is not the language of this is what we're doing today.
• 4:17
  Jonathan McCoy: To meet x need. And this is the stories and this is the people on the frontlines of it. That's the kind of language it's landing a lot more with incoming generations.
• 4:26
  Becky Endicott: And the reality is we are sitting in a storied moment in time, where we're seeing that everyone can be a philanthropist. Philanthropy In today's world is so dynamic and multi dimensional. And it's so accessible because it's really going beyond the money and just what you can get financially though that is incredibly important. It's about how people can show up with more than just money. They show up with their time with their advocacy with their story with their network.
• 4:57
  Becky Endicott: There are so many ways for people to tap into your mission.
• 5:00
  Becky Endicott: shin and create another one of what we call those ripples.
• 5:04
  Becky Endicott: They're going to cast another stone into that pond, which is going to share your message further in spaces that we certainly can't get to. And so Jon, we got to talk about some people who are doing this beautifully. If you're not following charity waters monthly giving program The Spring, go immediately and go check it out.
• 5:19
  Becky Endicott: Now, I would say in venture to say, and I do not have stats on this, this is Becky's made up stats, let's be clear about that. 99% of us when starting a monthly giving program, would probably start at the place where our bean counters want us to start, how much money can we
• 5:37
  raise? Charity: water didn't do that. They said, let's create a community that's tethered to belonging, identity and the value of believing that everyone believes in safe water. They started with a community of belonging and centering that, that giving his identity, the fact that people just want to do good in a small way for $30 a month, they are raising over $24 million from almost 70,000 monthly donors. Now, it started with a small group, they branded it, they put a name around it, they put events where people could meet each other who are also passionate about this thing. They push storytelling and video into that. And I will tell you, we have met several people in the We Are For Good community who have met in The Spring. And what a dynamic experience where you can be connected to people all around the world just because you love this one thing. And we believe that's an opportunity that nonprofits should be seizing.
• 6:36
  Jonathan McCoy: And just to go ahead and tease who's coming on as our special guest at the tail end of this is a Spring member and how would we know that because Spring members talk about being members of The Spring because it just like overflows as giving as identity.
• 6:46
  Jonathan McCoy: So let's jump into some pro tip=s if you're wanting to get really applicable of how do we put this into action this year.
• 6:52
  Jonathan McCoy: The first is make it easy to rep your cars. The key here is doing this with an open hand. And Movember came on and schooled us on this, like, how do you create those assets, so that your believers and your people have copy and paste stuff, and they have things that are assets, they don't have to start with a blank page of how to share and rep you, but you have an open hand and that people are going to interpret and take this in their own way. And guess what, in 2023 That is a game changer.
• 7:18
  Jonathan McCoy: Social proof is everything.
• 7:22
  Jonathan McCoy: People repping you in their own voice and their own style, not with the canned graphics and canned text spoiler alert is way more effective than anything that you're going to feed people. So you got to have an open hand to this.
• 7:34
  Becky Endicott: Okay, you know, I'm gonna say it Brace yourself, I always say it. This is the time to up your storytelling game. And I would even say a great pro tip is curate that from your community. We need to be asking people to share their stories of why they're here. Why is this important? I really think what this is going to do is it's going to share stories of impact and transformation that show why people want to be connected to you. And it allows them to see themselves as part of the solution. And it makes them want to be a part of this dynamic atmosphere that you're creating through this storytelling. So I want you to think about we've been talking a lot about Gen Z, and I think Gen Z and millennials fall into this. And it's so fascinating.
• 8:17
  Becky Endicott: They consider that they've really grown up in a world of video, and mobile first advertising, but they like to control how people see them. And the things that are important to them through what they put on their Instagram, what they put on tick tock. They're posting things that are important to them through their lens. They expect brands and nonprofits to have stories that reflect reality. And so share those stories vulnerably curate them in a spirit of authenticity, share your own share stories of what's happening with your employees, people on the front lines, that is going to be a magnet to those who want to know more and be a part of your mission. So if you're someone that really wants to dive into this concept of giving his identity, want to understand more about it, we've curated a great playlist for you. So check out the show notes and get started there.
• 9:06
  Jonathan McCoy: So if we have not convinced you that giving is identity is critical to lean into and figure out this year for your org. We have brought a powerhouse guest for the second half of this episode. Clay buck is back in the house. You know, um, he's the founder and principal over at TCB fundraising. He also has all the accolades. You know, he has a CFR e credential since 2010.
• 9:22
  Jonathan McCoy: He's an AFP master trainer and he has completed the certificate in philanthropic psychology with distinction. You know, we're going to unpack that today. But here's the thing. Clay is one of those people that is so incredibly human, and so incredibly connective to the things that we talk about of how we actually put them into practice. And so it is an honor to have him back in our house
• 9:46
  Becky Endicott: and I'll give you some little context on why we brought clay in. When I first met clay in March of 2022, which it's really sad that I went 42 years of my life without clay.
• 9:56
  Becky Endicott: He literally used the phrase giving is about identity and I wrote it in our notes. And I thought this is something I want to dive more deeply into and hack, it turned into a trend. So Clay, welcome to the podcast.
• 10:06
  Becky Endicott: Welcome back.
• 10:10
  Clay Buck: Thank you. I'm thrilled to be here honored to be here. And you know, when you all reached out, I mean, I didn't even read the whole question. I just said, yes.
• 10:19
  Clay Buck: Because being with you is inspiration to me in this community is amazing. And so yeah, it's just a mutual, wonderful love fest. And isn't that what we all in this sector meet is great people coming together, uplifting each other encouraging each other? And so the good words that you say, I fling right back at the both of you and feel like, I've known you forever. So thrilled to be here. Thank you.
• 11:17
  Jonathan McCoy: Well, I mean, for some, we love lots of things about you. But I love that you've had this incredible career, but you're not jaded, you know, like, you still see the best in people, you still see the power of what philanthropy can do. And you've even gone through and you've gotten this certificate of philanthropic psychology with distinction, no. So let's be clear, you're gonna go through here, and you're gonna put a lot of meat around this topic, and I can't wait to dive in with you.
• 11:41
  Jonathan McCoy: But I want to like start with just this concept that we talked about a lot like everybody can be a philanthropist, you know, we believe that to our core, so kick us off, you set the tone with your thoughts around the connection between giving, and identity.
• 11:55
  Clay Buck: So in first, let me say that most of what I know, or have learned about this does come from the Institute for Sustainable philanthropy, from the research and teaching and ongoing work of Dr. Jen Chang and Dr. Adrian Sargeant.
• 12:14
  Clay Buck: Fundamentally, people take action because of identity, because we don't do things that aren't in our makeup, or that aren't part of who we are. And then that identity that we carry forward in every situation we go into as humans, whether it's conscious or somewhat subconscious, we're carrying him forward and saying, This is the type of person that I am, I am the type of person who does this, I am a type of person who believes this. So any action we take, so therefore giving has to be about identity. Because I mean, if you really think about it, think about the things that you volunteer for, that you give to that you take on, that you go to that you attend, all of those things are things that you do, you're not going to do something you don't want to do. That doesn't fit with who you really, truly are. Right? So the act of giving in is part of that everybody gives, everybody does in some way, why then in the world of philanthropy, do we tie it so connected to money, and limit it by the dollar amount and make decisions that this dollar amount or this because it has to do with money that we deny anybody the opportunity to express their identity through some level and some value of giving, because everybody is giving in some way, Giving Tuesday, we released a report last year called The generosity ecosystem. And what they really looked at worldwide, was the ways in which people give that aren't necessarily tied to dollar amounts that fall outside of the realm of our standing reporting metrics, what we track in a CRM or what we can find from tax returns or any event and what they found, is that people of all cultures and all societies and all across the world, and that generosity is extremely active. And that like people who give things to thrift stores or donations or you know, anything like that people who give things are also more likely to give dollars. And people who are volunteering are more likely to give things and there is this ecosystem there is this flood of generosity and giving in ways that we don't typically track or don't typically see that fall outside of those. And it just goes to show that fundamentally at some level, giving generosity is just part of the human experience. So when I say giving his identity in the philanthropic context, it's it's how people express who they are by what they give to all of that giving plays into the world of philanthropy and what we do and all of that ties to how I see myself as a person.
• 15:15
  Becky Endicott: Clay, I just want to thank you for saying everything you just said, because I think we tend to have this very myopic view of philanthropy as a financial exchange. And it is so much deeper than that. You know, the the first writings in history of philanthropy are go Back in the BCS and it was about people showing up to help each other to help their community to help their neighbor. And I love this moment that we're standing in, because I feel like it's getting us back to the heart of what we do. And not just valuing that tear top donor with incredible wealth and affinity. It's really about democratizing this idea that everybody has something to give in some form or fashion that helps move the mission along. And so I want to ask you, because I love we call ourselves marketers disguised as fundraisers, and you call yourself the fundraiser living at the intersection of data and storytelling, which I love. So talk to us about the data around this idea that giving can become a part of your identity and how people in the audience could flex that.
• 16:21
  Clay Buck: That's a huge question. And there is a lot of data that can go into it. And we can look at data from multiple ways. Are you talking about, you know, the data that proves this?
• 16:30
  Clay Buck: Are we talking about the data that fundraisers and marketers can use? I mean, we could really get into some nitty gritty, let me, let me let me say this, though, all data. Let me preface. I just had an Inigo Montoya from Princess Bride moment. Let me explain. No, there's too much. Let me sum up.
• 16:52
  Clay Buck: The reason why I am a data person, there's nothing in my makeup that makes me a data person, I failed college algebra twice, I have two degrees in theater. I'm a performer, reader and writer, right? Like, I am not a data person. I learned how to use data early on, because I had to all data simply describes behavior, and describes identity, all of the things that we're talking about both in for profit and nonprofit in this day and age, where we're talking about marketing, demographics, and performance, behavior, and neuroscience, and all of these data points are simply indicators of behavior. And we behave the way we do because of the identity that we possess and carry forward. Right. And yes, we can change habits. Yes, we can change belief systems, and many of us do and have, but But fundamentally, our identity through that through any of those changes, remains the same.
• 17:55
  Clay Buck: And one of the stories I tell all the time, I had the great privilege of working with a nonprofit, that provided dental care to kids who otherwise had no access to dental care. And there is a direct link, there's an absolute direct proven link between dental health and school performance and social growth.
• 18:17
  Clay Buck: At a young age, the point of the story is one of the things that they did is they built a clinic, for families to access health care, and they put a dip jar on the counter in the clinic, for people to insert, you know, a credit card and ATM card, whatever, to make a small donation, they never made a big deal of it, they just put it on the counter and said, If you'd like to help provide the service for others, something like 100% of their clients use the tip jar,
• 18:45
  Becky Endicott: oh my gosh,
• 18:46
  Clay Buck: $5
• 18:46
  Becky Endicott: I'm actually not surprised.
• 18:49
  Clay Buck: I'm not surprised a bit. And yet, in philanthropy, we focus so much on the large dollars. And I know how hard it is right? When you are faced with a huge goal and none enough resources to get there, you have to focus on where you're going to get the pardon me most bang for your buck. And yet, we have to find a way to recognize that this identity of giving comes from all levels and all places and all people. And I really truly believe that if we really begin to frame our fundraising, as an invitation to participate in a mission and a vision and make that open and accessible to everyone and value all donors at all levels that we will revolutionize and change the way we raise funds, we will not be in positions of never having enough, right and that constant scramble. And the more we also can convey that to our leadership. Right? We have an opportunity to step into that leadership role. And, and bring forward that idea that as an institutional identity because there we go right? identity as donors identity as givers institutional identity. Is that what we value and where are our values? And what are our value statements in honoring and recognizing how people give in?
• 20:19
  Clay Buck: Are we the type of organization and the kind of organization that's going to encourage that and value that and make that a part of who we
• 20:32
  Becky Endicott: are you or your organization exploring your options or planning a tech purchase this year.
• 20:37
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• 20:46
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• 20:56
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• 21:18
  Jonathan McCoy: Hey, friends, do you want or need a plan to reach your fundraising goals this year? Or maybe you're looking for a playbook for how to show up with more confidence as nonprofit leader
• 21:27
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• 21:37
  Jonathan McCoy: So inside you'll find workshops and live coaching events with Becky and myself.
• 21:40
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• 21:45
  Becky Endicott: get activated today. At we are for good.com backslash learn.
• 21:54
  Jonathan McCoy: Becky and I discovered this in our own journey. I mean, what now 12 years ago, we sat around and we're like we're going to, we're looking to build a culture of philanthropy. And we're like we're gonna start with from within, you know, and we didn't want to follow the typical playbook. And something happened and it changed our hearts, watching it unfold. Because people do take on that identity, like they have a lot of pride in what they can support. When they connect it to their family story. It changes everything.
• 22:23
  Jonathan McCoy: And we've unpacked that in a series on the podcasts, I don't want to hijack this conversation. But I just think there is something really cool to be unfolded at your organization if you actually center this in your work. And so I really appreciate that you are leading us in this direction.
• 22:38
  Jonathan McCoy: And you've got all of the accolades to do that as well. I mean, you've got this incredible certificate in psychology, philanthropic psychology, and I wanted you to take us with that lens into this, like, what did you learn through that and how it relates to how people engage with with our nonprofits,
• 22:57
  Clay Buck: it has to come to the definition of the word philanthropy. Right? Because we tend to think of and you hear this from donors a lot. I never thought of myself as a philanthropist, right? When we say philanthropist, we think of, you know, the Gettys or the Rockefellers or McKinsey, Scott, right. We were thinking, you know, that's who we're thinking of, they're a philanthropist.
• 23:22
  Clay Buck: The word philanthropy comes from the love of humankind, in bringing identity forward, we're talking about what people love.
• 23:30
  Clay Buck: Right? And this might be a little shocking, but nobody loves your organization. They love your beneficiary, though.
• 23:41
  Becky Endicott: Right? They love your stories. They love your mission. They love your vision, they love your impact all of that. Yeah,
• 23:48
  Clay Buck: I don't love a 990 not like I love a pet that has nowhere to live, not like I love someone who is living with HIV and has absolutely nowhere to go and no resources to turn to. If you really stop and think about the things that you do as a person, where do you give, then I think we see that everybody acts in this way.
• 24:15
  Becky Endicott: And I think the challenge becomes, how do we own that? Not only how do we own it, but how do we push it out there and amplify it. And I think that there's got to be a collective rework of this. And And, Jon, I love that you brought up our employee campaign, because I think one of the things that stood out to me about and I want to give Jon, this credit, because he came up with this, is we thought, we're not just going to create a campaign with these nebulous funds, which inevitably are going to be the Disaster Relief Fund and the Employee Assistance Fund, you know, because nobody sees themselves as needing those things until you actually need them. And Jon said, what if we just wrap it around passion areas, and instead of saying, cardiology, or oncology, we call it what it was. It was heart. It was cancer. It was kids, it wasn't pediatrics. And so I want to juxtapose that with just a story I had with my family around the table that I feel like, embodies this. And we just had a conversation one day about what do you care about? What is the issue you care most about as a family of four? And if you could put it down to one or two words, what would it be? And we went around the table and it came down to our family cares about animals. Our family cares about the environment. We care about educating girls, and we care about Legal Aid for poor people.
• 25:33
  Becky Endicott: And that was it. And there was no mention of an organization, we've got to talk in a language of love, and community, and spirit of coming together. And I just think there's power in that. And if you believe that giving is identity, and you can create not even just a brand, but a movement around your issue, what makes it uniquely special? What makes it so niche that someone who is specifically looking for that type of service in the world can find you? And how do you get them excited about it? I mean, that's what I'm jazzed about when I think about giving us identity.
• 26:11
  Becky Endicott: I love your furry sons. They're so great.
• 26:11
  Clay Buck: Thank you for sharing that story of your family, and you make me want to do it with mine. Of course, three members of my family, you're gonna say kibble and walks. So we know what that's gonna be.
• 26:25
  Clay Buck: Becky, I think what you have just delineated is exactly what the argument between donor centered fundraising and community centered fundraising is. Because I do believe that both approaches to fundraising are saying the same thing. But we have gotten mired down in the technicalities of them, because that's human nature to write, giving altruism, volunteer, all of that there is a neurological release, right? There is a hit of dopamine, a flood of serotonin means and we do it to get that feeling because I don't care who you are. And whether you're giving $5 or $5 billion.
• 27:08
  Clay Buck: When you give there is somebody you're bringing, that's going I'm a good person, right. And I truly believe if you look at the principles of community centered fundraising, if you look at the ideals of donor centered fundraising, not how it was implemented, not how it's interpreted as right donor dominance, and all of that, but the pure ideals of donor centered fundraising, both are essentially saying, Let us honor donors for who they are.
• 27:38
  Clay Buck: Clearly, we're
• 27:39
  Jonathan McCoy: kindred spirits, and so many of the topics that we've dove into today, but as we kind of wrap up this conversation, you know, we're headed to a one good thing I hate to wrap it up. But give us your one piece of advice or mantra or hack that you can leave with this.
• 27:51
  Clay Buck: Take care of you.
• 27:51
  Clay Buck: Honor your identity and who you are give into the things that you love the things that make you you, honor those and respect those. And it can't help it can't help but come forward in your work and what you do in engaging with communities and engaging in donors. We need you, we need you as fundraisers, taking care of you and your identity and your needs. And who you are is, I think one of the most critically important needs in our sector today.
• 28:28
  Becky Endicott: Self Care is a human right. And I love that you have left us with abundance in yourself yields abundance around you by buck, I am so glad to know you in this lifetime. tell people how they can connect with you. Because if you got fired up about this conversation, you should see what clay can do tell people how they can get connected and work with you further.
• 28:51
  Clay Buck: I'm online, my website is TCBfundraising.com.
• 28:55
  Clay Buck: It's my initials. Ironically, I'm based in Vegas. So it's also will Elvis not there with taking care of business, but TCBfundraising.com. I'm on LinkedIn as well. And you can also find me and work that we do at my fundraising planner.com so widely available, and look forward to talking with anybody that wants to continue this because obviously I'll go on about it for ages.
• 29:22
  Becky Endicott: That planner is fire. We're gonna put a link to that in the show notes too, because every fundraiser needs that
• 29:27
  Jonathan McCoy: the gratitude is running deep today. Good to see you my friend. Thanks for coming back.
• 29:31
  Clay Buck: Likewise, the gratitude is all mine. You all have created a beautiful space here and I appreciate it so much. Love you dearly.
• 29:38
  Julie Confer: Hey, friends, thanks so much for being here.
• 29:40
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• 30:11
  Julie Confer: Thanks friends. I'm our producer Julie Confer and our theme song is Sunray by Remy Borsboom.