Support for this show is brought to you by our friends at Bloomerang. Bloomerang offers donor management and online fundraising software that helps small to medium nonprofits like First Tee of greater Akron, a nonprofit empowering kids and teens through the game of golf
after just one year with Bloomerang. They doubled their unique donors, improved donor stewardship and raise more funds to listen to the full interview of First Tee of greater Akron visit bloomerang.com/we are for good, or click the link in our show notes. Hey, I'm John. And I'm Becky. And this is the We Are For Good podcast.
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.
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.
So welcome to the good community. We're nonprofit professionals, philanthropist, world changers and rabid fans who are striving to bring a little more goodness into the world.
So let's get started. Thank you, are you not just so excited right now?
What could be more fun than tick tock for me? Tick tock for good tick tock for Good is like next level so thrilled today.
I feel like our theme song is already too long for tick tock, you know, it's like he was reading McDonald's. So we gotta like do the shortened version. It is tick tock day on the podcast. Like we're so excited to have Brett Peters in the house. He's the global lead for tick tock for good. And this is just this really innovative part of the social network that everybody is talking about. It's really harnessing the energy that is in this creators economy that's today. And the beauty of creativity kind of showing its way and moving social issues forward. Today, Brett serves the global lead for tick tock for good, which is the global in app social impact content program that reflects tiktoks commitment to communities all around the world. They focus on driving education around, get the sustainability, economic empowerment, D AI and well being. But they want to inspire everybody to step into this. And it's not, this is not your Gen Z only conversation. This is inviting everybody in a new way to connect together community and to ultimately lean in and get active about the things that really move us and matter today. So Brett, it is a huge honor to have you on your first ever podcast interview right here on the we're for good podcast. Welcome to the show.
Thank you so much for having me. I honestly been looking forward to this ever since we booked it like last month. And so just super excited to dive in and chat about all the great work that we're doing. And then just hopefully, you know, serve as a resource for all of your listeners out there.
Oh my gosh, well, it's been the same. And I will say we don't we've tried to create boundaries that we're not always texting after hours. But the day that you booked interrupted it. Oh, yeah, text fire at night. We're like, wait to meet Brett. So you're finally here. You know, before we get into the meat of this conversation, like we want to get to know you and hear about your story and kind of what led you into this work. So take us back to little bit growing up and kind of all your milestones along the way.
Yeah, sure. So I'm Brett. I grew up on Long Island, New York. And it's Hong Kong, Huntington, I attended the University of Miami where I double majored in motion pictures and sociology with a focus in queer theory, which I think is a little bit of a, you know, preamble of what's to come, right. And after I graduated, I knew I wanted to work in media, I know, I was always really interested, interested in the intersection of philanthropy and media, and using media as a vehicle for social change. And so when I got out to LA, you know, I known about the It Gets Better Project, and it truly just just started. And I was like, I want to get involved. And so I wheeled my way in there first as a volunteer, but then really became a part of like the founding staff, once you get sort of a project, we became its own like 501 C three. And there I oversaw all of our content, strategy, social media strategy, and all of our brand and media partnerships. So really thinking about how we can take that it gets better message and and scale it right and inserted in spaces where young people need to hear it the most and work with partners that were really aligned with that work whether it be Lexus Converse Cerritos American Eagle. That was some really exciting, fun work. And so I was there for about nine years, and then had this amazing opportunity to come to tick tock to help kind of build up their nonprofit and educational publisher partnerships team, which I had been doing for a little over a year and then kind of took on this global program that's tic toc for good, which is really, you know, I was kind of asked to step in to help kind of take a lot of the great work we were doing here in the US and scale that globally. And so you know, working with all of our region To all around the world to give them those best practices, those content strategies that they need in order to be effective storytellers. And so it's been an incredible journey. And I just felt there's even so much more left to do. And, yeah, it's been, it's been great,
right, you are perfect for this role like you were made for this role. I'm just so geeked out about it. Because, you know, when I think about the It Gets Better Project, the thing that strikes me about that organization, it is so joyful. And it is such a warm community of belonging, I mean, that is an aspirational community that we're for good, you know, would love to be as vibrant as, and I love that you sort of started in that social impact space, because when you're working, whether you're nonprofit, or you're into the social impact organizations be corpse, you just have a different level of experience. And if you come in for the for profit side, and so I think that's going to give you such a great heart. I love your your justice leaning component. And thank you for what you do for our friends in the LGBTQ space. But I want to talk about like what you've seen and do some tone setting here. We want to talk about just the future of digital media, and nonprofit marketing. You've just had this thread throughout your entire career, where you've been fundraising, you've been in the marketing, the media, the social impact, talk about what you're seeing on the horizon right now as the future of digital media, and the opportunity that nonprofits can seize to market their missions in a way that's entirely innovative. And not scary. Do not be afraid of tick tock nonprofits, I promise you I got on. And it was way easier than I thought it was. So dispel the Miss and tell us what you're looking at.
Yeah, I mean, you know, being in the nonprofit sector, especially kind of during the boom of social media, I feel like so many nonprofits have been trained to kind of speak and act a certain way in order to build community. And I think in a lot of ways, tick tock really breaks down a lot of those preconceived notions or things that we have learned, I had to unlearn things along the way, as well. And so, you know, I think leading up to tick tock and like the boom of tick tock, it was about how do we make our content look as professional as sleek, as, you know, high quality as possible. And that was going to be the way that we can show oh, we're serious. Oh, that we mean business? Oh, like this is, you know, we're here to communicate with you. And then along the way that just started getting kind of rejected, right? And with the rise of Tiktok, it was like, Wait, hold on, hold on a second. How authentic can you be? How real can you be? How mobile first? Can you be? Right? And how can you show a different side of your organization where it's person to person and not organization speaking to person? And I think it's really breaking down? That kind of strategy of who are the people behind it? Who are the people that you are that you are affecting, right that to other people want to hear from directly. And so it's definitely a bit of a mind shift. But the organizations that have kind of really leaned into it, are certainly seeing the fruits of their labor pay off. And so yeah, that's, that's where I really see it continuing to go is finding ways to not throw your brand book out the window right now throw all of your ideas and morals and values at the window, but to experiment and play and and see what works for you.
We got a real technical term for that on this podcast called try stuff. So yes, love that.
But I love to like I'm just seeing some of the themes that we lifted at the beginning of this year as trends that we think nonprofits should lean into a couple of those like being the change agent, like moving beyond just like thought leadership and like getting people active. And part of that is authentically showing up with your story and your voice and your bent. Whether you work for the nonprofit, or it's just you're the one that you value aligned with, like how are you leading conversation or creating intrigue about that in the space as you show up online? So I love that tic TOCs a platform for that. And okay, I'm just overwhelmed when I look at the stats, and I'm trying to like even refresh and it's looking like, is there a billion monthly active users on tick tock globally? I mean, it's just kind of hard to even wrap your head around. Right, right. So I'm thinking about
serving those like stewarding all of those individuals, what a what a community.
Yeah, I mean, talk about the opportunity. You're trying to create this global, you know, connection point with to cook for good. How do you approach a platform that is so massive in scale?
Yeah, you know, I think, I think for us, it's always going to be about how are we providing value to that community? How are they extracting value out of their experience being on tick tock and That's certainly something that nonprofits need to be thinking about as well. It's less about what you as an organization wants to see and more about, what does your audience want to see? And what are they going to find valuable. And I think that's also another little insight there that I think can make such a huge difference from a content strategy that works versus one that that doesn't, is that you need to be thinking about, okay, like this not this might not be telling the story of my organization directly. But as I continue to talk about the issues at hand, I am indirectly telling the story about my organization, and therefore I'm building a community around that issue, which again, I just think is something that is a bit of a shift that nonprofits should be considering
100% I couldn't agree with you more. And I think what you've done to really hold chord and create intentional content around this tic tock for good program is something that we were just so thrilled to see, because we've been witness, you know, John and I specifically as marketers disguised as fundraisers for the last 20 years, we've been witness to the power of how media storytelling, content creation moves the hearts and minds of people to action for good. And not only does it benefit the community, but it comes back. And it benefits you as a human being. And so we're thrilled to see this direction, and you have a massive community of people here who believe in doing good and they are intent on locking arms to drive positive change that leads to equity and inclusion and belonging, and wellness and all of those things. So give us the origin story for tick tock for good. Tell us about your dream, talk about why you wanted to do it and tell us how it's manifested today.
Yeah, well, the thing about tick tock for good is that it really is for everyone. And we wanted to create a program that felt really accessible, actionable and valuable to our community. And so what that meant was taking a broader look at really what our kind of overall CSR impact pillars are, right, which are sustainability, economic empowerment, diversity, equity, and inclusion and well being, and creating real programming around those impact pillars to help drive more content creation, credible, impactful content creation within those pillars. And so we work as a team to really understand what's happening in the Tiktok ecosystem where people are responding to, and finding ways to double click into that, finding ways to continue to amplify that. And then also bring it across borders, right and say, Hey, this is working here in the US, could this work here in France, or in Singapore, or what have you. And so it's really about that information sharing that we wanted to really kind of be that global center of excellence, right? That we can really just be this resource to our internal colleagues so that they can then take those constant challenges with them, as they're working with creators and nonprofits and brands, when they're asking how do I use tick tock for good?
Well, I think you're casting light on just this thing. That's probably not it's definitely not in the traditional playbook of nonprofits. And this whole idea of just you talking about how you engage with creators, and even keeping a pulse of that to it is this incredibly huge market that is incredibly diverse and rich with new ideas and perspectives, walk us through, like what's it like to find and form partnerships with creators in a valuable way? Because I think this is really helpful as nonprofits think to how do you engage in that way?
Yeah, well, I think step number one for nonprofits, and I say this all the time is like you have to take a step back. And like, realize that even the most well known nonprofits in the in the outside world, making money might not know who you are, why you exist on tick tock, yeah. So you need to take a step back and tell us what's the problem you're trying to solve? Right? Because every nonprofit starts out that way, right? A group of people come together, because there's an issue happening in society that isn't being solved on its own. And they're like, well, let's get together and put together some creative ideas of how we can solve it. Tell us that story, right, of why we should care in the first place, why this is important in the first place. And that's how you kind of like really can capture creator's attention, you know, because then I'm like, Oh, okay. I understand that, if we're talking about It Gets Better Project, right? LGBTQ plus youth are disproportionately affected by issues of mental health and thoughts of, you know, suicidal thoughts and just not feeling like they belong, right. Like, tell us about that issue first. And then you can start inserting more information about how you as an organization are looking to solve it. But there's a huge opportunity here to be a part of this educational wheel, that we're all on tick tock, you know, like people come to tick tock to learn, they come to tick tock to grow. And I think that if you even think about your own kind of user behavior habits as you're scrolling through tick tock, right? You're not necessarily seeking out these things, they're being delivered to you, you know, and so you need to keep that in mind is like, How can I be delivering to this community? These real, you know, kind of educational tidbits right around whether it's more thought provoking, perception changing mythbusting mind blowing surprising, or is it more instructional in nature, this is how you solve XYZ problem, I'm going to take you through the steps like these are things you can do in your everyday life, right? Giving creators that type of agency where they feel they have control and power over it is really what makes a big difference. And so when we talk about how nonprofits can engage creators, that's the that's the place they should be coming from. It's not like, Hey, we're XYZ organization, and we need your support. It's, Hey, there's this issue happening in the world right now. And we need your support, and we are kind of the vehicle to help with that support. But it's taking that step back.
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And meanwhile, I'm panning to the conference room, and then all old school nonprofit is sitting around considering if they should get engaged in this platform. I'm like, once you paint is like if we can get back to like the heart of what we're actually trying to do. You have this entire new ecosystem available to you in this entire creative experience that you can help find your new believers that are going to come alongside you for this ride. Like I got chills on my arm excited for how marketing can be mission in this platform. Like how cool is that.
And I also want to thank you for giving us the two different scripts, the juxtaposition the starkness of, and I really think you did a great job describing a lot of nonprofits who would go to it and say, Oh, how do I leverage this? That's like the 1.0 level of thinking, when you think about your marketing mindset, friends for your mission, I think it has to be less about control, less about power, and more about how do we show up to give value. And it's less about, oh, I want everything to be perfect. And all these objectives to be hit because it's really about intentional listening, creating really high quality value that attracts like a magnet, people who also see themselves reflected in that who are curious enough to stop. And so I really thank you for shifting what I think a lot of people think it is, and what it should be because the value of partnership is not just the one to one on, oh, I'm bringing my network and you're bringing your network, something like tick tock creates a ripple where things just keep going and going and the the ways that you can get into spaces, networks, places that you could have never gotten on your own. So talk to us about who's doing it well. And what are you seeing that's working right now on the platform,
it's actually been a lot of our cultural institutions that have really been blowing it out of the water. The ones that always come to mind are the Aquarium of the Pacific and the Sacramento history museum, both, you know, somewhat local organizations that are now making an international impact with their content. And I just love how again, like tick tock can help cross borders, because they are just coming to the platform every day. And just like spreading knowledge, bringing us joy bringing us value. And while yes, I am. I am aware that they do have a canvas to work with, right. The aquarium has the canvas of the aquarium, they're seen as a chemical at the museum. But I still think there's so much to learn for them in terms of what they're actually talking about. You know, and just the information they're trying to share. It's really for the benefit of the community. And then they see it come back to them tenfold. That's the thing. It's like they see that engagement and they even have been fundraising and they build these fundraising communities because they have them show the community here we provided you value and if you want us to keep this going, right, we need your help. And so I think it's about, again, when we think about what those mind shifts can be. It's like, when you make the value proposition first of this is what I'm providing you. It allows the community that you're building to be like, Okay, well, how can I keep supporting this?
It's really like the opposite of just kind of the age old come in the nonprofit coming with their hands out for something, it's showing up in power with what you have, you know, and you do have these impactful stories and this thing that really matters on a deep value level that corporations maybe couldn't even offer at that level. So we're really positioned in a unique way.
Yes, I think it's also about like, it's about accessing your volunteer network. I know from working at a nonprofit for so many years, like, there were times where there'd be people reaching out saying, What can I do? What can I do to help right? And you don't always have something right, then ready to go for them to do this is this can be that thing. This can be that thing, right? Imagine a leveraging someone's voice, right? You give them a prompt, you tell them hey, these are the types of stories that we're looking for, like, can you share yours, right? Like, let's collaborate together on this social strategy. Like, you don't need to feel like it's so intensive on your internal teams. To make this a reality. There are there are such a wide network of people that you can tap.
And I also want to like release everyone from feeling like it needs to be perfect. Yeah, it needs to be polished. And I say that to John. And I also, who always want everything to look clean and perfect. It's actually when it's a little messier. We all can relate. And I just love this time in the world where something like the Sacramento history museum, can come onto this platform, share a message that maybe we've never heard about at all in unique ways. And I just want to take the pressure off you friends to say it doesn't need to be perfect. It doesn't have to be buttoned up. In fact, please don't button it up. Like it's
your thing.
But if it's part of especially if it's your thing, I challenge you to unbuttoned it a little bit, right? Because it's actually it's the process of that unbuttoning that's going to capture people's attention. Wow. Oh, you know, it's taking that layer down. That's when you start hitting the magic of like, Oh, we're getting real for a second. Right? I'm really connecting with you loosening. That's where the magic is way up the sleeve? The
tie? Yes.
Wow. I mean, okay, so I wanted to spell a little bit of like myths around this, because you know, tick tock was really popular among the younger generations. And I feel like it kind of flooded a lot of attention on to this, but you said it yourself, it's aging up. So talk about what you're learning, as you're watching Gen Z and kind of these up and coming generations pour into this, as they kind of channeled their heart for justice and philanthropy. And what we would say their attachment is giving as part of their identity in the way that they show up and the brands they rep, both a nonprofit for profit, all these different places are part of their own identity. How are you seeing that play out?
Well, yeah, I think we're, first of all, we're seeing so much just like intergenerational connection, which is amazing. And I just haven't seen something at this scale, and in quite some time. And I think it's again, it's just it's about, you know, these young people kind of sharing, these are the things we need, these are the these are the things that we want, and, you know, older, older generations really hearing them for the first time, because they really can't, they can't escape it. Right. If they're seeing it in there for you page, and it's being spoken to them directly and authentically, it's going to really make an impact. And so, yeah, I would just say that, you know, when it comes to tick tock for good, and what you know, in terms of the audience, like we're seeing audience from all different backgrounds, all different locations, everyone really wants to find a way to leverage the platform for good and leverage their voice. And so it's kind of like it doesn't really see age as a factor there.
That's really interesting. And I thank you for dispelling some of that. Because I don't know if people thought that tick tock was going to be a trend and it was just going to come in and blow up and then it was going to go away. But it's like, we're watching the evolution of what's happening to Facebook and to Instagram and Twitter. And your start just keeps rising. And there's something just joyful about it. And whether you're engaging in the content, I can tell you even before I had a tick tock account, my family were and I were out on the back porch doing the tortilla challenge because it was so funny and because we could not stop laughing. And the way that just the silliness of that brings us together I think and community to laugh and talk and consider is really powerful. And so I wonder if you would tell us because you're really hyper focusing in on you know, this tick tock for good. How can we as nonprofits as social impact agents, like how can we meet this moment and what kind of content is really trending right now? How can we help you power this movement?
Yeah, well, actually, I want to give a plug to our tic toc for good tic tock account, which I really feel like is the the really meant to be this global hub for how to use tick tock for good, right, and how to talk about impact, I'm talking about causes in a way that resonate, that are exciting, that are personal. And so I would, and that are global, we feature creators from all over the world there. And so we work with our agency partner attention. They're a purpose driven media company that we've been working with for nearly two years now. And it's just been a really incredible opportunity just to have this place that we can send people where it's like, this is how you do it. This is this is what good that looks like. Yeah,
thank you.
Yeah, in real time, too, because I feel like part of this is moving a lot faster than maybe we were traditionally expected to move. So if you said it on the podcast, like, go check it out today, like what's happening, what's trending right now.
And actually, I'm on the account. And it again, is so joyful. I'm one of your new followers, and the way the that you are uplifting the content, I think even the way that the you've curated, you know, if you're in a mental health, you know, here's, here's a grouping, you know, and that's very interesting, if you're really looking for planets, you know, things for the climate, here's something. And so I think the aggregate is really, really interesting, too. And it harkens back to something else we've been talking about is like, have you found your niche? And what you're really, really good at? What is your mission uniquely poised to do? How is your story different? And interesting? And how can you leverage that, to find the people who are looking for that exact thing,
it's about the movements that you can create, and not about like, the vanity metrics, like, you know, for me, it's like, I love seeing just like the amount of creators that are creating content around how to be more sustainable in your everyday life, eco hacks, right, and just how that then permeates into so many different other content categories, like fashion, like cooking, like life, lifestyle categories travel, you only mean so like, there's so many ways to not just be traditionally talking about that cause, but then seeing that cross section with other types of content, right? Because again, that's how we also we We quietly influence, right? We quietly, you know, these nonprofits can quietly influence the communities that they're building around, you know, other interests that they may have, right, and kind of delivering the messaging in that way.
I mean, it's just so exciting. And as a creative, you know, minded person, I love seeing people's creativity emerge out of the platform like this. And so we create space for storytelling in every episode, because we know the power of it to connect just our hearts together, too. And I wonder if you take us back to a moment in your life, where philanthropy showed itself and moved you in a way that's really stuck with you, even maybe after many years later.
Yeah, I mean, I know, it's probably kind of cheesy to say, but I think what the It Gets Better Project did like completely changed everything. And that's why I'm so proud to have been a part of it. But I mean, it was truly like, the first nonprofit to be born on social media and to use media, not as a way to market a product or service, but to be the service, right, like content was the service. And I feel like that model can be applied to any type of cause area. And it's something that I think just totally changed the game. Because every nonprofit, should have some part of their overall mission that is around that education. And around that awareness building. Of course, nonprofits do an incredible amount of on the ground direct service work, and that's why we want to support them. But the education they can provide, right, it's like, will make their work so much easier if you get people truly enthralled and motivated to be a part of it. And so that's I, you know, maybe I'm biased, because I was a part of it, perhaps but I truly do think it did change the way that we look at philanthropy and the way that nonprofits can communicate with their, you know, with their audiences.
And it also just reminds me just as a fundraiser of what we call the warming cycle, when we're trying to get somebody from, you know, as a prospect in as we're cultivating them, you have no idea the level of cultivation and warming that happens as you post content that people consume. They could maybe never hit a heart or a like or whatever the emoji is on your post, but they're watching and they're listening and at some point, something is going to come across there. That is going to hit them right in the heart or right between the eyes that says okay, this is the one that I need to move on. This is the indication that I need to take the first step forward. I love that that happened to you, in your very first job at this incredible digital first nonprofit, because that is it's even so much more than then a content. It's a movement. It's a community. And I think that's the potential of what nonprofits had to leverage on this platform is that their community can come in and move in spaces that are very powerful. And I want to like throw out a couple of examples to people as well as people that I follow that I think are doing a great job. I think pencils for promise has an incredible tick tock account, the Innocence Project is one of my favorites. No hungry kid. I also we've said this before, but someone like Dr. Bertram Albert, who is this incredible PhD founder, Haitian founder of the nonprofit p four h global, simply just turns that phone around and she educates, and she talks about Haiti, and she talks about education, and it has amassed to like 1.4 million views or something. She's got almost 100,000 followers, and we're just so proud of her for just socializing, what she's seeing how it's impacting her mission, how it's impacting her personally, and she's finding joy, which is something that I think people gravitate towards. So, Brett Peters, I'm so glad you're in this role, I think you're gonna do mighty mighty things. And we kind of wind up all of our podcast with a one good thing you know, we believe in action. And if there's a something that somebody could take away a 1% shift they could do today, we wonder what you would offer up to our community,
I would say, if you're not on Tik Tok, come join us the waters warm. And know and really and just, you know, take this opportunity, look at it as a blank slate, you have a blank slate. We're just like the It Gets Better projects, you know, was born on YouTube and had this blank slate to leverage this platform to build this community. The same opportunity now exists for you on Tik Tok, because there's so many people, so many young people and people that aren't even I wanted people that aren't on other platforms that they're exclusively using Tiktok or Tik Tok as their main platform now that like, you have a whole new blank slate to play with. And so I would just say play experiment. And for those that are on Tik Tok, I would say continue to refine your communication skills and think about how you can create those real moments of what feels to be conversation, right? How do you talk with rather than talk, I would say is something to really be thinking about. Because when you talk with when you really create that conversational feel, that's when you can really be taken to new heights. Because that's what people are really looking for. They're looking for that one to one human connection with every every scroll on that for you page.
I mean, that's great advice on tick tock and off of tick tock as well. You know, I just think of how you can show up in this world. So I mean, you're gonna have a lot of new superfans just in you personally, but also the work that you're doing. So I wonder if you'd point people clearly on tick tock, are there other places to connect with you online to just pour more into the work that you're doing?
Yeah, well, tick tock for good also has Instagram, Facebook and Twitter, so definitely follow us.
So definitely follow us there. And yeah, but otherwise, find us on tick tock, that's where we'll be every day helping to you know, elevate these incredible creators, these nonprofits that are just using the platform and the most incredible ways and the most impactful ways and we're here to continue to support them, uplift them, bring them to new audiences and just really show that you know, tick tock is a place where we can inspire creativity and bring joy and and really, you know, support the communities that are on our platform.
We're here for it. So come follow Brett comm follow Tik Tok for good on all of the channels heck go follow We Are For Good Becky. John, Julie, all on tick tock. And just thank you for coming in and just helping us reimagine how New Year. Maybe it's a new platform. I feel like it's our time step into your power nonprofit. Be the voice of change that we want to see Brett, rooting for you and can't wait to watch this journey unfold. Thank you for your time.
Thank you so much for having me. This was amazing.
Hey, friends, thanks so much for being here. Did you know we create a landing page for each podcast episode with helpful links, freebies and even shareable graphics. Be sure to check it out at the link in this episode's description. You probably hear it in our voices but we love connecting you with the most innovative people to help you achieve more for your mission than ever before. We'd love for you to join our good community. It's free and you can think of it as the after party to each podcast episode. You can sign up today at we are for good.com backslash Hello. One more thing If you loved what you heard today, would you mind leaving us a podcast rating and review? It means the world to us and your support helps more people find our community. Thanks, friends. I'm our producer Julie confer and our theme song is Sunray by Remy Borsboom.
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