428. Small but Mighty: How to Build Your Fundraising Strategy + Tell Your Story

3:29AM May 26, 2023

Speakers:

Julie Confer

Becky Endicott

Jonathan McCoy

Floyd Jones

Keywords:

community

focus

organization

give

nonprofit

floyd

build

platforms

companies

love

donors

feel

good

find

fundraising

storytelling

impact

mission

changemakers

story

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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. Becky, new series are you so pumped

new series because it means we get to hang out with one of our favorite humans and activate the community in addition to hanging out with our favorite humans, so it's gonna be a series y'all buckle

up. And he's not just our favorite human. It's like everybody loves hanging out. We're a bit of Floyd Jones, the Floyd Jones is in the house. To kick off this little series we're calling small, but mighty. And you know our hearts in this we love and believe in the power of small nonprofits. They fill in the gaps across our world and step into, you know, some of the most difficult problems to solve. And so we want to dedicate a couple of episodes to just given you the playbook like how do you build a fundraising strategy? How do you tell your story and how do you frickin activate people you know, to go out and do the thing we have an incredible case study coming to so there's going to be I can't wait.

I feel like he used a lot of like new slang in there that keep us relevant on this that I've heard child using so well done, dad. But we are so delighted to have back in the house today Floyd Jones, he's the community and partnerships director at give butter. If you've never heard of good butter, you should because they're the number one rated fundraising platform on G to powering $500 million in donations. From more than a million change makers worldwide. I have used it myself. It is a beautiful platform. Floyd leaves the community teams growth strategy via partnerships, sponsorships, strategic campaigns and special events. And whoa, Nelly does he bring the charisma and enthusiasm with him. And throughout his career, he has just worked tirelessly building social impact communities around the world from Nike to Whole Foods to NBA 2k. And we got to give Floyd's wife a shout out today. Because as we're recording, she is literally graduating from Columbia University where they live in New York City. So welcome back to the podcast Flo Jo, we are ready to get activated.

All of my people. Oh, my pee? Oh, I feel like I'm like I need to like have like a resident like, house in We Are For Good. Like I feel like I honestly I

guess room. Right? Right.

I mean, flow, we have a lot that we want to tap your brain because honestly, when we talk to you and you we don't really feel encouraged, but I'm like, the playbook you share just gets us all excited to feel like we can do this, you know, I think a place that we always want to start is that a lot of times it's easy to start in tactics and not ask the bigger right questions, you know, what are you really trying to do? What is your goal? What is your purpose? And that's going to orient everything that follows. And so I want to encourage you before you start, you know, planning your Crowdfunder answer the question, what is your objective? You know, is it to get more people involved? Is it to actually raise a certain amount of money? Get clear on that. And that's going to inform everything in the strategy? Because when you begin with the end in mind, I feel like you're so much further ahead to actually getting to that end. Right. And that you feel me on that point.

I mean, I couldn't have said it better myself to be perfectly honest. Because you know, one thing I always say always, always, always the alignment determines your assignment. Alignment determines your assignment. So many people, I see that all the time. I'm in everybody's Facebook group. I'm on somebody's listservs I'm on all the things and what do we focus on? We focus on solving the problem we focus on Oh, I have a cut. I didn't get the bandaid quickly, right. But we don't get to the source as to why that cut even begin, right. Like we don't get to the source of the problem. We're talking about how do you get more donors? How do you get more emails? How do you go viral on Tiktok? Talking about time before we begin to show right? We're talking about all of the external things, but we're not talking about why do you exist as an organization? Why are you showing up to your job every single day? Why are you clocking In those hours, why are you trying to mobilize your volunteers? We don't ask why enough? Why don't we ask why enough? I think a lot of times we're afraid of getting to the deeper question, right? Because sometimes we don't even know ourselves. Sometimes we're so stuck in the motion and we're stuck going back and forth. We're stuck in the turret. We're stuck in this spiral. And we're stuck in this feeling of just having to do, but we don't know why we are doing what we are doing. And if you don't reorient yourself, no one is going to come around you, you're not gonna be able to find the people who want to support you, you're not going to find your donors, you're not going to be finding your supporters, if you don't actually get anchored and find your self.

We are not asking that enough of ourselves. Or lives and we're for good. Yeah, yeah, I think that's such a good tone setting. Because I can tell you that I suffered from having, you know, a board member or a major gift officer say, Hey, why are we doing the thing that the other nonprofit over here is doing? And it's like, quit looking beside you and look at what you're doing within your own house, what makes you unique, what makes you special? And you know, one of the things that kind of hurts me a little bit we're for good, is we talk about all of these really big ideas. And a lot of times, you know, you've got the tiny nonprofit out there saying, I want to chase a lot of those big ideas, but they take a lot of resources, they take a lot of tech, I need more staff to do those things. But sometimes if we can just find like the right fundraising strategy that works for us, for our organization, it can change the entire ballgame. So take us back to the beginning, Floyd, like, talk to us about how we can find that right fundraising strategy, where can we start, you know, independent of how large we are, how big our budget is, and what our KPIs are, where can we start?

100%? Well, I want to just take one quick step back just really quick, because I've been doing a lot of research randomly on psychology and just thinking about the way that we think and what are the things that block us and one term that I've been researching a lot recently is on decision fatigue, right? And really understanding that decision, fatigue is a very real thing, right? When you have the fewer amount of decisions that you have to make the higher quality, your decision making framework will be right. But when you are constantly spread thin, when you're constantly doing so many different things, when you're constantly focusing on what's my next should I do blue? Should I do green? Should we go with MailChimp Should we go with Hootsuite, like all of the different things you're stressing yourself out? It's why so many highperformance there, there's this theory about like Steve Jobs and Mark Zuckerberg, why they wear the same outfit all the time whenever you see them is because it's eliminating that one thing from their mind, they're not have to think about what they're gonna have to wear, because they already know it's built in. Right. And so I want you to think about that when you're thinking about your fundraising strategy. Every single organization that I started working with all of them were Baptist organizations, all had budgets underneath $100,000, I was oftentimes the first full time employee, definitely the first full time fundraiser. And now all of those organizations have budgets over a million dollars. And it's not because of magic, right? It's not because of, it's because we started with one, we started with one specific thing I love leading into people. So I often get into peer to peer and I often get into how are people? How is the everyday person giving to the organization and really building out what is my community led growth strategy actually look like in the fundraising arm, right. But once that got solid, I realized, hey, now we have a lot of community members, we cannot bring in corporate partners. Why? Because corporate partners want eyeballs now that I work on the other side, right? I see we want eyeballs. So once you bring in the people, boom, corporate partners come on, then I realized, hey, we actually have a solid model that is scaling. Now we're going to do fee for service. And we're going to actually sell this model to programs and businesses and organizations. Right? It didn't we didn't start by doing everything at one time. You don't grow your budget to a seven figure eight figure budget overnight, it starts one by one by one by one, pick a model, pick a stream and go deep. But guess what this all goes back to what we first started talking about in the very beginning is why are you here because if you are an organization is really trying to mobilize a community and maybe a community led growth peer to peer strategy does make sense. But if you're not that kind of organization, then maybe you need to really just be focusing on the corporate or maybe you just need to be focusing on the grant foundations and building relationships on that end, right? Not every single nonprofit is the same. And so if you're listening to my voice right now, if you're listening to this organization, you have to ask yourself, what works for me, because when you ask yourself, what works for me, then you will see the return,

Floyd. I mean, we're giving you the mic to drop because what brilliant insight and I go back to like, some of the oldest fundraising advice I've ever got is like, have a clear call to action, right? And that call to action is one thing. You're not saying like you could do A, B, C, D, E, F. It's always clear. And I just think I feel this and I feel empathy to the small nonprofit trying to do so much by having clarity that we're going to focus and go all in on this one step and then when that's gets successful, we're going to go out heard, there's so much power in that.

I am telling you, I'm telling you because I, I'm dancing over here because I see it all the time I see give me $5 Sign my year, but call my mom like everybody hasn't seen and I'm like this is too much like, where do you want me to focus? You know what I'm saying? So really anchoring in is going to be the most effective things. Because remember, I say this all the time, if you've been to any one of my talks, you always understand I say you are a bridge, your organization is a bridge between where you are where somebody is in the in the change they want to make in the world, right? You're a bridge between where somebody is and the impact. They want to see it with humanity, right? You can't be a bridge with all the different line heroes. We're not asking for overpasses, we're not asking for detours, we're not asking for all of that we want one bridge, lead me there.

I mean, it's so good. And I think how you frame the corporate partnerships, like I want to, like lean into this because I think if you're thinking about transactional, like going to get a corporate sponsor, you're missing the point you described it so well, that says once you have this community, once you have this audience, you can talk about that differently, because the business has their own business objectives. So if you can find that happy spot where it not only it has this world, you know, serving purpose, but they also have eyeballs and engagement and all these other things you can bring. That's where magic happens. Right? And so can you talk to us? I mean, what are these important assets that we need to organize and understand as a nonprofit as we go into these kinds of relationships?

Hmm, come on, John, I feel like that needs to be my one of these days, I'm gonna develop a sponsorship framework or something, it's on my list of thing. It's gonna be magical, right? It's on my list, because it's something that I'm very passionate about. But I'm passionate, because I realize at the end of the day, every body, every organization, every company has a goal. Everyone is working toward a specific goal, right? So when people get offended if they don't get a corporate donation, or they don't get a corporate sponsorship, and they think that just because they exist, they deserve a sponsorship. And I'm sorry, but that's not the case. And now that I'm on the other side of things, overseeing a budget, where I'm specifically looking for nonprofits, organizations, people to invest in, I am not just investing for the league, if I could, if I had a Listen, give me, give me somebody else stimulate this economy, okay, I can invest in a couple of things, okay. But in the context that I am in currently, every single dollar has to have a purpose, right? Every single dollar has to accomplish a mission. And so you have to tell yourself, you are an answer to a problem. But you have to figure out what problem are you actually specifically trying to solve? So when I worked at the organization where we help and provided free sports for youth, right, we one of my favorite partnerships that we worked on, I worked on a few NBA 2k Whole Foods, but we'll use the NBA 2k example as one, right? They were on a mission, because their whole mission, their entire mission at NBA 2k Foundation was to build these bat free basketball courts across the country. And they wanted to build them in areas where he would actually utilize them and they would go to good use. What did we do? Well, I actually spent the first two and a half years building these three youth programs across the country. And not only were building three youth sports programs across the country, but we were also mobilizing volunteers across the country. So we have volunteers who are young adults who are actually playing basketball, they were also teaching the kids how to play basketball, right? And I was like, Hi, we are winter, like, if you're looking for a person in the earth, pick me Come on somebody, right. And so we were focused, we had an answer, we literally not only could we identify where in the city, they had to build their court, but we also would provide the people to fill the courts on a regular basis. So an actual impact can take place in that community. So one of the things you have to ask yourself, what is my mission? Maybe you're trying to provide free sports, maybe you're trying to provide healthy food, maybe you're trying to build homeless shelters, whatever it is, what is your mission, then you have to ask yourself, which companies and corporate partners are aligned with my mission, because guess what majority of companies have some kind of CSR budget has some kind of marketing budget, they have some kind of something around that where they're getting back involved in the community. So you have to ask yourself, which one of these companies are in line? If you don't know where to start? It's called Google. Thank you so much. It might be called champion GPMC at this point, because let me tell you that open AI that can answer a couple things, okay. So you have to ask yourself, which company and which corporate partners are aligned with my mission? Then that's step two. Then step three, which organizations and companies Am I proximate to? So who do you actually have a direct link with these organizations? Maybe you have a few people, maybe you have nobody my in and what I specifically focused on was every single time a volunteer or gonna volunteer for my organization. I said, what company do you work for? I literally asked that question on their signup form. And guess what I did every quarter, I looked at the list of companies I was targeting and I looked at the list of volunteers who and told me their companies, and the moment that I found a link the moment that I found a link, guess what I did? I sent them a nice little email, I already had a template email design. And I had the design of my organization, I had a deck prepared for them. I said, Hi, guess what, this department handles this specific thing? Would you mind sending this back to them? I made it very easy for them. A lot of people say, Oh, can you get me a check? And then they have no, remember what I said before you are bridge, don't ask somebody to go somewhere and you don't give them a path to get there. Right. So I already had a deck designed and ready to go. So all they had to do was hit forward. And then then they set up a meeting for me when the meeting was set up, I came in, I presented and then we got to think we got the check. Okay, so it's not just a one size fits all. And what we don't even talk about is building the relationship, I always say relationship first, and then the revenue will come. So my biggest corporate partnerships across my career have been, I've been building those relationships for over a year. Plus, before we even get to the conversation of money, right before we even talk about a fund or building a real relationship. So I actually tend to tell people, corporate partners is probably not the best place to start, especially if you need cash tomorrow, right? Because that's a catalytic partner that you're really trying to and it has to be strategic. But if you're trying to build it over time, start making the inroads now because it's gonna pay off dividends later.

Taking a quick moment to share more about our sponsor, gift, butter, the all in one nonprofit fundraising platform that's empowering millions of changemakers like you to raise more, pay less and give better nonprofits use give better to bring together multiple tools, including donation forms, fundraising campaigns, events, auctions, CRM, email marketing, text messaging, and more help for free thanks to their 100% Transparent tip or fee model. As the number one rated nonprofit software company on G to across multiple categories, including donor management and auctions, gift butter is on a mission to power the next billion changemakers. If you're a nonprofit school team, or any kind of group looking to raise money, sign up for your free gift butter account to get started in minutes head to get better.com to claim your free account today, or follow the link in this episode's description. I mean, this is 2.0. This is when we talk about you know that Trend number eight is lock arms for impact. It's about really rewiring your entire brain to think differently about partnerships. And I love how you've given that example. Because what you're saying Floyd is exactly what we're seeing happen in the sector right now, which is, hey, you're coming to the table with a lot of power. And when you come to the table, your assets are more than just your name or that program. You've got brand awareness in your logo, you've got social media followers, you have expertise, you have a website. And so this is really what we're talking about. And this idea of bridge is really reminding me of this conversation we had with Amory Daugherty when she came on and talked about locking arms for impact. And the way that they built their guts, six got your six network was literally planting in these veteran communities, one by one, they would literally go into like San Antonio, they would align with all of their veteran services groups around there, she said we would plant we would resource it was one on one, and then we would go to the next city over and then we would create a bridge between those two communities. And all of a sudden now the Bob Woodruff Foundation has 20 million veterans covered across the country out of 22 million veterans and it started one to one to your point, it started with them saying this is the power I have that I'm bringing to the table. This is what I want to do for veterans, what do you bring, and all of a sudden, the sum of all of these parts is stronger for the beneficiary. So I love that you have brought us through all of that. And I was

gonna say one one quick thing, if that's okay. One is an organization also has something that many corporations will never have. And that's that community impact, like you can actually go deep into your neighborhood. And many companies can't afford to do that. Many companies do not have the capacity do not because it's not a part of their business school. So I think that's something important to know. Another thing I would say is the power of not just partnering with corporations, but partner with other nonprofits in your community. People think that it's like a cardinal sin. When I say that, I'm like, it's not, I promise you, you can get bigger checks, you can get bigger impact. If you have an alliance, if you have a cohort of other similar organizations within your neighbor. Now you can actually go to a corporate partner and say, I have a network of 50,000 people that we're reaching, because I'm linking other people. You know what I mean? Not many people can say that. And none of the people do say that, right? So go above and beyond and actually be willing to swallow your pride for a second and do bigger impact and do bigger work. You can bring in bigger dollars.

And guess what donors love it when we play well in the sandbox with their other beloved nonprofits. So I think that that was like a twofer. There. That was He's really good. Okay, so talk to us about the importance of having, owning and growing your own lists. Now, if anyone's like, hung around the We Are For Good podcast for any length of time, this was literally in, like our first 15 to 20 episodes was, you need to own and build your own lists. Why? Because Facebook may go away someday all those 2000 followers that you have amassed over the last 10 years that can be gone in an instant, like having the currency of someone's email address is game changing. So talk to us about some of those hacks and what people can do in that vein to sort of, like build their list from the ground up.

I mean, I couldn't say this enough. It's not even just about like Facebook, or any of these platforms that go away. It's that when you have your own list, you can also say what you want to say. So I am I'm literally having like a little bit of a tick tock moment recently, and one of my videos, I think it was like, I don't know, it was like 14 or 15,000 views, and tick tock took the video down. And I was like, hold on a second what they were talking about, violate and I was like, first of all, I don't violate community guidelines, I am community guidelines. Okay, like, do you know me, but then I, and obviously I message them and everything was fine. And they got put back up and whatnot. But I made me realize something so important is that sometimes we are working so hard for these followers or foot we're focusing so hard on getting virality. But I said don't focus on going viral focus on your values. Focus on what are your values? Why do I say that because if you have your vows, and they're poor to you, and you have a list, you can communicate that regardless of if you have a million views on something or two views on something, right? Who you are. And we go back to the beginning of it's all about alignment. But if you're in alignment, it doesn't matter. Because your people are your people, if they're on your list, you can communicate with them Monday through Sunday doesn't matter because they are your people and they are going to go with you. At the end of the day, when you're posting content. And you're just focusing on content, those platforms don't really care about you. They don't care about you, they care about what you are doing for them, they will promote you, if you're keeping people on their platform, they will promote you as long as you're keeping the eyeballs on your on your on the screen for them. So they can some more as remember that it's not just about you, when it comes to these platforms, we love them. We're thankful they can amplify our missions, but they are not really focused are built for you or your people. You are built for your people. So focus on building for your people. So your email list.

I mean, yep, that could just be a standalone episode on its own. Like, I think you've built an incredible case. So I want to talk this is one of my favorite segments that we sometimes throw in so to get the Floyd Jones version of this is going to be so good. But we love looking at the do this. Not that not to shame anybody out there doing something. But as we think about funding fundraising strategies, what are some do this not that that you've seen,

do focus on going deep on one income stream, don't try to do everything that we've talked about, because you're not fully effective in all these areas. I think people who are talking about oh, we do 8 million grants. I was like, some people are just not grant writers. Like I know that I learned that grant writing is not my ministry. And I was ultimately the time right. I passed the baton so quick. I was like, why is it one and I'm still writing this grant. I was like, this is just not aligned. And so it's like, Why invest resources in something that's not investing back into me? You know what I mean? We have to get honest with ourselves and say, Okay, this is this is not hitting, that's okay. Let me take a step back and do something different. But allow yourself, please do go deep, and don't go wide when it comes to fundraising income streams.

Oh, that was really good. And, you know, there's, I feel like there's a bit of an elephant in the room that we haven't talked about yet. And it's the power of storytelling. Like if you're going to build this strategy, you're going to pull it all together. You know, we believe storytelling is the heartbeat of connection. And it is the thing that will draw someone into your organization into your story into your movement. So I want I would love to hear from you. What role does storytelling play not only just on the fundraising side, but talk about what it can do on the movement building side Floyd.

I mean, storytelling is everything. It is the heartbeat of not only fundraising, but why we do mission driven work. I mean, we're even seeing storytelling excuse me on on forte with for profit companies, right? Everyone has to tell a story. Why? Because people don't identify with the product that you're selling. They don't identify with the different donation tears, they don't identify with the next catchy, you know, slogan for your next campaign. They identify with your heart. They identify with other people, they identify with people who they feel aligned with. And that is what storytelling is about. Storytelling is about capturing the emotions, the stories, the people, the heart, the essence of a person or a cause or a mission and developing it into something that people can ingest and digest, right. And so that is why storytelling is So essential is so key. And I tell everybody focus on the key elements of telling a story really also is like, what is the problem from a person's perspective? Or from the perspective of the of the of the area of the cause? area, right? So if maybe your animal welfare organization, so talk about the context, right, and talk about what is this impacting in me, because at the end of the day, you're telling the story to another person. So it still has to resonate with a person, right? So I would always say, what is the problem and really tugging into why does it matter to that person? And why does it matter to that group is going to be it's going to be essential. And then the other thing I would say is, make a story bite size, because of the kind of environment that we're in right now. If someone is going to the movies, they are expecting to go to a movie and sit down for an hour and a half and some change, right? If they're reading an email, they're not expecting a long dialogue. I see some of you who give me paragraphs that give me a watch my movie is format. I ain't got time, for minute

TLDR I'm learning that phrase too long didn't read

right? Or that we don't have time for that. So telling effective story in an effective store does not need to be long, because guess what, in the age of the tick tock, when we're talking about I'm getting the essence and 15 seconds or less. Yeah, I'm saying. So I would say really think about that when you're trying to tell your story as well.

Okay, if you want a real life case study, you gotta go find that Floyd Jones on Tik Tok on Instagram on the gift butter channel. Because I feel like you do this masterfully Well, my friend because you know, we call it syndication on this, we're all about go get that long form content, go sit down and have a really deep interview or video. Now there's nothing wrong with that at all play of that is not just to play that 45 minute video, the play is like how do you take pieces of it, it gets so many more eyeballs, so much more engagement. And I feel like the way you teach is so so brilliant on those platforms. And so I just want to put a pin in that and say, storytelling, too, because you said this earlier. This is like part of our secret sauce. This is what corporations want also, and these partners is that we are close to the community, we are close to these stories. And that is something we have to offer to have the impact that you can't just make up or you can make up and and be really shady. But this is like real life transformation and like what a cool cornerstone and connects on values and all those things. And I

got to add in here too, just because story is not exactly just the story that we tell. story needs to be lifted from community we need to like, cast that net incredibly wide and asked we need to build cultures of asking for stories and not. I want to be really careful about how I say this. But we want to give dignity to the way that those stories are told and how and in the words that were chosen and how we use those stories. And so to me, there's a partnership and story to that if you're going to take and use someone's story, let's do it ethically, let's find a way that it can get to the greater good, because I got to tell you every time I thought I knew the story of our organization, and I would go in and interview someone, it would take a turn that I could have never foreseen because I didn't know what the lived experience was for that individual. And that thing was the superpower of the story. So let it come in. Let it be organic and let your community tell them why you are so special. I always

say you have to build with not just build for right you have to build with and not just build for we do get a campaign I give it a call give but it gets back. And it's one of my favorite love that campaign one of my favorite things that I organize and oversee and on Giving Tuesday of last year giving Tuesday when organizations are busy. We had a packed house in our event, we had people literally tearing up on the call. So we were giving away $50,000 And so we were giving away awards on the call but we had people literally crying on our on our call on Giving Tuesday. And not because they didn't win because they were supporting other people in the good butter fam. You know what I mean? It was so incredibly beautiful because people were telling their stories, their stories are at the center of the entire event. Right? And I was like we need more spaces like this will be will can be their most authentic true self and know that they have a space here know that we really are uplifting. changemakers and that this is if you're a change maker that there's space for you.

Absolutely. I mean, okay, my heart's full. I'm feeling excited. I want to get out there as some people for some money and Okay, Floyd, you know how these episodes tend to end, we want to get a one good thing. What's your piece of advice you'd leave for us as we kind of wrap up this first installment of small but mighty, what would you leave with our audience today?

One good thing is start with one. I think if you can leave with a takeaway for anything, start with one. So many people are just sitting at home thinking about what where am I going to start and how am I going to launch and how are we going to get the donors and what are the donors that you're going to match? Start with one and also in that just start Just start, just get started, just send the appeal. Just ask for the period of period person to join your campaign. Just start launching the GoFundMe, just start with it with the online Facebook fundraiser, just start. And I promise you, you will see what comes on the other side of you taking that step. Because guess what it problem is not that we're not getting the support the problems that we are not allowing ourselves to support ourselves. We don't want to get risk, because we don't want to know what happened on the other side of that risk. But I always say nothing courageous happens in a comfort zone. Guess what, there are people who need you, your community needs you. So you have to break the shell of comfort and start focusing on your community. Just start,

boom, start somewhere, start small. If you haven't checked out, give butter as a platforms, there's a starting point for you for you and your organization. And have we mentioned it's free, it's completely free. So start on your list, do a one good thing and know that we're gonna go into Episode number two on how to get activated and that is next. So if you're loving Floyd, and you want to hear the second part of this, and we've got an amazing case study where we're going to put all of this together, stay tuned because you're just 1/3 of the way through.

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