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Episode 599. Simple Shifts on Repeat: Adam O'Brien | Otter.ai

Episode 599. Simple Shifts on Repeat: Adam O'Brien

Sabrina Li33min

Jonathan McCoy

00:00

I mean, Becky, Don't you just love stacking the deck? I mean, we've just been talking about simple shifts on repeat. But like, we have a human in our midst, an expert in our midst,

Becky Endicott

00:08

it also happens to be just a human, like the greatest of humans, who also happens to be an expert, and who is also the sharpest dressed man in the room today. So yes, so thrilled.

Jonathan McCoy

00:21

The man, the myth, the acronym, AOB, Adam O'Brien is with us today. And I mean, I get to love this so much. Adam, put his bio in quotation marks. This is his bio. For the past six years, he's been immersed in the nonprofit world, either working directly with them or empowering missions. But today he leads the marketing efforts at over at I donate. Thank you, friends for putting together this series with us, where the team is just him, but he makes it look like a crew of at least one and a half people on good days. Adam is an elder millennial. He's a proud dad of three. He's a fellow podcast host, Yeah, buddy. He's a sneaker enthusiast, Die Hard, Sacramento Kings fan, and he is a mental health advocate. I'm sure under that jacket is probably Aloha t shirt, because he's usually rocking that one of his favorite charities. But here's the thing, what sets Adam apart is his passion for leveraging tech to make a real impact. And y'all, he is one of the most genuine, kind hearted, cares about people, humans that we have met on our journey. And so I'm so excited we can talk about optimizing conversion rates and building seamless tech stacks in the company of somebody that's such a dear friend, Adam, get into this house.

Adam O'Brien

01:23

Hey, what's going on? Wow, that was a struggle to write that with AI. I'm not gonna lie to

Becky Endicott

01:33

You're human way to go.

Adam O'Brien

01:34

Yeah, look at me. Yeah. It's weird writing stuff for yourself. But hey, this has been one of the most exciting things that happened 2024, and 2025, for me, is finally to make it onto the we work for good podcast, Becky and Jon. First of all, before we get rolling, let me say how much I value and treasure both of you for what you do for the nonprofit space, there would be so many people that would be in similar rounds of claps, hugs, because it's everything in between for stuff that you do and the resources you provide on a weekly basis. So thank you, both of you, and also for everyone that supports you. All means the world to me, and I wouldn't be anywhere else, but doing this with y'all, and I think expert is maybe generous, but we'll see what we could do over the next period of minutes here.

Becky Endicott

02:20

Well, on behalf of the We Are For Good. Podcast, sorry, it's taken so long to get you in this chair, because not only are you such a force for good, but you know, marketing at a different level. In fact, I have pulled some of your quotes into presentations I've made, because you just have this profound way that you can say something very succinctly, which is not my jam in such a powerful way, and I think just this notion of small shifts on repeat is, is this? The reason I'm connecting with it is because we understand the power of habits. We understand the power of what building consistency can do how it's going to innovate and unlock so much. So I just want to get your perspective on this, Adam, because you really helped us shape this trend this year. And thank you so much for your just insights and knowledge there. But we talk about PILOTs, about innovation and trying stuff on this podcast. But why do we need to iterate. Like, why now and what macro things are happening and what data are you paying attention to that's really going to give lift to this? Need to iterate?

Adam O'Brien

03:31

Man, that's that's a lot. Let's see what I feel like that was like six questions. Godspeed, no, let's chop this down. Jon and Becky, keep me honest as we kind of go through here. And from the second, really, I kind of started to get into the nonprofit space, the Tech for Good space, even before that, serving as like an associate communications help for a small nonprofit in Florida. One thing that kind of jumped out to me was like, hey, we need to raise all this money, and it's non stop. I know you all have experience, specifically as individual contributors and leaders in the nonprofit space. It never goes away. And it's the same for the business world too, right? There's a lot of similarities, kind of scary similarities, between those two, but it quickly came out into my brain of like, Hey, if you just do what you've always done, you're not going to hit those goals. And that's that's it, right? So as that starts to formulate, learn more about marketing, digital fundraising, and those trying to figure out how to master and become better at, those taking this huge leaps and bounds, didn't make sense. I couldn't do it. I got really frustrated with myself, with the work I was doing, until you start to understand that's not about the big swings that make a difference. It's about the iterative changes over time. And really, like, there's a million different stats. You know, next after does great job with benchmarks. MNR report great job with benchmarks, right? That's where I draw most of my understanding of a baseline. And then you take what happens if you go 1% more over six month period of time, that's 2% compounding over 510, years.

Adam O'Brien

05:00

On the line, that's a lot of difference when you think about donations, new donors, average dollar arrays, all that, that metrics that go with it, but like, it's really at the end of the day, it's the impact that your mission is able to do that much more because you made the investment internally to make the small changes understand, hey, what if we say something differently here? Let's test that. What if we change the layout of yes, a donation page to do X, Y or Z? Let's test that doesn't take more than about four to six weeks to run, typically a test, right? And you have some statistics, statistical relevance. There we go. But then you learn and you grow, and pretty soon you have this completely different way of talking about things, doing things in your nonprofit than you did even six months ago. I look at like to write love in arms, as you mentioned, that's one of my favorite nonprofits, and the shift and change they've really made over the years when I started following them, which was cheese back in the early 2010s maybe even before that, with all the post hardcore bands that love to rep and like, basically support them in their mission, as they are new to what they are now they're to be an E com powerhouse out of nowhere, the merch is so toxic. I have several of their merch like, I love them, and people stop you when you're around to talk to you about what's on your back and your arm and, I mean, it's beautiful, yeah. I mean, I have a catch all right here, perfect perfection scratched out. Presence is is highlighted right? My shirts, same thing. Becky. Every single time someone stops me and says, Hey, I needed to see that on your shirt today. And every single time I stop and think, holy cow, this is the pinnacle of understanding, not only the mission, how to message it and then how to activate that. That wasn't done with one shot, that was iterative tests over time. So I digress, like we can go, we'll go on for minutes and minutes on this one. But ultimately, it's the idea and the understanding that, hey, those small victories are compounding. There's one thing you take away from this, it's like, hey, that 1% will grow into 10% it'll grow into 20% it grows into something that is life changing for someone. And that's really the ultimate driver of all this. I mean, what stands out to me too is that it is time to get in the game. Like, if you're hearing this and you're like, I haven't started, like, there's safety, and just understanding you're gonna not figure it out on the first pass. Like, you just gotta actually publish, like, hit publish, hit send, hit post. Whatever your action is that needs to happen, just get it out in the world. And that's information. And it's not gonna be failure. It's gonna be an opportunity to learn and iterate and give you your next 1% shift. So I think it's gotta start with action, which I love, that you're pointing to. I mean, my friend, you're such in the world of like SaaS marketing, which I think is fascinating, if you're not following Software as a Service, like, follow this friends, like, if you want to think outside of the realm of nonprofit. I always love studying what other marketers are leaning into and what trends are happening, because we're usually behind the curve, but we usually get there eventually. I mean, what are the macro things happening and the data that you're paying attention to, you dropped some reports there. But what are the other like things that stand out to you, that you think our listeners should lean into? Yeah, can we? Can we start with my hot take, and I'm gonna ride this all through 2025 is that there should be no reason why we approach as like, hey, nonprofit as a whole, we're behind in tech trends. Like,

Adam O'Brien

08:21

let's change that. Let's, let's go and say, Hey, how do we use GPT, or chat GPT, or however you want to call it, the AI overlords, like, what are some actually usable tools and ways to apply this? Testing is a great example, right? You don't need fancy tech. You don't need understanding of how to do complex Excel spreadsheet formulas like you don't The coolest thing about tech now, and really the trends in B to B SAS, where we're dealing with and we because I live half foot halfway into that world too. That's what I do. Reduce budgets and reduce resources. Oftentimes, like I'm a team of one, and I make fun of myself a lot for it, if you follow me on LinkedIn, but it's very, very similar to what a lot of nonprofits are dealing with. The restrain on resources like that hasn't changed for a long time, and it probably won't change for a long time, right? And but that's okay. It's about understanding who you're, who you're trying to reach your core demographic, or, as I say, ICP, not Insane Clown Posse Becky, but

Becky Endicott

09:25

sure I had to sneak it in. This is where we go, and

Jonathan McCoy

09:30

it was on music television that I couldn't watch. Yeah, same

Adam O'Brien

09:34

here. Don't worry.

Becky Endicott

09:36

Called in TV, music television back back when MTV played music videos, oh my gosh,

Adam O'Brien

09:43

but no ideal customer Pro is simply, who are we trying to reach as a business, and that maps over to ideal customer donor, ideal donor, right? Who is the person that you are reaching? Who's gonna your mission is gonna resonate with? That has become the North Star for any B to B. SaaS person, that I would argue that's very similar, if not identical, to what nonprofits are trying, or should be trying, to do with their website, their donation page. You think about this idea of a value proposition or understanding and writing exactly to what makes your nonprofit unique, what problems you're solving in the world, and then also the impact that donations and support brings. Right? How many times have you gone to a food bank website? Well, I'm using this example, but you don't understand, hey, if I'm donating $50 is that one meal? Is that three meals? Like, what is the actual tangible impact? Those are the some of the things that go back to AB testing. Test a donation page with out that impact statement. Test it with track it in a Google spreadsheet like you don't have to have any extra tools like literally tracking a Google spreadsheet, and you can see, hey, this actually does make sense when people provide clear, concise understanding and value that translates no matter who you are, right? That's the type of stuff that everyone in B to B SAS is doubling down on, in addition to using silly acronyms across the board. But that mirrors directly across to the nonprofit space. So, like, it's really not that far out outside of, like, two different worlds. It's very much closer than than what people realize it's okay. We, we're we've been in the nonprofit world. We know the cruts. We know the CGAS we all got. We've got the craziest acronyms. I think every business does, but I do think you're making such a solid point about this concept of trying stuff, because to us, it is the ultimate long game play, which is, again, core value number two of this community. And I also want to give everyone some a different word or to think about trying stuff in these pilots, in this testing, it's listening. It's curiosity. It is looking and asking different questions. It's throwing something out there and taking the time to really be present with the data, with the human who's giving you feedback, and it will, it can, I think, reorient your messaging, reorient the the way you show up, where you show up. And so I want to drill a little bit into pilots, because I want to get into the practical of, how do people do this? Walk us through, like some pilots that you know, even just some ideas, if you can just throw some spaghetti at the wall and walk listeners through how they can run some of these, whether they're campaigns or tests, and how they can iterate this year, whether it's in marketing or fundraising tech, whatever, like the lane is yours, my friend, take it away. All right, so there's this idea and concept of a voice of customer that hangs out in the B to B marketing world.

Adam O'Brien

12:43

All it says in the simplest form is, go talk to your customers and understand the pain points that are being solved with your product, and then take that and make content and make content and message. Yeah, that same applies here, right? I would argue voice of donor or VOD, if we want to coin that, not video on demand, but voice of donor, right? All it takes is three to four conversations with different donors to understand exactly the impact that your mission is having or how they came about to supporting your mission, that those stories are so critical for a couple of reasons, right? One, it helps you to have more informed tests you can hypothesize on the tactical for instance, on a donation page, my hypothesis that is, if I have a value proposition at the top, if I get rid of all the other fluff the newsletters call to actions like and streamline things to just a simple ask, maybe my donation conversion shoots up by 25, to 30% it's a big jump, right? Or if I remove the navigation header on my donation page, what does that actually do? It's not holding people captive like you still have that logo in the top left hand corner that's hyperlinked to your home page. Don't worry about that, right? But what does that impact? You know, it's a 2030, 40% lift in conversions. Or shoot. Look at this. Put a donate, donate page or donate now on your homepage, in the top right hand corner with a clear, defined color button, CTA. Do it. Get it out of your nav. Do it now. I think it's 100 to 100, almost a 200% jump in conversions, if I'm not mistaken, based on next after data like these are actual experiments that have been run by other nonprofits. So just take those playbooks, go run those, test them, and then repeat right? But when you get into the copy, when you get into understanding of how content contributes to the journey of a donor or a potential donor, like those stories from actual donors and actual impact mission, impact stories is what drives everything, like people do love to understand how and the transparency around how their donation impacts the mission, right? That is important. That's becoming much more important as we see things like generational wealth shifts, which is crazy, right? You see events like giving Tuesday, although they. Incredibly successful six, $3.6 billion captured. The overall consensus is donors. The number of donors is down. So like, what does that tell you? People are being choose, more choosy about is that? Can we say choosy? Yeah, we're gonna say that. More choosy donors. Yeah, put on a shirt now about when and where they support but they're still showing up, which means that ultimately, the reason to test and to continue iterating is because you want to be donor centric. Donor centric being that people are going to, you know, you're not going to tell them or dictate how someone can give. Let's just get that out of the way. It's 2025, at this point, like, let's, let's provide the ways and the avenues and clearly mark those for people to then select and choose how to give. That is what 2025 and beyond, and that's the role tech is, to be able to support those choices. It's not the hero, it's the supporting, supporting sidekick, along to your your mission, right? Does that make sense? Like, I, sometimes I get on one but, like, there's this whole idea of, like, donor centricity, right? And what are we doing if we're not enabling that? Like, we're gonna, we're gonna slowly, kind of fade out, yeah,

Jonathan McCoy

16:11

I mean, and I will. I just want to put a caveat that we're not saying that you're orienting your entire mission around this donor and you're wielding to their, you know, power. That's not what this conversation is. It's like we, you know, probably everyone listening here grew up or has watched the transition of Amazon coming onto the scene, right? It's like they didn't launch with the type of easy to give situation that is here today. But it's like they keep twisting and iterating. Yeah, it was books that goes to we're putting buttons in our cabinets, and you can push a button and you're gonna get restocked of paper towels, and y'all see that whole thing. And it's like they make it simpler and simpler as we go. And it's like there's things that we can learn by watching, that those that are meeting the moment are always testing and evolving, and then they're shedding the stuff that doesn't work. And it's like just that habit or that mindset, that we're not building monolithic things, we're building digital things that are easy to change, change the color today and see what happens. And it doesn't have to, like, shift, or bet the whole farm, you know, like, I think that you're walking us into that there's so much here at stake that's possible, and it kind of makes it fun too. Can I? Can I jump here?

Becky Endicott

17:12

Because I think what Jon is saying is so insightful. I think what you're leading the audience to is just so mind shifting. Not only are you going to be able to translate that data, you know, into fundraising or donations or activation, but you're building belonging with that individual, because the more that you listen and make those adjustments, the more people say, Oh, I feel seen. They did listen to what I had to say I am valued here, and so that's also deepening the relationship by simply listening and pivoting from that data. So I think that there are so many big things that can come from just testing, including growing that movement and growing that sense of community that's already existing within your mission, yeah,

Adam O'Brien

18:02

and to that point, it's, there's this whole idea of two segmentation. And for those of you who are unfamiliar listening, what segmentation means is simply, it's your grouping people by a common data point or a common theme or insight, right? Not all donors are built alike. For me, I love merch from tour. I love in arms, I love supporting and I am supporter of their monthly giving program, right? But it's not the same as a few other non profits that I support. But there's context. I also am tied to the mission more I'm probably in a certain age group. I gave or gave it away. I'm a millennial, so my habits and propensities are way different than another set of I guarantee you donors that they've segmented out based on other likes, trends, whatever, right? There's no shame in that game, because it gives contextual information and resources that I find valuable, that maybe Jon or Becky doesn't, or my parents wouldn't, and that's a okay. But those segments allow you to test and iterate even further, giving very bespoke, specific pathways of learning, about missions, about learning the impact, about how to get involved, how to be in the community, that are very, very much fine tuned. And that's also the great output of testing, right? Is you understand your donors, both new and possibly the future ones even better, providing that unique experience. I'm not a marketer at all. Am I right?

Becky Endicott

19:29

Oh, come on now.

Jonathan McCoy

19:32

I want to, I want to lift up tech for a second, because I'm not saying this, because I donate has been a partner with this and this, I saw how they built their tech around testing, and I thought it was breakthrough. I mean, y'all have an AB testing component built into your online donation form. Walk us through what that looks like. Because I think putting the power in our hands as nonprofit to realize these are things that aren't we have to hire a developer we can actually do in our own shop with just a couple clicks. Yeah,

Adam O'Brien

19:58

I was. Like, Oh, I'm not gonna do anything related to product. Sorry, you're throwing that alley up to me. Yeah, take it and dunk it. So yeah. And if you've ever come across you, I'm probably the least pitchy of any tech. And tech is, its role is to assist with helping to provide a seamless connection between a potential donor and your mission, right? Or even existing donor, one of the things, the the biggest thing that I love about our platform I donate is what you said, that codeless testing tool, it allows literally a time to I did it myself. I could set up a test that to that ran a variable view on gift a raise. And gift a raise, for those who don't know, is just simply the amount that you have to select on a donation page, whether it be 510, 1520, there is science and there is tests around saying that four options and a free form is higher performing than a six option and a free form, right? It's just the way it is every single test. What our tool allows you do is to figure that out on your own with literally, maybe about 1015, clicks at most, no codes, no additional tools, no additional subscriptions. It's, it's, it's awesome. It's not advanced in some of the other tools. But then again, like it's not doesn't have to be. It's meant to be able to provide any nonprofit, quick on ramp to testing, and that goes across colors, buttons, amount of fields, everything you can imagine. It's all within there, which is pretty dope. I'm bipartisan. I obviously it's I'm here for a reason, but again, you're going back to my understanding, like how I view tech. It's meant to be easily accessible for anyone, and this fits the bill for for what I want out of tech for nonprofits. And that's selfish to say, but like, it should be free and easy to use, right? Not additional, additional hoops and hurdles for every one of that.

Becky Endicott

21:55

Yeah, I'm resonating just so much with this, and I thank you for doing the Michael Scott version of explain it to us like we're five years old. Because I do think a lot of this is new for a lot of people and and I also just want to empower you on the on the other end, however you are consuming this content, you can do this. And I know it feels overwhelming anytime any of us in this lifetime try something new, but just do one one thing. We call them 1% shifts, and it's like, let's try one thing. Let's assess and again, let's get curious about it and make a hypothesis around what do we think is actually going to happen? And the more we're humbled, the more it tells us we need to do more listening. So absolutely love that. Adam, do you have a case study that you would be willing to share with us about, like, maybe someone who's been trying some of this and give us some insight?

Adam O'Brien

22:56

Yeah, I think there's, there's a couple of them that come to mind. One of the first and foremost is Connie Maxwell, Jon ministries, right? The phenomenal nonprofit that I've gotten to know, their team there over the last eight months since I've been at I donate, and really their biggest time of the year, they kind of been using I donate for a while, right? And peer to peer, specifically around giving Tuesday, end of year, is like their bread and butter. And they've, they've figured out how to do this thing over over a handful of years, and they iteratively keep getting better. To the tune of this year, they had a goal of $750,000 that they wanted to raise in support of a handful of missions. Specifically, they are trying to launch an additional campus in Charleston, which is great for me because it's right down the street. I don't have to drive five hours to go say hey to them where they're they're further upstate in South Carolina. They crush it, right? And in one day, that's just bonkers to me. And it's not that anything crazy about you know, they were using, I donate forms, yes, but they were able to understand, they clearly articulated what they were trying to achieve the impact of a donation. And then they also used the, you know, our tech to go mobilize it right, to just provide the gateway to easy, accessible run, right? Nothing crazy, nothing advanced. Literally, they ran into their thing, and that's phenomenal output, right? And the same thing, really, can we set across a handful of other organizations that focus on, on running these you know, they understand, they get better year over year. And this isn't necessarily even a call of like, Becky. You were saying, Hey, don't let it be intimidating. I like to think of it as, like, almost like the little types of baby testing, right? You hop on. It's super easy. It's not intimidating. In the lease, you don't have to buy extra spend extra money, doesn't require extra resources. Like these nonprofits that we work with get it, and they hit that on ramp, granted, the on ramp is, is the driveway to optimization. But that hopefully gives an understanding of like it. Really, we've built it around this idea of just not being intimidating and trying to really be focused on providing really modern tools, tech tools that anyone could adopt in that form. And like, hats off to Connie Mack's team, Jay Sheila and the team over there. They've just kind of run with it. Can

Jonathan McCoy

25:19

all be counties out there. This is awesome. I think it's also bubbling up for me. This is why you want to get in community with folks that don't want to just settle for the status quo, because it's easy. When you're sitting amongst friends, you're like, Hey, I'm trying this play. We're tweaking this thing. You know, get in community because I think it really is part of the scaffolding to actually live this out in your life. You know whatever you're trying to optimize, okay? Adam, I mean, we love you for lots of reasons, but you're a softie at heart. I mean, story I know gets you, and we always open up the portal to moments of philanthropy, stories that happened in our life that have stuck with us. Would you take us back to one that's really moved you?

Adam O'Brien

25:58

There's not one single moment of philanthropy period like this goes back to my brother, who was born with a lot of lot of medical issues. Right hole in the heart born that Rex Lee, healed on itself, but he had a whole bunch of stuff like so he relied on us. Never could walk talk fully, so he's in a wheelchair feeding tube, the whole business. So like my life growing up was spent in Shriners Hospitals, right? So shout to Shriners Hospitals and what they do across the nation. You think about Special Olympics, and I have distinct memories of pushing him around the track. Here it comes. Nope, not gonna do it. Almost did it. And just the phenomenal support and even just the resources, even back in the 90s, before, like, I would argue that there was really a big support system for special needs children and their families, right? Little did I know that would impact me so heavily coming down the line and then, like, you know, my brother passed away, and it's, it's, you know, going through that whole thing of like, oh, start see To Write Love in our arms, where there's, you know, understanding of mental health, how important that is. So like, there's these not single moments, but these missions where they showed up and I had no idea what was going on within the impact line of my life. And then fast forward to being a dad, a husband, having now kids that I'm making sure, like, hey, the empathy, the consideration for everyone and being inclusive and also being protective of mind space. You know Becky and Jon. Your parents, you know how critical it is to make sure that we're doing everything we can to give our kids the tools to maintain a healthy disposition. When it comes to life, mental health, it's impossible to not sit there at night and be concerned about that's where, like, these, these missions, come into play, right? And this is why I made the jump over from B to B enterprise marketing, and that's a mouthful, over to Tech for Good. Like, it's not out of this idea and this understanding of like, oh yeah, we're going to do X, Y and Z. It's like, no. This is my heart. This is where I've grown up and put roots down into from first hand experience and the support that I've gotten on the side. Now I want to do everything I can to help nonprofits use tech to continue that and what that looks like in the future and for the future generations. As cheesy as that sounds like, that is at my core why I'm sitting here talking to y'all, there's a lot of other micro events that happened, but like, ultimately, like those three big, big events push me into where we are today. So I digress.

Becky Endicott

28:31

Adam, what's your brother's name? Andrew,

Adam O'Brien

28:34

yeah, you would have been 38 so it's like we were really, really close in age. And like, it was crazy to go through all of life for 20 years, basically supporting and like that was life that was such a great life, and then to have that removed. I think that's kind of when he passed away. Kind of like part of the whole To Write Love is like, you know, dealing with all of that mental, mental strain, like anxiety, depression, like not knowing how to do that. And like some of those missions are just absolutely incredible to help say, Hey, it's okay. What you're doing, what you're feeling, is normal. Here's how to work through that you matter. And for anyone's listeners dealing with that, like, go find someone. I started, finally pulling my my butt to therapy and making that a priority that changed my life dramatically. And Jon, I think when you came into my life, and Becky was right, when I was starting to realize that, oh, I can't mess around with this anymore. And like, here we are, like, a year and a half later, it's such a dramatic difference. And I have a lot of people and places and events to thank you to our chief among them over the last two years or so so thank you again, man, we're gonna book in this with just high fives to both of you on all fronts of life. I

Becky Endicott

29:48

just what you're saying right now and the way that you are humanizing men going to therapy, men, any of us talking about. This, and I just feel in my heart like I just want to thank Andrew for the love that he awakened within you that we get to feel as we're recording this. Adam is like three weeks away from welcoming His third child into the world, and so I do think that those formative experiences that teach us how to love and teach us how to connect our everything. So thank you so much for sharing that story and sharing Andrew with us. You know this podcast well enough to know we're going to ask you a one good thing. So bring it on home for us. AOB, what you got, man?

Adam O'Brien

30:36

So if I am encouraging you as a non profit listener, don't be afraid to take that 1% step. That 1% step is going to change your mission. And it may not be today, may not be tomorrow, but I guarantee you, if you commit to doing the things, the small things, first and testing iteratively, getting better, better is subjective. So like, don't look at your your fellow Nonprofit Professionals and think, Oh, I'm not like them, like focus on yourself, focus on your mission. 1% better every day or even every week. It's gonna radically change your mission. That is what I am asking you all to think about and committing to doing if you need help. I'm here, right? You can find me on LinkedIn. I'm talking craziness all day long. That 1% step is gonna change you fundamentally your mission, it'll make you change you for the better. I promise you. I've never met anyone who hasn't focused on optimization or small shifts and been angrier or not come out a better person, right? And I think I'm living sentiment to that. I'm sure y'all have had your steps of 1% I'm gonna stop because I'm gonna save some of this and brand it and brand it and put on a shirt and sell that merch. But I believe in that so much. That's your takeaway. That's your one thing, dude

Jonathan McCoy

31:49

that is so good in the power of consistency, like crazy. Things can happen when you just double down and just iterate over time. Okay, you're on LinkedIn. Where else can people find you and connect

Adam O'Brien

32:00

with you and I donate. Yeah, find me. I donate.com.

Adam O'Brien

32:05

Most of the stuff, routes right through me being a good marker. Yeah, find me on LinkedIn, too. I am all over the craziness. I try to consistently post at least three to five times a week and respond to comments. So like, if you want to come heck on me, that's the place to do it. Other than that. I think it's kind of like those are the two things right now I'm staying out of the streets, trying to focus on getting ready for that third kid. So feel free to shoot me emails. I'm all in on this idea of chat GPT, too. So if you think about like, the tactical aspect of how do I start testing? I literally have made a chat or GPT that literally gives you the blueprint. It's interactive. We'll leave it in the notes. It hasn't been released yet. It's all trained on all of this best practice content. So literally, you could go and say, give me the eight steps to run an experiment today. It's gonna pump it out. It's gonna be bespoke to you and your nonprofit, which is even cooler amongst a million other goodies. So three ways chat GBT, find me on LinkedIn, or I died. Tony so

Becky Endicott

33:05

and kudos to people who listen through the end of the episode, because you just figured out how you're going to get the freebie for this. So hey, bravo. Thank you for that share. It was very generous, and it is not a watered down thing to say, how dearly we love you, appreciate you, and appreciate what you bring to this world, my friend, Thank

Adam O'Brien

33:26

you, Becky. I just want to be like you too when I grow up. That's That's it. Well,

Becky Endicott

33:30

we're I am much older than you, and I have much to teach you. 40 year old man, I'm working it out too. So thank you for these small shifts. Thank you for the love and the light that you bring in, my friend, let's go do some 1% shifting in this world, my friends, we are with you. Consistency is going to build the future that you want to live and work in. Let's do it together.

Jonathan McCoy

33:54

Grateful for you man.

Adam O'Brien

33:55

Perfect. Thank you too.

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