In episode 53 of Mission: Impact, Carol and her guest, Reva Patwardhan discuss:
Reva Patwardhan is the founder of Greater Good Coaching. She works with nonprofit leaders who’ve followed their hearts into careers of service and advocacy. She helps them discover their innate strength, resilience and confidence, so they can use their careers to make the impact they want in their lifetimes. She has 20 years of experience in the nonprofit sector as a fundraiser, communications director, lobbyist, board member, facilitator, coach and diversity trainer. Reva co-facilitates small experiential learning groups with the Stanford Graduate School of Business. She chairs the Board of Directors at Rethink Media. She is a certified Integral Coach, and a member of the International Coaching Federation.
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Carol Hamilton: My guest today on Mission Impact is Reva Patwardhan. Reva and I talk about leadership coaching. We talk about what it is and what it is not, the extra challenges nonprofit leaders have in investing in coaching, why an organization’s mission can push people into a state of constant urgency and how slowing down can actually help them work better and more effectively, and why taking a trauma-informed, somatic approach to coaching is key.
Mission Impact is the podcast for progressive nonprofit leaders who want to build a better world without becoming a martyr to the cause. I am Carol Hamilton, your podcast host and nonprofit strategic planning consultant.
Welcome. Welcome Reva to the podcast.
Reva Patwardhan: Thank you. Thanks for having me.
Carol: So I like to start each conversation with a question around what drew you to the work that you do, what motivates you and what would you say is your why?
Reva: So I'm an executive coach and before I was a coach, I worked at a nonprofit for about 14 years. And I had a lot of different roles there, fundraiser, lobbyist, communications director. And in that time there, I realized that I had a real love of supporting the people around me. Even when they were doing jobs that I was not necessarily capable of doing. And I also really just had a great deal. So there were, like every nonprofit we had issues with burnout and not every nonprofit, but a lot of nonprofits have. Right. Hashtag not all nonprofits.
Carol: Just most.
Reva: Yeah. But I stuck around because I just really loved the people I worked with. I just admired them so much. They were so smart and so passionate and just incredibly committed and I believed in what we were doing. So that was just like all the magic components for me. So I decided to make a career out of that. And yeah, I really feel like the people who are actually out there trying to solve problems that we all face that are, they are not there's no. or a little profit motive, it's just like, I am here to try to solve this problem. Those are really hard jobs. And those are exactly the people that we need to be figuring out, like, what can we do for you? Right. And so I really feel passionate about asking, what do we need to be doing to make these jobs that are very hard and also very crucial, more sustainable so that we are not crushing the very people who are carrying. Our hope for us.
Carol: Yeah. A hundred percent. So I feel like coaching it's certainly become more prevalent in the for-profit sector. Yeah. And more well known. But I feel like there's still quite a few misconceptions about what it is and who it's for why it's important. So, how would you describe leadership coaching?
Reva: Yeah, leadership coaching and you're right. There is quite a gap that I've observed between the nonprofit sector and the corporate sector. The nonprofit sector for whatever reason is, has been behind. And really recognizing how important it is to invest in leaders, as individuals, as human beings. And that is what leadership coaching is. It's really investing in you. I think that's why it's hard for people. It's hard for an executive director to say, Hey, I'm going to spend some money on an executive coach because it's really for her. Right. it is for her in service of her mission. And when I coach with people, we do have the mission centered in our work, but it is for her and her ability and her passion and her values. That is part of the process of what we're doing to serve the mission. Right. So, in order to center your own wellbeing and your own development, I think it's a hard thing for a lot of people to do. We're very much conditioned out of that. And I do work with a lot of women but very much conditioned to, to not to always be giving to others, not to ourselves. And that is what coaching does. And I think what it is beyond that, I think it varies quite a bit. I think one reason why there's a lot of confusion about what coaching is because it varies quite a bit depending on who you work with, and there's a lot of great ways of coaching out there. And it really is a matter of finding your right fit. So I'm a big believer in figuring things out, talking to people and finding who's the person who resonates for you. The way that I work with people is I work with the whole person. That means we're talking about feelings, we're talking about the things that really matter to you. We there's room to talk about what's happening in your home life as well. Because you're the same person there. And we're always looking for what is life and work asking of you right now? What edge are you at? Where the way you did things before got you to where you are. Let's thank those methods. Let's honor that. And what new edge is life asking you to meet right now?
Carol: Yeah, I really appreciate that. And I appreciate the whole, whole person perspective that, just going against that myth, that we park all that stuff at the door. When we come to work, it's all there. Whether we talk about it or not, it's all there. So one of the things that you focus on when you're, when you're working with nonprofit leaders is somatics. Can you tell me a little bit about what somatics is and how you incorporate that into your coaching?
Reva: Yeah. So when I work with someone somatically, what I'm doing is. The reason I do that is I find it's one of the quickest pads for someone to access their innate wisdom. So when I'm working with someone I'm not it's not consulting because I'm not providing you with a bunch of answers. I might offer ideas. I might thought-partner with you, but I'm not offering you suggestions. What I'm doing is asking questions to help you figure out and feel into what is right for you. And it's that feeling. That is the power of coaching. And I really see one of my goals as a coach is when someone walks away from their work with me, one of the things they've learned is how to listen to themselves very deeply. And what are the ways they can be with themselves? How can. , what, what ways of being with yourself and coaching yourself, can you practice and learn that help you learn how to get unstuck so that you become someone who, so everybody gets stuck, but do you stay stuck or do you know how to get yourself unstuck? And all of that is Starts with being able to really slow your mind down. And the container of coaching for that is really, it's a powerful container because that's what we're doing is we're slowing ourselves down and we're pausing. And we're noticing in the moment, right, as an emotion comes up or right. As something important was said, you're slowing down and saying what's happening there in the body. And what guidance can we get from that?
Carol: So somatics being about paying attention to what's going on in the body, not just what we're thinking. Yes. Yeah, yeah, yeah. And I feel like, folks. It's always been there, right? Like we've always been in these bodies and yet, in our culture at least in the US context, there's been this mythical separation of our mind in our body. How much resistance or acceptance do you find when you're working with folks to step into that work?
Reva: Yeah, so I always meet people where they are. Right. I think that's really important. That's one of my core values and I don't push. Right. I respect people's boundaries. That's another core value and I do invite, right. And I find that most of the time, people welcome that because what they're experiencing in their day to day life is a lot faster. A lot of fast pace, a lot of rushing from one task to another. So what it often feels like is just having a chance to finally take a breath. And then it's like, okay, what is it like for you when you get to take a breath, let's just spend some time noticing. I don't experience people. Like I think part of it is because a lot of folks and this isn't true for everybody, but a lot of my clients do seem to get pretty quickly the value of tuning in. It's just, it's something we all innately are able to do. It's just that it's conditioned out of us. So when you Remi you're reminded suddenly that, oh, this is something I can do. Maybe you haven't done it since you were four, but oh, this is something that I can do. It's not , it's not wild or scary. It's just like, this is the thing I can do.
Carol: Yeah. And I feel like so many of the conversations that I have with other coaches, consultants doing different work, different work with organizations, PE individuals. Almost always some element of that. Let's just slow down for a minute. Let's take a pause. Let's take a step back. Let's try to pull you out of that rush, rush, rush meeting after meeting mentality that gives people just a little bit more space to think. Yes.
Reva: Yeah. Yeah. And what if we could have that more and more in our lives. Right. Right. What if as a leader, I had the ability to pause and to actually say, I'm a leader in this organization and I'm gonna decide to actually program into my day to day and set boundaries, time to reflect and pause. And that is a priority because when I do that, I'm better at my job. And so part of the, and, and it sounds, I think a lot of times people are truly experiencing urgency in their work, right. There's urgency coming from somewhere, right. And often people are working with, or serving communities that are experiencing urgency. And so it sounds, it sounds really bizarre. or it can be like, who am I to slow down? Why do I get to do this and all of that stuff? But one of the things that can happen with coaching is you start to see, oh, this actually is gonna help me be more in service than I currently am, because it'll help me actually. See the forest rather than just the trees. If I'm constantly moving from one task to the other, I'm never able to ask the big questions, or if I'm asking the big questions, I'm not able to do anything about it. And there's the undercurrent of frustration there of, there are things I'd like to do and there's no space to do.
Carol: Yeah. Okay. And I think when the, when the leader actually does that, and then, people see that on their calendar or they talk about it, it starts to give permission for other people to also do that within the organization and, question this whole culture that we have of, Rush rush, rush, busy, busy, busy, every job description saying you must be comfortable in a fast paced environment, you know? Yeah. And I mean, what my little step in that direction is to try to stop, when it's the first part of a conversation and the hi, how are you? Oh, I'm, you know? Oh, it's been, so it's been so hectic. It's been so. Busy. I try to avoid actually saying whether it's true or not. Cause I just feel like it, it plays into this myth that we all have to live that way.
Reva: Yeah. I mean, I'm not gonna, I'm gonna be real. I also often live that way. Sure. I often also feel overwhelmed and rushed and all that stuff. It's just that I think one of the gifts of doing this work is I don't feel. As guilty about slowing down, because I know that I can't lead from that rushed place. I can get things done, but that's different than leading.
Carol: I haven't quite managed to let go of all of the guilt yet. I'm working on it.
Reva: I said mostly or something mostly. OK.
Carol: That sounds good. But it's gotten better. You also take a trauma-informed approach. And I feel like I am hearing this a lot with clients that I'm working with, that they're taking a trauma-informed approach with their clients. What does it actually mean to be trauma-informed?
Reva: It means being careful of your impact. Mm. I think it means having some humility and respect for the person that's in, that's in front of you. I think it's being aware that there is a lot of trauma, more so than ever, I think, in the world. And there are tools to help people. It's having a toolbox to offer people around that. And it's knowing your lane. So I'm not a therapist. And if I'm really, if I'm seeing real trauma with someone, then I'm going to refer them to someone who can, can help them with that. And when I say trauma, I mean like a level of trauma that I can't deal with, but there is a certain level of trauma we're all carrying, I think. And so everyone has to skill up for that. And part of it is respecting those boundaries. It's like, whatever defenses this person has, they're there for a good reason. And so let's not pretend they're not there for a good reason. And so I do work with people around understanding their defenses and slowly loosening them. But I work slowly, which my, one of my one of the things that I really believe in is in order to move quickly, you have to slow down, go move, slow to go fast. Right. So that is often the most effective way towards transformation is just having patience, continuing to meet whatever's happening in the moment. And not rush it, not push it because that's ultimately not gonna work anyways. Yeah. That's how I think about it.
Carol: Can you give me an example of what some of those defense mechanisms might be and, and kind how to, I don't know that skilling up that you talked about in that arena.
Reva: Yeah. Yeah. So so I work with, so I work with people around emotions, right? So as you said, it's, it's the whole person who's coming in the room. And I see coaching as where we get to work with the human side of our challenges. And so if someone's coming in with a challenge and we're unpacking, what is the, what is the human part of this and focus on that. So there's emotions coming up. So I'm making space for those and we're, we're, we're we're unpacking that we're working with that. Like what's behind these emotions. What are some thoughts? Some, some mindsets or thoughts that are there. What are some wounds that need a little bit of space there? And if I find someone who, if I find that someone is, you know that's really hard to be with a certain emotion. I respect that. So we move slowly. So we titrate. So it's like, So what if you're just with this emotion for one second, just to see what it is, right. And then we back off, we intentionally back off. Right. So I might offer them something to practice on their own. That's just like just saying hello to this part of you that feels this way. once a day and then you just back away and then slow, very slowly increase. Capacity to be with it. So that's one.
Carol: That's awesome. Yeah. So my tagline for my podcast is helping nonprofit leaders have greater mission impact without becoming a martyr to the cause. How do you see that show up with folks you work with and, and how are you trying to contribute to shifting this culture of overwork and extraction in the sector.
Reva: Yeah. So I'll tell you one of the things that I've been seeing a lot lately, And I think it was always there and I've just started to be able to begin to catch onto it more. But I've noticed that there are certain very prevalent, toxic dynamics in the nonprofit sector that when you are in the middle of that dynamic, when you're really a part of it, it can feel like a personal problem. Mm. Right. So something's going wrong. and in the organization, but because it feels like a personal problem, I treat it like a personal problem. So and so what happens there is if you, so if you imagine you're a leader, an E.D. and things aren't going right. And the thing that's not really feeling like the thing that's not going right is me. And my efforts to address it have failed. So what do I do? Like, what do you do in that situation is you hide it, you hide the problem right. If you blame yourself for the problem and you haven't been able to adequately address it, you hide the problem. And so you're then unable to do anything about it. Right? And so like some examples I've seen of this are Executives, who've gotten really good at hiding their overwhelm. And because they're, it's just become this really normalized thing that their funders don't fund overhead. And it's been like that for so long. That it's just a completely normalized culture where overwhelmedness and burnout are just normal. And so if you are overwhelmed or if you have a problem with being overwhelmed, that's a problem with you. Right? And so let's hide that rather than actually trying to figure out how to do it. You feel compelled to hide it. Another example is like so you have to say, part of your job is going to speak at, to represent your organization and your community at community meetings where there's politicians or whatever, and you feel very anxious about it. And you're ashamed of that anxiety. Well when it's not the anxiety, that's the problem. The problem is the fact that you are the sole member. You're the sole representative of your community. No one else in the room looks like you, you're the only person of color in the room, you know? And that's the problem because you feel ashamed of the anxiety. You're trying to solve the problem yourself. And trying to hide the fact that you feel the anxiety. It's actually very normal to feel anxious in that situation. That's not the problem. So I think people in this situation it's like, they're, they might be this is just ripe for a very ripe moment for imposter syndrome. So they might be thinking that someone else could be doing this job better. The person who was in this role before me did it better. And or or they might be thinking like, I'm the least competent person in this room, all of that stuff, which makes it feel like this is a problem with me. And so that's, and that's just paralyzing. So what I do is, I help people take their power back and find their voice. Part one by realizing you're not crazy. This is a genuinely hard situation. You are not broken. So taking your power back, finding the things that you can do in your immediate sphere to take action. And really, and just to the whole taking your power back thing, that's like, What I try to do is I try to help my clients see it for themselves. So it's not just me telling them. It's like, sure, help them see it for themselves and actually feel it actually feel the truth that, oh, oh, I see. It's not me. Right. And so from that place, you can take action. And the fact is most of these problems, they are much bigger than one person. So, and it may be a long game, but just starting the process of strategizing and, and planning out, how can you get more resources in this? Who can you reach out to? Who's gonna be your support system who are gonna be your collaborators and actually problem solving this. Right? So it's putting the problem where it belongs, which is in the collective. right. Not in the individual.
Carol: Yeah. And even some of the things that you talked about at the very beginning of who am I to slow down or who am I to invest in myself and get coaching goes to this whole mindset of if you're passionate about your, your issue and you have to give it all and this selflessness of the helper and that can be just a recipe for burnout. It's like here, here are the five steps to burnout. Here you go, go do these things, go believe these things.
Reva: Yeah, and I think there's also a recipe for burnout for the people in those jobs. And I think there is a wake up call going on for the sector. If it's not happening already, it's going to happen very soon because there is this emerging sense that people don't wanna put up with any of this crap anymore in their jobs. Right. And it's getting harder and harder to fill the position of executive director. In the for-profit sector, being a CEO is seen as this glamorous thing. And I think part of that is because part of that is like the ridiculous salaries and we don't necessarily want to model ourselves off of that. Part of it is that they have resources, they have support to do what they need to do. They don't. And so in the nonprofit sector, I think becoming an E.D. should feel, you should feel proud. You should feel proud of being an executive director or being a leader of a development director. Communication director any, any like any role, like doesn't just not just at the director level, but you should be proud. Anyone should be proud to work in the nonprofit sector, whether you're an entry-level fundraiser. I started out in the, as a door to door canvasser. We should feel proud of our work. Right. But I think one of the reasons it's very hard to feel proud of our work is because we don't feel appreciated. Right. And there is that undervaluing and a big part of that is not being supported in the work. Right. You're just allowed to flail. And so, and so people are saying, no, why, why, why would I do that to myself? You know?
Carol: Just the sense it's like never enough. Yeah.
Reva: And, but the fact is I think that we actually still need the nonprofit sector in this country. We live in this country where this is the way it's set up right now. And if we wanna be able to solve big problems, We have to be able to do work that centers on impact and not profit. We just have to do it. And maybe there's sweeping changes that need to happen, but this is where it is right now. And how do we not lose all our wonderful people?
Carol: Yeah, no, I am seeing that, that, and, and just hearing people talk about it, this underbelly of the sector, that's always, probably always been there. And various, I don't know, historical reasons for that. And just this mythology that gets exploited and folks are saying, no more. How can we do this differently? Doesn't have to be this way. But it's hard to step out. It's hard to step out and, and do it in a, you know, to work on being countercultural, right, even at the individual level.
Reva: Yeah. And that's why I do this work. It's like, okay. I, if I think that this is important work and I really want there to be people doing it, how do we support them? How do we find ways to make this work for them? If the mission matters then so do the people who are working for the mission.
Carol: Right. Yeah. All the people involved matter for sure.
So at the end of every episode, I play a game where I ask one moderately random icebreaker question. So I've got three cards from my little box. So if you, for, for any place that you visited, what's, what's a place that you would love to go back to.
Reva: Hmm. Bali.
Carol: Mm. Say more.
Reva: Oh man. So Bali is a beautiful place. Now I'm worried about promoting tourism to a place that maybe can't handle it.
Carol: Don't go to Bali, right?
Reva: I was there maybe 10 years ago, so, and oh, it was just, it was just the, the people are just very, were just very open and lovely. And the. The nature was just beautiful and gorgeous. And it, every, any time I go to a different country, I think I've been to India many times as well. It's my parents' mother country. I've been to Mexico, I've been, I've been, anytime I go to another country, I just feel a sense of freedom because I'm. It's like something about just like now I don't have to follow the usual rules here.
Carol: You have this, the sense of even when you're going, you're, you're breaking cultural rules in the other country. They give you a pass like, Ugh, they're a foreigner, but they don't know so, so you have a little bit of leeway and can yeah. And also like, people give you a little grace.
Reva: Yeah. Yeah. People give you a little grace and it's, it's more, it's just like, it's lovely to just get out of the water that I'm usually swimming in. Yep. It's lovely to get out. What I define or what we define as normal here. Sure. Just to leave for a while.
Carol: Yeah, yeah, yeah. Yeah. My parents first posting in the foreign service was in Indonesia. So we have many home movies from there and from Bali. This was before me, but I would love to go visit. I'm sure it would be totally different than when they were there in the 1960s. Yeah. But yeah, it's, it's a place on the list. So thank you. So what are you excited about? What's coming up for you in your, in your work and what's emerging?
Reva: Yeah, the thing I’m most excited about is my work with my one on one coaching clients. There is something so powerful about that moment when someone faces the truth of the challenging moment they’re in and starts to sort through, what are the things that are in your power to influence, and what are the things that are bigger than you that you can reach out for help on, and what starts to become more possible for you when you stand in an unconditional sense of your own belonging and the unconditional belonging of your community. It is really beautiful, powerful, transformative work and it is an honor and a joy to be able to do it. It is the thing I love doing more than anything and I feel blessed to be able to do this work. If anyone listening would like to talk to me about the possibility of working together please come to my website. I would love to talk to you. It's been a long time and I've been at this work for a bunch of years now. And I have a lot of new, a lot of new things to say, and I'm excited about saying them.
Carol: Excellent. Yeah. So what would you say are your top three new things to say?
Reva: Well, one of them is just seeing this relationship between imposter syndrome and the nonprofit sector's inability to address major problems that are sector wide or organization wide. And to see that imposter syndrome is not an individual problem, it's actually baked right into the structures of the nonprofit sector.
Carol: And our society for various identities, if you've been questioned your entire life yes, then you will learn to question yourself, yeah. In your capacity and when you have not. Yeah. Well, thank you so much. And thank you for all you do for nonprofit leaders. I really appreciate it and appreciate you having this conversation.
Reva: Well, thank you so much for having me. This was a lot of fun.
Carol: I appreciated how Reva described her approach for helping her coaching clients deal with uncomfortable emotions. It is not a matter of all in. It is a matter of step by small step – titrating is the word she used. – Meeting folks where they are and only going as far as is a little bit beyond their comfort zone – be with it for a little bit and then back off. I also appreciated her broader perspective on the toxic cultures that too often emerge within nonprofit organizations – overwork, overwhelm, and burnout. That when you are part of it – it feels personal, and it may seem like it is embedded in the personalities of those around you. And as a leader it can feel like a personal problem – which can lead to denial and avoidance and hiding from the challenge instead of addressing it. So instead by naming it leaders and staff can take their power back and address the elephant in the room.
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. You can find out how to connect with Reva, her full bio, the full transcript of our conversation, as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Isabelle Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. Please take a minute to rate and review Mission Impact on Apple podcasts or wherever you listen to podcasts. It helps other people find the podcast. We appreciate it! And until next time, thank you for everything you do to contribute and make an impact.
In episode 52 of Mission: Impact, Carol and her guest, David Pisarek discuss:
David is an award-winning web and digital solutions architect, designer and project manager with extensive industry experience focusing on education, not-for-profit, politics, healthcare, and government. An expert in his field, David worked full-time at Durham College for 11 years (seven of those while working at UOIT too). It was in that role where David performed the redesigns and programming and ran training sessions for over 100 staff. As a result of those years, David understands the internal processes and functioning of post-secondary institutions. He also worked as a professor and guest lecturer at Seneca College and Durham College where he taught web design, graphic design, computer science, and web development. And he developed the Web Design curriculum at a private, corporate training facility.
Important Links and Resources:
Carol Hamilton: My guest today on Mission Impact is David Pisarek. David and I talk about nonprofit websites. We explore the common mistakes nonprofits make with their websites, why video is something your organization should consider for storytelling, how to start cultivating a relationship with the people learning about you through your website, and a quick and easy way to create a content calendar.
Mission Impact is the podcast for progressive nonprofit leaders who want to build a better world without becoming a martyr to the cause. I’m Carol Hamilton, your podcast host and nonprofit strategic planning consultant. On this podcast we explore how to make your organization more effective and innovative. We dig into how to build organizational cultures where your work in the world is aligned with how you work together as staff, board members and volunteers. All of this is for the purpose of creating greater mission impact.
Welcome David, welcome to the podcast.
David Pisarek: How are you doing today? Thank you.
Carol: I am doing well. I'd like to start each conversation with what drew you to the work that you do? What would you say motivates you and what would you describe as your why.
David: That is an awesome question. My why is really baked into my upbringing. I was involved in youth groups as a child and adolescent and teen years, and there was always a component of helping and giving back and volunteering and being part of the community. I started working in nonprofits in 2000, managing the web and all that type of stuff for them. And it just evolved from there. It's just something I love doing. I love figuring things out and thinking strategically about what it is and how to problem solve and, and work around things and find solutions. And part of what I also love doing is educating and teaching people about things. So in terms of my agency, when we're working with our clients, we train them on the system. We teach them about SEO. We teach them about best practices. Like you don't want to put a giant wall of copy up on your site. You need to break it up and have some headlines and bullet points and things like that. But we're about educating in that. And so like I've got a blog and a podcast as well to help empower the people that we work with and other people that are in the nonprofit.
Carol: Awesome. Awesome. . just that's, that's what you do. You help people help nonprofits really create better websites. And, and probably more than that you've mentioned a couple of things, but, but what would you say are some of the biggest mistakes that you see organizations making when it comes to their website, which really today is a foundational piece of how you present yourself to the world?
David: One of the biggest things that we find with our prospects that come to us, and we've also conducted an audit of over 400 nonprofit and charity websites. we've got like this broad base of data to pull from, to answer this question. One of the biggest things that we find is that websites look old. There's a client we worked with a couple of years ago. Their site was actually redone in 2016, but it looked like it was from the mid two thousands. And I'm sure you've come across a site. The listeners have come across sites where it's like, Hmm, the site doesn't really quite look like maybe anything has been done. Like, is that organization still in business? Are they still doing things or is this just like up there? And it's just like a ghost town.
Carol: . paying attention to updating information, but also updating the look and feel of a website to make sure that , it doesn't look like a, I dunno, a Victorian mansion or something.
David: You could have a wonderfully, beautifully designed Victorian mansion. Right. But if your website isn't working properly, it's an issue for your organization because Google and their algorithm is giving preferences to sites that are. Working really well and designed for mobile devices. So the easiest way to check if you're not sure is to open up your website in your browser window and then make your browser window really narrow. And if you have to scroll sideways to see any of the content, your site's not mobile optimized or likely isn't mobile optimized, I should say. That would be a good start.
Carol: . Excellent. what are some other couple simple things that organizations can do to really improve their websites?
David: You need to create an emotional connection with the people you're trying to reach out to. that can be done through the wording that you have. But it can also be done through the images that you've got or videos that you have there. And you need to create this impactful story about your organization in terms of what you do, why you do it, who you help, how the donor's funds are being used, the type of volunteers that you need and need to really weave that through all of the messaging that you have. Not just like we need. You need to donate today, right? Why, why do we need to donate? What's the money happening sorry, what's happening with the money and how is it being spent? What's it going towards and making people really care and be empathetic towards your cause? And that's going to really help organizations have ambassadors for your brand.
Carol: And how do you help organizations identify what their story is and, and how they can tell their story in a way that connects with the people that they're trying to reach.
David: That's one question with regards to connecting. If you're going to be looking at imagery, things like that, it's hardwired in our DNA. It's scientifically backed and proven. You want pictures of people looking at the camera. And because. Fight or flight responses from like back in caveman days. Right. So do you need to be here and fight and we're wired to look people in the eyes and being able to do that will help you evoke that response from a visual perspective when you're thinking about the story and the meaning and everything behind it. There's a couple of things that you can do the first thing or one of the first. Would be to connect with the senior leadership, the executive team, the board of directors at your organization and ask them, why do they care? What does this organization mean to them? Most likely people care about an organization because they are helping. In some way, shape or form with something that has impacted their lives, their family, or their friends, there's some direct connection, like first or second level to whatever it is. So if it's, if your organization is about, I don't know, ALS for example, Somebody in their family or, or friend or circle has been affected by that in some way, shape or form. And so they want to help and they want to get involved and be able to do that. So really understanding why people care. And then having that in and talking about, here are the things that we're doing to help this. He, there's a media campaign or there's this awareness week and really pumping up your messaging around those.
Carol: . And that's why I love asking that question at the beginning of my interviews. Right. Why what motivates folks to do the work and, and why, why are they connecting into it? And it usually the story does begin in, in people's growing up and how they were connected either impacted by an issue or connected in service early on lots of different things, but one other thing that you said that really struck me was around thinking about imagery and I've, I've heard so much about, our lizard brain and the amygdala and our fight flight. I'll put them there's fun. And there are four of them. Now I think freeze and Fon have that immediate response. And that, that part of our brain is always checking for. Can I trust you? Are you going to hurt me? I've never thought about it in terms of imagery, in a magazine, on a, on a website, any of that. all we thought about it in terms of either this on, on a. In person, not in person, but it, mediated through some screen event or just more of that interactive. it's so interesting that you bring that in also in the imagery that folks are using. thinking about it from that point of view, what's inviting, what's, what's engaging. What other mistakes do you see organizations making?
David: there's two other ones that I'd like to mention. One is making it really easy for people to connect with you. In our audit that we conducted, we found there were a lot of sites. They didn't even have a phone number on there. Like some really basic things have an email. Your, your mailing address, your physical address, a contact form on your site, a phone number some way that you can reach out to that organization in a way that people can connect with you. The other, sorry. Hold on one sec. I wanna, this is popping up. Okay. The other thing that organizations typically fall short with are having calls to actions on their website. The best way to get somebody to do something is to have a call to action. And typically a call to action is a button that you would have on your site with some wording in it, right? Like “donate now,” for example, right. Or a volunteer with us or subscribe, right. Things like that. And making it really. Comprehensive and short and understandable way for people to take whatever that next action is that you want them to take.
Carol: And what are, what would you prioritize between those different calls to action? In terms of thinking about someone, hearing about you, looking you up, looking up your website and in terms of what that next step might be. The reason I asked you the question was the first one you asked, you mentioned, was “donate now.” And I guess one thing that I'm curious about is. I guess an assumption that I have is it takes a little while for something, to get someone to the point where they want to donate and give money to your organization. That's not always true. it may be that a disaster just happened. They looked for a list of who can I donate to by someone that they trust. They look at that list, your organization's on the list and they're going to, they don't need to know anything more. They're going to donate money to you. But in most cases I would think that you have to nurture that relationship a little bit more before they're ready to jump to that action. what, what are some of those steps that you want to invite people into in terms of what that call to action might be?
David: You're absolutely right. They are getting people to make a donation. Isn't the, isn't typically the first thing that people are going to do when they come to your site, they want to get familiar with your organization. I always talk about in terms of, of three things, there's the know like, and trust factors, right? They need to know you, they need to like you, they need to trust you and then they'll be willing to take action of some kind. you need to really have your messaging put together. Easiest thing to get people to do is to subscribe. if you don't have an email list set one up there's MailChimp, there's constant contact as a campaign monitor. There's a ton of systems out there that you can use. A lot of them have a free tier. I typically recommend MailChimp. It allows up to, I think 2000 email addresses and they're free and they also have nonprofit pricing as well. if you do need to bump up into a, into a paid tier, they do, they do offer a discount there. But , you can embed a form in your website and get people to subscribe. And that's where some of that nurturing can happen. you need to set up the messaging you need to set up. Maybe if you're a little bit more of an established organization, a nurture sequence, maybe two or three emails, just explaining, Hey, thanks for subscribing. We send out emails, every month, this is the type of stuff that you're going to get from us. The second email would be, Hey, here's, what we've done recently, or the impact we've had over the last year? Hoping you might be interested in finding out more from us, the 30 emails could be, here's our most popular articles that we've published or videos that we've put together looking forward to getting you our monthly newsletter, for example, right. And then they get on the regular monthly email that you'll get, or pardon me that you'll publish out there. But in terms of call to actions, Unless they're like, somebody may have passed away and they want to donate to your organization because that's what that family or that individual really cared about or were passionate about. Typically that donation isn't, isn't the piece that they're going to go to right away. So there are some other things that you could do. I have a podcast also called the nonprofit digital success podcast episode 39. So while digital.com/ 0 3 9, that'll take you right there. That episode is all about CTS. So head on over there, you'll get, you'll get a bit more detail there, but in terms of call to actions, it could be contact us. It could be sharing this page or sharing this article. You could have some buttons for social channels, like Facebook, Twitter, that type of thing. But some other CTS that you can think about doing, let's say your organization was around funding cancer research, let's say, and you're trying to raise funds for that. It could be like “end cancer today” or, “end brain cancer today.” Or instead of “subscribe,” it could be, “keep me informed.” Right? There's different languages that you can have. But something you shouldn't be scared of is having to call. On a page in your website. So, maybe when people load up your homepage, you'll probably find only about 40 to 50% of your web traffic actually lands on your homepage. Google wants to send people deep into your site, into the content that they're already looking for. But on the top of the homepage, you can usually have the typical designers you've got like a big image or something like that, and like a headline and a button. So that button up there, that could be. I have two buttons. So you could have one for more info. So if you have a big campaign or something like that happening at your organization, or maybe there's a gala and you're trying to do some fundraising for that, it could be like I don't know, RSVP could be one of the, those buttons and the other button could be subscribed and you can have that right up there and drive them to a subscription page.
Carol: Awesome. Awesome. And just you, you did say call to action and then you said CTA multiple times, but , just for clarity, CTA is market speak for call to action. So, awesome. . Another acronym that you may not be familiar with is SEO. Can you explain a little bit about what that is and what are some, what if, how do people need to think about that or why it's important.
David: SEO is again an acronym it's search engine optimization and really what it comes down to is how do the search engines index and list your website in their database. So when somebody goes and does a search, it's looking through their database, it doesn't actually search your website live. Actually, they have a cache of all the content on the internet. So if you think of Google, they've gotten like terabytes petabytes of. Astronomical amounts of data that we can't even comprehend on all the different websites and domains that are out there in the world. So when somebody goes into Google and they search for something, it's looking for relevance as well as geographic proximity. So I'll take a look when I'm in Toronto. And so if I went and looked for, I don't know, my heart and stroke association, let's say it'll, it'll find me results based because I'm in Canada and Toronto that are as close to me as possible. Whereas if I was in Australia or Germany or somewhere else, it would show different results. Based on. So SEO is about being found by search engines and being able to be indexed. So if your organization is, let's just talk about, I don't know, cancer research, because we were just talking about that four months ago. If you're focused on that, you want to make sure that you're using the terminology that other people, the general population might be searching for, because then you're going to end up ranking higher in the search result. People typically don't really go past page two of Google search results. We'll end up going back to the search and typing again. So if you think about the last time you went to Google and you searched for something, that's probably exactly what you did. If you're looking for a new hat or something, right? Like you'll go you'll search and whatever. I don't know. Totally unrelated to nonprofits there, but right.
Carol: But you might need a hat for your next Gala. who knows.
David: It's important to have the terminology that people are looking for. And one of the best ways to do that is to make sure that you have some analytics tool in your website. you can gather data about how people are coming to your site. What are the popular pages on your site? And then you can create additional content. Around that so that you can start to become more well-known to search engines around certain topic areas. And one of the best tools that I can recommend is Google analytics. It's free and you can install it on your site. If you need help with that, reach out to me, connect with me. We'll do it for you for free, no strings attached. We'll get you going. Analytics is one of the best ways to be able to improve your web presence. And it's really important. To have regular check-ins on that.
Carol: . Because certainly through mine, I have some analytics through just the service that I use. I use one of them. like Squarespace and others, that make it easy to make it look good. But they're not as robust around analytics, et cetera. And I got Google analytics set up at one point, but I think it's all falling apart, so probably could do with some help in that direction.
David: Happy to help. One little caveat is Google analytics is sunsetting their universal analytics. So if you are going to sign up for new analytics or if you have it on your site, you need to migrate to GA for so Google analytics for,
Carol: Okay, good to know. Good to know. what are some steps that organizations can take to improve their SEO? And I, a lot of organizations, these are the kinds of things that may feel Beyond their sophistication or capacity, but I'm wondering if there's some easy things. You talked about making sure that you're using keywords that aren't just the expert jargon. But really how an average person would look for, for whatever it is that you do. that being an important element, are there other key things that organizations need to think about in terms of SEO?
David: Absolutely. So like I said, right at the beginning, I love educating and getting information out there. I have a webinar, a free webinar that I run, where I talk about how you can leverage your website to get better impact, more donations and more website traffic. And I talk in that webinar about SEO and the importance of things. And one of the best things that you can do is to add content to your web. Over time on a frequent regular basis. So maybe once a week, once every two weeks, once a month, whatever the cadence is that works for you. Write a piece of content about whatever that keyword or the idea that you want people to find you under. Frank. Right content and it doesn't have to be long. There's people out there that are going to be like, no, you need to write at least 2000 words. We've had a lot of success with some of the clients we've done this for where it was just five or 600 words on a weekly basis. And over a period of five months, we were able to increase their organic search traffic by 510 times. So. short content things that are easily digestible, things that are topical, maybe there's something happening in the news around COVID or something like that. And you're related to Curing, whatever disease based on MRNs, for example, right? Maybe there's, there's a tie there, connection there, and you can talk about that in some content and you can try to leverage media in that way because people are already searching for that. In Google analytics, you can actually get some details in terms of what pages are the most popular on your website. Take a look at those pages and. Over time, make some updates to those pages. And Google is going to start to rank that page a little bit higher as well. And just jumping back to CTS, when you're looking at that list of the most popular pages of your website, make sure that the top 10 pages of your site, you've got a clear call to action on that page to drive people, to do something, whatever that happens to be because you're already getting traffic there. Right. Let's leverage that traffic to try to get them to do something else, like subscribe or make a donation of some kind. And you don't affect change that way.
Carol: that makes a lot of sense. I've been in organizations where they haven't had a, a communications person or a marketing person, and they've really struggled with being able to keep that consistent, creating a little bit of content and getting it, getting things updated because there's just this mindset of it. It has to be really important or really meaningful or just perfect. And I think really for me, the way that I've just tried to stay consistent and keep things rolling is, just, it's gotta be good enough. It doesn't have to be perfect. And it doesn't always have to be super profound. I keep being, perhaps I'm boring people, I don't know, but I try to psych myself into just continuing versus getting into that mind space that can be paralyzing. And I've seen parallel organizations in, in, in really. Keeping people appraised about what's going on because they had so many criteria that they felt like their communications had to meet.
David: . And it's really tough. So one of the things I always tell people when I'm meeting with them is you need to take some action for better, or for. Take something, create a bit of content, see how it works. If it doesn't work, modify it a little bit for next time. If it does work, keep following that same path until you meet some resistance or, or something like that. What we find with a lot of our clients is that they're reactive instead of proactive. There's. One of the issues between non-profits, and charities is the size of the team. The time that the team has to get the job done. And then, you might, you might embark on a project with the world's best intentions. But then there's fires that come up and there's wrenches that get thrown in. And then there's red tape and meetings and meetings and meetings. And ultimately at some point you need to say, what, I need to actually just do something and make it happen. And, taking that first step, taking that initiative is really, what's going to help you because you can have committee meetings and you can meet with stakeholders across the organization, all you want, but nothing's actually going to happen until you sit down and spend time in.
Carol: I think people see technology tools, whether it's websites or any other thing. And, and, and they see all the bells and whistles and they want to do the, all the things I was talking with, an organization, a small organization. They only have two staff right now. They will be growing, but there are only two right now. And they're thinking about their metrics and data tracking. And they have a database that, It's infinitely expandable in terms of the things that they could track, could pay attention to. And, I kept trying to bring them back to what are the one or two things that are going to be super important to be able to tell donors, tell funders, tell your story. You don't want your staff caught up in spending all of their time, entering information into a database. What are, what are going to be the things that really give you leverage? So key, back to that keep it simple. what else is important for organizations to keep in mind as they approach their digital marketing strategy?
David: I'm just going to close the door. Hold on, I have no idea why, but my wife just came home. She was at her office today. So okay. So let me ask the question again. Nope, I got it. We're good. Okay. . One of the things that I think is important to do is really be strategic about how you're spending your time. Right. And. On the wall behind me. You can't see it because this is an audio podcast, but I have a board. And on that board is our content calendar for the year. And we do this with our clients. You can do it yourself. Sit down with your team with key stakeholders from your organization, spend an hour together an hour and a half. Give everybody a stack of post-it notes and just say around this idea. So we are focused on cancer, curing cancer, right? In the next minute, how many post-it notes? Can you write down topic ideas for articles, right? And just sit and just pound out as many as you can. And then. Do that three, four times and have another topic idea. Do that three, four times another topic on day three, four times. And you're going to find within probably about 20 minutes, you're going to have 40, 50, 60 different topics. Some of them are going to overlap, right? So you take those, you throw them out who cares, right. But you've, you've spent a really short amount of time and you figured out, all right, here's all the different types of things that we can write about, or we can create videos about, or we can be featured on podcasts and talk about the great work that we do. And it really simplifies that process. So taking those post-it notes and then taking all of those. Magical DS and weeks and months that happened. So for example, like Alzheimer's awareness month, right? If, if there's content, some of those topics that tie into that, you want to put those on, on those months, on those special days that come up through the year, those awareness type of days, and then you can plot out your content for the whole year. So within a short amount of time, we're talking like an hour, hour and a half. You can have your content calendar planned the entire year. And . Things are going to come up through the year. So you take the post-its and you move them. If you want to use tech tools, you can use any Kanban board, like an air table or mural or whatever, there's tons of things out there for that. But , it's a super great process. It was really streamlined. And it makes it easy. And you don't have to think week after week or month after month about what it is. What are we going to write about this time? No, you have it already done. You grab it. Put that together and be done or you bring in people to help support your team. And that's like where we, where we come in, we as an agency, think of our thoughts. Think of ourselves as an extension of your marketing communication, it teams. And it's, it's, there's lots of agencies out there. There's lots of freelancers out there, whether it's copywriting design, web development strategy. Branding, whatever it happens to be that you can bring in to help.
Carol: When I was blogging on a regular basis I just kept a running list of ideas, and sometimes I'd write a bunch down and think about them. And then sometimes they would just pop up. Swimming or walking around the block and I'd add it. And then when it came to the time when I was supposed to be writing I would look at the list and sometimes I wanted to write the thing that was next on the list. And sometimes I didn't, so I just skipped and found another topic, but I did really find that not starting with that blank page was really, really helpful. I love that process that you described of just bringing a group of people and it is amazing how quickly you can generate. More than you could possibly even cover. you feel like you start with, oh my God, what are we going to talk about then having a list of 50 things and you're, you're good to go. And then, then doing that planning. That's awesome.
at the end of each episode, I like to play a game where I ask each guest one random icebreaker question. What is one activity that you enjoy so much that it really makes you lose track of time?
David: Do you love doing so
Carol: much when you get into that state of flow?
David: Low. . The state of flow is super awesome. Right? Once you can focus and you're just sitting there working with it, and then all of a sudden it's two hours later. You're like, where did that time just go for me? With regards to the business side of things, that state of flow happens when I'm sitting down and really working on strategy and in. Problem solving, like trying to figure out all right, here's the, here's the issue. Here's what we need to do. What is it that can be done to work around that, but then going from that to actually doing it and jumping in and going, okay, we want to build out this new thing. So for us, here's a great example. We want to have better communication with our clients. We want to impact more and give them more education and more awareness about the work as we're working through the project. So we created what we call the hub for our. And so every client has a page. They can go in, they can see a Gantt chart of the projects, live project status and whatever. And when I had this idea, I was like, all right, let's just make this happen. And then like three hours later, I had the first template put together. And it was like, where did, where did all that time? Just go.
Carol: What are you excited about? What's coming up next for you and your work?
David: It's interesting. We've got a few really great projects on the go right now. We're excited to move forward with them. We had a couple of meetings this morning already with them and we heard that the senior executive leadership loves the work that we've done. So that's super awesome and exciting in terms of our agency and where things are going, we're like dabbling. And taking a look at a metaverse in terms of like, what does this actually really mean? How can nonprofits and charities leverage this? We're also taking a look at crypto. So cryptocurrency and NFTs are non-fungible tokens. You've probably heard about this in the news a bit with artwork and there's like 14 year olds that have made over $10 million selling their like whale artwork, essentially. And what are some ways that nonprofits might be able to leverage that newer technology and get ahead of the curve on it, typically what we see as you've got like big business and then you have the education sector. And then lagging behind education is like the nonprofit world. Let's leapfrog that a bit and help them be current as things are happening in the news.
Carol: That's awesome. I appreciate all the education that you do for folks and I'm helping them. . Not, not always being one step behind, so that's awesome. Appreciate it. Well, thank you so much. It was great talking with you today.
David: Thank you so much, Carol.
Carol: I appreciated what David said about some of the very basic things that can easily be fixed on websites that they audit. The first being look and feel – does your website still look like someone should be looking at it via AOL in the 90s? The DIY website hosting and creation services such as Squarespace, Wix and Weebly – all have built in templates that make it easy for you to have an up to date looking website and have it be mobile friendly – all without having to know how to do any of those things. And the very basic – is there information on your website about how people can get in touch with you. And then beyond the basics, I appreciated David’s points about building a relationship with people – so this will likely be beyond the website. Are you asking them to sign up for your newsletter? Do you have it set up that when they sign up they get a series of automatic emails over a period of time to educate them about your work? And then how might you start using video to tell your story. Everyone can do a video now on their smartphone. What if you were to spend 15 minutes at your next board meeting having each board member each record a 1-2 minute video about why they are involved and what excites them about the work you do. It doesn’t need to be perfect and doesn’t need to be super fancy. And if you do want to go the extra mile there are plenty of folks who can help you produce more professional looking videos for your site. Or at your next board or staff meeting take his other tip and spend 15 minutes brainstorming all the topics you could cover to create a content calendar quickly.
Thank you for listening to this episode. I really appreciate the time you spend with me and my guests. You can find out how to connect with David, his full bio, the full transcript of our conversation, as well as any links and resources mentioned during the show in the show notes at missionimpactpodcast.com/shownotes. I want to thank Isabelle Strauss-Riggs for her support in editing and production as well as April Koester of 100 Ninjas for her production support. If you enjoyed this episode, please share it on your favorite social media platform and tag us. We appreciate you helping us get the word out. And until next time, thank you for everything you do to contribute and make an impact.
I am Carol Hamilton, nonprofit consultant and podcast host. My passion is helping organizations cultivate healthy, inclusive cultures that live their values, fostering learning, creativity and results. Find me at Grace Social Sector Consulting and download free resources.
Grace Social Sector Consulting, LLC, owns the copyright in and to all content in and transcripts of the Mission: Impact podcast, with all rights reserved, including right of publicity.