{"version":"1.0.0","segments":[{"speaker":"Julia Campbell","startTime":2.669,"endTime":5.789,"body":"Hello, and"},{"speaker":"Julia Campbell","startTime":2.669,"endTime":5.789,"body":"welcome to nonprofit Nation. I'm"},{"speaker":"Julia Campbell","startTime":5.789,"endTime":8.729,"body":"your host, Julia Campbell. And"},{"speaker":"Julia Campbell","startTime":5.789,"endTime":8.729,"body":"I'm going to sit down with"},{"speaker":"Julia Campbell","startTime":8.729,"endTime":13.049,"body":"nonprofit industry experts,"},{"speaker":"Julia Campbell","startTime":8.729,"endTime":13.049,"body":"fundraisers, marketers, and"},{"speaker":"Julia Campbell","startTime":13.049,"endTime":17.159,"body":"everyone in between to get real"},{"speaker":"Julia Campbell","startTime":13.049,"endTime":17.159,"body":"and discuss what it takes to"},{"speaker":"Julia Campbell","startTime":17.159,"endTime":21.329,"body":"build that movement that you've"},{"speaker":"Julia Campbell","startTime":17.159,"endTime":21.329,"body":"been dreaming of. I created the"},{"speaker":"Julia Campbell","startTime":21.329,"endTime":24.839,"body":"nonprofit nation podcast to"},{"speaker":"Julia Campbell","startTime":21.329,"endTime":24.839,"body":"share practical wisdom and"},{"speaker":"Julia Campbell","startTime":24.839,"endTime":28.649,"body":"strategies to help you"},{"speaker":"Julia Campbell","startTime":24.839,"endTime":28.649,"body":"confidently Find Your Voice."},{"speaker":"Julia Campbell","startTime":28.829,"endTime":32.639,"body":"Definitively grow your audience"},{"speaker":"Julia Campbell","startTime":28.829,"endTime":32.639,"body":"and effectively build your"},{"speaker":"Julia Campbell","startTime":32.639,"endTime":36.179,"body":"movement. If you're a nonprofit"},{"speaker":"Julia Campbell","startTime":32.639,"endTime":36.179,"body":"newbie, or an experienced"},{"speaker":"Julia Campbell","startTime":36.179,"endTime":39.689,"body":"professional, who's looking to"},{"speaker":"Julia Campbell","startTime":36.179,"endTime":39.689,"body":"get more visibility, reach more"},{"speaker":"Julia Campbell","startTime":39.689,"endTime":43.619,"body":"people and create even more"},{"speaker":"Julia Campbell","startTime":39.689,"endTime":43.619,"body":"impact, then you're in the right"},{"speaker":"Julia Campbell","startTime":43.649,"endTime":45.419,"body":"place. Let's get started."},{"speaker":"Julia Campbell","startTime":51.479,"endTime":54.509,"body":"Alright, hello, everyone."},{"speaker":"Julia Campbell","startTime":51.479,"endTime":54.509,"body":"Welcome back to nonprofit"},{"speaker":"Julia Campbell","startTime":54.509,"endTime":59.879,"body":"nation. This is your host, Julia"},{"speaker":"Julia Campbell","startTime":54.509,"endTime":59.879,"body":"Campbell. And today I am here"},{"speaker":"Julia Campbell","startTime":59.909,"endTime":64.739,"body":"with some mean poke off of"},{"speaker":"Julia Campbell","startTime":59.909,"endTime":64.739,"body":"Holwell. Sameen is a creative"},{"speaker":"Julia Campbell","startTime":64.739,"endTime":69.989,"body":"storyteller at heart and a data"},{"speaker":"Julia Campbell","startTime":64.739,"endTime":69.989,"body":"analyst by training. She helps"},{"speaker":"Julia Campbell","startTime":69.989,"endTime":73.139,"body":"mission oriented businesses and"},{"speaker":"Julia Campbell","startTime":69.989,"endTime":73.139,"body":"organizations increase their"},{"speaker":"Julia Campbell","startTime":73.139,"endTime":77.759,"body":"impact through data driven"},{"speaker":"Julia Campbell","startTime":73.139,"endTime":77.759,"body":"strategy. And since starting at"},{"speaker":"Julia Campbell","startTime":77.759,"endTime":82.019,"body":"Holwell, she's helped clients"},{"speaker":"Julia Campbell","startTime":77.759,"endTime":82.019,"body":"like NYC Health and Hospitals,"},{"speaker":"Julia Campbell","startTime":82.019,"endTime":85.859,"body":"media justice, scratch"},{"speaker":"Julia Campbell","startTime":82.019,"endTime":85.859,"body":"Foundation, Mid America"},{"speaker":"Julia Campbell","startTime":85.859,"endTime":89.579,"body":"transplant Compassion and"},{"speaker":"Julia Campbell","startTime":85.859,"endTime":89.579,"body":"Choices, counseling in schools,"},{"speaker":"Julia Campbell","startTime":89.879,"endTime":93.689,"body":"and the Lung Cancer Foundation"},{"speaker":"Julia Campbell","startTime":89.879,"endTime":93.689,"body":"of America develop insight from"},{"speaker":"Julia Campbell","startTime":93.689,"endTime":97.919,"body":"their data and improve their"},{"speaker":"Julia Campbell","startTime":93.689,"endTime":97.919,"body":"digital strategy. And I think"},{"speaker":"Julia Campbell","startTime":97.919,"endTime":101.099,"body":"this is so interesting, because"},{"speaker":"Julia Campbell","startTime":97.919,"endTime":101.099,"body":"before joining Whole Whale,"},{"speaker":"Julia Campbell","startTime":101.219,"endTime":105.119,"body":"Simeon worked as a documentary"},{"speaker":"Julia Campbell","startTime":101.219,"endTime":105.119,"body":"film editor, and a producer,"},{"speaker":"Julia Campbell","startTime":105.389,"endTime":109.169,"body":"with works screening at the"},{"speaker":"Julia Campbell","startTime":105.389,"endTime":109.169,"body":"Tribeca Film Festival, and on"},{"speaker":"Julia Campbell","startTime":109.169,"endTime":114.179,"body":"HBO, Vice News Tonight, BBC"},{"speaker":"Julia Campbell","startTime":109.169,"endTime":114.179,"body":"World services and the history"},{"speaker":"Julia Campbell","startTime":114.179,"endTime":118.199,"body":"channel that is really, really"},{"speaker":"Julia Campbell","startTime":114.179,"endTime":118.199,"body":"cool. So you're definitely a"},{"speaker":"Julia Campbell","startTime":118.199,"endTime":121.199,"body":"storyteller at heart. Welcome to"},{"speaker":"Julia Campbell","startTime":118.199,"endTime":121.199,"body":"nonprofit nation."},{"speaker":"Samin Pogoff","startTime":121.38,"endTime":123.78,"body":"Thank you. I'm"},{"speaker":"Samin Pogoff","startTime":121.38,"endTime":123.78,"body":"very excited to be here. And"},{"speaker":"Samin Pogoff","startTime":123.78,"endTime":125.49,"body":"thank you for having me. Yeah,"},{"speaker":"Julia Campbell","startTime":125.49,"endTime":126.81,"body":"so we'll"},{"speaker":"Julia Campbell","startTime":125.49,"endTime":126.81,"body":"definitely I want to talk about"},{"speaker":"Julia Campbell","startTime":126.81,"endTime":131.22,"body":"the documentaries. But I know"},{"speaker":"Julia Campbell","startTime":126.81,"endTime":131.22,"body":"you are a senior strategist at"},{"speaker":"Julia Campbell","startTime":131.22,"endTime":134.52,"body":"Holwell. So tell me a little bit"},{"speaker":"Julia Campbell","startTime":131.22,"endTime":134.52,"body":"about what you do, how you got"},{"speaker":"Julia Campbell","startTime":134.52,"endTime":137.31,"body":"started, and the work you do to"},{"speaker":"Julia Campbell","startTime":134.52,"endTime":137.31,"body":"help nonprofits?"},{"speaker":"Samin Pogoff","startTime":137.52,"endTime":141.21,"body":"Absolutely. Well,"},{"speaker":"Samin Pogoff","startTime":137.52,"endTime":141.21,"body":"Holwell is a B Corp digital"},{"speaker":"Samin Pogoff","startTime":141.21,"endTime":145.74,"body":"agency that leverages data and"},{"speaker":"Samin Pogoff","startTime":141.21,"endTime":145.74,"body":"tech to increase the impact of"},{"speaker":"Samin Pogoff","startTime":145.86,"endTime":149.46,"body":"social impact organizations and"},{"speaker":"Samin Pogoff","startTime":145.86,"endTime":149.46,"body":"for good companies. We provide"},{"speaker":"Samin Pogoff","startTime":149.46,"endTime":153.42,"body":"analytics, content, marketing,"},{"speaker":"Samin Pogoff","startTime":149.46,"endTime":153.42,"body":"advertising services, as well as"},{"speaker":"Samin Pogoff","startTime":153.48,"endTime":157.2,"body":"fundraising email, and a whole"},{"speaker":"Samin Pogoff","startTime":153.48,"endTime":157.2,"body":"bunch of other marketing"},{"speaker":"Samin Pogoff","startTime":157.38,"endTime":161.28,"body":"services. And what I do here is,"},{"speaker":"Samin Pogoff","startTime":157.38,"endTime":161.28,"body":"as you said, I'm a senior"},{"speaker":"Samin Pogoff","startTime":161.28,"endTime":166.71,"body":"strategist, I work with our"},{"speaker":"Samin Pogoff","startTime":161.28,"endTime":166.71,"body":"wonderful clients to help them"},{"speaker":"Samin Pogoff","startTime":166.92,"endTime":171.48,"body":"really get familiar and"},{"speaker":"Samin Pogoff","startTime":166.92,"endTime":171.48,"body":"comfortable with data, define"},{"speaker":"Samin Pogoff","startTime":171.48,"endTime":175.35,"body":"their goals, define what are the"},{"speaker":"Samin Pogoff","startTime":171.48,"endTime":175.35,"body":"metrics that really matter to"},{"speaker":"Samin Pogoff","startTime":175.35,"endTime":178.86,"body":"them, that they should track."},{"speaker":"Samin Pogoff","startTime":175.35,"endTime":178.86,"body":"And that could include, you"},{"speaker":"Samin Pogoff","startTime":178.86,"endTime":182.85,"body":"know, working on the reporting,"},{"speaker":"Samin Pogoff","startTime":178.86,"endTime":182.85,"body":"and drawing strategies from"},{"speaker":"Samin Pogoff","startTime":183.03,"endTime":188.4,"body":"their data. So that's what I do"},{"speaker":"Samin Pogoff","startTime":183.03,"endTime":188.4,"body":"here. And I very much like it"},{"speaker":"Samin Pogoff","startTime":188.46,"endTime":193.17,"body":"over here, because mostly, our"},{"speaker":"Samin Pogoff","startTime":188.46,"endTime":193.17,"body":"clients are really doing amazing"},{"speaker":"Samin Pogoff","startTime":193.41,"endTime":194.4,"body":"work in the world."},{"speaker":"Julia Campbell","startTime":194.61,"endTime":196.98,"body":"I think it's"},{"speaker":"Julia Campbell","startTime":194.61,"endTime":196.98,"body":"fantastic. I'm just such a fan"},{"speaker":"Julia Campbell","startTime":196.98,"endTime":200.82,"body":"of Holwell, I still use the"},{"speaker":"Julia Campbell","startTime":196.98,"endTime":200.82,"body":"Google Analytics dashboard. Oh,"},{"speaker":"Julia Campbell","startTime":200.82,"endTime":206.55,"body":"that's created. So I do I still"},{"speaker":"Julia Campbell","startTime":200.82,"endTime":206.55,"body":"use it. And I recommend it to"},{"speaker":"Julia Campbell","startTime":206.55,"endTime":209.04,"body":"all my clients. I know there's a"},{"speaker":"Julia Campbell","startTime":206.55,"endTime":209.04,"body":"lot of resources, and we'll talk"},{"speaker":"Julia Campbell","startTime":209.04,"endTime":213.54,"body":"about them in a little bit. But"},{"speaker":"Julia Campbell","startTime":209.04,"endTime":213.54,"body":"today, I want to talk about the"},{"speaker":"Julia Campbell","startTime":213.57,"endTime":218.13,"body":"recently released nonprofit"},{"speaker":"Julia Campbell","startTime":213.57,"endTime":218.13,"body":"advertising benchmark study."},{"speaker":"Julia Campbell","startTime":218.28,"endTime":222.18,"body":"Because I definitely think that"},{"speaker":"Julia Campbell","startTime":218.28,"endTime":222.18,"body":"spending money investing in"},{"speaker":"Julia Campbell","startTime":222.18,"endTime":226.14,"body":"advertising is something that"},{"speaker":"Julia Campbell","startTime":222.18,"endTime":226.14,"body":"maybe is a little foreign, to"},{"speaker":"Julia Campbell","startTime":226.14,"endTime":228.75,"body":"nonprofits, especially smaller"},{"speaker":"Julia Campbell","startTime":226.14,"endTime":228.75,"body":"organizations, they don't know"},{"speaker":"Julia Campbell","startTime":228.75,"endTime":232.38,"body":"how to go about it. So I'm"},{"speaker":"Julia Campbell","startTime":228.75,"endTime":232.38,"body":"interested to know more about"},{"speaker":"Julia Campbell","startTime":232.41,"endTime":236.85,"body":"sort of the reasoning behind"},{"speaker":"Julia Campbell","startTime":232.41,"endTime":236.85,"body":"conducting this study and how"},{"speaker":"Julia Campbell","startTime":236.88,"endTime":238.05,"body":"you went about it."},{"speaker":"Samin Pogoff","startTime":238.47,"endTime":240.42,"body":"I mean, it's"},{"speaker":"Samin Pogoff","startTime":238.47,"endTime":240.42,"body":"exactly what you mentioned that"},{"speaker":"Samin Pogoff","startTime":240.42,"endTime":243.03,"body":"a lot of organizations, when"},{"speaker":"Samin Pogoff","startTime":240.42,"endTime":243.03,"body":"they start thinking about"},{"speaker":"Samin Pogoff","startTime":243.06,"endTime":246.12,"body":"advertising and their"},{"speaker":"Samin Pogoff","startTime":243.06,"endTime":246.12,"body":"advertising budget, don't know"},{"speaker":"Samin Pogoff","startTime":246.12,"endTime":248.79,"body":"where to start, they get"},{"speaker":"Samin Pogoff","startTime":246.12,"endTime":248.79,"body":"overwhelmed. And our goal in the"},{"speaker":"Samin Pogoff","startTime":248.79,"endTime":252.69,"body":"study is to give a better answer"},{"speaker":"Samin Pogoff","startTime":248.79,"endTime":252.69,"body":"to some of their typical"},{"speaker":"Samin Pogoff","startTime":252.69,"endTime":256.02,"body":"questions about their"},{"speaker":"Samin Pogoff","startTime":252.69,"endTime":256.02,"body":"advertising budget, like whether"},{"speaker":"Samin Pogoff","startTime":256.02,"endTime":259.35,"body":"they should spend at all or not,"},{"speaker":"Samin Pogoff","startTime":256.02,"endTime":259.35,"body":"or how much they should spend."},{"speaker":"Samin Pogoff","startTime":259.74,"endTime":263.73,"body":"And the goal here is to really"},{"speaker":"Samin Pogoff","startTime":259.74,"endTime":263.73,"body":"go beyond the cliche answer that"},{"speaker":"Samin Pogoff","startTime":263.73,"endTime":268.71,"body":"it depends. go a bit deeper than"},{"speaker":"Samin Pogoff","startTime":263.73,"endTime":268.71,"body":"that. So what we did is that we"},{"speaker":"Samin Pogoff","startTime":269.07,"endTime":272.25,"body":"partnered with cause IQ that I'm"},{"speaker":"Samin Pogoff","startTime":269.07,"endTime":272.25,"body":"sure a lot of your listeners are"},{"speaker":"Samin Pogoff","startTime":272.25,"endTime":275.79,"body":"familiar with the leading"},{"speaker":"Samin Pogoff","startTime":272.25,"endTime":275.79,"body":"nonprofit data platform. And we"},{"speaker":"Samin Pogoff","startTime":275.79,"endTime":282.39,"body":"conducted this research on data"},{"speaker":"Samin Pogoff","startTime":275.79,"endTime":282.39,"body":"from over 7000 us nonprofits 501"},{"speaker":"Samin Pogoff","startTime":282.39,"endTime":287.73,"body":"C, three organizations to be"},{"speaker":"Samin Pogoff","startTime":282.39,"endTime":287.73,"body":"specific. And we looked at a"},{"speaker":"Samin Pogoff","startTime":287.88,"endTime":293.4,"body":"group of nonprofits that fit the"},{"speaker":"Samin Pogoff","startTime":287.88,"endTime":293.4,"body":"revenue criteria have between 1"},{"speaker":"Samin Pogoff","startTime":293.4,"endTime":296.94,"body":"million to 10 million. The data"},{"speaker":"Samin Pogoff","startTime":293.4,"endTime":296.94,"body":"that we looked at was from their"},{"speaker":"Samin Pogoff","startTime":296.94,"endTime":302.49,"body":"form 990s from 2018 2019. filed"},{"speaker":"Samin Pogoff","startTime":296.94,"endTime":302.49,"body":"in 2020. Because, as we know,"},{"speaker":"Samin Pogoff","startTime":302.49,"endTime":307.8,"body":"2020 was anything by the typical"},{"speaker":"Samin Pogoff","startTime":302.49,"endTime":307.8,"body":"here. And we wanted to create a"},{"speaker":"Samin Pogoff","startTime":307.8,"endTime":310.59,"body":"large enough sample size to"},{"speaker":"Samin Pogoff","startTime":307.8,"endTime":310.59,"body":"answer questions about"},{"speaker":"Samin Pogoff","startTime":310.59,"endTime":314.7,"body":"advertising size for nonprofits"},{"speaker":"Samin Pogoff","startTime":310.59,"endTime":314.7,"body":"that rely on common funding"},{"speaker":"Samin Pogoff","startTime":314.7,"endTime":320.28,"body":"methods. So this study"},{"speaker":"Samin Pogoff","startTime":314.7,"endTime":320.28,"body":"represents a full population of"},{"speaker":"Samin Pogoff","startTime":320.28,"endTime":324.24,"body":"nonprofits that fit the criteria"},{"speaker":"Samin Pogoff","startTime":320.28,"endTime":324.24,"body":"that I just mentioned, we did"},{"speaker":"Samin Pogoff","startTime":324.24,"endTime":327.54,"body":"remove some organizations like"},{"speaker":"Samin Pogoff","startTime":324.24,"endTime":327.54,"body":"chapter organizations,"},{"speaker":"Samin Pogoff","startTime":327.54,"endTime":332.16,"body":"childcare, educational"},{"speaker":"Samin Pogoff","startTime":327.54,"endTime":332.16,"body":"institutions, hospitals and"},{"speaker":"Samin Pogoff","startTime":332.31,"endTime":336.3,"body":"organizations with no employees,"},{"speaker":"Samin Pogoff","startTime":332.31,"endTime":336.3,"body":"because those often have"},{"speaker":"Samin Pogoff","startTime":336.3,"endTime":339.72,"body":"different revenue generating and"},{"speaker":"Samin Pogoff","startTime":336.3,"endTime":339.72,"body":"operate operating structures."},{"speaker":"Samin Pogoff","startTime":340.35,"endTime":341.25,"body":"That's fantastic."},{"speaker":"Julia Campbell","startTime":341.4,"endTime":343.89,"body":"What I found"},{"speaker":"Julia Campbell","startTime":341.4,"endTime":343.89,"body":"interesting, while also what I"},{"speaker":"Julia Campbell","startTime":343.89,"endTime":347.94,"body":"loved about the answer to the"},{"speaker":"Julia Campbell","startTime":343.89,"endTime":347.94,"body":"question, should organizations"},{"speaker":"Julia Campbell","startTime":347.94,"endTime":353.34,"body":"invest in advertising was the"},{"speaker":"Julia Campbell","startTime":347.94,"endTime":353.34,"body":"answer 42? Because if you're a"},{"speaker":"Julia Campbell","startTime":353.34,"endTime":356.28,"body":"nerd, you know what that means."},{"speaker":"Julia Campbell","startTime":353.34,"endTime":356.28,"body":"That Hitchhiker's Guide to the"},{"speaker":"Julia Campbell","startTime":356.28,"endTime":357.09,"body":"Galaxy, right?"},{"speaker":"Samin Pogoff","startTime":357.21,"endTime":359.76,"body":"Yes. And that is"},{"speaker":"Samin Pogoff","startTime":357.21,"endTime":359.76,"body":"basically the answer to"},{"speaker":"Samin Pogoff","startTime":359.76,"endTime":362.88,"body":"everything in the universe is"},{"speaker":"Samin Pogoff","startTime":359.76,"endTime":362.88,"body":"number 42. Because exactly,"},{"speaker":"Julia Campbell","startTime":362.88,"endTime":365.82,"body":"I love that. I"},{"speaker":"Julia Campbell","startTime":362.88,"endTime":365.82,"body":"thought that was hilarious. And"},{"speaker":"Julia Campbell","startTime":366.09,"endTime":369.48,"body":"I have a question for you."},{"speaker":"Julia Campbell","startTime":366.09,"endTime":369.48,"body":"Should organizations invest in"},{"speaker":"Julia Campbell","startTime":369.48,"endTime":372.42,"body":"advertising? What do you say to"},{"speaker":"Julia Campbell","startTime":369.48,"endTime":372.42,"body":"nonprofits that, that come to"},{"speaker":"Julia Campbell","startTime":372.42,"endTime":374.7,"body":"you and ask that question? And I"},{"speaker":"Julia Campbell","startTime":372.42,"endTime":374.7,"body":"get asked that question a lot."},{"speaker":"Samin Pogoff","startTime":375.24,"endTime":377.82,"body":"Yeah. And we do as"},{"speaker":"Samin Pogoff","startTime":375.24,"endTime":377.82,"body":"well. And that's basically why"},{"speaker":"Samin Pogoff","startTime":377.82,"endTime":381.0,"body":"we did this study. So when"},{"speaker":"Samin Pogoff","startTime":377.82,"endTime":381.0,"body":"organizations are trying to"},{"speaker":"Samin Pogoff","startTime":381.0,"endTime":383.79,"body":"figure out the answer, whether"},{"speaker":"Samin Pogoff","startTime":381.0,"endTime":383.79,"body":"they should spend money on"},{"speaker":"Samin Pogoff","startTime":383.79,"endTime":387.54,"body":"advertising or not, they often"},{"speaker":"Samin Pogoff","startTime":383.79,"endTime":387.54,"body":"want to know whether other"},{"speaker":"Samin Pogoff","startTime":387.54,"endTime":390.78,"body":"organizations that are like them"},{"speaker":"Samin Pogoff","startTime":387.54,"endTime":390.78,"body":"in terms of the size in terms of"},{"speaker":"Samin Pogoff","startTime":390.78,"endTime":394.41,"body":"the mission spend online, right?"},{"speaker":"Samin Pogoff","startTime":390.78,"endTime":394.41,"body":"So that's exactly what we looked"},{"speaker":"Samin Pogoff","startTime":394.41,"endTime":399.87,"body":"at to see among the 7107"},{"speaker":"Samin Pogoff","startTime":394.41,"endTime":399.87,"body":"organization, what percentage of"},{"speaker":"Samin Pogoff","startTime":399.87,"endTime":405.54,"body":"them do or do not spend? And the"},{"speaker":"Samin Pogoff","startTime":399.87,"endTime":405.54,"body":"answer is that 60% have recorded"},{"speaker":"Samin Pogoff","startTime":405.72,"endTime":411.03,"body":"advertising as an expense in the"},{"speaker":"Samin Pogoff","startTime":405.72,"endTime":411.03,"body":"form 990s. And most of the"},{"speaker":"Samin Pogoff","startTime":411.03,"endTime":414.57,"body":"organizations in that revenue"},{"speaker":"Samin Pogoff","startTime":411.03,"endTime":414.57,"body":"rent do have an advertising"},{"speaker":"Samin Pogoff","startTime":414.57,"endTime":418.5,"body":"expense, and this number is"},{"speaker":"Samin Pogoff","startTime":414.57,"endTime":418.5,"body":"growing. So if you at the very"},{"speaker":"Samin Pogoff","startTime":418.5,"endTime":422.16,"body":"least want to start from a place"},{"speaker":"Samin Pogoff","startTime":418.5,"endTime":422.16,"body":"of being, you know, competing"},{"speaker":"Samin Pogoff","startTime":422.16,"endTime":426.6,"body":"with other organizations, or"},{"speaker":"Samin Pogoff","startTime":422.16,"endTime":426.6,"body":"matching the behavior of other"},{"speaker":"Samin Pogoff","startTime":426.6,"endTime":430.17,"body":"organizations, similar to yours,"},{"speaker":"Samin Pogoff","startTime":426.6,"endTime":430.17,"body":"that is a good place to start."},{"speaker":"Julia Campbell","startTime":430.65,"endTime":432.78,"body":"Exactly. And"},{"speaker":"Julia Campbell","startTime":430.65,"endTime":432.78,"body":"when we talk about advertising,"},{"speaker":"Julia Campbell","startTime":432.78,"endTime":436.02,"body":"what specifically do we do we"},{"speaker":"Julia Campbell","startTime":432.78,"endTime":436.02,"body":"mean, what it was covered in the"},{"speaker":"Julia Campbell","startTime":436.02,"endTime":438.54,"body":"benchmark study, this"},{"speaker":"Julia Campbell","startTime":436.02,"endTime":438.54,"body":"advertising,"},{"speaker":"Samin Pogoff","startTime":438.81,"endTime":442.26,"body":"the budget line in"},{"speaker":"Samin Pogoff","startTime":438.81,"endTime":442.26,"body":"form 990, doesn't specify what"},{"speaker":"Samin Pogoff","startTime":442.26,"endTime":446.49,"body":"form of advertising but in our,"},{"speaker":"Samin Pogoff","startTime":442.26,"endTime":446.49,"body":"you know, interactions with our"},{"speaker":"Samin Pogoff","startTime":446.49,"endTime":451.2,"body":"clients, we can really say that"},{"speaker":"Samin Pogoff","startTime":446.49,"endTime":451.2,"body":"this breaks over all advertising"},{"speaker":"Samin Pogoff","startTime":451.2,"endTime":455.94,"body":"channels, from social media,"},{"speaker":"Samin Pogoff","startTime":451.2,"endTime":455.94,"body":"obviously, to Google ads to"},{"speaker":"Samin Pogoff","startTime":456.21,"endTime":459.0,"body":"email marketing, all of that"},{"speaker":"Samin Pogoff","startTime":456.21,"endTime":459.0,"body":"could fall under this category."},{"speaker":"Samin Pogoff","startTime":459.0,"endTime":464.34,"body":"And organizations can And I will"},{"speaker":"Samin Pogoff","startTime":459.0,"endTime":464.34,"body":"share more insight on where this"},{"speaker":"Samin Pogoff","startTime":464.34,"endTime":468.99,"body":"money could potentially go. But"},{"speaker":"Samin Pogoff","startTime":464.34,"endTime":468.99,"body":"organizations can really think"},{"speaker":"Samin Pogoff","startTime":468.99,"endTime":471.21,"body":"about their strategies and like,"},{"speaker":"Samin Pogoff","startTime":468.99,"endTime":471.21,"body":"think about the breakdown of"},{"speaker":"Samin Pogoff","startTime":471.21,"endTime":474.45,"body":"this budget, based on their own"},{"speaker":"Samin Pogoff","startTime":471.21,"endTime":474.45,"body":"data, which is my favorite thing"},{"speaker":"Samin Pogoff","startTime":474.45,"endTime":474.75,"body":"to do."},{"speaker":"Julia Campbell","startTime":475.26,"endTime":480.54,"body":"Mm hmm. I love"},{"speaker":"Julia Campbell","startTime":475.26,"endTime":480.54,"body":"that it's very based on data."},{"speaker":"Julia Campbell","startTime":480.66,"endTime":484.38,"body":"And I know that a lot of my"},{"speaker":"Julia Campbell","startTime":480.66,"endTime":484.38,"body":"clients, they have this question"},{"speaker":"Julia Campbell","startTime":484.38,"endTime":487.71,"body":"as well, what to other"},{"speaker":"Julia Campbell","startTime":484.38,"endTime":487.71,"body":"organizations do what do other"},{"speaker":"Julia Campbell","startTime":487.71,"endTime":492.6,"body":"nonprofits in my same cause area"},{"speaker":"Julia Campbell","startTime":487.71,"endTime":492.6,"body":"do in my same budget area? How"},{"speaker":"Julia Campbell","startTime":492.6,"endTime":495.06,"body":"much are they spending? How much"},{"speaker":"Julia Campbell","startTime":492.6,"endTime":495.06,"body":"are they posting? How much are"},{"speaker":"Julia Campbell","startTime":495.06,"endTime":500.82,"body":"they investing? So I think the"},{"speaker":"Julia Campbell","startTime":495.06,"endTime":500.82,"body":"second question is, how much"},{"speaker":"Julia Campbell","startTime":500.88,"endTime":504.21,"body":"should nonprofits spend on"},{"speaker":"Julia Campbell","startTime":500.88,"endTime":504.21,"body":"advertising?"},{"speaker":"Samin Pogoff","startTime":504.6,"endTime":508.11,"body":"So in terms of how"},{"speaker":"Samin Pogoff","startTime":504.6,"endTime":508.11,"body":"much they should spend one way"},{"speaker":"Samin Pogoff","startTime":508.11,"endTime":511.41,"body":"to approach the answer is, of"},{"speaker":"Samin Pogoff","startTime":508.11,"endTime":511.41,"body":"course, to start with a sample"},{"speaker":"Samin Pogoff","startTime":511.41,"endTime":514.98,"body":"budget that matches the current"},{"speaker":"Samin Pogoff","startTime":511.41,"endTime":514.98,"body":"mean spend of other"},{"speaker":"Samin Pogoff","startTime":514.98,"endTime":518.49,"body":"organizations that somewhat"},{"speaker":"Samin Pogoff","startTime":514.98,"endTime":518.49,"body":"match yours. And what we found"},{"speaker":"Samin Pogoff","startTime":518.49,"endTime":522.6,"body":"in this study is that there is"},{"speaker":"Samin Pogoff","startTime":518.49,"endTime":522.6,"body":"actually a simple ratio of ad"},{"speaker":"Samin Pogoff","startTime":522.6,"endTime":526.23,"body":"spend to revenue that can"},{"speaker":"Samin Pogoff","startTime":522.6,"endTime":526.23,"body":"determine the size of the spend."},{"speaker":"Samin Pogoff","startTime":526.77,"endTime":530.64,"body":"When you look at the ad spend of"},{"speaker":"Samin Pogoff","startTime":526.77,"endTime":530.64,"body":"organizations that did record"},{"speaker":"Samin Pogoff","startTime":531.18,"endTime":534.09,"body":"money being spent on"},{"speaker":"Samin Pogoff","startTime":531.18,"endTime":534.09,"body":"advertising, you see that the"},{"speaker":"Samin Pogoff","startTime":534.09,"endTime":537.93,"body":"median, or the midpoint of"},{"speaker":"Samin Pogoff","startTime":534.09,"endTime":537.93,"body":"advertising spent is actually"},{"speaker":"Samin Pogoff","startTime":537.93,"endTime":543.54,"body":"around $12,000, or $1,000 per"},{"speaker":"Samin Pogoff","startTime":537.93,"endTime":543.54,"body":"month, and the ratio of average"},{"speaker":"Samin Pogoff","startTime":543.57,"endTime":548.73,"body":"ad spend to average revenue is"},{"speaker":"Samin Pogoff","startTime":543.57,"endTime":548.73,"body":"at about 1.4%. The ratio of"},{"speaker":"Samin Pogoff","startTime":548.73,"endTime":553.47,"body":"median ad spend to median"},{"speaker":"Samin Pogoff","startTime":548.73,"endTime":553.47,"body":"revenue is point 5%. Now, before"},{"speaker":"Samin Pogoff","startTime":553.47,"endTime":556.29,"body":"we get lost in all these numbers"},{"speaker":"Samin Pogoff","startTime":553.47,"endTime":556.29,"body":"that I'm throwing at you, I"},{"speaker":"Samin Pogoff","startTime":556.29,"endTime":559.44,"body":"think as a rule of thumb, it is"},{"speaker":"Samin Pogoff","startTime":556.29,"endTime":559.44,"body":"better to look at the simple"},{"speaker":"Samin Pogoff","startTime":559.44,"endTime":564.18,"body":"ratio of median ad spend to"},{"speaker":"Samin Pogoff","startTime":559.44,"endTime":564.18,"body":"median revenue, because if we"},{"speaker":"Samin Pogoff","startTime":564.18,"endTime":568.62,"body":"have time, I will explain the"},{"speaker":"Samin Pogoff","startTime":564.18,"endTime":568.62,"body":"distribution of the spent is not"},{"speaker":"Samin Pogoff","startTime":568.92,"endTime":573.66,"body":"normal is kind of follows more"},{"speaker":"Samin Pogoff","startTime":568.92,"endTime":573.66,"body":"than 8020 rule, which means"},{"speaker":"Samin Pogoff","startTime":573.69,"endTime":579.3,"body":"there are a few large players in"},{"speaker":"Samin Pogoff","startTime":573.69,"endTime":579.3,"body":"each field that spend much more"},{"speaker":"Samin Pogoff","startTime":579.33,"endTime":583.14,"body":"significantly more than other"},{"speaker":"Samin Pogoff","startTime":579.33,"endTime":583.14,"body":"organizations. So median is a"},{"speaker":"Samin Pogoff","startTime":583.14,"endTime":585.81,"body":"better representative of that."},{"speaker":"Samin Pogoff","startTime":583.14,"endTime":585.81,"body":"So that is a good benchmark to"},{"speaker":"Samin Pogoff","startTime":585.81,"endTime":590.88,"body":"start with just looking at that"},{"speaker":"Samin Pogoff","startTime":585.81,"endTime":590.88,"body":"median spend, and compared to"},{"speaker":"Samin Pogoff","startTime":590.91,"endTime":592.47,"body":"the median revenue and see"},{"speaker":"Julia Campbell","startTime":592.499,"endTime":597.779,"body":"where you fall."},{"speaker":"Julia Campbell","startTime":592.499,"endTime":597.779,"body":"Okay. And for a nonprofit that"},{"speaker":"Julia Campbell","startTime":598.079,"endTime":602.729,"body":"might be looking at the study"},{"speaker":"Julia Campbell","startTime":598.079,"endTime":602.729,"body":"They're convinced maybe they"},{"speaker":"Julia Campbell","startTime":602.729,"endTime":606.119,"body":"want to invest a little bit."},{"speaker":"Julia Campbell","startTime":602.729,"endTime":606.119,"body":"Could you talk about which"},{"speaker":"Julia Campbell","startTime":606.119,"endTime":609.869,"body":"channels nonprofits are"},{"speaker":"Julia Campbell","startTime":606.119,"endTime":609.869,"body":"investing in? And maybe, maybe"},{"speaker":"Julia Campbell","startTime":609.869,"endTime":612.269,"body":"with your clients? Or maybe in"},{"speaker":"Julia Campbell","startTime":609.869,"endTime":612.269,"body":"terms of the benchmark study?"},{"speaker":"Julia Campbell","startTime":612.599,"endTime":617.189,"body":"Which channels and platforms and"},{"speaker":"Julia Campbell","startTime":612.599,"endTime":617.189,"body":"methods tend to be the most"},{"speaker":"Julia Campbell","startTime":617.219,"endTime":617.999,"body":"effective?"},{"speaker":"Samin Pogoff","startTime":618.33,"endTime":620.73,"body":"Yeah, that's a"},{"speaker":"Samin Pogoff","startTime":618.33,"endTime":620.73,"body":"very good question and really"},{"speaker":"Samin Pogoff","startTime":620.76,"endTime":625.23,"body":"comes down to each organization."},{"speaker":"Samin Pogoff","startTime":620.76,"endTime":625.23,"body":"But the trend that we're seeing"},{"speaker":"Samin Pogoff","startTime":625.23,"endTime":630.75,"body":"is that organic reach on social"},{"speaker":"Samin Pogoff","startTime":625.23,"endTime":630.75,"body":"media is declining. And that is"},{"speaker":"Samin Pogoff","startTime":630.75,"endTime":634.5,"body":"intentional, because social"},{"speaker":"Samin Pogoff","startTime":630.75,"endTime":634.5,"body":"media platforms are primarily"},{"speaker":"Samin Pogoff","startTime":634.5,"endTime":638.07,"body":"positioning themselves as"},{"speaker":"Samin Pogoff","startTime":634.5,"endTime":638.07,"body":"advertising platforms. Right,"},{"speaker":"Samin Pogoff","startTime":638.07,"endTime":639.0,"body":"exactly."},{"speaker":"Julia Campbell","startTime":639.09,"endTime":641.16,"body":"It's very"},{"speaker":"Julia Campbell","startTime":639.09,"endTime":641.16,"body":"frustrating. But yes, it is what"},{"speaker":"Julia Campbell","startTime":641.16,"endTime":641.61,"body":"it is."},{"speaker":"Samin Pogoff","startTime":642.12,"endTime":645.42,"body":"Yeah. So paid"},{"speaker":"Samin Pogoff","startTime":642.12,"endTime":645.42,"body":"social advertising is something"},{"speaker":"Samin Pogoff","startTime":645.42,"endTime":649.11,"body":"that we are seeing that has kind"},{"speaker":"Samin Pogoff","startTime":645.42,"endTime":649.11,"body":"of an upward trend. The other"},{"speaker":"Samin Pogoff","startTime":649.11,"endTime":652.53,"body":"thing that we love over here is"},{"speaker":"Samin Pogoff","startTime":649.11,"endTime":652.53,"body":"the Google Ad grant that I'm"},{"speaker":"Samin Pogoff","startTime":652.53,"endTime":655.02,"body":"sure a lot of your listeners are"},{"speaker":"Samin Pogoff","startTime":652.53,"endTime":655.02,"body":"familiar with. But that is"},{"speaker":"Samin Pogoff","startTime":655.11,"endTime":660.36,"body":"basically $10,000 of grant money"},{"speaker":"Samin Pogoff","startTime":655.11,"endTime":660.36,"body":"Google gives to nonprofits that"},{"speaker":"Samin Pogoff","startTime":660.36,"endTime":664.53,"body":"are eligible, that can get"},{"speaker":"Samin Pogoff","startTime":660.36,"endTime":664.53,"body":"nonprofits at least started with"},{"speaker":"Samin Pogoff","startTime":664.83,"endTime":667.47,"body":"expanding their reach. And then"},{"speaker":"Samin Pogoff","startTime":664.83,"endTime":667.47,"body":"of course, there's email"},{"speaker":"Samin Pogoff","startTime":667.47,"endTime":673.68,"body":"marketing, that is a permission,"},{"speaker":"Samin Pogoff","startTime":667.47,"endTime":673.68,"body":"marketing, it's much more"},{"speaker":"Samin Pogoff","startTime":673.89,"endTime":676.41,"body":"valuable when it comes to"},{"speaker":"Samin Pogoff","startTime":673.89,"endTime":676.41,"body":"sustaining your long term"},{"speaker":"Samin Pogoff","startTime":676.41,"endTime":679.59,"body":"relationships with your donor"},{"speaker":"Samin Pogoff","startTime":676.41,"endTime":679.59,"body":"base, for example. And we see"},{"speaker":"Samin Pogoff","startTime":679.74,"endTime":681.84,"body":"much higher conversion rates"},{"speaker":"Samin Pogoff","startTime":679.74,"endTime":681.84,"body":"there as well."},{"speaker":"Julia Campbell","startTime":682.26,"endTime":684.09,"body":"So just"},{"speaker":"Julia Campbell","startTime":682.26,"endTime":684.09,"body":"basically, because I'm more"},{"speaker":"Julia Campbell","startTime":684.09,"endTime":686.94,"body":"interested, I'm very interested"},{"speaker":"Julia Campbell","startTime":684.09,"endTime":686.94,"body":"in social media. That's what I"},{"speaker":"Julia Campbell","startTime":686.94,"endTime":693.48,"body":"do. That's what I teach. Our"},{"speaker":"Julia Campbell","startTime":686.94,"endTime":693.48,"body":"nonprofits trending away from"},{"speaker":"Julia Campbell","startTime":693.48,"endTime":697.08,"body":"Facebook and Instagram ads and"},{"speaker":"Julia Campbell","startTime":693.48,"endTime":697.08,"body":"into maybe LinkedIn or YouTube"},{"speaker":"Julia Campbell","startTime":697.08,"endTime":701.19,"body":"or Google or are they mostly"},{"speaker":"Julia Campbell","startTime":697.08,"endTime":701.19,"body":"staying focused on kind of the"},{"speaker":"Julia Campbell","startTime":701.19,"endTime":702.87,"body":"big major players,"},{"speaker":"Samin Pogoff","startTime":703.44,"endTime":707.1,"body":"nonprofits, like"},{"speaker":"Samin Pogoff","startTime":703.44,"endTime":707.1,"body":"any other organizations on"},{"speaker":"Samin Pogoff","startTime":707.1,"endTime":710.46,"body":"social media, mostly social"},{"speaker":"Samin Pogoff","startTime":707.1,"endTime":710.46,"body":"media that is owned by Facebook,"},{"speaker":"Samin Pogoff","startTime":710.82,"endTime":715.05,"body":"are moving away from organic,"},{"speaker":"Samin Pogoff","startTime":710.82,"endTime":715.05,"body":"because like I said, the reach"},{"speaker":"Samin Pogoff","startTime":715.08,"endTime":718.83,"body":"is quite limited. And then"},{"speaker":"Samin Pogoff","startTime":715.08,"endTime":718.83,"body":"really, depending on what it is"},{"speaker":"Samin Pogoff","startTime":718.83,"endTime":722.25,"body":"that they're trying to achieve a"},{"speaker":"Samin Pogoff","startTime":718.83,"endTime":722.25,"body":"yes, often we see some move"},{"speaker":"Samin Pogoff","startTime":722.25,"endTime":725.46,"body":"towards LinkedIn, because"},{"speaker":"Samin Pogoff","startTime":722.25,"endTime":725.46,"body":"LinkedIn might give you, you"},{"speaker":"Samin Pogoff","startTime":725.46,"endTime":730.02,"body":"know, capabilities to reach"},{"speaker":"Samin Pogoff","startTime":725.46,"endTime":730.02,"body":"really specific targeted, if"},{"speaker":"Samin Pogoff","startTime":730.02,"endTime":733.89,"body":"your services, for example, are"},{"speaker":"Samin Pogoff","startTime":730.02,"endTime":733.89,"body":"in b2b. So it gives you a little"},{"speaker":"Samin Pogoff","startTime":733.89,"endTime":737.58,"body":"bit of more freedom there. And"},{"speaker":"Samin Pogoff","startTime":733.89,"endTime":737.58,"body":"email, email is getting big,"},{"speaker":"Samin Pogoff","startTime":737.58,"endTime":742.02,"body":"especially with some of the"},{"speaker":"Samin Pogoff","startTime":737.58,"endTime":742.02,"body":"privacy changes. Email is"},{"speaker":"Samin Pogoff","startTime":742.05,"endTime":745.41,"body":"definitely one of the more"},{"speaker":"Samin Pogoff","startTime":742.05,"endTime":745.41,"body":"reliable channels, they you"},{"speaker":"Samin Pogoff","startTime":745.44,"endTime":749.1,"body":"certainly can reach a higher"},{"speaker":"Samin Pogoff","startTime":745.44,"endTime":749.1,"body":"potential audience and"},{"speaker":"Samin Pogoff","startTime":749.1,"endTime":749.73,"body":"clientele."},{"speaker":"Julia Campbell","startTime":749.94,"endTime":753.87,"body":"Do you see the"},{"speaker":"Julia Campbell","startTime":749.94,"endTime":753.87,"body":"changes in the recent iOS"},{"speaker":"Julia Campbell","startTime":753.87,"endTime":758.16,"body":"updates and privacy protections"},{"speaker":"Julia Campbell","startTime":753.87,"endTime":758.16,"body":"and data privacy trends? Do you"},{"speaker":"Julia Campbell","startTime":758.16,"endTime":762.9,"body":"see that affecting the efficacy"},{"speaker":"Julia Campbell","startTime":758.16,"endTime":762.9,"body":"of advertising in the future?"},{"speaker":"Samin Pogoff","startTime":763.47,"endTime":767.07,"body":"Yeah, absolutely."},{"speaker":"Samin Pogoff","startTime":763.47,"endTime":767.07,"body":"And agencies like us have to,"},{"speaker":"Samin Pogoff","startTime":767.76,"endTime":771.57,"body":"you know, kind of be very agile"},{"speaker":"Samin Pogoff","startTime":767.76,"endTime":771.57,"body":"reacting to those changes"},{"speaker":"Samin Pogoff","startTime":771.6,"endTime":775.5,"body":"constantly. And that is why"},{"speaker":"Samin Pogoff","startTime":771.6,"endTime":775.5,"body":"always having some backup"},{"speaker":"Samin Pogoff","startTime":775.5,"endTime":780.54,"body":"strategies like email, or Google"},{"speaker":"Samin Pogoff","startTime":775.5,"endTime":780.54,"body":"ads and stuff like that, and"},{"speaker":"Samin Pogoff","startTime":780.54,"endTime":783.57,"body":"breaking your budget into"},{"speaker":"Samin Pogoff","startTime":780.54,"endTime":783.57,"body":"multiple channels and not"},{"speaker":"Samin Pogoff","startTime":783.57,"endTime":786.24,"body":"putting all your eggs in one"},{"speaker":"Samin Pogoff","startTime":783.57,"endTime":786.24,"body":"basket, or some of the"},{"speaker":"Samin Pogoff","startTime":786.24,"endTime":789.45,"body":"strategies that you can kind of"},{"speaker":"Samin Pogoff","startTime":786.24,"endTime":789.45,"body":"find a workaround there."},{"speaker":"Julia Campbell","startTime":789.57,"endTime":792.06,"body":"Absolutely. I"},{"speaker":"Julia Campbell","startTime":789.57,"endTime":792.06,"body":"always teach that do not put all"},{"speaker":"Julia Campbell","startTime":792.06,"endTime":796.05,"body":"your eggs in any basket,"},{"speaker":"Julia Campbell","startTime":792.06,"endTime":796.05,"body":"especially like you just said,"},{"speaker":"Julia Campbell","startTime":796.05,"endTime":800.49,"body":"the organic reach basket,"},{"speaker":"Julia Campbell","startTime":796.05,"endTime":800.49,"body":"because you can't control what"},{"speaker":"Julia Campbell","startTime":800.49,"endTime":803.04,"body":"the algorithm does. You can't"},{"speaker":"Julia Campbell","startTime":800.49,"endTime":803.04,"body":"control what social media sites"},{"speaker":"Julia Campbell","startTime":803.04,"endTime":806.58,"body":"are going to do on and you also"},{"speaker":"Julia Campbell","startTime":803.04,"endTime":806.58,"body":"can't really control what Gmail"},{"speaker":"Julia Campbell","startTime":806.58,"endTime":809.61,"body":"does, and Outlook does and email"},{"speaker":"Julia Campbell","startTime":806.58,"endTime":809.61,"body":"clients do. But you have a"},{"speaker":"Julia Campbell","startTime":809.61,"endTime":813.3,"body":"little bit more control over"},{"speaker":"Julia Campbell","startTime":809.61,"endTime":813.3,"body":"that kind of thing than you do"},{"speaker":"Julia Campbell","startTime":813.3,"endTime":816.54,"body":"the social media platforms. So"},{"speaker":"Julia Campbell","startTime":813.3,"endTime":816.54,"body":"something I found interesting,"},{"speaker":"Julia Campbell","startTime":816.54,"endTime":821.25,"body":"one of the findings I really"},{"speaker":"Julia Campbell","startTime":816.54,"endTime":821.25,"body":"found interesting was that the"},{"speaker":"Julia Campbell","startTime":821.28,"endTime":825.42,"body":"benchmark report found that arts"},{"speaker":"Julia Campbell","startTime":821.28,"endTime":825.42,"body":"organizations lead the pack in"},{"speaker":"Julia Campbell","startTime":825.42,"endTime":829.86,"body":"advertising. And the lowest"},{"speaker":"Julia Campbell","startTime":825.42,"endTime":829.86,"body":"spenders, not necessarily"},{"speaker":"Julia Campbell","startTime":829.86,"endTime":835.11,"body":"surprisingly, are grantmakers,"},{"speaker":"Julia Campbell","startTime":829.86,"endTime":835.11,"body":"and giving services. So could"},{"speaker":"Julia Campbell","startTime":835.11,"endTime":837.27,"body":"you maybe talk about that talk"},{"speaker":"Julia Campbell","startTime":835.11,"endTime":837.27,"body":"about some of the more"},{"speaker":"Julia Campbell","startTime":837.27,"endTime":839.1,"body":"interesting findings in this"},{"speaker":"Julia Campbell","startTime":837.27,"endTime":839.1,"body":"report?"},{"speaker":"Samin Pogoff","startTime":839.13,"endTime":840.72,"body":"Yeah, that is"},{"speaker":"Samin Pogoff","startTime":839.13,"endTime":840.72,"body":"definitely very, very"},{"speaker":"Samin Pogoff","startTime":840.72,"endTime":845.13,"body":"interesting. So we looked at"},{"speaker":"Samin Pogoff","startTime":840.72,"endTime":845.13,"body":"these two codes, that one is"},{"speaker":"Samin Pogoff","startTime":845.13,"endTime":849.48,"body":"like in a ICS code, the other"},{"speaker":"Samin Pogoff","startTime":845.13,"endTime":849.48,"body":"one and Te codes. But without"},{"speaker":"Samin Pogoff","startTime":849.48,"endTime":851.34,"body":"getting too technical."},{"speaker":"Samin Pogoff","startTime":849.48,"endTime":851.34,"body":"Basically, they put"},{"speaker":"Samin Pogoff","startTime":851.37,"endTime":855.06,"body":"organizations in larger"},{"speaker":"Samin Pogoff","startTime":851.37,"endTime":855.06,"body":"categories based on their cause"},{"speaker":"Samin Pogoff","startTime":855.06,"endTime":859.44,"body":"vertical, right. And what we"},{"speaker":"Samin Pogoff","startTime":855.06,"endTime":859.44,"body":"found out is that when you look"},{"speaker":"Samin Pogoff","startTime":859.44,"endTime":862.11,"body":"at these buckets, you see that"},{"speaker":"Samin Pogoff","startTime":859.44,"endTime":862.11,"body":"performing art companies that"},{"speaker":"Samin Pogoff","startTime":862.11,"endTime":867.06,"body":"include theater, dance musical"},{"speaker":"Samin Pogoff","startTime":862.11,"endTime":867.06,"body":"groups have a median spend of"},{"speaker":"Samin Pogoff","startTime":867.09,"endTime":874.68,"body":"over $53,000. And a second group"},{"speaker":"Samin Pogoff","startTime":867.09,"endTime":874.68,"body":"in terms of the median spend is"},{"speaker":"Samin Pogoff","startTime":874.71,"endTime":878.46,"body":"the promoters of performing arts"},{"speaker":"Samin Pogoff","startTime":874.71,"endTime":878.46,"body":"and sports and seminar events"},{"speaker":"Samin Pogoff","startTime":878.49,"endTime":883.5,"body":"with a median spend of over"},{"speaker":"Samin Pogoff","startTime":878.49,"endTime":883.5,"body":"$49,000. This is quite"},{"speaker":"Samin Pogoff","startTime":883.5,"endTime":887.19,"body":"interesting. When you look at"},{"speaker":"Samin Pogoff","startTime":883.5,"endTime":887.19,"body":"the likelihood of these"},{"speaker":"Samin Pogoff","startTime":887.19,"endTime":890.52,"body":"organizations spending money in"},{"speaker":"Samin Pogoff","startTime":887.19,"endTime":890.52,"body":"advertising, you see that over"},{"speaker":"Samin Pogoff","startTime":890.52,"endTime":895.86,"body":"90% of them, allocate dollars to"},{"speaker":"Samin Pogoff","startTime":890.52,"endTime":895.86,"body":"advertising. And what this could"},{"speaker":"Samin Pogoff","startTime":895.86,"endTime":901.35,"body":"mean for your listeners is that"},{"speaker":"Samin Pogoff","startTime":895.86,"endTime":901.35,"body":"if you rely on audience or"},{"speaker":"Samin Pogoff","startTime":901.35,"endTime":906.57,"body":"promote organizations that rely"},{"speaker":"Samin Pogoff","startTime":901.35,"endTime":906.57,"body":"on an audience of back in pre"},{"speaker":"Samin Pogoff","startTime":906.57,"endTime":912.54,"body":"COVID times live audience and"},{"speaker":"Samin Pogoff","startTime":906.57,"endTime":912.54,"body":"now live an audience, you may"},{"speaker":"Samin Pogoff","startTime":912.54,"endTime":916.14,"body":"need to allocate for a higher"},{"speaker":"Samin Pogoff","startTime":912.54,"endTime":916.14,"body":"than average advertising spend."},{"speaker":"Samin Pogoff","startTime":916.71,"endTime":920.46,"body":"And this becomes more pronounced"},{"speaker":"Samin Pogoff","startTime":916.71,"endTime":920.46,"body":"when you look at the lower spend"},{"speaker":"Samin Pogoff","startTime":920.46,"endTime":923.34,"body":"category, which, as you"},{"speaker":"Samin Pogoff","startTime":920.46,"endTime":923.34,"body":"mentioned, is the ground Making"},{"speaker":"Samin Pogoff","startTime":923.34,"endTime":926.43,"body":"and Giving services category."},{"speaker":"Samin Pogoff","startTime":923.34,"endTime":926.43,"body":"And the median ad spend is"},{"speaker":"Samin Pogoff","startTime":926.43,"endTime":930.87,"body":"actually zero. And they"},{"speaker":"Samin Pogoff","startTime":926.43,"endTime":930.87,"body":"percentage of organizations in"},{"speaker":"Samin Pogoff","startTime":930.87,"endTime":934.71,"body":"this category that allocated"},{"speaker":"Samin Pogoff","startTime":930.87,"endTime":934.71,"body":"money to advertising is much"},{"speaker":"Samin Pogoff","startTime":934.71,"endTime":939.51,"body":"smaller. 75% of these"},{"speaker":"Samin Pogoff","startTime":934.71,"endTime":939.51,"body":"organizations did allocate money"},{"speaker":"Samin Pogoff","startTime":939.99,"endTime":943.71,"body":"to advertising much, much"},{"speaker":"Samin Pogoff","startTime":939.99,"endTime":943.71,"body":"smaller than some other"},{"speaker":"Samin Pogoff","startTime":943.71,"endTime":947.91,"body":"categories, like we just saw."},{"speaker":"Samin Pogoff","startTime":943.71,"endTime":947.91,"body":"And these organizations are more"},{"speaker":"Samin Pogoff","startTime":947.91,"endTime":951.69,"body":"education and advocacy focused."},{"speaker":"Samin Pogoff","startTime":947.91,"endTime":951.69,"body":"And then most of the nonprofits"},{"speaker":"Samin Pogoff","startTime":951.69,"endTime":955.95,"body":"in other cause categories that"},{"speaker":"Samin Pogoff","startTime":951.69,"endTime":955.95,"body":"we looked at, and they have a"},{"speaker":"Samin Pogoff","startTime":955.95,"endTime":961.23,"body":"higher median event fundraising"},{"speaker":"Samin Pogoff","startTime":955.95,"endTime":961.23,"body":"spends their median event"},{"speaker":"Samin Pogoff","startTime":961.23,"endTime":966.3,"body":"fundraising spend is about 127%,"},{"speaker":"Samin Pogoff","startTime":961.23,"endTime":966.3,"body":"higher than the overall median,"},{"speaker":"Samin Pogoff","startTime":966.87,"endTime":970.8,"body":"which we could explain by saying"},{"speaker":"Samin Pogoff","startTime":966.87,"endTime":970.8,"body":"Bratton, grant making"},{"speaker":"Samin Pogoff","startTime":970.83,"endTime":975.3,"body":"organizations typically appeal"},{"speaker":"Samin Pogoff","startTime":970.83,"endTime":975.3,"body":"to a, you know, higher range of"},{"speaker":"Samin Pogoff","startTime":975.3,"endTime":979.17,"body":"donors, well, advertising might"},{"speaker":"Samin Pogoff","startTime":975.3,"endTime":979.17,"body":"be useful for educating and"},{"speaker":"Samin Pogoff","startTime":979.17,"endTime":985.92,"body":"advocating to the public, it's"},{"speaker":"Samin Pogoff","startTime":979.17,"endTime":985.92,"body":"not always a useful strategy for"},{"speaker":"Samin Pogoff","startTime":985.92,"endTime":991.65,"body":"your major donors. And then, if"},{"speaker":"Samin Pogoff","startTime":985.92,"endTime":991.65,"body":"you are, you know, reaching into"},{"speaker":"Samin Pogoff","startTime":991.65,"endTime":994.89,"body":"your major donors, you might"},{"speaker":"Samin Pogoff","startTime":991.65,"endTime":994.89,"body":"want to think about one to one"},{"speaker":"Samin Pogoff","startTime":994.89,"endTime":998.31,"body":"fundraising appeals or event"},{"speaker":"Samin Pogoff","startTime":994.89,"endTime":998.31,"body":"fundraising, like I mentioned,"},{"speaker":"Samin Pogoff","startTime":998.31,"endTime":1000.62,"body":"in general, to get you further"},{"speaker":"Samin Pogoff","startTime":998.31,"endTime":1000.62,"body":"with your money."},{"speaker":"Julia Campbell","startTime":1000.71,"endTime":1005.03,"body":"So are most"},{"speaker":"Julia Campbell","startTime":1000.71,"endTime":1005.03,"body":"organizations using advertising"},{"speaker":"Julia Campbell","startTime":1005.03,"endTime":1008.27,"body":"for lead generation and donor"},{"speaker":"Julia Campbell","startTime":1005.03,"endTime":1008.27,"body":"acquisition?"},{"speaker":"Samin Pogoff","startTime":1008.9,"endTime":1010.64,"body":"That is not"},{"speaker":"Samin Pogoff","startTime":1008.9,"endTime":1010.64,"body":"something I can tell you based"},{"speaker":"Samin Pogoff","startTime":1010.67,"endTime":1015.89,"body":"on the data that we looked at."},{"speaker":"Samin Pogoff","startTime":1010.67,"endTime":1015.89,"body":"But it is true, based on what"},{"speaker":"Samin Pogoff","startTime":1015.89,"endTime":1019.25,"body":"we've seen anecdotally, with our"},{"speaker":"Samin Pogoff","startTime":1015.89,"endTime":1019.25,"body":"clients. That is true."},{"speaker":"Julia Campbell","startTime":1019.52,"endTime":1021.83,"body":"Yeah, that's"},{"speaker":"Julia Campbell","startTime":1019.52,"endTime":1021.83,"body":"what I see as well. So I think"},{"speaker":"Julia Campbell","startTime":1021.83,"endTime":1026.18,"body":"that's interesting about arts"},{"speaker":"Julia Campbell","startTime":1021.83,"endTime":1026.18,"body":"organizations. What trends have"},{"speaker":"Julia Campbell","startTime":1026.18,"endTime":1030.59,"body":"you seen in terms of political"},{"speaker":"Julia Campbell","startTime":1026.18,"endTime":1030.59,"body":"advocacy organizations? I know"},{"speaker":"Julia Campbell","startTime":1030.59,"endTime":1034.4,"body":"that has been a huge challenge."},{"speaker":"Julia Campbell","startTime":1030.59,"endTime":1034.4,"body":"For some of my clients, some of"},{"speaker":"Julia Campbell","startTime":1034.4,"endTime":1040.22,"body":"my core students getting flagged"},{"speaker":"Julia Campbell","startTime":1034.4,"endTime":1040.22,"body":"for political or cause related"},{"speaker":"Julia Campbell","startTime":1040.22,"endTime":1044.12,"body":"content on Facebook and"},{"speaker":"Julia Campbell","startTime":1040.22,"endTime":1044.12,"body":"Instagram. Do you feel like that"},{"speaker":"Julia Campbell","startTime":1044.12,"endTime":1046.97,"body":"number has gone up or gone down?"},{"speaker":"Julia Campbell","startTime":1044.12,"endTime":1046.97,"body":"And and what are some of the"},{"speaker":"Julia Campbell","startTime":1046.97,"endTime":1049.37,"body":"trends around political"},{"speaker":"Julia Campbell","startTime":1046.97,"endTime":1049.37,"body":"advocacy?"},{"speaker":"Samin Pogoff","startTime":1049.61,"endTime":1051.65,"body":"To be perfectly"},{"speaker":"Samin Pogoff","startTime":1049.61,"endTime":1051.65,"body":"honest with you? I do not have"},{"speaker":"Samin Pogoff","startTime":1051.65,"endTime":1056.45,"body":"the answer to that. But I have"},{"speaker":"Samin Pogoff","startTime":1051.65,"endTime":1056.45,"body":"seen examples of our clients,"},{"speaker":"Samin Pogoff","startTime":1056.84,"endTime":1059.75,"body":"dealing with challenges around"},{"speaker":"Samin Pogoff","startTime":1056.84,"endTime":1059.75,"body":"things that could very easily"},{"speaker":"Samin Pogoff","startTime":1059.75,"endTime":1063.74,"body":"get tagged as political, even"},{"speaker":"Samin Pogoff","startTime":1059.75,"endTime":1063.74,"body":"when it comes to let's say,"},{"speaker":"Samin Pogoff","startTime":1063.74,"endTime":1067.22,"body":"COVID vaccinations of like that,"},{"speaker":"Samin Pogoff","startTime":1063.74,"endTime":1067.22,"body":"which when you think about it is"},{"speaker":"Samin Pogoff","startTime":1067.22,"endTime":1069.92,"body":"really crazy. But yes, it is"},{"speaker":"Samin Pogoff","startTime":1067.22,"endTime":1069.92,"body":"something that we have seen"},{"speaker":"Samin Pogoff","startTime":1069.92,"endTime":1072.32,"body":"examples of it, I actually don't"},{"speaker":"Samin Pogoff","startTime":1069.92,"endTime":1072.32,"body":"have the data on it."},{"speaker":"Julia Campbell","startTime":1072.68,"endTime":1075.35,"body":"I think it's"},{"speaker":"Julia Campbell","startTime":1072.68,"endTime":1075.35,"body":"just interesting that it does"},{"speaker":"Julia Campbell","startTime":1075.35,"endTime":1078.32,"body":"seem to be something that a lot"},{"speaker":"Julia Campbell","startTime":1075.35,"endTime":1078.32,"body":"of organizations are struggling"},{"speaker":"Julia Campbell","startTime":1078.32,"endTime":1081.83,"body":"with, because I even had a"},{"speaker":"Julia Campbell","startTime":1078.32,"endTime":1081.83,"body":"Historical Preservation Society"},{"speaker":"Julia Campbell","startTime":1081.98,"endTime":1085.67,"body":"be flagged as a political"},{"speaker":"Julia Campbell","startTime":1081.98,"endTime":1085.67,"body":"organization. So it seems like"},{"speaker":"Julia Campbell","startTime":1085.67,"endTime":1088.79,"body":"almost everything is getting"},{"speaker":"Julia Campbell","startTime":1085.67,"endTime":1088.79,"body":"flagged these days. So how do"},{"speaker":"Julia Campbell","startTime":1088.79,"endTime":1093.98,"body":"you recommend that? Nonprofits"},{"speaker":"Julia Campbell","startTime":1088.79,"endTime":1093.98,"body":"just maybe just starting out or"},{"speaker":"Julia Campbell","startTime":1094.19,"endTime":1098.09,"body":"reading this report? How can"},{"speaker":"Julia Campbell","startTime":1094.19,"endTime":1098.09,"body":"they use these benchmarks to"},{"speaker":"Julia Campbell","startTime":1098.09,"endTime":1102.05,"body":"start creating their own"},{"speaker":"Julia Campbell","startTime":1098.09,"endTime":1102.05,"body":"advertising strategy? I"},{"speaker":"Samin Pogoff","startTime":1102.05,"endTime":1104.72,"body":"would say start"},{"speaker":"Samin Pogoff","startTime":1102.05,"endTime":1104.72,"body":"somewhere, don't be afraid,"},{"speaker":"Samin Pogoff","startTime":1104.75,"endTime":1108.8,"body":"start somewhere start by, again,"},{"speaker":"Samin Pogoff","startTime":1104.75,"endTime":1108.8,"body":"looking at that medium span. And"},{"speaker":"Samin Pogoff","startTime":1108.8,"endTime":1112.25,"body":"there are multiple ways of"},{"speaker":"Samin Pogoff","startTime":1108.8,"endTime":1112.25,"body":"looking at this data. For"},{"speaker":"Samin Pogoff","startTime":1112.25,"endTime":1115.43,"body":"example, we looked at size of"},{"speaker":"Samin Pogoff","startTime":1112.25,"endTime":1115.43,"body":"the organizations, we looked at"},{"speaker":"Samin Pogoff","startTime":1115.46,"endTime":1118.55,"body":"the age of organizations. And"},{"speaker":"Samin Pogoff","startTime":1115.46,"endTime":1118.55,"body":"you might be surprised that"},{"speaker":"Samin Pogoff","startTime":1118.88,"endTime":1122.0,"body":"actually one of the biggest"},{"speaker":"Samin Pogoff","startTime":1118.88,"endTime":1122.0,"body":"factors in determining whether"},{"speaker":"Samin Pogoff","startTime":1122.15,"endTime":1125.87,"body":"organizations end up spending"},{"speaker":"Samin Pogoff","startTime":1122.15,"endTime":1125.87,"body":"money on advertising or not, is"},{"speaker":"Samin Pogoff","startTime":1125.87,"endTime":1128.33,"body":"the year that they were"},{"speaker":"Samin Pogoff","startTime":1125.87,"endTime":1128.33,"body":"established."},{"speaker":"Julia Campbell","startTime":1128.48,"endTime":1130.07,"body":"I thought that"},{"speaker":"Julia Campbell","startTime":1128.48,"endTime":1130.07,"body":"was so interesting,"},{"speaker":"Samin Pogoff","startTime":1130.19,"endTime":1134.54,"body":"isn't it. And one"},{"speaker":"Samin Pogoff","startTime":1130.19,"endTime":1134.54,"body":"reason could be that, even"},{"speaker":"Samin Pogoff","startTime":1134.54,"endTime":1139.7,"body":"though they have reported having"},{"speaker":"Samin Pogoff","startTime":1134.54,"endTime":1139.7,"body":"less revenue, on average, these"},{"speaker":"Samin Pogoff","startTime":1139.7,"endTime":1143.93,"body":"newer organization might be more"},{"speaker":"Samin Pogoff","startTime":1139.7,"endTime":1143.93,"body":"tech savvy and generally more"},{"speaker":"Samin Pogoff","startTime":1143.93,"endTime":1149.69,"body":"comfortable with leveraging"},{"speaker":"Samin Pogoff","startTime":1143.93,"endTime":1149.69,"body":"advertising. So we could draw"},{"speaker":"Samin Pogoff","startTime":1149.69,"endTime":1153.02,"body":"the conclusion that this is the"},{"speaker":"Samin Pogoff","startTime":1149.69,"endTime":1153.02,"body":"trend this is that is that is"},{"speaker":"Samin Pogoff","startTime":1153.02,"endTime":1157.49,"body":"going to continue to grow. And,"},{"speaker":"Samin Pogoff","startTime":1153.02,"endTime":1157.49,"body":"again, to go back to your"},{"speaker":"Samin Pogoff","startTime":1157.49,"endTime":1161.36,"body":"original question about how"},{"speaker":"Samin Pogoff","startTime":1157.49,"endTime":1161.36,"body":"organizations should approach"},{"speaker":"Samin Pogoff","startTime":1161.36,"endTime":1166.79,"body":"it. Well, the study itself is"},{"speaker":"Samin Pogoff","startTime":1161.36,"endTime":1166.79,"body":"available on our website, that I"},{"speaker":"Samin Pogoff","startTime":1166.82,"endTime":1170.06,"body":"really invite your listeners to"},{"speaker":"Samin Pogoff","startTime":1166.82,"endTime":1170.06,"body":"go check it out. It's on"},{"speaker":"Samin Pogoff","startTime":1170.06,"endTime":1174.11,"body":"wholesale.com/advertising. And"},{"speaker":"Samin Pogoff","startTime":1170.06,"endTime":1174.11,"body":"then there's an a dashboard"},{"speaker":"Samin Pogoff","startTime":1174.14,"endTime":1178.64,"body":"attached to it, where you can"},{"speaker":"Samin Pogoff","startTime":1174.14,"endTime":1178.64,"body":"really go and customize the data"},{"speaker":"Samin Pogoff","startTime":1178.64,"endTime":1182.12,"body":"that you're looking at and draw"},{"speaker":"Samin Pogoff","startTime":1178.64,"endTime":1182.12,"body":"conclusions from there, based on"},{"speaker":"Samin Pogoff","startTime":1182.15,"endTime":1186.89,"body":"the criteria that matters to you"},{"speaker":"Samin Pogoff","startTime":1182.15,"endTime":1186.89,"body":"the most, whether it's the cause"},{"speaker":"Samin Pogoff","startTime":1186.89,"endTime":1190.25,"body":"vertical that you're looking at,"},{"speaker":"Samin Pogoff","startTime":1186.89,"endTime":1190.25,"body":"it might be different for, you"},{"speaker":"Samin Pogoff","startTime":1190.25,"endTime":1193.22,"body":"know, a health organization"},{"speaker":"Samin Pogoff","startTime":1190.25,"endTime":1193.22,"body":"versus an educational"},{"speaker":"Samin Pogoff","startTime":1193.22,"endTime":1197.51,"body":"organization, a social advocacy"},{"speaker":"Samin Pogoff","startTime":1193.22,"endTime":1197.51,"body":"organization, and then you can"},{"speaker":"Samin Pogoff","startTime":1197.51,"endTime":1201.56,"body":"segment the data by the size"},{"speaker":"Samin Pogoff","startTime":1197.51,"endTime":1201.56,"body":"Unlike number of employees the"},{"speaker":"Samin Pogoff","startTime":1201.65,"endTime":1207.08,"body":"size of its revenue, and really,"},{"speaker":"Samin Pogoff","startTime":1201.65,"endTime":1207.08,"body":"you know, dig deeper into this"},{"speaker":"Samin Pogoff","startTime":1207.08,"endTime":1211.01,"body":"data to really find comparable"},{"speaker":"Samin Pogoff","startTime":1207.08,"endTime":1211.01,"body":"organizations and see where they"},{"speaker":"Samin Pogoff","startTime":1211.01,"endTime":1215.72,"body":"are and benchmark your budget"},{"speaker":"Samin Pogoff","startTime":1211.01,"endTime":1215.72,"body":"there. And then keep tracking,"},{"speaker":"Samin Pogoff","startTime":1215.93,"endTime":1220.61,"body":"because a lot of times, I feel"},{"speaker":"Samin Pogoff","startTime":1215.93,"endTime":1220.61,"body":"like organizations, you know,"},{"speaker":"Samin Pogoff","startTime":1220.64,"endTime":1223.52,"body":"kind of earmark some budget, and"},{"speaker":"Samin Pogoff","startTime":1220.64,"endTime":1223.52,"body":"they're like, Well, we're good,"},{"speaker":"Samin Pogoff","startTime":1223.52,"endTime":1225.89,"body":"we have this money, we have"},{"speaker":"Samin Pogoff","startTime":1223.52,"endTime":1225.89,"body":"money in advertising, but they"},{"speaker":"Samin Pogoff","startTime":1225.89,"endTime":1230.15,"body":"don't really track how these"},{"speaker":"Samin Pogoff","startTime":1225.89,"endTime":1230.15,"body":"campaigns are working for them,"},{"speaker":"Samin Pogoff","startTime":1230.15,"endTime":1234.77,"body":"right. So really staying on top"},{"speaker":"Samin Pogoff","startTime":1230.15,"endTime":1234.77,"body":"of your data, really making sure"},{"speaker":"Samin Pogoff","startTime":1234.77,"endTime":1238.07,"body":"that you're tracking everything"},{"speaker":"Samin Pogoff","startTime":1234.77,"endTime":1238.07,"body":"and then continuing continuously"},{"speaker":"Samin Pogoff","startTime":1238.37,"endTime":1242.78,"body":"optimizing, it will get you much"},{"speaker":"Samin Pogoff","startTime":1238.37,"endTime":1242.78,"body":"further with the same amount of"},{"speaker":"Samin Pogoff","startTime":1242.78,"endTime":1245.54,"body":"money. So just start somewhere,"},{"speaker":"Samin Pogoff","startTime":1242.78,"endTime":1245.54,"body":"don't be afraid."},{"speaker":"Julia Campbell","startTime":1246.17,"endTime":1248.9,"body":"What are some of"},{"speaker":"Julia Campbell","startTime":1246.17,"endTime":1248.9,"body":"the metrics that nonprofits"},{"speaker":"Julia Campbell","startTime":1248.9,"endTime":1251.36,"body":"should be looking for when"},{"speaker":"Julia Campbell","startTime":1248.9,"endTime":1251.36,"body":"they're tracking their data?"},{"speaker":"Samin Pogoff","startTime":1251.75,"endTime":1254.18,"body":"That is a"},{"speaker":"Samin Pogoff","startTime":1251.75,"endTime":1254.18,"body":"fantastic question. So when"},{"speaker":"Samin Pogoff","startTime":1254.18,"endTime":1258.02,"body":"you're looking at metrics in the"},{"speaker":"Samin Pogoff","startTime":1254.18,"endTime":1258.02,"body":"for profit section is much"},{"speaker":"Samin Pogoff","startTime":1258.05,"endTime":1260.72,"body":"easier, right? You want to"},{"speaker":"Samin Pogoff","startTime":1258.05,"endTime":1260.72,"body":"basically increase revenue,"},{"speaker":"Samin Pogoff","startTime":1260.75,"endTime":1264.2,"body":"increase profit. But when you're"},{"speaker":"Samin Pogoff","startTime":1260.75,"endTime":1264.2,"body":"looking at nonprofits, it"},{"speaker":"Samin Pogoff","startTime":1264.2,"endTime":1269.33,"body":"becomes much trickier. Because"},{"speaker":"Samin Pogoff","startTime":1264.2,"endTime":1269.33,"body":"it's really hard to translate"},{"speaker":"Samin Pogoff","startTime":1269.51,"endTime":1273.35,"body":"the metric that matters to one"},{"speaker":"Samin Pogoff","startTime":1269.51,"endTime":1273.35,"body":"organization to another one,"},{"speaker":"Samin Pogoff","startTime":1273.62,"endTime":1278.57,"body":"some organizations might be in"},{"speaker":"Samin Pogoff","startTime":1273.62,"endTime":1278.57,"body":"the educational and advocacy"},{"speaker":"Samin Pogoff","startTime":1278.57,"endTime":1282.32,"body":"space, those organizations might"},{"speaker":"Samin Pogoff","startTime":1278.57,"endTime":1282.32,"body":"want to keep an eye on their"},{"speaker":"Samin Pogoff","startTime":1282.32,"endTime":1286.82,"body":"reach, and how their users, for"},{"speaker":"Samin Pogoff","startTime":1282.32,"endTime":1286.82,"body":"example, are engaging with their"},{"speaker":"Samin Pogoff","startTime":1286.82,"endTime":1290.78,"body":"resources, and stuff like that."},{"speaker":"Samin Pogoff","startTime":1286.82,"endTime":1290.78,"body":"Whereas some other organizations"},{"speaker":"Samin Pogoff","startTime":1290.78,"endTime":1294.89,"body":"that might have donation goals,"},{"speaker":"Samin Pogoff","startTime":1290.78,"endTime":1294.89,"body":"might want to look into their"},{"speaker":"Samin Pogoff","startTime":1294.89,"endTime":1297.8,"body":"revenue, because at the end of"},{"speaker":"Samin Pogoff","startTime":1294.89,"endTime":1297.8,"body":"the day, that might be what you"},{"speaker":"Samin Pogoff","startTime":1297.8,"endTime":1301.31,"body":"want to report back to your"},{"speaker":"Samin Pogoff","startTime":1297.8,"endTime":1301.31,"body":"board. So really, customizing"},{"speaker":"Samin Pogoff","startTime":1301.31,"endTime":1305.66,"body":"those metrics is important for"},{"speaker":"Samin Pogoff","startTime":1301.31,"endTime":1305.66,"body":"nonprofits, particularly because"},{"speaker":"Samin Pogoff","startTime":1306.14,"endTime":1311.03,"body":"there are industry standards are"},{"speaker":"Samin Pogoff","startTime":1306.14,"endTime":1311.03,"body":"not as standard as it might be"},{"speaker":"Samin Pogoff","startTime":1311.03,"endTime":1312.83,"body":"in the in the for profit"},{"speaker":"Samin Pogoff","startTime":1311.03,"endTime":1312.83,"body":"section."},{"speaker":"Julia Campbell","startTime":1313.04,"endTime":1316.52,"body":"Exactly. I find"},{"speaker":"Julia Campbell","startTime":1313.04,"endTime":1316.52,"body":"that too. So choosing metrics"},{"speaker":"Julia Campbell","startTime":1316.52,"endTime":1319.88,"body":"based on your goals based on"},{"speaker":"Julia Campbell","startTime":1316.52,"endTime":1319.88,"body":"what you're trying to achieve."},{"speaker":"Julia Campbell","startTime":1320.21,"endTime":1324.44,"body":"And I always recommend when my"},{"speaker":"Julia Campbell","startTime":1320.21,"endTime":1324.44,"body":"clients are starting out with"},{"speaker":"Julia Campbell","startTime":1324.44,"endTime":1329.3,"body":"advertising, I like to I just"},{"speaker":"Julia Campbell","startTime":1324.44,"endTime":1329.3,"body":"really like them to track it to"},{"speaker":"Julia Campbell","startTime":1329.33,"endTime":1334.7,"body":"a specific goal. So not to just"},{"speaker":"Julia Campbell","startTime":1329.33,"endTime":1334.7,"body":"sort of boost a post for $50 and"},{"speaker":"Julia Campbell","startTime":1334.7,"endTime":1339.05,"body":"then say, Oh, 5000 people saw"},{"speaker":"Julia Campbell","startTime":1334.7,"endTime":1339.05,"body":"this. Okay, well, what does that"},{"speaker":"Julia Campbell","startTime":1339.05,"endTime":1342.71,"body":"get you did that actually help"},{"speaker":"Julia Campbell","startTime":1339.05,"endTime":1342.71,"body":"you move the needle on some kind"},{"speaker":"Julia Campbell","startTime":1342.71,"endTime":1345.47,"body":"of goals, something that you're"},{"speaker":"Julia Campbell","startTime":1342.71,"endTime":1345.47,"body":"trying to achieve some kind of"},{"speaker":"Julia Campbell","startTime":1345.65,"endTime":1349.61,"body":"organizational objective for the"},{"speaker":"Julia Campbell","startTime":1345.65,"endTime":1349.61,"body":"year? So really thinking more"},{"speaker":"Julia Campbell","startTime":1349.61,"endTime":1353.21,"body":"strategically about where you're"},{"speaker":"Julia Campbell","startTime":1349.61,"endTime":1353.21,"body":"putting your advertising"},{"speaker":"Julia Campbell","startTime":1353.21,"endTime":1357.53,"body":"dollars? So that gets me to my"},{"speaker":"Julia Campbell","startTime":1353.21,"endTime":1357.53,"body":"next question, what do"},{"speaker":"Julia Campbell","startTime":1357.56,"endTime":1361.04,"body":"nonprofits often get wrong when"},{"speaker":"Julia Campbell","startTime":1357.56,"endTime":1361.04,"body":"they're starting out with"},{"speaker":"Julia Campbell","startTime":1361.04,"endTime":1361.91,"body":"advertising,"},{"speaker":"Samin Pogoff","startTime":1362.599,"endTime":1366.619,"body":"I think they get"},{"speaker":"Samin Pogoff","startTime":1362.599,"endTime":1366.619,"body":"it wrong by not getting started."},{"speaker":"Samin Pogoff","startTime":1367.129,"endTime":1371.029,"body":"Because as we're looking at this"},{"speaker":"Samin Pogoff","startTime":1367.129,"endTime":1371.029,"body":"data, we see that, again, 60% of"},{"speaker":"Samin Pogoff","startTime":1371.029,"endTime":1374.539,"body":"organizations are spending and"},{"speaker":"Samin Pogoff","startTime":1371.029,"endTime":1374.539,"body":"this trend is going up, I can"},{"speaker":"Samin Pogoff","startTime":1374.539,"endTime":1378.709,"body":"actually kind of tell you the"},{"speaker":"Samin Pogoff","startTime":1374.539,"endTime":1378.709,"body":"stats about you know, the"},{"speaker":"Samin Pogoff","startTime":1378.739,"endTime":1383.749,"body":"increase is projected to go up"},{"speaker":"Samin Pogoff","startTime":1378.739,"endTime":1383.749,"body":"by 100%. And between 2019 and"},{"speaker":"Samin Pogoff","startTime":1383.749,"endTime":1389.179,"body":"2024. So in this five year"},{"speaker":"Samin Pogoff","startTime":1383.749,"endTime":1389.179,"body":"period, digital ad spend in the"},{"speaker":"Samin Pogoff","startTime":1389.179,"endTime":1396.139,"body":"EU in the states only will grow"},{"speaker":"Samin Pogoff","startTime":1389.179,"endTime":1396.139,"body":"from 132 point $46 billion"},{"speaker":"Samin Pogoff","startTime":1396.139,"endTime":1401.959,"body":"dollars to 278 point $53"},{"speaker":"Samin Pogoff","startTime":1396.139,"endTime":1401.959,"body":"billion. So just looking at"},{"speaker":"Samin Pogoff","startTime":1401.959,"endTime":1406.279,"body":"those numbers, you see that it"},{"speaker":"Samin Pogoff","startTime":1401.959,"endTime":1406.279,"body":"is a space where more and more"},{"speaker":"Samin Pogoff","startTime":1406.279,"endTime":1411.319,"body":"people are spending money in and"},{"speaker":"Samin Pogoff","startTime":1406.279,"endTime":1411.319,"body":"you just simply cannot afford to"},{"speaker":"Samin Pogoff","startTime":1411.349,"endTime":1414.559,"body":"be part of this game. Those days"},{"speaker":"Samin Pogoff","startTime":1411.349,"endTime":1414.559,"body":"that nonprofits didn't have to"},{"speaker":"Samin Pogoff","startTime":1414.559,"endTime":1418.219,"body":"worry about advertising,"},{"speaker":"Samin Pogoff","startTime":1414.559,"endTime":1418.219,"body":"unfortunately, or unfortunately,"},{"speaker":"Samin Pogoff","startTime":1418.219,"endTime":1421.489,"body":"the way you look at it, are"},{"speaker":"Samin Pogoff","startTime":1418.219,"endTime":1421.489,"body":"behind us. So it is really"},{"speaker":"Samin Pogoff","startTime":1421.489,"endTime":1426.109,"body":"important to really get in"},{"speaker":"Samin Pogoff","startTime":1421.489,"endTime":1426.109,"body":"there. And no benchmark is as"},{"speaker":"Samin Pogoff","startTime":1426.139,"endTime":1429.769,"body":"significant as informative for"},{"speaker":"Samin Pogoff","startTime":1426.139,"endTime":1429.769,"body":"you, then your own"},{"speaker":"Samin Pogoff","startTime":1429.769,"endTime":1432.559,"body":"organizational benchmark, when"},{"speaker":"Samin Pogoff","startTime":1429.769,"endTime":1432.559,"body":"you start somewhere, and when"},{"speaker":"Samin Pogoff","startTime":1432.559,"endTime":1435.859,"body":"you track you see where you are,"},{"speaker":"Samin Pogoff","startTime":1432.559,"endTime":1435.859,"body":"and then just set a benchmark"},{"speaker":"Samin Pogoff","startTime":1435.859,"endTime":1438.619,"body":"set a goal for yourself for the"},{"speaker":"Samin Pogoff","startTime":1435.859,"endTime":1438.619,"body":"next year to improve from there."},{"speaker":"Samin Pogoff","startTime":1438.889,"endTime":1440.119,"body":"It's really as simple as that."},{"speaker":"Julia Campbell","startTime":1440.21,"endTime":1442.22,"body":"Does the"},{"speaker":"Julia Campbell","startTime":1440.21,"endTime":1442.22,"body":"nonprofit really have to have"},{"speaker":"Julia Campbell","startTime":1442.31,"endTime":1446.63,"body":"like a full time person to do"},{"speaker":"Julia Campbell","startTime":1442.31,"endTime":1446.63,"body":"this? Do you think that is"},{"speaker":"Samin Pogoff","startTime":1446.63,"endTime":1448.19,"body":"actually a very"},{"speaker":"Samin Pogoff","startTime":1446.63,"endTime":1448.19,"body":"good question and something that"},{"speaker":"Samin Pogoff","startTime":1448.19,"endTime":1452.09,"body":"we looked into? It depends on"},{"speaker":"Samin Pogoff","startTime":1448.19,"endTime":1452.09,"body":"the size of the organization. So"},{"speaker":"Samin Pogoff","startTime":1452.09,"endTime":1456.56,"body":"organizations that have more"},{"speaker":"Samin Pogoff","startTime":1452.09,"endTime":1456.56,"body":"than five employees spend"},{"speaker":"Samin Pogoff","startTime":1456.56,"endTime":1459.71,"body":"significantly more on"},{"speaker":"Samin Pogoff","startTime":1456.56,"endTime":1459.71,"body":"advertising, like the jump from"},{"speaker":"Samin Pogoff","startTime":1459.71,"endTime":1463.4,"body":"five to like the next category?"},{"speaker":"Samin Pogoff","startTime":1459.71,"endTime":1463.4,"body":"You know, it's quite"},{"speaker":"Samin Pogoff","startTime":1463.4,"endTime":1467.39,"body":"significant. And that could"},{"speaker":"Samin Pogoff","startTime":1463.4,"endTime":1467.39,"body":"suggest that, yes, you do need"},{"speaker":"Samin Pogoff","startTime":1467.39,"endTime":1474.44,"body":"some, you know, in house, talent"},{"speaker":"Samin Pogoff","startTime":1467.39,"endTime":1474.44,"body":"in house, human resource to run"},{"speaker":"Samin Pogoff","startTime":1474.44,"endTime":1478.37,"body":"advertising for you. But it's"},{"speaker":"Samin Pogoff","startTime":1474.44,"endTime":1478.37,"body":"not exclusive. It's not really"},{"speaker":"Samin Pogoff","startTime":1478.4,"endTime":1483.59,"body":"all or nothing and you know, you"},{"speaker":"Samin Pogoff","startTime":1478.4,"endTime":1483.59,"body":"can get it done or you can seek"},{"speaker":"Samin Pogoff","startTime":1483.59,"endTime":1486.95,"body":"out, you know, agencies that"},{"speaker":"Samin Pogoff","startTime":1483.59,"endTime":1486.95,"body":"might be able to do that for"},{"speaker":"Samin Pogoff","startTime":1486.95,"endTime":1487.16,"body":"you."},{"speaker":"Julia Campbell","startTime":1487.46,"endTime":1491.06,"body":"Exactly. I think"},{"speaker":"Julia Campbell","startTime":1487.46,"endTime":1491.06,"body":"that nonprofits like you said,"},{"speaker":"Julia Campbell","startTime":1491.27,"endTime":1496.16,"body":"they are just scared to even get"},{"speaker":"Julia Campbell","startTime":1491.27,"endTime":1496.16,"body":"started like what is the first"},{"speaker":"Julia Campbell","startTime":1496.16,"endTime":1499.61,"body":"step that you would take? If you"},{"speaker":"Julia Campbell","startTime":1496.16,"endTime":1499.61,"body":"have not done any advertising"},{"speaker":"Julia Campbell","startTime":1499.61,"endTime":1502.85,"body":"before? or maybe you've done"},{"speaker":"Julia Campbell","startTime":1499.61,"endTime":1502.85,"body":"some and you haven't been as"},{"speaker":"Julia Campbell","startTime":1502.85,"endTime":1503.72,"body":"strategic."},{"speaker":"Samin Pogoff","startTime":1504.109,"endTime":1507.949,"body":"The first step I"},{"speaker":"Samin Pogoff","startTime":1504.109,"endTime":1507.949,"body":"would recommend is to really set"},{"speaker":"Samin Pogoff","startTime":1507.949,"endTime":1511.339,"body":"the goals like you were saying,"},{"speaker":"Samin Pogoff","startTime":1507.949,"endTime":1511.339,"body":"because how you spend your"},{"speaker":"Samin Pogoff","startTime":1511.339,"endTime":1515.569,"body":"advertising money, which"},{"speaker":"Samin Pogoff","startTime":1511.339,"endTime":1515.569,"body":"platform you put it on, the end"},{"speaker":"Samin Pogoff","startTime":1515.569,"endTime":1518.539,"body":"goal that you're after is really"},{"speaker":"Samin Pogoff","startTime":1515.569,"endTime":1518.539,"body":"different than some other"},{"speaker":"Samin Pogoff","startTime":1518.539,"endTime":1521.899,"body":"organizations that might, on"},{"speaker":"Samin Pogoff","startTime":1518.539,"endTime":1521.899,"body":"some level look very similar to"},{"speaker":"Samin Pogoff","startTime":1521.899,"endTime":1525.709,"body":"you know, so you really have to"},{"speaker":"Samin Pogoff","startTime":1521.899,"endTime":1525.709,"body":"be strategic about, is it the"},{"speaker":"Samin Pogoff","startTime":1525.709,"endTime":1528.709,"body":"reach that I'm trying to expand?"},{"speaker":"Samin Pogoff","startTime":1525.709,"endTime":1528.709,"body":"If it's conversion, what it is"},{"speaker":"Samin Pogoff","startTime":1528.709,"endTime":1533.479,"body":"that I'm trying to get people to"},{"speaker":"Samin Pogoff","startTime":1528.709,"endTime":1533.479,"body":"do? Do I want people to, you"},{"speaker":"Samin Pogoff","startTime":1533.479,"endTime":1537.259,"body":"know, sign up for my newsletter,"},{"speaker":"Samin Pogoff","startTime":1533.479,"endTime":1537.259,"body":"is it that I want, you know,"},{"speaker":"Samin Pogoff","startTime":1537.259,"endTime":1542.149,"body":"people to go sign such and such"},{"speaker":"Samin Pogoff","startTime":1537.259,"endTime":1542.149,"body":"petition. So really finding"},{"speaker":"Samin Pogoff","startTime":1542.179,"endTime":1547.669,"body":"your, what we call KPI, key"},{"speaker":"Samin Pogoff","startTime":1542.179,"endTime":1547.669,"body":"performance indicators, and then"},{"speaker":"Samin Pogoff","startTime":1547.699,"endTime":1552.589,"body":"tie those to basically like a"},{"speaker":"Samin Pogoff","startTime":1547.699,"endTime":1552.589,"body":"funnel that, okay, if I want my"},{"speaker":"Samin Pogoff","startTime":1552.589,"endTime":1556.129,"body":"users if I want my audience to,"},{"speaker":"Samin Pogoff","startTime":1552.589,"endTime":1556.129,"body":"you know, become more and more"},{"speaker":"Samin Pogoff","startTime":1556.129,"endTime":1559.549,"body":"engaged and finally contribute"},{"speaker":"Samin Pogoff","startTime":1556.129,"endTime":1559.549,"body":"to the cause that my"},{"speaker":"Samin Pogoff","startTime":1559.549,"endTime":1563.209,"body":"organization is after tying"},{"speaker":"Samin Pogoff","startTime":1559.549,"endTime":1563.209,"body":"those metrics to different parts"},{"speaker":"Samin Pogoff","startTime":1563.209,"endTime":1566.869,"body":"of your funnel is essential. And"},{"speaker":"Samin Pogoff","startTime":1563.209,"endTime":1566.869,"body":"once those are clear, the rest"},{"speaker":"Samin Pogoff","startTime":1566.869,"endTime":1570.229,"body":"becomes much more easy to figure"},{"speaker":"Samin Pogoff","startTime":1566.869,"endTime":1570.229,"body":"out."},{"speaker":"Julia Campbell","startTime":1570.29,"endTime":1574.43,"body":"Wonderful. So"},{"speaker":"Julia Campbell","startTime":1570.29,"endTime":1574.43,"body":"tell me where people can find"},{"speaker":"Julia Campbell","startTime":1574.49,"endTime":1576.98,"body":"the benchmark report where they"},{"speaker":"Julia Campbell","startTime":1574.49,"endTime":1576.98,"body":"can find the dashboard?"},{"speaker":"Samin Pogoff","startTime":1577.25,"endTime":1579.86,"body":"Sure, yeah. So"},{"speaker":"Samin Pogoff","startTime":1577.25,"endTime":1579.86,"body":"they can go to our website"},{"speaker":"Samin Pogoff","startTime":1580.22,"endTime":1586.7,"body":"www.holwell.com/advertising. And"},{"speaker":"Samin Pogoff","startTime":1580.22,"endTime":1586.7,"body":"both the study and the dashboard"},{"speaker":"Samin Pogoff","startTime":1586.7,"endTime":1591.74,"body":"are available there. My email"},{"speaker":"Samin Pogoff","startTime":1586.7,"endTime":1591.74,"body":"address is sammy@hotmail.com. If"},{"speaker":"Samin Pogoff","startTime":1591.74,"endTime":1594.71,"body":"they want to reach out to me"},{"speaker":"Samin Pogoff","startTime":1591.74,"endTime":1594.71,"body":"directly, with any further"},{"speaker":"Samin Pogoff","startTime":1594.71,"endTime":1595.64,"body":"questions they might have."},{"speaker":"Julia Campbell","startTime":1595.85,"endTime":1600.41,"body":"Great. So and we"},{"speaker":"Julia Campbell","startTime":1595.85,"endTime":1600.41,"body":"will list all of this in the"},{"speaker":"Julia Campbell","startTime":1600.41,"endTime":1604.73,"body":"show notes. And we will put"},{"speaker":"Julia Campbell","startTime":1600.41,"endTime":1604.73,"body":"simians LinkedIn address on"},{"speaker":"Julia Campbell","startTime":1604.73,"endTime":1608.12,"body":"there if you would like to"},{"speaker":"Julia Campbell","startTime":1604.73,"endTime":1608.12,"body":"connect with her on LinkedIn."},{"speaker":"Julia Campbell","startTime":1608.27,"endTime":1611.18,"body":"Any last thoughts before we sign"},{"speaker":"Julia Campbell","startTime":1608.27,"endTime":1611.18,"body":"off?"},{"speaker":"Samin Pogoff","startTime":1611.57,"endTime":1613.64,"body":"No, thank you so"},{"speaker":"Samin Pogoff","startTime":1611.57,"endTime":1613.64,"body":"much for having me. This was"},{"speaker":"Samin Pogoff","startTime":1613.64,"endTime":1617.06,"body":"really wonderful conversation."},{"speaker":"Samin Pogoff","startTime":1613.64,"endTime":1617.06,"body":"And I'm really excited for your"},{"speaker":"Samin Pogoff","startTime":1617.06,"endTime":1620.81,"body":"audience to hear about this."},{"speaker":"Samin Pogoff","startTime":1617.06,"endTime":1620.81,"body":"This is just a place to start."},{"speaker":"Samin Pogoff","startTime":1620.84,"endTime":1625.34,"body":"And I'm sure we can build on"},{"speaker":"Samin Pogoff","startTime":1620.84,"endTime":1625.34,"body":"what we have already here. So"},{"speaker":"Samin Pogoff","startTime":1625.37,"endTime":1627.26,"body":"they're very excited. Thanks"},{"speaker":"Samin Pogoff","startTime":1625.37,"endTime":1627.26,"body":"again."},{"speaker":"Julia Campbell","startTime":1627.829,"endTime":1629.749,"body":"We'll check out"},{"speaker":"Julia Campbell","startTime":1627.829,"endTime":1629.749,"body":"the free report, check out the"},{"speaker":"Julia Campbell","startTime":1629.749,"endTime":1633.289,"body":"dashboard. Check out Whole"},{"speaker":"Julia Campbell","startTime":1629.749,"endTime":1633.289,"body":"Whale. They are fantastic,"},{"speaker":"Julia Campbell","startTime":1633.289,"endTime":1636.619,"body":"fabulous people. And I really"},{"speaker":"Julia Campbell","startTime":1633.289,"endTime":1636.619,"body":"appreciate you spending the time"},{"speaker":"Julia Campbell","startTime":1636.619,"endTime":1638.059,"body":"with me today. Sameen. Thank"},{"speaker":"Julia Campbell","startTime":1636.619,"endTime":1638.059,"body":"you."},{"speaker":"Samin Pogoff","startTime":1638.42,"endTime":1640.22,"body":"Thank you so much,"},{"speaker":"Samin Pogoff","startTime":1638.42,"endTime":1640.22,"body":"and have a wonderful day."},{"speaker":"Julia Campbell","startTime":1647.51,"endTime":1650.09,"body":"Well, hey there,"},{"speaker":"Julia Campbell","startTime":1647.51,"endTime":1650.09,"body":"I wanted to say thank you for"},{"speaker":"Julia Campbell","startTime":1650.09,"endTime":1652.97,"body":"tuning into my show, and for"},{"speaker":"Julia Campbell","startTime":1650.09,"endTime":1652.97,"body":"listening all the way to the"},{"speaker":"Julia Campbell","startTime":1652.97,"endTime":1656.78,"body":"end. If you really enjoyed"},{"speaker":"Julia Campbell","startTime":1652.97,"endTime":1656.78,"body":"today's conversation, make sure"},{"speaker":"Julia Campbell","startTime":1656.78,"endTime":1660.35,"body":"to subscribe to the show in your"},{"speaker":"Julia Campbell","startTime":1656.78,"endTime":1660.35,"body":"favorite podcast app. And you'll"},{"speaker":"Julia Campbell","startTime":1660.35,"endTime":1663.74,"body":"get new episodes downloaded as"},{"speaker":"Julia Campbell","startTime":1660.35,"endTime":1663.74,"body":"soon as they come out. I would"},{"speaker":"Julia Campbell","startTime":1663.74,"endTime":1667.46,"body":"love if you left me a rating or"},{"speaker":"Julia Campbell","startTime":1663.74,"endTime":1667.46,"body":"a review because this tells"},{"speaker":"Julia Campbell","startTime":1667.49,"endTime":1671.72,"body":"other people that my podcast is"},{"speaker":"Julia Campbell","startTime":1667.49,"endTime":1671.72,"body":"worth listening to. And then me"},{"speaker":"Julia Campbell","startTime":1671.72,"endTime":1674.84,"body":"and my guests can reach even"},{"speaker":"Julia Campbell","startTime":1671.72,"endTime":1674.84,"body":"more earbuds and create even"},{"speaker":"Julia Campbell","startTime":1674.84,"endTime":1678.56,"body":"more impact. So that's pretty"},{"speaker":"Julia Campbell","startTime":1674.84,"endTime":1678.56,"body":"much it. I'll be back soon with"},{"speaker":"Julia Campbell","startTime":1678.56,"endTime":1682.1,"body":"a brand new episode. But until"},{"speaker":"Julia Campbell","startTime":1678.56,"endTime":1682.1,"body":"then, you can find me on"},{"speaker":"Julia Campbell","startTime":1682.1,"endTime":1686.27,"body":"Instagram at Julia Campbell"},{"speaker":"Julia Campbell","startTime":1682.1,"endTime":1686.27,"body":"seven, seven. Keep changing the"},{"speaker":"Julia Campbell","startTime":1686.27,"endTime":1688.73,"body":"world your nonprofit unicorn"}]}