265. Stop Interrupting. Start Empowering. How to Grow Fans + Donors Exponentially - Jeff Rosenblum
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Overview
Meet Jeff. You know we love a dynamic convo with disruptors-for-good, and Jeff is taking his corporate branding knowledge and applying it to our nonprofit missions. This Founder and Chief Strategy Officer of Questus, one of the country's leading digital advertising agencies, makes a passionate case that nonprofits can learn from the consumer journeys of powerhouse brands, and he's bringing the playbook to apply to donor journeys. Holla! 🙌
💡Learn:
The connection between consumer journeys & donor journeys
His new book EXPONENTIAL: Transform Your Brand by Empowering Instead of Interrupting 📖
How to produce exponential growth and unprecedented ROI through this framework
Examples + Activation
Today’s Guest
Jeff Rosenblum, Cofounder of Questus, Author of Friction and Exponential
“We can create content that’s so powerful, people will seek it out, and then they’ll share it with others. And that’s how great brands are built. And that’s how great nonprofits are now built.”
Episode Transcript
Download Full Episode Transcript Here
Episode highlights
Jeff’s story and journey to where he is today (4:00)
What nonprofits can learn from some of the biggest brands in our world (11:30)
What can we learn from some of these powerhouse brands and their consumer journeys (14:00)
Emotional intelligence and self awareness (19:00)
Ethical storytelling (25:00)
Moving from just interrupting to this idea of empowerment through your marketing and advertising (32:00)
Jeff’s new book: EXPONENTIAL: Transform Your Brand by Empowering Instead of Interrupting (34:00)
Steps and tactics that people can employ to embrace this ethos of empowering instead of interrupting (35:00)
Storytelling Pro Tip: The Three Act Structure (44:00)
A powerful moment of philanthropy in Jeff’s Life (46:00)
Jeff’s One Good Thing: Win the morning, win the day. (49:00)
powerful quotes
“It's about how do we empower people? How do we improve people's lives? How do we create content that's so compelling, we don't have to interrupt people. We can create content that's so powerful, people will seek it out, and then they'll share it with others. And that's how great brands are built. And that's how great nonprofits are now built.” -Jeff
“It's going to be a combination of all of those tools, working together in understanding what everybody's unmet needs are at each point in their own journey.” -Jeff
“There's a lot of people that you're trying to get aware. Among some of them it's smaller, you're trying to make them interested among them at smaller you're trying to convert them into donors and among them you're trying to convert them into loyalists or evangelists who tell their friends about it right shape like a funnel.” -Jeff
“But more efficient investment is go after the people who are already telling you they’re really interested.” -Jeff
“It's a value exchange, right? Modern advertising used to be about storytelling. Think of it as a value exchange, people are giving you their time, their energy, their dollars, their recommendations, they're reaching out to you across all of those channels, email, and social in website, etc. Give them more that they're expecting.” -Jeff
“Why is it it's not because they're great ad, it's not because they're great interruption. It's not because they're great advertising message, somewhere along the way, they've surprised you and delighted you with more than you're expecting.” -Jeff
“I found one of the more important tools in this world is the power of building great culture, like all companies are now completely transparent in the audience.” -Jeff
“what I've finally learned is great culture is about putting people in position to do their best work. That's what people want.” -Jeff
“First, you need to focus internally on your own culture, in your own behavior. And then from that, when you've got that established, you've got the right the permission and the ability to focus externally, on your own advertising and your own messaging.” -Jeff
“So what does empowerment really mean? It means giving people the tools to improve their lives, one small step at a time.” -Jeff
“Education is really, really powerful. Information is really powerful. Inspiration is really powerful. And the other one that's really powerful is facilitation, which is my last point of making things as user friendly as possible.” -Jeff
“One truth is, we're exposed to 5,000 branded messages every day, that's approximately a fresh one every 2.7 seconds that we're awake. We're under assault. If you look at your brain, your brain is exposed to 11 million bits of information, every minute.” -Jeff
“I think most companies can reduce their budget a little bit and create some of that great anchoring content. I'd rather see a great video.” -Jeff
“If we want to tell stories, look up on Google and do a little research on the three act structure. If you're not a natural storyteller, and or you're not a natural video creator, if you want to find a shortcut to make sure the video works, they break through that cognitive spam filter and everybody's brain to make sure that you're emotionally engaging people in functionally engaging people understand that three, act structure.” -Jeff
connect with Jeff
connect with questus
Website / Instagram / LinkedIn / Twitter
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Episode Sponsored by
Studio Selfie
Julie Confer, Becky Endicott, Jonathan McCoy & Jeff Rosenblum
