You've likely heard of podcasts or have a few of your own that you subscribe to. But how are nonprofits using podcasts? Podcasts aren't just about growing an audience, they serve many other purposes. In this talk, we will discuss - How starting a podcast is a surprising way to create deep content - How to use podcasting to connect with dedicated supporters and meet new audiences - How you can get your podcast started and what resources you will need

1. 3 Ways Starting a
Podcast Can Help
Your Nonprofit Grow
December 17, 2019

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3. A Global Network
Bridging Tech Solutions
and Services for Good
Where are you on the map?

4. Acclivity
Adobe
Alpha Software
Asana
Atlas Business Solutions
Atomic Training
Autodesk
Azavea
BetterWorld
Bitdefender
Blackbaud
Bloomerang
Box
Brocade
Bytes of Learning
Caspio
CauseVox
CDI Computer Dealers
Cisco
CitySoft
CleverReach
ClickTime
Closerware
Comodo
Connect2Give
Dell
Dharma Merchant Services
Digital Wish
Dolby
DonorPerfect
Efficient Elements
FileMaker
GoDaddy
GrantStation
Guide By Cell
Headsets.com
Horizon DataSys
HR Solutions Partners
Huddle
Idealware
InFocus
Informz
InterConnection
Intuit
JourneyEd
Litmos
Little Green Light
Mailshell
Microsoft
Mobile Beacon
NetSuite
Nielsen
NonProfitEasy
NortonLifeLock
O&O Software
Quickbooks Made Easy
Reading Eggs
ReadyTalk
Red Earth Software
Sage Software
Simple Charity Registration
Skillsoft
Smart Business Savings
Society for Nonprofit Organizations
Sparrow Mobile
Tableau
TechBridge
Tech Impact
Teespring
Telosa
Tint
Ultralingua
Western Digital
Zoner

5. Explore our Nonprofit
Tech Marketplace
For more information, please visit
www.techsoup.org/get-product-donations
"We are an all-volunteer organization with
limited professional skills. Adobe's donated
technology is helping us present our story to
the public and to lenders in the format of a
much larger organization. With Adobe, we
are able to knock off a few of the "rough
edges" so that our story is front and center
instead of our technological limitations.
Thank you, Adobe!”
- Richard de Koster
Constitution Island Association, Inc

6. Presenters
Adam Walker
Podcast Host of Good People, Good Marketing
and Tech Talk Y’all
Co-founder of 48in48 and Sideways8
Sima Thakkar
Senior Manager, Content
TechSoup
Assisting with chat:
Steven Davidson, TechSoup
Steven Davidson
Marketing
Associate,
TechSoup
Adam Walker
Podcast Host of
Good People, Good
Marketing and Tech
Talk Y’all
Sima Thakkar
Senior Manager,
Content
TechSoup

7. By Adam Walker
3 Ways Starting a Podcast Can
Help Your Nonprofit Grow

8. Twitter: @ajwalker | Instagram: adamwalker
Your Host: Adam Walker
● Husband and Father of 5 (almost 6)
● Growth Coach at Dragon Army
● Co-Founder of 48in48
● Podcast host at
○ Tech Talk Y’all
○ Inside the Lair (coming soon)
○ RealPink by Susan G. Komen
○ The Slowdown
● Blog - adamjwalker.com
● Twitter - @ajwalker
● Instagram - @adamwalker

9. 48in48
Helping Nonprofits that are doing
good look good as well.
More
information at
48in48.org
● A nonprofit serving nonprofits by building 48
FREE nonprofit websites at a 48 hour event.

10. 01
Podcasting for Growth
Nearly One-Quarter of Americans Listen to Podcasts Weekly.
Convince and Convert

11. Who listened to a
podcast in the last 48
hours? Last week?

12. Twitter: @ajwalker | Instagram: adamwalker
The Podcast Resurgence
● The new age of podcasting started with Serial in 2014. Serial eventually
drew an audience of 1,000,000 downloads per episode.
● Podcasting will overtake radio because it's on demand, customized to
(and by) the user, and able to be enjoyed while doing other activities.
● YouTubers are even moving to Podcasting to expand their audience
and grow their communities.

13. Twitter: @ajwalker | Instagram: adamwalker
The Podcast Resurgence
● 51% of Americans 12+ have ever listened to a podcast, with 32% having
listened in the past month, and 22% in the past week.
● Nearly One-Quarter of Americans listen to podcasts weekly.
● Nearly 4X more people listen to podcasts every week than watched the
Game of Thrones final season premiere.

14. Twitter: @ajwalker | Instagram: adamwalker
Where People Listen

15. Twitter: @ajwalker | Instagram: adamwalker
It’s not about building an audience.
When most organizations think about
starting a podcast, they think about
using it to build an audience. Audiences
are great, but there are other (better)
reasons to start a podcast, and then the
audience can follow.
9

16. Twitter: @ajwalker | Instagram: adamwalker
Podcasts allow micro-niche targeting.
● Podcasts are easy to micro-target to niche groups
● Make it personal through interviews with people from their niche
● Talk about topics only that niche would care about
● Examples:
○ Good People Good Marketing -> Becoming Inside the Lair
○ All Day Ruck Off
○ Tech Talk Y’all
1. Connect with niche supporters
10

17. Twitter: @ajwalker | Instagram: adamwalker
2. Create Loyal Supporters
Your organization’s supporters already love podcasts. By
creating a podcast they can listen to, you can:
● Keep supporters informed
● Keep supporters engaged
● Provide value they can’t (or won’t) find anywhere else
● Examples:
○ Hubspot’s The Growth Show
○ Shopify’s Vanguard
○ Susan G. Komen’s Real Pink
11

18. Twitter: @ajwalker | Instagram: adamwalker
3. Create high-value content quickly
Creating long-form written content like white papers, eBooks,
and blog posts takes time. Podcasts can speed things up.
SEO - Once transcribed (through services like Temi), a podcast
becomes a long-form, keyword rich, piece of content,
improving SEO performance.
Social - One podcast episode can be distilled into 15 - 30
pieces of shareable content for social media platforms.
12

19. Twitter: @ajwalker | Instagram: adamwalker
● Podcasts are amazing for:
○ Connecting with niche groups
○ Deepening your relationship with fans
○ Creating long-form content quickly
● Creating a podcast isn’t as hard as you think
Podcast Recap
13

20. 02
How to get started

21. Twitter: @ajwalker | Instagram: adamwalker
● Are you trying to connect to a niche group, create supporters, create
high-quality content, or something else altogether?
● Once you know why you are creating a podcast, you can determine
the best podcast format for that purpose.
Decide why are creating a podcast.

22. Twitter: @ajwalker | Instagram: adamwalker
● Interview Podcast - Podcasts that have a regular host who
interviews a different guest in each episode.
● Hosted or Co-hosted Podcast - These are podcasts that always have
the same host(s) and will talk about different topics in each episode.
● Narrative Podcast - This is a podcast that is telling a story. It may be
journalistic or fictional.
● Repurposed Content Podcast - Most nonprofits have a lot of content
that can be repurposed.
Decide on a format for your podcast.

23. Twitter: @ajwalker | Instagram: adamwalker
● Think about how you will brand your podcast.
○ What will people call it?
○ Does it need to include your organization's name?
● As podcasts tend to take on a life of their own, I recommend that
each one has a unique brand that complements your nonprofit’s
overall brand.
○ Example: Real Pink by Susan G. Komen
Determine your podcast's brand.

24. Twitter: @ajwalker | Instagram: adamwalker
● Start with a good mic (Blue Yeti is very popular)
○ If recording inverviews online, I suggest using Zoom for the video
interview and making sure your guest has a decent headset mic.
● Determine where you will host the podcast
○ I love https://fireside.fm/ and https://anchor.fm/
● Figure out light editing, consider using Garageband or Audacity
● Record 5 episodes, then launch!
Record and Launch your Podcast.

25. What’s your favorite
podcast and why?

26. Surprise! I made you a
podcast mixtape
playlist!
http://bit.ly/np-podrecs

27. That’s a wrap
Questions?

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