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hi I'm Amy Eisenstein welcome to ask the fundraising expert today I'm so excited to have Seth Godin here with me a well-known author speaker founder of multiple companies and all-around marketing expert welcome Seth thanks for joining thank you it's a pleasure to know you great well let's get started talking about storytelling and nonprofits and how can storytelling help nonprofits spread their word well let's understand that when someone donates money to a charity they're buying something they're hiring that charity to solve a problem for them the question we need to understand is what are they buying too often we get hung up on the problem to be solved the charts and the graphs and the urgency I did no no this time it's urgent that's not what anyone buys ever and when we talk about what we've done when we talk about the charity we're supporting what do we say these come down to the story and the story is does it resonate with me does it resonate with the person I believe I am and my place in society a short way of saying it is this people like us do things like this and every successful charity is successful at the fundraising end because they have figured out how to be part of the culture not all of the culture a section of the culture where people proudly say of course I support them because people like us do things like this and the mistake that we make because our cause is so good is that we skip all that and try to get to the facts guess what no one looks at the facts when we buy a chocolate bar they don't look at the facts when they buy a car and they don't look at the facts when they make a donation yeah what a great way of putting it succinct as possible and powerful so if you were in front of a non-profit board what's one piece of advice that you would give them I think the most important thing that board members have to understand is that we invented nonprofits for a reason and the reason is it's okay to fail that if it had to work then you would be a for-profit company that had to make its dividends but the entire reason we have non profits is we don't know how to solve this problem we don't know how to educate kids we don't know how to make more entrepreneurs in Nairobi we don't know how to solve this health problem if we knew we would have solved it already you're here because we want you to be scientists to explore to apply a series of steps to a problem until the problem goes away and too often nonprofits once they get past five people become defenders of the nonprofit as opposed to eager scientists willing to figure out yet another way the problem can't be solved as...