Ep. 104: Crafting Meaningful Events: Neuroscience, Storytelling, and Fundraising with Joey Goone
EPISODE 104
Crafting Meaningful Events: Neuroscience, Storytelling, and Fundraising with Joey Goone
About the Episode:
In this episode, I had the pleasure of speaking with Joey Goone from Utopia Experience, an event management company for nonprofit organizations. From the beginning of our conversation, we explore how neuroscience and psychological safety play pivotal roles in creating memorable and impactful events. Joey shares his unique approach to using technology as a conduit for deeper connections and how important it is to foster a sense of community and purpose. We also discuss common pitfalls in fundraising events, emphasizing the need for a clear purpose, targeted audience, and effective storytelling. Joey's insights on stepping back as an executive director to empower your team and leveraging professional support to make a successful ask were particularly enlightening. This conversation is a treasure trove of strategies and stories for anyone looking to elevate their event planning and fundraising efforts.
Topics:
The impactful role that self-talk can play in nonprofit leadership and how Joey relates this to going on his recent hike where so many things went wrong
The scarcity and finger-pointing mindset that can take place when events don’t happen the way we want them to and how to reframe this
Maximizing on the week after an event takes place to cultivate relationships and raise more money for your cause
Stepping away from the soft ask and strategies you can use to make more money at your next fundraising event
The top three reasons why people attend events and how to utilize each of these to create more opportunity and community
How closing the story loop can be the key for lasting donor relationships
Questions to think about to know if your organization is ready to host an event and the first steps to take to build your ecosystem
Trends that Joey sees in event planning space and why he’s optimistic about the future
Think you’ve reached out to “everyone” in your network? Out of ideas to get noticed and get funded? Generate leads for your nonprofit or social impact business: https://www.splendidcourses.com/prospect
Christina’s Favorite Takeaways:
“So many executive directors look at an event as the end all be all this magical thing that is going to solve all of our problems, but in reality an event creates opportunities.” – Joey
“If you are not seeing the need to evolve your event as a blessing, then we're probably not a good fit to partner with each other.” – Joey
“The greatest gift that you can give to yourself, is to find other people that are as passionate and purpose-driven as you and bring them in.” – Joey
“I think that if you're within the first five years of doing an event, you should expect to be in the red or breakeven.” – Joey
“I still think an event is the absolute best way of reaching a deep meaningful connection and community with people that want the platform.” – Joey
“You can tell stories in a way that feels really good, you have to bridge the gap between consent and storytelling and lean into the heart.” – Christina
“Your success is someone else’s miracle.”
About Joey:
Joey Goone is President of Utopia Experience, an event management company that focuses on A/V, event production, videography, and event planning for nonprofit organizations and businesses.
For Joey, success isn't just a business metric; it's about leaving the planet better than he found it. His ultimate goal is to uplift those who've dedicated their lives to bettering the world. Whether orchestrating unforgettable events or spreading kindness beyond its boundaries, Joey's drive to create a better world is his guiding star.
Connect with Joey:
Episode Resources:
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How to Work with Christina and Splendid Consulting:
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Christina Edwards 00:00
Right. are already recording. That's good. Joey goon is it goon my pronouncing right. Okay. Yes. And utopia. It
Joey Goone 00:08
makes it sound a little bit more like, you know, Eastern, Eastern European, if you will.
Christina Edwards 00:14
And Utopia experience Yeah, yes. Okay. All right, here we go. Welcome to the podcast Joey goon tell us about the work that you do with Utopia experience because we're gonna dig into events today, we're gonna talk about the good, the bad, the ugly, like what's working right now, but first set the stage for us in the work that you do.
Joey Goone 00:33
Yes. Well, first off, thank you so much for having me on the podcast. I'm super, super pumped to be here. Yes, so Utopia experience, we are a event and video production company that really specialize in helping people produce really meaningful experiences. And so the best way, I guess, if I were doing the elevator, elevator pitch, if you will, the shortened version, or condensed version is like, all technology that we bring to events, is informed by something, something that is much deeper. And so it's not merely technology, technology is a conduit for us. But everything that we do, and everything that we try and help our agencies and organizations understand that we work with whether that's a for profit conference or a nonprofit Gala. fundraiser is is psychological safety and neuroscience and how important that is when we bring people together in any community of any kind anywhere at any time. So I'll stop there. I mean, we oh,
Christina Edwards 01:31
I mean, you you dropped neuroscience in the intro. I'm very happy. I'm very happy. I'm reading it, oh, neuroscientists wrote it hang on, or he's very into like manifestation and also neuroscience. We're gonna look it up. I want to get the title right. Lessons from the magic shop. Do you know him?
Joey Goone 01:51
Know the magic shop? Yeah. So his
Christina Edwards 01:55
J. Dr. James R. DoDI? That's a good one. But it just reminded me so he talks a lot about, you know, brain wiring, and, and all of the things thinking thoughts on purpose. And we've sent some manifestation in there as well. Amazing. Well, we're gonna dig in, you said you have a juicy story for us. So I've got a bunch of questions for you. But first, tell us about your morning. Yes.
Joey Goone 02:20
So before we hit record, we started talking about the inner work and how important it is to you know, really hone in on that inner voice. And for me, one of the most important things that I think I've done for myself and my growth is to get uncomfortable, and to find ways to be comfortable in the uncomfortable. And if I can do that on the mat when I'm doing yoga, or if I can do it out in nature, or if I can do it in the gym, then I can apply it to any life circumstance that I'm going through. And so this morning, I started a six mile hike. And I went, you know, I was sipping my coffee getting ready for an invigorating workout in nature. And little did I know that my morning would turn into an epic battle for survival. So I started my hike, and I was immediately swarmed by mosquitoes and cicadas. It was too early in the morning for me to remember bug spray. So I spent the first really, you know, 45 minutes of my hike slapping in my arms and legs like an orchestra constructor. And then at the two mile mark, and I'm sure you know, we don't often talk about this, but because this is an open form and dialogue, I know there will be people out there nodding an affirmation like yes, this completely resonates. The dreaded coffee hit.
Christina Edwards 03:41
That's annoying laugh that's annoying. laugh You're safe here. Stomach
Joey Goone 03:45
gurgling like a witch's cauldron. Oh, no, my leisurely hike. I'm two miles in. I'm too far to turn around. And, you know, I'm far enough in it to just commit I've got mosquitoes swarming me. I've got you know, hanging out with the cicadas and and of course, the dreaded. How do I say this diplomatically on a podcast with I mean, you said it. You can say bubble guts. So I have three and a half miles to go. And with every step the urgency grew. So I'm trying to like keep a steady pace and I'm running. And yeah, there was just this blur of adrenaline and sheer determination, which is fundraising and growing a business in and of itself. So finally I burst out of the trail found the nearest Starbucks which was a mile and a half away. Thank them for letting me use the restroom and ground. And so, yes, all of this, you know, throughout that entire process, it's the inner journey of that voice inside my head is I can do this. I'm going to persevere and no matter what there's will grit and determination to make it through on the other side. Although one of the monikers that I love to live by is the journey is the destination. Yep, so enjoy the journey. And this was a tough one to enjoy Christina. Joey,
Christina Edwards 05:08
you've like basically hit a lot of our core values on the podcast. And in my coaching program, we talk about grit, we talk about determination, we talk about that, like self talk, because the self talk can actually get you to where you want to be, or make that process of finding that Starbucks. grueling, right, it was grueling either way, but there's one where you actually kind of talk yourself through it right and one not so much. And our fundraisers do this for sure. Where there's one version where you're calling that donor, and it's, it's, it's, it feels horrible before, during and after, because of that self talk. And there's one where you're like, you know, what, I got this, you know, what I'm giving this a try, you know, what I know I can do this, I'll be there'll be data on the other side, whatever it is, you choose to talk yourself through it. That's the secret like that is the secret to hitting those revenue goals. So we're already I'm thrilled you've already peel back the curtain of vulnerability and we're gonna dig in to today ripped
Joey Goone 06:02
all my clothes off. I am, like, metaphorically here, it's the most vulnerable I've ever been in recording a podcast telling a very, you know, that I'm sure relatable story for many of us.
Christina Edwards 06:12
So we're gonna dig in to let's I think let's let's take it to setting the stage, something we talked about a little bit in the greenroom, which is, you know, you you fly all over for to put on these events, right? For different organizations, and maybe the fly on the wall. What you've heard before is this is the scarcity mindset of like, oh, you know, we're in the black on this event. And then the finger pointing that comes next, which is, well, it's the fundraising tool. Well, the board didn't get in, you know, we didn't have enough board engagement. So like, what's kind of to have a conversation about that mindset, especially when it because when come when it comes to events, because many events, as you know, are tend to be in the black or the red? So if it's in the black, is that bad? And kind of reframe, looking at fundraising events for us? Yeah,
Joey Goone 07:02
absolutely. I very much appreciate this. And I love I would love to make this more of like a, you know, you jump in, when when you get inspired by a thought, because you get so much to share around this as well. But, you know, for me, it's it's about like, you know, I think so many executive directors or directors of developments, look at an event, as this end all be all this magical thing that is going to solve all of our problems. And in reality, an event creates opportunities. And what we share with a lot of our clients is that, you know, events are the beginning of a relationship, the end of the event is the beginning of a relationship. And so I always chuckle at the director of development, who on, you know, Saturday, or you know, it's a Thursday or weekend, whatever their event is over, they come over, we do the huddle, and everyone's hugging and crying and laughing. And it was, oh my god, can you believe what we did? And then, like, hey, Director of Development, what are you doing tomorrow? Oh, I'm taking a week off. Like, ah, that's amazing. You deserve that time. And you absolutely should take the time to fill your cup. However, do you think you might be able to do it the week after next week, because on Monday is when if you do what you should be doing at the event and create this exceptionally emotional, supercharged experience where people leave and they're like, Wow, I'm feeling altruistic. I'm feeling connected. I'm feeling like a sense of community and purpose and belonging, you've got to hit on that and strike while the iron is hot. And so you just lose steam and momentum if you wait too long to follow up with those people. And so many organizations don't follow up with those people. They instead do the obligatory printed form letter, rubber stamped by the executive director. And that's what everyone else does. And so I always like think about what can we do that is significantly different from other people. And so that has absolutely nothing to do with the thing that Utopia actually brings to the event. It's just more of like our philosophy or mindset, like if you are not seeing the need to evolve your event as a blessing, then we're probably not a good fit to partner with each other.
Christina Edwards 09:18
So you just gave some really good tips. So what I see it like two pronged one is yes, you are allowed to rest after the event. But just rest the week after the weekend. You normally arrest right? Because that's the honeymoon period. And it's like I see in my mind's eye I see this like graph of like, I've left the event, it was so awesome. I'm like, oh my god, what they're doing is so cool. And it was so nice to see Julie and Tim and everybody there. And then it's like falling off a cliff as to how it remains top of mind. I think there I had a training about this a long time ago. If you Google the forgetting curve, it'll be on there. And so it's just like yeah, use that week. Use the seven days. Just to actually, like, take advantage of the honeymoon period. And yes, you get time off to like, we want to make sure that our nonprofit, you know, staff gets to because I think that's the other piece. And maybe if they don't have a team like yours, that's the other reason why they're closing the lights or getting in the car after the event. And they're going Thank God it's over. So now I get to like face plant. And so maybe that's the other piece is not having a team around you to help you actually plan a great event is probably why your face planting for a week after maybe, maybe what would you say to that? I
Joey Goone 10:32
completely concur and agree with all of that. Yeah. 100%? Yeah, you know, I just had this conversation with one of my dear friends who's an executive director for a nonprofit in Kansas City. And she called me because her Director of Development decided to leave and go on to a different organization. So she put her two weeks in, and I got the call from my friend. And she's like, you know, what do I do, I've got all these things. And I totally understand now you, as the executive director are bearing the burden of all of those additional responsibilities, and I just shared with her, you know, now think of it as an opportunity, right? Like that person was being called somewhere else, and who's being called into your organization. Now, let's go find them. Because just think of, you know, like, as a business owner, the greatest gift that you can give to yourself, is to find other people that are as passionate and purpose driven as you and bring them in. Yep, bring them in, bring them into that organization and allow that because, gosh, it is so challenging to scale any business, like there's four, there's this incredible book, and I am not going to remember the name of the book, but I just remember he breaks it down like three or four different phases of business. First phase is the most difficult. And once you make it to that million dollars, it's so much easier to go from one to five or one to 10 because
Christina Edwards 11:54
Oh, I totally agree. Yeah, systems and processes. And it's cool. It's like you're paving the path for that first to the first million, you're like literally paving the path. Versus after that you have some SOPs, you have some more staff, things like that. So yeah, I totally agree. Um, hang on, I flew out of my brain, but but I want to take us somewhere, hang on. No, it didn't know, it's gonna come back.
Joey Goone 12:25
I'm ready for it.
Christina Edwards 12:27
Hang on, because I wanted to take us there. Oh, okay. Got it. We're back. Okay, so, I planned one event one time, this is a million years ago. And I said, take it off the website, we're never doing it. Again, this isn't my marketing and PR days when I owned an agency. So I have a special affinity for event planners and the work you do this, this work takes organization, this work takes a dedicated staff to your own point of like people who are passionate about it. And so now my role in event planning is simply as event attendee, I love to attend a fundraiser any sort of nonprofit event. So because of that I get I'm in the room of quite a few events. And I sort of see these like common mistakes that over and over and over again, and I want to dig into this and maybe some like low lifts, or what you see working better. So one of the more common mistakes is that the purpose of the event is a little broad. And the who it's for is a little broad. So we invite everyone, which is okay. Right. But then I find that is it. Is this a fundraising event? Are we asking I was at an event not that long ago, this is maybe a few months ago, where the ask just was really soft. But I knew personally that this was a fundraising event. And so I think there is also that like nervousness from the IDI or whoever speaking or what are we doing? And oh, well, there's a silent auction, people will just donate over there if they want to. So what do you say to all that? Like, how do we actually make a fundraising event a fundraising event? And who should come in order some of the key elements we'd like to see.
Joey Goone 14:11
That's such a powerful question and thing to dive into. Yeah, I think the biggest from my own personal experience where I've seen the greatest growth is when the IDI steps out of the way. Oh, say more. Because you are so this is Tony Robbins philosophy. If there's any Tony Robbins fans out there, you're so invested in the outcome. And you're so emotionally attached to the outcome of what happens that night that it can almost in a way, like when you start to feel oh my god, I kind of feel gross because I'm like, am I begging? Am I Am I pleading? Like, am I coming? How am I coming? When you feel that the audience feels that and so that's the time to ask for professionals, hire the professional fundraising auctioneer to come in and to make the ask on your behalf. Ask a family. You know, I mean, we we can ask families for you. And when we frame it is, Hey, would you mind sharing your story of what your family persevered through, or what your family had to go through and what you learned, because your story could help, could uplift could educate, empower another family that's there tonight. And when you frame it that way you bring in professionals and allow you to start framing those conversations. And then making those asks and telling those stories for you on your behalf. It's such a more powerful lens for you as the executive director to sit and experience it and watch it all unfold, and actually connect with people in the room instead of worrying about what you're going to say all night.
Christina Edwards 15:54
Okay, those are great suggestions. So the first is just honoring that, like, if you feel like as the IDI you're trying to extract from the crowd, it might be true, you are in that energy of just being like, I have to fundraise. So maybe you're not the person, right? Maybe you're not the person you actually reminded me of several years ago, was at an amazing fundraiser. And they had the best host who they hired, who was like part auctioneer part, just hype person. And it was the most fun because I grew up in the auction world. So I love a good Paddle Raise and it but I love the energy of a crowd. And I remember this guy did this like pregame it was like, Well, before we have the actual auction, let's just raise some paddles, and they raise $10,000 Just in the energy of the room. And it was like God, what a great investment versus the IDI feeling that sort of half to energy, feeling the tightness feeling very, like transactional? So yeah, maybe you're not the best person for it. And that's okay. It's perfectly
Joey Goone 16:54
okay. Yeah, these feel like if they admit that, that they're admitting a flaw, or that, like, they're supposed to be this stage presence and this person, because Wait, I'm in that position. But like the greatest gift that I ever realized, as the President of our company, and the one who's leading the ship, is I don't matter. Like, I put my ego aside, and I step to the side as much as I possibly can. And I'm like, How can I empower the team to step in and make decisions without me having to feel like I have to bear the burden of all that responsibility just because of the position that I'm in. So what a gift you can give to yourself to be able to delegate that responsibility, and empower your you know, other people in your network and other partners that want to help you. And
Christina Edwards 17:40
like trust, trust in your team, trusting the people around you, right? And trust that, like, it doesn't need to all fall on you. And in fact, it would be better if it didn't, and kind of letting people to share their stories. So let's dig into storytelling. What do you feel like are the elements that we should look for? And craft in the the event itself? What kind of story should be shared? Are these videos? What are you tell me? Tell me all the things?
Joey Goone 18:06
Yeah, so it's, it's a combination of all the things. So everything that we do, we try and utilize story. And I can just give you a bunch of different examples and hopes that maybe one of the apples resonates with someone from the audience. And so our goal when we go to an event is okay, so can I, before we zoom in, can I zoom out one quick second, and sort of set the the, like preface all of the tech? Yes. So there's three reasons why people come to events from what we found. And we call them the three C's. And in full transparency, I didn't create these, we were a part of another organization called the exchange approach, Christina, I'm not sure if you're familiar with him, but John Berkoff's, the CEO over there, and it's an incredible organization, they, they teach facilitators, how to facilitate more powerful conversations. And it's all through looking at the lens like the power of a question. And so you've got all these facilitators that are going out and doing events all over the world for some of the coolest organizations, and then bringing everything back and just sharing, you know, here's what we found. What we found was three reasons people go to events. Number one, people go for content. They want to learn something new, they want to have an aha moment, they want to be inspired. Hmm. The second reason people go to events is for connection. They want to connect with other people that are like minded. And definitely that's pretty simple, pretty self explanatory. And most people stop there is they're planning an event around content. They're planning an event around connection. We found that people come, they come for those two things, but they come back for this third See, and that's community. And that is the opportunity that is often missed in your traditional fundraising events. And what do I mean by that? Well, If we bring people into a space 500 strangers and put them in a seat and deliver a passive program at them for four hours, there's no opportunity for them, yes, there's opportunity for them to connect with the mission. Most important thing that you can do at your events is to create the space for them to connect with each other.
Christina Edwards 20:17
Okay, so I think community, especially in our sector, is a word that's thrown around like the word empower and transform, and it's just thrown around and it's lost. Like, it's true meaning so many organizations are like, join our community in our monthly giving circle. But community is actually so much it's stickier, and so much deeper, and you're starting to allude on it. And that is the piece that bit brings people back, that is the piece that you get that retention from and not that like one and done. So I think you're right on on that. And I love that. And I really, you reminded me of another pet peeve is to go to an event and be like, Well, I see that I was in my little pod of the people I was with and kind of knew, and everybody else was in their pod. And unless there was like one boisterous super outgoing person in the room, none of the different groups really intersected, right, hate that. So how do we create community in an event where there are introverts, there are lots of people there are like lots of sights and sounds and things like that, how do we do it?
Joey Goone 21:20
It's really like, once you have an understanding of the neuroscience, then you bring on a company like us, or, you know, consultant like yourself, and as a fundraising professional, an auctioneer, and all of us together, create this really cohesive, empowered, like empowering experience. And so one of the things that I think about is like what we nerded out on before we hit record in the few first few minutes of our conversation is neuroscience is that most people are going through life in fight or flight back here in the amygdala, or the monkey brain. And so the like, the greatest thing that we could do at any event, is to get them out of the monkey brain, the lizard brain that's the fight or flight and I'm like closed off and like disconnected because I'm over hyped on caffeine and Emacs and all the things that I've been doing at home, all these things, vying for my attention. And I'm overstimulated and get them in a space in the limbic system that allows them to feel the emotions, which will ultimately eventually open the prefrontal cortex if we continue to lean into that, and the neocortex that surrounds the brain. And so we create these little activations to allow that to happen. One of which, because I'm sure everyone's like, okay, yeah, great enough with the philosophy give me something. And that's, that's great. I'm gonna give you all the things. One of the things we recently did is, we worked with a hospital foundation down in Florida. And we created this immersive experience with all these different rooms, and we took donors. So they they registered, they had color coordinated paddles, and we call them by color in groups of 20 to 30 people and took them on this immersive guided tour of these different rooms that were outfitted to tell different stories along the patient journey lifecycle. So that first room was, your child is diagnosed with this thing. You're scared what the second room was, and you know, each room sort of plays into that particular theme. The second room was now you realize that there's this foundation that can help you. And they're going to help you financially. And then the third room was hope. Wow, they're actually going to like they saved our child. And then the fourth room was gratitude. Now we want to give back to the foundation. And all the families at the end of the at the end of the tour, where they're greeting all the donors.
Christina Edwards 23:47
Oh, my gosh, I love it when we close the story loop. That's so good. Yeah. And I also love about, yeah, that being experiential, so like, this person isn't going to sort of like a museum where you stare at a painting on the wall. They're actually, if you've ever been to a museum where you were a part of the exhibit, maybe you put on little special shoe covers, and you walk into the exhibit, you're going to remember those moments so much more because you lived in them through them. That's so smart. And yeah, I can think of organizations going amazing Christina, but but I don't know how to do that. And it's like, well, think about this, too. This is about reimagining whatever your fall gala is whatever your Spring Fling is, and what does your audience want, because they are probably tired of the same old anyway and reimagining what you're doing year after year after year into something that they want into something that that would generate more connection, more community with them, and trying that, like I'm all about just trying new things. And I think that's another way that we can start to respond to you know, some of the headlines that giving us down and things like that I think this idea of try Doing something new that more immersive experience would net in a higher, not only higher fundraising revenue that night, but a higher longevity of that donor. Yeah, you're nodding yes. Okay. Yeah. Absolutely. Amazing. Okay, so what else do you feel like are some community builders, or even another case study would like to share with us? Because I think that that's really helpful to hear like, what it looks like in practice. And, yeah, tell us another
Joey Goone 25:28
Yeah. So um, while I'm, I still think about like this event, because there were so many things just a beyond that, that were done that brought so much intention into the experience. Like, for instance, the kids, when they go through their last surgery, the doctors bring them out, and they hit a bell to signify that they're, this is it for them, right? Like they made it, we brought the bell, the actual Bell, the kids ring to the gala. And all of the donors as they entered into the main program room, got to ding the bell. There was one of the kids on the fourth story. So these were all different, like each room had a different video that we had pre recorded with the families, the kiddo, the kiddo, on the fourth story, Campbell, all he wanted to do was give back to the organization. And he loved 3d printing. So he started this 3d printing company. And the organization is one in which helps kids with like, life altering limb saving treatments. So a starfish is the only animal that can regrow its limbs. And I think a crab can do the same. But anyway, he was printing starfish on site with little sayings on them and giving them to donors as they came through this experience. And we they were on a tree and he was telling the story of what the the significance of the starfish so little immersive activations, like that. And then another thing that we did at a different event was, this was an event I was an attendee at the funded need video played before they asked for money, they asked us to write a letter to the family. And there was this little girl battling a terminal illness. It was waterworks in the room, there were 100 150 of us that we're just beside ourselves bawling because I didn't have a child at the time I do now. And I could not imagine what this family had to endure going through that with their, their little girl. So we wrote, we wrote these beautiful letters to her, you know, offering her words of inspiration and hope and connection and love and support, sent them off. They closed the loop two months later, and sent us back the little girl reading our letters, a little video of the girl reading, thanking us for the letters that we we we had written to her and her family. So how can we create little moments like that in our event? Because this happened to me eight years ago, I was a donor and I still remember the emotional, visceral raw, like I get goosebumps just having a backup every time I bring it up. How do we create more, more feelings like that. And here's
Christina Edwards 27:57
why I like that example is for the stressed out fundraiser for the comms fundraiser Edie person that's wearing all the hats. This is something that they can call back to you said it was two months later. So it's like in a movie, when they call back something it's like referencing back something. But again, it's an it's a touch point for that donor to say we see you, you're part of this. And so it's a good reminder that if you don't do it within the first seven days, that's okay. You can build in a calm strategy or this sort of callback strategy that is three months later. Yeah, or something like that. Yeah, a connection point. Gives
Joey Goone 28:32
you it. Yeah, exactly. It gives you another another reason to reach out. Yeah.
Christina Edwards 28:35
Okay. So kind of a big question, which is, Should everyone do an in person event what type of organization shouldn't do an event? I feel like I've been on the receiving end of just just everything, a smorgasbord of whether they're funding size or excise we do an event. We've never done an event. We only do an event for our donors. We only do an event for the people in our programs, this sort of I've seen at all. What's what's the best, what works best for you. And what's a good kind of litmus test of Alright, you guys are ready for an event?
Joey Goone 29:11
Yeah, there. I just finished. Are you familiar with Alex Horne? Mosey? Yeah. Okay, so I just finished his book. And it's $100 million leads. Yep, you've read it. Okay, so you know how he breaks down the four quadrants. So you've got you've got in four different quadrants in the top left quadrant, you've got one to one connection, people who know you then you've got one to one people who don't know you one too many people who know you one too many people who don't know you. And so you have to Brit like look at those four quadrants and figure out like, which one is going to help us in terms of like, overall like where does our Where do our people live? Where do they exist? How do we appeal to them? And I would say, like, I would personally start with one to one people who know you 100% strategy focuses on it's it's affordable. you're leveraging personal networks through warm outreach. And you're using organic reach, like social media texts and calls and friends and family to promote your business. That's where I would start. Once you outgrow that, then you're in like the one to one. People who don't know you, or the one too many people who know you. Yes, categories are like, cold outreach. So like one to one people who don't know you is cold outreach to individuals that are unfamiliar with your business. So that's leads lists, LinkedIn outreach, so many different things you can do in that space. There's zoom info, and lead IQ and Apollo, you're building community through different funnels, you're trying to build a network online. And then from there, then and only then do you get into okay, we've exhausted our resources in terms of the one to one people who don't know and one to one people who know, we need to go one to many, one to many people who know you. And one too many people who don't know you those two categories. I would say like when you get there, which is like, how do we grow more and leverage efficiency and optimize it, and we have a little bit of money to be able to invest in that thing, because it's going to great event is 100,000 plus, then I would start to look at an event and building your ecosystem that way.
Christina Edwards 31:35
Okay. I love that overview. A great event is 100,000 plus to put on that we were saying to put on, so how much should 100k ish event bring in? That's minimum, at minimum. How about that? Not not? Yeah.
Joey Goone 31:58
You know, I? I don't know. I,
Christina Edwards 32:03
here's a harder question. Maybe? Or maybe a different way to say it. Yeah. Is it okay, for an event to break, even, I don't want an event in the red, I'll tell you that. When an event should should an organization put on a breakeven event? Are we always looking to at least make some,
Joey Goone 32:19
I think that if you're if you're within the first five years of doing an event, you should expect to be in the red or breakeven, Oh, interesting. Okay, if you're beyond that, if you've been producing your event for more than five years, and you've got some SOPs built around it, and you've got a strategy and a plan and a network, and for whatever reason, you're not growing year over year, I think that's the time you really need to look at evolution of your event and bring in a creative consultant, like our team or another one, to try and retool and re engineer how you're putting on an event.
Christina Edwards 32:57
All right, I'm gonna underscore what you just said, which is, if this is a brand new event, Christina's event this happening this fall, go ahead and expect this is going to be zero to five years, there may be some in the red or in the black. Yeah. If this is an event that you've been rocking and rolling for years, and years and years, five plus years, 10 years, 15 years, and you're noticing, it's also close to in the black or even in the red. To me, that's when I usually say kindly do we need to sunset this event? But I like what you said first, which is an evolution I think is how you said it right of like, what is the new what is how do we reimagine this event? Because there is some school of thought of like, your audience is probably trained to go to this event. So if we sunset it completely, that could have a cost. But how do we put on a more profitable but yeah, yep,
Joey Goone 33:48
exactly. And don't think an event is the only way, right, like, you start with this puddle size audience, then you build a pond on a lake than an ocean. And I still think an event is the absolute best way of reaching like a deep meaningful connection and community with people that want the platform. Because you can have an ocean sized audience with a very real intimate connection that can only be had in that space. But you absolutely have to nail it and you've got to be authentic. Otherwise, you stand to alienate and break trust with your audience.
Christina Edwards 34:22
Say more about that. You're saying you have to be authentic, otherwise you you may alienate, like when an event goes bad. Is that what you mean?
Joey Goone 34:30
Yeah, I think it's, I think it's, it's that and it's also people shying away from talking about what the real problem is and where the money goes. Like you you have to be again, this comes back to Christina what we talked about right before we hit record in the greenroom and also right when we started you've got to be comfortable in the uncomfortable. Yeah, have to be willing to have those difficult conversations of like, yeah, this sucks, of like, this is what real people are going through every single day. But like you got to talk out it and help people understand where that money goes. And if if it's just glossed over or you know, people ask questions, and you're like, yeah, that's not really a thing that we talk about, because we're afraid of, you know, we're afraid of what's what's exploiting these, right? Like you, somehow you've got to find a mindful and meaningful way to have those conversations so that people genuinely understand where their dollars go, because I think And, Christina, this is more your, your territory than mine. But I hear a lot from friends and family that go to galas are like, I have no idea where my money goes. And so that's how you break trust with an audience is to give people that type of response after they've left and donated. Yeah,
Christina Edwards 35:42
I think there's a lot in there 100%, they need to know where their their money is going. And not in a vague, just speaking in cliches. The other piece that you said was, you know, in, I think in regards to telling the stories, telling the stories of the programs or services. And that really starts, especially because we've mentioned children, sometimes we're you know, dealing with sensitive situations, and there is a consent based way to tell those stories to your audience in a gala. So just figuring that out, I always want to make sure that whatever child's story or even adult story, you're telling that they know, you're telling it, and it starting with that consent piece, sort of levels, the playing field to for you to be able to tell those stories in a way that feels really good for you and for them. So there are lots of ways you can do this, whether you need to tell it anonymous anonymously or not. But I think bridging the gap and leaning into the heart. And maybe there is to a little bit of a mindset of like, oh, but what we do is really, you know, up heavy, I don't want to tell that story at a gala. And it's like, no, that's why we're here. We're not just here to drink champagne, right? We're not here to just take pictures of ourselves, of telling the stories of and that ends up being like that ark that I'm talking about. The before and after the transformation. Those are the stories we actually want to hear. Yeah,
Joey Goone 37:00
there's a there's an organization in Kansas City that we've worked with before that deals with females under 18 that have been sexually trafficked. And it's, it's sad, and it's, and it's happening in our world. And so we need to talk about how do we get these females out of this really precarious, awful situation. And so some females wanted to get on and actually share their story to empower others. Others wanted to remain anonymous, and we used, you know, we blurred their faces. Yep. In other cases, we brought on paid actors that were relatively affordable, because they were local. So there's ways to tell the story. And I'm not by the way, like I just wanted to. The reason I share this is because I want to say like, I'm sensitive and empathetic to these types of stories our entire team is. And we we can frame it as you were giving someone a gift by sharing your story in in so they understand because like, there's so many of us who, you know, I don't even I don't even realize if I wasn't in the nonprofit space and helping put on these events, I wouldn't know that this was as much of a problem it was as pervasive as it actually is. Yep. And so by telling the story, you're like, This is a problem. We need to address it. Yeah. So
Christina Edwards 38:22
the the importance of storytelling has really been a theme here is that your your event shouldn't just be a party and food and it should it should tell stories and if it has that experiential quality I think that's that's the next level of this for sure. Is there anything else you want to share with our listeners that is like do this not that or maybe even as people are really hungry for gathering that we've seen of just like the Zoom fatigue is real. Any other trends that you feel like this is working a little bit better for our clients are these are where this is the direction even I see organizations move to that's going to be really successful.
Joey Goone 39:04
Yeah, I think I heard someone say this the other day, and I was like, Yes, this is it. I think there's a lot of there's a lot of fear and maybe not fear, maybe just uncertainty and unknown around the power of AI. And there was I was watching a keynote. And his keynote was in the power of AI. The power of relationships and, and human connection becomes that much more important. So the marketplace of the future is genuine human connection because AI is desensitizing us in so many ways. So how can we then step into the power of human to human connection and if you're doing an event, Damn, what a great place to be.
Christina Edwards 39:51
I think that's so smart. You know, one of our top podcasts on here is with hinge so hinge the dating app so they have an entire Our social impact arm. And that arm basically ran a pilot program this year for people to meet in real life to create friendships, specifically friendships in real life prioritizing, basically, in person meeting because they're seeing what the loneliness epidemic they're seeing with Gen Z this piece. And that really underscores what you've just said, which is people are hungry for this piece. And I saw me last night that was like, I just want AI to do my dishes. I just want AI to clean my house. And it's like, yeah, let's use AI. Let's figure that out to do like this little tasks. But yes, but so like, I'm not worried about it, when it when I think of it in that way. Like, let's just make the back end ops part of my life easier, beautiful. But that can't replace this right that can't replace that in person piece.
Joey Goone 40:52
The the event industry has an economic impact of $1.6 trillion. And I'm looking at a study in front of me right now, this is from Cvent, which is the largest data mining event company at SAS company on the planet. And this is what they gathered. This was their study that they just put out there and published in regard to 23 to 24. Event trends. 75% of event professionals are optimistic about events in 2024 41%, say registrations are up 46% of event professionals will plan more events next year. So can
Christina Edwards 41:26
I have to ask you one more question? Yes. I'm gonna ask you this. And then we're gonna go to another super duper last question. Why are events so hard to sell tickets for if all of that is true?
Joey Goone 41:38
Or are they? Yeah, you know, they're so have you do you know Tucker Wanamaker Thrive impact. He's his mission is to solve the nonprofit leader burnout problem. He had an email, a newsletter that went out a couple of months ago. And his answer to this question was like, I'm going to take that and repurpose it and steal it, because it's brilliant, but giving him credit. And his thing is, are we asking people to give? Or are we inviting them into their joy? And so I think it's getting very clear on who are we marketing to? And how are we inviting them to come into this community into this ecosystem? Is it just hey, come to this thing? It's an event? Yeah, buy a ticket? Yeah. When is it? You know, is there a strategy, like a six month strategy around why someone might want to attend? Do you pull a video in of someone like Christina, because Christina is passionate about puppies, and it's a puppy fundraiser, and Christina has her puppy and she's like, I got my dog from this organization, and I love them. And this is why I'm going you should go, right? Do you have those videos are like, is there a longer strategy to invite people into joy to make them feel? Or are we just doing the obligatory like, we're gonna throw up in Eventbrite. We're going to do it on, you know, our mobile bidding platform and send out a couple emails and whoever comes comes.
Christina Edwards 43:05
Yeah. All right. Great distinction. It's also in line with Priya Parker's work from the art of gathering. And she talks about the event really beginning at the time of the invitation. And really, at the time, the person buys the ticket. I remember I mentioned this to you, did you read it? This was back in our summit. It was like you have to read it. Have you read it? i
Joey 43:25
Okay. So full disclosure. I have it. But I want it.
Christina Edwards 43:31
If he's holding the book up if anyone is not watching the video, he's holding his book up. Yes, I heard
Joey Goone 43:37
it after the summit. Yeah. And I promise you it is on my list.
Christina Edwards 43:41
You're gonna love it. Because it's basically in your brain. It's already in your brain as doing all of the work that you're doing. It's just you're going to be like, holy, oh, my God, it's going to just come in,
Joey Goone 43:52
you know, the reticular activating system thing where you see the yellow Honda and then the yellow. Yes, yes. Now that I have the book on my shelf, I've had like six or seven people. Can you not mention that book? Like in the last two months of conversations, just like it's come up so many times?
Christina Edwards 44:07
Yeah. It's so good. All right. We ask every guest on the podcast to share. What is one thought you'd like to think on purpose. This can be an affirmation or a mantra or motto, whatever, whatever is kind of your good go to, would you share yours with our audience?
Joey Goone 44:24
I have two that come to mind. Yeah. One is that the journey is the destination. And I listened to Jim Carrey accepting an Oscar award. And he talks about this Lonely Mountain Top that he stood on the precipice of thinking that, wow, I'm here, there is no higher. I can't go any higher in my career, because I told myself when I get there, I've made it and here I am, and I'm lonely. And so I think that that is a an example of how many of us think about life, you know? It's just can we We, and this is from my own personal experience. Can I enjoy the journey of what I'm doing today just a little bit more knowing that it's not about the outcome. It's about how I'm showing up in this moment right now. And then my second one is that your success is someone else's miracle. Yeah, that's from my mentor, Jeff Hoffman. And that one has stuck with me. Since I met him at that event, when we did the letter writing, he was there facilitating that experience. That has stuck with me so much. And he's like, You don't have to have a million dollars to make an impact. You just have to have a heart and a consciousness. Go next door. Ask your neighbor. Yes. Realize how much your neighbors might might need your help. Go ask someone like what can I do to serve you? How can I just offer a smile? Can I hold the door for the person behind me at Starbucks? What can you do your success is someone else's miracle. No matter where you are, you can offer the gift, a gift to someone else.
Christina Edwards 46:00
That's beautiful. Thank you so much for sharing those with our listeners and sharing so many good event strategies and tips and kind of what we see it moving into in the next decade. Where can everyone find you where you hang out on LinkedIn? Tell us all the places?
Joey Goone 46:16
Yes. Yeah, I'm on LinkedIn. You can search for Joey goon on LinkedIn. I don't know that many goons will show up. You're the one probably be able to find me. I would just Yes. And then yeah, Utopia experiences our company. We're on Google LinkedIn base, all the socials. Amazing.
Christina Edwards 46:35
Thank you so much for sharing all of your expertise with our listeners. It was great.
Joey Goone 46:40
Thank you so much, Christina. Appreciate you having me.