We recently connected with Dana Snyder and have shared our conversation below.
Dana, appreciate you joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?
Over the past few years, I’ve really leaned into building a speaking career primarily within the nonprofit sector. As fellow keynote speakers and workshop hosts know, we spend sometimes weeks researching and building new materials for different audiences.
Teaching through speaking is something I’m incredibly passionate about and find SO much joy in, but it’s also a line item where I look to make revenue. It’s work. It’s part of my job.
Conferences wouldn’t be the events they are without the incredible lineup of speakers that spend time traveling, presenting education, and mingling with attendees. Yet – it’s a struggle to find nonprofit events that are willing or open to provide speakers with compensation.
These events have ticket prices, and they have sponsors, but somewhere in budget planning – the content aka speakers’ expense wasn’t included.
Oftentimes, speakers are asked to PAY for their stay and travel to even have the opportunity to present.
I’d love to see a change in the nonprofit sector where paying speakers becomes the norm. There’s negotiation based on experience, the event, the session, etc.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I started my business Positive Equation in 2017 with the mission of leveraging and teaching the latest digital innovation tools and strategies to nonprofits.
Over the course of six years, I’ve created my podcast Missions to Movements where I interview guests sharing real-world digital marketing case studies from organizations making a positive impact in the world and short-form episodes with actionable social media tips to implement right away. Whether you’re looking to enhance your social media strategies, launch a big campaign or just hear some great advice to feel inspired, this is the podcast for you!
My focus is on helping nonprofits use social media ads to transform their online experiences and retain donors with their monthly giving programs.
I frequently deliver keynotes at conferences like NIO Summit, Cause Camp, Classy Collaborative, and the Nonprofit Storytelling Conference and have had the opportunity to consult and support organizations like Movember, Dress for Success, American Idol, and USTA.
Have you ever had to pivot?
I completely pivoted my business in 2018-2019 after realizing that running my business like an agency wasn’t what I really wanted. It’s what I knew from working in the corporate world, but it was draining and SO hard to hire fast enough for the demand.
I was extremely fortunate to have the opportunity to work on American Idol as a digital producer for 9 months while I figured out what would the next version of Positive Equation look like.
That’s when I decided to relaunch as a consultant, speaker, and provide one-to-many offers with my courses to teach nonprofits to grow their craft rather than be the one doing the work.
Why?
Because hiring me isn’t sustainable for an organization in the long run. I’d rather coach and teach someone a skillset that they can carry with them wherever they go.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
100% word of mouth by doing good work and being a likable person.
There’s nothing that can replace just being a kind, hard-working person that brings new ideas to the table. If you enjoy working with someone and see results, the ripple effect is contagious.
I’m also a big advocate for networking.
I went to a TON of conferences and events at the beginning of launching my business to look for leads. Scour the attendee and speaker lists and make an effort to reach out in advance to schedule time with them.
I still love attending in-person events to connect and have deeper conversations over a glass of wine or a meal.
Once you’ve started to build connections, I made sure my digital footprint was constantly providing free value. From my blog and social channels to my podcast, I’m always sharing teaching and information at no cost that builds the know, like and trust factor.
Contact Info:
- Website: https://positiveequation.com/
- Instagram: https://www.instagram.com/positivequation/
- Linkedin: https://www.linkedin.com/in/danarsnyder/
- Youtube: https://www.youtube.com/channel/UC1Fg6ATRUYyvgxx3IwY0JWA