Passion For Growth – Fluid Webinar Series


What are you passionate about? Are your employees passionate? Are your customers passionate? These are some of the burning questions we discussed in this month’s webinar.


This month, Fluid talked everything passion. Playing off the month of love, we decided to talk about a different type of passion — passion in the workplace. We were joined by Katherine Fife and Tony Mastracci, both of the Community Foundation of Utah, in addition to Fluid’s marketing strategist, Dustin Cederholm.

Below are a few of our favorite excerpts from the discussion and our Q&A. To see the full webinar play the video above.

What is Passion?

Webster definition: A strong feeling of enthusiasm or excitement for something or about something.

Fluid’s own advertising agency definition: The focus on emotional aspects of written copy to affect readers in a more personal manner; often consider the use of benefit-centric copy in place of feature-centric messages.

What Makes a Consumer Passionate?

It is very important to understand your customers and your target audience. What makes them tick? What do they respond to? Do your research and find out how you want to market, and how you want to appeal to customers. Find out what causes, people, and places are important to them. Look at the features of your company, but market the benefits.

How Can You maintain Your Passion and the Passion of Your Employees?

To help stay passionate, you need to make a plan. What do you want to work towards, what are your goals, and how can you accomplish them? If you have a solid road map for the future, you’re much more likely to stay motivated and positive. Ask your employees what they’re passionate about, and deliver on those passions. It isn’t always possible, but it is key that your company is centered in passion, and that you and those working for you share in that passion.

What If Your Product Isn’t Glamorous?

Sure, some products can yield themselves more easily to a more passionate audience. However, it’s all about how you present your company and product to potential customers. If you truly believe in it and show passion, that enthusiasm will be evident to everyone who interacts with your company. Work hard to make your product the best possible, and present it to others in a way that shows how much you care about it.

Is It Time for a New Job or Just a Recharge?

Oftentimes in the professional world, you reach a crossroad. Is it time to move on from a current job or industry? Have you lost your passion? This is a tough decision that only you can make, but there are some things to keep in mind. First, appreciate what you have. Don’t overlook the good things and things you love about your current company. Second, find what drives you and excel it. If that driving force is no longer present at your current job, it may be time to find out how you can rediscover it. Finally, take time to recharge. Find a good work/life balance, get inspired, and recharge. Sometimes you need a break, and that’s not a bad thing.

So, what drives your passion? Are there any display or digital ads that have driven you to be passionate about a certain product? Let us know what you’re passionate about and how you share that with others in the comments below!

Question & Answer

Other popular webinars:

Guerilla Marketing 101

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The full transcription of our Passion For Growth webinar is below:

Dustin: OK everybody, I think we will go ahead and get started. I want to welcome you guys to another Fluid Webinar series event. Today’s topic is ‘Passion for Growth.’ Real quickly, just check Katherine, Tony do we have you on?

Katherine: Yes, we are here.

Dustin: Fantastic, so, let’s just go ahead and jump into it. Today, we are going to be talking about power, passion so much to do great things. How Fluid uses passion in its marketing strategies. How are co-presenters from the Community Foundation of Utah use them in their processes and with the nonprofits that they serve as well as take a look at a few of the local companies that are using passion to drive their business and give you guys a few ideas as to how to use this theme to turn your current audience into buying customers and more engaged customers. It is, actually, maybe, one of the most overlooked topics in our opinion, because benefits really do sell and features often can separate an audience from a brand. That’s what we will go ahead and talk about today. We are happy, thrilled you two have joined us. I want to go ahead and introduce our panel today: Katherine Fife and Tony Mastrachi…did I get that correct?

Tony: You did.

Dustin: And they are both from the Community Foundation of Utah, local non-profit, and as always I am your host Justin Cedarholm. I will turn back over to you two if Katherine and Tony, you guys want to go ahead and introduce yourself…tell us a little bit about your background.

Katherine: [02:05]

Dustin: You have a bit of a reverberation. Are you on Dustin?

Katherine: [02:21]

Dustin: Oh, let’s see…we will send it to the cloud and let’s see…

Katherine: Is that any better?

Dustin: That’s much better. You guys want to just introduce yourself once more? I apologize.

Katherine: OK, no problem, we want to make sure that people can hear us speak passionately about what we are doing here. Thanks, again for having us join you and I think we are pretty honored to be able to work in an industry and in a sector with an orientation that really is all about passion. The Community Foundation of Utah is a nonprofit that helps people who are passionate about doing good in a space or a community that they love. We are all about making that become realized. My background is…I am a Utah native. I have worked in the nonprofit sector throughout my career and have really wanted to share the passion that I had for the nonprofit that I have been so privileged to be associated with and so this webinar is perfect and we are honored to be here.

Tony: My, name again, is tony Mastrachi and I am new to Salt Lake City. I moved here in July and for me this has been an interesting experience because I came from a nonprofit organization that was very single issue on homeless back in Chicago. Coming here and working for the Community Foundation, what I like about it is being able to do work that takes into account everyone’s passion about all of the interest that they have and figuring out how the Community Foundation really does facilitate that. So, it has been a really neat experience for me to go from sort of a single issue platform…a single issue experience that, you know, a fairly narrow group of people are interested in and to something much more far ranging and it’s really exciting to be a part of it and certainly to get to know the nonprofit community here in the State of Utah.

Dustin: Well, we certainly are really happy to have you guys. This is a perfect topic for all of us. Charlie here wants to talk about why it’s such a perfect topic beyond what Tony and Katherine have just explained to us but I think we all have some personal involvements that even makes it that much more special. I want to quickly, just let everybody know that you can catch us live tweeting the event at #FluidWebinarSeries. You can also ask any questions on Twitter using that same hashtag and if you want to direct message either of us, our respective hashtags are @GetFluid and @UtahCF. Please feel free to connect us there and they will be monitored as we go.

So, first, we just want to define passion. So, what is passion? There is a few definitions of passion here. I thought I would start with the Webster dictionary version of it and that is basically “a strong feeling of enthusiasm or excitement for something or about something.” I definitely think that we have that about our businesses but that is not necessarily the way we have to represent our company. Just because we are passionate about our company doesn’t make other people passionate and we have to find a way to really represent that to the public and so…Or as a humorous thing, I added the faith-based definition which is “the sufferings of Christ the night of the last supper and His death.” We will not be discussing that today but what we will be going over is this copyrighting definition and in full disclosure I made this up but this is “the focus on the emotional aspects of written copy to affect readers in a more personal manner; often considered the use of benefit-centric copy in place of feature-centric messages.” As a marketer this one of the things that I see more often than anything else is people love to say all about what the features of their product or service are and they forget what it actually does for the person who will be using it and that just absolutely kills conversion rate optimization and the engagement they would easier have with your brand. So, we really want to focus on that topic today and hopefully give you guys some takeaways so you can analyze the copy on your website, in your emails, in all the messaging you are sending out so you can still focus on the emotional benefits that your product or service has for the end user. Kath and Tony, do you guys have a personal definition for passion?

Tony: Well, I think for me, as I have been thinking about this and preparing for this Webinar….for me, so much of it is about connection. That is something that pours from my mind and because I am new here and so, I have had to go through those experience of connection with people here in a new city so trying to figure out what interest, what passions people have and trying to figure out how I can connect. That is how I have been thinking about, you know, things like passion lately because of…trying to figure out how I can be useful in terms of connecting people to the things that interest them.

Katherine: Just along that, I think this has been [08:57] …want to share with everyone. You don’t want to keep it to yourself and it’s kind of hard to keep it to yourself, you want to holler it out when you see people and you want to shout from the roof tops because of your excitement for what it is you are so passionate about. Whether it is your product and the benefits…whatever it is.

Dustin: I would totally agree. Katherine, we were losing you a little bit there on the audio again. Just make sure you are close to the Dustin. We apologize to everybody out there, we had to webex for this event today. Hopefully as we go we will get that worked out.

Let’s jump into, just kind of, what makes us passionate. I mentioned a bit earlier that we individuals usually have a lot of passion. Tony just talked about coming to Utah and some of the things that define passion for him but why don’t you guys give us a little bit of background. First, about the professional passion that you guys have and maybe represent the Community Foundation and then secondly a coming event that you guys have which is ‘Love Utah, Give Utah’.

Katherine: Sure, hopefully you can hear me OK, here. Just from an evaluation stand point, the Community Foundation, they are really an old, kind of, not really totally innovative way of doing good in communities where people live. In fact, the idea of this community philanthropy or people coming together to do good in their community started over a century ago back in [10:54] Ohio. So we are part of a network of community-based philanthropists or individuals, companies, organizations knit together to make their own communities a better place and for us that place is Utah. Together we provide resources, knowledge and access all to help hold together a whole bunch…a network of people who are passionate about doing good and in Utah and we work together to find solutions and to put them into play. For me on a professional level, to be able to say ‘ah, you are passionate about making the world a better place’…how can we do that together and we offer those solutions and facilitate that passion through the Community Foundation and see the result. But hundreds, thousands of nonprofits really here in Utah and beyond.

Tony: One of the really interesting things for me and what I am, personally and professionally passionate about, is making sure that the nonprofit sector is as strong as possible and that is one of the…part of the mission here at the Community Foundation is to strengthen the nonprofit sector in Utah. So, that’s what we are talking about in ‘Love Utah, Give Utah’…is one way that we really try and do that and ‘Love Utah, Give Utah’ is an annual day of giving that the Community Foundation holds so this year on March 31st ; and we host a website that is a platform in which nonprofit organizations can register and they can use this platform to talk about their passion and it is a way for them to tell their story. They can tell their story in a whole lot of different ways: video, they can talk about it through the way they message their mission and try to generate some excitement and some enthusiasm around the work that they do and we as the Community Foundation, as Katherine was talking about are trying to facilitate that. So for us, it’s not us telling other people about nonprofits message, they are able to do it themselves and because they talk about the work they do better than anyone else, they have the great story, they have the passion about what they do, and whatever the services or the causes that they work for, they are able to use ‘Love Utah, Give Utah’ to generate excitement and find donors who are willing to say ‘Hey, we share that passion’ and we want to give as well. So, we give them March 31st a chance to try and drive that passion actually and generate money and fund raising for these nonprofit as we can.

Dustin: I will go ahead and explain that I have some involvement in that nonprofit through the Community Foundation and we will be participating in ‘Love Utah, Give Utah’. Our passion is toward education for youth and we really love the platform that you guys have provided us to be able to get that out to market and to be able to get some legal advice and the nonprofit set up that you guys have supplied. So, thank you from a personal note. Fluid is passionate about growth so from a professional stand point, I love helping companies move the bottom dollar by creating better messages and getting those messages in front of the right people and really turning those into conversions or sales for their organization…and really grow whatever way that might be. It might be traffic or trend awareness so…

I think that says why we are qualified to talk about that topic so let’s go ahead and talk about what makes a consumer passionate? This first slide I have here is understanding what drives consumer passion. I think this is the most amazing thing that has hit our society in the last little while. This here is a picture of Black Friday and just the mad rush that brands have been able to create to get people to, pretty much, forgo their family event for Thanksgiving and rush into stores and buy everything they possibly can. So, how do these brands actually develop such a passion that they would want to participate in this? I want to, just quickly, touch on the topic I think really drives it all…and it is the concept of features versus benefits. Here I have just a quick comparisons slide and in most cases people talk about features. If we take the fridge here for example, a fridge or some type of fridge has extra cold temperatures and that’s the feature of it but what is the benefit of it? Why would I actually buy that? So, a better way to sell that is the statement to the right which is ‘Keeps your food cold for longer’. Now, I can actually emotionally understand why I would want this. I can put myself…I can visualize myself wanting to, you know, having the issue that is my food not getting colder and having the issue that it’s not lasting long enough. Now, I can actually visualize what your product does for me.

Another one below is water resistant, a feature, not really emotionally engaging in any way but it keeps you dry. The problem is I was wet, I don’t want to be wet, maybe I have cold feet but I am going to be kept dry. It is a great reason for me to continue looking at the product. We can go down these all the time but what I really want to emphasize here is if I went to your website right now and I encourage all those listening to this to go to your website today and look at the way your bullets are written. Are you talking about the features of your service or product? Are you explaining to the user how it would actually help them and helping them see themselves using what you offer? So, we will continue to talk about this all through the presentation but I really wanted to prep this as what really drives consumers…and that’s them being able to see themselves using what you have.

With the Community Foundation, you guys have so many different nonprofits, probably one of the most competitive spaces as far people asking for charity and really needing others to give from their heart. What messages makes the nonprofits that you see that are successful do a better job? I would imagine the benefits and that emotional resignation is a driving factor. Would you guys agree with that?

Katherine: Yeah, definitely I would agree and I think that, you know, [18:52]…

Dustin: We have lost you again. Come a little closer.

Tony: Yeah, can you hear me? So, I think for us it really is that connection. It’s the ‘how we can best connect people to their causes that they are passion about’ and it’s talking to them in a kind of language that they understand. That is important to them and for us we have to understand what that means as well and so we have to know our customers and we have to know what is important to them so that we can do a good job and an effective job of connecting them to the causes, to the people, to the places that are important to them and that…then they can talk about with passion and talk to others about with passion and understanding and in a lot of ways that drives business for us as well.

Dustin: Absolutely, I can kind of see how that would be a symbiotic relationship for you all. Hopefully for you guys, when nonprofits do well you guys do well, correct?

Tony: Oh, absolutely.

Dustin: I think that’s a great segway to our next area of conversation we want to go over is ‘How to maintain passion?’

I think that strategy is one of the most overlooked aspects of marketing, business development…pretty much everything in our lives even our own relationships and family planning and all that. We often rush into things so much that we don’t step back and truly make a plan and I think making a plan is applicable to finding passion and delivering that to your consumer as anything else. Interestingly enough when I was doing some research for this webinar, I came across this passion planner and this is a kick-starter project that a woman created and obviously she found the need for other people to write down and identify what they are passionate about and actually set out times to go and achieve those. I guess desire passion plans and so this is just an image of that passion planner and I wanted to turn it back over to you guys again. I would image there’s a lot of planning that you help with nonprofits that they set up and finding their identity. Can you, maybe, walk us through how you guys do that and what some of the benefits of it are?

Katherine: 22:04]…Can you hear me OK?

Dustin: Perfectly, yes.

Katherine: This image is similar to something that we have sitting on our wall here in the office right now which I find really interesting because just like this plan you need to schedule out what kind of messaging you want to go out and who that messaging is going to go out to and actually our plan we have an overall plan of messaging for where our whole organization but since we are really gearing up for our day of giving- ‘Love Utah, Give Utah’, the plans I am referring to is really specific to this campaign ‘Love Utah, Give Utah’. So we have the messaging that we want to have of the overall campaign and just, kind of, spark the passion in a general sense. ‘If you…if you love where live give where live, make a difference’ ….some of that general messaging and then what we do is train and provide resources to nonprofits to help them create their own plan, specific to their passion for their organization.

Dustin: Katherine, what do you…what percentage or how often do find people come to you, they have a plan?

Katherine: Very small percentage…hardly any. I think we are all full of good intentions, right? We want to have a plan and we know we should but sometimes it is harder to make time to carve out time to make that plan and then once you have the plan you have to revisit it and make sure you are following it and you are on track and modify the information that will develop along your journey…along your plan.

Tony: I think what is interesting though is that there are some organizations that have been involved with ‘Love Utah, Give Utah’ for a number of years where this is their big fund raising day and so they have, I think, come to that realization that there has to be a strategy around it and they have to plan for this and they have to message for…and I think they have become more sophisticated in doing that sort of thing. Now, not all nonprofits look at this platform this way. That’s really… one of the main reasons we like to do this is that it gives them at least a way to set up at least some boundaries and we provide some recommendations, some ideas and strategies about how they can message for this day. So, it can be a learning tool for them if nonprofit organizations chose to use it that way.

Katherine: [25:00] most successful organizations…

Dustin: Katherine, we have lost you again.

Katherine: …The most successful organizations…I mean that’s a good point that the most successful organization, those who get the most new donors and donations out of ‘Love Utah, Give Utah’ are the ones that do have and follow their plan.

Dustin: Absolutely, and that’s not in any way independent of the nonprofit base. I think that is how any good business operates even to those of you listening that aren’t in the nonprofit space. There are plenty of resources on how to develop a plan and how to come up with what your passion statements are to ultimately deliver those benefit statements to the group.

I want move a little…next to those who have created a plan and maybe successfully launched a product or service or had maybe a successful year as a nonprofit as they get up and going…some of the different things we might run into as we move into the next phases. One thing, as far as, you know, passion goes, I find that passion kind of wanes after so long and so I think it is important not to forget what got you where you are today and so often we have external influences that makes us pivot or do something that we might not want to and we find that our energy for the project itself might be going away. Katherine, Toni, what advice do you have for listeners about maintaining the passion and maybe getting back to their roots when necessary?

Tony: Yeah, that’s a good question. I think part of it is the consistent messaging. One of the things that we have had to do here going back to ‘Love Utah, Give Utah’ is that we were re branding in 2015 and so this year is a bit of a reinforcement for that rebranding and so we are trying not to change things too much. We have to make sure that the nonprofit organizations that have been participating are comfortable with everything, that it is familiar because I think that can help with the branding and, frankly, my take on that is that it was pretty successful. We don’t want to change too much but we want to keep things fresh as well. So, it’s trying to identify different kinds of media strategies and messaging strategies and taking into account new technologies that might be helpful in terms of getting your message out. So, sometimes it’s the balance between what has been working but also trying to identify things that might be able to enhance the messaging or the communications or the passion that you bring.

Katherine: Just to add to that I just, you know, I can be year after year ‘Love Utah, Give Utah’, you can as a person who is running the program, you can get a little…like you have said, your passion can wane and what reinvigorates me is to look back at, kind of, our client comments that they share with us, year after year and in fact nothing gets me more passionate than reading a nonprofit who say ‘Love Utah, Give Utah’. This campaign was life changing for our organization. It took us to the next level’ or this success story of how many new donors they did receive or how instrumental or how such a big part of this campaign is to this organization’. When I hear all those…the impact statements, it tells me ‘This is right we are making a difference’ and I am excited and passionate to  keep moving it forward and keep building it and making it have a positive impact in the community.

Dustin: That is a great point Katherine and a great tool that is out there to make sure that we do have the follow up survey to understand what did work and what didn’t work and what messages may have resonated and what may have gone a little bit flat. And then Tony, I think you segwayed right into our next fight which is not to rest on your laurels and to continue to renew and enhance what you have been doing in the past and where you are won’t get you to the next step. I don’t know, for those of you who have read the book by Marshall Goldstein, ‘What Got You Here Won’t Get You There’ but it does talk a lot about how you can take the successes from your past and extend upon them with small tweaks or even just large augmentations to make it even better in the years to come. So, I think you guys have both adequately addressed both of those topics and thank you.

One other thing that I think is a tool that we don’t really recognize as a tool but is to reuse and basically recycle all material and you can do that both by just reusing it straight across or actually, just putting a new spin on it. As an agency we create so much content that we often forget all of what we have and so we actually have a process in place and it’s just a short meeting where we all take a few minutes to go through our blogs, and our case studies, tapes, videos…everything that we have from all the years past, see what might still be relevant and see how we can reuse it. We wanted to bring this up today because we really think that organizations that may not have the resources whether it’s manpower or ability to produce content at such a large level and it is not always necessary. So many times we have the content we need right in front of it, we just haven’t really repurposed it adequately. I am wondering, you guys have probably repurposed at lot of what you have used in the past for ‘Love Utah, Give Utah’. Has that been helpful and maybe just talk a little bit about how you guys have done that?

Katherine: Yeah, we have done both. We have, you know, it’s always…what I think is great is to look upon…it’s an annual event so you have to dust off the cobwebs and you get this really great idea. We actually then look back into our marking folders, the content of our email are copied and we say ‘Oh, we have some good messaging. Let’s tweak it a tiny bit here and it’s good to go’.

Tony: And I think for me, you know, I am new, this is my third go round with this so I had to rely quite a bit on previous work that had been done but it is also trying to figure out how can we tweak it so it’s not necessarily a whole fail of picking of that information. How do we do it so that it is relevant for this event and the way we are thinking about our strategy because the strategy changes from year to year? I think you can use the same messaging and some of the same content. It’s how you reuse it, how you adjust it so that it is relevant for the strategy and the goals that you’re trying to obtain for this year’s event is important. So, I’ve been heavily relying on a lot of the files that have been created in the past will help create the content and the strategy going forward each year.

Dustin: And I know from personal experience with my nonprofit that we, you know, our first year was really difficult because we have to set everything up. We had to figure out what our sponsorship programs were going to look like, what products we would sell and how we would do the entire event and now we ultimately recolor, reskin and re-scheme most of it, tweak it so it is more relevant to our… you know, we added what we learned from the past but we are not recreating the wheel anymore. So for us, which a team of four to five active members we are able to do a lot more in the years since our first year attempt without quite as much work. So, for those out there listening I think it’s really valuable for you to look at what you have, and not just scratch everything but use it to, just tweak it a bit and make it relevant for the new time and… but don’t spend the many hours and effort that you probably already put into things.

I want to jump quickly into a couple of the projects that we have selected and I know that you guys are passionate about and just show our listeners examples of companies that are doing this really, really well and maybe give them some points of reference that they can go to, to see how they might mimic a little bit of what this local Utah business has done already.

First one of the companies I picked is ‘Medalminder’ and ‘Medalminder’ is a really interesting product. What it is, is a medal anger for those of us who have tossed our medals into the sock drawer or wherever it may be but it makes it a lot easier to display the medals that you have won. I thought this a true passion product because you have done so much hard work to go out and race or win a volleyball tournament or whatever type of thing that you might be winning a medal for and you have so much passion around that you do want to display to people. So, where we talked a lot about how people should…how brands should be messaging I thought this an interesting spin on how it tapped in to peoples’ passion about the activities that they did and offered a product for them to use. So, I thought that a really interesting concept of how…. they didn’t really look at ‘what we can offer?’ but ‘what is our consumer doing?’ and what are they trying to promote and maybe they don’t have the best ability to do that and we came up with this product and I can now give them that opportunity. I think that was an interesting one.

I will quickly jump into the next one. I know that you guys are also familiar with Purpose Portfolio. They are one of my favorite local companies and that’s obviously because they have the passion for nonprofits. What Purpose Portfolio does is they come into a business and help them both, I guess, vet different nonprofits that are out there to make sure they are a viable opportunity for a company as well as put in place different processes for businesses to extend, I guess, nonprofit and profit sharing and donation abilities to their employees so that they can do, you know, pay roll deductions or giving days or different things like that. This program that Purpose Portfolio offers allows the company to basically seamlessly integrate with Purpose Portfolio software and so the company doesn’t have to do all the normal work they do but they get the benefit that their employees are often asking for which is simply giving back. Purpose Portfolio did a really neat thing which was help businesses achieve what they are already going for and they made it easier for them. So, they saw the need for a younger demographic that is coming round to be very socially conscious and give businesses the ability to offer that so that they can compete with recruitment and just community involvement. I really thought it to be a fantastic way of seeing a passion issue and providing a solution for it. Again, I know you guys are familiar with Purpose Portfolio, do you have anything to add about them as well?

Katherine: No, I completely agree with everything you have said and what I like too is the showing of the impact and showing that they are benefit-centric for sure.

Dustin: Absolutely. Let’s move to one that you guys wanted to highlight ‘Ruby Snap Cookies’. Katherine you want to discuss this one?

Katherine: Yeah, you know, when I think about passion I think about ‘Ruby Snap Cookies’. You know, you can buy cookies almost anywhere and these cookies if you have had them, they are really delicious but they are also very expensive. So, what happens is that Ruby Snap Cookies’ has got some really passionate, loyal customers and can’t help but talk about these really delicious cookies and bring them to other people to enjoy and really they have been so successful just because of the passion around their brand and how passionate their customers get about the cookies they sell. I thought that was a good example. Just also very quickly ‘Even Stevens’ is another example of what I think is an organization that shows passion around…it’s ‘eat one and give one’. It is for every sandwich that you consume you can know that Even Stevens is donating a sandwich to somebody that is helping to alleviate hunger in our community which is fantastic.

Dustin: Absolutely and I mean in a space that is kind of fast food, very competitive space that is a kind of fast food, maybe more gourmet fast food area but they have already branched out and have another location when most restaurants don’t even make it past their first year. So, obviously, the passion model has affected how the consumer is actually viewing them and inspired them to choose them over some other comparable option.

Katherine: Yeah and they do a really good job of showing the impact too. It’s not just ‘Oh, I think they help nonprofits. They communicate back with their customers on the number of sandwiches that they have given and who they have given them too and so that they can….that circle is complete and you know of the good that’s being done just because you are a customer of Even Steven.

Dustin: Absolutely, I think these are all just amazing examples and if anything they show that passion is profitable.

I want to quickly just summarize what we have gone over. Passion in business in marketing is when we focus on benefits over features and we go after the emotional ties that our products and services provide to our end users. Making a plan is one of the most essential and more over looked aspects of business as we kind of discussed. So few people are doing it…we are really encouraging everybody out there to

sit down…I mean thirty minutes of a deep thought can lead to a much more effective campaign and a much more engaged strategy both for those of you who are executing that strategy and those of you who are interfacing with that strategy. Don’t stop doing what you did to be successful but don’t get stuck in the same strategy year after year. Feel free to look back at the work that you have done and reuse, re purpose and lastly take a look at the brands around you. See what elements that they have that you can incorporate into your own programs and it’s OK to steal from time to time. Obviously, you want to put your own spin on everything but there are so few original thoughts left over in the world that it is almost necessary at this point to go after these. I want to just end the co-presentation at this point. We are going to take just a few minutes to answer a few of your questions that have come in. So, Kath and Tony do you still have a couple of minutes to join us for that?

Tony: Sure, of course.

Dustin: Fantastic, just give me one second to pull up some of the questions that have come in. OK, one of the first questions is how do you help develop passion in your employees? You guys want to take a first stab at that?

Tony: That’s a really great question. You know, one of the things that we are interested in our building strategy when we think about ‘Love Utah, Give Utah’ is how we…how do we best incorporate employers into our strategy? So, how do we knowingly reach out to them and talk about ‘Love Utah, Give Utah’ as a potential way to ask employers to get their employees to be involved in giving and have that in their day of giving in their company? But in doing so how do we use the platform to really connect with employees to causes that are important to them? And actually that’s part of the beauty of what ‘Love Utah, Give Utah’ is to give to all causes and there is something for everyone there. And so, I think for us, what we are trying to figure out is how do we best get employers to be able to talk about this and what that allows the employers to do to do is talk about how passion is can be the important thing in your own company and how they can use vehicles like ‘Love Utah, Give Utah’ to sort of direct that passion for not only do I think it makes well-rounded employees but it also shows the employees that it is something that the employers are excited about or passionate about. It is something they will want to make sure that their employees bring to the job and are able to serve in some ways marry some of their personal interests in things that they can do at work as well.

Katherine: I am envisioning that like you had a dusting of the creed ‘Don’t forget where you came from’. If employers have an opportunity to remind and gather their employees and discuss where they came from and be re-inspired to a kind of decor of the heart of the passion then it can lead to greater success as well. So, I think that in addition to what Tony has said, just thinking of that.

Dustin: Absolutely and I wonder if employers are even asking. I think so many times companies set strategy for their employees and they never even ask them what their passion is about. So, I think one of the simplest ways to develop passion in employees is to ask them what they are passionate about and deliver that product to them.

Tony: Yeah, absolutely.

Katherine: Great.

Dustin: Another question that came in was…how can you find the passionate audience when you may not have the most glamorous product? And, you know, I think we touched on this earlier. We are all, maybe, passionate about something, maybe something in our lives has inspired us to be passionate about something. Maybe it really resonates with us but not as much as the group. You want to try and address that question?

Katherine: Well, actually, I had this vision come to my mind. I heard somebody talk about there is a product that is a toilet seat cover that helps you actually use the rest room in a way that would benefit most…apparently scientists said it is beneficial. Well, where is the…where do you find the passion around that product? Right? How can you not see customers about this product that really hard to get passionate about? Well, I heard somebody on the radio talking about it in the most passionate way, personalized it, talking about how their family, all different ages and backgrounds utilized this product. Him talking about this product in this passionate way and made it personal really resonated with me, obviously because I am talking about it again today. I think that no matter what your product is, finding an affinity and making it personal and helping people connect with how that can be a solution or address something their lives can be very beneficial.

Dustin: That line is a fantastic story. You know, I don’t know if I should be talking this but those are the exact same lines for those who haven’t heard of this but the ‘squatty potty’’ has probably done one of the best jobs of doing this. I will just encourage you guys to go out and just look at that product and what they have done and I think that would really answer the question. I think you have done a great job as well. It really is that personal touch and when you care and express that to others…how you can instill that in others in the group,

Let’s take number three here…how do you tap into the emotional impact of an audience? It seems hard to connect with them. Tony, you want to take that one?

Tony: Sure, you know, I think…let’s go back a little bit to what we were talking about earlier. For me being new here making that connection is difficult and the best way for me to do that is the strategy I have employed since I have been here is to really understand and listen about what is important to the people I am talking to. If I understand what is important to them, what are the causes that they are interested in and what they are talking about, then I can do a much better job of connecting with them whether I am talking an organization here or whether it’s an issue that other people as well. I think one of the ways in which community gets built is by connecting individuals sort of diverse individuals across organizations, across boundaries so if we can do a good job of connecting individuals with others who share their interests then they together they can start to share their passion together. They can figure out how they can collectively support with what’s talked about provide answers to all kind of issues, what kinds of causes are important to them. So, I think that connection with individuals of cross interest that is really important and once you set the foundation you help with individuals and organizations all the time we have this really unique blend that is a beneficial situation where we really make those connections complete and get people excited about the causes that they have and the issues that they are interested in.

Dustin: Katherine, have anything?

Katherine: Yeah, I mean I think that was a great summary. Yeah, I just like having a conversation, listening to people about things that they are passionate about and finding ways to implement that passion in meeting their goals.

Dustin: Absolutely, I agree. I think that it was a great answer and I thank you both. I think we have time for one more question and this may really resonate with a lot of people out there. I know we all kind of have our ups and downs in our work place but the question is….is it time to look for a new job or to find passion in my current job?

I think I can take a quick stab at that because I work in an agency environment and not unlike many industries out there but we are kind of a 24/7 operation. That doesn’t give us a whole lot of time for maybe some of the other things that we are passionate about within our own personal lives and just kind of keeping that work life balanced. So, you know, it’s not hard to start to lose that passion and see people looking out the window playing and wishing you were out there kind of thing. I don’t know that it means that it is time to jump jobs. I think this can also be related to just even ‘what are you in business for?’ and so for me, I see all those things and I work long hours but I am quite passionate about the different products that I have been able to develop and the brands that I will cultivate and find successes with, and really that’s the thing that drives me. So, that’s the passion within what I have that I think drives me and engages me within my company and so I don’t necessarily need a lot of the other fringe benefits that might go with it. I don’t think that, what everybody has out there and in that case you might consider finding what it is you are passionate about. I think you should be happy in both your home and your work place and if you are not maybe you don’t have a passion for what you are doing and maybe you should look at another opportunity. But I think you should first look at inwardly and figure out what you are really passionate about and maybe it still is in the place that you are at. And again I think even with businesses…so many businesses fail because they think it is an easy opportunity. There is low hanging fruit in this, you know, sector. There is a product in this sector but they really don’t care about it and in fact, I am thinking of a story that I was just listening to. I think it was a pep talk and I think it was ‘Race to be the First People in Flight’ and I think it was the Wright brothers and unfortunately I don’t recall who their competitor was. Their competitor was more well-funded, more knowledgeable and basically set up for success a lot better than the Wright’s were but the person that was motivated by becoming rich and famous and ultimately they were…the Wright brothers obviously won and the competitor when they saw that, they didn’t think to say ‘Hey we figured it out now, how can I improve upon it?’. They basically closed shop and moved on to the next product and I think a large part of the reason that they didn’t win the race to the first man in flight was because they had no passion for it and that’s why on the flip side the Wright brothers did. I don’t know if you guys have additional thoughts on that or what you might think if you lose a little bit of the passion in your job and how that might affect your current employment status?

Katherine: I just think, you know, you some great points and only to add on to that to make sure to take time to recharge and to find balance your life even when we are most passionate about something if it is just that we are working so hard all the time and we just don’t take time to recharge our battery or to get re-inspired then we are just going to, you know, work ourselves into the ground and so having that balance… Also, I find myself getting most invigorated when in addition to having the moment to recharge my personal battery, also when I go through a planning process for our project for work I do find myself see those sparks of passion ‘Oh yeah, it’s still in there’ and maybe if you have done these things and the spark isn’t in it, then it is time to find something that you are passionate about. But, make sure you don’t jump too soon and get distracted by shiny things before you make sure that the jump is the right move for you.

Tony: That’s well said.

Dustin: Did you have something Tony?

Tony: No, just that it’s a great point.

Dustin: I absolutely think so. That’s a great place for us to end. I think we are also out of time. I want to thank you Tony and Katherine, really appreciate you joining us today.

Katherine: Thank you for having us.

Tony: Thank you, it was a lot of fun.

Dustin: Absolutely, I want to thank everybody out there for joining us today as well. I want to let you know that we will have our next webinar event on the third Tuesday of March. We did move it one week just to help us with some internal things and deliver some of the promises we have for you guys as far as getting recordings out and what not and so, do note that that date will now change to now the third Tuesday of the month. Our topic next month will be Automation. I am really excited about it because I think we are going to teach you some tools as well as some tips and tricks that will help you do a whole lot more with the resources you currently have. You won’t need to have that head count or additional budget resource that you normally have and there is some really cool ways that you can do this within the marketing world so we hope you will join us for that. As always if you have any additional questions or you want to contact us you can reach out to hashtag #FluidWebinarSeries and you can reach us individually again @GetFluid and @ UtahCF. Once more thank you and everybody have a nice day.



Katherine provides oversight of the Foundation’s philanthropic funds and donors to those funds. A Utah native, she has worked in the nonprofit sector for nearly two decades. In addition to her experience with community foundations and philanthropy, she has managed all aspects of a nonprofit organization.


Tony has over 20 years of experience in nonprofit operations and state and local government. Tony is an Adjunct Instructor at the University of Utah’s Public Administration Program and an Associate at the Institute of Local Government Studies at the University of Birmingham, UK.


Dustin has been a professional marketer for over 7 years. He specializes in marketing automation, conversion rate optimization, and enterprise lead generation. In his years as a marketer Dustin has helped large and small businesses successfully execute marketing campaigns leading to millions of dollars in new revenue.