How This Non-Profit Guru Turned His Small Following Into A Huge Success

Tony Martignetti
March 30, 2018 - "I didn't "find" the time then and I still don't. I have to make the time. My show is important to me, so I make time for it."
Since 2010
12k DLs/week

►Tell us about you and your podcast

I'm the aptly-named host of Tony Martignetti Nonprofit Radio, Big Nonprofit Ideas for the Other 95%. We have 12,000+ weekly listeners in small- and mid-size nonprofits and our 8th anniversary, 400th show, is July 2018.


►Why & how did you start this podcast? 

I've been a fundraising consultant to nonprofits since 1997. In 2010 I wanted to produce media to help the nonprofit community. I saw podcasting growing so I jumped on. I myself don't listen to podcasts. Does that make me a hypocrite?


►How'd you find the time and funding to do this podcast?

At first I self-funded Nonprofit Radio. Now I have sponsors that more than cover costs. The show makes a profit and I'm proud of that.

I produce a show each week and have never missed an episode since July 2010. Each hour-long show takes about 3 hours of pre-production. I didn't "find" the time then and I still don't. I have to make the time. My show is important to me, so I make time for it.


►What do you gain from podcasting?        

There were about 5,000 listeners per show (20,000 downloads/month), when I got my first paid sponsor. Before that I gave away sponsorships so businesses would get accustomed to the idea and consider it for themselves. No one knew my early sponsors weren't paying. Now we have 60,000+ downloads per month.


►How does your podcasting process look like? 

I record in a studio in New York City. All the post-production is done by my producer there. We produce two versions: podcast and affiliate. The latter is for our AM & FM affiliate stations throughout the U.S.

My web guy gets the podcast version into iTunes and my social media manager uploads the affiliate version to Audioport and alerts the stations. I prefer hosting guests in the studio. I like face-to-face interviews. Many guests phone in.


►How do you market your show?

Online promotion is via Twitter, FB, LinkedIn & email. Twitter does best for us. We also post to nonprofit forums and get a lot of clicks there. In addition, I do a lot of speaking to nonprofit audiences and always promote the show at those presentations.


►What advice would you share with aspiring (new) podcasters?

Conventional wisdom says you're supposed to have 4-6 episodes ready when you launch. I didn't and I turned out OK. But that was 2010. Maybe today it's a good idea to be more conventional at launch.


►Where can we learn more about you & your podcasts?




Updated: a year ago