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We often start a nonprofit because of a mission. When your nonprofit’s mission pivots, what then? Often times a rebranding is in order. Dan Maby of joins Jason and Bridget to talk about how WP& approached their name change and rebranding.

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Rebranding and Renaming the Nonprofit

The domain for WP&UP was registered in 2014 but began operating as a charity in the UK in 2018 providing service. They always liked the idea of moving forward and up in life (as opposed to on which can feel dismissive.

“We had always intended for WP& UP to be more. …Given the current global crisis we saw more than a 310% increase in support with 90% less donations.” Dan Maby

Rebranding in 4 Weeks

Dan admitted that this shift and rebrand is 18 months ahead of schedule. Once shelter in place orders began worldwide because of COVID-19, so many people became remote workers — overnight. This new situation became a crisis; it needed to be addressed.

“Millions of people are moving to the remote working model.” Dan Maby

Dan and the Board of Trustees met twice and just knew in their hearts that this pivot’s timing was now. This pivot doesn’t abandon the WordPress Community; rather, it expands it.

“Our heart is very much in the WordPress Community.” Dan Maby

Rebranding and Relaunching

In order to pivot quickly, Dan and the volunteer team looked at several solutions. Donations, obviously were a high priority. But so is SEO, user access, and accessibility. They looked at a Gatsby or GraphQL solutions but that would delay the four week timeline.

Miriam Schwab talked about her product, Strattic, at WordCamp London in 2017. The team quickly decided this is the best solution.

To build an accessibility-first site, the team had to strip out all unnecessary items. The contrast is better. The site is visually and technically lighter. Things like bloated menus were getting in the way. As far as typography goes, less is more.

Rebranding and Donation Software

Before rebranding the creation of a new site (old and new are co-existing for now), Big Orange Heart (BOH for short) was using GiveWP. BOH is now using Strattic (a static site generator for WordPress) with Payhere. Payhere is a front-end wrapper for Stripe which was previously used with GiveWP.

The site is wicked fast and simple on both mobile and desktop. (You can see their current donation form on the new site.

“Give people the right tool and they can do fantastic things.” Dan Maby

The Stronger #Together fundraising campaign and corresponding podcast are an emergency fundraising tool.

Another campaign for peer-to-peer fundraising is #MayYourHeartBeOrange. This is going on throughout several Facebook Groups through the month of May. It is using Donately.

Important Lessons In Rebranding

  • “It’s good enough” is important when rebranding.
  • Focus on accessibility & mobile users.
  • Don’t do it in 4 weeks.
  • Put together a brand guide.
  • Plan how to transition site with 301s.
  • Know your SEO will be affected, temporarily.
  • Ask yourself WHY. (Is this rebrand really necessary?)

Tool or Tip of the Week

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Dan recommends Espanso for a fast text expander. It’s written in RUST.

Jason recommends Teleprompter for Video.

Bridget recommends the app ShadowNet.

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Editor’s Note: Transcriptions of episodes are created with a mix of speech recognition software and human transcribers, and may contain some grammatical errors or slight deviations from the audio.

Jason Tucker: [00:00:00] This is Jason Tucker, and this is episode number 158 of the smart marketing show, and cloudways to check them out over a cutaway and start calling it webinars to support us on Patreon and go to the I am Jason Tucker. I’m an it director and the web developer. Bridget Willard is a marketing consultant. She’s amazing. Go check her out, @youcanbeaguru on Twitter.
Bridget Willard: [00:00:35] Welcome to the newly rebranded a smart marketing show, formerly known as the redacted marketing show, just because we don’t want to be sued by the foundation formerly known as WP Blab.
So we’re
going to talk about rebranding, remarketing, changing your name, changing your colors, changing your logo.
Sometimes it’s just one thing. Sometimes it’s a lot. And you know, with nonprofits it’s kind of tricky cause you’re always trying to get their attention. And so Jason was like. We should talk to WP&UP up about their rebrand. I go, you mean big orange chart? And he’s like, yeah, exactly.
I mean, I know some of the backstory, but for those viewing at home or listening on our podcast, what is the what, like what, why WP and up to. Arch Hart.
Dan Maby: [00:01:40] I mean, WP&UP has been, I mean, it’s been fantastic, phenomenal. in terms of what we’ve been able to deliver, within, within the WordPress community.
It’s been fantastic. we had always intended for, WP&UP be more that we’d always intended to be able to take it out into wider communities and to be able to support greater numbers of people, outside of just the WordPress community. Given the current global crisis, we’ve had just a phenomenal uptake in terms of the demand on WP&UP we saw more than the 310% increase in demand for the services.
We are fortunate that was coupled with a, 90% of modern, 90% decrease in public donations. so we were looking, we were asking, asking serious questions or how do we continue, how do we maintain this? How do we continue to move forward? and with this influx of individuals coming through and people requiring support in some way, you know, this is, this is the time, this probably isn’t the time because there’s so much going on, but you know what?
This is the time we’re in a situation where millions of people are moving to the remote working, model. We’ve got millions of people in a situation that they’ve probably never been in before in working environments that they’ve, you know, is new to them. to a lot of people having to work remotely, having to work in a part of a distributed team.
And we felt, you know, what now is now is the time, it’s, it’s about 18 months ahead of our planned, schedule time to go through this, through this rebrand and relaunch. So the pivots, but yes, it felt that given everything that’s been going on, across the, across the globe, that now was the time to, to bring it to the community.
Jason Tucker: [00:03:21] That’s awesome. That’s awesome. So what, what, how did you, how did you start out with the, the name, WP&UP up, like where did that come from? Because the next question is obviously going to be like, how did you come up with big orange heart? But, but the, the original name, where did that come from and why did you pick that.
Dan Maby: [00:03:40] Sure. Well, WP&UP. so the name was actually registered. I registered the name back in 2014 and we didn’t actually start doing providing services until 2018, so it was four years prior to us actually launching that. I’d gone through that process and it was really, I was just looking at, what. What is the charity?
What is it going to be doing? What is it going to be aiming to achieve? And one of the big things is we wanted a real positive connotation. You wanted the idea of, you know, moving forward, moving up. And that’s where the up came from. And it was a quite a natural connection to that. The WP and the up, the two PS at the end, there are some horrendous first versions of a logo is kicking around trying to bring in the w in that the, the P.
which at some point we may, yeah. We may share, for the wider community to see. but it really was more, more focused around that positive connotation. And, you know, really trying to, everything that we’re doing, within WP&UP was really heavily focused on mental health and trying to support individuals and try to help them move forward.
And the. The slogan, together we pray together, we can press forward, was something that we’d adopted. And it, again, fitting in with the positive connotation about moving up, moving forward. It’s all about that progression. It’s all about the, you know, not, not, they’ll going backwards, not falling down.
It really trying to focus on the opposite effect. Yeah.
Bridget Willard: [00:05:03] I like the forward because a lot of times, Like for me, I, I, I’m a widow, spent four years and then also I have general anxiety and depression and you, you, people hear people say to you, you hear people say you should move on. And moving on is, it’s kind of a way of closing the past, but denying who you are.
And, and that life. And for me it was like, wow, I’m meeting people who didn’t know I was married and I had a real moment in Chicago in 2017 I wrote about it on medium, but I just had this like, this is so weird to meet people who, who never knew that I was loved. I mean, that’s the way I viewed it, who never knew I had this life and these stepchildren, the grandchildren and all of this, and, and if it’s, it was a weird thing because like, yeah, the backstory is kind of laborious sometimes because they go, what, you know, but also you, you can’t move forward if you don’t accept.
Who you are because moving on is impossible. There’s no moving on. And that’s one of the things that really bugs me about mental health. And there’s a really great Ted talk by a widow who is like, she has a podcast called, Terrible. Thanks for asking. You know, like, how are you doing? I’m doing terrible.
Thanks for asking me. Like, my husband died. What do you think happened? I’m not doing great. Whatever. Like it’s so, but people get, so like having a mental health organization. That accepts the forward and does it push on was huge to me. When you and I first talked about it, Dan. Yeah.
Dan Maby: [00:07:10] Excellent. Well, thank you.
It’s good to hear. It really was about this. We all, we all go, we’re experiencing journeys and you know, there is this, you know, this need for us to, to, to go through this. And unfortunately sometimes these journeys can be very, very difficult. And then, you know, if, if we can create something that helps people.
Through that, then obviously they were right. We all moving forward. Yeah, I love that.
Jason Tucker: [00:07:37] So how did you, how did you guys start working through those, those changes that you wanted to do when you were working out this rebranding? Like, did you have a plan that you wanted to change? Absolutely. Everything about. just the outside, if you will, outside looking in, did you want to change all of that? Were you wanting to just like keep parts of it together? Could you kind of explore that with us a little bit?
Dan Maby: [00:07:58] Yeah, sure. So it’s, I would say it’s been quite a natural progression for us. we haven’t, we didn’t initially intend to set out to have quite a, quite a, yep.
Big change. we knew that obviously WP instantly, you know, it, it limited us in terms of what we were able to do in terms of where we were able to go. So we knew the name needed to change. Through our marketing and a massive thank you to Bridget and a lot of the work that, that you’ve done within the team.
we adopted the, as I’ve mentioned the, that together we press forward and that’s then often followed, was followed with this orange heart emoji. And. It just, it felt like it’s something that quite naturally evolved within the community and the community were adopting this orange hearts.
we’ve got a really active, peer to peer community, individuals supporting one another. It’s fantastic to see, and there’s orange heart just kept popping up, in, in all that we were doing. So it just felt like a very natural thing for us to adopt what the community had adopted as their symbol.
If you like a symbol of this, you know, this, this, need for positivity and need for positive mental health and, you know, positive well being within our community. So we set out to obviously changed the name. So we were able to then move into the, the wider focused community for us, looking at the remote workers, looking distributed teams, individuals that are working, in the, in the kinds of environments that most of us are working in right now.
Even though we may not necessarily have started out that way. Two months ago. It’s that journey has really led us to have to look at what we’re doing there with the messaging. you know, making sure that our, the, the, the, the big focus around the rebrand of the site was around accessibility and was making sure that, you know.
Most people were able to access the content and the site within it. And actually that’s been a really interesting journey because what we’ve done as we’ve gone through the site, looking at it from an accessibility first perspective, is we’ve stripped out a lot of the, what was actually ultimately became unnecessary stuff.
So we looked at, typography, we looked at colors, we looked at, you know, menus. And. If you look at the contrast between, for example, the menu in the current w in WP& Compared with the menu in very, very different version. You’ll see big orange heart is very, very simple. and it’s actually, this focus around simplicity has really been quite incredible for us because it’s meant that we’ve ended up with a site that’s much, much more accessible.
For the other benefits. So it is also, it’s much, much lighter. There’s, when, you know, there’s a lot, a lot less, stuff getting in the way, shall we say, so people can get the message quickly. we’ve got a site that loads much, much faster because, you know, we just, we’ve removed a lot from it. So that focus around typography really was quite a key for us in terms of this rebrand.
No less is more, has been very much the mantra as we’ve gone through it.
Jason Tucker: [00:11:10] Yeah. I thought I would, bring it up here and we can take a look real fast at, just some of the, some of the things that you, you’ve been talking about here. as you mentioned, you know, the, the orange heart itself, meat, orange was a color that you were already using, right?
So just taking that orange and, and using it again, it’s, it’s great. You’re right. having, having very clear. navigation sounds like a win for you. looking at the previous site, you know, having that clear navigation is, is definitely a good one. it’s a beautiful site. I mean, things just went really well with it.
who did the design for it?
Dan Maby: [00:11:43] I did it.
Jason Tucker: [00:11:45] You did good job. This is great. And that was just like, this looks awesome. well do you have a, do you have a background in, in doing,
we have the sort of thing.
Dan Maby: [00:11:53] So I thought I’ve been building, so I was doing a lot of design development for, for some time. but this, this, I mean, if we, for example, if you click on the join page, you’ll find that we’ve really kind of stripped house, you know, tried to make it very focused around the topography.
And, you know, that’s, that’s really what we’re looking at.
Jason Tucker: [00:12:11] Real clean.
Bridget Willard: [00:12:14] Look at the guest support page.
Because we all think of guest support and WordPress, and we’re thinking, you know, plugins for it.
Dan Maby: [00:12:26] So this is, this is, we’re actually, we’re using chatbots. we’re using quite a number of chapels. So there’s actually, if he run through the journey on this, you’ll find there’s various things that you can do within here.
So there’s access to, support from a, from a, from a wellbeing perspective. But we’ve also got the opportunity to go through. volunteer, register as a volunteer or become a donor. So there’s quite a lot going on, within the, and we actually used a, a chat bots as a solution to run our, mental health survey within the WordPress community, beginning of last year.
And we received this incredible response, in terms of the conversion rate from it. So it really was quite an interesting journey. So looking at how the individuals are using the site and how the individuals or individuals interact with it. I
Bridget Willard: [00:13:14] remember Jason telling you about robot. Yeah. This is very similar.
Jason Tucker: [00:13:20] Very similar. Yeah. Very cool. I like
Dan Maby: [00:13:24] this.
Bridget Willard: [00:13:26] cause there’s no like feeling around, Oh, now I have to fill out a form. Well now I’m embarrassed. I don’t necessarily want you to know who I am. Now there’s all this other stuff going on and there’s all these blockers to actually getting that help right then or you know.
And the other thing is, it’s really funny because. Oh, you know, a lot of us have been working at home for a long time. I mean, Jason, you’ve been working at a church and now you have to work at home. But like, I’ve been working at home since 2015 December of 2015 and I had more people calling me, making sure I was okay.
when the stay at home or to happen. Then after my husband died and I wish that was an exaggeration and I’m like, yo, this is my normal life. This isn’t an ad hoc desk. This is my office face and I’m fine. I’m not bored. Y’all are bored. Y’all need to like go run and block or something. It goes, I felt like a mom, like, stop bothering me.
Go color, go invent something, go make a game, go for a walk. You know, call your friends, like stop bugging me. Right? Cause like all of a sudden everybody was like, let’s get on the internet. Internet is how we should do business. But the thing is. It was so new for them, you know? And we all felt this urgency.
So Dan had told the team like, Hey, the board of trustees we met, and then all of a sudden there was like, we’re going to rebrand. And I’m like, Hey, I’m nine hours.
Dan, you want to talk about how quickly.
Dan Maby: [00:15:10] We initially started this conversation at the very start of the lockdown. So here in the UK, we’re, what are we, seven week, eight weeks, seven or eight weeks. Now, there’ll be all these things a little bit blurred in terms of timelines, but we started this conversation at the trustee level saying, look, this is what’s going on.
This is what this is. We can see we’ve got some idea of, you know, the, the, what’s happening here. We’ve got the increase, we’re seeing an increase in demand for services, et cetera. we have this plan. We’ve always had this plan, but this plan is for in 18 months time from now. so now do we look at what do we do here?
we met, I think twice, to make the decision. And I think I’m right in saying we were exactly four weeks from the day saying, we’re going to rebrand to actually launching the site. And that included the full design, full development, logo design, but the whole, the whole lot
Bridget Willard: [00:16:06] Social, network changes, new bio, I mean.
Dan Maby: [00:16:14] There’s a, there’s quite a long laundry list when it comes to rebranding. And by no means have we got a completed job. There’s still a lot for us to do, but we’ve got, we’ve got a big chunk. I mean, we’ve got the, the brand out there, you know, we are, we are functioning as big orange heart now. but there are still some thirsty.
You’re still gonna find WP&UP I mentioned the places. You’re still gonna find, some of the WP&UP up sites out there in the world. That we were very realistic of the situation. It’s been a basically a four week turnaround from, yes, we’re going to do it to actually delivering it. And so in that four week period, we’ve absolutely as a team had to take the mindset of it’s good enough.
And I think in this time, in this current situation and what’s been going on, that mentality has actually been a really good way of us for us to move forward. It kind of comes back to the 80, 20 rule, which we’ve tried to imply or try to instill a lot in what we do. but the situation has definitely forced that upon us.
Bridget Willard: [00:17:16] So what about the technology? I mean, did you just change the site or did you. Make a new domain and what’s
Jason Tucker: [00:17:25] looks like you did a bunch
Dan Maby: [00:17:37] we, we chose that. So our heart is very much in the WordPress community. W I mean, that’s not going to change everything that we do. We, when we can get back to a workout, we are going to be. Right there in the central work camps. We’re going to be at meetups. We still run our WordPress focused meetups. You know, we’re not going away from WordPress in all that we’re doing here.
We are still very much in it, and WordPress was always going to be the option, the very obvious option for us, for our sites. but we wanted to also look at other technologies as well. You know, we’re not, we’ve got, we want to make sure we’re using the right tool for the solution. and of course, we’re, price isn’t always the right tool.
There are, there are times when there are alternative solutions that need to be looked at. The very first thing that we looked at when we went through this process was our donations and how do we accept donations, because that’s critical for us. We need to ensure that we can, as a nonprofit, we can continue to fund ourselves, continue to fund the services that are being delivered.
So the very first thing was looking at how do we deliver a sites that is going to be quick. Because we knew that going through a rebrand process, one of the key factors from an SEO perspective is making sure your site is as quick as possible. We wanted to make sure that Google could crawl and that, you know, it wasn’t so much just the SEO or of course for a user’s experience, you want the site to be as quick as possible.
So we looked at static solutions and static sites for our fundraising. Which we came up with a fantastic solution for. we were using a service called pay here at the moment within our static site. If you visit funds dot big orange,, you’ll see a static static site is actually, it gets besides, and is very, very quick.
There’s, it’s a, fractions of a second page load and it’s, we’ve been very, very happy with the solution that we use that we came up with. That obviously led on to conversations around static sites. So we wanted to look at WordPress and your, how do we do very first, the obvious option for us was headless and how do we go down the headless route?
And we started looking at Gatsby. We started looking at, you know, the graph QL and all of the various ways of going headless, which was fantastic. But it meant that our timeline was going to be delayed, and it was, we were on such a short timeline that we needed to look at alternative options here. So we looked to a tool that we were very aware of within the WordPress space.
we had, the, Miriam Schwab had given a talk at work at London, I think it was 2017 on the, on her product, her product, called static. And. A phenomenal solution. I mean, if you’ve not come across, it’s a highly recommend taking it dot com it’s, we’ll take our WordPress sites and basically do the heavy lifting when it comes to converting it into a static site for you.
so the WordPress site is actually only ever spun up when you are physically working on the site. When you’re not working on the site, the WordPress site is actually not available and you just gain access to the static site. So there’s huge amounts of benefits for us. in this instance, it was the perfect tool because we knew the site that we were producing was basically a, a brochure where, there wasn’t a huge amount of, interactivity needed in the site.
It was some forms, and that was basically it. And obviously the embedding of the chatbots. So static was just the, the ideal solution for us. so that was the route that we took, but of course, it meant we were then introducing a slightly different workflow for us as a team. And there’s others. There’s definitely, you know, things that we’re still working through and still right to understand as a team.
Bridget Willard: [00:21:09] with nonprofits, recurring donations is a big deal. Right? What solution were you using or and how did you transfer those users to, what’s it called?
Dan Maby: [00:21:20] Hey, now, Hey here. Now
Bridget Willard: [00:21:23] I want you to come in my house. Put it in my
Dan Maby: [00:21:27] pay here. Yeah. So basically pay here is, a bit of a front end wrapper for Stripe. so I don’t, I don’t want to belittle the service.
It’s, it’s a fantastic service play here. We’ve, we’ve been very impressed with what they’ve produced and the way they’ve produced it. it’s a, so it meant that the backend management of this is effectively Stripe. So we were previously using Stripe for our, our, previous donation. Solutions. so in that respect, it’s been a, you know, it’s been a fantastic, it’s been, it was an ideal solution for us in this, in this instance.
we still have our, so we, we also use, give WP as our donation solution. now that is still sitting there, that that is still sitting on a WordPress site that’s sitting on a sub domain that’s still sitting in the WP&UP art brand. so there’s still some work for us to do in the migration events.
But ultimately, our donor base is within our Stripe instance. So we, we look to use solutions that enable us to interact with it.
Bridget Willard: [00:22:26] So should recurring donors like Bridget re re subscribed to donations?
Dan Maby: [00:22:32] No,
Bridget Willard: [00:22:34] I was like, wait, I haven’t seen my donation come out. What happened? Did I choose.
Jason Tucker: [00:22:41] The church work out, we, we just switched donation, our systems and it, it is, it is by far the hardest thing to do. If you’re, if you’re basing everything offof recurring donations, it’s super easy when you just tell somebody, Hey, go click on the link on the website. It says give, and it takes you to the page. They don’t care which page it is cause it just takes them to a page. But, the recurring donations and getting those migrated over is near impossible.
And the best way to do it is to just, tell them. You got to switch, here’s how you should switch and get them switched over. the other part of it is, is dealing with, the expiration date on the cards. Making sure if you can go through a service, I can do, expiration date, less, donations. That works really well as well. Cause, as an expiration date changes, the card will still work so the person doesn’t have to go and wrap it.
Dan Maby: [00:23:30] That’s right. Absolutely. It’s, it’s definitely the most complex part of this. I mean, there’s been some fairly complex pieces that we’ve kind of pulled together, but this, which is why we’ve made the decision not to touch that, because I mean, on a four week timeline, it’s just, yeah.
We’re just asking for trouble. You know, we’re asking for problems, to fit that in as well, so that, that is a piece of work still to be done. but it the, this route of having a solution so that fund got bigger and site, is our, you know, our interim solution and you know, it, it’s been a fantastic solution for us because we’ve got a static site there that’s running it, licensed, simple for the user.
Bridget Willard: [00:24:11] I mean I, cause I used to be in accounting, right? So when I first started in construction, we were using a really old accounting system. And then we were switching over to American contractor, which is based on Fox pro. And so my whole job was to take everything they did in mass 90 and then input it everything
Dan Maby: [00:24:33] at 2000.
Jason Tucker: [00:24:41] Yeah. You need to mention PeopleSoft as well. And then that’s where, that’s where my mind melts. So
Bridget Willard: [00:24:47] we did the same when we had our solution-based in whatever the other one is for max and the other company. But you like, so you have to have these two systems and you’re, you’re, we did it for six months because you know, when you’re talking about money.
Like it’s all great that you’re helping people. That’s the healthy side that’s still going forward. Everybody’s pressing forward with that, but from the technology accounting side, it was really smart that you kept WP and up the org and they created something else, migrated the con. But this is still running.
Dan Maby: [00:25:25] That’s right. Yes.
Bridget Willard: [00:25:27] So you did break at three Oh one direct. This is still existing, your mass nineties over here in America.
Dan Maby: [00:25:33] Yes.
Bridget Willard: [00:25:36] Right.
Dan Maby: [00:25:37] That’s right. Absolutely. We needed to make sure. So one of the big problems that you run up against here by doing this is the fact that you’re essentially creating duplicate content because we’re taking an existing sites, which chucking a new brand on it and you’re pushing it out.
Any search engine is going to say, Nope, don’t like that. I’m not going to have that. So they just going to, you’re just going to rank low. So that was a big piece of work that needed to be considered neat, needed to be thought through in this. So we’ve put the can chemical links on every single page. So on the WP&UP upsight when the, you know, the search box hit those pages, they’re being informed that actually that’s no longer, that’s not the, the original piece of content.
The original piece of content sits over on Whatever that page happens to be. and that was something that we really had to, you know, in a, in a normalsituation here, you would just put three Oh one redirects, but we wanted to make sure that we were having this transitional period. So in time, yes, we’ll apply those three Oh one redirects and obviously that, you know, you start to see some of the good SEO juice hitting the site because you’ve done that.
But we weren’t in a position to be able to do that immediately. So we needed to think how we, you know, how do we go about this transition? And I think, to be honest, we’ve been quite fortunate in such a short timeframe, to, to picked up and I, I mean, I can only put that out to the team. I mean, the team has been absolutely fantastic through this process.
There’s been so many people giving their time in different ways to enable us to do this. So I just want to say a huge personal thank you to each and every single one of them.
Bridget Willard: [00:27:06] Not more than a logo and a name
Jason Tucker: [00:27:12] finale is about more than our logo to name. But we’re also gonna make you do your own ad, which is going to be awesome. Cause I’ve never had like the person come on the show to do the ad for us. So, yeah, Dan, take it away and tell us about big orange heart.
Dan Maby: [00:27:26] Excellent. Thank you. So bigorangeheart is a registered charity. Our mission is to support and promote positive wellbeing and mental health within the remote working communities. We’re a peer to peer support community. We have access to mental health professionals. If you are out there right now. Working in an isolated situation. So if you are a distributed team member, if you’re a remote worker, we are here as a community for you.
If you visit, you can come in, get a become part of the community. It is a phenomenal community going on in there. There’s been so much support, particularly through this current situation, and so I’d just encourage each and every one of you out there listening, if you haven’t already.
Head over to
Bridget Willard: [00:28:15] that’s a really good live read ad.
Jason Tucker: [00:28:20] I think I’m just a record button, hit play.
Bridget Willard: [00:28:28] I’m like, it’s really great because you could go to the, how are you channel and just put it in a number and then people respond or they don’t, and there’s a bear hug.
Dan Maby: [00:28:38] The How are you? Has been really quite phenomenal. Channel really has. It’s the idea behind it is, you know, as you said, we were encouraging individuals to share a number between one and 10 and 10 being the best, you know, on top of the world, everything’s absolutely wonderful down to one.
You know, I’m really at my lowest, really struggling and we appreciate, people aren’t numbers, you know. We’re all emotional. We’re all soft, squishy bits. We’ve all got these emotions. But the ability for people to be able to share their emotion without necessarily expanding upon it really is very, very powerful.
So some people will just drop a three in and leave it at that. And you know, for them, the ability to be able to share that emotion in that moment is really a very powerful thing without having to elaborate. And of course some people choose to elaborate and go further. So it’s entirely up to totally up to the individual.
Bridget Willard: [00:29:27] so you’re wearing a matte report hat. And I know that you were talking a lot about how the community took the orange heart emoji. Like I know you were using it in the bio and then like I would just like orange put orange hearts.
Like when people responded and you and I are primarily the people on Twitter. I think people could tell who’s doing which, but either way the org chart is happening and then it’s true. Everybody was like orange, orange or chart. So, but. One of the things about a nonprofit that’s important, as you mentioned, is, is fundraising.
When we can’t not talk about money, it’s just everything has a cost. There’s overhead, there’s all this stuff. So I was wondering if you could kind of tell us how, WP slash a big orange heart has. Allow community to facilitate their own fundraising
Dan Maby: [00:30:21] efforts. Absolutely, yes. Yeah. It’s been fantastic.
Actually. We what we have. It sounds like common sense when you say it out loud, but give people the right tool and they can go and do fantastic things. and you know, the peer to peer support as in fundraising support is, is a, is a big step for us. It’s something that we’re really trying to work towards at the moment.
So for example, right now we’re running a campaign throughout may, may your heart be orange, hashtag, may your heart be orange. And the idea here is we’ve got a tool, a tool called donate Lee that enables this. enables individuals a bit, like they’re kind of go fund me style pages. You can spin up your own sub page of our campaign and we’ve got a, I think there’s 11, 10, or 11 Facebook groups in there at the moment that are all, have all got their own individual page or branded up as their own Facebook group.
And it’s their, it’s their link and they’re, you know, we set a challenge. Who can raise a thousand dollars in each Facebook group. And it’s the ability for us, you know, giving the right tools to people. And as soon as you, as soon as we offer those tools, people take the people pick them up and they start using them.
And it is fantastic. The, you know, and, and trying to find the best way to get that message out there is just being able to give people the right tool.
Jason Tucker: [00:31:42] That’s cool.
Bridget Willard: [00:31:43] Did you want to talk about what Matt report did.
Dan Maby: [00:31:46] Nice. I think the
absolutely, yes. And, and it’s a more, the Matt is actually, we’ve got, Matt is running his store or Matt reports store. if you head over the items that he was, so the caps and the various other items, all the way through 2019, all donations, all purchases or profit that was made through the Matt Report store was being donated into WP&UP.
now he’s actually just launched some more products and he’s doing the same there again. So, I’ve just got so much respect and love for. Well, the, my reports, it’s, it’s really interesting cause way back in my early days of, WordPress, the Matt Report was really influential for me. from a business perspective.
It was the kind of the, the very business focused, and it still, it’s very business focused me, podcasts. so when that’s, you know, when I was know I was. Lucky enough to come on and join Matt on the, on the podcast. It was a special moment for me cause I very much looked up to, I see what he was producing.
The concert was coming out and I then for him to then feature, it’s, it’s been a, it’s been fantastic and he’s actually just invited me again, so I’m back on with him next week. And looking forward to that. just, we’ve, we’ve, we’ve been blown away by the way. The community has looked for their own unique ways to try and support, what was WP&UP, what is now big orange hearts.
We’ve just had some news this morning, that, you know, there’s, there’s, one of our supporters, you know, one of the companies that sponsors us, Yoast, they’re doing some work right now, but these is different, is unique, is going to be fundraising for us outside of the, you know, the kind of the norm, if you like.
So looking forward to being, to share more information on that one. That’s
Bridget Willard: [00:33:31] cool. I noticed that at word camp Miami, one of the camps actually happened this year. the team at give did a selfie drive. If you took a selfie with a team member of give, For every selfie. There was a certain amount of donations.
I went to WP and up and black girls who code. So I mean all of these things just said that it’s so fun.
Dan Maby: [00:33:59] And that’s the thing, if you can incorporate some fun with it as well. I mean, what, what the gift team did, Miami was fantastic cause it was so nice seeing all the photos and seeing it. Big happy smiley faces, and I think that might have been a lost one of the last WordCamps wasn’t it?
Yeah. Yeah. Fantastic to see all those memories.
Jason Tucker: [00:34:22] I have a question for you about branding and this change in branding. What’s the weirdest thing that you found so far? When I’m going through a, so you’re going to go and use one of your old assets that you’re going to go on, upload to a website, or you’re going to put on to social media or whatever, and then you realize that the logos, the old Logo. Okay. Like how many times does that happen to you? Or you go to share something on social media and like the OG image for that image, for that image or for that, for that content has the old content on it. Like we’re going through a rebranding over here on water cooler, but also at the church I used to work at, we didn’t do a rebranding, but we just changed the logo.
And, and all we did is we, it’s, it’s a simple logo with a black circle. It has the word in it, it has a little word below it. And another little word below that. And we changed, like, which, which one of those two words at the bottom was bold. So the top one was bold and the bottom one wasn’t. And we switched it from the top one not being bold in the bottom one, not being, and I’m just like, every time we would share it, I would get an email from one of our art directors or whoever saying, you use the wrong image.
And I’m like, okay, how are you?
How are you managing that in? Did you guys come up with some kind of like brand folder that you’re throwing this stuff into or, or, or something like that, just to make sure you’re not, you know, using all the old content. It’s
Dan Maby: [00:35:43] really hard. I’m going to be honest. Really, we have, we’ve proactively through all of this, so is this WP&UP?
We’ve tried to get the logo on everything. So every image, every image, every image that we share socially, every featured image you’ll find the WP&UP logo on. So of course, now we’re in exactly the situation. And again, that is a piece of work that is still to be done in terms of. Historical posts, historical featured images and so on that, that to be shared.
we’re, we’re very fortunate. I mean, there’s a couple of, if you don’t mind, there’s a couple of companies that I would mind, just give me a quick shout out to, cause they’ve been in terms of volunteering and supporting us, happy kites, a UK agency here in the UK. Phil from their team actually designed the big orange heart logo for us.
and it was just this, this incredible experience as we’re through it. And you know, this, this was really quite a very natural process as we were going through that design, with him. and also we have a company that we use, for a lot of our designers. It’s called deardesigner. again, they’ve been absolutely fantastic in terms of supporting us.
And we do have, we do have, asset folders. So we use Google drive across the team. Across the team of volunteers. and we do try to ensure that people have the right access to the right folders. But of course, if we’ve got all the historical stuff that we’ve still got still as yet to work through, but it’s, it’s, we’re in an even stranger situation in that as a registered charity, we’re still legally.
WP&UP. Right. But as a, it’s almost as a trading as name. We’re big orange hearts, so there’s still some, we still have to watch some of the language that we’re using when we’re communicating. Okay.
Bridget Willard: [00:37:25] So over here, did you put, did you make a brand guideline like a Google doc with like all the hex colors and that?
Awesome. You muted purple
Dan Maby: [00:37:38] [Laughs]
Bridget Willard: [00:37:40] No?! [Laughs]
Dan Maby: [00:37:42] Because listen it on my own website has gone through rebranding. I don’t even know how many times. Okay. But Rhonda Nygard has done it twice. And so she’ll just send me. The color is IO thing. Go screenshot this, and I’m like, nobody can remember that. I need the, like I’m telling you, she doesn’t realize that I’m more educated because she’s not used to educate people.
[All Laughs]
I’m digging a hole.
Bridget Willard: [00:38:18] here’s the five colors and here’s the HEX CODE. It’s because I need them to go on camera.
Dan Maby: [00:38:22] Yes. Yeah, and this is, again, I mean this, we’ve been very fortunate in that we, effectively, we’ve introduced that muted purple, but that is the only new color. So we’ve actually maintained, so previously we’d gone from the orange, the dark gray, and the whites.
So we’ve maintained those three colors and really the dark gray, the voice didn’t see so simple. So really, we only really introduced one new color, which is the muted purple.
Bridget Willard: [00:38:48] Same word, same orange,
Dan Maby: [00:38:49] same orange shifts. Yep.
Bridget Willard: [00:38:51] I think that your static site, with the swag that you guys had, will you do something like a Printful?
I mean, do you have a. Are you gonna make more swag with Printful or something like
Dan Maby: [00:39:04] that? Yeah, yeah. So we’ve got the soul on we’ve got a number of bits of swag on there already, so we’ve got some caps. We’ve got some tee shirts and bits on there. but there’s also, it’s also stocked full of WPF stuff as well.
So again, this is stuff that we need to work through, but actually we were kind of. Going through this person and thinking, you know, let’s keep some of the WP&UP. Cause it’s, you know, it’s our history. It’s not, it’s never gonna go away. We’re not, we’re not, I’m ashamed of WP&up in any way, shape, or form. We love what would it be, an WP&UP is and what it’s been and what it’s done.
so we’ve intentionally kept some of the stickers on there and some of the, bits and pieces. So, yeah, to recognize that this is, yeah, we, we have this history and we’re proud
Bridget Willard: [00:39:46] of it. That’s awesome. Oh look, there’s a girl shirt. I need to get that.
Dan Maby: [00:39:52] And then the wapuu is another one. The, the press forward that WP&up, wapuu was the
Bridget Willard: [00:40:03] baby. That’s rad. I love how you have both. I mean, I honestly, I probably should know that answer, but
that far ahead on tornado and all the snow. We’re changing.
Dan Maby: [00:40:22] Well in that, in the four week periods, we’ve, so we’ve done the main sites, we’ve done the donation site, we’ve done the shop. and yesterday we launched our new live events platform.
so I mean, there’s been really a. Quite a staggering amount of work that’s been completed in a very, very, very short timeline. so there’s, as I said, there’s going to be issues. There’s going to be glitches. We’re hand that we know that we know there are going to be, and if people find them, we’d love to hear from you because you know, there’s more work, the more eyes on it, then the quicker we’re going to be able to get through these, these updates.
Bridget Willard: [00:40:58] like the people who are gonna or thinking about rebranding. You got like three, three to five bullet points for us. Dan,
Dan Maby: [00:41:10] don’t do it a four week timeline.
Probably put a brand guide together. Basically everything we’ve not done. On a serious note, there are some key issues. I mean, as with any website, SEO is a, is a. Is a key issue. You need to, you do need to give time. You do need to be planning out what that looks like. How do you do it? And I’m not saying we’ve done it perfectly, but you know, we’ve, we are bigger at heart is ranking in Google.
And you know that from a, it’s a brand new domain. It’s had no, no history. so I think that’s done pretty well in terms of the, again, in terms of the timeline. so working through that, you know, what’s the best route for you to take? You know, looking at what your, you know, your, your need is of the business.
You know why? One big question is why, why are you rebranding? What’s the purpose here? Is it necessary? It can be really quite easy to go down that trap of shiny things. And I know. I, this isn’t the first time I’ve gone through a rebrand. I rebranded my business about three years ago, and at the time I was asking a question, am I just doing this because you know I’m bored of the current brand?
No. I’m doing it for a reason and it’s a, it can be. It can be a big time suck and a big time trap. So if you’re going to go through it, make sure you’re doing it for the right reason.
Bridget Willard: [00:42:36] Yeah. That’s awesome.
Jason Tucker: [00:42:39] I want to, I want to transition into our, our next, our next topic here is, being able to talk about our Tool or tip of the week.
Whether it’s an existing website or a project on your drawing. Board. Cloud offers a hosting environment with all the features you need to succeed online. Cloudways.extends your in house team, takes care of all the server management issues and lets you focus on building amazing websites for your online business.
Start a three day free trial at that’s
Dan Maby: [00:43:12] Can I just mention? Can I just say they are? So, yeah, we used, we, as I mentioned, we’re using static on the main site, but we’re using cloud wise for all our other sites.
So we’ve got, we’ve got, we’ve got a digital, sorry, you know, a Google, Cloud server with them. So just yesterday, as part of this entire rebrand process, we launched our live events platform, which is running on the Google on a Google cloud server. We encountered these two hours before. Would you to go for our first live event through this platform, we accidentally deleted the site.
Go on. Fortunately clearways backup server straight back up. Got it. There. And instantly as we’re going into the event, we’re scaling up and down in terms of the search, in terms of the demand for the server. So big, big thumbs up. What we were able to accomplish yesterday.
Jason Tucker: [00:44:11] be never recover from something like that. I mean, we’ve all deleted websites before, but
Dan Maby: [00:44:16] you know what? The recover from something like that quickly and easily and be
Jason Tucker: [00:44:19] able to scale at the same time that that’s, that’s
Dan Maby: [00:44:23] good.
Sorry, I just want to say, just mention that. Yeah, no, that’s great. That’s great.
Jason Tucker: [00:44:33] So toward tip of the week, Bridget, you
Dan Maby: [00:44:35] to start us off with your choice of the week?
Bridget Willard: [00:44:37] I’m using shadow net. It’s a new thing I found from one of my security people that I know. And it’s an app for your phone in the last, and just today is block 1,734 requests of 1,794 on my phone.
Just my phone. Not my computer, just my phone. And it tells you all the different, like. Web domains that did, you could go into advanced settings and, coming soon as shadow IP filtering, country blocking is right now in blocking and lover country’s domain extension blocking. That’s 173 currently. it has a VPN scanner.
It has a blacklist, ELAP, which is enabled and it’s pretty, pretty. It’s free. So I would get it while it’s free.
I’d be super interested in anybody else who uses it and sees what they think. Cause you know, I’m like, if you’re smart enough to be insecurity, then I just trust you. Maybe that’s naive. But I know like people like Ivana Conway Williams and Mark Marauder and stuff that they probably have different ideas Dre on right off of Securi, but I was super loved to hear what they think.
I’m like, wow, this is cool. I’m getting projected on my iPhone. It sounds like a plan to meet and it’s a low, low
Dan Maby: [00:46:09] price. since
Jason Tucker: [00:46:12] I show up as like a content blocker, Safari like is a, is it worth walking? Most of that stuff, that’s
Bridget Willard: [00:46:18] when I pay attention. People, when I first did this, one of my friends stopped me.
Sent me a link to something. It and it wouldn’t open. I was like, mother, whatever. And then I couldn’t, it was just, I’m like, what’s going on with my internet? I just paid for this Gigablast for $140 a month or whatever. And then which other my, you know, service and it didn’t work either. And then I was like, Oh wait, I just installed this thing.
Maybe it’s blocking the CEO. Guess what it is. So then I just said, allow. That domain extension, and guess what? It works like magic. So like be aware. It’s
Jason Tucker: [00:46:59] like
can totally be an it person figuring out how to, you know, what was it? I changed last
and then we kind
Bridget Willard: [00:47:07] of work through that science. That’s the scientific method, right? What change one thing. And then it happens. And that’s what I T people do. And I should have been an engineer. I’m just a marketer instead.
Dan Maby: [00:47:28] So I’ve, I’ve been really interested little till recently, Spenzo, it’s a, cross platform text expander. it’s written in rust, so it’s incredibly fast. so I use it for all sorts. So for example, we use our strapline together. We press forward with the orange hearts. I just. Literally type, colon H and it’s expanded.
It’s time saved on these things that I’m writing repeatedly, day in, day out. It really is quite an interesting little tool and because it’s, you know, it’s open source, you go in, you can check it, you can update, you can change, adjust as you need to. So it’s a, a fun little platform that’s, I find that a tool that is saving me a huge amount of time.
Bridget Willard: [00:48:11] Does it work on your phone?
Dan Maby: [00:48:13] I can’t remember actually off the top of my head. I’m not sure it does on the phone at the moment, but there are certainly other tests. Oh, yes. Yeah, yeah, yeah. There are certainly our text expanders on the w work on phones as well. But this one, I thought just because it, because it’s written in rust, you know, you can get in, you can adjust and make it work, fit to your needs.
Bridget Willard: [00:48:40] I think these code names are really interesting, like who is talking to a branding
Jason Tucker: [00:48:46] person
Bridget Willard: [00:48:48] before they name a cold base after something that is result of corrosion.
Jason Tucker: [00:49:01] I was waiting for that to happen. The second you said that, dad, I was like, Brigid’s brain is going to talk about this. This only
Bridget Willard: [00:49:11] touches steel or iron. We’re going to call it after something that’s terrible and horrible and destructive in the world, and that’s what we’re going to call our code base
Dan Maby: [00:49:21] right.
Bridget Willard: [00:49:23] My free consulting hour, hit me up
Jason Tucker: [00:49:37] yeah. I’ve been using a competitor of theirs, which is called, a text expander. And I use that on the, on the Mac as well as windows and get stuff. I, you know, I love the fact that you can go and take, Take content like that and be able to reuse it and be able to just type in, like you said, have something very small and be able to quickly pull that up

So the, the product I’m going to tell you about is, is, an app that, I’ve been playing around with. I actually used recently on a project for, actually WP watercooler network, which was, a video that I wanted to put onto our Patreon page.
And so what I used is I use this tool called a teleprompter for video. There’s a whole bunch of these.
Dan Maby: [00:50:18] this one is the one that has the,
Jason Tucker: [00:50:21] I guess it’s not as annoying as the other ones. there’s a lot of these where they’ve come up with these like ways of upselling you and trying to do a bunch of like, just really, really ridiculous stuff.
And I wanted to find something that just gives me, like. Typing a script or paste in a script or this one, we’ll even use Dropbox and pull them the script. The script shows up on the screen, and not only does it show up on the screen, and you can see right here, it shows up on the left hand side of the screen where the camera is.
So when you’re looking at the screen. You’re looking at where the text is and you’re going to read it. for me, obviously as you can tell, I’m not very great at reading scripts as I’m doing this stuff live. But if you give me some bullet points, I’m more than capable of being able to knock these out and bullet points.
So what I would, I tip, what I typically do when I was, you know, like when I was doing this particular video is I just put in the bullet points of the things I wanted to hit. Here’s all the different pieces I wanted to actually make sure I’m talking about, and then let the rest of my mind just kind of flow and say this.
But if you’re the type of person that can read a script, this would, this tool will help you out quite a bit, as you can see within this, within this app. It also allows you to change the colors of the script. Which is super interesting because it allows you to either emphasize on different things that you need to say or it just like, you know, you can do underlines and all those things as well.
So I really liked this one. It worked out well for me. again, if you want to record portrait landscape or any of those sorts of things, it definitely does that too.
the one thing I will
tell you is that, when you go and record. It will let you record, as a four K video where a lot of these won’t let you record as 4k videos.
And if you have a camera that’s capable of four K video recording, you, you want to have the highest resolution that you can so that way later you could put in whatever, extra little bits and bobs you want to put in there. But, in order to do that, you need to record in forecast. So, yeah, that’s, that’s the tool, the tool that I’ve been playing around with, and it’s, it’s free to download and play with.
And then, after that you have to do any of that purchase and that purchase isn’t that bad. I want to say it was like $11 or something, but for something that you’ve made using quite a bit of $11 isn’t
Bridget Willard: [00:52:33] that bad? Right. We need that for the big orange short community video recording.
Dan Maby: [00:52:42] That’s right.
Absolutely. We need to get the scripts out there. There’s nothing worse than trying to read on it, reading a scream and look at the camera
for my goodness.
Bridget Willard: [00:53:11] Thanks everybody for watching, the smart marketing show on the WPwatercooler network. If you liked this, click thumbs up. If you don’t do it twice, don’t forget to clean. Don’t take Joe, I’ll forget to time laughing at me. Don’t forget to click the bell to get notifications about WP watercooler’s.
YouTube, Go over to and go get some support or support some other people and let us know in the comments how you’re doing today. thanks Dan for being on the show. Thanks Jason for doing all the hard work. Thanks for our sponsors, serverpress, cloudways and big orange heart for doing all the things you do that make minor miracles of everything that we do.
And we hope that you have a really great day. Heart hands.
Dan Maby: [00:54:08] Thank you so much. So, so grateful.
Bridget Willard: [00:54:12] This is why I don’t do this.

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Today on the @WPwatercooler, @Jason Tucker & @YouTooCanBeGuru will chat live with @danmaby from 5pm BST about the pivot from WP&UP to #BigOrangeHeart ???? and the #rebranding process…

Dan Maby

I had the pleasure of chatting with @Jason Tucker and @YouTooCanBeGuru on the @WPwatercooler podcast last week. We chatted about the @aBigOrangeHeart pivot and what went into the rebrand…

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Dan Maby

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Dan Maby

Millions of people are moving to the remote working model.” @danmaby of @aBigOrangeHeart


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