In our continuing series about non-profit podcasting, we hear from Peterson Toscano, host of Citizens’ Climate Radio. The podcast is a combination of training and information about the advocacy work of Citizens’ Climate Lobby. They’ve seen the benefits in encouraging and connecting with their advocates all over the world through their podcast.

Case Study in Non-Profit Podcasting: Connecting Advocates

1. Why did your non-profit organization decide to start podcasting? Were you familiar with other advocacy organizations producing podcasts?

Citizens Climate Lobby (CCL) realized that in addition to the training audio and video we offered, people needed something different in order to encourage them in the hard work of climate advocacy. We have members all over North America and around the world. Some feel isolated and discouraged. The purpose of the show is to give them a shot in the arm while also reinforcing our organizational identity. We also know there are new members coming in all the time, so we wanted them to understand the tone and the approach of the organization. We felt the podcast would be a helpful tool to do this on a regular basis.

I think up until we tried it, we did not know of organization podcasts, just personal ones or podcasts around topics. I had been a volunteer with the organization and was producing and hosting another podcast, Climate Stew. Some of the leaders at CCL heard my show and approached me if I would do one like it for the organization.

2. What is your primary objective with podcasting?

To encourage climate advocates while also educating them on communication tactics. We also wish to reinforce the organization’s personality and approach and highlight successes.

3. What benefits have you seen?

This is hard to say. Anecdotally many people come up to me at our regional and the international meetings to say how helpful the podcast is for them. They get fresh ideas and are encouraged in their work. The podcast also serves as an outreach tool for perspective volunteers. People who have nothing to do with CCL are finding the podcast on social media and in searches and have started listening.

5. Any challenges you’ve found in podcasting, or future changes/goals?

Since our channel is a hybrid of both teaching audio and the podcast, I am sure there are people who subscribe to the podcast but don’t want to hear all that other audio. We might look at ways to be able to keep it on the channel while being able to have people subscribe just to the podcast.

Advocacy organizations thrive by educating and empowering their members/consumers. Non-profit podcasting is a great way to get messaging out to consumers efficiently. Advocacy organizations may offer news/updates, advocacy training, and an array of educational content in their podcasts. As demonstrated by Citizen’s Climate Lobby, a podcast can be a great rallying tool for advocates and way to keep members connected.

Organizations can benefit from podcasting in many ways. One great example is the ability to reach a wider audience and further the organization’s outreach all across the world. Read more below about how one organization has benefited from their widely popular video podcast.

The Culinary Institute of America is a premier culinary college. John Barkley is their Director of Strategic Initiatives, Digital Media. He shared his thoughts on why the organization uses podcasting and how it’s contributed to their objectives.

Why did your organization decide to start podcasting?

As the world’s premier culinary college, a non-profit educational institution, one of our core initiatives is documenting and preserving world cuisines.  We started this free video podcast, “Video from The Culinary Institute of America”, as a way to extend our documentaries on global cuisines to a larger audience outside of the CIA classrooms.

What is your primary objective with podcasting?

To share knowledge about food and cooking with future generations of chefs and food enthusiasts.

What benefits have you seen?

It’s great having the exposure we get through Podbean and iTunes. We are reaching an audience that we might never connect with via our traditional e-learning channels.

Have there been any particular features of Podbean that have made it easy for you to implement?

The interface and scheduling aspects of Podbean are easy to use and make podcast publishing simple.

Any challenges you’ve found in podcasting? What future changes or goals do you anticipate?

One of the challenges with maintaining a huge library of video podcast content, is the data storage requirements. In addition, scaling up for the future of 4K video podcasting will bring added data storage requirements and require flexible and affordable cloud-based systems like Podbean.

Organizations like CIA are using podcasts to find new audiences and further their outreach. There are so many creative ways your organization can use podcasting. Podcasting is one of the most accessible mediums, and Podbean makes it easy and affordable. Podcasting can help you reach a wider audience, tell your story in a new way, and reach (and exceed) your goals.

You can find your foodie inspiration on their beautiful podcast at http://cia.podbean.com/.