Make a Difference Online Case Study. Yoga Gives Back. From Idea To International Movement

Make a Difference Online Case Study. Yoga Gives Back. From Idea To International Movement

Last time I surveyed the subscribers in my online tribe I asked the question “what does success in your online business look like to you?” there was a really interesting trend.

Sure, there was the expected “make money in my sleep”, “work wherever I want to”.

Then there was the trend I’ve come to fully expect from my tribe, and the reason I love you all: “Make a difference to the people I work with” and “make a difference in the world”.

Except instead of this last trend coming from just a few people who replied, in my last survey it was just as common as the priority of immediate and personal lifestyle goals.

The nice part?

You can do both. You can create a business that gives you personal freedom AND makes a difference online.

That’s the topic of today’s podcast with a case study of an inspiring friend, Kayoko Mitsumatsu. Kayoko turned an everyday routine into a cause that has changed the lives of thousands in India, for the better. She was a producer/director for NHK Japan’s National Public Broadcaster. Now she is the co-founder of Yoga Gives Back, which started back in 2007 from her yoga class in Los Angeles, which has now grown to a global campaign.

Here’s what we discussed on the interview:

  1. How Kayoko was inspired to help those in India living in poverty
  2. How yoga plays an integral part in the movement that has helped thousands
  3. Her documentary career and how her business connected her with a way to make a difference online
  4. The exact steps Kayo took from idea to international movement
  5. How to tap into the Instagram Influencer trend to magnify impact
  6. The importance of creating a “movement” rather than a “project” and the clearly expressed goals that amplified her message
  7. The lessons you can apply from this case study to make a difference online

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

From Idea To International Movement: The stages and lessons in the growth of Yoga Gives Back

Where the idea started

Kayoko or Kayo (as we call her in my family) has been a documentary filmmaker for over 30 years. While filming a documentary in India on micro financing and social entrepreneurship she made what she thought was an obvious connection.

India is the birth-place of Yoga. There are millions of  people learning and practicing yoga worldwide. Surely, yogis and micro-financing in India has already been connected?

To her surprise the answer was no.

While attending a yoga class back in her home town in California, Kayoko talked to her teacher and pitched the idea of giving back to India by using micro financing. The movement started there, with that one connection. The idea spread so now they are in 20 countries, with hundreds of volunteers all over the world who have joined her mission to give back to India through the network of yogis.

Lessons

Match a need with an online tribe

It is estimated there are 300 million people who enjoy yoga in this world today.  And the industry generates over 80 billion dollars a year. Kayoko was able to tap into the many online communities or tribes that have formed around yoga teachers and influencers to unite people to raise funds for the cause. With the help of online yoga stars, she has co-hosted a growing series of  30 day yoga journeys which builds excitement, engagement and importantly, raises funds for the project (which we will talk about more as we go along).

Lessons

  • People are attracted to a cause so think how you can connect your ideas with something bigger than just yourself
  • Tap into resources to help others
  • There are a lot of people whom you can ask for help – just ask
  • Tribes online naturally develop around influencers or tribal leaders. Connect with them to connect with your tribe.

Leverage Existing Businesses

The mantra of “for the cost of one yoga class, you can change a life” shows that a simple thing can yield big results. Yoga Gives Back did not to try and reinvent the wheel by establishing themselves as a micro-financing institution. Instead they act more as a bridge that connects a community of givers (the yoga community worldwide) to specialist micro-finance organizations in India.

This allowed them to make an impact faster and leverage existing resources that already provided an excellent service.

Lessons

Set Inspiring and Scary Goals

Initially Yoga Gives Back set a goal to reach 300 million yogis. Now that’s a scary number and in a way, made it difficult to “sell” as it seemed unattainable to most people.

The big breakthrough came when Kayoko clarified her message to “1 million yogis” and created the “1 Million Yogis Movement”.

Changing the message to a number that is still scary it also became Inspiring and achievable to the yoga community.

A movement was formed. And momentum grew.

Lessons

  • Set Inspiring and scarey goals, but also ones others can visualise
  • Clearly articulating your goal can create a movement others understand and want to be part of.
  • Big goals make you think in a more leveraged way as you know you can’t possibly do it on your own.

Work With Influencers

I mentioned earlier that Kayoko leveraged the audience of Instagram Influencers to magnify her message.

Kayo identified people she respected who had a large and engaged following online.

The success to gaining their support came from:

  1. Connecting with people who have a shared passion
  2. Choosing influencers who have similar values to your mission
  3. Having a clear campaign influencers can get behind that allows them to engage even more with their followers.

Lessons

  • Influencers are more motivated to support a cause they are passionate about
  • Only align yourself with people with similar values

What Makes a Great Campaign

In the case of Kayoko’s campaign, the Influencers engaged their followers through a “30 days, 30 poses” campaign, where the influencers and their followers shared photos of themselves doing one of the 30 poses per day. All messages referred people back to Yoga Gives Back fund-raising, with a message of “just a dollar makes a difference”.

In this event, there’s a certain yoga pose for each day, and those who participate have to post a picture of themselves making that pose. And people just love posting and sharing photos of themselves! That’s what Instagram is about, especially if you can be doing it in yoga pants and doing it in a really nice place.

We go into more details on the campaign in the podcast.

The recent campaign, 30 day yoga journey, had a big push in January of this year. It was such a huge success that another big campaign will be launched for the International Yoga Day.

They already have 15 big influencers on board for the upcoming campaign, who are also sponsors.

They’ve been preparing for this amazing event by creating landing pages, designing graphics, but most importantly, setting up a social media campaign that works.

Lessons

  • Make it easy for influencers to get involved with a clearly thought out campaign they can take part in.
  • Expand your reach by inspiring followers to share photos of themselves.
  • As much as possible, involve your audiences
  • There are  a lot of moving parts in a successful campaign, but the message and simplicity is what makes it work.
  • If a campaign works, rinse and repeat.

Final Word

The thing I love about the Yoga Gives Back case study is how cleverly Kayoko Mitsumatsu has leveraged the help of others to magnify her impact.

Just some leverage points are:

  1. Existing micro-financing organisations
  2. A huge worldwide community of yogis – mostly everyday people who practice yoga at home and in classes
  3. Online influencers
  4. Social media platforms such as Instagram

Over to you now baby! You don’t have to wait to get all your ducks in a row to Make a Difference Online. You can start NOW, leveraging other organisations and equally passionate people.

You can see the way we do this at Romance Your Tribe, over here.

What difference do you want to make online?

Share below if you like. There may very well be potential partners who see your comment here.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.

Woohoo!

I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers: Okay. Hello everybody. Janet Beckers here from Romance Your Tribe radio. I’m really excited to introduce you to a beautiful friend of mine occur. I can never say your name. Please correct me. Now what we’re going to be focusing on today, I have, even though Kayo has been a family friend for a long time, I enjoy, I invited her to come over and talk to you on the podcast because I have seen Kayo just recently for me, it’s been recent seeing her doing an absolutely amazing campaign, a marketing campaign for her charity and um, and I really wanted to talk to her to share with you how she has been running that, to be able to get that visibility and that engagement. And also I just want you to eat. I just want to introduce you to this beautiful woman. So, um, so that’s why, that’s why I’ve invited Kayo here. But what we’re going to do is, first of all, let’s, we’ll just, we’ll just introduce you first. Now you may recognize that or notice that I introduced my beautiful friend here as Kayo. But, um, in our family, we’ve always referred to you as Kayo is, so I will just have to, um, it’s probably where I think we’re about the only people that call you that. Is that correct?

Kayoko Mitsumatsu: No, there were some others, but that’s fine. This is the most cozy,

Janet Beckers: so that’s fine. Yeah, you can use the formal name. Okay. So we’ll just talk a little bit about how we know each. Um, so I, I had heard about this, um, this infamous Kayo long, long before we were actually introduced because when I started going out with my husband, Douglas, you know, we’ve been married now for, well, we’ve been together for, it’ll be 35 years this year. And so around that time I started hearing from his family stories of cow and they were always these beautiful, warm, loving stories. Um, and so why could you, would you mind just sharing how your, your family and my family got to know each other?

Kayoko Mitsumatsu: Yes. So I, I had this very fortunate opportunity and I was 17 as an rotary club exchange student from Japan to resend to Terrigal, you know, central coast area, north just north of Sydney in a beautiful course town in Australia to stay with different, for different families for a whole year. And so I ended up staying with wonderful host families there. And one of them is your husband’s Douglas Beckers family. When Douglas was 17, I guess because we were in the same grading area. High School in, yeah. Yeah. And uh, the family was so warm and welcoming, such a tight, you know, a family we’d love, really connected with love. And we had Neil and Jennifer and I, we were always like playing together and hanging out. Then I had the best three months with them and we kept in touch and after maybe 25 years or something, the whole family, that was his family with you, they now married and then two children, teenagers, children came to visit to Australia. I’m in to us where I live now as a US citizen now. So that’s the connection.

Janet Beckers: Yeah. And it was just so lovely to meet this. Really, there was this legend I suppose because they’ve had multiple exchange students over the years, but there was always this special space for Kayo. And you are right there. I’m very, very fortunate to have, you know, to have married into a family where there is so much love. And so it was really, and the Nice thing, I was actually over there, the reason we were there is I had been invited to go and present at a conference the very first time I’ve been invited to speak at a conference and it happened to be in Los Angeles and I had no idea what I was doing. I just said yes. Um, and the, and the fun part about that is I had actually had this big vision of also running like this one day workshop, you know, on the back end of this conference.

But, um, as it turned out, so like it was just, I had, I didn’t even understand how it works differently, the events industry in the u s than here in Australia. So I ended up in this and having already paid this huge positive for this, um, these events that I didn’t end up running. Um, and so it’s, you know, I thought, well, there’s lemons, you know, and now the money was committed and I’ve got no, this is a great opportunities. So we ended up getting this private dining room in this beautiful posh hotel with our private waiters, you know, with their, their, um, you know, the gloves or the kids were either in the night, we’re pretending they were like kings and Queens, that we felt very, very Hollywood. And so we had, you know, the two of you and the four of us and we just spent irresistible thing I was going to spend on this one day event on just Hosely lap of luxury. So it was, um, some really special memories from that time, wasn’t it? Yeah, no, it was amazing. Dinner. Thank you. There was a, I made that was, that was better than a one day event. That was a really good, yeah. Good. Yes. So now let’s talk about, um, let’s talk about what you are doing now. So the you haven’t a charity that you have that cold, um, yoga gives back. So what are the light to be able to hear from is why, why yogic gives back.

Kayoko Mitsumatsu: Um, and how did that stop? Yes, so actually, I don’t know if you knew this, but as a profession I would have been a documentary film maker for Japanese National Public television for or were like 30 years. Yeah. So it’s me, my job and uh, in 2007 and so I, I moved here to Los Angeles early nineties, and I’ve been doing this documentary work since then too. Um, as an independent and a, I had a project about micro financing and social entrepreneurship. You know, Doctor Muhammad Yunus from Bangladesh just had received Nobel peace prize for his revolutionary micro financing, which is giving very small money for the poorest people in the developing countries. And especially women. We’re making huge tests getting out of poverty. So we were doing a lot of stories about kiva.org. I don’t know if you know, but there’s a reason Lumbini yes, Kiva was our focus in silicone valley.

So I have learned so much about, um, this huge, my micro financing and I have always been like very athletic and loved exercise or as a hobby. I just started yoga practice and I just started Ashtanga Yoga practice, which is very kind of physical and spiritual at the same time. I didn’t know much about it, but um, so I was filming this documentary about micro financing and they, I came home to Los Angeles going to yoga class and I was doing every day for about a year at that time. And they realize there were a lot of charity classes in yoga world and even in 2007, they are much more today, many more. Um, there was nothing that was focusing on the poverty issues of India where Yoga was from. Ryan, you from my research, uh, about micro finance in that there were so many poverty’s so much poverty in India and there were some micro financing institutions starting in India at that time too.

So I talked to my teacher one day, um, how about giving back to India and uh, using micro financing. And it was very interesting at that time, there were a lot of charities that was giving money to like cancer, HIV, verse counselor and Animal Rights. And there was nothing that was focusing in the, within the yoga community to give back to India. I didn’t know that. Right. It was just my, my feeling that there was, you know, there was no charity classes about this. So I just ask my teacher and my teacher just came back from India. So he really wanted to do this. So long story short, um, I like everybody I talked to, started liking the idea and so that was 12 years ago and now, um, no. So this 12th year, uh, we are now in 20 countries. We have about 150 yoga teacher, ambassadors and volunteers, hundreds of volunteers all over the world who are just joining a mission of giving back to India.

Our mantra is for the cost of one yoga class, you can change your life, Ryan, using my, you know, as a platform. Uh, we are not micro financing institutions. We are just a bridge. But we work very closely with, uh, two NGO nongovernmental organizations in India, which I visited in selected over the years. We’ve all very close closely with them. So I’ll get into the program a little bit more. Yeah. But we started and then, so the interesting thing about this is, um, I still film using my professional background, um, a lot about lot of stories in India. Come back and edit in a very cheap way with my friends and then put it online so that people can see where their donation is going. So it has just come altogether. Yeah. As a result, um, I had to quit my profession now, and this has become my 24, seven life mission last two to two to three years.

Janet Beckers: Right. I didn’t realize that last spot. You know, the thing that I love, he asked for, and this is especially, I know people who are listening, I love the people who I work with, they’re entrepreneurs. They an entrepreneurs are very good at seeing a, seeing an opportunity, having an idea, but they’re good at then making it happen. That’s the difference. You know, an entrepreneur. So you’ve demonstrated number one, that that beautiful entrepreneurial thing of, look, this to me, this is an obvious thing. I can’t believe somebody is not doing it well. How can I make that happen? So for people who are listening, if you’ve been thinking about, you know what, I want to make a difference in the world, but it’s going to be something that I will do later down the track when I’ve created all the success and then I will have the money and I will give my money away.

You know, that I will have to wait to make a difference. And yet I love what Kayo demonstrated here. That it doesn’t have to be, you don’t have to wait and it doesn’t have to be, um, that you have to go and create everything yourself that you’ve done a really sensible thing of, well, who’s already doing a great job on the ground in India? What can I do that can really rally a community of people that you know, can, can see that logical leap between the two? So if I just have to rally that community and then make sure that I’ve got good partners, then you can make it happen. Number one, I just love how, um, how that this is that you’ve actually taken that action and you’ve made it happen. It’s just, you know, I hope that that motivates people who would want to make a difference and they keep on thinking that you have to wait.

And the other thing that I think is a really important thing here is I love how this is all tied in with, with what you do really well, which is documentary making, which is filmmaking. So not only did you discover this, but you’ve now been able to bring that skill into actually making it happen. So, um, again, for people who are listening, you know, lessons that you can take from, from coyote using your own business is, you know, what’s, what’s the skills I’ve already got? What am I seeing around me and can I actually use those skills to even make that happen even better? So, um, yeah, I just wanted to stop and give up, you know, just for people to, cause I want you to take action when you meet somebody who, you know, has made something happen in a way that is based on such integrity is it’s just so beautiful for you to be able to take lessons and actually go out and start doing some things that like yourself. So that’s a great story. Thank you. Kay. I, I’m now Lexmark smoke. You are going to sign it. You would go in a little bit more into how does the, um, you said something new that you’ll go into a bit more detail on the programs. Um, so was there something else that you wanted to add in there? Um, around how actually yoga gives back

Kayoko Mitsumatsu: works? Yes. So, um, it’s very good summary. I just wanted to say one thing. So it’s not like a Camry with a five year strategy. And you know, a lot of times people say like, you have to have a five year business plan pitch. I’m sure it’s very good if you do. But I was doing a lot of documentary film lunching at that time when I started this idea. So I really didn’t have time to think like straight and I just thought this is a good idea, let’s do it. Then it just kept growing. So as a result, and I’m doing this for 12 years with all sorts of, you know, ups and downs, but in general we’ve been growing like 35% for the last 20% in just 35% plus six years. Um, the told me like every year you learn something new and just don’t ignore your new discoveries.

So I studied this with the idea of micro financing, but once I started going to India and walk in with a partner, as I learned and I studied meeting all this call mothers who just go $25 to start a business, everybody started to telling me that my dream is to my, to have my child to have a better education, teach IDM a hat. It was very hard to share that every, every mother told me, I don’t want my daughter to be like me. Uh, I just didn’t know that I was going to hear these kinds of things. So we told me that year by year I learned that uh, Whoa, wait a minute. Giving money to mothers is one thing, but it’s showing, especially the girls whose educational is completely ignored in many parts of India. Still to ensure that the next generations change is another big thing we can do.

And that’s the goal. That’s the dream of all the mothers. We are funding with micro financing. So we took that education for children and especially a younger us as another, another big platform which has been really empowering. And as a result, I think a lot of people start also a respond. A lot of uh, you know, women are interested in supporting girls education today and uh, we are learning so much. I’m so many things like, you know, just posted about Oscar documentary about pads, you know, a lot of younger pads, you know, and they can’t even go to toilet as a result, can go to school, joined the menstruation. So these are the details that we learn every year. Um, of course we can’t do everything but a, so important to have some very close groups of people that I can trust and like board of directors and my close friends who have been with us for this steps. You know, my husband is one. I, I try not to process everything by myself. I used to initially, but now I learned how to not to take everything by myself and ask feedback and uh, the team is growing with so much passion so I can now ask certain questions to certain people who have strength and then, you know, learn and grow together. Yeah. That’s how,

Janet Beckers: oh look, I just, they are such fantastic lessons and you know what I love, you know, in terms for everybody listening on how the two things there, that to me really, you know, you’ve been doing this for 12 years, you know, a lot of people may lose momentum over that time and all the help burn out. So I love this. Two things that you were saying there that, you know, you don’t have to have it all figured out beforehand. Just start and then listen to what people say. You know, the whole idea of having the five year plan is, um, I’ve never been able to, you know, it changes, you know, and it’s good. It’s good to be able to adapt to what your market is, is needing. And also that was such a powerful message that you had about learning that you can’t do everything yourself.

And that’s building that team, that support team, you know, inviting board of directors to help you. That is a really, really powerful, it’s a powerful lesson for you to learn and for everybody here to, to be able to, to take that. Don’t wait until, you know, until it gets overwhelming, you know, bring in that help. Um, yeah, so that’s, that’s fantastic. So let’s not talk about, um, what got my attention recently. Um, because you know, I always keep an eye on Kao every now and then we might just spend a little message to each other, but she just seemed to be showing up all the time in my Instagram feed because of course we know we were, we were friends, we were connected. But a lot of times you’ll just see one or two things that a friend we’ll be doing. Caio just seem to have this amazing campaign happening that not only that I can tell from a marketer was something that involved really motivating a whole group of people and then building up a momentum of not just visibility, but also engagement.

And so that’s why I wanted to invite her along because I thought, what is Kao doing that I can see that the work that she is doing has just seems to be expanded in its reach for people. There’s been like a tipping point and momentum that I could see anyway as a person who was observing. So what we’re going to talk about now, and Kayla and I were working out beforehand about, you know, a system, you know, we’ll talk about the steps, the key steps so that you can then take that to look at what you’re doing in your business. So this doesn’t necessarily have to be a strategy that you can be applying to a charity. This can be a strategy that you can be applying to your own business. So we’re going to sort of break that down into the success of the 1 million Yogis, um, campaign that you have been running. So could you just give us an introduction? What is the 1 million yogis campaign?

Kayoko Mitsumatsu: Thank you. So estimated 300 million people are enjoying yoga in this world today. Wow. Generating Oh, $80 billion a year. So of course we want to try to tap into these resources and this population and that that’s been the struggle and success at the same time. But we are still very much grassroots. So you see, we’re trying to reach to 300 million yogis. We said, why don’t we start with Mumia Yogis? It’s a very small fraction of 300 million yogis in the world. If we can reach 1 million Yodlee’s um, if everybody gives a dollar, let’s wait on million dollars that we don’t have yes. And change so many lives. And that’s very easy thing to do. If you can practice yoga, you can probably give a dollar, right? So that’s the kind of idea we, um, we had, um, before we, before that even though we are still grassroots and try to reach out to so many, you know, Yoga communities in the world to fundraise, it seems like there is a limit how much we can raise every year.

So I started depend more on the annual gala where we can, you know, suddenly raised a lot more money. But I really want this campaign to be a grassroots global community campaign that changes lives in India as a way to give back with gratitude. So it’s very important reach out to this young geese in the world who is benefiting. He’s ugly and spiritually every day. So we start with what we just decided. Let’s start with 1 million yogis and I think that kind of got a lot of attention and we’re agenda. You saw us in January. We had, um, the 30 day yoga journey campaign where I was very fortunate. This is also a path, maybe some, you know, it wasn’t intentional, but I, I invited having inviting influencers and yoga teachers from all over the world to join our mission. And very early on. One very famous teacher, Kino Macgregor, um, has, you know, has joined us as a board of directors for a few years and that has been a very passionate, uh, sponsor for us.

And she has like 1 million or over viewers or likes on Instagram and she has her own whole cold own stars and she does like 30 day yoga journey and that this time they chose us. Yoga gives spark as a beneficiary. So what they did is stars online Yoga Company hosted this 30 day yoga journey with Kino Center. And on top of that, um, they brought, uh, three, uh, two other sponsors who are already our supporters, life form Yoga Mat Company and all my Perot a clothing company. So every sign up these companies gave a dollar. So the prize as a yoga, you know, you didn’t have to pay, but these forces, three sponsors gave a dollar, donated a dollar up to $15,000. So in this went for a whole month. So people posting, they had to post a picture of what their yoga, you know, everyday they had to do some yoga poses, practices, which itself was a very beneficial thing anyways.

Kayoko Mitsumatsu: So they were, it was a win win because yoga students could do yoga everyday for free, just sign up. Right. And we got a dollar per sign up and the story says we’re getting these emails and data from students. So he was a reunion for us and they, we reached to $50,000 50,000 sign ups. Yeah. During that month I really thought about how, how can we make the best out of this opportunity? Of course. Right. So I am still a little bit shy about coming forward in front of the camera, but I thought, wait, you know, I have to do this. So I occasionally, um, every now and then I just shared my mission and tried to

Janet Beckers: reach out to all these people who are joining this campaign. And I think as a result, um, some teachers and some yoga studios are joining us. And, uh, this was a bit, and then you found us. How does lately, and you know what, there’s a few things there. If I can take some of those key points that people can be using to, you know, to be able to learn what worked there. There’s a few things that I can see that we’re really, really important. Number one is you, you were, you created a mission that people can understand because to be able to, to have yoga gives back that has, you know, even the name, you have an understanding. Um, the concept of linking people doing yoga with, you know, the birthplace of yoga. That makes sense. But there can still be a difficult thing to market, but you creating an actual mission where people can go, oh, there is a target.

I want to be part of that target of 1 million yogis. Because first of all, 1 million is all like, it’s a huge number. So it’s really aspirational. But I love how you say it’s only a small number, which is, I just love that. So for you it’s I think on taking on a small bite. Whereas for everybody else, whether that is something big, I want to be part of that. So that’s number one is what kind of messaging can you be doing that is going to be really appealing to your target market, in this case, people who do yoga to be part of a bigger community that they can identify through our mission. So I think that’s a really important one for you to think about with this. I think for me that really grabbed my attention of one Liam Yogis. Cause I thought, well there’s a story behind that.

I want to know why 1 million and what are they going to do? And then the other core thing there was identifying influences and not just to attract going to them and saying, boy, you know, can you promote this for me? You actually created partnerships. So you talked about the win, win, win all the way through because these were people who they were passionate about it. So they were actually involved at a closer level. It wasn’t just a, you know, I can see you’ve got all these followers. So I want to hook into that. It was, you know, we’ve got a shared passion. So that mission really helps say, so that’s an important thing. A lot of times people try to plug into influences, but they do it in a very selfish way. Whereas you’ve approached it very, very much of we are on a similar path, a similar mission.

We’re doing this out of gratitude to the birthplace of yoga. So that’s another really important thing is that mission. You’re bringing influences in on that, not just seeing them as you know, as a ticket to get you there. And then the other thing that I also really loved was with that 30 day campaign, um, and this is what you, other people can be doing is what can I be doing that’s going to get people being part of something. So they know it goes for 30 days. And the thing that got my attention is there was like a chart on one of the images of these, this is the for every day and were like 30 prizes. And then you saw people going to share, because everybody loves being able to share photos of themselves. That’s what Instagram is about, especially if you can be doing it in yoga pants and doing it in a really nice place.

But everybody knew I’m doing this pose and this pose. So it gave them a reason for them to be involved with some structure around it. So I thought that was a really clever thing to do because people, they want to be able to take part, but they need some guidance. They need some structure on how to do that. And then giving them free reign to I k now it’s all about you. Um, which is there. And then the other thing that I thought was a really clever was having a partnership. You know, is there a sponsor or somebody that can really benefit from this? Now for other people, it may not be that it is the sponsor that is going to be the part of it. It might be a joint venture partner where you’re doing something collaborative where you both gain from having that, um, that database, um, that you can be contributing as well.

You know, so that, that key points that I could see that worked really, really well with this. Um, and as you were saying that, you know, you said you were lucky that there was one influence or that really took you on it, you know, for that 30 days. Sure there was an element of luck, but I would actually say it’s not luck because the way that you approached those relationships with joint ventures was very, very much about we’re on a key mission together, so of course they’re going to want to support this. Um, so I think they are really, they, they’re the kind of strategies that you can, that you kind of did organically Chi because you were doing it from a place of genuine gratitude and wanting to do things in your genuinely approach things in terms of relationships with people. So these, these are the foundations for building a tribe and positioning yourself as a leader in a tribe. So for everybody that’s listening here, what points can you take from the way that chaos worked organically? How can you take that apart from, you know, reverse engineering, how it worked to what can you be doing that in your own business or for your own mission? Um, yeah. So you mentioned also Kay about this is quiet. How long has this been going? Like for me it’s really became visible since the beginning of the year, which is only a couple of months. But you’ve been doing this for a while.

Kayoko Mitsumatsu: Yeah, it’s about two years. But yeah, you know, so it’s molding and this January I’m glad you know it was another big push. Thanks to this a 30 day yoga journey. But now we are like this Friday we are just launching another big campaign for International Yoga Day, which is another very special data United Nations proclaim as I international yoga day to reorganize the ancient wisdom and the gift of Yoga for the world. Right. The species and you know, clear day too for us to give back and with gratitude. So we have, again, we’ve got about 15 big influencers already on board for the first time. We are putting these faces on them and landing page and we are inviting everybody in the world on that day. The first all around that time, just give us $5 Oh, host a class, whatever you can do, let’s do it together as a one meter your yoga. Yeah, let’s see how it goes.

Janet Beckers: Yeah, I love it. So we’ll be watching that one as well. So yes. Yeah. So I’ll, I’ll meet certainly helping to spread the word through, um, through social media as well. Um, and through. Um, and I think the other nice thing for people to take away from that is sometimes when you might do a campaign, so it might be a marketing campaign, it might be a launch that you’re doing, have a program you, it may start off with just small impacts and it can be very easy for you to go, well, you know, I did that for a month and it only got me a small fraction of what I wanted to do. So that’s not going to work. I’ll go and do something different, like different kinds of campaign. But I really lovethat you just kicked on tweaking, polishing, what did I learn that we can do better next time. Um, and so that’s where you get the, you know, the two year overnight success when it comes to a campaign or the 12 year overnight success when it comes to the visibility of a charity that you started 12 years ago is, um, I think that’s a really powerful lesson of, um, if some, if something is starting to work instead of trying to create something new, how can I improve on this? How can I keep on making this work? You know, cause I know, I know with me when I, when I first launched my online video program, which is actually going to be getting relaunched landed this year, the very first launch I did, I spent a lot of work and a lot of expense actually getting copywriters and things to do.

I launched it and I made zero sales and it, you know, and then the next time I ran it, I thought, no, I’ve got to tweak it. The message is wrong. The next time I ran and I got $12,000 and the next time I ran a twit, you’ve got $40,000 and then the next and then it kept on increasing and increasing. But it would have been very easy to give up at zero. Um, so I think that’s a really important lesson that a lot of people don’t do is, is to, don’t give up too early, make something, keep on working. Um, yeah. So that’s, you know, it says a lot about your, your mission that you’re on and also, you know, your, your patients, your character to keep on going. So, um, so this has been [inaudible] for, for people now to be able to support what you were doing and to also see, know what is, where can they go to find out more about the 1 million yogis campaign and where can they go to find out more about yoga gives back.

Kayoko Mitsumatsu: Yeah. So the best way is just to go to yoga gifts back.org. Yeah. And as of this Friday, we are launching this new 1 million new campaign so people can join from right now. You can join too. But uh, yeah, just go to a website or just join our Facebook or Instagram. We tried to update as much as possible all the time with a global news and uh, from India also.

Janet Beckers: Right. Fantastic. So they will also put those links to there on the page, the, with the, uh, the podcast page. Yes. So that can keep on finding them. And um, and so especially if you’re into yoga and I know so many of the people listening to this will be into yoga. This is a beautiful community for you to be part of. You know, how special for you to be part of this, you know, this mission of the 1 million yogis and really giving back in a way that just, you know, this is your tribe basically. So it’s nice to be part of that tribe. Um, so I thank you so much. Um, Koa for number one. You know, just really sharing such a fantastic story and thank you for making such a difference to people who really need us, like you making a big impact and um, and for being so open about, you know, your journey with their own, what’s worked is, is there any last messages that you’d like to leave? Anything that, um, that you’d like to reinforce that we’ve been talking about?

Kayoko Mitsumatsu: No, I think Janet, you really summarize everything so well. I’m very impressed. Yeah. If anything I have just learned, I share this with my husband will always let, um, passion and persistence. That’s it. You know, like there are a lot of wisdom everywhere and you get, you know, like you read, Oh you get some advice from different angles, but if you just continue, keep your passion, yeah, you’re persistent. Stopped. Do you know what like I still want to do much more, but comparing to like five years ago, some things like asking donations for like just Freebie in kind like snack bars or something for events that has become easier, right? It should be. You have to paint and please give us and you know, so thanksgiving easier eventually. 

So yeah, that’s a great message. That is a great message to end on. Yeah. You know what? And that’s, that’s the big thing. It’s, you know, it’s the, the people who ended up being really successful in their mission and in their business, they’re the ones that just did not give up when everybody else did. You know, that persistence is so important. Thank you so much for, um, for a wonderful time for people who are listening. I really want to hear from you. Number one, know, go over. When you taking pass in the 1 million Yogis, I would love it if you come back and share with, with myself and, and with Kayo that you’ve taken paths. Um, and you know, and you know what that means for you. And, um, and I’d also, we know we would both love to hear from you if you’ve been able to take something that we’ve done from today and you’ve been able to take action on that, even if it’s one small thing that you’ve implemented into your own business or into, but if there’s something that you’ve got going because she thought you had to wait later, but it’s happening now, we would really love to hear from you because that’s means so much to us to know that you’ve listened and you have taken actions.

Janet Beckers: So, um, please share that with us. It’s, it’s very rewarding for us. Okay. Thank you everybody and thank you especially Kayo. Bye!