Newsletter: 4 Myths About Partnership Case Studies 🦄 ; How to Do Cause Marketing with an Earth-Moving Equipment Company 🪨 ; What’s the Difference Between CSR and ESG?
All this month I've been talking about the Engage for Good Conference in May.
Two weeks ago, I talked about the conference and a special get-together I'm planning for people that sign up for the conference with this code:
👉🏻👉🏻 SGEFG 👈🏻👈🏻
(SG = Special Group!)
Last week, I made - what I thought - was a compelling case for why the conference was worth your time, energy, and money and how I could be your "Conference Concierge" next month. People loved that!
👉🏻👉🏻👉🏻 This week, I want to tell you about the workshop I'll be teaching at the conference on Thursday morning, May 18th. It's called: Creating Case Studies That Strengthen Your Programs: A Workshop For Businesses & Nonprofits.
This will be an in-depth workshop covering the why, what, and how of case studies from beginning to end. I'm taking my experience writing 100+ case studies and sharing it with you!
Let's address some of the myths nonprofits have about case studies.
🦄 Case studies are for businesses, not nonprofits. Just about every other salesperson in the B2B world - and a good many in the nonprofit world - would disagree with you. Check out this graph that shows just how critical case studies are, especially in the consideration and decision-making stages.
In short, are you talking to a lot of people but not closing any deals? Case studies are what you need to get prospects to YES.
🧜♀️ Case studies are for big partnership teams, not small teams like mine. Well, that's not true because I wrote a bunch of case studies for a two-person nonprofit! Simply stated, case studies make selling unnecessary. They make your job easier because they're evidence that you've been successful with another partner, and it's someone else singing your praises. I would argue that small teams need case studies more than big teams.
🐉 I don't write good, so I can't do case studies. You're not writing the great American novel when you write a case study. If you follow my process, you'll have someone else's words to work with. It's less about writing and more about assembling.
What's important with case studies is asking the right questions, and I'll give you the exact six questions I use in every case study interview.
Plus, I'll be sharing how I've been using artificial intelligence and ChatGPT to help me write and edit my case studies. Yep, I'll show you how to feed your prospect partner interview into ChatGPT and get back a good first draft. AI can even help you write a good headline for your case study!
🎅🏼 Only a trained salesperson would know what to do with case studies. That's not me, Joe. A whole section of my presentation will focus on how to use case studies at every stage of the partnership funnel - awareness, consideration, and decision. I will show you exactly how to use them in your outreach to prospects from the moment you say hello to signing the deal.
That's what makes case studies so valuable! You'll use them repeatedly to move the conversation forward and, ultimately, to close more partnerships.
Friends, there are so many good reasons to attend the EFG Conference in May!
You'll be my "special guest" at the conference
You'll be attending the best conference in the world on corporate partnerships and learning from some of the top experts in the field.
You'll be attending my case study workshop and learning how to do something that will increase and accelerate your success with partners. Two words best describe my session: Game. Changing.
So, what are you waiting for? Hit reply to this email and tell me what's stopping you!
Brokeback Joe, I wish I knew how to quit you! Register me for Atlanta
✍️ Partnership Notes
1. How to do cause marketing with an earth-moving equipment company.
2. This Snoopy shirt is 🔥🔥🔥 right now. It's all because of a partnership between the American Red Cross and Peanuts.
3. Is your contact at a prospective company the chief marketing officer? Send her this article.
4. We need to bring back this donation box strategy. Who could resist?
🤑 Marketing Your Cause
1. The 6 fastest growing social media channels. I bet you haven't heard of #1! I had to ask my kids about it.
2. What do you think of this anti-gun ad? It's called Send Your Children to War [VIDEO]. More kids have died because of gun violence in the U.S. than soldiers killed in action in the Vietnam, Persian Gulf, Afghanistan, and Iraq wars combined. Forget school. Kids would be safer on the battlefield.
😎 Cool Jobs in Cause
1. National Manager/Senior Manager, Corporate Partnership Development, Make-A-Wish, Remote
2. Chief Revenue Officer, National, Make-A-Wish, Remote
3. National Corporate Relations Director, American Lung Association, Boston ($73k - $106k)
4. Manager, New Partnerships - East Coast, Feeding America, Remote ($68k - $85k)
🧠🍌 Brain Food
1. The article I shared last week on Bud Light and Dylan Mulvaney was a popular one. Here's a good follow-up article on why experts think Bud's actions will be good for business. It's all about Bud doing what you should be doing: Building new audiences.
Follow this article with this one from Triple Pundit on how brands can support transgender rights in the age of influencer marketing
2. What’s the difference between CSR and ESG? One good way of thinking about it is "CSR...makes up the “S” (or, social) part of ESG."
3. 8 hilarious but true wildlife tips from the National Park Service. "If the former friend you pushed down somehow made it up a tree and is now extending you a hand, there’s a good chance you’re not getting up that tree. Karma’s a bear." 🐻
