Newsletter: Why Social Media is Important to Corporate Partnerships 🥨 ; Lamborghini Wears Mustache for Movember 🥸 ; 100 Nonprofits That Raised the Most Money in 2020 💯
My first interaction with the pretzel franchise chain Auntie Anne's was two years ago when I wrote a case study on their outstanding partnership with Alex's Lemonade Stand. (BTW, I like how Alex's set-up their case study page!)
However, my most recent exposure to them was this past weekend when I listened to their social media manager, Bari Rosenstein, discuss how she manages Auntie Anne's social media.
Interestingly, Bari is a recent hire AND is a social team of one.🤭 Nonetheless, she's done outstanding work, and offered some great tips that are very applicable for time- and staff-strapped nonprofits.
1. Focus on one or two platforms. Auntie Anne's is represented on all the major social media channels, but Bari focuses most of her time to just two: Instagram and Twitter. Better to be awesome at one or two channels than be mediocre on three or more.
2. Collaborate with others for inspiration. It's tough to be creative 24/7. Bari's lucky that Auntie Anne's is part of a family of brands and she can collaborate with social media managers from Carvel, Cinnabon, Jamba and others. Nonprofit social media pros should make networking with other social media teams a priority and be willing to experiment with a competitor's idea.
3. Be on the lookout for user-generated content. Bari is a team of one so she has limited time to create content. That's why she's always on the hunt for sticky content from fans of Auntie Anne's. Nonprofits should be doing the same!
For those of you who may be asking: "Joe, what the heck does social media success have to do with success with corporate partnerships?"
My answer: "A lot!"
For companies, high social engagement is a sign of impact, influence, and success. If you want more corporate partners make digital audience building and social engagement a priority.
Where should you start? Remember my formula: Email + 1 social media site.
✍️ Partnership Notes
1. Four examples of nonprofits that grew their partnerships from one offering to many!
2. 92 Lamborghini 🏎 dealers teamed up with Movember last weekend and raised close to $200,000. How are you working with your local car dealerships? Speaking of cars, have you ever targeted car wash chains? Here's an example of a partnership here in Boston.
3. The holiday POS campaigns have started. Children's Miracle Network and retailer Anthropolgie kicked-off theirs November 1st and it includes an interesting pop-up at Grand Central Station on Giving Tuesday. Of course, all sales benefit CMN!
4. 👆Speaking of point-of-sale...Could you benefit from a refresher on POS campaign best practices to help you ramp-up your strategy in 2022? Learn from the very best POS campaigns of 2021 with this FREE webinar next week. [Sponsor]
🤑 Marketing Your Cause
1. More partnership teams should publish thought leadership content. Here's what companies want from that content.
2. People are talking about your nonprofit on social media. Here are ten tools to monitor mentions.
😎 Cool Jobs in Cause
1. B2B Sales Executive; Business Development Representative, WizeHive, Remote
2. Corporate Brand Partnership Manager, Heifer International, Remote
3. Director of Corporate Partnerships, Queens Community House, Forest Hills, NY ($55k - $76k)
4. Director of Development, Special Olympics, Richmond, VA
Do you have a partnership position you are trying to fill? Hit reply and share the job posting with me! I'm happy to post it here for FREE.
🧠🍌 Brain Food
1. Interesting idea. Companies could transform politics by moving employees to where they could redraw electoral maps.
2. What the 100 nonprofits that raised the most money in 2020 tell us about charity today.
3. Warren Buffet claims he owes his success to reading all day. If only it was that simple! He did one other thing.
