Newsletter: The First Goal of a Case Study is Retention 🤝 ; Patagonia Wants You to Stop Buying Crap - Except Theirs 🩳 ; Ulta Beauty Expands Giving to Mental Health Nonprofits💄
Writing so many case studies has taught me that they do more than showcase a partnership's success—they affirm and validate its strength for the business being profiled.
👉🏻 👉🏻 The first goal of a case study should be PARTNER RETENTION.
Here are my recommendations for writing a case study that will have your corporate partner exclaiming, "Wow, this is a great partnership!"
⬆️ Shift the emphasis on who benefited. Focus on the benefits to your corporate partner. It might seem obvious — after all, showcasing the benefits to the client is the essence of a case study. Yet, in the nonprofit sector, it's easy to fall into the trap of emphasizing only how the corporate partner helped you achieve your goals. Instead, shift the narrative to highlight how the partnership has helped the corporate partner achieve its goals.
😣 Deal with the discomfort. This approach may initially feel uncomfortable for both partners. Self-centered nonprofits hate to divert attention from themselves, and businesses might feel awkward acknowledging their gains. I advise embracing the uneasiness because it's crucial to show the value of the partnership from the company's perspective.
When a company hesitates to discuss its gains from a partnership - as many often do - this is how I justify the focus.
1️⃣ I explain that the case study must show how the corporate partner benefited from the partnership. The prospective partner knows the nonprofit benefited - those are table stakes. Many prospective partners want to know if the company benefited in some way. Was the partnership indeed a win-win?
2️⃣ I assure the partner that the case study won't be widely distributed. I advise nonprofits not to publish their case studies on their websites for anyone to access. Instead, I suggest keeping them confidential and only using them in meetings where they can be properly explained and tailored to the prospect's context. This allows partners to control the distribution of the case study, easing their concerns.
3️⃣ I emphasize that a case study is a valuable internal resource, showing how the partnership has been a win for both partners. This point has caught the attention of many, as self-interest is a powerful motivator.
💯 Aim for 100% satisfaction. Total satisfaction can be tricky, but you want the partner to be as satisfied with the case study as possible. Be forewarned this might require reintroducing charitable language to reassure them and prevent concerns about appearing overly self-promotional. The goal is to balance the partner’s interests while maintaining authenticity in the narrative.
Remember, a case study is always a work in progress. It should evolve as you educate your corporate partner on the partnership's value, stressing that a transparent case study benefits everyone, especially them.
✍️ Partnership Notes
1. Wendy's teams up with Coke and Keurig Dr Pepper to support Foster Care Month with an action-triggered donation program.
"For May, Wendy’s cold beverage cups are imprinted with a special QR code. For each code customers scan with their mobile phone, five bucks will be donated to the Dave Thomas Foundation for Adoption, furthering its mission of increasing the number of adoptions of children waiting in North America's foster care systems. The donations will be capped at $500,000."
2. The newsletter Superhuman.ai has a "Prompt of the Day." Try this one with ChatGPT, as I did with the Mother of Purpose, Carol Cone.
Here's the prompt for ChatGPT: Share a recent industry news article or ask about a new connection's latest professional achievement on LinkedIn to start a conversation. Start the dialogue on a positive and engaging note. Keep the tone conversational and limit the words to 100.
Me: I added a link to Carol's LinkedIn profile to this prompt.
ChatGPT: Hi Carol, I hope you're doing well! I recently read an article on the rise of purpose-driven branding in the corporate world and immediately thought of you. Your work in purpose-led initiatives is inspiring, and I'm curious to hear your thoughts on how these trends shape corporate impact's future. Congratulations on your latest achievement! I'd love to connect and learn more about your recent projects. I am looking forward to chatting!
Me: Can you provide an article I can refer to?
ChatGPT: Hi Carol, I hope you're doing well! I recently came across two articles that I thought might interest you. One from Korn Ferry emphasizes the rise of purpose-driven marketing and how authentic and ethical engagement is required to connect with customers effectively. Daniel Goleman suggests that brands must dig deep and be credible to win long-term loyalty.
Additionally, The Branded Agency explores top trends in 2024, like storytelling and emotional branding, focusing on authenticity, sustainability, and creating deeper connections with the modern consumer. I'd love to hear your perspective on these trends and how they influence purpose-driven branding moving forward.
I am looking forward to chatting!
Me: What about something related to Wellington, Florida, where Carol lives? (I'm not being creepy here. This is listed in her LinkedIn profile.)
ChatGPT: Hi Carol, I noticed you're in Wellington, which is well known for its equestrian scene. Have you had a chance to attend any of the recent events at the International Polo Club or the Winter Equestrian Festival?
2. In honor of Nurses Appreciation Week, Chipotle is giving free food to healthcare workers and hosting two fundraisers for the American Nurses Foundation.
Speaking of showing appreciation, these two c-stores are supporting Military Appreciation Month.
3. With sales slowing, beauty retailer Ulta is looking for new ways to build customer connections. It announced that the Ulta Beauty Charitable Foundation will expand giving efforts to include mental-health nonprofits, especially those working with teens.
🤑 Marketing Your Cause
1. A casket company is launching a podcast called Grave Conversations to discuss the lighter side of death. For example, during a segment called “You-logy,” guests have 60 seconds to give their eulogy. Did I mention that their conversation happens while the host and guest are in coffins? ⚰️⚰️
What clevahh content idea will you use to draw in audiences and spread your message in a fresh, quirky way? As I've said before, having a keystone content asset to build an audience around is a life-or-death matter for your organization!
2. Patagonia wants you to stop by crap - but buying their well-made stuff is ok.
“We know there’s an internal contradiction of sending an anti-consumerist message and then having the brand grow as a result of that,” says Alex Lowther, Patagonia’s head of film, video, and multimedia production. “But we also believe that we can be a fulcrum, where we can help change the way people think about their behavior and give consumption a hard look.”
😎 Cool Jobs in Cause
1. Senior Director of Development, Rock Creek Conservancy, Bethesda, MD ($85k - $115k)
2. Development Officer for Corporate Programs, Metropolitan Museum of Art, NYC ($85k - $90k)
3. Development Coordinator, Cause Related Marketing, Girls Inc., NYC
4. Associate Director of Corporate Partnerships, The Trustees of Reservations, Boston ($72k - $93k)
5. Development Manager, Sustainable Surf, Manhattan Beach, CA
6. Director of Corporate Partnerships, Big Brothers Big Sisters of NYC, NYC ($85k - $100k)
🧠🍌 Brain Food
1. The days seem to be just whizzing by, don't they? Yeah, here's how to stop that.
2. What a difference a year makes. Last spring, I cleared this section of my garden of invasive pachysandra and patches of grass and planted native plants. 🌱💥
In nature's infinite book of secrecy, a little I can read. - Shakespeare
