Newsletter: How KAB is Setting Itself Up for Partnership Success 🤝 ; Companies Supporting Breast Cancer Charities in October 💖 ; MDA Tries to Find Its Fundraising Groove Again 💪🏻
This week, I want to share a case study project I'm working on with the fabulous Abby Horrigan, Senior Director of Corporate Initiatives at Keep America Beautiful (KAB).
As a seasoned corporate partnership professional, Abby knows how critical social proof is for securing partnerships. That's why she partnered with me to write several case studies and to improve KAB's corporate partnership landing page.
Together, we...
Identified three current KAB corporate partnerships that would make excellent case studies.
Discussed how KAB's corporate partnership landing page could be improved.
Outlined a corporate partnership newsletter that would keep current and prospective partners engaged.
We've finished #1 and #2, and Abby has kindly allowed me to share the results with you.
👉🏻 First, check out the new corporate partnership page. This page outlines how companies can work with KAB, shares three case studies, and highlights the many other companies KAB works with.
👉🏻 Second, mid-page are the three case studies I wrote for KAB. I particularly liked this case study on Anheuser-Busch.
As I've said many times, you don't need to write case studies on every partnership - just the partnerships you want more of. Still, starting with 3-5 case studies is always good so you have some options!
👉🏻 Third, note that this corporate partnership landing page encourages prospects to contact Abby. There are two contact points on the first half of the page. I hate when you go to a partnership page without a straightforward way to contact someone!
Abby and I know what we've accomplished is a great start! But the work doesn't end here - it's only just begun! Improving the partnership page and the case studies is an ongoing process that never ends!
Can I help you with your case studies and corporate partnership landing page? Just hit reply and let's talk. I'm booking clients for late 2023 and early 2024!
✍️ Partnership Notes
1. This is a fun cause marketing promotion that used an auction and influencers to raise $30k for the Boys & Girls Clubs of America.
I loved this promo from creator Meghan Lynn Basford of the South in Your Mouth series. It has a real "selfish giving" vibe to it, right?!
2. The brands that are supporting breast cancer charities in October.
3. This is a long read but worthwhile! Companies are giving away a smaller share of profits than they used to. Where does that leave the nonprofits in their backyards?💰 (💰 = This site has a paywall, but I can email you the article)
🤑 Marketing Your Cause
1. People don't trust your nonprofit.💰 Nonprofits that are more visible in the communities they serve are more trustworthy. Another must is focusing on powerful forms of social proof. Here are some of the best forms of social proof for nonprofits.
2. On social media, we are all lurkers now.
Two takeaways. First, nonprofits must explore better ways to stay engaged with their audiences online (,e.g. Slack, WhatsApp, Facebook groups). Second, nonprofits should double down on email as their keystone content asset. It won't increase engagement, but at least you'll own the audience!
"So now social media’s almost five billion users are not turning to talk to each other but each turning outward, shouting their skincare routines or restaurant recommendations or opinions into a void. We’re all just online for ourselves, which means there are fewer and fewer people to be the audience—to like, comment, or otherwise interact. As a result, our outward-facing posts are getting less engagement, and we’re less inclined to share them. We’re growing silent, lurking, sitting in these digital rooms out of habit, and not because we really want to be there."
😎 Cool Jobs in Cause
1. Senior Director, Corporate Partnerships & Business Development, Boys & Girls Clubs of America, Northeast Region ($150k+)
2. Director, Cause Marketing & Partnership Development, Childhelp, Scottsdale, AZ, ($76k - $114k)
🧠🍌 Brain Food
1. I started my fundraising career with the Muscular Dystrophy Association nearly three decades ago. Heck, I can remember coin-canning for the MDA in the '70s (Yeah, I'm that old!) This article examines how MDA is trying to regain its fundraising mojo. I wish them well.
2. Five questions companies should ask themselves about philanthropic giving.🎁 (🎁 = I'm a subscriber and am "gifting" you the article)
3. There are nine types of humor - which is yours? I'm all about observational humor!
