Newsletter: Generate December Leads Without Being a Grinch 👹 ; Hire Heroes USA Partners with Carquest, Tailored Brands 🤝 ; The Power of Purpose in An Age of Uncertainty ✊
As we've been doing every issue, let's recap our series on partnership lead generation for this year's final quarter.
First, I outlined nine actionable ways to attract more and better leads.
Then, I shared three compelling reasons your partnership team should publish a lead-generating newsletter.
Next, I dove into the essential sections every partnership newsletter needs for maximum impact.
Then, we used ChatGPT to craft an Ideal Partner Profile (IPP) to help you attract the right partners faster.
Last week, I discussed how to keep a good partner prospect warm when the connection is at risk of going cold.
👉🏻 👉🏻 This week, I’m diving into December lead generation, highlighting what to do—and what to avoid—to spread cheer without being jeered as a Grinch (and risk ruining your chances with a potential partner in the New Year!).
🙏 Start with gratitude and connection. The holidays are a time to say thank you, so let that be your opening line. Whether reaching out to a previous partner or following up with a warm lead, expressing genuine gratitude for their past support or a new connection lays the foundation for a positive conversation.
Example: “Hi [Name], As the year winds down, I wanted to thank you for the amazing work you’ve done to support causes like [specific area]. I’d love to discuss ways to make an even bigger impact together in the new year.”
Build goodwill and set the stage for a future conversation!
🎄 Start talking about next December. Holiday-themed campaigns resonate with corporate partners because they align with their seasonal marketing efforts. Suggest initiatives that will tie into the 2025 holiday season.
If they are a B2C, mention round-up fundraisers or donate profits days - two of my favorite programs. Mention this charity pinup program and that you could launch a similar program with them next December.
companyIf they are a B2B, discuss holiday gift matching. Propose that the company match employee donations during December.
Don't forget fun, seasonal promotions that tie into the season of giving. Alternatively, offer visibility at holiday events or special recognition in end-of-year impact reports.
Presenting these ideas now signals to potential partners that you understand nothing can be finalized this year while smartly planting the seed for a partnership in the coming year.
🥰 Share heartwarming stories. In a time when everything really sucks, and the world feels heavy with challenges and uncertainty, sharing narratives of past partnerships that brought joy to your community uplifts your prospect and creates a powerful emotional connection. Including visuals and testimonials that evoke the holiday spirit further showcases the tangible impact of your nonprofit.
Research indicates that compelling storytelling in fundraising leads to retention rates. Nonprofits that utilize compelling narratives have a donor retention rate of 45%, compared to 27% for those that do not focus on storytelling.
December is a time for connection and reflection. Whether you’re reaching out to a warm lead or setting the stage for next year, your thoughtful, authentic approach will ensure you’re remembered as a partner in purpose—not a Grinch! So embrace the season’s spirit of giving, build relationships with care, and set yourself up for success in the new year.
Let’s make December the month that leads to meaningful partnerships in 2025!
✍️ Partnership Notes
1. I’ve been hearing from more partnership teams who feel like they’ve hit a wall and are searching for a way forward.
That's why I appreciate this advice from my friend Charisse Brown Marcus, President & Managing Partner at Good Scout. She’s been sharing her year-end insights with clients and kindly included me on her distribution list. 🥰
"Have you ever felt like your organization is stuck on a plateau—or worse, like you’re starting to slide backward? It’s one of the clearest signs that something needs to shift, but the question is: What?
Here’s the hard truth I’ve shared with many Good Scout clients: The strategies and systems that got you to this point won’t get you to the next level. And if the first solution that comes to mind is “Let’s hire more people,” I want you to pause for a moment.
Hiring more people isn’t the fix. Doubling down on the same old tactics might only accelerate the slide. The real growth trajectory requires a strategic recalibration.
I’ve seen it repeatedly—nonprofits hit key milestones in their growth, and suddenly, the momentum that got them here starts to falter. This is the moment to ask and investigate key questions:
Is our current structure built to scale effectively?
Are we focusing on the right opportunities to align with our mission and maximize impact?
Have we defined what “next-level” really means for us, or are we chasing vague growth goals?
This isn’t about throwing everything out the window. It’s about recognizing that your organization has evolved and your strategy needs to catch up. A recalibration is your chance to set the stage for sustainable growth.
If this sounds familiar, you’re not alone. And you can get unstuck. Recognizing the plateau is the first step to making the climb again.”
2. I just finished several case studies for Hire Heroes USA. What a great organization and mission! Read about their partnerships with Carquest and Tailored Brands. Bravo!
Let's work together in the new year to write YOUR partnership case studies so you can recruit more and better partners!
3. Does partnering with a cause make good business sense? Of course it does! Like I always say, all things being equal, adding a cause makes everything (taste) better.
🤑 Marketing Your Cause
1. According to this article, which focuses on retail trends but has good takeaways for nonprofits, everyone is worn out as they approach 2025.
People are looking for simple solutions, boring messaging, and self-care. How can your nonprofit help?
Simplify your messaging. Avoid overly complex or dramatic appeals. Focus on clear, straightforward messages that highlight the tangible impact of your nonprofit’s work. Burnt-out donors appreciate simplicity and transparency.
Emphasize self-care in your campaigns. Position your nonprofit’s work as an opportunity for supporters to invest in their emotional well-being. For example, “Giving back is good for the soul” can resonate with individuals seeking mental health benefits through acts of generosity.
Provide value and escapism in events. Balance opportunities for donors to "escape" (through meaningful, inspiring events) with tangible value (e.g., networking opportunities or exclusive access). A donor gala, for instance, could combine an engaging program with a relaxing atmosphere.
Acknowledge the donor's “multiple truths.” Recognize and address the paradox of donors wanting to contribute to causes but being constrained by financial realities. Highlight how even small actions can make a significant difference, and emphasize the flexibility of your campaigns.
2. An excellent article on the importance of authenticity and how to effectively connect with each generation—from Boomers to Gen Z.
3. Ooooh, I really like this idea: Use AI as your organization's style editor. Very clevahh and smahht!
😎 Cool Jobs in Cause
1. National Director, Corporate Partnerships, Breakthrough T1D, Remote ($100k - $133k)
2. Director of Corporate Partnerships, Project Sunshine, NYC ($150k - $170k)
🧠🍌 Brain Food
1. Should nonprofits cite the election in year-end appeals? Wait...there was an election??!! 🔒 (🔒 = I subscribe to this publication and can email you this article.)
2. Could humans hibernate? I'll let you know because hibernating is precisely what I plan to do for the next four years....
3. ...Yet maybe I won't retreat to my bed (and hide under my covers) because this pep talk from Carol "Mom" Cone, The Power of Purpose in an Age of Uncertainty 🥲, is just what we all need to hear right now.
That's it for this week! As always, let me know if I can be helpful to you in any way.
