Newsletter: How to Get a Cold Prospect to Talk to You 🥶 ; A Simple Deck to Pitch Your Partnership Program 🃏 ; The Biggest Problem with Most Nonprofit Newsletters is… 🙄
Prospecting Circles help you organize and prioritize potential partners. The circle nonprofits struggle with the most is suspects because they are cold leads🧊(unlike prospects which is warm 🔥 and supporters which is downright hot 🔥🔥).
Nonprofits ask: "How do I get a cold prospect to talk to me?"
I thought I had a good response to this question: demonstrate overwhelming value. But I like digital marketing expert Rand Fishkin's answer too.
ALWAYS GET A WARM INTRO.
How many scuzzy, low-quality outreach pitches come to you by way of someone (even a relatively distant connection) making an introduction? Very few? Almost none? Literally zero?
Exactly.
So, if you must make a direct request, get an introduction. It’s that simple.
If you feel embarrassed making your ask after getting that introduction, because you’re worried it’ll burn your bridge with the introducing party, that’s even better! That means you’ll change your pitch to something better, something that won’t create embarrassment, something that will make that connector *more* likely to connect you in the future.
“But Rand, I don’t know anyone who can connect me to…” As they say in BASIC programming: GoTo Tip #1 [i.e. Continually Do Things That Earn Attention from People Who Can Help You.]
✍️ Partnership Notes
1. Consumer priorities have shifted over the past 18 months. Here are eight recent cause marketing campaigns that reveal what consumers are focused on now.
2. Everyone ❤️ referrals, right? But what about when referrals deliver prospects that aren't aligned with your partnership goals? I see this all the time, folks. Instead of running your partnership program it RUNS YOU!
3. I agree with the creator of this deck: most pitch decks are full of 💩. Here's a simple pitch deck to pitch your partnership program.
4. Do you have prospects that are restaurants? Of course you do! Send them this article.
🤑 Marketing Your Cause
1. I believe there are three types of decision makers: thinkers, feelers and deferrers. Here's how to create that "feels right" situation for prospects.
2. Three ways to use Facebook ads to get in front of prospects. #2 is no-brainer if you've taken the time to build a solid email list.
3. This is the #1 problem with just about 99% of nonprofit newsletters.🙄
😎 Cool Jobs in Cause
1. Director, Corporate Partnerships, Understood, NYC ($100k - $140k)
2. Director, Account Strategy & Corporate Development, Boys & Girls Clubs of America, Atlanta ($75k - $85k)
3. Director Corporate Giving and Sponsorship, The Field Museum, Chicago
4. Philanthropy Marketing Officer, Beth Israel Deaconess Medical Center, Boston
5. Communications & Volunteer Coordinator, Habitat for Humanity of Greater Sacramento ($20 - $22 per hour)
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. A blueprint for running a successful hybrid event in 2021.
2. Things are changing in email marketing. These changes will impact all of us! Still..."email is the worst vehicle for online communication, except for all those other forms that have been tried from time to time."
3. Some of you have been asking: "Where are the garden pictures this year?" I created a Pinterest board just for you. I'll be updating it all summer. Enjoy! 👨🏻🌾 🌼🌺🌸🌹
Have a question, comment or just want to say hi? Just leave a comment below or head over to Twitter.
