Newsletter: Your Partnership Program Needs a Keystone Content Asset 🔑 💎 ; Chess Nonprofit Makes ROOK-ie Sponsorship Mistake 🙄 ; 15 Eye-Opening CSR Statistics 👁
One thing I strongly believe about corporate partnerships is that companies look for audiences to tell them what is good, popular and profitable in this world. In short, nonprofits with a strong and engaged audience that they can readily communicate with will attract more corporate partners than one without an addressable audience.
The second thing I strongly believe is that to build this audience you need to choose a keystone content asset. I prefer email - for a lot of good reasons - but you may choose a podcast, a blog, social media (maybe not Facebook or Instagram, etc.
Let's face it, nonprofits don't have the time, staff or energy to focus on more than one content asset. You're just fooling yourself if you think otherwise. Stop doing crappy work on five channels and do outstanding work (i.e. audience-building) on just one.
Are you ready to get started?
Thanks to our friends over at The Tilt - the brainchild of content marketing czar Joe Pulizzi - (I highly recommend their newsletter) here's an easy fill-in-the-blanks strategy form. They even have a PDF version you can download.
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1. I am focusing my efforts on building my content business on _____________________ (primary content distribution platform).
2. By using this channel, I will be better able to reach ____________________________ (target audience).
3. I will use these social media and other third-party channels to promote my content to the target audience: _____________, ___________, __________ (promotional channels).
4. On these promotional channels, I will use CTAs to drive visitors to _________________ (conversion).
5. My first income from my content business will be through ________________________ (revenue stream).
6. My goals for this channel in the next six months include: ________________________ (e.g., subscribers, visitors) and ___________________________ (revenue).
* * *
Need help filling this out? Just hit reply and I'll walk you through the step you are having trouble with.
✍️ Partnership Notes
1. Boobs partner with boob company and are shocked when they are checkmated for boobery.
2. A great example of an action-triggered fundraiser. Shoe brand Merrell is donating money for every step Big Brothers Big Sisters of America (BBSA) supporters take through October 8th.
The program was slated to end in September, but Merrell extended it and added $15,000 to the $40,000 they had already pledged.
3. Pumpkins for a purpose. 🎃
🤑 Marketing Your Cause
1. Single-topic news organizations are a growing niche in nonprofit news. What single-topic could your nonprofit own? The riches are in the niches!
2. Did you notice something wacky in your email open rates last week? A lot of people did. It was Apple and their new email privacy changes. Here's what's happening and what to do.
3. Brands used to own mass media, but now the masses are the media. What can YOU DO to engage your nonprofit's biggest fans?
😎 Cool Jobs in Cause
1. Corporate Alliances Coordinator, USO, Arlington, VA
2. Development Manager, Corporate Engagement, JDRF, Boston
3. Corporate Partnership Specialist, Wounded Warriors, Multiple Locations
4. Director of Corporate Partnerships, Queens Community House, Forest Hills, NY ($47k - $64k)
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. Most companies are staying silent on the Texas law that limits abortion. One company isn't.
2. Add this to your swipe file: 15 eye-opening CSR statistics. This covers consumer, employee and executive beliefs.
3. Just in time for the Halloween season. The garden that people are dying to get in to.
