Newsletter: Does Having a Media Partner Attract Corporate Partners? 🤔 ; 20 Hot Partnership Programs from the U.K. 🔥🇬🇧 ; 3 Tips to Revive a Legacy Brand 🌳
I got two questions from readers last week that I would like your help answering.
Here's the first question...
🙋♂️ "I am working on a plan for a major campaign and would love to bring on some kind of media partner (e.g. New York Times, New York Magazine, New Yorker, the Atlantic, Wall Street Journal, etc.). I'm assuming having a media partner would help us attract corporate partners. Do you agree, Joe? If so, could you provide an example or two?"
Now, I have an opinion on media partners. I wrote back...
📣 "I'm not sure how attractive a media partner is to a potential corporate partner. The type of promotion a media partner would give a nonprofit usually isn’t significant enough for most companies, IMHO.
I think media partners in some instances would BRING ON a corporate partner. They sell them an advertising package and then throw in a promotion with you, which brings you little or no money, BTW. A company could also BRING ON a media partner. They spend a lot of money with the New York Times and they rope them into being a media partner."
However, my opinion is just MY OPINION. What do you think?
Does having a media partner attract corporate partners?
Hit reply to this email and let me know!
Here's the second question...
🙋🏻🙋🏻 "I was wondering if you'd be willing to share your take on automobile donations from a corporate partner? Have you seen any unique (and hopefully successful) campaigns that leverage a new automobile from an auto partner? We're hoping for some inspiration outside of the online auction or sweepstakes route."
Gee, I've never gotten a free car before.🤷♂️ Have you? What did your nonprofit do with it? I know the standard ideas for leveraging a new car, but surely there are some creative ideas out there!
Again, just hit reply to this email and let me know what you've done!
I hope to share some of the answers I get back in an upcoming issue of my newsletter!
✍️ Partnership Notes
1. It's been hot in the United Kingdom this summer.☀️🥵 Another hot area is corporate partnerships! If you need some inspiration for the dog days of summer here are 15 corporate partnerships. Five more here makes 20!
2. This is an interesting cause-related program from B2B brand Tork. Have you heard of them? I know them for their napkin dispensers, but they make all sorts of products for restaurants. To encourage employees to enjoy the health benefits of a lunch break, the brand has launched the Tork Take Back the Lunch Break campaign.
3. How Netflix is now using its growing mobile game collection to support Charity: Water.
🤑 Marketing Your Cause
1. I can attest to the fact that email open and click rates are all over the place. So what should you track instead? This article has some great suggestions. Hint: Track conversations, not clicks.
2. Has your nonprofit been around for a long time? Three tips for reviving a legacy brand. #1: Nostalgia is good, but it's also a trap.
Sponsor 🤝
😎 Cool Jobs in Cause
1. Associate Director, Corporate Partnership, Share Our Strength, Remote ($103k - $110k)
2. Director, Corporate Partnerships, Partnership Management, United States Fund for UNICEF, Remote ($92k)
3. Director of Corporate Partnerships, Operation Smile, Remote
🧠🍌 Brain Food
1. 👀 = 50% increase in giving.
2. Explained: Why people looked a lot older in the past than they do today.
