Newsletter: Maximize Partnerships with a Referral Program 🤝 ; Nine Times You Shouldn’t Use Email for Selling 📧 ; Lessons from 10th Anniversary of Ice Bucket Challenge🧊

In my last newsletter, I highlighted ​several important B2B marketing statistics​ and suggested ways a partnership sales team could leverage them.

I wrapped up by polling you on which strategy your nonprofit would prioritize, and the clear winner was maximizing current partnerships.

👉🏻👉🏻 Great choice! Implementing a referral program is one of the most effective ways to maximize your current partnerships.

I'm unsure why most partnership teams don't have formal referral programs. Maybe it's because most referral programs they see in business involve financial incentives, which understandably feels icky for nonprofits.

🚨🚨 The good news is that you can create a highly effective referral program without relying on monetary rewards. By focusing on meaningful recognition and the impact of the referrals, you can engage your partners in a way that aligns with your nonprofit’s values and mission.

Okay, here's what you need to do. And, surprise, surprise, it's more about what you should be doing than just waiting for your partner to do all the work and call you.

• Stay Informed and Connected: Regularly monitor and stay informed about your partners’ business activities, industry trends, and key relationships. This includes keeping track of their new projects, strategic initiatives, and any changes in leadership or corporate goals. By understanding their evolving needs and networks, you can identify opportunities for referrals before they arise.

• Regular Updates and Check-Ins: Schedule routine updates and check-ins with your partners to discuss their ongoing projects and goals. During these discussions, subtly explore any new connections or collaborations they engage in that might lead to potential referrals. After a referral, follow up with the referring partner to update them on the progress and outcome. This not only keeps them in the loop but also encourages ongoing engagement.

• Use of CRM Notes: If you don't have a CRM, get one - even if it's just an Excel spreadsheet. Use it to make detailed notes about the partner’s network and any potential leads they mention. This allows you to follow up at the right time and ensures you are always on top of opportunities to request a referral.

• Proactive Engagement: Based on your monitoring, proactively suggest specific referral opportunities. For example, if you notice your partner is collaborating with a company that aligns with your nonprofit’s mission, propose a mutual introduction, framing it as a beneficial opportunity for all parties involved.

• Custom Referral Materials: Create a small, bespoke referral kit that your partners can use when referring others. This might include a personalized letter/email they can send potential partners, a one-page overview of your nonprofit’s impact, and perhaps a small branded item they can share as a token of appreciation.

• Impact Reports: Prepare custom impact reports for each partner, showing them the direct results of their involvement. This reinforces their contribution and encourages them to refer others who want similar results.

And there you have it!

A referral program should be at the top of your to-do list to maximize your current partnerships. Sure, it might feel a bit “business-y”, especially with all the talk of financial incentives. But let me tell you, creating a referral program that aligns with your mission and values and focuses on impact over kickbacks is not just doable; it’s essential.

Imagine your partners, not just as supporters but as active ambassadors, spreading the word about your cause because they genuinely believe in it. That’s the magic of a well-crafted referral program. It’s not about the money; it’s about the mission. You can turn your partners into your most powerful advocates with the right tools, a proactive approach, and a little hustle.

So, get out there, stay connected, and start building those relationships—because the referrals (and the impact) are waiting. And as always, if you need more guidance, you know where to find me.😊

✍️ Partnership Notes

1. 🚨Pay attention! This is useful. Many of you write to me asking for data to support proposals and pitches you submit to corporate clients.

For example, someone will ask for evidence that consumers like being asked to donate at the register. Instead of writing to me, you can ask ChatGPT to answer your question.

Okay, so using the sample question above, here is the prompt you want to use on ChatGPT.

Prompt: I’m pitching a retailer on supporting my nonprofit by hosting a point-of-sale fundraiser in its stores. They aren't convinced that consumers actually like these programs, however. Can you provide researched-backed statistics and insights on this topic? Provide links to these resources.

Plug this into ChatGPT and watch what comes out! It's super helpful. You can even plug in specific text from a proposal, like "one of the most popular point-of-sale fundraisers is round-up programs," and then ask ChatGPT to "review the following text and provide researched-backed statistics and insights on this topic."

Of course, I didn't come up with this idea myself—I'm hopelessly unoriginal—but I got it from one of my favorite AI publications, ​Superhuman AI​.

2. I love email, but sometimes it's not the best way to connect with a prospect. ​Nine times you shouldn't use email while selling​ (& 29 phrases to avoid).

3. Let's say you have a prospect skeptical of a corporate partnership with your organization. On the partnership decision scale, with charity on one end and marketing on the other, they are way over on the marketing side.

You need a Hail Mary. 🏈

This article on the ​Army's decision to sponsor the United Football League (UFL)​ - the upstart rival to the NFL - might move them in your direction.

Suggested Script for Sharing This Article with a Prospect, According to ChatGPT

Dear [Prospect’s Name],

I wanted to share an interesting article that showcases how the Army has recently taken a potentially bold step by partnering with a new football league backed by Dwayne "The Rock" Johnson. Despite internal doubts, they recognized the potential to connect with broader audiences and strengthen their brand in innovative ways.

This move highlights a key principle in sponsorship: sometimes, the most significant rewards come from taking calculated risks and embracing new opportunities. By aligning with new ventures, companies can significantly boost their visibility and engage with new demographics—precisely the impact we aim to achieve with our partnership.

The article is an excellent reminder that strategic sponsorships can open doors to unparalleled exposure and brand alignment, even when the path isn’t immediately clear. I believe our partnership holds similar potential for your brand, and I’m excited to explore how we can make a significant impact together.

I am looking forward to discussing this further!

Best regards, [Your Name]

🤑 Marketing Your Cause

1. Your nonprofit could learn a thing or two from this ​B2B refrigeration company that is creating​ anything but boring content!

“You don’t need a studio, high-end cameras, and a six-figure budget to create the unexpected in video. Pete and Tim use a do-it-yourself model with an assist from a freelance designer to create 20 to 30 videos per year. They write the scripts, create the storyboards, shoot the videos, and distribute them.”

2. The Ice Bucket Challenge is back and celebrating its 10th anniversary. Can you believe it? Peter Panepento at Turn Two Communication writes on ​the lessons for social good communicators​. It's worth a read!

😎 Cool Jobs in Cause

1. Director of Corporate Philanthropy, ​Maryland Food Bank​, Baltimore ($75k - $80k)

2. Vice President for Corporate Sponsorships and Events, ​CureDuchenne​, Newport Beach, CA ($150k - $200k)

3. Associate Director of Corporate Partnerships, ​Studio Museum in Harlem​, NYC ($90k - $100k)

🧠🍌 Brain Food

1. A great new resource for ​small fundraising shops​ who want to win an Olympic gold medal in year-end fundraising! My pal Ephraim Gopin, a fundraising and marketing expert, is offering it! Sure, he told me to say that...but it's so true!

2. ​The next big fundraising idea is here!​ Don't laugh - and never look a gift horse in the mouth! 🎁 (🎁 = I subscribe to this publication and am 'gifting' you the article.)

3. Dolce & Gabbana is introducing ​a new fragrance for dogs​. It will only set you back $109. But, hey, the glass bottle is adorned with a 24-carat gold-plated paw print featuring the D&G logo. I can't believe they didn't connect the fragrance with a great cause. But it did make me laugh as it reminded me of one of my ​favorite cartoons​ from The Far Side.