Newsletter: The Potential Corporate Partners Right Under Your Nose👃🏽; This Retailer Will be the Last One to Open🚦; Reboot Your Cause Marketing with This $10,000 Ad Grant 🔘
Three things I've been thinking about this week...🤔
1. Consumers are returning to nostalgic brands. Will the same be true for nonprofits? But even if you are a newer charity, how can your nonprofit tap into your supporters' longing for the good old days? BTW, I'm happy to clear my schedule to host a new Jerry Lewis Telethon for the Muscular Dystrophy Association. ⧓ 🎤
2. The biggest opportunity for corporate gifts is staring back at you in your individual donors. Even with unemployment surging, most people are still working. Think about it: every one of your donors either runs a business or works for one. Every nonprofit should be asking donors where they work. The challenge is you'll have to work their employer as hard for a gift as you worked the individual! This will require time, resources and staff. Still, you'll start with something you don't have with most companies: a connection.
3. How are you preparing to succeed in a world where bigger companies will dominate more than ever? If you subscribe to my view that "Brands Command" you'll need to build an engaged audience to attract partners. Think back to the National Audubon Society and Allbirds partnership I shared in March.
🦠 Responding to COVID-1
1. This retailer was one of the first to close because of Covid-19. They'll also probably be one of the last to open.
2. In this interview with Brad Marley, I share my favorite cause marketing campaign during the pandemic, talk about companies that just don't get it, and what nonprofits should be doing right now. "We need more icebergs 🧊from companies and fewer buoys..."
3. Local cause marketing will be challenging post-pandemic because the crisis favors bigger, established companies with deep pockets. (For example, McDonald's plans to spend $100 million on marketing.) Let's face it: there will be fewer local businesses to partner with. 😥
🤑 Marketing Your Cause
1. Four growth opportunities hiding in recession. If nonprofits ever needed marketing it's now, folks.
2. Ok. You agree your nonprofit needs to do more marketing. Here's $10,000 to get started.
3. No, you can't embed a YouTube video into your emails. But you can embed a GIF of that video. This is a great way to make your emails - especially your email newsletters - more interactive.
😎 Cool Jobs in Cause
1. Director, Corporate Partnerships, Polaris (Washington, D.C.)
2. Director, Corporate Giving, Norfolk Southern Corporation (Atlanta)
Have your cause-related job featured here for FREE. Hit reply to this email and give me the details and a link to the position.
🧠🍌 Brain Food
1. Appealing to nostalgia can be powerful marketing, but not when brands tap into nostalgia for slavery.😳[I can email you this article if you hit a paywall.]
2. Scientists aren't in love with the microbe emoji.🦠
3. Slaughterhouses have a new shareholder: PETA. 🐖👏
Have a question, comment, or just want to say hi? Just leave a comment below or head over to Twitter.
