Newsletter: Why Aren't You Targeting Startups for Partnerships? 🧐 ; Seven Top B2B Social Trends for 2024 📊 ; How to Do Partner Surveys Right ✅
Every partnership professional I talk to wants to partner with well-known businesses that are already supporting great causes.
It's a solid strategy, but you should also spend at least some of your time targeting new businesses or startups.
Imagine getting on the ground floor of a startup! Instead of waiting in line behind your competitors, you'll be first to develop a deep and long-term relationship.
"Please, Joe. Startups don't have any money!"
That can be true!
But you don't want their money anyway. You want their customers' and their employees' money.
As I often say...
There's more money to be raised from the customer and employee than from the company! Fact: Companies donate LESS THAN ONE PERCENT of pre-tax earnings to causes.
The key with startups is to get in early and build connections to drive fundraising down the road.
For example, I just read about a new pet insurance company that donates $25 every time a new customer signs up for a policy. Maybe this was the company's idea. Maybe it was the nonprofit's.
No matter.
It showcases how a startup can leverage its core operations for a cause, creating a win-win situation.
The key here is to be strategic. You only want to spend five to ten percent of your time on startups. Spending too much time would be like putting your retirement money into crypto and emerging marketing. Too risky!
Remember, the goal is cultivating relationships to pave the way for success as these startups become mature companies. Engaging early with startups offers an excellent opportunity to be at the forefront of innovative partnerships that do good and well.
✍️ Partnership Notes
1. Hellman's spent the Superbowl promoting Sick of Food Waste Day on Monday and donating to a student-led anti-waste organization.
2. This is interesting. This graph shows what B2B professionals are leaning on for lead generation. #1 is paid social.
Follow the above article with this one on the top 7 social trends of 2024.
3. Someone could write a book on how to get your board on board with partnerships. Maybe this advice from my UK friends at Remarkable Partnerships will inspire someone!
Remember, David Giagrando and I did a Cause Docs episode with board ninjas Nanette Fridman and Melissa Gladstone. Engage Your Board in Selling Partnerships.
🤑 Marketing Your Cause
1. I learned so much from the survey I did last year with my readers. You need to build surveys into every aspect of your communication with partners. Here's some advice to get you started.
2. How to use and ask for testimonials. There is some really helpful advice in this article!
“Be shameless when asking your audience for testimonials. Don’t assume they will do it on their own. Be vulnerable. Let them know how it helps you.”
😎 Cool Jobs In Cause
1. Event & Cause Marketing Manager, Kids In Need Foundation, Saint Paul, MN ($60k+)
2. Associate Director, Corporate Engagement, Wildlife Conservation Society, NYC
3. Corporate Partnerships Manager, Ronald McDonald House Charities, Philadelphia ($68k-$80k)
4. Director of Corporate Partnerships, Shatterproof, Remote - East Coast Preferred
🧠🍌 Brain Food
1. Spread the word. You don't have to be a jerk to succeed (and there is research to prove it). 🎁 (🎁 = I subscribe to this publication and am "gifting" you the article.)
2. Since Charlie passed last month I knew I wanted another dog - and fast! I needed to see a scruffy face every morning and feel a sandpaper tongue on my face!
Last weekend, we welcomed a 7-month Norfolk Terrier to our home. We adopted him from a wonderful family in Connecticut. We named him Marty - or MAHHHTY, as I say it!
I feel as if a great weight has been lifted off of me. We love him.❤️🐶❤️
