Newsletter: How to Keep a Partnership Lead Warm 🔥 ; Meals on Wheels, PetSmart Team Up to Feed Seniors’ Pets 😺 ; Which Emojis Have Become Politicized ❤️
As we've been doing every issue, let's recap our series on partnership lead generation for this year's final quarter.
First, I outlined nine actionable ways to attract more and better leads.
Then, I shared three compelling reasons your partnership team should publish a lead-generating newsletter.
Next, I dove into the essential sections every partnership newsletter needs for maximum impact.
Last week, we used ChatGPT to craft an Ideal Partner Profile (IPP) to help you attract the right partners faster.
This week, let's look at how to keep a good partner prospect warm when the connection is at risk of going cold.
👉🏻👉🏻 Remember, a good prospect is still a good prospect even when they don't call you back. In short, if you are tired of hunting for new leads, don't be so eager to quickly abandon the ones you have. That's exhausting. Learn to cultivate them!
So, the trail is cooling with a potential partner perfect for your organization. Here’s how to reignite the connection—or keep the spark from fading!
📬 Consistently share updates. Keep leads informed about what's happening in your corporate partnership program and the partnership world in general. A corporate partnership newsletter can play an important role in this. Note the three sections I recommended for every newsletter.
Introduction 🎯 + Curation 🗂️ + Polls 📊
Sending occasional regular emails is another option. Here's how one salesperson described his success with this approach.
"After chasing a prospect for a year—something my bosses found amusing as they teased me for obsessively pursuing that one client—I eventually broke through. One of the ways I kept their interest was by consistently sharing relevant updates, trends, and subtle messaging that aligned with their needs. In the end, it became one of the biggest contracts we had ever secured at that time."
😇 Don't just be good. Be good for something. Too many salespeople call prospects and focus on themselves and their nonprofits. Take a different tack—let them do the talking, then follow up like this:
Did they mention they just opened a new office? Send them an article about creative ways companies use their spaces to inspire innovation...and ask them for nothing.
Did they mention they are heading to Rome next month? Send them this article about how they can suit up as a gladiator at the Colosseum...and ask them for nothing.
Did they mention they’re passionate about sustainability? Share an article about innovative green initiatives in their industry...and ask them for nothing.
You get the idea.
Focus on their needs, not just on landing a partnership. Authenticity is the key. Be genuine, helpful, and selfless—and the rest will follow.
📊 Provide unique insights. Stand out by sharing something your prospect can’t easily find elsewhere—insights specific to their industry, company, or competitors.
For instance, if you’re approaching a corporate partner in the retail sector, share a concise analysis of a competitor’s successful point-of-sale campaign. Trust me—they’ll see the parallels and start imagining how it could work for their business.
Frame it as, “I saw how this retailer raised $500,000 for a nonprofit by engaging customers at checkout, and I thought this could inspire some ideas for your business.”
By connecting their industry trends to partnership opportunities, you demonstrate your expertise and commitment to their success.
✍️ Partnership Notes
1. When's the best time to ask a partner for referrals (via Hubspot's The Pipeline newsletter)?
"A time-tested sales technique always works: when a customer is satisfied, ask them for three referrals. You may not get three, but you will often get two and almost always get at least one....
"The best time to ask for a referral is when a client is genuinely thrilled with your work. This is your ‘Golden Moment,’ so take advantage of it every time.
“Additionally, it’s important to remember that referrals are based on relationships. Always follow up with a handwritten thank-you note or card when you receive business from a referral. A personal touch can make a big difference in today's digital age.
"And don’t forget that referrals are a two-way street. Look for opportunities to send business back to those who have referred you. This will strengthen your relationships and generate more referrals in the future.”
— Rob Scott, Managing Director, Aaron Wallis Sales Recruitment
2. This Get a Coke, Share a Coke program encourages C-store rewards members to donate to one of three charities in my native northeast. It seems complicated, but it did hit its $45,000 goal last year. What do you think? This year, they are hoping to hit $50k.
3. I love this partnership between Meals on Wheels and PetSmart to provide senior pet parents with food for their pets.
Pair it with this article: It Was Crazy to Buy My Aging Mother a Puppy. It Was Also Brilliant. 🐶🥲
4. "Don’t buy Accelerist software!” Accelerist CEO says it best: "Sometimes, you need more than just a system—you need people."
😇👫 Purpose People is a new, 'non-agency' solution that brings strategy, support, and expertise to your corporate fundraising. Before you invest in tech, leverage experts for 90% less than other agencies.
Click here to see how. 🤝 (🤝 = This is a sponsored link from one of SG's trusted partners.)
🤑 Marketing Your Cause
1. An interesting article from Taylor Lorenz on which emojis have become politicized. ❤️ 🦅 ☠️ 💜 🌹 Could this change the way you use them in communications?
2. How Lamborghini 🏎️ owners worldwide are spreading awareness about Movember and men's health—great activations in Miami and Italy.
3. I got a question from a reader last week. Should I buy email lists?
😎 Cool Jobs in Cause
1. Senior Account Manager, Corporate Partnerships, National Park Foundation, Washington, D.C. ($85k - $100k)
2. Assistant Director of Corporate Engagement, Boys & Girls Clubs, Boston
🧠🍌 Brain Food
1. When the world champion of donation boxes needs a breather, you don’t let generosity sit out—you keep it in the ring!
2. I'm moving from X/Twitter to Bluesky. Join me there! Or reply to this email with your username. Mine is @thejoewaters.
3. A longtime friend of the Selfish Giving community, David Rhode, has a new book that will be an excellent resource for anyone in a nonprofit senior leadership role.
📕 Passion Isn't Enough: A Practical Guide for Nonprofit Leaders.
Yours truly is one of the subject matter experts David interviewed in writing the book. Check it out!
