What do successful launches have in common?

Do you watch other nonprofits and social enterprises launch their campaigns, products, or events to great success, and then wonder what it took to make that happen? Do you assume it's beyond your capability?

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of them share a lot of commonalities. And there are a number of tactics that you can use whether you're a solopreneur or a team to make your next launch your best yet.

This is really good news because it means that there's hope for all us little guys! So, allow me to give you a shortcut to what works for some of the big dogs.

(By the way, before we get started, this post is based on the assumption that your product, service, campaign, event, etc. has already been "vetted." Meaning, we're assuming that it's something people want.)

Let's continue . . .

(PSST—This is part two of a series. Read Part 1 and Part 3.)

Begin With A Launch Plan

This is the not-so-dead horse that I will continually beat on this blog, and in any conversation that you and I ever have. You'll also see it woven into a lot of the items below too for good reason. Successful launches don't just happen unless your nonprofit or social enterprise has an enormous audience or tremendous amount of influence. And how many of us do? Planning includes the details, tasks, and, yes, even the right headspace. 

At the very least, be sure to write you plan down. The list-maker in me would love to see your timelines too, because I think organization is a key to success. But push yourself to at least be more organized than you were the last time.

Don't just let all the ideas float around in your head. I'm guilty of that because I'm naturally an organized person. But it's incredibly helpful to see everything laid out in front of you, whether it's on paper, on a Word or Google doc, in Evernote, or a project management system. (I'm currently loving Asana.)

Simply creating some sort of plan will make you feel so much better about your launch.

You Time To Make a Launch Happen

Launches take a lot of time and energy. It doesn't matter if it's for a fundraising or awareness campaign, book, event, course, or other type of product.

Chances are that you already have a full calendar. So, it's important to make space in your schedule as you're preparing for a launch of any kind. Either get some work out of the way prior to the launch time period, or start weeding out tasks that can wait until after the launch.

You may need to work longer hours to prepare for your launch, just to ensure your day-to-day responsibilities get taken care of when you're attention is focused on the launch. Not a fun thing to think about, but remember, it's only for a short time. 

The other option is to move items off your plate. This can be done through delegating, reassigning, nixing it, or putting it off to a later date. Sadly, most of us live our lives in response to either the urgent or shiny object syndrome.

But people who plan successful launches know that they are focused on making the launch a priority. 

Don’t Forget: Plenty of Preparation

Not too far off track from the items above, launches take special preparation. It may mean author interviews, gathering testimonials, selecting a location, writing emails, scheduling social media, or any other number of To Do's. These tasks can feel never-ending.

The point is that launches aren't to be taken lightly. You'll need not only the space in your calendar, but all your ducks in a row. It's highly unusual to launch last-minute and make it a success, unless every waking moment is dedicated to that project, the goals are small, or there is a team of people that can help pull it off.

Think farther out. Your launch may be six or 12 months away, but what can you start doing right now to make it a success? (If it’s a big launch, you’ll need all of those months anyway.)

Communicate Both Head and Heart Information

I don't have to tell you that people learn in different ways. So, unless you are talking to an incredibly niched and small group of people (like vegan, Tabby cat lovers who only wear purple on Thursdays and have a side photography business) you'll need to communicate your message in multiple ways.

Usually, this is done not only by having both visual and written content, but also by speaking to both the head and the heart.

Plus, we are all multi-faceted individuals, and what might resonate with us on one day could change the next.

Because I work around the social justice space, statistics are thrown around quite frequently. And while stats can be compelling, most people really need to see the faces behind the numbers to make it real for them.

So, definitely include the facts and figures that make your cause unique and worthy, but don't forget the stories. You'll probably need both of these things to make the sale or donation.

Use A Variety of Communication Means and Methods

Circa 1990, we were just delighted to get a plain text email in our newly minted Inbox. Boy, how times have changed! (And frankly, some of you reading this weren't even alive then to remember! I feel incredibly old all of the sudden . . . ) 

Now, just to be heard, you need to talk to people in a variety of different ways to get their attention. At the very least this means email and social media. But, as you already know, there are lots of other fancy techniques you can try as well.

While this isn't groundbreaking information, the marketing problem I see with too many cause-focused organizations is that they just send one or two emails and post once or twice on social media, and then sit back and expect they've done their best. But, guys, that's juts not going to cut it. 

Your launch marketing emails need to be set up as a series of emails that build on one another.

And in social media world, you need to consider ever-changing algorithms and short life spans. I've heard that the average Facebook post has about a two-hour shelf life, and Tweets are only 18 minutes! If you don't have money for advertising, to keep it in front of people whether they want to see it or not, you need to be posting much more frequently.

This doesn't even take into account people's good intentions. If you only send one email a few weeks before your book launches or your event tickets go on sale, for example, it's going to dog-piled by hundreds of other emails. Then, it just ends up as something someone once wanted to take advantage of, but never got around to. 

Stay top-of-mind by showing up repeatedly wherever they happen to be, either in-person or online.

And I mentioned this above, but you also need to make sure you're incorporating text, video, and images into whatever is going out ,when possible. Some people are more visual and some prefer to read (me!). Keep in mind that social media platforms are also giving more preference to images—and especially video—right now, which means that they'll show your content to more people.

I know this can be overwhelming! However, the good news is that we live in an age where there are a lot of DIY tools to do things on the cheap. If you can't pay for it, take the time to learn a new skill you can implement into your next launch to ensure more people see your message.

(Side note: A giveaway would also fall under this category. People love winning things, and it creates a buzz!)

Get Launch Marketing Help for Your Nonprofit or Social Enterprise

Successful launches are never a one-man (or woman) show.

Even if no one is helping you promote, you may still need advice from others, or to pay to get graphics done, or have an intern that helps create and schedule content. I know a few unicorns who have an unbelievable amount of skills, and can function pretty autonomously, but even they can't do it all.

Outside of getting help for your launch, public relations is another worthy addition. This may come in the form of setting up guest blog posts or podcast interviews, Instagram takeovers, being featured in magazines or on blogs, speaking gigs, and things like that. These are free opportunities that showcase you, your nonprofit or social impact company, your cause, or your launch specifically.

The trick here comes back to preparation. Some of these need to be scheduled months in advance. Start making a list of places you'd like to be featured so that you don't have to scramble when you're ready to take this step.

And another vital piece to the successful launch process is word-of-mouth. This may be by friends and family, co-workers and staff, or sponsorships and partnerships. If you can get more people to talk about you, the wider your news will spread.

You may need to tell them exactly what to say, create social sharing buttons, or be okay with them winging it in their own words. But always make it easy for them.

Anything Extra You Can Include?

Depending on your type of launch (book, event, product, fundraising or awareness campaign, etc), you may also want to consider other types of add-ons, extras, or bonuses that will help you get your message across. Here are a few ideas:

• Meet ups

• Posters/flyers in local businesses

• Conference, event, or trade show booths

• Kick off and celebration events (ex: book signing or launch party)

• Affiliate links for sales

What's helped make your launch a success? I'd love to hear!

(PSST—This is part two of a series. Read Part 1 and Part 3. And if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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8 Launch Mistakes and How to Avoid Them

Every launch is a big deal. It takes your valuable time and resources, not to mention oodles of effort. So, whether it's the launch of a new website, a book, a campaign, an event, or a product, it needs to get the job done. After all, you don't have time to waste. You've got too much on your plate for missed opportunities.

But what happens when your nonprofit or social enterprise’s launch is just okay? Or maybe it's good, but it wasn't as good as you'd hoped. Or, sadly, what if it flops? (Even successful launches have room for improvement.)

No matter which of these situations you find yourself in, I've observed a number of reasons throughout my career in marketing, PR, and events that may be causing you to unconsciously sabotage your launches. I'll touch on eight launch mistakes to avoid here, but don't worry, I'll also show you how to fix them so that your next launch is your best yet.

By the way, before we get started, let’s define “launch,” in case this is a new term for you. I’m defining launch as anything new that you’re trying to accomplish and promote to your audience.

(PSST—This is part of a series on launches. View Part 2 and Part 3.)

1. Not Having a Launch Strategy

This is probably the biggest launch mistake that I see. From annual events to one-time launches, many nonprofits and social impact companies don't have an organized launch strategy in place. The launch or promotion is done because it's a certain time of year, or someone convinced you that it needs to be done, or your visionary leader had another great idea.

None of those are inherently bad reasons, but if you don't know how to integrate them into what you're doing, you'll never ensure success. 

I like to think of launches like a bridge because they should have connection points to your mission and programs on either side. How does what you’re already doing lead up to this point? How will this launch connect people to what you regularly do after it’s over? They should never "stand alone" because you'll either confuse your audience who could see this as an interruption or distraction, or not give them any reason to stay connected to you after.

Additionally, you need a plan. It's a bad idea to start each day with whatever task comes to mind, or to constantly tackle what seems urgent at the time. This means that nothing you do is building on each other, and you'll only ever feel scattered as you work on the launch. Yuck, no one wants that.

The Fix

While I don't have time to go into great detail here (and could talk about it for hours), the biggest and best action step I can give you is to ask yourself what you want attendees or participants to do after the launch.

Then make sure you communicate that to them and provide easy solutions to make it happen. Launches are short-term, and there's a lot of relationship that can happen after they're over. Having a strategy in place offers you the best chance at turning interest into engagement.

You can also check out my launch strategy guide, Promote With Purpose.

2. Not Changing Your Regular Promotion Schedule

It doesn't matter if your nonprofit or social enterprises consists of you sitting at your kitchen table or an army of staffers, interns, and volunteers—launches require a lot of extra effort. This means that whatever you normally do for your promotion and marketing schedule has to likely be dramatically stepped up for a short time.

Let's say you send a monthly newsletter, post on social media a few times per week, and write a blog twice per month. And you feel like that's already a challenge because of your other responsibilities. Here's the bad news: For a launch, you'll probably have to double that. Here's the good news: It doesn't have to be for long.

If you've been paying attention to social media, you know that those lovely, little things called algorithms are always changing. And this isn't always in your favor, sadly, especially without paying for it. So, you're going to have to fight harder for people's attention. And that means posting even more frequently.

And, unfortunately no, this doesn't mean that you just post about your launch a bunch more and call it a day. You need to increase your content marketing strategy so that you can "sell" more without annoying your audience. If you don't increase your promotion schedule, or you only post a bunch more about what you want people to do for you, like buy or donate, you run the risk of no one seeing your message, or even losing fans.

The Fix

Gear up, baby—it's go time! Make room in your calendar for the extra time you'll need to increase your promotional schedule. Or, even better, get help. And create a plan for what you're going to say and when, so that you're spreading out helpful, intriguing, or delightful content in between asking your audience to do something that benefits you.

3. Not Considering Your Audience

This may seem like an odd launch mistake to include, but it can easily happen when you've been doing the same event for a long time. In cases like these, we tend to do what we've always done, without giving it a lot of thought.

The problem here is that things can change over time. Maybe you hosted an event for people who knew your organization well, but now the people attend who don't know you as well, or at all. Maybe you launched an awareness campaign years ago, but the issue is widely known now. Or maybe your previous fundraising goals just won't cut it with the new programs you want to include in your budget, and you need to attract more people, or people with more money.

Without considering this aspect, you may be communicating incorrectly to your audience. Or you may even be drawing the wrong people.

The Fix:

Spend some time looking at the history of your launch, including examining the original purpose and those who have previously participated. Decide if it's still doing its job, or if changes need to be made. When we don't continue innovating or evolving, something that was once successful may become mediocre.

4. Having Too Many, or Unclear, Calls to Action

This one is super hard, and a launch mistake we’ve likely all made!

When you actually have the attention of potential customers or donors, you want to tell them all the things. You want them to buy or donate, join the email list, come to the next event, volunteer, and on, and on, and on. This is because there's so much to do—and it's all great!

But the more you give people to do, the less they're probably going to do it. (Here's some sciencey stuff to back me up.)

Even when you have someone's attention, you likely only have it for a short time. So, it's important to not overwhelm them. Additionally, you don't want to make participation hard. Always lower the "barrier to entry" for taking your next step. 

• Click a link to donate or buy.

• Download a freebie.

• Lend your name to the petition.

• Refer a friend.

• Share on social media.

• Register at this link.

These are all quick and easy examples. Unless it's your mom or a super fan, giving them too many options just means you'll lose their attention even faster—and you may not get it back.

On the other hand, maybe your calls to action are unclear. You avoid being super promotional and salesy, which I totally understand, but that could mean your audience doesn't actually know what you want them to do. You can space out the hard "asks" between some softer ones, or work up to it, but you need to leave no room for interpretation on the action step you want them to take.

The Fix

Reexamine your process, marketing, and communication. Ideally, make sure you're only asking them to do one, or maybe two things if they're really easy, and double-check that the language is crystal clear. Never make your audience guess.

5. Not Having All Hands on Deck

Launches often fall on the shoulders of a couple of people, and that's okay. Sometimes there aren't any alternatives. But if this is a major initiative at your organization, everyone needs to have a hand in promotion. 

Even at small nonprofits and social enterprises, people tend to leave the marketing and communication efforts to those working on the launch, as well as the official channels like the organization's email and social media. After all, everyone has more than enough to do already, right? But if you think this way, just consider all of the other promotional avenues you're missing out on. Everyone has different personal and professional networks they can talk to.

The Fix:

This post goes into more detail, but make it easy for people to talk about you. This includes internal and external relationships. Especially when we're referring to employees, stakeholders and boards, volunteers, interns, etc, everyone should be up-to-date on how they can help meet the launch goals.

And even if you're a solopreneur, you should make sure that you're talking about the launch on both your personal and professional channels anyway. These cross-promotional efforts can give you twice the reach.

6. Not Promoting During and After the Launch

It's easy to think that the end of the launch is the end of the project, but that shouldn't be the case. Instead, you should use that momentum for even greater results, both now and later.

I've worked on an untold number of events over the years, so this is where I see it happen most often. Too many people promote events before-hand, and then the day/night of, don't promote much at all, and even less after, unless it's just to slap a few photos up on Facebook or Instagram. This is a shame, because it's another opportunity to set up your next event or launch while you have people's attention.

For example, if you’re marketing an event, can you live Tweet, hop on Facebook Live, or post Instagram Stories during the event to give people who couldn't attend the chance to see what they missed, and make plans to be there in the future? Did you send out an email directly after the event to showcase highlights, and give links or a save the date for the next gathering? Have you considered sending a press release to local or national media that detailed what took place, and what will happen in the future, to get greater exposure?

And outside of events, this strategy works for other launches as well. And those examples aren't exclusive to in-person events. Let's go back to that first item in this post and think about "what's next" for those who attended/participated, as well as those who are sad to miss out. Using the bridge analogy again, you can lead people where you want them to go with your nonprofit or social impact company.

It could even simply include thank you notes, following up with large donors and sponsors, or even a survey. All of these are additional "touch points" that allow you to build a deeper relationship with fans and potential fans. This long-term approaches leads to greater sustainability. 

The Fix

You've probably heard that it's easier to go deeper with your current audience than it is to find new customers or donors, and that's absolutely true. You're already spending your time and energy on this launch, so don't make the mistake of not seizing every opportunity to nurture the relationship.

Think of ways you can continue building on the launch, both during and after, to capitalize on the effort you're already putting out. It will likely also make the next launch better.

7. Not Taking Time to Evaluate

There are undoubtedly tasks, projects, meetings, and obligations piling up while you're working on your launch. So, it's kind of a big relief when it's over. And you might take some time to celebrate, but it's short-lived because there's something else that requires your attention.

You go-getters may even schedule a follow-up meeting to assess what went right and what went wrong. That's excellent, but set aside enough time to give this evaluation the attention it deserves. An hour before lunch probably won't get the job done when everyone is more concerned with what type of sandwich they're ordering versus how next year could be better.

When you don't take the time to properly evaluate your launch, you're doomed to repeat the same mistakes. Heck, you may not even fully realize your launch mistakes. Ouch. This can lead to all kinds of problems, including spending money unnecessarily, which may be your biggest fear.

The Fix

Have people take notes before, during, and after the launch with their suggestions and observations. Also, have them jot down, and communicate, what went right. You need to be sure to celebrate the big and little things, too.

And don’t forget to schedule plenty of time for a recap meeting. As time passes, memories get cloudy, so this should happen soon after the launch. Finally, get clear on your action steps, and document them well for the next time.

8. Not Getting Extra Help

Um, have we talked about how much hard work it takes to pull off a launch? #understatement

Whether you're flying solo or have a support team, you may need additional help with your launch marketing. It can get overwhelming really fast, especially if you wear multiple hats.

I've heard too many stories that include words like, "I meant to do that, but I didn't have time," or, "Oh, I completely forgot," or even, "I have no idea how to do that." Yikes, that's not what you want from your launch experience! It matters too much.

If you know that you won't be able to do it all or don't have the necessary experience, don't be afraid to ask for help.

I realize it may cost more time or money, but let's face it—your BIG launch is at stake here. This is a short-term investment that could pay off big in the long run. Think about the potential ROI (return on investment).

The Fix

Not hard to figure this one out. You may have to be creative in your approach, but there is usually a solution not far away.

Think interns, volunteers, co-workers, bartering, and of course, hire if you need to. People like me are available to work on projects, meaning we won't stick around for office pizza parties if you don't want us to.

Your launch is really important, so do everything you can to make it a success.

(PSST—This is part of a series on launches. View Part 2 and Part 3. Ready to go to the next level? Check out my launch strategy guide, Promote With Purpose.)

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Personal Fundraising

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For October, I've invited Debbie Barron, a support-raising coach and trainer, to share about personal fundraising. Many of the small nonprofits I work with have one or more employees raising their own support, and I know they'll benefit from her advice, and hope you do too. And there are definitely lessons that small social enterprises should take note of as well!

Q. WHAT ARE THE LATEST TRENDS IN PERSONAL FUNDRAISING?

A. In this age of social media and high-tech everything, many are moving toward online communication in order to save money and time. While it’s wise to take advantage of social media, texting, etc., to try to reach people, never underestimate the value of the personal approach.

This is especially important with the face-to-face appointment. If you are looking for people to partner with you in your work, you must invest in the relationship by sitting down with those people and presenting your vision (even if it's a video chat). Nothing can replace the face-to-face appointment, for it builds the relationship and creates trust. If you want a financial partner who gives on an ongoing basis, this is crucial. Letter campaigns and group events produce one-time givers; face-to-face appointments produce partners who continue to give.

The personal approach also applies to thank you notes and newsletters. Think of the most personal approach instead of the most expedient. Hand-write notes to people, and send letters in the mail wherever possible. Your note or letter may be the only personal mail they receive this month, so it will stand out. And a few hundred dollars in mailing expenses is worth it to leverage thousands of dollars invested in your work.

Q. WHAT IS THE BIGGEST MISTAKE YOU SEE PEOPLE MAKING IN REGARDS TO RAISING THEIR OWN SUPPORT?

A. Many people make the mistake of not asking for referrals. If you want to find more people to invest in your work, you must ask for referrals. People often avoid it out of fear or lack of training, but it’s not as difficult as you may think.

Contrary to our negative thinking, most people are willing to help. I once heard a leader say, “Have you ever stopped to ask for directions and been rejected? Has somebody actually said, ‘No, I don’t want to help you.'? Of course not.” People usually want to help meet a need.

I recommend this type of script after you have cast vision for your work, and asked them to invest in it: “There’s another way that you can help. I am hoping to meet others who would be encouraged to hear about what I’m doing, and several people have helped by introducing me to their friends; I’m hoping you might help in the same way. I find it’s easier if you think about it from your perspective. If you were in my position, who are the first ten to twelve people you would talk to?”

Note that the magic word is “who.” It’s a purposely open-ended question, which assumes interest and catalyzes their thinking about who they would ask.

When you ask for referrals, you may fail more often than you succeed, but keep doing it. And keep practicing so that you get better. Who knows where the next big investor is? Think of it as a treasure hunt.

Q. WHAT IS YOUR BEST PIECE OF ADVICE TO THOSE WHO NEED TO RAISE SUPPORT?

A. Whether it’s in a newsletter or in casting vision for investing in your work, tell changed-life stories. People want to know that their dollars are helping to change the lives of real people. Tell what the person’s life was like before and after they encountered you/your work. Use a real name (with permission) and include details so that the reader or listener cares about the person. In doing that, you will engage the heart and increase the likelihood that the person on the other end will partner with you, and want to continue partnering with you.

Q. WHAT IS ONE THING READERS CAN DO THIS WEEK TO IMPROVE THEIR PERSONAL FUNDRAISING SKILLS?

A. Think of two people you can ask to invest in your work, and actually ask them. Just two. Asking two people per week can move you forward in significant ways.

Q. ANYTHING ELSE WE SHOULD KEEP IN MIND?

A. The people who are already investing in your work are usually your best resources—both for additional funds and for finding new investors. Spend some time thinking about how you can capitalize on that by thinking through a next step for each one of them.

For example, when is the last time you asked your current partners to increase? We conducted a survey of our partners several years ago and discovered that they felt it was reasonable to ask them to increase their giving every one or two years. I usually recommend asking them to increase from 50 to 100%.

And finally, invest in your relational capital by building into these current partners. Is it time to give them a call, just to catch up? When is the last time you gave them a small gift or sent a personal note? Remember: it is easier to keep your current investors than to find new ones.

Q. IF SOMEONE WANTS TO LEARN MORE ABOUT THIS TOPIC, WHAT RESOURCES DO YOU RECOMMEND?

A. My favorite resources for ministries are the books The God Ask by Steve Shadrach, and Funding Your Ministry by Scott Morton. There is also a website called Support Raising Solutions that offers a monthly newsletter, training opportunities, and more. For people and groups without a religious affiliation, I recommend Asking: A 59-Minute Guide to Everything Board Members, Volunteers, and Staff Must Know To Secure the Gift by Jerold Panas, and Ask Without Fear! A Simple Guide to Connecting Donors with What Matters to Them Most by Marc Pitman.

Great information. Thanks, Debbie!

(Amazon links are affiliate links.)

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Debbie Barron is a coach, mentor, writer, and friend. She has served with Cru/Campus Crusade for Christ for nearly 25 years, mostly at their headquarters in Orlando, Fla. For 17 of those years, she has been a support-raising coach and trainer. She loves Disney World, Ireland, botanical gardens, and sports. She is currently passionate about football and her fantasy football team, “In the Red Barron Zone.” She is single, but there are two important men in her life—her nephews.

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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What You Need to Convince Potential Sponsors and Partners

Whether you're a nonprofit or for-profit social enterprise, chances are that you're on the hunt for a corporate sponsor or investor. It could be for a long-term initiative, upcoming event, or special campaign. 

And why wouldn't you be? Corporate sponsors and partners bring in new revenue, as well as a new audience that is potentially untapped by your organization or cause. Their benefits to you are crystal clear.

However, have you stopped to think about what you bring to the table? There's plenty in it for the companies you're asking as well. Never sell yourself short.

These kinds of collaborations are called "cause marketing," and friends, I have really good news. There is no better time for it, and I'm about to tell you why. The bad news is that you may have the wrong approach.

So, what do you need to convince potential sponsors and partners that they should work with you? While I might not actually call it easy, it is probably a little simpler than you think. And it begins with two things: some basic information and knowing your own value.

What is Cause Marketing?

The simplest definition for cause marketing is when for-profit corporations team up with nonprofit organizations for a mutually-beneficial purpose. This is the traditional mindset for us folks from the business world. 

Some examples include when you donate an extra dollar at the grocery store for a feed the hungry campaign at Thanksgiving, or the local car dealership sponsors a nonprofit event, or when many companies display pink ribbon products every October with proceeds going to breast cancer research.

But as with so many things these days, I think the lines have become a little blurred. So, I'm going to introduce two other options. The first comes with the new-ish model of social enterprises. (I love that they have disrupted business in this way!) In this vein, a form of cause marketing could be baked into the business model. One example is that Warby Parker partners with VisionSpring to provide glasses for those in need. It's the now famous one-for-one model pioneered by companies like TOMS. Warby Parker doesn't own VisionSpring, but that is the only nonprofit they partner with.

The second is more of a lateral sponsorship or partnership. This would be when similar companies or organizations partner for a greater purpose, either long- or short-term. One example is when various organizations create a coalition to further a cause. There are various anti-trafficking coalitions around the country, with members offering complimentary services to both survivors and the community. They can do more together than each would on their own. Another option might be when nonprofits or social enterprises combine efforts to host an event, and split profits.

Who Are Your Potential Sponsors and Partners?

1) The first place to begin to answer this question is by considering your goals. Is it to make some additional money? Greater awareness for your organization or your cause? To build a long-term relationship with a company that can help sustain you? As always, you need a strategy behind your ask. This will help get you a lot further, and whether you're aware of it or not, it will also come through in your conversations with the would-be sponsor or partner.

2) Next, consider existing relationships. It's tempting to shoot for the stars and go after the biggest dog around, but that may not be the most productive use of your time and effort. And it may just leave you more frustrated.

No matter how big your operating budget, relational capital is your biggest asset here. Relationships are everything, and you can't manufacture them. After all, if you owned a company with piles of money lying around, and knew of a worthy cause you could get behind, wouldn't you put your dollars there first? Yes, you would. (And can we be friends?)

I suggest actually creating a spreadsheet of your personal capital, and having any employees do the same. You may not need it right away, but you will at some point. Find those relationships that may be great funding, spreading the word, making introductions, or some other benefit to your particular organization. (Think: Malcolm Gladwell's The Tipping Point.)

3) Next, make a spreadsheet of prime candidates for your sponsorship or partnership. This can include those in the relationship capital category, as well as others that come to mind. This will help you look at everyone objectively and all at once.

4) Finally, do your research. Does that company already have a charity or social mission partner? Do they have upcoming deadlines, or deadlines that have passed? Do they work with your cause, or have their own focus that's not a good match? For any companies that make the cut, this info will come in handy later for your presentation.

The Magic Bullet for Your Sponsorship or Partner Presentation

If the information above was a bit of a review for you, you'll need to hone in on this section. What you need to understand is that there has been a major shift in marketing the last few years—that directly relates to your presentation. 

Websites, emails, social media, and even presentations all used to be focused on you, the organization. No matter who you were, you could visit a website and the entire thing would be about them. That's not the case anymore. Everything is now "customer-focused." Meaning, even the language on your about page should include the person visiting your site. 

You have to repeatedly assume that someone who is reading your website, interacting with you on social media, listening to your podcast, or sitting in on your presentation is asking themselves, "What's in it for me?" You need to confidently be able to answer that question in everything you do. 

So, please don't skip that step when you talk to potential sponsors and partners. If you can make a compelling case for how working with you benefits them, you're almost there. 

The Secret Sauce is YOU

It's easy to think that whomever you're meeting with is the prettiest girl at the dance, and you're the awkward one standing in the corner trying to decide whether or not to ask her out on the floor. But, really, it's you! This is the really good news I alluded to earlier.

According to Cone Communications 2017 CSR Study, "consumers are no longer just asking, 'What do you stand for?' but also, 'What do you stand up for?' In today's tumultuous society, Americans expect companies to not only improve their business practices and invest in social issues that are aligned with the company, but to be a force for change in broader society."

And, guess what? That's where you come in! They also discovered that:

• 87% will buy products and services based on their values, and 76% will boycott for the same

• 78% want companies to address important social justice issues

• 63% of Americans are hopeful business will take the lead to drive social and environmental change forward, in the absence of government regulation

Download the full report here. (And, by the way, these are great stats for your next sponsorship or event proposal!)

What all this adds up to is that you are the prettiest girl at the dance! These companies need you! Why? Because their customers want them to be involved in doing good, and they want to stay in business. Your organization is just as valuable to them as it is to you. It would be truly a mutually-beneficial relationship, and that should come through in your communication with them. Time to tango!

However, in your excitement, don't forget about the section above. Yes, companies might be actively looking for a "do good" organization to partner with, but you still need to show how you can benefit them. Expect to give as much as you take.

Additional Sponsorship Presentation Tips

• It needs to look good. I hope this goes without saying, but as you are walking into a room to ask for something, your presentation needs to look professional. Keep it clean and simple with key thoughts and lots of white space. That doesn't mean, though, that you have to pay to have it done. There are tools that can help any novice look more professional.

• Obey any guidelines. Many large organizations will have guidelines posted on their website, so be sure to look out for these. For example, they may not sponsor events. If that's the case, they may still be a good long-term partner and should be targeted for that ask later.

• Watch for deadlines. Same as above, there may be specific deadlines you should adhere to. Or it may be that your campaign, initiative, or event doesn't line up with their budget year. For example, one client that I work with always hosts their benefit dinner in the fall. But some of the sponsors we solicit are already tapped out by that time. In that case, you should ask for a preferred timeframe to contact them again for consideration. You may be have to be more creative in your ask if details are scarce at that time, but if it's potentially a good fit, they'll be more willing to work with you.

• Include stories and facts. Both are compelling. And people will invest when both their heads and their hearts are in it. Additionally, this will allow you to speak to what matters most for different kinds of people. We are all naturally drawn to stories, but facts help making a compelling argument.

• Think past, present, and future. Show where you've come from, the current need, and how things could be different with help. Allow them to see not only what is, but what could be.

• Be creative in your approach and tactics. While you may simply Google, "sponsorship presentation" or "event sponsor proposal" for ideas, don't just copy and paste. Remember to customize everything to your unique cause, organization, and abilities. In the "What's in it for me?" category, this could include simple ways that you'll make the process easy, like taking care of all the design work or providing a single point of contact. Or it may be more along the lines of specific holidays associated with your cause or specific to your geographic location.

• Don't ask out of desperation, but confidence. I have a friend working on a short-term campaign, and she is struggling with her funding. She sent me the info that she intended to send out to some influencers, in hopes they would help promote. Frankly, it sounded desperate. People do not give to desperation unless it's a tragedy or natural disaster. So, she reworked her pitch with the magic bullet and secret sauce above, and it came out sounding much more like something people would want to be involved with.

• Get help, if you need it. If you work solo, at the very least, get someone else to look over the proposal. That can be a peer, employee, intern or a friend with a good eye and understanding of what you're trying to accomplish. And depending on the size of the ask, you may want to hire a professional. This may include someone that specializes in sponsorships, a graphic designer, or a writer (<-- shameless plug). Here are some of my recommendations. And don't forget, you'll likely be able to use or adapt this information and resource multiple times—instant bang for your buck.

• Include what makes you unique. As we talked about above, show off what sets you apart and makes you special. This could be a determining factor in their answer.

• Include the company you're talking to. Don't save this for the Q&A at the end, Answer their question, "What's in it for me?" early on so it doesn't become a distracting thought in their minds while you're pitching your heart out.

• Be specific in your ask. Everyone, both for- and non-profit, holds tightly to their funds. So, if you're asking someone to fork over their hard-earned cash, tell them exactly what it will be used for. If that part is still up in the air, offer some examples or make it clear that you're open to discussing what's best for the sponsor/partner. Don't make them wonder.

• Hone the slide deck and presentation. Take a less is more approach, when possible. No one wants to sit through a long presentation, 200 slides, or even worse, someone just reading all those slides to them aloud. I'm falling asleep thinking about it. You don't have to be the best orator in the world, but hit your key points, back it up with only the slides needed, and let everything else be part of a conversation, not a presentation. Talk with them, not at them.

• Follow up at an appropriate time, and in an appropriate way. Before you leave the meeting, ask if there is a preferred timeframe or method of communication for following up. Make it easy for them! And again, when you follow up, don't sound desperate. Even if you really are desperate, fake it till you make it ! :-)

One Final Note

We've talked about doing your research and some key pieces for your presentation, but there's a huge element I don't want to overlook: the human element. The best partnerships and sponsorships have a strong, relational component. Therefore, before you wow anyone with your snazzy presentation, you should begin with a conversation.

It doesn't matter if you already know the person or company that you're pitching to or not. Take someone out for lunch or coffee . . . maybe even on your dime. Get to know them and the organization. Don't start with your ask—start with their needs. 

After that, you'll begin to see where you can meet those needs, and consequently, become a huge asset to them, not just another charity. And, guess what, if you nail this aspect, it's also more likely that you won't have to be dependent on a razzle dazzle presentation to make your case. The presentation just becomes icing on the cake.

My friend, Mary Frances of Wellspring Living, is so good at this she could teach a class. Here's what she had to say.

What has helped you secure a sponsorship or partnership? What else is a "must" for the perfect presentation. Tell me in the comments!

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PSST: We’ve also built a sponsor presentation template if you need help getting started!

It’s customizable and easy-to-use, so all you have to do fill in your info and schedule the meeting!

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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