Every other week I get a newsletter in my inbox called The Authority. It's all about how consultants like me can get more clients by being a visible authority in their particular area of expertise.

Last week, the author of the newsletter, Luk Smeyer, shared an article that's relevant to consultants AND to partnership teams.

Luk discussed the importance of targeting existing clients and referenced a graph from Forrester called the B2B Revenue Waterfall….

A couple years ago I noticed that while case studies were prized and used by B2B businesses, very few nonprofits used them. What surprised me even more was that most of the corporate partnership teams I knew didn't even use them - which made no sense to me whatsoever!

Since then I've written well over 100 case studies for partnership teams! Whether you write your own case studies, or have me write them for you (just hit reply to this email and we can discuss! 🥰), I've learned a few things along the way that I want to share with you…

I wanted to share a couple the answers I got to the two questions I posed to readers last week.

🙋‍♂️The first question was on whether having a media partner attracts corporate partners. The overall response was mixed. Some readers believed having a media partner helped recruitment, others didn't.

On the nay side, one reader wrote…

I got two questions from readers last week that I would like your help answering.

Here's the first question...

🙋‍♂️ "I am working on a plan for a major campaign and would love to bring on some kind of media partner (e.g. New York Times, New York Magazine, New Yorker, the Atlantic, Wall Street Journal, etc.). I'm assuming having a media partner would help us attract corporate partners. Do you agree, Joe? If so, could you provide an example or two?"

Now, I have an opinion on media partners. I wrote back...

Readers ask me all the time how I gather and track all the posts I share with you each week. Today, I'm going to share my process so you can create your own swipe file for corporate partnerships, or any other topic you're interested.

Finding Things to Swipe. Most of the things I find for my newsletter I get from 🥁....Yep, you guessed it: other people's newsletters!

I subscribe to around 100 newsletters. I used to subscribe to 200+, but that got way too unmanageable! I paired my list down by asking three key questions…

Last month 111 people signed up for my newsletter. Welcome! 👋👋 That's my best month evahh!! And in a summer month to boot!

For readers new and old, here's how to get the most out of my newsletter….

Since it's difficult to tie many nonprofit/for-profit partnerships to an actual boost in sales for the corporate partner (we all struggle showing this, right?), do partnership teams need to focus on the more nebulous "branding" benefits of supporting a nonprofit event or cause?

If so, can nonprofits learn from how stadiums market naming rights opportunities to corporations? Apparently, studies show that buying the naming rights for a stadium doesn't improve the bottom-line either! Yet companies line up for the privilege to pay millions to plaster their names on stadiums and arenas.

I realize there's a big difference between the two.😬 Still, I think partnership teams could learn a few things...

Over the past month, I've spoken to multiple partnership teams and my eyes literally rolled into the back of my head 🙄 when they told me...

✍️ They began their prospect emails with "Dear Prospect..."

📆 It took them a month to thank a partner for renewing their partnership.

💥 They never scheduled a time to discuss the impact of the partnership on them or the partner….

A working paper out of Stanford University's School of Business - and reported on in the Wall Street Journal - looked at millions of rides from NYC Yellow taxi cabs and how much riders tipped.

The research may help cause marketers develop better monetary asks for point-of-sale programs….

Here's a question I get a lot: "Joe, should we include a call-to-action (CTA) at the bottom of our partnership case studies?"

A CTA is a directive that encourages the prospect to take a next step...

"Schedule a call with a member of our partnership team"

"Sign up for our corporate partnership newsletter"

"Download this case study"

I don't recommend sending cold emails to prospective partners. I have a rule I've been teaching people during my coaching sessions that you shouldn't email a prospect unless you have...

• An overwhelming value proposition that must be shared (e.g. "The audience that attends my event is the perfect audience for your business...")

• A personal connection or referral that can put you on the prospect's radar screen. (e.g. "Joe Waters suggested I contact you...")

However, sometimes people just want to send that cold email to see what happens. It's like pulling the lever on a slot machine - it's irresistible for some people! 🎰

Here are my suggestions to improve your chances of hitting the jackpot with a cold email….

Did you miss me? I certainly missed you!

Thanks to everyone who replied to my last newsletter congratulating my daughter, Cate, on her graduation from George Washington University. And, wow, there are a lot of fellow GW graduates out there!

What a trip!…

①②③ Three things this week...

💰 Join me and Accelerist CEO Brittany 'Brit-Bit' Hill 💁🏻‍♀️ Tomorrow, May 12th @ 3pm EDT for the unveiling of the very latest research on giving at the register (aka Point-of-Sale fundraising).

Are you serious about cause marketing? If you are - and you should be! - you have to be serious about POS! Sign up now….

"When it comes to cause marketing, if you're not at least trying to land and execute a point-of-sale fundraiser, you're kind of wasting your time. You probably shouldn't be doing cause marketing in the first place."

👆This is what I tell people about cause marketing and point-of-sale.👆

Why?

Because point-of-sale (POS) is where all the money is, folks. Not focusing on POS when the right opportunity presents itself is like...

Elon Musk's buyout of Twitter will be bad news for the platform and the world.

This is too bad because you all know how much I like, use, and recommend Twitter Like you, I would also like to see a better world.

With the election in 2016 with the pandemic in 2020 I said the same thing: "It won't be so bad."

No more pollyanna for me. I'm preparing for the worse, and you should too.

I got two great questions last week....

🙋🏻Regarding my post on case studies, several readers asked: "Should I put my case studies on my web site?"

Yes! Last week, I pointed out that case studies help mostly in the middle and at the bottom of the sales funnel. However…

These days I'm writing a lot of case studies for partnership teams that are eager to use "social proof" to recruit more corporate partners.

It's a wicked smahht strategy.

Again and again, case studies come up as the #1 way to engage prospects - especially in the middle (evaluation) and at the bottom (conversion) stages of the sales (aka partnership) funnel.

Most nonprofits have enough happening at the top of the funnel - the awareness stage - for the initial attraction. What they lack is anything afterward to keep the process moving along and to the prospect engaged. That's where case studies can help….

Last week I shared an article on Twitter and commented that if enough of you showed interest in the research - by clicking on the link! - I would explain how it changed my thinking on how to use Twitter for partnership prospecting.

The article had nearly 60 "clicks" last week and was the fourth most popular link in my newsletter last week. So here's my explanation…