Newsletter: How to Build a Partnership Web Page That Converts 🔁 ; Nonprofit: ‘The Eagles Drive Our Fundraising’ 🦅 Should You Send a Fundraising Letter From Two People? 🧐
Most partnership teams are sleeping on one of their best lead-gen assets: their corporate partnership web page.
Let's be honest: Most of you don't even have a corporate partnership web page on your site! We should correct that ASAP.
It's sad because it's a missed opportunity. But don't just take my word for it. Listen to Andy Crestodina of Orbit Media Studio, one of the smartest guys I know in website design.
In a recent article titled "Lead Generation 101: How to Increase Conversion Rates on Your B2B Website," Andy explains that the goal of a service page, whether for a B2B firm or a nonprofit, is to generate leads by building trust, offering proof, and making the next step obvious.
Let's use the National Breast Cancer Foundation (NBCF) as an example, as it has several pages dedicated to corporate partnerships:
These pages reflect a strong commitment to corporate engagement and align with Andy's best practices for conversion.
✔ Clear Messaging and Purpose The Become a Corporate Partner page opens with a benefit-oriented headline - “Make an immediate impact with a charity partnership" - and three key rewards.
Align with a cause important to customers.
Engage your staff in giving back.
Support breast cancer patients in need.
Andy stresses that the headline's job is to “answer the visitor’s top question: Am I in the right place?” NBCF’s page passes that test.
✔ Use of Proof and Credibility NBCF’s Meet Our Corporate Partners page showcases recognizable logos (e.g., Hanes, Panera Bread, etc.), fulfilling Andy’s recommendation to use logos, client names, and recognizable affiliations to build trust: “Trust is transferred through association.”
✔ Supporting Content that Demonstrates Results The Charitable Partner Learning Center blog-style section shares examples of recent campaigns, including case studies, bringing Andy’s concept of “content that answers questions and addresses objections” to life. These real-world stories help illustrate the value and outcomes of partnership.
✔ Strong Call to Action Andy writes, “Every page should have a clear and prominent CTA, ideally above the fold.” NBCF’s partnership page includes Start Now buttons throughout, giving visitors multiple chances to take action. However, as Andy would likely point out, placing a bold Partner With Us button at the top would make that call to action even more immediate and effective.
✔ Prominent Testimonials or Quantified Outcomes Andy Crestodina stresses the power of social proof (i.e., testimonials, results, and case studies). NBCF nails this with a Hear from Our Partners section and full case studies in their Charitable Partnering Learning Center.
But as I wrote in my last newsletter, be strategic: hold those case studies for face-to-face meetings or put them behind a gate.
👉 Read the full article at Orbit Media Studios. It - and everything Andy writes -should be on every partnership marketer’s must-read list.
✍️ Partnership Notes
In my "Partnership Notes" section, I share stellar corporate partnership programs and show you how to do your job better!
1. NASA needs a corporate partnership program.
💡 A dedicated team could help NASA land brand partners the same way the National Park Foundation does for America’s national parks.
BTW, a New Hampshire yogurt company is saving the parks from going down the tubes with, yep, yogurt tubes.
2. New case study drop: buildOn's + NBCUniversal.
💡 This one was so much fun to write. So many golden nuggets in this partnership! And the design? Bold, clean, and just as sharp as the story itself.
3. Beverly Hills chocolatier andSons partners with the Patriotic Kenny Foundation on "Kenny Kits" to buy scooters for veterans.
💡 Learn more about PKF on their Instagram page. 400k followers isn't too shabby, Kenny. But wait - he's got 2.9 million on TikTok! With numbers like that, the brand deals are only going up, and Kenny will deserve every one!
🤑 Marketing Your Cause
In my "Marketing Your Cause" section, I share strategies for growing your brand and audience—two key ingredients for securing more partnerships.
1. Not something you hear every day: "The eagles drive our fundraising." 🔐 (🔐 = I subscribe to this publication and can email you this article)
💡 Friends of Big Bear Valley built a loyal audience of two million by livestreaming the lives of bald eagle duo Jackie and Shadow. When their chicks hatched, the nonprofit raised $100K through a naming fundraiser. With an audience this big, brands will be circling soon. With an audience this big, brands will be circling soon, and they'll be more eggs - golden ones.
2. Should trending news disrupt your nonprofit's content plans?
💡 To newsjack or not to newsjack, that is the question! Use this practical two-question framework to decide.
3. When audience segmentation isn't the right move.
💡 I’m all in on segmentation (one audience, one channel), but Jeanne Jennings makes a smart case that it can sometimes box you in. Before you split your list, ask her three key questions to make sure you’re not trading reach for over-targeting.
😎 Cool Jobs in Cause
In my "Cool Jobs in Cause" section, I share open partnership positions so you can discover your next adventure.
1. Corporate Partnerships Specialist – New Business, Wounded Warrior Project, Multiple Locations
2. Corporate Development Officer - Cause Marketing, Habitat for Humanity, Remote ($86k - $102k)
🧠🍌 Brain Food
In my "Brain Food" section, I share things that spark inspiration, fuel curiosity, and bring a smile to your face!
1. Thinking of sending a fundraising letter from two people? Here's how to do it right.
💡 As a twin, trust me, I know that two voices can get messy. But with the right approach, it can work. Check out how these two eight-year-old twins handled dueling voices. One of my faves!
2. How Wimbledon’s sponsorship model evolved without losing its soul.
💡 There are no naming rights, no courtside logos, and barely any advertising on the grounds. And that’s the point. Wimbledon’s scarcity isn’t a limitation. It’s a strategy. By keeping the brand clean and exclusive, it’s become a global luxury platform that attracts sponsors chasing prestige over scale.
3. I'm trying to cut back on social media. This phone should help.
💡 If this doesn't clear my head, what will?
Support this newsletter AND build your partnership program! Hire me for case studies, consulting, and speaking!