Newsletter: Goodwill’s Winning Model for Influencer-Brand Partnerships 🤩 ; Flutie Flakes are Back After 20 Years 🏈 ; Three Research Methods to Get to Know Your Audience 🔬
You could learn a lot about influencer marketing from Lauren Lawson-Zilai, senior director of PR at Goodwill Industries International. The influencer marketing program she's developed is building an engaged audience for Goodwill®, particularly on Instagram, where the nonprofit has seen a 200% increase in followers.
Lauren's program is as much for local nonprofits as it is for national organizations. According to Lauren...
"We’ve started consultations with our local counterparts and implemented a model that they can replicate. We’ve given them talking points, taught them the difference between brand ambassadors and influencers, how to work with influencers on incentives, how influencer relationships benefit their social media channels, and how to measure impact."
And here's a big bonus of Lauren's program. It's focused on partnerships. Her work with influencers has also been a part of Goodwill's cause marketing campaigns with partners such as Sony Pictures.
"As a matter of fact," said Lauren, "it was through our DIY Spider-Man costume contest with Sony that we met Tiffany Mink, a Disney influencer, YouTuber and huge Goodwill fan who has become an ongoing influencer and ambassador for us!"
Ok, so I have your attention, right? Here are two articles to get you started on Lauren's work with Goodwill and influencers...
Goodwill’s Influencer Program is a Model for Nonprofit Media Relations
Influencer Engagement: Finding a Fit
I had great conversation with Lauren last week, and we discussed her sharing her step-by-step advice on how to create an influencer program.
Interested?
Vote by clicking on the above two articles - Yes, I track what you are clicking on! - or reply to this email to share your level of interest. I'll be counting your clicks and reading your emails. If there's enough interest, Lauren and I will kick-off 2020 with a webinar for you. This webinar will be a deeper dive into the excellent introduction to influencers Rocket Social Impact gave us last month.
**I would never have learned about Lauren if it wasn't for Andrew Kamphey's newsletter Influence Weekly. It's my go-to resource on what's happening in influencer marketing!
✍️ Partnership Notes
1. Attention New Englanders, Buffalonians and Canadians! Flutie Flakes are coming back after 20 years are coming back after 20 years. As before, they will benefit the Doug Flutie Jr. Foundation for Autism.
2. Retailer American Eagle asked a team of well-known teenagers how they wanted to donate. You'll be surprised what they chose... and shoppers didn't even need to buy anything (very Gen Z!).
3. Research: What motivates Americans to donate to charity? In-store checkouts and this!
🤑 Marketing Your Cause
1. The article I shared last week on monitoring your competition was a popular one! Are you ready now to standout from your competition? Here are nine ideas.
2. I've been talking a lot about influencer marketing lately. But does influencer marketing work with baby boomers? (You know, the ones who are probably donating the most money to your nonprofit) 🤔
3. Great advice here from Big Duck on the three research methods for getting to know your nonprofit's audience. I can help with case studies!
😎 Cool Jobs in Cause
1. Associate Director, Corporate Engagement, Wildlife Conservation Society (NYC)
2. Corporate Development Officer, American Diabetes Association (Oakland, CA)
3. Cause Marketing Manager, International Dairy Queen (Bloomington, MN)
4. Director, Development & Partnerships, Race Forward (NYC or Oakland, CA)
Have your cause-related job featured here for FREE. Hit reply to this email and give me the details and a link to the position.
🧠🍌 Brain Food
1. How to tip at the holidays, according to doormen, and nannies, and weed guys, and…
2. Is it okay for people who make big charitable gifts to act badly? An ethicist weighs in.
3. This is what 45,650 stuffed animals looks like when they're tossed onto the ice during a hockey game. [VIDEO]
Have a question, comment, or just want to say hi? Just hit reply or head over to Twitter.
