5 Ways to Secure More Impact Stories with Employers
A strong story with an employer establishes immediate trust for nonprofits in talent and workforce development. A recommendation from a top company or a case study showing the results they achieved working with your organization is the fastest way to get other companies to engage with you.
Whether it’s a brief quote or a detailed case study, the best stories resonate with your audiences’ struggles, pain points, and aspirations—so they want to learn more and get involved.
Why Is It Hard to Get Corporate Testimonials?
The hard part is often getting companies (and their corporate communications teams) to agree to share their stories. Here are the kinds of things we hear from clients:
● “The company has a no-endorsement policy.”
● “The client’s corporate communications shut us down.”
● “Our champion moved on to another job, so we no longer have a strong point of contact.”
● “We don’t want to bother them, because our member agreement with them is up for renewal.”
● “We have used this person or organization too much already.”
5 Ways Nonprofits Can Secure More Employer Case Studies
A long-term, strategic approach together with some creative tactics can help you break through objections and increase your corporate storytelling success.
#1 Understand Their Organizational Priorities
I’ve lost track of the number of times people have asked me to “go around” corporate communications, saying “it will just slow us down.” Trying to circumvent the comms teams nearly always backfires and can hurt your chances of ever getting a story. The communications or public affairs teams can be helpful partners, especially if you take time to build a relationship with them and learn their communications priorities.
#2 Start Small and Start Early
Rather than starting with an ask for an in-depth case study, find opportunities to have no-pressure conversations before you need to make an ask. Use time at local events, meetings, or a coffee date to get to know the players and build relationships. Listen and ask questions to learn what is important for them. Don’t push. Then follow up over LinkedIn or email, sending something you think they’ll find helpful. Once you build rapport, it’s much easier to present opportunities or make an ask.
#3 Coach Your Team to be on the Lookout
Whether it’s your program teams or senior leaders, there are people who know the stories that make your organization shine — and who is ready to tell them. Coach them on how to spot reference-ready organizations and describe the opportunities you could offer them — from a placement in local media to a spot on a panel at an upcoming conference.
#4 Do Some Detective Work So You Can Stop Asking for “Favors”
Present opportunities employers want to say yes to by taking a “what’s in it for them” mindset. Effective storytelling is a win for both organizations . Discover what they care about, then present an opportunity they want to say “yes” to. Here are just a few examples.
Source: Quickstep
The key is to present something that will help them achieve THEIR goals, as well as yours. And make it fit their time, location, role, and interests.
#5 Get Creative with Incentives for Your Evangelists
Although incentives bring to mind the idea of providing people with a tangible reward (i.e. free stuff) for testimonials, we lean toward more personalized and meaningful thank yous (within their organizations’ guidelines of course). It could be a free ticket to one of your events, a casual lunch or treats delivered to the team, or extra time with one of your in-house experts that they admire. One approach that has worked well for us is to offer to make a donation to a charity of their choice as a thank you for their time.
Making these tactics part of your comms team’s regular operations will avoid last-minute fire drills and help build a bank of stories you can use in impact reports, member updates, social media, and grant applications. The goal is to move to more of a long game. You’ll also help your organization’s retention and expansion opportunities with these employers.
Good luck!
Follow Quickstep's Gwen Gulick on LinkedIn for strategic communications guidance for talent and workforce development nonprofits.