One in five adults now get their news from TikTok. Over 40% of adults under 30 do. That same feed is where younger donors are finding the causes they'll give to. Trust has shifted from institutions to individuals, and most nonprofits are still running the old playbook. 🩵

Patricia McLaughlin is General Manager of The Anthem Awards, where she reviews more than 2,000 entries a year from 42 countries. Her team turned that vantage point into the Shared Influence report, then into something more useful: a set of plays any nonprofit can run, whether you have a media budget or a staff of three.

In this episode, you'll hear:

The difference between an influencer and a creator, and why hiring the wrong one wastes both the money and the story
The four plays for finding and vetting a creator partner: look inward, look adjacent, name the ask, drop the script
Why a single creator post can carry a $50,000 price tag, and what changes when you steward creators like major gift prospects

You'll walk away with a playbook you can take to your board this week. 🩵

Episode Highlights:

(2:30) Patricia's origin story: a 46-hour dance marathon and a career decision
(6:18) Inside The Anthem Awards: 2,000+ entries, 42 countries, and the patterns in the data
(8:35) Why trust shifted from institutions to individuals
(11:32) Influencer vs. creator: the distinction that shapes the whole playbook
(14:06) Plays 1 and 2: look inward, then look adjacent
(16:00) Why micro creators often beat millions of followers
(17:26) Play 4: creators don't want your script
(18:35) Put creators in your portfolio: the major gift reframe
(19:30) What a $50,000 post means for your in-kind math
(20:19) How to measure creator impact
(21:41) The long game: content that outlives the post
(23:16) Where creator partnerships are heading
(26:42) Run one play: start with one local person
(31:04) Patricia's one good thing: stay curious

Episode Show Notes: www.weareforgood.com/episode/733

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733. The Creator Partnership Playbook Every Nonprofit Leader Needs - Patricia McLoughlin, The Anthem Awards

We Are For Good Podcast - The Podcast for Nonprofits

733. The Creator Partnership Playbook Every Nonprofit Leader Needs - Patricia McLoughlin, The Anthem Awards