Jenn DeBarge Goonan has sent thousands of pitch emails to editors, producers, and partners. She's distilled what works into four steps — and they work whether you're chasing press coverage, a corporate partner, or a major donor meeting.
Jenn launched Lululemon into the U.S. market, built campaigns for Ben & Jerry's, and now runs JAG Communications, where she's spent 20 years making mission-driven work visible. 🩵
In this episode, you'll hear:
- Step 1: Why every note has to be a one-of-one, and the 10 minutes of research that makes it land
- Step 2: Lead with connection, not credentials — including what to cut (the attachments, the links, the three paragraphs about your org)
- Step 3: Make one specific, realistic ask instead of three, and why "a 20-minute conversation" outperforms everything else
- Step 4: Silence is not rejection — the "10% more value" follow-up that turned two dead pitches into TV coverage
- The one-page message guide that has to exist before any of the four steps work — and how to build it this week
You'll walk away with a repeatable formula for outreach that actually gets answered, plus the foundation that makes it credible. 🩵
Episode Highlights:
- (2:44) From high school cheerleader to social impact cheerleader
- (4:48) Why passionate leaders end up sounding like word soup
- (5:30) The one-page message guide north star
- (7:22) How to build it: your ED first, then five anonymous interviews
- (9:43) Partnerships: find the overlap before you pitch
- (12:29) The 4-step formula, steps 1–3
- (15:33) Step 4: don't assume silence is rejection
- (16:41) The formula in action: two follow-ups, two placements
- (18:33) Social math, Substack, and the 57 million
- (20:23) Operation Warm: "This is my first coat ever"
- (22:58) One good thing: make it easy for people to help you
Episode Show Notes: www.weareforgood.com/episode/729
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