Strategic Partnerships and Success in the Third Sector with Jenny Kitchen
Release Date: 09/22/2025
Strategic Partnerships and Success in the Third Sector with Jenny Kitchen
Higgle: The B2B Sales Club
How can agencies build trust and articulate value to excel in complex third-sector negotiations? Jenny Kitchen, the CEO of Yoyo Design, is with us today to explore the transformative journey of a digital agency evolving into a leader in the third sector. She explains how Yoyo Design strategically partnered with technology like Umbraco and collaborated with organizations such as the RNLI to fuel their growth and establish a strong foothold in the sector. Jenny shares personal stories from her time in rural France, which have shaped her leadership approach, emphasizing creativity, strategic...
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info_outlineHow can agencies build trust and articulate value to excel in complex third-sector negotiations?
Jenny Kitchen, the CEO of Yoyo Design, is with us today to explore the transformative journey of a digital agency evolving into a leader in the third sector. She explains how Yoyo Design strategically partnered with technology like Umbraco and collaborated with organizations such as the RNLI to fuel their growth and establish a strong foothold in the sector. Jenny shares personal stories from her time in rural France, which have shaped her leadership approach, emphasizing creativity, strategic partnerships, and intentional growth. Her insights reveal how agencies can carve out their niche in competitive markets by embracing early engagement, collaboration, and digital sophistication.
Jenny opens up about the importance of building trust and articulating value, especially in complex negotiations within the third sector. She discusses the lessons Yoyo Design has learned from their journey to B Corp certification, including tracking conversion rates and refining their qualification strategies. We also touch on the nuances of negotiating contracts in the private versus public sectors and the role of digital sophistication in aligning business strategies.
Topics covered during this episode include:
- How Yoyo Design transitioned from sector-agnostic to a leader in the third sector.
- Why strategic partnerships with Umbraco fueled Yoyo Design's growth.
- How collaboration with the RNLI marked a pivotal shift for Yoyo Design.
- Why trust and articulating value are crucial in third-sector negotiations.
- How becoming a certified B Corp influenced Yoyo Design’s market opportunities.
- Why tracking conversion rates and qualifying leads maximizes win rates and reduces effort.
- How aligning digital projects with business strategies requires clear communication of value.
- Why building trust leads to better negotiation outcomes and client relationships.
- How intentional niching and strategic alliances drive growth and competitive advantage.
- Why digital agencies should focus on niche markets to improve conversion rates and storytelling.
- How early stakeholder involvement in the third sector streamlines project delivery and decision-making.
Join us to explore the journey of evolving a digital agency into a third sector leader and gain actionable insights for your growth strategy!
Jenny Kitchen on LinkedIn: https://www.linkedin.com/in/jenny-kitchen/