Premium partnerships allow each party to focus on what they
do best so that each one can leverage the synergy that is created when they
cooperate, rather than compete. Such alliances allow each partner to achieve
more than it would on its own and lets everyone make the best use of all their
resources. This way less is wasted through the duplication of services or other
assets.
The following strategies will help you and your partners reap the full
benefits offered by collaborative relationships.
How Does the Partnership Serve Each Party’s Mission?
For collaborations to be worthwhile, they must serve the
interests of each party. One way to ensure that everyone’s needs are being met
is to look at each organisation’s values and mission. When creating the
framework for your partnership, look for ways that the parties can cooperate
and advance one another’s core objectives so that they are in
alignment with each other's mission.
Take into Consideration What Each Prospective Partner Has to Offer
Many corporate sponsors are content to provide cash
donations to a nonprofit that they support, but, others wish to take a more
hands-on approach. To make the most of this assistance, take into consideration
how the for-profit partner is uniquely qualified to aid the NFP.
For example, they might lend the expertise of their staff to
help with logistics, technical support, training or other similar assistance.
If the company has products and services that the NFP or its members would find
useful, it might donate hardware or software to help the nonprofit grow
sustainably or improve its ability to deliver programs and thereby increase its
impact in the community.
Use Branding and Messaging to Build Support for Each Partner
Each partner should provide high-resolution copies of their official
logos, mottos and other brand messaging that can be used in public releases,
news items and other communications so that each partner can benefit from the
positive publicity and build their brand. Each party should share releases on
their websites and social media channels. Designate key members of each
organisation to act as community ambassadors that explain the work that the
partners are accomplishing through their collaboration.
Create a Formal, Written Agreement
Make sure that your partnership gets started on the
right track by creating a formal document that outlines the roles and
responsibilities of each partner. Be very clear about what each partner will
bring to the relationship.
Create a framework for managing the partnership. Designate
contacts in each organisation that will be responsible for the management of
the partnership. This document should define the purpose of your partnership,
articulate your shared goals and outline your agreed upon
policies and practices. It should include the guidelines that will be followed
regarding leadership, communication and conflict resolution. Taking this
approach from the very start will allow you to have more open and honest discussions
and reduce potential confusion and misunderstandings.
