Elements Of A Strategic Communications Plan Template Page 17
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22HARNESSING THE POWER OF PARTNERSHIPS
Allies and Partners
Groups, organizations, or businesses may exist that would aid you in reaching your goal by
providing funds, expertise or other resources toward your communications
The prospect of developing partnerships with area businesses and local organizations may
seem overwhelming if you haven’t had much experience in working with the private sector.
However, there are some practical steps you can follow that will focus your energies and
resources where they will be most effective.
Determine Your Needs
Before you ask for help, it’s important to identify what you need most. Make a “Wish List” and
include areas like equipment (computers, vehicles, or supplies); services; educational
activities and materials; and specific products that can be donated. This list will help set your
priorities and guide who you need to contact.
Identify Potential Partners
There may be hundreds of organizations to approach in your community—where do you
start? Let your fingers do the walking and start with the Yellow Pages. By using your Wish
List to identify categories of need, you can narrow the types of organizations that can help
you. Don’t limit yourself at this stage and try to be imaginative. For instance, a local pizza
parlor may not have an obvious link, but if it is a popular hang-out for high school students,
the restaurant might host a pizza party and allow you to hand out information on ORVs.
Other sources for potential partners are your Chamber of Commerce directory, general
corporate directories, and personal contacts, including your board of directors or existing
coalitions. For national contacts as well as local, there are several national directories that
are available at your local library. The Corporate Giving Directory, which is updated annually,
is an excellent choice. Don’t forget to monitor the local media. Who sponsored that nonprofit
ball and where was it held? What company bought the T-shirts for the annual 10K Run to
support environmental research? Also, if you have a good relationship with other nonprofits
or agencies, they may share their giving list.
Prioritize Your Contacts
When you have a list of possible contacts, begin making your partnership circle. This circle
will help you further identify your most important contacts so you can prioritize your efforts.
You’ve chosen possible partners by category—now look for personal contacts. Think of
dropping a pebble in the water and watching the ripples spread out. By putting organizations
where you already have contacts in the center, you will anchor your effort as you move
further and further out.
Start with organizations that have helped in the past—they will be the very center of your
circle. Then talk to employees, your board of directors, or coalition members. Who do they
know? You may discover that someone on staff went to school with the president of a local
bank. Put organizations where you have close personal contacts on the next “wave” of your
circle. After examining personal contacts, look for those organizations that would make
“perfect partners,” i.e., organizations that have supported environmental issues in the past.
Keep going until you get to the very outer layer, which would be organizations where you
have no contacts at all and no apparent links. Now you have prioritized your outreach list!
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