When starting and maintaining a nonprofit organization, you are more than likely to come across other nonprofits, or community groups, that have a similar mission, vision, or programming. If that is the case, what do you do? This is a great opportunity to begin networking to identify potential partnering organizations you can collaborate with to enhance your programming efforts. Developing partnerships with like-minded entities can help your nonprofit organization with leveraging your resources, reach a broader audience, and help with acquiring future funding. So, how do you begin cultivating relationships to form strategic partnerships?
Complete an asset map of your surrounding community resources. An asset map is a tool used to take a first-hand look at organizations, local businesses, and community resources in your surrounding area. It allows the person/organization that is conducting the exercise to look at their immediate surroundings from another viewpoint. What you have once thought of as an empty parking lot can also be seen as the future site of an urban garden. Asset mapping will lead you to identifying schools, mom & pop shops, gas stations, churches, etc. - all of which can be assets to a community, and to a nonprofit organization. These entities are your community stakeholders, and although their purpose may vary greatly from your nonprofit, they are also vested in the community because it affects them too. There are many tools you can use to complete this exercise. Here is a FREE asset mapping guide created by the Department of Housing and Urban Development (HUD) Neighborhood Networks initiative to get you started. I've personally used this before while providing technical assistance to nonprofit computer learning centers through HUD, and it is pretty thorough.
Complete an asset map of your surrounding community resources. An asset map is a tool used to take a first-hand look at organizations, local businesses, and community resources in your surrounding area. It allows the person/organization that is conducting the exercise to look at their immediate surroundings from another viewpoint. What you have once thought of as an empty parking lot can also be seen as the future site of an urban garden. Asset mapping will lead you to identifying schools, mom & pop shops, gas stations, churches, etc. - all of which can be assets to a community, and to a nonprofit organization. These entities are your community stakeholders, and although their purpose may vary greatly from your nonprofit, they are also vested in the community because it affects them too. There are many tools you can use to complete this exercise. Here is a FREE asset mapping guide created by the Department of Housing and Urban Development (HUD) Neighborhood Networks initiative to get you started. I've personally used this before while providing technical assistance to nonprofit computer learning centers through HUD, and it is pretty thorough.
Network and connect. Now that you have completed your asset mapping exercise, you have a better understanding of the community stakeholders. This exercise may have also helped you to think about ways you can strategically work with some of those entities to advance the work of your nonprofit organization. At this point, it is time to begin networking and making contact to engage potential partner organizations. A quick way you can begin networking is to join your local Chamber of Commerce. Many of the stakeholders you identified on your asset map may be members of the Chamber of Commerce in your area, so it is a great "one-stop-shop" to connect with as many as you can. This will save you some leg work in the long haul. To find your local Chamber of Commerce, visit www.chamberofcommerce.com.
Draft an introductory email and "elevator pitch." With business becoming increasingly controlled by technology, you may want to consider reaching out to the stakeholders on your asset map via email. Consider crafting a brief Letter of Introduction to each business, nonprofit, community group, etc. that tells 1) who you are; 2) what you do; 3) your signature programs; 4) your organization's significant accomplishments; and 5) what your organization wants to accomplish. When creating this letter/email, make sure you personalize it (just like you would for a cover letter) and keep it brief. Remember that your target audience may be program managers, Executive Directors, and/or business owners, and their time may be limited. In your Letter of Introduction, let them know that you will follow up with a phone call as well to discuss the possibility of scheduling time to talk more, learn about their business, and possibly about how your may be able to work together. This is why you should also develop an elevator pitch for your organization.
Branded Out Loud defines an elevator pitch as a "short summary used to quickly and simply define a product, service, or organization and its value proposition (the unique value you offer)." When you are conducting your follow up or cold calls about your organization, or even when you are out networking, it will be important to get the same type of information that is in your introductory letter into a verbal pitch. Again, keep timing in mind, and remember to touch on key tidbits... enough to make the other party interested in learning more. If you can not successfully peak a person's interest about your organization in less than 1-2 minutes, you may want to to go back to the drawing board. Don't know how to make your elevator pitch more concise? Take a moment to visit Branded Out Loud's blog post, The New and Improved Nonprofit Elevator Pitch to guide you through this step.
Branded Out Loud defines an elevator pitch as a "short summary used to quickly and simply define a product, service, or organization and its value proposition (the unique value you offer)." When you are conducting your follow up or cold calls about your organization, or even when you are out networking, it will be important to get the same type of information that is in your introductory letter into a verbal pitch. Again, keep timing in mind, and remember to touch on key tidbits... enough to make the other party interested in learning more. If you can not successfully peak a person's interest about your organization in less than 1-2 minutes, you may want to to go back to the drawing board. Don't know how to make your elevator pitch more concise? Take a moment to visit Branded Out Loud's blog post, The New and Improved Nonprofit Elevator Pitch to guide you through this step.
Prep for an Exploratory Partnership meeting. After you have made contact and garnered the interest of come of the organizations on your asset map, it is time to begin preparing for an Exploratory Partnership meeting. Prepare by researching the organization and person you are meeting with. Gain an understanding of what they do, their target audience, successful programs, etc. Also research how long your contact has worked with the organization, their background, and how they have arrived to their current role. Prior to your meeting, prepare an agenda to highlight and keep track of what you want to discuss during your meeting. Keep in mind that you are the one that initiated this meeting, so come prepared. Think of this like a job interview and bring your A game... really advocate on behalf of your organization and discuss how working together in the future can be mutually beneficial for both parties.
Identifying, cultivating, and solidifying strategic partnerships for your organization can bring about excellent benefits to your organization. Incorporating these steps into your strategic planning for developing partnerships will give you a great foundation for laying the groundwork to get the ball rolling!
Identifying, cultivating, and solidifying strategic partnerships for your organization can bring about excellent benefits to your organization. Incorporating these steps into your strategic planning for developing partnerships will give you a great foundation for laying the groundwork to get the ball rolling!
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