The secret to developing a successful partnership
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The secret to developing a Successful Partnership. Step 1: Research. Keep informed about corporate developments and trends Look for partners who have similar objectives or goals. Learn as much as you can about a company.

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The secret to developing a successful partnership

The secret to developing aSuccessful Partnership


Step 1: Research

  • Keep informed about corporate developments and trends

  • Look for partners who have similar objectives or goals.

  • Learn as much as you can about a company.

  • Improve your marketing skills and networking opportunities by attending seminars and conferences.

  • Look everywhere for information.


Step 1: Research cont’d

  • Find out if the company has a partnership policy or guidelines.

  • Know who you will be approaching within an organization and why ?

  • Try several companies with separate proposals and/or a single proposal.


Step 2 self assessment
Step 2: Self-Assessment

  • Do you have the necessary human resources?

    • Are the necessary skills available in-house?

    • Can you bring in skilled volunteers?

    • What are your training needs?

  • Do you have the administration to handle a partnership?

    • Is your management structure flexible enough?


Step 3: Develop a Policy

  • Be aware of potential conflict of interest and incompatibility issues.

  • Target your potential partner.

  • Spell out a corporate sponsorship policy, including:

    • i) A statement of principle

    • ii) Screening criteria

    • iii) An administrative process for

    • developing partners


Step 4: Develop a Proposal

  • Develop a realistic, specific, and succinct proposal.

  • Think long-term.

  • Look for more than money.

  • Offer partnership options that involve varying levels of commitment.

  • Sell the benefits of your proposal.


Step 5: Know what you want

  • The Government / NGO partner may need:

    • Funding for a program, campaign, or event

    • Meeting or office space

    • Printing or mailing assistance

    • Contest prizes

    • Supplies or equipment

    • Special expertise

    • Dissemination of a message (through products, flyers, etc.)


Step 6: Know what they want

  • The private sector partner may need:

    • Public recognition

    • Display of corporate logo

    • Print, TV or trade journal ads linking the sponsor with the partner / cause

    • "Profile" for top officials

    • A product display at the sponsored event

    • Exclusive rights to sell merchandise linked to its support


Step 7 know each other s objectives
Step 7: Know each other’s objectives

  • Government agencies want visibility and public support for their programs.

  • NGO's want visibility, support and resources.

  • Companies want positioning in the marketplace.


Step 8 the partnership approach
Step 8: The Partnership Approach

  • Present your proposal well in advance.

  • Companies may approach you.

  • Hire a supplier/broker to represent you.

  • Take time to develop and nurture partnership.

  • First meeting should be exploratory.

  • Keep in touch with companies you've approached.


Step 9 go for it
Step 9: Go for it!

Present to your potential partner:

  • A Business Plan

  • The Results that you are aiming for

  • Timetable

  • Your needs

    * always have a plan ‘B’


Step 10 develop an agreement
Step 10: Develop an Agreement

Contract to include:

  • Purpose & scope of the partnership

  • Specific & measurable objectives

  • Defined responsibilities of each partner

  • Measurable milestones

  • Mechanisms for amending or terminating the agreement

  • Method of evaluating the partnership

  • List of key issues in partnership

  • Parameters for the use of slogans, logos and symbols


Step 11 follow up
Step 11: Follow up

  • Sign a letter of agreement with the company.

  • Work at the partnership every day.

  • Evaluate partnership to identify successes.

  • Build on the strengths that evaluations identify.


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