Power of a Partner

Chapters 9 & 10 focused on forming partnerships and selecting appropriate spokespeople. I was immediately enticed to hear what the book's advice on forming partnerships was, as my group--which is working with Safe Harbor to promote their February fashion show--thought it would be extremely beneficial for SH to partner with other orgs./companies in the Upstate. Professional opinions right before we start enacting our proposal?! I'll take it!


Partnerships can be pivotal aspects t0 the success of a business, especially to a non profit organization. There is potential exposure to a completely different audience that you may have not reached before. The reputation and recognition of your organization will definitely play a part in who you may land partnerships with, but keep in mind that your organization needs to be just as selective. It is crucial to find partners that generally share your same values, goals and ideals. It would be detrimental to form a relationship with an organization whose reputation among the public is anything but positive. 


Aside from an extended audience, partnerships will most likely provide your organization with extended resources, whether through money, supplies, media contacts, etc. It's elementary math that 2>1 and the same logic tends to hold true in these circumstances.


Take a look at the Boys & Girls Clubs of America Web site. They have a whole sub page dedicated to their partners. The page starts off with an opening statement:

Helping communities, Clubs and kids. Boys & Girls Clubs of America's work has been recognized by leading corporations nationwide. These caring corporate citizens have partnered with us to find innovative ways to help America's young people reach their full potential.

This statement briefly explains that their partners are dedicated to the same cause that Boys & Girls Clubs is and that they all pool together, resources and all, to reach a shared destination. 

This specific site separates its many partners into categories based on donations. The partners' logos are also provided, which helps with brand identity. 

Be SMART about these decisions and don't strictly focus on the monetary gain from forming a partnership.


When it comes to spokespeople, it is important to pick someone who is the best representation of your company. He/she should be poised in front of the camera, know how to handle the media and be able to answer interview questions in a way that leaves your organization in the best light.


Celebrities are a common avenue to take, however, it can be a very bumpy avenue at that. The media magnets can gain attention and recognition like no other, but unfortunately, sometimes it's not for the best reasons. When picking an ideal celeb, it's essential to pick someone who constantly upholds a respectable reputation, identifies with your target audience and remains true to your organizations mission statement. Tiger Woods & Buick, anyone?!


Another option is to appeal to emotion by putting emphasis on personal stories. This tends to work better with non celebrities as their stories are more relatable, real so to speak. 


Habitat for Humanity provides a page on their Web site that lists numerous homeowner stories, volunteer stories and videos/pictures. This gives viewers the ultimate first-person experience. 


Partnerships & Spokespeople can substantially benefit a non profit, but the appropriate amount of caution needs to be practiced when entering such an exciting stage.