How an association should NOT hold a press conference!

I recently witnessed and frankly should've commented on this before. Those who follow the association scene in Canada might recall back to March 23, 2010 when Dale Ripplinger, the President of the Canadian Real Estate Association (CREA) on reacting to a ruling of the Competition Bureau of Canada held a press conference in response to a ruling that arguably did not go in their favour. And while my point is not to argue the merits of their position, I must wonder what they were thinking in holding a press conference and who prepared their representative for what would likely be an aggressive media situation.

Some quick background info:

In Canada, the MLS system is operated by CREA, and until recently, nobody but a realtor could put a listing on that system. This upset people who wanted to sell their house on their own. In response, the Competition Bureau has intervened ordering them to open the system up. In a VERY odd decision, the Canadian Real Estate Association decided to call a press conference and then not take questions!

In my humble opinion, they would've been better off just issuing a written statement than subjecting themselves to this PR nightmare. Please take a look for yourself and let me know your thoughts. Click here



Mark A. Buzan, APR
Principal & Chief Magnifier
Action Strategies
#3, 270 rue Champlain
Gatineau, Quebec J8X 3S1
819.770.2899 phone
877-336-2701 toll free fax
http://www.actionstrategies.ca (Action Strategies website)

LinkedIn Group for Government Relations: http://www.linkedin.com/groups?gid=2465512&trk=hb_side_g
LinkedIn Group for Non-Profit Communications: http://tinyurl.com/nonprofitideas

Examples of How Building Partnerships Grows Non-Profit Causes

The nonprofit sector is one of the fastest growing sectors in North America right now, and with almost 150,000 registered charities and nonprofits currently operating in Canada, it shows no signs of slowing down. Of course, as more and more organizations are added to the mix, groups must become increasingly creative in the planning and carrying out of their mission. Whether seeking to advocate for a cause before government, build recognition with the public or fundraise, there is strength in numbers. Throughout my career, I can undoubtedly back up the value of identifying partnering organizations, matching them up and as a result, putting forth highly impact-full programming and outreach initiatives.

With the Canadian Paralympic Committee, I saw that one of the biggest challenges to growing the brand of the movement and that of the movement's 23 member organizations was that individually, all organizations lacked resources to grow recognition of their sports. Starting with a national conference on joining together on brand collaboration and later by identifying the common denominator for all involved, I coordinated a national task force that put the wheels in motion for all organizations to grow.

With the Canadian Construction Association, I coordinated 7 national associations into a common advocacy event on Parliament Hill with the result of growing awareness for an issue all held dearly: government investment in infrastructure. By collaborating, we shared costs AND showed a common front to Members of Parliament.

More recently, I am working with the Information Communications and Technology Council (ICTC) identifying partnering organizations in serving immigrants and employment issues. So far, more than seven organizations are now working with ICTC to focus group and pilot test coming online tool that will help immigrants in the IT sector find employment in Canada. Collaborating together, all organizations are benefitting from cost savings and in reaching out to new audiences otherwise impossible had they gone solo.



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Mark Buzan is principal and chief magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for nonprofits and associations. Mark has coordinated and negotiated a number of partnerships and sponsorship arrangements for non-profits and associations even using them to advocate to Parliament. You can view his website at www.actionstrategies.ca.

Teaming up: Partnerships build Funding, Advocacy and Brand Building Opportunities

Partnerships among nonprofits, and between for-profits and nonprofits, are among the best means I have found for non-profits and associations to build brands or advocate causes. The benefits include cost efficiencies, revenue opportunities for nonprofits, more sustainable nonprofit organizations, and better services for communities in addressing vital issues in conservation, education, healthcare, the arts, and economic development. Where once "corporate giving" meant writing an annual check to a favorite charity, more recently businesses and nonprofit organizations (NPOs) have joined forces to achieve their separate, but related missions. Economic pressures are stressing the nonprofit sector in delivering much needed services, but the pressures will also drive savvy funders, nonprofit boards and executives to pursue innovations, partnerships, and efficiencies.

In my experiences, I have used the concept of identifying partnering organizations on the basis that working together we can accomplish more, and accomplish it faster it than by working alone. The key is to think strategically. Target your partners as you would your donors. Look for similar target groups, compatible missions, appropriate images and profiles and adequate resources. As for programs, set objectives that are of mutual benefit. Get the story straight and communicate it. Start slow and build for the long term, and measure and sell your success.

Effective communication is necessary to manage a collaborative venture. Managers should ensure that all of the partners understand their communication; they should avoid acronyms and jargon unless these are well known to all partners. Ideally the manager will be able to communicate a vision that will electrify the partners. The communication needs to be regular, frequent, consistent and clear. I also recommend building program collaborations among a multitude of partners for the greatest reach into the community.

So what are your experiences? Have you found partnerships to be useful? If so, how have you leveraged them?


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Mark Buzan is principal and chief magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for nonprofits and associations. Mark has coordinated and negotiated a number of partnerships and sponsorship arrangements for non-profits and associations even using them to advocate to Parliament. You can view his website at www.actionstrategies.ca.

Budget 2010 - What will it all mean?

Earlier this month, Finance Minister Jim Flaherty released the long anticipated Federal Budget. With the recession now supposedly behind us, the Prime Minister has important challenges ahead of him. Namely, balancing the budget again and setting in policies that set will the tories in a position to reach the long elusive position of earning a majority government. For non-profits looking to set their agendas, here's a brief overview of the budgetary priorities of the government:

Budget by the numbers

Projected deficit 2009-2010: $53.8 billion
Projected defict in 2014-2015: $1.8 billion
Projected program expenses 2009-2010: $237.8 billion
Projected revenues in 2014-15: $296.5 billion
Projected program expenses in 2014-15: $257.7 billion
Federal debt 2009-2010: $517.5 billion

The latest budget stays largely true to that, continuing to roll out the stimulus spending already announced while winding down other temporary measures and taking initial steps to tackle Canada's first budget deficit since the mid-1990s.

Deficits to come

Last year, Flaherty projected a $33.7 billion deficit for the 2009-10 fiscal year, and $29.8 billion in 2010-11. Budget 2010: News, analysis, videos, live chat and more. By slowing the rate of previously planned growth in the defence budget, Ottawa hopes to save $525 million in 2012-13 and $1 billion annually thereafter.

In addition, Ottawa will spend less than previously projected on foreign aid. The capping of aid at 2011 levels will save an additional $1.8 billion by 2014, the budget forecasts. For many non-profits concerned by international development issues, this could become a challenging era and the need to re-focus their efforts will be all the more important.

In my opinion, trade and professional associations will have the most opportunities to make a difference in 2010/ 2011. For business associations, the government is signaling its biggest priority - job creation and economic recovery. To further spur business investment, Ottawa is also pushing ahead with plans to make Canada the country with the lowest corporate income tax rate in the G8 by 2012. At 22 per cent in 2007, Canada's corporate tax rate is on pace to fall to 15 per cent by 2012. Under the program, homeowners received up to $1,350 in tax relief on home renovation projects.

For organizations in the construction, energy efficiency, and environmental sector Ottawa did, however, unveil $80 million in new tax credits available for energy-efficient retrofits by Canadian homeowners. Their challenge will be maintaining contact with Natural Resources Canada and other departments to ensure these credits meet their members' needs.

How has Budget 2010 affected your organization?

Read more: http://www.cbc.ca/canada/story/2010/03/04/budget-flaherty-parliament-ottawa.html#ixzz0jUaOCyHr

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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how you feel your organization could benefit from legislative monitoring services or even undertaking a grassroots advocacy initiative. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca

Issues coming this Parliamentary session and how we relate to just some of them

Parliament resumed nearly a month and a bit ago. With it, came a plethora of bills that needed to be re-introduced after the Prime Minister prorogued parliament. For many associations and executives, the unfortunate episode of proroguing parliament meant that the time they had invested in building relationships, researching their positions and advancing legislation now starts from scratch again. While the Conservatives have promised that they will endeavour to re-introduce legislation through Parliament, there are no guarantees that the opposition will accommodate them.

According to the Hill Times, over 30 pieces of legislation were left in limbo in the House of Commons and another 6 in the Senate. Reviewing the list, my sense is that associations will need to refocus their efforts on rebuilding relationships and doing what's required to get their bills through the process. While I will spare you from the entire list of bills (that can be reviewed at the bottom of the page of this Hill Times' article), we at Action Strategies have important experience dealing with a few of the former pieces of legislation that will be debated again in Parliament:

STATUS OF GOVERNMENT BUSINESS AT THE END OF THE SECOND SESSION OF THE 40TH PARLIAMENT

House of Commons

• S-8 Avoidance of Double Taxation and Prevention of Fiscal Evasion on Income Taxes between Canada and Colombia, Greece and Turkey Bill (second reading): Working with Jason Kenney, MP (then the Revenue Critic of the Official Opposition) issues of tax treaties were a common issue I consulted on.

• C-23 Colombia-Canada Free Trade Agreement (second reading): In professional and personal circles, I've maintained important contacts in Colombia. We've also taken on important issues consulting government in trade policy in Latin America.

• C-34 Protecting Victims From Sex Offenders (report): Working in the office of Jason Kenney, one of his pet projects at the time was this subject. Through years of experience, I worked with a number of activist organizations on the subject from all over the country assisting them in making contacts and reaching out to the public and media to advance their cause.

• C-45 Foreign Nationals Working in Canada (second reading): Over the course of the last 2 years, we have worked most specifically with a number of non-profit organizations on issues relating to assisting internationally educated professionals (IEPs) integrate into their profession here in Canada. Most recently, I am working with the Information and Communications Technology Council on some important issues helping IEPs find parallel work in the IT sector.

—Updated to Dec. 17, 2009

There are other issues too sure to come up this Parliament. Drop me a line and let's chat on how we can advance your agenda this parliamentary session. Also, please leave a comment...I'd love to have your opinion.


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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. If you have questions on how you feel your organization could benefit from legislative monitoring services or even undertaking a grassroots advocacy initiative. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca