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.