Mutually Beneficial Partnerships
A Practical Win-Win Guide for Associations
Summary
“The wind, bees, and flowers work together to spread the pollen.”
Amit Ray
I lead an organization called the product community. We are a product development learning community designed specifically for associations.
We are in the value creation business: we guide associations in understanding and building deep and long-lasting relationships with members, prospective members, and partners of all shapes, sizes, and functions. In doing this, we create exciting, accessible, and usable value for our membership communities.
We succeed because we believe that value creation takes a true village: we need great staff, roll-up-the-sleeves volunteers, and a network of aligned partners to deepen our focus and widen our reach.
This article explores mutually beneficial partnerships. We know who they are: they provide healthy interplay, strong connection, new benefits, and win-win synergy. They help us achieve excellence. Let’s explore how to identify and do business with them.
The product community is a product development learning community designed specifically for associations.
Why We Need Partners
“If you plant a garden with someone, you are basically saying to that person that you plan to be around to share the bounty.”
Aileen Weintraub
Associations need partnerships to succeed, thrive, and stay connected. As membership-driven organizations, we believe in community. To support and extend this community, we need partners of all kinds (see next section Different Types of Partnerships).
What do we want from partnerships? Strategic and philosophical alignment, a sense of shared value, aligned yet complementary expertise, and widening and deepening of our influence. Though not always true, the best association partnerships are mutually beneficial. A mutually beneficial partnership is based on trust and reciprocity so all involved benefit in a meaningful way and in the interest of larger shared goals.
This graphic lays out how associations can mature their partnerships over time. Though not every partnership needs or wants to get to level five (shared value creation), we can (at the least) strive for shared understanding of why we’re undertaking the relationship, choose a level, and mature the relationship over time.
Associations can benefit greatly from partnerships for a variety of reasons:
Resource Augmentation. Partnerships can provide us with additional resources, including financial support, expertise, access to technology, and staff capacity. By pooling resources with partners, associations can accomplish more than we could alone, enabling us to deliver better services, programs, and initiatives to our members.
Enhanced Member Benefits. Partnerships allow us to offer a broader range of benefits and opportunities to our members. Through collaborations with other organizations, we can provide access to specialized services, discounts on products and services, exclusive networking events, educational opportunities, and other valuable resources that enhance the member experience.
Increased Influence and Advocacy Power. Partnerships can amplify our voice and influence within our industry or sector. By partnering with other associations, corporations, government agencies, or advocacy groups, we can leverage collective expertise and resources to advocate for policy changes, shape industry standards, and address common challenges facing their members.
Diversification of Revenue Streams. Partnerships can help us diversify revenue beyond the traditional sources of membership dues and event fees. By collaborating with corporate sponsors, foundations, donors, etc., we can secure funding through sponsorships, grants, donations, and other forms of financial support, reducing reliance on any single source of income.
Strengthened Networks and Relationships. Partnerships enable us to build and strengthen relationships with a wide range of stakeholders, including industry peers, government agencies, businesses, nonprofits, and community organizations. These relationships can lead to new opportunities for collaboration, knowledge sharing, joint initiatives, and mutual support, ultimately enhancing our reputation, influence, and impact.
Partnerships play a vital role in helping us achieve our mission, serve our members effectively, and remain resilient and sustainable in an ever-changing world. By strategically leveraging partnerships, we can maximize our resources, expand our reach, and provide greater value for members and stakeholders.
Different Types of Partnerships
“Even if you are the only shadow on earth, don't forget the light that makes you stand out. We need each other to progress.”
Kangoma Kindembo
Associations can engage in various types of partnerships to achieve our goals, enhance member benefits, and sustain our operations. Here are some common types of partnerships we might partake in:
Corporate Sponsorships: Associations often collaborate with corporations that share similar interests or target audiences. Corporate sponsors may provide financial support, in-kind donations, or resources in exchange for branding opportunities, access to the association's members, or involvement in association events and programs.
Other Associations and Professional Organizations: Associations may form partnerships with other industry-related or complementary associations to leverage each other's expertise, networks, and resources. Collaborations can include joint events, shared educational resources, advocacy efforts, or collaborative research projects.
Foundations and Nonprofits: Partnerships with foundations and nonprofit organizations can provide us with funding, grants, or support for specific initiatives aligned with their mission. Associations may also collaborate with nonprofits on advocacy campaigns, community outreach programs, or joint fundraising efforts.
Universities and Educational Institutions: Associations collaborate with universities and educational institutions to develop and deliver educational programs, training courses, or certification programs for their members. These partnerships can also involve research collaborations, guest lectures, or student engagement opportunities.
Vendors and Service Providers: Associations may partner with vendors that offer products or services relevant to their members. These partnerships can result in discounts, special offers, or exclusive access to offerings that benefit members. Vendors may also sponsor events or provide support for marketing and outreach efforts.
Government Agencies and Regulatory Bodies: Associations may collaborate with government agencies and regulatory bodies on advocacy initiatives, policy development, or industry standards-setting activities. These partnerships can help us influence legislation, shape regulatory frameworks, or address common challenges.
Community Organizations and NGOs: Associations may partner with community organizations, NGOs, or advocacy groups to promote corporate social responsibility or support community development initiatives. These partnerships can enhance our reputation, expand our reach, and demonstrate our commitment to social impact.
Media Outlets and Industry Publications: Partnerships with media, industry publications, or online platforms can help us increase visibility, share thought leadership, or reach broader audiences. We can collaborate on content creation, co-host webinars or podcasts, or participate in joint marketing campaigns to attract new members.
These are just a few examples of the types of partnerships that associations may pursue. The specific partnerships chosen will depend on the association's goals, target audience, industry or sector, and available resources. Effective partnerships can help associations enhance their impact, strengthen their relationships with stakeholders, and achieve long-term sustainability.
Evaluating Mutually Beneficial Partnerships
“Individually we’re one drop, but together we’re an ocean.”
Ryunosoke Satoro
Evaluating the efficacy and benefit of entering into a partnership is crucial for associations to ensure that they are making strategic decisions that align with our goals and values.
Here are some criteria to consider when assessing partnerships:
Aligned Vision and Mission: Ensure the partner shares a similar vision and mission. The partnership should contribute to advancing common goals and objectives.
Agreed-Upon Roles and Responsibilities: Clearly define the roles and responsibilities of each partner to avoid confusion and ensure accountability. This includes delineating who will take the lead on specific tasks and how decisions will be made.
Complementary Resources and Expertise: Assess whether the partner brings resources, expertise, or capabilities that complement us. Each partner should leverage each other's strengths to achieve mutually beneficial outcomes.
Mutual Benefit (Win-Win): Evaluate whether the partnership offers benefits to all involved parties. It should create value for both the association and its partners, whether it's through increased visibility, access to new markets, knowledge sharing, or other opportunities.
Clear Goals and Objectives: Define clear, measurable goals and objectives for the partnership. This ensures that both parties are working towards the same outcomes and allows for progress tracking and evaluation.
Shared Outcomes and Success Metrics: Determine the desired outcomes of the partnership and establish metrics to measure success. This could include metrics such as increased membership engagement, revenue growth, or impact on the community served by the association.
Communication and Collaboration: Assess the potential for effective communication and collaboration between partners. Open and transparent communication channels are essential for resolving conflicts, sharing updates, and maintaining a strong working relationship.
Risk Assessment and Mitigation: Identify potential risks associated with the partnership and develop strategies to mitigate them. This could include risks related to reputation, financial implications, or changes in the external environment.
Flexibility and Adaptability: Consider whether the partnership allows for flexibility and adaptability to changing circumstances. Partnerships should be able to evolve over time to respond to emerging needs and opportunities.
Long-Term Sustainability: Evaluate the sustainability of the partnership over the long term. Consider factors such as financial stability, scalability, and the potential for ongoing collaboration beyond the initial agreement.
By considering these criteria, we can make informed decisions about which partnerships to pursue and how to maximize their impact for the benefit of their members and stakeholders.
Design for Healthy Collaboration
"No one can whistle a symphony. It takes a whole orchestra to play it."
H.E. Luccock
Great associations are rooted in healthy community.
In building and serving our partnership community, we deepen our purpose, serve our membership, and extend our value. With intentional forethought and a willingness to be organized and connected, we can choose great partnerships and serve our broader goals.
The outcomes? A relevant association positioned to thrive through purpose, diversified revenue, and a broader, more meaningful reach.
Remember, product-led growth fuels connection. Join the product community and flip your destiny.
About the Author
James Young is founder and chief learning officer of theproduct community®. Jim is an engaging trainer and leading thinker in the worlds of associations, learning communities, and product development. Prior to starting the product community®, Jim served as Chief Learning Officer at both the American College of Chest Physicians and the Society of College and University Planning. Please contact me for a conversation: james@productcommunity.us.