Association Leadership - January/February 2008 - (Page 15) So what exactly is a business alliance? The simple answer is two or more organizations working together for a common cause or benefit. Of course, the difficult answer is the same, because forming a meaningful alliance takes considerable effort from both organizations. Business alliances – also called “strategic” alliances – are frequently a way for non-profit organizations to extend their reach to accomplish objectives. However, a successful alliance is not automatically formed by one organization simply saying it wants to create a partnership. Often times, associations might be heading the wrong way down a one-way street. Organizations should be careful of one-sided relationships sold under the guise of partnerships, where in reality one “partner” benefits greatly while the other realizes minimal benefit. In fact, relationships should be avoided when they don’t sufficiently answer the question – “Which organization will best enable my association to achieve its goals and objectives?” What to look for in an alliance partner 1. 2. 3. 4. 5. 6. Mission – Does the alliance fit your mission statement? Complementary strengths – Strengths in areas where your company has a need. Values – Do they share the values, ethics and perspectives of your association? Common goals and objectives – Are you working together for a common cause or benefit? Commitment – Are they committed from the top down to making an alliance work? Enthusiasm – High energy and excitement dramatically increase success. Types of alliances Alliances are limited only by the imagination. Educational An example of a triumphant educational alliance is the “Party 101: Consequences” program, a result of the collaborative effort between the Texas PTA and Independent Insurance Agents of Texas. The program’s goal is to save lives by educating teens, their families and their educators about the negative consequences of drinking alcohol. According to Isaac Simon, Director of Marketing and Fund Development for the Texas PTA, “The objective was to find a partner whose resources complemented ours. We knew we had a vast grassroots organization with close ties to schools, a well-regarded brand and numerous dedicated volunteers. The Independent Insurance Agents continued January/February 2008 | Association LEADERSHIP 15
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