If you sit down with Gala Miller, Executive Director of Columbia Springs, and ask her about partnerships, get ready to write. The Vancouver, WA-based non-profit focused on environmental education has partnerships galore. From school districts to utility companies, community colleges to community banks, unions to car dealerships, the list is long and impressive.
After a few minutes of conversation, it’s evident why Columbia Springs has been so successful in recruiting and retaining their partnerships. In every description of a partnership arrangement, Miller starts out describing the value Columbia Springs brings to the partner. On schools: “Columbia Springs staff see about 5,000 students, teachers and chaperones annually coming from school districts throughout Clark County. We work closely with the curriculum coordinators from these districts to help ensure that what we are teaching enhances what is being taught in the classroom. Educational activities on-site tie in nicely with the science kits being used in the schools.” On local business volunteer days: “We created a half day work party for company employees and hosted a BBQ afterwards to celebrate the day. As a follow up, we created a photo book of the day and gave it to the company as a keepsake.”
You get the distinct feeling that this is an organizational philosophy of Columbia Springs, to always lead with the question “How can we add value?”. They see partnership recruitment as just that – a win/win arrangement and take the partner’s perspective into consideration every time. Miller explains, “We view partnerships as long-term relationships and we’re willing to be patient. We always try to meet our partners at a level where they feel comfortable participating and try to create a positive, meaningful experience.”
I asked Gala Miller to help me with a few “lessons learned” and boy, am I glad I asked.
1) Do your homework. Research what motivates a potential partner. Who have they given to in the past? What time of year do they typically give? Do they have a formalized giving program?
2) Extend an invitation. Columbia Springs always tries to get potential partners to take a tour of their 100-acre facility and classroom. “Make it real to them,” Miller advises, “and have the right people on hand. Perhaps you have a board member from a similar industry, invite them to join in. If you’re discussing a particular program, have the staff member on hand who knows the most about it.”
3) Consider shared values. Know what your organization’s values are and look for like-minded partners. It doesn’t always have to be a shared industry.
4) Don’t let money drive your projects. If you do, you’ll soon find your mission and programs watered down. Be intentional and stick to your strategic plan. It’s easy to get caught up in the “chasing dollars” game but avoid the temptation.
5) Get creative. Help potential partners understand who you are and be creative in doing so. Offer to hold a series of lunchtime talks on your area of expertise for a potential partner’s employees. Know your value and get creative in sharing it. Create positive, meaningful experiences for your partners.
6) People give to people. Relationships matter. Be genuinely interested in what your potential partner is about and let them know you care. Keep in touch and be patient. A partnership is not likely to form overnight but through a series of positive interactions.
Great to hear about another company that gets the bigger picture. I’m an advocate for building relationships with whom we work and appreciated the lessons learned and shared. I’d add one more: Dream outrageous dreams.