| A: OBJECTIVES, CHALLENGES & PROJECTS Imagine a much wider range of purposes towards which you can apply partnership solutions! How many of these are you currently attempting to deal with only using the resources of your own association’s staff or volunteers? | B: POTENTIAL PARTNERS It’s amazing how many new potential partners might be willing to team up with you, once you understand their objectives, values, and capacity. And don’t forget, some partners may be for life, but others are for specific projects, regions, or timeframes. Be promiscuous in your partnerships! |
| Stronger advocacy impact – population Increase membership Spread knowledge more widely Increase certification adoption Increase event attendance Increase event profitability Develop new events Attract new sponsors/partners & fundraising opportunities Appeal to new generations Deliver content in new languages Access new or improved content Joint creation of new content Reduce overhead % (eg by sharing support services) Overcome missing IT skills Reduce direct competition Launch a new product or service Re-engineer an existing product or service Obtain support during a crisis Respond to increased competition Respond to market disruption Improve future-proofing/scenario planning Improve/launch market surveys Diversify revenue streams Develop new networking platforms Boost status via partner’s reputation Alignment with UN Sustainable Development Goals Increase profile/visibility Complementary offerings opportunities Increase talent pool/scouting options Accelerated growth Economies of scale/market size/critical mass Opportunities for cost cutting or efficiencies Energy efficiencies Capacity building Risk sharing Leverage assets Increase influence Create excitement Build motivation Improve waste control/recycling Incite curiosity Increase opportunities for new combinations/synergies Trigger desired change Obtain access to expert opinions Access to specialist knowledge or understanding of target clients/customers Expand networks Improve inclusion Link financial & human resources – resource efficiency Exchange best practices Increase time efficiency Combined or co-organised events Co-creation across multiple areas Identify/access new leadership Digitalisation | Your own membership (all or sub-sections, eg Chapters – rethink your relationships) Other complementary associations Other competitive associations IT companies (eg App producers; registration software) Existing sponsors New potential sponsors (who may be attracted by “partnership”) Trade show and/or conference organisers City authorities & agencies Convention bureaux Global Association Hubs: Brussels, Dubai, Singapore, Washington DC EU/UN agencies Media companies (trade & general) Bloggers & influencers Your own critics PCOs and Association Management Companies (AMCs) NGOs/Charities Philanthropists Universities/academics Research institutions Consultancy companies Citizens (especially in conference destinations) Destination suppliers (eg venues) Venture capitalists/angel investors Certification, accreditation & standards agencies Hospitals/Medical schools Ambassadors/consular bodies & officials Students (high school/university) & teachers Manufacturers Banks HR/Employment agencies Artists Airports/transportation companies Chefs – F&B leaders/institutions Start-up communities Police/fire/emergency services (eg when dealing with crisis) Tax advisors Speakers/Celebrity experts Local thought leaders (eg in your congress destinations) Licensing bodies Social influencers Photographers & videographers PR, Marketing & Digital agencies Display companies; florists; decorators Telecoms companies Printing companies Office supply companies Office rental companies |
| C: VALUE OFFER – YOURS & POTENTIAL PARTNERS’ Have you ever comprehensively audited the value your association could offer to potential partners? Or undertaken a “gap analysis” to identify what assets you would love to take advantage of but don’t possess within your own organisation? | D: CONSTRAINTS & FEARS Most new businesses fail; many partnerships also end in divorce or acrimony – understanding the risks, limits, barriers and other “failure factors” in advance is vital if you’re going to design partnerships that deliver the results you hope for! Experiment and be bold, knowing that some projects may not work out, but enter new partnerships with your eyes wide open. |
| Staff expertise Member expertise Mentoring skills Access to audience/community Cultural interpretation or access Unique content Data & data analytics Existing events programme Tech skills or systems Design thinking skills & experience Project management skills & experience Training skills & systems Existing government relations Existing communication channels & media relations Reputation & status & track record Brand values & recognition Existing certification programmes Existing products & services Money – access to liquidity or cashflow Financial management expertise Fundraising ability/skills Access to Foundation funding Bulk-buying opportunities Cross-selling opportunities Time Relationship with sponsors/partners Shared risk/shared reward Use of buildings/offices/equipment Patents/Intellectual property Award programs Website Legal expertise & advice Feedback platforms Training events & workshops Crisis management skills & expertise New career path opportunities Exchange programmes Market trends/trend analysis Digitisation/change management experience Access to a younger membership/community New business models Health & Safety expertise GDPR expertise Access to specific geographical or sectoral markets Endorsements | History & past practices Board conservatism & inertia Leadership turnover Lack of negotiating experience No shared vision/mission No shared cultural values No articulation of value offering Failure to define boundaries Failure to articulate goals Failure to articulate roles & responsibilities Failure to adequately prioritise project Money – eg insufficient liquidity or cashflow Fear of time required Insufficient time allocated Suspicion of partner’s motives Unwillingness to experiment Potential loss of association’s unique culture or identity Risk of moving away from specialisation How will partnership be perceived by insiders/outsiders Ego battles/power games Micromanagement Existing contracts & legal constraints Stakeholder conflicts Fear of increased bureaucracy (Perceived) lack of innovative capacity Fear of “mission creep” Geographical distance GDPR Political environment Economic environment Non-profit vs for-profit clashes Insufficient trust Unclear project governance or management Overambitious goals/unrealistic expectationsl Lack of balance between partners’ capacity Reputational risk Technological limits/constraints Incompatible branding Failure to agree governance of partnership Lack of leadership Excessive workload Time zones Different languages Differing priorities Inability to deal with criticism Lack of competency or capacity Wrong timing Lack of clarity of objectives Complacency |
Promiscuous Partnership Philosophy – Additional Resources: “Wisdom of Crowds” Checklists
18th October 2023This is the amalgamation of results from a Dubai Association Conference workshop and similar sessions held at two editions of the European Association Summit, involving approximately 150 international association executives. Courtesy of Martin Sirk, Global Association Hubs’ International Advisor.
