Creating Signature Experiences with Corporate Partners
By Diane Sears and Therese Smyntek, NAWBO Orlando
To begin creating signature experiences with your chapter's partners, first read NAWBO's invitation to potential corporate partners.
Tips for creating better partnerships:
1) Approach your potential partners as you would approach any new business opportunity. Research the company: What product or service does the company offer? What is important to that company in order for it to succeed? Who is the company’s best customer? Why would the company seek out NAWBO? etc. Don’t forget intangibles.
Bring a packet of materials that show your chapter's best attributes or associations (see tip #2 below).
When you meet the potential partner make sure several members attend who will “team” well together both in presenting NAWBO and listening to the potential partner’s needs and requests. Use the research you have done to be knowledgeable without knowing it, all which will help you demonstrate ROI.
2) Bring your “sales packet” describing potential partnerships. But remain open to creating a perfect fit for the partner. Items included: brochures and programs of events you sponsor or headline, copies of chapter newsletters, postcards and other tangible materials; links to your website; a fact sheet and/or cover letter describing your mission statement, Board of Directors, and your important associations and alliances--local, national and international; your partnership opportunities and other related materials; a generic invoice (just in case the partner prefers to write a check immediately).
3) Think partnership vs. sponsorship. This mindset will make all the difference. You’ll get much more than money. This includes opening and closing your conversation with “What can NAWBO do for you?”
4) Ask how your chapter can be a good partner. Don’t just ask for money. Ask how your chapter can show ROI. Be honest about your strengths and weaknesses. You will be surprised how many potential partners want to see you succeed, and by finding a way to build your chapter will see returns.
This often means looking at the intangibles your organization can offer in return including introductions and business-to-business opportunities with other partners, nonprofits and alliance organizations.
Highlight this information in your sales packet. Remember to ask for the partner’s ideas on how to help you succeed.
5) Create rules for working together. Look like you have a plan when you approach a potential partner. Be sure they understand how to participate and encourage them to create relationships with your members. But be clear about the specifics of those contacts.
For example, discuss when you provide opportunities for partners to distribute sales materials or present their pitch. Study openings for the partner to speak or educate the membership on important topics.
Offer the option for the partner to join your advisory boards, mentoring or other committees.
6) And bend those rules when necessary. Not all partnerships will fit into a neat box. Make each partnership unique.
7) Treat corporate partners like your best customers. Earn their respect--and they just might come back year after year.
8) If the partnership is not mutually beneficial walk away…thanking them for the opportunity.