The Partnership Prize Launches in San Francisco’s North Bay, Call for Nominations

October 17, 2014

hands only

We are very pleased to announce the “Call for Nominations” for the first-of-its-kind Partnership Prize. The Partnership Prize will recognize and reward exemplary partnerships which have been developed in the North Bay region of the San Francisco Bay Area, including Marin, Napa and Sonoma counties. The Partnership Prize is designed to stimulate future partnerships through the networking of nonprofit and for-profit organizations.

Cross-sector partnerships are partnerships between two or more partners from the for-profit, nonprofit, education or government sectors which benefit the business or mission objectives of the individual partners while collectively focusing on creating a greater good. To be considered, these partnerships must not be purely philanthropic, such as solely giving or receiving financial support. Exemplary partnerships are those which have created multiple linkages, activities and relationships between the partners, preferably over an extended period of time, and which have demonstrated measurable economic, social or environmental value.

We will be providing eight awards*:

1) The Grand Prize: The most exemplary cross-sector partnership in the North Bay (1)
2) Cross-sector partnerships between organizations over 50 employees (three prizes, one each in Marin, Sonoma and Napa counties)
3) Cross-sector partnerships between organizations under 50 employees (three prizes, one each in Marin, Sonoma and Napa counties)
4) Nonprofit with Nonprofit organizations of any size (1)
*These are not monetary awards. Award plaques will be given and there will be extensive promotion of the winners through NorthBay biz magazine and other media and promotional outlets.

Here is the link to the nomination form. http://www.northbaybiz.com/Glow_Your_Biz.php The deadline for nominations is Oct. 29.

The Partnership Prize awards ceremony will be part of the second annual Glowing Your Business partnership workshop on Friday, November 21st. Here is the link to the Glowing Your Business workshop information: https://www.northbaybiz.com/media/Glowing_Event_2014.pdf

While the first Partnership Prize is focused on Marin, Napa and Sonoma counties of California, we envision this important program to be greatly expanded in the future.

For further information, please contact me directly at bruce@bruceburtch.com or 415-454-0839

Thank you.

Bruce Burtch


How to Sustain a Cause Marketing Partnership

September 18, 2014

Please enjoy this article I wrote, published in the September issue of IABC’s Communications World magazine.

So you found the perfect partner organization for your cause marketing campaign. You self-assessed without mercy. You specified what you’re bringing to the table, researched closely-aligned organizations, compared objectives, and secured a partnership that’s a win-win for everyone.

Nice job!

But before you start handing out the cigars, it’s important to set your partnership up for long-term success. How? By:
•Establishing and maintaining trust.
•Exhibiting flexibility and open communication.
•Specifying measurement criteria.
•Considering scalability and growth potential.

These partnership sustainability safeguards are critical, not only to new partnerships but also to those that have been chugging along for a while.

Build trust and be transparent

All successful relationships, including cause marketing partnerships, are based on trust—and nothing forms trust faster than telling the truth. This means all partners openly discuss their goals, vulnerabilities and needs, and honestly address hidden agendas before they cause problems.

Transparency is vital for effectively engaging both your target market and your partner organizations. A good example of an organization that requires stringent transparency in all of their cause-related partnerships is the American Red Cross, whose required donation language for any cause marketing donation program reads:

“XYZ will donate to the American Red Cross, including the amount of the donation as a flat fee (e.g. $1 for every shirt sold) or a percentage (e.g. 25% of the retail sales price) and the time frame (e.g. from September 1, 2014 until August 31, 2015).”

This kind of full transparency creates trust with the public—and with all partners.

Remain flexible with open communication

Staying on schedule and on target is important, but when a new opportunity appears, stay open-minded about it, and help others in your partnership to do so as well. It could be a special event, a major media interview, or an entirely “off-the-wall” promotional idea. It could be that a new partner wishes to join your campaign. Explore these potential opportunities, while keeping in mind your resources and priorities.

Open communication is key as well. If you’re the point-person from your organization, it’s your job to keep all of your stakeholders fully informed of all aspects of the partnership, whether good or not so good. Keep and publish minutes of your meetings, set regular times to convene as a full partnership team, and when issues, disagreements or other challenges arise, communicate your concerns and work them out as a team as soon as possible. In nearly all cases, overcoming challenges together strengthens the partnership and the individual relationships.

Flexibility, openness, and clear communication will keep your partnership on solid ground.

Set up measurement criteria

Early in your partnership development, collaborate with your partners to determine which partnership goals, both individual and collective, are most important, and create concrete, measurable criteria for evaluation. For example:
•Does one partner want a facility built by a certain date? A specific amount of increased funding or donations raised? Certain pro bono services?
•Does a partner want a certain number of volunteers recruited? A particular number of volunteer hours provided?
•Is a partner expecting a certain value in media exposure, community goodwill or new strategic relationships?

To be most effective in evaluating your partnership’s progress, establish starting benchmarks using specific metrics and measurement processes to use throughout the campaign.

Here’s an example: For its 2006 Prepare Bay Area partnership with Pacific Gas & Electric (PG&E), the American Red Cross Bay Area chapter used as a starting benchmark its survey finding that only 6% of San Francisco Bay Area residents were prepared for a major disaster. At the beginning of each year of the three-year campaign, the partnership surveyed its target audiences to understand clearly where the initiative stood against its goals. When they hit 26% prepared at the end of the campaign, they had some serious, verifiable bragging rights.

Mobile-Bill-Boards-2

Mobile billboards like this one in front of San Francisco’s Ferry Building showing the potential devastation of an earthquake were part of the Prepare Bay Area campaign, a partnership between the American Red Cross and utility company Pacific Gas & Electric.

Measurable benchmarks and ongoing monitoring allow you to know where you are, see whether you are on the right path to success, and tweak your campaign if needed.

Scalability and growth potential

The clearest indication of a successful partnership is when all partners want to continue their relationship. Following the success of Prepare Bay Area, PG&E and the American Red Cross Bay Area chapter again teamed up to expand the preparedness program through a broader Ready Neighborhoods initiative.

In order to deepen their impact by scaling the program out beyond the Bay Area and across the state of California, PG&E more than doubled its original US$1 million over three-years financial commitment–and has continued to partner in this important campaign ever since.

The recognition PG&E and the American Red Cross chapters have received due to their Ready Neighborhoods partnership has been tremendous: Last year, the U.S. Federal Emergency Management Agency presented these organizations with its prestigious Community Preparedness Award in a high-profile ceremony and community event.

Patience

The most successful partnerships do not hit their stride until the second or third year. But if you’ve built trust and confidence, remained flexible and communicative, measured your pre-set criteria and kept your eye on future growth, you’ll have a strong support system of energized team members and partners who want to keep it going, establishing a continual cycle of creating a greater good.


Special Discount Opportunity for Win-Win for the Greater Good

September 2, 2014

Now also available on Kindle

Final Cover for web

I am thrilled with the exceptional testimonials and reviews for Win-Win for the Greater Good, the most comprehensive “how-to” guidebook on the development of cross-sector partnerships – partnerships between the nonprofit, for-profit, education and government sectors.

Called a “must-read for any organization” by Howard Behar, President (retired) Starbucks Coffee, Win-Win provides a proven-effective 12-step process based on over 35 years of partnership development on the local, regional and national levels.

To receive a 20% discount ($4) off the $19.95 retail price of the book, visit http://www.createspace.com/4384579 and in the checkout process put the following code in the box: JHHVKMHW.

Casey Sheehan, CEO, Patagonia stated, “Win-Win for the Greater Good provides the how-to blueprint for organizations of any size any sector to build highly productive partnerships. It reveals the true essence of success-focusing on the business objectives of your partner, while striving together to create a greater good.”

Peggy Duvette, former Executive Director of WiserEarth
said, “Worth its weight in fundraising goal. Win-Win for the Greater Good turns the tables on traditional approaches to nonprofit/for-profit funding relationships. It challenges you to build a business value proposition and provides 30 ways to beneficially impact your organization through partnerships, while greatly increasing your service impact.”

“Win-Win, lucidly captures Bruce Burtch’s decades of practitioner wisdom on cross-sector partnerships. The book is filled with rich examples and insightful practical guidance on how to build powerful partnerships. Read it and learn from a master!” James E. Austin, Professor Emeritus, Harvard Business School.


Great America: Déjà vu, all over again

June 18, 2014

Snoopy, Bruce and Charlie Brown
(Snoopy, Bruce and Charlie Brown)

Yogi Berra had it right: It’s like déjà vu all over again.

Today I stood center-stage at the Great American Theater, the largest live performance auditorium at California’s Great America in Santa Clara. The occasion was the annual convention of ACE, the American Coaster Enthusiasts, those wild and daring people who travel the country experiencing every form of twist and turn, soaring heights to plunging depths, of the country’s most challenging roller coasters. Timid is not a word heard in these surroundings.

I had been invited as their special guest, because on March 20, 1976 as Public Affairs Manager of what was then called Marriott’s Great America, I had the wonderful and rather daunting (at age 25) responsibility of designing the opening promotion of Great America, the largest project at that time in the history of Marriott Corporation.

Facing the crowd of 350 coaster enthusiasts, I drifted easily back to those earliest years of my career, and especially to a particular time when I stood at that exact spot. It was 1976 and I had invited Clint Eastwood and Merv Griffin to visit Great America. I wanted them to experience the simply outstanding live entertainment performances that at the time were seen as the standout feature of the theme park. The show that was playing that first year was Music America, a high energy musical romp through 45 Americana songs. Performed by an extremely talented cast of 25 high school and college-aged men and women, supported by a 17-piece orchestra made up of similar ages, this extravaganza climaxed with an audience standing ovation at all performances.

At the close of that particular show as the audience filed towards the exit doors, I escorted Clint and Merv onto the stage. We lifted a portion of the huge red velvet curtain and we proceeded under to greet the performers. Emerging on the other side these two internationally-known stars brought the stretching and exhausted cast to a startled halt. After exchanging pleasantries and a quite a few OMG remarks, Merv Griffin offered them the ultimate compliment. He said, “There is nothing on Broadway that is anywhere near as entertaining as what we just witnessed.” These words made everyone’s day, probably year.

As I emerged from the theater this afternoon, I walked slowly, dreamily, through a very changed Great America. Gone were the strolling marching bands, steam driven train with its haunting whistle, gone were Bugs Bunny and the other Warner Brothers characters, replaced by Snoopy, Charlie Brown and friends. What once was a broad offering of live entertainment constantly erupting from all directions has now morphed into a primarily ride-focused amusement park. Still very nice, but for me, not as nice.

As I left in the late afternoon I noticed a sandwich board near the front entrance. It said that on a day coming up California’s Great America would be donating a portion of that day’s proceeds to the Avon Walk for Breast Cancer. I flashed-back to 1976 when I had developed a partnership between Marriott’s Great America and the March of Dimes to help promote the opening of our new theme park, while raising much-needed funds to fight children’s birth defects. That partnership raised $2.5 million (a lot of money in 1976), a whopping 40% more than had ever been raised in the Western Region of the March of Dimes. That partnership is considered the first cause marketing program in history, and as the designer, I have been called the “father of cause marketing” by the Cause Marketing Forum.

For me, today was full of intense emotion, revisited experiences, and once again, enjoying the exploding laughter of a family getting soaked together on the water ride. As I drove away, I remembered the line I wrote for our highway billboard on the opening day 38 years ago: Super Smiles and Summer Fun, Welcome World, We’ve Just Begun.

Déjà vu, all over again, again.


Stakeholders: Take advantage of your full team to generate partnership success

May 29, 2014

Part 17 in the Win-Win for the Greater Good series

Wikipedia defines a stakeholder as: “Any person, group, organization, or system who affects or can be affected by an organization’s actions.” Look around at all the people who are involved in your organization, both internally and externally: your employees, your customers, your shareholders, your vendors, your community, your business partners, government regulators, the media – these are your stakeholders and these are the people who really matter. These are the people you must protect, serve and value the most. When you focus your efforts on bringing value to all your stakeholders, you create the greatest beneficial impact for your organization. The converse is also true – if your stakeholders are not engaged, not valued, they have the potential to have a negative, and sometimes significant, impact on your organization.

Here is a diagram that illustrates the many stakeholders of a typical for-profit organization.

Stakeholders

The stakeholders for a nonprofit organization are very similar. Your shareholders are your donors, your customers are the people you serve, your business partners are your volunteers, etc.

As you see, there is an interrelationship, indeed interdependency, where all stakeholders are involved in a give-and-take relationship with the organization of which they are stakeholders. At first glance, it would seem that the relationships are primarily between the organization and the outer circle of their stakeholders. However, as this diagram reflects, the stakeholders themselves can have separate relationships between themselves, and thus impact and influence the entire organizational ecosystem.

When an employee believes that their organization has a particularly strong commitment to being a good citizen in their community, they will loudly and confidently communicate this belief. Consequently, the stakeholder and communication/effect cycle is potentially more interrelated. The ramifications can be significant, as any positive or negative influence a stakeholder has on other stakeholders can have a corresponding positive or negative influence on the organization itself.

The very good news is that when an organization is focused on the success of all stakeholders, all stakeholders are focused on the success of the organization. And when an organization is focused on not only benefiting all stakeholders, but additionally in serving the greater good through a well-designed and well-executed cross-sector partnership, your organization will begin to glow.

Your stakeholders will provide an honest critique because they have a vested interest in the success of your organization. They will provide creative input, business contacts, perhaps funding, and a myriad of other assets that will serve your cross-sector partnership endeavors and your organization well.

Please visit http://www.bruceburtch.com for more information about cross-sector partnerships and Win-Win for the Greater Good.


Are you prepared for partnership success? Here’s how to find out.

May 22, 2014

Part 16 from the Win-Win for the Greater Good series

Revised magnifying glass

Know Thyself!

Before you start your partner exploration process, you need to analyze carefully your reasons for wanting a partnership, assess your abilities and assets, and especially your commitment to deliver your end of the bargain. A clear understanding and preparedness when entering into a cross-sector partnership comes only after a comprehensive internal assessment confirming that you’re ready, willing and able to be a productive partner. In other words: you must first know yourself before you can reach out to others.

Who are you? Most organizations think they have a pretty good idea of who they are. They may have vision statements, mission statements, standard operating procedures, annual reports and/or press releases that tout their latest products, services, partners, achievements, etc. However, without analyzing your corporate culture, and especially how you’re seen by the public, you may not know who you really are.

Amazon founder Jeff Bezos described your organization’s brand as “What people say about you when you’re not in the room.” Your brand, which is a fancy way of saying your reputation, is not who or what you think you are but how you are viewed by all who come in contact with your organization.

Taking the time to develop a clear understanding of what your organization really stands for and how it is viewed by the public is not only the necessary foundation for a successful cross-sector partnership, but for the success of your business in general.

Before you begin the Assessment Process, I strongly recommended that this process be led by your senior management, preferably your CEO or Executive Director. S/he must be involved in this cross-sector partnership conversation and Assessment Process, at least in the beginning stages, as this individual sets the overall tone, direction and strategy of your organization. I suggest that your Assessment Process team include several people from the list below, though a smaller organization may not have or need this deep a team.

• CEO/Executive Director
• Chief Marketing Officer and/or highest member of your sales or marketing team
• Director of Community Affairs and/or Public Relations Director
• Top representatives from your outside creative agencies (PR/advertising/marketing)
• Director of Human Resources
• A member of your Board of Directors, especially one whose business is marketing or creative services
• At least one well-respected employee
• At least one volunteer, if applicable
• A recorder: Someone to take detailed notes and serve as the communications link for all on this assessment team

The entire Assessment Process should take no more than two or three meetings, especially if notes are provided and next steps are determined as assignments for each member of the team to prepare for the next meeting. The length of this process depends greatly on the commitment of the team, leadership involvement, and how much work may have already been done by your organization.

In the course of this Assessment Process, problematic issues may arise – be sure to address them immediately. Such issues rarely go away and can be very embarrassing and a waste of time and money if not handled early and well. The key to this critical exercise is to ascertain if your company has the motivation, ability, personnel, budget and leadership to undertake a long-term partnership, with all of its inherent bumps and challenges…and rewards.

Step 1: What Do You Want to Do?
Step 2: Assess Your Company and Brand Perception
Step 3: Is Your Organization Ready for a Cross-Sector Partnership or Cause Marketing Campaign?
Step 4: What Do You Bring to a Partnership?
Step 5: Defining Your Partnership Team

Note: An electronic copy of the complete Assessment Process can be found at the Resource Center at http://www.bruceburtch.com.

Please visit http://www.bruceburtch.com for more information about cross-sector partnerships and Win-Win for the Greater Good.


What to Avoid When Developing a Cause Marketing Campaign

April 10, 2014

Part 14 from the Win-Win for the Greater Good series

Even with the best intentions, sometimes among major players who should know better, cause marketing can go terribly wrong. The mantra of cause marketing, indeed of all cross-sector partnerships, is that the partners need to be well aligned. Their missions, their products or services and how they present their campaign to the public must make sense as a partnership. The public becomes skeptical when they smell or taste that the campaign is purely done to make money. Here are some bloopers.

Kentucky Fried Chicken (KFC) Pothole Program
Recognizing the ubiquitous problem that many of our roads and highways have fallen into disrepair, KFC thought that it would be a good idea if they teamed up with several cities around the country and filled in those cities’ potholes. So the public would know who was making this generous donation, KFC painted their bright white logo on top of the freshly laid asphalt. As you see in this promotional photograph, “The Colonel” is pointing his cane at a recently paved, logo-covered pothole.

KFC Colonel

So we see potholes filled with oily black tar, covered with a KFC logo, which will be run over by cars, slowly but surely erasing the logo. This message has the unintended effect of linking KFC and its heavily-oiled, deep-fried chicken with steaming oily black tar and inadvertently, brings a whole new meaning to “road kill.”

I hate to pick on KFC, but if the bucket fits. After the above-described campaign, they developed a partnership with Susan G. Komen for the Cure and produced a second highly-questionable campaign where they really stuck their wing in it.

KFC Buckets
“Buckets for the Cure” Campaign

KFC and Susan G. Komen for the Cure launched a campaign in which they printed pink KFC buckets with the breast cancer ribbon and then handed their customers the bucket full of fried chicken wings, legs and breasts. $.50 of the sale of each bucket went to the charity. What were they thinking? A respected nonprofit organization dedicated to education and research about breast cancer promoting deep-fried food, in pink buckets.

Yoni Freedhoff of Weighty Matters said: “So, in effect, Susan G. Komen for the Cure is helping to sell deep-fried fast food and, in so doing, help fuel unhealthy diet and obesity across America, an odd plan given that diet and obesity certainly impact on both the incidence and recurrence of breast cancer.”

What was this campaign really all about? Yes, money. KFC donated more than $4.2 Million to Susan G. Komen for the Cure, the largest single donation in organization’s history. Roger Eaton, President of KFC Corporation said, “This was a campaign that allowed our customers to fill up their stomachs and their hearts at the same time.” Needless to say, this campaign caused a media and consumer controversy which, if only briefly, damaged the credibility of Susan G. Komen… but it made lots of money.

The investor extraordinaire, Warren Buffett, once said, “It takes 20 years to build a reputation and five minutes to ruin it.” There is nothing worth the risk of destroying a hard-earned reputation.

The key points I would suggest you take away from this discussion on what not to do in cause marketing:
• Do absolutely nothing that will hurt your brand. Good reputations are hard to gain and much harder to regain if lost.
• Never be just about the money; greed is ugly and hard to hide.
• Always put the cause first, which will gain attention, loyalty and finally, financial success.
• Be unique! Stand out from the crowd! Don’t be a chicken! (sorry)

Wrapping Up
Cause marketing comes in all shapes and sizes and can be an exceptionally effective fund development and brand awareness-generating program because it:
• Leverages the marketing clout, assets, intelligence and connections of organizations from different sectors
• Focuses on doing good, and the public responds very well to organizations doing good
• Motivates your employees, customers and all stakeholders of your organization
• Attracts media attention…for free!
• Generates sales and raises donations
• Delivers what one organization can’t possibly do alone

Please visit http://www.bruceburtch.com for more information and to view Win-Win for the Greater Good.