The Collaboration Challenge

SPNM Case Studies City Year & Timberland (community service) CARE & Starbucks (international development) Bidwell & Bayer (job training) The Nature Conservancy & Georgia-Pacific (environment) Jumpstart & American Eagle Outfitters (preschool education)

SPNM Survey The Jimmy Fund & Perini Corporation United Way of Seattle & Nordstrom American Humane Association & Ralston Purina Time to Read & Time Warner Amnesty International & Reebok Beginning with Children & Pfizer National Science Resources Center & Hewlett-Packard United Negro College Fund & Merck Reading is Fundamental & Visa National Geographic & MCIWorldCom.

SPNM Why partner? The Motivational Spectrum Minimum Sustainability X X Altruism Utilitarianism Blended motivation

SPNM Collaboration Continuum Relationship stage Level of engagement Low  High Importance of mission Peripheral  Strategic Magnitude of resources Small  Big Scope of activities Narrow  Broad Interaction level Infrequent  Intensive Managerial complexities Simple  Complex Strategic value Low  High I Philanthropic II Transactional III Integrative

SPNM Making the Connection Touching Personal Experiences Hitting Core Values Engaging Top Leadership Motivating Through Service

SPNM Ensuring Strategic Fit Investing Up Front Discovering the Fit Using Experts

SPNM Collaboration Value Construct What is the collaboration’s value? Value definition Benefits & Costs To the Nonprofit To the Corporation To Society

SPNM Benefits to Company Customers Emotional gratification Generic good will Specific, intense connection with stakeholders Buying preference Loyalty Image enhancement Emotional connection

SPNM Benefits to Company HHRR Motivation Productivity Loyalty Emotional gratification Generic good will Specific, intense connection with stakeholders Recruiting Retention Diversity management Selection Customers

SPNM Benefits to Company Emotional gratification Generic good will Specific, intense connection with stakeholders Government HHRR Customers Credibility Access Favorable Treatment

SPNM Benefits to Company Emotional gratification Generic good will Specific, intense connection with stakeholders Community Engagement HHRR Support Customers Government Suppliers - distributors

SPNM Benefits to Company Emotional gratification Generic good will Better internal process management Specific, intense connection with stakeholders Repositioning of product or brand Competitive advantages Access to special resources Community Suppliers - distributors Government HHRR Customers

SPNM Benefits to NGO Cash or in-kind donations Greater exposure + Greater credibility Capacity building Competitive advantages Distribution / expansion channel Access to the media Access to funding Operating technology Communication techniques Management techniques Capacity to lead Access to volunteers Access to suppliers Access to other partners Access to government

SPNM Value Creation “Generic Resource Transfer” “Core Competencies Transfer” “Joint Value Creation”

SPNM Value Balance Two-Way Flow Perceived Equity Motivation & Influence Risks

SPNM Value Renewal Needs Change Complacency Risk Innovation Imperative Benefit Transferred

SPNM Managing the Relationship Organizing Responsibility Communicating Effectively Building Trust Ensuring Accountability

SPNM Collaboration Guidelines Seven Cs of Strategic Collaboration CLARITY of Purpose CONNECTION with Purpose and People CONGRUENCY of Mission, Strategy, and Values CREATION of Value COMMUNICATION Between Partners CONTINUAL Learning COMMITMENT to the Partnership

The Collaboration Challenge