Professional Documents
Culture Documents
It makes sense, but it doesnt explain how successful multi-sectoral partnerships are
created and sustained, much less how a global movement is created.
To identify what type of partnerships are best for your organization, it is easy to default
to one criteria. Do they have money? This creates a business model where you are
always chasing after single grants, one-off or small donations, or contributions for single
events. This approach limits your ability to access major sources of funding.
It is common knowledge in business that referrals and repeat customers are far more
profitable than constantly trying to attract new customers. The same holds true for
creating true partnerships which are more effective, more efficient, and better able to
attract sustainable flows of funding from a wider range of sources.
A multi-sectoral approach also yields a better return on investment for investors and
therefore opens up far more funding options.
The second default is to work with people and organizations like you. In interviews they
talk about finding a good cultural fit, a criteria that has been found to carry more weight
than analytical thinking and communication in hiring decisions. In actuality, good fit
means looking in the mirror and placing a high value on what you see, using your own
identity as a template for success. If you play sports, you gravitate towards someone
who plays sports. If your interest is the arts, you gravitate towards someone who has
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http://www.who.int/violence_injury_prevention/drowning/drowning_prevention_guide/en/
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an interest in the arts. And the search for similarities continues through cultural, socio-
economic and gender markers.
The problem is that when good fit means homogeneity, it decreases innovation and
success. Decades of research shows that socially diverse groups are more innovative
than homogenous groups.2
Diversity in approach and opinion can not be attained if all partnerships are formed
within the drowning prevention community. This is, in and of itself, a lack of diversity in
approach.
Drowning is a symptom.
Who Benefits?
Looking at who benefits should be broken down. How does your target audience
benefit? How do potential partners benefit?
Benefits for your target audience can include: one-stop shopping, or receiving multiple
benefits by participating in one program; greater perceived value of the benefit; the
benefit is easier to receive; the benefit is less expensive to receive.
Benefits for partners can include: greater demand for their programs; greater ability to
fulfill their mission; improved access to their target audience; access to complementary
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https://www.scientificamerican.com/article/how-diversity-makes-us-smarter/
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skills or technology; financial gain; exposure to a wider range of donors; and increased
name recognition.
Ideal partnerships support the adage a rising tide lifts all boats. When beneficiaries
begin to internalize behavior change, when they want to learn about water safety, that
fuels demand for programs.
To be most effective, every issue needs to have a broad framework of best practices
and consistent messages that are adapted to local custom. This approach is the most
cost-effective way to disseminate consistent information efficiently and accurately,
especially if you are engaging and empowering local people who understand the culture
and who have respect in their communities to act as ambassadors for change. Look for
organizations which have a respected boots-on-the-ground presence for related issues
to bundle services and strengthen community engagement, or look for organizations
who can tap into your boots-on-the-ground presence.
Our global knowledge must be consolidated into a global awareness campaign and then
integrated into local programs, adapted to cultural, socioeconomic, and geographic
realities. The structure can, and should, have several different layers of organizations,
as teaching the entire world about water safety is an enormous, complex task, but there
must be a cohesive centralized campaign.
To identify the right partners in your targeted area, look at the other factors which affect
your target audience and then look for partners who are a logical fit.
Who drowns?
What are the risk factors for drowning in the area?
Where do people drown?
When do people drown?
Why do people drown?
Dont settle for surface answers to your questions. Do a flow sheet and dissect each of
the factors using the Five Whys. For each factor, ask the question Why? five times to
break down the reasons to a granular level. This will help you identify non-obvious but
valuable partners.
For instance, Debbie Anne Turnbull of Rivers and Seas Sense in Wales looked at who
was drowning. Children and teens. What are some of the risk factors? Risk-taking,
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access. Where do risk-taking teens drown? Quarries. When? At all times. Why?
Cold water shock, lack of swimming ability, injury sustained when entering quarry.
Debbie Anne then approached cement companies in the area that had created the
quarries and partnered with them to provide water safety education in the schools.
Olympic swimmer Kirsty Coventry and her husband, Ty Seward, are developing a
program to teach swimming to at-risk children in Zimbabwe. They discovered very
quickly that teaching children who havent eaten makes no sense and are looking to
bundle their program with an organization which addresses hunger.
Once you have identified potential multi-sectoral partners, think about the type of
partnership which makes the most sense.
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tandem with the efforts of each organization. Ideally there should be a legal framework
supporting the agreement.
National consortiums are underway in the U.S., UK, and Australia. The Scandinavian
countries work together. Families United Against Drowning. All of these are increasing
our effectiveness, but we also need to develop consortiums outside the drowning
prevention community. Think country-wide, or regional, or even local. What
organizations can you work with to develop and deliver a program that meets the needs
of many local people?
There are misleading partnerships like Amazon Smile and Google Grants
Amazon Smile donates 0.5% of individual sales to any charity chosen by the buyer.
They have donated over $62 million in 10 years, which means they collected revenue of
$12.4 billion dollars. People who donate through Amazon Smile dont get a charitable
deduction on their taxes and it may reduce their likelihood of writing a more sizable
check to an organization. Charities have benefited, but Amazon is the big winner in
terms of revenue and good public opinion.
Google provides grants of $10,000 for ads for not-for-profits. The majority of the $89.5
billion dollars they earned in 2016 came from advertising revenue. Ad placement is
dependent on key words and search algorithms and a for-profit entity can easily outbid
the $2 per ad limit for not-for-profits for the best placement. Irish Water Safety has used
Google grants to drive 20% of traffic to their site, because they put significant effort into
identifying the right key words and understanding the search algorithms.
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By all means, sign up for Amazon Smile and Google Grants, but be aware, these are
not true partners, and without significant effort, your benefit will be minimal.
When looking for multi-sectoral partnerships, some potential partnerships may be:
climate change
water conservation
education
child protection
empowering women
job creation
pool/spa manufacturers
water purification companies (including chemical)
water related product companies (swim suits, rescue gear, recreational and toy)
water safety/potable water
Companies with a strong regional presence, especially if profit off natural resources
or employ large numbers of people
Other not-for-profits with ties to water safety, water conservation, ocean
conservation.
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Overwhelming success - As much as you may think if only we had a million dollars,
or ten million dollars, its very hard to grow a program rapidly while still keeping
control over the quality and outcome. Set reasonable plans for sustainable growth.
Make the Minute Matter integrates principles of social marketing into global awareness
and education campaigns and provides funding for our established network of skills-
based training programs. Our temporary website is: www.maketheminutematter.org,
but stop by the site for the full story after January 1, 2018.
The Make the Matter team is looking forward to to directing the publics attention to your
programs, and to providing ongoing financial support for your programs.
WORKSHEET
Dissecting Successful Partnerships in the For-Profit and Not-for-Profit Worlds
Do we have strong brand recognition in our targeted areas and with our target market?
Is the cause considered urgent in our targeted areas and with our target market?
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What are the contributing factors to the problem?
Who drowns?
What are the risk factors for drowning in the area?
Where do people drown?
When do people drown?
Why do people drown?