Part 18 from the Win-Win for the Greater Good series
Before beginning the deep dive into what your organization would like to do through a cross-sector partnership and then defining your key objectives, there is a critical first step - asking the question: Do you know your WHY? The products or services your organization provides is the what you do. The manner in which you deliver these products or services to your customers or the public is how you do that delivery. However, the most important question that you and your organization must determine is why you do what you do. The why must come first. The why is your driving motivation. It’s what inspires you, your employees, your donors, indeed all your stakeholders, to take interest in your organization and to support it wholeheartedly. Without a strong and articulated why, you are just another nuts-and-bolts organization (in any sector), and one of the very many.
The similarities to what we have described as a glowing business are obviously related to the why. Glow starts from within, and radiates outwardly, and so does the why. You can’t have a glowing organization unless all your stakeholders are inspired and motivated, thrilled to be involved and thrilled to tell others about this involvement. My belief is that the best and maybe the only way to create this glow, this why, is by embedding a cause consciousness into the very essence and culture of your organization. When your organization stands not just for your own benefit, but far more importantly, for what you can do for others and to create a greater good…that’s the glow, that’s the why.
Simon Sinek wrote the terrific book Start With Why. He writes, “By WHY I mean, what is your purpose, cause or belief?” And further on, “People don’t buy WHAT you do, they buy WHY you do it.” And my favorite line: “… all those who share the organization’s view of the world will be drawn to it and its products like a moth to a light bulb.”
With the understanding of your why firmly in place, now you can move on to what you want to do. We have explored the multiple benefits that can come from a cross-sector partnership. But practically speaking, your organization must choose the specific objective or a very short list of priorities that are the highest priorities. For example, you may decide that your top priority is to raise the sales revenue of a particular product or service, provide employee volunteer opportunities in your community or to open up a new store or business location. If you are a nonprofit, your primary objectives may be to increase your donor base, fund and open a new project or program, attract corporate volunteers, develop an earned income opportunity, etc.
To assist in determining your “What do you want to do?” process, you may wish to utilize the two “Top 10” lists: Benefits a for-profit organization can receive by working with a nonprofit organization and Benefits a nonprofit organization can receive by working with a for-profit organization, provided earlier in this book, or preferably, review the complete lists of benefits which can be found in the Resource Center at www.bruceburtch.com. Now you have over 30 distinct benefits your organization may be able to receive in a cross-sector partnership and these will serve as a guide in determining which objectives would have the greatest positive impact on the needs, challenges or opportunities facing your organization. When developing your strongest case for what will work best for your organization, and in due course what will provide the best partnership opportunity, you need to select from these ideas or objectives your top three, and then very clearly, define and agree upon your number one objective.
By defining your top objectives, and especially by selecting one as your top objective, you significantly increase your potential for a successful project or campaign. If you try to address too many objectives you will weaken the energy, resources and talent, and potentially not accomplish any of your objectives.
Please visit www.bruceburtch.com for more information about cross-sector partnerships and Win-Win for the Greater Good.