Workbook

THE DRUCKER FOUNDATION

W O R K B O O K

Meeting the Collaboration Challenge
Developing Strategic Alliances Between Nonprofit Organizations and Business

WORKBOOK

Meeting the Collaboration Challenge
Developing Strategic Alliances Between Nonprofit Organizations and Businesses

The Drucker Foundation
INTRODUCTION BY

James E. Austin AND Frances Hesselbein

The Drucker FoundationNew York • www.drucker.org

Published by

Copyright © 2002, The Peter F. Drucker Foundation for Nonprofit Management, 320 Park Avenue, 3rd Floor, New York, New York 10022, www.drucker.org, and James E. Austin, 39 Melville Avenue, Dorchester, Massachusetts 02124. Jossey-Bass is a registered trademark of John Wiley & Sons, Inc. The materials that appear in this book (except those for whichreprint permission must be obtained from the primary sources) may be reproduced for educational/training activities. We do, however, require that the following statement appear on all reproductions: Meeting the Collaboration Challenge Workbook by The Peter F. Drucker Foundation for Nonprofit Management. Copyright © 2002 by the Peter F. Drucker Foundation for Nonprofit Management, New York, and James E.Austin, Dorchester. This free permission is limited to the reproduction of material for educational/training events. Systematic or large-scale reproduction or distribution (more than one hundred copies per year)—or inclusion of items in publications for sale— may be done only with prior written permission. Also, reproduction on computer disk or by any other electronic means requires prior writtenpermission. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 605 Third Avenue, New York, NY 10158-0012, (212) 850-6011, fax (212) 850-6008, e-mail: permreq@wiley.com. Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass directly, call (888) 378-2537, fax to (800) 605-2665, or visit ourwebsite at www.josseybass.com. Substantial discounts on bulk quantities of Jossey-Bass books are available to corporations, professional associations, and other organizations. For details and discount information, contact the special sales department at Jossey-Bass. ISBN: 0-7879-6231-7 Printed in the United States of America We at Jossey-Bass strive to use the most environmentally sensitive paperstocks available to us. Our publications are printed on acid-free recycled stock whenever possible, and our paper always meets or exceeds minimum GPO and EPA requirements.
FIRST EDITION

PB Printing

10 9 8 7 6 5 4 3 2 1

Contents

Introduction: Leading Beyond the Walls James E. Austin and Frances Hesselbein Acknowledgments Using This Workbook and Related Resources Relationships BetweenNonprofit Organizations and Businesses
Process Options for Building Understanding

vii ix xi xiii
xiii

PHASE 1

Prepare Your Nonprofit Organization to Meet the Collaboration Challenge
Process Options for Preparing Your Organization
WORKSHEET

1
2 3 7

1 2

Identify Assets and Capabilities Your Nonprofit Might Provide in Alliances Determine Benefits Your Nonprofit Might Seek in AlliancesWORKSHEET

iii

WORKSHEET

3 4 5

Review Your Nonprofit’s Strategic Goals and Readiness for Developing Alliances Delegate Responsibilities for Guiding Alliance Development List Your Nonprofit’s Current Relationships with Businesses

11 14 16

WORKSHEET

WORKSHEET

PHASE 2

Plan Your Nonprofit Organization’s Strategic Alliances with Businesses
Process Options for PlanningAlliances
WORKSHEET

17
18 19 21 23 25

6 7 8 9

Map Your Nonprofit’s Business Relationships on the Collaboration Continuum Research Each Potential Alliance to Assess Strategic Fit and Opportunities Identify Other Businesses with Which Your Nonprofit Might Create Alliances Design a Marketing Approach for Each Potential Alliance

WORKSHEET

WORKSHEET

WORKSHEET

PHASE 3

Develop Strategic...