4 Myths About Partnership Development
Want to reach an audience or change the world? Find the right partners. But first, let’s clear up a few misconceptions about the process.
Myth: One size fits all
There’s no single formula when it comes to outreach and partnerships. At ProSocial, we start by looking at each project holistically. What are the main issues being covered by the film, show, or initiative we’re working on? Who are the influencers working on these issues, and what are their top priorities and plans? Are certain cities or communities on the forefront of change? How might different potential partners fit into the campaign’s overall goals, because they can inform the efforts, reach a vital audience segment, or leverage a film to advance their own call to action?
Myth: Always go for the numbers
The goal of reaching as many people as possible can be extremely beneficial to certain projects. For example, a TV show covering multiple timely social issues would gain viewers from outreach to affected communities, existing fans, and new audiences who may resonate with the content. Grassroots outreach to a wide array of organizations can help connect with all these groups. On the other hand, some projects benefit from a smaller pool of carefully curated partnerships. These can include campaigns that focus on localized issues or the creation of a set of resources.
Myth: Only focus on the biggest players
Leading national organizations in a given issue area have invaluable expertise, far-reaching communication platforms, and diverse memberships they can activate across the country. However, you don’t want to overlook the deep ties that smaller organizations have within their specific communities. Local organizations can activate a specific community quickly to organize theater outings, host watch parties, or drive members to events.
Myth: Send out and sit back
When conducting outreach, we’re sending out dozens, sometimes hundreds, of emails per week, engaging with both previous partners and new organizations. But it’s not a matter of simply sending out these emails and then waiting for organizations to sign on. Partnership development takes much more time, care, and personalization to determine how each organization can benefit from and contribute to the campaign. As partners are secured, we’re in constant communication, managing the plans we’ve cultivated together, keeping them abreast of ongoing opportunities with the project, making sure we stay up to date on their programming, and tracking collaborative outcomes.
Interested in exploring partnership development for social impact? Contact ProSocial with details about your issue-driven film, TV/streaming series, or philanthropic initiative.
