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A Partnership Should Have Value (and Peace) |
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Monday, 16 October 2006 |
by Diane Amdur
Ten Nobel Peace Prize laureates on one stage, including the Dalai Lama and Archbishop Desmond Tutu, and almost 3,000 international students listening to their wisdom from the audience. This moment was a first-ever in the United States. The feeling from JohnstonWells’ staff was historical, as well.
When JohnstonWells Public Relations wanted to give back to the community in a generous and meaningful way, commemorating its 35th year in business, the firm thought carefully about a cause that shared its values, commitment and passion. The firm craved pro-bono work that was fulfilling enough to replace financial worth, had emotional merit and was significant enough to celebrate such a milestone.
So how do you choose a nonprofit with professional and personal value to your organization? Answers to the following questions will help you assess the value of a potential pro-bono relationship.
- Does the nonprofit have an aligned mission with yours?
- Can your employees relate to the cause and will they be passionate about investing their time?
- Can you help the pro-bono client succeed while continuing to meet the needs of paying clients and customers?
- Is the content of the project interesting and a good fit?
When Gwinavere Johnston, CEO of JohnstonWells, learned about the anniversary celebration of the locally-based, international organization, PeaceJam, she knew she could answer “yes” to all the above questions.
Does the nonprofit have an aligned mission with yours?
- PeaceJam is a non-profit organization whose mission is to create action and stimulate peace through inspiring youth from around the world. JohnstonWells’ commitment to youth, community and education matched PeaceJam’s credo.
- PeaceJam was seeking media support for its 10th Anniversary Conference in Denver, which featured the largest gathering of 10 Nobel Peace Prize laureates in the United States. JohnstonWells appreciated the familiar anniversary aspect and felt that the Denver-based, but international scope, could be supported by its affiliation with IPREX (the world’s largest public relations corporation).
Can your employees relate to the cause?
- JohnstonWells’ employees were passionate about PeaceJam’s focus and eager to learn from the laureates. They were challenged and inspired by the idea of becoming part of this cause – all staff members wanting to participate and contribute.
Can you help the pro-bono client succeed while continuing to meet the needs of paying clients and customers?
- JohnstonWells was staffed efficiently and could leverage the right PeaceJam team without compromising other account work. In addition, clients would be excited and impressed by JohnstonWells’ partnership with PeaceJam, hoping for invitations to some anniversary events with the laureates.
Is the content of the project interesting and a good fit?
- PeaceJam needed help with its overall media strategy and specific anniversary event. JohnstonWells has excellent relationships with reporters and knows how to work with them successfully.
The criteria helped balance JohnstonWells’ personal interest with its professional goals and marry the anniversary celebrations with great success. The firm valued the connection, its employees treasured the opportunity to participate in such an inspiring project, and its paying clients respected the relationship. The PeaceJam organization gained $150,000 worth of donated expertise from JohnstonWells who shared its mission for better media relationships and international exposure for its 10th Anniversary Conference. A perfect pair.
According to the Dalai Lama “If you want something, you should give the very thing you want.” It gave back the very things it wanted – inspiration for youth, a call to action for peace and improvements for our global community. This partnership had value beyond dollars. Just good sense.
Article written by Diane Amdur, senior counselor at JohnstonWells Public Relations, where nonprofit public relations and pro-bono work are essential to the firm’s success and colorful fabric. |
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