Building
Strategic
Alliances

July
2010

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"Those planet-tonguers over at
Greenpeace are building a
replica of Noah's Ark to raise
awareness about global
warming. For a bunch of
environmentalists, they're sure
cutting down a lot of trees. I
celebrate Earth Day because
it's America's planet."
Stephen Colbert
Forty years after the first Earth Day……
There is broad public support for conservation.
Inspiring people to take action requires trust
“Our issues are not environmental issues,
they’re community issues. When the
community owns it, you win.”
--Tracy Stone-Manning
 In the past, the
environment was
talked about by
regular people who
lived near the land
and cared about its
well-being.
Now….paid professional environmentalists are
doing the talking
Why build strategic alliances?
Diverse partnerships can help you weather
political changes
 Public Support = Political Capital

Mobilizing a broad face and voice for conservation gives our

issues credibility and clout
 Build political power and momentum

With the right partners, you can do more than just win a single
campaign: you can advance an entire policy agenda
How To: The nuts and bolts of building
strategic alliances
Lay the groundwork: Align resources

•  Build the the capacity

•  Invest in outreach
•  Create a culture of bridge building
Think it through
•  Assess your needs
•  Choose allies carefully
•  Build relationships to last
Build the relationship

•  Find common ground

•  Break the ice
•  Listen first
•  Agree on terms
•  Commit to long term
Make it work
• Start early and small
• Give before you get
• Offer to do the groundwork
• Share the spotlight or stay behind
the scenes
 Right-size expectations

•  Be patient
•  Develop messages together
•  Support their work (partnerships are a two-way street)
Set boundaries and respect theirs

•  Tune in, don’t cave in

•  Find common ground
•  Agree on goals and milestones
•  Get clear on roles and
responsibilities
 Work together to tell your story
Tell the story

•  Leverage partners’ reach and influence

•  Choose spokespeople based on audience values
•  Share the work and the credit
•  Take advantage of existing networks
•  Go for low-hanging fruit
•  Move outward in concentric circles

Use partners strategically

Use a variety of communications tools

•  Radio and newspaper interviews

•  Op-eds and letters to the editor
•  Editorial board visits
•  Action alerts and newsletters
•  Direct outreach to policymakers
Harness the power
of social
networking tools
like Facebook and
Twitter

•  Raise awareness
•  Share updates
•  Engage supporters
•  Build a community
Listen in to gauge public opinion
•  Track #hashtags or keywords
•  Join existing communities
•  Find and engage opinion leaders
 Case Studies
Saving the Valle Vidal

Bristol Bay/Pebble Mine

SF Physicians
for Social Responsibility
 Saving the
Valle Vidal

Protecting New
Mexico’s “Land of
Enchantment”
 The Campaign
•  Formed the Coalition for Valle Vidal
•  Defined a clear goal: “No drilling, leasing, period”
•  Invested in public outreach and education
•  Created a Core Values Statement
 Keys to Success
•  Broad local support
•  Clear goal that came from the community
•  Diverse spokespeople
•  Investment in outreach
 Take Aways
•  Focus on grassroots
•  Build it together
•  Leverage shared values
Empowering People in Bristol Bay
The fight to save “America’s fish basket”
The •  Public Education & Organizing
•  Legislation
Bristol
•  Litigation
Bay •  Corporate Responsibility
Strategy
 Big win:
Tiffany’s of London signs “No Dirty Gold” pledge
 Take-Aways
•  Let the locals lead
•  Use the jobs argument
•  Help people understand what’s at stake
Healthier Food in
Health Care
Campaign
Making sure hospital
patients get good food
from local farmers
The Strategy: Research, Relate, Engage

•  Do Your Homework
•  Build relationships and earn trust
•  Ask questions
•  Create incremental wins
 Take-Aways
•  Find partners that
complement your
strengths and
address your
weaknesses
•  Start small
•  Focus on values
 Summary:

•  Strategic alliances are key

to short-term wins and long-
term credibility

•  It’s all about relationships;

you have to give as good as
you get

•  Building partnerships
depends on finding shared
values
Worth Exploring!
•  Social Media 201 – August
•  Framing & Messaging – September
•  Media Relations – October
•  Story Pitching 101 – November
•  Blogger Relations – December
Thank You!

Nicole Lampe Lynda Giguere

Program Director Program Director
harlin@resource-media.org lynda@resource-media.org
503.719.5626 907.771.4020

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