Commercial partnerships have long helped fund Grey Power’s advocacy work on behalf of New Zealand seniors but the real value is that they benefit both parties – the Federation and the retailer or service provider.
Because this support is invaluable for ongoing advocacy work, Michael Cullen from Te Awamutu presented a report at the AGM which encouraged Grey Power members to take advantage of the many nationwide partnership benefits.
These included access to discounts and commission offered by partners such as Grey Power Electricity, AIL of New Zealand, ATOPIS Skincare, the Gofuels Card, Resonate Healthcare, and most recently, Carters Tyre Services.
He pointed out that the benefits went far beyond those for individual members. Among gains for the Federation were access to funding, increased visibility through retailer platforms, plus extended reach to new demographics.
“Correspondingly, retail partners benefited from Grey Power’s community trust and significant membership with joint campaigns promoting partners’ products and services.”
However, he added there were common challenges.
“Misalignment of goals and expectations; imbalance of power or recognition; short term focus instead of long term sustained effort plus data privacy and accountability issues can result in difficulties.
“To meet such challenges, clear, regular communication is required with shared objectives as well as mutually beneficial agreement, regular impact tracking and reports plus public celebration of milestones.”
Looking ahead Michael added to maintain a successful partnership model, Grey Power needed to build on existing relationships and seek new partnerships.
To help members recognise and support partners he urged the Federation to actively market partners’ products and services to associations by listing them and their benefits on the website, and in Grey Power magazine, association newsletters and direct mail.
“If we carry out due diligence, then the Federation, its partners and individual members will benefit.”
