If we're talking about social projects, so among the partners you'll have business representatives and private persons.

BUSINESS
Corporate social responsibility/business owners/management. Why they? Corporate responsibility has been developing recently in Ukraine, companies merge and this becomes a necessity. For since Ukrainian companies started cooperating with the European market, they have been obliged to submit two reports (financial and non-financial). Hence, for a certain and already considerable part of business — corporate social responsibility is not just their wish, but their obligation. Now, you've got to think about who could be made interested in a project. You shouldn't go to every company, but only to a certain one.

PRIVATE PERSONS
Opinion makers/microinfluencers. There's a certain trend in communications that can be called a "superstar" trend. We're looking for such partners that we'll be advancing our project from their pages in social networks. Those are opinion makers that have at least 20K subscribers. The method works out fine, but not always. So there're microinfluencers in social networks, who are also worth attention and participating in projects. Although these people have a smaller audience, it's nevertheless structured and thematically oriented.
EXPERIENCE-PROVEN TIPS
Everybody competes for success. And in order to have success, you need successful campaigns and interesting cases, media coverage. If you're proposing a project that's going to be a loud one, that will bring the companies some dividends, then this is your big strength compared to other projects.
Never begin communication asking for something. Begin with a proposal. Moreover, the companies could be involved in several other projects. Should your project look less successful for them, then you'll probably get a refusal. Arguments like "please help us, we've got an important social problem that needs to be changed or else everybody's going to die" have stopped being relevant since long ago. No one pays attention to such projects because there're more successful proposals. So your proposal has to be put forward with a strong creating backing. And also tell them what exactly your future partner is going to get from your proposal.
A simple idea, which even a kid can grasp. Messages have to be precise. This guarantees that it will get to the last recipient unchanged, without any loses on its way. You can test your messages on your acquaintances and friends, and even better — on kids.
Tell stories. You cannot think up or buy cool stories, you have to go to the field to get them — seeking real events or/and real people. Because in conversation with partners it's worth it to recall a real story from your own experience. It may have positive or negative contents; but it's important for it to be genuine. Afterwards, when people will be talking about your project, they, most probably, will be recalling exactly these real stories.
Infotainment has won. These days nobody is struggling for mockup logos, everybody is struggling for involvement. PR and communications, all this stuff, have being crossing into the emotions zone. People will be experiencing emotions and will be voluntarily talking about your project. Journalists, opinion makers — if they wrote about you on their own account, then your project has worked out as a really creative one and all subsequent have to be of the same kind.
Understand what your donors or clients give you the nod for. Naturally, these could be reports, number of publications, number of the opinion makers involved. But sometimes these can turn out to be gratitude from other people and other aspiring moments.
Truth is the best communication strategy. When you have agreed on a meeting with potential partners, be frank with them during a conversation. If you're asked about something, but you still don't know all the details, then you'd better tell everything as it is. And after that promise to tell everything later. The important thing is not to promise an ideal world. Because you can never achieve it. If you find out about some faults in the work beforehand, you can try to make things right. And even if it's still remains a failure, it's not worth it covering it up. What it does worth doing, is draw conclusions from these failure stories.
Always follow the "win-win" approach. For any partnership, in order for it to become a lasting and strategic one, you must remember about "win-win." Motivation for partners can not only be financial or advertising. Emotional motivation also works perfectly: involve your partner as an expert that will support with their knowledge or invites friends.
PRACTICAL EXAMPLES
1. UkraineWorld — an English-language initiative of Internews Ukraine, aiming at countering propaganda and disinformation about Ukraine around the world. UkraineWorld has been functioning as a liaison network for daily information exchange between Ukrainian and international experts, journalists, public opinion makers, who specialize in Ukrainian issues and can cover events in Ukraine for the foreign audience with integrity and with a proper quality.

As a result of this initiative, European countries were able to hear not only the voice of numerous pro-Russian bots but also adequate information about Ukraine, bolstered by renown international opinion makers and experts.

2. Happiness in 4 hands — is a social project by UNFPA Ukraine aiming at getting across to Ukrainian newlyweds simple recipes for family happiness, when any problems or tasks are tackled with joint efforts of the husband and the wife.

Under the project, a creative campaign was launched that demonstrated to husbands the importance of responsible fatherhood. It was held under the slogan "I care for my child as much as my wife does." The campaign joined famous people: Vasyl Virastiuk, Taras Topolya, FC Shakhtar soccer players. Acting in this way helped substantially change a stereotypical perception about the husband's role as a food provider for the family and a "weekend dad." This laid the foundations for changing more important convictions about roles of husband and wife in family life, sharing household chores and the principles underpinning happy families.



3. Earth Hour, established by the Worldwide Fund for Nature — is an annual international event that calls for people, organisations and businesses to switch off the light and equipment for one hour. The campaign aims at raising awareness of mankind about ecological problems of the planet: consumerism, environmental pollution, negative impact of human activity, etc. Thanks to a partnership with a number of organisations, for the last 10 years this hour has become a symbol of the environmental protection movement around the world. As if they were the drops that make up an ocean, small daily actions as well can overcome enormous ecological problems.