Strategic partnerships are a cornerstone of success for Public Housing Authorities (PHAs) working to serve their communities. By collaborating with community organizations that align with the agency’s mission and the needs of residents, PHAs can amplify their impact and deliver holistic services that empower individuals and families. 

AMA had the chance to sit down with Marc Morial, President and CEO of the National Urban League. His expertise in law, policy, civil rights, and the affordable housing industry makes him a valuable source of insight into why strategic partnerships are so important.  

Why Strategic Partnerships Matter for PHAs 

PHAs play a critical role in providing affordable housing and promoting economic stability. However, addressing the broader needs of residents—such as education, job training, healthcare, and digital access—requires collaboration with community-based organizations. Strategic partnerships allow PHAs to leverage the specialized knowledge, resources, and networks of like-minded organizations to create comprehensive support systems for residents. 

Marc Morial shared his firsthand experience with us, “We had, I think, one of the most innovative housing initiatives in urban America in the 1990s. We brought together banks and community-based groups to really launch an effort to improve and increase the home ownership rate. It really worked. We aligned all of the community-based groups around the table. We asked people to focus on specific neighborhoods, so we weren’t walking, stepping, running all over each other. And we had tremendous success.” 

When PHAs align with mission-driven community partners, they can: 

• Expand access to essential services like healthcare, financial literacy, and workforce development. 

• Provide wraparound services that address both immediate and long-term needs. 

• Foster greater community trust and engagement. 

• Maximize limited resources through shared funding and operational efficiencies. 

Identifying the Right Partners 

To establish effective partnerships, PHAs should seek organizations that share their vision of uplifting communities. Ideal partners include: 

• Nonprofits focused on economic empowerment, education, and healthcare. 

• Local workforce development agencies that offer job training and placement. 

• Community health providers that address mental health, nutrition, and wellness. 

• Digital inclusion programs that promote technology access and literacy. 

• Engaging residents in the partner selection process can also ensure that the services provided align with the community’s most pressing needs. 

Mr. Morial specifically addressed how important this is in the current housing climate.  “Now we have the housing issue driving homelessness in communities. We have this lack of investment in housing, putting upward pressure on both mortgage rates and rents. And it is hitting Americans, right, square in their pocket. It’s a failure to invest. The private sector has a role to play, yes. They can’t do it alone. The public sector has a role to play. They cannot do it alone. Community-based groups have a role to play. They can’t fix it by themselves. It takes fuel, it takes investment, it takes money, it takes coordination.” 

Bottom line? It takes everyone working together and investing in the outcome to see success. 

Keys to Successful Partnerships 

Building strategic partnerships requires thoughtful planning and ongoing collaboration. PHAs can follow these steps to create lasting alliances: 

• Define Clear Objectives: Align on shared goals and desired outcomes from the outset. 

• Establish Roles and Responsibilities: Clarify each organization’s contributions and expectations. 

• Create Formal Agreements: Develop a partnership agreement to outline terms and accountability. 

• Communicate Consistently: Foster open lines of communication to maintain alignment and address challenges. 

• Evaluate Impact: Regularly assess outcomes to measure success and adjust strategies as needed. 

The Future of Strategic Partnerships 

As the affordable housing landscape evolves, strategic partnerships will become even more essential for PHAs. Collaborating with mission-aligned community organizations not only enhances service delivery but also strengthens the social fabric of communities. And we have to be intentional about getting people to see the bigger picture and get involved.  

Marc Morial shared some wisdom of how to do this, “When I was mayor, if I picked up the phone and said to the top five bankers, I need you at lunch on Friday, they were going to be there. If I said I have a plan I want you to consider, they were not going to dismiss it out of hand, right? Because they knew I was going to bring city resources. And so, who is uniquely suited on a local level to build, bring the financial, community, banks, philanthropy, housing activists together to find the right type of approaches? We have got to build it differently in the 21st century. I think the PHAs have to become more dynamic, be a dynamic voice and offer innovative approaches. They have to educate people. To think differently, to try some different things. You can’t do it in a conventional way, or you will just continue to exacerbate the problem.” 

By prioritizing partnerships, PHAs can create ecosystems of opportunity that promote economic mobility, improve quality of life, and build more resilient communities. 

About AMA Consulting Group 

At AMA Consulting Group, we don’t just manage programs—we elevate them. Recognized as a 3x Inc. 5000 Awardee for our expertise in government services and our nationally acclaimed work with Emergency Rental Assistance (ERA) programs, we are committed to creating a better way to advance people and performance. Our innovative solutions empower Public Housing Authorities and government agencies to optimize operations, enhance stakeholder satisfaction, and drive measurable success. 

Whether it’s compliance, program administration, or customer service transformation, AMA delivers excellence in every solution and results with every step. 

To learn more, book a call with our team and follow us for the latest insights on housing program management and operational excellence. 

Let’s build stronger communities—together.