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Published byCamron Hutchinson Modified over 8 years ago
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Socially-Strategic Capitalism: Making Your Business Your Cause Will Marre
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” “ Traditional philanthropy and non-profits generate a social gain, but they do not design their programs as self-sustaining business models. A charitable dollar can be used only once. A dollar invested in a self sustaining social enterprise is recycled endlessly. Mohammad Yunus Founder, Grameen Bank Nobel Peace Prize Winner Join the Future
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YOUR CAUSE IS YOUR PRODUCT!
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NON PROFITS Trends in Enterprise FOR PROFITS Pressure to demonstrate sustainability & effectiveness. Increase need for services and solutions. Increase discipline: scope + focus + measurement Increased pressure to demonstrate social and environmental responsibility to consumers, employees, community. More difficult to stand out. More difficult to engage employees in business goals.
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Non-Profits and For-Profits can achieve significant results together that are often impossible alone. THEHYBRIDENTERPRISE
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New Enterprise Model STAKEHOLDER Good, Gain, Grow Sustainable Holistic Lean Interdependent Gain Short term Financial Manage Independence Help On-going Human Manage Dependent STOCKHOLDER SOCIAL/NON-PROFIT
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The power of a brand comes from Your Motives CHANGE THE WORLD - My work expresses my core values. ACHIEVE GOALS - Grow and excel. BEAT THE COMPEITION - Win SURVIVAL - Save my job. 1. 2. 3. 4. Levels of Organizational Motivation
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BENEFITS Easy to duplicate, highly competitive. Socially-Strategic Branding VALUES Noble Intent Hardest to duplicate and to do well, source of greatest brand loyalty. IDENTITY (EMOTIONAL) Good for all. FEATURES Easiest to do - Many others do the same thing. FUNCTIONALITY (RATIONAL) Good for me. YOUR CAUSE IS the “Secret Sauce”!
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Signs of WEAK Cause Marketing IRRELEVANT - Disconnected from sponsor competence and customers concerns INAUTHENTIC - Senior Management doesn’t really care. UNCOMMITTED - Little passion, money, staff, or integration UNINVOLVED - No outreach for volunteers or consumer donations
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Corporate Giving Socially-Strategic Leadership Business Development CSRCause Marketing CEO H.R. Volunteering Non-Profit Partnerships
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Turning Your Cause into Your Business Model Stakeholder Concern Engage Strategic Excellence Brand Soul Unique Engagement Unique Value Violence PeaceHealth Disease Environment Collapse Education/Arts Ignorance Human Rights Oppression Poverty Wealth 1. Align Cause + Company
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2. Make it personal to management. $30M for sustainable, energy efficient, affordable homes. 5000 homes in 5 years. Turning Your Cause into Your Business Model
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3. Create Unique Value Focus + Scope + Measurement Raised $100M for Aids in Africa 2M people treated PROBLEM: Starbucks, Gap, Apple, Dell, American Express, Emporio Amani, Hallmark Turning Your Cause into Your Business Model
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Surfers Saving the World Authentic Surf Wear Industry Reef + 240 others SURFAID INTERNATIONAL Fake Surf Wear Hollister = “Mallister” Brand Aligned + Employees Engaged + Consumers Engaged
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4. Clear Revenue Model Percent of Sales Donations (+) (-) Ethos Water - $.05 from every plastic bottle sold. GIMMICK Turning Your Cause into Your Business Model
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5. ENGAGEMENT STRATEGY BRAND CULTURE Marketplace Community Workplace Turning Your Cause into Your Business Model
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LIVE STRONG NIKE FOUNDATION + LANCE ARMSTRONG FOUNDATION $70M - WRIST BANDS LANCE ARMSTRONG COLLECTION - 100% OF PROFITS
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6. High Purpose Branding 6 SOURCES OF HUMAN ENGAGEMENT Turning Your Cause into Your Business Model EMOTIONAL Story PHYSICAL Design SOCIAL Connecting MENTAL Growth IDENTITY Fulfillment SPIRITUAL Values + +
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4000 Villages 10M People by 2010
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7. Messaging: Simple, Clear, Audacious Pampers 1 pack = 1 Vaccine 50 million vaccinations Turning Your Cause into Your Business Model Pur Water - “Providing clean water to as many people as possible.” 3.5 billion liters of clean water by 2012 + -
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Funny about Food Serious about Kids Big Brothers Big Sisters 2nd Harvest - 8 Million Kids
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8. Create Partners Through Shared Passion GoGoGrandmothers.org 1.Aligned 2.Personal 3.Unique Value 4.Clear Revenue Model Turning Your Cause into Your Business Model 5.Whole Enterprise Engagement 6.High Purpose Brand 7.Simple Clear Messaging 8.Partnership
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CAUSE PALOOZA Science Festival Bio Blitz Pro Natura Intl. BioTech Companies Science Education S.T.E.M. Science Grads Local Tech & BioTech Companies BIOBRIDGE UCSD
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Real Baseball played by Real Athletes. SAN DIEGO PADRES
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Our whole world is…
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” “ We are engaged in a revolution in the purpose of Enterprise and the process of Philanthropy. It’s about time!
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