Socially-Strategic Capitalism: Making Your Business Your Cause Will Marre

” “ 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

YOUR CAUSE IS YOUR PRODUCT!

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.

Non-Profits and For-Profits can achieve significant results together that are often impossible alone. THEHYBRIDENTERPRISE

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

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 Levels of Organizational Motivation

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”!

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

Corporate Giving Socially-Strategic Leadership Business Development CSRCause Marketing CEO H.R. Volunteering Non-Profit Partnerships

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

2. Make it personal to management. $30M for sustainable, energy efficient, affordable homes homes in 5 years. Turning Your Cause into Your Business Model

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

Surfers Saving the World Authentic Surf Wear Industry Reef others SURFAID INTERNATIONAL Fake Surf Wear Hollister = “Mallister” Brand Aligned + Employees Engaged + Consumers Engaged

4. Clear Revenue Model Percent of Sales Donations (+) (-) Ethos Water - $.05 from every plastic bottle sold. GIMMICK Turning Your Cause into Your Business Model

5. ENGAGEMENT STRATEGY BRAND CULTURE Marketplace Community Workplace Turning Your Cause into Your Business Model

LIVE STRONG  NIKE FOUNDATION + LANCE ARMSTRONG FOUNDATION  $70M - WRIST BANDS  LANCE ARMSTRONG COLLECTION - 100% OF PROFITS

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 + +

4000 Villages 10M People by 2010

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

Funny about Food Serious about Kids Big Brothers Big Sisters 2nd Harvest - 8 Million Kids

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

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

Real Baseball played by Real Athletes. SAN DIEGO PADRES

Our whole world is…

” “ We are engaged in a revolution in the purpose of Enterprise and the process of Philanthropy. It’s about time!