socially-strategic capitalism: making your business your cause will marre
TRANSCRIPT
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Socially-StrategicCapitalism:
Making Your Business
Your CauseWill 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 YunusFounder, Grameen BankNobel Peace Prize Winner
Join theFuture
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YOUR CAUSE IS YOUR PRODUCT!
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NON PROFITSNON PROFITS
Trends in Trends in EnterpriseEnterprise
FOR PROFITSFOR 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
STAKEHOLDERGood, Gain, GrowSustainableHolisticLeanInterdependent
GainShort termFinancialManageIndependence
HelpOn-goingHumanManageDependent
STOCKHOLDER
SOCIAL/NON-PROFIT
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The power of a brand comes from The power of a brand comes from
Your MotivesYour 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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BENEFITSEasy to duplicate, highly competitive.
Socially-StrategicSocially-StrategicBrandingBranding
VALUES
Noble IntentHardest to duplicate and to do well, source of greatest brand loyalty.
IDENTITY(EMOTIONAL)
Good for all.
FEATURESEasiest 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 WEAKSigns of WEAKCause MarketingCause 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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CorporateGiving
Socially-Strategic Leadership
Business Development CSR Cause
MarketingCEO H.R.Volunteering
Non-ProfitPartnerships
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Turning Your Cause into Your Business Model
Sta
keh
old
er C
on
cern
En
gag
e
Strategic ExcellenceBrand Soul
Unique Engagement
Unique Value
Violence
Peace Health
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 ValueFocus + 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. ENGAGEMENT5. ENGAGEMENTSTRATEG
Y
BRAND
CULTURE
Marketplace
Community
Workplace
Turning Your Cause into Your Business Model
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LIVE STRONGLIVE 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 PALOOZAScience Festival
Bio BlitzPro Natura Intl.BioTech Companies
Science EducationS.T.E.M.
Science Grads
Local Tech & BioTech Companies
BIOBRIDGEUCSD
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Real Baseball played by Real Athletes.
SAN DIEGO PADRES
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Our whole world is…Our whole world is…
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”“We are engaged in a revolution
in the purpose of Enterpriseand the process of Philanthropy.
It’s about time!