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Socially-Strategic Capitalism: Making Your Business Your Cause

Socially-Strategic Capitalism: Making Your Business Your Cause. Will Marre. Join the. Future. “.

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Socially-Strategic Capitalism: Making Your Business Your Cause

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  1. Socially-StrategicCapitalism: Making Your BusinessYour Cause Will Marre

  2. Join the Future “ 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

  3. YOUR CAUSE IS YOUR PRODUCT!

  4. Trends in Enterprise NON PROFITS 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.

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

  6. New Enterprise Model STAKEHOLDER Good, Gain, Grow Sustainable Holistic Lean Interdependent SOCIAL/NON-PROFIT Help On-going Human Manage Dependent STOCKHOLDER Gain Short term Financial Manage Independence

  7. The power of a brand comes from Your Motives Levels of Organizational Motivation 4. CHANGE THE WORLD - My work expresses my core values. ACHIEVE GOALS - Grow and excel. BEAT THE COMPEITION - Win SURVIVAL - Save my job. 3. 2. 1.

  8. IDENTITY(EMOTIONAL) Good for all. Noble IntentHardest to duplicate and to do well, source of greatest brand loyalty. VALUES Easy to duplicate, highly competitive. BENEFITS FUNCTIONALITY (RATIONAL) Good for me. Easiest to do - Many others do the same thing. FEATURES Socially-Strategic Branding YOUR CAUSE IS the “Secret Sauce”!

  9. 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

  10. Socially-Strategic Leadership Business Development CSR Cause Marketing Non-ProfitPartnerships CEO H.R. CorporateGiving Volunteering

  11. Human Rights Education/Arts Environment Oppression Ignorance Collapse Peace Health Wealth Violence Disease Poverty Turning Your Cause into Your Business Model Unique Engagement 1. Align Cause + Company Stakeholder ConcernEngage Unique Value Strategic ExcellenceBrand Soul

  12. Turning Your Cause into Your Business Model 2. Make it personal to management. $30M for sustainable, energy efficient, affordable homes. 5000 homes in 5 years.

  13. 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

  14. Surfers Saving the World Authentic Surf Wear Industry Reef + 240 others SURFAID INTERNATIONAL Fake Surf Wear Hollister = “Mallister” Brand Aligned + Employees Engaged + Consumers Engaged

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

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

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

  18. 6. High Purpose Branding Turning Your Cause into Your Business Model PHYSICAL Design EMOTIONAL Story 6 SOURCES OF HUMAN ENGAGEMENT + MENTAL Growth SOCIAL Connecting + SPIRITUAL Values IDENTITY Fulfillment

  19. 4000 Villages 10M People by 2010

  20. Turning Your Cause into Your Business Model 7. Messaging: Simple, Clear, Audacious + Pampers 1 pack = 1 Vaccine 50 million vaccinations Pur Water - “Providing clean water to as many people as possible.” 3.5 billion liters of clean water by 2012 -

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

  22. Turning Your Cause into Your Business Model 8. Create Partners Through Shared Passion GoGoGrandmothers.org Aligned Personal Unique Value Clear Revenue Model Whole Enterprise Engagement High Purpose Brand Simple Clear Messaging Partnership

  23. CAUSE PALOOZA Science Festival Local Tech & BioTech Companies Bio BlitzPro Natura Intl.BioTech Companies BIOBRIDGEUCSD Science Grads Science EducationS.T.E.M.

  24. SAN DIEGO PADRES Real Baseball played by Real Athletes.

  25. Our whole world is…

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

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