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Strategic Planning& Discussion
March 2009
Agenda
• Discuss Framework for Org Capacity- Benchmark Metrics
• Membership Platform for Events– Marketing / Promotional Strategy
Our Social Change Missions
• To Promote a harmonious society
• To strengthen the social sector in China & thus accelerate solutions for the nation's social and environmental challenges.
• To cultivate benevolent empathetic global leadership through community engagement & charitable projects in China
FORMAT OF TODAY’S MEETING
• Our enduring questions:– How can we create real impact?– How can we be sustainable?– What are potential points of failure?
• Brainstorm & Engage– Use your expertise and ingenuity– The more ideas the better– Say whatever comes to mind
• Part of ongoing strategic development
Change is a Process• Strategic Process:
– Phase 1: Internal Education, Research & Development– Phase 2: Benchmark & Pilot Ideas– Phase 3: Launch Events– Phase 4: Spread Institutional Solutions to NGOs (Training, Tools, Models, Technology, Pro Bono Volunteers)– Phase 5: International Peace-building Missions
• Overall Strategy:– Manage the complexity of getting it right (focus on long-term impact)– Everything is mission-driven– Everything is collaborative– Continuous reassessment & commitment to reality
Phase 2: Benchmark
• Our Research found:– NGOs want and need • Support. but they lack… Legitimacy & Visibility
– Potential supporters want• To make a real difference – How? Where are the
needs?• How do I know support is deserved? – question of
legitimacy
Phase 2: Benchmark
• Goals for Benchmark– Effective Measurement of Impact for our
Programs (Indicator of Non-Financial Performance)
– Directing / focusing Expertise, Resources & Wealth
– Providing a useful framework for NGO internal assessment & development
Benchmark Metrics• Our Approach for developing metrics
– What do NGOs need to gain support?• Visibility• Legitimacy
– How can we be proactively helpful? – not just a yardstick for judgment
• Considerations– Importance of long-term relationships & maintaining trust– Honest assessment / Accuracy of information– Respecting and validating the sweat factor– Didn’t want to be Guidestar:
• It’s about Impact– Success requires buy-in
Benchmark Metrics
Organizational Capacity• Impact / Service Delivery• Financial Health• External Relations• Technology• Human Resources• Trust & Visibility
Selection of NGOs
• Target Grassroots w/ Frontline Impact• Purity of motives– Seek long-term relationship with them– We have engaged in their programs
• Long-term Commitment to their mission• Desire to seek help• Desire to help themselves
Execution of Benchmark• When – Before events– After one year
• Who– Conduct surveys with top local leadership
• How– Onsite 1-on-1 Discussion– Consensus on results– Results immediately available to NGO leadership– Maintain confidentiality of individual NGO results
unless consent given to share
Phase 2 & 3: NGO Events• People looking for access to socially meaningful
opportunities• Benefits to an NGO:– Visibility– Inspire Supporters– Forces “clean house”
• Burden on NGO– Forces focus on logistics and not Mission-related
Impact, difficult to execute professionally– Catering to bureaucratic and soft needs of
corporations and individuals
Events
• Build Visibility & Momentum with Benchmark (which builds Legitimacy)
• Scope & Reach: – 50 events in 2009– 100-120 events per year after 2010
• Site visits, educational talks, care packages, field trips, interactive activities
• Monthly social networking
What is a Golden Bridges Event?
• Related to social / environmental NGO missions
• High level of engagement and interaction
• High level of professionalism• Institutionalizing methodology• Relieving burden of processes &
logistics from both sides• Positive experience for all
participants• Professional presentation and
“packaging” of NGO and needs• Educational & Eye-opening• Point of entry
• Humanizes issues/ organizations• Innovative / Creative• Meeting emotional & real needs of
both sides• Bilingual• Creating emotional connections• Creating meaningful memories• Semi-Professional Photos and
Video footage captured at every event
• Inspire “evangelists” and create ripples
• Window into NGO world• Cultivating Culture of compassion,
generosity & gratitude
Marketing / Promotional Strategy
• Membership Platform– Execute Individual Pilot Events until launch of
Membership Platform– Membership Platform• Target:
– People with resources, spare capacity & influence– High-end clientele– Corporations / executives / CSR professionals
• Creating community & long-term engagement• A way to achieve LT sustainability of our programs to
achieve our missions
Marketing / Promotional Strategy– Membership Benefits (What can we sell?)
• Access to events• Opportunity to be member of charity – badge of honor• Part of engaged social community• More meaningful social, personal and/or professional life • Window to grassroots – a different side of China• Networking• Discounted event rates / Members only events• Access to consultation• Members only section for online information• Member directory• Corporate branding opps• Tracking volunteer hours• Opportunities to speak at events / sponsor events• Opportunity to make a difference / give / educate• Discounts to other related services
Marketing / Promotional Strategy
• Potential Membership Breakdown– Corporate– VIP– General– Family?
• What are they looking for? How can we be a solution?
Membership Pricing• Considerations: Economic Downturn vs Lack CSR / Social
Opportunities in China• Each Event also Priced separately
• What is a good membership pricing point for CORPORATE? – Proposed ¥10,000 / yr for 2009 (+2,000 joining fee)– Others Researched:
• BSR - US $1K – 30,000 (based on revenue)• CSRAsia - ¥34,000• Amcham ¥8,000+ ¥2,000 for add’l rep• Eurocham ¥4-12,000 (based on employees)• Austcham ¥6,000• Asia Society - US $10,000-25,000 (15vs25 members) • USCBC US$2,500-17,500• China-Britain Business Council £700-3,000, • Global Philanthropy Forum Fdn $25-75,000, full $10,000, indiv $1700• Global Business Coalition $30,000
Membership Pricing• What is a good pricing point for VIP & General
Members? – Proposed
– VIP ¥8,000 / yr (+1,000 joining fee)– General ¥4,000 (+1,000 joining fee)
– Researched Other:• Golf Memberships ¥300,000-1.9mil joining fee + > 6000 annual
dues• Fitness Clubs ¥2000 – 10,000/yr• Chang’An Club - ¥150,000 joining fee + 14,500 annual dues or
¥450,000 joining with no annual dues• Horseback riding club ¥12,800/yr unlimited• Sports Club ¥100-900 /yr
Marketing / Promotional Strategy
• Ideas for Promotion?– Strategic partnerships?– “Cool” factor– Giving educational talks– Launch event / conference
Pricing
Refer to Breakeven Analysis in Excel(in Budget 2009)
Other questions, comments?
Thank you!
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