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

Socially-StrategicCapitalism:

Making Your Business

Your CauseWill 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 YunusFounder, Grameen BankNobel Peace Prize Winner

Join theFuture

YOUR CAUSE IS YOUR PRODUCT!

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.

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

THEHYBRIDENTERPRISE

New Enterprise Model

STAKEHOLDERGood, Gain, GrowSustainableHolisticLeanInterdependent

GainShort termFinancialManageIndependence

HelpOn-goingHumanManageDependent

STOCKHOLDER

SOCIAL/NON-PROFIT

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

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”!

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

CorporateGiving

Socially-Strategic Leadership

Business Development CSR Cause

MarketingCEO H.R.Volunteering

Non-ProfitPartnerships

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

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

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

Surfers Saving the World

Authentic Surf Wear Industry

Reef + 240 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. ENGAGEMENT5. ENGAGEMENTSTRATEG

Y

BRAND

CULTURE

Marketplace

Community

Workplace

Turning Your Cause into Your Business Model

LIVE STRONGLIVE 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 2012

+

-

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 PALOOZAScience Festival

Bio BlitzPro Natura Intl.BioTech Companies

Science EducationS.T.E.M.

Science Grads

Local Tech & BioTech Companies

BIOBRIDGEUCSD

Real Baseball played by Real Athletes.

SAN DIEGO PADRES

Our whole world is…Our whole world is…

”“We are engaged in a revolution

in the purpose of Enterpriseand the process of Philanthropy.

It’s about time!