Socially-Strategic
Capitalism:
Making Your Business
Your Cause
Will Marre
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
YOUR CAUSE IS YOUR PRODUCT!
Trends in
Enterprise
NON PROFITS
• Pressure to demonstrate
sustainability &
effectiveness.
• Increase need for services
and solutions.
• Increase discipline: scope +
focus + measurement
FOR PROFITS
• 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.
THEHYBRIDENTERPRISE
Non-Profits and For-Profits can achieve
significant results together that are often
impossible alone.
New Enterprise Model
STAKEHOLDER
Good, Gain, Grow
Sustainable
Holistic
Lean
Interdependent
SOCIAL/NON-PROFIT
STOCKHOLDER
Gain
Short term
Financial
Manage
Independence
Help
On-going
Human
Manage
Dependent
The power of a brand comes from
Your Motives
Levels of Organizational Motivation
4. CHANGE THE WORLD - My work expresses my core values.
3. ACHIEVE GOALS - Grow and excel.
2. BEAT THE COMPEITION - Win
1. SURVIVAL - Save my job.
Socially-Strategic
Branding
Noble Intent
Hardest to duplicate and to do well,
source of greatest brand loyalty.
Easy to duplicate,
highly competitive.
Easiest to do - Many others
do the same thing.
IDENTITY
(EMOTIONAL)
VALUES
Good for all.
BENEFITS
FEATURES
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
Socially-Strategic Leadership
Business
Development
CSR
CEO
H.R.
Cause
Marketing
Non-Profit
Partnerships
Volunteering
Corporate
Giving
Turning Your Cause into Your
Business Model
Stakeholder Concern
Engage
Unique
Engagement
1. Align Cause + Company
Human Rights
Education/Arts
Environment
Oppression
Ignorance
Collapse
Peace
Health
Wealth
Violence
Disease
Poverty
Strategic Excellence
Brand Soul
Unique
Value
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.
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
Surfers
Saving the World
Authentic Surf
Wear Industry
Reef + 240 others
SURFAID
INTERNATIONAL
Fake Surf Wear
Hollister = “Mallister”
Brand Aligned + Employees Engaged + Consumers Engaged
Turning Your Cause into Your Business Model
4. Clear Revenue Model
• Percent of Sales
• Donations
(+)
(-) Ethos Water - $.05 from every plastic bottle sold.
GIMMICK
Turning Your Cause into Your Business Model
STRATEGY
5. ENGAGEMENT
Marketplace
CULTURE
Workplace
BRAND
Community
LIVE STRONG
 NIKE FOUNDATION + LANCE ARMSTRONG FOUNDATION
 $70M - WRIST BANDS
 LANCE ARMSTRONG COLLECTION - 100% OF PROFITS
Turning Your Cause into Your Business Model
6. High Purpose Branding
PHYSICAL
EMOTIONAL
Design
Story
+
MENTAL
SOCIAL
Growth
Connecting
+
SPIRITUAL
IDENTITY
Values
Fulfillment
6 SOURCES
OF HUMAN
ENGAGEMENT
4000 Villages
10M People by 2010
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
Funny about Food
Serious about Kids
Big Brothers Big Sisters
2nd Harvest - 8 Million Kids
Turning Your Cause into Your Business Model
8. Create Partners Through Shared Passion
GoGoGrandmothers.org
1. Aligned
2. Personal
3. Unique Value
4. Clear Revenue Model
5. Whole Enterprise Engagement
6. High Purpose Brand
7. Simple Clear Messaging
8. Partnership
CAUSE PALOOZA
Science Festival
Local Tech & BioTech
Companies
BIOBRIDGE
UCSD
Bio Blitz
Pro Natura Intl.
BioTech Companies
Science Grads
Science Education
S.T.E.M.
SAN DIEGO PADRES
Real Baseball played by Real Athletes.
Our whole world is…
“
We are engaged in a revolution
in the purpose of Enterprise
and the process of Philanthropy.
It’s about time!
”