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!
“
Social entrepreneurs are not content
to give a fish, or teach how to fish.
They will not rest until they have
revolutionized the fishing industry.
Bill Drayton
CEO, Ashoka
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.
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”!
Old Promise--Cause Marketing
IMPROVE
INSPIRE
INVOLVE
Brand
Reputation
Employees
Employees
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.
Unique Value Creation
Stakeholder Concern
Engage
Unique
Engagement
Human Rights
Education/Arts
Environment
Oppression
Ignorance
Collapse
Peace
Health
Wealth
Violence
Disease
Poverty
Strategic Excellence
Brand Soul
Unique
Value
CLUELESS
(What cause?)
REPUTATION
(Cause Marketing)
Exxon
DOW
STRATEGY
(THE CAUSE)
Patagonia
Chevron
GM
Toyota
Virgin Air
A Million
Dinosaurs
Clifbar
Starbucks
Apple
Grameen Bank
GE
Newman’s Own
Whole Foods
Fast
Followers
Early
Adopters
STRATEGY
Whole Enterprise
Transformation
Think
CULTURE
Do
BRAND
Feel
Impact of Your Cause
MARKETPLACE
WEB 3.0
Engaging customers,
employees and the
community in your
cause partnership,
online and in-person.
COMMUNITY
WORKPLACE
Surfers
Saving the World
Authentic Surf
Wear Industry
Quiksilver + 240 others
SURFAID
INTERNATIONAL
Fake Surf Wear
“Mallister” + 1000’s of others
Brand Aligned + Employees Engaged + Consumers Engaged
Mission Aligned + Employees, Volunteers & Consumers Engaged
Trend 2
Multi Sector Partnerships
Large, Complex
CHALLENGES
Non-Profit • Business • Government • Education
STEP UP SAN DIEGO
ASK WILL ABOUT
THIS ONE
SAN DIEGO
2050
 Hot + Dry
 More Wildfires
 Water Shortages
 Higher Seal Level
 Public Health
 Population
 Degraded Air quality
 Congestion
 Bio-Diversity
 Quality of Life
Source: 2050 Understanding the San Diego Region/ San Diego Foundation
CAUSE POLUZA
Science Festival
Local Tech & BioTech
Companies
BIOBRIDGE
UCSD
Bio Blitz
Pro Natura Intl.
BioTech Companies
Science Grads
Science Education
S.T.G.M.
Our whole world is…
SAN DIEGO PADRES
Real Baseball played by Real Athletes.
Second Chance
Human Sustainability
Recycling high quality humans
for a high quality future.
Funny about Food
Serious about Health