The GiveBack Economy is heating up, but does it really matter if an organization is doing the right thing? And how does an organization do the right thing, anyway?
Social innovation and social enterprise are interrelated concepts that, once understood, can help you take your business into this new economy. You might think of Starbucks and their fair trade program, or Walmart with their active involvement in fundraising, as social causes might be considered social enterprises. Some businesses are solely about giving back, and are leading the way in these exciting times. Recent surveys indicate that more than 99 percent of people want to feel they are giving back in some way. This book will show you how to help people do that.
1 The New Economy Is Here 11. What Are Social Innovation and Social Enterprise? 41.1 What is social innovation? 41.2 What is social enterprise? 51.3 How are the definitions different internationally? 61.4 Why is the definition of social enterprise important? 62 Corporate Social Responsibility for Everyone 91. Corporate Social Responsibility (CSR) 101.1 CSR for large businesses (multinational corporations) 121.2 CSR for small and medium businesses 142. How Does CSR Work in Business? 162.1 Sponsorship 162.2 Fundraising 162.3 Customer base 172.4 Employee base 172.5 Corporate foundations 182.6 In-kind support 183. Social Investment 194. How to Start CSR in Your Business 194.1 Pick your CSR team 204.2 Gather resources 204.3 Understand the issues 204.4 Learn about the organizations 204.5 Theory of change 21iv The GiveBack Economy4.6 Choose how to get involved 234.7 Communicate 235. CSR in Nonprofit and Social Enterprises 285.1 CSR steps for social innovation and social enterprise 295.2 The key: Recognition and thanks 306. Relationship Benefits for Nonprofits, Charities,and Social Enterprise 313 Yo ur Social Idea 331. Can Your Idea Change the World? 332. Where Do These Ideas Come From? 352.1 Your life and personal experiences 352.2 Work experience 362.3 Your knowledge 362.4 Hobbies 372.5 New information 372.6 New technology 372.7 New research 382.8 Feedback 382.9 New marketplace 392.10 Clash of life and new information 393. Identifying the Problem: Social Issues and Concerns 413.1 Types of social challenges 413.2 How to know if it is really a problem 434. Can You Solve This for the People to Whom It Matters? 484.1 Clients 494.2 Volunteers and staff 494.3 Donors and foundations 504.4 Community partners and other stakeholders 505. Proof of Concept 505.1 Get volunteers 525.2 Get partners 525.3 Get donors or investors 525.4 Get clients 534 M arketing Yo ur Social Initiative 551. Marketing Mix (The 4 Ps of Marketing) 562. How Is Marketing Different for a Social Initiative? 57contents v2.1 Marketing Partnerships for Social Enterprises 582.2 Product: Social initiative offerings 592.3 Programs 612.4 Memberships/subscriptions 612.5 Events 623. Price: Social Enterprise Revenue Generation Sources 623.1 Fee for service (or product) 633.2 Cooperative/membership 643.3 Cross-compensation (partially/ fully subsidized models) 643.4 Skills development 653.5 Market intermediary/broker 653.6 Marketing 663.7 Administration 663.8 Distribution networks 663.9 Relationships 673.10 Sponsorship or corporate social responsibility 673.11 Blended models 684. Place: Social Enterprise Distribution Models 694.1 Direct to client 704.2 Resellers/channel partners 704.3 Overseas partnerships 714.4 Online store/direct access using technology 715. Promotion of a Social Enterprise 725.1 Advertising 735.2 Public relations 765.3 Sales team and channel partner sales 785.4 Promotions of various types 795.5 Other Marketing Strategies 815 Yo ur Team 871. Recruit Volunteers, Staff, and Everyone in Between 872. Define Roles, Recruit, Train, Retain, and Recognize! 883. Who Is Your Team? 893.1 Management and support team 893.2 Board of directors 913.3 Patrons 923.4 Volunteer board of advisors 93vi The GiveBack Economy3.5 Committees 963.6 Ambassadors and community teams 1043.7 Peers 1063.8 Mentors and/or coaches 1063.9 Paid advisors 1064. Recruitment 1074.1 The job description 1074.2 Recruiting the core group 1084.3 External recruitment 1095. Training 1105.1 Orientation training 1105.2 Ongoing training 1115.3 Training methods 1126. Retention 1127. Recognition 1136 Ho w the Organization Wo rks 1151. Start-up Tasks 1161.1 Step 1: Space needs assessment 1161.2 Step 2: Find space 1161.3 Step 3: Equipment 1171.4 Step 4: Monthly expenses 1181.5 Step 5: Organization registration 1191.6 Step 6: Banking 1201.7 Step 7: Marketing basics 1201.8 Step 8: Selecting paid advisors 1212. Day-to-Day Activities 1222.1 Governance 1222.2 Administration 1233. Technology 1243.1 Telephone system 1243.2 Email 1253.3 Software 1263.4 Website/online store 1273.5 Payroll and bookkeeping 1283.6 Security 128contents vii4. Periodic Tasks 1294.1 Banking 1294.2 Insurance 1294.3 Accounting 1294.4 Legal arrangements 1305. Operations Guide 1307 Fin ance in the Social Sector 1331. Nonprofits and Social Enterprises Are Businessesin Many Ways 1342. Making Profit in the Nonprofit World 1352.1 Donations 1362.2 Fundraising events 1362.3 Sponsorships 1372.4 Granting 1372.5 Membership fees 1382.6 Sale of product and services 1392.7 Investment 1393. Financial Planning 1423.1 The financial plan 1434. Financial Sourcing 1444.1 Grants 1444.2 Loans 1454.3 Philanthropic angel investors/venture capitalists 1454.4 Community bond 1464.5 Crowdfunding online 1465. Monitoring 1475.1 Record keeping 1475.2 Banking reports 1475.3 Investor reports 1475.4 Stakeholder reports 1488 Actions Speak Louder Than Wo rds 1491. Introduction to Action Plans 1502. The Strategic Plan 1512.1 The vision 1512.2 The mission 1552.3 The future of strategy 155viii The GiveBack Economy3. The Action Plan 1563.1 Implementation plan 1564. Measuring Results 1584.1 Inputs 1594.2 Outputs 1594.3 Outcomes 1604.4 Impact 1605. Bringing It Together 161Conclusion: The Future of Social Enterpriseand Social Innovation 1631. A Focus on Growth 1652. Collaboration and Partnerships 1653. Top of Mind Awareness in the Media andSociety As a Whole 165download kit 166samples1 CSR Model Policy, Processes, and Procedures 212 Researching & Assessing Organizations to Work With 223 Forms of Involvement 244 Proposal Development 255 Benefits 266 Agenda & Discussion Plan 277 Implementation Plan 278 Problem & Solution(s) 309 Round Table Agenda 4610 Proof of Concept 5211 Advisory Board Details 5712 Committees Details 9713 Orientation Training 11214 Soup Kitchen SWOT 157tables1 Marketing Mix Comparison 572 Vision to Mission 155
