The Shifting World of Business and Community Presented by: Jocelyne Daw & Joe Waters March 26, 2014 1:00 – 2:30 p.m. Eastern Noon – 1:30 p.m. Central 11:00 a.m. – 12:30 p.m. Mountain 10:00 –11:30 a.m. Pacific 9:00 – 10:30 a.m. Alaska Association of Fundraising Professionals 4300 Wilson Boulevard, Suite 300, Arlington, VA 22203-4168 800-666-3863 (U.S. & Canada) • 866-837-1948 (Mexico) www.afpnet.org Association of Fundraising Professionals 2014 WEB/AUDIOCONFERENCES Educating Fundraisers in the 21 st Century
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The Shifting World of Business and Community
Presented by:
Jocelyne Daw & Joe Waters
March 26, 2014
1:00 – 2:30 p.m. Eastern
Noon – 1:30 p.m. Central
11:00 a.m. – 12:30 p.m. Mountain
10:00 –11:30 a.m. Pacific
9:00 – 10:30 a.m. Alaska
Association of Fundraising Professionals 4300 Wilson Boulevard, Suite 300, Arlington, VA 22203-4168
Jocelyne Daw is a recognized pioneer and leading expert in the evolution of authentic business and community partnerships and in the integration of branding and social impact. She is Founder & CEO at JS Daw & Associates, a boutique consultancy helping business & nonprofits strengthen community impact. Jocelyne's work uses the principles outlined in her books Cause Marketing: Partner for Purpose, Passion and Profits (2006, Wiley/AFP) and Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (2010 Wiley/AFP). Joe Waters writes the web's leading cause marketing blog, Selfishgiving.com. He's the author of Cause Marketing for Dummies and, most recently, Fundraising with Businesses: 40 New (and Improved!) Strategies for Nonprofits. Joe has been helping nonprofits raise money from businesses for twenty years.
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The Shifting World of
Business and Community
Jocelyne Daw & Joe Waters
March 26, 2014
www. jsdaw.com
@jocelynedaw
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www. jsdaw.com
THE SHIFTING WORLD OF
BUSINESS-COMMUNITY PARTNERSHIPS
Our goals today:
1. Big picture: New pressures on business and how this is
changing their approach to philanthropy and community
partnerships
2. Implications: What this means for the nonprofit sector
3. Hands-on Ideas: New and improved strategies and tactics to
working with businesses in your community
4. Questions and discussion
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Survey Questions:
1. Fundraising from business has changed for the better. Rank on a scale of 1 – 10 (1 = significantly worse, 10 = significantly better)
2. I have had to adapt my approach in order to be successful. Rank on a scale of 1 –10.(1 = Not at all, 10 = Dramatically)
LIKE FEW TIMES IN OUR HISTORY,
A FUNDAMENTAL SHIFT
IS UPON US
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FOUR MEGA-TRENDS
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•
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* Edelman Trust Barometer, 2014
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Cone Communications, 2013
The Opportunity
•81% of consumers expect
companies to do more than
make money or support their
local communities
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SOURCE: Adapted from Social Innovation Inc.
From BEING responsible to
TAKING RESPONSIBILITY
Are we being responsible?
(It’s expected today!)
• Philanthropy
• Being transparent
• Do no harm
• Support function
• Triple bottom line
Are we taking responsibility?
•Authentic issues
•Drive for impact and results
•Align with company & society
•Create social/business VALUE
•Three-dimensional VALUE
PROPOSITION
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Building Trust and Future
Performance on Societal Actions.
Edelman Trust Barometer, 2014
2014-03-25
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Shared Value:
Evolution of Corporate Mindset
Evolving Perspectives on Corporate Social
Engagement Approaches
“It is not a problem”
- Ignore it
- Minimize our
responsibility
- Philanthropy is
enough
- Focus on public
relations
- Increase
philanthropy
- Engage
stakeholders
“It is a problem”
- Add costs to fix the
problem
- Report
transparently on
our results
- Leverage corporate
assets
“Let’s solve the problem”
“It is an opportunity!”
- Build social issues
into corporate
strategy to:
- Lower costs
- Grow revenues
or
- Differentiate our
value proposition
SHARED VALUE
Business
Opportunities
& Challenges
Social
Needs
Corporate
Assets
and
Expertise
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SHARED VALUE: SOCIAL ENGAGEMENT PORTFOLIO
Philanthropy Strategic CSR Shared Value
Motivation Be generous Be responsible Be more competitive
Issue Selection Community needs Stakeholder wants Strategic positioning
Resources Funding, volunteer CSR budget, staff
skills
Corporate budget
Corporate
“Home”
Foundation/CI CSR/Sust. Dept. Cross-functional
Look & Feel Projects/programs Programs/initiatives New business models
Social Value More resources Better resources Enduring solution
Business Value Goodwill Reputation Long-term profitability