‘Philanthropy in Five’ In Depth
Altruistic business bites.
What makes a philanthropic campaign successful? What are the key characteristics of those people, programs and companies who are reaping the benefits of profitable philanthropy? This series will identify and spotlight these leaders of change with five critical questions designed to extract the salient nuggets for devising your own altruistic strategies. Quick, smart and actionable, Philanthropy in Five will give you a daily dose of real world, practical wisdom you can use.
Philanthropy and green tend to go hand in hand because they’re both rooted in consciousness — for the planet and for the people who inhabit it. And as I attempt to highlight in this series, it’s not only perfectly acceptable for profit to be part of that equation, but it actually helps sustain those conscious activities in the long-term by making a difference that extends far beyond just dollar donations. To help crystallize my ongoing quest to define for-profit philanthropy and carve out a scalable blueprint for repeating it across verticals, I connected with Rajeev Kapur, founder of Greenwala.com, a social network dedicated to promoting a green lifestyle and the collective good.
A highly targeted community of environmentally-minded members, Rajeev is able to tap into motivated users to extend the reach for the non-profits he supports, facilitating an ongoing network of awareness and change for important social issues and causes. Plus, it serves as a comprehensive resource on all things green from eco-products to renewable energy to volunteering and activism. Each user represents an opportunity to make a difference, and Rajeev has many initiatives in place to make that an everyday occurrence.
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As someone who’s committed to giving back, and who also writes a blog series spotlighting change agents, I often seek out kindred spirits whose work is truly making a difference in the world. And I’ve been fortunate to connect with cause innovators like Lee Fox, Andy Sternberg, Joe Waters, Michael Hoffman, Scott Henderson, Chris Noble, Joey Leslie and Brian Powell. I was going to end that sentence with “to name a few,” but wow, that’s a lot! And I could rattle off at least a dozen others, but that would prolong getting to the philanthropic superwoman I am proud to feature today.
Sloane Berrent is by far one of the most amazing individuals you’ll ever encounter (and she may actually be the first genetically-engineered social change cyborg). Literally everything she does is focused on good — not only seeing it in the world and sharing her infectious inspiration with everyone around her, but truly embodying the change we all wish to see. The ultimate “doer,” she has worked tirelessly to help nonprofits achieve their mission through her philanthropic consulting, and spent the spring working in New Orleans as part of the ongoing Katrina efforts. If you were following her on Twitter at the time, her voice carried far above the social noise as she shared vivid and touching moments of her experience in the trenches, rebuilding and connecting with those devastated by the hurricane. So it wasn’t surprising when she was selected as part of the Kiva Fellows program, which will bring her to the Phillipines to fill the next chapter in an autobiography worth of good. If there’s a cause in need or a change-related activity, chances are you’ll run into Sloane. Or if she’s not there, just reach out to her, and you can bet she’ll be on the next boat, plane, train or intergalactic spacecraft to lend a helping hand.
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This series focuses on all of the companies who have adopted philanthropy as part of their business model, and spotlights their efforts as a way to help shift the paradigm toward adopting a socially responsible mission. One common element I’ve observed is that many companies dilute their giving by opting to support a multitude of charities rather than focusing on one, where they can concentrate their efforts — and profiits — toward tangible change. While the intent to help as many charities as possible is a noble one, it is not the most sustainable option if the end goal is to make a significant impact. It’s for this same reason that I recommend to companies that their cause marketing be tightly aligned with their business instead of randomly selecting flavor-of-the-month charities.
Ehlers Estate is emblematic of this concept, representing the fusion of a for-profit winegrowing estate, environmental consciousness and international philanthropy. The winery’s diverse Napa Valley vineyard is cultivated using organic and biodynamic farming techniques to produce exceptional Bordeaux-varietal wines, and all proceeds from the sale of these wines fund international cardiovascular research through the Leducq Foundation. While they are unique in that 100% of the profits are used toward philanthropy, the manner in which they’ve wholly integrated the cause with their business practices, from operations through marketing, can be effectively reproduced in profit-based companies.
The “secret sauce” in all of these types initiatives is to stand for something and support it fully in all you do — from internal communications with employees and stakeholders to external engagements with customers. You don’t have to donate all of your revenue to charity as Ehlers Estate does, but you do have to select and nurture a mission that is the embodiment of an authentic commitment to social responsibility, and is exemplified in all you do. At the end of the day, it’s all about walking the walk. Talk is not only cheap; it’s sour grapes.
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If you’ve spent any time on the social web, you’ve probably come across Geoff Livingston, marketing strategist, communicator and PR pro with a no nonsense approach to business. He’s best known for his decisive commentary on the social media space at
The Buzz Bin, recognized by the Washington Post as one of the top ranked marketing blogs in the region, and co-author of the book, “
Now is Gone,” a primer on new media for executives and entrepreneurs. Signature photos of him atop his trusty motorcycle are likely a close second! But above all, Geoff is known for getting things done, and is using his power for good in igniting social change for clients and advising nonprofits on harnessing technology to advance their causes. He has also been working with Qui Diaz and Beth Kanter on the concept of Philanthropy 2.0, and recently published the results of their
Social Media for Social Causes Study.
For all these reasons, I thought Geoff would be the perfect person to comment on the recent market shift toward a more philanthropic enterprise model as part of this series, but the following quote cinched the deal for me:
“Corporate America has come under the spotlight for immoral behavior. Americans are tired of profiteering and empty promises to our communities. In the 21st century, companies have to do more. Philanthropic intent must be backed with action.”
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In my cause marketing series, I rant communicate often about the critical need for businesses to ensure their philanthropic efforts are strategically aligned with core values over using it as a sleazy marketing tactic to fake consciousness. And I am continually searching for clever analogies to drive this point home as I believe it is the foremost tenet that must be upheld in implementing successful – and sustainable – cause initiatives: Authenticity. So, you can imagine my excitement when I saw the below tweet by Jennifer Rice the other day.
Bingo! The perfect analogy. It reminded me of my childhood when my mother would snicker at those she called “once a week Catholics” as they filed into church like the picture of piety when “doing good” for them was making a pitstop at mass on the way to the IHOP. But it’s the same principle as touting social responsibility while you engage in unfair labor practices (rhymes with Schmalmart) or claiming to be an eco-friendly corporation while you destroy the earth one overpriced, unrecyclable coffee cup at a time (ok, that one’s blatantly obvious).
Needless to say, I sought Jennifer out to spotlight, and get her insights on philanthropy as part of her values-based business model at Fruitful Strategy, a consulting firm that creates corporate social opportunity by aligning business strategy with social impact. Through her responses, she articulates the importance of ensuring that CSR is part of the fabric of your company and outlines the brand, stakeholder and customer benefits achieved with a well integrated campaign that’s built on a mission, not a marketing ploy.
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I first connected with Scott Henderson on Twitter, where we became instant friends, united in championing cause marketing and trading insights around sustainable business. Since then, he has been a continual source of knowledge as someone who is perpetually plugged into the philanthropy market, quickly identifying and evaluating a company’s true commitment to the causes they support. A consciousness watchdog of sorts, intent on keeping cause marketers honest about their initiatives, Scott is not afraid to
call out the culprits who employ it as a flavor-of-the-month tactic. Fundraising expert and cause innovator, Scott parlays his vast experience from gift officer of a $770+ million dollar compaign at the University of Nebraska Foundation to his current role as Director of Cause Marketing with Media Sauce in helping nonprofits and corporations use online media to pull off their next big thing. He also recently organized the
Pledge to End Hunger campaign, where he successfully used social media to raise $28,000 for
Share Our Strength. If it’s cause-related, philanthropy focused or sharp, results-driven strategy, chances are you’ll come across Scott Henderson. Or, if you’re being inauthentic in your cause marketing efforts, chances are, he’ll sniff
you out.
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In addition to promoting the concept of for-profit philanthropy, this series is designed to spotlight the amazing individuals who are creating new vehicles for change and innovating social good. One such individual, who is embarking on a journey to make taking social action easier, is John Brennan, creator of
I’mDoingMyPart.org and winner of the
Social Actions Change the Web Challenge for his live map of change activity around the globe.
Every moment of every day, somewhere in the world, people are volunteering, donating, signing petitions, making loans and doing other important social work. But before John Brennan came along, there was no way to visualize this change in progress. Using the Social Actions API, which aggregates social action data from over 50 nonprofit and change organization sources, John has created geographical context around that activity in the hopes of sparking people’s desire to join in.
His goal is to create a compelling presentation where people can be excited about all of the work that is happening around the world to make it a better place. “A person might discover an interest in helping others abroad and feel a connection with what they’re doing by seeing it on the map,” says John. “Seeing a real location plus picture plus the related action goes a long way!”
More often than not, it’s not a matter of finding people who want to do their part, but providing them with the resources for what
needs to be done. John’s map technology allows people to connect tangibly with a cause or activity to drive the corresponding action. And if everyone does their part, more dots on the map could translate into less work needed because change will already be in motion across thousands of miles of oceans and terrain.
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One of the primary benefits of a philanthropic business model is the ability to provide ongoing funds for nonprofit organizations. Fundraising is one of the most critical areas for nonprofits to be able to fuel their efforts in generating awareness of their cause, and affecting real change. Removing the need to fundraise so heavily allows organizations to re-allocate resources toward program implementation and volunteering with a steady steam of funds on which they can rely. But like any corporate giving or cause-related marketing campaign, there is no guarantee of ongoing support, and often, initiatives are geared toward several different organizations or causes over time, diluting the overall amount of funds any one nonprofit would receive.
In a unique twist on the concept of for-profit philanthropy, Cr8ing Digital Art, a web design firm in Pennsylvania, is launching an ecommerce site focused exclusively on building a brand new foundation called Be A Good Human that will focus on igniting good will through individuals, communities, and schools globally. The ecommerce end will be 100% focused on funding the Be A Good Human project, facilitating a turnkey — and
permanent — flow of dollars to keep their efforts thriving through a percentage of all sales. Each retail division (apparel, books, etc.) will also then contribute a portion of the proceeds from their respective cost centers to established foundations with synergistic ties to the Be A Good Human iniatitives. This helps create partnerships, united around a specific cause, and will broaden reach and maximize the work that can be done in making a tangible difference through multiple, dedicated sources.
Unlike some cause marketing or ad hoc giving programs, their business is solely focused on building a vehicle for sustainable change that, through one singular foundation, can benefit many. You can’t put a price tag on consciousness, but you can on the purchases that trigger it. And the Be A Good Human project proves that you can spend wisely — and responsibly.
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One of the primary goals of the Philanthropy in Five series is to feature companies who are committed to giving back, and serve as a framework for making social consciousness the standard way of conducting business.
In similar fashion (bad pun intended), Nicole D’Alonzo is launching Socolite.com, an online destination for spotlighting the philanthropic efforts and social innovations of local businesses and entrepreneurs in a fun, contemporary way. Her vision is to transform the idea of a socialite into a “socolite,” where being socially conscious, embracing a green lifestyle and being eco-aware are the height of style.
She refers to her concept as the web equivalent of a lounge where people can congregate to share goodwill, collaborate and use their collective power to make a difference in ways that are compelling, memorable and fashionable. From charity fundraisers to black-tie benefits to casual networking events, Nicole is chronicling these experiences through video and compiling documentaries to help inspire ongoing change, and shape a culture rooted in consciousness. In a society built on the concept of it being chic to spend, Nicole is showing that it’s chic to
give. And that’s a cause that’s more than just a passing fad.
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Philanthropy comes in many forms. It can manifest as corporate giving or cause-related transcations or volunteer programs. It can be donations of time, money or expertise. Or, in the case of Karmic Leads, it can be a database of job listings designed to help individuals and small business owners connect with relevant opportunities, at no cost. With the challenging economy and lay offs reaching record numbers, founder, Nipa Shah decided to utilize her resources to create a community of employers and job seekers that is highly targeted, accessible, and best of all, completely free. Her goal is two-fold — get people employed and form professional connections that will help them
stay employed by tapping into a network of contacts all committed to an employ-it-forward approach to hiring. And that’s good karma you can take to the bank on pay day.
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In the midst of of what many have termed “Philanthropy 2.0,” where nonprofits are harnessing the power of the web to generate awareness and support for their causes, a UK-based mobile services company called mCharity launched to help charities raise new donation revenue, market to potential donors and communicate with existing supporters and fundraisers using mobile technology. With consumers more wired via mobile devices than ever before, and the ability to geo-target and pinpoint consumer touch points using location-based services, it seems a natural segue for charities to go mobile in reaching and retaining new supporters.
Currently, mCharity offers services that integrate seamlessly with nonprofits’ existing communications plans, allowing them to tie in promotions for text giving along with their normal print, radio and TV campaigns. The process works much like current text-based services where the donor sends a text message to a special SMS short code number, the donation is included on the user’s phone bill and mCharity collects the money from mobile companies, which it hands over to the charity. As the technology matures, services like this may also aid linking consumers with local volunteer opportunities or facilitating donations through mobile purchasing at popular online retailers. But until then, mCharity, the first dedicated mobile service provider and aggregator 100% focused on enabling UK charities to generate new revenue, is transforming text-based giving, and helping to create a marketplace where change is only a few thumbstrokes away.
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Values-based companies are becoming more prevalent in our increasingly conscious marketplace, where the foundation is deeply rooted in a mission of giving back. By building with the end goal of making a difference in focus, all of the internal business practices, manufacturing – and even packaging – are developed in ways that not only give back, but protect and preserve the environment in the process. Plant It Water, a company devoted to providing consumers with an eco-friendly bottled water option, takes it one step further by keeping their eye on people
and planet. In addition to taking steps to minimize their carbon footprint, and creating packaging solutions that have no negatve impact on the environment, for every carton purchased, a tree is planted, helping to replenish our land and natural resources.
Founded by Jane Goldberg, Plant It Water seeks to empower consumers to make a visible difference in the world through everyday purchases of bottled water. As a product that respects and enhances the environment, the goal is to grow awareness of the fact that people all over the world don’t have basic needs such as water, and by supporting Plant It Water, consumers are united in a cause that benefits everyone, cultivating sustainable change with roots as deep as the trees they plant.
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Posted by Gennefer Snowfield July 7th, 2009
Obviously, one of the benefits of being socially and environmentally responsible today is the investment it makes in sustaining people and planet in the long term. No one represents this concept better than Seventh Generation, a company built upon the principle of preservation by considering the impact our everyday decisions will have on the next seven generations. In this spirit, Seventh Generation is the gateway for responsibility by equipping consumers with the details they need to make informed choices and eco-friendly products that help save natural resources, reduce pollution and keep toxic chemicals out of the environment.
Allison Parris is not the typical company I profile in my Philanthropy in Five series. I actually read about them in a fashion magazine, and fell in love with one of their cocktail dresses. So, I fully admit that my initial interest was fueled purely by vanity. But as I dug deeper, I found that their appeal is much more than skin deep.
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