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Jason saul eof keynote

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Jason saul eof keynote Jason saul eof keynote Presentation Transcript

  • THE END OFFUNDRAISINGHOW TO RAISE MORE BY SELLING YOURIMPACT
  • WHY SO HIGH? Cost Per $100 Raised $25 $20 $15 $10 $5 $0 Obama McCain Corporations Nonprofits 2© 2010 Mission Measurement, LLC.
  • WE HAVE NO LEVERAGE 3© 2010 Mission Measurement, LLC. View slide
  • SUPPLY & DEMAND ARE DISCONNECTED Donors value Nonprofits Impact Buyers Beneficiaries 4© 2010 Mission Measurement, LLC. View slide
  • BUT THERE’S HOPE 5© 2010 Mission Measurement, LLC.
  • SOCIAL CAPITAL MARKET Yesterday: Independent Sector Today: Social Capital Market Programs valued more than The market values social results outcomes Impact buyers act like Relationship-driven fundraising consumers to purchase results 6© 2010 Mission Measurement, LLC.
  • MOMENT OF GRAND IRONY… "There are no market forces, there are no competitors to take market share away, there are no customers that are going to shop someplace else...creating this kind of protected zone for philanthropy." Tom Tierney, chairman and cofounder of the Bridgespan Group 7© 2010 Mission Measurement, LLC.
  • FOCUS ON VALUE CREATION High Strategic Philanthropy High-Value Outcomes Affinity-based appeal to Evidence-based appeal to individuals & foundations impact buyers Social Value Charity Business Income Emotional appeal to Unrelated corporate individuals (cause) marketing Low Economic Value Low Economic Value High 8© 2010 Mission Measurement, LLC.
  • THE FORMULA Capture Market Sell Your Impact Your Impact Your Impact Engage Identify the Build your stakeholders “impact business case and define buyers” who and show your value those your value outcomes outcomes proposition 9© 2010 Mission Measurement, LLC.
  • A NEW SET OF STAKEHOLDERS… Independent Sector: Social Capital Market: Philanthropists Impact Buyers Corporate Beneficiaries Partners Upstream BeneficiariesFoundations Board “Consumers” that can pay Psychic Economic Benefit Value Service Social Government Donors Investors Providers 10© 2010 Mission Measurement, LLC.
  • RONALD MCDONALD HOUSE CHARITIES Children & Families RMHC Chapters Owner/Operators Suppliers McDonald’s Corporation Grantees Hospitals Donors 11© 2010 Mission Measurement, LLC.
  • IMPACT BUYERS: SOCIAL INVESTOR SOCIAL INVESTOR - - - - - - - - - - - - - - An outcomes-driven funder who has allocated a specified amount of funding specifically to "purchase " a specific set of results. 12© 2010 Mission Measurement, LLC.
  • IMPACT BUYERS: BENEFICIARY THAT CAN PAY BENEFICIARY THAT CAN PAY - - - - - - - - - - - - - - An individual or organization who consumes your products or services and is able to pay for benefits received. 13© 2010 Mission Measurement, LLC.
  • IMPACT BUYERS: SERVICE PROVIDER SERVICE PROVIDER - - - - - - - - - - - - - - An organization that relies on your outcomes to enhance its service offering or achieve its own business objectives. 14© 2010 Mission Measurement, LLC.
  • IMPACT BUYERS: UPSTREAM CONSUMERS UPSTREAM CONSUMER - - - - - - - - - - - - - - An individual or organization that relies on social outcomes produced earlier in the value chain to generate desired outcomes or income. 15© 2010 Mission Measurement, LLC.
  • IMPACT BUYERS: CORPORATE PARTNER CORPORATE PARTNER - - - - - - - - - - - - - - Companies that require certain social change in order to create direct economic value for the business. 16© 2010 Mission Measurement, LLC.
  • IT’S NOT ABOUT YOU, IT’S ABOUT THEM OUR NEED TO SELL THEIR NEED TO BUY 17© 2010 Mission Measurement, LLC.
  • THE 7 IMMUTABLE LAWS OF SELLING YOUR IMPACT1. Go through the front door, not the back door.2. Always use value pricing, not cost-plus3. Know your customer (and speak their language).4. Sell painkillers, not vitamins.5. Sell outcomes, not programs.6. Don’t oversell.7. Don’t waste time on idiosyncratic funders. 18© 2010 Mission Measurement, LLC.
  • A NEW BUSINESS CASE…  What does this stakeholder care about? Name their Pain  What is the “big win” for this stakeholder?  What is their “need to buy”?  How can you solve their problem? Explain your Remedy  How does your program align with their needs?  What value do we add or how does this monetize?  Why should the stakeholder believe you? Show your Proof  What is your track record of success?  How can this stakeholder partner with you? Prescribe the Future  What are the next steps?  How can you innovate to make this win-win? 19© 2010 Mission Measurement, LLC.
  • WHAT YOU CAN DO NOW 1 Focus on strengths 2 Know your outcomes 3 Socialize the concept 20© 2010 Mission Measurement, LLC.
  • 21© 2010 Mission Measurement, LLC.