1. Field Guide
[Organization]

2. See
the good
everywhere.

3. Contents
Field Guide
[Organization]
4.................... A Force for Good
7.................... Vision
8.................... Mission
9.................... Values
10.................. Manifesto
12.................. Audience
14.................. Tone/Voice
17.................. Initiatives
19.................. Investment Criteria

4. Doing good in the world is something we can all do – and
that good act, that good thought, that good moment will
brighten the spirits of anyone who encounters it as well as
carry us through the day.
“I did something good today.” And “She is a good person.”
There’s depth to the word. Beyond just the surface, it makes
us dig in a little deeper and try to be it, to do it.
You both have a vision for the future – for our planet, for
communities, for families. And that vision comes from a
place of goodness in your hearts and a willingness and
ability to act on it to make more goodness in the world a
reality.
What we do now has a measured and unmeasured impact
on the lives we touch and the future generations beyond us.
What we do now – for good or for ill – impacts us, and our
future. So pick the side of good.
The more good acts and good people are spotlighted, you
believe, the more they set the stage to inspire and influence
Every day people do amazing and worthwhile things in the world.
Your foundation is a means to enable people to do more of them.
A Force for Good

5. Continued
others to do the same. It’s the ripple effect. Throw the
pebble in the pond and let each ripple lead the way to the
shore, eventually reaching its destination – which for you
is around affecting change in the areas of focus you’re both
passionate about: girls’ education, the ocean and social
entrepreneurship.
Of course there will always be work to do and the
impact might seem tough to quantify. It can even seem
insurmountable: too much to do and not enough people
or resources to do it. Ah, but there’s always the story of
the starfish. When the beach is covered with thousands of
starfish, just picking up one and throwing it back to ocean
will matter – it matters to that one starfish. The impact that
your foundation will have on the lives of individuals, families
and communities, and the health of the planet will matter.
Telling the story about the good in the world can only stir
up and inspire more goodness. That’s the story of your
foundation. Inspiring, amplifying and supporting the good
that’s possible in the world. Your [organization] is a force for
good.

6. Vision, Mission, Value
Statements

7. Vision
The Why
“Everyone can be a force for good in the world.”
Inclusive to
a variety of
organizations,
individuals,
and audiences
Evokes
potential and
possibilities
Implies there’s
something to
be done
Refers to
people
and/or the
environment
Inspirational
and
aspirational
viewpoint
Belief that
everyone has
a potential to
realize

8. Mission
The How
“Inspiring, amplifying and supporting the good in the world.”
Inspring: Empowers others with a vision and a plan to act
Three action words identifies how to accomplish the vision
Amplifying: Spotlights stories and ignites additional positive acts
Supporting: Invests in or builds community with others
Echos the vision statement
Open-ended, flexible and
scalable to grow with the
foundation
Clear, simple, direct

9. Values
Action, risk, impact
Action
We all have the opportunity to
build a healthy, vibrant and
amazing world.
Many of the issues we face today
are solvable with ingenuity,
innovation and action.
A better future starts by actively
working for it.
Risk
Each act of trying to achieve
something leads to incremental
improvements for the next
attempt.
The act of trying is more
important than measuring
failure.
Results come from risk.
Impact
Our legacies are left on everyone
we meet, on the lives we touch.
The good being done now in the
world will impact people and the
planet for generations to come.
The most effective work comes
from building long-term
relationships.

10. Manifesto
We believe...
We believe there’s a force for good at work in the world. Even so, we are faced with a number of social and
environmental challenges. Fortunately, there are people with a vision for a better world and a willingness and
ability to build it. Their acts lead to changes that ignite hope, joy and happiness.
What we do now makes a difference to our future, to each other, to our planet. Spotlighting stories about the
good being done in the world inspires more of it. Supporting organizations that actively work toward positive
social and environmental change also encourages more of it.
Technology powered with ingenuity, creativity, and passion can solve social and environmental problems.
Solving issues takes more than just technology. It requires the hearts and minds of people. It also requires a
long term approach – not a magic wand. Results come from risk. Every attempt lands us closer to a solution
that can have an influence – both seen and unseen – on generations to come.

11. Audience and
Tone/Voice

12. Goal:
Attact and inspire the 10% who act.
90% of online users
consume information
10% of online users
contribute and act
Audience: The Who
The 90-10 Philosophy

13. Social
Entrepreneurs
Traits: Energized, fascinated, and
challenged by making change
Strategic Role: Highly technological and
well-connected
Foundation Provides: Financial support
Key Message: Build a better future
Actions to Perform: Get funding and join
community
Mission: Supporting and amplifying
“Mom Activists”
Traits: Active, motivated, and challenged
by making a change
Strategic Role: Wide-reaching community,
socially savvy and well-connected
Foundation Provides: Increased
awareness and community
Key Message: Create the change you wish
to see in the world
Actions to Perform: Spread the word and
join community
Mission: Amplifying and inspiring
Like-minded Orgs
Traits: Established, active, shared values
and philosophy
Strategic Role: Established ethos/
authority in focus areas, wide-reaching
communities
Foundation Provides: Financial support
and increased awareness
Key Message: Be a force for good and
support those who are
Actions to Perform: Get funding and
spread the word
Mission: Supporting and amplifying
Shared Traits Dreamers and doers
Highly informed on issues
Highly motivated to make an impact
Well-connected to their communities
Extensive social media savvy
Audiences
The 10% Who Act

14. Tone/Voice
Confident, realistic, inspiring
Confident
About possibilities, change,
people, potential
Confident is...
Smart
Unwavering
Straightforward
It isn’t...
Arrogant
Ostentatious
Boastful
Realistic
About action, perspective, vision,
possibilities
Realistic is...
Believable
Empowering
Genuine
It isn’t...
Hollow
False
Brash
Inspiring
About the future, possibilities,
action, people
Inspiring is...
Energetic
Optimistic
Attainable
It isn’t...
Starry-eyed
Frivolous
Forceful

15. Establishing the Voice
Confident, realistic, inspiring
Be a force for good.
Does the conversation or content inspire our audience that
a better future is possible because of their actions?
Does it evoke
potential or
possibilities?
Is it
empowering
and
optimistic?
Does it
amplify the
force of good
at work in the
world?
Does it inspire
people to
believe they
can make an
impact?
*ensure we check off on 2 of the 4

16. Initiatives
(Areas of Focus)

17. Initiatives
Areas of focus
Education
Girls in the U.S., India, Africa
Seattle Girls School
Z Girls
JSM Girls College
The Clinton Foundation
Could also include:
Girl Rising
Barefoot College
Girls Education Collaborative
Environment
U.S. and global regions
Ocean conservation
The Nature Conservancy
Mission 31
Could also include:
National Aquarium
Oceana
Institute for Ocean
Conservation Science
Social
Entrepreneurship
U.S.
EIC
The W Fund
UW Foster School
GeekWire series
Could also include:
Teach for All
Year Up

18. Investment Approach:
Funding and Investing Criteria

19. Investment Approach
Funding Criteria
• Be classified as a 501(c)3 or the
international equivalent
• Organizations or programs where
Foundation resources have the
potential for significant impact:
typically small to mid-size
organizations/programs that are
poised for growth
• Fiscal responsibility
• Be a clear and substantive fit within
one or more of our three areas:
• Education – strengthening the
access to K-12 education for
girls in India and the U.S.
• Environment – preserving or
conserving our planet
• Social entrepreneurship –
designing transformative
social change
• Existing or potential for strong
organizational leadership/
governance
• Organizations based in the United
States, India and Africa
The [organization] both funds and invests in organizations that align with our three areas of focus:
education, environment, and social entrepreneurship.

20. Investment Approach
Funding Criteria
• Organizations that promote a
religious doctrine (We may support
religious organizations that serve
secular needs)
• Organizations that discriminate on
any basis
• Lobbying or political activities
• Major research projects
• Any commercial business purpose
• Any litigation that is underway,
contemplated, or completed
• Endowments, building campaigns,
special events or annual funds
• Private foundations, Type III
supporting organizations, or
other organizations that require
expenditure responsibility by the
Foundation
• Direct grants to individuals
We do not support:

21. Investment Approach
Funding Criteria
INNOVATION
Is the organization likely to lead
the development of a community
innovation – a breakthrough in
addressing a social or environment
need that is more effective, equitable
or sustainable than existing
approaches?
IMPLEMENTATION
Is the project plan thoughtful, realistic
and does it address the identified
social or environment need? Does the
applicant have the capacity to execute
the work effectively or have a plan to
meet the needed capacity?
IMPACT
Is the project likely to make a
significant, sustainable difference,
now or in the future? Will the project
inspire or inform others?
We will use the following criteria and considerations to determine what proposals best fit our
strategy as we make funding decisions:

22. Investment Approach
Investment Criteria
• Align to focus areas
• Be seeking investment capital in the range of
$0.25M-$3M, structured as either debt or equity
• Have a clear business model that demonstrates the
potential for financial sustainability within a five to seven
year period; including the ability to cover operating
expenses with operating revenues
• Potential for significant long-lasting impact
• Organizations based in the United States, India and Africa
• Demonstrated interest intersecting art with technology
to solve social challenges
We invest in companies and organizations – primarily startups that are at technology’s leading
edge to innovatively solve social challenges.

23. Investment Approach
Investment Principles
BALANCED INVESTMENT
APPROACH
We have a high tolerance for risk
with our investments but work to
understand and mitigate these risks
where possible.
ENDURING
RELATIONSHIPS
We forge long-term relationships
with investees, and bring appropriate
support and resources to them and
their companies before, during, and
after our investment approval process.
QUANTITATIVE AND
QUALITATIVE INSIGHTS
While we believe in measuring social
and financial performance, we also
believe that not all impact can be
measured. We seek to capture and
share stories and lessons we learn
from our work and share them with
our larger community.

24. Prepared by
Fetching Stories
for [organization]June 2014

25. Investment Approach
Investment Criteria
• Align to focus areas
• Be seeking investment capital in the range of
$0.25M-$3M, structured as either debt or equity
• Have a clear business model that demonstrates the
potential for financial sustainability within a five to seven
year period; including the ability to cover operating
expenses with operating revenues
• Potential for significant long-lasting impact
• Organizations based in the United States, India and Africa
• Demonstrated interest intersecting art with technology
to solve social challenges
We invest in companies and organizations – primarily startups that are at technology’s leading
edge to innovatively solve social challenges.