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Volunteer! - Bellwether - Q212


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This issue is all about what you or your business does or can do to make this world a better place. Read interviews and testimonials with several industry leaders and feel inspired! Also, learn how to use social media to improve your philanthropic footprint. We hope you enjoy 2012's Second Quarter issue of Bellwether!

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Volunteer! - Bellwether - Q212

  1. 1. BELLWETHER Doing More than Good Volume 3 | Issue 2 | Second Quarter 2012
  2. 2. 2 Bellwether Magazine | Second Quarter 2012
  3. 3. Encouragement is not costly to give, but priceless to receive. ~unknown author 10 Big Brands, BIG Letter from the Editor 5sections Going We give to charity! Leadership 6 with Charity Sales and Marketing 9 Not-For-Profit... Cover Story 14 with a Industry News Book Report 16 22 16 Customer Relationships 24 Social Media Human Resources 26 30 Putting Corporate Money 18 Where the Meaning Is Giving in the Social World - Don’t Brag, Share 26 3 bell•weth•er -noun: one who takes initiative or leadership
  4. 4. Need to improve sales? Improve lead quality? effectiveLower the cost of lead generation? Worried about being left behind in social media? Do you know where to start?We are here to help. Blytheco Advanced Marketing will help you take yourbusiness to the next level. We will help you increase leads, measure the resultsand improve revenue. ADVANCED MARKETING
  5. 5. LETTERFROMTHEEDITOR BELLWETHER A Blytheco, LLC Magazine Volume 3 Second Quarter, 2012 STAFF EDITOR Apryl Hanson CREATIVE DIRECTOR Greg Went OPEN FOR AD CONTRIBUTING WRITERS Alicia Anderson Dave Barret Lynn Berman Theresa Boros Eyal Danon Apryl Hanson Cortez NaPue Genie Whitehouse Bill Wiersma ADVERTISING SALES Dori Fitch SUBSCRIPTIONS Or contact Dori Fitch - (800) 425-9843, Extension 1168 Bellwether Magazine is published by Blytheco, LLC with principal offices at: 23161 Mill Creek Road Suite 200 Laguna Hills, CA 92653 If you wish to be removed from the mailing list or to add names to the mailing list, send your request, including name, business name, and mailing address to the above address or to This is a copyrighted publication and all articles herein are covered by this copyright. Any use of the content for commercial reasons or other form or reproduction of material herein is strictly prohibited without prior, written approval of Bellwether Magazine. 5bell•weth•er -noun: one who takes initiative or leadership
  6. 6. LEADERSHIP by Bill Wiersma W all Street trader Phillip Meyer (quoted in a 2010 article in Time) noted, “If running the economy off the cliff makes you money, you will do it, and you will do it every day of the week.” Meyer is referring to the willingness of some Wall Street traders (and, by default, their firms) to make money at any cost—even if it meant throwing the entire country under the bus and into disarray. I choose to believe that Meyer’s declaration does not apply to every trader or every Wall Street firm. Yet, if you’re not outraged by the self-serving shenanigans by some in business (whether on Wall Street or not) in recent years, you haven’t been paying attention. Some have argued that the sole purpose of a business is to make money—the more the better. Yet, as Rosabeth Moss Kanter reminds us in a November, 2011 Harvard Business Review article, a business doesn’t exist in a vacuum. Rather, each and every business is ultimately interdependent with the greater society and, as such, has certain inherent responsibilities to that society. In other words, making money is an obvious imperative, but it isn’t the whole picture. A healthy business requires a healthy society. Kanter advocates that the great companies she has studied ‘think differently.’ These companies, representing a variety of industries from all over the world, think of themselves more as an institution than merely a money-making machine intent on maximizing short-term profits. Said another way, these companies take a long term perspective. They invest in their customers and the greater communities they serve. Demonstrating a return on some of these investments can prove dicey. They do it anyway! In other words, they’re ‘doing more than good.’ Certainly providing a valued product or service to the marketplace is a big part of the good a company does. It’s also good that a company is able to provide valued employment opportunities or becomes an important source of much-needed tax revenues for the public sector (which depends almost exclusively on them). As wonderful as these things are, Kanter suggests that great companies do a little more. Kanter’s findings are similar to my own; namely that successful (and sustainable) companies are populated by people who think differently. In her article, Kanter alludes to an especially important mind-set I’ve identified that is held by professionals; namely that “a professional realizes (and acts like) they’re part of something bigger than themselves.” Indeed this is ‘thinking differently’ when contrasted against the traditional view that ‘the sole purpose of a business is to make money’---something Wall Street trader Phillip Meyer apparently believed. The ‘something bigger’ mind-set influences both how one conducts business and, in some instances, can influence the very purpose of the business itself. Consider these three unique ways:6 Bellwether Magazine | Second Quarter 2012
  7. 7. Solving Uniquely Personal Problems Transforming How We Live • Medtronic, a world leader in medical technologies, is changing • Apple. Whether having greater access to the sources of our the face of chronic disease. Its higher purpose is to alleviate favorite music, having our mobile phone double as a virtual pain, restore health, and extend lives. Absent the types of assistant, or downloading the Wall Street Journal on an iPad, products Medtronic develops, people die. Apple has enhanced lives. For some, it’s been transformational. • TOMS Shoes, a for-profit entity, has a unique proposition— • Considered by many to be the world’s leading design firm, buy a pair of shoes from them and they’ll give a pair to a child IDEO of Palo Alto, CA creates innovative products and services in need. Since September 2010 TOMS has given away over for many of the world’s leading companies. Their efforts have 1,000,000 pairs of shoes to children in need all over the world. given rise to, among other things, the first laptop computer, the • Most of us are familiar with Gore-Tex, the breathable, water- Palm V, and the Apple mouse. proof fabric used extensively in outerwear. But W.L. Gore’s • Alice Waters---owner of the renowned Chez Panisse restaurant technologies are also used extensively in pharmaceuticals, in Berkeley, CA---is a American pioneer in culinary philosophy. filtration devices, and a host of other applications. In the Many of our current trends in food (fresh, healthy, sustainable) medical field alone, more than 25 million Gore implants have are directly attributable to Waters’ influence. helped patients around the world live longer, healthier lives. Each of the founders of these entities set out to do great work, notIt’s easy to see how the founders set up these companies in such get rich. Yet because the quality of their work was so exemplary,a way as to enable them to be a part of something bigger than each made more money than they would have ever imagined.the founder themselves. Their higher purpose was to enhancepeople’s lives---in a very personal way. Your company may not be attempting to solve a vexing societal problem, transforming an industry, or saving people’s lives. ButAddressing Pressing Societal Problems wanting to serve a higher purpose has no limitations. It takes many forms. For example, Portland based Umpqua bank allows • Problem: The lack of clean drinking water—especially in the employees 40 hours of paid time off annually to volunteer. third-world. HaloSource—a Bothell, Washington company— Patagonia, an outdoor apparel company, commits up to 10% of has developed technology which instantly kills bacteria in their profits to causes of their choosing. In today’s vernacular—it’s water. The solution is low-cost and works without electricity or called ‘giving back.’ piped water. Professionals see the world in a certain way. Indeed, they • Problem: the need to reduce the country’s enormous energy think differently. Their mind-sets are what make them unique. foot-print. Wal-Mart has made a significant long-term Desiring to be a part of ‘something bigger than oneself’ is one commitment to renewable energy. More importantly, Wal-Mart of those mind-sets. Paraphrasing Harvard’s Rakesh Khurana, the recognizes that through its enormous purchasing power it can professional expects to create value for society, not extract it. If help take the solar market to scale. In doing so, the industry’s a company’s sole purpose is to make money—it’s harder to do costs should drop. Walmart has been willing to relax its short- great work, harder for employees to believe in the company as an term ROI requirements for investments in solar with the hope institution, harder to be a truly great company. of reaping lower costs in the future. The company is taking the larger view---resulting in expected wins for the solar industry, Wal-Mart itself, and for the nation. • Problem: The need to reduce scrap steel in landfills. Since the advent of Nucor’s mini-mill technology in 1969, the company has turned scrap steel into new product. In turn, Nucor has become North America’s largest steel producer.Notice how each of these companies core purpose was linked to asignificant societal problem. Was their motivation purely altruistic?No. Each hoped ‘to do well (financially speaking) by doing good.’About the AuthorBill Wiersma is the principal of Wiersma and Associates, LLC, a consulting firm that helps leaders create cultures centeredon professional ideals. His expertise has been featured in numerous media outlets--including the New York Times. Bill,the author of two critically acclaimed books, is a trusted advisor to executive leadership on senior team development andorganizational culture. His latest book is “The Power of Professionalism” 7 bell•weth•er -noun: one who takes initiative or leadership
  8. 8. LEADERSHIP Toot Toot Tooting Our Own Horn by Alicia Anderson N ot to toot our own horn or anything, but in this issue devoted to service, we thought it only right to recognize Blytheco’s own CEO Stephen Blythe, who last month won the Kent Clapp CEO Leadership Award as part of the 2012 Medical Mutual Pillar Award for Community Service. Blytheco as a firm was recognized as a winner of a 2012 Blythe is also an avid supporter of the ACS Relay for Life Medical Mutual Pillar Award for Community Service in fundraisers coordinated by Sally Brown of the Blytheco November, 2011. This award, given by Medical Mutual of Laguna Hills office throughout the year. His private aircraft Ohio and Smart Business Magazine, recognizes the business flights and introductory pilot’s lessons are always a hit at community’s charitable works in the central Ohio region and the relay events. overall Stephen’s commitment commitment to to philanthropy. service trickles down All 2012 Pillar Award winners and their good deeds were featured in the January edition of Smart Business Columbus. Winners attended the 2012 Pillar awards recognition event, held January 26, 2012 at the Ohio Statehouse in Columbus, Ohio. throughout the organization. Team members are The Kent Clapp CEO Leadership Award recognizes one active in and supportive of their local communities. Staff top executive of a for-profit company whose commitment members regularly participate in fundraising activities for and spirit for community service serves as an example the American Cancer Society and Orangewood Children’s for the organization he or she leads and filters down Home, among other activities. This year we are launching throughout that organization. Clapp was the Medical a series of networking events across our nationwide Mutual’s longtime CEO who was tragically killed in a small locations where we raise funds for local charities as part of plane crash in Puerto Rico in 2008. the event. Blythe was recognized for his involvement in LIGA When leaders authentically demonstrate commitment to International, the Flying Samaritans and the American service, it flows throughout the business and throughout Cancer Society’s Relay for Life. LIGA, the ‘Flying Doctors the community. We’re proud that Blytheco exemplifies that of Mercy,’ is dedicated to improving the health and well- commitment. being of the people of Sinaloa, Mexico, by providing free health care and education. The Flying Samaritans provide For a hilarious recap of the awards ceremony from the similar services in Baja Mexico. For over ten years, Stephen perspective of Blytheco Account Executive Kelly Rayburn has contributed to these organizations as a pilot, volunteer, (“Schmoozin’ With our CEO, Stephen Blythe: The Pillar board member, website developer, and treasurer. and Kent Clapp Awards”), visit our blog at think.blytheco. com.8 Bellwether Magazine | Second Quarter 2012
  9. 9. SALES&MARKETINGIs marketingwith a causerelated to an by Apryl Hansonincrease in sales?It seems everywhere I turn,another company that I Brands that support a cause are seeingdo business with is now a growing increasesupporting a cause. Does in brand awareness, especially when thethis relate to an increase brand is tied to a local cause. This type ofin overall sales? The 2010 grass roots supportCone Cause Evolution Study can work well for small businesses to definewould suggest yes. themselves and earnIt seems the issue isn’t just that consumers spend local attention. Themore dollars with companies that are supporting big question is doesa cause, but that consumers have grown to expect it produce additionalthat companies will support a cause. “About one sales results?third of Americans have even higher expectations of Increased brandcompanies to support a cause during a recession, and awareness can produce31% say an economic downturn is a time when it an increase in purchasesis more important than ever for companies to and loyal customers, but that alonestep up to support social and environmental won’t be a savior of a brand. Youneeds,” says the Cone Cause Evolution have to have all elements of aStudy, our nation’s benchmark report business working together inon cause marketing attitudes and order to take advantagebehaviors. of cause-based branding;As our economy begins to emerge other elements such asfrom recession, the expectation is that cause employee loyalty andsupport will continue. People want to feel good satisfaction, customer loyalty andabout where they spend their money. With happiness, when combined withoverall funding for non-profits decreasing, supporting a cause, will increasecause support in American businesses is your revenue but if one of thesean important way for consumers to still elements is failing – supporting afeel like they are giving back while cause won’t work.spending less. 9 bell•weth•er -noun: one who takes initiative or leadership
  10. 10. SALES&MARKETING Big Brands, BIG Going by Apryl Hanson with Charity S tarbucks, a successful brand that supports many causes, continues to increase awareness about the charities that they are supporting. The newest is “Create Jobs for USA.” Starbucks teamed with the Opportunity Finance Network (OFN) to help create and sustain jobs by providing capital grants to underserved community businesses that will help increase jobs in those areas. To learn more about this specific program visit Is this and the company’s other charity work helping Starbucks increase its brand perception? It is just one of the many things that this company is doing right. They have every other element of a growing business like loyal employees, consumers that are happy about their products and a brand that stands for more than just making profit. Some brands create their own charity – McDonald’s created the Ronald McDonald House Charities. Are charities working the same way for McDonald’s as they are for a company like Starbucks? I believe if we compared the two we would find some similarities, but also some differences that would show that there are other elements involved in integrating charitable contributions into a successful business. We Love Charities!10 Bellwether Magazine | Second Quarter 2012
  11. 11. The difference between these two organizations is what fanatics, and they support charities on a local level. TeamsI call “E2CL” – meaning in order for there to be real of local employees decide which local 501(c) (3) charitiesintegration of charitable work to positive business results, they will support. This type of community involvementyou must have these elements: on a local level gives them the image of a down-to-earth local company in the many communities that they serve• Extreme employee loyalty and culture (E) nationally.• Customer enthusiasts and Loyalty (High NPS - Net Promoter Score) (C) How can your company create E2CL?• Charity that is prominent (C)All of these create overall brand Loyalty - (L). 1. ake sure that you are doing what you can to support M your employees, so that they feel loved and passionateI think we can learn a lot from bigger brands that are doing about coming to work every right, like Starbuck’s and from brands that are almost 2. rive customer enthusiasm by making sure you have Ddoing it right, like McDonald’s. Another major brand, the ability to get feedback from your consumers andWal-Mart, has been in the news for having exceptionally improve products and processes to make it easy tounhappy employees, creating a stigma about their work with you.workplace and brand. They tie themselves to charities and 3. hoose a local charity to work with and develop a Chave achieved tremendous financial success, but is it at rapport with the leaders of that charity. Meet and figurethe cost of their employees and vendor relationships? Do out what will work for you and your employees to getthey have what we would call a “superbrand” where we involved with a them? No. We may shop there, but love and loyalty 4. inse and Repeat – as you know if any one of these Rare not what keep people purchasing from them – it’s areas falls short it can attack your bottom line.price and convenience, period.Contrast Wal-Mart with Southwest, which shows signs ofexhibiting E2CL. They have customer and employee brand COFFEE We give to charity! 11 bell•weth•er -noun: one who takes initiative or leadership
  12. 12. Billing Suggestions for Quicker Payments and Lower Expenses L ast month we looked at the importance of deciding who to extend credit to, and how to decide how much credit to give. We also covered how to monitor your clients and adjust your credit policies based on their payment habits, and new information you find through Google Alerts, other vendors, etc. This month we are going to discuss some basic billing and collection procedures. If your business does not have a systematic invoicing and service will forward the mail to the customer with that billing system, it is very important to have one in place. new address imprinted yellow sticker placed over the old Many times I have seen that customers haven’t paid my address, just like the previous invoice. Yes, the customer clients simply because they were not billed, or reminded to will still get the statement; however, psychologically they pay on a regular basis. I know this may be hard to believe, will be less inclined to pay it. If you think about it, someone but sometimes a loss or change in personnel occurred – will again be getting a bill, which clearly shows that the and the missing person was the one who billed or made sender doesn’t know where they are. This is a bill that is late-paying customer follow up calls. This can happen easy for a less than honorable person to ignore. On the when there is staff turnover, typically in smaller or newer other hand, if you update your system immediately with any companies where there isn’t enough staff to handle the new customer billing addresses they will get the bill directly invoicing and billing. To avoid this potential situation many and faster than when it is forwarded, and with their new companies are opting to outsource their billing and follow address printed right on that envelope. They may think, up. They are then assured that billing and follow up calls “Wow, they’re pretty efficient over there. I didn’t tell them are being done on a regular basis. This can be done by where I moved, but somehow they already know.” This bill outside companies for much less than salary expense. has a much better chance of being paid. Also, outsourced first-party billing and follow-up calling can provide professional control of dialogue. It can be Creating effective billing statements computer programmed to be more systematic than internal staff are, as this is their specialty. The more systematic you Have a due date: If you think about most of the bills you can be with your follow up process, the better your cash get at home, the overwhelming majority of them have a flow. due date, i.e. “payment is due by March 15.” This gives the payer a specific expectation of when to send payment. Address Correction Requested This has better predictable results than invoices that say “pay upon receipt,” or “payment is expected in 30 days.” One of the most difficult collection problems is tracking A specific due date is the best option, which is why so many down a customer who has “skipped” – or moved without major companies have adopted this. informing your business of their new address. The U.S Postal Service has a procedure to address this situation. Remove any aging sheet on your statements or invoices: Any statement or correspondence sent from a business Many companies have a software program that lists all should have the words “Address Service Requested” outstanding balances in a mini-aging sheet on the bottom printed or stamped on the envelope, just below your return of their statements. This may help clarify the total balance address in the top left corner. If a statement or invoice is due with customers, and the age of each invoice, if they sent to a customer who has moved and the words “Address have multiple invoices. I would recommend however Service Requested” appear in that top left corner, the postal removing these columns, or at least reducing them to not service will research this information. If you are mailing show any later dates than a 90+ column. I have seen some first or second class mail, and they can locate a forwarding of them show a 30, 60, 90, 120, 150 and a 180+ days past due address for that person, they will send you business form column. The subliminal message being sent, even though #3547 with the correct address for a small fee of 50 cents. the invoice may say, “Please pay in 30 days,” is that they This keeps your customer’s address file up to date really can take 6 months, as that is what your own statement is showing. This mini-aging sheet should be removed or Also be sure to update that information from the postal reduced from your statements, as it implies that customers service into your system right away. I have seen companies can truly pay much later than the terms you have stated that did get this new address information from the postal with them, as you show that you track it much farther out. service and did not take the time to update their client’s information. When they bill the client next time, the postal12 Bellwether Magazine | Second Quarter 2012
  13. 13. SALES&MARKETINGby Dave Barrett Consider adding a late fee: Many companies use a late fee, efficiency is added by the automated call having dialogue that disconnect fee, service fee, or interest charges, to cover some says “to speak to us now press #1”. Your customer could then of the expense of carrying their late payers. This is worth the be connected to your AR department personnel to discuss the time to discuss with your attorney, if it could be instituted in bill and take credit card information over the phone. This is your business with your customers. An attorney is important a much less expensive and a more productive process than “ to bring into this conversation, as the customer must be what is commonly done 100% manually, by having a larger informed of this fee contractually before it is assessed. The staff of salaried people constantly dialing out. And to many impending late fee can be mentioned people’s surprise, upon reviewing in your contract for example, or other correspondence. This can be Remove any this process in detail, it does not lose any customer service image if additional motivation to get your bill it is designed properly. It is more paid quickly. And the additional fees your company recoups can be used aging sheet on profitable to link this new technology with a smaller accounting staff, and to subsidize the cost of carrying these late payers, and be used to reimburse your statements programming the time of these calls to coincide with enough staff for the cost of additional follow up time to handle the amount of inbound spent continuing to request payment from these late payers. These fees or invoices calls that will be generated. seem very appropriate to me, but must be instituted legally. Turn up your cash flow and profits while reducing expenses Send reminder letters more frequently: The squeaky wheel In summary: does get the grease. If you increase the number of times you request payment, you will increase your chances to get paid. If • Follow up in a timely manner with statements and calls you can’t easily bill every customer twice per month, consider • Get statements out quickly and ideally twice per outsourcing to a company that can do it for you. Getting your month statements and reminder letters into your customer’s accounts • On your statements: try and use a “due date,” remove payable department twice as often monthly, and two weeks mini-aging sheets or reduce the number of columns, earlier than a regular monthly statement will definitely get you paid faster. • Consult with legal counsel about instituting a late fee into your billing process New automated dialing services • Consider utilizing an automated calling service to increase contacts, reduce dialing personnel, and drive calls to you Automated calls are now a popular choice for election at an exact time when you are staffed up to handle them. campaigns, reminding patients of upcoming appointments, and for our purposes, reminding individuals about their past • Use Address Service Requested on every invoice sent, and due account. These automated calls can be utilized in a way immediately update any new address provided to you by that creates a very professional and sophisticated image the postal service. for your company. And while done by outside vendors, your customers will perceive this as your company’s own sophisticated follow up system, as your company’s phone If you have any other billing and follow up suggestions, number can be inserted as the caller ID. please feel free to share. I would be happy to pass other helpful ideas along in future articles. I hope knowing Automated calls are increasing the efficiency of internal billing departments by being programmed to be dialed at a this information can help your company to improve your specific time of the day. After establishing that the name of billing and follow up efficiency, cash flow, and profits. your company is calling regarding their account, even more About the Author For over 20 years, Dave Barrett has helped businesses optimize their accounts receivable management strategies and collections. Working with clients in the manufacturing and distribution industries as well as the banking, legal, accounting, and medical fields, he reduces exposure and internal expenses, while at the same time improving the billing and follow up process. Learn more about Dave by contacting him at (818) 458-4663, or 13 bell•weth•er -noun: one who takes initiative or leadership
  14. 14. COVERSTORY by Alicia Anderson S ocial entrepreneurship is on the rise and Raghu and Arathi Raju are a striking example of this new by Alicia Anderson breed of young, smart, idealistic businesspeople. Raghu and Arathi are founders of Mahamosa, a growing tea, spice, and herb retailer. What is a social entrepreneur? A business leader who is focused equally on profits and purpose. They use business to create social value, and they are reaching into every sector of the economy. Raju is an energetic guy with a Master’s degree in Public Health and a law degree. He practiced contribute as an intellectual property comes from, Raju says “It’s time for society attorney, but wanted to go out to start thinking long-term, not short-term, on his own to use his skills to do about business impact. Businesses need to something positive in the world. play a stronger role in having positive impacts His partner in the business is his wife, AND mitigating negative impacts like pollution, a graphic designer with extensive design and climate change and declining public health.” illustration experience. He says he’s always been a highly-focused idealist – “maybe being an only What charities does Mahamosa support? child has something to do with it – having more Raju’s background in public health led him time to develop those ideals,” laughs Raju. to organizations like, Oxfam, Save the Children, and other groups who focus They combined their skills and launched on humanitarian issues. They don’t yet have Mahamosa as an online business in May, 2011. direct partner relationship with the charities – The company sells loose leaf teas, spices, gifts “Organizations of this size prefer to establish and wares, along with gifts such as teapots, partnerships with larger business than ours,” he infusers, chocolates, honey sticks, and 100% says. Perhaps charities are missing an opportunity organic cotton shirts. here? For now, the relationship is informal; Raju makes a donation once a year to the charity of They are committed to donating 50% of their choice. profits to charity. Asked where this drive to14 Bellwether Magazine | Second Quarter 2012
  15. 15. They have wisely branded their charitable efforts Raju says the company’s focus for 2012 is marketing.with the “Being in the World” trademark, thus They have experimented with group discountestablishing a community that is set somewhat sites (such as Living Social) and found success inapart from the business itself. driving business to the retail locations. “It’s not for everyone,” Raju says of the group discountThe brand’s online manifesto states: promotions, “but it gave us valuable insightsWe chose the phrase about our buyers and lots of visibility, so“Being in the World” it worked forbecause it describes not us.” They planonly our individual being to expand theirbut also our inseparable retail footprintsituation, connection by evaluatingand continuity with how theythe world around us. can get theirWe explore, think products intoabout, appreciate large groceryand embrace stores, like Wholeinternationalism/ Foods.globalism, diversity, Boosting onlineand multiculturalism. traffic is a majorWe connect with and goal for 2012. Theyhelp people connect are active on socialand be in the world. media, and haveThe Being in the experimented withWorld community search optimizationhas no boundaries. on their website,Our business is an experiment but the competitionin socially and environmentally responsible for eyeballs online is tough.capitalism. We believe people, includingconsumers, are motivated not solely by individual They know their market – Raju’s research tellsconcerns but also by social and worldly concerns him his buyers are consumers who are new to teaor causes beyond the individual self. Taking this drinking, and are overwhelmingly young women,conviction to the retailing world, we believe 18 to 35 years old. He notes that while in the US,consumers inform their purchasing decisions not only around 10% of people are tea drinkers, teaonly by cost but also a true concern for the world is the number two beverage worldwide secondaround them. only to water. He acknowledges the wide variety of competition his company faces – grocery storeRaju also helps mitigate negative impacts in teas, retail tea outlets, and other beverages,his business by using only 100% biodegradable including coffee. But he believes in the qualitywheat straw cups and 100% recycled paper for of his product and a growing national focus oneverything from business cards to register tape. individual health will help boost the popularity ofThe business made a major growth step in his teas.October, 2011, when they opened retail kiosks in Visit the company attwo Atlanta malls. The Rajus are new to retail, sothere has been a learning curve, but the exposure been valuable to the young company, andthey have been able to provide jobs as a result. 15 bell•weth•er -noun: one who takes initiative or leadership
  16. 16. INDUSTRYNEWS Not-For-Profit... with a U sually, the line between not-for-profit and for-profit business is fairly clear. Both types of organizations make money; however, non-profits put the money back into the organization in order to further the group’s stated mission. For-profit businesses distribute profits among shareholders or owners. by Alicia Anderson Rebuild Resources is a little different. This St. Paul, MN-based contributions to provide services, we primarily use money made non-profit helps its community by giving people a second from our businesses to create jobs to employ people who chance at a productive life. But they also run businesses to receive our program services. We’re not just teaching people employ these people – real businesses who compete with how to look for jobs, we’re giving them a job, they are paying other companies and manage the same types of issues other taxes and contributing to their communities, so both they and businesses have. the community can immediately benefit. We recently visited with Joanna Schnedler, Development Leader There are some built-in inefficiencies with this model. We assist and Janet Ludden, Interim President of Rebuild Resources, to people to gain skills and work experience to position them talk with them about how Rebuild straddles the line between for permanent employment – so when our program succeeds, doing business and doing good. the result is a production challenge. We intentionally lose our best workers to our competitors. As a result, we have very high Tell me about the mission of Rebuild employee turnover, which impacts our productivity. Resources and how you accomplish that mission. Just like any other business, we utilize creative business strategies and production practices to overcome this challenge. Our mission is to help recovering addicts and alcoholics be We have developed overlapping shifts, expanding operational sober, self-sufficient and of service by providing meaningful, capacity and increasing machine hours. We have streamlined transitional employment in business enterprises we own and operations and increased efficiency. As business grows, we will operate .These enterprises provide a safe, sober, secure, add a full second shift. supportive, but non-enabling environment for recovery, and serve as the economic engines which sustain our work. Our It’s not a surprise when people leave us. We help them in their businesses are a custom apparel and promotions shop, and a job search. We bring new workers in and get them oriented and contract manufacturer. trained at the same time their predecessor is leaving. What are the strengths of an organization How do you select participants? like Rebuild who straddles the line Prospects fill out an application and go through a competitive between for-profit and non-profit? What hiring process. We receive 400-500 applications per year, so are the weaknesses? we have a vast applicant pool. We can be selective in whom Clearly our strength is that, unlike other programs who use we hire, but most of our participants have very little or no past16 Bellwether Magazine | Second Quarter 2012
  17. 17. job experience and those are the people who most need our services. Mostof the people we hire have criminal backgrounds, which also makes findingpermanent employment extremely challenging. We are looking for peoplewho are committed to sobriety and committed to changing their lives, they arethe people who will succeed in the marketplace.How do you market your organization?Our continued goal is to reach 80% self-sufficiency from business revenue, withjust 20% of our funds coming from contributions.So we have a two-pronged marketing goal. We need to advertise and marketto gain new contracts, and we also want to build awareness throughout thecommunity about our mission and program.To build relationships with our apparel and manufacturing customers, we haveto be competitive in quality and price when we market to potential customersfor our business. We have a marketing director who sets the strategy, anda sales force who actively engage with prospects. Along with traditionalmarketing methods like using sales collateral and promotional materials, weactively market on Google.We have a diverse strategy for fundraising. We hold a golf tournament andother local events. We also work to establish partnerships with governmentagencies who can advocate for our programs. Strong advocacy withinthe recovery community and the corrections community helps us createrelationships that help us achieve our mission.How do you measure results?Like most businesses, we know we are succeeding when our customers aresatisfied, are repeat customers, and send other businesses to us on theirrecommendation. Bottom line business results and an ever increasing portionof our overall expenses being met by business revenue are effective ways forus to measure success. We have to prove to our customers that giving us theirbusiness is the best choice they can make – and we can do that.Showing a high ROI on contributed income is the very best way to continueto get support from our donors. It is incumbent upon us to demonstrate bothbusiness and programmatic success which advances our mission and meetstheir philanthropic goals.We also look at the benefits to society of our social enterprise model. Thework we do reduces recidivism, reduces the costs of incarcerating andrehabilitating people, and adds to the tax rolls since we are assisting theformerly-unemployable tax-paying, productive citizens. We have metrics thatdemonstrate this incredible return on investment.Also, we are happy to report we were recently recognized as the first“Accredited Social Enterprise” by the Social Enterprise Alliance. We’re proudthat they have acknowledged our model of applying market-based strategiesto address social problems.For more information about Rebuild Resources, please visit theirwebsite at or their Custom Apparel andPromotions webstore at 17 bell•weth•er -noun: one who takes initiative or leadership
  18. 18. INDUSTRYNEWS Putting Corporate Money Where the Meaning Is by Alicia Anderson C hristine Arena began her career helping some of the least socially-minded companies around (tobacco and liquor companies, fast food giants) target consumers and spread their message. The award-winning author and strategist is now focused on helping industry leaders win trust, inspire employees, and achieve triple bottom-line growth through engagement with their customers and employees. We recently talked with Arena about her experiences and what CSR (corporate social responsibility) trends mean to businesses today. What led you to explore and analyze growing demand. It’s a cause-effect situation: the more companies corporate giving? strategically invest in social good, the more demanding stakeholders grow, leading to increased investment - and the In 2001, we saw the internet boom leading to more global awareness trend goes on. of business behavior. My clients were getting into trouble on issues ranging from labor standards to financial scandal. I recognized Corporate reputation also greatly influences the corporate talent that the transparency demanded by consumers who were now pool. All companies are trying to attract smart people and attract empowered by the Internet and increasingly socially conscious the next generation of business leaders. And how this trend wasn’t going away – it was a permanent market condition. Going influences the Millennial generation is particularly striking. A Price forward, companies would need to become more open and view Waterhouse Coopers study just showed that 88% of Millennials transparency as an asset, not a risk. said they will choose employers who have corporate social responsibility (CSR) values that reflect their own while 86% would Now we’re in a phase in business where, in many cases, it’s clear consider leaving an employer if CSR values no longer matched that collaboration and dialogue is more effective in terms of their expectations. So there you have it. generating loyalty, momentum and trust than closely guarding proprietary secrets. It’s an increasingly open business climate How do companies execute a CSR and the demand for corporate social responsibility is still growing strategy correctly? dramatically. Firstly, the execution must be authentic, and must come from the What is the business case for CSR? company’s leadership. For example, Lee Scott, CEO at Wal-Mart, truly believes in sustainability as a path to improved business The business case centers on public demand The Cone Cause- performance as well as a meaningful legacy. In an interview he Evolution Study just revealed that 83% of Americans wish brands did with, he said: “On a personal level, as you become a would support causes, and that 41% have bought because of a grandparent — I have a granddaughter — you just also become cause. More than 90% think companies should consider giving in more thoughtful about what will the world look like that she the communities where they do business. inherits. So I think it was a confluence of both the personal side and the business imperatives that at least drew me to be interested Those numbers have doubled since the 1990s. Consumers insist in it.” Wal-Mart has put massive sustainability initiatives in place that corporations stand for something greater than short-term throughout their business and has become one of the leaders in financial gain. So CSR is no longer a fringe activity – now it’s generating progress in this area. integrated into mainstream businesses that consciously meet the18 Bellwether Magazine | Second Quarter 2012
  19. 19. Businesses must also be strategic and focused. They have to know What are some other trends in engagingthe goals they want to achieve and how they relate to business and with communities to build brands?their customers. Then they need to leverage core assets to make goalshappen. Cause-driven initiatives must be integrated into operations. Even just five years ago, businesses wanted everything to be a tradeFor example, GE has renovated its business portfolio around emerging secret. Now, they need to be involved in the conversations and reflectgreen markets, so it made sense to them to invest heavily in alternative that they are hearing customer feedback, and be transparent inenergy sources so they can help create sustainable development in handling both positive and negative information that comes back tothese burgeoning areas. them.Also - you can’t be too transparent. Companies are closely scrutinized These days there’s a process of ongoing two-way interactivity,now thanks to globalization and the internet. The power is in the hands participation and collaboration that can generate great ideas inof the consumer. They need to talk when it’s meaningful, when there’s business. Great ideas don’t always come from inside a company. Ouran issue. Be constantly proactive in communicating so that you can economy is increasingly participatory, leaning toward new models likebuild goodwill and trust in good times; don’t just start talking when crowdsourcing, games, social media and well-designed engagementyou’re under the gun. It’s too late then. experiences.For example, Seventh Generation is a company that has always What would you advise small to medium-positioned itself as socially responsible and transparent company. And sized companies who are struggling to dofor the most part they are. But sometimes even the best companies if they want to start giving programs?experience setbacks. When the board fired co-founder and former Real commitment can’t come from the CSR department. It has toCEO Jeff Hollender, and then declined to meaningfully engage its emanate from leadership to really permeate a culture. So start there.stakeholders who wanted answers as to why, it left a big hole in the Then, look at your peers. What are your peers focused on and WHY?company’s reputation. So then the rumor mill started, which created What issue stands to galvanize the people inside your company?lasting negative press for them and likely demoralized the employees People like to rally around a meaningful cause, but if the WHY isworking there. Unfortunately for them, there weren’t mechanisms in missing, it’s hard to get people in the company behind it. So examineplace to respond to rumors, and legal took over. So everyone said the real value the organization provides and what it is here to do fornothing. That happens all the time. And I think it’s a missed opportunity proactively be honest and build stronger bonds with people. Also evaluate what you are trying to accomplish and determine the best way to do it. Use your core strengths and assets where you can make a huge difference – touching many people in a meaningful way, “ so you can build value over time.About Christine Arena Real commitmentChristine is Founder and Chief can’t come from theStrategy Officer at Aiko, a bigideas engagement agency that designs CSR department. Itfor the needs of purposeful brands. She is has to emanate froman award-winning author, syndicated bloggerand corporate strategist focused on helping industry leadership to reallyleaders win trust, inspire employees, and achieve triplebottom-line growth. In 2011, Christine was named a “Top permeate a culture.100 Thought Leader In Trustworthy Business” by Trust AcrossAmerica, an organization that provides a framework for companies toimprove trustworthy behavior, and highlights role models who exhibit highlevels of integrity. Read her blog at 19 bell•weth•er -noun: one who takes initiative or leadership
  20. 20. INDUSTRYNEWSTop 3 Stepsto GreaterWarehouseEfficiency M ost small to medium sized businesses that work in a warehouse environment would like to implement a barcode solution in hopes that it will solve every problem they have in their warehouse. Unfortunately, barcoding isn’t a ‘be-all, end-all’ solution, but rather is the last step in a multi-step process and overall commitment to efficiency. by Theresa Boros Before you consider implementing a barcoding solution there are several steps you can take to get your warehouse in shape prior to automation. In this article we will go over some options with you in hopes that they will assist you in getting your warehouse to the level of efficiency you desire in the coming year. Step #1: 3 Ideas for Organizing & Maintaining Your Consider Implementing Cycle Counts: Cycle Counting is a Warehouse: More often than not, when we walk into a great alternative or addition to a yearly physical count. It is warehouse, we notice that nothing makes sense. From bin a process with which you count inventory in regular intervals locations that increase workload to picking methods that throughout the year which keeps your back-office systems aren’t appropriate for the industry, there are many ways in more accurate than relying solely on an annual count. Many which a company’s efficiency is being decreased by their who implement cycle counting often find that they can current processes. If you suspect that your processes aren’t at eventually do away with the annual count altogether. the level they should be, you may wish to: Some ERP systems require you to freeze your inventory during Revisit Bin Location Organization: You should consider counting, so many mistakenly believe that they can only do reviewing the overall organization of your warehouse annually their counting if they shut down operations. However what in order to maintain maximum productivity. If you have been you may not know is that you also have the ability to freeze ‘stashing’ new items wherever they fit for the last several years only certain product lines at a time while keeping others active it is likely you are now experiencing decreased productivity which allows you to implement a cycle counting technique. as a result. While it may seem like a hassle to re-organize There are two main types of cycle counting to choose from. everything, consider the amount of time you’ll save when you You will want to choose whichever is more appropriate for improve picking times. A good rule of thumb when organizing your industry. your warehouse is to put higher volume items in the easier to reach areas as well as in a location closer to your shipping Geographic based cycle counting involves starting at one area (if it is appropriate to do so), and lower volume items in side of your warehouse and systematically working your bin shelving further away. way to the other end. Doing this several times throughout the year will not only enable you to keep inventory numbers Take a New Look at Picking Methods: Examine your picking accurate throughout the year, but also discover misplaced or methods and determine whether they are still appropriate ‘lost’ items as well. for you. Keep in mind that there are many options to choose from including: Single order, Multi-order, Batch picking, and The ABC Method refers to counting by the categorization Zone picking of inventory. High volume items are handled more often resulting in a higher likelihood of inaccuracies, while low volume items are handled less leading to more accurate data. About the Author Theresa Boros is a Partner at Scanco. Scanco is a Master Developer and an OEM Partner of Sage focusing on Warehouse Management Systems for MAS 90/200/500.20 Bellwether Magazine | Second Quarter 2012
  21. 21. To implement the ABC Method you will first categorize your just isn’t enough. This is when you may consider implementingentire inventory deciding which fall into the ‘A’ (high volume), incentives for the staff, rewarding accuracy or thoroughness –‘B’ (medium volume), and ‘C’ (low volume) levels. You’ll count the metrics that are meaningful to your warehouse.high volume items more often and low volume items less. Yourschedule may look something like this: Step #3: Implement Barcoding Automation: Before you implement, or even look at a barcoding solution, you shouldLevel A – Count once per month -or- quarter depending on the make sure Steps 1 and 2 are complete and running smoothly.size of the inventory Once you’ve properly organized your warehouse, implemented the best picking methods and cycle counting techniques forLevel B – Count every quarter your industry, and established clear and disciplined manual systems – you are ready for barcoding to take you to the nextLevel C – Count every 6 months and highest level of efficiency. Specifically, it will help you with:In each instance you’ll want to divide the stock up so that your • Increasing the speed with which you can input informationstaff can complete a portion of counting every day or week tokeep it manageable. • Improving the integrity of your data • Developing greater accuracy of shipmentsStep #2: Implement Manual Processes and Increase • Enhancing employee productivityEmployee Accountability: Establishing, communicating andenforcing specific warehouse rules and processes means you • And increasing the speed, efficiency and precision of yourare more likely to get more effort from your warehouse team and cycle / physical inventory counting process.a cleaner process. However, sometimes simple communication Time & Attendance • Data Integration • Labor Costing • Security Are inefficiencies in your time and attendance tracking causing a ripple effect in your business? In this groundbreaking book, We can help! Call today to see how you can Wiersma outlines the seven have a robust time keeping system that seamlessly key mind-sets of trusted professionals, integrates to your accounting and payroll systems. offering a blueprint for both individuals and organizations interested in fostering a culture of professionalism. You’ll see how uncompromising Celebrating 25 years of professional standards led to unparalleled success successful integrations for FBI agent George Piro during his game-changing interrogation of Saddam Hussein, for supermodel Kathy Ireland’s design and marketing enterprise, for the world- renowned Dave Matthews Band, and for many more. Available at (800) 822-0973 21 bell•weth•er -noun: one who takes initiative or leadership
  22. 22. BOOKREPORT by Geni Whitehouse T his edition of book selections are drawn from books I haven’t yet read. They come from speakers that presented talks at TED’s Full Spectrum event which I had the privilege to watch via live simulcast at a parallel event called TEDActive. It is not easy to take the essence of sometimes decades of research and boil it down to fit into an eighteen minute talk, but the speakers and authors I list below were able to do so quite effectively. Their talks gave me a glimpse into subjects that I want to pursue further when I have time to ponder. I Thought It Was Just Me (But It Isn’t) | Brené Brown Brené Brown is the perfect spokeswoman for vulnerability. She’s one of us. Her first TED talk, in which she describes her own breakdown, is called “The Power of Vulnerability” and has already had more than 4 million views. As a research professor, Brown has studied the balance between vulnerability and courage, between authenticity and shame. But she has also lived it. She gives us hope that the very same imperfections that make us shy and ashamed are the things that make us human. She tells us that we must be vulnerable and real if we want to connect with people in a meaningful way. Brown freely shares her own insecurity in a lighthearted, entertaining and yet very personal way. If her book reflects the same combination of humor and deep insight, reading it will be a worthwhile and enlightening journey. Alone Together: Why We Expect More From Technology and Less From Each Other | Sherry Turkle Sherry Turkle used to be a leading voice for the advancement of technology. But today she has begun to question its impact on our lives. She shares insights into our automation dependency and makes the case for humans to spend more time on relationships and less time on their devices. As we rush to rack up more Likes and +1s we are forgetting to take time for more hugs, phone calls and plain old conversations. Turkle is a voice of reason in a world of devices that lead us deeper and deeper into a binary world of ones and zeroes. Whether you ultimately agree or disagree with her premise, this book promises to be an informative and thought-provoking read. Chip Kidd: Book One | Chip Kidd Chip Kidd was the most memorable presenter of the conference. With his Captain Kangaroo jacket and his hilarious presentation style, he stole the show. His gift is one that we can all envy— he has the ability to convey the gist of an entire book in its cover. The need to convert words to their visual essence is becoming ever more valuable as our storytelling shifts from magazines, to blogs, to video diaries. We might all learn something if we tried to convert our business story from a volume of financial reports, graphs and spreadsheets into a single page. His book Chip Kidd: Book One shares the stories behind his most successful covers and promises to give us insights into telling our own stories. I can only image the gut splitting laughter that will be part of this reading adventure. (This is one book I won’t be reading on my Kindle.) About Geni Whitehouse A self-proclaimed nerd, former technology executive and CPA firm partner, Geni Whitehouse has made it her mission to eliminate boring from the world of presentations. The author of “How to Make a Boring Subject Interesting: 52 Ways Even a Nerd Can Be Heard,” Geni believes her mission as a presenter is to understand a subject well enough to approach it from an angle that will not only educate her audiences—but will resonate with them. Learn more at Bellwether Magazine | Second Quarter 2012
  23. 23. Custom apparel Geni Whitehouse and promotional items for your SPEAKER AUTHOR business needs. CONSULTANT NERD She’s been called the “comedian CPA.” Your purchase with A self-proclaimed nerd, experienced software executive and former CPA firm partner, Rebuild Resources Geni Whitehouse has made it her mission to not only fulfills your eliminate boring from the world of presentations. promotional needs, it STRATEGY also produces hope in EXECUTION the lives of recovering EVANGELISM CONTENT DEVELOPMENT addicts and alcoholics in our transitional YOUR LOGO employment program. (651) 645-7055 www.evenanerd.comAdvertise in Bellwether... GROW 23 bell•weth•er -noun: one who takes initiative or leadership
  24. 24. CUSTOMERRELATIONSHIPS Notes from a Month by Cortez NaPue of Love and Alicia Anderson In honor of Valentine’s Day, we recently asked our customers to tell us their love stories – fun stories about how they show their love to their own customers and their employees. Here are a few of the stories they told us. EXECUTIVE PRESENTATIONS SEVEN UP BOTTLING CO. OF RENO Executive Presentations of Los Angeles really appreciates Mark Pitchford and the Seven Up Bottling Company showing the love to their clients and employees. For of Reno, Nevada were recognized for their passion for EP, it’s all about praise. They make sure their customers customer and employee recognition. are appreciated by often running congratulatory ads in major publications and they even go as far as to send Originally founded in 1905 as an ice cream vendor, it was a framed copy to memorialize the client’s commitment founder Edward Chism’s entrepreneurial spirit that lead and success. the Dr. Pepper/ Seven Up Bottling Company to what is today. It wasn’t until 1929 that Edward introduced Apparently, the key to their employees’ hearts is pizza. carbonated beverages to his line of products which Susan Campbell at EP says that weekly pizza parties eventually led to the installation of the can line and the help keep up efficacy but random gifts and bonuses transition from steel to aluminum cans. The Seven Up don’t hurt either. Bottling Company has been showing the love to their community by donating to many local schools and to Since 1986, Executive Presentations has provided the Boys and Girls Club of America. Southern California’s top lawyers with powerful and effective courtroom presentations. Their consultants When asked what they do to show their customers the analyze cases and help to determine the best way love, their response was “EVERYTHING and anything to break down even the most complex information we can to make sure our customers feel as though into concise exhibits that the jury will understand and they’re #1.” Sounds like they’ve got big hearts. How do remember. they show their employees (and waistlines) that they’re loved? Donuts. www.7upbottling.com24 Bellwether Magazine | Second Quarter 2012
  25. 25. GATOR CASESWe love Gator Cases for their dedication tocustomer satisfaction and promoting a positive workenvironment!According to the survey they took, Gatorshows their customers the love by providingthem with discounts and special offers on dayssuch as anniversaries. Their employees lovethem because of their weekly meetings whereemployees receive cash rewards for stellar work.And what song represents the love that Gator Caseshas for its employees and customers!?!? ’Count onMe’ by no other than Whitney Houston and CeceWinans – what a great song!!Gator Cases, based in Lutz, FL specializes in makingprotective storage devices for musical equipment. Creative Directors note: I own one of their cases and they rock. (pun intended)FUTURENET GROUPOur hats go off to the FutureNet Group. TheFutureNet Group was founded in 1994 by Perry Mehtawhose ambitions drove him to provide a new kind oftechnology solution for the construction,engineering, and environmentalindustries. With over $20 millionin annual revenue, FNG now OOH, READhas over 100 employees and 4 THESE!offices across the country.When asked how they show theircustomers love, their responsewas that they always performat their best, making sure theirclients always look good. Andwho doesn’t like to look good!? Whenit comes to letting their employees knowthat they love them, the folks at FutureNetbelieve that recognition is key.We asked what their biggest goal is for 2012. TheFutureNet Group’s resolution for 2012? 100%customer satisfaction. Now, what’s not to love aboutthat? 25 bell•weth•er -noun: one who takes initiative or leadership
  26. 26. Giving in t by Cortez Napue P hilanthropy is not a new thing. It’s been around since… people had – well, compassion. However, being philanthropic in the age of web 2.0 is quite a bit different. A few years ago, before the boom of social media, press releases or advertorials were the way to promote a nonprofit event or to advertise the success of one. But nowadays, people aren’t so keen on reading a newspaper ad about an event and are far more adverse to see a business blatantly bragging about how much money they’ve raised for an organization. Here’s a few ways to socially promote your cause while attracting the most positive attention. Promote the Success of the Benefited Raise Awareness for a Cause Using Every Organization, Not What You’ve Done – Marketing Avenue Possible - For local With any message that goes out, whether it be events, taking ads out in local magazines or a press release, e-mail, or social media post, the newspaper may work better for you. However, it focus of posting the results of a fundraiser should would never hurt to maybe go through your list emphasize more so the nonprofit’s own success of LinkedIn, e-mail, or even Facebook contacts and perhaps reflect on how this will benefit their in the area who may be interested. Promote cause. Headlining your own article with “J&J the event on your LinkedIn network frequently, Automotive raises $50,000 for the American though be wary of over sharing in LinkedIn Lung Association” may seem a bit like bragging. groups. Many people may start avoiding your On the other hand, if someone else decides to posts which doesn’t help your social media write an article or post with such a headline – that strategy in the long run. If raising money for a is fine, as that is a genuine response from a third general cause, CPC (cost-per-click) ads might party. It never hurts if someone else brags for you. not be a bad option, but depending on your intended reach that could get expensive. But alas….now we are in the age of social media…26 Bellwether Magazine | Second Quarter 2012
  27. 27. SOCIALMEDIAthe Social World - Don’t Brag, Share Social Media and Philanthropy are Best There are other ways to promote your cause on Friends - What better way to get the word out Twitter by doing things like creating hashtags. for a cause or non-profit event than using social For more help with that, read media? The use of social media has increased our blog post about using Twitter dramatically over the years, even hashtags by scanning the QR code overtaking email in some instances to the right. (scan the QR code to the right for our take on the demise of email ). The bottom line is, to successfully There’s an urge for people using social media to promote a philanthropic cause, include share ideas that they’re passionate about. Most as many people as you can. Social media who are involved in a nonprofit are generally is the most efficient and effective avenue passionate about their cause. With that being for that. When you want to share with said, the viral opportunity there is endless as the world how much money was raised, it again, people are more apt to share things they like. And not to mention, it is quite cost-effective. is more of a grassroots, group effort (and not a one-man show) – and everyone who Social Ads Help! - The best thing about participated can be congratulated. And creating social ads on Facebook and even chances are, someone’s already sharing LinkedIn is that you can specifically target it for you. individuals based on their demographics and interests… that is, other things they’ve already ‘liked’ on Facebook. Thus, you can design ads that specifically narrow in on the sentiment and interests of a particular audience. While you can’t exactly socially advertise on twitter per se, you can pay to have a hashtag (#) or word promoted (which is potentially expensive). 27 bell•weth•er -noun: one who takes initiative or leadership
  28. 28. Are Past Due Accounts Making You See Red? Let GreenFlagsm Profit Recovery help put the fire out. Fixed fees of less than $10* an account No Commissions or percentages charged Best recovery rates in the industry *company average Call Dave Barrett @ 818.458.4663 today for a FREE A/R analysis or email BUSTED! Get your own copy! Stop sneakin’ a read. We’ve made obtaining a copy of Bellwether very affordable for a limited time. It’s FREE! Subscribe today at 1.877.462.5984 28 Bellwether Magazine | Second Quarter 2012
  29. 29. Does Your CustomerStrategy LookLike This?Well it doesn’t haveto be that hard.WWW.BUILD-STRATEGY.COM 29 bell•weth•er -noun: one who takes initiative or leadership