Keynote Presentation. Surfing the Mega Trend for Nonprofits. 2014 Cleveland Nonprofit Marketing Summit

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Fathom's CEO Scot Lowry shares his perspective on marketing, nonprofits, high school, purpose-driven economies and economic development. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.

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Keynote Presentation. Surfing the Mega Trend for Nonprofits. 2014 Cleveland Nonprofit Marketing Summit

  1. 1. Surfing The Mega Trend: For Non-Profits
  2. 2. What Mega Trend?
  3. 3. Start with a trip back to… High School
  4. 4. Economic Evolution Human Existence 2,500,000 yrs Agrarian Era 12,000 yrs Industrial Era 200 yrs Information Era (1950 to now) 64 years 1 Mile / 7 Inches Rapid Acceleration Each era builds from and complements the previous Tackling problems and serving human needs in new ways
  5. 5. Rapid Evolution To what end…
  6. 6. Rapid Evolution To what end… Too much and for too long, we seemed to have surrendered personal excellence and community values in the mere accumulation of material things. Our Gross National Product, … if we judge America by that - counts air pollution and cigarette advertising, and ambulances to clear our highways of carnage. It counts special locks for our doors and the jails for the people who break them. It counts the destruction of the redwood and the loss of our natural wonder in chaotic sprawl. It counts napalm and counts nuclear warheads and armored cars for the police to fight the riots in our cities. It counts - television programs which glorify violence in order to sell toys to our children. Yet the gross national product does not allow for the health of our children, the quality of their education or the joy of their play. It does not include the beauty of our poetry or the strength of our marriages, the intelligence of our public debate or the integrity of our public officials. It measures neither our wit nor our courage, neither our wisdom nor our learning, neither our compassion nor our devotion to our country, it measures everything in short, except that which makes life worthwhile. And it can tell us everything about America except why we are proud that we are Americans. Robert F. Kennedy, 1968
  7. 7. Rapid Evolution What’s Next?
  8. 8. Little More… High School
  9. 9. Personal Evolution HELP OTHERS SELF FULFILLMENT FAMILY, WORK GROUP
  10. 10. What Mega Trend?
  11. 11. On April 8th, 2014… Aaron Hurst Triple Header Breakfast at WSOM Lunch at Fathom Dinner at SVPPeter B. Lewis Building at WSOM, CLE OH
  12. 12. Aaron Hurst How our desire for impact, personal growth and community is Changing the World
  13. 13. The Purpose Economy A PURPOSE ORGANIZATION creates purpose for its employees and customers through… 1. Serving Real Needs (serve) 1. Enabling Person Growth (grow) 1. Building Community (connect) “Purpose, the actual creation of value for people in terms of serving others, the planet, building community and expressing yourself and developing, will be the next evolution of the global economy.” -Aaron Hurst
  14. 14. PURPOSE ISN’T A… CAU SE LUXU RY REVELATI ON
  15. 15. DOING SOMETHING GREATER THAN RELATIONSHI PS PERSONAL GROWTH & CHALLENGE PURPOSE IS…
  16. 16. DOING SOMETHING GREATER THAN RELATIONSHI PS PERSONAL GROWTH & CHALLENGE PURPOSE IS… CHOI CE
  17. 17. JOB CARE CALLI Same Job… with purpose
  18. 18. Put it Together… HELP OTHERS SERVE SELF FULFILLMENT GROW WORK GROUP CONNECT Purpose (4th Economy) Information Industrial Agrarian Hunter / Gatherers
  19. 19. In God We Trust All Others Bring Data Fathom Mantra…
  20. 20. Dr. Seligman Science of Happiness Perceived Control Perceived Progress Connectedness Vision / Meaning (part of something bigger than yourself) Positive Psychology Center
  21. 21. Dan Pink Autonomy, Mastery, Purpose
  22. 22. Patricia Aburdene
  23. 23. Tony Hsieh Delivering Happiness: Zappos Ground Up 10x Purpose Company
  24. 24. John Mackey
  25. 25. Exciting Times! Indisputable Evidence The 4th Economy “Mega Trend” is well underway… “Welcome to The Purpose Economy” -Aaron Hurst
  26. 26. Exciting Times! Purpose Economy Wave is upon us. Most exciting time in human history… Apply massive human creativity for GOOD, finally!! (expect connect, grow, serve 24/7) The Leaders will Surf! (others will tread water or drown)
  27. 27. Surfs up in Cleveland too!
  28. 28. Leverage Momentum GCP Annual Meeting Video
  29. 29. Leverage Momentum “Nice to hear, but we’ve been doing just fine” Jeff Hoffman, CLE Resident, Co -Founder PriceLine.com
  30. 30. Local Trend Validation 1. Expand Purpose at Work What will Attract & Retain Young Professionals to the Area? 87% Robust Career Growth Opportunities 2x bigger than next factor Crain’s Cleveland: Cleveland Foundation 100 Years Edition (CLE: cradle of the foundation field)
  31. 31. Local Trend Validation 1. Expand Purpose at Work ERC Northcoast 99 Annual Survey Biggest Factor: Challenging / Meaningful Work
  32. 32. Strong Legacy Cleveland Legacy of Entrepreneurship & Philanthropy (John D. Rockefeller, Mort Mandel, Peter B. Lewis) Many Purpose Spirited People
  33. 33. Stars Align Purpose Mega Trend + Cleveland Legacy / Truth / Spirit + Cleveland Momentum =
  34. 34. Cleveland’s Purpose Minded Leaders & Organizations are stepping up to be a Purpose Economy Leader Cleveland Capitol of The Purpose Economy
  35. 35. Co – Creators Stepped Up SEA Change Social Enterprise Accelerator HotCards People, Businesses, Non-Profits, Universities… Organized to Claim the Purpose Capitol Role & Lead by Example Engage! Cleveland
  36. 36. Execute The Plan “Kickoff Series” Dinners • Kickoff Jeffersonian A.I. Dinners • 20 Dinners by 10/31 • Promote via Co-Creators • Generate Website Content • Capture Sentiment • Future Dinner Series – TBD
  37. 37. Surfing The Mega Trend: For Non-Profits
  38. 38. Surf’s Up Non-Profits The Mega Trend is Real (Cleveland is on the leading edge) Energy Supply for Non-Profits on the Rise (unleashing the heroic spirit of businesses) Surf the Actualization of Businesses (serve others, non-profit / profit blur)
  39. 39. Social Venture Partners Entrepreneurship meets Purpose Grant’s / Pro-bono with accountability Great Model for Non-Profit to bring to Businesses • 3 years max, renewed annually • Measurable Outcomes / Impact • Businesses will respect accountability Entrepreneur
  40. 40. River’s Edge Promotes the integration wellness & spirituality in order to bring about personal and societal transformation. Yoga, Speakers, Meditation, Retreats, etc. Added Business Leaders to Board • Food Service • Event Planning • Digital Marketing • Finance Reengineer for economic sustainability Reduce reliance on funders over time $
  41. 41. EDWINS Fine Dining Restaurant for Good (Top 3 in Cleveland) Social Impact engineered into business model “Social Enterprise” Strong path to economic sustainability (get off fund raising treadmill) Actualization of Capitalism Unleash the Heroic Spirit of Business $
  42. 42. Dan Pallotta Non-profit metrics 90% to the Cause $1,000,000 Raised $60,000 ED $40,000 Promotion, Expenses $100,000 $900,000 to the Cause 70% to the Cause $10,000,000 Raised $250,000 ED $500,000 Staff $250,000 Expenses $2,000,000 Marketing $3,000,000 $7,000,000 to the Cause Another Opportunity for Change as Business & Non-Profit lines Blur http://on.ted.com/h0MxS
  43. 43. Thank you!

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