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Jason saul eof keynote
The document discusses how nonprofits can raise more funds by selling their impact to "impact buyers" rather than relying solely on traditional donors. It argues that nonprofits should measure their outcomes and social impact more systematically in order to market these to potential impact buyers like social investors, beneficiary payers, corporate partners and service providers. The document provides examples of impact buyers and outlines a new approach for nonprofits to understand buyers' needs, quantify their impact, and make the business case for how partnering with the nonprofit can create value for the buyer.
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Jason saul eof keynote
- 1. THE END OF FUNDRAISING HOWTO RAISE MORE BY SELLING YOUR IMPACT
- 2. WHY SO HIGH? Cost Per $100 Raised $25 $20 $15 $10 $5 $0 Obama McCain Corporations Nonprofits 2 © 2010 Mission Measurement, LLC.
- 3. WE HAVE NOLEVERAGE 3 © 2010 Mission Measurement, LLC.
- 4. SUPPLY & DEMANDARE DISCONNECTED Donors value Nonprofits Impact Buyers Beneficiaries 4 © 2010 Mission Measurement, LLC.
- 5. BUT THERE’S HOPE 5 © 2010 Mission Measurement, LLC.
- 6. 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.
- 7. MOMENT OF GRANDIRONY… "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.
- 8. FOCUS ON VALUECREATION 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.
- 9. 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.
- 10. A NEW SETOF STAKEHOLDERS… Independent Sector: Social Capital Market: Philanthropists Impact Buyers Corporate Beneficiaries Partners Upstream Beneficiaries Foundations Board “Consumers” that can pay Psychic Economic Benefit Value Service Social Government Donors Investors Providers 10 © 2010 Mission Measurement, LLC.
- 11. RONALD MCDONALD HOUSECHARITIES Children & Families RMHC Chapters Owner/Operators Suppliers McDonald’s Corporation Grantees Hospitals Donors 11 © 2010 Mission Measurement, LLC.
- 12. IMPACT BUYERS: SOCIALINVESTOR 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.
- 13. IMPACT BUYERS: BENEFICIARYTHAT 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.
- 14. IMPACT BUYERS: SERVICEPROVIDER 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.
- 15. IMPACT BUYERS: UPSTREAMCONSUMERS 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.
- 16. IMPACT BUYERS: CORPORATEPARTNER CORPORATE PARTNER - - - - - - - - - - - - - - Companies that require certain social change in order to create direct economic value for the business. 16 © 2010 Mission Measurement, LLC.
- 17. IT’S NOT ABOUTYOU, IT’S ABOUT THEM OUR NEED TO SELL THEIR NEED TO BUY 17 © 2010 Mission Measurement, LLC.
- 18. THE 7 IMMUTABLELAWS OF SELLING YOUR IMPACT 1. Go through the front door, not the back door. 2. Always use value pricing, not cost-plus 3. 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.
- 19. A NEW BUSINESSCASE… 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.
- 20. WHAT YOU CANDO NOW 1 Focus on strengths 2 Know your outcomes 3 Socialize the concept 20 © 2010 Mission Measurement, LLC.
- 21. 21 © 2010 MissionMeasurement, LLC.