What are Balanced Scorecards What is Rare’s Balanced Scorecard How Rare uses the Balanced Scorecard

1. The Balance Scorecard:
Creating Alignment and Simplifying
Daniel Hayden, Rare
dhayden@rareconservation.org

2. Agenda
• A bit about Rare
• What are Balanced Scorecards
• What is Rare’s Balanced Scorecard
• How Rare uses the Balanced Scorecard

3. Our specialty: Social marketing to
reduce threats
Method Summary: Rare trains
partners to run “Pride campaigns” that
change attitudes and behaviors,
provide sustainable alternatives, and
help communities protect biodiversity at
the local level
Founded: 1972
Central office: Arlington, Virginia USA
Regional offices: Indonesia, China,
Mexico
Total staff globally: 75
# of countries Rare has worked in: 57
3
Rare at a Glance

4. Theory of Pride
• Commercial marketing practices
can be used to sell conservation
• People have material, esthetic and
aspirational needs
• People’s choices are based on
rational and irrational factors
• Pride is one of human’s great
motivators
• Pride + the right solution will drive
behavior change
• Instilling conservation values
makes a community resistant to
new threats

5. Rare
Strategy
Execution
(BSC)
Ongoing
monitoring
Objectives
Partner
Selection
Pre Campaign
Post
Campaign
Measurement begins at
strategy design and is
implemented through the
campaign cycle
Measurement is Part of Design

6. Agenda
• A bit about Rare
• What are Balanced Scorecards
• What is Rare’s Balanced Scorecard
• How Rare uses the Balanced Scorecard

7. Balance Scorecard Basics
Mapping Strategy:
• Mission
• Strategic Themes
• Strategic Results
Organizational Alignment
• Vision/Mission
• Financial
• Customer
• Learning & Growth / Human
Capital
• Internal Business Processes
The Balanced Scorecard methodology is an approach that
recognizes that organizational sustainability is not about
delivering results one year, but the ability to create results over
many years.

8. Organizational Alignment Definitions
Each of these elements must be in “in balance” to ensure organizational sustainability
Vision/Mission
Financial
Customer
Learning & Growth /
Human Capital
Internal Business
Processes
Includes employee training and corporate cultural attitudes
related to both individual and corporate self-improvement.
Metrics that allow managers to know how well their team is
running, and whether its products and services conform to
customer requirements (the mission).
Recognizes the importance of customer focus and customer
satisfaction are leading indicators. If customers are not
satisfied, they will eventually find other suppliers.
Timely and accurate funding is essential, but it is “in balance”
with other organizational objectives. Financial measures
should focus on current and future needs.
A mission statement defines why an organization exists; the
organization's purpose

9. Fully implemented Balanced Scorecard
Source: © 2007 by the Balanced Scorecard Institute, a Strategy Management Group company. All rights reserved.

10. Agenda
• A bit about Rare
• What are Balanced Scorecards
• What is Rare’s Balanced Scorecard
• How Rare uses the Balanced Scorecard

11. Rare’s Strategy Map
The Strategy Map Defines the Processes that Support Our Mission
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12. Mission Focus
Partner /
Customer Focus
Human Capital
Financial
Business
Process
Rare’s Regional BSC

13. Metric Report
Combines Data on the Outcomes, Process and Rules
Status trend
Definitions
Governance
Business rules
Outcomes
Drillable
transparency
across the whole
organization

14. Weekly Flash Report
Pride Scorecard
Summary Report
Rare and Departmental
Balanced Scorecard
Brief update on the short-
term status of an
individual campaign
Comprehensive view of
the long-term status of
an individual campaign
Summary of status of a
group of campaigns
Average status of a
group of campaigns
Programmatic Reporting Flow
Connects Strategy with Execution
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Data Flows Up from Regions
Strategy Flows Down

15. Global Teams Drive Adoption
Global Teams Advocate Around BSC Measures
Cohort Development
Team
Quality Management
& Improvement
Global Programs
• Manages the recruitment of partners
• Helps select which partners and sites we should work with
• Helps set standards for all Pride campaigns
• Monitors campaigns against set goals
• Designs training for programmatic staff
• Creates training for our Pride campaign managers (partner staff)
• Sets expects about behavior change
•Monitors impact
Pride Management Process
Select
Theme
Recruit &
select
Partners Train & Support Partners
Program Management
Initial Planning Pride Campaign Execution
Supporting Global Teams
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1 1 2
2
3
3
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16. Agenda
• A bit about Rare
• What are Balanced Scorecards
• What is Rare’s Balanced Scorecard
• How Rare uses the Balanced Scorecard
• Strategy
• Planning
• Performance management

17. Strategy
• Strategy maps explain how we create value
• Highlight what we believe are the key organizational
ingredients
• Visually show how elements interact
• Strategy maps are simple communications tools
• We always tend to overcomplicate, so simple is
good!
• People need to understand where they fit it
• The Balanced Scorecard drives action
• Links to the strategy map
• Shows the objectives
• Shows the measure
Clarity
Clarity does NOT equal agreement – it just focuses us
on specific issues

18. Planning
In our Work Planning Process all initiatives (and budget
items) must align to a
BSC measure
PRIORITY: Continuous Improvement of Program Operations
BSC/DBSC Measure(s) Supported (or draft new): Percentage of Pride Scorecard and Management Objectives Complete
(R, A) Daniel, Kevin, Paul Q1, Q4
(R, A) Daniel, Kevin, Paul, Amielle Ongoing
Daniel, Kevin Ongoing
(R, A) Daniel Q2
(R, A) Daniel, Kevin, Katie Ongoing
(R, A) Daniel, Kevin Ongoing
What are your team's priorities for next year? What BSC/DBSC
measures do they support? What will be the major components of
your work?
What Activities Will Support These FY12 Priorities? Responsibility Month or
Quarter
Initiative Name: Quality Management Processes Campaign Reviews
Ensure that Pride campaigns meet Rare standards and goals of the CPP
through various checkin processes.
Pre-second university return meetings
Midpoint review
Pre- graduation review
Cohort Learning reviews
New! Activity to plan for "post graduation" phase 6 months before graduation
Initiatives must call out BSC Measure

19. Performance management
Department heads are measured against their
performance against DBSC goals
Programmatic/Departmental Effectiveness Goal 1
Supported Rare Organizational Objective
This field will populate automatically.
Maximize the Effectiveness of each Pride Campaign
Department Measure and FY11 Target
Select a measure from the drop-down menu.
Compliance with Global Programmatic Standards 80%
Departmental Initiative
Use dropdown menu to select initiative from Department
Scorecard. If this is an ongoing activity that does not have
an FY11 Initiative, select, "Ongoing Responsibility"
Quality Management
Individual Contribution & Tasks
What is your individual contribution to the department's
goal and what action will you take to achieve your goal?
Oversee:
- Two campaign reviews (PEP2 and Guad 7) with the regional directors (aka audits)
- Improve and implement ongoing reviews (i.e. BROP's, project plans, final reports and other deliverables (these should
be better communicated, less onerous and with clearer outcomes)
- Continue to produce case studies - QMI will contribute at least 5 Cases Studies to the Bright Spots document (Kevin
will lead this)
- Drive usage and decision making around reports - continue to improve reports, focus on outcomes, ongoing training
(this includes the work with Keith around reporting)
- Note that we agreed to cancel the initiative around Miradi

20. Oops, Lessons Learned
• Our first BSC had 50+ metrics and no way to gather half of
them
• Design process was very top-down
• No staff to support rollout or maintenance
• Not integrated with other management tools
• Not integrated into management process (meetings)
• Assumed that once things were “agreed” the
“conversations” would stop
• Not reviewing metrics often enough for relevancy

21. Bright Spots: Key Lessons
• Design metrics combining Board and Leadership team
needs with the insight from the staff on how to gather the
data
• You need people who can gather and review the data
• BSC method helps to structure strategy conversations (but it
is not strategy)
• Things change, opportunities arise
• BSC method brings focuses only if you are willing to stick
with it
• Have plans to get you were you want to go with your
measures
• Focus on the possible not ideal

22. Control Sites
Daniel Hayden
Rare
Senior Director, Global Programs
dhayden@rareconservation.org
Discussion

23. Appendix

24. • Customer Value Proposition - The Customer Value Proposition is the unique added value an organization offers customers through its operations; the logical
link between action and payoff that the organization must create to be effective. Three aspects of the proposition include Product/Service Attributes
(Performance/ Functionality considerations such as quality, timeliness or price), Image and Relationship.
• Mission - A mission statement defines why an organization exists; the organization's purpose
• Performance Measures - Performance Measures are metrics used to provide an analytical basis for decision making and to focus attention on what matters
most. Performance Measures answer the question, 'How is the organization doing at the job of meeting its Strategic Objectives?' Lagging indicators are those
that show how successful the organization was in achieving desired outcomes in the past. Leading indicators are those that are a precursor of future success;
performance drivers.
• Perspectives - A Perspective is a view of an organization from a specific vantage point. Four basic perspectives are traditionally used to encompass an
organization's activities. The organization's business model, which encompasses mission, vision, and strategy, determine the appropriate perspectives.
• Strategic Initiatives - Strategic Initiatives are programs or projects that turn strategy into operational terms and actionable items, provide an analytical
underpinning for decisions, and provide a structured way to prioritize projects according to strategic impact. Strategic Initiatives answer the question, ‘What
strategic projects must the organization implement to meet its Strategic Objectives?’
• Strategic Objectives - Objectives are strategy components; continuous improvement activities that must be done to be successful. Objectives are the building
blocks of strategy and define the organization's strategic intent. Good objectives are action-oriented statements, are easy to understand, represent continuous
improvement potential and are usually not 'on-off' projects or activities.
• Strategic Result - Strategic results are the desired outcome for the main focus areas of the business. Each Strategic Theme has a corresponding Strategic
Result.
• Strategic Theme - Strategic Themes are key areas in which an organization must excel in order to achieve its mission and vision, and deliver value to
customers. Strategic Themes are the organization's "Pillars of Excellence.“
• Strategy Map - A Strategy Map displays the cause-effect relationships among the objectives that make up a strategy. A good Strategy Map tells a story of how
value is created for the business.
• Strategy - How an organization intends to accomplish its vision; an approach, or “game plan”.
• Targets - Desired levels of performance for performance measures
• Vision - A vision statement is an organization's picture of future success; where it wants to be in the future
Definitions of Balanced Scorecard Strategic
Planning & Management Terms
Source: © 2007 by the Balanced Scorecard Institute, a Strategy Management Group company. All rights reserved.

25. Purpose: Project management of campaigns,
organizing and storing campaign data
Audience: Leadership team, Quality Management
Reports: Pride Scorecard, Summary Reports,
Weekly Flash Reports
Purpose: Managing fundraising and the Pride
application process
Audience: Development team,
Recruiting/Partnerships team
Reports: Fundraising status, cohort development
Purpose: Managing timesheets, vacations, etc.
Audience: Finance team
Reports: Hours of training, vacation balances,
expenses
Purpose: Budgeting, tracking expenses, handling
payroll
Audience: Finance team
Reports: Budget-to-actual, expense summaries
Purpose: Outline organization’s Balance Scorecard
Audience: Department heads, Board
Reports: Organization-wide and departmental
balanced scorecards
Technology: Enables Information Flow
A mix or proprietary and off-the-shelf tools support Rare