Strategic Planning& Discussion

March 2009

Agenda

• Discuss Framework for Org Capacity- Benchmark Metrics

• Membership Platform for Events– Marketing / Promotional Strategy

Our Social Change Missions

• To Promote a harmonious society

• To strengthen the social sector in China & thus accelerate solutions for the nation's social and environmental challenges.

• To cultivate benevolent empathetic global leadership through community engagement & charitable projects in China

FORMAT OF TODAY’S MEETING

• Our enduring questions:– How can we create real impact?– How can we be sustainable?– What are potential points of failure?

• Brainstorm & Engage– Use your expertise and ingenuity– The more ideas the better– Say whatever comes to mind

• Part of ongoing strategic development

Change is a Process• Strategic Process:

– Phase 1: Internal Education, Research & Development– Phase 2: Benchmark & Pilot Ideas– Phase 3: Launch Events– Phase 4: Spread Institutional Solutions to NGOs (Training, Tools, Models, Technology, Pro Bono Volunteers)– Phase 5: International Peace-building Missions

• Overall Strategy:– Manage the complexity of getting it right (focus on long-term impact)– Everything is mission-driven– Everything is collaborative– Continuous reassessment & commitment to reality

Phase 2: Benchmark

• Our Research found:– NGOs want and need • Support. but they lack… Legitimacy & Visibility

– Potential supporters want• To make a real difference – How? Where are the

needs?• How do I know support is deserved? – question of

legitimacy

Phase 2: Benchmark

• Goals for Benchmark– Effective Measurement of Impact for our

Programs (Indicator of Non-Financial Performance)

– Directing / focusing Expertise, Resources & Wealth

– Providing a useful framework for NGO internal assessment & development

Benchmark Metrics• Our Approach for developing metrics

– What do NGOs need to gain support?• Visibility• Legitimacy

– How can we be proactively helpful? – not just a yardstick for judgment

• Considerations– Importance of long-term relationships & maintaining trust– Honest assessment / Accuracy of information– Respecting and validating the sweat factor– Didn’t want to be Guidestar:

• It’s about Impact– Success requires buy-in

Benchmark Metrics

Organizational Capacity• Impact / Service Delivery• Financial Health• External Relations• Technology• Human Resources• Trust & Visibility

Selection of NGOs

• Target Grassroots w/ Frontline Impact• Purity of motives– Seek long-term relationship with them– We have engaged in their programs

• Long-term Commitment to their mission• Desire to seek help• Desire to help themselves

Execution of Benchmark• When – Before events– After one year

• Who– Conduct surveys with top local leadership

• How– Onsite 1-on-1 Discussion– Consensus on results– Results immediately available to NGO leadership– Maintain confidentiality of individual NGO results

unless consent given to share

Phase 2 & 3: NGO Events• People looking for access to socially meaningful

opportunities• Benefits to an NGO:– Visibility– Inspire Supporters– Forces “clean house”

• Burden on NGO– Forces focus on logistics and not Mission-related

Impact, difficult to execute professionally– Catering to bureaucratic and soft needs of

corporations and individuals

Events

• Build Visibility & Momentum with Benchmark (which builds Legitimacy)

• Scope & Reach: – 50 events in 2009– 100-120 events per year after 2010

• Site visits, educational talks, care packages, field trips, interactive activities

• Monthly social networking

What is a Golden Bridges Event?

• Related to social / environmental NGO missions

• High level of engagement and interaction

• High level of professionalism• Institutionalizing methodology• Relieving burden of processes &

logistics from both sides• Positive experience for all

participants• Professional presentation and

“packaging” of NGO and needs• Educational & Eye-opening• Point of entry

• Humanizes issues/ organizations• Innovative / Creative• Meeting emotional & real needs of

both sides• Bilingual• Creating emotional connections• Creating meaningful memories• Semi-Professional Photos and

Video footage captured at every event

• Inspire “evangelists” and create ripples

• Window into NGO world• Cultivating Culture of compassion,

generosity & gratitude

Marketing / Promotional Strategy

• Membership Platform– Execute Individual Pilot Events until launch of

Membership Platform– Membership Platform• Target:

– People with resources, spare capacity & influence– High-end clientele– Corporations / executives / CSR professionals

• Creating community & long-term engagement• A way to achieve LT sustainability of our programs to

achieve our missions

Marketing / Promotional Strategy– Membership Benefits (What can we sell?)

• Access to events• Opportunity to be member of charity – badge of honor• Part of engaged social community• More meaningful social, personal and/or professional life • Window to grassroots – a different side of China• Networking• Discounted event rates / Members only events• Access to consultation• Members only section for online information• Member directory• Corporate branding opps• Tracking volunteer hours• Opportunities to speak at events / sponsor events• Opportunity to make a difference / give / educate• Discounts to other related services

Marketing / Promotional Strategy

• Potential Membership Breakdown– Corporate– VIP– General– Family?

• What are they looking for? How can we be a solution?

Membership Pricing• Considerations: Economic Downturn vs Lack CSR / Social

Opportunities in China• Each Event also Priced separately

• What is a good membership pricing point for CORPORATE? – Proposed ¥10,000 / yr for 2009 (+2,000 joining fee)– Others Researched:

• BSR - US $1K – 30,000 (based on revenue)• CSRAsia - ¥34,000• Amcham ¥8,000+ ¥2,000 for add’l rep• Eurocham ¥4-12,000 (based on employees)• Austcham ¥6,000• Asia Society - US $10,000-25,000 (15vs25 members) • USCBC US$2,500-17,500• China-Britain Business Council £700-3,000, • Global Philanthropy Forum Fdn $25-75,000, full $10,000, indiv $1700• Global Business Coalition $30,000

Membership Pricing• What is a good pricing point for VIP & General

Members? – Proposed

– VIP ¥8,000 / yr (+1,000 joining fee)– General ¥4,000 (+1,000 joining fee)

– Researched Other:• Golf Memberships ¥300,000-1.9mil joining fee + > 6000 annual

dues• Fitness Clubs ¥2000 – 10,000/yr• Chang’An Club - ¥150,000 joining fee + 14,500 annual dues or

¥450,000 joining with no annual dues• Horseback riding club ¥12,800/yr unlimited• Sports Club ¥100-900 /yr

Marketing / Promotional Strategy

• Ideas for Promotion?– Strategic partnerships?– “Cool” factor– Giving educational talks– Launch event / conference

Pricing

Refer to Breakeven Analysis in Excel(in Budget 2009)

Other questions, comments?

Thank you!