Field Guide[Organization]

Seethe good

everywhere.

ContentsField Guide

[Organization]4 ................... A Force for Good

7 ................... Vision

8 ................... Mission

9 ................... Values

10 ................. Manifesto

12 ................. Audience

14 ................. Tone/Voice

17 ................. Initiatives

19 ................. Investment Criteria

Doing good in the world is something we can all do – and

that good act, that good thought, that good moment will

brighten the spirits of anyone who encounters it as well as

carry us through the day.

“I did something good today.” And “She is a good person.”

There’s depth to the word. Beyond just the surface, it makes

us dig in a little deeper and try to be it, to do it.

You both have a vision for the future – for our planet, for

communities, for families. And that vision comes from a

place of goodness in your hearts and a willingness and

ability to act on it to make more goodness in the world a

reality.

What we do now has a measured and unmeasured impact

on the lives we touch and the future generations beyond us.

What we do now – for good or for ill – impacts us, and our

future. So pick the side of good.

The more good acts and good people are spotlighted, you

believe, the more they set the stage to inspire and influence

Every day people do amazing and worthwhile things in the world.

Your foundation is a means to enable people to do more of them.

A Force for Good

Continued

others to do the same. It’s the ripple effect. Throw the

pebble in the pond and let each ripple lead the way to the

shore, eventually reaching its destination – which for you

is around affecting change in the areas of focus you’re both

passionate about: girls’ education, the ocean and social

entrepreneurship.

Of course there will always be work to do and the

impact might seem tough to quantify. It can even seem

insurmountable: too much to do and not enough people

or resources to do it. Ah, but there’s always the story of

the starfish. When the beach is covered with thousands of

starfish, just picking up one and throwing it back to ocean

will matter – it matters to that one starfish. The impact that

your foundation will have on the lives of individuals, families

and communities, and the health of the planet will matter.

Telling the story about the good in the world can only stir

up and inspire more goodness. That’s the story of your

foundation. Inspiring, amplifying and supporting the good

that’s possible in the world. Your [organization] is a force for

good.

Vision, Mission, ValueStatements

VisionThe Why

“Everyone can be a force for good in the world.”

Inclusive to a variety of organizations, individuals, and audiences

Evokes potential and possibilities

Implies there’s something to be done

Refers to people and/or the environment

Inspirational and aspirational viewpoint

Belief that everyone has a potential to realize

MissionThe How

“Inspiring, amplifying and supporting the good in the world.”

Inspring: Empowers others with a vision and a plan to act

Three action words identifies how to accomplish the vision

Amplifying: Spotlights stories and ignites additional positive acts

Supporting: Invests in or builds community with others

Echos the vision statement

Open-ended, flexible and scalable to grow with the foundation

Clear, simple, direct

ValuesAction, risk, impact

Action

We all have the opportunity to build a healthy, vibrant and amazing world.

Many of the issues we face today are solvable with ingenuity, innovation and action.

A better future starts by actively working for it.

Risk

Each act of trying to achieve something leads to incremental improvements for the next attempt.

The act of trying is more important than measuring failure.

Results come from risk.

Impact

Our legacies are left on everyone we meet, on the lives we touch.

The good being done now in the world will impact people and the planet for generations to come.

The most effective work comes from building long-term relationships.

ManifestoWe believe...

We believe there’s a force for good at work in the world. Even so, we are faced with a number of social and environmental challenges. Fortunately, there are people with a vision for a better world and a willingness and ability to build it. Their acts lead to changes that ignite hope, joy and happiness.

What we do now makes a difference to our future, to each other, to our planet. Spotlighting stories about the good being done in the world inspires more of it. Supporting organizations that actively work toward positive social and environmental change also encourages more of it.

Technology powered with ingenuity, creativity, and passion can solve social and environmental problems. Solving issues takes more than just technology. It requires the hearts and minds of people. It also requires a long term approach – not a magic wand. Results come from risk. Every attempt lands us closer to a solution that can have an influence – both seen and unseen – on generations to come.

Audience and Tone/Voice

Goal: Attact and inspire the 10% who act.

90% of online users consume information

10% of online users contribute and act

Audience: The WhoThe 90-10 Philosophy

Social Entrepreneurs Traits: Energized, fascinated, and challenged by making change

Strategic Role: Highly technological and well-connected

Foundation Provides: Financial support

Key Message: Build a better future

Actions to Perform: Get funding and join community

Mission: Supporting and amplifying

“Mom Activists”Traits: Active, motivated, and challenged by making a change

Strategic Role: Wide-reaching community, socially savvy and well-connected

Foundation Provides: Increased awareness and community

Key Message: Create the change you wish to see in the world

Actions to Perform: Spread the word and join community

Mission: Amplifying and inspiring

Like-minded OrgsTraits: Established, active, shared values and philosophy

Strategic Role: Established ethos/authority in focus areas, wide-reaching communities

Foundation Provides: Financial support and increased awareness

Key Message: Be a force for good and support those who are

Actions to Perform: Get funding and spread the word

Mission: Supporting and amplifying

Shared Traits Dreamers and doers

Highly informed on issues

Highly motivated to make an impact

Well-connected to their communities

Extensive social media savvy

AudiencesThe 10% Who Act

Tone/VoiceConfident, realistic, inspiring

Confident

About possibilities, change,

people, potential

Confident is...SmartUnwaveringStraightforward

It isn’t... ArrogantOstentatiousBoastful

Realistic

About action, perspective, vision,

possibilities

Realistic is...BelievableEmpoweringGenuine

It isn’t...HollowFalseBrash

Inspiring

About the future, possibilities,

action, people

Inspiring is...EnergeticOptimisticAttainable

It isn’t...Starry-eyedFrivolousForceful

Establishing the VoiceConfident, realistic, inspiring

Be a force for good.Does the conversation or content inspire our audience that

a better future is possible because of their actions?

Does it evoke potential or

possibilities?

Is it empowering

and optimistic?

Does it amplify the

force of good at work in the

world?

Does it inspire people to

believe they can make an

impact?

*ensure we check off on 2 of the 4

Initiatives(Areas of Focus)

InitiativesAreas of focus

EducationGirls in the U.S., India, Africa

Seattle Girls SchoolZ GirlsJSM Girls CollegeThe Clinton Foundation

Could also include:Girl RisingBarefoot CollegeGirls Education Collaborative

EnvironmentU.S. and global regions

Ocean conservationThe Nature ConservancyMission 31

Could also include:National AquariumOceanaInstitute for Ocean Conservation Science

Social EntrepreneurshipU.S.

EICThe W FundUW Foster SchoolGeekWire series

Could also include:Teach for AllYear Up

Investment Approach:Funding and Investing Criteria

Investment ApproachFunding Criteria

• Be classified as a 501(c)3 or the

international equivalent

• Organizations or programs where

Foundation resources have the

potential for significant impact:

typically small to mid-size

organizations/programs that are

poised for growth

• Fiscal responsibility

• Be a clear and substantive fit within

one or more of our three areas:

• Education – strengthening the

access to K-12 education for

girls in India and the U.S.

• Environment – preserving or

conserving our planet

• Social entrepreneurship –

designing transformative

social change

• Existing or potential for strong

organizational leadership/

governance

• Organizations based in the United

States, India and Africa

The [organization] both funds and invests in organizations that align with our three areas of focus: education, environment, and social entrepreneurship.

Investment ApproachFunding Criteria

• Organizations that promote a

religious doctrine (We may support

religious organizations that serve

secular needs)

• Organizations that discriminate on

any basis

• Lobbying or political activities

• Major research projects

• Any commercial business purpose

• Any litigation that is underway,

contemplated, or completed

• Endowments, building campaigns,

special events or annual funds

• Private foundations, Type III

supporting organizations, or

other organizations that require

expenditure responsibility by the

Foundation

• Direct grants to individuals

We do not support:

Investment ApproachFunding Criteria

INNOVATION

Is the organization likely to lead

the development of a community

innovation – a breakthrough in

addressing a social or environment

need that is more effective, equitable

or sustainable than existing

approaches?

IMPLEMENTATION

Is the project plan thoughtful, realistic

and does it address the identified

social or environment need? Does the

applicant have the capacity to execute

the work effectively or have a plan to

meet the needed capacity?

IMPACT

Is the project likely to make a

significant, sustainable difference,

now or in the future? Will the project

inspire or inform others?

We will use the following criteria and considerations to determine what proposals best fit our strategy as we make funding decisions:

Investment ApproachInvestment Criteria

• Align to focus areas

• Be seeking investment capital in the range of

$0.25M-$3M, structured as either debt or equity

• Have a clear business model that demonstrates the

potential for financial sustainability within a five to seven

year period; including the ability to cover operating

expenses with operating revenues

• Potential for significant long-lasting impact

• Organizations based in the United States, India and Africa

• Demonstrated interest intersecting art with technology

to solve social challenges

We invest in companies and organizations – primarily startups that are at technology’s leading edge to innovatively solve social challenges.

Investment ApproachInvestment Principles

BALANCED INVESTMENT APPROACH

We have a high tolerance for risk

with our investments but work to

understand and mitigate these risks

where possible.

ENDURING RELATIONSHIPS

We forge long-term relationships

with investees, and bring appropriate

support and resources to them and

their companies before, during, and

after our investment approval process.

QUANTITATIVE AND QUALITATIVE INSIGHTS

While we believe in measuring social

and financial performance, we also

believe that not all impact can be

measured. We seek to capture and

share stories and lessons we learn

from our work and share them with

our larger community.

Prepared byFetching Stories

for [organization]June 2014

Investment ApproachInvestment Criteria

• Align to focus areas

• Be seeking investment capital in the range of

$0.25M-$3M, structured as either debt or equity

• Have a clear business model that demonstrates the

potential for financial sustainability within a five to seven

year period; including the ability to cover operating

expenses with operating revenues

• Potential for significant long-lasting impact

• Organizations based in the United States, India and Africa

• Demonstrated interest intersecting art with technology

to solve social challenges

We invest in companies and organizations – primarily startups that are at technology’s leading edge to innovatively solve social challenges.