Golden Bridges Strategic Planning March 2009

Golden Bridges Strategic Planning March 2009

• 1.
  Strategic Planning &Discussion March 2009
• 2.
  Agenda Discuss Frameworkfor Org Capacity - Benchmark Metrics Membership Platform for Events Marketing / Promotional Strategy
• 3.
  Our Social ChangeMissions 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
• 4.
  FORMAT OF TODAY’SMEETING 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
• 5.
  Change is aProcess 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
• 6.
  Phase 2: BenchmarkOur 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
• 7.
  Phase 2: BenchmarkGoals 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
• 8.
  Benchmark Metrics OurApproach 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
• 9.
  Benchmark Metrics OrganizationalCapacity Impact / Service Delivery Financial Health External Relations Technology Human Resources Trust & Visibility
• 10.
  Selection of NGOsTarget 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
• 11.
  Execution of BenchmarkWhen 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
• 12.
  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
• 13.
  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
• 14.
  What is aGolden 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
• 15.
  Marketing / PromotionalStrategy 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
• 16.
  Marketing / PromotionalStrategy 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
• 17.
  Marketing / PromotionalStrategy Potential Membership Breakdown Corporate VIP General Family? What are they looking for? How can we be a solution?
• 18.
  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
• 19.
  Membership Pricing Whatis 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
• 20.
  Marketing / PromotionalStrategy Ideas for Promotion? Strategic partnerships? “ Cool” factor Giving educational talks Launch event / conference
• 21.
  Pricing Refer toBreakeven Analysis in Excel (in Budget 2009)
• 22.
  Other questions, comments?
• 23.
  Thank you!