things to consider before designing your pitch

1. 49 things to consider before designing your pitch

2. 7x7

3. 0. Passion

4. PeopleProjectPlatformPartnersProcessPressPerformance 1. Understand with crystal clarity the audience(s) that you want or need to reach, impact or influence with your passion.

5. PeopleProjectPlatformPartnersProcessPressPerformance 2. Define the values, principles and objectives of a project that speaks to your passion, where the project lives, and how you will work to build it.

6. PeopleProjectPlatformPartnersProcessPressPerformance 3. Develop a marketing concept/platform that aligns your principles and objectives to the audience your trying to reach, influence or impact.

7. PeopleProjectPlatformPartnersProcessPressPerformance 4. Develop a strategic approach to partnerships with key organizations and stakeholders that make your project powerful, credible and best-in-class.

8. PeopleProjectPlatformPartnersProcessesPressPerformance 5. Try to understand how your potential partner operates as an organization, and strategically incorporate those learnings into a plan to develop and deploy your project.

9. PeopleProjectPlatformPartnersProcessPressPerformance 6. Develop a creative communications plan that gets attention to your project (and your partners) in the right places and the right times.

10. PeopleProjectPlatformPartnersProcessPressPerformance 7. Outline performance metrics and evaluation criteria for your project and anticipate the ROI for your project, your partners and the world at large.

11. But first, some context

12. http://www.mtv.com/videos/news/102501/what-if-i-told-you-i-had-hiv.jhtml#name=news&id=1538811http://www.mtv.com/videos/news/102501/what-if-i-told-you-i-had-hiv.jhtml#name=news&id=1538811

13. For profit $$$$ Nonprofit 1 2 3 4 5

14. $$$$ For profit Nonprofit 1 2 3 4 5 $$$$

15. Shared Objective For profit $$$$ Nonprofit 1 2 3 4 5 $$$$ • Corporate Foundations (strategic philanthropy) • Revenue-generating non-profit ventures • Social innovation (cross-industry) • Ethical enterprises • B-Corporations

16. Water for Water

17. Shoes for Shoes

18. Huge opportunities for funding…

19. When you think about where business meets society…

20. By the numbers…

21. 2,000,000,000,000

22. 2,000,000,000,000 The number of “socially-screened” dollars invested across the world.

23. 32,000,000,000

24. 32,000,000,000 The number of dollars spent on corporate responsibility by US companies in 2008.

25. 40,000,000,000

26. 40,000,000,000 The number of dollars US company CEOs predict they’ll spend on corporate responsibility by 2011.

27. 68%

28. 68% The percentage of US CEOs that say CR is a “growth opportunity” for their company.

29. 54%

30. 54% The percentage of US CEOs that say CR is a “competitive advantage” for their company.

31. 17%

32. 17% The percentage of US CEOs that say they are asking customers about their CR concerns.

33. 75%

34. 75% The percentage of US CEOs that say they DON’T understand their customers CR needs.

35. the old way

36. Bought a product in the previous 12 months after learning of the maker's commitment to a cause: 36% in 2007, down from 43% in 2004. Willingly paid more for a product that supports a cause: 14% in 2007, down from 28% in 2004.Told a family member or friend about a product or company committed to a cause: 30% in 2007, down from 43% in 2004. “It is no longer enough for a company to slap a colored ribbon on a product as part of a superficial promotion, linking it to the cause of the day.”  

38. But they still care… a lot. • 87% of Americans are likely to switch from one product to another (price and quality being equal) if the other product is associated with a good cause. • Nearly 3 in 5 people in the UK say they actively avoid purchasing from certain companies because of questions they have about their social, environmental or ethical track record. • 72% of Americans want their employers to do more to support a cause or social issue. • Companies that are considered leaders in environmental, social and governance policies are leading the pack in stock performance by an average of 25%.

39. the new way

40. do more, with less

41. create more, use less

42. embed em*bed: to incorporate or contain as an essential part or characteristic. 1778, from en- + bed. Originally a geological term, in ref. to fossils in rock

43. 0. Passion

44. 1. People 1. Who are you trying to reach, influence or impact? Young people under 25, women, African Americans, parents, elected officials, Minnesotans 2. What characteristics define them today? Disengaged, highly educated, overweight, visual learners 3. What do they care about, and why? Giving back, making money, family, video games 4. How and where do they consume information? Television, DVR, mobile, bite-sized, word-of-mouth, search engines 5. What do they think about you, your organization or your issue? Innovative, never heard of you, concerned, curious, hilarious, boring 6. What do they give you permission to be, do or represent? Support them at school and not at home, never on their mobile phones, must address the environment before anything else 7. What do they need from you for the project to be sustained over time? Fresh content on a regular basis, engaged as part of the process, recognized as part of the success

45. Nike http://www.youtube.com/watch?v=AQ_XSHpIbZE

46. 2. Project 8. What is the mission, vision and objectives of your project? Reduce the high school dropout rate in New York City by 15% in 5 years, clean-up 30 parks in 30 cities, pass nondiscrimination legislation in 10 states in 10 years 9. What other organizations are doing this work, and why are they successful...or not? Wrong metrics, inefficient funding model, fell short of goals 10. What is the specific value proposition that you or organization has? Why you? Experience managing similar projects with success, have top thought-leaders in the field 11. What are you or your organizations’ drawbacks and liabilities? First time project manager, scope of organization is smaller than competitors 12 . Are you willing to say “no”? Deviate from objectives to obtain funding, identifying industries that are not aligned, guidelines for staying aligned and on-track 13. How are you strategically and creatively involving digital in your project? Blogs/vlogs, mobile/SMS, geolocation 14. How green are you and your project? Carbon neutrality, recycled materials, energy efficiencies

47. Playpumps http://www.youtube.com/watch?v=qjgcHOWcWGE

48. 3. Platform • 15. What is a core concept that creatively communicates your project and its objectives? • Short phrase, simple visual, creative, powerful • 16. What are the 3-5 key messages of this core concept? • 17. How do you know these key messages will impact or influence your audience and get the desired results? • Audience research, behavioral studies, previous work • How is this core concept different from any other that is out there? • Competitive landscape • What is your messaging and style guide? • When and where do you use the platform, language, color pallet • How do the core concept and key messages ladder back to your project’s objectives, and the objectives of your partners? • How does this core concept plug into and leverage key moments on the calendar?

49. Volkswagen http://www.youtube.com/watch?v=qw2rRSLvIO0

50. 4. Partners • What organizations share your project objectives? • Corporate, NFP, governmental, quasi/hybrids • Where in these organizations might funding exist, and who are the internal champions? • What people (politicians, celebrities, business executives, athletes) share your project objectives? • How have you engaged, supported or recognized the partner’s stakeholders? • Employees, nonprofits, investors, consumers • 26. How have you customized your proposal to meet the specific objectives of the partner? • Tailored language, addressed hometown needs, speaks to mission • How have you been creative in considering resources other than cash? • What is the giving history of this organization vis-à-vis your project or its mission?