What is Purpose?

2. What is Purpose? We are a global team of strategists, creatives, technologists and organizers. Together we’re creating a 21st century toolkit for participation and social action driven by movement thinking. We deploy those tools around the world to create social and business value. Purpose is a social business that builds movements to unlock people’s power to change the world. 2

3. Participation is the core of impactful movements HEADER TEXT 3

4. Power that can have real influence Consumer Cultural Citizen Corporate As drivers of the modern economy As curators and creators of content As voters and activists As shareholders and employees Participation must engage levers of power that can enact real world change 4

5. 1) Story of the movement • Identifies moment in society, the market and the company • Articulates a better future if movement succeeds • Movement story is embodied in the narrative and messaging The Foundations of Movement Building cxzcxzcz • 2) Campaigns, Partnerships, Communities • Develops specific strategies for marketing to targeted audiences • Has a clear ‘arc’ and associated commitment curve • Explores the possibility of product enhancement through key partnerships • Fosters a robust online and offline community • 3) Actions, Moments, & Content • What members are asked to do • Movement ‘moments’ to drive interest and attention • Creative pieces of content and highly visible tactics to organize • new and existing members 5

6. Committed Core • Activate and empower evangelists CONVENE Building and scaling engagement ATTEND PURCHASE/DONATE ENGAGEMENT INDEX CREATE • New Members • Achieve scale with low-barrier, viral actions SHARE JOIN LIKE VIEW COMMITMENT OVER TIME To build and scale communities, we have built proprietary technologies and strategies that create low-barrier entry points and progressively build commitment 6

7. What is a social mission narrative? A social mission narrative is a meta narrative of the social impact that an organisation aims to make in the world. It highlights the core problem that the organisation is working to solve, the values that drive the organisation, and the unique approach that the organisation takes to solving that core problem. The social mission narrative should reflect the voice of the organisation, and should be compelling to a broad public. 7

8. INTENTION AND PRESENCE Core problem: What is the fundamental challenge that we are trying to tackle? Heritage: Historically, how has our company added value to the world? Voice + Personality: How do we see ourselves as changemakers? Team: Who is behind the social mission and what role does the staff play? Compelling social mission narratives share three building blocks VALUES & PRINCIPLES Core values: What do we, as a company, value? Orientation: Are our values top-down or bottom-up? Accountability: How do we hold our team and our stakeholders accountable to our social mission? Our solution: What do we think is the best solution to the core problem? Execution: How do we execute this solution? Champions: Who are the core people we need on board with us to solve this problem? THEORY OF CHANGE 8

9. “THE SCARECROW” THANK YOU/