Selling Social Change (Without Selling Out): Earned Income Strategies for Nonprofits
April 2002, Jossey-Bass
1. SELLING YOUR CAUSE WITHOUT SELLING OUT.
We?re all in sales.
Commerce, not capitalism.
CASE STUDY: Bad Jokes, Great Service: Our Community Bikes.
2. HOW EARNED INCOME CAN BENEFIT YOUR MISSION.
Earned income: It?s a Movement.
The value of funding Diversity.
The pros and cons of earned Income.
Balancing Mission and Money: Resource Center of the Americas.
Beyond T-shirts and coffee Mugs.
CASE STUDY: Flavors of the Desert: Native Seeds/SEARCH.
3. CREATING AN ENTERPRISING NONPROFIT.
The enterprise Advocate.
The venture committee, the board, and the Staff.
Recruiting for Enterprise: Grassroots Leadership.
Finding and using outside help.
Knowing what your work costs.
Worksheet 3.1. Are you ready for Enterprise?
CASE STUDY: Capitalism with a Conscience: Global Exchange.
4. CHOOSING YOUR NEW VENTURE.
The Brainstorming Process.
Worksheet 4.1. Brainstorming your New Venture.
Location, Location, Location: Burns Bog Conservation Society and Plateau Restoration.
Selecting the right Venture.
Worksheet 4.2. Evaluating your earned Income Ideas.
Think retail Last.
How to do Market Research.
Worksheet 4.3. Market Research.
How to think about Pricing.
Conducting a Feasibility Study.
Getting to ?no?.
CASE STUDY: The Power of the Footnote: DataCenter.
5. DEVELOPING A BUSINESS PLAN FOR SOCIAL CHANGE.
A matter of Scale.
How to use a Business Plan.
Who writes the Plan?
Components of a Business Plan.
Worksheet 5.1. Preparing a Business Plan.
Writing the Plan:White Earth Land Recovery Project?Native Harvest.
CASE STUDY: How to Build a Working Neighborhood: Esperanza Unida.
6. FINDING CAPITAL TO LAUNCH YOUR VENTURE.
Internal and informal Sources of Funds.
The coldly Analytical Cheerleader.
Creative Financing: Palouse-Clearwater Environmental Institute.
Worksheet 6.1. Finding Start-up Funding.
CASE STUDY Reclaiming History/Reclame La Historia: SouthWest Organizing Project.
7. MARKETING YOUR MISSION.
The Nonprofit Niche: Institute for Conservation Leadership and Technical Assistance for Community Services.
Creating and using a Marketing Plan.
Sample Marketing Plan: Esperanza Unida.
Promotion options for Grassroots Groups.
Media Savvy: Melpomene Institute.
Worksheet 7.1. Creating a Marketing Plan.
Worksheet 7.2. Marketing Calendar.
CASE STUDY Crossing Borders: BorderLinks.
8. CONSIDERING CORPORATE PARTNERSHIPS by Jennifer Lehman.
The Nuts and Bolts of Corporate Relationships.
Customize your Marketing Plan.
Corporate Contracts and Cause-Related Marketing: Melpomene Institute.
Do your homework on Potential Partners.
Corporations do their Homework, Too.
Wholesaling to Businesses:Women?s Bean Project.
From plan to Action.
Keep the Relationship on Track.
A Sampling of Other Nonprofits with Corporate Relationships.
Evaluate your results and Share the News.
CASE STUDY Off the Streets, Into the Kitchen: FareStart.
9. NAVIGATING THE TAX IMPLICATIONS OF EARNED INCOME by Terry Miller.
The Commerciality standard and the notion of unrelated Business Income.
Scale of the Venture.
Revenue versus Support.
Current areas of Scrutiny, Enforcement, and Dispute.
Public charity status: The Public Support Tests.
Creating a taxable Subsidiary Corporation.
CASE STUDY ?Our Profit Is Our Vegetables?: The Food Bank of Western Massachusetts.
10. MANAGING AND EXPANDING YOUR VENTURE.
Retaining and Retraining Staff.
Outsourcing: Expanding your Talent Pool.
Repackaging your work for new Markets and Larger Sales.
Working with competitors to Expand the Market.
Managing Supply and Demand.
The value of Modest Expectations.
CASE STUDY Radical Self-Defense: The Center for Anti-Violence Education.
11. WHEN BAD VENTURES HAPPEN TO GOOD GROUPS.
Case Example: Institute for Local Self-Reliance.
Case Example: Oregon Fair Share.
Case Example: Our Community Bikes.
Case Example:The Food Bank of Western Massachusetts.
CASE STUDY Food and Power: Georgia Citizens Coalition on Hunger.
12. LESSONS LEARNED ALONG THE WAY.
Top tips for Earned Income.
The cash register is the Voting Booth.
Quick Index: Earned Income Strategies for Nonprofits.
--Peter Barnes, cofounder, Working Assets
"This book is a must for any nonprofit thinking of starting an
earned income venture. Robinson mixes practical advice with
real-life examples to create a great how-to and how-not-to
--Mike Roque, executive director, Grassroots Institute for Fundraising Training
"Andy Robinson's workshops on earned income get rave reviews
from grassroots activists-a notoriously hard-to-please audience. If
you can't get to one of his workshops, this book will open your
eyes to new avenues for earned income."
--Jan Masaoka, executive director, CompassPoint Nonprofit Services
"Selling Social Change (Without Selling Out) is loaded
with practical, serious, yet witty insights about ways to deepen a
nonprofit's income. I highly recommend Robinson's book to any
organization seeking doable advice on financial
--Richard Steckel, author, Filthy Rich: How to Turn Your Nonprofit Fantasies into Cold, Hard Cash
"You get all the how-to's: how to plan, how to price (higher),
how to sell (do retail last), and how to learn from your mistakes.
Even better, you get an honest discussion of Why? and Why not? If
your organization is looking for a dependable revenue stream to
replace fickle foundation funding, get this book."
--Joan Flanagan, author, Successful Fundraising