Behind the Cloud – Part 6 – The Corporate Philanthropy Playbook
Whenever I read a great book, I summarize it so I can learn better and recall it later. I have been asked to make some of my “Ken’s Notes” available. Here is part 6 of “Behind the Cloud” by Marc Benioff, the founder of salesforce.com. Scroll to the bottom for links to the other Parts – Ken Krogue
Make Your Company About More Than the Bottom Line
Play #64: The Business of Business Is More Than Business
Businesses can use all of their assets—their equity, their capital, their people, their relationships—to serve as a force for good in the world. Oracle launched Oracles’ Promise with a younger Marc Beniof in charge of putting computers in schools. This is how he met Colin Powell. They failed in installing computers at a school and Collin Powell sent in the Marines to help.
It doesn’t work unless philanthropy is woven into the fabric of the company, with commitment.
Play #65: Integrate Philanthropy from the Beginning
Filed the Salesforce Foundation as a 501 (c)(3) the same time as incorporate salesforce.com
Found Suzanne DiBianca to lead it.
Play #66: Make your Foundation Part of Your Business Model
The 1-1-1- model: 1% of time, product, and equity. Hasbro inspired 1% of time or 4 hours a month. Product and help is better than donating money to a non-profit.
Play #67: Choose a Cause That Makes Sense and Get Experts on Board
Julie Trell, a teacher “You can’t just give computers to schools—you have to train teachers and youth workers.”
Play #68: Share the Model
Do not limit your philanthropic effort to your own company, leverage your network.
The Case for Corporate Philanthropy
- It’s the Right Thing to Do
- It Builds Your Brand
- It Attracts and Retains Employees—Sparking a Competitive Advantage
- It’s Fun—Honest
Play #69: Build a Great Program by Listening to the Constituents
At first the kids didn’t use the computers. Hired Steve Wright, a former PeaceCorps volunteer who spent time with the kids and the computers and found they explored the Web, watched videos, listened to music, and tried to build pages online. Steve showed them how to make films online, Marc provided a venue for them to be seen in the community, great success.
Play #70: Create a Self-Sustaining Model
With 1% of equity, by going public raised $12 million the first day for the foundation.
Play #71: Share Your Most Valuable Resources—Your Product and Your People
Provide an In-Kind donation by providing your product or service for free or at dramatically discounted rates to non-profits.
Play #72: Involve Your Partners, Your Vendors, Your Network
The foundation is a recruiting tool, says Eric Berridge, the cofounder of Bluewolf Group, “Someone who donates their time has to be willing to go above and beyond the call of duty.”
“Google.org was thrilled to copy, emulate, and ‘steal’ the wonderful Salesforce.com model of 1 percent equity and 1 percent profit.” It is now worth more than $2 billion and is making a difference.
Play #73: Let Employees Inspire the Foundation
To be successful, it has to be driven by the interests of the employees. Ideas like the environment, a Bike to Work grant, and helping with Hurricane Katrina efforts.
How to Build an Employee-Inspired Foundation
- Start from the Very Beginning
- Canvass Employees About Their Interests
- Establish a Formal Structure to Elicit Employee Involvement
- Make it Visible
- Recognize Employee Efforts
- Foster the Foundation in Good and Bad Times
- Let it Evolve
Play #74: Have Your Foundation Mimic Your Business
Offered 10 subscriptions for free and the rest at 80 percent discounts. They decided to shift the accounts and revenue from higher education and large NGOs to the foundation to guarantee perpetuity.
Part 1 – The Start-Up Playbook – How to Turn a Simple Idea into a High-Growth Company
Part 2 – The Marketing Playbook – How to Cut Through the Noise and Pitch the Bigger Picture
Part 3 – The Events Playbook – How to Use Events to Build Buzz and Drive Business
Part 4 – The Sales Playbook – How to Energize Your Customers into a Million-Member Sales Team
Part 5 – The Technology Play Book – How to Develop Products Users Love
Part 6 – The Corporate Philanthropy Playbook – Make Your Company About More Than the Bottom Line
Part 7 – The Global Playbook – How to Launch Your Product and Introduce Your Model to New Markets
Part 8 – The Finance Playbook – How to Raise Capital, Create a Return, and Never Sell Your Soul
Part 9 – The Leadership Playbook – How to Create Alignment—the Key to Organizational Success
The Final Play