Lately I've been developing a strong interest in those rare instances in
which the business world and the world of community assistance
intersect. I think more businesses should serve a greater purpose in the
community than simply to make money. It's seems like a more worthwhile
use of time and energy, and a business that also helps the community can
be more sustainable than your average non-profit.
For a
semester, I was part of a group called the American Humanics Student
Association, which was sort of the first stepping stone to a career in
non-profit management. We learned that when marketing for a non-profit,
it's important to explain to people what's in it for them- what they get
in return for their support. It may be the knowledge that they have
helped to pay for an important medical procedure for someone who needs
it, or the happiness gained from spending time in a threatened
environmental area, but people want to know what they're getting for
their money. I think it's only natural for people to seek an exchange.
It's true that a child's life is worth more than any amount of money,
but money is time, effort, security, and many other things- it
represents much more than the paper people are handing over.
In
the course of my studies, I've found that people are more willing to
donate money if it is in exchange for some product, however small- a
button, a raffle ticket, a bumper sticker. The intention and the outcome
are the same, but something about that tangible item being attached to
the transaction seems to make people more comfortable, particularly if
the item is something they might have bought anyway, and even more so if
it was something they really needed. It makes it easier for them, and
both sides win.
And so, I have chosen to shadow Blake Mycoskie,
the founder of TOMS shoes.
For every pair of shoes purchased, TOMS
provides a pair of shoes to a child in need. Basically, when you place
an order for a pair of shoes, you are buying two pair, and one is sent
to a child in a poor area of a country like Argentina. On the TOMS
website, people can share how they wear their shoes, and find pictures
and other information about donated shoes. This can also be found on
Blake's blog, which I have added to my RSS feed.
http://blakemycoskie.blogspot.com/I've
e-mailed Blake with questions about how he structured his business when
he first began, how and where the shoes are made, and how distribution
works. I'd like to know more about how much money the company makes, but
I thought it might be rude to ask :) This information has to be
available somewhere, though. I'll be keeping up with it.
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