Strategic Philanthropy -- Part 1战略性慈善-第1部分

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How many times since the commercial release of the Worldwide-Web have you seen sudden "breakthroughs" of great fortune-making potential come and go where just a few people were in the right place at the right time to be able to take advantage of them?多少次，因为商业发布的全球Web的，你突然看到“突破”的巨大财富的潜力来来去去的只是很少人在正确的地点在合适的时间，以便能够利用这些机会？ -- You're right ... -你说得对. .. very, very few.非常，非常少。

Article source: http://www.jpservicez-searcharticles.com/ . 文章来源： http://www.jpservicez-searcharticles.com/ 。 Used with author's permission. 用作者的许可。

Strategic philanthropy is a unique and powerful way to combine your company's marketing goals with a your desire to increase the well-being of mankind.战略的慈善事业是一个独特的和强大的方式相结合贵公司的营销目标与你的愿望，增加人类的福祉。

We call it strategic philanthropy.我们称之为战略性慈善事业。 Two of the more popular names are cause -related marketing or community partnering.两个更受欢迎的名称是事业有关的营销活动或社区建立伙伴关系。 No matter what you call it, strategic philanthropy is a positioning that connects your company with a not-for-profit organization or cause.无论你称呼它，慈善事业的战略定位是连接贵公司与非营利组织或事业。 In this way, while you are being helpful and working for the common good in your community, your business is receiving parallel benefits.这样，当你正在帮助和工作的共同利益在您的社区，您的企业正在接受并行的好处。 These benefits include exposure, lead generation, employee retention and increases in performance and productivity.这些福利包括曝光，导致一代人，员工保留和增加的性能和生产力。 They can even include benefits to your bottom line.它们甚至可以包括你的利益底线。

Basic Philanthropy基本慈善事业

Many businesses already engage in basic forms of philanthropy, such as:许多企业已经在从事基本形式的慈善活动，如：

* Donating gift certificates to a church's silent auction *捐赠证书，赠送一所教堂的无声拍卖

* Allowing a high school club to set up a car wash on the company parking lot *允许高中俱乐部设立的洗车场在公司停车场

* Contributing coffee for a community event *促进咖啡社区活动

* Buying a school yearbook ad *购买一所学校年鉴广告

* Sponsoring the local children's sports team *赞助当地儿童的运动队

No business can afford to say yes to all of the requests they receive for donations.任何企业都不能说是所有的请求，他们收到的捐款。 Thus they find themselves saying "yes" to the few and "no" to the many.因此，他们发现自己说“是”少数“不”了许多。 Creative strategic philanthropy can enable you to say yes, in one form or another, to almost every group who solicits you.创新战略的慈善事业可以让您说是在一种或另一种形式，几乎每个组谁唆使你。 (Of course, you can see how this is a distinct marketing advantage.) （当然，你可以看到这是一个独特的市场营销优势。 ）

Seven Creative Strategic Philanthropy Ideas七创造性的战略思想慈善事业

Here are a few creative strategic philanthropy ideas that have been implemented by our clients:这里有一些创造性的战略思想慈善事业已经执行了我们的客户：

* Introduce a special pre-packaged product that community groups can sell these products to their stakeholders and they get a healthy percentage of the margin *采用一种特殊的预包装产品，社会团体可以出售这些产品，以他们的利益相关者，他们得到一个健康的比例的保证金

* Create a program where any community service group, school, non-profit, etc. can distribute coupons (ie they do your marketing!) so that when their supporters buy at your store (or website) that group gets a percentage of the sales. *创建一个程序，任何社会服务团体，学校，非营利性，等等可以分发的优惠券（即他们自己的营销！ ）这样，当他们的支持者购买您的商店（或网站）该集团得到一定比例的销售。

* Help groups to organize fundraisers to be held in your store or facility *帮助团体组织筹款被关押在您的商店或工厂

* Offer to partner with a youth education group or school, proposing that a transportable community mural be painted at your location, which later circulates around the community as part of educational efforts *优惠的合作伙伴与青年教育组或学校，提出了一个移动社区壁画是画在您指定的地点，后来分发给各地的社区的一部分，教育工作

* Invite groups who have major events in progress to hold a reception at your location, with some kind of value return to them (discounted purchases, a percentage of sales, some gift certificates, etc.) *邀请团体谁具有重大的事件进展举行酒会您的位置，与某种形式的价值回报给他们（折价购买，占销售额的百分比，一些商品券等）

* Give groups involved in addressing important local needs free or discounted gift certificates to pass on to their hard working volunteers (you can steer these, in part, to groups tied to your target markets) *给团体参与处理重要的地方需要免费或折扣券，以传递给他们的辛勤工作的志愿者（您可以引导这些，部分团体并列为您的目标市场）

* Partner with respected social action groups, to host a lunch workshop series or community dialog sessions about local needs and issues *合作伙伴尊重社会行动团体，举办一个午餐研讨会系列或社区对话会议对当地的需求和问题

Here's one more idea from business coaching franchise company, Quantum Growth Coaching.这是一个想法从商业教练专营公司，量子生长教练。 Quantum is the primary sponsor and donor of the Cras Tibi Foundation, (http://www.crastibifoundation.com) set up to provide grants to organizations involved in developing nation micro-lending.量子是主要的赞助和捐赠的评级利伯曼基金会， （ http://www.crastibifoundation.com ）设立了提供赠款，以组织参与制定国家的小额贷款。 My partner, Tom Matzen and I have written a book called Earn Twice As Much With Half The Stress.我的合作伙伴，汤姆Matzen ，我写了一本名为赚取两倍的一半应力。 Quantum donate $1 from each sale of the book to Cras Tibi.量子捐赠1美元从每个出售的书评级提比。 It's a win-win-win.这是一个三赢。 Quantum gets exposure because of the tie-in with Cras Tibi and microlending, Cras Tibi gets the donation, and the micro-borrowers get to use the money.量子得到暴露，因为配合评级利伯曼和小额贷款，评级利伯曼获得捐赠，微借款人可以使用这笔钱。

Market Differentiation市场分化

Strategic philanthropy can be useful in distinguishing your business from your competitors, most of who are probably stuck in old "business as usual" paradigms.慈善事业的战略可以是有用的区分您的企业从你的竞争对手，多数是谁很可能停留在旧“一切照旧”的范例。 They likely think the purpose of business is merely to sell things and make money.他们可能认为商业目的只是为了卖东西赚钱。 Such a narrow belief creates all sorts of sad consequences such as:这种狭隘的信念创造各种可悲的后果，如：

* The public's skepticism or distrust of business's self-interest fixation *市民的怀疑或不信任企业的自身利益固定

* Employees often feeling less than fully engaged or even exploited, thus having little interest in being loyal to the company *员工往往感觉不到充分参与，甚至利用，从而有兴趣不大忠于公司

* Employees, and even business owners, feeling like their "real lives"" are separate form their work life. *员工，甚至企业主，感觉就像他们的“现实生活” ， “是两个不同的形式他们的工作生活。

* Situational ethics taking the place of foundational moral beliefs *情境伦理取代基本道德信念

* Employees and owners lacking the synergistic and creative skills to achieve high performance and marketing success *员工和业主缺乏协同和创造性的技能，以实现高性能和营销成功

Authentic strategic philanthropy is based upon the advantages of a much more empowering and abundance-filled set of beliefs.正宗战略慈善事业的基础优势，更增强和丰富充满一套信仰。

* The purpose of business is to understand and meet some group's needs, ie everyone's needs, including the owner(s), employees, consumers, community, and even the natural environment *目的的企业是了解和满足部分群体的需求，即每个人的需求，包括业主（星期日） ，雇员，消费者，社区，甚至自然环境

* The high level purpose of business is to create and distribute excellent products and services, in a manner which generates profits and abundance for everyone involved. *高水平的商业目的是创造和传播优秀的产品和服务的方式，产生的利润和丰富人人参与。

* Businesses can be powerful models for the larger community. *企业可以强大的模式，较大的社区。 They are able to demonstrate the value of such things as innovation, dedication and responsiveness to customers, risk-taking, process and systems innovations, financial practicalities, and teamwork.他们是能够证明价值的诸如创新精神，奉献精神和对客户要求的响应，承担风险，过程和制度创新，金融实际，和团队精神。

Strategic philanthropy can be a core element of how you operate your business and see yourself as a entrepreneur.战略性慈善可以是一个核心要素你如何经营您的业务和看到自己作为一个企业家。 It can functionally help you to refine the values and purpose of your business, in a manner, which not only distinguishes you from your competitors, but also contributes to your bottom line while improving the quality and success of virtually every aspect of your staff, your systems and your overall business.它可以帮助您功能完善的价值观念和宗旨您的业务，其方式，它不仅区别于你从你的竞争对手，而且还有助于你的底线，同时提高质量和成功的几乎每个方面的工作，您的您的系统和整体业务。

(c) Copyright Paul Lemberg. （ c ）版权所有保罗伦贝尔。 All rights reserved保留所有权利

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