There are four significant design attributes of “Industry Integrated Charitable Initiatives”™ that differentiate this campaign from more familiar corporate Cause Marketing Effort:
- Instead of directing marketing dollars or foundation dollars from a corporation to a charity or an event in exchange for marketing and promotion of the corporation, funds which are “Charitable Venture Capital”™ are built into an on-going business plan through the pioneering of new products, and new opportunities. These new products and opportunities generate revenue with the specified intention that a substantial portion of this revenue from the new products or new opportunities are committed to a charitable cause.
- The partnership between the corporate world and the philanthropic world are an on-going collaboration to drive obtainable and quantifiable goals, solutions, and cures for a designated and defined area of concern.
- The goal of these initiatives is to garner an industry rather than a single corporation in support of the charitable goal. Guttman Initiatives has named such industry wide campaigns “Industry Integrated Charitable Initiatives”™.
The strategy is built around a “Pareto Optimal Enterprise Philanthropy”™ model, with a business structure designed to enhance the aggregate profitability for the industry participants, net of a significant revenue share for the targeted charitable cause and a revenue participation for the supporting companies designing and delivering the new products and opportunities. Pareto Optimal is the concept where the whole is greater then the sum of its parts. “Industry Integrated Charitable Initiatives”™ are based precisely on a strategy that optimizes this concept. It is intended that each participant has a net gain that is significant because of the unique product created for the initiative and the strategic selection of participants.
Through “Industry Integrated Charitable Initiatives”™ one industry truly can make a world of difference
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