Seforum2007josephine

St.ȱJames’ Settlement

SE forum 2007

Nonprofit Brand Building & Networking The Way to Grow Ms. Josephine Lee, Senior Manager Partnership & Alliance

SE starts….. • Social problem • Social need • Service gap….by our frontline professionals

• Searching for innovative solution …..also by our frontline professionals

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St. James’ Settlement SE 1. Work integration SE (WISE) for mentally handicapped persons (employees) 2. Co-operatives Middle aged artisans and women 3. Self employed domestic helpers services middle aged low skilled women, new immigrants 4. Non-work integration SE • services in development (not yet a SE)* • fund generating business*

Social Need & Service Gap Funeral Navigation Service Social Problem Nobody takes care of the funeral arrangement of elderly live in the community Marginalized Elderly singletons relied on social security

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Solutions

Providing pre-planning service and after-life funeral arrangement

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One Stop Service Package 9

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Educational talks on funeral arrangement (deals with Chinese taboos and their living attitude ) Tailor made funeral service package

1. 2. 3.

Types of burial services Religious background Other follow up services

(dignity and respect)

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Volunteers’ visit (care and concern)

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Birthday celebration (giving birthday buns) (positive living)

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Social Impacts “After Life” Tour 9 Public appreciation to our elderly members in society 9 Incremental changes in viewing taboos 9 Elderly is benefited by the services provided

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Sustaining Social Impacts

9 Grave-weeping services (WISE) 9 Bid for the operation of the funeral parlour 9 Media coverage 9 Make noise in the community

Top Challenges Who? Passion & Commitment

Investment Time & Capital

Sustainability Risk-taking Quality Assurance

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Innovative Solutions to Challenges • Build up bottom up corporate culture (free-hand) • Credit to staff, St. James’ Superstar • Ongoing investment – returns made after 3-5 years, low risk, low return • Not looking forward short term quick money • Creativity and sensitivity • Training and exposure

BRANDING is

Creating Wealth (Income diversification model) through Brand Building

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Income Diversification Model

• • • •

Fully business focused 2 systems in an organization Income goes into a good cause Another type of SE program

Our Income and Our Wealth

• 49% from HK government (normally in other NGOs is 70-80%) • 28% dues from self-financing services (residential homes for the elderly) • 10% fees from fund-generating business =HK$25,000,000 (S$5,000,000) • 13% from donation and time-limited funding

Four Main Fund-generating Business (Estimated figures at 05-06)

Business Types Health Services

10,700,000

Annual Profit (HK$) 1,320,000

Continued Education Centre Catering Service

10,450,000

1,760,000

3,830,000

610,000

Corporate Training Centre

2,140,000

520,000

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Annual Income (HK$)

40% as reserve for further investment 30% for service development 10% support charity project 25% support agency administration

Health Services

9 Beauty services (body slimming, body massage and facial) 9 Dental clinic 9 Health screening (pre-marital health check-up) 9 Gymnasium services (one stop) 9 Dietitian services

Corporate Training Centre

Provide training services to corporate in HK, Macau and China at market price

Continued Education Centre

Provide training courses to working adults and children (e.g. coffee class S$1,000)

Catering Services

Provide lunch boxes to students

St. James’ Image

• Implemented many charity projects in the community such as food bank, FNS….. • Provide many pioneer services, very innovative • Quality services delivered by quality staff • HK people can name St. James’ within the first five NGOs they mentioned (including those international NGOs )

Marketing Strategies • Positioning is a key element for the success of any business (no hard sell, customer is the king) • Identify the competitive edge of the businesses • Bring in different ideas • Frequent media coverage • Use various marketing channels • Words of mouths is the most important

Promotion Materials (Market-driven)

Cross-sector Alliances Big Four, One Small in my team • Social work training background Our role and duties: 1. Marketing for fund generating business 2. Fund-raising 3. Bidding for new service programs from government 4. External liaising 5. Developing charity projects 6. Image building

We have….

Volunteer Consultant

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Ask ….. What WE need? What WE should do? What WE can do?

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Three Key Success Factors 1. Understand Corporate Culture 9 Free hand, bottom up culture 2. Identify the Leverage Point 9 Cross sector collaboration e.g. media and different professionals 3. Work Smart & Work Hard 9 Team work 9 Passion and commitment 9 Credit to staff 25

Thank You Good Luck!!

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