社会企业家入门指南：创新策略与实践

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"《社会企业家入门指南》是一本面向社会企业家和有志于用商业策略解决社会或环境问题的人群的专业书籍。该书由Mark B. Durieux博士和Robert A. Stebbins博士合著，他们分别是应用和社会学家，以及加拿大卡尔加里大学社会学系的全职教授和名誉教授。作者将理论与实践相结合，指导读者如何开启并运营具有社会责任感的企业。首先，本书教你如何从零开始，打造一个关注社会福祉的商业实体。它强调了运用当今最进步的商业工具和技术，如利用创新的商业模式、可持续发展策略以及科技手段来推动社会使命。作者着重介绍了如何将社会责任融入企业的商业计划中，确保企业在追求经济效益的同时，也履行对社会和环境的义务。此外，书中包含了丰富的清单、图表、常见操作指南等实用资源，使学习过程更加轻松易懂，如免费的速成手册，帮助读者快速掌握核心概念和步骤。读者可以通过《Dummies.com》获取更多视频、图文教程和一步步的实施指南，提升自身的创业技能。《社会企业家入门指南》不仅是一本教学手册，更是激发创新思维和实践行动的工具书。通过阅读这本书，你将学会如何实施理念和流程，使之在解决社会问题上发挥实际作用。每月，《Dummies.com》还举办抽奖活动，为读者提供额外的激励。如果你渴望每周获取关于社会企业、数码摄影、微软Windows和Office、个人理财与投资、健康与福祉、计算机技术、iPod和手机、eBay、互联网、食品、家居与园艺等方面的最新资讯，可以订阅《Dummies.com》的新闻简报，持续提升自己的知识库。《社会企业家入门指南》是一部综合性的指南，旨在帮助你成为一名具有前瞻性和使命感的社会企业家，用实际行动推动社会进步，并在商业世界中实现可持续的成功。"

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Social Entrepreneurship For Dummies

xiv

Breaking Down Exclusionary Social Distance ............................................28

Understanding the reality of social distance ...................................28

Tearing down social distance through

social entrepreneurship ..................................................................29

Attachment: Emotional Bonds and Public Compassion ...........................31

The emergence of attachment theory ...............................................31

When attachments don’t form properly ...........................................31

Applying attachment theory to social entrepreneurship ...............32

Supercharging Public Compassion: The Secret’s in the Culture .............34

Why culture matters ............................................................................34

“Doing” culture .....................................................................................34

Spreading Public Compassion: The Clarity of Social Insight ...................36

Discovering social insight ...................................................................36

Seeing social insight in action (and inaction) ..................................37

Developing your own social insight ..................................................39

Chapter 3: Motivation and the Volunteer Spirit . . . . . . . . . . . . . . . . . . .41

What Motivates Social Entrepreneurs? ......................................................41

Altruism .................................................................................................42

Community engagement .....................................................................43

Generosity .............................................................................................44

Compassion and sympathy ................................................................45

Serious Leisure: Social Entrepreneurship as a Career Choice ................46

A strong sense of commitment ..........................................................48

A sense of moral obligation ................................................................48

It’s Not All Altruism: Rewards and Costs of Serious Leisure ...................49

For-Pro ts: The Entrepreneur as Occupational Devotee .........................51

Leisurely Volunteering ..................................................................................53

De ning what a volunteer is ...............................................................53

Identifying what volunteers get out of the deal ...............................54

Searching for volunteers .....................................................................55

Chapter 4: Communicating for Social Change . . . . . . . . . . . . . . . . . . . .59

Talking to Yourself Helps More Than You’d Think ...................................59

Communicating in the Social Enterprise ....................................................61

The etiquette of communication .......................................................62

Communicating in small groups ........................................................63

Communicating in hierarchies: Directions and grapevines ...........63

Overcoming barriers to communication ..........................................65

Communication in Social Development ......................................................66

Development communication versus

communication for social change ..................................................66

Participatory democracy: The foundation .......................................67

Communicating trends and tipping points .......................................68

Chapter 5: Using Trends to Harness the Next Big Things. . . . . . . . . . .71

Identifying Major Trends Facing the World Today ...................................71

Globalization of science and technology ..........................................72

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Table of Contents

Urbanization ......................................................................................... 76

Population growth ...............................................................................78

Issues Arising from the Major Trends ........................................................81

Consumption and waste .....................................................................81

The nuclear family ...............................................................................82

Swamping governments ......................................................................87

Trends in Social Responsibility and Corporate Social Responsibility ...88

Social impact assessments .................................................................89

Ethical investing ...................................................................................90

Philanthrocapitalism ........................................................................... 90

Microcredit and micro nance ............................................................91

Open access and open source ...........................................................91

Part II: Establishing Your Organization ........................ 93

Chapter 6: Finding Your Focus: Civil Society’s Many Faces . . . . . . . .95

Service, Community, and Social Organizations .........................................96

Health and Wellness Organizations ..........................................................100

Family, Children’s, and Youth Organizations ..........................................102

Women’s and Minorities’ Organizations ..................................................105

Poverty, Humanitarian Aid, and Development Organizations ...............107

Environmental Organizations ....................................................................112

Chapter 7: The Ground Floor: Doing the Initial Planning . . . . . . . . . .115

Planning Strategically ..................................................................................116

Setting Goals: The Foundation of Planning ..............................................118

Of cial goals: What you tell the

world about where you’re headed ...............................................118

Unof cial goals: Stuff you secretly hope to also achieve .............120

Planning on Pro t — Or Not ......................................................................121

Anticipating Who Will Bene t from Your Work ....................................... 122

De ning a human target ....................................................................122

Focusing on nonhuman targets ........................................................123

Developing Mission and Vision Statements .............................................125

Short and sweet: Crafting a mission statement .............................125

A glimpse of your future: Writing a vision statement ...................127

Chapter 8: For-Proﬁ t and Nonproﬁ t: Considering Your Options. . . . .129

Introducing the Different Types of Socially Conscious Organizations:

Nonpro t and For-Pro t ..........................................................................129

Unincorporated nonpro t groups ...................................................130

Nonpro t corporations .....................................................................130

For-pro t corporations .....................................................................130

Weighing the Pros and Cons of Nonpro t and

For-Pro t Organizations ..........................................................................131

Nonpro ts: Everything goes back to the organization .................131

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Social Entrepreneurship For Dummies

xvi

Helping society while turning a pro t ............................................. 132

Looking at the Moral Dimension in For-Pro t Enterprises .....................136

Double and triple bottom lines: Adding social and

environmental good to your goal of turning a pro t .................136

Practicing corporate social responsibility .....................................138

Marketing with a conscience ............................................................140

Considering Capitalistic Concerns in Nonpro t Enterprises .................141

Philanthrocapitalism: Capitalism with a twist ...............................141

Venture philanthropy: The work of fairy godcapitalists ..............143

Socially responsible investing ..........................................................144

Chapter 9: It Doesn’t Grow on Trees: Funding Nonproﬁ ts. . . . . . . . . .145

Achieving Charitable Status .......................................................................146

You Gotta Pay Your Dues ...........................................................................147

Deciding how much to charge in dues ............................................147

Maximizing the ef ciency of your dues ..........................................148

Putting the Fun in Fundraising ...................................................................150

Ongoing funding .................................................................................150

Episodic funding ................................................................................151

Capital campaign ...............................................................................151

Planned giving ....................................................................................152

Hiring out your fundraising ..............................................................152

Finding Donors and Preventing Their Fatigue .........................................154

Finding External Financial Support ...........................................................155

Foundations ........................................................................................155

Governmental entities .......................................................................157

The private sector .............................................................................158

Gifts ......................................................................................................159

In-kind contributions .........................................................................160

Writing Successful Grant Proposals ..........................................................160

Chapter 10: Creating Your Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163

What’s in a Name? .......................................................................................164

Creating an Online Presence ......................................................................166

Reaching the right folks ....................................................................166

Creating content ................................................................................167

Developing an appropriate appearance..........................................169

Focusing on functionality .................................................................169

Seeking commercial support and advertising ................................170

Getting Your Identity on Paper ..................................................................172

Brochures ...........................................................................................172

Flyers ................................................................................................... 172

Posters and banners ..........................................................................172

Business cards ...................................................................................173

Letterhead stationery ........................................................................173

Marketing the Old-Fashioned Way ............................................................174

Logos ...................................................................................................174

Networking..........................................................................................175

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xvii

Table of Contents

Slogans ................................................................................................175

Apparel ................................................................................................176

Public Relations: Imaging Your Enterprise ..............................................176

Part III: Growing Your Organization ........................... 179

Chapter 11: Mixing It Up: Using Social Networking

and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181

Social Networking and Social Media .........................................................182

Signing up with the most popular social media sites....................182

The four functions of social media for the

social entrepreneur ........................................................................184

Following Followers on Twitter .................................................................185

Becoming a valued tweeter ..............................................................187

Turning followers into collaborators ..............................................187

Networking, Online and Off ........................................................................188

Balancing your physical and digital lives .......................................188

Rapport: The key to keeping it real .................................................189

Building whuf e and rapport ...........................................................191

Collaborative Intelligence and Collaborative Learning ..........................192

Committing to collaborative learning .............................................192

Using social bookmarking sites to collaborate ..............................193

Chapter 12: Greenroom Strategies: Winning with the Media . . . . . .195

Why Media Relations Matters ....................................................................195

Focusing on Your Media Outreach ............................................................198

Feeding the Media Monster: Producing Your Materials .........................201

Planning your materials ....................................................................201

Writing press releases .......................................................................202

Assembling a media kit .....................................................................204

Sending out your stuff .......................................................................205

Holding a media event .......................................................................205

Following Up to Make Sure Your Message Gets Out ...............................208

Chapter 13: Keeping Kafka at Bay: Dealing with Bureaucracy. . . . .211

Bureaucracy and the Chain of Command .................................................211

Flat Bureaucracy: Keeping Things Lean ...................................................213

Setting limits .......................................................................................214

Staying on a bureaucratic diet .........................................................215

Avoiding the Tendency to Over-Bureaucratize .......................................215

Having realistic expectations ...........................................................215

Asking if you can do without expansion .........................................216

Assessing expansion..........................................................................216

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Social Entrepreneurship For Dummies

xviii

Adhocracy: Alternatives to Bureaucracy .................................................217

Task forces..........................................................................................217

Committees .........................................................................................218

Assignments .......................................................................................218

Co-options ...........................................................................................219

Dealing with External Bureaucracy ...........................................................219

Governmental bureaucracy ..............................................................220

Corporate bureaucracy .....................................................................221

Chapter 14: Going Corporate: Formally Organizing

and Incorporating. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223

Forming a Group: Formal or Informal .......................................................223

Introducing Corporations: Nonpro t versus For-Pro t ..........................225

Weighing the Pros and Cons of Incorporation .........................................226

The pros ..............................................................................................227

The cons ..............................................................................................228

Incorporating Your Social Enterprise .......................................................230

Registering your enterprise’s name ................................................230

Identifying and recruiting directors and trustees .........................231

Drafting your constitution ................................................................233

Laying down the bylaws....................................................................237

Part IV: Keeping Your Organization

Running for the Long Haul ........................................ 239

Chapter 15: Putting the Entrepreneur

in Social Entrepreneurship. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .241

De ning What an Entrepreneur Is .............................................................241

Doing more than minding the gap ...................................................243

Identifying the characteristics of

the entrepreneurial mindset .........................................................243

Knowing What Makes a Social Entrepreneur Different ...........................244

Focusing on what is and what ought to be .....................................245

Feeling people’s pain .........................................................................245

Facing trying conditions ...................................................................245

Being inventive out of necessity ......................................................245

Thinking local, no matter where ......................................................246

Fostering Pragmatic Creativity ..................................................................248

Recognizing the power of story .......................................................248

Looking at whether creativity

can be learned ................................................................................249

Chapter 16: Leading Indicators: Leadership and

Your Organization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .253

Building a Leadership Model for Social Change ......................................254

Balancing driving and restraining forces ........................................254

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