Description
Book SynopsisContrary to popular perception, charities and non-profits now generate over half their total income by selling goods and professional services. Charities of all shapes and sizes are increasingly targeting commercial growth to help fulfil their aims, and commercial income within the sector has doubled since the year 2000. Big opportunities exist, and
The Commercial Charity will help any professional in the sector to take advantage of them and increase the social and financial impact of their organization. Using a wealth of examples,
The Commercial Charity demonstrates the wider societal benefits of taking a professional approach to commercial income and harnessing business to bring about change. It provides a process for creating a clear, integrated strategy, outlining a methodology for developing ideas and scaling innovations, while providing an ethical model for marketing and selling them. With interviews from leaders of many of the most successful charities including the National Autistic Society, NSPCC and British Asian Trust, this book will show readers how to evolve their organization into a professional, commercially-adept non-profit. Ultimately, readers will learn how to successfully use business principles and techniques not just to raise money, but to create long lasting and self-sustaining social impact.
Trade Review"An indispensable guide. Any third sector senior leader will find something new and inspiring in this book." * Mark Lever, former CEO, National Autistic Society *
"The chasm between commerce and charity needn't seem so great, nor so murky and perplexing. This book acts as a bridge between those two worlds. I wish I'd read it before I made that transition." * Martin Halliwell, Chief Financial Officer, British Red Cross *
"It challenges conventional thinking in the sector in a really engaging and motivating way. It brings fresh thinking and uses great case-studies and research to reinforce its key points. I have already ordered copies of this book for everyone in my organization." * Richard Hawkes, Chief Executive, British Asian Trust *
Table of Contents
- Chapter - 00: Introduction – A commercial journey;
- Chapter - 01: The business of charity;
- Chapter - 02: Developing earned income;
- Chapter - 03: Customer-centred models;
- Chapter - 04: The business of social change;
- Chapter - 05: Improving business performance;
- Chapter - 06: A strategy for commerce;
- Chapter - 07: Keys to commercial success;
- Chapter - 08: Leading the charge;
