The idea of “living longer than yourself” was introduced to me by the book National Parks: America’s Best Idea by Dayton Duncan and Ken Burns and has since popped up a few more times this past month or so. Many people try to create things and ideas that will outlive them, but it must be done for the right reasons.

At California Lutheran University’s Corporate Leaders Breakfast on January 21, 2010, Donald E. Petersen, former CEO and Chairman of Ford Motor Company, announced that one of the predominant problems in the American car industry is that CEOs continue to try to make their mark on companies without any regard to the long-term success of the company. In other words, they push their respective companies to make drastic changes without considering if those changes will create a stronger company or even if those new items will last. Sometimes companies don’t need big, sexy new products, they just need basic alterations on their already successful products and practices to succeed. (I’ve known numerous executives who have done this when they want a product named after themselves, even when it is clear that the product will fail.)

2006 Nobel Peace Prize Laureate Muhammad Yunus also pushes the idea of living longer than yourself, but he does it (and encourages others to do it) through social business.  When he spoke on February 26, 2010, at an event for California State University – Channel Islands, he encouraged the students in the university’s new social business program to choose a problem they want to solve, and instead of just improving the state of that issue, actually try to solve that problem, 100%. It is his mission to end poverty by 2030. It is a mission that he holds himself accountable for. He says that if it is possible to cut poverty in half, it must also be possible to eliminate it entirely.

Mike Veny, professional drummer and owner of Funky Music Store, uses his online store to raise funds for The Fender Music Foundation as well as promote general support for music education. He has given about four times more often than any other foundation supporter. And, these funds will go on to get instruments into music education programs, strengthening the leaders and communities of the future. Because he is choosing to support an organization like The Fender Music Foundation, he is making a far larger impact than if he had created his own charity and tried to reinvent the wheel. Sure, it’s less glory, but it’s far more efficient in addressing the difference he is trying to make in the world.

All three of these people have looked outside themselves, in space AND time. Only by acknowledging their infinitesimal presence in this world can they create something that they deserve to be remembered for.

From Goodjoe’s website:

Goodjoe is dedicated to inspiring change through creative design and in the process giving back to the community around us. We really believe that people do great things when they’re inspired. A small change can and will create a big impact. Everyone really does care to make their surrounding world better. That’s why we created the goodjoe site, where hopefully, all kinds of creative and inspiring ideas are made visible and will be seen passing through the streets in many different forms.

Goodjoe will hold an ongoing T-shirt design contest. Everyone is welcome to participate by submitting inspiring T-shirt designs, rating designs, and giving artists positive feedback.

Here is how the process works:
1. Artists submit T-shirt designs with an inspiring message into the contest.
2. Each week, goodjoe selects inspirational designs from the contest to print.
3. Printed tees are sold and everyone involved (artists, schools, and other organizations) shares in the proceeds.

Goodjoe contacted me at The Fender Music Foundation last fall and proposed a t-shirt design contest in its honor. During the contest, we received 138 design submissions, and the winning design was much more stylish than what I would have designed on my own.

Goodjoe’s t-shirt design contests are a great way for nonprofits to engage potential supporters online. The company was established with the intention to make a difference, which they not only accomplish with their t-shirt design contests but also with how they treat their charities, celebrities and partners.

What a world this would be if every company were run like Goodjoe.

A video on social enterprise:

[youtube=http://www.youtube.com/watch?v=7u-HMmlkaAE]

Many people have dedicated their lives to making the world a better place. They have stood up for those without a voice, and they strengthen our communities. However, few of them treat their charitable dreams as businesses, and instead trust that they will make a difference because, “who wouldn’t support this cause?” But there’s more to a charity than the cause.

It is the charities that are set up as social enterprises (businesses that do good), however, that I see making the most difference. And, as long as they keep up with their competitors and with current trends and technology, I believe that they will continue to be effective. Edelman even did a study on this and found that consumers are much more likely to purchase products associated with causes — even if they cost more.

Sometimes, a charity can even last for a while without a strong business model behind it, but when an economic downturn comes along, these organizations seem to drop like flies. Over the past year or so, I have witnessed this. Social enterprises that are saving lives but have weak marketing are failing. Organizations that are saving the environment but have let their overhead get out of control are filing for bankruptcy. Charities that were cutting their communities’ crime in half have cut back until they are no longer effective. In other words, when these social enterprises fail, we all lose.

One of the most unfortunate examples of this right now is the newspaper industry. If journalists aren’t a significant force in this country, I fear what those who are wealthy, powerful and selfish will get away with. I also fear that if they are not supervised and protected by a large newspaper that either they will either also become wealthy, powerful and selfish or will be eliminated. And where will we be then?

The solution?

Social Entrepreneurs/Nonprofit Founders: Do your research before you start a company/charity. The way you do business is at least as important as the cause you choose.

Corporations: It will benefit you to give back. (There is too much to say about this to insert it here.) But, give back strategically. Choose a cause or charity that is in line with your mission statement. Either start a foundation to address that cause or select a few charities. Either the company or the corporate foundation must give to those who will really make an impact on that cause.

The Public: Support at least one charity. Find a charity that will make the biggest difference on your cause with what you have to offer as a donation (money, goods or time). Not all charities will fail. Just do a little research so your contribution won’t be for naught. 

Freelance photographer Andrea LaBarge Mills entered a contest online, in which the winner’s dream assignment will be funded with $50,000. Andrea submitted her proposal, and named the Guitar Center Music Foundation as the beneficiary of a component of the project.

Copyright © 2004 Andrea R. LaBarge

Copyright © 2004 Andrea R. LaBarge

Who benefits?

The photographer – She gets to experience her dream photo assignment. Andrea specifically chooses an assignment that she thinks will most affect her life, both personally and for her career. She really looks at how to make the most out of the $50,000. Also, the contest is a vehicle to reach more people and gain a greater following. She would also win a new computer as part of the package.

The charity – The charity will also gain exposure from their involvement in this project. A charity relationship is not a requirement in this contest, so it’s a great vehicle for reaching more potential donors (in that they have little competition in this venue). Because the charity will publicize this on their social networks, they will also gain some exposure on search engines.

The company sponsoring the competition – Microsoft is making a minimal investment for a lot of publicity. All they did was provide the $50,000,  put together a self-sustaining site for submissions and are going to give three computers away to the winner and two runners up. If they had given them away without a competition, there would have been no viral marketing or publicity for it. And, the $50,000 would have probably contributed to their print marketing, which is far less effective.