The Commercial Charity: how business thinking can help non-profits grow impact and income
The Commercial Charity tells you everything you need to know to develop profitable earned income, and how to apply business principles and techniques to dramatically increase any non-profit’s reach and impact.
Contents:
Introduction: A commercial journey
Chapter 1: The business of charity
- The power of commerce
- The morality of profit
- The trends reshaping the sector
- Finding your focus
- The road to success
Chapter 2: Developing earned income
- Inspiration, ideas and perspectives
- Expanding from a successful base
- Commercializing capabilities
- Leveraging a charity brand
- Beyond capability’s comfort zone
Chapter 3: Customer-centred models
- Multi-sided business models
- The untapped retail opportunity
- Evolving an earned income ecosystem
- The customer-centric strategy
- Resolving the customer conundrum
Chapter 4: The business of social change
- A theory of change
- A shortcut to the insights
- Scalable and self-sustaining
- Raising investment for impact
- Turning ideas into income
Chapter 5: Improving business performance
- Finding the diamonds
- Reassessing the business
- Redefining your role
- Developing differentiation
- Changing the game
Chapter 6: A strategy for commerce
- The power of ambition
- Beginning with the future
- Creating a focused agenda
- Maximizing opportunities
- Seven commercial essentials
Chapter 7: Keys to commercial success
- Marketing demystified
- Relationships built on value
- Principles of ethical selling
- Maximizing the value of the sale
- The four-fold return on investment
Chapter 8: Leading the charge
- Shaking off the cultural shackles
- Crossing the capability chasm
- The disciplines of agile delivery
- The role of the leader
Epilogue: The charity of business
Further reading
Index
Reviews:
Richard Hawkes, CEO, British Asian Trust
“It challenges conventional thinking in the sector in a really engaging and motivating way… I have already ordered copies of this book for everyone in my organisation”
Major-General Nick Caplin CB, CEO, Blind Veterans
“On the nail in terms of major strategy questions, and all the more relevant now given the situation. I suspect that I will be buying more copies for the team.”
Martin Halliwell, CFO, British Red Cross
“Martyn Drake is as thought-provoking on the page as he is in conversation. It is a fascinating journey full of anecdotes.”
Mark Lever, CEO, Helpforce
“An indispensable guide” “Any third sector senior leader will find something new and inspiring in this book”
Alex Skailes, Director, Centre for Charity Effectiveness, Bayes Business School
“Insightful and thought provoking… provides a clear focus on the reality of a 21st century non-profit.”
Alastair Graham, Director of Income and Engagement, Versus Arthritis
“Real-life examples that many leaders will recognise. An essential read - I bought a copy for each one of my management team.”
