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Tips and inspiration for changemakers from the social impact crowdfunding website, StartSomeGood


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Bravery and Lifestyle Branding with Liz Bohannon of Sseko Designs (An Excerpt from Rank & File Magazine)

sseko-liz-sandal-photo

“It’s not rocket science – 99 percent of it comes down to courage and grit.”

Being brave can mean a lot of things.

Liz Bohannon was 22 when she left her job at a corporate communications firm. She’d gotten the job just out of college after graduating with a degree in journalism. It was while pursuing her degree that she became passionate about the issues facing women living around the world in extreme poverty and in conflict zones. Unfortunately after graduation, like many, she failed to find her “unicorn dream job” where she “would get paid to travel around the world and cover the issues [she] thought were really important.” She’d had her corporate gig for all of three months when she looked around and decided that her life did not reflect her passions. So she quit and bought a one-way plane ticket to Uganda.

Liz says she “went through a pretty classic journey that a lot of people go through during their first trips in developing economies of [feeling] a little bit overwhelmed, very inspired, but also seeing kind of the dark side of what’s not working and why it’s not working.”

After a few months, she ended up volunteering at a nonprofit school focused on finding “the best and the brightest” teenagers in Uganda and preparing them not only for college but also to become future leaders in their communities. Liz was drawn to the idea of investing deeply in a few in order to impact many. It was here that she found a home and a community that would change her life. Liz ended up becoming a part of this conversation that the organization was having at the time specifically about the girls in their program.

In Uganda, there is a nine-month gap between high school and college during which young adults return home and work to save up enough money to pay for university. Girls were finishing the program and testing in the top five percent of college applicants in the country, but then couldn’t surmount societal pressures to get through their gap year. It was a very real problem, and the organization didn’t have the money or the resources to help these girls. So Liz started brainstorming. She admits that her first thought was “pretty classic.” A 22-year-old, “white American who goes to a poor country for the first time and is just like…‘these poor African women don’t have enough money to go to school.’ The solution is ‘let’s give them money.’”  

She thought about starting a nonprofit, but the further she went down that path, the clearer it became that she wanted to do something not only more sustainable, but also something mutually beneficial and more empowering. She decided to step out of the “giver/receiver relationship pattern” that has been the traditional dynamic between white Westerners and Africans. First, she tried and failed to start a chicken farm, and “naturally, chickens evolved into women’s footwear.”

Remembering a quirky sandal she made for herself in college by tying ribbons to flip flops, Liz hit the local market in hopes of recreating that sandal with the resources she had available in Uganda. Liz told Rank & File that she remembers wandering a local market for three days trying to find a tool that could punch a hole in leather, which culminated with a good cry in the rain.

But Liz persevered, and even though she had “zero background in business of any kind,” she gathered the necessary tools and materials to start what today is Sseko Designs.

Sseko, the Luganda word for laughter, began with just three girls and a rudimentary plan: they make sandals for nine months, Liz returns to the U.S. to sell them out of the back of her car, and the girls get to go to college.  

From these humble beginnings, Sseko has grown far beyond the trunk of Liz’s car into an extremely successful social enterprise. In the years since its inception, Sseko has sent every single graduate of its program to university, a total of 71 and counting, and employ 50 women in Uganda.

Liz’s story is filled with bravery, a crucial trait at the core of what it means to be a Sseko woman. Rank & File’s conversation with Liz focused on her advice for building a lifestyle brand and how to continue evolving and expanding your impact once you’re successful.

 

Building a Lifestyle Brand

Sseko Designs began with a single product, the sandal, but they quickly grew into a lifestyle brand. Liz knew early on that if Sseko Designs was going to succeed it was going to be because they were “running a great business that makes great products.”  

“We are unapologetically a business,” Liz shares. “We want to be a best-in-class design, production and manufacturing house in East Africa, but we want to do that in a way that gives dignity and honor and provides room for transformative relationships for every person that’s a part of that.”

For Liz, building a successful social enterprise involves not just a strong mission and vision, but also the strategy behind building a solid brand. Liz finds that “a lot of social enterprises don’t really think a lot about brand because they have a mission.” She argues that in addition to having a clear mission, you have to “build a pretty compelling brand.” You have to “recognize that a mission is not a brand, it will only take you so far.” Liz has several tips for how to build a successful lifestyle brand:  

 

Ask a Lot of Questions

Liz’s work “consisted of a lot of pounding pavement, years and years of traveling around the country.” But she wasn’t just trying to sell her product, she was also asking questions. Liz found that asking questions in person is the most effective way of getting real answers. It is much simpler than you think. She took a clipboard into a busy city center and just started asking strangers questions like: What do you like about these sandals? How much would you pay for them?

Liz says, “It’s not rocket science; it’s having the courage to have a stranger look at you and say, ‘No, I wouldn’t buy that.’ It’s putting yourself in pretty socially awkward, weird positions.” It’s walking up to a stranger who might blow you off.  You have to be willing to ask questions you aren’t sure you’ll like the answers to. “99 percent of it comes down to courage and grit.”

 

Get Past Your Biases

Part of defining your brand is self-exploration and research. Liz encourages social entrepreneurs to really dig deep into their own biases and individual outlook on the world to discover why they truly think their product is beautiful. “How has that been defined and what are your influences?” Liz suggests going through this practice and incorporating it into “how you’re thinking about your charter customer and how you’re thinking about growing your community.”

 

Craft a Great Product

After examining your personal biases, the next step is to think beyond your social mission for a moment. Liz says, “part of building a really strong brand is having really phenomenal, interesting, unique, innovative products that [you] feel pretty confident standing in a room and saying, ‘I have something to offer that is really special and unique.’” Would you feel confident telling a roomful of strangers that they should buy your product, not just because it supports a great cause, but because it is simply an amazing product? If not, you might have to go back to the drawing board.

 

Be Specific

Liz finds that many people, especially when they’re just starting out, “are so afraid to exclude.” When you’re building a brand and defining your consumer base, “if you try to speak to everyone and you try to be so broad and so inclusive, no one will hate you, but you won’t move anyone,” Liz says. “No one will look at what you’re trying to do and have that feeling of like, ‘Oh that’s speaking to me. Those are my people, that’s the language I use, that is igniting something in me that maybe hasn’t been ignited before.’”

Liz has focused Sseko Designs on being “unapologetic about who the Sseko woman is.” They put the lifestyle out there, and if women don’t see themselves in their brand, then that’s okay. It’s important to acknowledge that not everyone will be your customer.  

 

Define Your Personality

After you have done all the work and gotten the data necessary for defining your customer, the next step is to make sure your brand personality expresses it. When they were building their brand, Liz found that creating the Sseko manifesto, the 12 principles of what it means to be a Sseko woman, was a crucial step. She thinks that “putting it on paper and kind of saying ‘here are 12 sentiments that define who [we] are in a way that feels a little more fun than just your classic demographic’” was important for defining their lifestyle brand.

 

The full version of this story, including Liz’s tips for how to evolve and expand your social impact is available in Rank & File Magazine.

Rank & File is a digital publication for purpose-driven entrepreneurs who believe people are worth serving and business can create change.

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Photos in this article courtesy of ©Sseko Designs

The enclosed article is a copyright of Rank & File, Inc. Any dissemination, copying, altering or storage of this message or its attachments is strictly prohibited outside of single use for StartSomeGood monthly newsletter and blog. All mentions of Rank & File in the title, bio and throughout the article must appear with dissemination. The article must not be revised, shortened or altered in any way without approval from Rank & File, Inc.


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Practical Tips for Key Social Media Platforms

An excerpt from social entrepreneur and best-selling author Darian Heyman’s book Nonprofit Fundraising 101.

Facebook

Ask questions. If your post ends in a question mark instead of a period, you can expect twice as many likes, comments, and shares; the currency in today’s “attention economy.”

Use photos and videos. Typically, you’ll generate twice as many likes, comments, and shares if your post includes a photo, four times as many with a video. If you use a video on a crowdfunding campaign, according to crowdfunding platform Razoo, you’re likely to receive eight times the amount of donations!

Use the right photos. Since people will likely only see the small thumbnail version of your photo, cut out the background and use cropping to zoom in on one subject. Ideally, use photos with pictures of people or animals, and focus on faces. As author Guy Kawasaki likes to say, “ABC: Always Be Cropping.” Don’t use boring photos—instead of people posing next to a house they just built, use an action photo of them carrying a ladder or building a roof. Use photos that capture your work in action and convey a sense of impact.

Promote the right posts. If you have a budget and choose to do promoted posts on Facebook, choose posts that have the best response rates, rather than promoting donation requests and other posts that fall flat. This may seem counter-intuitive, but your resources are best spent promoting posts that have proven to be most engaging.

Keep it short. Ideally, under 80 characters. Bufferapp.com found a 66 percent increase in engagement when you get to the point.

Learn about your donors. Upload your email or donor list and see how many of them are on Facebook. You can use Facebook Ads to gain invaluable donor segmentation information about them, including household income, home ownership, device use, how active they are on Facebook, how much they engage with your posts, etc. The more you know about your donors, the better equipped you are to effectively engage and solicit them!

Reply to comments. Again, think of social media as a digital cocktail party. If someone at a party says, “Hey, nice dress,” you need to say “thank you” and reply back. If someone posts a comment or asks a question, reply in a polite and conversational manner.

Leverage Facebook Insights. To succeed at engaging people, you need to listen. Insights is a free analytics tool that allows you to analyze your posts and how they perform, that is, how many likes, comments, and shares or retweets they receive. It will also help you determine when the majority of your users are online, which can help you plan the timing of your posts. (Facebook Insights is accessed through a tab at the top of your page when you’re signed in as an administrator.)

Twitter

Ask for retweets. Include the term “Please Retweet,” often abbreviated as “Pls RT,” to significantly increase the percentage of people who share your posts.

Use photos, videos, and links. Just as with Facebook, this will encourage people to spend a few more seconds with your content and increase the likelihood that they share it.

Recruit influencers. Twitter is a great place to make initial contact with donor prospects and key influencers like celebrities, leading academics, journalists, and bloggers. But before asking VIPs to support you, build up your social capital by retweeting them and writing comments on their posts.

Get your leadership active. Having your executive director and other leaders active on Twitter develops additional communication outlets for your organization and can establish them as thought leaders in your field.

Use keywords. Add keywords and hashtags to your profile so that people interested in your cause will find you when they search. Using these in your posts will also help people who aren’t following you find your content and organization. Create a hashtag. Come up with a short yet descriptive hashtag to include in many of your posts. Ideally, it’s something that others in the field can adopt as well, promoting your thought leadership. For example, Social Media for Nonprofits launched #SM4NP, which is now widely adopted by others in the industry.

Use lists. Lists help you easily screen content and manage different categories of users. For example, if you are a breast cancer organization, lists can help you easily look at what’s trending from breast cancer bloggers, pharmaceutical companies, academics, journalists, competitors, as well as things like campaign hashtags.

Use tools. Social media tools like Hootsuite will help you manage mentions, scheduling, and lists. Use tools like Klout (available as a Hootsuite plug-in) and BuzzSumo to identify key influencers in your field, so you know who to cultivate and prioritize.

Be active in the Twitter community. Twitter is a circular economy. Participate in Follow Fridays by sharing the handles of other leaders and organizations in your field on Fridays and including “#FF” in your posts to gain social capital. If someone mentions you with an @ sign, especially if it’s an influencer, you should definitely take the time to retweet it and thank the person.

LinkedIn

Get your board and volunteers to link to you. When people include you in their profiles, it gives you additional exposure, and since this is a relatively new feature and not many nonprofits are using it, you will stand out.

Ask questions. People on LinkedIn tend to be very engaged, and you can receive well-thought-out answers to robust and complex questions. This will help you to build conversations and further engage people.

Start a Group. You can create a LinkedIn Group for free, which is a great way to mobilize and engage your community of interest. Invite people to join and make sure to post content, questions, or links to a blog post or article at least twice a month.

Ask for testimonials. Ask past employers, partners, and clients to write testimonials for your organization and on your personal profile. This provides credibility and reinforces your expertise.

YouTube

Create “Call to Action” overlays. YouTube offers nonprofits free access to this service, which increases subscriptions by 400 percent by creating a pop-up window inviting visitors to subscribe or even donate.

Keep it short. Keep your videos on YouTube and crowdfunding sites short, ideally 90 to 120 seconds. This will result in people watching the video when they first see it, instead of being daunted and saving it for later, which usually means they’ll never watch it.

Instagram

Use hashtags. Just as on Twitter and Facebook, hashtags are a great way to create a conversation and create more avenues to your presence.

Focus on faces. The photos that typically receive the best response are close-ups of people’s faces and animals. Remember Guy Kawasaki’s ABC: Always Be Cropping.

Use action shots. As mentioned in the Facebook tips, instead of staged pictures, use images of people in action, delivering impact.

Pinterest

Girl power. Pinterest is a great place to reach women, as they’re two thirds of their audience, which recently surpassed 100 million users a month.

Get visual. This platform is best suited for visuals and infographics, both for finding and posting.


Darian Rodriguez Heyman is an accomplished fundraiser, social entrepreneur, and best-selling author. His work “helping people help” started during his five-year tenure as Executive Director of Craigslist Foundation, after which he edited the best-selling book, Nonprofit Management 101: A Complete and Practical Guide for Leaders and Professionals (Wiley & Sons) and co-founded the global conference series, Social Media for Nonprofits and Sparrow: Mobile for All. His new book, Nonprofit Fundraising 101, is the first truly comprehensive yet practical guide to all aspects of fundraising for your cause, and chapters 15 – 18 are dedicated to online giving. Heyman is also an in-demand fundraising consultant and a frequent keynote speaker at social impact events around the globe.

Darian


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Social Entrepreneurship with Simon Sinek: An Except from Rank & File Magazine

An excerpt from Rank & File magazine.

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Award winning author, motivational speaker and leadership guru Simon Sinek, who uses the power of storytelling with a parable-like quality, first planted his concepts of “Start With Why” and “The Golden Circle” into the hearts of our corporate executives back in 2009, spawning one of the most popular TED Talks of all time.

To date, Simon has penned two best sellers — “Start With Why: How Great Leaders Inspire Everyone to Take Action” and “Leaders Eat Last: Why Some Teams Pull Together and Others Don’t.” Beyond writing, Simon works as an adjunct staff member of the RAND Corporation, one of the most highly regarded think tanks in the world, and he regularly comments for respected local and national media outlets like NPR and The New York Times.

Accolades aside, Simon embodies his teachings. He is approachable, humble and generous with his time. These character traits are exactly what made Rank & File aspire to sit down with Simon to discuss social entrepreneurialism, including the biggest mistakes that social entrepreneurs make, why cultivating inner character is a critical step in the leadership journey, and how leaders should become guiding “Cause Holders” for their companies. During our interview, we spoke in length about the benefits and dangers in the growing social enterprise trend — a topic about which Simon holds some strong opinions.

“I like the idea of social entrepreneurship, but to fully embrace the goodness of social entrepreneurship you have to treat everyone right,” he told Rank & File. “Not just the chosen receivers of your goodness.”

Simon went on to explain that he thinks the term “social enterprise” may be thrown around too loosely. From Simon’s view, the key to developing a successful and impact-driven social enterprise is to first look internally before projecting externally. Practically, this means focusing heavily on your company’s foundational values and character and allowing this core element to act as the lead domino for all of your outward-facing programs.

“You have all these well-intended young entrepreneurs out there [wanting] to do something of social importance, looking externally,” said Simon. “And yet, while building their companies, they may mistreat their own people. It’s like being a child psychologist but abusing your own children. It doesn’t make sense. And so I find it fascinating how people can be so obsessed with an external while ignoring the internal. To be good at anything, in any company, it has to start from within.”

This challenge comes at an opportune time, as thousand of young people approach social entrepreneurialism with a new enlightenment to accomplish social good through their startups. So what are the keys then to fully embrace the calling of our responsibilities as social entrepreneurs? How do we go forth as strong leaders that focus internally when we may be fighting to keep all the wheels on our fragile businesses in the marketplace? Sinek’s teachings challenge us to dig deep.

In the spirit of shifting our perspectives to focus on the internal rather than the external, Simon encourages us to cultivate humility.

We social entrepreneurs have a tendency to view our business models as superior to mainstream programs and organizations. Indeed, we are often guilty of forming cliques and belittling traditional methods of conducting business and outreach.

From Simon’s perspective, abandoning this superiority complex and developing humility will actually allow us to have greater social impact, both personally and professionally.

“[Having] the word ‘social’ in your product or business [mission] doesn’t actually mean that you are a good company,” said Simon. “And not doing those [social good] things doesn’t make you a bad company. You can make any type of widget and treat people right. And the people who work for you will have better marriages, treat their kids better, and treat people that they interact with on a daily basis better, and they will have a great impact on the community.”

Simon didn’t disparage the value of social entrepreneurship or individuals’ desires to achieve social outcomes through their business models. Yet, his advice cuts through the hype often associated with the social good sector, reminding us to get back to the core — the ABC’s, so to speak — of what it means to be a social entrepreneur. Among other things, having a humble attitude entails respecting traditional business models who conduct their affairs with integrity and treat their employees and stakeholders with dignity.

Become a Holder of Your Cause.

In the social enterprise space, we hear a lot about “social innovation,” especially as it relates to sustainable energy and technology. But what do we mean when we use the term? Usually, we’re describing a tangible, specifically applied approach to making change through new models while challenging norms and bureaucracies, achieving new levels of efficiency, and defending the inherent rights and dignity of human beings.

However, Simon pointed out that these models are only social enterprise products. He developed this idea using a classic example: Apple.

“The product, no matter what it is, is just the manifestation of an underlying cause,” he said. “Steve Jobs’ obsession was empowering people to stand up to the status quo. That was their cause. The personal computer was the manifestation of their cause — a product that gave an individual power to compete against a corporation.”

Next came the iPhone. Prior to Apple, cell phone functionality was determined by cell service providers. “Apple showed up and said, ‘No, we are going to tell you what the phone will do,’’ placing all of the power into the hands of cell phone manufacturers and, ultimately, consumers themselves. With the development of the iPhone, Apple challenged the status quo yet again, fulfilling one of Jobs’ core values.

“The key for Apple and all of us is not confusing our innovations or our products as our cause,” said Simon. “They are three separate things. Innovation doesn’t come from our social desire to give and solve world poverty, although it’s a great thing to do. The innovation comes from actually having a disposition, actually having a cause, and actually having a why…”

Remember that your social innovation models and your solutions to problems are not your cause. They are your products and services.

Identify your root cause. What is your underlying motivation for developing these innovative products and services? Dig deep — past the tangible, past your approach, past your mission statement, and past your goals and objectives. Ask yourself “Why?” again and again until you know what underlying motivation or belief is fueling your efforts. Then keep your cause at the forefront of everything that you do…


The full version of this story, including Simon’s 7 Steps for Students of Leadership, is available in Rank & File Magazine. Rank & File is much more than a magazine. They are a community of risk-takers, like you, who believe people are worth serving and business can create change. Download the Rank & File App for Apple and Android today to start reading for free.

Photos in this article courtesy of © Simon Sinek, Inc.