Unit 2: Getting Started with Your Social Value Proposition
Community foundations vary in their goals, capacities, and value propositions to engage and retain donor families. This unit will help you frame your Social Value Proposition and suite of philanthropic services.
TUNE-IN (5 minutes): Strategyzer’s Value Proposition Canvas Explained
READ (30 minutes): Types of Value Proposition
Your services and products need to provide perceived and real value for a customer segment, even when the customer doesn’t always know how to describe what she desires or needs.
Research by Bain & Company identified four categories of value proposition—functional, emotional, life changing, and social impact—modeled after Maslow’s hierarchy of needs. Bain & Co. created this interactive visual to help you explore the elements of value in each category and wrote about applying the research in this Harvard Business Review article. Its research showed that performing well on multiple elements of value creates more customer loyalty and higher revenue growth.
Which elements of value are most important to your customer segment? Might they be like those that influence loyalty in the financial services industry (quality, good investment for future generations, provides access)?
DISCUSS (5 minutes): Planning a Portfolio of Philanthropic Services
BORROW AND ADAPT (90+ minutes): Family Philanthropy Marketing Samples [members only]
DO (20 minutes): Ad-Lib Value Proposition Template
TUNE-IN (50 minutes): Creative Starter Package for Family Philanthropy Services [third video, members only]
In this 2021 workshop breakout session, staff from the Community Foundation of Greater Chattanooga and Community Foundation of Tampa Bay led a conversation about programs and services as you start your family philanthropy programs. Resources:
- Chattanooga KPIs
- Chattanooga Letter of Instruction—redacted
- Chattanooga Letter of Instruction_2.0_Redacted
- Sample Donor Report
- Tampa Bay 2021_Custom Grant Management Details
- Tampa Bay 2021_Customer Service Standards
- Tampa Bay 2021_Giving Guide
- Tampa Bay2021_Article_CFTB_Giving Guide_How to Set Your Family’s Philanthrophy Strategy
- Welcome Experience Checklist