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The Commercial Charity

How Business Thinking Can Help Non-Profits Grow Impact and Income

Apply marketing and business development strategies within the charity and non-profit sector, to drive growth of earned income and increase commercial and social impact.
EAN: 9781789663280
Edition: 1
Published:
Format: 230x155
216 pages

About the book

Contrary 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.

About the authors

Martyn Drake

Martyn Drake is the founder of Binley Drake Consulting, the boutique management consultancy he set up in 2009 to help ambitious business leaders dramatically improve the performance of their organisations. Since then, he has advised commercial organisations ranging from small family businesses right up to some of the world's most iconic brands. His expertise, developed over twenty years in FSTE 100 blue-chip businesses, spans strategy, leadership, change management, business development, marketing, sales, and high-stakes negotiation. During that time, he held various senior roles at Boots the Chemist, the Spirit Group and Punch Taverns, which included developing commercial and corporate strategies, managing and developing their largest product categories, negotiating with many of the world's largest FMCG manufacturers, leading £100m strategic change programmes and integrating over £2bn of mergers and acquisitions.Martyn's commercial-sector client list extends across a wide range of industry sectors and sizes, from global household names like Weight Watchers and Walgreens Boots Alliance; through mid-sized businesses like, Joules, First Choice and Care UK; to ambitious, fast-moving entrepreneurs like King of Shaves, Periproducts and Wingman. He has helped CEOs to lead turnarounds and transformations; coached executive teams in leadership, strategy and business development; and trained hundreds of their marketers, buyers and sales people.In March 2013, Martyn began an intensive pro-bono project to develop a new strategy with the National Autistic Society, which led on to several other projects including developing an ambitious commercial growth plan and training the business development team in sales and negotiation. Word of mouth rapidly spread to many of the other large UK charities. Since then, Martyn's non-profit engagements have spanned health, social care, disability, education, animal welfare and international development, for clients including the National Autistic Society, the National Health Service, Royal Mencap Society, Parkinson's UK, Sense, Contact a Family, Anthony Nolan and Brooke. He is now deeply committed to the sector, writes regular columns for the sector press, and is recognised as one of the its leading experts on strategy and commerce.

More about Martyn Drake

An indispensable guide. Any third sector senior leader will find something new and inspiring in this book.

Mark Lever, former CEO, National Autistic Society