Examples of both abound. National Geographic Magazine is a benefit of membership in the not-for-profit National Geographic Society. But almost everything else—their catalog, their television shows, their travel tours—are for-profit business enterprises; enterprises on which National Geographic pays taxes.
A recent example of a company meant to funnel profits to nonprofit endeavors comes from my own hometown. Members of the billionaire Jon M. Huntsman family have acquired the high-end Sotheby’s real estate franchise in the luxury enclaves of
Profits from the franchise will go to the Huntsman Cancer Center here in
With the stroke of a pen, the Sotheby's franchise in Sun Valley and Jackson Hole has become a social enterprise.
The Huntsman family has been a generous donor to causes inside and outside of
Kudos to the businesses that actually pull off the strategy of operating a for-profit venture to fund in whole or part a nonprofit entity. Certainly it doesn’t always play out that way.
I remember a small restaurant chain that was meant to fund a charity that taught teen leadership skills. The restaurant was terrifically-branded, but not well operated. The recipes just weren’t good enough.
Another for-profit venture I’m familiar with was a software firm that was founded to generate cash flow for an umbrella charity. The software company took years to get to profitability. Meanwhile the umbrella charity was left to develop its own funding mechanism just like any other charity.
Let me hasten to add that both these social enterprises were founded by experienced business people.
The fact is, new businesses have high failure rates and high margin businesses are hard to find. And you can be sure that if you demonstrate an ability to make a good profit in your niche, competitors will appear who won’t care about your cause component.
How did the Huntsmans mitigate those risks? Three ways:
- They bought an existing franchise with a strong brand and a history of sales results. They bought their sales, in other words.
Wait a minute, you’re saying, this sounds like the old saw about the best way to make $1 million. The joke goes: “OK, first start with $1 million...”
And you’d be right. The best way to start a million-dollar social enterprise is with $1 million.