Zilch: How Businesses and Not-for-Profits Can Get More Bang with Less Buck

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Penguin, Jun 24, 2010 - Business & Economics - 256 pages
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A leading not-for-profit CEO on smart ways companies can cut costs while improving results

As CEO of the youth volunteering organization Do Something, Nancy Lublin has overseen its dramatic growth since 2003. She helped it evolve from a debt-ridden, stodgy not-for-profit to a fast-moving, buzz-driven magnet for teens. Do Something now draws more than one million monthly hits on its Web site, while dispensing millions in grant money to young people with good ideas and a hunger to help others.

Lublin now shows why the best not-for-profits are brilliant at doing more with less and what the mainstream business world can learn from them, especially in tough times. For instance, organizations like Do Something are tops at motivating people with nonfinancial incentives and doing effective grassroots marketing on a shoestring budget.

Lublin's book distills the best lessons and stories from her career and includes interviews with other leaders of flourishing not-for-profits, such as Wendy Kopp of Teach for America, Adam Sterling of Save Darfur, and John Lilly of Mozilla.
 

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Contents

PRODUCE A HIGHQUALITY PRODUCT OR SERVICE
CREATE A BIG LOFTY PURPOSEBIG NOT NECESSARILY CAUSEY
INCLUDE EVERY LEVEL OF THE COMPANY IN THE PURSUIT OF YOUR PURPOSE
CREATE A PHYSICAL WORK ENVIRONMENT THAT STIMULATES YOUR PEOPLE
NEVER UNDERESTIMATE THE IMPORTANCE OF FUN
OFFER SKILL DEVELOPMENT
DOLE OUT TITLES LIBERALLY
REMEMBER THAT ACCOMPLISHING GOALS FEELS PRICELESSLY GOOD
ENCOURAGE A SERVICE MINDSET
PUT YOUR TARGET MARKET ON THE BOARD
DONT COMPENSATE BOARD MEMBERS
CREATE EXPLICIT GUIDELINES FOR BOARD MEMBERS
DONT PUT THE CEO ON THE BOARD
ENCOURAGE THE BOARD TO COMMUNICATE DIRECTLY WITH STAFF
REQUIRE BOARD MEMBERS TO LOVE YOUR PURPOSE
ENSURE THAT HIGH PERFORMERS RISE TO THE TOP AND LOW PERFORMERS EXIT

CREATE NONWORK WORK TIME
CELEBRATE THE CREATIVITY AND ENERGY OF YOUNG PEOPLE
SAY THANK YOU REALLY ITS THAT SIMPLE AND ITS FREE
KEEP IT SIMPLE
BE UNIQUE
BE CONSISTENT
BE RELEVANT TO YOUR AUDIENCE
CREATE A WRITTEN SET OF GUIDELINES
REVIEW YOUR BRAND POSITION REGULARLY
CHOOSE PARTNERSHIPS ACCORDING TO YOUR BRAND GUIDELINES
CONSIDER EVERYONE A POTENTIAL AMBASSADOR
TREAT YOUR EXTERNAL PEOPLE AS YOUD LIKE THEM TO TREAT YOU
SEEK FEEDBACK FROM EVERYONE NOT JUST CUSTOMERS
NEVER BREAK UP WITH YOUR AMBASSADORS EVER
REMEMBER THAT WORD OF MOUTH IS THE SINGLE BEST FORM OF MARKETING
ALIGN INCENTIVES
OUTSIDE BELIEVERS CAN BE A GREAT SOURCE OF INNOVATION
FIND THE SHARED INTERESTS
DONT CONFUSE BUSINESS AND FRIENDSHIP
BE VERY SPECIFIC
ASK FOR SOMETHING OTHER THAN MONEY
MAKE IT COOL
OFFER OPTIONS
BE SHAMELESS
REPEAT YOURSELF
BELIEVE THAT SILENCE SPEAKS VOLUMES
SEE PEOPLE FIRST BUYERS SECOND
REMEMBER THAT CUSTOMERS LIKE TO BE PART OF SOMETHING BIGGER
CELEBRATE LOCAL ELEMENTS
MAKE THE SHIFT FROM NICE TO IMPORTANT
PARTNER FOR A PURPOSE
FOLLOW THE TOTE BAG PRINCIPLE
WELCOME THEM TO THE CLUB
GRANT ALLACCESS PASSES
ADJUST YOUR SELECTION CRITERIA
HIRE LEADERS WHO ARE CHIEF PASSION OFFICERS
GET LEAN
FIND WAYS TO MEASURE PASSION
AVOID THE TRAP OF FOUNDER ROYALTY
BE INVENTIVE ABOUT PROMOTIONS
BE SHOCKINGLY TRANSPARENT
HONOR YOUR GENESIS STORY
TELL POSTGENESIS STORIES TOO
CREATE A CULTURE OF STORYTELLING
CREATE BUZZ ON A BUDGET OF ZERO
REMEMBER THAT AN IMAGE IS EVERYTHING
CHOOSE THE MESSENGER
ACT FAST
USE MULTIPLE MECHANISMS TO TELL YOUR STORY
LIVE IN FEAR OF OVERHEAD
APPLY STRICT DISCIPLINE TO BUDGETING
THINK MULTIYEAR
BEHAVE AS IF YOU LIVED IN A GLASS HOUSE
STRIVE FOR DIVERSIFIED REVENUES
FIRST ASK FOR THE IMPOSSIBLE
MAKE IT A FAIR EXCHANGE
DO MORE WITH YOUR PRODUCTS AND SERVICES
OFFER CONSULTING SERVICES
EXPAND YOUR REPUTATION BY BORROWING SOMEONE ELSES
DEFINE THE PARTNERSHIP CLEARLY
CREATE A SMALL CROWDED BOUNDARYLESS ENVIRONMENT
CROSSPOLLINATE
MAKE EVERYONE DO EVERYTHING
LET PEOPLE KNOW WHY THEYRE INNOVATING
STAY CLOSE TO YOUR TARGET MARKET
MAKE JOB SHARING AND SHADOWING A PART OF THE CULTURE
SLASH YOUR TEAMS BUDGET
QUIT YOUR JOB AND GO WORK FOR A NOTFORPROFIT
VOLUNTEER WITH A GREAT NOTFORPROFIT
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About the author (2010)

Nancy Lublin is the CEO and “Chief Old Person” of DoSomething.org, which uses technology and pop culture to help young people “rock causes they care about.” Previously, she was founder and CEO of Dress for Success, which she started at age twenty-three. Lublin has won numerous honors and is frequently quoted in the media. She’s a contributing columnist for Fast Company and an adjunct faculty member at New York University and Yale School of Management. She lives with her family in New York City.

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