GrowGlobally.org

Experimenting in tough economic times can pay off with exciting new ways to reach stakeholders not only in far flung geographic locations but also in virtual ones.  In the world of global advocacy, finding new ways to raise awareness for your cause, educating the less informed, and raising financial support among global audiences where they spend their time requires fresh ideas to tap their interest.

The 2009 World Kidney Day Campaign is conducted in partnership between the International Society of Nephrology and the International Federation of Kidney Foundations represents a strong alliance between kidney health professionals and patient groups to bring global attention to the prevention and treatment of kidney disease.  MCI Brussels has provided worldwide staff support for the campaign since its inception.

World Kidney Day (WKD) aims to raise awareness about the heavy burden of chronic kidney disease (CKD). Annually celebrated worldwide on the second Thursday of March, WKD offers a crucial, visible opportunity to inform and educate health policy-makers, people who are at highest risk of CKD, and the general public that kidney disease is common, harmful and treatable.

Reaching over 60 countries through regional and local media and public promotional and training programs to promote kidney health through screenings and prevention programs, WKD and its global strategic partner network is helping to promote public health while building its own brand awareness. 

Recently, WKD’s Global Project Team has been using YouTube as a advocacy channel to spread its videos and local campaign material throughout the world.  Using the free tools to distribute and track consumption.

WKD also has a global campaign Facebook page (with volunteers creating local WKD pages too) to further promote word of mouth marketing to supplement the global and local marketing and PR programs that have been its great strengths.  This provides more easily sharing among friends and family.

New for 2009 is the use of Second Life (SL) to reach out to SL-residents as a test market where we can learn to take advantage of this new world.   Initially, the goal is to keep things simple and volunteer-focused.  So far, WKD organizers are finding that many SL-residents are very supportive of charities and willing to support worthy causes.

So far, WKD staff have created a Second Life Promotion Box, containing “virtual” notecards, poster, t-shirts and bags that have been currently placed in about 5-6 SIMS with more to come as SIM owners permit the team to put up “point of purchase” WKD stands on their “land/place” in Second Life.   In addition, staff created a WKD group that people can join.

Soon plans include to organize some WKD virtual events in SL such as a WKD-quiz, an informative discussion, and some “live” musicians to perform in order to draw people and spread the word.

Check back to find out if Second Life can provide “new life” to global fundraising.

Thanks to all for attending our session and for our panel Tom Reiser,  Helen van Oers, and Matteo Pederzoli for coming to the ASAE and Center AGM in San Diego this year.

Here are our slides from the session titled, “Local Business Strategy and Infrastructure Can Grow Business Globally.”

Note: Session was recorded by ASAE & Center so you can play them together from here.

Peter’s introduction (download and view in slide mode)

Tom’s International Society of Nephrology presentation on World Kidney Day 2008 (download and view in slide mode)

Helen’s World at Work Asia Conference presentation (download and view in slide mode)

February 14, 2008 – Nearly 50 leading U.S. and European institutional investors managing over $1.75 trillion in assets today released a climate change action plan at the United Nations that will boost investments in energy efficiency and clean energy technologies and require tougher scrutiny of carbon-intensive investments that may pose long-term financial risks. Additionally, European investors managing $6.5 trillion in assets supported the action plan “in principle.”

The action plan was announced at the Investor Summit on Climate Risk, hosted by Ceres and the United Nations Foundation, attended by more than 450 investor, financial and corporate leaders from around the world.

Last year was remembered as the year that governments, organizations and corporations around the world recognized the effects of climate change. Sustainability and climate change evolved from discussions among environmental activist to heated boardroom debates. A global tipping point was reached as more major corporations and associations developed and implemented sustainability as a business strategy going beyond CSR programs as customers demonstrate their own preferences for buying from sustainable businesses.

As the report above illustrates, 2008 is shaping up to be no different.

Already, most large international companies produce a Corporate Social Responsibility (CSR) or sustainability annual report. While it is not the only indicator that should be used, many companies already declare their greenhouse gas emissions, with over 3000 of the largest corporations registering them with the Carbon Disclosure Project. However, there is a hole in the majority of these reports: most companies do not yet include scope 3 emissions or the emissions from meetings, events and business travel.

As travel and flying is such a large emitter of carbon, you can expect things to change in 2008. So if you are responsible for organizing events or meetings, expect to be asked to consider the environmental impact of your activities and to provide statistics about carbon emission levels, waste levels and resource utilization.

In response to this business challenge, MCI launched Sustainability Services (see link to right).

These consulting services provide an evaluation of a client’s global or national meetings and events – first to calculate the environmental footprint and then to offer practical solutions for a sound sustainability plan. Key components include carbon-reduction strategies, operational protocols, staff training and measurement systems needed for annual sustainability reporting. MCI’s Green Event Management methodology offers clients an end-to-end approach to reducing the environmental impact of a meeting or event.

One of the key tools used by the team is the MeetGreen Calculator. Designed and licensed from Meeting Strategies Worldwide, the online tool uses a list of over 100 questions to analyze and report on the environmental impact of an event. These questions are split into 8 categories: destination selection, accommodation, venue, food and beverage, transport, exhibition, communication, and back-office organization.

The Calculator then compares practices of a specific event against other events/meetings in the database. Results provide a benchmark for future events and a comparison with other events. In this way, a corporation can compare its events against other organizations’ events. Or they can benchmark them against their own events. So for example a large pharmaceutical company could measure and compare all of its 1000 annual events and then report them in a way which could be included into the company’s annual report, website or memorandum.

Once a clear picture has been calculated of the environmental footprint of an organization’s meetings, MCI’s Sustainable Services consultants can help to design and implement coherent policies and processes to reduce emissions, resource usage and waste production. Together with carbon partners, MCI then designs a carbon management strategy to offset emissions through a portfolio of environmental and social projects such as reforestation, avoided deforestation, renewable energy and environmental education programs, both locally and internationally.

MCI Sustainability Services offer clients a thorough methodology for starting to develop a tangible strategy and action plan.

MCI’s commitment is to conceive, create and produce memorable events and projects that are environmentally and socially responsible, ethical and safe, and represent an integral part of our CSR strategy and our vision to help build community for a better world.

For more, locate the Sustainability Services website on the column to the right or contact MCI’s group sustainability director Guy Bigwood (guy.bigwood@mci-group.com).