Fathom's CEO Scot Lowry shares his perspective on marketing, nonprofits, high school, purpose-driven economies and economic development. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.

1. Surfing The Mega Trend:
For Non-Profits

2. What Mega Trend?

3. Start with a trip
back to…
High School

4. Economic Evolution
Human Existence 2,500,000 yrs
Agrarian Era 12,000 yrs
Industrial Era 200 yrs
Information Era (1950 to now) 64 years
1 Mile / 7 Inches
Rapid Acceleration
Each era builds from and complements the previous
Tackling problems and serving human needs in new ways

5. Rapid Evolution
To what end…

6. Rapid Evolution
To what end…
Too much and for too long, we seemed to have surrendered personal excellence and community values in
the mere accumulation of material things. Our Gross National Product, … if we judge America by that -
counts air pollution and cigarette advertising, and ambulances to clear our highways of carnage. It counts
special locks for our doors and the jails for the people who break them. It counts the destruction of the
redwood and the loss of our natural wonder in chaotic sprawl. It counts napalm and counts nuclear
warheads and armored cars for the police to fight the riots in our cities. It counts - television programs
which glorify violence in order to sell toys to our children.
Yet the gross national product does not allow for the health of our children, the quality of their education or
the joy of their play. It does not include the beauty of our poetry or the strength of our marriages, the
intelligence of our public debate or the integrity of our public officials. It measures neither our wit nor our
courage, neither our wisdom nor our learning, neither our compassion nor our devotion to our country, it
measures everything in short, except that which makes life worthwhile. And it can tell us everything about
America except why we are proud that we are Americans. Robert
F. Kennedy, 1968

7. Rapid Evolution
What’s Next?

8. Little More…
High School

9. Personal Evolution
HELP
OTHERS
SELF
FULFILLMENT
FAMILY,
WORK GROUP

10. What Mega Trend?

11. On April 8th, 2014…
Aaron Hurst
Triple Header
Breakfast at WSOM
Lunch at Fathom
Dinner at SVPPeter B. Lewis Building at WSOM, CLE OH

12. Aaron Hurst
How our desire for impact,
personal growth and
community is
Changing the World

13. The Purpose Economy
A PURPOSE ORGANIZATION creates
purpose for its employees and customers
through…
1. Serving Real Needs (serve)
1. Enabling Person Growth (grow)
1. Building Community (connect)
“Purpose, the actual creation of
value for people in terms of
serving others, the planet,
building community and
expressing yourself and
developing, will be the next
evolution of the global
economy.”
-Aaron Hurst

14. PURPOSE ISN’T
A…
CAU
SE
LUXU
RY
REVELATI
ON

15. DOING
SOMETHING
GREATER
THAN
RELATIONSHI
PS
PERSONAL
GROWTH &
CHALLENGE
PURPOSE IS…

16. DOING
SOMETHING
GREATER
THAN
RELATIONSHI
PS
PERSONAL
GROWTH &
CHALLENGE
PURPOSE IS…
CHOI
CE

17. JOB CARE CALLI
Same Job… with purpose

18. Put it Together…
HELP
OTHERS
SERVE
SELF
FULFILLMENT
GROW
WORK GROUP CONNECT
Purpose
(4th Economy)
Information
Industrial
Agrarian
Hunter / Gatherers

19. In God We Trust
All Others Bring Data
Fathom Mantra…

20. Dr. Seligman
Science of Happiness
Perceived Control
Perceived Progress
Connectedness
Vision / Meaning
(part of something bigger than yourself)
Positive Psychology Center

21. Dan Pink
Autonomy, Mastery, Purpose

22. Patricia Aburdene

23. Tony Hsieh
Delivering Happiness: Zappos Ground Up 10x Purpose Company

24. John Mackey

25. Exciting Times!
Indisputable Evidence
The 4th Economy “Mega Trend” is well underway…
“Welcome to
The Purpose Economy”
-Aaron Hurst

27. Exciting Times!
Purpose Economy Wave is upon us.
Most exciting time in human history…
Apply massive human creativity for GOOD, finally!!
(expect connect, grow, serve 24/7)
The Leaders will Surf!
(others will tread water or drown)

28. Surfs up in
Cleveland too!

29. Leverage Momentum
GCP Annual Meeting Video

30. Leverage Momentum
“Nice to hear, but we’ve been doing just fine”
Jeff Hoffman, CLE Resident, Co -Founder PriceLine.com

31. Local Trend Validation
1. Expand Purpose at Work
What will Attract & Retain Young Professionals to the Area?
87% Robust Career Growth Opportunities
2x bigger than next factor
Crain’s Cleveland: Cleveland Foundation 100 Years Edition (CLE: cradle of the foundation field)

32. Local Trend Validation
1. Expand Purpose at Work
ERC Northcoast 99 Annual Survey
Biggest Factor: Challenging / Meaningful Work

33. Strong Legacy
Cleveland Legacy of
Entrepreneurship & Philanthropy
(John D. Rockefeller, Mort Mandel, Peter B. Lewis)
Many Purpose Spirited People

34. Stars Align
Purpose Mega Trend
+
Cleveland Legacy / Truth / Spirit
+
Cleveland Momentum
=

35. Cleveland’s Purpose Minded Leaders & Organizations
are stepping up to be a Purpose Economy Leader
Cleveland
Capitol of The Purpose Economy

36. Co – Creators Stepped Up
SEA Change
Social Enterprise Accelerator
HotCards
People, Businesses, Non-Profits, Universities…
Organized to Claim the Purpose Capitol Role & Lead by Example
Engage!
Cleveland

38. Execute The Plan
“Kickoff Series” Dinners
• Kickoff Jeffersonian A.I. Dinners
• 20 Dinners by 10/31
• Promote via Co-Creators
• Generate Website Content
• Capture Sentiment
• Future Dinner Series – TBD

39. Surfing The Mega Trend:
For Non-Profits

41. Surf’s Up Non-Profits
The Mega Trend is Real
(Cleveland is on the leading edge)
Energy Supply for Non-Profits on the Rise
(unleashing the heroic spirit of businesses)
Surf the Actualization of Businesses
(serve others, non-profit / profit blur)

42. Social Venture Partners
Entrepreneurship meets Purpose
Grant’s / Pro-bono with accountability
Great Model for Non-Profit to bring to Businesses
• 3 years max, renewed annually
• Measurable Outcomes / Impact
• Businesses will respect accountability
Entrepreneur

43. River’s Edge
Promotes the integration wellness & spirituality in
order to bring about personal and societal
transformation. Yoga, Speakers, Meditation,
Retreats, etc.
Added Business Leaders to Board
• Food Service
• Event Planning
• Digital Marketing
• Finance
Reengineer for economic sustainability
Reduce reliance on funders over time
$

44. EDWINS
Fine Dining Restaurant for Good
(Top 3 in Cleveland)
Social Impact engineered into business model
“Social Enterprise”
Strong path to economic sustainability
(get off fund raising treadmill)
Actualization of Capitalism
Unleash the Heroic Spirit of Business
$

45. Dan Pallotta
Non-profit metrics
90% to the Cause
$1,000,000 Raised
$60,000 ED
$40,000 Promotion, Expenses
$100,000
$900,000
to the Cause
70% to the Cause
$10,000,000 Raised
$250,000 ED
$500,000 Staff
$250,000 Expenses
$2,000,000 Marketing
$3,000,000
$7,000,000
to the Cause
Another Opportunity for Change as Business & Non-Profit lines Blur
http://on.ted.com/h0MxS

46. Thank you!