This summer, I went on a volunteer trip through Free the Children, a non-profit organization with over 2 million members worldwide. Through this trip, I learned much about how the world works in undeveloped areas, as well as how Free the Children operates. Started in 1995 by 12-year-old Craig Kielburger, Free the Children was created to free children around the world from issues that bound them to poverty, such as child labor, lack of education, and health care.
I have been involved with this organization now for several years now, but two months of business courses has broadened my comprehension of this company, which makes Free the Children all the more interesting.
The first interesting point of Free the Children’s operations is its relationship with Me to We. Started by the founder of Free the Children, Me to We was established as a social enterprise, which, I recently learned, is a completely different concept from a non-profit. The main problem with a non-profit is that they’re always struggling with funds. An organization can only desperately search for grants for so long. Free the Children decided to tackle this problem in a sustainable manner and established the social enterprise Me to We. Although both strive to secure a social objective, the difference between Free the Children and Me to We is that Me to We is legally allowed to make a profit. 50% of the profit that Me to We makes goes towards the growth of Me to We and 50% of the profit goes towards the growth of Free the Children. It’s an interesting relationship that balances financial and social objectives. Evidently, it is a relationship that works.
The other aspect that stands out in Free the Children’s business roster is their marketing efforts. Their marketing may be their most effective tool in their business roster. Through expertly made videos, strategic placement, and key partners, Free the Children has been able to build a global presence, all the while maintaining their ability to expose social justice issues. They also have the most celebrity endorsements that I’ve seen in a non-profit organization. Stars such as Selena Gomez, Demi Lovato, Orlando Bloom and more have been rallied by this organization to take part in their campaigns. In turn, these celebrities impact the way Free the Children’s audience views social justice issues.
I believe that Free the Children’s most important Point of Difference in the charity category lies not within their value proposition, but within their customer segments. Free the Children was viewed as the first charity to consider children as their main audience. This could be classified as disruptive innovation or positioning. Many other organizations look for older, more experienced volunteers. However, what makes FTC stand out is they way that they not only believe in the power of young people, but encourage them to take part in campaigns and even design some of their own. Because of this PoD, young people believe now more than ever that they can make a difference.
Business is truly a diverse area, and its concepts and tools can truly be applied anywhere. Even charities are businesses, and applying these concepts can be a deciding factor in making a positive difference or not.
