Harvard Case - Homeless World Cup: Social Entrepreneurship, Cause Marketing, and a Partnership with Nike
"Homeless World Cup: Social Entrepreneurship, Cause Marketing, and a Partnership with Nike" Harvard business case study is written by George Foster, Jocelyn Hornblower, Norm O'Reilly. It deals with the challenges in the field of Social Enterprise. The case study is 26 page(s) long and it was first published on : Jun 4, 2010
At Fern Fort University, we recommend that the Homeless World Cup (HWC) embark on a strategic growth plan focused on expanding its reach, impact, and financial sustainability. This plan should emphasize social innovation through partnerships, leveraging impact investing, and developing sustainable business models that align with the organization's mission and values.
2. Background
The Homeless World Cup (HWC) is a non-profit organization that uses football (soccer) to empower and inspire homeless people worldwide. Founded in 2003, the HWC hosts an annual tournament that brings together teams from over 50 countries. The organization's mission is to use football to change perceptions of homelessness, promote social inclusion, and improve the lives of homeless people.
The case study highlights the HWC's partnership with Nike, a leading sportswear company, as a key example of cause marketing and corporate social responsibility (CSR). This partnership has provided the HWC with significant financial and logistical support, enabling the organization to expand its reach and impact.
3. Analysis of the Case Study
The case study presents several key challenges and opportunities for the HWC.
Strengths:
- Strong Mission and Values: The HWC's mission resonates with a wide range of stakeholders and aligns with global social development goals.
- Proven Impact: The organization has demonstrated its ability to positively impact the lives of homeless individuals and communities.
- Global Reach: The HWC's annual tournament and other initiatives have established a global presence.
- Strong Partnerships: The partnership with Nike demonstrates the potential for attracting corporate support and leveraging their resources.
Weaknesses:
- Financial Sustainability: The HWC relies heavily on donations and grants, making it vulnerable to funding fluctuations.
- Limited Scale: The organization's impact is limited by its current resources and infrastructure.
- Lack of Diversification: The HWC primarily focuses on football, which may limit its appeal to a wider audience.
Opportunities:
- Expanding Impact: The HWC can leverage its platform to address broader social issues related to poverty, inequality, and mental health.
- Developing Sustainable Business Models: The organization can explore revenue-generating initiatives that align with its mission.
- Leveraging Technology: The HWC can utilize technology to enhance its communication, fundraising, and program delivery.
- Building a Global Network: The organization can foster collaborations with other NGOs, social enterprises, and governments to amplify its impact.
Threats:
- Competition: The HWC faces competition from other organizations working in the field of homelessness and social inclusion.
- Economic Downturn: Funding for non-profit organizations may be affected by economic downturns.
- Political Instability: The HWC's operations in developing countries may be impacted by political instability and conflict.
Strategic Framework:
To address these challenges and capitalize on opportunities, the HWC can utilize a triple bottom line framework, focusing on social, environmental, and economic sustainability. This framework can guide the development of sustainable business models that generate revenue while maximizing social impact.
4. Recommendations
1. Develop a Sustainable Business Model:
- Social Enterprise: The HWC can establish a social enterprise arm that offers services and products aligned with its mission. This could include skills training programs, social impact tours, or merchandise sales.
- Impact Investing: The HWC can seek out impact investors who are interested in supporting organizations with a strong social mission and a clear return on investment (ROI).
- B Corporation Certification: Obtaining B Corporation certification would demonstrate the HWC's commitment to social and environmental responsibility, attracting investors and partners who share these values.
2. Expand Reach and Impact:
- Strategic Partnerships: The HWC should seek out strategic partnerships with other NGOs, corporations, and government agencies to expand its reach and impact.
- Regional Hubs: The HWC can establish regional hubs in key locations to provide ongoing support and programs for homeless individuals and communities.
- Digital Platform: The HWC should develop a digital platform to connect with a wider audience, promote its initiatives, and facilitate fundraising.
3. Strengthen Financial Sustainability:
- Diversify Revenue Streams: The HWC should explore a variety of revenue streams beyond donations and grants, including corporate sponsorships, event ticketing, and merchandise sales.
- Social Impact Bonds: The HWC can explore social impact bonds to attract investors willing to fund programs with measurable social outcomes.
- Financial Management: The HWC should implement robust financial management practices to ensure transparency, accountability, and long-term sustainability.
4. Enhance Organizational Capacity:
- Leadership Development: The HWC should invest in leadership development programs to build capacity within the organization.
- Talent Acquisition: The HWC should attract and retain talented individuals with expertise in social entrepreneurship, business development, and program management.
- Organizational Structure: The HWC should review its organizational structure to ensure it is aligned with its strategic goals and operational needs.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the HWC's strengths, weaknesses, opportunities, and threats. They are consistent with the organization's mission and values, and they consider the needs of both external customers (homeless individuals and communities) and internal clients (staff and volunteers).
The recommendations are also based on the following key assumptions:
- The HWC has a strong brand and reputation that can attract investors and partners.
- The organization has the capacity to develop and implement sustainable business models.
- The HWC can leverage technology to enhance its operations and reach.
- The organization can build strong relationships with key stakeholders.
6. Conclusion
The Homeless World Cup has the potential to become a leading global force for social change. By embracing social entrepreneurship, impact investing, and sustainable business models, the HWC can achieve greater financial sustainability and expand its reach and impact. This will require a strategic shift in focus, a commitment to innovation, and a willingness to embrace new partnerships and opportunities.
7. Discussion
Alternative options include:
- Merging with another organization: This could provide access to resources and expertise, but it could also compromise the HWC's identity and mission.
- Focusing solely on fundraising: This would require a significant shift in focus and could limit the organization's impact.
Key risks include:
- Failure to attract investors: This could hinder the HWC's ability to implement its strategic plan.
- Lack of organizational capacity: The HWC may struggle to manage the growth and complexity of its operations.
- Competition from other organizations: The HWC may face challenges in differentiating itself from other organizations working in the field of homelessness.
8. Next Steps
Timeline:
- Year 1: Develop a strategic plan, identify potential investors and partners, and pilot new business models.
- Year 2: Establish a social enterprise arm, launch new programs, and expand regional hubs.
- Year 3: Seek B Corporation certification, expand fundraising efforts, and build a global network of partners.
Key Milestones:
- Secure funding for the strategic plan.
- Develop and launch a pilot social enterprise program.
- Establish partnerships with key stakeholders.
- Implement a robust financial management system.
- Develop a digital platform for communication and fundraising.
By taking these steps, the Homeless World Cup can achieve its mission of changing perceptions of homelessness, promoting social inclusion, and improving the lives of homeless people around the world.
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Case Description
The case follows Mel Young, founder and president of Homeless World Cup, a nonprofit organization whose mission is to eliminate homelessness around the world. Homeless World Cup organizes annual football (i.e., soccer) tournaments in host cities and through its grassroots partner organizations recruits and trains homeless people to play in the events. The case highlights the early days of founding and building the organization, including Young's inspiration for the idea, and also covers the importance of branding and marketing and the organization's relationship with Nike.
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