St.

ȱJames’ Settlement
SE forum 2007
Nonprofit Brand Building &
Networking
The Way to Grow
Ms. Josephine Lee, Senior Manager
Partnership & Alliance
SE starts…..

• Social problem
• Social need
• Service gap….by our frontline professionals

• Searching for innovative solution …..also

by our frontline professionals

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St. James’ Settlement SE
1. Work integration SE (WISE)
for mentally handicapped persons (employees)
2. Co-operatives
Middle aged artisans and women
3. Self employed domestic helpers services
middle aged low skilled women, new immigrants
4. Non-work integration SE
• services in development (not yet a SE)*
• fund generating business*
Social Need & Service Gap

Funeral Navigation Service

Social Problem
Nobody takes care of the funeral arrangement of
elderly live in the community
Marginalized
Elderly singletons relied on social security

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Solutions

Providing pre-planning
service and after-life
funeral arrangement

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One Stop Service Package
9 Educational talks on funeral
arrangement
(deals with Chinese taboos and their
living attitude )
9 Tailor made funeral service
package
1. Types of burial services
2. Religious background
3. Other follow up services
(dignity and respect)
9 Volunteers’ visit
(care and concern)
9 Birthday celebration (giving
birthday buns)
(positive living)

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Social Impacts

“After Life” Tour

9 Public appreciation to
our elderly members
in society
9 Incremental changes in
viewing taboos
9 Elderly is benefited by
the services provided

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Sustaining Social Impacts

9 Grave-weeping services
(WISE)
9 Bid for the operation of the
funeral parlour
9 Media coverage
9 Make noise in the community
Top Challenges

Who?
Passion &
Commitment

Investment Sustainability
Time & Capital Risk-taking
Quality Assurance

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Innovative Solutions to Challenges

• Build up bottom up corporate culture (free-hand)

• Credit to staff, St. James’ Superstar
• Ongoing investment – returns made after 3-5 years,
low risk, low return
• Not looking forward short term quick money
• Creativity and sensitivity
• Training and exposure
BRANDING is

Creating Wealth
(Income diversification model)
through Brand Building

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Income Diversification Model

• Fully business focused

• 2 systems in an organization
• Income goes into a good cause
• Another type of SE program
Our Income and Our Wealth

• 49% from HK government (normally in other NGOs

is 70-80%)
• 28% dues from self-financing services (residential
homes for the elderly)
• 10% fees from fund-generating business
=HK$25,000,000 (S$5,000,000)
• 13% from donation and time-limited funding
Four Main Fund-generating Business
(Estimated figures at 05-06)

Business Types Annual Income Annual Profit

(HK$) (HK$)
Health Services 10,700,000 1,320,000

Continued 10,450,000 1,760,000

Education Centre
Catering Service 3,830,000 610,000

Corporate Training 2,140,000 520,000

Centre
9 40% as reserve for further investment
9 30% for service development
9 10% support charity project
9 25% support agency administration
Health Services

9 Beauty services (body slimming, body massage and

facial)
9 Dental clinic
9 Health screening (pre-marital health check-up)
9 Gymnasium services (one stop)
9 Dietitian services
Corporate Training Centre

Provide training services to

corporate in HK, Macau
and China at market
price
Continued Education Centre

Provide training courses to working adults

and children (e.g. coffee class S$1,000)
Catering Services

Provide lunch boxes to

students
St. James’ Image

• Implemented many charity projects in the community

such as food bank, FNS…..
• Provide many pioneer services, very innovative
• Quality services delivered by quality staff
• HK people can name St. James’ within the first five
NGOs they mentioned (including those international
NGOs )
Marketing Strategies

• Positioning is a key element for the success of any

business (no hard sell, customer is the king)
• Identify the competitive edge of the businesses
• Bring in different ideas
• Frequent media coverage
• Use various marketing channels
• Words of mouths is the most important
Promotion Materials (Market-driven)
Cross-sector Alliances
Big Four, One Small in my team
• Social work training background

Our role and duties:

1. Marketing for fund generating business
2. Fund-raising
3. Bidding for new service programs from government
4. External liaising
5. Developing charity projects
6. Image building
We have….

Volunteer Consultant

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Ask …..

What WE need?

What WE should do?

What WE can do?

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Three Key Success Factors

1. Understand Corporate Culture

9 Free hand, bottom up culture

2. Identify the Leverage Point

9 Cross sector collaboration e.g. media and
different professionals

3. Work Smart & Work Hard

9 Team work
9 Passion and commitment
9 Credit to staff
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Thank You
Good Luck!!

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