Transcript Document

The Millennium Initiative, Inc.
Business Plan
Updated May 22, 2005
Beth Browde, TMI Founder
“Every great challenge that we face—climate, biodiversity, global health, extreme
poverty, growing violence, and the ‘clash of civilizations’—can be solved, and at
modest cost and with huge long-term benefit. We're facing the bargain of a
generation, a chance to fix the world and forge a prosperous and peaceful place for
the rest of the century.”
Jeffrey D. Sachs
© the millennium initiative
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Glossary of terms
GNI
ODA
FTE
MDG
NGO
PPP
UNF
YTD
© the millennium initiative
Gross National Income
Official Development Assistance
Full Time Equivalent
Millennium Development Goals
Non-Governmental Organization
Purchasing Power Parity
United Nations Foundation
Year To Date
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Contents
Background
The Millennium Initiative
Appendix
© the millennium initiative
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Background
A Global Crisis
Discrepancy in Standard of Living
35,000
Half the world’s
The disparity between the standard of living of the wealthiest and
poorest people of the world is increasing.
34,134
population lives in
More than 1.2 billion people live on less than $1 a day.

Another 1.8 billion people live on less than $2 a day.

Life expectancy in sub-Saharan Africa is less than 55 years –
and dropping.

In low-income countries, one child in 11 dies before the age
of five.

More than 70 percent of those deaths are from diseases
which are preventable or curable in high-income countries
25,000
adequate access to
basic necessities,
such as food, clean
GNI Per Capita
poverty, without
20,000
15,000
10,000
water, primary
education or health
services.

30,000
5,000
670
–
0
10 wealthiest
countries
10 poorest
countries
Ailments include acute respiratory infections, diarrhea,
measles, malaria and a combination of diseases and
malnutrition.
Life expectancy by country
© the millennium initiative
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Background
The Poverty Trap
Current aid levels are barely enough to sustain life, and do not address
the underlying problems -- lack of infrastructure, environmental
degradation and rampant disease.
Impoverished

countries face a
vicious cycle which
Because the poorest countries lack basic infrastructure, they cannot
attract private investment.
makes long-term
economic growth
impossible.
As a consequence, the poorest countries are unable to achieve
economic growth or make investments in the future
No resources to invest in
infrastructure for
economic development:
water, electricity, roads
Low life expectancy,
high death rates from
disease, malnutrition,
low crop yields.
They are not able to
sufficient rate to
environmental

Without adequate infrastructure and a healthy, educated
insufficient aid results in the perpetuation of poverty.

keep ahead of
population growth,
In the poorest areas of the world large portions of the population
are living without access to roads, ports, airports, telecoms, power,
water and sanitation), environmental management, and human
capital (health, education, nutrition, and family planning)
Because they exist outside the reach of most markets people in the
poorest countries spend all their time, energy and meager resources to
survive.
save or invest at a
adverse trends in

Heavy burden on
society, all resources
expended for mere life
support.
Example: In a group of villages in western Kenya, called the Sauri
sublocation, with 5000 inhabitants.
–
High fertility rates (average 6 children per woman)
–
30% of the adults have HIV/AIDS
–
The soil is depleted of nutrients, so crop yields are low and
all of the output must be used for local consumption. (Source:
Sachs, Jeffrey, Letter From Sauri, Kenya)
degradation,
disease, brain drain
and capital flight.
© the millennium initiative
The most important step to achieving the MDGs is much higher
investment rates, both public and private.

At the core of a national strategy to achieve the MDGs, therefore,
should be a strategy for greatly increased investments in
infrastructure, human capital, and the private sector.

This requires good governance, a strategy to scale up
investments, and increased financing—largely donor financing—
for public investments in the poorest countries.
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Background
An Acknowledged Solution: The Millennium Development Goals
 The Millennium Declaration, signed by the 189 world leaders from the 178 member states of the United
The MDGs are not
Nations, spells out a pledge to work together to end global poverty.
another set of
 The framework for fulfilling this pledge was set forth in eight (8) goals, called the Millennium Development
“handouts” but an
Goals, which present a series of time-bound, quantifiable targets and indicators that illustrate what needs to
happen to achieve these goals.
investment in
helping poor
countries break the
“poverty trap.”
World economists developed The
 Intricately tied together and interdependent, the goals address the root causes of poverty by focusing on an
Millennium Development Goals
interrelated set of programs to address hunger, education, diseases, environmental degradation and gender
(“MDGs”), a set of actionable and
equality, and invest in infrastructure and capacity building to provide a foundation for sustained economic
achievable initiatives that would end the
development.
‘poverty trap’.

A rise in rural productivity to increase food production
 Urban infrastructure necessary to foster internationally competitive industries and services
The recommended approach to
achieving the MDGs included
simultaneous investment in several key
initiatives.
© the millennium initiative
 Nutrition, health care, family planning and education to increase human capital
 Public management systems, local capacity building and scientific capacity building
 Cross-border projects with neighboring countries to improve linkages in roads, power, etc.
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Background
An Acknowledged Solution: The Millennium Development Goals
Goal
1. Eradicate extreme poverty
and hunger
2. Achieve universal primary
education
Success Measures
•Reduce by half the number of people living on less than a dollar a day
•Reduce by half the proportion of people who suffer from hunger
•Assure that all girls and boys complete a full course of primary schooling
3. Promote gender equality
and empowerment of
women
•Eliminate gender disparity in primary and secondary education preferably by 2005, and at all levels by 2015
4. Reduce child mortality
•Reduce by two thirds the mortality rate among children under five
5. Improve maternal health
•Reduce by three quarters the maternal mortality ratio
6. Combat HIV/AIDS, malaria
and other diseases
•Halt and begin to reverse the spread of HIV/AIDS
•Halt and begin to reverse the incidence of malaria and other major diseases
7. Ensure environmental
sustainability
•Integrate the principles of sustainable development into country policies and programs; reverse loss of environmental resources
•Reduce by half the proportion of people without sustainable access to safe drinking water
•Achieve significant improvement in lives of at least 100 million slum dwellers, by 2020
8. Develop a global
partnership for
development
•Develop further an open trading and financial system that is rule-based, predictable and non-discriminatory. Includes a commitment to good
governance, development and poverty reduction—nationally and internationally
•Address the least developed countries’ special needs. This includes tariff- and quota-free access for their exports; enhanced debt relief for heavily
indebted poor countries; cancellation of official bilateral debt; and more generous official development assistance for countries committed to
poverty reduction
•Address the special needs of landlocked and small island developing States
•Deal comprehensively with developing countries’ debt problems through national and international measures to make debt sustainable in the long
term
•In cooperation with the developing countries, develop decent and productive work for youth
•In cooperation with pharmaceutical companies, provide access to affordable essential drugs in developing countries
© the millennium initiative
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Background
The Impact of MDG Initiatives Is Quantifiable
Initiatives have been
designed that have
economically
quantifiable impacts.
\Interventions to Achieve the MDGs
Problem
Impact
Solution
Cost
Yield
High burden of
tropical disease
3 million deaths per year from
malaria
Bed nets, antimalarial drugs
$2.9 billion a year (worldwide) for 10
years
Eradication of malaria
and the resultant drain
on capital and human
resources
High over-land
transport costs
Restricted market potential
Cost to move one ton of
fertilizer 1000 km: $15 in the
US; $100 in sub-Saharan
Africa
Paved roads
In Tanzania, roads are expected to
cost approx. $815 million/year or
$19.40 per capita for 10 years.
Access to markets,
more investment
capital, improved trade
potential
Absence of
domestic energy
resources
Energy is required for
activities related to economic
growth
Current time spent collecting
wood and biomass (est. 37
hours a month in rural India)
could be used more
productively
Hydroelectric and
geothermal power, oil
and gas pipelines
In Tanzania, energy projects to
achieve the MDGs are expected to
cost approx. $605 million/year or
$14.4 per capita for 10 years.
Increased efficiency,
opportunity for
economic growth.
Low agricultural
productivity in
rain dependent
areas
180 million Africans are
undernourished
Distributing fertilizers
to farmers to increase
crop yields
Fertilizers, irrigation, sturdier seeds
and modern farming techniques
combined would cost approximately
$50 per person per year for 10 yrs.
Dramatic increases in
efficiency, triple current
crop yields, freeing up
labor pool for other
enterprise
High rates of
infant mortality
10.8 million children under
five die every year: 41% of
those deaths are in subSaharan Africa; 34% are in
south Asia.
Combination of
vaccinations,
antibiotics, vitamins,
clean water, oral
rehydration
Estimate: $30 per person for 10
years for all basic health care
interventions - including those for
AIDS, malaria, TB, childhood
diseases, safe childbirth and
nutrition.
60.6% reduction in
deaths of children
under five (saving more
than 6 million lives).
© the millennium initiative
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Background
The Goals Are Achievable
The Goals are
achievable by 2015 -but only if the US
and the other donor
nations significantly
increase ODA.
The roadmap for achieving the MDGs has been spelled out in great detail and can
Not a business-as-usual approach but a comprehensive strategy for rapidly building
be
capacity and infrastructure for sustainable economic development.
implemented at a relatively modest cost.
 The Millennium Project (a group of
approximately 250 experts from around the
world -- researchers and scientists;
policymakers; representatives of NGOs, UN
agencies, the World Bank, and IMF; and
representatives of the private sector) has
created a detailed business plan* that
outlines exactly what is required to achieve
the MDGs, including:
– What kinds of interventions are needed
– How these interventions will be
implemented
– Who will do the actual work
– How much the programs will cost
 Unlike past schemes, the MDGs call for all targets to be
pursued simultaneously and through cross-cutting
synergistic interventions.
 The MDGs are the first international goals that contain
a direct call for a “global partnership for development.”
Within this goal, explicit recommendations for donor
countries’ aid, trade and debt relief are laid out.
How much will it cost to achieve the MDGs?
 Current Millennium Project analysis for five countries
indicates a total cost of approximately $110 per capita,
of which approximately $10 can come from individual
households, $30 from domestic revenue mobilization.
 This translates into an average total need for external
development assistance equivalent to approximately
$70 per capita.
– Who is going to pay for what
– When the projects will become selfsustaining
*The Millennium Project plan is available at www.unmillenniumproject.org
© the millennium initiative
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Background
But Achieving the Goals Requires Support From Donor Countries
The United States
100%
lags furthest behind
90%
on the 0.7%
80%
commitment: In
83%
81%
% of GNI
50%
40%
20%
10%
translates to a
0%
shortfall of $61
billion in US ODA.
proposed in 1969, in the Report of the Commission on
International Development entitled “Partners in
Development” delivered to Robert S. McNamara, then
president of the World Bank.
12
77%
10
8
43%
40%
38%
35%
6
32% 31%
28% 27% 27% 26%
26% 26%
4
23% 22%
21% 20%
13%
2
$ Billions
assistance. That
 The 0.7% ratio is not new: in fact the target was first
$ million
30%
development
14
% GNI
89%
60%
expected to give $16
GNI to official
96%
70%
2004, the US is
billion, or 0.15% of
0.7% of GNI has long been the agreed-upon standard for
ODA from donor countries.
Relative ODA From Donor Countries
 The same 0.7% target was clearly spelled out in the
Millennium Declaration – and endorsed by each of the
22 donor countries
 The target was reiterated once again in 2002 in a
document called the Monterrey Consensus, produced
at the International Conference on Financing
Development and signed by 170 countries, including
the United States.
The world has not lived up to its pledge, with ODA from the
donor countries averaging 0.23% in 2002.
 In current US dollars, the global 0.7% pledge translates
to $190 billion, which is more than enough to achieve
the MDGs.
 The US contribution, based on total GNI of $10.9
trillion, is $77 billion.
 Global ODA totals approximately $68 billion, leaving a
shortfall of $122 billion.
 The US lags furthest behind on its commitment, with a
shortfall of approximately $61 billion.
 Only five countries have met the 0.7 target (Denmark,
Norway, Netherlands, Luxemburg and Sweden).
 The UK has pledged to meet the 0.7 commitment by
2013 and France has pledged to do so by 2012.
© the millennium initiative
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Background
A Precedent for Increased ODA: The Marshall Plan
The Marshall Plan (1947)
US Foreign Assistance History as % of GDP
US budget priorities
have shifted
3.5%
dramatically since
3.0%
1947, when the
2.5%
Marshall Plan, an
2.0%
enormously
1.5%
successful program
1.0%
for assisting Europe
0.5%
in the aftermath of
0.0%
Europe, still devastated by the war, had just survived one of
the worst winters on record.

The US offered up to $20 billion for relief on the condition that
European nations develop a rational plan to use the aid.

The US benefited from the Marshall Plan

Military spending
% of GDP
and the war in Iraq
far exceed both
How We Spend Our Money in the US
proposed ODA.
–
By 1953 the United States had pumped in $13 billion,
and Europe was standing on its feet again.
–
The money was used to by US goods and services
Europe benefited from the Marshall Plan
–
1947
1949
1951
1953
1955
1957
1959
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
World War II.
current and

(excluding assistance to Israel and Egypt)

Aside from helping to put Europe back on its feet, the
Marshall Plan led to the Schuman Plan, which in turn
led to Euratom, then the Coal and Iron Community and
the Common Market, and pointed to what may yet
evolve into an economically and politically united
Europe.
In many ways, the Marshall Plan satisfied both those who
wanted our foreign policy to be generous and idealistic and
those who demanded realpolitik; it helped feed the starving
and shelter the homeless, and at the same time stopped the
spread of communism and put the European economy back
on its feet.
$500
$450
$450
$400
$US Billions
$350
$300
$250
$200
Source: US State Department, http://usinfo.state.gov/usa/infousa/facts/democrac/57.htm
$200
$150
$77
$100
$45
$50
$16
$0
Military
Budget 2004
© the millennium initiative
War in Iraq
2004
ODA 2003
2004 Tax
Cuts
Target ODA
2003
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Background
The Impact of Failed States: Why the US Should Invest in Development
Impact of Failed States on the US
Aside from the
obvious cost in
human misery, there
are direct and
indirect costs
Economic
Social Impact
Security & Terrorism
Opportunity Costs
associated with
failed states.
 The US is frequently
called upon to
intervene militarily
when governments
fail.
 Criminal exportation
of precious, portable
resources including
diamonds, narcotics,
minerals and other
precious resources

The US may bear
economic growth from
countries undertaking
the increased
investment spending.
Increased flow of refugees
from failed or failing
states to the US and other
countries
Spread of multiple drug
resistant infectious
diseases
Much of the world's illegal
drug supply comes from
failed states
Tens of millions of lives
can be saved in the next
decade, and population
growth will actually be
slowed in the medium
term with a faster
voluntary transition to
lower fertility rates.
“America is now
threatened less by
conquering states than we
are by failing ones.”
(National Security
Strategy paper)
The 3 billion people in the
world who live on less
than $2 a day are not
buying goods and services
from the global
marketplace.
Within failed states,
conventional weapons
proliferate, exacerbating
regional instability and
strengthening international
outlaws
Favorable attitudes about
the US have slipped in
nearly every country for
which trend measures are
available. Views of the
American people, while
still largely favorable,
have slipped too. (Source:
President Bush has said,
“Persistent poverty and
oppression can lead to
hopelessness and despair.
And when governments
fail to meet the most basic
needs of their people,
these failed states can
become havens for terror.”
Pew Global Attitudes Survey,
June 2003)
(Source: Talmey Drake)
Source: Millennium Project draft report
© the millennium initiative
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Background
Minimal Awareness, Past Failures & Incorrect Assumptions
Drivers of Resistance to Increased ODA
Less than 10% of
Americans have ever
heard of the
Low Awareness
Costs Too High
•Less than 10% of
the American public
has ever heard
about the MDGs or
knows anything
about the US
commitment to
support them.
•Only 5% of
voters correctly
guess 0-1% as
the amount of
the US federal
budget spent on
non-military
assistance.
Millennium
Development Goals.
Key Issue or
Assumption
But the greatest
obstacles to gaining
support for the
MDGs are
Unsolvable
Problems
Domestic Focus
Competing Priorities
•Many cite the
reported number of
leaders of African
countries who have
absconded with funds
earmarked for
development
•The public does
not believe that it
is possible to
eliminate poverty
and hunger
•Americans often
cite poverty and
other domestic
problems as
reason not to
deal with global
issues
•Americans are
generous donors
and are, most
likely, already
giving money
through churches
or other charities.
•A 2003 World
Economic Forum
survey finds that in
89% of the 102
countries surveyed
direct influence of
legal political
donations on specific
policy outcomes is
moderate or high.
•Poverty hasn’t
been eliminated
despite the
seemingly large
sums spent on
foreign aid and
repeated
requests for
private
donations.
•11.1% of
Americans (34.9
million people)
live at risk of
hunger; 3.5%
experience
hunger (Source:
•Americans gave
$47.1 billion to
charities in 2003
•13% or $6.2
billion went to
international
charities
USDA)
(Source: Chronicle of
Philanthropy)
•Need to make clear
the levels of
accountability,
transparency and
controls that will be in
place in countries
receiving
development
assistance
•Dispel myths about
African governance
•Focus on success
stories
•Don’t overpromise
•Focus on
specific
solutions:
fertilizers,
nutritional
supplements,
etc.
•Frame the
argument so that
domestic needs
are not pitted
against global
problems
•Focus on
rethinking current
budget priorities
and the cost of
inaction
•The goal is not to
divert current
charitable giving,
but to re-brand the
international giving
as MDG related
and to draw the
contrast between
individual giving
which is generous
and ODA, which is
not.
(Source: Better
World Surv. 2004)
misinformation the
feasibility of
Corruption in Developing
World
Rationale
achieving the goals,
competing priorities
and an “us versus
them” mentality in
the US.
Opportunity
•There has been
little media attention
on the MDGs. A
search of LexisNexis indicates that
the goals were
mentioned in major
US publications only
384 times in 2003
•Voters don’t
know what US
currently spends
on ODA as % of
budget or
relative to other
countries
•Launch a massive
and sustained
awareness
campaign, tapping
into existing social,
religious and civic
organizations, the
Web and other
media
•Education is
key. Once
people
understand the
relatively small
amount the US
currently gives,
they are more
likely to support
an increase in
ODA.
© the millennium initiative
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Contents
Background
The Millennium Initiative
Appendix
© the millennium initiative
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About TMI
TMI Brings Marketing Expertise to Foster Support for the MDGs
In April 2004 a group
of concerned
citizens from the
corporate, finance,
media, arts, and not-
Approach
for-profit
•
TMI’s is launching what is, essentially, a “tipping-point” campaign.
•
As such, TMI will leverage existing communities of interest – churches, schools, civic organizations, online communities, hip-hop kids
and business organizations, working with and through these groups to reach their unique constituencies
•
In addition, TMI will provide critical links between the public and the many NGOs and development organizations that struggle to
get through the media clutter and get their messages to potential volunteers and supporters.
communities came
together to form The
Millennium Initiative
(TMI), a non-partisan
and non-sectarian
 TMI aspires to tap into the talent, creative energy and resources of the diverse and disparate demographic groups that comprise the
citizens of the United States to accomplish the following:
organization, whose
mission is to raise

Raise awareness about the Millennium Development Goals and the US government’s commitment to give 0.7% of GNI
to achieving them.

Educate people in different social, political and religious groups about the need for action, the opportunity for success
and what’s in it for them – and us, as Americans – to help the world achieve the Millennium Development Goals;

Provide new opportunities – and publicize existing opportunities – for Americans to get personally involved in a
campaign to change the world; and

Inspire a groundswell of bipartisan support for the MDGs that ultimately pressures the US government to live up to its
commitment to provide 0.7 percent of GNI to official development assistance.
awareness,
understanding and
active support for
Vision
the Millennium
Development Goals.
Mission
© the millennium initiative
•
TMI’s mission is to create and shape messages, programs and campaigns to raise awareness, understanding and active support for the
MDGs.
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About TMI
TMI Brings Marketing Expertise to Foster Support for the MDGs
Strategies
 Create programs, events and content that appeal to a
In April 2004 a group
of concerned
citizens from the
corporate, finance,
Awareness
Understanding
Action
media, arts, and not-
wide cross-section of the American public – across the
entire political spectrum, from far left to far right, from
school children to the global business community,
across religious, racial, ethnic, gender, generational
and doctrinal divides
 Link messages to existing value systems within each
for-profit
target audience segment
communities came
together to form The
Millennium Initiative
An effective
Opportunities to learn
communication & become engaged
strategy
in the fight to end
global poverty
(TMI), a non-partisan
and non-sectarian
organization, whose
mission is to raise
A simple, effective
way for Americans
to to stand up and
be counted
A mechanism for
holding the US
government
accountable for
its promise
 Use a variety of media (Web, print, TV, film, video and
events) and marketing and communications strategies,
tailoring messages to resonate with different
constituencies
 Build strategic alliances with national and community-
based social, religious and civic groups, as well as
other communities of interest to reach diverse
segments of the US population
 Build alliances with NGOs and other development
awareness,
understanding and
active support for
the Millennium
Development Goals.
organizations to provide opportunities for Americans to
get personally involved in rewarding ways, and provide
an umbrella marketing campaign for NGOs working to
achieve one or more of the Millennium Development
Goals
 Engage CEOs, opinion leaders, politicians, academics
and influential voices in productive dialogue about how
each can contribute to achieving the MDGs
 Capitalize on key geo-political events – such as the
World Economic Forum meeting in Davos (Jan. 2005),
the G8 Summit in the UK (June 2005) and the
Millennium Summit in New York (Sept. 2005) – to rally
Americans around the MDGs
© the millennium initiative
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About TMI
Some Organizations Are Already Focused On The MDGs
Many organizations
have taken on
MDG-Related Organizations
Other MDG-Related Organizations
 Millennium Campaign. The United Nations
High
pieces of the
Development Programme (UNDP) runs an awareness
program focused on the MDGs, called the Millennium
Campaign, which is somewhat hampered by insufficient
resources and a strong US bias against the United
Nations.
UNICEF
Millennium
CARE
but there is no one
organization with the
resources,
marketing expertise
and the overarching
mission to raise
REACH WITHIN THE US
Development Goals,
 DATA. Formed by U2 lead singer, Bono, DATA is an
OXFAM
DATA
ONE Campaign
awareness and advocacy organization, which focuses
on debt, AIDS, trade and Africa.
UN Foundation
 The ONE Campaign. An extension of DATA, the ONE
Global Fund
Campaign is a US-focused advocacy and awareness
campaign, which has partnered with the Millennium
Campaign and other NGOs to further US support for
programs to fight disease and hunger. The ONE
campaign does not, however, deal directly with the
MDGs or the 0.7% commitment.
IRC
Millennium
Campaign
awareness,
understanding and
support for the eight
WEDO
MDGs in the US.
AJWS
Low
 The Global Fund to Fight AIDS, Tuberculosis and
High
SCOPE - RELATIVE TO ALL 8 MDGS
Malaria, WEDO, CARE, OXFAM. These organizations,
all well established, well organized and well regarded,
are doing work that contributes to the success of one or
more of the MDGs
 United Nations Foundation. Ted Turner launched the
UN Foundation in 1997 to support the goals and
objectives of the United Nations. The foundation
provides funding for programs; sponsors outreach
efforts to educate the public about the UN’s unique role
in addressing global issues; and helps forge alliances
between the UN, the private sector and NGOs.
© the millennium initiative
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About TMI
TMI’s Resources & Capabilities Will Complement Other Efforts
TMI will not compete
with other MDG
organizations, but
Why launch another organization?
MDG-Related Organizations
 TMI’s founders took this initiative because they saw an
High
UNICEF
will contribute
awareness gap: organizations are on the ground with
effective plans in place along with the accountability
and success measures necessary to achieve the
MDGs, but the messages are not reaching the
American people.
TMI
CARE
marketing and
communication and
resources from the
private sector to
speed awareness,
understanding and
REACH WITHIN THE US
expertise in
OXFAM
DATA
ONE Campaign
TMI’s intention is to complement – not compete with –
the work of other organizations. TMI is unique in that it
is:
UN Foundation
 Independent: As an independent, non-partisan and nonGlobal Fund
sectarian organization that is not affiliated with the
United Nations, TMI is in a the best position to reach
the large swath of the US public that is not supportive of
the UN
IRC
Millennium
Campaign
support for the
MDGs.
 Focused on all eight MDGs: Many organizations,
WEDO
AJWS
Low
High
SCOPE - RELATIVE TO ALL 8 MDGS
© the millennium initiative
including DATA, the Global Fund and dozens of
exceptional NGOs, such as American Jewish World
Service (AJWS), the Women’s Environment and
Development Organization (WEDO), the Women’s
Commission for Refugees and Children and others are
supporting programs to address one or more of the
goals
 A Marketing Organization: TMI is the only organization
whose mission is to create a branded MDG
“experience,” bringing top-level marketing and
communication expertise to the task of reaching diverse
segments of the American public.
DRAFT - 18
18
About TMI
Marketing the MDGs: A 3-Pronged Strategy
TMI’s 3-Pronged Strategy
A critical part of the
Engage CEOs and Opinion Leaders
marketing campaign
TMI will launch is to
Partner
with NGOs
reach the diverse
Faith Communities
audience segments
that comprise the
Influencer
American people
and to appeal to
their core values.
•High-visibility leaders and
peer-to-peer
Students &
Young Adults
(18 – 24)
•UN leaders, academics,
board members
•Religious leaders
•Local business and civic
leaders and peer-to-peer
•Educators, PTAs, pop icons,
hip-hop artists and peer-topeer
•Invest in long-term
peace and security
•Improve America’s
reputation abroad,
mitigating damage from
recent events
•Learn about issues
•Demonstrate leadership
•Learn public speaking
•Scholarships
•Create a safe and peaceful
future for all
• Use your skills to do good work
• Stabilize polit. & economic
environment
• Invest in new markets
• Improve business climate for
American companies - praise
work corporations do in the US
and ask them to do the same
with their foreign subs.
•Tell your story
•Get your message to a
wider audience
•Put personal beliefs
and values into practice
•Personal gratification:
Make a difference in the
world
Role
•Create corporate interest in
volunteerism
•Pressure government & peers
to support increase in ODA
•Validate issues
•Tell the stories
•Provide avenues to get
involved in meaningful
ways
•These three groups are comprise customers of corporations,potential donors and volunteers
for NGOs and development organizations; and constituents of elected officials. As such they
can become a powerful force when mobilized.
Market Size
•CEOs from Fortune 1000
companies, retired CEOs, other
investors, pundits and opinion
leaders (a small but powerful
group)
•Estimates on total
number of NGOs are
unreliable, but estimates
there are 25,000
qualified NGOs
•36.5% or
Americans label
themselves as
“strongly religious”
•46% of the US
population and 66%
of Christians
regularly attend
church (Source:
www.thearda.com)
•Moveon.org: 2 million
•Rotary Int.: 1.2 million
worldwide
•Union members (US): 17
million (2003, source BLS)
•36% of the US population is
under 24 years old
Benefits
•Improved reputation with
customers & employees
•Opportunities for increased
understanding of global
markets, issues and obstacles
•Access to a larger pool
of potential volunteers
and donors
•Opportunity to
promote internal
unity among
congregations
•Way to market the
faith in a global
arena (source:
www.teal.org.uk/)
•A positive global focus
for the US to counteract
the damage from
unilateralism
•A potential avenue for
bipartisanship
•An avenue to stay engaged,
learn about the developing world,
be part of a movement for
positive change
•A way to capitalize on the fervor
generated by the recent
presidential race
leaders within each
of our target
audiences to shape
that will be
meaningful to their
constituents.
Secular / Civic Communities
Key
Messages
TMI will work with
messages in ways
Direct to Public
© the millennium initiative
DRAFT - 19
19
About TMI
Case Study: Earth Day - From Awareness to Policy Change
Case Study: Earth Day
 Founded by Sen. Gaylord Nelson to put the environment on the national agenda, the idea began
percolating in 1962, when he convinced President Kennedy to go on a conservation tour to
highlight environmental issues. The tour did little, but Nelson kept campaigning.
 In 1969, inspired by anti-Vietnam War “teach-ins,” Nelson got the idea for Earth Day. At a
conference in Seattle in Sept. 1969, he announced that there would be a nationwide grassroots
demonstration on behalf of the environment and invited everyone to participate. The story was
picked up by all news services. Reaction was tremendous and widespread.
 Earth Day 1970 achieved a rare political alignment, enlisting support from Republicans and
Democrats, rich and poor, city dwellers and farmers, businesses and labor leaders. It also helped
the push the US to create the Environmental Protection Agency and pass the Clean Air, Clean
Water, and Endangered Species acts.
© the millennium initiative
DRAFT - 20
20
About TMI
Case Study: Earth Day - From Awareness to Policy Change
Why Earth Day Succeeded
Recent Disasters
•
1965 -- Weather inversion creates four day
air pollution incident in New York City; 80
die
•
1967 -- Torrey Canyon oil tanker crashes off
the coast of England resulting in a spill of
over 29 million gallons of oil devastating the
coastlines of England and France.
•
•
1969 -- Cuyahoga river bursts into flames 5
stories high from oil and chemical pollution
1969, January 31, -- Santa Barbara oil well
blowout spills 235,000 gallons of oil and
covers 30 miles of beach with tar.
Grassroots Organization
• 1965 -- Sierra Club sues to protect
New York's Storm King Mountain
from a power project. The case
establishes a precedent, allowing
the Club standing for a noneconomic interest in the case
• 1966 -- Center for the Biology of
Natural Systems established
• 1967 -- Environmental Defense
Fund established
Availability of Information
•
1965 -- Ralph Nader
publishes Unsafe at Any
Speed
•
1966 -- William Niering
writes The Life of the Marsh.
•
1968 -- Paul Erlich The
Population Bomb (Also see
the PBS documentary site)
•
1968 -- Edward Abbey
publishes Desert Solitare
• 1969 -- Friends of the Earth
founded.
• 1969 -- New Alchemy Institute
(now the Green Center) founded.
Source: Radford University, http://www.radford.edu/~wkovarik/envhist/8sixties.html
© the millennium initiative
DRAFT - 21
21
About TMI
Case Study: Earth Day - From Awareness to Policy Change
Elements of Persuasive Campaigns
Audience Segmentation
Clear Benefits
• People are more likely persuaded by those who are like
rather than different from them
• A Better Idea: relative advantage over the idea the
innovation supercedes
• “The ultimate targeting strategy is tailoring, in which a
communication message is directed to an individual who
represents a very homogeneous audience.” (Rogers)
• Compatibility with existing values and past experiences
• Complexity: ideas that are easier to understand are
adopted more quickly
• Triability: the degree to which an innovation may be
tested on a small scale before full adoption
• Observability: the degree to which the results are
visible to others
Access to Existing Systems
• Opinion Leaders can speed up the change process.
• Early adopters are more integrated into society and, more
than any other, have the highest degree of opinion leadership
in most systems.”
• Early majority: Members of this group are a little ahead of
the curve, adopting ideas slightly more quickly than the
average. They may take longer to convince but as they
change, they bring a new idea to critical mass, whereupon
the change becomes self-sustaining.
Source: Rogers, Everett M.; The Diffusion of
Innovation
© the millennium initiative
DRAFT - 22
22
About TMI
TMI Initiatives
The Ask: What TMI will ask of its target
audiences
Prioritization Criteria for TMI Programming
TMI has numerous
 TMI’s “ask” from the American public is that they learn about
High
the MDGs; embrace them; and take action, coming together in
creative and compelling ways to help the world achieve the
goals.
ideas for programs
and media
support for the
MDGs. The two most
important factors in
EXPECTED IMPACT
campaigns to raise
awareness and
CEO Summit
MDG Short
Films
 TMI will NOT solicit funds from the public; nor will it make
grants to other organizations.
Sermons
Project
 Among the many ways we will document increasing support
for the MDGs are:
– Web registration and discussion forum participation
Change America
HipHop
Campaign
determining our
– Use of a shared icon or logo that identifies different
groups, Web sites, merchandise and programs as part of
the same MDG campaign
Speakers
Bureau
– Click throughs from TMI’s site to NGOs and other
development organizations
priorities are 1) the
MDG Theater
Project
ease of execution
– Increased volunteer activity and donations to MDG related
NGOs.
and 2) the likely
impact.
Low
High
EASE OF EXECUTION

The programs outlined on the next pages reflect TMI’s
current thinking about how to attract attention and engage
Americans within our target audience segments.

As we solidify partnerships and identify potential corporate
sponsors, these programs may change or even be deferred
as other opportunities present themselves.

Our main criteria for determining which programs get
funded and launched first are ease of execution and
expected impact.
© the millennium initiative
– Collecting small change (the Change the world initiative).
Asking people around the country to empty the bits of
change in their pockets and drop the coins off at partner
locations. The money would go to an NGO or other
development organization, but the real impact would be in
giving people something tangible to do, showing how little
money it takes (0.7% - less than a penny out of a dollar),
and providing a unique and highly visible way of showing
the American government a level of public support for the
MDGs.
– The Sermons Project. Getting religious leaders to write
sermons about global issues and submit them to a
discussion forum. At the same time, their congregations
can sign a virtual guest book to show their support for the
sermons’ messages. These sermons would then be
published as a book.
– The American Voices Project. Provide on- and offline
venues for people to express their thoughts, riffs and
writing about the MDGs.
DRAFT - 23
23
About TMI
Initiatives
Initiative
Target Partners
Objective
Process
The Ask
•UNF, Rotary
International, GE,
Pfizer, Intel, KPMG,
other corporate
sponsors, Building
Blocks International
•Awareness, fundraising,
advocacy, sponsorships and
endorsements
•Build relationships with key leaders and
ask them to bring along their peers.
•Start with small group dinners and build to
a summit.
•Sponsor MDG-related events
•Use power to persuade the US
government to raise the level of ODA
to 0.7% of GNI;
•Use bully pulpits and corporate
communications teams to mobilize
employees to support organizations
focused on MDG-related projects
1000 Dinners
•Small group dinners to
discuss the MDGs, as they
relate to shared values.
•National Council of
Churches, Bank of
America, League of
Women Voters,
others TBD
•Awareness, constituency
building, education
•Begin with those who have already written
to Jeff Sachs, the Earth Institute or TMI
•Screen hosts for appropriateness
•Create a “meeting in a box” for hosts and
additional resources for guests.
•Host (or attend) a dinner to discuss
how we, as Americans, can help
•Provide feedback on dinners and share
attendee lists with TMI
Change America
•Create a tangible way to
demonstrate and aggregate
support for the MDGs and
put pressure on the US
government to appropriate
0.7% of GNI to official
development assistance
•Citibank, Bank of
America, Starbucks,
Kinkos/Fedex, other
banks
•Engage Americans in a
campaign to collect loose change
to donate to MDG related
programs. To make news with the
rapid collection of change making two points: a small
amount of money means a lot in
the developing world (as does
0.7%) and that the American
people are willing to do our part.
•Partner with banks, Starbucks,
Kinkos/Fedex or other organizations to
collect change. Arrange for collection of the
cash and deposit into a single fund managed
by a partner NGO.
•Ask American people for spare
change; ask banks or other partners for
collection support.
Sermons Project
•Raise awareness,
understanding and support
for the goals within
religious communities.
•All or most major
national religious
organizations.
•Work through religious leaders
to engage their congregations in
dialogue, education and active
involvement in MDG related
projects, as volunteers, donors or
advocates. Aggregate these
activities to show widespread
support for an increase in ODA
•Engage religious leaders in discussions
about the goals, and enlist the willing to
write a sermon about the goals within the
context of a specific religious tradition. The
sermons would be posted on the TMI
website and later collected into a book
which would get marketed widely.
•Lend your voice and the power of
your pulpit to the fight for those in
need. Help your congregation learn
about the goals. Co-brand your
volunteer activities as part of the
Millennium Initiative and endorse the
MDGs.
CEO Roundtable
•C-level executives at
Fortune 500 companies
(invitee list would be highly
selective and restricted),
leading scientists and
thought leaders
© the millennium initiative
Impact
DRAFT - 24
24
About TMI
Initiatives
Initiative
Target Partners
Objective
Process
The Ask
Speakers Bureau
•Group of engaging
speakers trained and ready
to speak to a variety of
audiences - academic, civic,
religious and corporate –
about the MDGs
•UN Millennium
Project
•Earth Institute at
Columbia
•Ensure that there are compelling,
persuasive and well informed
speakers available to help activate
different audience segments
•Once speakers have been
identified, they will work under
the tutelage of the Millennium
Project to ensure that they are
well versed in the need, the goals
and why they can work. They
will be coached and will be sent
out
•Let us send a speaker to your event;
listen, ask questions, take action (write a
letter or call your representatives,
volunteer or donate to an NGO, learn
more)
8 Short Films
•Recruit eight film makers
(and, possibly, eight young
film makers) to create eight
short films, each focused on
one of the eight MDGs
leading.
•Individual film
makers & produceers,
NYU & Columbia
Film Schools, other
corporate sponsors
•Create sustained air cover -- big
media awarness -- to support
grassroots campaigns.
•Focus broad audience attention
on the MDGs in compelling
ways.
•Identify film makers
•Make pitch to recruit first big
names
•Ask early adopters to recruit
others
•Seek corporate sponsors for
funding
•Donate your talent and creative energy to
making a film that is intellectually,
emotionally and cinematographically
arresting and focuses attention on the
MDGs.
Hip Hop Campaign
•Engage young adults (1825 year olds) by tapping
into existing peer networks
Sway Calloway
•Davey D
•Oberlin Hip Hop
Conference
• Mos Def,
•Talib Kweli
•MTV
•Capitalize on the new postelection activism to get young
people thinking, talking and
taking action in support of the
MDGs.
•Identify champions within the
hip hop community; work with
them to raise MDG awareness at
hip hop conferences; create
informative programming with
MTV News; and establish
ongoing ways for the hip hop
community to show its support
(with t-shirts, other merchandise
and activities
•Create music / flows with MDG-related
messages
•Work with TMI to create effective
campaigns for young audiences
MDG Theater Project
•Engage some of the best,
most popular voices in the
American theater to write
plays about global issues,
including the MDGs.
•Dodger Stages
•HBO
•The Public Theater
•Others
•Produce plays in New York and
cities around the country to raise
awareness, inspire dialogue and
generate additional media about
the MDGs.
•Target top producing
organizations and sell them on
the merits of the goals, the premarketed events in 2005 and the
potential to draw top writers
•Attend the plays (% of ticket price goes to
MDG related fund
© the millennium initiative
Impact
DRAFT - 25
25
About TMI
TMI Media Campaign
TMI’s media campaign will build
at a measured pace. As TMI gains
credibility through successful
TMI launch
3 mos.
6 mos.
9 mos.
12 mos.
program implementation and
strategic alliances, we will increase
media coverage and working with
partners to launch big media
campaigns, including TV, print,
outdoor and film.
Create Brand identity
Begin targeting potential partners
and sponsors
Develop detailed media strategy
Focus on small media: press
releases, bylined articles, speaking
engagements to build credibility
Launch big media campaign, timed
to coincide with UN Millennium
Summit in NYC
Include TV, print, outdoor, film
 The media campaign will build at a measured pace
 TMI must first establish a brand identity, some engaging programs and content and a reputation for
quality and integrity before we launch a big media campaign
 Then our goal will be to secure a corporate media partner to partner in the marketing effort
© the millennium initiative
DRAFT - 26
26
About TMI
Measuring Success
Critical Success Factors
The ultimate
measure of TMI’s
success will be a
substantial increase
in awareness,
understanding and
 Within three years increase awareness about the MDGs in the US from <10% to >50%
 Within three years, inspire a 25% increase in volunteers and donations to partner NGOs directly
attributable to TMI’s marketing activities
 Within three years, penetrate 25% of Fortune 1000 companies to solicit their endorsement or other
direct participation in programs to further the MDGs
support for the
MDGs and,
 Within two years, aggregate support from US organizations representing at least 10 million people
ultimately, a
 Within four years -- by the start of the 2008 election campaign – have generated bi-partisan support for
decision by the US
government to raise
an increase in ODA to 0.7% of GNI and ensured that achieving the MDGs is a part of each party’s
foreign policy platform.
ODA to 0.7%.
Awareness
© the millennium initiative
Understanding
Action
DRAFT - 27
27
About TMI
TMI’s Qualifications
TMI brings strong
experience in
 TMI began with an email to a few friends, who started taking action wherever there was a glimmer
marketing,
communications,
media, arts, finance
and business
strategy. And
passion. And
chutzpah.
A Passion to Achieve the Goals
of support – a phone number or an email address. We do not have any greater personal stake in
the success of the MDGs than any other citizen of a rich country; we were moved to action
because as individuals we had seen, heard or read something – whether first hand, through work
in the developing world or second hand, through having heard a compelling speaker or read an
article about the goals – that compelled us to rethink our personal priorities. And we began.
 Because we are people with modest financial resources but significant business and personal
networks and access to people with great insight, intellect and energy, we have been able to move
forward to launch TMI.
 It is our shared belief that Americans have enormous potential to play a positive role in the world
and that we, as individual citizens, must ensure that our government moves in that direction.
© the millennium initiative
DRAFT - 28
28
About TMI
TMI’s Qualifications
An Experience, Multi-Dimensional Team

Beth Browde, president, Browde Communications.

Sylvia Hueston, president, Eight Winds Communications

Leni Darrow, president of the board, NYFA; commissioner,
Women’s Commission for Refugees & Children

Marcy Wang, director of information technology, KPMG

Joanne Feltman, president, Feltman Consulting

John Ivanoski, partner, Risk Advisory Services, KPMG LLP

Sachi Yoshii, intern

Joy Anderson, Criterion Consulting

Peter Patch, management consultant
Strong Support From The Millennium Project

Jeffrey Sachs, director, Earth Institute at Columbia University;
senior advisor to UN Secretary General Kofi Annan
A Strong Network of Expert Partners &
Advisors

Brandon Bell, web designer

Bill Christenson, director of research, Fight Crime

Tony Dalessio, partner, KPMG LLP

Mark Davis, manager, Commercial Due Diligence, KPMG
LLP

Ze Frank, performance artist, humorist, filmmaker, web
designer

Benita Kline, vice president, LKM Foundation & Philanthropic
Services

Johann Koss, president, Right to Play

Terri Lecamp, managing partner, TLC Partners

Carol McCann, Grandview Island Productions

Ruth Messinger, president, American Jewish World Service

Helen Mulhern, marketing manager, KPMG LLP

John McArthur, manager, Millennium Project, UNDP


Erin Trowbridge, communications manager, Millennium
Project
Barbara Noseworthy, Director of Funding Initiatives, Earth
Institute at Columbia University

Tove Rasmussen, marketing consultant, Westfield Consulting

Joy Sever, senior vice president, Harris Interactive

Renni Shuter, real estate, Daniel B. Feinberg, St. Louis

Michael Yoshii, Buena Vista United Methodist Church
© the millennium initiative
DRAFT - 29
29
Contents
Background
The Millennium Initiative
Appendix
© the millennium initiative
–
TMI Operations
–
3-Year Budget
–
Program Detail
DRAFT - 30
30
Appendix: TMI Operations
Core Competencies
Core Competencies
TMI is fundamentally a marketing
& communications organization
whose competencies must include
Target Audiences
expertise in both B2B and direct
to consumer marketing.
Business & Opinion Leaders
Church & Community Orgs.
Individual Citizens
Strategic
Marketing &
Communications
Business
Development &
Advocacy
NGO &
Community
Relations
Development (UN, NGOs, etc)
Finance & Administration
Technology
•
© the millennium initiative
TMI is fundamentally a marketing organization dedicated to raising awareness, education and support for
the Millennium Development Goals. To realize its mission, TMI must be viewed as an engaging and
credible source of information, inspiration and motivation by diverse constituencies, including business and
civic leaders; artists, entertainers, leading intellectuals, pop icons and athletes; the development
community, which comprises scientists, academic institutions, NGOs, UN agencies and the Bretton Woods
organizations; and the general public. As such, it will be incumbent upon all members of the TMI team to
maintain the highest ethical and fiduciary standards.
DRAFT - 31
31
Appendix: TMI Operations
TMI Organization
TMI will start with a small staff
and ramp up as we secure
Advisory Board
Board of Trustees
funding, bring new partners on
board and get ready to launch
Executive Director
additional programs.
Administrative Assistant
Marketing & Communications Director
Director of Corporate & Govt. Relations
Finance/Administration
Director of NGO & Community Relations
To launch the organization TMI will need a minimum of two full-time FTEs: an administrator, whose title
will be Executive Director (or acting Executive Director) and an administrative assistant; a working board of
directors, who can be counted on to provide services the organization could not otherwise afford; and an
advisory board, who can lend credibility and open doors.
Advisors/donors
Paid positions
Combo of project-based, outsourced and donated
© the millennium initiative
DRAFT - 32
32
Appendix: TMI Operations
Roles & Responsibilities
TMI’s team will be a combination
of people with exceptional
corporate marketing and
communication skills and those
with strong experience in the notfor-profit, fund raising and
advocacy world.
 Executive Director. Responsible for building the
organization, establishing relationships with key
supporters & board members and holding outside
vendors and the board accountable for delivering on
their commitments.

Director of Corporate & Government Relations.
Responsible for building relationships with corporate decision
makers, the director of corporate and government relations
will identify targets within the corporate world and develop the
strategy for engaging them in dialogue about the MDGs and
gaining their financial and in-kind support for the US
awareness campaign.

Director of NGO & Community Relations. Works internally
with the Marketing team to deliver campaign materials,
templates and other services to support local MDG-related
projects and activities; and will also provide support for
grassroots organizations looking to launch their own
awareness – activation campaigns. The director will also
serve as a liaison with other global development
organizations to ensure that messages are consistent and
coordinated and that TMI and other organizations with similar
missions maintain constructive and collegial relations.

Marketing & Communications Director. Manages all
aspects of the marketing campaign, including branding,
messaging and media campaigns to successfully engage
target audiences. The expertise required within the marketing
organization includes branding, event marketing creative
services, media planning, advertising and public relations.
The director will manage a combination of internal and
external resources.
 Administrative Assistant. Maintain the office, keep
calendars and databases, handle correspondence
general admin
 Board of Directors. Critical to TMI’s success,
especially in the early stages when funding may be
limited and functions that might eventually be handled
by paid staff will be handled by board members and
volunteers. Board will vet strategic priorities; open
doors with potential funders, opinion leaders and
advocates; and provide operational support for TMI
programs & events.
 Advisory Board. Members will open doors and serve
as ceremonial hosts for major events but will not be
involved in day to day operations. Ideally, advisory
board members will be high profile leaders in media,
the arts, politics, business and academia.
 Director of Finance & Administration. Responsible
for finance, human resources (including volunteer
relations), and technology.
© the millennium initiative
DRAFT - 33
33
Contents
Background
The Millennium Initiative
Appendix
© the millennium initiative
–
TMI Operations
–
3-Year Budget
–
Program Detail
DRAFT - 34
34
Appendix: 3-Year Budget
Budget
Year 1
Salaries
Employ ee benef its
Temporary personnel f ees
Consultants f ees
Prof essional f ees
legal
accounting
other
Web dev elopment and hosting
Printing and reproductions
Programs
Rent, occupancy and utilities
$
Equipment expense
Computer expense
Of f ice supplies
© the millennium initiative
Year 2
%
Year 3
%
200,000
40,000
50,000
50,000
85,000
17%
3%
4%
4%
7%
$
$
$
$
$
520,000
104,000
30,000
50,000
93,500
26%
5%
1%
2%
5%
$
$
$
$
$
572,000
114,400
33,000
55,000
102,850
24%
5%
1%
2%
4%
300,000
100,000
25%
8%
75,000
6%
$
$
$
$
330,000
200,000
300,000
82,500
16%
10%
15%
4%
$
$
$
$
363,000
220,000
500,000
90,750
15%
9%
21%
4%
30,000
12,000
30,000
175,000
3%
1%
3%
15%
$
$
$
$
33,000
13,200
33,000
192,500
2%
1%
2%
9%
$
$
$
$
36,300
14,520
36,300
211,750
2%
1%
2%
9%
10,000
20,000
10,000
1%
2%
1%
$
$
$
11,000
30,000
11,000
1%
1%
1%
$
$
$
12,100
33,000
12,100
1%
1%
1%
1,187,000
100%
$ 2,033,700
100%
$ 2,407,070
100%
50,000
35,000
0
Insurance
Telephone
Postage and shipping
Trav el (includes speakers bureau)
Total First Y ear Operating Expenses
%
$
DRAFT - 35
35
Contents
Background
The Millennium Initiative
Appendix
© the millennium initiative
–
TMI Operations
–
3-Year Budget
–
Program Detail
DRAFT - 36
36
Appendix: TMI Programs
TMI Programs
TMI Website & Email Campaign
 Purpose: To build an audience through viral marketing,
capitalizing on what’s commonly referred to as “the
network effect”
 Objectives: Raising awareness, aggregating an audience
of interested parties, collecting email addresses for
ongoing communications efforts
 Process: Build content rich, sticky site, launch email
campaign - friend to friend
 The Ask: Sign up to learn more, donate $1 to an MDG-
related cause, buy a $4 bed net, download a one-pager
about the MDGs.
 Costs: Costs for site design, administration and hosting
TMI Certification - MDG Unity Campaign
 Purpose: To create solidarity among the organizations
focused on achieving the MDGs
 Objectives: Create a logo or emblem that functions like
the Verisign logo to indicate solidarity; aggregate
supporters in a way that shows growth of campaign.
 Process: Create the logo. Begin to sell the idea to NGOs,
other MDG-related organizations, corporate sponsors.
Follow-up with merchandising plan when appropriate;
design managed by TMI’s marketing director; alliances
managed by NGO relations team.
 The Ask: Put this logo on your site. Show your solidarity.
 Costs: Incorporated within TMI’s operating budget
are included in operating budget
© the millennium initiative
DRAFT - 37
37
Appendix: TMI Programs
TMI Programs
Speakers Bureau
 Purpose: Provide a core group of trained speakers, well
versed in the story of the goals and why they’re
important. These speakers will be sent out to speak to a
variety of audiences - academic, civic, religious and
corporate.
 Objectives: Ensure that there are compelling,
persuasive and well informed speakers available to
help activate different audience segments.
 Process: Once speakers have been identified, they will
work under the tutelage of the Millennium Project to
ensure that they are well versed in the need, the goals
and why they can work. They will be coached and will
be sent out
 The Ask: Let us send a speaker to your event; listen,
ask questions, take action (write a letter or call your
representatives, volunteer or donate to an NGO, learn
more)
 Costs: Travel costs, approximately $600 per speech.
Assume 150 speeches: $90,000
© the millennium initiative
Hip-Hop/MTV/Youth Campaign
 Purpose: Engage young adults (18-25 year olds) by
tapping into existing peer networks
 Objectives: Capitalize on the new post-election activism
to get young people thinking, talking and taking action
in support of the MDGs.
 Process: Identify champions within the hip hop
community; work with them to raise MDG awareness at
hip hop conferences; create informative programming
with MTV News; and establish ongoing ways for the hip
hop community to show its support (with t-shirts, other
merchandise and activities
 Potential partners: Sway Calloway, Davey D, Oberlin
Hip Hop,Conference, Mos Def, Talib Kweli, MTV
 The Ask: Create music/flows with MDG related
messages, work with TMI to create effective campaigns
for young audiences.
 Costs: start-up costs are included in TMI operating
budget
DRAFT - 38
38
Appendix: TMI Programs
TMI Programs
1000 Dinners
 Purpose: The dinners are a first step in an awarness campaign.
The modest “ask” is to sit with your friends and have a discussion
over dinner, make introductions to help TMI expand its network of
contacts and send back feedback, ideas, suggestions.
 Objective: Enlist volunteers from among the broadest possible
array of socio-economic, political, religious and geographic
spectrum to host small group dinners (10 – 15 people) to learn
about and discuss the Millennium Development Goals, focusing
on a specific, open-ended question that will help foster dialogue
and relate the goals back to a common value or central idea that
resonnates with the particular group of people.
 Process: To successfully execute the 1000 Dinners, TMI will need
to accomplish the following major work steps:

Create a resource kit for dinner hosts, including invitations,
educational materials, reading lists and discussion
questions.

Identify and vet the hosts to ensure that they are appropriate
associates for TMI (not crazy, criminal or trying to exploit the
meetings for some other purpose)

Get media around the events

Track events and participation

Conduct process evaluation
Short Films Showcase
 Purpose: Engage top film makers to create short
films about global issues, including the MDGs.
 Objectives: Reach the a huge section of the moviegoing public. Introduce the MDGs.
 Process: Identify top film director to spearhead the
project; sell idea to corporate sponsors, movie
studios and theater chains; hold screenings at top
film festivals; and introduce as part of the lead in to
first run features at major movie theaters; pair with
some kind of take-home collateral that includes ways
to get personally involved.
 Potential partners: major film festivals, HBO, movie
studios, top directors with production companies,
corporate sponsors, such as Coca-Cola and
American Express.
 The Ask: Listen, think, act.
 Costs: To be born by for-profit partners
 Costs: Approximate costs, including both hard costs (such as
printing, mailing and personnel) and soft costs, such as creative
and volunteer time are expected to be between $50k and $100k,
which may be defrayed by a combination of cash and in-kind
donations and sponsorships.
 Potential Partners: Episcopal Church, Methodiest Women,
National Council of Churches, American Jewish World Service,
KPMG, Bank of America, Pfizer
© the millennium initiative
DRAFT - 39
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Appendix: TMI Programs
TMI Programs
The American Voices Project
 Purpose: Provide on- and offline venues for people to
express their thoughts, riffs and writing about the
MDGs.
 Objectives: Work through civic, academic and other
organizations to reach out to individuals with something
to say. Aggregate these voices to show growing
support for achieving the MDGs
 Process: Build a website with online forums and places
to post individual essays and other writings (similar to
the sermons project); use both push and pull
communications to solicit submissions.
 Potential partners: Publishers, civic organizations,
corporate sponsors.
 The Ask: Learn, participate, co-brand your volunteer
activities as part of the Millennium Initiative and
endorse the MDGs.
 Costs: Project would cost nothing, except the cost of
someone's time to review sermons submitted and post
them on a web site; and the cost of time to write a book
proposal. Publishing would, of course, be a cost of the
publisher. Ideally, sales would go toward the TMI cause
(or directly to NGOs)
The Sermons Project
 Purpose: Offer religious communities a resource for
raising awareness, understanding and support for the
Millennium Development Goals.
 Objectives: Work through religious leaders to engage their
congregations in dialogue, education and active
involvement in MDG related projects, as volunteers,
donors or advocates. Aggregate these activities to show
widespread support for an increase in ODA.
 Process: Engage a few early adopters from among
religious leaders and, with their support, become a
resource for religious leaders to educate their
communities about the goals, encouraging them to
participate by writing sermons that connect the MDG
principles to their religious beliefs. Sermons will be posted
immediately on the TMI website, benefitting both collective
religious communities and TMI. Additionally, sermons will
be collected into a book that not only gets marketed
broadly to the public but also becomes an educational tool
for religious communities.
 Potential partners: All or most major national religious
organizations.
 The Ask: Learn, participate, co-brand your volunteer
activities as part of the Millennium Initiative and endorse
the MDGs.
 Costs: Project would cost nothing, except the cost of
someone's time to review sermons submitted and post
them on a web site; and the cost of time to write a book
proposal. Publishing would, of course, be a cost of the
publisher. Ideally, sales would go toward the TMI cause
(or directly to NGOs)
© the millennium initiative
DRAFT - 40
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Appendix: TMI Programs
TMI Programs
Playwrights Showcase
 Purpose: Engage some of the best, most popular
voices in the American theater to write plays about
global issues, including the MDGs.
Global Classroom/MDG Youth Summit
 Purpose: Engage the best and brightest high school
seniors in the study of sustainable development and the
MDGs as a framework for eradicating poverty.
 Objectives: Produce plays in New York and cities
around the country to raise awareness, inspire dialogue
and generate additional media about the MDGs.
 Objectives: Create a group of young, motivated
advocates for the MDGs who will influence their peers,
their families and their communities.
 Potential Partners: Dodger Stages, HBO, the Public
 Process: Create a nomination and screening process,
Theater, other producing organizations
 The Ask: Attend the plays (% of ticket price goes to
MDG related fund
 Costs: These costs will be born by for-profit partners.
so each congressional district or state can send a set
number of students. Bring the students to New York for
a week of meetings with representatives from the Earth
Institute, the UN, NGOs and the US government.
Arrange for the same group to spend a week during the
summer with projects in the developing world.
 Potential partners: UN Foundation, National Dance
Institute, Young Audiences, corporate sponsors
 The Ask: Get educated, invest your time, become
advocates.
 Costs: TBD (would be substantial and would have to be
picked up by a sponsor)
© the millennium initiative
DRAFT - 41
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Appendix: TMI Programs
TMI Programs
CEO Summits
 Purpose: Engage corporate community in the MDG
effort
 Objectives: Awareness, fundraising, advocacy,
sponsorships and endorsements
 Process: Build relationships with key leaders and ask
them to bring along their peers. Start with small group
dinners and build to a summit.
 Potential partners: UN Foundation, Rotary International,
GE, Pfizer, Intel, KPMG, other corporate sponsors
 The Ask: Ultimately, the ask is for CEOs to use their
power to persuade the US government to raise the level
of ODA to 0.7% of GNI; other asks include using their
bully pulpits and corporate communications teams to
mobilize employees to volunteer and support
organizations focused on MDG-related projects and to
sponsor MDG-related events
 Costs: To be paid by corporate sponsor and in-kind
donations
Multi-Disciplinary Summits
 Purpose: Engage professionals from a variety of
disciplines in an effort to promote creative and
collaborative problem solving initiatives.
 Objectives: Bring together leaders from government,
the private sector, foundations, non-profits, the arts,
religious organizations and civil society for a
conference. The outcome of the conference will be
directed toward a declaration of support for the MDGs
and the 0.7% initiative.
 Process:Develop a list of opinion makers and creative
thinkers from a wide spectrum of disciplines, who will
be invited to attend a to-to three-day meeting. The
conference program will consist of keynote addresses,
panel presentations and informal discussions about
achieving the MDGs.
 Potential Partners: UNDP, UNF, other foundations and
multi-national companies.
 The Ask: Conference facilities, airfare and local
transportation costs, meals, program related activities,
event planners.
 Costs: To be paid by corporate or foundation sponsor
© the millennium initiative
DRAFT - 42
42
Appendix: TMI Programs
TMI Programs
Change America
 Purpose: Create a tangible way to demonstrate and
aggregate support for the MDGs and put pressure on
the US government to appropriate 0.7% of GNI to
official development assistance.
Adopt a Village
 Purpose: Provide a way for Americans to get personally
involved in a transformation project, assisting African
villages in lifting themselves out of their poverty and
achieve the MDGs within five years.
 Objectives: Engage Americans in a campaign to collect
 Objectives: Provide a personally rewarding experience
loose change to donate to MDG related programs. To
make news with the rapid collection of change - making
two points: a small amount of money means a lot in the
developing world (as does 0.7%) and that the American
people are willing to do our part.
for a large group of people who are able to learn about
sustainable economic development, participate in a
success story and become advocates for achieving the
MDGs.
 Process: Partner with banks, Starbucks, Kinkos/Fedex
or other organizations to collect change. Arrange for
collection of the cash and deposit into a single fund
managed by a partner NGO.
 Potential partners: Citibank, Bank of America,
Starbucks, Kinkos/Fedex, other banks
 The Ask: Ask American people for spare change; ask
banks or other partners for collection support.
 Process: A community commits to raising $500k to
support a village. TMI assists with the
marketing/fundraising campaign and with publicizing
the community’s generosity. The Earth Institute
provides ongoing progress reports.
 Partner: Earth Institute at Columbia University
 The Ask: Raise $500k and take part in one of the best
planned efforts to end global poverty.
 Costs: TMI’s incremental costs will be minimal.
 Costs: TBD
© the millennium initiative
DRAFT - 43
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Appendix: TMI Programs
TMI Programs
Common Language Project
 Purpose: Increase understanding of life in the
developing world.
 Objectives: Engage Americans in “teach-ins” where
they learn about the MDGs and contemplate America’s
role in the world.
 Process: Identify partners, and work with them to
develop different curricula and teaching modules;
combine teaching with other activities - global NGO
fairs, discussion groups, essay contests.
 Potential partners: Berlitz, local museums and
universities, secondary schools, corporate sponsors.
 The Ask: Participate, learn, think, take action.
 Costs: Paid for by corporate sponsor
© the millennium initiative
DRAFT - 44
44