Interview, Workshop, Prototype, Video story telling
Kaja Mivær Kistorp
It’s a Green Day is a service that an environmental NGO provides for companies to increase employee awareness of environmental issues. The service aims to change their daily behavior in the workplace through environmentally friendly activities. These activities generate donations for the NGO.
It’s a Green Day is a mobile based application that sends daily green missions for employees to complete in the workplace. Each time employees complete a mission, money is raised by the company to donated to an environmental NGO.
Through the service, the environmental NGO can create a wider
fundraising market. It’s a Green Day is another opportunity for companies
to improve their environmental CSR profile. By making all employees act on environmental issues in the workplace, companies can save on administrative costs. Also, through developing the working environment, companies can expect better work performance from happier employees.
Funding is not simple topic as many actors are involved in. When you sell one product, there are many selling points to compete with others and approach to consumers such as, price, quality, branding, and quantity. But when it comes to funding, you have move people’s mind to open their pocket with nothing. So it is important that what kind of stories you have to tell to people to impress them emotionally.
Ina Toften from head of marketing and communication at WWF Norway says, “You can not ask two things to people at the same time.” How we can increase people’s awareness on environmental issues and make them act more on it? And how we can create profit to environmental NGOs for their project by people’s act?
As a service designer, I wanted to create new service that can reach both areas to increase consumers’ awareness in their daily life and create profit to NGOs through consumers’ act. For more in the future I hope this diploma project contributes on NGOs’ funding strategy and become useful tool for that.
This is the map of value exchange between the different actors based on my research, surveys, and interviews to have a clear view of their needs and offers and what they expect from each other.
First, between government and environmental NGOs; NGOs want to receive more stable support from government and NGOs also want the government to change laws to be more environmentally focused and closely involve in environmental issues. However, governments can’t guarantee their project direction to be more environmentally focused. Governments have many other important issues they have to focus on that are a higher priority than environmental issues. In a way, governments want environmental NGOs to be more independent and less dependant on their support.
Second, between companies and environmental NGOs; NGOs want to be more attractive to the whole range of companies in order to get financial support, not only attractive to energy, construction, and electronic companies as a project partner. Environmental NGOs want to have better recognition from companies like the human rights or developmental NGOs do, such as Red Cross and UNICEF. At the same time companies want environmental NGOs to have some kind of visible and quick feedback projects that companies can contribute and share the result with others.
Lastly, between consumers and environmental NGOs; NGOs want consumers to have a stronger engagement and more support in both finance and volunteer work. Also NGOs want to increase consumer awareness of environmental issues and act on it in their daily life. Consumers want NGOs to have better and emotionally touching stories rather than just showing some picture of dying animals or polluted water. Consumers want to see how much of an effect they made or how much they contributed to helping the environment when they act on environmental issues
It’s Green Day has four main business processes between NGOs and companies around the service.
It is the first phase of the service when the company becomes a member of the service. NGOs and companies, especially the human resources and CSR departments will be closely involved in this phase because all the employee personal data should be installed in the service and developed environmental mission contents should be built based on a company’s working/environmental situation. The NGO is in charge of developing the application to be customized in order to fit each company as a service provider. The service platform will be provided from an NGO to a company without charging under an agreement and the NGO will get a profit that will be created through the service. The company will agree on detailed financial terms and it will be based on the company’s size, number of employees, and number of missions. For instance, how much money will be raised per mission, how often will the company donate money to the NGO, how much is the minimum donation per month/year, etc. would an example of a financial agreement. This business model is called service economy, meaning that the NGO provides a service platform for free and takes back any profit after the service creates a profit, just like Netflix and ITunes.
When the application is developed the NGO will visit the company and give employees training on how to use the application, environment lecture, and how they can contribute to environmental issues by using the service. Training can be held several times depending on how many business sites, and employees a company has.
While employees using the service can monitor their own behavior and team or company’s achievement through the application. At the same time the company and the NGO can monitor the service performance through their own monitoring module based on the web. The company can monitor individual, department, and the whole company’s performance in order a set period and environmental categories through a sorting tool and they can track all user history to see how much money has been raised or donated. The NGO can also monitor the same information that the company sees, also, they can monitor all information from every company they are partnered with.
Evaluation and set higher goal
Once or twice in every year(depending on the agreement), the NGO and the company have a meeting for evaluation of performance. They will look over collected data from the application and set another or higher goal based on the company’s sustainable direction. Based on the evaluation, the NGO will upgrade the application and provide it to the company.
Through this process, the company can develop their environmental performance and the NGO can have sustainable financial support.
Values of the Service
It’s a Green Day creates many values for different actors. Here are some examples of what kind of values each actor can get from the It’s a Green Day service.
It’s a Green Day gives NGOs a wider range of fundraising target groups with more attractive service. By adopting the service, NGOs can have more sustainable funding solutions as well. Since the service creates a profit and it comes back to the NGOs, they can be more financially independent from government support.
It’s a Green Day is another opportunity for companies to improve their CSR profile for environment. By making all employees act on environmental issues in the workplace, companies can save on administrative costs. It’s a Green Day can increase employee engagement by giving them opportunities to be more active at work. And through developing the working environment, companies can expect higher work performances from happier employees.
Employees can create a better work environment through taking environmental missions together. By having green behavior at work and especially when their green behavior becomes money for environmental NGOs, employees can have self satisfaction and credit for the profit they create. Since the service provides a sharing missions platform, employees can have better social interaction with other colleagues at work. And of course It’s a Green Day can have extra fun elements for the employees.
If environmental NGOs can be more independent by creating financial profits through It’s a Green Day, the government can reduce its supporting budget for environmental issues and focus more on other issues. It’s a Green Day can affect all users’ daily behavior and this changed behavior will also increase their awareness of environmental issues so it helps reduce the government’s environmental work in a way.
When more and more companies take the It’s a Green Day service for their environment work, more people will act on environmental issues and it will affect and inspire their lives and give them stronger motivation with increased awareness, we can expect a better environment that is built by all of us.