Updated May 22, 2005 Beth Browde, TMI Founder The Millennium Initiative, Inc. Business Plan.

Updated May 22, 2005

Beth Browde, TMI Founder

The Millennium Initiative, Inc.Business Plan

© the millennium initiative 2DRAFT - 2

“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


Glossary of terms

GNI Gross National Income

ODA Official Development Assistance

FTE Full Time Equivalent

MDG Millennium Development Goals

NGO Non-Governmental Organization

PPP Purchasing Power Parity

UNF United Nations Foundation

YTD Year To Date


Contents

Background

The Millennium Initiative

Appendix


BackgroundA Global Crisis

The disparity between the standard of living of the wealthiest and poorest people of the world is increasing.

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

– Ailments include acute respiratory infections, diarrhea, measles, malaria and a combination of diseases and malnutrition.

Half the world’s

population lives in

poverty, without

adequate access to

basic necessities,

such as food, clean

water, primary

education or health

services.

Discrepancy in Standard of Living

34,134

670

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

10 wealthiestcountries

10 poorestcountries

GN

I Per

Cap

ita

Life expectancy by country


BackgroundThe 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.

As a consequence, the poorest countries are unable to achieve economic growth or make investments in the future

Because the poorest countries lack basic infrastructure, they cannot attract private investment.

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)

Without adequate infrastructure and a healthy, educated insufficient aid results in the perpetuation of poverty.

Because they exist outside the reach of most markets people in the poorest countries spend all their time, energy and meager resources to survive.

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)

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.

Impoverished

countries face a

vicious cycle which

makes long-term

economic growth

impossible.

They are not able to

save or invest at a

sufficient rate to

keep ahead of

adverse trends in

population growth,

environmental

degradation,

disease, brain drain

and capital flight.

Low life expectancy, high death rates from disease,

malnutrition, low crop yields.

Heavy burden on society, all

resources expended for

mere life support.

No resources to invest in

infrastructure for economic development:

water, electricity,

roads


BackgroundAn Acknowledged Solution: The Millennium Development Goals

The MDGs are not

another set of

“handouts” but an

investment in

helping poor

countries break the

“poverty trap.”

The Millennium Declaration, signed by the 189 world leaders from the 178 member states of the United Nations, spells out a pledge to work together to end global poverty.

The framework for fulfilling this pledge was set forth in eight (8) goals, called the Millennium Development Goals, which present a series of time-bound, quantifiable targets and indicators that illustrate what needs to happen to achieve these goals.

Intricately tied together and interdependent, the goals address the root causes of poverty by focusing on an interrelated set of programs to address hunger, education, diseases, environmental degradation and gender equality, and invest in infrastructure and capacity building to provide a foundation for sustained economic development.

A rise in rural productivity to increase food production

Urban infrastructure necessary to foster internationally competitive industries and services

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.

World economists developed The

Millennium Development Goals (“MDGs”), a set of

actionable and achievable

initiatives that would end the ‘poverty trap’.

The recommended approach to

achieving the MDGs included

simultaneous investment in several key initiatives.


BackgroundAn Acknowledged Solution: The Millennium Development Goals

Goal Success Measures

1.Eradicate extreme poverty and hunger

•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

2.Achieve universal primary education

•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


BackgroundThe 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, anti-malarial 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 potentialCost 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 growthCurrent 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 sub-Saharan 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).


BackgroundThe Goals Are Achievable

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

– Who is going to pay for what

– When the projects will become self-sustaining

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.

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

be implemented at a relatively modest cost.

Not a business-as-usual approach but a comprehensive strategy for rapidly

building capacity and infrastructure for sustainable economic development.

*The Millennium Project plan is available at www.unmillenniumproject.org


BackgroundBut Achieving the Goals Requires Support From Donor Countries

0.7% of GNI has long been the agreed-upon standard for ODA from donor countries.

The 0.7% ratio is not new: in fact the target was first 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.

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 United States

lags furthest behind

on the 0.7%

commitment: In

2004, the US is

expected to give $16

billion, or 0.15% of

GNI to official

development

assistance. That

translates to a

shortfall of $61

billion in US ODA.

Relative ODA From Donor Countries96%

89%

83%81%

77%

43%40%

38%35%

32%31%28%27%27%26%26%26%

23%22%21%20%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Denm

ark

Norway

Swed

en

Nethe

rland

s

Luxe

mbo

urg

Belgi

um

Ireland

Fran

ce

Finl

and

Switz

erland

Unite

d Ki

ngdo

m

Canad

a

Portu

gal

Germ

any

Spain

Austra

lia

Austri

a

Japa

n

New Z

ealand

Greec

eIta

ly

Unite

d St

ates

% o

f G

NI

2

4

6

8

10

12

14

$ B

illion

s

% GNI

$ million


BackgroundA Precedent for Increased ODA: The Marshall Plan

The Marshall Plan (1947) 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

– 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

– 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.

(excluding assistance to Israel and Egypt)

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

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

% of GDP

US Foreign Assistance History as % of GDPUS budget priorities

have shifted

dramatically since

1947, when the

Marshall Plan, an

enormously

successful program

for assisting Europe

in the aftermath of

World War II.

Military spending

and the war in Iraq

far exceed both

current and

proposed ODA.

How We Spend Our Money in the US

$450

$200

$16$45

$77

$0

$50

$100

$150

$200

$250

$300

$350

$400

$450

$500

MilitaryBudget 2004

War in Iraq

2004ODA 2003 2004 Tax

CutsTarget ODA

2003

$US Billions

Source: US State Department, http://usinfo.state.gov/usa/infousa/facts/democrac/57.htm


BackgroundThe Impact of Failed States: Why the US Should Invest in Development

Aside from the

obvious cost in

human misery, there

are direct and

indirect costs

associated with

failed states.

Economic Social Impact Security & Terrorism Opportunity Costs

Source: Millennium Project draft report

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.

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.

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: Pew Global Attitudes Survey, June 2003)

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 statesTens 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)

Within failed states, conventional weapons proliferate, exacerbating regional instability and strengthening international outlaws

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.” (Source: Talmey Drake)

Impact of Failed States on the US


Background Minimal Awareness, Past Failures & Incorrect Assumptions

Key Issue or Assumption

•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. (Source: Better World Surv. 2004)

•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.

Rationale •There has been little media attention on the MDGs. A search of Lexis-Nexis 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

•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: USDA)

•Americans gave $47.1 billion to charities in 2003•13% or $6.2 billion went to international charities(Source: Chronicle of Philanthropy)

Opportunity

•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.

•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 over-promise•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.

Low Awareness Costs Too HighCorruption in Developing

World

Unsolvable Problems

Domestic FocusCompeting Priorities

Drivers of Resistance to Increased ODA

Less than 10% of

Americans have ever

heard of the

Millennium

Development Goals.

But the greatest

obstacles to gaining

support for the

MDGs are

misinformation the

feasibility of

achieving the goals,

competing priorities

and an “us versus

them” mentality in

the US.


Contents

Background


Appendix


About TMITMI 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-

for-profit

communities came

together to form The

Millennium Initiative

(TMI), a non-partisan

and non-sectarian

organization, whose

mission is to raise

awareness,

understanding and

active support for

the Millennium

Development Goals.

• 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.

Approach

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:

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.

Vision

• TMI’s mission is to create and shape messages, programs and campaigns to raise awareness, understanding and active support for the MDGs. Mission


About TMI TMI Brings Marketing Expertise to Foster Support for the MDGs Strategies

Create programs, events and content that appeal to a 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 target audience segment

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 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

In April 2004 a group

of concerned

citizens from the

corporate, finance,

media, arts, and not-

for-profit

communities came

together to form The

Millennium Initiative

(TMI), a non-partisan

and non-sectarian

organization, whose

mission is to raise

awareness,

understanding and

active support for

the Millennium

Development Goals.

Awareness Action Understanding

Opportunities to learn & become engaged in the fight to end global poverty

An effective communication strategy

A simple, effective way for Americans to to stand up and be counted

A mechanism for holding the US government accountable for its promise


About TMISome Organizations Are Already Focused On The MDGs

Other MDG-Related Organizations Millennium Campaign. The United Nations

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.

DATA. Formed by U2 lead singer, Bono, DATA is an awareness and advocacy organization, which focuses on debt, AIDS, trade and Africa.

The ONE Campaign. An extension of DATA, the ONE 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.

The Global Fund to Fight AIDS, Tuberculosis and 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.

Many organizations

have taken on

pieces of the

Millennium

Development Goals,

but there is no one

organization with

the resources,

marketing expertise

and the overarching

mission to raise

awareness,

understanding and

support for the eight

MDGs in the US.

Low

REA

CH

WIT

HIN

TH

E U

SHigh

High

DATADATA

WEDOWEDO

ONE Campaign

ONE Campaign

Global FundGlobal Fund

UN Foundation

UN Foundation

OXFAMOXFAM

MDG-Related Organizations

SCOPE - RELATIVE TO ALL 8 MDGS

CARECARE

IRCIRC

Millennium

Campaign

Millennium

Campaign

UNICEFUNICEF

AJWSAJWS


About TMITMI’s Resources & Capabilities Will Complement Other Efforts

Why launch another organization?

TMI’s founders took this initiative because they saw an 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’s intention is to complement – not compete with – the work of other organizations. TMI is unique in that it is:

Independent: As an independent, non-partisan and non-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

Focused on all eight MDGs: Many organizations, 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.

TMI will not compete

with other MDG

organizations, but

will contribute

expertise in

marketing and

communication and

resources from the

private sector to

speed awareness,

understanding and

support for the

MDGs.

Low

REA

CH

WIT

HIN

TH

E U

SHigh

High

DATADATA

WEDOWEDO

ONE Campaign

ONE Campaign

Global FundGlobal Fund

UN Foundation

UN Foundation

OXFAMOXFAM

AJWSAJWS

MDG-Related Organizations

SCOPE - RELATIVE TO ALL 8 MDGS

CARECARE TMITMI

IRCIRC

Millennium

Campaign

Millennium

Campaign

UNICEFUNICEF


About TMIMarketing the MDGs: A 3-Pronged Strategy

A critical part of the

marketing campaign

TMI will launch is to

reach the diverse

audience segments

that comprise the

American people

and to appeal to

their core values.

TMI will work with

leaders within each

of our target

audiences to shape

messages in ways

that will be

meaningful to their

constituents.

Influencer •High-visibility leaders and peer-to-peer

•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-to-peer

Key Messages

•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

•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

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

Secular / Civic Communities

Faith CommunitiesStudents &

Young Adults (18 – 24)

TMI’s 3-Pronged Strategy

Direct to PublicPartner with NGOs

Engage CEOs and Opinion Leaders


About TMICase 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.



Why Earth Day Succeeded

Recent Disasters Grassroots Organization Availability of Information

• 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.

• 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 non-economic interest in the case

• 1966 -- Center for the Biology of Natural Systems established

• 1967 -- Environmental Defense Fund established

• 1969 -- Friends of the Earth founded.

• 1969 -- New Alchemy Institute (now the Green Center) founded.

• 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

Source: Radford University, http://www.radford.edu/~wkovarik/envhist/8sixties.html



Elements of Persuasive Campaigns

Access to Existing SystemsAudience Segmentation Clear Benefits

• People are more likely persuaded by those who are like rather than different from them

• “The ultimate targeting strategy is tailoring, in which a communication message is directed to an individual who represents a very homogeneous audience.” (Rogers)

• A Better Idea: relative advantage over the idea the innovation supercedes

• 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

• 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


About TMITMI Initiatives

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 Ask: What TMI will ask of its target audiences

TMI’s “ask” from the American public is that they learn about the MDGs; embrace them; and take action, coming together in creative and compelling ways to help the world achieve the goals.

TMI will NOT solicit funds from the public; nor will it make grants to other organizations.

Among the many ways we will document increasing support for the MDGs are:

– Web registration and discussion forum participation

– Use of a shared icon or logo that identifies different groups, Web sites, merchandise and programs as part of the same MDG campaign

– Click throughs from TMI’s site to NGOs and other development organizations

– Increased volunteer activity and donations to MDG related NGOs.

– 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.

TMI has numerous

ideas for programs

and media

campaigns to raise

awareness and

support for the

MDGs. The two most

important factors in

determining our

priorities are 1) the

ease of execution

and 2) the likely

impact.

Low

EX

PEC

TED

IM

PA

CT

High

High

Prioritization Criteria for TMI Programming

EASE OF EXECUTION

HipHop Campaig

n

HipHop Campaig

n

Change AmericaChange America

Sermons

Project

Sermons

Project

CEO Summit

CEO Summit

Speakers

Bureau

Speakers

Bureau

MDG Theater Project

MDG Theater Project

MDG Short Films

MDG Short Films


About TMIInitiatives

InitiativeTarget Partners Objective Process The Ask Impact

CEO Roundtable

•C-level executives at Fortune 500 companies (invitee list would be highly selective and restricted), leading scientists and thought leaders

•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.


About TMIInitiatives

InitiativeTarget Partners Objective Process The Ask Impact

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 (18-25 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 post-election 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 pre-marketed events in 2005 and the potential to draw top writers

•Attend the plays (% of ticket price goes to MDG related fund


About TMITMI Media Campaign

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

Create Brand identityBegin targeting potential partners and sponsorsDevelop 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 NYCInclude TV, print, outdoor, film

3 mos. 6 mos. 9 mos. 12 mos.TMI launch

TMI’s media

campaign will

build at a

measured pace.

As TMI gains

credibility

through

successful

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.


About TMIMeasuring Success

Critical Success Factors

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

Within two years, aggregate support from US organizations representing at least 10 million people

Within four years -- by the start of the 2008 election campaign – have generated bi-partisan support for 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.

Awareness Action Understanding

The ultimate

measure of TMI’s

success will be a

substantial increase

in awareness,

understanding and

support for the

MDGs and,

ultimately, a

decision by the US

government to raise

ODA to 0.7%.


About TMITMI’s Qualifications

A Passion to Achieve the Goals

TMI began with an email to a few friends, who started taking action wherever there was a glimmer 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.

TMI brings strong

experience in

marketing,

communications,

media, arts, finance

and business

strategy. And

passion. And

chutzpah.


About TMITMI’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

John McArthur, manager, Millennium Project, UNDP

Erin Trowbridge, communications manager, Millennium Project

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

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


Contents

Background


Appendix

– TMI Operations

– 3-Year Budget

– Program Detail


Appendix: TMI OperationsCore Competencies

Church & Community Orgs.

Business & Opinion Leaders

Development (UN, NGOs, etc)

Strategic Marketing &

Communications

Business Development &

Advocacy

NGO & Community Relations

Individual Citizens

Core Competencies

Target Audiences

Finance & Administration

Technology

• 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.

TMI is

fundamentally a

marketing &

communications

organization

whose

competencies

must include

expertise in both

B2B and direct to

consumer

marketing.


Appendix: TMI Operations TMI Organization

Advisory Board

Administrative Assistant

Marketing & Communications Director Director of Corporate & Govt. Relations

Finance/Administration Director of NGO & Community Relations

Executive Director

Board of Trustees

Paid positions

Combo of project-based, outsourced and donated

Advisors/donors

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.

TMI will start

with a small staff

and ramp up as

we secure

funding, bring

new partners on

board and get

ready to launch

additional

programs.


Appendix: TMI Operations Roles & Responsibilities

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.

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.

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.

TMI’s team will

be a combination

of people with

exceptional

corporate

marketing and

communication

skills and those

with strong

experience in the

not-for-profit,

fund raising and

advocacy world.


Contents

Background


Appendix

– TMI Operations

– 3-Year Budget

– Program Detail


Appendix: 3-Year Budget Budget


Contents

Background


Appendix

– TMI Operations

– 3-Year Budget

– Program Detail


Appendix: TMI ProgramsTMI 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 are included in operating budget

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



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

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



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

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

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 movie-going 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



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)



Playwrights Showcase Purpose: Engage some of the best, most popular voices

in the American theater to write plays about global issues, including the MDGs.

Objectives: Produce plays in New York and cities around the country to raise awareness, inspire dialogue and generate additional media about the MDGs.

Potential Partners: Dodger Stages, HBO, the Public 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.

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: Create a group of young, motivated advocates for the MDGs who will influence their peers, their families and their communities.

Process: Create a nomination and screening process, 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)



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



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.

Objectives: 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.

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.

Costs: TBD

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: Provide a personally rewarding experience 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: 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.



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

Updated May 22, 2005 Beth Browde, TMI Founder The Millennium Initiative, Inc. Business Plan.

Documents

Transcript of Updated May 22, 2005 Beth Browde, TMI Founder The Millennium Initiative, Inc. Business Plan.