Campaign 2020 One Clear Mission' Sustainable Earth'

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Campaign 2020One Clear Mission.Sustainable
Earth.
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Learning to live sustainably Our generations
single greatest challenge.

• 2020 Challenge Report Evolutionary Bounce or
  Crash?
• By 2020s, many of todays environmental, social,
  and economic challenges are likely to reach
  critical thresholds in the decade of the 2020s --
  unless we accelerate sustainable lifestyles now.

We are on the verge of a Great Turning. With
2020 as the portal, we can achieve the tipping
point (to sustainability). I am convinced that
our generation is fated to this great task.

-- Al Gore (Paraphrased from interview
with the 2020 Fund and Rockefeller Brothers Fund)
is also our greatest opportunity.
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72 GSP Say Progress on Sustainability Not
Occurring Fast Enough to Avert Damage
2004
Global Stakeholders vs Sustainability
Experts
The white space in this chart represents DK/NA
and Neutral. Source GlobeScan's biannual
Survey of Sustainability Experts, 2003-2
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GSP says achieving the UN Millennium Development
Goals is important but unlikely
2004
Importance vs. Likelihood
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Campaign 2020 An SD Accelerator.

• . 1,000 leaders from over 60 countries in 2020
  GSP surveyed say real opportunities exist to
  speed progress to sustainability. Most highly
  rated creation of a social marketing campaign,
  and a global social movement championing
  sustainable development.
• the most extensive quantitative research of this
  type to date
• Effectiveness of Measures to Speed SD Progress
• Percentage of NGO Leaders Saying "Very" or
  "Somewhat Effective,Worldwide Survey (n750),
  August, 2004

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Individual leader interviews identified whats
missing in the landscape? Whats needed now?

• Media Communications
• Need unifying banner that people can grab hold
  of brand for cause massive, strategic campaign
  for it
• Touch people at heart and soul level articulate
  the new myth/shared dream that many hold in their
  hearts. Communicate the stories, images,
  messages to enable awakening of mass
  consciousness
• Top Leadership championing the cause, at the
  helm. Test of 10 prepared to go for it
• To bring critical mass of clout to movement
• Deployed as communicators, spokespeople
• Deployed in targeted grasstops enrollment and
  advocacy efforts
• Networking and Mapping Capability
• 75 of GSP stakeholders prioritize increased
  networking capacity and help building strategic
  alliances, followed by financial support, fund
  raising capacity (70). Build the connectivity
  capacity/infrastructure for leadership to connect
  and collaborate.
• A distributed (non-CPU) system. A
  Google/eBay/Mapquest/MySpace for movement.
• Build a Mapquest for the movement. When
  movement can reflect upon itself, and find
  itself, and non-members can find it, we will
  achieve acceleration and scalability.
• Authoritative, High Profile, Safe Guiding Metrics
  Accreditation.
• Gigowatt Level, leveraged Fund raising.
• Someone minding the store acting as glue.
• conducted with the Rockefeller Brothers Fund

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Who says so? 2020 Global Stakeholder Panel
(GSP)Geographical Distribution of Participants
2004
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2020 GSP Summative Meeting Participants

• Alexei Borisov (United Nations Association,
  Russia)
• Susan Davis (Ashoka Innovators for the Public
  Interest)
• Tim Dottridge (International Development Research
  Centre (IDRC))
• Finn (Volkhart) Heinrich (CIVICUS World Alliance
  for Citizen Participation)
• Amba Jamir (LEAD Network, The MIssing Link
  Society for Environment and Communication
• Simon Jimenez (GlobeScan Incorporated)
• Claude-Andre Lachance (Dow Chemical Canada Inc)
• Alejandro Martinez Cuenca (Fundacion
  Internacional para el Desafo Economico Global
  (FIDEG))
• Doug Miller (GlobeScan Incorporated)

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Leader Interviewees conducted with Rockefeller
Brothers Fund

• Al Gore, Generation Investment Management former
  United States Vice President
• Betsy Taylor, Center for New American Dream
• Bill Drayton, Ashoka
• Bill McDonough, McDonough Partners (meeting,
  not interview per se)
• Candido Gryzbowski, World Social Forum
• Daisaku Ikeda, Soka Gakkai
• Deb Callahan, League of Conservation Voters
• Dennis Hayes, Bullit Foundation
• Doug Miller, GlobeScan Incorporated
• Esther Dyson, EDventure, Release 1.0
• Gus Speth, Yale University
• Hazel Henderson, author, futurist, Ethical
  Marketplace
• Jeff Sachs, Columbia University (meeting)
• John Adams, Natural Resources Defense Council
• John Elkington, SustainAbility
• Kenny Ausabel, Bioneers
• Kumi Naidoo, Civicus
• Lynne Twist, Soul of Money Institute

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Campaign 2020 is consciously designed to
declare our shared generational mission and
provide high leverage marketing, financial, and
technological resources to support the global
movement and market in fulfilling it. It is
comprised of the people, companies, NGOs, and
government agencies committed to achieving a
sustainable planet, now. It provides an
inspirational framework and worldview to help
people, communities, companies and countries play
a vital part in a whole earth initiative to get
the job donein the timeframe needed.Focus
Build a strategic marketing and participation
initiative that leverages emerging technologies,
philanthropic and commercial knowledge and
investments to accelerate market adoption of
sustainability
Campaign 2020 One Clear Mission. Sustainable
Earth.
2020 Fund was established in 2001 as a
donor-advised international philanthropic
platform, currently hosted at King Baudouin
Foundation US, to continue enabling high leverage
value-add work to be undertaken toward
manifesting the Campaign 2020 vision.
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Campaign 2020 provides an opportunity for
high leverage collaboration between public,
philanthropic and business leaders in the
sustainable development sector. Through an
integrated approach, they will network their
knowledge, communities, core competencies and
economic leverage to make a visible, accountable
difference in bringing forth a sustainable world.
The Campaign 2020 Leverage
2020 Fund was established in 2001 as a
donor-advised international philanthropic
platform, currently hosted at King Baudouin
Foundation US, to continue enabling high leverage
value-add work to be undertaken toward
manifesting the Campaign 2020 vision.
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Critical Next Steps

• Enroll Founding Stewards, Board Leadership,
  Strategic Resource Partners, Financial/Legal
  Advisors
• Transition 2020 Fund operating infrastructure
  from King Baudouin Foundation US
• Design and build strategic cause-marketing and
  participation platform
• Powered by bleeding edge visualization and
  geospacial technologies
• Coop cause-marketing. Lifts many boats while
  sharing costs
• Able to roll out via targeted geographic or
  sectoral campaigns
• Identify and build proof of concept applied
  project for 2007
• Establish C2020 metrics to guide progress and
  accelerate market adoption

In support of the UN Decade for Education on SD
and Millennium Development Goals
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Next Stage Campaign Implementation Philanthropic
12-18 Month Estimate

• Phase I/Core
• Develop Campaign strategies, infrastructure,
  business model(s), launch plans
• Enlist Sponsors, Contributors, Advertisers
• Identify and recruit Campaign Leadership and
  Strategic Resource Partners
• Initial Campaign Branding and Marketing
• Outreach to Stakeholders
• Develop and implement Campaign launch, incl.
  targeted initiatives, initial metrics
• Executive mgmt/staffing/contractors to achieve
  above (12-18 months)
• Phase II/Strategic Projects
• Campaign 2020 Marketing/Branding/Market Research
• Web Portal Development, marketplace roll out
• Metrics/C2020 Seal Project
• Cause-marketing outreach revenue strategies,
  roll out
• Licensing Agreements
• Stakeholder and public opinion surveys/ongoing
  market research
• Continue development of SD capacity-building
  solutions

Total Initial Funding 2.0 M (2.9 for 18 mos)
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An invitation to Campaign 2020 Donor Circle

Campaign 2020 is a gift for all who join. It is a
call for each of us to bring forth our leadership
and care at the emergent edge of what it means
today to be fully human. It is an invitation to
participate in an extraordinary learning
expedition. The full Leadership Family is now
being assembled to steward the Campaign 2020
mission and help build this historic social
venture. Founding Stewards are the major
financial sponsor-donors to the 2020 Fund for the
development and launch of Campaign 2020.
Founding Steward gifts are at the 100,000
level. Their role will be publicly
acknowledged and they will have first
opportunity to engage in further cause-related
business relationships. Founding Stewards are
also invited to serve on the Leadership Council
and/or 2020 Fund Board to give the enterprise
guidance, partnership, expert knowledge, and
essential resources. Donor Circle members
include all contributors at the 20Klevel. They
are regularly invited to participate in special
learning and recognition opportunities. The 2020
Fund invites donors at every level to participate
in building Campaign 2020.

Total Initial Funding 2.0 M (2.9 for 18 mos)
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Chance necessity are the first two powers that
shape life. The third is niche creation, or more
generally conscious choice.
Thomas Berry, Brian Swimme