"...I think whenever you are telling a story you are being more personal.  You can tell a story about a product or something else, but it's even more powerful as the giver if you state why you picked that item. And it's a good way to genuinely connect."   Doreen Ashton Wagner

- Chief Strategist & Managing Director of Greenfield Services Inc. 

For this issue's highlighted ZOË Challenge participant, we are changing things up a bit.  Doreen Ashton Wagner is the Chief Strategist & Managing Director of Greenfield Services Inc.  She co-founded her organization and brings a wealth of experience and insights into the meetings and incentive trade industry, (M&IT).  

We spent some time chatting about the secrets to success in this industry as well as the key trends she is observing with respect to how we are achieving social and charitable impact through our events.

1.  In this economy growing our businesses is everyone's top priority and of course helping people grow their business is your specialty.  What has been the secret to your success?

We work with two verticals in the M&IT industry.  The first are the suppliers to the M&IT industry and the second are professionals in trade associations who are traditionally the buyers from the suppliers.  We support (read more) 

2.  At ZOË we have noticed a recurring theme around organizations seeking to have a "give back" concept associated with events. What do you think is driving this?

There is one association in particular, MPI, that came out with a Corporate Social Responsibility, (CSR), mandate way before the recession and long before it was on a lot of people's radar screens. And so with over 23,000 (read more)  

3.  How do you see this influencing clients' approaches to gifts and promotional efforts associated with events?

One trend that I am seeing has definitely been being responsible with regards to disposable gifts and sourcing more longer lasting utilitarian gifts.  The industry works hard to reduce waste though things like wasted food, wasted paper, handouts, etc. So it is the same (read more)  

4.  Which trend or idea do you think is having a particularly powerful impact with participants and in society?  Why? How does it help your clients meet their "give back" goals?

The only thing I can come back to, which is connected to the trend I see, is the email I sent you from Karen Wilson at the Royal York.  She liked the gift because it wasn't a mass produced item with an impersonal "made in China' label.  When I look at the symbols (read more)  

Greenfield Services decision to source their gifts of the Cambiar Shoe Bags and Portfolios directly impacted the lives of 8 people in Guatemala.

Guatemala is the second poorest country in the western hemisphere next only to Haiti.  For more information about our project in Guatemala visit:  http://www.zoealliance.com/en/community_guatemala.php 

"Greenfield is a B2B demand generation agency dedicated to helping meetings industry suppliers and trade/professional associations grow their business."

SEASONAL SPOTLIGHT:  

Tell Us What You Want Us to Make   

In the last year, have you checked us out online and not seen what you were looking for?  If you have and you would like to help shape our future product line you can.  Simply send us an email telling us:

• Product(s) you want us to make
• Price level that we need to meet to fit your budget
• Any other feedback or information you wish to share

Over the next two months we will be taking your feedback into our meetings with all of our producer groups to identify and launch new items.  In fact we have some fun ones that we have already sold like a beautiful handmade candy dish from the team in Ottawa. 

For our final newsletter of the year, we thought it would be nice to share some of the poignant moments of our little movement as it has grown.  It has been a year of fortifying the foundation of our work, deepening the impact, and growing participation in the movement.

FORTIFYING THE FOUNDATION

This past year has seen each of our four partners grow in their experience as they have been supplying over 15 products.  Each business is making more than one item and growing in their ability to build their businesses in supplying to ZOË and to others.  (read more)  

DEEPENING THE IMPACT

We are so excited that we have been able to give multiple orders to each partner, helping to make the workflow more consistent for the teams.  This is a key part of our focus to ensure that people are working consistently in each business.  (read more)  

GROWING PARTICIPATION

We saw amazing growth in the movement here in North America as over 32 new companies decided to take the challenge.  (read more)   

MUCH MORE TO DO

So the little movement that could has a long way to go. As with all things that are worth doing, we are slowly and surely increasing our impact in a way that will last. Future generations in the villages will look back and know that their mother worked in a village production unit and that this funded their education.   (read more)

RECENT HIGHLIGHTS: 

Globe & Mail Article - New breed of company blurs line between charity and business 

Trend Hunter by SocialBusiness.org - Corporate Gifting for Good

Media Post Blog - Marketing Green - CCSR Here's To A Better Tomorrow  

UPCOMING SPEAKING EVENTS:

January 4, 2011 - International Association of Administrative Professionals - Toronto Chapter 

LINKS FOR MORE INFO:

ZOE Challenge Video (Think Bigger Than Fair Trade) 

Press Release Take the Challenge (Think 1:1:1) 

TV News Segment November 23, 2010 

Interview with Chris Chopik of Evolution Green 

Have you been following the ZOË weekly blogs? It's a great way to keep in touch with the current activities of both ZOË Alliance and our founder, Angie.

Here are a couple of Angie's more recent blogs that we think you would enjoy:

November 10, 2011 - Business or Charities to the Rescue  

October 18, 2011 - An Update on our Canadian Project - Ottawa Grow