TED2013
Dan Pallotta: The way we think about charity is dead wrong
Den Palota (Dan Pallotta): Način na koji razmišljamo o humanitarnim organizacijama je potpuno pogrešan
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Aktivista i fandrejzer, Den Palota, proziva dvostruka merila koja vode naš srušen odnos sa humanitarnim organizacijama. Previše neprofitnih organizacija, kaže on, nagrađivano je prema tome koliko malo potroše - a ne za ono što učine. Umesto izjednačavanja štedljivosti sa moralnošću, poziva nas da nagrađujemo ove organizacije za njihove velike ciljeve i velika postignuća (čak i kada to dolazi uz velike troškove). U ovom smelom govoru, on kaže: Hajde da promenimo način na koji razmišljamo o menjanju sveta.
Dan Pallotta - Author, speaker, reformer
We dream boldly in the dimension of our doing, but set the bar no higher than stability in our emotional lives. It’s time to dream in multiple dimensions at the same time, says AIDSRide Founder Dan Pallotta. He aims to transform the way society thinks about giving, and being. Full bio
We dream boldly in the dimension of our doing, but set the bar no higher than stability in our emotional lives. It’s time to dream in multiple dimensions at the same time, says AIDSRide Founder Dan Pallotta. He aims to transform the way society thinks about giving, and being. Full bio
Double-click the English transcript below to play the video.
00:16
I want to talk about social innovation
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Želim da govorim o društvenoj inovaciji
00:20
and social entrepreneurship.
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i društvenom preduzetništvu.
00:23
I happen to have triplets.
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Igrom slučaja imam trojke.
00:26
They're little. They're five years old.
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Mali su. Imaju pet godina.
Ponekad kažem ljudima da imam trojke.
00:29
Sometimes I tell people I have triplets.
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00:30
They say, "Really? How many?"
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Oni kažu: ''Stvarno? Koliko?''
00:33
Here's a picture of the kids.
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Ovo je fotografija dece.
00:34
That's Sage and Annalisa and Rider.
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To su Sejdž, Analisa i Rajder.
00:38
Now, I also happen to be gay.
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Takođe sam gej.
00:43
Being gay and fathering triplets is by far
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Biti gej i biti otac trojkama je ubedljivo
00:46
the most socially innovative, socially entrepreneurial thing
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najjača društveno inovativna
i društveno preduzetnička stvar
i društveno preduzetnička stvar
00:48
I have ever done.
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koju sam ikad uradio.
00:51
(Laughter) (Applause)
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(Smeh) (Aplauz)
00:55
The real social innovation I want to talk about
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Prava društvena inovacija
o kojoj želim da govorim
o kojoj želim da govorim
00:58
involves charity.
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ima veze sa humanitarnošću.
01:00
I want to talk about how the things we've been taught to think
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Želim da govorim o tome kako ono
što smo naučeni da mislimo
što smo naučeni da mislimo
01:03
about giving and about charity
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o davanju, dobrovoljnim prilozima
01:05
and about the nonprofit sector
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i neprofitnom sektoru
01:07
are actually undermining the causes we love
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zapravo podriva ciljeve koje volimo
01:11
and our profound yearning to change the world.
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i našu duboku čežnju za menjanjem sveta.
Ali pre nego što to uradim,
želim da pitam da li uopšte verujemo
želim da pitam da li uopšte verujemo
01:15
But before I do that, I want to ask if we even believe
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01:17
that the nonprofit sector has any serious role to play
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da neprofitni sektor igra
bilo kakvu ozbiljnu ulogu
bilo kakvu ozbiljnu ulogu
01:20
in changing the world.
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u menjanju sveta.
01:23
A lot of people say now that business will lift up the developing economies,
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Mnogi danas govore da će poslovi
pokrenuti ekonomije u razvoju,
pokrenuti ekonomije u razvoju,
01:26
and social business will take care of the rest.
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a da će se društveni poslovi
pobrinuti za ostalo.
pobrinuti za ostalo.
01:29
And I do believe that business will move
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Ja zaista verujem da će poslovi pokrenuti
01:32
the great mass of humanity forward.
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veliki deo čovečanstva ka napretku.
01:35
But it always leaves behind that 10 percent or more
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Ali uvek ostaje tih 10 ili više procenata
01:39
that is most disadvantaged or unlucky.
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koji su najugroženiji ili nesrećni.
A društvenom poslu su potrebna tržišta,
01:43
And social business needs markets,
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01:45
and there are some issues for which you just can't develop
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i postoje neki problemi zbog kojih se
jednostavno ne mogu razviti
jednostavno ne mogu razviti
01:47
the kind of money measures that you need for a market.
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takve novčane mere
koje su neophodne za tržište.
koje su neophodne za tržište.
01:51
I sit on the board of a center for the developmentally disabled,
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Član sam odbora
centra za ometene u razvoju,
centra za ometene u razvoju,
01:54
and these people want laughter
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i ti ljudi žele smeh
01:56
and compassion and they want love.
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i saosećanje i žele ljubav.
02:00
How do you monetize that?
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Kako to pretvoriti u novac?
02:04
And that's where the nonprofit sector
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To je mesto gde neprofitni sektor
02:06
and philanthropy come in.
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i filantropija uskaču.
02:08
Philanthropy is the market for love.
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Filantropija je tržište za ljubav.
02:12
It is the market for all those people
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To je tržište za sve te ljude
02:14
for whom there is no other market coming.
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za koje ne postoje druga tržišta.
02:17
And so if we really want, like Buckminster Fuller said,
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Tako da ako zaista želimo,
kako je Bakminster Fuler rekao,
kako je Bakminster Fuler rekao,
02:20
a world that works for everyone,
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svet koji svima odgovara,
02:22
with no one and nothing left out,
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gde niko i ništa nije izostavljeno,
02:25
then the nonprofit sector has to be
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onda se o neprofitnom sektoru mora
02:27
a serious part of the conversation.
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ozbiljno razgovarati.
02:30
But it doesn't seem to be working.
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Ali čini se da to ne funkcioniše.
Zbog čega se naše dobrotvorne akcije
protiv raka dojke
protiv raka dojke
02:32
Why have our breast cancer charities
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02:34
not come close to finding a cure for breast cancer,
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nisu približile pronalasku leka
protiv raka dojke,
protiv raka dojke,
02:37
or our homeless charities not come close
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ili zašto naše akcije
za beskućnike nisu bliže
za beskućnike nisu bliže
02:39
to ending homelessness in any major city?
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zaustavljanju beskućništva
u bilo kom većem gradu?
u bilo kom većem gradu?
02:42
Why has poverty remained stuck at 12 percent
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Zašto je siromaštvo još uvek ostalo
zaglavljeno na 12 procenata
zaglavljeno na 12 procenata
02:45
of the U.S. population for 40 years?
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od ukupne populacije Sjedinjenih Država
već 40 godina?
već 40 godina?
02:49
And the answer is, these social problems
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A odgovor je da su ovi društveni problemi
02:52
are massive in scale,
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ogromnih razmera,
02:54
our organizations are tiny up against them,
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naše organizacije su sićušne
u poređenju sa njima,
u poređenju sa njima,
02:57
and we have a belief system that keeps them tiny.
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i imamo sistem verovanja
koji ih održava sićušnim.
koji ih održava sićušnim.
03:01
We have two rulebooks.
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Imamo dve knjige pravila.
03:02
We have one for the nonprofit sector
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Imamo jednu za neprofitni sektor
03:04
and one for the rest of the economic world.
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i jednu za ostatak ekonomskog sveta.
03:07
It's an apartheid, and it discriminates
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To je aparthejd i diskriminiše
03:09
against the [nonprofit] sector in five different areas,
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neprofitni sektor
u pet različitih oblasti,
u pet različitih oblasti,
03:12
the first being compensation.
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od kojih je prva kompenzacija.
03:15
So in the for-profit sector, the more value you produce,
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U profitnom sektoru,
što više vrednosti stvorite,
što više vrednosti stvorite,
03:18
the more money you can make.
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više možete zaraditi novca.
03:20
But we don't like nonprofits to use money
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Ali mi ne volimo
da neprofitne organizacije koriste novac
da neprofitne organizacije koriste novac
03:22
to incentivize people to produce more in social service.
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kako bi podstakle ljude da stvaraju više
u socijalnim uslugama.
u socijalnim uslugama.
03:25
We have a visceral reaction to the idea that anyone
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Imamo visceralnu reakciju na ideju
da bi bilo ko
da bi bilo ko
03:28
would make very much money helping other people.
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mogao zaraditi dosta novca
pomažući drugim ljudima.
pomažući drugim ljudima.
03:32
Interesting that we don't have a visceral reaction
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Zanimljivo je to
da nemamo visceralnu reakciju
da nemamo visceralnu reakciju
03:34
to the notion that people would make a lot of money not helping other people.
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na ideju da bi ljudi mogli zaraditi dosta
novca ne pomažući drugima.
novca ne pomažući drugima.
03:37
You know, you want to make 50 million dollars
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Znate već, hoćete da zaradite
50 miliona dolara
50 miliona dolara
prodajući nasilne video igrice deci,
samo izvolite.
samo izvolite.
03:40
selling violent video games to kids, go for it.
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03:42
We'll put you on the cover of Wired magazine.
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Stavićemo vas na naslovnicu
magazina Vajerd.
magazina Vajerd.
03:44
But you want to make half a million dollars
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Ali ako želite da zaradite
pola miliona dolara
pola miliona dolara
03:46
trying to cure kids of malaria,
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pokušavajući da izlečite decu od malarije,
03:47
and you're considered a parasite yourself. (Applause)
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i sami ćete biti smatrani parazitom.
(Aplauz)
(Aplauz)
03:55
And we think of this as our system of ethics,
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Ovo smatramo našim sistemom etike,
03:58
but what we don't realize is that this system
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ali ne shvatamo da ovaj sistem
04:00
has a powerful side effect, which is,
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ima jedan snažan neželjeni efekat,
04:03
it gives a really stark, mutually exclusive choice
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a to je da daje veoma krut,
međusobno isključiv izbor
međusobno isključiv izbor
04:07
between doing very well for yourself and your family
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između činjenja dobrih stvari
za sebe i svoju porodicu
za sebe i svoju porodicu
04:10
or doing good for the world
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i činjenja dobrih stvari za svet
najbistrijim umovima koji stižu
sa naših najboljih univerziteta,
sa naših najboljih univerziteta,
04:13
to the brightest minds coming out of our best universities,
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04:16
and sends tens of thousands of people
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i šalje desetine hiljada ljudi
koji bi mogli doneti velike promene
u neprofitnom sektoru
u neprofitnom sektoru
04:18
who could make a huge difference in the nonprofit sector
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04:21
marching every year directly into the for-profit sector
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da ulaze svake godine
direktno u profitni sektor
direktno u profitni sektor
04:23
because they're not willing to make that kind of lifelong economic sacrifice.
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jer nisu spremni na takvu
celoživotnu ekonomsku žrtvu.
celoživotnu ekonomsku žrtvu.
04:28
Businessweek did a survey, looked at the compensation packages
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Biznisvik je uradio pregled,
posmatrajući kompenzacione pakete
posmatrajući kompenzacione pakete
04:32
for MBAs 10 years of business school,
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za poslovne administratore
poslovnih škola
poslovnih škola
i srednja vrednost kompenzacija
poslovnih administratora sa Stenforda
poslovnih administratora sa Stenforda
04:35
and the median compensation for a Stanford MBA,
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04:38
with bonus, at the age of 38, was 400,000 dollars.
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sa bonusom, u 38. godini,
iznosila je 400.000 dolara.
iznosila je 400.000 dolara.
U međuvremenu, u istoj godini,
prosečna plata generalnog direktora
prosečna plata generalnog direktora
04:42
Meanwhile, for the same year, the average salary
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04:44
for the CEO of a $5 million-plus medical charity in the U.S.
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jedne humanitarne firme u SAD
vredne preko 5 miliona dolara
vredne preko 5 miliona dolara
04:48
was 232,000 dollars, and for a hunger charity, 84,000 dollars.
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bila je 232.000 dolara, a za humanitarce
u borbi protiv gladi 84.000 dolara.
u borbi protiv gladi 84.000 dolara.
04:53
Now, there's no way you're going to get a lot of people
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Nema šanse da ćete ubediti mnogo ljudi
04:55
with $400,000 talent to make a $316,000 sacrifice
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sa talentom da zarade 400.00
da naprave žrtvu od 316.000 dolara
da naprave žrtvu od 316.000 dolara
04:59
every year to become the CEO of a hunger charity.
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svake godine da bi postali direktori
kompanije u borbi protiv gladi.
kompanije u borbi protiv gladi.
05:03
Some people say, "Well, that's just because those MBA types are greedy."
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Neki će reći: "Pa to je zato što su
ti biznis tipovi pohlepni."
ti biznis tipovi pohlepni."
05:07
Not necessarily. They might be smart.
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Ne nužno. Možda su pametni.
05:09
It's cheaper for that person to donate
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Jeftinije je za tu osobu da donira
05:11
100,000 dollars every year to the hunger charity,
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100.000 dolara svake godine
u humanitarne svrhe,
u humanitarne svrhe,
05:15
save 50,000 dollars on their taxes,
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uštedi 50.000 dolara na porezu,
05:17
so still be roughly 270,000 dollars a year ahead of the game,
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tako da je ipak otprilike
270.000 dolara godišnje u plusu,
270.000 dolara godišnje u plusu,
05:22
now be called a philanthropist because they donated
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nazivaju ga filantropom jer je donirao
05:24
100,000 dollars to charity,
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100.000 dolara u humanitarne svrhe,
05:26
probably sit on the board of the hunger charity,
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verovatno sedi u odboru
za borbu protiv gladi,
za borbu protiv gladi,
05:28
indeed, probably supervise the poor SOB
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verovatno nadgleda jadnička
05:30
who decided to become the CEO of the hunger charity,
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koji je rešio da postane direktor
humanitarne firme,
humanitarne firme,
05:34
and have a lifetime of this kind of power and influence
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i čitav život ovakve moći, uticaja
05:37
and popular praise still ahead of them.
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i slave tek ima pred sobom.
05:41
The second area of discrimination is advertising and marketing.
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Druga oblast diskriminacije
je reklamiranje i marketing.
je reklamiranje i marketing.
05:45
So we tell the for-profit sector, "Spend, spend, spend on advertising
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Govorimo profitnom sektoru:
"Trošite, trošite, trošite na reklamiranje
"Trošite, trošite, trošite na reklamiranje
05:48
until the last dollar no longer produces a penny of value."
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dok poslednji dolar
više ne donosi ni peni."
više ne donosi ni peni."
05:52
But we don't like to see our donations spent on advertising in charity.
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Ali ne volimo da vidimo
da se naše donacije troše
na reklamiranje humanitarnih svrha.
na reklamiranje humanitarnih svrha.
05:55
Our attitude is, "Well, look, if you can get the advertising donated,
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Naš stav je: "Vidi, ako možeš
da obezbediš doniranu reklamu,
da obezbediš doniranu reklamu,
05:59
you know, at four o'clock in the morning, I'm okay with that.
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znaš, u četiri sata ujutru,
ja sam okej sa tim.
ja sam okej sa tim.
06:02
But I don't want my donations spent on advertising.
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Ali ne želim da se moje donacije
troše na reklamiranje.
troše na reklamiranje.
06:04
I want it go to the needy."
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Želim da odu siromašnima."
06:07
As if the money invested in advertising
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Kao da novac uložen u reklamiranje
06:08
could not bring in dramatically greater sums of money
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ne bi doneo drastično veće sume novca
06:11
to serve the needy.
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koje će služiti siromašnima.
06:13
In the 1990s, my company created
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'90-ih godina, moja kompanija je započela
06:15
the long distance AIDSRide bicycle journeys
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vožnje biciklom na duge staze AIDSRajd
06:18
and the 60-mile-long breast cancer three-day walks,
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i trodnevne šetnje duge 96km
protiv raka dojke,
protiv raka dojke,
06:23
and over the course of nine years,
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i tokom devet godina,
06:26
we had 182,000 ordinary heroes participate,
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imali smo 182.000 običnih heroja
koji su učestvovali
koji su učestvovali
06:31
and they raised a total of 581 million dollars.
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i prikupili ukupno 581 milion dolara.
06:36
They raised more money more quickly for these causes
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Prikupili su u ove svrhe
više novca i brže
više novca i brže
06:41
than any events in history,
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nego bilo koji događaj u istoriji,
06:43
all based on the idea that people are weary
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zasnovano na ideji da su ljudi umorni
06:45
of being asked to do the least they can possibly do.
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od toga da se od njih traži
da urade najmanje od onoga što mogu.
da urade najmanje od onoga što mogu.
06:48
People are yearning to measure
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Ljudi žude da izmere
06:51
the full distance of their potential
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svoje potencijale u celini
06:53
on behalf of the causes that they care about deeply.
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u korist svrha
do kojih im je duboko stalo.
do kojih im je duboko stalo.
06:56
But they have to be asked.
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Ali morate da ih pitate.
Uspeli smo da toliko ljudi učestvuje
06:59
We got that many people to participate
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07:01
by buying full-page ads in The New York Times,
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kupivši reklamu preko cele strane
Njujork Tajmsa,
Njujork Tajmsa,
07:03
in The Boston Globe, in primetime radio and TV advertising.
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Boston Glouba, na radiju
i TV reklamama u udarno vreme.
i TV reklamama u udarno vreme.
07:07
Do you know how many people we would have gotten
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Da li znate koliko bismo ljudi sakupili
07:08
if we put up flyers in the laundromat?
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da smo postavljali flajere po perionicama?
07:12
Charitable giving has remained stuck, in the U.S.,
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Davanje u dobrotvorne svrhe je u škripcu,
u SAD-u,
u SAD-u,
07:15
at two percent of GDP ever since we started measuring it in the 1970s.
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na dva procenta BDP-a otkad smo
počeli sa njegovim merenjem '70-ih.
počeli sa njegovim merenjem '70-ih.
07:19
That's an important fact, because it tells us
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To je važna činjenica, jer nam govori
07:22
that in 40 years, the nonprofit sector
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da neprofitni sektor za 40 godina
07:24
has not been able to wrestle any market share
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nije uspeo da se izbori za udeo na tržištu
07:28
away from the for-profit sector.
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2712
van profitnog sektora.
I ako razmislite o tome,
kako bi jedan sektor mogao
kako bi jedan sektor mogao
07:30
And if you think about it, how could one sector
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07:32
possibly take market share away from another sector
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da oduzme udeo u tržištu od drugog sektora
07:36
if it isn't really allowed to market?
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ako mu zapravo nije dozvoljeno
da bude u prometu?
da bude u prometu?
07:39
And if we tell the consumer brands,
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Ako kažemo potrošačkim markama:
07:40
"You may advertise all the benefits of your product,"
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"Možete reklamirati
sve prednosti vašeg proizvoda",
sve prednosti vašeg proizvoda",
ali humanitarcima govorimo: "Ne možete
da reklamirate sva dobra koja činite",
da reklamirate sva dobra koja činite",
07:43
but we tell charities, "You cannot advertise all the good that you do,"
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07:46
where do we think the consumer dollars are going to flow?
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gde mislimo da će se slivati
novac potrošača?
novac potrošača?
07:50
The third area of discrimination is the taking of risk
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Treća oblast diskriminacije
je preuzimanje rizika
je preuzimanje rizika
07:53
in pursuit of new ideas for generating revenue.
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u potrazi za novim idejama
za stvaranje prihoda.
za stvaranje prihoda.
07:58
So Disney can make a new $200 million movie that flops,
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3379
Dizni može da napravi novi film
od 200 miliona dolara
od 200 miliona dolara
koji pretrpi neuspeh,
i niko ne zove tužioca.
i niko ne zove tužioca.
08:01
and nobody calls the attorney general.
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Ali napravite malo lokalno
prikupljanje sredstava za siromašne
prikupljanje sredstava za siromašne
08:04
But you do a little $1 million community fundraiser
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08:07
for the poor, and it doesn't produce a 75 percent profit
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od milion dolara i neka to
ne proizvede 75 odsto profita
ne proizvede 75 odsto profita
08:10
to the cause in the first 12 months,
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toj svrsi za prvih 12 meseci,
08:12
and your character is called into question.
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i vaše ime je dovedeno u pitanje.
08:15
So nonprofits are really reluctant to attempt any brave,
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Zato neprofitne organizacije
nerado pokušavaju bilo kakve hrabre,
nerado pokušavaju bilo kakve hrabre,
08:18
daring, giant-scale new fundraising endeavors
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izazovne, nove poduhvate velikih razmera
08:21
for fear that if the thing fails, their reputations
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1998
iz straha da ako stvar propadne,
njihove reputacije
njihove reputacije
08:23
will be dragged through the mud.
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1905
će biti ukaljane.
08:25
Well, you and I know when you prohibit failure,
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1911
Vi i ja znamo da kada zabranite neuspeh,
08:27
you kill innovation.
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1811
ubijate inovaciju.
Ubijanjem inovacije u skupljanju sredstava
ne možete prikupiti više prihoda.
ne možete prikupiti više prihoda.
08:29
If you kill innovation in fundraising, you can't raise more revenue.
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08:32
If you can't raise more revenue, you can't grow.
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Ako ne možete da prikupite više prihoda,
ne možete da se razvijate.
ne možete da se razvijate.
08:34
And if you can't grow, you can't possibly solve large social problems.
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A ako ne možete da se razvijate,
nikako ne možete rešavati
velike društvene probleme.
velike društvene probleme.
08:39
The fourth area is time.
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Četvrta oblast je vreme.
08:41
So Amazon went for six years without returning any profit to investors,
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Amazon tokom šest godina nije vraćao
ni malo profita ulagačima,
ni malo profita ulagačima,
08:45
and people had patience.
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i ljudi su imali strpljenja.
08:47
They knew that there was a long-term objective down the line
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Znali su da se na kraju puta
nalazi dugoročni cilj
nalazi dugoročni cilj
08:50
of building market dominance.
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1921
stvaranja dominacije na tržištu.
08:51
But if a nonprofit organization ever had a dream
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2826
Ali kada bi neprofitna organizacija
sanjala
sanjala
08:54
of building magnificent scale that required that for six years,
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3875
o izgradnji veličanstvenog poduhvata
koji bi to zahtevao tokom šest godina,
koji bi to zahtevao tokom šest godina,
08:58
no money was going to go to the needy,
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novac ne bi odlazio siromašnima,
09:00
it was all going to be invested in building this scale,
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2185
u potpunosti će biti uložen
u izgradnju tog projekta,
u izgradnju tog projekta,
09:02
we would expect a crucifixion.
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3307
očekivali bismo da nas razapnu.
09:06
And the last area is profit itself.
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1921
I poslednja oblast je sam profit.
09:07
So the for-profit sector can pay people profits
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Profitni sektor može da plaća ljudima
09:10
in order to attract their capital for their new ideas,
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2379
kako bi privukao njihov kapital
za svoje nove ideje,
za svoje nove ideje,
09:13
but you can't pay profits in a nonprofit sector,
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ali ne možete isplaćivati profit
u neprofitnom sektoru,
u neprofitnom sektoru,
09:16
so the for-profit sector has a lock on the multi-trillion-dollar capital markets,
185
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pa profitni sektor ima samo za sebe
multibilionsko tržište kapitala,
multibilionsko tržište kapitala,
09:20
and the nonprofit sector is starved for growth
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2376
a neprofitni sektor umire za razvojem,
09:23
and risk and idea capital.
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rizikom i idejnim kapitalom.
09:26
Well, you put those five things together -- you can't use money
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550316
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Postavite tih pet stvari zajedno -
ne možete koristiti novac
ne možete koristiti novac
09:29
to lure talent away from the for-profit sector,
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2401
da privučete talente iz profitnog sektora,
ne možete se reklamirati
ni približno u onoj meri
ni približno u onoj meri
09:31
you can't advertise on anywhere near the scale
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555982
1940
09:33
the for-profit sector does for new customers,
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u kojoj to profitni sektor čini
radi novih klijenata,
radi novih klijenata,
09:36
you can't take the kinds of risks in pursuit of those customers
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560539
2769
ne možete da preuzimate slične rizike
u potrazi za klijentima
u potrazi za klijentima
09:39
that the for-profit sector takes,
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2140
koje profitni sektor preuzima,
09:41
you don't have the same amount of time to find them
194
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1756
nemate istu količinu vremena
da ih pronađete
da ih pronađete
09:43
as the for-profit sector,
195
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1418
kao što ima profitni sektor,
09:44
and you don't have a stock market with which to fund any of this,
196
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2777
i nemate berzu kojom biste
finansirali bilo šta od ovoga,
finansirali bilo šta od ovoga,
09:47
even if you could do it in the first place,
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2183
čak i kada biste uopšte mogli,
09:49
and you've just put the nonprofit sector
198
573582
1920
i upravo ste ostavili neprofitni sektor
09:51
at an extreme disadvantage to the for-profit sector
199
575502
3155
sa krajnjim nedostatkom
u odnosu na profitni sektor
u odnosu na profitni sektor
09:54
on every level.
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578657
2704
na svakom nivou.
09:57
If we have any doubts about the effects of this separate rule book,
201
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3482
Ako imamo bilo kakvih sumnji u vezi
sa posledicama ovih odvojenih pravilnika,
sa posledicama ovih odvojenih pravilnika,
10:00
this statistic is sobering:
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1730
statistika je otrežnjujuća:
10:02
From 1970 to 2009,
203
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2590
od 1970. do 2009. godine,
broj neprofitnih organizacija
koje su se zaista razvijale
koje su se zaista razvijale
10:05
the number of nonprofits that really grew,
204
589163
2271
10:07
that crossed the $50 million annual revenue barrier,
205
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3688
koje su prešle granicu
od 50 miliona godišnjih prihoda,
od 50 miliona godišnjih prihoda,
10:11
is 144.
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595122
2152
je 144.
Istovremeno, broj profitnih organizacija
koje su je prešle
koje su je prešle
10:13
In the same time, the number of for-profits that crossed it
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2205
10:15
is 46,136.
208
599479
3260
je 46.136.
10:18
So we're dealing with social problems that are massive in scale,
209
602739
3432
Dakle bavimo se društvenim problemima
koji su ogromnih razmera,
koji su ogromnih razmera,
a naše organizacije ne mogu da stvore
ništa od tih razmera.
ništa od tih razmera.
10:22
and our organizations can't generate any scale.
210
606171
2442
10:24
All of the scale goes to Coca-Cola and Burger King.
211
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3975
Sve odlazi Koka-Koli i Burger Kingu.
10:28
So why do we think this way?
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2954
Zašto razmišljamo na ovaj način?
10:31
Well, like most fanatical dogma in America,
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4474
Pa, kao i većina
fanatičnih dogmi u Americi,
fanatičnih dogmi u Americi,
10:35
these ideas come from old Puritan beliefs.
214
620016
3119
ove ideje potiču
iz starih puritanskih uverenja.
iz starih puritanskih uverenja.
10:39
The Puritans came here for religious reasons, or so they said,
215
623135
3350
Puritanci su došli ovde
iz religijskih razloga,
iz religijskih razloga,
ili su bar tako rekli,
10:42
but they also came here because they wanted to make a lot of money.
216
626485
3314
ali su takođe došli ovde jer su hteli
da zarade puno para.
da zarade puno para.
10:45
They were pious people but they were also
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2143
Bili su pobožni ljudi ali takođe
10:47
really aggressive capitalists,
218
631942
2457
i veoma agresivni kapitalisti,
10:50
and they were accused of extreme forms of profit-making tendencies
219
634399
3579
i bili su optuživani za ekstremne oblike
nastojanja za stvaranjem profita
nastojanja za stvaranjem profita
10:53
compared to the other colonists.
220
637978
2239
u poređenju sa drugim kolonistima.
10:56
But at the same time, the Puritans were Calvinists,
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640217
3056
Ali istovremeno,
puritanci su bili kalvinisti,
puritanci su bili kalvinisti,
10:59
so they were taught literally to hate themselves.
222
643273
2674
tako da su bukvalno bili naučeni
da mrze sami sebe.
da mrze sami sebe.
11:01
They were taught that self-interest was a raging sea
223
645947
3031
Bili su naučeni
da je lični interes burno more
da je lični interes burno more
11:04
that was a sure path to eternal damnation.
224
648978
3361
koje je siguran put ka večnom prokletstvu.
11:08
Well, this created a real problem for these people, right?
225
652339
2272
Ovo je stvorilo pravi problem
za te ljude, zar ne?
za te ljude, zar ne?
11:10
Here they've come all the way across the Atlantic to make all this money.
226
654611
2736
Prešli su čitav Atlantik
da steknu toliki novac.
da steknu toliki novac.
11:13
Making all this money will get you sent directly to Hell.
227
657347
3756
Sticanje mnogo novca
vodi pravo u pakao.
vodi pravo u pakao.
11:17
What were they to do about this?
228
661103
1941
Šta je trebalo da rade po ovom pitanju?
11:18
Well, charity became their answer.
229
663044
1952
Dobročinstvo je postalo njihov odgovor.
11:20
It became this economic sanctuary
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664996
2177
Postalo je njihovo ekonomsko utočište
11:23
where they could do penance for their profit-making tendencies
231
667173
3429
gde su mogli da se iskupe
za svoje težnje ka stvaranju profita
za svoje težnje ka stvaranju profita
11:26
at five cents on the dollar.
232
670602
3477
za pet centi po dolaru.
I naravno, kako možeš da zaradiš
u humanitarnom radu
u humanitarnom radu
11:29
So of course, how could you make money in charity
233
674079
1757
11:31
if charity was your penance for making money?
234
675836
3117
ako je to tvoje iskupljenje
za sticanje novca?
za sticanje novca?
11:34
Financial incentive was exiled from the realm of helping others
235
678953
4110
Finansijski podstrek je izbačen
iz oblasti pomaganja drugima
iz oblasti pomaganja drugima
11:38
so that it could thrive in the area of making money for yourself,
236
683063
3096
tako da je mogao da se razvija
u oblasti zarađivanja za sebe,
u oblasti zarađivanja za sebe,
11:42
and in 400 years, nothing has intervened
237
686159
3179
i za vreme od 400 godina,
ništa se nije umešalo
ništa se nije umešalo
11:45
to say, "That's counterproductive and that's unfair."
238
689338
5277
da kaže:
"To je kontraproduktivno i nefer."
"To je kontraproduktivno i nefer."
11:50
Now this ideology gets policed by this one very dangerous question,
239
694615
4189
Ovu ideologiju čuva jedno opasno pitanje,
a to je:
a to je:
11:54
which is, "What percentage of my donation goes to the cause versus overhead?"
240
698804
4248
"Koji procenat moje donacije
ide u dobrotvorne svrhe
ide u dobrotvorne svrhe
naspram drugih troškova?"
Postoji mnogo problema sa ovim pitanjem.
11:58
There are a lot of problems with this question.
241
703052
1881
12:00
I'm going to just focus on two.
242
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1847
Ja ću se fokusirati samo na dva.
12:02
First, it makes us think that overhead is a negative,
243
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4457
Prvo, čini da mislimo
da su dodatni troškovi negativni,
da su dodatni troškovi negativni,
12:07
that it is somehow not part of the cause.
244
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3421
da nekako nisu deo dobrotvorne svrhe.
12:10
But it absolutely is, especially if it's being used for growth.
245
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4986
Ali apsolutno jesu, naročito
ako se koriste za razvoj.
ako se koriste za razvoj.
12:15
Now, this idea that overhead is somehow
246
719644
2761
Ideja da su troškovi nekako
neprijatelji humanitarne svrhe
12:18
an enemy of the cause
247
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1349
12:19
creates this second, much larger problem, which is,
248
723754
2938
stvara drugi, mnogo veći problem, a to je
12:22
it forces organizations to go without the overhead things
249
726692
3272
da primorava organizacije
da rade bez troškova
da rade bez troškova
koji su im zaista potrebni
da bi napredovale
da bi napredovale
12:25
they really need to grow
250
729964
1780
12:27
in the interest of keeping overhead low.
251
731744
3150
zarad održavanja troškova niskim.
Naučeni smo da humanitarne organizacije
treba da potroše
treba da potroše
12:30
So we've all been taught that charities should spend
252
734894
2215
12:33
as little as possible on overhead things like fundraising
253
737109
3146
što je manje moguće na troškove
poput skupljanja sredstava
poput skupljanja sredstava
12:36
under the theory that, well, the less money you spend on fundraising,
254
740255
3398
pod teorijom da što manje novca
potrošite na to,
potrošite na to,
12:39
the more money there is available for the cause.
255
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3208
više novca preostaje za dobrotvorne svrhe.
12:42
Well, that's true if it's a depressing world
256
746861
2841
Pa, to je istinito ako smo
u depresivnom svetu
u depresivnom svetu
12:45
in which this pie cannot be made any bigger.
257
749702
2945
u kome ta pita ne može da se poveća.
12:48
But if it's a logical world in which investment in fundraising
258
752647
3862
Ali ako smo u logičnom svetu
u kome ulaganje u skupljanje sredstava
u kome ulaganje u skupljanje sredstava
12:52
actually raises more funds and makes the pie bigger,
259
756509
3298
zapravo podstiče više sredstava
i povećava pitu,
i povećava pitu,
12:55
then we have it precisely backwards,
260
759807
1970
onda je stvar upravo obrnuta,
12:57
and we should be investing more money, not less,
261
761777
2914
i trebalo bi da ulažemo više novca,
a ne manje,
a ne manje,
13:00
in fundraising, because fundraising is the one thing
262
764691
2374
u skupljanje sredstava, jer je to
13:02
that has the potential to multiply the amount of money
263
767065
2668
ono što ima potencijal
da uvećava količinu novca
da uvećava količinu novca
13:05
available for the cause that we care about so deeply.
264
769733
4497
raspoloživu za dobrotvorne svrhe
do kojih nam je tako duboko stalo.
do kojih nam je tako duboko stalo.
13:10
I'll give you two examples. We launched the AIDSRides
265
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2386
Daću vam dva primera.
Pokrenuli smo AIDSRajds
Pokrenuli smo AIDSRajds
13:12
with an initial investment of 50,000 dollars in risk capital.
266
776616
3809
sa početnim ulaganjem
od 50.000 dolara rizičnog kapitala.
od 50.000 dolara rizičnog kapitala.
13:16
Within nine years, we had multiplied that 1,982 times
267
780425
4724
Za devet godina,
umnožili smo to 1.982 puta
umnožili smo to 1.982 puta
13:21
into 108 million dollars after all expenses for AIDS services.
268
785149
5784
u 108 miliona dolara
nakon svih troškova za AIDS usluge.
nakon svih troškova za AIDS usluge.
Pokrenuli smo tri dana protiv raka dojke
13:26
We launched the breast cancer three-days
269
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1811
13:28
with an initial investment of 350,000 dollars in risk capital.
270
792744
4105
sa početnim ulaganjem
od 350.000 dolara rizičnog kapitala.
od 350.000 dolara rizičnog kapitala.
13:32
Within just five years, we had multiplied that 554 times
271
796849
4341
Za samo pet godina,
umnožili smo to 554 puta
umnožili smo to 554 puta
13:37
into 194 million dollars after all expenses
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801190
3605
u 194 miliona dolara nakon svih troškova,
13:40
for breast cancer research.
273
804795
1980
za istraživanje raka dojke.
13:42
Now, if you were a philanthropist really interested in breast cancer,
274
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3252
Ako ste filantrop koji je
stvarno zainteresovan za rak dojke,
stvarno zainteresovan za rak dojke,
13:45
what would make more sense:
275
810027
1346
šta bi imalo više smisla:
13:47
go out and find the most innovative researcher in the world
276
811373
3900
da odete i pronađete
najinovativnijeg istraživača na svetu
najinovativnijeg istraživača na svetu
13:51
and give her 350,000 dollars for research,
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3074
i date joj 350.000 dolara za istraživanje,
13:54
or give her fundraising department the 350,000 dollars
278
818347
3767
ili da date 350.000 njenom odeljenju
za skupljanje sredstava
za skupljanje sredstava
13:58
to multiply it into 194 million dollars for breast cancer research?
279
822114
5226
da ih povećaju na 194 miliona dolara
za istraživanje raka dojke?
za istraživanje raka dojke?
14:03
2002 was our most successful year ever.
280
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3225
2002. je bila naša
najuspešnija godina do sada.
najuspešnija godina do sada.
14:06
We netted for breast cancer alone, that year alone,
281
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3442
Pokrili smo samo za rak dojke,
samo te godine,
samo te godine,
14:09
71 million dollars after all expenses.
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71 milion dolara preko svih troškova.
14:13
And then we went out of business,
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A onda nam je propao posao,
14:16
suddenly and traumatically.
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iznenada i traumatično.
14:19
Why? Well, the short story is, our sponsor split on us.
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Zašto? Pa, ukratko,
naš sponzor nas je napustio.
naš sponzor nas je napustio.
14:23
They wanted to distance themselves from us
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Želeli su da se distanciraju od nas
14:25
because we were being crucified in the media
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jer smo bili kritikovani u medijima
14:28
for investing 40 percent of the gross in recruitment
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zbog ulaganja 40 odsto ukupnog dohotka
za regrutovanje
za regrutovanje
14:31
and customer service and the magic of the experience
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i korisnički servis i magiju iskustva
14:35
and there is no accounting terminology to describe
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i ne postoji terminologija u računovodstvu
koja bi opisala
koja bi opisala
14:38
that kind of investment in growth and in the future,
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takvu vrstu ulaganja u razvoj i budućnost,
14:41
other than this demonic label of overhead.
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osim te demonske etikete
dodatnih troškova.
dodatnih troškova.
14:46
So on one day, all 350 of our great employees
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Tako je jednog dana
svih 350 naših divnih zaposlenih
svih 350 naših divnih zaposlenih
14:51
lost their jobs
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izgubilo svoje poslove
14:56
because they were labeled overhead.
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jer su bili obeleženi tim troškovima.
Naš sponzor je pokušao
da sprovede događaje samostalno.
da sprovede događaje samostalno.
14:59
Our sponsor went and tried the events on their own.
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15:02
The overhead went up.
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Troškovi su se povećali.
15:03
Net income for breast cancer research went down
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Neto prihod za istraživanje raka dojke
je umanjen
je umanjen
15:05
by 84 percent, or 60 million dollars in one year.
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za 84 odsto,
ili 60 miliona dolara godišnje.
ili 60 miliona dolara godišnje.
15:11
This is what happens when we confuse
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To se desi kada pomešamo
15:14
morality with frugality.
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moralnost sa štedljivošću.
Sve su nas učili
15:19
We've all been taught that the bake sale with five percent overhead
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da je dobrotvorna prodaja kolača
sa 5 odsto troškova moralno iznad
sa 5 odsto troškova moralno iznad
15:22
is morally superior to the professional fundraising enterprise with 40 percent overhead,
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profesionalnog poduhvata skupljanja
sredstava sa 40 odsto troškova,
sredstava sa 40 odsto troškova,
15:26
but we're missing the most important piece of information,
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ali fali nam najvažniji deo informacije,
a to je: koja je
stvarna veličina tih pita?
stvarna veličina tih pita?
15:29
which is, what is the actual size of these pies?
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15:33
Who cares if the bake sale only has five percent overhead if it's tiny?
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Koga je briga ako prodaja kolača
ima pet posto troškova ako je mala?
ima pet posto troškova ako je mala?
Šta ako je prodaja kolača prikupila
samo 71 dolar u dobrotvorne svrhe
samo 71 dolar u dobrotvorne svrhe
15:38
What if the bake sale only netted 71 dollars for charity
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jer nije napravila nikakva ulaganja
u svom opsegu,
u svom opsegu,
15:41
because it made no investment in its scale
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15:43
and the professional fundraising enterprise netted
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a profesionalni poduhvat
skupljanja sredstava je prikupio
skupljanja sredstava je prikupio
15:45
71 million dollars because it did?
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71 milion dolara jer jeste?
15:48
Now which pie would we prefer, and which pie
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Koju bismo pitu tada više voleli,
i za koju pitu
i za koju pitu
15:50
do we think people who are hungry would prefer?
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mislimo da bi je gladni ljudi više voleli?
15:54
Here's how all of this impacts the big picture.
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Evo kako sve ovo utiče na širu sliku.
15:57
I said that charitable giving is two percent of GDP in the United States.
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Rekao sam da davanje u dobrotvorne svrhe
čini dva posto BDP-a u SAD.
čini dva posto BDP-a u SAD.
16:01
That's about 300 billion dollars a year.
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2737
To je oko 300 milijardi dolara godišnje.
16:03
But only about 20 percent of that, or 60 billion dollars,
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3529
Ali samo oko 20 posto toga,
ili 60 milijardi dolara,
ili 60 milijardi dolara,
16:07
goes to health and human services causes.
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ide u svrhe zdravstva i društvenih službi.
16:09
The rest goes to religion and higher education and hospitals
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Ostatak ide u religiju
i visoko obrazovanje i bolnice
i visoko obrazovanje i bolnice
16:13
and that 60 billion dollars is not nearly enough
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2922
i tih 60 milijardi dolara
nije ni približno dovoljno
nije ni približno dovoljno
16:16
to tackle these problems.
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2207
za bavljenje ovim problemima.
16:18
But if we could move charitable giving
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Ali ako bismo pomerili humanitarna davanja
16:20
from two percent of GDP up just one step
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sa dva posto BDP-a za samo jedan prag
16:25
to three percent of GDP, by investing in that growth,
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na tri posto BDP-a, ulažući u razvoj,
16:29
that would be an extra 150 billion dollars a year in contributions,
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3802
to bi bilo dodatnih dodatnih
150 milijardi dolara godišnjeg doprinosa,
150 milijardi dolara godišnjeg doprinosa,
16:32
and if that money could go disproportionately
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i kada bi taj novac
mogao da ode nesrazmerno
mogao da ode nesrazmerno
u dobrotvorne svrhe zdravstva
i društvenih službi,
i društvenih službi,
16:35
to health and human services charities,
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1700
16:37
because those were the ones we encouraged to invest in their growth,
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3181
jer smo njih podsticali
da ulažu u svoj razvoj,
da ulažu u svoj razvoj,
16:40
that would represent a tripling of contributions to that sector.
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4605
to bi predstavljalo
trostruke doprinose tom sektoru.
trostruke doprinose tom sektoru.
Sada već govorimo o većem obimu.
16:45
Now we're talking scale.
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1363
16:46
Now we're talking the potential for real change.
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Sada već govorimo o potencijalu
za stvarnu promenu.
za stvarnu promenu.
16:50
But it's never going to happen by forcing
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2312
Ali to se nikada
neće dogoditi primoravanjem
neće dogoditi primoravanjem
16:52
these organizations to lower their horizons
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2686
tih organizacija da suze svoje vidike
16:55
to the demoralizing objective of keeping their overhead low.
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na demorališući cilj
da održavaju svoje troškove malim.
da održavaju svoje troškove malim.
17:00
Our generation does not want its epitaph to read,
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3523
Naša generacija ne želi
da njen epitaf glasi:
da njen epitaf glasi:
17:04
"We kept charity overhead low."
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"Održavali smo niskim troškove
dobrotvornih organizacija."
dobrotvornih organizacija."
17:06
(Laughter) (Applause)
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(Smeh) (Aplauz)
17:14
We want it to read that we changed the world,
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2230
Želimo da govori da smo promenili svet,
17:17
and that part of the way we did that
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i da je deo načina na koji smo to učinili
17:18
was by changing the way we think about these things.
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bilo menjanje načina na koji razmišljamo
o ovim stvarima.
o ovim stvarima.
Sledeći put kada posmatrate
dobrotvornu organizaciju,
dobrotvornu organizaciju,
17:21
So the next time you're looking at a charity,
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2045
17:23
don't ask about the rate of their overhead.
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2241
ne pitajte za stopu njenih troškova.
17:26
Ask about the scale of their dreams,
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2219
Pitajte za razmere njenih snova,
17:28
their Apple-, Google-, Amazon-scale dreams,
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njihovih snova razmere
Epla, Gugla, Amazona,
Epla, Gugla, Amazona,
kako mere svoj napredak prema tim snovima,
17:32
how they measure their progress toward those dreams,
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1899
17:34
and what resources they need to make them come true
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2909
i kakvi resursi su im potrebni
da bi ih ostvarili
da bi ih ostvarili
17:37
regardless of what the overhead is.
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1850
bez obzira na troškove.
17:38
Who cares what the overhead is if these problems are actually getting solved?
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Koga je briga kakvi su troškovi
ako se ovi problemi zaista rešavaju?
ako se ovi problemi zaista rešavaju?
17:43
If we can have that kind of generosity,
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Ako možemo da imamo
tu vrstu darežljivosti,
tu vrstu darežljivosti,
17:47
a generosity of thought, then the non-profit sector can play
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darežljivost misli,
onda neprofitni sektor može igrati
onda neprofitni sektor može igrati
17:50
a massive role in changing the world for all those citizens
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veliku ulogu u menjanju sveta
za sve one građane
za sve one građane
17:55
most desperately in need of it to change.
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kojima je očajnički potrebno
da se on promeni.
da se on promeni.
18:01
And if that can be our generation's enduring legacy,
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I ako to može biti
trajno nasleđe naše generacije,
trajno nasleđe naše generacije,
18:06
that we took responsibility
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da smo preuzeli odgovornost
18:08
for the thinking that had been handed down to us,
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za mišljenje koje nam je bilo preneto,
18:11
that we revisited it, we revised it,
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da smo ga ponovo razmotrili,
revidirali ga,
revidirali ga,
18:14
and we reinvented the whole way humanity thinks about changing things,
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i preosmislili način na koji čovečanstvo
razmišlja o menjanju stvari,
razmišlja o menjanju stvari,
18:18
forever, for everyone,
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zauvek, za svakoga,
18:22
well, I thought I would let the kids sum up what that would be.
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pa, mislim da ću pustiti
da deca sumiraju kako bi to bilo.
da deca sumiraju kako bi to bilo.
Analisa Smit-Palota: To bi bila -
18:27
Annalisa Smith-Pallotta: That would be --
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18:28
Sage Smith-Pallotta: -- a real social --
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Sejdž Smit-Palota: - prava društvena -
18:30
Rider Smith-Pallotta: -- innovation.
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Rajder Smit-Palota: - inovacija.
18:32
Dan Pallotta: Thank you very much. Thank you.
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Den Palota: Hvala vam mnogo. Hvala vam.
18:36
(Applause)
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(Aplauz)
18:45
Thank you. (Applause)
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Hvala vam. (Aplauz)
ABOUT THE SPEAKER
Dan Pallotta - Author, speaker, reformerWe dream boldly in the dimension of our doing, but set the bar no higher than stability in our emotional lives. It’s time to dream in multiple dimensions at the same time, says AIDSRide Founder Dan Pallotta. He aims to transform the way society thinks about giving, and being.
Why you should listen
"The nonprofit sector is critical to our dream of changing the world. Yet there is no greater injustice than the double standard that exists between the for-profit and nonprofit sectors. One gets to feast on marketing, risk-taking, capital and financial incentive, the other is sentenced to begging,” Dan Pallotta says in discussing his book Charity Case. This economic starvation of our nonprofits is why he believes we are not moving the needle on great social problems. “My goal … is to fundamentally transform the way the public thinks about charity within 10 years.”
Pallotta is best known for creating the multi-day charitable event industry, and a new generation of philanthropists with the AIDS Rides and Breast Cancer 3-Day events, which raised $582 million in nine years. He is president of Advertising for Humanity, which helps foundations and philanthropists transform the growth potential of their favorite grantees. He is also the founder and President of the Charity Defense Council .
Dan Pallotta | Speaker | TED.com