Forging Meaningful Collaborations – Nick Ede

[00:00:00] Welcome to the impact on the crown podcast series. I’m DSM Malati CEO of what impact.com a tech for good company with the mission to become the LinkedIn of CSR. In this podcast series, we’ll dig deeper into what it takes to make an impactful change in our society. I’ll give a voice to charities, social enterprises, companies, grant-makers individuals and government officials who all have one thing in common.

They are keen to make a difference. We dive into practical solutions and observe the dynamics of those who have resources to give. And those working with the beneficiaries on the ground, let’s start making an impact. Hello, Nick eat. [00:01:00] Uh, welcome to impact on the crown podcast. My dear friend, thank you for having me here.

It’s so great to have this open conversation about lots of exciting things. Meet Nick eat is really to miss the charity. Uh, there’s a huge list of things that he does and everything is related to charity somehow, but he’s a special person in that sense that he’s harnessing PR. All this kind of a publicity sponsor shapes and he’s fast.

Into helping different kinds of courses and helping, uh, tardies to promote themselves and fundraise. So, uh huh. Where to start the new year S uh, you know, kind of challenge you taken on east to be the lead host in Sunday, lunch on Saturday, right? Tell us about that, uh, uh, job and actually is this charity radio new thing?

Yes. It’s charity bull radio is a new social enterprise, which, um, I actually read about about [00:02:00] six months ago and I thought, oh, I’d like a bit of that. Not that I hadn’t been working at all and anything else tear, but during lockdown I thought, well, I might as well give it a go and I’ve always loved radio.

And I’ve always thought that actually radio for good is a really interesting way of. Good things are a bit like what you’re doing with this podcast, because it’s a really strong way of communicating and getting some of the great stories that people have up and down the country from not just the big charities, but also the small ones.

You know, the ones that are led by a family member who has, you know, family member died, or, or they want to help with a disease that people might not have heard of, but it’s not, you know, not massive lots of funding. So that really was one of the things. Got me to it. And I was asked if I wants to host a radio show.

I thought, well, you know what? I might as well. So mine’s closed Sunday. Dr. Nikki is on obviously every Sunday, 11 o’clock and we have a really good mix, obviously of great music, which I love. Uh, but we have lots of good news stories and we talk about things up and down the country, whether it’s the smallest, you know, somebody’s walking around their garden [00:03:00] for 20 pounds through two massive, big fundraisers, and also things like the Virgin, uh, giving.

Marathon, et cetera. But also we have some really great guests. So every, every week I have people from different charities. Why they do what they do, how people can fundraise and it’s a shout-out as well to really get involved. And that’s, what’s so excited about it. Oh, and I love it because it’s all good news.

Although the tardies might be kind of the ideas or their kind of theory of change might come from some kind of ordeal or challenge. But the positive thing that people are doing something about. And I think, you know, uh, this kind of a good news radio is always welcomed. So yeah. How do people, uh, listen to it?

Uh, how do you get to the radio mine@wwwdotcharitable.radio. And also if you speak to Alexa, our best friend, Alexa and enable charitable radio, it suddenly pops up and there it is. And it’s a really good. Um, radio show, not just mine, but the whole station is really great. And also [00:04:00] if you have a look online as well, uh, they have some brilliant information.

We’re going to have you on that. Oh wait. Cause I think what you do and you know, everything with what impact is so important. And I think people need to know more about you, especially with what you do with matching. Yeah. I think there’ll be a lot of interest from different charities and people listening to the, to the show.

So it’d be great. Oh, thank you. I will pay. Delighted to hum um, you have your passion, uh, kind of course, I would say, um, you advocate for stroke awareness. So you have your own, uh, charity that is fundraising style for stroke. Could you tell us about it? Yeah, of course. I mean, my, unfortunately my mom died when I was 23 and that was 24 years ago and it was a very massive impact.

And I had no idea what a stroke was. You know, we have been taught about HIV and about breast cancers and different kinds of cancers, leukemia, et cetera. But nobody from a young age has ever taught that stroke and affect anybody of any age. It was very frustrated. And, and so I [00:05:00] sort of decided that in my spare time, I’d become a fundraiser for the stroke association, which I did.

And then over the years, obviously, as I’ve got to know more people and I’ve kind of become a little bit better known, I thought, right, actually I can utilize the people I know, and the things I can do to really make an impact when it comes to stroke awareness. So four years, five years ago, I set up style for stroke as an actual.

Uh, grant giving charity. And what we do is we give money to, um, the stroke association, but we only give to under forties, uh, and it’s all about actual care rather than research. And we also give to a charity called interact stroke, which is a brilliant charity, too. Basic sends, uh, actors into stroke units up and down the country to, uh, speak and write and read to stroke survivors, help them with their cognitive, um, use their brains and also give them that opportunity listened to the peoples of crate, coming out with different characatures, et cetera.

And it’s a great from a therapy school point of view. And staff for stroke is my [00:06:00] passion. We do every year we do a t-shirt campaign and we have brilliant designers, whether it’s this year where we had a guy called Simon Anthony Ford, who just, who was designer from Burberry. And we’ve had lots of celebrities designed from us, from Kelly Osborne through to Maltby.

And, um, I love what I do. And then every year we have an annual. Uh, fundraiser, which is called the fall ball. Obviously last year, we couldn’t do it, but this year we’re going to be doing it in a sort of October, November time. So I’ll be telling you when that is. I’m sure it would be fine party. Yeah. So, um, uh, we are here to talk about kind of your ongoing profession.

So you are a founder and CEO of east of Eden, which is a long running PR agency. And. Sponsorship agency, I would call it an, you match a lot of charitable causes, which companies do fundraisers and sites. And, you know, uh, could you tell us about that? You know, w what made you set out set it up in, in the first place?

Because I don’t really kind of [00:07:00] recognize any other kind of PR agency who would be purely focusing on charitable. Thanks. Yeah. Well, I suppose I’d worked in the consumer space for 15 years and I’d always had, as you know, as I’ve just said to you for 24 years, I’d had this core of wanting to give back and I felt, um, that CSR was becoming a really big thing and that’s corporate corporate social responsibility.

And also, um, I felt that there was an opportunity. To match, as you said, uh, businesses with charities and look at how you can piggyback off the two, you know, celebrities, uh, support, lots of different charities and brands want celebrity support. So there’s a way of balancing that out that might not necessarily be through sponsorship, but the value comes in what the business has and what the charity has and what the talent has.

So the idea is to marry of the three together and also to work in a research TJ way. You know, I noticed lots of, uh, Agencies were surcharging big bills for [00:08:00] monthly retainers. And I was very much about less to a campaign. That’s just a three-month campaign to show a charity that we can go from beginning, middle, and end and show them how we can awareness built, but was a fundraise too.

You know, I’ve always been somebody who believes that the money staff comes from, um, the big sort of businesses and where the Sainsbury’s. No, 2% of their bags go to whatever charity that’s their job. My job is to really drive awareness and create a noise and also make charity sexy. I’ve always been that person as thought, right?

Actually, let’s look at how we can do it. And as I’ve kind of progressed, I’m more about also the smaller charities as well, giving them a voice, allowing them to speak. And because they’re just as important and there’s a lot of bureaucracy, as you know, when it comes to charity where there’s a lot of a difference between people the money and where does your money go?

And I want to make it much more transparent and allow. People who to benefit in a bigger way. [00:09:00] Yeah. And, and, uh, as you know, I think your point here is that you are focusing on the most impactful charities, different kinds of charities who maybe we haven’t heard of because of lack of awareness. And that’s exactly what, what impact.com is about as well.

You know, if you don’t have the charity shops on the high street and you kind of get that awareness, you know, there, there are quite a little ways with small budgets to become known. And, uh, it’s very important that these niche courses and also local charities get the awareness. And I think it’s amazing that there are services which could be affordable for them as well.

Uh, let’s talk about this kind of, uh, advocacy, you know, kind of the celebrities, sports people, you know, even companies who, you know, have a good reputation, whether it’s kind of local reputation or whether it’s nationwide or international and, uh, you know, reputation, what can these so-called funders or sponsors, what can, what else can they do for [00:10:00] charities other than giving money with their kids?

Brand awareness where it’s all about leveraging Raylene. It’s also utilizing, as you say, the brand themselves, and it’s not just about, you know, writing a check it’s about actually utilizing maybe that communications to their staff and timely utilizing the fact that they’ve got lots of advertising space, potentially that they use up and down the country or digitally or on television and looking at how they can potentially partner with a charity and promote them through that.

So, you know, for instance, I worked with a company called Miramar, which is a media bartering agency. And what’s great about them is that they have a media that’s available, that they sell to different advertisers. Um, but this potential, when there’s leftover, they give that to charities. So for instance, Suddenly I get a full page advert in the Telegraph or the Metro for staff or stroke, which I could never afford to buy myself, but because it’s distressed inventory in an advertiser’s eyes, it’s actually [00:11:00] valuable inventory for me.

And I think it’s for charity, for chat, for businesses and charities to talk to each other, to work out how they can benefit each other. You know, one of the first things I ever did was go to all the shows in the west end of London and say to them, give me one night, you know, a preview that you’ll normally get for free anyway.

And let me fill this up with people buying tickets, but give me all that money to a charity. You know, in one night you can make 50,000 pounds for charity. The show’s full F the performers who are potentially performing usually to a half house. Cause it’s a preview. I’ve got a full house of people loving it.

You’ve got some celebrities there who are Instagramming it and tweeting it and it’s all for a good cause. So to me, that’s a win-win and that’s kind of, has always been my, um, approach is to show people in a simple way that one act can do lots of good philosophies. Yeah. And I guess in like you were explaining that it’s really like a case of the shared value, invest, everybody gets value.

And [00:12:00] of course, if let’s say companies or they are theaters or somebody is contributing something, it’s totally okay for them to benefit from it. It doesn’t have to be hidden philanthropy. And then you are somehow more crisis, you know, organizations. The more companies and funders benefit reputationally or otherwise from this collaboration and the more they give and I guess everybody wins.

Well. Yeah. I used to, you know, I used to call it fountain raising now called it friendraising because the fact of the matter is you make these people friends, and like you just said, you know, everybody has to benefit. So if a theater comes to you and say, You we’ve been in a pandemic and we need to make a profit.

You turn round to them and say, well, look, you’re going to make money from, if I’m going to bring you a hundred more people in you’re going to make a hundred more sales of your programs and your ice cream. And the word of mouth would probably get you 200 people coming, you know? So you just leverage it that way.

You talk about it and you, but you work too. And you also don’t shoe horn, something in, I believe everything has to be [00:13:00] natural. So for instance, if it’s, if it’s a female led show and it, oh, no, actually that’s true about magic Mike, for instance, the magic Mike is a great sort of fun dance show with lots of guys, all the girls go to it, but actually, um, we’ve talked to them about doing something for a testicular cancer charity.

Yeah. It feels right. You know, it feels like the right thing to do. It works really well. The guys are on stage, you know, to tell your wife, to tell her husband to have a check. And that works really well. And I think if you’ve got really good through line, the same thing with wicked, the musical, we did a thing with them with anti-bullying cause wicked is all about being somebody who might not be accepted in, in an environment.

So if you do it with a truthful charity, then it creates a really nice story. That’s win-win forever. Yeah, definitely. I think this is, it’s like a strategic partnership in that sense that you’re sharing also, you know, uh, some kind of mission, some kind of a common philosophy, and then it becomes very beneficial for each party.

So I thought just [00:14:00] artificially built and connected, like here, these examples, what you’re told, you know, uh, amazing. And I think also in, in like a company side, when they are thinking strategic. What are the kinds of the course? What is the difference we want to make? What is the message we want to send to our stakeholders when we are doing any charitable, you know, goal operation, they should really think with open-minded, you know what what’s in the company that they would like to address, whether it’s comes from the staff, whether it’s related to their industry, whether it’s some kind of local.

Uh, you know, kind of aspect, some kind of challenge that they want to solve. And I believe, you know, there might be very powerful collaborations at hand if you really think strategically and then start finding the partners. Yeah. I think that was all great. Yeah. That’s, what’s great about what impact though, because what you’ve done is you’ve created a service that allows people to look, as you just said locally.

And look at how they can match, but also [00:15:00] then nationally as well, and look at how, where their impact go and who can match with who. And I think there hasn’t been that sort of service before and something which is so easy to use and has got so much information in it, which is easily digestible and that’s what people need.

So that’s, what’s great about what you’re doing. And I think that. Moving forward, hopefully lots of different brands and also businesses and fundraise fund givers will be able to use your service to, to, um, find the right match for them. Yeah. Thank you. Yeah, we are hoping to, and we are having amazing companies landing to our website every week.

And I think the beauty is also that we give power to charities and social enterprises that companies can make very specific offers. With money or skills, packages, services, products, whether it’s shampoo bottles or whatever it is that you have in your story. And then charities and social enterprises can apply to those resources.

What they actually need. As we both know that, [00:16:00] uh, you know, tardies are, you know, they’re run by lovely people. And sometimes when companies contact them, they might be kind of welcoming resources that they don’t actually need because they don’t want to say no. And we have statistic that 50% of charities have taken wall interiors.

They didn’t. Or want, because they didn’t want to turn away, you know, a company because they thought that Amit, oh my God, maybe we then turn away something else, maybe in the future. And, uh, you know, I think like you mentioned that it’s all about communication, understanding each other, and that’s what we are trying to achieve as a brand.

And even with this podcast series, that there is an open discussion, uh, our values matching. Yeah. And, uh, Resources that resource giver has. And what does the charity actually need open conversation? If there is no match, then it’s better to move board on and then maybe find another partner. But if there is a match let’s discuss and see what resources you know, [00:17:00] could be then distributed.

But I’m very interested in about that. A little bit more about the celebrity, uh, you know, aspect or if somebody has a really good reputation, uh, you said that it can be very powerful for charity. So how does it then work? I mean, well, I think somebody, some, I mean, one of the best examples during the pandemic was Marcus Rashford, who.

Obviously it’s very, well-known famous footballer, but also, you know, he decided he would talk about food poverty and in schools and everywhere. And he basically harnessed that and made it into something that everybody up and down the country was aware of. And so he used his social media, he used his platform, uh, and.

Used it in a non patronized way as somebody who is now a superstar owning a lot of money, but who came from a family who had to have sort of food banks, he had to go to and what his, um, his kind of celebrity and his voice has done [00:18:00] is not just have an impact on the charity that he supports, but also other ones.

Have opened up the government then talked about it. It then became something that was talked about in the house of parliament. And it became something that actually everybody up and down the country was aware of and strategic change when changes were made. And that to me is the best sort of way of harnessing celebrity.

Again. If you look at something like, um, I’m just about to say, can’t remember his name actually. Um, if you look at some of the big, there’s a puppy farming charity at the moment who talks about that, and again, during the pandemic, a lot of people were buying dogs and then leaving the dogs, you know, it was a big issue.

Yeah. And, you know, although you might think, oh, well it’s only a dog, you know, dog is a massive part of most people’s lives. So to get that again in front of parliament to stop this kind of behavior and using celebrity, like people like Ricky Gervais is, is that it who have got big voices who are also extremely passionate and honest about what they do, then I think that becomes [00:19:00] really credible.

And that’s my main thing. You’ve got to be honest about it. Yeah. There are lots of celebrities that we see. We’ll just jump on a cause and you kind of think cynically they’ve just either been asked to do it was part of that. Remit. Whereas there are lots of other celebrities who are extremely passionate and obviously I work a lot with Eva Longoria, the actress and activist, and she really isn’t.

It. She is somebody who deeply believes in education and education for women. And she is very, you’re very passionate about that and passionate about change, especially for Latina women, of course, because she is herself, but she wants everybody to have as much opportunity as possible. And so when you hear something for somebody like that, who has a massive global platform and it can use it in a strong way that it becomes, and then it becomes so, uh, there’s no, I’m going to say you can place on it because it really is the most perfect way.

Yeah. And I think, um, even, uh, many companies can consider themselves, you know, kind of very good advocates. Maybe they are not celebrities, that’s us, both, you [00:20:00] know? Uh, but they, you know, like you said that they have lots of staff, some companies are very big. If they start to talk about something, even their staff can be 10,000 or 5,000 or 1,500.

Those people are already an audience, but also then, uh, you know, many companies don’t probably realize that if they take a stand on one kind of topic, you know, they can spread the message, not only the employees, but also other companies, whole of their subcontractor chain, you know, they can talk to the, uh, Sarah holders, other investors, you know, all kinds of other parties and there might be tens and tens of organizations.

Thousands of people that they can spread the message. So they are also very like important platform. They’re all the store, you know, they’re, they’re the, all the people, they’re the th that’s what I do for staff a stroke. I, I made sure that we created t-shirts, which had, uh, we had created a t-shirt Rangers, the big, first one we did with famous last words, which are celebrities, who basically [00:21:00] had to give their last words that they could say, because when you have a stroke, You can get a thing called a Fazio where you can’t actually articulate.

So I wanted them to say what their last words were. And so what we did was we created a conversation and that’s what you want. You want people to come out of their environment and create a conversation, which as you say, can trickle down into the workplace or at home or school. And that I think in very interesting with something like LGBTQ rights with the gods to say pride month, which is just finished.

You know, it’s not just about month or a day, it’s about the whole lives. And I think people have to realize that, yes, it’s brilliant to have an awareness month, but actually that wellness has to carry on every single day because people like myself and lots of friends of mine and lots of friends of yours, we all live and breathe it because that’s, that’s who we are.

So I think, you know, once you, once you create the conversation and you perpetuate it and carry on in a positive way, then it can have a really strong impact. So we’ve been talking a lot with [00:22:00] Saturdays, um, that may be working with very nice courses and some very kind of delicate courses, I would say. And, uh, uh, examples, you know, um, let’s say herpes charity.

Uh, we’ve been actually, I had a podcast as well. Uh, the CEO, uh, participated in the set that, uh, they have never had. Any company. I think they once had some kind of pharmaceutical kind of supporting them a little bit, but otherwise companies don’t want to start supporting her piece because it’s such a stigmatized area also.

Um, uh, we’ve been talking in a lot with the eating disorder charity and kind of, that’s also quite delicate subject for company to kind of take a stand that, okay, we are supporting this course because. It’s it’s a very difficult kind of, uh, subject. What do, uh, tell that these charities, how could they fundraise?

How, what, what would be the link to the companies? Why would. S, uh, consider why should [00:23:00] they rethink how they are thinking? I think, I mean, listen, I think obviously there are sexier charities that people obviously go towards quickly, especially if you’re in a business because it’s a quicker win rather than something that’s a little bit more serious.

And as you say, with regards to something like a herpes charity or a eating disorder, charity, they are, they are areas which, uh, create, uh, sort of, uh, Different opinions. And so you have to be really careful. And I think that the most important thing for the, uh, I say is happiest charities is as you just said, look at pharmaceuticals, look at, look at it.

Obviously the spread of it, how it’s spread. So then think about whether you go to a condom company or whether you go to a big pharma company, because obviously they’re the ones who are going to be trying to help. And also, I suppose it’s actually as well. Telling people where that money goes, you know, you’ve need to know where does that money go?

Is it practical money? Is it educating people about herpes and how you can have it, or is it going into, um, other resources? So [00:24:00] I think that is the most important thing to tell them where it’s going. One of my friends has a eating disorder, charity, which is called seed, which is a fantastic charity, which obviously goes around schools and educates them.

And, you know, unfortunately what a friend of mine and a friend. Passenger who runs a charity. Nikki Graham from big brother died during the pandemic of, of, of anorexia and. Obviously created a massive interest in the charity and it highlighted actually saw a big increase in people donating as well. And the money that people donated to in memory of Nikki obviously went to the charity and hopefully educate and help other people who were in a similar situation.

So that’s kind of a sad byproduct of that, but I think it is always good to get people who are genuinely. A great spokespeople who can talk about it in a re strategic really layman’s terms, not be patronized and be like, you know, herpes happens to X amount of people in the country. Bulemia happens to X amount of men and women, obviously more.

Um, [00:25:00] and this is why, and I think it’s about just educating and being honest and being quite simplified and telling us why you need that money and where that money is going to go. And I think then probably it, hopefully they will get more. Yeah, I’ve always kind of, when we talk with companies and, uh, you know, we’ve created quite a lot of material about it also that how to create like a CSR strategy and, uh, specifically kind of commonly engagement strategy, what are the courses you should be taking on kind of, how should you think about it?

And I I’ve been always saying that yeah, there, you know, should be kind of the local aspect. Either, even if you’re like a nationwide company, you still have local offices and you have to be irrelevant, then there might be interest or link you, like you said, like a pharmaceutical, it could be, you know, supporting some kind of illness, but I guess every company could kind of.

Uh, take one kind of a, how would I say societal is topic, whether it’s environmental or illness or any kind [00:26:00] of, uh, kind of a thing that they could take ownership and even like this herpes, although it’s a difficult topic, but 70% of the world population ha ha has it, which means 70% of the employees have it, except the eating disorders.

They are not successful young people. They are all ages. You know, there are so many different kinds of eating disorders. We don’t even know. No as a general pop plate, but they, uh, the, you know, the numerical, they are the biggest numbers. So lot of adults, uh, thirties, forties, fifties, suffer from different kinds of eating disorders.

We are not aware of, which means again, maybe many of the company employees are amongst these people. So actually the company could be helping their own stuff. By investing in these courses. And that’s always my kind of advice to them to think about it this way and be brave. Use your platform. If you’re a respected company, you have a voice.

And when you take out this kind of a difficult topic, [00:27:00] people look up to you and they’re like, wow, they do. I mean, we, we did a, an event when we ha we look after a place called ocean beach, which is an Ibiza, which is a fabulous, uh, beach club. But, you know, Decided to do something for charity. We working with MTV, staying alive, which nature Hy-Vee charity.

And, you know, ocean beach is very well known for absolute gorgeous people. It’s like a real life love island. Everybody’s probably kissing and doing lots more, you know, when they’ve been at the club and they leave. And so for us to sort of give people condoms, as they entered and condoms, as they left. To are with information about the spread of egg plus, uh, uh, uh, safe sex sort of education bit, and also kind of still made it sexy.

Cause we had like brilliant DJs, et cetera was a really strong thing for them to do. And it worked very well in, in, in ocean beaches PR because people went, wow, you know, Encourage people having fun and enjoying themselves, but they’re also saying have fun, enjoy yourself, but also be aware. And I think that’s, it was [00:28:00] really brave.

And I think, yeah, as you say, other businesses should do that. I think what the biggest issue is that usually a CSR campaign comes from one person and they will maybe have a family history of something. And so they decide it goes to that charity or they will see children in need or they’ll see, um, melons coffee.

And they’ll look at, look at that as a sort of taken that box, but I totally agree with you that there should be maybe a beauty parade, 30 charities ever, or 20 charities and people can choose and then decide maybe who they benefit, or they percentage it AARP or whatever, you know, and they do a big fundraiser and a bit of that factions of that go to different causes because everybody is going, going through something that we don’t know they’re going through.

And everybody deserves to raise money and awareness for things that we might not necessarily know they’re going through. Yeah. And I guess in, in, in companies, you know, uh, both aspects are important that you kind of have your own, like a corporate level or company, like a board level [00:29:00] director levels, strategic choices, which are even supporting your business goals, you know, that kind of decisions who is support, but then there is another aspect of giving voice to employees, you know?

Uh, so, and I see that these are very many times. And of course, if a company employees are choosing lots of tens of different charities, because they should be, if they are doing payroll giving, they are fundraising, the money should go exactly where they want to go, but it’s not supporting the company’s strategic goals in that sense, because you know, it’s made by maybe.

Different people, different charities, obviously it’s, it’s, uh, helping with the employee satisfaction retention and all that aspect. But the company suit maybe make a difference between these two and then think about it. Okay. These are employed driven decisions. And then we have this kind of like our brand related kind of layer of CSR as well.

And that keeps then [00:30:00] opportunities again for different kinds of charities. I think that’s really clever. I hit the issue is unfortunately that time and who’s doing it and who’s going to actually strategically do that and help people in it because I think the biggest problem with lots of the big businesses are that they kind of do their thing.

And then they. They have other stuff to do, as we know, you know, my big thing is, is I called everybody in every day. I call myself in everyday for them for best. That’s how I see you. You know, we think about goodness, good things all the time, and we’re not doing it. I’m not doing it in a awoke fashion. I’m not doing it like a savior point of view.

I’m just thinking actually that could impact me and actually impact other people. And it’s really simple. And I think that kind of stuff, that gratification that you can give to yourself, Is actually a really nice way. If you can’t get your business or your boss to benefit a charity of your own, you can look at other ways.

And I’ve been, I’m, I’m fascinated by this thing. As in, in, um, [00:31:00] Canada, there’s this thing called 10 men and Basey is 10 guys who get together every month and they, um, they all have to raise a hundred dollars each. But they can’t write a check and they cannot be given it. They have to do something. So these guys are CEOs and they have, they wash cars, they do a bake-off, they have a barbecue and everything they have to get is free, but their friends pay them.

Then, you know, they buy the cakes or whatever, and then they have their. Pool this a thousand dollars that they’ve got from each of them getting a hundred dollars each and then they decide to pay it forward and they give it to somebody in need. And it’s such a lovely thing to do. And it’s very simple and I kind of encourage everybody.

Around me and in my life to think about that model, because you’re really doing something for nothing but the impact that you’re going to have on other people and yourself by watching, because you know, it is so huge and gratifying that it [00:32:00] makes me really happy. Yeah. And I guess in that example, you said that they are company CEOs and maybe take time would be much more valuable than maybe the a hundred pounds.

But like you said that, you know, they are people with lots of networks and when 10 people start spreading this message also, it’s also media. They communicate, they will help with their, their, you know, uh, kind of friends to get gain awareness for any cause or any kind of challenge in the society. So they are harnessing again, the communication as well.

What about good? But if one, if a CEO has got this challenge to raise a hundred dollars without. Using his own money and he goes bakes cakes and gives it to takes it around his neighbors. His neighbors have all helped Australia. Yeah, they’ve all helped someone and it’s such a lovely feeling because they all feel they’re part of community and it spreads that story.

And that’s why I think that [00:33:00] to me is kind of the way that I now live my life. And I think about everything in that respect. Yeah. Well, it’s, it’s the truth that, you know, we, uh, And like as humans, everybody just gets so much benefits from doing good. And, uh, also, you know, in, in companies, you know, every single person who is working for the company wants things to happen, you know, and of course, then the decisions might be made by few people.

Like you mentioned. On the name of the company, but everybody within the company is, you know, should be made proud of, you know, whatever the company contribution is, even if they themselves didn’t participate. Uh, and, uh, actually there has been studies done in the United States. Where they miss heard the satisfaction, like job satisfaction and how proud people were about volunteering within an organization.

And the results came back that those people who volunteered and [00:34:00] who didn’t participate, but knew what other people have been done. They were. Because even those who, those people who didn’t participate or while they’re themselves, they were still proud of the company and the achievements were made. And then they, they got the satisfaction from their job, you know, kind of, um, kind of the fact that the company had been contributing, uh, sites.

And I, I thought it was quite funny that we were human. So. Funny creatures that, you know, uh, get gratified by osmosis. I think that’s quite good. Anyway. Um, thank you so much, Nick. It’s been lovely to chat and, um, I will be visiting your soul so soon. One Sunday lunch. Uh, and, uh, yeah. So if people want to reach you, where, where can they reach you maybe on LinkedIn or they look at me on LinkedIn, obviously it’s Nikki or my Instagram.

and if you have a look at my website, which is www.eastofedenpr.com, you can [00:35:00] see everything that we do, but thank you, you so much. Thank you so much. Okay. See you soon. Bye. So thank you for tuning into what impact on the crown podcast. It’s been great to have you with us. I’m the ESR mulatto CEO of what impact.com a tech for good company with the mission to become the LinkedIn of CSR.

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