What is Purpose? 2 Purpose is a social business that builds movements to unlock people’s power to change the world. We are a global team of strategists, creatives, technologists and organizers. Together we’re creating a 21st century toolkit for participation and social action driven by movement thinking. We deploy those tools around the world to create social and business value.

HEADER TEXT Participation is the core of impactful movements 3

Power that can have real influence 4 Participation must engage levers of power that can enact real world change ConsumerCulturalCitizenCorporate As drivers of the modern economy As curators and creators of content As voters and activists As shareholders and employees

1) Story of the movement Identifies moment in society, the market and the company Articulates a better future if movement succeeds Movement story is embodied in the narrative and messaging 2) Campaigns, Partnerships, Communities Develops specific strategies for marketing to targeted audiences Has a clear ‘arc’ and associated commitment curve Explores the possibility of product enhancement through key partnerships Fosters a robust online and offline community 3) Actions, Moments, & Content What members are asked to do Movement ‘moments’ to drive interest and attention Creative pieces of content and highly visible tactics to organize new and existing members The Foundations of Movement Building cxzcxzcz 5

Building and scaling engagement 6 ENGAGEMENT INDEX COMMITMENT OVER TIME Committed Core Activate and empower evangelists New Members Achieve scale with low-barrier, viral actions VIEW LIKE JOIN SHARE CREATE PURCHASE/DONA TE ATTEND CONVENE To build and scale communities, we have built proprietary technologies and strategies that create low-barrier entry points and progressively build commitment

What is a social mission narrative? 7 A social mission narrative is a meta narrative of the social impact that an organisation aims to make in the world. It highlights the core problem that the organisation is working to solve, the values that drive the organisation, and the unique approach that the organisation takes to solving that core problem. The social mission narrative should reflect the voice of the organisation, and should be compelling to a broad public.

Compelling social mission narratives share three building blocks 8 INTENTION AND PRESENCE Core problem: What is the fundamental challenge that we are trying to tackle? Heritage: Historically, how has our company added value to the world? Voice + Personality: How do we see ourselves as changemakers? Team: Who is behind the social mission and what role does the staff play? Our solution: What do we think is the best solution to the core problem? Execution: How do we execute this solution? Champions: Who are the core people we need on board with us to solve this problem? THEORY OF CHANGE Core values: What do we, as a company, value? Orientation: Are our values top-down or bottom-up? Accountability: How do we hold our team and our stakeholders accountable to our social mission? VALUES & PRINCIPLES

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