All the marketing gurus tell us that the trend these days is to make sure your customers know we have a social cause. For example, if you sell shoes, you may want to send a pair of new shoes to a foreign country for ever 3 pairs you sell in the U.S.
Morningstar is basically a social cause within itself as a company. Linda and I had grandparents go through the traditional nursing facility experience and believed there was a better way to provide long-term care for the elderly. If we understood the enormous challenges we’d face setting up a business that had a social cause at its core we might have been frightened away from starting one.
But thanks to the families of our residents believing their loved ones deserved something better, we’ve persevered and here we are nearly 8 years later still providing a counter-cultural way of taking care of up to 93 seniors in Kansas.
Because we are blessed doing this, we have another social cause that is developing. In a nutshell, we are helping fund new business startups in India so church pastors and members of their congregation can be self-sustaining. The fancy buzz word we use is “livelihood projects.” Boiled down, we want to teach a person to fish and give them a fishing pole instead of giving them a fish.
This photo has given me a lot of joy this week. Through our involvement, these gentlemen have purchased two rickshaws with electric motors to provide taxi service in northern India. If this business succeeds, we have 30-40 more in our pipeline to evaluate and fund with our ministry partners.
Without our loyal families, this wouldn’t be possible. We are very grateful to you.
–Scott D. Schultz, Founder and President