VA
Insights

Golden Wings (金羽翼) is a social enterprise in Beijing serving underprivileged children including those with autism. It uses art therapy (drawing, music, dancing, and nature learning) to improve the life quality of disabled children, helping them to pursue aspirations of art and realize their values to society. Golden Wings also sells the paintings created by these kids, in the form of calendars, post-cards and other printings. A significant portion of Golden Wings’ sales revenue is given back to those children’s families, or to support “Golden Wings trainers” to offer art trainings to more underprivileged children.

Golden Wings is one of the 5 winners of 2011-2012 British Council Skills for Social Entrepreneurs project “Diageo Keep Walking Fund” Award. As a result, it received one year of hands-on consultancy service from VA. With its matured business model and strengthened organizational capacity, Golden Wings became the first to receive impact investment from Xinhu-Yu Venture Philanthropy Fund.

Review of Golden Wings’ Performance in 2012

Social impact indicators:

• Beneficiary #: Trained approximately 70 children with disabilities, increasing from about 30 children in 2011
• Benefit received: Among the 70 children trained, 37% of children’s drawings were converted into print products, and on average of RMB 2,200 was given back to each author, a 100% increase compared to 2011
• Support the trainers: Teachers received subsidy, therefore, they are able to offer low-cost training to Golden Wings’ students

Financial impact indicators:

• Revenue: About RMB 1.3 million in total (see charts below)
• Profit: net profit of 18%, 100% reinvested in the social enterprise
• Sales channel: Flow gallery became a new revenue driver (see contribution of each channel below). There emerged three models of flow gallery: 1) Industrial park; 2) commercial plaza; and 3) Corporate.

Value Added by Venture Avenue in 2012
Capacity building:

• Supported Golden Wings to set up strategic plan, aligned strategic focus on “flow gallery”, streamlined training / membership management operations.

Partnership building:

• Connected 6 CSR partners including GE, Mercedes-Benz and Beijing TV, etc., which contributed to over 50% of Golden Wings’ sales revenue in 2012.