En Classe is an educational foundation operating in Kinshasa, capital of the Democratic Republic of Congo (DRC), one of the poorest countries in the world, where nearly 61 million people live on less than $1.90 a day. Twelve million children do not attend school and only a quarter of those who do ultimately complete secondary education.

Charity fundraising in the UK was a deep red ocean when Comic Relief’s Red Nose Day started. Costs were up and donations were down. To stand out from the crowd, organizations had to work harder at fundraising and marketing. Yet Comic Relief’s Red Nose Day rapidly achieved 96 percent national brand awareness and has now raised over £1 billion without spending anything on marketing.

In June 1998, The Board of Directors of INSEAD, a leading international business school based in Fontainebleau (France) had to decide to proceed with an investment in a second campus in Singapore. Over the past 20 years INSEAD had established an international reputation and had developed some expertise on Asian business.