����Ӱ��

Running a social enterprise takes passion, perseverance, and an honest approach to sustainability. In our recent conversation, Joe shared the realities - both the highs and the challenges - of building a mission-driven business that doesn’t rely on government funding or large grants.

"Doing something that you're actually passionate about is important. There's really no point in forcing yourself to be passionate about something. That doesn't work." – Joe Dunnigan

Joe highlights that social entrepreneurship isn’t for everyone, and that’s okay. Some ideas are better suited as charities, nonprofits, or even CSR projects within larger businesses. The key is to be honest about what your venture truly is and whether it can be financially sustainable.

Listen to People - They Will Tell You What Works

One of Joe’s most valuable lessons? Listen to your audience. "It's not rocket science, actually. All you have to do is listen to people. They will tell you what they're going to pay for." Visitors often suggest books, services, and ideas, and if they align with the museum’s mission, they consider offering them. This responsive approach allows the museum to remain financially sustainable without compromising its purpose

Reality Check: No One Will Magically Fund Your Idea

A common mistake aspiring social entrepreneurs make is assuming that funding will come later. Joe is direct about this: "Nobody is going to help you. You're not going to get a phone call telling you, ‘Hey, we love what you're doing, here’s money for your salaries.’ It’s just not going to happen." Social entrepreneurs must find their own path to financial sustainability. That means thinking through the business model from the start rather than assuming grants or EU funding will fill in the gaps.

A Mindset Shift: Ask for What You Want

For those starting out especially in Estonia Joe has one crucial piece of advice: “ask for what you want”. "If you just go to people and say, ‘Can you do this?’ they’re often surprised but say, ‘Yes, sure.’ People respond well to honesty and frankness. It’s a little trick I found in Estonia.”

Be Honest About Your Business Model

Social entrepreneurship is a broad term, and not every impactful project needs to be a social enterprise. Joe believes that SEMA students, in particular, should use their time in the programme to critically assess their ideas: "Is my thing a social enterprise like mine, where we don’t have funding? Or is it actually a nonprofit that will rely on applications for funding? Or is it a CSR project for another company? And that’s fine—just don’t try to force it to be something else."

His final advice? - Keep your vision strong. The legal and financial aspects of running a business are just logistics. If your vision is clear, it will carry you through.

Want to support Joe’s mission? Visit the Banned Books Museum, join a tour, or check out their collection of censored books.