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Charitable Business Conference Series «General Meeting of Directors»
How we gathered 700+ top managers and donated the profits to help children together with the «Sinyaya Ptitsa» Foundation and the Konstantin Khabensky Charity Fund
- Reading time: 13 minutes
Three years, three business conferences, and hundreds of participants united by a dual goal - to grow their businesses and help others.
We launched the «General Meeting of Directors» as a platform for sharing experience, but the project quickly grew into something bigger: every year, we donated all the profits to charity. This is the story of how a business conference can change lives both inside and outside companies.
We launched the «General Meeting of Directors» as a platform for sharing experience, but the project quickly grew into something bigger: every year, we donated all the profits to charity. This is the story of how a business conference can change lives both inside and outside companies.
Organizer
The conferences were organized by the creative agency SICHKAR GROUP in partnership with the consulting agency ARKA GROUP. We were the initiators, creative team, and operational crew, developing the format from a local business meeting in Krasnodar to a federal business conference in Sochi.
When we came up with the «General Meeting of Directors» in 2015, we weren’t chasing scale. What mattered was gathering people who shared our values. Over three years, the project grew and became more complex, and with it, our ambitions and, most importantly, our contribution to the community. We’ll show how the goals, tasks, and format evolved.
When we came up with the «General Meeting of Directors» in 2015, we weren’t chasing scale. What mattered was gathering people who shared our values. Over three years, the project grew and became more complex, and with it, our ambitions and, most importantly, our contribution to the community. We’ll show how the goals, tasks, and format evolved.
Krasnodar: a business conference for owners and top managers
General Meeting of Directors 2015
- For SICHKAR GROUP, as a creative agency, it was important to demonstrate a deep approach to business challenges and expertise in marketing and event organization. So we chose to offer value through a high-quality business event that would address specific company challenges and bring real benefit to participants.
Solution
This gave rise to the idea of the «General Meeting of Directors» (GMD) - a closed business conference for owners, top managers, and marketing directors featuring practical content and an intimate atmosphere.
The 2015 GMD theme was: «How to navigate your business through turbulence and gain altitude.» Visuals supported this concept: the room was decorated with paper airplanes, minimalist décor, and high-quality service.
The 2015 GMD theme was: «How to navigate your business through turbulence and gain altitude.» Visuals supported this concept: the room was decorated with paper airplanes, minimalist décor, and high-quality service.
Implementation
- Created unique invitations for conference participants
- Invited 5 practicing speakers, including Maxim Batyrev and Andrey Mudry
- Carefully planned the guest experience: personalized invitations, named envelopes, branded conference magazine
- Organized areas with merchandise, business books, and partner materials
- Thought through navigation, registration, and guest comfort
Lifehack: How to deliver an invitation to a decision-maker and bypass the secretary
We sent each guest a personalized letter including a «Poletnaya» caramel candy as a symbol of ease and business precision, all sealed in a strict A4 envelope stamped «Personal delivery.» Secretaries didn’t risk opening such letters, assuming they contained flash drives or important documents, and passed them directly to executives. This ensured 100% open rate of invitations by decision-makers and full attendance.
Results
- +150 guestsOwners, top managers, and marketing directors from over 90 companies in Krasnodar and the region: Kuban Credit, Pipeman, Tri-3, Cargill, Krayinvestbank, Kairos, Limpid Pools, Sochi Park, Black Sea Financial Company, and others.
- 72.2% loyalty index (NPS)Conference NPS was 72.2%, comparable to Apple’s.
- +11 sponsors and partnersIncluding Kuban 24, Delovaya Gazeta Yug, yuga.ru, Kublog, and others.
Krasnodar: the first charitable business conference
General Meeting of Directors 2016
- After a successful first meeting, we didn’t stop. Having gained participants’ trust, we went further and decided to organize a conference with a social mission that would leave a mark beyond the business community.
Goal
Main objective:
Create a business conference for owners, top managers, and marketing directors and donate all profits to charity.
Create a business conference for owners, top managers, and marketing directors and donate all profits to charity.
Solution
For 2016, we chose the theme: «Business training: how to become #1 in your field,» as achievement, leadership, and recognition are associated with both sports and successful business.
Implementation
- Attracted top speakersStep 1Each shared practical tools, emphasizing personal experience over theory:
- Igor Mann: on becoming #1
- Roman Tarasenko: on pricing policy
- Boris Zhalilo: on sales leadership
- Ekaterina Sichkar: on personal branding
- Alexander Polidi: on strategic management
- Maxim Batyrev: we were the first in Russia to invite him to speak publicly
- Developed a sports-themed conceptStep 2
- Stage designed as a mini soccer field with markings and turf
- Scarves labeled «Fans of their craft» for organizers
- Coffee zones renamed «timeouts»
- Cloakroom called «locker room»
- Entrance marked «start/finish»
- Speakers passed a «relay baton»
- Branded conference magazine with useful articles, note space, and handouts
- Official partner: FC Krasnodar, 2025 Russian Football Champions
- Social mission: charityStep 3All conference profits went to the «Sinyaya Ptitsa» Foundation to purchase equipment for rehabilitating children with disabilities.
How it worked
Slide from the presentation
for conference partners
for conference partners
Results
- 2,549 childrenChildren with disabilities gained access to free health procedures.
- +150 participantsOwners, top managers, and marketing directors.
- 100% profitFully donated to purchase rehab equipment.
- 6 top speakersFor the first time in Krasnodar: Igor Mann, Maxim Batyrev, and other Russian business leaders.
- #1 in KrasnodarThe region’s first charitable business conference.
- 11media partners
General Meeting of Directors 2017
- Sochi: reaching the federal level and supporting the Konstantin Khabensky Charity Fund
Goal
We spent six months preparing for the 2017 GMD. This time, our task was to organize a federal business conference with a charitable mission.
Solution
In 2017, the conference became federal. We held it at Sochi Casino - a newly opened venue where we managed to organize the first business event.
Besides business sessions, we organized a gala dinner featuring the ABC Show, showcasing the best global advertising, with a presentation by its founder Ivan Churilin - a leading advertising expert and juror at prestigious international festivals like New York Festivals and Mobius Awards.
All funds raised were donated to the Konstantin Khabensky Charity Fund.
Besides business sessions, we organized a gala dinner featuring the ABC Show, showcasing the best global advertising, with a presentation by its founder Ivan Churilin - a leading advertising expert and juror at prestigious international festivals like New York Festivals and Mobius Awards.
All funds raised were donated to the Konstantin Khabensky Charity Fund.
Implementation
- Two-day program with top Russian speakers from major brands: Maxim Potashev, Maxim Dorofeev, Andrey Mudry, Artem Ovechkin, Igor Kachalov, Ivan Churilin, Oleg Barmin, Ekaterina Glavatskikh, Alena Meshkova, Vsevolod Ustinov, Ilya Balakhin
- Created handouts, branded magazines, and promotional visuals for participants’ social media
- Attracted federal media partners: Sostav.ru, Kommersant Yug, Yuga.ru, Channel One, Kuban 24, and more
Results
- +400 participantsBusiness leaders, marketing and PR directors from across Russia and the CIS
- 100% profitDonated to the Konstantin Khabensky Charity Fund to support children
- 12 top speakersIncluding representatives from UBER, Tele2, S7, Skolkovo, Maxim Potashev, Maxim Dorofeev, and more
- +75 media mentionsIn local and federal media
- First time in SochiThe first business conference held at Sochi Casino
Three years, three charitable conferences, one big evolution.
When Business Helps
- We started with an intimate meeting for 150 people in Krasnodar and grew into a federal event with 400 participants in Sochi. With each conference, we expanded scale and improved quality, but most importantly, all three projects became socially significant: 100% of profits went to charity.
Our goal was never to make money from these conferences but to create value: for participants, partners, and those in need.
The «General Meeting of Directors» became more than a business conference - it became a way for business to speak and act responsibly.
Project Team
- Ekaterina Sichkarfounder of Sichkrar group
- Sergey Sichkarfounder of Arka group
- SICHKAR GROUPthe whole team
- ARKA GROUPthe whole team
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