5. Values Women are
to be
valued and respected
Benefits Satisfaction for
helping women
have dignity
Features
Donate bras to
organizations
Because every woman deserves support
9. Create Highlight
Generate Donations
Awareness Events
Website Goal:
Website Goal:
Website Goal: Generate funds/partners, provide info Engage
Reinforce brand
Community
KPI: Branded KPIs: # of Donation/Volunteer form downloads KPI: Visitor
traffic loyalty
Target: 2,000 Targets: 100Don./10V/Mo Target: 50%
visits/Mo repeat visits
Because every woman deserves support
10. The macro-conversion: How the site
raises donations/gets leads/recruits
volunteers
The micro-conversions: The calls to
action
Because every woman deserves support
11. /make-a-donation/
/about/
/request-a-donation/, /sponsor-a-cup/
(unique content creates a great affinity
for the brand, even if people don’t sign
up)
/recipients/, to get an affiliate click
Because every woman deserves support
12. /make-a-donation/ = Get $
• Create A/B test for /make-a-donation/
• Also find ways to lower “abandon carts” along the
journey (this is measured by bounce rate)
• Create goals/funnels in Google Analytics to find
problem areas
/about/ = Activate
• It currently has a high bounce rate (60+%) but is
the fourth landing page. Put links in it to keep
people in the site to guide them to content they
want to see (and towards donating)
Because every woman deserves support
13. /2012/03/transitions/ = Connect/Unite
• Has a high landing page rating (3rd) but high
bounce rate (66%). This is common for blogs but
should aim on lowering it to below 50%
/recipients/=Grow
• Talk to these organizations and plan volunteer
opportunities with them. 1) Will form stronger
partnerships and greater ties to their
communities/funders, and 2) will gain more WOM
with potential volunteers for Support 1000
Because every woman deserves support
18. Examples:
Breast cancer awareness month
Chicago Foundation for Women events
Heart Women & Girls
Deborah’s Place
Why this will work: Partners can promote
Support 1000 and vice versa
Because every woman deserves support
19. Women seductively saying,“32C, 44G,
32B” The viewer thinks women are
discussing their breast size
Men appear at the end also expressing bra
sizes, the audience is perplexed
“What size will you donate. Support 1000:
Bras are the hook, dignity is the mission”
Because every woman deserves support
21. As a part of the Sponsor-A-Cup program, Support
1000 will hold a promotion that with each donation
the donor will receive a coupon from Victoria’s
Secret or other lingerie store
• Coupons could be at different levels, i.e. for a $25 donation
receive 10% off, for a $50 donation receive 25% off, etc.
• Goal could be to complete the Bra grid by a certain date (1-
2 month timeline)
Why it works:
• Donors will have both the tax benefits of donating and will
also receive something in return for their donation that is
directly linked to Support 1000’s mission
Because every woman deserves support
22. Support 1000 can leverage previous
relationships with retail outlets to make this
giveaway a possibility
Promotion of Event:
• Heavy promotion of Giveaway on both Facebook
and Twitter, and Support 1000 website
• Retail outlet can also include a flyer as customers
make a purchase about the event
Because every woman deserves support
23. Partner with a clothing charity to put on
a fundraising event, either online or live
• Theme of putting together a whole outfit
• People attending the event could buy shoes,
blouse, bra, etc. at high $ amounts until the whole
outfit is put together (auction style)
• Possibly involve a local fashion designer, auction
winner would receive personal shopping and
fashion advice from this person
Because every woman deserves support
24. Have a fashionista from a magazine or site
(Lucky, shopbop.com) host a webinar for
Support 1000 showing how to put together
a complete outfit for an interview using
thrift store finds.
Charge $5 for the webinar, with proceeds
going to Support 1000
Because every woman deserves support
25. 1. Focus on website improvements and
optimization
2. Next, begin to search for more volunteers
via suggestions in the addendum
3. Begin awareness campaigns via YouTube
and social media
4. Look into suggested partnerships
5. Begin planning of fundraising initiatives
6. Execute the most feasible fundraising
initiatives
Because every woman deserves support
28. Have a bra gathering rally. Playing off the
“liberation age” of bra burning and staged
at a college, it gives a new spin on
empowering women. It also should pick
up media coverage.
Because every woman deserves support
29. Have recipients take a picture of
themselves holding up a bra in front of
their battle. This could be a place of
employment, school, or home.
Because every woman deserves support
30. Activate your Facebook community by
allowing them to share their feelings about
the best bra through a poll. It also could
draw corporate attention to your cause.
Because every woman deserves support
31. There must be a volunteer sign up page on
the website where they also mention how
many hours they want to serve.
• There should also be a tab that’s called “How can
you help?” Sub tab. “Donate, volunteer, spread
the word”
Volunteers must have a blog as well that
then can be shared on FB and twitter
Because every woman deserves support
32. Complete a profile on University
websites (if you haven’t already)
Northwestern University: http://norris4.norris.northwestern.edu/vc.php
University of Chicago:
http://communityprograms.uchicago.edu/volunteer_opportunities.php
Loyola University: http://www.luc.edu/giving/howtodonate/volunteerwithloyola/
Northern Illinois University:
http://www.niu.edu/studentinvolvement/volunteer/opportunities.shtml
Because every woman deserves support
33. Register with Chicago volunteer
organizations (if you haven’t already)
• One Good Deed Chicago: http://www.onegooddeedchicago.org/about_organizations
• Newly created program under Mayor Rahm
Emanuel: Community Resource Network:
http://chicagovolunteer.net/
Tap into local business that have skilled workers
that might be willing to volunteer
Margo knows of two accountants that she could contact
if Support 1000 is interested in this idea specifically.
The team can connect you to other pros.
Because every woman deserves support
34. Defined volunteer roles needed, such as
fundraising, marketing, media relations,
event planning, etc. Identify the types of
people (students, lawyers).
Because every woman deserves support
Notas do Editor
Promoted videos in the results (to control the message)Brand channel? (This creates a deeper connection with customers)Are these vids awesome? (Are they teaching and acquiring donors at the same time?)
