1. Make:
Education

2. Education gives us the power to unlock our
individual and collective potential.
Education empowers us to rise above the
occasion, to engage with others to solve
extraordinary problems, to play outside of
the sandbox and challenge convention.
Education gives us the key to the world.

3. Education In Guatemala
• 75%: The illiteracy rate in many rural areas
of Guatemala
• Nine out of ten: The proportion of schools
in rural Guatemala that lack books
• One out of ten: The proportion of rural
Guatemalans who attend middle school

4. Imagine if…
• 75%: The literacy rate in Guatemala
• Nine out of ten: The proportion of schools
in rural Guatemala have books
• Nine out of ten: The proportion of rural
Guatemalans who attend middle school

5. The Brief
Raise $1,000,000 in 6 months to help fund
urgently needed schools in Guatemala.

6. What do we
now know?

7. We have a big brief.
And we have even larger education
challenges in Guatemala.
Who’s going to help us reach our goal and
transform the Paculam Ixtahuacan Preschool
and Primary School?

8. YOU.
It starts with everyone in this room, first.
Then we move outward, with might.

9. Our Audience
We heart Millennials. For two reasons:
1. Pencils of Promise enjoys a rich and natural
connection with Millennials and Tweens (thank you
Adam Braun and Justin Bieber).
1. Millennials are relational, story-centric, digitally-
savvy and becoming increasingly more generous
donors as they continue to climb of the income
ladder.

10. Our Good Friends
We’ll team up with a core collection of
influencers to support and substantiate our
marketing efforts.
1. Sophia Bush (Humanitarian)
2. Sean Carasso (Founder of Falling Whistles)
3. Jason Pollock (Documentarian)
4. Anneke Jong (Business leader)
5. Scott Harrison (Founder of Charity Water)
6. Scooter Braun (The man)

11. Key Media Partners
We’ll team up with a core collection of
influencers to support and substantiate our
marketing efforts.
1. AOL/ Huffington Post
2. GOOD
3. New York Times

12. Strategic Advertising Channels
We’re going online, and we’re targeting.
1. Facebook Ads – A mix of ads and sponsored
stories
2. Twitter – A mix of ads and promoted tweets
3. YouTube – In-stream and in-search
4. Google Ads – CPC focused

13. Who can we
learn from?

14. Case Studies
We’ve taken notes. And we’re impressed.
• Invisible Children
• Movember
• TWLOHA
• Charity Water
• Save Darfur

15. What Did We Learn?
Each of the aforementioned organizations
created remarkable global movements. How?
1. Issue - Provide context. And a sense of urgency.
2. Content - Create dynamic, multi platform
storytelling.
3. Structure - Build in added-value campaign
elements.
4. Brand – Be honest. Be transparent.

16. Now, what do
we do?

17. Make:
Education

18. Make: Education - Design Principles
It’s important to have a north star. So we
created 4 of them:
• Transparent
• Collaborative
• Playful
• Empowering

19. Make: Education - Overview
Make: Education is a personal crowdsourcing
initiative designed to bring people together to
fundraise for new Paculam Ixtahuacan
Preschool and Primary School classrooms.
Together, we are better.

20. Make: Education – How It Works
• In June, we’ll launch ‘Make: Education’, and announce a goal of funding 100 classrooms in
Guatemala.
• A ‘Make: Education’ section within the Pencils of Promise website will be the central
destination for the campaign. The main experience and call to action of this new destination
will be a personalized, user-friendly Pencils of Promise ‘Make: Education’ fundraising page.
• Through this fundraising page individuals will be able to crowdsource the funding of their
personal classroom! Users will be able invite their friends and family into a digital room of
chairs, desks, walls, chalkboards, computers), books and teachers' hours. Each item will
have a donation amount associated with it – All the items will ultimately add up to $10K.
• The funder’s impact will be measurable, clear and direct; not arbitrary, general and gradual.
If they fund a chair, they know that chair will be a part of the classroom. And the best part is
they’ll be able to watch as others join in the effort, and will be emailed updates on the
classroom’s funding progress.

21. Make: Education – How It Works
• As soon as the friend or family member funds the object(s), it will shift from a ‘fund me’ state
to a ‘funded’ state. Upon completion of the funding process, the funder can choose to make
the donation anonymous, in someone’s name or in his or her own name. They’ll also be
prompted to share the opportunity with their friends and family across their social networks.
• In addition, the individual will be able to adopt a ’Make: Education’ digital badge, which can
be displayed on their social avatar, to create a sense of solidarity and pride amongst the
community of ’Make: One' participants. Once the item has been funding the donor will be
prompted to share it on their personal social networks.
• If the individual is unable to fund an item in the classroom, but wants to support their friend
or family’s classroom, they can share the item on their personal social networks. For
example, "Want to help Pencils of Promise reshape the future of education in Guatemala?
Help Mark Pollard build a classroom by funding this collection of desks for the students at
Paculam Ixtahuacan Preschool and Primary School. Fund it here: pen.cl/build"
• Once the classroom has been funded, the individual will be entered into a pool of other
users for a chance to go to the Paculam Ixtahuacan Preschool and Primary school in
Guatemala.

22. Make: Education – How It Works
• And as an additional way to increase the breadth and depth of our reach and fundraising
capabilities, we’ll align with several brand partners to naturally integrate their products into
the ‘Make: Education’ campaign:
• Google – Chromebooks
• Top Architecture Schools - Sci-Arc, RISD, University of Kansas, Syracuse University
and University of California, Berkeley
• Barnes & Noble

23. Make: Education – Timing
May
• Build web experience and fundraising experience
• Finalize influencers, media partners and brand partners
• Finalize ads and confirm buy
June
• Launch ‘Make: Education’
June – November
• Run ads
• Influencer and media broadcasting
• Campaign measurement
December
• Final buys and broadcasting
January 2014
• Award ‘Make: Education’ winner with trip to the Paculam Ixtahuacan Preschool and
Primary School
• Press event to announce a record 100 schools funded in 6-months

24. Make: Education – Budget
Web & Creative: $60,000
Search: $20,000
Social Ads: $80,000
Media partners: $30,000
Influencer partners: $20,000
University Events: $20,000
Kickoff Donation: $10,000
Total Costs: $250,000

25. Cheers!