2. Brainstorming: Focus on social marketing
• Marketing campaign that raises awareness on importance of smarter giving:
– Traditional media campaign (TV, print, radio, billboards): Ads include: Would you invest
money in a company without ever looking at its financial performance? You care about
performance in every other aspect of your life. Don’t throw money away because it’s charity.
– Target professional adults with financial investments in/on: CNN Money, Forbes, Economist
• Social Media movement in support of impactful giving:
– Similar strategy but targeted at growing millennial givers
– Focus on justice angle: high impact orgs are not receiving necessary funding. Transaction
cost of 30%. Power is in the hands of donors to change the world with smarter giving.
• Any marketing effort will only be worthwhile if it can direct donors to a quick and
easy evaluation and decision process, hence the need for a donor portal that:
– Aggregates, standardizes, simplifies: easy-to-navigate, one-stop shop portal that pulls key
qualitative data and quantitative metrics into a standard, digestible view for all nonprofits
– Allows for comparison of nonprofits that fit into donors unique preferences: Like travel
search sites, donors can filter by their preferences (geography served, issue area, target
demographic) and compare data /metrics to find highest impact orgs that matter to them
– Outsources the work: A premium version will allow financial planners to serve their clients
philanthropic needs using our data and take away the work for the donor but change the way
they think about giving through bundling with financial advisory services 2
3. Brainstorming: Develop a donor information portal
• Leverage existing data, Web 2.0 best practices and social media infrastructure:
– Trip Advisor & Facebook Causes: Connect through Facebook and LinkedIn to learn
which organizations friends and colleagues are linked to
– Yelp & GreatNonprofits: Stakeholders such as beneficiaries, volunteers and board
members post feedback on the organization. “Are you the owner” feature of Yelp –
allow nonprofit staff to update qualitative data
– Charity Navigator, Guidestar, GiveWell: Aggregate data, seals of approval, metrics,
reviews, and more from existing nonprofit evaluation websites
– News sites, Twitter, LinkedIn : Capability to "follow" the organization through media
alerts and RSS feeds to see the impact your donation has enabled
• Other ideas:
– Exclusive opportunities with nonprofits featured on the site
– Customized reports displaying how a user’s previous donation contributed to impact
– Educational certification program for donor fund manager / financial planner users
– Incentives for nonprofit participation:
• Allow direct giving on portal for lowest possible transaction cost
• Corporate sponsorship $ to match funds donated on site
• “Peer Pressure” - avoid donor skepticism for lack of participation (long-term goal) 3
4. Goal: Drive market opportunity of $45B across each
donor segment towards high impact giving
TARGETED PORTAL FEATURES
REPAYER • Search by cause to compare impact metrics
and qualitative data of selected orgs side-
by-side
CASUAL GIVER • Make it easy. Have an Amazon style “other
high-performing organizations you might be
interested in based on your past donating
habits”.
PERSONAL • Link to Facebook Causes: search by “where
TIES my friends give”
• Link to LinkedIn: search for orgs where
connections work/worked
FAITH BASED • Search by religious affiliation then compare
impact
SEE THE •Written / video testimonials
DIFFERENCE •Search by location and include info on live
and virtual events, volunteer opportunities
•Yelp style stakeholder reviews
HIGH IMPACT • Focus on comparing impact metrics across
categories as well as providing as much
contextual data as possible
4
5. Our two-tiered model targets both financial planners
and donors with premium and basic offerings
Premium Features (Annual Fee) TARGET MARKET:
• Basic features PLUS
•Access to virtual training & certification • Financial Planners
• Ability to manage multiple donor profiles interested in serving
• Customizable donor reports: existing / new clients’
• Organization comparison philanthropic needs
• Donation history & contribution to impact
• Annual giving summary (tax reporting)
Basic Features (Free)
• Single donor profile
• Access to aggregate data on hundreds of nonprofits • Donors without
• Ability to filter on preferences and compare orgs Financial Planners
• View donation history & contribution to impact
• “Do it Yourself”
• Track news and media activity of nonprofits
Type Donors
• Link to social media sites to view connections to orgs
• Ability to view & add multimedia reviews of nonprofits
• Transaction-free giving to nonprofits (multiple options)
5
6. We believe financial planners represent a significant
opportunity to shift donor behavior
• Nonprofits receive a majority of their donations , $172B, from individuals. The
wealthiest 30% (those earning >$80K) contribute 75% of all individual donations
• In 2009 39% of high net worth households used financial advisors to make charitable
giving decisions and over 90% of these households initiated discussions *
• If financial planners perform due diligence for the donor, the donor can make
smarter investments in high impact nonprofits without the work
• Bundling charitable giving with financial investing services builds a stronger case for
smarter, higher impact philanthropy by reframing the conversation around social
return
“Whatever the motivation, philanthropic choices are often inextricably linked to broader
financial-planning initiatives, including tax strategies. As a result, the demand for
philanthropic-related services offered by wealth management firms is also on the rise.”
- www.capgemeni.com
6
* 2009 Bank of America Report
7. Our portal offers a strong value proposition to planners
• There are 75,000 Certified Financial Planners &
“[Philanthropic advising] is an
Investment Advisors in the US*
untapped opportunity for
advisors to strengthen client • A recent survey revealed that 48% of advisors
relationships and grow their are not discussing philanthropy at all with
practices.” clients, and 31% say the reason is their own lack
- Teri Ginsburg, Fidelity of expertise
• Our service & certification will enable CFP users in a competitive market to:
• Increase assets under management by expanding services to existing clients
• Improve existing services such as preparation for tax reconciliation through site
reporting functionality on tax deductible charitable giving (additional benefit: this
will also incentivize financial planners to track donors’ giving on our site to create a
feedback loop and allow us to collect giving metrics)
• Enhance competitiveness, particularly for independent planners looking to compete
with larger shops
• Attract new clients, especially younger generations in their formative financial years
since the majority of $20B “switchable” charitable dollars come from those under 50
• The annual subscription fee financial planners pay for the premium service could either
be absorbed by the firm or passed on to clients 7
8. Our scaled approach for implementation focuses first
on the premium market of financial planners
Develop Market Market Expand &
Portal to CFP’s to Public Improve
• Develop High • Develop • Develop • Track usage
Level Design Marketing Marketing data and user
• Hire Web Campaign for Campaign for feedback
Design Team Certified Donors • Ongoing site
• Oversee Financial • Launch Multi- maintenance &
Detailed Planners faceted upgrades
Design • Develop Marketing • Monitor
• Manage Marketing Campaign marketing
Development Campaign for • Open access to campaign
• Conduct User Nonprofits basic site for results & adjust
Testing & Pilot • Launch direct donors • Improve and
Sessions premium • Measure expand on
• Soft Launch of version of site activity & features per
Beta Site for CFP’s adjust user needs
Increase in Nonprofit Data, Increase in # of Users, Continuous Improvement…
8
9. We’ll “walk the talk” by closely tracking and measuring
our impact
Direct Metrics Indirect Metrics
• Number of basic users • Aggregate improvement in
• Number of premium users impact ratings of individual
• Growth in percent of nonprofits
donations given to highest • Growth of high impact
impact nonprofits (rating > x) nonprofit listings as a
• Click through rate on impact percentage of total listings
metrics • Decrease in transaction costs
• Change in giving motivation of fundraising for nonprofit
based on questionnaire results users
• Number of downloads of social • Decrease in percent of time
return reports development staff spends on
lower worth donors
• Donor and Financial Planner
satisfaction survey results • Feedback from nonprofits (?)
9
10. This rough mock-up highlights key site functionality
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10
