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Fall 2014
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DEVELOPMENT ADVISORY TEAM ENGINEERING2EMPOWER
Brian Calcutt, Cristin Pacifico, Andrew Pemberton, Amanda Peña
Theory of Change
Implementing a 5-year strategy that uses direct outreach and
personal stories to engage and retain donors will benefit
E2E operationally and strategically by increasing liquidity in
the short term and enabling organizational growth in the
long term.
Targeted Approach
Create a model that engages partners and donors while also meeting E2E’s commitment to empowering a local housing market;
Compare and analyze exposure development structures of successful organizations;
Localize successful development solutions from these organizations that cater to E2E’s goals and size.
Conventional Donor Structure
Partnership Buckets
Corporate: Employee
Matching & Company
Foundation Trusts: Project Sponsorship
Humanitarian: Support Network
Institutional: Government
Agencies
Individual: Sponsors,
Trips, Volunteering
Revised Area of Focus
• Develop donor structure, targeting the individual donor • Provide operational suggestions to increase donor intake and retain current donors, capturing different market segments
Goal at Hand
• Meet the short-term liquidity needs to build five houses • Given the average cost of home as $13,000 - $15,000, the ultimate goal is about $70,000 in a year
Customization: Plan of Attack
• Customize interests to engage different donor groups • Answer key questions: Who are the main donors and what are these donors’ interests?
Realignment of Goals
Working Strategy
Assessing Strengths
• Dedicated student team with a growing alumni base
• Access to ND and Development Office network
Current Capacity
• Personal stories of researchers, students, and Haitians
• Clearly defined marketing linking the project to people
Untapped Resources
• Organizational scale • Dedicated operating budget
Potential Growth
Identify and utilize strengths and current resources to maximize efficiency and productivity
Overarching Goals -Strengthen and solidify branding
-Ensure donor intake and retention
Short Term Engage specific
targets for operational
effectiveness
Mid Term Use creative
marketing and develop business
structure Long Term Create
benchmarks for strategic
development
Proposal Structure
Short Term – 6 months
Create a Unique Brand/Project Narrative
Increase Operational Capacity
Reinvigorate Fundraising Campaign
• Separate, cobranded identities for E2E and the project • Unique name and logo (Housing4Haiti?) that can be easily associated with goals on the ground • Keep general mission description for E2E overall
• Take on 2 student interns for the semester • Use members of E2E class to start process of becoming an on-campus club (access to wider talent pool, funding, etc.) • Use E2E class to create and distribute marketing packets for donors
• Use personal stories, customized follow-up and SROI discourse • New Indiegogo campaign targeting larger past contributors and prospecting new sources •Articles in ND Magazines and e-mails to ND network with campaign video – personal intros
Broadened focus on selling the story, rather than the product
Increase Operational Capacity
Student Team Structure: Current class with majority enrolled Engineering majors Size: ~20 undergrads Function: Assist in research and other functional areas Commitment: Monthly sessions Action Item: Use outreach menus to engage donors more effectively
Intern Program Structure: Draw from leadership of both groups to hire for credit or experience Size: ~2 undergrads / grads Function: Work closely with Dustin to work on business development, outreach, web design, etc. Commitment: 12 hours / Week Action Item: Advertise positions on GoIRISH for next semester; begin credit offering process
Campus Club Structure: Student organization with interdisciplinary draw Size: ~40 undergrads Function: Lead campus campaigns for awareness/fundraising Commitment: Weekly meetings Action Item: Recruit students from current class to file application for new club and begin recruiting efforts
Reinvigorate Fundraising Campaign
Outreach • Email and direct
contact engaged 78% of the donor pool
Response
• 52% of contributions came from $1-50 range, but top donor class contributed $13,500 (54% of campaign total)
Perks
• Most people responded to perks that were gifts for the homes being built and to bundles of items
Takeaways:
Direct contact to form long term relationships with big donors and smaller annual contribution plans with the base group could be advantageous
Offer more housewarming gifts or practical use items in future campaigns
Future campaigns should focus on making personal connections and use past donors to engage their own networks
Analysis:
Mid Term – 1 year
Develop Project Narrative
Increase Operational Capacity
Build Strategic Capacity
• Create animated infographic to explain development work and housing model – include in marketing • Keep to 2-3 minutes, images with voice over • Focus on empowerment story and locally sustainable business
• Develop Notre Dame student club on-campus to raise awareness • Business Development hire – use mixed compensation package • Financial Advisor hire – prepare annual reports for publication and distribution
• Board of Advisors: “get or give” philosophy – minimum gift or valuable network; ability to transition to independent Board • Decide on corporate structure independent of their Notre Dame entity (non-profit or for-profit company)
Begin goal-setting in anticipation of company expansion
Long Term – 5 years
Solidify Project Narrative
Increase Operational Capacity
Build Sustainability
• Improve online presence with 2-3 minute videos profiling researchers, homeowners, suppliers • Different series: -Who We Are: beginnings, research -What We Do: design of house, anti-seismic construction, local business -Why It Works: empowers community, microcredit, alt revenue
• Build donor base with conference calls to update • Offer advocacy trips when economically beneficial • Solidify organizational model
• Seek alternative revenue streams in product licensing in Haiti and elsewhere; sales to middle class, etc. • Anticipate future growth to understand fundraising goals and determine structure of donations vs. income
Focus on improvements and maintenance since the foundational groundwork has been set
Key Takeaways
¨ Short Term ¤ Focus on branding and marketing through a student advocacy
group and utilize ND network to increase outreach with current donors and engage new ones
¨ Mid Term ¤ Enhance business development structure and marketing strategies
to build customizable donor portfolios and drive continued engagement
¨ Long Term ¤ Build increasing online presence, foundation of large institutional
donors, and capacity for alternative revenue streams
DEVELOPMENT ADVISORY TEAM ENGINEERING2EMPOWER
Appendix
Indiegogo Campaign: Donor Analysis
52%
32%
10%
6%
Indiegogo Donor Breakdown
$1 - $50
$51 - $100
$101 - $500
$501 - $5,000
Indiegogo Analysis
Donation Size Class Number of Donations
Total Amount Donated
$1 - $50 84 $2,810
$51 - $100 51 $4,980
$101 - $500 17 $3,910
$501 - $5,000 9 $13,500
Total 161 $25,200
Indiegogo Campaign: Donor Analysis
¨ Out of the nine countries that donated, the U.S. had the greatest reach and most profile views, yet the third largest contribution size
¨ The largest contributions came from countries outside of the United States: Canada and Austria
¨ Contacting these donors immediately could be the beginning of a long-term donor relationship
¨ What stood out about the organization that caused them to donate, and maybe give more than Americans were inclined to give?
Demographic Contribution Analysis
Country Amount # of
Contributions
Average Contribution
Size
United States $22,714 149 $152
Canada $1,175 3 $392
Austria $1,000 1 $1,000
United Arab Emirates $110 2 $55
Haiti $75 2 $38
Italy $50 1 $50
Singapore $50 1 $50
United Kingdom $25 1 $25
Thailand $1 1 $1
Indiegogo Campaign: Donor Analysis
Domain Analysis
Contact Amount Contributions Average
Contribution
Email, Direct Contact, Etc. $19,715 102 $193
Facebook $2,421 24 $166
Indiegogo $2,044 25 $82
Notre Dame Websites $760 6 $218
Other Websites $260 4 $260
Total $25,200 161 $184
78%
10%
8% 3% 1%
Domain Analysis
Email, Direct Contact, Etc.
Indiegogo
¨ Emailing and directly contacting individuals engaged 78% of the donor pool
¨ Personalizing outreach effectively engaged the greatest number of donors
¨ Indiegogo was a great forum for fundraising when the campaign was spread via direct contact and social media
Indiegogo Campaign: Donor Analysis
Popularly Claimed Perks Perk Number Claimed Amount Raised
Welcome Home! 26 $660
Windows and Walls! 19 $950
To the Kitchen! 26 $2,650
Let There Be Light! 7 $1,750
Sign Here Coach Kelly! 3 $3,000
Total Popular Perks 81
Totals 89
Total Campaign 161
¨ Given different varieties of perks, ranging from Notre Dame incentives (i.e. BK autograph and football tickets), people who donated wanted their incentives to be gifts for the homes that were being built
¨ Donors liked bundles of perks, such as the light that would be placed in the home and the figurine from Haiti
¨ Perhaps offering more perks for housewarming in order to engage more future donors
Partners In Health Case Study
¨ Partner Trip ¤ Cement a relationship
n Or take an existing one to a new level ¤ Short
n 1-2 days ¤ Impact vs. Respect
n Empowerment n Seminars, Technical advising
Infographic Sketch
Consistent, customized outreach led by students
• Partner trips • Tailored reports • Letters from founders • Conference calls • Letters from students • Kiva-style sponsorship • On-campus events • Crowdfunding • Personalized emails • Monthly newsletter
• Institutional representatives
• Family foundations
• Large-scale donors
• Industry professionals
• Young professionals
• University students
• 6th graders
Leve
l of d
onor
Type
of o
utre
ach
Customer Menu
Focus groups
ND Expertise
Training
Data & Feedback
Short Term – Student Outreach Team