The Problem •  Need in Haiti will

last decades •  Mindshare

decreasing rapidly for Haiti

•  Media coverage not as prevalent

•  Out-of-sight, out-of-mind mentality

•  Fundraising was short-term

Source: Google Insights for Search

Existing Solutions for Haiti

• Donating has become transactional • Not meant for long-term sustainability, but rather short-term fundraising

Our Survey “Actually knowing

where my money was going, a $10 text doesn’t prove anything to me.”

“Donations for specific causes/projects and periodic QUANTIFIED updates/impacts.”

“Giving them a relevant portion of Haiti to get attached to (i.e. a child, family, school… whatever they see as an element of the social fabric they’d like to support).”

85% 71%

96%

79%

15% 29%

4%

21%

Specific Project

Updates on Project

Friends and Family

involved

Support Cause

Continually

Identifiable Victim Effect • People donate more to a specific

person under hardship as opposed to large, vaguely defined group

• One victim evokes deeper feelings, emotions, sympathy than statistical many

Source: Loewenstein et al (2006)

Giving by Living •  Offered at Macy's &

restaurants •  Scanned with each

purchase to track expenditures and amount raised

•  Logon to website to donate 10% of expenditures to specific projects

•  Receive updates on projects' progress

Haiti Retail Weekend at Macy’s •  Giving by Living cards in

store –  20% off purchase –  10% donated to Haiti

relief •  Annual weekend shopping

event •  850 Stores nationwide &

online •  Tracking code on card

–  Links to Giving by Living website

–  Track contributions –  Allocate funds

Source: Macy’s Inc. Helping Our Customers Give Back, 2009

• Macy’s customers committed to charitable causes • Shopping pass motivates consumer purchases • Macy’s Inc. charitable history

Restaurant Week Strategy •  50 of the top U.S.

markets •  50+ restaurants in

each •  Four day segment

annually –  Initial Event: Sun. April

17th - Wed. April 20th •  Participating

restaurants offer special, prix fixe menu –  3+ courses –  $15-25 for Lunch –  $25-50 for Dinner

•  10% of revenue to Haiti relief

Restaurant Week Strategy

•  Dining out frequently for socializing •  57% of U.S. adults choose a restaurant

based upon its charitable efforts •  Post-recession price sensitivity •  Menu & pricing bring in new customers •  Supports local business

Source: National Restaurant Assoc. 2010 Restaurant Industry Forecast; Mintel Attitudes toward Dining Out - U.S. Report

Strengths • Convenient, not out of normal routine • Localizes aid to specific projects • Shows where money is going • Provides accountability with updates • Measureable • Social component that involves friends and family • Keeps people involved long-term

Opportunities • Social media exploding • Smartphone increasing penetration • Capitalizes on WOM • Cause marketing benefits • Culture of accountability

Weaknesses • Reliant on restaurants and retailers • Existing restaurant weeks • Donation Paralysis

Threats • Mindshare of important people with competitors • Marketplace for funds competitive • Economy slow to recover

Positioning “To compassionate Americans who want to

support Haiti, Giving by Living is the relief program that keeps mindshare on Haiti long-term because of the ability to donate to a specific project and receive updates on its progress.”

Go to Market Strategy • Partner with Global Giving and

Ushahidi-Haiti in early stages to find specific projects.

• Create social media accounts to gain fans and followers and interact with customer base.

• Leverage Macy’s and restaurants’ promotion budgets to increase awareness.

• Create website to choose projects, track donations, interact with other donors, and monitor progress.

• Access through mobile phone application.

Measurement •  Money raised •  Restaurants involved •  Website Analytics

(Unique visitors, Time on Site, Sharing via Social Networks)

•  Mobile app downloads

•  Facebook fans •  Twitter followers •  Press hits

35%

40%

1% 6%

13%

5%

Shopping bags Rewards Cards Restaurant Flyers Website Development Mobile Application Contingency

Giving by Living vs Competitors

Charity

Advertising Budget

Specific Project

Progress Updates

Social

Established

Long-term Involvement

Key Takeaways •  Solves needs by

providing complete view of donation life cycle

•  Capitalizes on ordinary routine

•  Donations are specific and traceable

•  Keeps donors involved long-term

•  Defined metrics and milestones for success

Thank You!

Appendix

Online Survey:Supporting a Cause

•  Personal Relevancy is key. •  Believing in the cause tends to promote

continued support. –  Reasons to believe: relevancy, real need, seeing the

difference made, personal belief system. •  Social aspects of giving:

–  95% of respondents more likely to participate in charitable acts if they know others who do.

–  Respondents were just as likely to Spread Awareness as actually donate or volunteer.

–  Main sources of info are social networks: •  82% Friends, 51% Family & 38% Social Media.

Online Survey:Supporting Haiti

•  Those likely to support the Haiti cause want to be informed. –  85% prefer to know where their money goes. –  71% want to receive updates on progress.

•  Reasons for supporting hurricane relief: –  Easy, accessible options –  Extent of need –  Powerful imagery in the media

Secondary Insights

•  Charitable giving: –  Individuals are the main source of donations in U.S.

•  More youth think Globally, while adults prefer Local causes.

•  Word-of-Mouth is the leading source of communication about causes.

•  Donors like information & updates. –  Persistence can be valuable in maintaining awareness &

promoting support. *Source: Mintel Charities of Choice - US - March 2009

Website Proposal • Use existing models and combine to

create a new way to donate -The Huffington Post The Goods - Citizen Effect

The Goods • Categories by project • Easy to navigate • Creates personal relevance • Gives users an option to choose which

cause they would like to support

Citizen Effect • Tracks where donations are going • Set specific goals for amount of aid

needed • Share Online

Retail Weekend Strategy Supportive Elements: •  Macy’s Inc. Websites & Social Media •  Giving by Living Website & Social Media

–  Twitter, Facebook •  Mobile App

–  Keeps track of contributions •  Branded shopping bags •  Shopping pass with tracking code

Market Size

44,506 45,537 47,191 49,403

51,585 53,743

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013 2014

Fine Dining Market Size (Millions)

Source: Mintel