2. give411
The Idea in brief:
What is it?
An integrated social marketing campaign to inform & engage the
hearts & minds of donors
How will it create Social Impact Investors?
Cross-platform media initiatives will motivate & provide insights for
people to become more mindful, engaged donors & investors
Why will this be effective?
The range of outlets will reach the most donors on a variety of levels.
The message will emotionally engage them, supported by firsthand
insights & comprehensive information
3. Documentary Series
∙ Stories to
captivate &
give411 inform
∙ Content
that cannot
Social Media
be ignored ∙ Hub of information
∙ Info on current events
∙ Voices of beneficiaries,
∙ Forum to engage & inform
experts, etc
∙ Distribute Videos
∙ Resources
Website
∙ Spread the word
∙ Questions, concerns,
∙ Submit Videos
requests
∙ Join the Conversation
∙ Grab
attention
∙ Direct traffic
to website
Ad Campaign
4. the backbone of give411:
give411
Documentary Series
• Six one-hour episodes
• Each features organizations working in
similar fields
• We follow a donation from donor
through organization to the beneficiary
• We hear from beneficiaries, & see the
impact of the donation/service
• We gain insight into the challenges &
triumphs of nonprofits
• Direct viewers to websites of give411 &
featured organizations for more info
5. the information hub:
give411
Website
• Weekly Webisodes
Short videos dive deeper into stories touched
on in the documentary series, or topics in the
news
• Information Hub
Resources for donors, organizations & industry
experts alike, summaries of, & links to top social
giving info websites
• The 5-step Smart Donor Checklist
Things to know before signing the check
• Current Coverage
Breaking news, policy updates & analysis
• Relevant on all levels, from $5 individual donors to $50,000 corporate donations
6. The info hub: a representation of www.give411.com
give411: Your First Stop for Mindful Giving
7. raising awareness:
Advertising Campaign
give411 brief, attention grabbing PSA-style advertisements
running in print, radio & TV
Narrator:
“You don’t just throw
money at problems
in your professional
A teen tells his dad Dad says, “Okay!” & or personal life.
starts pulling wads of The boy is shocked . Why would you with
that he needs a more And ecstatic.
awesome car cash out of his pockets. your charitable life?”
www.give411.com
is displayed across
the screen while in
the background, the
A woman walks into her IT Manager is
office & her IT Manager She says, “Well, if we Things are looking up celebrating &
says they need an need it,” & tosses him a for the IT counting money.
entirely new IT system briefcase full of cash. department.
8. stay engaged:
Social Media
give411
• Social media will keep donors engaged in an ongoing conversation with
give411, with each other, and with other users, including beneficiaries.
• Integrated with every step of the give411 campaign are social media
components:
Informs of current news, give411 featured website
content and upcoming broadcasts
Provides a forum for discussion and growing
awareness
Provides a place to feature supplementary give411
video content. We will welcome video submissions
from give411 users as well.
9. Benefits:
give411
Social Media:
ongoing engagement
Website: ongoing supplemental
information
time
Documentary Series*: captures emotions,
provides credible evidence and inspires
Social Media: engages and informs
Website: builds comprehension
Ad Campaign: initial awareness * The process continues with new
seasons of the series, transforming more
new & existing donors into social investors.
caring
10. Alternative Ideas
give411
1. Donor “Social Fund Management”
• Nonprofit experts rate the top performing non profits in any given category
• Investment Portfolios or funds according to causes are created, which invest in the top 10
rated nonprofits of each category
• Investors can create an investment portfolio and choose how to allocate their donation: i.e.:
30% disaster relief, 30% education, 40% wildlife conservation
• Investors choose an investment horizon: i.e., 1 month, 3months, 1 year
• Investors receive a monthly performance report, which informs the investor to make
worthwhile changes to the allocation of his donation
2. Donor Rewards Credit Card
• Through strategic partnerships we award points to cardholders who donate or socially invest,
the smarter the donation or investment, the more points
• Points are redeemable for donations or merchandise from companies that donate/invest
profits
• Eventually there can be cards specializing in different giving categories
3. The Smart Donor Challenge
• A social media platform that is all about the good you do, and how good it is
• It surpasses Jumo.com in its interactive nature, and forms groups who compete amongst
themselves to be the smartest donors
