HOW NEW TECHNOLOGIES AND DATA-DRIVEN INSIGHTS ARE CHANGING THE

WAY WE GIVE

1 1 / 9 / 2 0 1 1

A New Era of Social Good

Agenda

11:30AM: Lunch and Networking

12:00PM: Panel Introductions

12:10PM: Speaker Presentations

12:50PM: Question & Answers

1:30PM: Closing

2:00PM: Venue closes

Speakers

Brian Fujito, Chief Technology Officer

Brendan Hurley, SVP, Marketing &

Communications

Addie Connor, VP, Advertising

Audrey Fabbri, Chief Marketing Officer

The Need to Give

America’s Poor: A Regional Look at Poverty In America (Source: Mint.com )

The Need to Give: Global Data on Poverty

Charity in the US: A Culture of Giving

Americans gave: $290.89 billion in 2010 ($211 BN from individuals)

Recipients:

Religious orgs: 35% Education 14% Human Services 9%

1%

2%

6%

6%

15%

0% 5% 10% 15% 20%

Health

Foundations

Arts, Culture, Humanities

Public Benefit

International Charities

Change over 2009

Innovative Giving: Disaster Relief

Coke partners with the Red Cross to accept donations at vending machines.

Innovative Giving: Development Aid

Kiva and the Microfinance Revolution

Founded in 2005

636,949 Lenders

$255 MM in loans

98.9% repayment rate

Innovative Giving: Investing in Creativity

Founded in 2009

Successful Projects: 10,338

Pledged: $75,262,447

Backers: 793,362

Project: The Present: Fundraising goal of $24,000, raised $97,567 as of 11/13/11

The world’s largest funding platform for creative projects

Trends and Innovative Non-Profit Models

Trends and analysis

UMass survey finds social media use among nonprofits leads all other sectors

How the Top 50 Nonprofits are using social media

4 Social Trends Impacting the Future of Online Fundraising

Additional examples of Innovative Non-Profit Models:

Safecast: Building a volunteer community to help map radiation in Japan.

Ushahidi: Nonprofit tech company developing open source software.

charity: water: Funding water projects around the world.

Using social media to find a bone marrow transplant

John Deere’s: Project “CAN DO”

Best Friends Animal Society: Invisible Dogs Campaign

Non-Profit Resources

RESOURCES Care2 Make a Difference: Community of 17 million users collaborating on a wide range of

causes. Charity Navigator: The largest charity evaluation site in the US. Chronicle of Philanthropy: News, ideas, and jobs in the non profit world. DC Tech Meetup: Monthly gathering of local entrepreneurs, technologists, marketers, VC, and

innovators. Grassroots.org: Free resources for non-profits Idealist: Nonprofit-focused jobs and volunteer opportunities around the world. Marketing Research Association: Premier industry association for the marketing research

community 2011 Nonprofit Social Network Report: Third annual report on how nonprofits are using social

networks. Quirks – The Marketing Research Review: Resource for marketing research reports and

providers Stanford Social Innovation Review: Articles, reports, and data-driven analysis on innovating

social value creation Taproot Foundation: Nonprofit that makes business talent available to organizations working to

improve society. The Drucker Institute Nonprofit Innovation Awards: Annual awards to three innovative

nonprofits The Urban Institute’s National Center for Charitable Statistics: Non-partisan think tank

tracking data on charitable organizations

Note: The MRA Mid-Atlantic Chapter does not endorse the services provided by any of the organizations listed above.

Give to the Max Next Generation Community Fundraising

Give to the Max Day: Minnesota

2009:

$14M in 1 day

38,778 donors

3,434 nonprofits

2010:

$10M in 1 day

42,624 donors

3,663 nonprofits

GTMD Minnesota: Impact

Les Voyageurs Inc.: 83 donors

75% NEW

Twin Cities Rise : 104 donors

43% NEW

Wilder Foundation: 61 donors

39% NEW

Humane Society: 1668 donors

25% NEW

Sample Nonprofit

Results*

of nonprofits

participating in

Give to the Max

Day 2010 will likely

participate in this

event again next

year

of donors on Give

to the Max Day

said they will use

GiveMN again

Source: GiveMN

Testimonials

“Students commented on the leaderboard being

more exciting than Facebook – now THAT is a

compliment if I have ever heard one!!”

-Kristin Bortnem, Associate Director of Annual Giving, Concordia

College

“Give to the Max day is a such a benefit to a small

organization…the day allows us to get our message out

in a fun way that our constituents respond to…it

provides…a clear motivator.”

- Laura Zabel, Executive Director, Springboard for the Arts

Source: GiveMN

What do donors want?

5

Successful Giving Days

• Scalable platform that can take a pounding

• Online & Mobile experiences

• Self-serve Social Fundraising

• Self-serve Matching Grants

• Dynamic Leaderboards: Competitive giving

• Social sharing tools

• Social media marketing and promotion

• Award money sponsorships

• Media partnerships

• Blogger and Social Media partnerships

Learning and Enhancing

• Post-contest surveys from MN, DC, NV,

etc

• Donor behavior: what do they want?

• Sharing/Giving/Commenting patterns

• Repeat donation & activity patterns

• Consumer marketing efficacy (FB ads, etc)

Give2Max: Greater Washington

Give2max.or

g

@give2max

Thank you!

Contact:

Brian Fujito

brian@razoo.com

@brianfujito

571-216-9582

Support your

favorite nonprofit:

Give2max.org

@give2max

Nov 9, 2011

Goodwill & Digital Media:

Convenience, Cultivation and Conversion!

Mission and Model

Goodwill mission - is to transform lives and

communities through the power of education

and employment. – We help put people back

to work.

Goodwill model – Social enterprise. We are

a nonprofit charitable agency that runs like a

traditional business.

Why social/digital media?

• Traditional fundraising accounts for only 3% of our

annual revenue

• Fundraising is not a major focus, but a huge

opportunity!

• Digital media gives us an additional fundraising

channel – “Give2theMax”

• Primary benefit is in support of Goodwill’s “economic

engine”: donated goods and retail operations

• Requires time and talent, but little hard cost

• Excellent channel for education, positioning and

building brand loyalty

Goals of Digital/Social Media

1. Prospect, educate and cultivate donors, consumers and

advocates

2. Convert consumers and donors into Goodwill customers, donors

and brand/mission advocates

3. Provide greater convenience for donors, shoppers and advocates

Approach:

1. Use an integrated approach combining both new media and

traditional media.

2. Message is always consistent, positioning and channels differ

based on segmented population

Digital Channels

• Facebook – donor / shopper education, prospecting, cultivation and

activation.

• Twitter – donor / shopper education, prospecting, cultivation and

activation

• Fashion blog (English & Spanish) – Consumer engagement, cultivation

and conversion. Help position Goodwill as a fashion resource to change

perceptions

• YouTube – Educate viewers, put a face to our mission, prospect and

cultivate

• Foursquare – Retail brand loyalty rewards and / or sampling

• QR Codes – Retail brand loyalty rewards and/or sampling

• Mobile app (iPhone & iPad) Donor and shopper convenience, education,

engagement

• Content marketing/virtual fashion shows – Consumer cultivation and

conversion

• eBay & ShopGoodwill.com – online shopping portal. Demand driven

price points = higher margins

• Survey Monkey – Customer and donor satisfaction

• Basecamp – Internal project management, convenience

Successes and challenges

Success:

• Tremendous success in repositioning our retail operations and generating donations of household

goods. – Sales are up

– donations are up

– reputation is dramatically improved

– blogger is quoted in fashion stories

– Received millions of dollars in earned media, strengthening position and promise

Challenges:

• Digital technology is still evolving so there is a big learning curve

• Nonprofit models are very different, and not always compatible with online giving (texting,

subscription, email, FB, etc)

Future:

• Digital fundraising will grow because technology is growing. Checks will one day no longer be

used as baby boomers pass on. Those building social networks now will benefit tomorrow.

• Must develop a long term strategy and be committed

Contact Info

Brendan Hurley

Vice President & Chief Marketing Officer

Goodwill of Greater Washington

Phone: (202) 715-2605

Email: Brendan.Hurley@DCGoodwill.org

Twitter: @HurleyB

Blog: http://brendanonthemark.blogspot.com

Unlocking the Power of Facebook

Facebook Ecosystem

2

Engage Fans

Monetize Fans

Build Targeted Fan Bases

Research

Pages

Ads

Surveys

Apps Research

Facebook Ads Build Audience Profiles

3

Audience Profiles

Ad Elements

(Headline, body, image, word of mouth, text category, verbiage,

image type)

Demographics

(Age, gender, education level, marital

status)

Interests

(Competitors, behavioral, media &

entertainment preferences, positive &

negative sentiment)

Location

(Country, State, Region, City, Metro vs. Non,

Coastal vs. Non)

Relating to Users on Facebook

4

5

Social Responsibility Case Study: The Power of Giving

Aligning with a philanthropic cause (donation of 1$ per fan) saves a brand money… Without donation language:

• Cost was 56% higher

• Actions/impressions 48% lower

• Actions/clicks 38% lower

• CTR was 17% lower

Understanding Value

6

© 2011 Recoup – All rights reserved

RETHINK

PROMOTIONS.

REWARD

YOUR BRAND.

Presented to:

© 2011 Recoup – All rights reserved

80% of Americans donated to a cause in 2010 Fact #1

© 2011 Recoup – All rights reserved

92% of Americans want to buy a product that supports a cause. Fact #2

© 2011 Recoup – All rights reserved

The Thoughtful Consumer

Informed

Authentic

Involved

Transparent

Connected

Independent

Engaged

Social

Empowered

Design Conscious

PURCHASES WITH AN EYE

TO GOOD DESIGN, GOOD CAUSES

& QUALITY OF LIFE

© 2011 Recoup – All rights reserved

What if your business could empower

your customer to repurpose

their purchases for good?

What if?

© 2011 Recoup – All rights reserved © 2011 Recoup – All rights reserved

The first cause shopping channel where

businesses empower consumers to:

Buy what they like

Save what they want

Support what they love

With fun and ease

© 2011 Recoup – All rights reserved

With Recoup you have one point of entry

to access hundreds of local and national

nonprofits saving you the administrative

hurdle of screening, approving

and managing them.

Your customers are empowered to choose

what matters to them.

© 2011 Recoup – All rights reserved

It’s Convenient.

© 2011 Recoup – All rights reserved

It’s Tailored. You can establish your own branded,

dedicated channel and:

control your message

integrate it with existing marketing and

philanthropic efforts

connect with cause supporters

© 2011 Recoup – All rights reserved

It’s Smart. Enhance brand favorability and sales

by accessing a community of brand

buyers that seek to:

purchase thoughtful items

support thoughtful brands

donate to thoughtful causes.

© 2011 Recoup – All rights reserved

It’s Easy. You: Select a promotion and suggest a nonprofit.

Recoup:

•Builds a branded channel with you

•Promotes to nonprofit member base

•Rewards consumers

•Tracks behavior

•Pays merchants

•Donates to nonprofits

Comparables.

Traditional Media (Magazines, Newspaper, TV, Radio)

Pay per Click (Google, Facebook, Microsoft, Yahoo)

Online Discounts (Groupon, Bloomspot, 500+ others)

Expensive

Cost per

Impression

Cost per

Click

Customer

Lock in

Free

Free Free

Moderate to

Expensive

Free No

No

Yes

Network

Benefits

No

No

Limited

Recoup Promotions Free Free Yes High

Customer

Acquisition

No

No

No

Yes

© 2011 Recoup – All rights reserved

© 2011 Recoup – All rights reserved

Recoup Promotions

Collect money upfront

Pay later with reduced profit

Cause affiliation enhances loyalty

Repetition benefits brand/sales

Customer acquisition is included

Relevance drives social amplification

Traditional Media (Magazines, Newspapers, TV, Radio)

Pay upfront

Compete for space

Results are not guaranteed

Short lived, repetition costs

Customer acquisition is not included

No incentives for customers to connect

Online Discounts (Groupon, Bloomspot, 500+ others)

Collect money upfront (not always the case)

Pay later with reduced profit

Big discounts may hurt loyalty

Repetition may hurt brand/sales

Customer acquisition is not included

Limited network amplification

Pay per Click (Google, Facebook, Microsoft, Yahoo)

Pay in advance

Compete for relevance

Results are not guaranteed

Recurring cost, can be expensive

Customer acquisition is not included

No incentives for customers to connect

© 2011 Recoup – All rights reserved

Create your own branded channel

to build lasting relationships

with thoughtful customers,

not discount-seekers.

© 2011 Recoup – All rights reserved

You amplify your support to great causes by increasing the

nonprofit’s fundraising pool and awareness. You can visibly

demonstrate your goodwill in the eyes of the public.

While supporting a good cause, you improve sales and brand

favorability by enabling consumers to transform purchases

of your products into donation opportunities.

Consumers buy a high-quality product, save a little money

and support a cause they love.

© 2011 Recoup – All rights reserved

Ready? CONTACT US

1010 Wisconsin Avenue, NW

Suite 315

Washington, DC 20007

Andrea Fabbri

Chief Marketing Officer

tel. 202.719.2522 x716

andrea.f@recoup.com

MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011

BIOS 1

A New Era of Social Good: How New Technologies and Data Driven Insights are Changing the Way We Give

11/09/2011

Speaker Bios

Brian Fujito, CTO, Razoo

Brian joined Razoo as Chief Technology Officer in August of 2009. Brian brings deep and extensive technology leadership experience to Razoo, with a track record of working with mission-driven internet companies. In 2000, Brian joined Christianity.com where he served as Chief Technology Officer; there, he helped revamp the business, and designed and rebuilt an online giving system to handle millions of dollars in donation flow to client nonprofits.

Whenever possible, Brian loves spending time with his wife and twins.

Brian graduated Summa Cum Laude with a Bachelors degree in Computer Science and Engineering from Princeton University.

Brendan Hurley, Vice President & Chief Marketing Officer Goodwill of Greater Washington Brendan Hurley is the Vice President & Chief Marketing Officer for Goodwill of Greater Washington where he is responsible for the non-profit agency’s internal and external marketing & communications strategies covering its retail operations, contract services and job training programs. He has been with Goodwill since October 2003.

Prior to Goodwill Industries, Brendan was the Director of Marketing for Clear Channel Radio in Washington, D.C., where he managed the regional corporate brand as well as the marketing departments for two of the company's largest radio stations, WBIG FM and WASH FM.

In 2011, the American Marketing Association designated Brendan the National Nonprofit Marketer of the Year. In 2010, he was recognized as one of the Top 20 CMOs in the greater Washington/Baltimore region by SmartCEO magazine.

Brendan is a Past President of the Washington, DC chapter of the American Marketing Association, the Immediate past Chair of the Greater Washington Board of Trade's Marketing &

MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011

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Communications Executive Network, a member of Leadership Greater Washington’s class of 2011, and the creator and writer of the On the Mark marketing blog.

Brendan earned his MS in Marketing from Johns Hopkins University and a BA in Communications from James Madison University.

Addie Conner - VP, Advertising

Addie joined SocialCode with the goal of helping to build the most advanced Facebook advertising platform and agency in the world. As VP of Advertising, Addie is focused in achieving success for brands on Facebook through innovative and data-focused Facebook advertising methodology and technology. Prior to SocialCode, Addie was VP of Advertising at Avenue100, another subsidiary within the Washington Post. While at Avenue100, Addie worked on managing ROI focused, multi-million keyword long-tail SEM campaigns, as well as diversifying advertising channels beyond SEM, building both a large affiliate program and Facebook advertising program. Using a quantitative approach to Facebook, Avenue100 became a top advertiser on the platform in under a month, as well as an early partner within the Facebook Ads API beta program. When not working on Facebook advertising, Addie enjoys skiing, supporting local agriculture and general debauchery.

Andrea Fabbri, CMO, Recoup Andrea is a global marketing professional with 15 years of experience in building global and national brands for clients in the government, energy, lighting, clean tech, software and telecommunications sectors. He began his career at Intelsat, the world’s largest satellite communications provider. During his tenure, he directed the transformation of Intelsat from a 37-year old intergovernmental organization into a leading, dynamic brand in the satellite industry. In his position he managed brand and communications efforts connected to mergers, acquisitions, research, global product launches, direct marketing campaigns, trade shows, PR, corporate communications. He left Intelsat after directing the launch of the New Intelsat in 200 countries following the $6 Billion merger with PanAmSat. After Intelsat, Andrea co-founded his own firm EcoAlign, a strategic marketing agency focused on aligning corporate and consumer behavior with the future of energy. At EcoAlign’s Andrea was responsible for a vast array of initiatives including naming, brand positioning, segmentation, marketing strategy, identity development, campaigns, online, CRM, social media. Clients included large electrical utilities, clean technology companies and large global brands like Cisco. Currently Andrea serves as CMO at Recoup where he drives brand strategy and overall marketing activities. He also serves as a Sr. Strategist for Unison Agency, where he is

MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011

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responsible for client large engagements with local, national and global brands such as The Smithsonian, Capital Sands Management, Global Impact. He is the recipient of several prestigious awards such as the Telly Awards, Best In Show MITX Award, the New York Interactive Award and Arc Awards for Annual Report. He holds an MBA from Johns Hopkins University and got his undergraduate degree in Economics at the La Sapienza University, Rome, Italy.