makerble what if social innovation partner (deck for clients)
TRANSCRIPT
1Makerble.com Tweet: @Makerble [email protected] Matt Kepple, London
Matt Kepple + Annabel Dickson
Follow the change you make in the world
2Makerble.com Tweet: @Makerble [email protected] Matt Kepple, London
Charity has traditionally been about how much MONEY you give. We’re making it about how much CHANGE you make.
There has been a loss of confidence in charities
“I don’t donate money to charity because I’m not confident that my
donation won’t be wasted.
That’s why I volunteer
my time instead because that way I see
the direct impact of what I put in”
Investment ManagerMale, aged 30-35
3Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
“I give monthly to Cancer Research (CRUK) because I know who they
are. But I don’t know who else to give
to. If there was a site
that told me where to give, I’d
use it”Events Marketing Manager, Female,
aged 25-30,
Source: Forbes, Financial Times, Makerble Research Interviews, Resource Alliance
We’ve been successfully adapting fundraising’s most proven technique,
Child Sponsorship, for new markets for several years
• aka ‘crowd funding’• YTFN.org events
– 40 projects sponsored– £70,000 donated– Hundreds of new donors
• (Kiva.org 1million donors)
“There is no more effective public fundraising proposition than
child sponsorship”
Child Sponsorship Monthly Donation
Creative Class Winner
Project SponsorshipEvent Donations
Project SponsorshipMonthly Donations
• Every Cause• Personalised Impact
Reporting
5Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Addressable market
£££ 5.5million ‘STARTERS’ with Significant donation potential
4million ‘INCREASERS’ with £665million in potential donations
5million ‘SWITCHERS’ with £1.7billion in moveable donations
12.5million SATISFIED donors.
Sources: Money For Good report, New Philanthropy Capital; Giving Green Paper, UK Government Cabinet Office; UK Giving, Charities Aid Foundation & NCVO
27million monthly donors in the UK in total
There are 14.5million unsatisfied donors in the UK
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6Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Charity supply side
Sources: Charity Commission, Big Society Capital, Charities Aid Foundation, NCVO
Current situation• 160,000 charities in the UK• Trend among charities to make their impact reporting more robust due to
pressure from their funders: foundations, government• 1 in 6 charities at risk of closure due to insufficient income• 70% of income goes to top 1% of charities • Charities spend up to 15% of income on fundraising
As a result• Long tail of charities keen to increase donations• Charities lack the expertise, time or budget to do grow their markets of donors• Charities have a surplus of good work they do and stories about what’s happening
7Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Commercial opportunity
Business model• Cost-saving 8% commission• £10/month average donation
Competition• Low market share (11%)
Global market for transparent donations• $20billion/year (minimum based on USA alone)
Sources: The Big Give, Global Giving, Kiva, NCVO, New Philanthropy Capital
Create a donations platform that shows Unsatisfied Donors the impact of their donations 14.5million Unsatisfied Donors
8Makerble.com Tweet: @Makerble [email protected] Matt Kepple, London
Strategy to capture the addressable market ahead of the competition
Extensive Variety• Market leader Kiva has 1million customers globally but only offers one cause
Viral + Competitive• Make donors proud: personalised shareable content about your donations’ impact
Enterprise Platform• Personalised Impact Reporting to help brands & employers increase engagement
Competitors = Collaborators• JustGiving and GlobalGiving want to use our API
Insight-driven consumer marketing• Content Marketing: “changing the world without changing your lifestyle”• Brand Positioning: accessible because we don’t come across as “worthy”
Insight-driven future features• Personalised impact reporting when you: Volunteer, Campaign, Shop Ethically
Del
ight
Scal
e
See the change you make in the world
9Makerble.com Tweet: @Makerble [email protected] Matt Kepple, London
displays the variety and number of people your donations
help each month across every cause
OnlineOn MobileOn Facebook
10Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
How it works - Step 1. Connect your Facebook
11Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Step 2. Tweak your bucket
12Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Step 3. Choose an amount
13Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Step 4. Earn your Change
14Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Step 5. Share your Change
15Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Current Status
£50,000 investment round Finalising shareholders agreement
Tech Partner SecuredGroupbuddies.com in Porto, Portugal
Phased alpha release Responding to feedback:• More projects• Easier charity signup
process• Clearer homepage• Non-mandatory
Facebook login• Non-mandatory photo
upload• Less steps to donate
page
16Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Consumer Marketing Activity
Change the world Your wayCONSUMER
BLOGMEDIA TARGETSAMBASSADORS
£10K/MONTH/NGO FREE ADWORDSEVENTS:
LONDON + UNIs
Enterprise-to-Consumer Marketing Activity
17Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Interactive CSR platform for
brands
Staff Donations platform for employers
Media Agencies
Speaking directly to Brands
AccountantsSpeaking directly to Employers
White Label platform for
charities
Networking
CLIENT ACQUISITION:
3% of employers offer staff donations£1bn market currently50% UK workforce wants employers to do more
50% customers will spend more on CSR brands
B2B marketing concept: Deepening brand loyalty whilst recruiting 5,000 donors per brand
18Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
TOPMAN BUNDLE• Projects that TopMan
believes will resonate with its customers;
• & optionally match-fund via its foundation
INVITE CUSTOMERS• Email newsletter• Social media posts• In-store point-of-sale• Online Store advertising
CUSTOMERS DONATE• via TopMan or Makerble
website or mobile app• & receive personalised
impact updates; • plus prizes and offers
GENERATION CHANGE
Make CHANGE Happen
with the amount you’d spend on one Accessory a
monthPowered by
For the chance to win prizes and exclusive offers
B2B marketing concept
19Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Matching O2 customers to
O2 Think Big projects they can
support
Donate through your
bill. Makerble pre-loaded onto
phones
Once-in-a-lifetime expenses paid
volunteering for O2 customers on
Makerble projects
VOLUNTEERING
20Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Award-Winning Team
Accomplished Respected Well-connected Advisors
21Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Kirsty McFadden – Product Manager for award-winning private social network which increased donations and retention among donors to The World Society for the Protection of Animals
Abhi Patel – Senior programmer and a Vice President at Goldman Sachs overseeing the building trading algorithms.
David Pritchard – Head of Impact Measurement at New Philanthropy Capital. The organisation advising high net worth individuals on which charities are effective.
Ann Foley – former Regional Operations Manager for international development charities the Red Cross and TearFund
Caroline Fiennes – author, speaker and consultant in the arena of effective philanthropy. Advisor to the Association of Charitable Foundations.
Joe Galliano – Celebrity & Charity Liaison Manager connecting celebrities to the causes they care about. Created the Dear Me book series authored by celebrities to benefit charity.
Stephen Donajgrodzki – Senior Partner at Equal, the media buying agency. Develops advertising and marketing strategies for clients ranging from government to leading brands.
Duane Melius – Responsible for New Business and development of marketing strategies within the group of marketing agencies under Edge Asia.
Ola Obaro – Marketing professional with experience client-side working for brands including Harlequins Rugby, Johnson & Johnson and Mars Drinks.
22Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Social Mission: Increase the effectiveness of charities
People finally understand the
Change they make in the world
Projects that create the most Change in
their categories become
increasingly popular
Projects have a greater financial incentive to
Improve Feedback Loops, Learn, Collaborate, Share, Innovate to ensure their projects are creating the
most Change possible
Vulnerable and excluded people
in developing countries get
better access to and more
benefit from essential services
CONSUMER UNDERSTANDING
CONSUMER DEMAND
ECONOMIC INCENTIVE
SOCIAL IMPACT
Our Strategy [ Theory of Change ]
Purpose: Achieve everybody’s social potential
THE MARKET
Every social change organisation on the planet tries to change the world by focusing on The Problems and getting people to DO SOMETHING for AN ORGANISATION:• Organisations like the UN, charities,
social enterprises often try and solve specific social issues.
• They try to convince people to change their behaviour to serve a greater purpose. E.g.• Tackling a social issue• Getting people to volunteer,
donate, campaign, fundraise, boycott, buy ethically
• Help charities to raise more money
THE OPPORTUNITY
• Makerble turns the idea of “Changing The World” on its head.
• We exist to serve You, not the cause.• We don’t want you to help one cause over another• We want you to achieve YOUR social potential – whatever
that looks like. We want you to have the biggest possible impact that YOU can have on the world. Whether that’s as a donor, shopper, voter, entrepreneur, worker, lender, investor
• It’s not about our agenda, it’s about yours. We’re here to help you change the world YOUR Way, on your terms, when you like, how you like, with whom you like and where you like.
• Whatever gets in the way of you making the change you want to see in the world, we endeavour to overcome. Any concerns you have, we seek to address. We want to be the vehicle through which you feel comfortable making the better world you imagine possible.
• This is your canvas. Go change our world; change it your way
24Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Financial Analysis
• Makerble operates on a budget of £6,000/month• Makerble will break-even within Year 1 (Month 7) through earning £6000/month:
• This could be 6,000 x £10/month donors or 20,000 x £3/month donors• Makerble makes £1/donor/month with commission of 8% on the gross donation
which includes the additional 25% added through Gift Aid• £10/month is the current UK average donation amount
• This represents • 0.04% market share of the 14.5million addressable market• 0.7% of the 860k donors recruited via street fundraising in 2012
• Charity auction platform Prizeo reached 10,000 donors in its first 10 days• Just 1 of our potential clients, TopMan, has over 600,000 fans on Facebook
Let’s revolutionise the way that people change the world
25Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
26Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Donor market data
2013 Edition fast.MAP Marketing Gap report
Convenience, guidance and transparency dominate the brands we have become familiar with in the 21st century
27Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Convenience TransparencyGuidance
Target Audience >>>>> Non Cynical Want Some Evidence
Cynical and Motivated
Cynical but need an easy solution
Choice of projects Monthly Portfolio
Real Itemised Impact On FB Timeline
See the Potential Impact Easy comparison
Social user experience Web + Mobile
28Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London
Competitor Analysis: Makerble is the only platform in the world to itemise charities’ project results