Charity Charge

Campaign Proposal

Team Wavelength

Prepared for: Stephen Garten Dr. Oh

04.23.2019

2 / TABLE OF CONTENTS

Table of Contents

Table of Contents 2

3 - 10

Team

Section 3: Insights Problems & Opportunities Target Audiences Strategy

Section 1: Overview Executive Summary Situation Analysis Company Evaluation

11 - 18

19 - 23

24 - 38

Section 4: Proposal Creative Messaging Internal Executions External Executions Media Schedule Budget Conclusion

Section 2: Research Interviews Survey Competitive Evaluation Market Evaluation 39

References

3 / OVERVIEW

The Team Graeme Hamilton

Bailey Grimmett

Ashley Coffin

Martha Gill

Nic Giron

4 / OVERVIEW

Section 1: Overview

5 / OVERVIEW

Within the past year, Charity Charge expanded its credit card offerings from consumer to corporate cards designed to meet the needs of nonprofit organizations. Past marketing efforts and messaging were focused on the consumer card, without much reference to the corporate card.

Now, Charity Charge is looking to refocus its efforts on the corporate card to increase its client base. The client understands the importance of word-of-mouth, and aims to prioritize a communication strategy around this. Charity Charge has tasked our team with determining the best method to increase referrals and word-of-mouth, while determining the best messaging strategies that will emphasize the benefits of the corporate nonprofit card.

6 / OVERVIEW

Executive Summary As the only credit card solution designed solely for nonprofit organizations, Charity Charge has the advantage of being the first card to break into an under-served market. While being first to market has been beneficial, Charity Charge is now faced with the challenge of building the framework for a new sector within an established industry, while creating brand recognition. In support of this mission, our team has put together a comprehensive marketing plan that takes into account the needs of Charity Charge and its target consumers.

Charity Charge has already begun to refocus efforts from the consumer card to the NPO corporate card. According to our briefing, Charity Charge hopes to focus on word of mouth. Our proposal blends touch points to trigger word-of-mouth and strengthen social channels with expanded digital efforts in order to deliver on the company’s expertise.

The goals of this report are to create brand awareness, increase the number of

corporate card sign ups, and increase page views among NPO leaders. This report will recommend that Charity Charge repositions as itself as the expert of nonprofits, giving NPOs the ability to get 1% more. To do this, Charity Charge must strengthen online touch points by creating a broad platform of financial education and literacy with subjects tailored to the needs of NPOs. Additional partnerships with finance and credit card blogs will promote the Charity Charge credit card as ideal for NPOs. Enhanced attendance at a greater number of events will promote financial literacy among NPOs, allowing Charity Charge to position itself as a trusted source in the NPO community with increased brand recognition. Charity Charge must offer referral and sign-up incentives in order to make it beneficial for both users who recommend and users who sign up based on a recommendation. The goal of above initiatives is to increase brand awareness and word-of-mouth reference.

7 / OVERVIEW

Situation Analysis While Charity Charge has the advantage of being the first to market with an NPOfocused credit card option, it is still competing with some of the largest financial institutions in the world. A couple of key elements that are working in Charity Charge’s favor are its Public Benefit Corporation status, and its ethicalorientation. A unique advantage and disadvantage to Charity Charge is the fact that, once a nonprofit organization decides on a credit card, the decision-maker is unlikely to switch (pg. 11). This provides a disadvantage, as many NPOs already have a credit card and are unwilling to switch, ultimately, not considering Charity Charge’s services; on the other hand, this provides an advantage, because we can assume that a Charity Charge client will likely be unwilling to switch and continue to use this services for years.

Our research shows that the majority of key decision makers at Austin-based NPOs would be interested in an NPO-

focused credit card (pg. 13). However, our research also shows that many NPOs are passive about selecting a credit card and, as mentioned above, aren’t looking to switch, as they are “somewhat satisfied” with their current credit card (pg. 13).

Many respondents said that they rely primarily on word of mouth to learn of new finance options (pg. 13), limiting the reach of traditional advertising methods, and creating a barrier of being able to break into the tight-knit NPO community.

The key to this market then is to get the Charity Charge name in front of the decision makers, whether in person or through word of mouth.

8 / OVERVIEW

Company Evaluation Charity Charge is a Public Benefit Corporation based in Austin, TX. The company offers both a consumer credit card and corporate or “business” credit card. Both services allow the credit card user to earn rewards and automatically donate the earnings to a charity of their choosing. Until recently, the company focused its efforts on the consumer credit card, speaking to individuals about their personal rewards and charitable donations; however, the company hopes to refocus on their newest offering, the corporate credit card for nonprofits. This refocus provides both an opportunity and uphill battle, as consumers (and financial decisionmakers) might be unaware of the corporate card service. In addition to this lack of awareness, there is stiff competition from

larger, long-standing credit card companies (Chase, Capital One, etc.); the company will need to consider the competitive environment when deciding on the best option for their marketing and advertising efforts.

With such a unique selling proposition — PBC credit card service for NPOs — Charity Charge is in the position to take advantage of opportunities within Austins’ growing nonprofit community and build consumer awareness and trust. By playing to its strengths, such as knowledge about NPO finances, no credit score or personal guarantor needed when signing up, and non annual fees, Charity Charge has the capability of being THE go-to card for all nonprofits.

9 / OVERVIEW

Gives back completely to the NPO Small team makes contacts personal Doesn’t require a credit score Competitive interest rates

Cancellation Fees Effort to switch cards Closing other accounts

COSTS

BENEFITS

WEAKNESSES

STRENGTHS

Partnered with MasterCard

Low Awareness

Tailored to the needs of NPOs

Low consumer confidence

Lack of direct competitors

Requires an extended financial history of the NPO

10 / RESEARCH

Section 2: Research

11 / RESEARCH

Interviews “If we could just get the nonprofits to question why they are using that credit card and what other options are out there...”

We conducted informal, one-on-one interviews with the client, clients of Charity Charge, and members from nonprofits within the Austin community. The following section lays out the biggest insights we gained from these interviews which helped guide our strategy.

(1) Getting NPOs to question their current credit card service is top priority for Charity Charge; familiarity with current credit, or debit, card is what keeps NPO decisionmakers from switching.

(2) Charity Charge has an educational component that most people might not know about.

(3) Consumers might see Charity Charge as providing just a “little” added benefit, which won’t encourage consideration to switch (4) Finances are considered a “hassle” for NPOs and might not have the most “refined” process

12 / RESEARCH

Survey We conducted a survey with 20+ financial leaders in Austin, TX involved in nonprofit organizations. The survey was distributed via LinkedIn, direct email, and Instagram.

interest rates and no annual fees are the non-negotiables, the cash back to orgs is the differentiating factor that makes Charity Charge superior to its competitors.

Over two-thirds of respondents said that there was a dedicated financial officer within their organization, meaning the orgs are well versed in their financial needs.

80% of respondents indicated that their org has a corporate credit card, which leaves a small number who don’t. However, for those who do have a credit card, they are least satisfied with the points/rewards and the expense reporting aspects of their current cards; they simultaneously consider low interest rates, no annual fees, and cash back to the organization as the most important factors when choosing a new card. This is good news for Charity Charge, as they excel in all of these areas. While

When asked how a financial institution could better serve nonprofits, one respondent stated, “by having dedicated terms, products, and rates for nonprofits.”

We followed up on this idea with an in-depth interview with Amber Kani at PeopleFund.

She said, “People are hesitant to leave their current funding sources because of fear of decline, the credit pull (especially if their credit is poor, they see switching as exacerbating the problem), lack of clarity between offerings, and limited products in the space for nonprofits in particular.

Nonprofits lack tailored products and as a result piecemeal together offerings designed for for-profits that they can use.”

13 / RESEARCH

Credit Limit

Rewards/Points

82.89

53.56

Guarantor/Cosigner Process

Expense Reporting

67.78

60.75

Interest Rates

Annual Fees

66.56

66

14 / RESEARCH

Charity Charge

Chase Ink Business Cash

Capital One Spark Cash

Amex Blue Business Plan

BOA Business Advantage

Annual Fee

$0

$0

$95 after first year

$0

$0

Cash Back and Rewards

1% cash back on all purchases

5% back on select categories

2% on all purchases

Interest Rate

14.9% 21.99%

15.49%21.49%

19.24%

13.49%21.49%

13.49%23.49%

Credit Needed

Unwritten to the Organization

Excellent

Good or Excellent

Good or Excellent

Excellent

2x points on 3% cash back all purchases, on select with an purchases, annual cap 250K cap

15 / RESEARCH

Competitive Evaluation

Charity Charge stands alone as the only credit card made specifically for nonprofits, but the company is up against large, wellknown companies (such as Chase and Capital One) that provide similar services tailored for nonprofits; many of these companies have a long history of providing small business credit cards to nonprofits with no annual fees and low interest rates.

However, these companies don’t offer the tailored benefits that this segment requires and don’t speak to them directly. This is an opportunity for Charity Charge to enter the market as the best option for these nonprofit organizations by speaking to

them at the ground level within the Austin community.

Again, these larger companies are backed by well-known names and large advertising budgets that places them top-of-mind during the consideration process. So, in order for Charity Charge to compete with them, it needs to continually emphasize the unique service of tailoring to NPOs and create a network of contacts and referrals based on word-of-mouth communication and interaction with NPO decision leaders.

16 / RESEARCH

Marketing Environment 1 in 5 surveyed stated they made a financial decision based on word-of-mouth review/recommendation. 49% recommended banking or credit card services to colleagues throughout the year.

Today, nonprofits rely heavily on word-ofmouth, as it’s a more trustworthy source of information compared to other forms of communication. With minimal services and products specifically designed just for them, it’s hard to determine which ones are best in the long run. To circumvent this anxiety, NPO leaders go to meetings and network on a regular basis to form bonds and talk about related topics. When asked about how they hear about financial options for their nonprofit, the survey respondents overwhelmingly stated that they got the information via word of mouth. Some even heard about it through their own members.

Credit cards and finances is an extremely touchy subject and any wrong decision could hurt the nonprofit. As the economy

fluctuates, people will feel less secure about their finances. If what they have now is working, they will be hesitant to switch.

But, brands who are built for nonprofits rely on adding value to gain trust within this market segment. For example, Classy — a fundraising software platform — regularly updates their social media and creates tips and tricks for the industry. They offer more than a product, they also provide advice.

People are open to hearing about ideas through marketing and digital campaigns if it comes from the right sources — whether that’s a trusted blog, a friend or colleague, or a social media feed that is focused on helping them get better. For these customers, it’s all about value.

17 / RESEARCH

Online Blogs

Social Media

Word of Mouth

Direct Mail

Bank

Other 0

1

2

3

4

5

6

7

16 / INSIGHTS 18 RESEARCH

Section 3: Insights

19 / INSIGHTS

Problems & Opportunities Charity Charge social media has low follower count and reposts other brand’s content.

Can increase follower count with more curated content.

The Charity Charge blog is limited in scope

Can create additional resources for information on fundraising and finances

Reliant on WOM for reaching customers

Can create low cost digital ads to increase WOM

Not on any current blog pages featuring NPO credit cards

Can connect with nonprofit leaders in nonprofit spaces

WOM limited to in person/referrals

Can connect with nonprofit leaders in nonprofit spaces

No referral incentive

Can create incentive for referrals

20 / INSIGHTS

Audience: Large Scale Large and Long-Standing The financial decisions of the large & long-standing NPO are made by a board of financial directors, with one person who takes control. All are older, with years of business experience.

They are state recognized, if not nationally recognized, with a large pool of donors contributing every year. As people start to shift their donations to more local nonprofits, they are struggling to compete for cash flow. They need to hold onto these regular donors and they need to sustain their revenue. Due to their size, they are constantly making substantial purchases for fundraisers and galas. They have an extensive network of people making purchases and want an easy way to manage these finances.

Small and Starting Up The financial decisions of the small & starting up NPO are made by the organization as a whole. It’s a small, but mighty team who are constantly dealing with the ebb and flow of donations and fundraising. Since they are more concerned with keeping their nonprofit afloat, they make a lot of small purchases only when the needs arise. They have the benefit of being local and have loyal donors in the community, but their reach is not expansive. Despite the need, they don’t have the time or resources to think about their credit card or how it is functioning for them. Their main priority is to serve the community. A company that wants to speak to this organization needs to offer a quick and simple solution.

21 / INSIGHTS

Audience: Small Scale Nonprofit Decision Makers The financial decisions of the large & long-standing NPO are made by a board of financial directors, with one person who takes control. All are older, with years of business experience.

They are state recognized, if not nationally recognized, with a large pool of donors contributing every year. As people start to shift their donations to more local nonprofits, they are struggling to compete for cash flow. They need to hold onto these regular donors and they need to sustain their revenue. Due to their size, they are constantly making substantial purchases for fundraisers and galas. They have an extensive network of people making purchases and want an easy way to manage these finances.

Nonprofit Influencers The nonprofit influencers run in the same circles as the nonprofit decision makers, but are fundamentally different. Their interests lie in improving the community as a whole. They enjoy going to networking events for startups looking to challenge the way things are done. They support philanthropic causes, both large and small. They’ve amassed a following of people, whether online or in-person, who respect their opinions on social matters. They bridge the gap between the NPO and for profit worlds. As they learn about new products and ideas that can improve society or functionality, they are quick to share.

22 / INSIGHTS

With Charity Charge’s focus on word of mouth marketing, there are a few key changes that can increase peer recommendations.

Our research shows that word of mouth is the leading way NPOs find out about new finance opportunities, so a little extra effort here is well worth it.

23 / INSIGHTS

Strategy Based on our company and market evaluations, research and insights, we recommend Charity Charge reposition its strategy to increase brand awareness through word-of-mouth communication and recommendations — both online and offline — around the Austin area. As mentioned throughout this book, nonprofits are unaware that a credit card and financial service tailored to the unique needs of their organization exists. As the essential credit card/financial resource and consultant for nonprofits, Charity Charge is in need of a strategy that revamps their corporate credit card marketing efforts and places them in the conversation among NPOs. In order to do this, we propose a multi-step strategy: Internal (1) Website Redesign — NPO finances are complex, Charity Charge needs a website that simplifies it (2) Resources — showcase Charity Charge’s expertise and value by providing financial resources/guides related to NPOs (this can be integrated with previous blog posts)

External (3) Partnerships — financial blogs are a trusted source for NPOs — partnering with them will generate clickthroughs to Charity Charge’s website and increase brand awareness (4) Social Media — establish and maintain a strong online presence through Facebook; this will enable Charity Charge to increase interaction with NPO consumers and the general public, building relationships and establishing a brand personality (which is valuable to this consumer segment) (5) Nonprofit Events — Charity Charge will attend and network at local NPO-related events to interact with possible clients on a one-on-one basis; Charity Charge’s status as a PBC allows it to become a member of these events and generate discussion around the company (6) Referral Program — based on the competitive evaluation, competitors are seeing success with referral programs; by incentivizing the referral process, Charity Charge will have a competitive advantage and increase word-of-mouth

24 / PROPOSAL

Section 4: Proposal

25 / PROPOSAL

Creative Messaging 1% back on whatever you need.

All nonprofit organizations are unique. Charity Charge understands one thing that NPOs have in common — they need 1% to go a long way.

Through establishing themselves as the allies of nonprofit organizations, the creative messaging of this proposal will strengthen Charity Charge’s brand identity and brand messaging.

26 / PROPOSAL

Internal: Website Redesign Redesign Charity Charge website with a set of three unique consumer journeys.

Site visitors with ties to NPOs would be provided with a user experience tailored to highlight the financial expertise of Charity Charge.

Currently, Charity Charge’s website is a onesize-fits all experience, equally positioning the business card, NPO card, and consumer card. This muddles the clarity of messaging aimed at NPOs by providing alternatives that are less than relative to their financial needs.

The goal of redesigning the website is to create a seamless and simplified experience that de-complicates and provides useful information to the user; this will contribute to a positive user experience which will influence their overall evaluation of the brand/services, leading to increase word of mouth and recognition.

27 / PROPOSAL

28 / PROPOSAL

Internal: Resources Expand online resources on NPO finances and trends in order to display Charity Charge’s expertise in their category by providing consumers with a resource guide.

Along the “Non-Profits Organizations” pathway, users will be provided with a resource guide, outlining the basic financial demands of NPOs. This guide will target smaller NPOs that may need advice getting off their feet. Other resources may recycle previous blog posts with less emphasis on time-stamping in order to reduce the need for update.

Providing a financial resource that is designed to address the financial needs of NPOs creates a unique offering that other companies are not in the business of doing. This guide will show consumers that Charity Charge is more than a credit card company, it’s an expert in NPO finances; this added value of a go-to guide will increase consumer trust in the brand. By creating a “sharable” resource guide, we expect to see an increase in traffic to the website and/or word-of-mouth reference via social media channels.

29 / PROPOSAL

30 / PROPOSAL

31 / PROPOSAL

External: Nonprofit Events In the past, Charity Charge has generated few leads from sponsoring local NPO conventions and events; however, we believe that by investing a little more money and effort into these events, Charity Charge will be able to leverage this experiential marketing technique to generate word-of-mouth and follow-up opportunities with prospective clients.

Charity Charge should invest in the a higher level sponsorship in order to reap the benefits of these events that align with the organization itself; for instance, the “Groundbreaker� level of Amplify Austin ++++provides opportunities to publicly display the Charity Charge logo/ brand, to increase brand exposure via email marketing and press releases, and additional ways that increase the brand’s association with this event. In addition to attending paid conferences and events, there are a number of associations in Austin that have monthly member meetings (i.e.

Giving City Austin, and Nonprofit Tech Club) -- Charity Charge can leverage its status as a Public Benefit Company by attending these meetings and social hour events to spread the brand message.

Charity Charging Stations Providing a phone charging station for attendees of these events will allow Charity Charge employees to speak with attendees/ potential clients and provide a useful resource to incite positive association with the brand and service.

32 / PROPOSAL

External: Revamped Social Adjust Facebook Audience settings to: College Grad/Master’s Degree/Some Master’s, HHI top 25%, Work in Community & Social Services, Interests: Credit Cards, Financial Resources

We recommend Charity Charge focus its social media efforts related to the business credit card through its Facebook page, as the demographic profile is older compared to other social media platforms, which will increase the company’s chance of connecting with its core audience. More specifically, Charity Charge should focus 65% of its social media content on added value & community stories (general posts about this market/industry), and the other 35% of its content on Charity Charge-related content (such as showing how the card has impacted companies and communities).

Charity Charge should post content related to financial expertise as well as content related to current clients, emphasizing the benefits of the card and what they did with the “1% more.” Below are a few examples of posts that include brand personality: Weirdest or funniest purchase since using Charity Charge.

How has Charity Charge affected your purchasing abilities or finances?

Has there been a purchase you were holding off on prior to using Charity Charge?

33 / PROPOSAL

Basic Social Media Brand Guidelines Images: Include brand logo on every image uploaded — consistency is key; associate brand/ logo with relevant and positive content that will, in turn, increase positive brand association and “feeling” amongst viewers; don’t place logo on images outside of NPO (or related) fields Voice: Keep brand and consumer in mind; tie content back to your mission statement and, before posting, ask whether the content contributes to the message you want to get across to users and/ or something they will appreciate. Know who you’re talking to — NPO leaders and influencers are your target. Tone should be one of your brand personality, which is friendly professionalism — your company and employees are sociable and approachable, but you “know your stuff” and are a reliable and expert source for financial guidance Color: Color schemes need to be complimentary and included in most content Content: 65% of online posts should be of added value, meaning community stories not related to the company itself; the other 35% of content should be related to Charity Charge. Make sure content reflects back to your brand and mission statement: you are experts in financial help but also in the value of social good.

Frequency: post at least once per week, unless promoting upcoming event or live streaming from one

30 / PROPOSAL 34 PROPOSAL

External: Partnerships Working with finance blogs, Charity Charge will be a listed reference for smaller, starting up NPOs that are self-resourcing their knowledge bank about finances.

An opportunity that Charity Charge can take advantage of is partnering with online financial resources that post shareable content about financial literacy and, more specifically, which credit cards are the “best” ones for NPOs. Keeping the budget in mind, we recommend Charity Charge pay a one-time fee and partner with these financial blog sites, such as Fundera.com, in order to be included in these useful and informative lists in order to generate organic clicks to the website. By including Charity Charge in these NPO credit card “best of” lists, consumers will likely recall the brand after completing their research and consider the company during their decision process, associating it with an established and trustworthy financial site.

35 / PROPOSAL

External: Referral Program To stay ahead of the competition, Charity Charge needs to establish a referral program to encourage word-of-mouth recommendations and increase credit card sign ups.

By incentivizing this process, Charity Charge will provide an added value to both parties which is almost an expected component of credit card services.

Although we do not know the ins and outs of Charity Charge’s finances, we recommend the following as a starting point for a referral program: Double cash back for 6 months when a referred NPO signs up Bonus cash back when signing up for NPO Business Card

36 / PROPOSAL

Performance Indicators Based on our campaign efforts, we determined a set of key performance indicators that indicate a successful execution of our proposal.

Increased awareness, measured by a 25% increase in Google searches.

Increased word of mouth, measured by assessing source of reference during sign-up.

Increase in organizations signing up for the credit card.

Increase of website page view analytics.

37 / PROPOSAL

Budget: $35,460 (1) Blog Partnership

1,500

Targeted, Paid Social Educated Male and Female Work in Nonprofit Industry

24 weeks spending 140 per week = 3,360

Sponsoring Nonprofit Conferences

3x10,000 = $30,000

Member Meetings

Free

Charging Station

$600

28 / PROPOSAL

June 3

10

17

July 24

1

8

15

August 22

28

5

12

19

26

Blog Partner Paid Social Member Meetings Conferences Grand Total

December 2

9

17

23

January 30

6

13

20

February 27

3

10

Blog Partner Paid Social Member Meetings Conferences Grand Total Blog Partner: Fundera.com, Cardrates.com Paid Social: Every other week, following social guidelines Member Meetings: Giving City Austin, Nonprofit Tech Club Conferences: Art of the Gala, Mission Capital Board Summit & Conference, Amplify Austin

17

24

September 2

9

16

23

October 30

7

14

21

November 28

4

11

18

25 $1,500 $1,820 $0 $20,000 $23,320

March 2

9

16

April 23

30

6

13

20

May 27

4

11

18

25 $0 $1,540 $0 $10,000 $11,540

28 / PROPOSAL

Conclusion Ultimately, Charity Charge needs to focus its advertising efforts on repositioning itself as THE go-to financial solution for nonprofits.

Based on Charity Charge’s desire for wordof-mouth marketing, Wavelength provided a strategy that adheres to this “ask” and increases brand awareness among NPOs. The internal strategies -- website redesign and resource guide -- aim to increase “added value” to the consumer journey. As we know, financial decisions are complex, and many NPOs do not have a “refined” process that makes it easy to choose a credit card. These initiatives will show the consumer that Charity Charge is the option for them. The website redesign will create a simple, use-friendly experience that speaks to and keeps the visitor/NPO financial decision-maker in mind. In addition, by creating a resource guide related to nonprofit finances, Charity Charge can showcase its expertise about NPO finances and provide added value that competitors will never be able to.

Although we were tasked with a “no budget” criteria, we believe that a small budget can go a long way and, as the saying goes, “you have to spend money to make money.”

The strategies that do require spending -- partnerships, social media, events,

referral program -- are cost effective and will provide long-term value by increasing brand awareness. By following our outlined social media guide, Charity Charge will establish a social media presence that is professional, relevant, and valuable to the target consumer. In addition, partnering with finance-related blogs will place Charity Charge at the top of web searches without spending money continuously (something that many companies don’t consider).

Lastly, experiential marketing is something that young and personable brands can really leverage, which is perfect for Charity Charge; sponsoring conferences at high levels will make Charity Charge stand out in event marketing and allow the company to interact with attendees and secure leads.

The Charity Charge station is an added benefit that will give company employees a chance to interact with prospective clients in a sociable and interactive way.

All of these strategies aim to do one thing: make Charity Charge the #1 credit card option for NPOs. We are not proposing a cute and clever campaign with a memorable tagline perse, but an effective and readyto-go strategy that Charity Charge can take today and implement tomorrow.

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Thanks for the read!