ADV 385- Account Planning - Group#4 A New Direction for Donateway Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Creative Brief DonateWay is an online donation platform that allows political and charitable campaigns to collect donations through a web portal. Currently DonateWay is focused on local and regional elections and has been seeing growth in these areas. These types of local campaigns are often more personal and are a good opportunity to motivate more small donations from individual donors. However, DonateWay currently does not have a system to properly target these people when they are most likely to donate. Who are we trying to reach? We are focused on reaching those who are politically engaged, who are tech affluent and/or otherwise use technology, especially Generation Z to millennials, from 18-33. Those people who are psychologically invested in politics and wish to ‘make an impact’ through getting involved. The specific audience groups will vary by the candidates and campaigns. Why do these people buy or use the product? People will use DonateWay because it is a platform that allows them to be involved with the political campaigns they align with most. Donate way is a medium for them to feel connected to their candidate, their peers, and the movements they are a part of. They will get latest news updates and notifications and even participate in the pool via DonateWay allowing the campaign to receive more donation more often. What is the objective of this project? We want to make DonateWay into the go to platform that engages with those who are most engaged with local politics. We want to make it easier for people to donate, with smaller denominations and higher volumes. Through gathering smaller denominations, people will donate more often when they have share special moments with the campaign they are a part of. Donate way is an extension of the candidate that is personable and enables campaign donors to feel they are directly connected and involved. It provides experiences to be connected. We can hopefully increase the donation amounts by 50%, as donors who have donate before would willing to donate again or more via the interactive DonateWay. How does the product compare to competitors’? Pros: (1) Only 2 other platforms providing applications aimed at showing data for campaign raisers. (2) DonateWay will be a platform in your phone, which will make it the most convenient. (3) Competitors do not provide a platform to help the donors feel connected to the campaign. DonateWay will become a communication hub for campaign platforms that brings donors into the campaign process. Cons: (1) There are over ten online fundraising websites providing similar services and tools. (2) The whole market is competitive with a dozen of small and large money raising websites. Where is the communication going to run? In an application where donors can check the notifications and make easy and quick donations with their payment already saved, which is the most efficient way to elicit more emotional and frequent donations. Through a link, while making the first donation, donors can also create their accounts and download the app with the same payment and account information they fill. Insight: When people feel more engaged in the campaign, they are more willing to donate money. What is the message we should convey? “You are a part of the campaign, not apart from the campaign.”