ADV 385- Account Planning - Group#4
A New Direc�on for DonateWay
Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Crea�ve Brief
DonateWay is an online dona�on pla�orm that allows poli�cal and charitable campaigns to collect dona�ons through a web portal. Currently DonateWay is focused on local and regional elec�ons and has been seeing growth in these areas. These types of local campaigns are o�en more personal and are a good opportunity to mo�vate more small dona�ons 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 poli�cally engaged, who are tech affluent and/or otherwise use technology, especially Genera�on Z to millennials, from 18-33. These people are psychologically invested in poli�cs and wish to 'make an impact' through ge�ng 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 pla�orm that allows them to be involved with the poli�cal campaigns they align with most. DonateWay is a medium for them to feel connected to their candidate, their peers, and the movements they are a part of. They will get the latest news updates and no�fica�ons and even par�cipate in polls conducted by the candidate over relevant issues. This increased connec�vity through DonateWay will encourage more dona�ons more o�en from supporters. What is the objec�ve of this project? We want to make DonateWay into the go to pla�orm that engages with those who are most engaged with local poli�cs. We want to make it easier for people to donate, with smaller denomina�ons and higher volumes. Through gathering smaller dona�ons, people will donate more o�en, and at key moments when they feel a deeper connec�on with the campaign they are a part of. DonateWay 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 dona�on amounts by 50%, as donors who have donated before would be willing to donate again or more via DonateWay. How does the product compare to compe�tors? Pros: (1) Only two other pla�orms are providing applica�ons aimed at showing data for campaign raisers. (2) DonateWay will be a pla�orm in your phone, which will make it the most convenient. (3) Compe�tors do not provide a pla�orm to help the donors feel connected to the campaign. DonateWay will become a communica�on hub for campaign pla�orms 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 compe��ve with a dozen small and large money raising websites. Where is the communica�on going to run? In an applica�on where donors can receive no�fica�ons and make easy and quick dona�ons with their payment already saved, reducing the effort and number of clicks to a dona�on will elicit more frequent dona�ons, especially impulsive, pathos based contribu�ons. Through a link, while making the first dona�on, donors can also create their accounts and download the app with the same payment and account informa�on 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."