DEVELOPMENT ADVISORY TEAM ENGINEERING2EMPOWER

Brian Calcutt, Cristin Pacifico, Andrew Pemberton, Amanda Peña

Theory of Change

Implementing a 5-year strategy that uses direct outreach and

personal stories to engage and retain donors will benefit

E2E operationally and strategically by increasing liquidity in

the short term and enabling organizational growth in the

long term.

Targeted Approach

Create a model that engages partners and donors while also meeting E2E’s commitment to empowering a local housing market;

Compare and analyze exposure development structures of successful organizations;

Localize successful development solutions from these organizations that cater to E2E’s goals and size.

Conventional Donor Structure

Partnership Buckets

Corporate: Employee

Matching & Company

Foundation Trusts: Project Sponsorship

Humanitarian: Support Network

Institutional: Government

Agencies

Individual: Sponsors,

Trips, Volunteering

Revised Area of Focus

• Develop donor structure, targeting the individual donor • Provide operational suggestions to increase donor intake and retain current donors, capturing different market segments

Goal at Hand

• Meet the short-term liquidity needs to build five houses • Given the average cost of home as $13,000 - $15,000, the ultimate goal is about $70,000 in a year

Customization: Plan of Attack

• Customize interests to engage different donor groups • Answer key questions: Who are the main donors and what are these donors’ interests?

Realignment of Goals

Working Strategy

Assessing Strengths

•  Dedicated student team with a growing alumni base

•  Access to ND and Development Office network

Current Capacity

•  Personal stories of researchers, students, and Haitians

•  Clearly defined marketing linking the project to people

Untapped Resources

•  Organizational scale •  Dedicated operating budget

Potential Growth

Identify and utilize strengths and current resources to maximize efficiency and productivity

Overarching Goals -Strengthen and solidify branding

-Ensure donor intake and retention

Short Term Engage specific

targets for operational

effectiveness

Mid Term Use creative

marketing and develop business

structure Long Term Create

benchmarks for strategic

development

Proposal Structure

Short Term – 6 months

Create a Unique Brand/Project Narrative

Increase Operational Capacity

Reinvigorate Fundraising Campaign

• Separate, cobranded identities for E2E and the project • Unique name and logo (Housing4Haiti?) that can be easily associated with goals on the ground • Keep general mission description for E2E overall

• Take on 2 student interns for the semester • Use members of E2E class to start process of becoming an on-campus club (access to wider talent pool, funding, etc.) • Use E2E class to create and distribute marketing packets for donors

• Use personal stories, customized follow-up and SROI discourse • New Indiegogo campaign targeting larger past contributors and prospecting new sources •Articles in ND Magazines and e-mails to ND network with campaign video – personal intros

Broadened focus on selling the story, rather than the product

Increase Operational Capacity

Student Team Structure: Current class with majority enrolled Engineering majors Size: ~20 undergrads Function: Assist in research and other functional areas Commitment: Monthly sessions Action Item: Use outreach menus to engage donors more effectively

Intern Program Structure: Draw from leadership of both groups to hire for credit or experience Size: ~2 undergrads / grads Function: Work closely with Dustin to work on business development, outreach, web design, etc. Commitment: 12 hours / Week Action Item: Advertise positions on GoIRISH for next semester; begin credit offering process

Campus Club Structure: Student organization with interdisciplinary draw Size: ~40 undergrads Function: Lead campus campaigns for awareness/fundraising Commitment: Weekly meetings Action Item: Recruit students from current class to file application for new club and begin recruiting efforts

Reinvigorate Fundraising Campaign

Outreach •  Email and direct

contact engaged 78% of the donor pool

Response

•  52% of contributions came from $1-50 range, but top donor class contributed $13,500 (54% of campaign total)

Perks

•  Most people responded to perks that were gifts for the homes being built and to bundles of items

Takeaways:

Direct contact to form long term relationships with big donors and smaller annual contribution plans with the base group could be advantageous

Offer more housewarming gifts or practical use items in future campaigns

Future campaigns should focus on making personal connections and use past donors to engage their own networks

Analysis:

Mid Term – 1 year

Develop Project Narrative

Increase Operational Capacity

Build Strategic Capacity

• Create animated infographic to explain development work and housing model – include in marketing • Keep to 2-3 minutes, images with voice over • Focus on empowerment story and locally sustainable business

• Develop Notre Dame student club on-campus to raise awareness • Business Development hire – use mixed compensation package • Financial Advisor hire – prepare annual reports for publication and distribution

• Board of Advisors: “get or give” philosophy – minimum gift or valuable network; ability to transition to independent Board • Decide on corporate structure independent of their Notre Dame entity (non-profit or for-profit company)

Begin goal-setting in anticipation of company expansion

Long Term – 5 years

Solidify Project Narrative

Increase Operational Capacity

Build Sustainability

• Improve online presence with 2-3 minute videos profiling researchers, homeowners, suppliers • Different series: -Who We Are: beginnings, research -What We Do: design of house, anti-seismic construction, local business -Why It Works: empowers community, microcredit, alt revenue

• Build donor base with conference calls to update • Offer advocacy trips when economically beneficial • Solidify organizational model

• Seek alternative revenue streams in product licensing in Haiti and elsewhere; sales to middle class, etc. • Anticipate future growth to understand fundraising goals and determine structure of donations vs. income

Focus on improvements and maintenance since the foundational groundwork has been set

Key Takeaways

¨  Short Term ¤  Focus on branding and marketing through a student advocacy

group and utilize ND network to increase outreach with current donors and engage new ones

¨  Mid Term ¤  Enhance business development structure and marketing strategies

to build customizable donor portfolios and drive continued engagement

¨  Long Term ¤  Build increasing online presence, foundation of large institutional

donors, and capacity for alternative revenue streams

DEVELOPMENT ADVISORY TEAM ENGINEERING2EMPOWER

Appendix

Indiegogo Campaign: Donor Analysis

52%

32%

10%

6%

Indiegogo Donor Breakdown

$1 - $50

$51 - $100

$101 - $500

$501 - $5,000

Indiegogo Analysis

Donation Size Class Number of Donations

Total Amount Donated

$1 - $50 84 $2,810

$51 - $100 51 $4,980

$101 - $500 17 $3,910

$501 - $5,000 9 $13,500

Total 161 $25,200

Indiegogo Campaign: Donor Analysis

¨  Out of the nine countries that donated, the U.S. had the greatest reach and most profile views, yet the third largest contribution size

¨  The largest contributions came from countries outside of the United States: Canada and Austria

¨  Contacting these donors immediately could be the beginning of a long-term donor relationship

¨  What stood out about the organization that caused them to donate, and maybe give more than Americans were inclined to give?

Demographic Contribution Analysis

Country Amount # of

Contributions

Average Contribution

Size

United States $22,714 149 $152

Canada $1,175 3 $392

Austria $1,000 1 $1,000

United Arab Emirates $110 2 $55

Haiti $75 2 $38

Italy $50 1 $50

Singapore $50 1 $50

United Kingdom $25 1 $25

Thailand $1 1 $1

Indiegogo Campaign: Donor Analysis

Domain Analysis

 Contact Amount Contributions Average

Contribution

Email, Direct Contact, Etc. $19,715 102 $193

Facebook $2,421 24 $166

Indiegogo $2,044 25 $82

Notre Dame Websites $760 6 $218

Other Websites $260 4 $260

Total $25,200 161 $184

78%

10%

8% 3% 1%

Domain Analysis

Email, Direct Contact, Etc.

Facebook

Indiegogo

¨  Emailing and directly contacting individuals engaged 78% of the donor pool

¨  Personalizing outreach effectively engaged the greatest number of donors

¨  Indiegogo was a great forum for fundraising when the campaign was spread via direct contact and social media

Indiegogo Campaign: Donor Analysis

Popularly Claimed Perks Perk Number Claimed Amount Raised

Welcome Home! 26 $660

Windows and Walls! 19 $950

To the Kitchen! 26 $2,650

Let There Be Light! 7 $1,750

Sign Here Coach Kelly! 3 $3,000

Total Popular Perks 81

Totals 89

Total Campaign 161

¨  Given different varieties of perks, ranging from Notre Dame incentives (i.e. BK autograph and football tickets), people who donated wanted their incentives to be gifts for the homes that were being built

¨  Donors liked bundles of perks, such as the light that would be placed in the home and the figurine from Haiti

¨  Perhaps offering more perks for housewarming in order to engage more future donors

Partners In Health Case Study

¨  Partner Trip ¤ Cement a relationship

n Or take an existing one to a new level ¤ Short

n 1-2 days ¤  Impact vs. Respect

n Empowerment n Seminars, Technical advising

Infographic Sketch

Consistent, customized outreach led by students

•  Partner trips •  Tailored reports •  Letters from founders •  Conference calls •  Letters from students •  Kiva-style sponsorship •  On-campus events •  Crowdfunding •  Personalized emails •  Monthly newsletter

•  Institutional representatives

•  Family foundations

•  Large-scale donors

•  Industry professionals

•  Young professionals

•  University students

•  6th graders

Leve

l of d

onor

Type

of o

utre

ach

Customer Menu

Focus groups

ND Expertise

Training

Data & Feedback

Short Term – Student Outreach Team