Donation Round UpsDanielle Barsanti, John Beuhler, Tara Gartner, and Keaton Averman

Intro Small technology firm in California  Started in 1998“…committed to harnessing the power of our people, technology and scale to build a worldwide network for good that inspires and enables everyone... to take action...”  Charitable acts 

PayPal Giving Fund Holiday Giving Social Innovation

202 countries and regions; 25 different currencies 192 million accounts world wide  Services small businesses, online merchants, and individuals

PayPal Holdings (SBU) 

Leading online payment service

Involved in holding funds

Responsible for customer security

Main goal: insure safety and privacy  

Current Marketing Situation Middle to upper class 18-55, educated  Comfortable with technology

SWOT & Opportunity AnalysisStrengths Weaknesse

sOpportuniti

esThreats Trends

• Accessible

• No Account Required

• Support from a Large Amount of Websites

• Quick Payments

• Over Twenty International Currencies Compatible

• Focus on Security

• Online Scams and Fraud

• Frozen Accounts

• Withheld Funds

• People Wary of Online Payments

• Online Shopping is on the Rise

• Variety of Payment Methods

• Working with Outside Software Companies

• Room for Further Donation Services

• Hackers and Scammers

• Costly Anti-Virus Software

• Customer Settlements

• Increased Competition

• Online Shopping

• Environmental Awareness

• Charity Participation

Application

Our Proposal...

Round Up Service Consumer Convenience Focus No amount is too small

"Increase the volume and scale of charitable giving around the world."

- PayPal

User Round Ups

Effective Change

AdvertisingIncreased Users

Transactions

Target Market: Bull's-Eye

Target Market: 2nd Ring

Target Market: 3rd Ring

Marketing Research 

Customer Survey Donation Participation Attitudes towards PayPal Preferred Charities Demographic Information

Research Competitors who Currently Use a Round-Up Service Customer Interviews Focus Group Testing

Opinions on Other Services Suggestions for Improvement

Marketing Mix: Product/Service

Service Via current platform Small charitable donations

Features Round Up Amount Charity Choice PayPal Giving Fund

Marketing Mix: Place

Current Online Platform

Point of Sale opt-in

Marketing Mix: Price 

Value Based Pricing the customer has a perceived value for the service

Customers choose value Round up to perceived value of donating  Targeted at user preference

Goal: Perfect Price Discrimination

Marketing Mix: Promotion

Direct Marketing Consumers Business to Business

Public Relations Advertising

TV Online

Budget

Mobile Application Development $100,000 

Website Development $55,000 

Advertising Campaign  $350,000 

Total: $505,000

Implementation Controls

Feedback Number of users donating Total charitable donations via Round Ups Real-world impact of donations

Evaluation Process Initial rollout to target market users Full release post test period 1 Year Review

Performance Objectives

Within the first year... 3% of total PayPal users donating via roundups

0.05% of transactions accompanied by donations

10% of PayPal Giving Fund donated via roundups

CompanyProfits

UserSatisfaction

SocialWelfare

Donation Round Ups

Questions?