An Integrated Marketing Communications Plan for Watsi

An Integrated Marketing Communications Plan for

Presented by Joe Bucher

An Integrated Marketing Communications Plan for Watsi

ByJoe Bucher

IMC Class of 2014

IMC 830: IMC Campaign Project

Submitted in partial fulfillment of the requirements for the degree ofMaster of Arts in Integrated Marketing Communications

in the Graduate School of theRussell J. Jandoli School of Journalism and Mass Communication

St. Bonaventure University, St. Bonaventure, New York

March 2014

Approved ____________________________________ IMC Program Director: Brother Basil J. Valente, O.F.M.

Date _________________________________________

3Executive Summary

One billion people worldwide do not have access to the resources needed to afford vital medical treatments.

Watsis mission is to address this global issue that has not received the adequate attention and care that it should. Watsi, a nonprofit crowdfunding organization, provides funds for patients needing low-cost, high-impact procedures in underserved countries. Despite being a new, small, startup nonprofit organization, they have had a substantial impact on the international healthcare model. However, there are still plenty people who need help and no shortage of people that could donate.

To increase the number of patients Watsi can help across the globe, an integrated marketing communications plan must be implemented. This plan will use traditional, digital and event marketing to increase awareness of Watsis brand, the target markets understanding of crowdfunding, and the amount of unique donors to Watsi over one year.

It will also create a community of like-minded philanthropists that can help Watsi understand the evolution of its target audience while creating a conversation about the international healthcare crisis.

5Table of Contents

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IntroductionSituation AnalysisCompetitive Analysis ResearchSWOT AnalysisCampaign Objectives & StrategiesTacticsBudget/ROIConclusionAppendices

7Riding on a bus outside of a small Costa Rican village, Chase Adam noticed a woman with a red folder and a bag with a little bit of money in it moving seat-to-seat up the aisle. This didnt seem like anything unusual to Chase after all of the time he had spent in developing countries. As she got closer, the bag of money filled up. He realized the folder was her sons medical record. The woman couldnt afford the procedure her son needed, so she was asking the riders if they could help her save his life with their small contributions.

On that bus, Chase began to think about how easy it would be for this woman to save her son if she could be connected to his family and friends back home in the United States. Two years later Watsi.org launched, named for that Costa Rican village where Chase had this life-changing encounter.

Watsi is a nonprofit, crowdfunding website that funds low-cost, high-impact procedures for patients in underserved countries. It has partnered with 17 doctors groups in 20 different countries, these groups recommend patients to be shared on the website. All of the procedures cost less than $1,500 and donations as small as $5 are accepted to fund them. Since August of 2012 nearly 7,200 donors have helped fund medical care for over 2,000 patients across the world.

Introduction

Watsi prides itself on their 100% financial transparency. Every dollar donated goes directly to the fund for the patient or purpose that the donor dictates. In order to fund their overhead costs, they turn to angel investors. Anyone that donates to a patient is also asked if they could contribute an additional 10% of their donation to the operational fund. Several services such as their website, office space, payment processing and legal services are donated or subsidized by various companies and partners.

Many of the companies and partners that donate services went through the Y Combinator (YC) program. YC is a Silicon Valley startup incubator that helps innovative startup companies develop their business plans. Since 2005 they have funded over 630 startups including Reddit, Heroku, Songkick and Dropbox. YC selects innovative companies that apply to the program, helps to develop their business plans for three months and provides them with $14,000 to $80,000. After the three months, each company pitches their business plan to a group of investors. Many of whom are alumni of the program. Watsi is the only nonprofit organization to have participated in the Y Combinator program.

Crowdfunding: the practice of funding a project or venture by raising many small amounts of money from a large number of people, typically via the Internet

9Crowdfunding

There are four types of crowdfunding; reward based, donation based equity based and lending based. The fastest growing style also has the largest market share and that is reward based, people get something in return for their contributions. The style with the second-greatest market share, but slowest growth is donation based. Through these platforms, people give their money toward causes they believe in without getting anything in return.

The last two styles combined account for 25% of the market. Equity based crowdfunding is the second-fastest growing, which is when people invest in new businesses. The slowest-growing style of crowdfunding is lending based, people lend their money and get returns with interest after agreeing on a schedule of payments.

Crowdfunding is not a new concept. It holds the same fundamental principles of any way people have donated money in the past. Crowdfunding functions more as a buzzword that implies a large number of people can give small amount of money toward the same cause, online. Since online organizations began coining themselves as crowdfunding platforms, the industry has grown significantly.

According to GoGetFunding.com, the number of crowdfunding platforms around the world as more than doubled in the past three years. The amount of funds raised through crowdfunding has increased from $1.5 billion in 2011 to $5.1 billion by 2013. In 2012, 59% of capital raised through crowdfunding came from North America.Social causes dominate the crowdfunding landscape, accounting for 30% of activity on crowdfunding platforms.

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Situation Analysis Highlights:

DetailedpatientprofilesontheViewPatientspage Low-cost, high-impact procedures Donations accepted as low as $5 A variety of actions donors can take Financial transparency provided through Google Documents Philanthropicseedrounds,aneffectivetacticwhen targeting angel investors for operational costs

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Situation AnalysisProduct/Service Analysis

In acquiring major donations, Watsi has developed a new tactic called Philanthropic Seed Rounds. In this, they contact targeted angel investors with a tech background and entrepreneurial spirit. Once connected with these targeted donors, they set a date for this group of people to make a donation. The date which Watsi sets is completely arbitrary. In their first round, investors had three months to make a decision. Simply by setting a deadline and targeting donors, Watsi raised over $1.2 million in three months.

Along with its crowdfunding platform, Watsi is working to improve the systems that supply healthcare to people in underserved countries. In most of the publicity Watsi receives online, Chase Adam is there to contribute to the conversations that follow in the comments section. After an interview on NPRs Here and Now, Adam explained how Watsi is improving healthcare; Watsi is working to change healthcare systems. We work exclusively with medical organizations that:1. Establish public / private partnerships, which strengthen existing systems (many procedures on Watsi are subsidized by local governments)2. Cross subsidize (whereby wealthy patients subsidize the cost of care for poor patients)3. Train local doctors and staff (residency programs)By partnering with organizations that take these approaches seriously, were helping to build the future of healthcare. We believe very strongly that the best way to change systems is to support the amazing organizations that are already thinking about long-term change in their own communities while providing healthcare to people who need it.

Watsis homepage is filled with pictures of patients who need funds to pay for low-cost, high-impact medical procedures that have been subsidized by medical groups. Each patient has an individual fund which Watsi guarantees be filled. Once enough money has been raised, the fund is closed. However, patients do not have to wait for the fund to be closed in order to receive treatment; Watsis medical partners determine when the procedure is appropriate and recognize Watsis guarantee that the bill will be paid.

Donors have many options on how they choose to participate. They can set up a monthly donation, donate in honor of someone else, donate to patients, donate to a universal patient fund or donate to Watsis operational fund. When donating to Watsis operational costs, donors can use Bitcoin, PayPal as well as credit and debit cards. Each donation is guaranteed to go where the donor chooses. Google Transparency Documents are provided for donors to ensure that they know what Watsi is doing with their money.

Once a donor has completed a donation to a patient, they are encouraged to donate a dollar to Watsis operations costs fund. Donors to each particular patient are sent an email when their patients procedure is fully funded. They are sent another email when the procedure is completed.

If a patient does not receive treatment, donors are asked if they would like to donate to a different fund or receive a refund. In order to prevent fraud, random audits are completed of Watsis medical partners.

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Market Analysis

Geographics: United States, specifically the most charitable online cities: Seattle, San Francisco, Washington DC, Pittsburgh, Boston and Atlanta.

Demographics

18-35 year old men and women

Personal income between $5k - $100k Psychographics

Have completed at least some higher education.

Philanthropically minded: they like to move society forward by supporting those who are less fortunate or in need of help

Conscious of the environment and the care needed to maintain a healthy, happy society

Aware of their own personal health and the health of their family and friends. They exercise regularly and maintain a healthy diet

Desire to change the world through means created and maintained by other people, many are unable to make the impact they wish they could.

Behavioral

Tech savvy; interested in, and have a greater understanding of, new technologies

Well traveled, exposed to cultures outside of the United States and Canada

Involved in their communities through various projects and organizations Customer Segmentation

18-23 Currently in college, becoming more aware of the world around them; developing a desire to change the world through their education.

24-28 Recent college graduates beginning their careers, sharp increase in disposable income, trying to carve out their own space in the world, socially active.

29-35 Established career path, starting families, buying homes and cars. More disposable income, more established roles in their community.

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Need for product in the market

According to Watsis website, there are 1 billion people across the globe without the resources to afford medical care. Watsi provides a platform where donors can fund life saving heart surgeries, among many other procedures, for less than $1,500. No other cause in the world takes such a direct approach in tackling this major social and cultural issue.

Trends in the market

From 2012 to 2013, online donations increased by 13.5%. As a whole charitable giving increased by 4.9% marking the largest increase in donations since before the recession started in 2008. More specifically, online donations to healthcare are up 14.5% and online donations to international affairs are up 12.9%. Most donations are given during October, November and December. However, there has been a trending spike in donations during the month of June as it is the end of the fiscal year for many companies.

Competitor Trends

While Watsi promotes the transparent nature of their operations, they have yet to be audited by a third-party. GiveWell, the leading auditor of nonprofit organizations, is yet to assess Watsis operations. This doesnt mean that Watsi is doing anything they shouldnt be, or that they have any deficiencies. However, public perception often relies on the objective judgement of third-party organizations to verify the marketing claims made by any kind of organization. One of the potential issues that could arise is the frequency of follow-up procedures. Its unclear how follow-up visits, additional surgeries, or rehabilitation are funded.

Watsi is working towards auditing its medical partners to ensure that the funds are being used properly. They do check-in with patients around the world to monitor their health after their procedures. While listing whether or not the procedures took place and their success is more than most organizations do, more information could be given in regards to how quickly they get back to school, or work, or any other activity that their profile portrays them participating in when theyre healthy.

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Competitive Analysis

Most of the largest nonprofit organizations in the world are offering health. Some of them are only in times of emergency or crises, others are taking care of those that are terminally ill. There are several well established organizations currently offering health to people in underserved countries. They do accept donations online, however they do not position themselves as crowdfunding organizations.

For Watsi, UNICEF and Save The Children are the two biggest competitors. Both organizations offer healthcare to those who cant afford it, however they both have a greater reach and are established organizations. Watsi still has an advatage in their transparency offerings, the acceptance of donations as small as $5 and allowing every cent of their donation to go directly to the patient or fund that they choose.

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UNICEF

Website Introduction Lots of content on current health crises around

the world.

Several photos of people suffering.

Three donate now buttons

Lots of stories and bits of info for the media to consum.

Specific tabs for the type of people visiting the site including individual donors

Products/Services Focus areas for strategic plan through 2013

from 2006:

Child survival and development

Basic Education and gender equality

HIV/AIDS and Children

Child Protection

Policy Advocacy and partnerships

Places/Sector190 Countries around the world.

Donations and projects accepted and conducted in all of those region

Promotion The authority in international health.

Press Centre features releases for news organizations regarding the health of people in conflict areas across the globe.

Price Monthly Donations as low as 5

Single as low as 27

Notes Claim to have helped more people around

the world than any other organization.

Conduct extensive research on the economic and health climates of all of the countries they work in.

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Save The Children

Website Introduction First option is to make a donation

Working in 120 countries all around the world including the USA

Provide care and protection for children affect-ed by tragedy

89.4% of donations go to programs

Reach is 143 million children

Variety of ways to help

Partners with TJ Maxx

Accredited and protected by well-known organizations.

Products/Services Make a donation, One time or monthly.

Sponsor a child

Buy an emergency gift for a child who needs it.

Advocate for Children or become a fundraiser

Volunteer

Programs: US programs, education, emergency response, health and nutrition, HIV and AIDS hunger and livelihoods, US disaster response child protection

Places/Sector120 countries in all different regions around the world including the US

Donations accepted physically or digitally. no mention of specifically how theyre used.

Promotion Social Media

Newsletter

Individual Fundraisers

Popular resource in the media for discussing the way international conflicts are affecting the health of children.

Price $50 - $999 or other --$25 is the autofill for clicking other

Notes In 2013, they saved 3.1 million children from

curable diseases. Including malnutrition.

Target major causes of maternal, newborn and child deaths.

Provide high-impact, low-cost care that saves childrens lives.

Train and equip frontline health workers to provide basic and lifesaving care.

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Current Financial Situation

Watsis fiscal year starts in September. Since the organization was just founded in 2012, its too early to measure annual growth. However, in their first fiscal year, Watsi raised just over $1.6 million. 10 months into their second fiscal year, $3.2 million has been raised. The projected increase in annual donations is over 200%. There are five full-time employees that Watsi pays salaries to and they are looking to increase their staff size. Based on salary expenses provided in Watsis transparency documents, the average salary is between $70,000-80,000.

They are yet to achieve financial sustainability, but will do so by asking for additional donations from donors, corporate partnerships, and licensing software. For Watsi.orgs most up-to-date financial position please see page 78 of the appendices.

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Historical Results

Celebrity Endorsements

A few celebritys helped Watsi spread their mission with a series of social media posts. MC Hammer and Joe Montana both tweeted their support for Watsis mission. However, neither post was very unique or descriptive. In fact, the dialogue that followed the posts was unclear about what Watsi was and made several assumptions. The dialogue wasnt helpful to Watsis brand or positioning. The celebrity endorsements dont necessarily reflect the kind of people this target audience would be paying attention to on social media. Rapper, Nas, also endorsed Watsi on his Coinbase page. Any Bitcoins donated to the page would be sent to Watsi. Bitcoins exist in a very niche market at the moment. Targeting people with Bitcoin isnt going to reach a big enough audience for to help achieve Watsis mission. The good news about this tactic is that it didnt cost Watsi anything.

Social Media Social media has been the most consistent presence for Watsi. They share patient updates, interact with donors, answer questions and promote their partners. This is an ongoing effort and the results have been good enough to keep the company growing at a steady pace.

Philanthropic Seed Rounds This year Watsi was able to raise $1.2 million from 14 investors. As listed on Watsi.org, some of the investors included:

Paul Graham, the founder of Y Combinator

Tencent, a company that fosters the

development of service platforms and

technologies to enrich the lives of internet users

Y Combinator, the preeminent startup

accelerator in Silicon Valley

Ron Conway, the godfather of angel investing

and one of the first investors in GoogleVinod Khosla, the co-founder of Sun

Microsystems and an iconic venture capitalist

Draper Richards Kaplan Foundation, the venture

philanthropy fund that seeded Kiva

Joe Greenstein, the founder of Flixster and CEO

of Rotten Tomatoes

Eric Wu, a serial entrepreneur and angel investor

Geoff Ralston, a partner at Y Combinator and

founder of Yahoo! Mail

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Macroenvironment

Patient Demographics

Some 20% of the worlds children go without basic immunization, most of whom live in remote and often impoverished areas where infection is more likely to lead to death.

Over 9 million children die each year from preventable causes, most of them from dehydration, routine infections, or one of several major diseases for which vaccines are available.

Some 500,000 women die in childbirth each year while over 3 million infants die from dehydrating diseases that could be eliminated through breast feeding or Oral Rehydration Therapy, a simple and cheap mixture of clean water, sugar and salts.

Over 17 million people die each year from curable infectious and parasitic diseases such as diarrhea, malaria and tuberculosis.

Over 500 million people are infected with tropical diseases such as malaria, sleeping sickness, river blindness, and schistosomiasis, all of which are now preventable.

Political

Third world countries have insurmountable debts to developed nations after ill advised lending in the 1970s. In 1998, the figure was estimated to be around $418 billion. This burden makes it difficult for such countries to develop appropriate medical centers staffed with qualified professionals. Theyre also unable to provide services to subsidize the cost of medical care.

Economy for Donors

Donations increased by 4.9% since last year, the largest increase since 2008

From 2012 to 2013, online donations increased by 13.5%

Online donations to healthcare are up 14.5%

Online donations to international affairs are up 12.9%

Most donations are given between October and December. June has seen a trending spike in donations because it is the end of the fiscal year for many companies

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National Donor Trends

When deciding to make a donation, people were asked what was the most important factor: 44% said its an issue they feel strongly about, while 26% said its most important that the money is spent effectively. The least common responses were communicated its mission effectively and immediate need for the funds.

70% of Americans believe that nonprofits have a positive impact on the cause with which theyre involved.

61% of Americans believe nonprofits effectively communicate their message to the public.

Only 46% of Americans believe that nonprofits spend their funds wisely/effectively.

41% believe they know somewhere between nothing at all and a great deal about how nonprofits are ran and managed, 26% believe they know nothing at all.

73% of Americans feel they know a great deal about how nonprofits are managed believe they spend their funds properly. Of people that know nothing about nonprofits, only 40% believe the funds are used properly.

81% of 18-24 year olds claim they are likely to take action to support a nonprofit that they trust, the highest of any other age range.

70% of 25-34 year olds are likely to encourage people they know to take action in support of a nonprofit. 68% of 18-24 year olds said the same.

76% of 18-24 year olds said they would likely participate in an event to support a nonprofit.

56% of the same demographic said they would donate money.

People want to display their support to their friends and support causes via social media.

71% of them are likely to follow a nonprofit on Facebook or Twitter.

52% of Americans said they would volunteer time to help a nonprofit.

Americans claim the three most effective ways to inform the public about their cause are through TV news stories, TV commercials and a website dedicated to the cause, respectively

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Primary Research

Marketing Research Methods

The objectives of this research are to understand what generates donations to nonprofit organizations, learn where international health care ranks among other philanthropic causes and why one-time donors become repeat donors. It is also important to understand the level of Watsis brand awareness and the brands perception amongst the target audience. The final objective is to uncover the best ways to start a conversation about Watsi with the target audience.

A focus group was conducted with members of the target audience at St. Bonaventure University. A survey was then distributed online through personal social media pages as well as Watsis Twitter account.

Results Summary:

Awareness The most popular reason they donate to one

cause more than once is a personal affiliation with the cause, followed by satisfaction with their previous experience and convenience

53% dont believe they know where their money goes when they donate it

52% are unaware of crowdfunding

44% of the target that are aware of crowdfunding, donate to crowdfunding

85% dont know what Watsi.org is

Behavior 74% have traveled outside of the US and

Canada

86% have not participated in community service projects outside of the US

The top three ways to inform the target about non-profits are word-of-mouth, news stories and social media

87% said they may donate to Watsi after their mission was briefly explained

77% believe healthcare is a basic human right

69% believe its important to help people even if theyre strangers Financial

67% of the target demographic makes less than $35,000 per year

44% make less than $25,000 per year

35% said they would be open to making a donation less than $10

Despite their income, 91% have donated money to a nonprofit

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Implications of Research

The initial focus group was conducted before developing the questionairre survey. The group was made up of several students from the St. Bonaventure University campus. One of the common themes from the members of the group was their willingness to donate, despite their economic situation.

The focus groups input shaped the questions for the survey. The results from the survey reflected many of the comments made in the focus group. This alleviates the restrictions of the focus group. The survey was distributed digitally, but reached a national audience. In contrast, the foucs group only featured members of the target audience from the north east.

Paired with the extensive secondary research of donor behavior, the primary research methods developed the strategies and tactics for this plan.For a more extensive look at the survey and its findings, please go to pages 55-69.

One of the key findings of the research is that a majority of the target market is not aware of crowdfunding. However, 45% of the people who are aware of crowdfunding also participated in crowdfunding projects. The target audience does not have a significant amount of wealth, but surprisingly, they still donate money and have traveled around the world.

Online giving is one of the fastest growing forms of donating. With our target audience being the most eager to give. They are also likely to follow nonprofits on social media.

Our communications need to address these issues. This plan should leverage the effectiveness of $5 donations while explaining the simple and transparent crowdfunding model Watsi has developed. Donors will be satisfied with their experience and they will find it convenient, but this campaign must personalize this cause in order to relate to the target demographic.

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SWOT Analysis

Strengths: The internal factors that meet the highest-needs of donors and patients, giving Watsi.org a unique postion against other nonprofit organizations.

Weaknesses: The internal factors preventing Watsi.org from meeting the needs and expectations of donors and patients, damaging their postioning against other nonprofit organizations.

Opportunities: The external factors that give Watsi the capability to improve their position in the market against other nonprofit organizations.

Threats: The external factors that can prevent Watsi from improving their position in the market against other nonprofit organizations.

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Strengths Weaknesses

Endorsement from Y Combinator

Listed on Forbes Most Disruptive Companies of 2013

100% transparency of donations, financial statements and partnerships

Simple, intuitive format making the donation process convenient and unique

Overhead costs covered by partnerships and in kind donations from YC alumni

Partnerships with 18 doctor groups in 20 different countries

Accepting donations as low as $5

Procedure costs subsidized by medical partners keeping them below $1,500

Active on social media by posting unique, timely content and interacting with followers as well as answering questions and encouraging donations

Accepting Bitcoin appeals to innovative, technologically aware people

Philanthropic seed round tactic which results in major donations from various angel investors and corporate partners

Brand awareness at 15% among target audience

Marketing budget of $2,000 annually

Staff size: Watsi only has 5 full-time employees which makes it difficult to manage all operations and conduct audits of medical partners

Past experience with crowdfunding: This is a completely new and unique way to raise funds for a cause of this scale. Crowdfunding online is still in its infancy and all of its potential problems have not yet been uncovered and completely addressed

Financial instability: Its a challenge for the company to develop a steady stream of income for its current employees which makes it difficult to bring on anyone with a great deal of experience in the fields of international healthcare and crowdfunding. However, this weakness is currently being addressed and the company plans to be financially sustainable by the end of their third year of operation.

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Opportunities Threats

Public events: Many nonprofit organization have raised awareness and funds through public events that bring like-minded people together. These events give personality to organizations.

Angel investors: There are many investors in the Silicon Valley region and many of them are looking for ways to make the world a better place.

Online community development: Millennials love to talk about the things they do, providing a platform for them to discuss charity efforts can make Watsi a positive resource for them.

Expansion to more countries: There are many countries that need the services Watsi offers to afford health care. There are also many countries with enough financial stability that could be donating to Watsi.

Increasing medical partnerships: If Watsi acquires more medical partners it will increase the number of patients they can raise funds for on the website

Increasing staff size: More people working for Watsi will ensure they maintain their smooth, simple and honest operation. It can be easier to attend to donor needs as well as conducting audits of the current medical partners, ensuring theyre holding up their end of the agreement.

Less than half of the target audience are unaware of crowdfunding.

Economic instability: While many reports suggest the economy is recovering from the recession, the amount of disposable income which in the target market does not appear to be increasing.

Development of other crowdfunding websites: Established charitable organizations could develop crowdfunding models for their causes which would decrease the novelty of Watsis product.

Reliance on word-of-mouth marketing: In order for Watsi to maximize the number of patients they can help, greater marketing efforts must be made.

Reliance on international health organizations: If any of their partners fail to maintain their current missions, it could reflect poorly on Watsi.

Established nonprofit healthcare organizations are likely to retain their donors.

Only one major corporate donor (Google): Watsi needs more stable sources of income to maintain their day-to-day operations

Unaudited by a third-party, this decreases the credibility of their transparency claims.

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Key Priority Issues

Online community development (Opportunity): Millennials can never share enough information about themselves and the things they do. From posting selfies during major events, to instagramming their favorite meals, they simply love to share. Creating an online community where donors can share information about their philanthropic experiences allows Watsi to monitor trends and participate in a conversation that will allow their product to adapt and evolve to meet donor expectations.

Reliance on word-of-mouth (Threat): Word-of-mouth spreads faster than it ever has. However, the 1 billion people worldwide without access to healthcare need it faster than word-of-mouth can travel. Greater marketing efforts must be made to help Watsi attain financial sustainability and to increase the number of patients they, along with their medical partners, can help.

Financial Transparency (Strength): This gives donors confidence that their donations will have the impact promised by the companies mission.

Affordable donations (Strength): With limited disposable income in the target market, accepting $5 donations allows people in most financial situations to have an impact.

Simple online format (Strength): It only takes 5 clicks and less than 1 minute, 30 seconds to donate to a patient with a standard internet connection. An email receipt with a note of gratitude is instantly sent to the donors email inbox (less than 30 seconds).

Brand Awareness (Weakness): Only 15% of the target audience is aware that Watsi exists.

Marketing budget (Weakness): Watsi has allocated less than $5,000 for marketing purposes in its first 22 months of operations.

Public events (Opportunity): Public events are an organic way to raise awareness and funds at the same time while contributing to the health of the communities in which they are hosted. Everyone wins.

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Campaign Objective & Strategy

This integrated marketing communications plan will increase awareness of Watsisbrand,thetargetmarketsunderstandingof crowdfunding, and the amount of unique donors to Watsi over one year.

It will also create a community of like-minded philanthropists that can help Watsi understand the evolution of its target audience while creating a conversation about the international healthcare crisis.

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Financial Objectives

Strategy

Personalize the 1 billion people worldwide without access to health care by bringing the cause to the people through events and advertising, educating the target audience about crowdfunding with persuasive storytelling, and increasing brand awareness with powerful, strategically placed images.

Increase number of unique donors from 7,108 to 30,500 in one year

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Marketing Communications Objective

Strategy Based on primary and secondary research the marketing and communications should leverage the impact of donations and the simplicity and transparency of Watsis platform.

Increase brand awareness from 15% to 25% over one year

Increase crowdfunding awareness from 52% to 62%

Strategy Explain the process of crowfunding through a series of promotional materials and internations with consumers online and face-to-face.

Develop a community of like-minded donors

Strategy Incentivise repeat donations by rewarding donors and giving them more than one reason to come back to the website.

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Marketing Communications Strategy

Target Marketing

According to a combination of primary and secondary data, Watsis target markets are:

Primary: Donors18-34 year old, college educated men and women

Personal income below $35,000

Health conscious, they enjoy exercise and maintain a healthy diet

Wants to create societal change on a global scale

Does not understand crowdfunding

Socially active online, constantly sharing information about themselves and others

Secondary: Sponsors/InvestorsMajor companies within the six most charitable online cities

33-55 year old men and women in the Silicon Valley region

Net worth greater than $1,000,000

Could benefit from the tax deduction resulting from a major donation

Donates money to causes they believe in

Invest in new, innovative technologies

Invest in new, innovative startup companies

Entrepreneurial spirit

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Positioning

Watsi.org will postion themselves as an innovative global initiative to revolutionize the international healthcare model through their crowdfunding platform. Watsi will be top-of-mind for millennials who want to donate to charity.

Watsi is revolutionizing the way underserved countries across the world have access to healthcare. Through their 100% transparent crowdfunding model, donors can give as little as $5 and change someones life.

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Consumer Profile

James is a 24 year old graduate student in Seattle. Throughout high school and college he participated in many community service projects helping people who were down on their luck or less fortunate. One of his service projects brought him abroad to an underserved country where he realized the difference in cultures outside of the United States. He frequents social media to keep in touch with the people he worked and traveled with. James also shares photos of the places he helped and posts about upcoming projects to try and get more people involved.

Hes always wanted to change the world. Throughout his education, that passion grew with him. James just wants everyone to have the same opportunities that hes had, no matter where they live. Now that hes out on his own, his new responsibilities dont allow him to participate in as many community service projects. Instead of donating his time, he donates a little bit of money each month to charities.

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Marketing Mix

Product Watsi is selling health. People that find Watsi are looking to fund healthcare for people who cant afford it themselves. The partnerships theyve developed ensure that the patients receive the most effective care they can. Many charitable organizations offer the same thing, but Watsi has positioned themselves as a crowdfunding platform. Watsi is exclusively concerned with healthcare. Other organizations get involved in addressing other economic, social and educational issues. Their competitive advantage is that 100% of all funds donated go directly to the fund that the donor chooses which is ultimately going to provide better health to someone that cannot afford it.

Among other organizations offering health, none of them do it with the same direct approach or with such a high level of transparency. The scope of the operation is significantly smaller than competitors as they have partnerships in 20 different countries. However, in those countries, their sole mission is to give people high-quality healthcare. They also do not specify what kind of injuries, age or circumstances people must be in to receive care from their partners. There is no bias in the selection of patients made by the doctors.

Place

Watsi is an exclusively digital platform, that will not change. The target market is tech savvy and active on social media. The convenience of donating right online directly to a patient will appeal to them. Our marketing efforts will concentrate on driving traffic to the website. It is also more expensive and time consuming to accept physical donations rather than digital donations.

Pricing

Watsi accepts donations as small as $5. The cost of procedures are subsidized by the international medical partners making smaller donations have a greater impact. The target demographic also has a limited amount of disposable income, maintaining this affordable level of accepted donations allows people in all economic situations to help those less fortunate than them. Promotion Watsi will be promoted as an innovative, transparent, international nonprofit organization. Since Watsi has relied exclusively on word-of-mouth for their previous marketing efforts, to bring their mission to the mainstream a mix of digital and traditional advertising will be used. The advertisements will be placed where the highest concentrations of the target market visit. To personalize the mission for potential donors we will bring events to the most charitable online cities in the United States.

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Tactics

Why are we advertising?There are 1 billion people worldwide without access to affordable healthcare. Watsi provides a platform for the first-world to aid third-world countries, whose citizens are in dire need of care. We are advertising to increase the number of donors to the website to further increase the awareness of this issue and increase the number of patients that Watsi can help. Watsis mission is to revolutionize the international healthcare system. To whom are we talking?We are talking to 18-35 year olds with some college education. They are well traveled, healthy, tech savvy and believe they can change the world.

What do they currently think?64% of them are unaware of crowdfunding, but 16% have donated to a crowdfunding website. Nearly half of the people that are aware of crowdfunding donate to crowdfunding websites. The top three reasons they donate are; personal affiliation with a cause, satisfaction with previous donations and the transparency of their donation. They want to be connected, they will donate to a crowdfunding website and they want to know where their donation goes. What would we like them to think?They need to believe that Watsi.org is an honest, innovative and simple way to change their world. All they need is a way onto the web and $5. We want them to believe in Watsis mission to provide donors with information that affirms their belief that they are changing the world. We also want to find a way to increase the demographics understanding of crowdfunding and how it works. What is the single most persuasive idea we can convey?After all the things youve done online today, you still have time to change the world.

Why should they believe it?Donating to Watsi only takes as long as it does to enter your credit/debit card information. The site features Google Transparency Documents giving donors access to all of its financial information as well as a detailed patient log for every patient thats ever been helped by Watsi. They have 17 different partners in 16 different countries from Asia to Africa to Central America. Are there any creative guidelines or mandatories? Many of the patients on the site are children, the use of their image, story or medical history will require legal permission. HIPPA laws, as they apply internationally, are an ongoing debate. Tone of voice?Upbeat, young, focused on the excitement of helping people, less focused on the seriousness of the situation

Creative Work Plan

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Outside of this plan, a second philanthropic seed round will seek to raise $420,000 for the purpose of marketing Watsis platform. The donors targeted will be Silicon Valley based, tech entrepreneurs. A new part of the pitch will include this IMC plan to develop brand awareness, crowd funding awareness and the number of donors giving through Watsi.org.

Top investors to target:

Jeff Bezos - Amazon

Paul Buchheit - Y Combinator

Jeff Clavier - Soft Tech VC

David Lee - SV Angel

Max Levchin - HVF

Benjamin Ling - Khosla Ventures

Marissa Mayer - Yahoo!

Dave McClure - 500 Startups

Matt Mullenweg - Software Development

Acquiring Investors

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Advertising

The following advertisements will address many key issues such as; increasing the target markets understanding of crowdfunding and the awareness of Watsis brand while leveraging the affordability of using Watsis simple, transparent platform. They have been tested on a small, but diverse focus group of the target market. Their feedback encouraged the use of these materials.

They will reach people who are ready and/or most likely to donate to an organization with a mission such as Watsis, to revolutionize international healthcare, especially for those in underserved areas of the world.

The GFK MRI Survey was used in the decision making process for the placement of these advertisements. The surveymonitors consumer behavior relative to the media they consume. For a detailed look at the results, please view page 72-77 in the appendices.

Print Advertisements

While the target market is made up of digital natives, there is still a practicality in using the print medium to reach a mass audience of the target market. Readership of most magazines is still higher in print than in digital versions. According to the GFK MRI national survey, a combined 12,050,000 readers of Game Informer and Vogue between ages 18-34 believe that working for the welfare of society and making the effort to help others is very important. These readers are exactly who Watsi is targeting. Using both magazines is an effective way to reach mass audiences while isolating males and females. Watsis social media presence has already proven to be a valuable way to increase word-of-mouth marketing, but to deliver their message to the mainstream, a mass medium, such as print magazines, is the best tool.For a closer look at the ads, please go to pages 51 and 52 of the appendices.

CrowdsavedCrowdsave? Its exactly what were doing over at Watsi.org. While we might have made up that word, we havent made up the thousands of lives we have saved world wide.

Our mission is to revolutionize the international healthcare model and that starts by crowdfunding low-cost, high impact procedures for the 1 billion people that cant afford health care.

In the United States, we dont need to worry about being able to afford healthcare anymore. However, all over the world people are dying from treatable diseases.

At Watsi we accept donations as small as $5 to fund these low-cost, high-impact procedures. Every cent of your donation goes directly to the patient or fund you choose to donate it to, not into our pockets.

If you dont trust us, just check out our Google Transparency Documents. We give you as much patient status information as we can offer. If you happen to have any questions about their status, just ask!

If you want to learn more about the patients that need your help, or how you can contribute, just visit us at Watsi.org. Over there were just crowdfunding a better world.

#ChangeForAFiveThe one good thing youve done with $5 over the past year probably involved a footlong sandwich. Were here to give you an opportunity to do better. Actually, its the best thing you could do with $5. You could change the world for just the cost of a sandwich.

Perhaps it could be helping one of the kids in the photo above. Anyone of them could need a low-cost, high impact procedure to save their lives. It could be any of the 1 billion people without access to affordable healthcare.

The good news is, its all up to you. You decide exactly where you want your money to go and we ensure you know as much as you can about its impact. We even provide Google Transparency documents to give you all the details about your patients status.

Follow us on Twitter @watsi or just search #ChangeForAFive to see how people are turning their $5 into life saving procedures. To jump right in and invest in saving someones life immediately, visit us at Watsi.org.

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Advertising [Continued]

Digital Advertisements

A banner ad will be targeted using the Google Display Network. This will take people to a specific landing page where they will see the YouTube advertisement to help them better understand the crowdfunding model. They will have the option to skip it immediately and proceed to the patient profiles page. It will be targeted at several websites, a majority of the traffic on those sites will be comprised of people in the target market who believe working for the welfare of society and making an effort to help others is very important. The websites include, SportsIllustrated.com, Forbes.com, ESPN.com, Cosmopolitan.com, Rollingstone.com, NationalGeographic.com, and People.com

Google Keywords will be used to find people searching for countries where Watsi is helping patients, crowdfunding, charities and donating, 5k walk/runs and all of Watsis partners. A list of the keywords can be found on page 55 of the appendices.

YouTube Advertisements

In order to show crowdfunding in action and express its simplicity and effectiveness. A Youtube ad will run before videos concentrated in the United States. It will be targeted based on key words relating to philanthropy, technology, innovation and the countries where Watsi helps patients. This is another tactic Watsi is yet to use. The commercial will show how people unknowingly crowdfund on a regular basis in a familiar social setting.

The script for the ad and the search terms used to trigger its display can be found on pages 53 and 54 of the appendices.

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Promotion and Public Relations

These tactics will reach the people most likely to donate online, while using the existing donor base to increase awareness of Watsis brand and crowdfunding. They will help personalize Watsis mission by bringing it to the people whom it will interest the most. As well, it will create an opportunity for Watsis mission and platform to be shared through news stories by several different local media outlets.

Word-of-mouth

The only marketing Watsi has done since its inception is through word-of-mouth. This will still be a factor as we will rely on our existing donor base to spread the word about upcoming Watsi news and events. The email correspondence with them will have information regarding the public relations efforts of Watsi. It is anticipated between social media mentions and shares and traditional word-of-mouth that this campaign will be successful.

Media Relations

The media will also be relied upon to promote some word-of-mouth impressions. Press releases will be sent to the Pittsburgh Post Gazette, Pittsburgh Tribune-Review, Boston Herald, Boston Globe, San Francisco Chronicle, Washington Post, Seattle Times, and the Atlanta Journal-Constitution. For broadcast coverage the press release will be sent to each local broadcast news network in all six cities. Press releases will also be sent to national tech- publications TechCrunch, Cnet, and Wired.Watsis social media accounts will share the content produced by these publications as well.

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#ChangeForA5k [event marketing]

Watsi will take its mission around the country to the 6 most charitable online cities in the United States. Atlanta, Washington DC, Boston, Pittsburgh, Seattle and Watsis hometown of San Francisco will each host a 5k run/walk. This event will be called #ChangeForA5k. Watsi will seek partnerships with major medical organizations in each city to help fund the cost of the event.

The health organizations targeted for partnerships will be; Emory University Hospital (GA), MedStar Washington Hospital Center (DC), UPMC (PA), Massachusetts General Hospital, University of Washington Medical Center (WA), and UCSF Medical Center (CA). Partners will be expected to donate at least $1,000, they will have their company logos on each runners bib and the finish line. They will also be welcome to set up tents at the finish line for their own promotional activities.

Runners must donate, or raise, $35 to participate. Runners will be recruited through social media, emails to past donors and emails to employees of the medical partners. Volunteers will be recruited via Watsis email lists and social media to post flyers in their schools, parks and other public places. Participants will be recruited by email using lists provided by the sponsors.

Promotions will start two months in advance and registration will close one week prior to each event. All participants and volunteers will receive a Watsi t-shirt with the #ChangeForA5k underneath the Watsi logo.

Each event will kick-off with a short speech from Chase Adam explaining to the runners why they have raised their money and the impact it will have, he will also explain Watsis crowdfunding model. After the race, Chase will thank the runners for their participation and encourage them to visit the website to help specific patients and spread the word about Watsis mission. The hospitals will be encouraged to bring their own engagement activities as well.

The first event will be held on the first weekend of April. Every other week the run will be held in a different city through the end of June. The entire Watsi team should be in attendance to interact with potential donors, corporate sponsors and to help set up the events.

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Other partners to target in each city include:

Pittsburgh: Bayer, Heinz, PNC Bank, U.S. Airways, U.S. Steel, American Eagle, BNY Mellon, WESCO International

Boston: Wayfair.com, Care.com, Hubspot, Extreme Reach, Rethink Robotics, DataXu, Consumer United, Actifio

DC: Medstar Health, Inova Health System, Safeway, Verizon, Siemens, Johns Hopkins, University of Maryland at College Park, Georgetown

Atlanta: Childrens Healthcare of Atlanta, Grady Health System, Northeast Georiga Health System, Phillips North America, Wellstar Health System, Navicure, Infor, Douglas County School Systems

Seattle: Group Health Cooperative, University of Washington, Amazon, Microsoft, Fred Meyer, Slalom Consulting, The Everett Clinic, HPG

San Francisco: Adobe, Google, Teespring, Y Combinator, Genentech, Intuit, Dropbox, Stripe.

#ChangeForA5k [continued]

These partners are headquartered in the preceding cities. They are also companies with a large number of employees and are financially stable enough to afford a minimum $1,000 donation. If they would like the opportunity to donate more than $1,000, we will encourage them to match the donations made by their employees. As part of the donation process, an additional box will be added for donors to identify with their corporations to track those donations.

Hosting all of these events has a significant upfront cost at $27,448, but the return will total at least $82,500. A series of events at this scale will drastically increase brand awareness for Watsi, despite a minimal financial return.

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Website and Social Media

Watsis Global Givers initiative will be announced in January, just after many people donated money during the holiday season. The initiative will motivate people to donate and check Watsis webpage regularly to become a member of the elite Global Giver group.

If a donor gives to 10 patients in 10 different countries they will be sent a Watsi T-shirt, a Watsi totebag (Page 56) and access to an exclusive forum for Global Givers. On this forum they can discuss their experiences with any nonprofit organization and share exciting opportunities to help change the world in the future.

Watsis staff will should maintain a presence on the page to help guide discussions and answer any questions donors have on the forum. Development of this community will help ensure a steady flow of traffic to the webpage and develop a kinship among Watsi donors.

Watsis in-house photographer should shoot photos at the events and upload them to Watsis blog to keep participants engaged after the events are completed.

Digital banner ads will run during the last three months of the year targeted to websites with the highest traffic of our target audience. The banner ads will run on the websites of Cosmopolitan, Entertainment Weekly, ESPN, Forbes, National Geographic, Rolling Stone and Web MD. These websites have the highest concentrations of people 18-35 that believe working for the welfare of society, and making the effort to help others, is very important. This is compared to all other magazine websites in the GFK MRI survey.

An additional step will be added to the donation process where donors will have the opportunity to have an automated post be sent to their Facebook or Twitter. It will read, With 5 clicks, I just donated to help [patient first name] in [patient country]. Visit @Watsi to see who else made #ChangeForA5 They will also have the option to edit the post before its sent, but #ChangeForA5 will stay in the post.

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Crisis Communication

Several ethical questions have arisen in Watsis short existence. Many people question the ethics of displaying photos of patients in need, they think it may turn the donation process into a beauty pageant. Another question that all nonprofits face is where do their donations go?

Watsis mission and platform address these issues. Google Transparency Documents inform donors where there money is going. The universal patient fund that can be used to fund the remaining portion of patients procedures. Also, all of the patients are guaranteed funding for their procedures.

Essentially, Watsi has covered its bases in ensuring the morality of its operations. However, questions will still arise as people learn about the organization. If this is the case, Watsi should stand by its mission and message and maintain their openness to answer questions from donors. They should also actively engage those with questions regarding their operations and mission as they have in the past.

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Campaign Timeline

Tactic Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.#ChangeForA5kGame Informer AdVogue AdBanner AdGlobal GiversYouTube Ad

Media ImpressionsTactic ResultsYouTube Advertisements 350,000 impressions 21,000 hits to Watsi.org 630 donors Google Ads: 3,650,000 impressions 151,475 hits to Watsi.org 4,544 donors Banner Display Ads 7300 hits to Watsi.org 219 donors Print Advertisements 12,050,000 impressions(5% conversion to site) 602,500 hits to Watsi.org 18,075 donors Total 16,050,000 impressions 782,275 hits to Watsi.org 23,468 new donors

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Budget & ROI

Print Advertising Game Informer Magazine $186,148 Vogue Magazine $181,286 Total $367,434 Digital Advertising Google Adwords $5,475 Google Display Network $7,300 YouTube In-Stream Ad $3,650 Total $16,425

Events 5K Runs (all 6 cities combined) Travel $8,494 Bibs $435 Portable Restrooms $5,760 Time Services $4,500 RRCA Membership $319 T-shirts $10,378 Total $29,456

ROIProjections:5% CTR Google Adwords/YouTube 5% print to website conversion 3% website to donation conversion$25 average donation$750 average cost of procedure100% event participation Tactic Investment Return Digital Ads $16,425 $134,825Event Marketing $27,448 $82,500 Print Ads $367,434 $451,875 Total $411,307 $669,200

Total $413,315

ROI$669,200 [1.63]

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Evaluation

The success of this campaign will be based on; donations, the number of new unique donors, visitors to Watsi.org, event participation, members of the Global Givers, forum traffic, clicks on banner ads and YouTube video views. Social media engagement and google analytics will also be monitored to find the most successful methods of engagement.

In order to measure awareness of Watsis brand and the understanding of crowdfunding, a second survey should be conducted at the end of the year. It should be distributed by a third-party, not directly associated with Watsi or its partners. The survey will assess the effectiveness of this campaign on addressing those issues.

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Conclusion

Watsis mission is to connect donors to patients in underserved countries who need the resources to afford low-cost, high-impact procedures. There are 1 billion people in the world who need the aid of this service.

Convincing investors to invest in a short term (one-year) integrated marketing communications plan can greatly increase the awareness of Watsis mission and help thousands, to perhaps millions, of patients across the world. By connecting to the target market through these tactics excitement and discussion will build about the opportunity to change the world.

The return on investment for all of the tactics listed turns in at 163%, showing that it is an effective way to reach donors. What is most important is the increase in donors from under 8,000 in their first two years, to roughly 30,000 by the end of their third year.

With Watsis simple, efficient, transparent platform, many of those donors are sure to return and share with their friends the impact theyre making. The event marketing tactics will be very involved for the staff, but it will be a great experience for the potential donors to put some fresh, young faces on this revolutionary digital platform.

With these tactics, Watsis staff and the millions of people that will be exposed to Watsis mission, Watsi is well on its way to crowdfunding a better, healthier world.

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Appendices

A special thanks to Grace Garey from Watsi for providing an incredible wealth of information about the website and for helping to crowdfund a healthier, happier world.

Introduction:Terdiman, D. (2013, March 26). Y Combinators first nonprofit aims to crowdfund health care. Retrieved July 18, 2014, from CNET website: http://www.cnet.com/uk/news/y-combi nators-first-nonprofit-aims-to-crowdfund-health-care/

Young, R., & Hobson, J. (2013, August 8). Medical Crowdfunding Attracts Top Silicon Valley Investors [Audio file]. Retrieved from http://hereandnow.wbur.org/2013/08/08/ medical-crowd-funding Chase Adam features as a guest on Here & Now to discuss Watsi. Crowdfunding:Sekhon, S. (2013, May 1). Crowdfunding Statistics and Trends [Infographic] [Fact sheet]. Retrieved August 10, 2014, from Crowd Mapped website: http://blog.gogetfunding. com/crowdfunding-statistics-and-trends-infographic/

Bibliography

49

Bibliography [continued] Situation Analysis: Blackbaud. (2013). Most Generous Online Cities Which locales gave the most online in 2012? [PDF]. Retrieved from https://www.blackbaud.com/ files/resources/downloads/2012MostGenerousOnlineCities.pdf

MacLaughlin, S., & Cohen, T. (2014, February). Charitable Giving Report How Nonprofit Fundraising Performed in 2013 [PDF]. Retrieved from https://www.blackbaud.com/ files/resources/downloads/2014/2013.CharitableGivingReport.pdf

Historical Results: Empson, R. (2013, July 25). Healthcare Crowdfunding Platform Watsi Grabs $1.2M From Tencent, Paul Graham, Vinod Khosla, Ron Conway And More. Retrieved July 18, 2014, from TechCrunch website: http://techcrunch.com/2013/07/25/healthcare- crowdfunding-platform-watsi-grabs-1-1m-from-tencent-paul-graham-vinod-khosla- ron-conway-and-more/

Garey, G. (2012, August 12). About Us & FAQS. Retrieved August 10, 2014, from Watsi website: http://Watsi.org Competitive Analysis:Save The Children. (n.d.). Health and Nutrition. Retrieved August 10, 2014, from Save The Children website: http://www.savethechildren.org/site/c.8rKLIXMGII4E/ b.6153021/k.51E5/Health_and_Nutrition.htm

UNICEF. (n.d.). Ways to donate. Retrieved August 10, 2014, from UNICEF website: http:// www.unicefusa.org/help/donate Tactics:GfK [Growth from Knowledge] Mediamark Research & Intelligence, LLC. (2014, April). [Personal interview]. The Survey provides a detailed view of the 226 million adult consumers in the U.S. their media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories. The Survey can help identify, qualify and locate best prospects for specific products in specific markets and support development of insightful ways to reach them.

Wilkins, D., & Davis, M. C. (2011, June). Making Event Participants More Successful with Social Media Tools [PDF]. Retrieved from https://www.blackbaud.com/files/resourc es/downloads/WhitePaper_EventParticipantsSocialMedia.pdf

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Advertisements

51







Vogue Ad

52

#ChangeForAFiveThe one good thing youve done with $5 over the past year probably involved a footlong sandwich. Were here to give you an opportunity to do better. Actually, its the best thing you could do with $5. You could change the world for just the cost of a sandwich.

Perhaps it could be helping one of the kids in the photo above. Anyone of them could need a low-cost, high impact procedure to save their lives. It could be any of the 1 billion people without access to affordable healthcare.

The good news is, its all up to you. You decide exactly where you want your money to go and we ensure you know as much as you can about its impact. We even provide Google Transparency documents to give you all the details about your patients status.

Follow us on Twitter @watsi or just search #ChangeForAFive to see how people are turning their $5 into life saving procedures. To jump right in and invest in saving someones life immediately, visit us at Watsi.org.

Game Informer Ad

53

YouTube Ad

{open}

Four college-aged men and women sitting around on couches being lazy in a living room. A fifth friend walks in. He says, Hey, you guys want to order a pizza?

They all say yes and start passing $5 each to their friend.

The doorbell rings and the pizza is delivered.

(Cut to white screen with black font)

Sometimes changing the world can be this simple.

(Cut back to the beginning scene)

The fifth friend walks in and says, Hey, you guys want to change the world?

They all say yes and start passing $5 to their friend.

(Cut to the fifth friend sitting at his computer clicking Donate on a Watsi.org patient profile.)

[Uplifting Music]

Children running in a village happily.

(Cut to white screen with black font and Watsi logo in bottom right corner)

Crowdfunding a healthier world.

{End}

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7/18/2014 Qualtrics Survey Software

https://sbu.co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=49pMbg 1/5

Male

Female

Under $25k

$25,000 $35,000

$35,001 $45,000

$45,001 $55,000

$55,001 $65,000

$65,001 $75,000

$75,001 $85,000

$85,001 $100,000

Over $100,000

Default Question Block

Im Joe Bucher, a student in the Integrated Marketing Communications program at St. Bonaventure University. Aspart of my final thesis project, I am developing a marketing communications plan for Watsi.org. This survey will askseveral questions about Watsi.org. Please answer honestly. Watsi is a nonprofit crowdfunding website that acceptsdonations that fund lowcost, highimpact medical procedures for people in underserved countries. All of youranswers are confidential. By completing this survey you acknowledge that you are at least 18 years of age and andyou are participating voluntarily. If you have any questions you may feel free to contact me [email protected] or 3155292238. You may also contact my research advisor, Dr. Pauline Hoffmannat [email protected] or 7163752578.

Gender

Age

Salary

62

1. Gender

My ReportLast Modified: 08/11/2014

1 Male 60 34%2 Female 119 66%

Total 179

Min Value 1Max Value 2Mean 1.66Variance 0.22Standard Deviation 0.47Total Responses 179

# Answer Bar Response %

Statistic Value

63

1. Age

23222224222128222322225920232223232328262025265026222325202121232323212225212221516223582225742122222834

Text Response

64

1. Salary

1 Under $25k 82 46%2 $25,000 - $35,000 38 21%3 $35,001 - $45,000 15 8%4 $45,001 - $55,000 10 6%5 $55,001 - $65,000 6 3%6 $65,001 - $75,000 6 3%7 $75,001 - $85,000 0 0%8 $85,001 - $100,000 7 4%9 Over $100,000 15 8%

Total 179



Statistic Value

1. Education Level

1 High School 8 4%2 Some college 40 22%3 Associates degree 16 9%4 Bachelors degree 77 43%5 Masters degree 31 17%6 Ph. D. 2 1%7 Other 5 3%

Total 179



Statistic Value

65

1. Ethnicity

1 White 168 94%2 Hispanic or Latino 2 1%3 Black or African American 1 1%4 Native American 2 1%5 Asian / Pacific Islander 4 2%6 Other 2 1%

Total 179



Statistic Value

1. Have you traveled outside of the U.S and Canada?

1 Yes 131 73%2 No 48 27%

Total 179



Statistic Value

66

1. If yes, where have you gone?

Costa RicaJamaica, MexicoEurope, JamaicaEngland, Ireland, Switzerland, France, Italy, AustraliaNigeria Canada Maldives Portugal BahamasSpain, Italy, France, Switzerland, Honduras, ColombiaMexico, Jamaica, Puerto RicoMexico, Dominican RepublicItalyGermany, Austria, Italy, Switzerland, Belgium, Netherlands. CanadaMexicoMexicoAustraliaItaly, Carribean, HaitiMexicoSpain, Portugal, Ireland, Morocco, MexicoUnited Kingdom, Netherlands, Spain, Korea, Australia, Italy, Greece, Mexico, Canada, TurkeyItalyLondonMexico, Ireland, Scotland, England, France, Spain, Germany, Holland, Belgium, Poland and ItalyEngland, China, Spain, New Zealand, Australia, MexicoSpain, Portugal, Morocco, St. Thomas, St. Maarten and the BahamasItaly, England, Belgium, Ireland, NetherlandsItalyMexico, Spain, Italy, Croatia, Slovenia, Turkey, Greece, Switzerland, France, Germany, Austria, SlovakiaMexicoBahamasMexico and PRLondon & IrelandEuropeEuropeMexicoEurope, BermudaEngland, South Africa, FranceIreland, Spain, Scotland, England, Amsterdam, Italy,BrazilGerm,any: Holland Italy Austria Luxomburg& SwiterzlandAustraliaMexico, JamaicaChinaMexicoGhana, India, Nepal, Togo, SpainChina, UkrainePalau, Mexico, Europe, Costa Rica, Dominican Republic, Honduras, BarbadosJordan, France, Mexico, UK, Spain, Costa Rica, BahamasIndiaBahamasEurope,So.AmericaSoutheast & East Asia, North Africa, Saudi Arabia, Most countries in Europe (Continental & British Isles)South Africa, Namibia, Canada, England, IrelandMexico, Canada, JamaicaEurope

Text Response

67

1. Have you participated in a community service project outside of the U.S andCanada?

1 Yes 24 13%2 No 155 87%

Total 179



Statistic Value

1. If yes, what project(s)?

planted trees in Costa RicaLocal Clean UpsProviding foodHomeless shelter and food bank in Italy; orphanage and secondary school in Haitivolunteered in Ireland (homeless shelter/needle exchange) during a service-learning student tripI run a nonprofit organization and we donated water tanks to a village in Kenya.lots of time at city skatepark eventsBahamas service tripBuilding houses in Juarez.health and microfinanceChurch group cleaning local landmarksTeaching in Grand Bahama, community repairs6-week service project in Southern Africa building homes and schools for impoverished communitiesMission trip in ParaguayTeaching Mexican and Costa Ricaan children about sanitationHelped build a homeChristian health missionBahamas service trip. Sife for Bonnie'sEnvironmental conservation in New ZealandAthletes in Action Missionary TourTeach English in HaitiPartnering for Africa -- UgandaMission project in Togo, West Africa

Total Responses 23

Text Response

Statistic Value

1. Have you ever participated in a community service project not required as partof your education?

1 Yes 134 76%2 No 42 24%

Total 176



Statistic Value

68

1. Have you ever donated money to a nonprofit organization?

1 Yes 158 89%2 No 10 6%3 Not sure 10 6%

Total 178



Statistic Value

1. Please rate how useful each one of these sources is in informing you aboutorganizations to donate to.

1 Television advertising 48 93 37 178 1.942 Word-of-mouth 16 52 111 179 2.533 Social media 14 76 88 178 2.424 Online advertising 60 83 35 178 1.865 Print advertising 62 92 24 178 1.796 News stories 18 79 82 179 2.367 Making a purchase in a store 57 78 43 178 1.92

Min Value 1 1 1 1 1 1 1Max Value 3 3 3 3 3 3 3Mean 1.94 2.53 2.42 1.86 1.79 2.36 1.92Variance 0.48 0.43 0.40 0.52 0.44 0.43 0.56Standard Deviation 0.69 0.66 0.63 0.72 0.66 0.66 0.75Total Responses 178 179 178 178 178 179 178

# Question Not Useful Somewhat useful Very Useful Total Responses Mean

Statistic Television advertising Word-of-mouth Social media Online advertising Print advertising News stories Making a purchase in a store

1. How much money are you most likely to donate (as a one-time donation)?

1 Less than $5 33 18%2 $5 - $10 56 31%3 $11 - $20 38 21%4 $21 - $30 24 13%5 $31 - $40 2 1%6 $41 - $50 15 8%7 More than $50 11 6%

Total 179



Statistic Value

69

1. Are you aware of crowd funding?

1 Yes 62 35%2 Not sure 23 13%3 No 94 53%

Total 179



Statistic Value

1. Have you ever donated money to a crowd funding website?

1 Yes 28 16%2 No 108 60%3 Not sure 43 24%

Total 179



Statistic Value

1. Please select below the reasons you donate to causes more than once, youmay choose more than one.

1 Convenience 59 33%2 Personal affiliation with cause 158 88%3 Transparency of contribution 63 35%4 Satisfaction with previous experience 81 45%5 Limited options 4 2%6 Community events 62 35%7 Other 17 9%

Min Value 1Max Value 7Total Responses 179


Statistic Value

70

1. If you selected other, what's another reason you donate?

Great causeLet me break this shit down to you, bitch ass buster. I'm a recent college graduate living in my parents basement. I'm unemployed and hardly have enough money to pay for thegas necessary for me to drive to interviews. On top of that my mom doesn't even cook anything besides soup anymore because thats all my dad eats. I wish I had enoughmoney to persue a career so I could actually make money. I wish I had money to eat something besides soup everyday. Maybe if this happened I would THINK about donatingto other causes. Untill then the only cause I'm concerned with is the "Feed Joe Tremont somthing besides soup foundation." P.S. Suck my chode.Believe in the causeI've selected other because I've never donated to a cause more than oncePressuredText donations that get added to my cell phone bill are great. Very convenientThey are very helpful to certain people!I believe in what the org is doing and want to support it.Care about the causeImpactBelieving in what the project aims to doI donated to the hurricane sandy refund a few times.ckmpassiin for the causewant to help when I canIf they don't use money for marketing and little dumb gifts and lots of mailings.What they dogood causeIllness of family and friends

Total Responses 18

Text Response

Statistic Value

1. React to the following statements.

1 I know where every cent of my donation goes. 21 69 36 35 17 178 2.762 Transparency with my donation is important. 2 8 47 66 54 177 3.923 I understand crowdfunding. 50 53 22 31 21 177 2.554 It's important to help people we don't know. 0 7 44 75 51 177 3.965 Healthcare is a basic human right 5 7 22 65 78 177 4.15

Min Value 1 1 1 2 1Max Value 5 5 5 5 5Mean 2.76 3.92 2.55 3.96 4.15Variance 1.39 0.85 1.89 0.70 0.96StandardDeviation 1.18 0.92 1.37 0.84 0.98

TotalResponses 178 177 177 177 177

# Question Strongly Disagree Disagree Neutral Agree Strongly Agree Total Responses Mean

Statistic I know where every cent of mydonation goes.Transparency with my donation

is important.I understand

crowdfunding.It's important to help people

we don't know.Healthcare is a basic

human right

71

1. Have you ever heard of Watsi.org?

1 Yes 22 12%2 No 155 87%3 Not sure 2 1%

Total 179



Statistic Value

1. Watsi.org is a nonprofit crowdfunding website that funds low-cost, high-impactmedical procedures for people in underprivileged countries. They accept donationsas small as $5 and all of the procedures are $1,500 or less. Does this sound likesomething you would donate to?

1 Yes 76 43%2 Maybe 83 47%3 No 19 11%

Total 178



Statistic Value

72

All GfK Roper Values Source Questions: : Social responsibility: Working for the welfare of society: : Very Important or GfK Roper Values Source Questions: : Helpfulness: Making the effort to assist others: : Very Important or GfK Roper Values Source

Unwgtd 49770 11560Weighted (000) 232658 69637Horz % 100.00 29.93Vert % 100.00 100.00Index 100 100







All

Media Quintile/Tercile Codes: Magazines I (Heavy)

Media Quintile/Tercile Codes: Magazines II

Media Quintile/Tercile Codes: Magazines III

Media Quintile/Tercile Codes: Magazines IV

Media Quintile/Tercile Codes: Magazines V (Light)

Media Quintile/Tercile Codes: Newspaper I (Heavy)

Media Quintile/Tercile Codes: Newspaper II

78

Current AssetsBank Accounts

PayPal 79,522.45 Stripe (2,925.86) BUSINESS CHECKING 2694 74,501.40 BUSINESS CHECKING 2702 1,507,202.04 BUSINESS CHECKING 9567 926,905.89

Total Cash 2,585,205.92 Accounts Receivable

Accounts Receivable 200,000.00 Total Current Assets 2,785,205.92

Fixed AssetsEquipment

Equipment 15,650.51 Accumulated Depreciation (2,717.89) Net Equipment 12,932.62

Intangible AssetsIntangible Assets 5,610.00 Accumulated Amortization (502.33) Net Intangible Assets 5,107.67

Total Fixed Assets 18,040.29 Other Assets

Prepaid Medical Treatment Expense 1,500.00 Prepaid Benefits 2,658.40 Employee Benefit Advance 133.50 Prepaid Worker's Comp 233.25 Total Other Assets 4,525.15

Total Assets 2,807,771.36$

Current LiabilitiesCredit Cards 10,821.87 Accounts Payable

Accounts Payable - Medical Treatments Payable 183,455.00 401k Payable 2,898.60

Other LiabilitiesShort-term Liability

Short-term Liability - Payroll Tax Liability 13,078.78

Total Liabilities 210,254.25

EquityUnrestricted Net Assets

Unrestricted Net Assets 988,750.84 Temporarily Restricted Net Assets

Temporarily Restricted Net Assets 1,608,748.43 Permanently Restricted Net Assets

Permanently Restricted Net Assets - Total Equity 2,597,499.27

Total Liabilities & Owner's Equity 2,807,753.52$

Watsi, Inc.Statement of Financial PositionFor The Month of June, 2014

An Integrated Marketing Communications Plan for Watsi

Documents

Transcript of An Integrated Marketing Communications Plan for Watsi