New

 York    

GOTO’s  New  Target  Audience

GOTO’s    Mission  

Provide  an  opportunity  for  art  education  to  children  who  don’t  

have  access  to  it    

GOTO’s    Objectives  

To  have  250  new  donors  donate  100  USD  each  by  spring    2015

A  Little  History..

Current  Donor  ProLile

Predominantly  males    Age  range  35  to  40      Ivy  League  education      Established  careers,  100k  plus  

So  Who  Should  We  Target?  

Recruitment  Opportunities  

xxx

x

Census  of  potential  new  donors  

Segmentation  Analysis

 Demographics    

 Age  Range:  25  to  55      Disposable  income  of  75k  plus    Marital  Status:  Married      

 Geographic  

Urban  Areas      Mixed/  higher  income  neighborhoods  (E.g.  UES,  East  Village,  Chelsea,  Tribeca)

 Behavior  

 Receptive  to  events    Socially  active  lifestyle      Engage  with  charities    Present  Online  

 Psychographic  

Sympathetic      Appreciate  the  arts      Concerned  about  society’s  well  being  

 InLluencers    

Professional  Experts      Personal  &  professional  connections    Authoritative  Figures      

 Potential  Targets    

Age:  25  –  35;  Income:  75k+    Prefer  an  informed  path  to  donation    Driven  by  social  responsibility  

Young  Professionals

Why  we  didn’t  pick  Young  Professionals

84%  donate  to  a  reputed  non  proLit      41%  still  feel  Linancially  insecure    Prefer  to  invest  time  than  money  

Art  ALicionados

Attend  at  least  two  art  performances  each  year      White  females  35  to  60      Urban  residents  with  an  income  75k  plus    Civically  Inclined        

AfLluent  Parents  

Married  couples  in  age  range  35  to  50      Their  children  are  active  participants  in  the  arts    Disposable  income;  Income  of  150k  +      

Lead  a  socially  active  lifestyle      Concerned  about  society’s  well  being      Supportive  about  their  children’s  art  talent      

AfLluent  Parents  ii

Desired  Target    AfLluent  Parents  

Key  Insight  #1    Philanthropic  mindsets  come  with  

age

Contribution  Grows  With  Agewith age

Key  Insight  #2    Two  Heads  is  Better  than  One

A  married  couple  household  has  a  higher  income

Key  Insight  #3    Households  with  Kids  Donate  

More  

Key  Insight  #4    Appeal  Towards  Empathy

Building  on  Insights  

There’s  Something  About  Mary!    

Mary  Smith    

Name     Mary  Smith    

Age     38  years  old    

Relationship  Status  

Married  

Spouse   David  Smith  

Kids   Bryan    (12)  Clara        (8)  

Address   450  Park  Avenue,  NY  

Occupation   Stay  Home  Mom  

A  Monday  in  Mary’s  Life  

A  Saturday  in  Mary’s  Life  

Recruit  Mary  as  a  Donor

Message  Theme

Invest  in  a  child’s  future,    Invest  through  the  arts,    Invest  for  a  brighter  society.  

Message  Execution      Digital

Online  Video      Use  the  power  of  sight,  sound  and  motion  to  bring  GOTO’s  story  to  life.  

Improved  SEO    To  add  gravitas  toward  GOTO’s  brand  presence  and  legitimacy.  

Message  Execution  Partnerships    

 Who:  Trust  Worthy  Partners                                  Private  schools,                                  Music  Academies                                  Private  Studios        Why:  Validate  GOTO’s  mission      

Budget  Allocation Sample  Event:  Partner  with  a  music  academy  

 Venue  -­‐  Free    Catering  -­‐  Use  current  partners    Entertainment  resource  -­‐  funded  by  the  academy  (recital  by  the  kids)    Kids  playing  instruments  

Production  of  Video  showcasing  GOTO:  $200  Recommendation:  Outsource  the  video  production  to  a  freelance  in  the  US  for  $16-­‐20/hr    SEO  Fee  (Google  Ads):    Monthly  Retainer  for  SEO  agencies  -­‐  $750  Contract  Services  at  Lixed  prices:    

 Site  Content  Audit  -­‐$500    Social  Media  Site  Update  -­‐  $500  

Project-­‐based  Pricing  -­‐  $1,250  SEO  Consulting  ($100-­‐300)  -­‐  $1,000      

Mary’s  Response

Response  #1  –  Thinking  

Sympathy  Reaction      Look  for  credibility  online  

Response  #2  -­‐  Action  

 Engage  and  donate  on  the  spot      

Response  #3  –  Share

 InLluential  Figures      Serve  as  Point  of  Reference        

Q&A  Cynthia  Kumar    

Ben  Virochpoka  

Marwa  Khalifeh  

Citations Used "ADL Supply Blog." ADL Supply Blog. Accessed December 9, 2014. http://adl-lightbulbs.com. Adina's Blog. https://adinaba.wordpress.com/2009/04/27/cameron-snaith-working-professional-and-founder-of-giving-opportunities-to-others-%E2%80%93-goto/. "An Artist's Life in New York City." An Artist's Life in New York City. Accessed December 9, 2014. http://www.newcolonist.com/newyorkart.html. "Center for Hope Children & Family Services." Center for Hope Children Family Services. Accessed December 9, 2014. http://centerforhopeservices.com. "Does Your Brand Have a Social Life?" Maritz. Accessed December 9, 2014. http://www.themaritzinstitute.com/peoplecenteredbusinessblog/leadership/does-your-brand-have-a-social-life/. "5 Common Traits of Successful Artists." Fine Art Tips With Lori McNee. Accessed December 9, 2014. http://www.finearttips.com/2010/07/5-common-traits-of-successful-artists/#ixzz3LC6VIgT5.

"Current Population Demographics and Statistics for New York by Age, Gender and Race." SuburbanStats.org. Accessed December 9, 2014. https://suburbanstats.org/population/how-many-people-live-in-new-york. "5 Digital Strategies to Drive Holiday Donations – Think with Google." 5 Digital Strategies to Drive Holiday Donations – Think with Google. Accessed December 9, 2014. https://www.thinkwithgoogle.com/articles/driving-donations-digitally.html. "Father and Daughter." Familiescom. Accessed December 9, 2014. http://www.families.com/blog/father-and-daughter. "Giving and Volunteering in the United States." 2001, 129 and 138. "How Much Should You Spend on SEO Services?" Search Engine Watch. Accessed December 9, 2014. http://searchenginewatch.com/sew/how-to/2267471/how-much-should-you-spend-on-seo-services#. "Interactive: Explore How America Gives." The Chronicle of Philanthropy. Accessed December 9, 2014. http://philanthropy.com/article/Interactive-Explore-How/149107/#state/36.

JFunders. Accessed December 9, 2014. http://www.jfunders.org/sites/default/files/docs/resources/millennial_donors_2011_report.pdf. "New York City Social Demographic Trends." Pew Research Centers Social Demographic Trends Project RSS. Accessed December 9, 2014. http://www.pewsocialtrends.org/income-segregation/new-york-city/. "Kids Are Rockin' out to Provocative Music." My Family RSS. Accessed December 9, 2014. http://www.allparenting.com/my-family/articles/962145/kids-are-rockin-out-to-provocative-music. "London Trend Talks | Insider Trends | The Future of Social Media." London Tours and Trend Talks Insider Trends RSS2. Accessed December 9, 2014. http://www.insider-trends.com/marketing-trends-trend-talk/. "Manhattan, New York (NY) Income Map, Earnings Map, and Wages Data." Manhattan, New York (NY) Income Map, Earnings Map, and Wages Data. Accessed December 9, 2014. http://www.city-data.com/income/income-Manhattan-New-York.html. "Millennials and Their Future Finance." Mintel Oxygen. Accessed December 9, 2014. http://academic.mintel.com.ezproxy.cul.columbia.edu/display/676004/?highlight! National Endowment for the Arts, Art-Goers in Their Communities: Patterns of Civic and Social Engagement, Research Note #98, from http://arts.gov/sites/default/files/98.pdf.

National Endowment for the Arts, Come as You Are: Informal Arts Participation in Urban and Rural Communities, Research Note #100. March 2010, from http://arts.gov/sites/default/files/100.pdf. National Endowment for the Arts, 2008 Survey of Public Participation in the Arts, Research Report #49. November 2009, from http://www.nea.gov/research/2008-SPPA.pdf. National Endowment for the Arts, State and Regional Differences in Arts Participation: A Geographic Analysis of the 2008 SPPA, Research Note #99. December 2009, from http://www.nea.gov/research/Notes/99.pdf. "New York Population and Demographics (New York, NY)." New York Population and Demographics (New York, NY). Accessed December 9, 2014. http://newyork.areaconnect.com/statistics.htm. "NYC Department of Education Releases Fourth Annual Arts in School Report." Arts to Grow. Accessed December 9, 2014. http://artstogrow.tumblr.com/post/4116670662/nyc-department-of-education-releases-fourth-annual. "Our Policy Work." The Aspen Institute. Accessed December 9, 2014. http://www.aspeninstitute.org/policy-work/nonprofit-philanthropy/leadership-initiatives/fellowship-emerging-nonprofit-leaders/emer!

"Outsourcing Services | Employee Outsource to India | Hire Virtual Employee | Hire Indian Employee | Hire Virtual Staff | Virtual Assistance Service | Online Virtual Assistance | Offshore Outsourcing | Dedicated Resource | Outsoource in India." Outsourcing Services | Employee Outsource to India | Hire Virtual Employee | Hire Indian Employee | Hire Virtual Staff | Virtual Assistance Service | Online Virtual Assistance | Offshore Outsourcing | Dedicated Resource | Outsoource in India. Accessed December 9, 2014. http://www.virtualemployeeinindia.com/what_is_virtual_employee.php. "Pucci | Pirtle." Women in Divorce, Men in Divorce. Accessed December 9, 2014. http://puccipirtle.com/2014/02/11/women-divorce-men-divorce/. "Reaching Moms Key to CRM Success." Mintel Oxygen. Accessed December 9, 2014. http://academic.mintel.com.ezproxy.cul.columbia.edu/display/588369/. "Rich Enclaves Are Not as Generous as the Wealth Living Elsewhere." The Chronicle of Philanthropy. Accessed December 9, 2014. http://philanthropy.com/article/Rich-Enclaves-Are-Not-as/133595/. Riper, Tom. "The Cost Of Being Married Versus Being Single." Forbes. Accessed December 9, 2014. http://www.forbes.com/2006/07/25/singles-marriage-money-cx_tvr_06singles_0725costs.html.

"Study Reveals The Geography of Charitable Giving." NPR. Accessed December 9, 2014. http://www.npr.org/2012/08/20/158947667/study-reveals-the-geography-of-charitable-giving. "4 Website Tweaks to Increase Donations." Online Fundraising and Nonprofit Marketing. Accessed December 9, 2014. http://www.fundraising123.org/article/4-website-tweaks-increase-donations#.VIZ3SUvrZuY.