Makerble what if social innovation partner (deck for clients)

1Makerble.com Tweet: @Makerble [email protected] Matt Kepple, London

Matt Kepple + Annabel Dickson

Follow the change you make in the world


Charity has traditionally been about how much MONEY you give. We’re making it about how much CHANGE you make.

There has been a loss of confidence in charities

“I don’t donate money to charity because I’m not confident that my

donation won’t be wasted.

That’s why I volunteer

my time instead because that way I see

the direct impact of what I put in”

Investment ManagerMale, aged 30-35

3Makerble.com Tweet us: @Makerble [email protected] Matt Kepple, London

“I give monthly to Cancer Research (CRUK) because I know who they

are. But I don’t know who else to give

to. If there was a site

that told me where to give, I’d

use it”Events Marketing Manager, Female,

aged 25-30,

Source: Forbes, Financial Times, Makerble Research Interviews, Resource Alliance

We’ve been successfully adapting fundraising’s most proven technique,

Child Sponsorship, for new markets for several years

• aka ‘crowd funding’• YTFN.org events

– 40 projects sponsored– £70,000 donated– Hundreds of new donors

• (Kiva.org 1million donors)

“There is no more effective public fundraising proposition than

child sponsorship”

Child Sponsorship Monthly Donation

Creative Class Winner

Project SponsorshipEvent Donations

Project SponsorshipMonthly Donations

• Every Cause• Personalised Impact

Reporting


Addressable market

£££ 5.5million ‘STARTERS’ with Significant donation potential

4million ‘INCREASERS’ with £665million in potential donations

5million ‘SWITCHERS’ with £1.7billion in moveable donations

12.5million SATISFIED donors.

Sources: Money For Good report, New Philanthropy Capital; Giving Green Paper, UK Government Cabinet Office; UK Giving, Charities Aid Foundation & NCVO

27million monthly donors in the UK in total

There are 14.5million unsatisfied donors in the UK

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Charity supply side

Sources: Charity Commission, Big Society Capital, Charities Aid Foundation, NCVO

Current situation• 160,000 charities in the UK• Trend among charities to make their impact reporting more robust due to

pressure from their funders: foundations, government• 1 in 6 charities at risk of closure due to insufficient income• 70% of income goes to top 1% of charities • Charities spend up to 15% of income on fundraising

As a result• Long tail of charities keen to increase donations• Charities lack the expertise, time or budget to do grow their markets of donors• Charities have a surplus of good work they do and stories about what’s happening


Commercial opportunity

Business model• Cost-saving 8% commission• £10/month average donation

Competition• Low market share (11%)

Global market for transparent donations• $20billion/year (minimum based on USA alone)

Sources: The Big Give, Global Giving, Kiva, NCVO, New Philanthropy Capital

Create a donations platform that shows Unsatisfied Donors the impact of their donations 14.5million Unsatisfied Donors


Strategy to capture the addressable market ahead of the competition

Extensive Variety• Market leader Kiva has 1million customers globally but only offers one cause

Viral + Competitive• Make donors proud: personalised shareable content about your donations’ impact

Enterprise Platform• Personalised Impact Reporting to help brands & employers increase engagement

Competitors = Collaborators• JustGiving and GlobalGiving want to use our API

Insight-driven consumer marketing• Content Marketing: “changing the world without changing your lifestyle”• Brand Positioning: accessible because we don’t come across as “worthy”

Insight-driven future features• Personalised impact reporting when you: Volunteer, Campaign, Shop Ethically

Del

ight

Scal

e

See the change you make in the world


displays the variety and number of people your donations

help each month across every cause

OnlineOn MobileOn Facebook


How it works - Step 1. Connect your Facebook


Step 2. Tweak your bucket


Step 3. Choose an amount


Step 4. Earn your Change


Step 5. Share your Change


Current Status

£50,000 investment round Finalising shareholders agreement

Tech Partner SecuredGroupbuddies.com in Porto, Portugal

Phased alpha release Responding to feedback:• More projects• Easier charity signup

process• Clearer homepage• Non-mandatory

Facebook login• Non-mandatory photo

upload• Less steps to donate

page


Consumer Marketing Activity

Change the world Your wayCONSUMER

BLOGMEDIA TARGETSAMBASSADORS

£10K/MONTH/NGO FREE ADWORDSEVENTS:

LONDON + UNIs

Enterprise-to-Consumer Marketing Activity


Interactive CSR platform for

brands

Staff Donations platform for employers

Media Agencies

Speaking directly to Brands

AccountantsSpeaking directly to Employers

White Label platform for

charities

Networking

CLIENT ACQUISITION:

3% of employers offer staff donations£1bn market currently50% UK workforce wants employers to do more

50% customers will spend more on CSR brands

B2B marketing concept: Deepening brand loyalty whilst recruiting 5,000 donors per brand


TOPMAN BUNDLE• Projects that TopMan

believes will resonate with its customers;

• & optionally match-fund via its foundation

INVITE CUSTOMERS• Email newsletter• Social media posts• In-store point-of-sale• Online Store advertising

CUSTOMERS DONATE• via TopMan or Makerble

website or mobile app• & receive personalised

impact updates; • plus prizes and offers

GENERATION CHANGE

Make CHANGE Happen

with the amount you’d spend on one Accessory a

monthPowered by

For the chance to win prizes and exclusive offers

B2B marketing concept


Matching O2 customers to

O2 Think Big projects they can

support

Donate through your

bill. Makerble pre-loaded onto

phones

Once-in-a-lifetime expenses paid

volunteering for O2 customers on

Makerble projects

VOLUNTEERING


Award-Winning Team

Accomplished Respected Well-connected Advisors


Kirsty McFadden – Product Manager for award-winning private social network which increased donations and retention among donors to The World Society for the Protection of Animals

Abhi Patel – Senior programmer and a Vice President at Goldman Sachs overseeing the building trading algorithms.

David Pritchard – Head of Impact Measurement at New Philanthropy Capital. The organisation advising high net worth individuals on which charities are effective.

Ann Foley – former Regional Operations Manager for international development charities the Red Cross and TearFund

Caroline Fiennes – author, speaker and consultant in the arena of effective philanthropy. Advisor to the Association of Charitable Foundations.

Joe Galliano – Celebrity & Charity Liaison Manager connecting celebrities to the causes they care about. Created the Dear Me book series authored by celebrities to benefit charity.

Stephen Donajgrodzki – Senior Partner at Equal, the media buying agency. Develops advertising and marketing strategies for clients ranging from government to leading brands.

Duane Melius – Responsible for New Business and development of marketing strategies within the group of marketing agencies under Edge Asia.

Ola Obaro – Marketing professional with experience client-side working for brands including Harlequins Rugby, Johnson & Johnson and Mars Drinks.

http://www.linkedin.com/pub/ola-obaro/22/15/855

http://uk.linkedin.com/pub/ann-foley/19/a91/426

http://uk.linkedin.com/pub/kirsty-mcfadden/31/728/617

https://www.facebook.com/pedro.patel

http://www.uk.linkedin.com/pub/david-pritchard/0/ba3/39a


Social Mission: Increase the effectiveness of charities

People finally understand the

Change they make in the world

Projects that create the most Change in

their categories become

increasingly popular

Projects have a greater financial incentive to

Improve Feedback Loops, Learn, Collaborate, Share, Innovate to ensure their projects are creating the

most Change possible

Vulnerable and excluded people

in developing countries get

better access to and more

benefit from essential services

CONSUMER UNDERSTANDING

CONSUMER DEMAND

ECONOMIC INCENTIVE

SOCIAL IMPACT

Our Strategy [ Theory of Change ]

Purpose: Achieve everybody’s social potential

THE MARKET

Every social change organisation on the planet tries to change the world by focusing on The Problems and getting people to DO SOMETHING for AN ORGANISATION:• Organisations like the UN, charities,

social enterprises often try and solve specific social issues.

• They try to convince people to change their behaviour to serve a greater purpose. E.g.• Tackling a social issue• Getting people to volunteer,

donate, campaign, fundraise, boycott, buy ethically

• Help charities to raise more money

THE OPPORTUNITY

• Makerble turns the idea of “Changing The World” on its head.

• We exist to serve You, not the cause.• We don’t want you to help one cause over another• We want you to achieve YOUR social potential – whatever

that looks like. We want you to have the biggest possible impact that YOU can have on the world. Whether that’s as a donor, shopper, voter, entrepreneur, worker, lender, investor

• It’s not about our agenda, it’s about yours. We’re here to help you change the world YOUR Way, on your terms, when you like, how you like, with whom you like and where you like.

• Whatever gets in the way of you making the change you want to see in the world, we endeavour to overcome. Any concerns you have, we seek to address. We want to be the vehicle through which you feel comfortable making the better world you imagine possible.

• This is your canvas. Go change our world; change it your way


Financial Analysis

• Makerble operates on a budget of £6,000/month• Makerble will break-even within Year 1 (Month 7) through earning £6000/month:

• This could be 6,000 x £10/month donors or 20,000 x £3/month donors• Makerble makes £1/donor/month with commission of 8% on the gross donation

which includes the additional 25% added through Gift Aid• £10/month is the current UK average donation amount

• This represents • 0.04% market share of the 14.5million addressable market• 0.7% of the 860k donors recruited via street fundraising in 2012

• Charity auction platform Prizeo reached 10,000 donors in its first 10 days• Just 1 of our potential clients, TopMan, has over 600,000 fans on Facebook

Let’s revolutionise the way that people change the world



Donor market data

2013 Edition fast.MAP Marketing Gap report

http://dma.org.uk/sites/default/files/tookit_files/fast_map_marketing-gap_report_2013.pdf



Convenience, guidance and transparency dominate the brands we have become familiar with in the 21st century


Convenience TransparencyGuidance

Target Audience >>>>> Non Cynical Want Some Evidence

Cynical and Motivated

Cynical but need an easy solution

Choice of projects Monthly Portfolio

Real Itemised Impact On FB Timeline

See the Potential Impact Easy comparison

Social user experience Web + Mobile


Competitor Analysis: Makerble is the only platform in the world to itemise charities’ project results

Makerble what if social innovation partner (deck for clients)

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