1

2

The Efficient

The Inefficient

The Fraud

The Charity Bubble• What it is?

• Lots of hot air– “Charity funds” are being collected by fraudulent

organizations.– Many charities are inefficient with their spending.

• Almost 50% of the money collected for Haiti Earthquake relief did not fulfill its purpose.

– Newspapers generally only cover the biggest frauds.

3

Issue

• Charities appeal to the heart– Displays of emotional pictures, videos, music, …– Generic, “trust-inspiring” spokespeople– Shock events to force impulsiveness

• Behavioral fixation– Default belief that non-profits are efficiently run– Loyalty to organizations and past commitments

LEADS TO

“Ingrained donor behavior”There is information available…

… but there is no incentive to use it!

4

Brain Storm

• Uniform rating resource – Creation of a rating system by a coalition of the current charity watch organization. With a uniform standard, it would be possible to approach state and federal legislatures about passing a law to give benefits to organizations that reach a certain standard.

• Charity based Web 2.0 hub – Single repository for exposés and warnings about the lesser reported charity scandals. Sharp, witty and direct, without sacrificing journalistic integrity, designed to help younger generations gain awareness of the issues before they become ingrained.

• Charity Rating Aggregator App. – Phone app designed to gather ratings for a charity from all major rating sites and provide at-a-glance information instantly.

5

Our Solution - CharityLeaks

• Web 2.0 internet platform– Expose misdoings, especially the ones that don’t make the front

page– Official communication from charities, rebuttals and calls-for-

accountability– Passionate, interactive discussion designed to give the readers a

voice and vested interest– Social network friendly; news aggregator and source of original

content

“Confound” the heart

now…

…there is an internal drive to

be smarter.

What can I do?

…so when it comes time to

decide…

6

Target Group

CharityLeaks is raising future donors!

Discuss & Share

Research & Get involved

Become a Social Investor

Age 16-25 Age 25-30 Age 30+

InvolvementExcitement

ActivismPrimaryUsers

Current donors of the charitiesCharitiesMedia

SecondaryUsers

TechnologyNetworking

7

Value proposition

• What’s in it for the crowd?–Witty and relevant articles about charity

fraud and inefficiencies– Ability to share on social networks; the

nucleus around which the target group revolves

–Helpful guides and links to factual charity data bases and rating sites, such as GuideStar, Charity Navigator, etc.

– Advertisement opportunity for positive rated organizations

8

Articles on CharityLeaks are

• Above all – Journalistic Integrity

Witty

Harsh

Opinionated

Sarcastic

Incredulity

OUTRAGE

Succinct

Inviting

FACTUAL

Relevant

9

CharityLeaks.com

Exposés about charities

Limited charity guides

Threaded official communication (including rebuttals)

Web 2.0 and social networking friendly

Advertising

Active discussion and comment section

User retention comes from a developed sense of community.

Value comes from presenting the scandals not significant enough for major

media

Related and hot links - increase page views and keep bound % low

10

Timeline

• Under the Radar (0 to 4 months) – Build Content – No major articles– Establish core users– Add functionality and ensure bandwidth

• Blitz (4 to 6 months) – Major exposé as press release– Submit to aggregators, AP, major news

• Momentum (6 to 10 months) – Continue rapid-fire releases– Keep media attention, interviews, limited web advertising– Acclimate users to visiting / browsing

• Retention & Expansion (10+ months) – User requested functionality (RSS, more user content, partnerships, charity

profiles…)– Strategic alliances?

Laun

ch

Under the Radar

2 4 6 8 10 Beyond…

Blitz MomentumRetention & Expansion

1-year

11

Conclusion

• Creating “Social Donors”– Instructing the next generation by exposing the

issues early and often in an appealing manner– Giving these pre-donors an opportunity to feel

involved and share their activism– Utilizing social networking to attracting interest,

raise awareness and solicit support

• Documenting all levels of charity activities– Reporting the issues that doesn’t make “the news”– Providing a venue for discussion and clarification– Promoting awareness