Planning for Good
and UNICEF
November 28th, 2007

Agenda
•Planning for Good Background
•Ideas from the Network
•Next Steps
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Planning for Good
• Founded in August 2007
• 1000+ members (and counting) on Facebook
• Strategists and their friends- media,
advertising, design
• Idea generators and catalysts
• Global - 20+ chapters - London, Boston, New
York, Paris, Lahore, Shanghai, Hong Kong..
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Planning for Good
•Advisory Board
– M.T. Rainey (Horsesmouth-London)
– Brian Reich (Cone Communications-
Boston)
– Julie Cordua (RED)
– Andrew Freidman (Co-Founder, Make the
Road by Walking)
– Graham Hill (Founder- Treehugger.com)
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Planning for Good
•Committee
– Mark Earls London (ex O&M)
– Gareth Kay (Modernista! - Boston)
– Aki Spicer (Fallon)
– Jason Oke (Leo Burnett- Toronto)
– Edward Cotton (BSSP)
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Our Approach
•Worked with you through Brian Reich
to develop a brief
•Created a submission form
•Sent it out to the network - 800 strong
at the time!
•Gave them two weeks to complete the
assignment
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Responses from 23 chapters
• Austin • New York
• Boulder • San Francisco
• Boston • Toronto
• Burlington • VCU (Richmond)
• Columbus • Istanbul
• Denver • London (x2)
• Los Angeles (x3) • Italy
• Minneapolis • Bangalore
• New Orleans • Sydney
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The Brief
• How can UNICEF (and its domestic affiliate,
the US Fund for UNICEF) position itself to
capitalize on the late year interest among
Americans and use the final week(s) of the
year to build a foundation for long-term
awareness and support that carries into the
next year?
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The Goal
•Develop a campaign that will collect
$150,000 from an average gift of
$125 – this would mean securing
1,200 new donations in a six day
period.
•This campaign is considered a test and
designed to be scalable for 2008
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What We’re Sharing With You
• The thematic concepts and tactical ideas
that the committee believe best answer
your brief (and can be activated)
• Broken into three sections:
1. High impact/most doable ideas for 2007
2. Lower impact but doable ideas for 2007
3. Ideas for 2008
We’re going to outline the ideas and then
•
can share more details for the ones you
are interested in
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High Impact Ideas
1. Adopt a child for an hour
2. Click to care
3. Mobilize children
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Lower Impact Ideas
1. Target accountants
2. Save, save, save
3. Offset
4. Redemption
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Ideas For 2008
1. Make it easy
2. Re-direct excess
3. Grocery donations
4. Go to the movies
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The Ideas
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High impact/most doable

1. Adopt A Child

Adopt a Child
•Problem: Lack of time and inability to
dimensionalize the problem.
•Opportunity: Make giving tangible
•Idea: Adopt a child for an hour
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Adopt a Child
• Pledge to adopt a child for an hour for a
donation of $25
• 7 days x 24 hours = 168 hours
• 168 hours x $25 = $4200/child for week
• Set a goal of adopting 1,000 children for
the whole week = $4.2MM dollars
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2. Click to Care
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3. Mobilize children
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Giving Education
•Problem: Christmas for American kids
is often all about getting.
•Opportunity: All this getting creates
tension and “guilt” with parents.
•Idea: Develop a lesson plan to
mobilize children. Get them to raise
$125 in a week and to learn about
who and what they are helping.
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Lower impact ideas

1. Target accountants

Accountants
•Problem: People who can give don’t
know who to give to - too many causes
•Opportunity: People who can give
have accountants to help them
•Idea: Turn the accountant into the hero
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2. Save, Save, Save

Save, Save, Save….
• Problem: End of the year, people’s focus is one buying stuff for
50% off
• Opportunity: Place UNICEF in this world
• Idea:Playing off of the typical holiday advertisements, Unicef
could create materials for their own global offerings. All
promotional materials offer a different kind of saving – saving a
child vs. the half-off holiday sweater. Using newspaper circulars,
coupons and e-mail offers, consumers would be directed to an
online store where they could literally redeem themselves.
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3. Offset

Offset
• Problem: People need a reason to give.
• Opportunity: Leverage the current “vogue”
with Carbon Offsetting.
• Idea: Create a web-based calculator that
allows individuals to offset some of their
holiday activity.
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4. Redemption
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Redemption
• Problem: People don’t have time to reflect
on what they want to do.
• Opportunity: The last week of the year is a
week of reflection.
• Idea: How do you want to end the year?
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Ideas for 2008

1. Make It Easy

Make It Easy
•Problem: Hard to get large donations,
go for small amounts from a larger
group
•Opportunity: Tap into the crowd
•Idea: Make donating to UNICEF, easy
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2. Re-Direct Excess

Re-Direct Excess
•Problem: UNICEF needs to allow as
many to give as possible
•Opportunity: Use the excess of
“giving”- people know they have too
much and others have too little
•Idea: Turn unwanted gifts into hard
currency for UNICEF
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Spreading the word
• Celebrating America’s unwanted gifts
– Film and seed videos of folk to youtube (some recorded present-
opening live for December 25th)
– PR campaign to popularize both concept (e.g. America’s worst
unwanted gifts, celebrity)
– Online: eg. Facebook widget to encourage, separate youtube
channel to collate and rank CG stories?
• All driving to Unwanted.com/UWG.com: a place to share
stories and click through to auction site
– Upload own present video
– What’s my aunt’s socks worth?
– Mirror with menu of “Wanted Presents|”
• Resale made easy:
– Use E-bay infrastructure.
– New button: Buy for $1, donate balance to Unicef UWP appeal
– Tax receipt yes/no (automated)
– Personalised thank-you (automated) 51

3. Grocery Donations
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Grocery Donations
•Problem: Many people don’t donate
because it’s hard for them to meet the
donation level and it’s complicated.
•Opportunity: Make it easy by using a
familiar environment.
•Idea: Grocery store partnerships
where people can “round-up” their
purchases as a donation.
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4. Go to the Movies
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Movie Theaters
•Problem: At this time of year, people
aren’t easy to reach from a media
standpoint
•Opportunity: Go to where the people
are
•Idea: Partner with a movie-theater
chain.
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Next Steps
•Which areas interested you?
•Which do you want more details on?
•Which could we help you bring to life?
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Thank you for using
Planning for Good