3. Existing Framework
- Donors want to donate to great causes and
make the world better but are skeptical
that their money is being used effectively.
- The model used by donors to evaluate
nonprofits is broken.
- Donors believe that 100% of their donations
should be used to support the people who
benefit from a cause. This leaves 0% to
support the organization behind the mission.
4. Desired Framework
Overhead is not only crucial, it is
essential for any nonprofit that
wants long term, sustainable
success.
Educate donors that it is an
effective use of money to allocate
their donations to the
infrastructure that supports the
nonprofit.
5. Administrative expenses
● Investments in an organization’s infrastructure and operations.
○ staff dedicated to accounting and human resource activities
○ the applicable portion of information technologies devoted to the above functions,
○ governing board expenses,
○ the production of an annual report,
○ management systems
Fundraising expenses
● Costs incurred in the process of or with the intent of asking potential donors to contribute funds, materials, or
time.
○ staff time dedicated to donor development,
○ direct mail expenses,
○ maintenance of donor mailing lists,
○ holding fundraising events, and more.
What is considered overhead?
6. Story Message
Convey why strong overhead ratios are an indicator of a healthy organization.
Explain the increased importance of transparency and focus on new metrics
like impact and effectiveness.
7. Solution
Create a highly shareable film that
both educates and entertains
audiences by supporting Guidestar’s
existing Overhead Myth campaign.
8. Creative Concept
A nonprofit hyperbole. Comedy driven. Engineered for
shareability. What happens when nonprofits allocate 100%
of donations towards their mission?
9. The Story
In this fictional comedy we get to know a nonprofit ED talking about how proud she is that her
organization invests 100% of their money towards the cause. She talks about why she thinks
this is such a great model. Then in midst of her talk things start to seem off. She talks about
her team working out of coffee shops, hiring interns who she replaces monthly, using
computers at public libraries and then things literally begin to collapse around her. An
employee comes onto set and announces she is quitting, talks about working 90 hours a
week and sleeping in a tent while earning minimum wage to keep keep the
nonprofit afloat. In a culminating
scene the 4th wall is broken after
the first camera goes dark (we cut
to a second camera) and we see
the director tell the ED she’s run
out of studio time for filming and
then the filmmaking crew on set
begins to walk out. Finally the ED
confesses that she just can’t keep
it together without overhead
investment.
10. Impact & Effectiveness
Change the Conversation:
- Educate donors about looking at an organization’s effectiveness instead of its
financial ratios.
- Get donors to think differently about how their money supports an organization that
is focused on long term success and making the world a better place.
11. Filmmaking Budget
Pre-production services: $4,850
Production services: $15,950
Post-production services: $11,100
Media Distribution: $6,750
Production fee: $9,600
Total film budget: $48,250
