One nonprofit (Avaaz) committed to spend at least $20k and email it out to their users. One (MoveOn) committed to using it, but would not agree to a minimum (“What if it doesn’t work?”) One (Greenpeace) needs more feedback from their legal department. 1 (Stanford) said no, but good luck.
Valeria and avaaz tests both got delayed.
Valeria and avaaz tests both got delayed.
Week 9 canvas: with animation
Started as free wills, ended up with donation engine
Freewill Eng245 2017
Jenny Xia Hacker, Designer Patrick
Schmitt Hustler, Product Picker Mohana Moorthy Hacker James Rathmell Hustler Maggie Xu Designer 121 interviews 150 survey responses We provide free & intuitive online tools to create legal wills. These tools have behavioral nudges to prompt charitable giving. Nonprofits pay us for donations (bequests) generated. New market for non-profits. Low price strategy for will-makers.
• Deep relationships with and
knowledge of nonprofits • User-centered design expertise • Legal expertise • Large nonprofit organizations (e.g. GreenPeace, AARP, Stanford University) • Online end-of-life service providers (e.g. Cake, Care.com, Grace) • Online financial advisory firms (e.g. Mint.com, LearnVest) • Key suppliers: Google AdWords, Facebook Ads • Sales and client management of nonprofit organizations • Creation and optimization of an intuitive will generation product • Customer acquisition through paid marketing and channel partnerships • Nonprofit: ongoing, cooperative, trusted partnership • Consumers: One-time, trusted relationship • Major nonprofits, including universities and hospitals. • Consumers: All US adults who do not have wills or need to update their wills, all US adults who have wills but did not know how to write bequests into them, loyal donors to non-profits. • Nonprofits are struggling to increase donations, and “Planned Giving” offices have no clear path to increasing commitments. We offer a low-cost, low- risk, highly efficient way to increase pledges and donations. • Aging Americans need legal wills, but view them as “scary, complicated, and expensive.” We provide free, intuitive and comforting tools. • Nonprofits will pay us a finder’s fee for new commitments generated. (Based on early customer interviews, we estimate they are currently spending $5-10K per new commitment.) Note: Potential to use platform to upsell other end-of-life services • Customer acquisition costs: search engine marketing, potential additional online ads using demographic targeting. • People costs: developers & designers for online product, sales team to sell to nonprofit organizations. • Inside & outside sales, fundraising conferences. • SEO/SEM (1M+ searches monthly), Mailing lists of large nonprofits.
“ 70% Your will is
definitely valid. Of course wills should be automated. This is 100% the future. The lawyers will be opposed, but screw ‘em. Ian Samuel, Harvard Law School Professor
1 2 3 4 5
6 7 80 9 Week 5, Week 6, Week 7, Week 8, Week 9...? So Which Nonprofits? “We don’t have the logistics in place for planned giving.” “We move slowly. But once we get there, we’re an army and we go big.”
“ 70% A will is
a big deal. You read it, think about it, and make changes. Sometimes you make mistakes, sometimes you change your mind. Tom Xia, Tester
• Nonprofit expertise and relationships
• SEO/SEM expertise • UX expertise • Legal expertise • Engineering expertise • Large nonprofit organizations (e.g. GreenPeace, AARP) • Nonprofit consultants • Online end-of-life service providers (e.g. Care.com, Cake, Grace, Everplans) • Financial advisors and online financial advisory firms (e.g. Wealthfront, Betterment, Mint, LearnVest) • Trusts & Estates attorneys • Advisors • Nonprofit Sales • Donor acquisition • Free, intuitive will generation product • Nonprofit: ongoing, cooperative, trusted partnership • Planned giving advice • Trusted branding • Print/mass media • Expand to provide end of life services, insurance, etc. • Medium-sized nonprofits ($1.5M) with proven appetite for innovation. • Older U.S. adults whose children are out of the house and self-sufficient, or who never had children. Predominantly women ages 50 - 75. • Nonprofit organizations are struggling to increase donations, and planned giving offices have no clear path to increasing commitments. We offer a low-cost, low-risk, highly efficient way to increase pledges and donations • Aging Americans need legal wills, but creating wills is not at the forefront of their minds. We provide free, intuitive and comforting tools to help them take this necessary step. • Nonprofits will pay us a $400-500 finder’s fee for commitments from users outside their existing donor base. • Nonprofits may be willing to pay a licensing or consulting fee for turnkey charitable bequest solutions. • Customer acquisition costs: search engine marketing, potential additional online ads using demographic targeting • People costs: developers & designers for online product, sales team to sell to nonprofit organizations • Inside & outside sales, fundraising conferences, nonprofit consultants • “Active”: SEO/SEM • “Passive”: nonprofits, financial advisors/firms, end-of-life service providers, T&E lawyers (solo practitioners)