The document proposes a mobile and web app called Chalo that would help users meet personal goals, donate to charity, and connect with socially responsible brands. Chalo is currently seeking partner organizations to help bring the app to market. The app would allow users to track goals related to health, consumption, or other areas and donate to charity in lieu of purchases or as sponsors match donations based on goal progress. Partnering organizations could work with Chalo to integrate desired features and branding for their donor or customer bases.

1. A mobile and web app that helps users meet personal goals, donate to
charity, and connect with socially responsible brands.
Chalo is in the prototype phase and is seeking collaborators.

2. What if…
Giving up this
Meant this
For her?

3. We're looking for a partnering organization or business to work with to bring the Chalo app to market.
We have the experience and have already developed a fun, gamified, front end solution. You have the
donor or customer base, resources and/or backend processing system. We could work as consultants to
integrate your desired feature set with your program and oversee final development.

4. The Problems
1. NGO’s/Have nots
•Inefficient fundraising
•Donor fatigue - perceived insolvency
•Donor desensitization
•Poverty/Illness
•Lack of access/education
•Increasing inequality
•Isolation from 'haves’
3. Consumer
•Overconsumption/Meaninglessness
•Disconnect from the 'have nots'
•Mindlessness - habituated behaviors
•Mistrust of charitable orgs.
•Unhealthy lifestyle
•Polluted atmosphere
2. Businesses
•Difficult CSR branding
•Trouble distinguishing brand from
"Greenwashed" companies
•Inefficient advertising
•Trouble retaining customers
4. Employer
•Unhealthy workforce - high medical
bills, missed work
•Disengaged employees
•Lack of community engagement
•Brand apathy - workers don't represent
values of company

5. The Solution
The app lets people make goals related to
consumption, health or any other selfimprovement target. They can donate to a
vetted charity instead of buying, or simply
track activity and watch as sponsors
donate on their behalf.
Seemingly futile choices are thus given
real, immediate meaning, and guaranteed
impact – providing oral rehydration
therapy to a sick child, for example.
Friends and social networks further
motivate positive activity.

6. 1
2
3
4
5
Make a goal
Make a difference
Feel good
Share
Repeat
Users select which charity
they want to support.
Companies can sponsor
charities on behalf of
customers.
Each small, seemingly
futile choice is given
immediate significance
and a guaranteed
impact.
App users are motivated
through teamwork and
social network sharing.
Sponsors' prizes further
incentivize positive
behavior and donating.
In-app tools help users
monitor their goals and
stay motivated.
Users make a goal
related to health or
consumption.

7. Potential Sponsors and Users
For Profits -- Business who want to align their brand with
good causes and get visibility for charitable work. For-profits
could either fully brand a version of the app, or provide
matching funds or give-aways for donors, gaining access to a
target market and integrated advertising.
Non Profits -- A single large charity or a charitable
"clearinghouse" (an org. that fundraises on behalf of various
causes). Non-profits could offer this service to their donors
as a way to increase and maintain support. Because donors
help themselves while helping others, the program is
naturally self-perpetuating.
Employerscould use the Chalo app to encourage and track
employee fitness, charitable giving, volunteerism or other
civic activities. Employees could work in teams and have
chances to win prizes, furthering camaraderie.

8. The Demand
Weight Loss
$580 billion market by 2014. Weight Watchers program
Technology
Over ½ of Americans now own smartphones.
34 million iPhones have already been sold.
$27 million donated to Haiti was via text,
up from $250,000 for hurricane Katrina.
linking weight loss to charitable giving provided 1.4
million pounds of food for charity and helped
participants lose over 4 million pounds.
Cause Marketing
Consumers are 77% more
likely to buy from socially
responsible companies.
89% of young Americans
would switch brands of
similar products to
support good causes.
Charitable Giving
$300 billion/year. After the 2010
earthquake $305 million was given to
Haitians.
Green Behavior
Increasing demand for
organic food and green
products.

9. For-Profits
With Chalo, ethical brands' logos appear right at the feel-good moment a donor
'gives' -- by supporting good causes along with the app-users, brands show how
good they are, rather than just talking about it.
Etc…
Consumers are 77% more likely to buy a product or service from a company that is
socially responsible. 89% of Americans between 13 and 25 would switch from one
brand to another associated with a "good cause” if products and prices were
comparable.

10. Example 1: Green Mountain Coffee Roasters (GMCR)
GMCR would license the app on behalf of a charity
they support, such as Heifter Project International.
GMCR could double users’ donations and provide
coupons for free coffee and a chance to win a trip
to Bolivia. GMCR could encourage teamwork by
having a competition for the first team to buy an
“Ark.”
GMCR could also partner with a charitable
clearinghouse, such as Network for Good, and act as
one of a group of sponsors, supporting projects at a
variety or organizations -- this would help all parties
reach more customers and donors.

11. Non-Profits
Not for profit organizations struggle to retain donors and attract new ones. With a $300+
billion US charitable giving market, and an ever increasing percentage of the population
using smartphones ($37 million texted to Haiti), charities are eager to tap into a growing
donor base that relies on mobile technology. Despite the clear demand, few charities have
developed their own mobile apps.
Some charities already have campaigns linking behavior change to giving (i.e. give up a
meal and donate its cost to help feed the hungry), but they often aren’t mobile, have
limited selection of goals and recipients, and lack many of Chalo's support systems.

12. Example 2: Doctors without Borders (MSF)
This app will have the colors/logo of MSF and be
promoted through their website, emails,
newsletters, etc.
In this example, users are led to a list of potential
goals, such as running, or avoiding fried food, or a
goal of their choosing. The user then decides how
much the goal is worth -- $1.50 for avoiding soda, for
example. Next, they choose a project
amount/location – $35 to vaccinate children in
Uganda.
Users post their progress to Facebook and get
friends to join them. When they’ve reached their
goal, $35 in this case, they use the app’s secure
payment system to donate. Each time they press
“Give” they are shown graphical and numerical
progress towards their goal. MSF can eventually
provide reports, photos and/or videos of the work
the donor is helping to support.

13. Employee Incentive Programs
85% of people have a more positive image of a company when it
supports a cause they care about.
79% of employees think it’s important that their companies match
their giving.
79% of people would prefer to work for a socially responsible
company.
60% of businesses are using health and wellness programs.
Businesses would use Chalo to help employees meet wellness
related goals, while supporting the causes they choose.
Behavior-change businesses, such as Weight Watchers, would
license the app as part of their tool kit to help people meet goals.
Weight Watchers, which currently has a charitable food
program, could use the Chalo app to make it easy for their
participants to have instant access to the good feeling of giving, in
lieu of eating.

14. Team
Nilima Abrams - Founder and President - www.linkedin.com/pub/nilima-abrams/19/73/27a
• BA in Political Science and International Development from the University of
Vermont. Magna Cum Laude, Phi Beta Kappa and college and departmental Honors.
• Fullbrightgrant recipient for media and development projects in India.
• MFA in Documentary Film and Video from Stanford University.
• Created summer camp for Somali refugees in VT, Raised tens of thousands
of dollars for NPOs around the world.
• Filmed and volunteered in India, Honduras, Thailand, Mississippi,California and VT.
Roger Goldberg – Co-Founder - www.linkedin.com/pub/roger-goldberg/31/802/b6a
• BA in Psychology from Brandeis University and an MA in Psychology from the
New School for Social Research.
• Degree in Graphic and Digital Design from Parsons.
• Assistant producer and fundraiser for a documentary film.
Keith Hanson– Chief Technical Officer - www.linkedin.com/in/hansonkeith
• 15 years of software development experience.
• Intimate knowledge of semantic markup, Javascript, RoR, server admin.
• Has led development for startups, managed teams of developers, completed custom web applications
for names like Hot Studio, Zinio, Razzoos, Allstate, The NY Times Syndicate, and Southwest Airlines.

15. Why Chalo Inc? Case Study:
Cabot Creamery Cooperative partnered with Chalo Inc. to develop
Reward Volunteers, an iPhone app that allows volunteers to log
time, post to Facebook, and earn rewards for themselves and the
organizations they serve.
Since Reward Volunteers launched in Feb 2014, volunteers from
around the world have logged over 124,000 hours at over 2000
volunteer organizations.
Reward Volunteers has received acclaim in Mashable, Macworld,
Appolicious, Just Means, Women’s Day Magazine, and many other
media outlets, and counts the following businesses/organizations
among it’s sponsors: