1. New
York
GOTO’s
New
Target
Audience

2. GOTO’s
Mission
Provide
an
opportunity
for
art
education
to
children
who
don’t
have
access
to
it

3. GOTO’s
Objectives
To
have
250
new
donors
donate
100
USD
each
by
spring
2015

4. A
Little
History..

5. Current
Donor
ProLile
Predominantly
males
Age
range
35
to
40
Ivy
League
education
Established
careers,
100k
plus

6. So
Who
Should
We
Target?

7. Recruitment
Opportunities
xxx
x

8. Census
of
potential
new
donors

9. Segmentation
Analysis

10.
Demographics
Age
Range:
25
to
55
Disposable
income
of
75k
plus
Marital
Status:
Married

11.
Geographic
Urban
Areas
Mixed/
higher
income
neighborhoods
(E.g.
UES,
East
Village,
Chelsea,
Tribeca)

12.
Behavior
Receptive
to
events
Socially
active
lifestyle
Engage
with
charities
Present
Online

13.
Psychographic
Sympathetic
Appreciate
the
arts
Concerned
about
society’s
well
being

14.
InLluencers
Professional
Experts
Personal
&
professional
connections
Authoritative
Figures

15.
Potential
Targets

16. Age:
25
–
35;
Income:
75k+
Prefer
an
informed
path
to
donation
Driven
by
social
responsibility
Young
Professionals

17. Why
we
didn’t
pick
Young
Professionals
84%
donate
to
a
reputed
non
proLit
41%
still
feel
Linancially
insecure
Prefer
to
invest
time
than
money

18. Art
ALicionados
Attend
at
least
two
art
performances
each
year
White
females
35
to
60
Urban
residents
with
an
income
75k
plus
Civically
Inclined

19. AfLluent
Parents
Married
couples
in
age
range
35
to
50
Their
children
are
active
participants
in
the
arts
Disposable
income;
Income
of
150k
+

20. Lead
a
socially
active
lifestyle
Concerned
about
society’s
well
being
Supportive
about
their
children’s
art
talent
AfLluent
Parents
ii

21. Desired
Target
AfLluent
Parents

22. Key
Insight
#1
Philanthropic
mindsets
come
with
age

23. Contribution
Grows
With
Agewith age

24. Key
Insight
#2
Two
Heads
is
Better
than
One

25. A
married
couple
household
has
a
higher
income

26. Key
Insight
#3
Households
with
Kids
Donate
More

27. Key
Insight
#4
Appeal
Towards
Empathy

28. Building
on
Insights
There’s
Something
About
Mary!

29. Mary
Smith
Name
Mary
Smith
Age
38
years
old
Relationship
Status
Married
Spouse
David
Smith
Kids
Bryan
(12)
Clara
(8)
Address
450
Park
Avenue,
NY
Occupation
Stay
Home
Mom

30. A
Monday
in
Mary’s
Life

31. A
Saturday
in
Mary’s
Life

32. Recruit
Mary
as
a
Donor

33. Message
Theme
Invest
in
a
child’s
future,
Invest
through
the
arts,
Invest
for
a
brighter
society.

34. Message
Execution
Digital
Online
Video
Use
the
power
of
sight,
sound
and
motion
to
bring
GOTO’s
story
to
life.
Improved
SEO
To
add
gravitas
toward
GOTO’s
brand
presence
and
legitimacy.

35. Message
Execution
Partnerships
Who:
Trust
Worthy
Partners
Private
schools,
Music
Academies
Private
Studios
Why:
Validate
GOTO’s
mission

36. Budget
Allocation
Sample
Event:
Partner
with
a
music
academy
Venue
-­‐
Free
Catering
-­‐
Use
current
partners
Entertainment
resource
-­‐
funded
by
the
academy
(recital
by
the
kids)
Kids
playing
instruments
Production
of
Video
showcasing
GOTO:
$200
Recommendation:
Outsource
the
video
production
to
a
freelance
in
the
US
for
$16-­‐20/hr
SEO
Fee
(Google
Ads):
Monthly
Retainer
for
SEO
agencies
-­‐
$750
Contract
Services
at
Lixed
prices:
Site
Content
Audit
-­‐$500
Social
Media
Site
Update
-­‐
$500
Project-­‐based
Pricing
-­‐
$1,250
SEO
Consulting
($100-­‐300)
-­‐
$1,000

37. Mary’s
Response

38. Response
#1
–
Thinking
Sympathy
Reaction
Look
for
credibility
online

39. Response
#2
-­‐
Action
Engage
and
donate
on
the
spot

40. Response
#3
–
Share
InLluential
Figures
Serve
as
Point
of
Reference

41. Q&A
Cynthia
Kumar
Ben
Virochpoka
Marwa
Khalifeh

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