The document analyzes market sizing and strategy for fundraising. It identifies key motivators for donations as individuals/communities, foundations/corporates, and government/bequests. Religious, education, and human services organizations receive the majority of donations. The strategy recommends focusing on individuals/communities for these sectors. Micro-level conclusions specify the top 10 highest collecting segments and suggest targeting married, educated females through video ads on TV/radio and social networks.

1. MARKET SIZING & STRATEGY
1. Motivators
1. WHO? Identifying the motivators
2. HOW? do they motivate (segment historical market volume)
3. WHOM do they motivate (segment historical market volume)
2. Strategy
1. High Level Conclusion
2. Micro Level Conclusion

2. MARKET SIZING & STRATEGY
Individuals or Communities
Foundations or Corporates
Government or Bequests
• High Net Individuals
• Celebrities
• Traditions
• Social Pressure
• Special Events
• Corporate Grants
• Corporate Gifts
• Matching Gifts
• Annual Campaigns
• Fees for Service
• Government Funding
• Planned giving (Bequests)
• Tax Benefits
Total Contribution: 335 $B (2013)
28$Bn67$Bn241$Bn
72%20%8%
TREND:
Linear trend : (@6%)
Growth of 399$Bn by 2016
Exponential trend : (@6%+1%YOY)
Growth of 438$Bn by 2016
Who How
IDENTIFYING THE MOTIVATORS?

3. MARKET SIZING
31%
16%
12%
11%
10%
7%
5%
4% 3%
1%
Religion
Education
Human Services
Foundations
Health
Public-Society Benefit
Arts and Culture
International Affairs
Environment/Animals
Others
WHOM DO THEY MOTIVATE
MARKET SIZING & STRATEGY

4. HIGH LEVEL CONCLUSION
Priority 1 2 3
Motivators
Individuals or
Communities
Foundations or
Corporates
Government or
Bequests
Segment
• Religion
• Education
• Human Services
• Religion
• Education
• Human Services
• Religion
• Education
• Human Services
MARKET SIZING & STRATEGY
Need to focus on Individuals and Communities aiming at Religion, Education &
Human Services.

5. Segments %
Individuals or
Communities
Foundations or
Corporates
Bequests
or Govt.
Total
Religion 31% 74.59 20.72 8.60 103.90
Education 16% 38.50 10.69 4.44 53.63
Human Services 12% 28.87 8.02 3.33 40.22
Foundations 11% 26.47 7.35 3.05 36.87
Health 10% 24.06 6.68 2.77 33.52
Public-Society Benefit 7% 16.84 4.68 1.94 23.46
Arts and Culture 5% 12.03 3.34 1.39 16.76
International Affairs 4% 9.62 2.67 1.11 13.41
Environment/Animals 3% 7.22 2.01 0.83 10.06
Others 1% 2.41 0.67 0.28 3.35
MICRO LEVEL CONCLUSION
Our Current Focus
Priority Details
Collection in
$B
1 Individuals or Communities focused on Religion 74.59
2 Individuals or Communities focused on Education 38.5
3 Individuals or Communities focused on Human Services 28.87
4 Individuals or Communities focused on Foundations 26.47
5 Individuals or Communities focused on Health 24.06
6 Foundations or corporates focused on Religion 20.72
7 Individuals or Communities focused on Public-Society Benefit 16.84
8 Individuals or Communities focused on Arts and culture 12.03
9 Foundations or corporates focused on Education 10.69
10 Individuals or Communities focused on International Affairs 9.62
We are focusing towards Foundations & Corporates which is ~20% of the pie
MARKET SIZING & STRATEGY

6. Situation AnalysisMARKET SIZING & STRATEGY
Preferred methods of giving %
Text 61%
Online 50%
Special Events 26%
Social Networks 22%
Email 12%
Face to Face 11%
Direct Email 10%
Telemarketing 2%
MyPledger is already in the top 3
preferences .
Need to introduce Social Networks and
integrate email marketing capabilities
MICRO LEVEL CONCLUSION

7. Situation AnalysisMARKET SIZING & STRATEGY
Gender
Male 25%
Female 75%
Marital Status
Married 56%
Single 29%
Divorced 13%
Widowed 3%
Education
Under Graduate 48%
Graduate 27%
High School 24%
Donors use mobile to
Watch Video 74%
Update facebook 68%
Make Online Donations 45%
Send Tweets 30%
Motivators
Brand Names 65%
Donation Thank you
coupons 33%
Sweepstakes 24%
Celebrity 15%
How do they hear about donation
campaigns
TV 60%
Social network 35%
radio 23%
companies 20%
Public event 19%
Email 17%
Friends and Family 13%
community 8%
banner Adv 8%
Print 6%
Direct mail 4%
others 7%
MICRO LEVEL CONCLUSION
Note: To be referred in GTM

8. MARKET SIZING & STRATEGY
MICRO LEVEL CONCLUSION
Use our domain expertize to create product features focused on
Foundations or Corporates, targeting Individuals or Communities
Having an variation of a product directly focusing on individuals or
communities would also be a wise move.
How?
Established in product planning – Requirement Management
Marketing Communications needs to be
primarily focused towards married,
undergraduate, females which has videos
with brand references preferably on TV &
radio and also on social networks.
Note: To be referred in GTM
Matured
Uncomplicated Emotive
Relation & Trust
Push
Pull or multilevel
Least text

9. QUESTIONS. COMMENTS. SUGGESTIONS
THANK YOU
Situation Analysis
Ref: http://benefactorgroup.com/giving-usa-2014-infographic/
MARKET SIZING

10. Priority Details Collection in $B
1 Individuals or Communities focused on Religion 74.59
2 Individuals or Communities focused on Education 38.5
3 Individuals or Communities focused on Human Services 28.87
4 Individuals or Communities focused on Foundations 26.47
5 Individuals or Communities focused on Health 24.06
6 Foundations or corporates focused on Religion 20.72
7 Individuals or Communities focused on Public-Society Benefit 16.84
8 Individuals or Communities focused on Arts and culture 12.03
9 Foundations or corporates focused on Education 10.69
10 Individuals or Communities focused on International Affairs 9.62
11 Bequests or Government focused on Religion 8.6
12 Foundations or corporates focused on Human Services 8.02
13 Foundations or corporates focused on Foundations 7.35
14 Individuals or Communities focused on Environment/Animals 7.22
15 Foundations or corporates focused on Health 6.68
16 Foundations or corporates focused on Public-Society Benefit 4.68
17 Bequests or Government focused on Education 4.44
18 Foundations or corporates focused on Arts and Culture 3.34
19 Bequests or Government focused on Human Services 3.33
20 Bequests or Government focused on Foundation 3.05
21 Bequests or Government focused on Health 2.77
22 Foundations or corporates focused on International Affairs 2.67
23 Individuals or Communities focused on Others 2.41
24 Foundations or corporates focused on Environment/Animals 2.01
25 Bequests or Government focused on Public-Society Benefit 1.94
26 Bequests or Government focused on Arts and Culture 1.39
27 Bequests or Government focused on International Affairs 1.11
28 Bequests or Government focused on Environment/Animals 0.83
29 Foundations or corporates focused on Others 0.67
30 Bequests or Government focused on Others 0.28