This document outlines a fundraising campaign for Transparency International to gain 500 individual donors who each give a minimum of 1000 CZK. The campaign will have a budget of 100,000 CZK and run until the end of 2013. It will use a website, ambassadors, events and symbols to recruit donors in three steps: providing facts about corruption, sharing ambassador motivations, and spreading community spirit. If the campaign reaches its goals of 500 donors and 500,000 CZK raised, partners have agreed to contribute additional funds. The results will be evaluated to increase awareness, strengthen the community, and recruit new members for Transparency International.

1. BRIEF SUMMARY
TEAM: Mindshare 3
Veronika Vacková, Michal Charvát
CLIENT: Transparency International
OBJECTIVE: To gain 500 individual donors to give a
minimum 1000 CZK each
BUDGET: 100 000 CZK
TIMING: Until the end of 2013

2. Způsoby prezentace
• Badge
• Auto
FACT
95 % people in the Czech Republic do not like corruption.
QUESTION
Why 95 % of people here do not support TI already??

3. INSIGHT
BUT THEY DON’T, BECAUSE…

4. The efforts of a single one cannot probably change the world.
But putting these efforts together, maybe
we can.

5. „IF YOU GIVE A LITTLE, SOMEBODY ELSE
WILL GIVE MUCH MORE“
KEY PROJECT
• We will convince 5 partners to take part in a project
• Each will contribute an agreed amount of money
when 100 of individuals will have donated 1000 CZK each
• Partners are publicly well-perceived, established, credible
individuals or companies
• Announcement: Press conference
• Communication to mass public via supporting
strategies – 3 STEPS

6. SUPPORTING STRATEGY STEP 1: „Let’s give people the facts“
SPECIAL WEBSITE
• Create a central information point of our campaign
• Supported by partner websites (demagog.cz,
masarykovydebaty.cz, biz, political)
• Microsite containing all key facts:
• Number of donators
• Amount of money collected
• Countdown of donators till the great
partner donation
• Projects which the money flow into

7. SUPPORTING STRATEGY STEP 2: „What is the TI really about“
THE AMBASSADORS
• Ambassadors will share their motivation
and understanding of the project, share enthusiasm
• Help ordinary and biz people to get the picture what TI is
OUR AMBASSADORS: MEDIA AND PR SUPPORT:
• TI CHIEF & TI TEAM • OWN AND PARTNER WEBSITES
MEMBERS • NEWSLETTER
• PROJECT PARTNERS • TV, RADIO (mentions), ONLINE
• INDIVIDUAL DONORS • SOCIAL NETWORKS (Twitter, FB)

8. SUPPORTING STRATEGY STEP 3: „Let´s spread the motivation
and support the community spirit“
EVENTS & SYMBOLS
• To recruit new donors out of the public & strengthen the
existing community
EVENTS
• Public action in a central Prague spot
• Info leaflets, registration forms, cash donations at the stage
• Announced on FB, partner websites, in TV (Hyde Park etc.)
• To strengthen the feeling of conformity
SYMBOLS
• Badges: ”Let`s put our efforts together and fight corruption”
• Stickers for notebooks
• Certificates to be placed in biz people offices, meeting rooms etc.
• Logo of TI on companies websites and business cards

9. SUPPORTING STRATEGY IMPLEMENTATION
2013
ENGAGING KEY „IF YOU GIVE A LITTLE, SOMEBODY ELSE WILL GIVE
PARTNERS MUCH MORE“ PROJECT
EVALUATION OF RESULTS
WEBSITE
DEVELOPMENT
SUPPORT OF SPECIAL WEBSITE
AMBASSADORS SELECTION AMBASSADORS ACTIVITIES
SUPPORT IN MEDIA, SOCIAL NETWORKS, PR
REGULAR PRESS PROJECT FINAL
EVENT CONFERENCE EVENT EVENT

10. SUPPORTING STRATEGY RESULTS
• Increased awareness
• Minimum 500 new donors
• Minimum 500 000 CZK donation
• Extra sponsor donation
• Publicity
• Strengthening the community
• New members to TI HR

11. The efforts of a single one cannot probably change the world.
But putting these efforts together, maybe we can.
SUMMARY