Digital Strategy and Website
The Pencils of Promise Home Page
Pencils of Promise came to us and asked for help in their fundraising efforts on their website. During this phase we learned that they didn't want to simply build a website, they wanted to build a movement.
CONSENSUS
We realized PoP’s challenge was:
Encouraging participation, not just fundraising.
The Pencils of Promise Impact Meter
RESEARCH
What motivates the average donor to contribute to a cause?
We worked with PoP to gain access to donors. We also did research into the psychology of contributing to causes in general.
INSIGHT
People are more apt to contribute if they can envision the impact of their contribution.
In fact, they may even be apt to contribute more based on that visibility.
The Pencils of Promise Donation Calculator
We realized "a contribution" didn't have to necessarily mean money. We created mechanisms that literally translate contribution into impact. Dollars were equated with the days and years of education they fund. Social graphs were visualized in terms of people reached.
Since the launch, there was a 250% increase in grassroots volunteering. The donation tool increased online donations by 31%.
And to date, almost 200 schools have been completed around the world.