DEVELOPMENT ADVISORY TEAM

ENGINEERING2EMPOWER

Brian Calcutt, Cristin Pacifico, Andrew Pemberton, Amanda Pea

Theory of Change
Implementing a 5-year strategy that uses direct outreach and

personal stories to engage and retain donors will benefit

E2E operationally and strategically by increasing liquidity in
the short term and enabling organizational growth in the
long term.

Targeted Approach
Create a model that engages partners and donors while also meeting
E2Es commitment to empowering a local housing market;
Compare and analyze exposure development structures of
successful organizations;
Localize successful development solutions from these organizations
that cater to E2Es goals and size.

Working Strategy
Conventional Donor Structure
Corporate:
Employee
Matching &
Company

Individual:
Sponsors,
Trips,
Volunteering

Institutional:
Government
Agencies

Realignment of Goals

Revised Area
of Focus

Foundation
Trusts: Project
Sponsorship

Partnership
Buckets

Goal at Hand

Humanitarian:
Support
Network

Develop donor structure, targeting the individual donor

Provide operational suggestions to increase donor intake
and retain current donors, capturing different market
segments

Meet the short-term liquidity needs to build five houses

Given the average cost of home as $13,000 - $15,000, the
ultimate goal is about $70,000 in a year

Customize interests to engage different donor groups

Answer key questions: Who are the main donors and what
Customization: are these donors interests?

Plan of Attack

Assessing Strengths
Identify and utilize strengths and current resources to maximize efficiency and productivity

Current
Capacity

Untapped
Resources

Potential
Growth

Dedicated student team with a

growing alumni base
Access to ND and Development
Office network

Personal stories of researchers,

students, and Haitians
Clearly defined marketing linking
the project to people

Organizational scale
Dedicated operating budget

Proposal Structure
Mid Term

Short Term

Use creative
marketing and
develop business
structure

Engage specific
targets for
operational
effectiveness

Long Term
Create
benchmarks for
strategic
development

Overarching Goals
-Strengthen and
solidify branding
-Ensure donor intake
and retention

Short Term 6 months

Broadened focus on selling the story, rather than the product
Separate, cobranded identities for
E2E and the project

Take on 2 student interns for the

semester

Use personal stories, customized

follow-up and SROI discourse

Unique name and logo

(Housing4Haiti?) that can be easily
associated with goals on the ground

Use members of E2E class to start

process of becoming an on-campus club
(access to wider talent pool, funding,
etc.)

New Indiegogo campaign

targeting larger past contributors
and prospecting new sources

Keep general mission description

for E2E overall

Create a Unique
Brand/Project
Narrative

Use E2E class to create and distribute

marketing packets for donors

Increase
Operational
Capacity

Articles in ND Magazines and emails to ND network with campaign

video personal intros

Reinvigorate
Fundraising
Campaign

Increase Operational Capacity

Student Team
Structure: Current class with
majority enrolled Engineering
majors
Size: ~20 undergrads
Function: Assist in research and
other functional areas
Commitment: Monthly sessions
Action Item: Use outreach menus to
engage donors more effectively

Campus Club
Structure: Student organization
with interdisciplinary draw
Size: ~40 undergrads
Function: Lead campus campaigns
for awareness/fundraising
Commitment: Weekly meetings
Action Item: Recruit students from
current class to file application for
new club and begin recruiting
efforts

Intern Program
Structure: Draw from leadership of
both groups to hire for credit or
experience
Size: ~2 undergrads / grads
Function: Work closely with Dustin
to work on business development,
outreach, web design, etc.
Commitment: 12 hours / Week
Action Item: Advertise positions on
GoIRISH for next semester; begin
credit offering process

Reinvigorate Fundraising Campaign

Analysis:
Outreach

Email and direct

contact engaged 78%
of the donor pool

Response

Perks

52% of contributions
came from $1-50
range, but top donor
class contributed
$13,500 (54% of
campaign total)

Most people
responded to perks
that were gifts for the
homes being built and
to bundles of items

Takeaways:
Future campaigns should focus on
making personal connections and
use past donors to engage their
own networks

Direct contact to form long term

relationships with big donors and
smaller annual contribution plans
with the base group could be
advantageous

Offer more housewarming

gifts or practical use items in
future campaigns

Mid Term 1 year

Begin goal-setting in anticipation of company expansion
Create animated infographic to
explain development work and
housing model include in marketing
Keep to 2-3 minutes, images with
voice over
Focus on empowerment story and
locally sustainable business

Develop Project
Narrative

Develop Notre Dame student club

on-campus to raise awareness
Business Development hire use
mixed compensation package
Financial Advisor hire prepare
annual reports for publication and
distribution

Increase
Operational
Capacity

Board of Advisors: get or give

philosophy minimum gift or
valuable network; ability to
transition to independent Board
Decide on corporate structure
independent of their Notre Dame
entity (non-profit or for-profit
company)

Build Strategic
Capacity

Long Term 5 years

Focus on improvements and maintenance since the foundational groundwork has been set
Improve online presence with 2-3
minute videos profiling researchers,
homeowners, suppliers
Different series:
-Who We Are: beginnings, research
-What We Do: design of house,
anti-seismic construction, local
business
-Why It Works: empowers
community, microcredit, alt revenue

Solidify Project
Narrative

Build donor base with conference

calls to update
Offer advocacy trips when
economically beneficial
Solidify organizational model

Increase
Operational
Capacity

Seek alternative revenue streams in

product licensing in Haiti and
elsewhere; sales to middle class, etc.
Anticipate future growth to
understand fundraising goals and
determine structure of donations vs.
income

Build
Sustainability

Key Takeaways

Short Term

Mid Term

Focus on branding and marketing through a student advocacy

group and utilize ND network to increase outreach with current
donors and engage new ones
Enhance business development structure and marketing strategies
to build customizable donor portfolios and drive continued
engagement

Long Term

Build increasing online presence, foundation of large institutional

donors, and capacity for alternative revenue streams

DEVELOPMENT ADVISORY TEAM

ENGINEERING2EMPOWER

Appendix

Indiegogo Campaign: Donor Analysis

Indiegogo Analysis

Indiegogo Donor Breakdown

6%

Donation Size Class

Number of
Donations

Total Amount
Donated

$1 - $50

84

$2,810

$51 - $100

51

$4,980

$101 - $500

17

$3,910

$501 - $5,000

$13,500

Total

161

$25,200

10%

$1 - $50
$51 - $100
$101 - $500
$501 - $5,000
32%
52%

Indiegogo Campaign: Donor Analysis

Demographic Contribution Analysis
Country

Amount

# of
Contributions

Average
Contribution
Size

United States

$22,714

149

$152

Canada

$1,175

$392

Austria

$1,000

$1,000

United Arab
Emirates

$110

$55

Haiti

$75

$38

Italy

$50

$50

Singapore

$50

$50

United Kingdom

$25

$25

Thailand

$1

$1

Out of the nine countries that donated,

the U.S. had the greatest reach and most
profile views, yet the third largest
contribution size
The largest contributions came from
countries outside of the United States:
Canada and Austria
Contacting these donors immediately
could be the beginning of a long-term
donor relationship
What stood out about the organization
that caused them to donate, and maybe
give more than Americans were inclined
to give?

Indiegogo Campaign: Donor Analysis

Domain Analysis
8% 3%

Domain Analysis

1%

Email, Direct
Contact, Etc.

10%

Facebook
Indiegogo
78%

Emailing and directly contacting individuals

engaged 78% of the donor pool
Personalizing outreach effectively engaged the
greatest number of donors
Indiegogo was a great forum for fundraising when
the campaign was spread via direct contact and
social media

Contact

Amount

Contributions

Average
Contribution

Email, Direct
Contact, Etc.

$19,715

102

$193

Facebook

$2,421

24

$166

Indiegogo

$2,044

25

$82

Notre Dame
Websites

$760

$218

Other Websites

$260

$260

Total

$25,200

161

$184

Indiegogo Campaign: Donor Analysis

Popularly Claimed Perks
Perk

Number Claimed Amount Raised

Welcome Home!

26

$660

Windows and Walls!

19

$950

To the Kitchen!

26

$2,650

Let There Be Light!

$1,750

Sign Here Coach Kelly!

$3,000

Total Popular Perks

81

Totals

89

Total Campaign

161

Given different varieties of perks,

ranging from Notre Dame incentives
(i.e. BK autograph and football
tickets), people who donated wanted
their incentives to be gifts for the
homes that were being built
Donors liked bundles of perks, such
as the light that would be placed in
the home and the figurine from Haiti
Perhaps offering more perks for
housewarming in order to engage
more future donors

Partners In Health Case Study

Partner Trip
Cement
n Or

a relationship

take an existing one to a new level

Short
n 1-2

days

Impact

vs. Respect

n Empowerment
n Seminars,

Technical advising

Infographic Sketch

Short Term Student Outreach Team

Consistent, customized outreach led by students

Customer

Family foundations

Large-scale donors

Industry professionals

Young professionals

University students

6th graders

Type of outreach

Institutional representatives

Level of donor

Menu

Partner trips

Tailored reports

Letters from founders

Conference calls

Letters from students

Kiva-style sponsorship

On-campus events

Crowdfunding

Personalized emails

Monthly newsletter

ND Expertise
Focus
groups

Training
Data
& Feedback