Justmeans power point

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2. The Charity Bubble What it is? Lots of hot air “Charity funds” are being collected by fraudulent organizations. Many charities are inefficient with their spending. Almost 50% of the money collected for Haiti Earthquake relief did not fulfill its purpose. Newspapers generally only cover the biggest frauds. 2

3. Issue Charities appeal to the heart Displays of emotional pictures, videos, music, … Generic, “trust-inspiring” spokespeople Shock events to force impulsiveness Behavioral fixation Default belief that non-profits are efficiently run Loyalty to organizations and past commitments LEADS TO “Ingrained donor behavior” There is information available… … but there is no incentive to use it! 3

4. Brain Storm Uniform rating resource – Creation of a rating system by a coalition of the current charity watch organization. With a uniform standard, it would be possible to approach state and federal legislatures about passing a law to give benefits to organizations that reach a certain standard. Charity based Web 2.0 hub – Single repository for exposés and warnings about the lesser reported charity scandals. Sharp, witty and direct, without sacrificing journalistic integrity, designed to help younger generations gain awareness of the issues before they become ingrained. Charity Rating Aggregator App. – Phone app designed to gather ratings for a charity from all major rating sites and provide at-a-glance information instantly. 4

5. Our Solution - CharityLeaks Web 2.0 internet platform Expose misdoings, especially the ones that don’t make the front page Official communication from charities, rebuttals and calls-for-accountability Passionate, interactive discussion designed to give the readers a voice and vested interest Social network friendly; news aggregator and source of original content What can I do? “Confound” the heart now… …there is an internal drive to be smarter. …so when it comes time to decide… 5

6. Target Group CharityLeaksis raising future donors! Technology Networking Become a Social Investor Involvement Excitement Activism Research & Get involved Primary Users Discuss & Share Age 16-25 Age 25-30 Age 30+ Current donors of the charities Charities Media Secondary Users 6

7. Value proposition What’s in it for the crowd? Witty and relevant articles about charity fraud and inefficiencies Ability to share on social networks; the nucleus around which the target group revolves Helpful guides and links to factual charity data bases and rating sites, such as GuideStar, Charity Navigator, etc. Advertisement opportunity for positive rated organizations 7

8. Articles on CharityLeaks are Relevant Witty Opinionated Inviting Sarcastic Harsh OUTRAGE Incredulity FACTUAL Succinct Above all – Journalistic Integrity 8

9. CharityLeaks.com Value comes from presenting the scandals not significant enough for major media Limited charity guides Exposés about charities Advertising Active discussion and comment section Threaded official communication (including rebuttals) Web 2.0 and social networking friendly Related and hot links - increase page views and keep bound % low User retention comes from a developed sense of community. 9

10. Timeline Launch 2 4 6 8 10 Beyond… 1-year Under the Radar Blitz Momentum Retention & Expansion Under the Radar (0 to 4 months) – Build Content No major articles Establish core users Add functionality and ensure bandwidth Blitz (4 to 6 months) – Major exposé as press release Submit to aggregators, AP, major news Momentum(6 to 10 months) – Continue rapid-fire releases Keep media attention, interviews, limited web advertising Acclimate users to visiting / browsing Retention & Expansion(10+ months) User requested functionality (RSS, more user content, partnerships, charity profiles…) Strategic alliances? 10

11. Conclusion Creating “Social Donors” Instructing the next generation by exposing the issues early and often in an appealing manner Giving these pre-donors an opportunity to feel involved and share their activism Utilizing social networking to attracting interest, raise awareness and solicit support Documenting all levels of charity activities Reporting the issues that doesn’t make “the news” Providing a venue for discussion and clarification Promotingawareness 11