“Click 2 Cure” Micro-contributions. Big Reward.

“Click 2 Cure” Micro-contributions. Big Reward. Presented: August 9, 2010

Powered by the Millennium Foundation, MASSIVEGOODis a global movement and worldwide campaign aimed at saving lives through voluntary micro-contributions.

Client History Opportunities Ability to establish brand image Online business is consistent with online campaign Minimal direct competition Target audience is easily accessible through social media Threats Recession Misconception of impact of micro contribution • Strengths • Cause • Credibility from UN, Millennium Foundation, and spokespeople • Convenient for the everyday person • Specific to travel market • Accessible website • Weaknesses • Gaps in donation process • Lack of awareness • Minimal support and promotion by businesses partners • Not specific to one cause • Lack of original launch impact 3

Goal • The overall goal of our campaign is to increase awareness of MASSIVEGOOD’s name and mission in the digital-savvy generation (target audience) by reinforcing the importance of small or “micro-contributions” for victims of AIDS/HIV, malaria, tuberculosis, and to improve maternal and child health in the developing world • MWW feels with dominating name recognition MASSIVEGOOD will become the philanthropy of choice for the digital-savvy generation.

“Click 2 Cure” Campaign • Phase 1: Click 2 Connect • Phase 2: Click 2 Concert • Phase 3: Click 2 Care

“Click 2 Connect” Phase 1: Viral Campaign

Going Viral: Spreading the Cure • MWW Goal: To inundate the web with the MASSIVEGOOD name and message • Create a Video for YouTube which can be linked to blogs and social media outlets. • Create pages and accounts on social media outlets using celebrity endorsers to gain recognition. • Use choreographed Flash Mob to gain further exposure on the Web.

Video

Going Viral: Spreading the Cure • MWW Goal: To inundate the web with the MASSIVEGOOD name and message • Create a Video for YouTube which can be linked to blogs and social media outlets. • Create pages and accounts on social media outlets using celebrity endorsers to gain recognition. • Use choreographed Flash Mob to gain further exposure on the Web.

“Click 2 Concert” Phase 2: The Campus Campaign

Expanding Awareness Through Direct Interaction • Charity concert series • Hosted on World Aids Day December 1, 2010 • Crowd pleaser artist involved in charity concerts • Launch will begin on east coast • Competition: • 2 week duration - vote on MASSIVEGOOD website to get charity concert at your east coast university • Promotion of concert: • College newspapers, clubs, and associations • Personal Facebook and twitter status updates linked to MASSIVEGOOD website

Expanding Awareness Through Direct Interaction • Goals: • Raise awareness among college campuses and surrounding communities • Position MASSIVEGOOD as the charity of choice • Drive traffic to the MASSIVEGOOD and business partners’ web sites

“Click 2 Care” Phase 3: Reaching Business Partners

Strengthening Current Relationships • MWW Goals: • Expand presence of MASSIVEGOOD on partner websites • Increase donation options for target audience • Tactics: • Sponsorships for concert • Mentions in viral video • Social media tags • Reach out for support from travel agents

Expanding Business Relationships • MWW Goal: • Having MASSIVEGOOD presence on Orbitz and airlines • Increase donation options on new partner websites. • Tactics: • Position MASSIVEGOOD as a way to improve partner’s CSR reputation • Emphasize MASSIVEGOOD’s presence as the emerging leading charity in micro contributions through travel

Outcome • MASSIVEGOOD will be prominent in the mind of the consumer • Establish “Click 2 Cure” as a nationwide campaign • Obtain coverage of MASSIVEGOOD in online media and communities • MASSIVEGOOD will be the philanthropy of choice among the digitally-savvy generation

Open Discussion Thank you

“Click 2 Cure” Micro-contributions. Big Reward.