Make: Education

Education gives us the power to unlock our individual and collective potential.

Education empowers us to rise above the occasion, to engage with others to solve extraordinary problems, to play outside of the sandbox and challenge convention.  

Education gives us the key to the world.

• 75%: The illiteracy rate in many rural areas of Guatemala

• Nine out of ten: The proportion of schools in rural Guatemala that lack books

• One out of ten: The proportion of rural Guatemalans who attend middle school

Education In Guatemala

• 75%: The literacy rate in Guatemala

• Nine out of ten: The proportion of schools in rural Guatemala have books

• Nine out of ten: The proportion of rural Guatemalans who attend middle school

Imagine if…

Raise $1,000,000 in 6 months to help fund urgently needed schools in Guatemala.

The Brief

What do we now know?

We have a big brief.

And we have even larger education challenges in Guatemala.

Who’s going to help us reach our goal and transform the Paculam Ixtahuacan Preschool and Primary School?

YOU.It starts with everyone in this room, first.

Then we move outward, with might.

We heart Millennials. For two reasons:

1. Pencils of Promise enjoys a rich and natural connection with Millennials and Tweens (thank you Adam Braun and Justin Bieber).

2. Millennials are relational, story-centric, digitally-savvy and becoming increasingly more generous donors as they continue to climb of the income ladder.

Our Audience

We’ll team up with a core collection of influencers to support and substantiate our marketing efforts.

1. Sophia Bush (Humanitarian)2. Sean Carasso (Founder of Falling Whistles)3. Jason Pollock (Documentarian)4. Anneke Jong (Business leader)5. Scott Harrison (Founder of Charity Water)6. Scooter Braun (The man)

Our Good Friends

We’ll team up with a core collection of influencers to support and substantiate our marketing efforts.

1. AOL/ Huffington Post2. GOOD3. New York Times

Key Media Partners

We’re going online, and we’re targeting.

1. Facebook Ads – A mix of ads and sponsored stories

2. Twitter – A mix of ads and promoted tweets3. YouTube – In-stream and in-search4. Google Ads – CPC focused

Strategic Advertising Channels

Who can we learn from?

We’ve taken notes. And we’re impressed. • Invisible Children• Movember• TWLOHA• Charity Water• Save Darfur

Case Studies

Each of the aforementioned organizations created remarkable global movements. How?

1. Issue - Provide context. And a sense of urgency.

2. Content - Create dynamic, multi platform storytelling.

3. Structure - Build in added-value campaign elements.

4. Brand – Be honest. Be transparent.

What Did We Learn?

Now, what do we do?

Make:Education

It’s important to have a north star. So we created 4 of them:

• Transparent• Collaborative• Playful• Empowering

Make: Education - Design Principles

Make: Education is a personal crowdsourcing initiative designed to bring people together to fundraise for new Paculam Ixtahuacan Preschool and Primary School classrooms.

Together, we are better.

Make: Education - Overview

• In June, we’ll launch ‘Make: Education’, and announce a goal of funding 100 classrooms in Guatemala.

• A ‘Make: Education’ section within the Pencils of Promise website will be the central destination for the campaign. The main experience and call to action of this new destination will be a personalized, user-friendly Pencils of Promise ‘Make: Education’ fundraising page.

• Through this fundraising page individuals will be able to crowdsource the funding of their personal classroom! Users will be able invite their friends and family into a digital room of chairs, desks, walls, chalkboards, computers), books and teachers' hours. Each item will have a donation amount associated with it – All the items will ultimately add up to $10K.

• The funder’s impact will be measurable, clear and direct; not arbitrary, general and gradual. If they fund a chair, they know that chair will be a part of the classroom. And the best part is they’ll be able to watch as others join in the effort, and will be emailed updates on the classroom’s funding progress.

Make: Education – How It Works

• As soon as the friend or family member funds the object(s), it will shift from a ‘fund me’ state to a ‘funded’ state. Upon completion of the funding process, the funder can choose to make the donation anonymous, in someone’s name or in his or her own name. They’ll also be prompted to share the opportunity with their friends and family across their social networks.

• In addition, the individual will be able to adopt a ’Make: Education’ digital badge, which can be displayed on their social avatar, to create a sense of solidarity and pride amongst the community of ’Make: One' participants. Once the item has been funding the donor will be prompted to share it on their personal social networks.

• If the individual is unable to fund an item in the classroom, but wants to support their friend or family’s classroom, they can share the item on their personal social networks. For example, "Want to help Pencils of Promise reshape the future of education in Guatemala? Help Mark Pollard build a classroom by funding this collection of desks for the students at Paculam Ixtahuacan Preschool and Primary School. Fund it here: pen.cl/build"

• Once the classroom has been funded, the individual will be entered into a pool of other users for a chance to go to the Paculam Ixtahuacan Preschool and Primary school in Guatemala.

Make: Education – How It Works

• And as an additional way to increase the breadth and depth of our reach and fundraising capabilities, we’ll align with several brand partners to naturally integrate their products into the ‘Make: Education’ campaign:

• Google – Chromebooks• Top Architecture Schools - Sci-Arc, RISD, University of Kansas, Syracuse

University and University of California, Berkeley • Barnes & Noble

Make: Education – How It Works

May• Build web experience and fundraising experience• Finalize influencers, media partners and brand partners• Finalize ads and confirm buy

June• Launch ‘Make: Education’

June – November• Run ads• Influencer and media broadcasting• Campaign measurement

December• Final buys and broadcasting

January 2014• Award ‘Make: Education’ winner with trip to the Paculam Ixtahuacan Preschool

and Primary School• Press event to announce a record 100 schools funded in 6-months

Make: Education – Timing

Web & Creative: $60,000Search: $20,000Social Ads: $80,000Media partners: $30,000Influencer partners: $20,000University Events: $20,000Kickoff Donation: $10,000

Total Costs: $250,000

Make: Education – Budget

Cheers!