GAP ANALYSIS

What category needs/values gaps are pivotal to the issue/opportunity? ​

• Donor behavior: Create a space where donors can go beyond a funding-only role 

• Donor personalization: Create a space where donors feel like they are making a personal impact

• Brand awareness/engagement: Expanding reach of potential donors 

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What are the needs/gaps that the people could create value for our brand (digital intersections)? What are the win-win scenarios for our brand?

• Content marketing (i.e. blogs, pictures, videos) can help donors better understand the impact of their donations

• Sponsored pen-pal email between the donors and donees that can create a constant stream of communication 

• Donors can contribute to social media and increase earned media through #LookMeInTheEye