LET’S DO SOMETHING ABOUT TOGETHER. DOSOMETHING.ORG
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LET’S DO SOMETHING ABOUT HUNGER
WE <3 TEENS
We love teens. They are creative, active, wired...and frustrated that our world is so messed up. DoSomething.org harnesses that awesome energy and unleashes it on causes teens care about.
DOSOMETHING.ORG
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OUR TARGET
We aim for a 17 year old male... which means our sweet spot is a 15 year old girl, and her friends. We love teens (people aged 13-19 years old) but our programs are open to people under age 25. Expect us to make a push for more college traction during back-school 2012.
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LETâ&#x20AC;&#x2122;S DO SOMETHING ABOUT HUNGER
DOSOMETHING.ORG
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TEENS + VOLUNTEERING While teens are eager to make a difference, they don't necessarily feel bonded to just one issue. Instead, the biggest factor is whether the activity is social, something you can do with friends. Consequently, we refer to DoSomething.org as being "cause agnostic" because we cover all causes and will work with any org.
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LETâ&#x20AC;&#x2122;S DO SOMETHING ABOUT HUNGER
TEEN PREGNANCY
HOMELESSNESS
HUNGER POVERTY
ANIMALS ENVIORNMENT
DOSOMETHING.ORG
HEALTH
EDUCATION
DISCRIMINATION
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LET’S DO SOMETHING ABOUT HUNGER
OUR RULES:
$ WE DON’T ASK FOR MONEY
DOSOMETHING.ORG
NEVER REQUIRE AN ADULT
NO WHEELS REQUIRED
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WHERE WE ARE
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LET’S DO SOMETHING ABOUT HUNGER
2.4 MILLION TEENS IN 2011 DOSOMETHING.ORG
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ONE STOP SHOP:
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This is something that teens can do that doesn’t require money, an adult, or a car.
Our campaigns have a total marketing and PR reach of 315,033,210 impressions.
They inspire everyday kids and media to take notice, and normally star in one of our PSAs.
SIMPLE CALL TO MEASUREABLE ACTION
MEDIA IMPRESSIONS
CELEBRITY SPOKESPERSON
CAUSE SPECIFIC STRATEGIC PARTNER ORGANIZATIONS
CORPORATE SPONSOR
CO-BRANDED MICROSITE ON DOSOMETHING.ORG
These experts help us ensure that our call to actions have the strongest impact.
More than just a source of funds, these companies help us reach more young people and maximize social impact.
Our site is always the primary home of campaign information and resources. We build in-house.
LET’S DO SOMETHING ABOUT HUNGER
ONE OF THE HIGHEST ENGAGEMENT SCORES OF NON PROFIT ORGANIZATIONS
ONE OF THE LARGEST CHARITIES ON TWITTER
OWNED MEDIA
TEXT WITH OVER 311K TEENS EACH WEEK DOSOMETHING.ORG
OVER A MILLION SITE VISITS PER MONTH 13
PARTNER MEDIA
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LET’S DO SOMETHING ABOUT HUNGER
DONATED MEDIA
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LET’S DO SOMETHING ABOUT HUNGER
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CASE STUDY 1 TEENS FOR JEANS
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THE PROBLEM
THE SOLUTION
• 1 in 3 homeless people in the US is under 18
• Teens donate their gently worn jeans by dropping them off at their local Aeropstale stores.
• 1.6 million people under the age of 18 will experience homelessness each year • The thing homeless teens ask for the most is jeans
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LET’S DO SOMETHING ABOUT HUNGER
1,020,041 JEANS COLLECTED 1 IN 3 HIGH SCHOOLS 1 NEW MEMBER EVERY 60 SECONDS WHY IT WORKED
SIMPLE CALL TO MEASUREABLE ACTION
DOSOMETHING.ORG
CORPORATE SPONSOR
COULD BE COMPLETED AT SCHOOL/LOCAL
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TESTIMONIALS: Your gift means so much to the youth we serve...Your caring helps them move beyond their traumatic pasts and envisions a more hopeful future!
The generous contribution was given to the needy families in our community based programs... your kindess and generosity are greatly appreciated.
JUSTIN DE LOS SANTOS MY FRIENDS PLACE SHELTER HOLLYWOOD, CA
CANDIDA T. FITTS THE CHILDREN’S VILLAGE DOBBS FERRY, NY
We recieved our second shipment of jeans from you this past week...our clients love the jeans you send and need them so badly. We at the office have fun unpacking the donations. DONNA PINAIRE BREAD OF LIFE WICHITA, KS
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LET’S DO SOMETHING ABOUT HUNGER
DOSOMETHING.ORG
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CASE STUDY 2 PREGNANCY TEXT
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THE PROBLEM
THE SOLUTION
• 1 in 3 girls will become pregnant before the age of 20
• Teens challenge their friends to be parents for a day by simulating real life situations via a "text baby" that poops, pees, cries, and needs their immediate attention.
• Boys are 50% of the problem (duh!)
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LET’S DO SOMETHING ABOUT HUNGER
OVER 100,000 TEXT BABIES DELIVERED! 1 IN 2 LIKELY MORE TO TALK ABOUT TEEN PREGNANCY WHY IT WORKED
SIMPLE CALL TO MEASUREABLE ACTION
DOSOMETHING.ORG
GAMIFICATION
VIA SMS
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TESTIMONIALS: If I could give any advice to teens out there right now, it would be to take this challenge and do the Pregnancy Text. Learn about what having a baby really means and how it would change your life before you are toting around a diaper bag. A baby would change my life completely, and I am not ready for that. Are you? MEGHAN LEHMAN
Thank you! My dad was okay with it because it didn’t charge data! An my friends thought it was funny that I had a phone baby. It was hard work though. Thanks for the experience. KAYLA VOETTER
I really am amazed at the site you have created! It's absolutely amazing!!! I've already bookmarked it and everything. JESSICA CHANDLER
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LET’S DO SOMETHING ABOUT HUNGER
DOSOMETHING.ORG
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CASE STUDY 3 TACKLE HUNGER
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THE PROBLEM
THE SOLUTION
• Hunger affects 49 million Americans each year
• Teens run food drives in their community
• 16 million of those are children
• Food is donated to a local food bank of their choice
• 1 in 7 people in the world will go to bed hungry
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LET’S DO SOMETHING ABOUT HUNGER
1,305,941 LBS COLLECTED 144,729 INDIVIDUALS PARTICIPATED WHY IT WORKED
SIMPLE CALL TO MEASUREABLE ACTION
DOSOMETHING.ORG
TIME OF YEAR
COULD BE COMPLETED AT SCHOOL/LOCAL
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TESTIMONIALS:
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We spent months planning and building support in our school and community. We also worked with local businesses and stayed really organized. A lot of students got on board to spread the word throughout the community.
My favorite experience was seeing the kindergarten class jump in joy because they had won the drive, and knowing that I did something great and gave to those in need.
BONNIE JUMP HOQUIAM, WA 5,500 LBS. COLLECTED
CLAIRVETTE GASTELUM FERRY, IDAHO 1,724 LBS. COLLECTED
LETâ&#x20AC;&#x2122;S DO SOMETHING ABOUT HUNGER
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CASE STUDY 4 PICS FOR PETS
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THE PROBLEM
THE SOLUTION
• 50% of dogs and 70% of homeless cats
• Teens take pictures of animals in their local shelters to facilitate shelter adoptions as opposed to puppy mills and pet stores
• Pictures of pets at adoption centers are often poor quality, and make the animals look dirty/sick etc.
• Teens share photos to facilitate adoptions and earn supplies for local animal shelters
are euthanized because they can't find a home
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LET’S DO SOMETHING ABOUT HUNGER
WHY IT WORKS
MOBILE APP FOR EASY PHOTO UPLOADS
DOSOMETHING.ORG
SHARED ON FACEBOOK
ISSUE TEENS CARE ABOUT
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LET’S DO SOMETHING ABOUT HUNGER
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HUNGER RELIEF
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LET’S DO SOMETHING ABOUT HUNGER
THE PROBLEM • 1 in 7 people in the world will go to bed hungry
• 15% of US Households lack access to an adequate supply of nutritious food • Hunger affects 49 million Americans a year, 16 million of those being children
DOSOMETHING.ORG
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THE SOLUTION Three ways to take action year round
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LET’S DO SOMETHING ABOUT HUNGER
YEAR ROUND ENGAGEMENT
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MOBILE EXPERIENCE Sept 17th - Nov 6th
DOSOMETHING.ORG
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CAMPAIGN Nov 6th - Dec 28th
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SOCIAL INTEGRATION April 9th - May 24th
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FOOD BANK TYCOON In September, teens will experience different scenarios and obstacles that food banks face on a daily basis, all on their favorite device: their cellphone. We're putting the power in their hands to make the big decisions and be a leader for the day. This mobile campaign will create a fun, challenging, and engaging way for teens to think about hunger. By gamefiying the issue, teens will be given an experience they want to share with friends. We will educate teens on the issue of hunger and activate them to take on the ground action for November's Tackle Hunger campaign.
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WHY IT WILL WORK
GAMIFICATION
DOSOMETHING.ORG
MAKES YOU THINK/CHALLENGE
FUN/ENTERTAINING
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TACKLE HUNGER After completing the mobile experience, our teens will be thrown into our on-the-ground campaign: Tackle Hunger. Tackle hunger asks teens to address the issue of food insecurity in their communities by hosting food donation drives at their schools. In 2011, DoSomething.org mobilized 150,000 teens to collect over 1 million pounds of food! This year, we plan on it being even bigger.
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2014 CELEBRITY ENDORSEMENT
TEAM FUNCTIONALITY
FREE PICKUP 200+ ITEMS
WHY IT WILL BE BETTER
COLLEGE FOCUS
DOSOMETHING.ORG
MOBILE CAMPAIGN AGGREGATION
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THE CAFETERIA PROJECT In our Facebook campaign, teens will use social media to educate the world about the state of school lunches and share it using our Facebook app. Users can vote for lunches in different categories like "Most Room For Improvement," "Most Likely to Succeed," "Most Likely to Keep a Secret (What's in that lunch?!)," "Most Creative," "Most Likely to Cure a Disease..." The school who receives the most shares will receive a grant from Walmart to make over a school cafeteria of their choosing.
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WHY IT WILL WORK
90/10 90% SHARE 10% CREATE
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INTRINSICALLY SOCIAL
SUPERLATIVE FEATURES
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LET’S DO SOMETHING ABOUT HUNGER
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BUT WAIT THERE'S MORE
POWER OUR HUNGER CONTENT:
1/WK NEW CONTENT EVERY WEEK
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HUNGER ARTICLES
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ACTION GUIDES
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RESOURCE ARTCLES
SAMPLE ARTICLES: 11 Facts About Hunger in the U.S. 11 Food Drive Ideas What are Food Stamps? Volunteer at a Soup Kitchen
DOSOMETHING.ORG
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LET’S DO SOMETHING ABOUT HUNGER
WHO WE ARE #3 ON NON PROFIT TIME'S BEST NON PROFITS TO WORK FOR
FOUR STAR RATING ON CHARITY NAVIGATOR
DOSOMETHING.ORG
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HAVE QUESTIONS?
NANCY LUBLIN
NAOMI HIRABAYASHI
nlublin@dosomething.org (212) 254-2390 Ext. 244
nhirabayashi@dosomething.org (212) 254-2390 Ext. 240
Follow Me @nancylublin Follow Us @dosomething Facebook.com/dosomething
Follow Me @naomi_nyc
CEO and Chief Old Person
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CMO
LETâ&#x20AC;&#x2122;S DO SOMETHING ABOUT HUNGER