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SM
Simple Giving. small change. Big Difference.SM
Founding Principles of the Meaningful Change Model
Passive Donation Programs WorkPassive coin donation bins are a time tested and proven model for fundraising. In 2012 alone, Ronald McDonald House Charities collected more than $28 million nationwide with donation boxes. Within California, companies such as Coinstar and Ralph’s Grocery raised over $2.9 million and $695,000 respectively from coin donations. These campaigns make an enormous charitable impact.
Money is Left Behind at Airport SecurityEvery day, at airport security checkpoints across the country, people leave behind their spare change. While the pennies, nickels and dimes might seem insufficient to collect after passing through the metal detectors, the funds really add up. Over the past 3 years, the Transportation Security Administration (TSA) has collected more than $1.43 million in loose change left by passengers. California, the pilot state for Meaningful Change, had two of the top 10 contributing
airports with Los Angeles International Airport collecting $74,528 and San Francisco International Airport netting $61,692. These funds are cycled back into TSA’s operating budget when they could be doing social good.
Airports are Beginning to InnovateOn February 4, 2013, Denver International Airport (DIA) launched an internal coin collection program to support Denver’s Road Home, a citywide initiative to end homeless-ness in Denver. DIA installed four collection containers to cover each of their security checkpoints. DIA’s investment in their community is an encouraging step towards raising social awareness in the aeronautical space.
1 2 3Passive coin
collection programs
work.
Thousands are left behind at TSA Security every year.
Airports are beginning to innovate for
charity.
Founding Principles of the Meaningful Change Model
The Nature Conservancy:
&
A Proposed Partnership
Meaningful Change is a professional fundraising orginization that works with airports to set up specially marked bins prior to security where travelers can donate their change to charity. Meaningful Change then collects, aggregates, and distributes those donations. 80% of the proceeds are channeled to nonprofit organizations, and the remaining 20% is divided between the airports for the space, the cash logistic companies for coin collection operations, and Meaningful Change for administrative cost and scaling the business.
Who is Meaningful Change
While the priciples listed previously provide a framework for success, we have taken the time to build upon each one to ensure that Meaningful Change will accomplish its mission and vision.
Not Just a Philanthropic Opportunity, but an Added Convenience for PassengersOver $530,000 was left behind at airport security last year because travelers see spare change as more of a burden than it is worth. Coins have to be taken out of a traveler’s pocket, deposited in a bin and then collected on the other side of security. This translates to a longer and more stressful security screening process, a procedure that 62% of travelers polled characterized as their “least favorite part of travel”. 37% of traveler’s also said that donating at security would improve their travel experience. By offering greater convenience and the chance to be charitable, Meaningful Change offers travelers twice the reason to give.
Turn Forgotten Change into Social GoodRather than benefitting any charitable organization, forgotten funds collected at airport security are rolled into the TSA budget. Meaningful Change offers an everyday opportunity to empower travelers to give back to their communities in a convenient way. When asked, 60% of passengers said they would contribute while an additional 37% said they might contribute if given the option at TSA. Additionally, 74% of travelers said they would be more likely to donate given that Meaningful Change supports education, environmentalism, and humane efforts. Travelers want this opportunity to give back.
Impact on all LevelsMeaningful Change applauds the work being done by Denver International Airport and Denver’s Road Home to support their community and eliminate homelessness. However, these efforts are isolated, both in terms of geography and cause. Our vision at Meaningful Change is to bring the type of innovation found at Denver International to all commercial airports in the nation and to create lasting social impact across a variety of causes. By partnering with nonprofits that work on the local, state, and national level travelers can be assured that their donations will benefit their community, whether its down the street or across the country.
From Founding Principles to Cornerstones of Success
SM
Simple Giving. small change. Big Difference.SM
Passive coin collection programs
work.
Thousands are left
behind at TSA security every
year.
Airports are beginning to innovate for
charity.
Not just a passive coin
collection bin, but a donation of convenience.
Meaningful Change turns
forgotten funds into
social good.
Scale the impact to all
levels: local, state,
and national.
The Founding Principles of
Meaningful Change
Meaningful Change Cornerstones of
Success
1) Licensed Commercial FundraiserMeaningful Change is licensed by the Attorney General as a commercial fundraiser in the State of California (Registration No. FP0002502). We are fully bonded, insured, and are able to operate and collect funds on behalf of nonprofit organizations to further their missions.
2) Committed to TransparencyTransparency is a core value of our organization. We provide all of our nonprofit partners quarterly accounting statements itemizing funds collected at each airport. Ad-ditionally, our financials are open for public audit as we are legally required to provide annual reports to the California Attorney General.
3) Quick and Efficient Transfer of FundsNonprofit partners can expect a disbursement of funds raised on their behalf within five (5) business days of each coin collection. Partners can select to receive payments via ACH or paper check.
4) The 80% PledgeWe openly pledge to donate 80% of all funds collected to our four nonprofit partners - The Humane Society of the United States (Committed), Action for Healthy Kids (Committed), The Nature Conservancy (In Progress) and The American Red Cross (In Progress). Each nonprofit partner will receive an equal share of these funds to execute their mission. Our commitment to 80% places Meaningful Change in the top 10th percentile of all commercial fundraising organizations in California.
5) Easy and Reliable Program FundingMeaningful Change fully administers all fundraising efforts, which allows our partnering organizations to concentrate their efforts on what they do best - making a lasting impact in the communities they work.
6) Brand VisibilityWith nearly 1.8 million travelers passing through airport security each day, partnering with Meaningful Change allows for a unique opportunity for increased brand exposure. Our strategic placement of each nonprofit partner’s logo on every Meaningful Change donation bin will ensure that travelers feel confident about where their contribution is going.
SM
Simple Giving. small change. Big Difference.SM
6 Reasons to Partner with
Meaningful Change is a licensed
commercial fundraiser in the state of California.
We provide quarterly financial
statements of funds raised to our nonprofit
partners.
Funds will be distributed to our nonprofit
partners within 5 days of
collection.
We pledge to always donate
80% to our nonprofit partners.
We administer all fundraising efforts so non-
profits dont have to waste any valuable
resources.
Meaningful Change helps
increase brand visibility for
our partners by placing their logos on our
bins.
21 3 4 5 6
Projections for Onboarding AirportsWe are proposing a multi-year solution in order to meet the standard $50,000 minimum guarantee required by The Nature Conservancy (TNC). We believe that there is tremendous fundraising potential to be found in airports. However, it takes time to unlock this potential. The airport on-boarding process is elaborate and requires approval from multiple stakeholders within a variety of
government institutions. As such, it can take between three to six months before an airport commits to working with Meaningful Change.
Our 2.5 year roadmap (illustrated in Figure 1.1) shows our projections for on-boarding 20 commercial airports within California and the expected donation revenue for each airport. These figures are based on data from a similar aeronautical donation program (Unicef ’s Change for Good) which raises, on average, $0.07 per passenger.
Figu
re 1
.1: 2
.5 ye
ar ro
adm
ap b
roke
n do
wn
into
hal
f-ye
ar p
erio
ds fo
r on-
boar
ding
the 2
0 co
mm
erci
al ai
rpor
ts in
Cal
iforn
ia. Th
e num
-be
r as
soci
ated
with
eac
h ai
rpor
t illu
stra
tes
the
expe
cted
reve
nue
for
that
six
mon
th p
erio
d ba
sed
on .$
07 p
er p
asse
nger
pro
ject
ion.
(“
Cha
nge
for G
ood”
pro
gram
– U
nice
f / A
mer
ican
Airl
ines
)
Meeting the Minimum GuaranteeEx
pect
ed P
roje
ctio
ns fo
r Onb
oard
ing
Air
port
s 2013 2014 2015
Q3 & Q4 Q1 & Q2 Q3 & Q4 Q1 & Q2 Q3 & Q4
Monterey Peninsula(MRY)
Meadows FieldBakers�eld (BFL)
McClellan-Palomar / Carlsbad(CRQ)
Stockton Metropolitan(SCK)
San Luis County Regional(SBP)
Charles M Schulz - Sonoma County(STS)
Santa Maria (SMX)
Santa Barbra (SBA)
Fresno (FAT)
Palm Springs (PSP)
Long Beach (LGB)
Burbank (BUR)
Ontario (ONT)
Santa Ana (SNA)
San Jose (SJC)
Oakland (OAK)
Sacramento (SMF)
Los Angeles(LAX)
San Diego (SAN)
San Francisco(SFO)
$6357
$5192
$1593
$1961
$4644
$3584
$1456
$12,856
$21,536
$26,582
$52,927
$75,072
$79,501
$148,673
$143,780
$159,268
$152,981
$296,298
$1,068,505
$701,979
NEW AIRPORT REVENUE FROM HALF YEAR PERIOD
TOTAL AIRPORT REVENUE FROM HALF YEAR PERIOD
$11,549 $23,332 $213,764 $897,967 $2,964,749
$11,549 $11,783 $190,431 $684,203 $2,066,782
Partnership Proposal and Expected Revenue for The Nature ConservancyMeaningful Change would like to enter a five year partnership with The Nature Conservancy. At the end of the five year partnership, TNC will be offered right of first refusal to renew the partnership contract.
From July 2013 through June 2014, we plan to pilot our program with smaller airports across California. Though donation revenues will be modest, this period will provide the necessary data and traction to successfully approach and contract with larger airports where greater donation revenues can be expected. In our first year of partnership, we are willing to commit to a $5,000 minimum guarantee. Over subsequent years, an increased minimum guarantee can be negotiated, in accordance with airport onboarding and increased donation revenues, until the standard $50,000 minimum is met.
While we recognize that this is not a typical partnership
arrangement, granting a lower first year minimum will allow us to lay the foundation for a lasting partnership with The Nature Conservancy. As Figure 1.2 highlights, our second year of partnership should see over $220,000 raised and once all airports have been on-boarded within California, annual donation revenues could exceed $1.18 million. Furthermore, we envision our partnership with TNC as one that will continue as we grow beyond California and scale to reach full national coverage where donations for TNC are projected to be above $11 million annually.
We recognize that working with a start-up company involves some uncertainty. Yet we believe that the potential rewards of our partnership far outweigh the risks. We hope to create long-term partnerships with nonprofit organizations from day one of our fundraising efforts, that will continue for the lifetime of our company. We would like for The Nature Conservancy to be one of those organizations. We ask The Nature Conservancy to join us in our vision to innovate and create a lasting and meaningful change for the environment.
Figu
re 1
.2: R
even
ue p
roje
ctio
ns sp
ecifi
c to
The
Nat
ure
Con
serv
ancy
ove
r the
nex
t 2.5
yea
rs.
The
grap
h is
brok
en d
own
to s
how
fund
s ra
ised
in e
ach
half-
year
per
iod.
Add
ition
ally,
the
grap
h tr
acks
cum
ulat
ive
fund
s rai
sed
to d
ate.
Expe
cted
Rev
enue
for T
he N
atur
e Co
nser
vanc
y2013 2014 2015
Q3 & Q4 Q3 & Q4Q1 & Q2 Q3 & Q4Q1 & Q2
TOTAL FUNDS RAISED TO DATE FOR THE NATURE CONSERVENCY
Funds raised Q3 / Q4
$2,310
Funds raised Q1 / Q2
$4,666
Funds raised Q3 / Q4
$42,753
Funds raised Q1 / Q2
$179,593
Funds raised Q3 / Q4
$592,950
$2,310 $6,976 $49,729 $229,322 $822,272