GO ape.org
Objectives
• Raise $200,000 in 6 weeks
• Target both adults and kids (8-14)
• Build a monthly pledge program
• Bring awareness to the plight of the Orangutan
CONCEPT
Sponsor an Orangutan
$10=
Website
• Highly personalized online giving process
• Rich content (videos, downloads, etc)
• Donor testimonials
• Blog from the field
• Mobile/email alerts
• Tell- a-friend
• Counter
Game
• Major partnership with Nintendo
• Nintendo develops on and offline version of game.
• Nintendo agrees to pay 10 cents per online game play (player needs to leave email/mobile address).
• Nintendo and www.goape.org get to share data
Marketing
• Email marketing
• Social Networks (Facebook, Bebo, My Space, Youtube)
• Widgets (virtual pet)
• Mobile alerts (conversion strategy)
• Viral video
• Itunes
Long term plan
• Tele-market list to monkey pledge program