Miami Ad School - December 2014

KIVA

Background: Kiva is a non-profit organization that allows people to lend money via the Internet to low-income entrepreneurs and students in 80 countries.

Problem: People have no idea what differentiates Kiva from other NGOs.

-Approximately 1.5 million NGOs operate within the United States.

Target audience: Aspiring do-gooders. Men and women ages 28-35 HHI > 60k.

-Young professionals who are financially secure in their jobs and ready to help those less fortunate.

Research: The best character comes out when people are watching. Research shows people are more likely to behave altruistically where their actions are public because they are competing for social status.

Insight: Altruism is the only way to gain social status in groups.

Strategy: Kiva gives you a story worth sharing.