Jenny Xia Hacker, Designer Patrick Schmitt Hustler, Product Picker Mohana Moorthy Hacker James Rathmell Hustler Maggie Xu Designer 121 interviews 150 survey responses We provide free & intuitive online tools to create legal wills. These tools have behavioral nudges to prompt charitable giving. Nonprofits pay us for donations (bequests) generated. New market for non- profits . Low price strategy for will- makers .
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Jenny XiaHacker, Designer
Patrick SchmittHustler, Product Picker
Mohana MoorthyHacker
James RathmellHustler
Maggie XuDesigner
121 interviews150 survey responses
We provide free & intuitive online tools to create legal wills. These tools have behavioral nudges to prompt charitable giving.
Nonprofits pay us for donations (bequests) generated.
New market for non-profits. Low price strategy for will-makers.
• Deep relationships with and knowledge of nonprofits
• User-centered design expertise
• Legal expertise
• Large nonprofit organizations (e.g. GreenPeace, AARP, Stanford University)
• Online end-of-life service providers (e.g. Cake, Care.com, Grace)
• Sales and client management of nonprofit organizations• Creation and optimization of an intuitive will generation product• Customer acquisition through paid marketing and channel partnerships
• Major nonprofits, including universities and hospitals.
• Consumers: All US adults who do not have wills or need to update their wills, all US adults who have wills but did not know how to write bequests into them, loyal donors to non-profits.
• Nonprofits are struggling to increase donations, and “Planned Giving” offices have no clear path to increasing commitments. We offer a low-cost, low-risk, highly efficient way to increase pledges and donations. • Aging Americans need legal wills, but view them as “scary, complicated, and expensive.” We provide free, intuitive and comforting tools.
• Nonprofits will pay us a finder’s fee for new commitments generated. (Based on early customer interviews, we estimate they are currently spending $5-10K per new commitment.)
Note: Potential to use platform to upsell other end-of-life services
• Nonprofit: ongoing, cooperative, trusted partnership• Planned giving advice• Trusted branding• Print/mass media• Expand to provide end of life services, insurance, etc.
• Medium-sized nonprofits ($1.5M) with proven appetite for innovation.
• Older U.S. adults whose children are out of the house and self-sufficient, or who never had children. Predominantly women ages 50 - 75.
• Nonprofit organizations are struggling to increase donations, and planned giving offices have no clear path to increasing commitments. We offer a low-cost, low-risk, highly efficient way to increase pledges and donations
• Aging Americans need legal wills, but creating wills is not at the forefront of their minds. We provide free, intuitive and comforting tools to help them take this necessary step.
• Nonprofits will pay us a $400-500 finder’s fee for commitments from users outside their existing donor base.
• Nonprofits may be willing to pay a licensing or consulting fee for turnkey charitable bequest solutions.