When it comes to giving. It's astonishing how small contributions can make a massive difference. Through Crowd-Funding and Social Currency, Jumbo™ has set out to make those little moments even more remarkable.

The challenge was to establish a strategic direction and new creative framework for the company that would create opportunities of confluence, inspire social missions, while remaining competitive in the emerging digital philanthropic landscape.

Problem

Jumbo's core differentiator has been a Pay-To-Play model. By leveraging a game of strategy instead of chance, Jumbo strives to increase audience engagement by rewarding each play with a brand sponsored gift. Subsequently the crux of the UX is focused around a real-time, competition. The Inclusion of a new brand interest provides big brand endorsement, in return for an exclusive media channel.

Past digital experiences in this space have promoted awareness, but not pulled financial investment. Where the advent of a new model is successful in securing finance, the market has become saturated with companies who mimic the same Feature Set – retaining little to no distinction.

A 'prize-centric model' means short term payoff. Consequently users have high-love, but low commitment to the brand. In a space with strong social drivers, wide demographic appeal, and a low-risk/high-reward ROI, crowd-funded philanthropy is still a largely untapped social market.

Opportunity

  1. Deepen user engagement by Establishing
    real-time interaction. (i.e. dynamic updates,
    time window, expanded rewards.

  2. Integrating game mechanics to incentivize the users' experience increase social currency through converting user engagement from short to long term investors. I.E. Portfolio buildout of Charitable investments. (Users are Small Venture Capitalists.)

  3. Establish a client-base through; profile creation, site-wide currency and subscription base.

  4. Incentivize education and 'new user' referral

  5. Target enjoyment-based and community-based intrinsic motivators instead of a demographic trends.

  6. Maximize share-ability and the success of investments to raise awareness.

Move from 'Competitive Winning' (Prized focused incentive) to 'Competitive Giving' (Incentivize Philanthropy and Education)

Rather than bolstering through a prize incentive alone, build equity in giving. Establishing leadership through level systems, Portfolio’s of investment to increase a longer lasting social currency through a philanthropic consideration and Cause Leadership.

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