Bob & Mary

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  • Bob and Mary are an older couple in their 60s and approaching retirement. They are actively involved with their community, especially with their church and a few local charities, giving both time and money. They are selective about where they donate their money, but when they do donate, the amounts are sizable and they are consistent donors throughout the year.
  • It's the end of the year. Bob and Mary realize they have additional disposable income they can allocate to charities (their children have graduated from college and they have no other large expenses), especially since they can increase the amount with the help of tax deductions. They are open to considering new charities, however, they want to be thoughtful about their choice and want the donation to be meaningful to both the organization and themselves personally.
  • The couple turns to the Internet to do their research, but have difficulty parsing through all the literature available. Most of the information concerns the national non-profits and are overly analytical. Bob and Mary are overwhelmed with data and do not find anything compelling to them on a personal level. They are not interested in simply donating to a well-known charity and being done with it - Bob and Mary genuinely want to make an impact and be targeted with their donation.
  • Bob and Mary discover a website connecting them with local charities. The site provides a database detailing information about the charities, their backgrounds and missions, how donations are allocated and their significance, as well as personal stories to illustrate the impact.
  • Bob and Mary are thrilled to have discovered new local charities where they can not only have impact, but witness it personally. They feel inspired and decide to increase their community involvement, volunteering their time with the new charities. They encourage their friends to check out the site and donate their time and money as well.
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