|
Benefits Offered Toward Donors
|
|
Presentation of Lifestyle Benefits of Compensation
|
| Covers bills/tuition |
10.9% |
5 |
| Fast/easy money |
6.5% |
3 |
| Summer job |
2.2% |
1 |
| Total value of multiple donations |
2.2% |
1 |
| Imagine/possibilities |
13.0% |
6 |
| Not lifestyle specific |
73.9% |
34 |
|
Use of Non-Monetary Benefits to Attract Donors
|
| Emotional fulfillment |
71.7% |
33 |
| Free medical exam |
4.3% |
2 |
| Vacation with friend |
2.2% |
1 |
| No added benefits |
28.3% |
13 |
|
Presentation of Financial Benefits of Compensation
|
| Experience based |
56.5% |
26 |
| Donor sets the amount |
34.8% |
16 |
|
Means of Building Trust with Potential Recipients
|
|
Sources of Credibility
|
| Family testimony |
52.2% |
24 |
| Founder’s personal experience |
47.8% |
22 |
| Business press |
39.1% |
18 |
|
Emotional Themes Driving Site’s Graphic Design and Tone
|
| Intimacy/Commitment |
17.4% |
8 |
| Angels/Heaven/Grace/Fantasy |
13.0% |
6 |
| Tranquility/Peace/Wellness |
8.7% |
4 |
| Intelligence/Excellence/Success |
6.5% |
3 |
| Joy/Love/Happiness |
6.5% |
3 |
| Empowerment/Camaraderie |
6.5% |
3 |
| No strong theme |
45.7% |
21 |
|
Market Segments Targeted
|
| International/tourists |
28.3% |
13 |
| Ethnicity |
10.9% |
5 |
| Gay/Lesbian |
6.5% |
3 |
| Religious |
6.5% |
3 |
| No specific targeting |
63.0% |
29 |
|
Promotion of Trait Selection
|
|
Types of Messaging About Selecting Traits
|
| Promotes aspirational traits available among donors |
34.8% |
16 |
| Affirms ability to find the right “match”/”fit” |
56.5% |
26 |
| Affirms ability to suit recipients’ “preferences”/”desires” |
19.6% |
9 |
| Suggests design/customization of a child |
15.2% |
7 |
| Does not discuss traits |
13.0% |
6 |
|
Types of Subjective Traits Specified
|
| Interests/Hobbies/Likes |
63.0% |
29 |
| Aspirations |
32.6% |
15 |
| Temperament |
19.6% |
9 |
| Childhood behavior/memories |
15.2% |
7 |
| No mention |
34.8% |
16 |
|
Positioning of Typical Donor
|
| Caring/Generous |
54.3% |
25 |
| Smart/Successful/Beautiful |
39.1% |
18 |
| Healthy/Responsible |
37.0% |
17 |
| Other (e.g., Sweet/Wholesome) |
8.7% |
4 |
| No specific positioning |
23.9% |
11 |
|
Means of Portraying Typical Donor
|
| Letters/Quotes in the donor’s voice |
47.8% |
22 |
| Lifestyle photography |
47.8% |
22 |
| Beauty photography |
43.5% |
20 |
| No portrayal |
17.4% |
8 |
