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consumer segments (experience (good past experience (form long-term habit)…
consumer segments
experience
good past experience
form long-term habit
good experience with long-term habits
easy to find out good program and follow-up
no experience
easy to find fit program
no feeling of past experience
find meaning of charity
not good past experience
give them courage
surplus
balance except necessary spending are more than enough
the qualification of the organisation
balance is limited
small program that can make difference
thinking ways
ration > sensibility
rewards & follow up
ration < sensibility
reliable organisation & past experience
location
city
interaction and experience
countryside
convenient channel
User Needs
Mental Rewards
reputation
value & self-identity
contribution
rich the social experience
Reliability
easy to follow-up
reliable founder
open & transparent process
Accessibility & Familiarity
program
subject
channel
User Needs
latent user needs
Open and transparent processes
easy to acknowledge the meaning of the program
easy to learn about the scale and qualification of the organisation
get mental achievement
get good reputation
rich the social experience
improve self-identity
find the meaning of the social rule---adult
explicit user needs
easy to follow-up
reliable organisation
get mental rewards
build up relationship with grantees
convenient donation channels