Change Heroes Pitch Deck (2012): 24-Slide Seed Deck

Change Heroes presents a seed-stage pitch for a fundraising platform that digitizes personal, video-based asks to scale charitable giving. The deck highlights a dual-track business model targeting both nonprofit organizations and Fortune 500 companies for employee engagement. By positioning itself as a white-label solution, the company aims to bridge the gap between profit-seeking investors and impact-focused nonprofits. The presentation relies heavily on social proof through 'Victories'—case studies of successful campaigns—and a clear breakdown of a three-pronged revenue model involving upfr…

Key takeaways

• The platform focuses on scaling 'face to face asks' through personal videos and proprietary software (Slide 2).
• Change Heroes operates as a white-label product for nonprofits to inspire existing donors to launch their own campaigns (Slide 2).
• Campaigns have demonstrated significant traction, such as a Chilean campaign raising $25,000 in 7 days (Slide 3).
• The company targets Fortune 500 companies, listing RBC, Morgan Stanley, and Disney's Club Penguin as current clients (Slide 4).
• Revenue is generated through a $10,000+ upfront charge, a 5-10% cut of donations, and ongoing SaaS fees (Slide 5).
• The platform claims a higher average donation of $254 compared to the industry standard of $60 (Slide 6).
• Approximately 3% of donors convert into campaign runners, raising an average of $5,000+ each (Slide 6).
• The company identifies a $1.3B cause marketing market in the US as of 2012 (Slide 7).

Frequently asked questions

What is the primary product of Change Heroes?

Change Heroes is a white-label, video-based peer-to-peer fundraising platform. It allows nonprofits and corporations to mobilize individuals to create personal video appeals to their immediate social circles. The goal is to replicate the effectiveness of face-to-face fundraising at a digital scale, using proprietary software to track results and facilitate donations.

How does Change Heroes make money?

The company employs a three-stream revenue model. First, it charges nonprofits and corporations an upfront fee of $10,000 or more. Second, it takes a commission of 5-10% on all donations processed through the platform. Third, it generates recurring SaaS revenue and charges additional fees for customization of the white-label product.

What evidence of market traction does the deck provide?

The deck showcases several 'Victories' or case studies, including a $17,000 raise for the Ebola Survival Fund by actor Jeffrey Wright and $11,000 raised by children for a schoolhouse in Ecuador. It also lists high-profile corporate clients like Morgan Stanley and Telus, and a pipeline including Lululemon and Goldman Sachs.

How does Change Heroes justify its value to nonprofits?

Beyond just raising money, the platform claims to acquire 'higher quality' donors. According to Slide 6, these donors give an average of $254 (vs. $60 elsewhere), provide rich demographic data via Facebook integration, and have a 3% conversion rate into becoming new campaign organizers themselves.

What information is missing from this seed deck?

The provided slides omit a dedicated team slide, which is critical for a seed-stage investment to evaluate founder-market fit. Additionally, there is no explicit 'Ask' slide detailing how much capital is being raised or the intended use of funds, nor is there a detailed competitive landscape analysis.

Change Heroes pitch deck: the facts

Company

Change Heroes

Year

2012 (based…

Stage

Seed

Slides

24

Sector

Fundraising Technology / Social Impact

Deck type

Seed Deck

Outcome

Not stated in slides

Headquarters

Not stated in slides

Change Heroes pitch deck PDF

The full Change Heroes deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Change Heroes pitch deck was used for

This is Change Heroes’ seed-stage fundraising deck, used around 2012 to raise capital for its video-driven peer-to-peer fundraising platform that helps nonprofits and corporations scale face-to-face style donation asks, particularly to millennials. The deck positions Change Heroes as an ‘Ice Bucket Challenge for enterprises’ via a white-label product for nonprofits and corporate partners, emphasizing campaigns where roughly 33 friends give $3.33/day for three months to raise $10,000 per project. It highlights early traction (over $1M raised and 175 projects funded impacting 175,000+ people) and a multi-stream revenue model from nonprofit, corporate, and custom campaigns. The stated goal in the deck is to scale fundraising impact to 1.5 million organizations and reach $100M in annual volume by 2020.

Business model: For-profit / for-impact online fundraising platform that enables individuals, nonprofits, and corporate partners to run peer-to-peer campaigns using personal video asks; revenue is generated via a percentage fee deducted from donations to cover platform and processing costs.

Round

Seed (as indicated by the deck title and context).

Founded

April 2012

Founders

Taylor Conroy

Headquarters

Vancouver, British Columbia, Canada

Industry

Fundraising technology / fintech for social impact

Year: 2012 (based on founding date and deck-era market data).*

What happened after the Change Heroes deck

Following its 2012 launch, Change Heroes built partnerships with global nonprofits and scaled its video-based peer-to-peer fundraising campaigns to raise over $1.4–1.5 million for roughly 140–175 projects in about a dozen countries, impacting more than 140,000 people through schools, libraries, clean water, and related social-impact initiatives; however, publicly available sources do not clearly d

• Partnerships formed with major nonprofits such as Free The Children, Room to Read, and Charity: Water to implement funde
• By around the first year of operation, Change Heroes’ campaigns raised over $1.4–1.5 million, funding approximately 140–
• Campaign runners and donors in 40+ countries participated in 175 fully funded projects, according to deck text and subse
• The platform evolved into a recognized Vancouver-based social enterprise and fintech startup focused on millennial givin

What the Change Heroes deck got right

• Highly understandable and tangible campaign model tied to specific $10,000 projects. The deck clearly articulates a simple campaign formula—roughly 33 friends giving $3.33/day for 3 months to raise $10,000—linked directly to concrete projects like building schools, which makes the product’s value proposition and impact easy for investors to grasp.
• Compelling use of personal video to drive high-conversion peer-to-peer fundraising. It emphasizes a distinctive behavioral insight: personal, one-to-one video asks to friends can significantly increase participation and average donation size among millennials, supported by external reporting showing over 50% conversion rates and high average donations.
• Strong early impact and geographic reach demonstrated through funded projects. The deck showcases early, concrete traction metrics—such as 175 projects funded in 13 countries by donors in 40+ countries, impacting 175,000+ people—which signals that the platform has moved beyond concept into meaningful pilot scale.
• Strategic positioning as an ‘Ice Bucket Challenge’ style enterprise fundraising engine. By presenting Change Heroes as an enterprise version of the ALS Ice Bucket Challenge and highlighting a white-label product for nonprofits and corporations, the deck positions the company in a recognizable, high-upside category for investors focused on scalable social-impact technology.
• Blend of personal campaign stories with platform-level traction metrics. The narrative integrates individual success stories (e.g., Elton funding two schools for 2,000 kids in India and multiple $10,000 school campaigns in Kenya, Nicaragua, and Ecuador) with platform-level metrics, providing both human resonance and evidence of repeatability.
• Good alignment between deck claims and independently reported impact and partnerships. External sources corroborate key aspects of the deck’s story—founding in 2012, founder identity, partnership with nonprofits, and scale of funds raised—which increases credibility for investors reviewing the deck in retrospect.

What could have been stronger

• Unsubstantiated uplift metrics for millennial fundraising performance. The deck makes aggressive quantitative claims such as nonprofits raising “1000% more money from millennials” and “500%” higher average donations without citing methodology, cohort sizes, or baselines, which makes it hard for investors to validate the uplift or distinguish pilot anomalies from sustainable performance.
• Limited competitive analysis despite strong exclusivity claims. While the deck asserts that Change Heroes is “the only platform on earth” able to scale face-to-face asks and that it has “no direct competitors,” there is limited comparative analysis against existing crowdfunding, peer-to-peer fundraising, or nonprofit CRM tools, leaving investors without a clear competitive landscape or differentiation framework.
• Sparse unit economics and margin visibility despite multi-stream revenue model. The deck references significant impact (e.g., 175 projects funded across 13 countries by donors in 40+ countries, impacting 175,000+ people) but does not break down campaign economics (fee take rate, unit margins, cost of customer acquisition, or payback periods), which makes the business model’s scalability and profitability assumptions difficult to evaluate.
• Limited clarity on enterprise / white-label go-to-market strategy. Although the deck promotes a white-label product for nonprofits and corporate partners, it offers little detail on enterprise sales cycles, pricing tiers, contracts, or implementation requirements, leaving uncertainty about how the platform transitions from individual campaigns to repeatable institutional deployments.
• Highly ambitious growth targets with few intermediate milestones or validation. The ambitious goal of reaching $100M in annual volume by 2020 and scaling an ‘Ice Bucket Challenge for enterprises’ is presented without intermediate milestones or validated growth trajectories, making the long-term projections appear aspirational rather than grounded in historical performance or signed pipeline.

How an investor would read this deck

What draws attention

• Quantitative impact metrics highlighted in the deck and subsequent profiles, such as 175 projects funded in 13 countries by donors in 40+ countries impacting 175,000+ people, and over $1.4–1.5M raised in the first year or so, are central to assessing traction and scalability.
• The core behavioral insight that personal, one-to-one video asks to friends can drive higher participation and average donation sizes among millennials, with external reporting citing over 50% ask-to-donation conversion and roughly $250 average donations.
• The repeatable campaign formula (e.g., 33 friends at $3.33/day for 3 months ≈ $10,000) and its adaptation across different project types (schools, libraries, clean water, scholarships, anti-trafficking) and nonprofit partners such as Free The Children, Room to Read, and Charity: Water.
• Evidence that nonprofits and corporate partners are willing to adopt the white-label version of the platform, including any contractual or integration details that support enterprise-level stickiness beyond one-off campaigns.
• The fee-based revenue model and its sustainability as volumes scale, particularly in light of varying cited fee rates (around 5–8.9%) and the need to fund technology development, sales, and customer success.

Risks that stand out

• Reliance on aggressive, partially unreferenced performance claims (1000% more money, 500% larger average donations) may signal optimism bias and create risk if underlying metrics are not replicable at scale.
• The model depends heavily on millennial engagement via personal video asks and social sharing; shifts in communication norms, platform algorithms, or donor fatigue could materially reduce campaign effectiveness over time.
• Fee-based revenue tied to donation volume exposes the company to fundraising cycle volatility and nonprofit budget constraints, potentially limiting predictable revenue unless supplemented by contracts or minimums.
• Growing competition from general crowdfunding platforms and other peer-to-peer fundraising tools may erode the claimed uniqueness around video-based friend-to-friend campaigns, especially as incumbents add similar features.
• Scaling to $100M annual volume by 2020 requires rapid expansion in nonprofit and corporate partnerships and international reach; failure to achieve this growth could constrain returns for seed investors and challenge future fundraising.

Questions this deck invites

• What concrete data from pilots supports the claims of 1000% more money raised from millennials and 500% higher average donation, including sample sizes, baselines, and control groups for these metrics?
• What is the detailed breakdown of unit economics for a typical $10,000 campaign (marketing cost, onboarding cost for the nonprofit, platform costs, payment processing fees, gross margin, and payback period on acquisition of a new nonprofit
• How many nonprofits and corporate clients are under contract or in the pipeline at the time of the seed raise, and what are typical contract sizes, durations, and churn rates for white-label deals?
• What is the competitive landscape in 2012 for peer-to-peer and video-based fundraising platforms, and how does Change Heroes defend against general crowdfunding platforms, nonprofit CRM vendors, and emerging social fundraising tools?
• How does the company plan to reach the stated $100M annual volume target by 2020, and what intermediate milestones (annual volume, number of active campaigns, number of partner organizations) were set and achieved post-deck?

What founders can take from the Change Heroes deck

• Anchoring a fundraising platform around a simple, memorable campaign formula (e.g., 33 friends giving $3.33/day for 3 months to raise $10,000) can make the product and its impact immediately understandable to both donors and investors, especially when tied to tangible outcomes like building a school
• Combining emotionally resonant personal stories (such as Elton funding two schools for 2,000 kids in India and specific $10,000 school campaigns in Kenya, Nicaragua, and Ecuador) with quantified impact metrics strengthens the narrative by connecting individual campaigns to aggregate traction.
• Positioning a startup as the enterprise version of a culturally familiar viral campaign (e.g., ‘ALS Ice Bucket Challenge for nonprofits and corporations’) helps investors quickly map the product’s potential scale, but requires careful backing with data and competitive analysis to avoid overclaiming
• Highlighting the platform’s ability to serve multiple customer segments—individual campaign runners, nonprofits via white-label deployments, and corporations—can articulate a multi-stream revenue model, but investors will expect segment-specific economics and go-to-market detail.
• Seed-stage impact ventures benefit from clearly separating social impact metrics (projects funded, people impacted, countries served) from financial metrics (fees, margins, volumes) so that investors can independently assess mission alignment and business viability.
• Using pilots with established nonprofit partners to demonstrate real fundraising volume (over $1M raised and 140–175 projects funded across more than a dozen countries) can be persuasive in a seed deck, provided the company transparently shares campaign variance and sustainability beyond early adopt

Change Heroes pitch deck: common questions

What does Change Heroes actually do?

Change Heroes is a for-profit / for-impact online fundraising platform that lets individuals and nonprofits run campaigns where a small group of friends are invited via personal video messages to give modest recurring amounts (often framed as 33 friends giving $3.33/day for 3 months to raise $10,000), funding schools, libraries, clean water, and other social-impact projects implemented by nonprofit partners.

How does the Change Heroes fundraising platform work as presented in the seed deck?

The seed deck from 2012 describes a white-label, video-based peer-to-peer fundraising platform focused on millennials, with nonprofits inspiring existing donors to launch campaigns, campaign runners recording short personal videos to invite immediate friends, and completed campaigns funding projects like schools and clean water while Change Heroes earns a percentage fee on donations.

When was Change Heroes founded and by whom?

External profiles state that Change Heroes was founded in April 2012 by social entrepreneur Taylor Conroy in Vancouver, British Columbia, Canada. The seed deck aligns with that timing, citing 2012 market data and positioning the company as a newly launched platform raising its initial institutional seed round.

How does Change Heroes make money according to the deck and external sources?

Publicly available sources and the deck confirm that Change Heroes raises revenue by deducting a percentage fee from each donation processed through its campaigns to cover platform and payment processing costs; one case study cites an 8.9% deduction, while a later interview mentions a 5% cut. The deck itself describes a multi-stream revenue model from nonprofit, corporate, and custom campaigns rather than detailing specific fee percentages.

What traction or impact metrics does Change Heroes highlight in the seed deck and subsequent profiles?

The seed deck and later profiles report that within its first year or so, Change Heroes and its campaign runners funded roughly 140–175 projects in about 12–13 countries, raising over $1.4–1.5 million and impacting around 140,000–175,000 people through projects such as schools, libraries, scholarships, clean water, and anti-trafficking initiatives. These figures are presented as traction metrics at the time of the deck, not as ultimate outcomes years later.

Sources

Funding and outcome facts on this page were researched on 2026-08-22 from the pages below.

• Change Heroes: a new fundraising platform
• Change Heroes: Vancouver Fintech Disrupting Fundraising - Trulioo
• Change Heroes
• Life Lessons: Taylor Conroy
• Change Heroes | fundraising
• PRESS RELEASE
• Taylor Conroy | Change Heroes - Hearts on Fire
• Changing the World with Pocket Change, profile of philanthropreneur Taylor Conroy

Change Heroes pitch deck slides

What each slide of the Change Heroes pitch deck says

Slide 2

"Change Heroes is the biggest opportunity in fundraising | have seen in years. Change Heroes is not simply shifting donors from one channel to another like current enterprise models. It is opening up a new channel of revenue along with viral high-quality donor acquisition. This is far different, and well beyond, crowdfunding. This is a new category of fundraising all together." F -' 1 Fatirier and CEO of Convio. Gy Convio (fundraising software) was acquired convio by Blackbaud in 2012 for $325M blackbaud

Slide 3

IMPACT Change Heroes has created a new way of fundraising that allows nonprofits to raise 1000% more money from millennials, increase their average donation by 500%, and acquire more high-quality donors than ever before It's what the Ice Bucket Challenge did for ALS, scaled to 1.5M organizations. Vera and Tatiabha $10,000 raised for aghoalin Kenya ;tuugmbwg S Highlon Life oy, elac hsm $10,00@ faised for aschool in Nicaraggsf Ruby and Flyhn Robin and Brittany $10,000 raised fora'school in Ecuador $10,000 raised for a school in Ecuador

Slide 4

We are the only platform on earth to scale the one thing that matters most in fundraising, face to face asks Here's how it works: Nonprofits inspire their existing donors to launch campaigns through our white label product Campaign runners use personal videos to ask theirimmediate friends to join their campaign (proprietary software) Projects are funded, kids get new schools, villages get clean water, girls and women are empowered CHANGE HZROZS

Slide 5

PRODUCT Here's an example of how a millennial named Elton used Change Heroes to fund 2 schools for 2,000 kids in his home country of India Elton made a list of his 66 people gave, Elton and his friends friends and made each raising $20,000 in 48 received pictures of the of them a 15 second hours, funding 2 new project inspiring them to long video inviting schoolhouses in become ongoing them to build a school India supporters with him I0 i

Slide 6

VICTORIES Each victory Inspires many more campaigns, expanding it's impact Jeremy and 33 friends 4] fund a schoolhouse in Kenya Massai Mara region 22 VICTORY - $24,000 raised = Kenya Don git’ ay Todt $62,000 raised TRL el Joel and friends fund LB : : schools in Kenya mm | 250 high quality donors and Ecuador — $254 average donation tia othe i dint I | SN 6,200 children impacted Rajsamand district 69 Sisters fund oH, schoolhouse in Ghana Domeabra 29 Ghana Donors *Over 100 schoolhouses were funded with over $1,000,000 raised during our pilot campaign CHANGE fERBEE

Slide 8

VICTORIES 175 projects have been fully funded in 13 countries by donors in 40+ countries that will impact 175,000+ people

Slide text above is read directly from the Change Heroes deck PDF embedded on this page.

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