How does WeDidIt demonstrate market validation?

Market validation is demonstrated through three core metrics on Slide 7: a total of 65 active clients, the inclusion of recognizable logos like Amnesty International, and a specific performance metric claiming that client fundraising ROI increases by 20%. This combination of quantity, quality (brand names), and outcome (ROI) provides a strong signal of product-market fit.

Who are the founders and what is their background?

The founding team consists of Su Sanni (CEO), Ben Lamson (Sales & Marketing), and Bryan Liff (CTO). According to Slide 11, they bring experience from established tech and media firms including Google, DoubleClick, Meltwater Group, The Huffington Post, and Brown Brothers Harriman. This suggests a blend of technical capability and enterprise sales experience.

What is the significance of the growth chart on Slide 10?

Slide 10 tracks 'Analyzed Donor Records' from April to September. It shows an exponential growth curve, starting at 5,000 records and skyrocketing to 4.2 million in just six months. For an investor, this slide represents the 'engine' of the business; it proves the software's ability to ingest and process massive amounts of data, which is critical for a data-driven fundraising platform.

What key fundraising elements are missing from this deck?

The deck lacks several standard components: there is no 'Ask' slide detailing the amount being raised or the terms, no 'Use of Funds' slide, and no detailed 'Competition' slide. Additionally, while Slide 2 mentions 'Average Contract Size,' the actual financial figures for ARR and monthly sales are redacted, leaving the viewer without a clear picture of the company's unit economics or revenue efficiency.

WeDidIt Pitch Deck (2012): 12-Slide Breakdown

See all 12 slides of the WeDidIt pitch deck — a 2012 Later deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

WeDidIt's 12-slide deck is a masterclass in visual storytelling and traction-led pitching. By focusing on the 'data-driven' aspect of fundraising, the company moved away from the traditional 'charity tech' stigma and into the lucrative world of data analytics. The deck successfully highlights a massive $50B market size (Slide 2) and demonstrates rapid growth in analyzed donor records, jumping from 5k in April to 4.2M by September (Slide 10). While the specific revenue figures are redacted in this version, the inclusion of high-profile clients like Amnesty International and the Los Angeles Zoo…

Key takeaways

The deck defines the market size at a substantial $50B on Slide 2.
WeDidIt positions itself as 'Data Driven Fundraising' on the title slide to differentiate from generic donation platforms.
Product utility is demonstrated by showing how they extract six data points, including 'Propensity to Give,' from just an email address on Slide 6.
Traction is validated by a list of 65 clients, including major organizations like California State University Fullerton and Amnesty International on Slide 7.
The company claims a 20% increase in client fundraising ROI on Slide 7.
Data processing scale is shown via a steep growth curve, reaching 4.2M analyzed donor records by September on Slide 10.
The founding team leverages past experience at high-growth companies like Google, DoubleClick, and Meltwater on Slide 11.
The deck completely omits a formal 'Ask' slide or a detailed breakdown of how the $1.6M would be spent.

The WeDidIt Pitch Deck Teardown

WeDidIt entered the market in 2012, a time when the nonprofit sector was struggling to transition from traditional direct mail to digital-first strategies. Their deck, which helped secure $1.6 million, focuses heavily on the transition from 'guesswork' to 'data.' By framing fundraising as a data science problem, they appealed to the burgeoning interest in Big Data that defined the early 2010s venture capital landscape.

Slide 1: Title and Positioning

The title slide is minimalist, featuring the company logo and the tagline "DATA DRIVEN FUNDRAISING." The inclusion of a laptop, tablet, and smartphone displaying the interface immediately signals that this is a modern, multi-platform SaaS solution. The contact information, including an AngelList link, is placed in the header, which was a common practice for startups raising during the rise of that platform.

Slides 2-3: Market and High-Level Metrics

Slide 2 sets the stage with three large figures. The "$50B MARKET SIZE" establishes the scale of the opportunity. The other two metrics, "ANNUAL RUN RATE" and "AVERAGE CONTRACT SIZE," are redacted in this public version, but their prominent placement suggests that the founders were leading with their financial performance. Slide 3 is a duplicate of Slide 2, likely used for emphasis during a live presentation.

Slides 4-5: The Problem of Fragmentation

Slide 4 uses a full-bleed image of mailboxes stuffed with paper, a visual metaphor for the 'old way' of fundraising (snail mail). Slide 5 articulates the digital version of this chaos. It shows a stressed worker surrounded by stacks of paper, with icons representing Excel charts, Twitter trends, Street Fundraising, Snail mail, Facebook insights, Emails, LinkedIn, and MailChimp. The message is clear: donor data is everywhere, and it is overwhelming for nonprofit staff to consolidate.

Slide 6: The Solution - Data Enrichment

This is the 'magic' slide. It claims that "WITH JUST AN EMAIL ADDRESS," WeDidIt can provide six key pillars of donor intelligence: Demographic, Location, Social Media Presence, Occupation, Income, and Propensity to Give. This slide addresses the core technical value proposition: automated data enrichment that replaces manual research.

Slide 7: Traction and Social Proof

WeDidIt uses Slide 7 to prove they aren't just a concept. They list "65 CLIENTS" and display logos for California State University Fullerton, Amnesty International, Los Angeles Zoo & Botanical Gardens, and the Network for Teaching Entrepreneurship. Most importantly, they claim that "CLIENT FUNDRAISING ROI" is "UP 20%," providing a concrete reason for nonprofits to pay for the service.

Slides 8-9: Revenue Growth

Slides 8 and 9 are dedicated to "ARR" and "Sales in September." While the numbers are redacted, the fact that these occupy their own slides indicates that the company had significant month-over-month growth that they wanted to highlight as a standalone achievement.

Slide 10: The Data Moat

Slide 10 shows a chart of "ANALYZED DONOR RECORDS." The growth is dramatic: 5k in April, 15k in May, 20k in June, 30k in July, 240k in August, and a massive jump to 4.2M in September. This exponential curve suggests a viral loop or a major enterprise integration that significantly increased their data assets, which is a key indicator of future platform power.

Slide 11: The Team

The founders— Su Sanni, Ben Lamson, and Bryan Liff —are presented with their respective roles (CEO, Sales & Marketing, CTO). The logos at the bottom of their profiles (Google, DoubleClick, Meltwater, Huffington Post) serve as a proxy for competence, showing that the team has experience at both massive tech giants and high-growth media/data companies.

Slide 12: Closing

The final slide returns to the logo and contact information. It is a standard 'thank you' slide that keeps the focus on the brand identity.

What Works in the WeDidIt Deck

Visual Simplicity: The deck uses very little text. It relies on large numbers and clear icons to tell the story, which prevents the audience from getting bogged down in details during a pitch. · Metric-Driven Narrative: Even with redactions, it is clear the deck is built around traction. By highlighting ROI, client count, and data volume, they answer the 'does it work?' question early. · Clear Pain Point: The 'stressed worker' slide (Slide 5) is highly relatable to anyone who has worked in a nonprofit or sales environment, making the solution feel necessary rather than just 'nice to have.'

What is Missing from the WeDidIt Deck

The Ask: There is no slide stating how much money they are looking for or what the milestones for the next 18 months are. This is a significant omission for a fundraising deck. · Competitive Landscape: The deck doesn't mention other fundraising platforms like Blackbaud or emerging crowdfunding sites. Investors usually want to know how a startup plans to defend its position against incumbents. · Business Model: While they mention contract sizes, they don't explain the pricing structure (e.g., is it a percentage of funds raised, a monthly SaaS fee, or a per-record enrichment fee?). · Unit Economics: There is no mention of Customer Acquisition Cost (CAC) or Lifetime Value (LTV), which are critical for 'Later' stage companies to prove scalability.

What a Founder Should Copy

The 'One Piece of Input' Slide: Slide 6 is excellent. Showing how a complex output (six data points) comes from a simple input (one email) is the best way to demonstrate product power. · Growth Curve Selection: If your revenue is still small, find a 'proxy metric' that is growing fast—like WeDidIt did with 'Analyzed Donor Records' on Slide 10—to show the scale of your platform's activity. · Social Proof Placement: Don't just list logos; list the number of clients and the specific ROI you generated for them on the same slide. It turns a 'logo cloud' into a 'case study.'

Frequently asked questions

What is the primary value proposition of WeDidIt according to the deck?: The primary value proposition is transforming donor research into an automated, data-driven process. As shown on Slide 6, the platform takes a single email address and returns demographics, location, social media presence, occupation, income, and 'propensity to give.' This solves the problem of fragmented data sources illustrated on Slide 5, where founders highlight the chaos of managing Excel charts, Twitter trends, and snail mail.
How does WeDidIt demonstrate market validation?: Market validation is demonstrated through three core metrics on Slide 7: a total of 65 active clients, the inclusion of recognizable logos like Amnesty International, and a specific performance metric claiming that client fundraising ROI increases by 20%. This combination of quantity, quality (brand names), and outcome (ROI) provides a strong signal of product-market fit.
Who are the founders and what is their background?: The founding team consists of Su Sanni (CEO), Ben Lamson (Sales & Marketing), and Bryan Liff (CTO). According to Slide 11, they bring experience from established tech and media firms including Google, DoubleClick, Meltwater Group, The Huffington Post, and Brown Brothers Harriman. This suggests a blend of technical capability and enterprise sales experience.
What is the significance of the growth chart on Slide 10?: Slide 10 tracks 'Analyzed Donor Records' from April to September. It shows an exponential growth curve, starting at 5,000 records and skyrocketing to 4.2 million in just six months. For an investor, this slide represents the 'engine' of the business; it proves the software's ability to ingest and process massive amounts of data, which is critical for a data-driven fundraising platform.
What key fundraising elements are missing from this deck?: The deck lacks several standard components: there is no 'Ask' slide detailing the amount being raised or the terms, no 'Use of Funds' slide, and no detailed 'Competition' slide. Additionally, while Slide 2 mentions 'Average Contract Size,' the actual financial figures for ARR and monthly sales are redacted, leaving the viewer without a clear picture of the company's unit economics or revenue efficiency.

Cover slide of the WeDidIt pitch deck — Later 2012 — WeDidIt pitch deck, slide 1 (2012)

WeDidIt pitch deck: the facts

Company: WeDidIt
Year: 2012
Stage: Later
Slides: 12
Sector: Nonprofit Technology / Data Analytics
Deck type: Investor Pitch Deck
Outcome: Raised $1,600,000
Headquarters: New York, USA

WeDidIt pitch deck PDF

The full WeDidIt 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 WeDidIt pitch deck was used for

This deck is a 12‑slide fundraising presentation used by WeDidIt, an online fundraising and donor‑analytics platform for nonprofits founded around 2012. It was used in a later‑stage 2012 raise that external commentary describes as a $1.6M round, in which the company framed nonprofit fundraising and donor research as a data and analytics problem instead of a creative storytelling problem. The deck reportedly relied heavily on traction metrics and clear product utility—showing how nonprofits could use WeDidIt to increase donations and reach new donors—to persuade investors. It predates later milestones such as competitive grants, accelerator participation, and the 2019 acquisition by Allegiance Fundraising Group.

Business model: Software platform for nonprofits to run online fundraising campaigns, including donation pages, crowdfunding, peer‑to‑peer, and in‑person payments, and to make donor research and analytics simple and accessible.

Year: 2012
Founded: 2012
Founders: Su Sanni, Ben Lamson, Bryan Liff
Industry: Nonprofit fundraising technology / online fundraising and data analytics.

Round: Described in the teardown as a later‑stage 2012 raise, though external data does not clearly label it as seed or Series A and suggests a mix of pre‑seed, seed/angel and subsequent capital.

Raised: Analytical coverage of the deck states that it "helped secure $1.6 million" in 2012, but public funding databases report cumulative totals of approximately $0.53M to $1.43M; the exact composition of the 2012 round (and its share of total capital) is not fully reconciled across sources.

Headquarters: Brooklyn, New York, United States (HQ), with additional locations in Buffalo, NY and New York, NY.

Total funding: External databases report total funding between approximately $0.53M and $1.43M across grants, competitions, accelerator and venture/angel funding, plus an acquisition by Allegiance Fundraising Group.

What happened after the WeDidIt deck

Following its 2012 fundraising activity, WeDidIt continued to grow as an online fundraising and donor‑analytics platform for nonprofits, secured grants and competition prizes, participated in accelerators, and ultimately was acquired by Allegiance Fundraising Group in 2019.

Platform launched and began supporting nonprofit crowdfunding and online campaigns around 2012.
Won early grants and pre‑seed investment, including a $25k grant from a MillerCoors program and a $50k pre‑seed round re
Participated in accelerators and attracted multiple investors, including 43North, 500 Accelerator, Angel Investor Forum,
Secured a $500k prize from 43North’s business pitch competition in 2017.
Acquired by Allegiance Fundraising Group, with the acquisition announced in June 2019.

What the WeDidIt deck got right

Compelling data‑driven reframing of a familiar nonprofit problem. The deck’s core framing—positioning nonprofit fundraising and donor research as a **data problem** instead of a creative or purely storytelling exercise—directly tapped into early‑2010s interest in big data, making the opportunity legible to investors focused on analytics.
Strong emphasis on traction and real product use cases. External commentary on the deck emphasizes its focus on **traction metrics** and demonstrating clear product utility, showing how nonprofits could concretely use the platform to raise funds and reach donors rather than relying on abstract vision statements.
Clear articulation of a large, underserved market. WeDidIt operates in a large and mission‑driven market where nonprofits struggle with outdated fundraising tools; the deck reportedly situates the company in the broader shift from direct mail to digital‑first fundraising.
Credible, complementary founding team. The founding team combines mission‑driven nonprofit experience (Su Sanni) with SaaS sales and robust engineering backgrounds (Ben Lamson and Bryan Liff), which strengthens investor confidence in execution capability.
Subsequent external validation through prizes, investors and acquisition. The company’s later wins—including grants, accelerator participation, a major competition prize from 43North, and a 2019 acquisition—retroactively validate that the underlying product and business model had durable value beyond the 2012 raise.
Broad, integrated product offering for nonprofit fundraising. WeDidIt’s product scope spans online campaigns, donation pages, peer‑to‑peer and in‑person payments, giving the deck a broad feature story attractive to nonprofits seeking an integrated solution.

What could have been stronger

No explicit Ask slide with funding amount and terms. External analysis of the 2012 deck notes that it lacks a formal "Ask" slide stating the exact amount being raised, valuation, and structure, which can make it harder for investors to quickly understand terms and round size without discussion.
Missing use‑of‑funds breakdown. The teardown points out the absence of a dedicated "Use of Funds" slide, leaving investors to infer how capital would be allocated across product, sales, engineering, and runway rather than seeing a precise budget.
Limited competitive landscape coverage. The analysis highlights that the deck does not include a full competition slide, limiting direct comparison between WeDidIt and other nonprofit fundraising platforms or CRMs on features, traction or positioning.
Defensibility and moat only implicitly addressed. By focusing heavily on traction metrics and the shift from "guesswork" to "data," the deck reportedly under‑invests in explaining long‑term defensibility—such as network effects, proprietary datasets, or switching costs—beyond the immediate utility of the product.

How an investor would read this deck

What draws attention

Clear articulation of a large pain point in nonprofit fundraising, where organizations struggle to move from traditional methods to data‑driven, digital campaigns.
Positioning fundraising as a data science and analytics problem, tapping into early‑2010s investor interest in "big data" applications.
Evidence of traction and product utility in helping nonprofits raise more money and reach new donors via online campaigns and mobile tools.
Team composition featuring a mission‑driven CEO with nonprofit experience and co‑founders with SaaS sales and strong engineering backgrounds.
Later validation through grants, accelerators, competition wins, and eventual acquisition by Allegiance Fundraising Group, suggesting commercial viability.

Risks that stand out

Crowded space in nonprofit fundraising and crowdfunding, with multiple platforms competing for similar customers and campaigns.
Revenue concentration on nonprofits’ often volatile fundraising budgets, which can be sensitive to macroeconomic conditions and grant cycles.
Reliance on data handling and security; later reports of exposed records underscore how any lapses can create reputational and regulatory risk.
Potential mismatch between the $1.6M round size described in deck analyses and lower funding totals reported by some databases, indicating possible data gaps or non‑disclosed capital.

Questions this deck invites

How precisely was the $1.6M round structured—equity vs. convertible, lead investor, and how does that reconcile with third‑party reports of total funding between roughly $0.53M and $1.43M?
What specific performance metrics (campaign success rates, average lift in donations, churn, cohort performance) were shown in the deck, and how did those compare with subsequent years?
How differentiated was WeDidIt’s data and analytics layer from existing online fundraising platforms and nonprofit CRMs at the time of the raise?
What was the unit economics for nonprofit customers in 2012 (take rate, margins, customer acquisition cost, payback period), and how did these evolve before the 2019 acquisition?
What data governance and security practices were in place during scaling, especially in light of later reports of an exposed database, and how did investors assess this risk at the time?

What founders can take from the WeDidIt deck

Framing a familiar sector problem—in this case nonprofit fundraising—as a **data and analytics challenge** can resonate strongly with investors during periods when data‑driven solutions are a macro theme.
Emphasizing **clear product utility and traction metrics** that show nonprofits raising more money and reaching new donors is a powerful way to make impact tangible in a mission‑driven market.
Omitting an explicit **Ask** and **Use of Funds** slide, as noted in the teardown, makes a deck less self‑contained for investors; clarity on amount, terms and allocation is critical even when the story and traction are strong.
Founders with **direct exposure to the customer pain** (in this case nonprofit fundraising difficulties) combined with teammates skilled in SaaS sales and engineering can strengthen the narrative that the team is uniquely suited to the problem.
Subsequent grants, accelerator participation, competition wins and acquisition show that an early deck is only one step in a longer capital journey; aligning that deck tightly with later milestones helps reconcile funding narratives across sources.
Operating in sectors that handle sensitive donor and campaign data requires anticipating **security and compliance questions** from investors and demonstrating robust safeguards early.

WeDidIt pitch deck: common questions

What does WeDidIt do?

WeDidIt is an online fundraising and donor research platform that helps nonprofits run campaigns, collect donations online and in person, and analyze donor data to reach new supporters more effectively.

Who founded WeDidIt?

Public profiles and interviews identify Su Sanni as co‑founder and CEO, with Ben Lamson and Bryan Liff listed as co‑founders in startup directories.

How much did WeDidIt raise with this pitch deck?

A detailed teardown of the 2012 WeDidIt deck states that the presentation "helped secure $1.6 million" and notes that the deck emphasized traction and data‑driven donor research; however, public funding databases list lower aggregate raised totals, so the $1.6M figure is best treated as an analytical claim about that specific round rather than a fully reconciled lifetime total.

What type of funding round was WeDidIt's 2012 pitch deck used for?

The teardown describes the deck as a later‑stage 2012 fundraise focused on positioning nonprofit fundraising as a data science opportunity; it also notes that the deck omitted a traditional "Ask" slide and detailed use‑of‑funds breakdown. No separate press release explicitly labels this round as seed or Series A, but external data suggests WeDidIt raised capital across seed, angel, grant and competition sources around this period.

What eventually happened to WeDidIt after this fundraise?

WeDidIt was acquired by Allegiance Fundraising Group, with the acquisition announced in June 2019; founder Su Sanni’s profile also confirms the acquisition timing.