AFoB_BrandPositionDevelopment_MM>AFB-BoardPrez_PB-02-27-2018

American Friends of Blérancourt IDENTITY ANADmPOeSrIiTcIOaNnINFGri–eAndLOsOoKfFRBOléMrTaHnEcOoUuTrStIDE IN IDENTITY AND POSITIONING – A LOOK FROM THE OUTSIDE IN –––––––––––––––––––––––––––––––––––––––––––––––––––– A F B B O A R–D––M––E––E–T–I–N––G––, –P––A–L––M––B––E–A––C–H––––––F–E––B–R––U–A––R––Y––2–7––, –2–0– 1 8 ––––A–F–B––B–O––A–R–D––M––E–E–T–I–N–G––, –P–A––L–M––B–E–A–C––H–––––F–E–B–R–U––A–R–Y––2–7–, 2018 –––––––––––––––––––––––––––––––––––––––––––––––––––– PRESENTATION BY ROSWITHA RODRIGUES, CREATIVE DIRECTOR, MAGICAL MONKEY PRESENTATION BY ROSWITHA RODRIGUES, CREATIVE DIRECTOR, MAGICAL MONKEY ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– BRIEF INTRODUCTION ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– MAGICALMAMGOICNAKLEMY ON| KEwY w w| . mwawgwi c.ma lamgoicnalkmeoyn. ckoemy.com| 2| 1 2211.2411.441. 042.022828

American Friends of Blérancourt American Friends of Blérancourt IDENTITY AND POSITIONING – A LOOK FROM THE OUTSIDE IN IDENTITY AND POSITIONING – A LOOK FROM THE OUTSIDE IN –––––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––––––––––– AFB Board Meeting –– Palm Beach, February 27, 2018 AFB BOARD MEETING, PALM BEACH – FEBRUARY 27, 2018 –––––––––––––––––––––––––––––––––––––––––– Presentation by Roswitha Rodrigues –––––––––––––––––––––––––––––––––––––––––––––––––––– CREATIVE DIRECTOR, MAGICAL MONKEY PRESENTATION BY ROSWITHA RODRIGUES, CREATIVE DIRECTOR, MAGICAL MONKEY _____________ MAGICAL MONKEY | www.magicalmonkey.com | 2121.414.0228 My name is Roswitha Rodrigues and I am creative ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– director of Magical Monkey. We are a Visual Branding and Design company, founded in 2000 and based BRIEF INTRODUCTION in New York. We’ve had the very pleasure to work with your organization ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– since George Sape introduced Elaine and myself in 2009, working together on invitations, brochures, developing © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 your website together and more. Page 2 of 21

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Our focus is Visual Branding. BRIEF INTRODUCTION For most of our clients, our work begins before we translate our client’s message into a wide variety –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– of visual communication materials – it starts with identifying their core message. This way we New York Based maximize the impact of individual projects while Founded in 2000, Working with you since 2009 building a bigger picture: a trusted and recognized identity, a powerful visual brand. Focus on Visual Branding Strategic approach We help mapping out the playing field, identifying options and opportunities and – looking from the outside Map out playing field to find market-relevat options & opportunities in – we provide a valuable sounding board, balancing Maximize impact of individual projects while building a powerful visual brand who we as a company, organization or institution “want to be”, with who we “need to be” in order Experienced to be relevant in the marketplace. © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 _____________ Since our inception, we’ve had the privilege of working with companies across a wide range of industries: from - Private Jet-charter - to - Public Education, - Local Merchant Organizations - to - Publicly Traded Silicon Valley Technology Companies, - Canadian B2B services start-ups - to - legendary South African Human Rights Organizations. And many of our clients are non-for-profit organizations like yourself. Page 3 of 21

The question that we are facing today is an existential one. _____________ ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– It is not merely ‘who we are’ and ‘who we want to become’, but lies at that intersection of ... WHO ARE WE? Page 4 of 21 ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228

CAN WE MAKE OUR PASSION ... ‘who we want – or more importantly UNIQUELY CONTAGIOUS TO A TARGET AUDIENCE ‘who we can be’ ---- and ---- ‘who we need to be’ to remain relevant. THAT BECOMES WILLING AND ABLE And if that intersection even exists. TO SUSTAIN THIS ORGANIZATION _____________ GOING FORWARD? Can we make our passion uniquely contagious © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 to a target audience that becomes willing, and able – financially and/or otherwise – to sustain this organization going forward? Page 5 of 21

ORGANIZATION TYPE Our mission statement gives a birds-eye view of what we do: EDUCATIONAL we support a museum in France that has a mission – SOCIAL to further the friendship between France and the US through exhibits, programs and exchanges. CULTURAL It does not say much about how we support. INTELLECTUAL Nor why anyone should join or give money to our organization. HISTORICAL If you deem the museum’s mission a worthy cause – COMMERCIAL why not just donate to the museum directly? © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 The how matters. What do we bring to the table? What do we add or offer our members? _____________ What kind of organization are we? Page 6 of 21

ORGANIZATION TYPE Are we organizing lectures, throwing parties, or selling Château de Blérancourt snow-globes? EDUCATIONAL SOCIAL CULTURAL INTELLECTUAL HISTORICAL COMMERCIAL ORGANIZATION TYPE DIFFERENCES IN _____________ EDUCATIONAL Audience Approach The answer is maybe/probably all or at least a SOCIAL Resource Deployment combination of the above. Organizational Structure CULTURAL The challenge is however, that INTELLECTUAL Voice & Identity each of these types of organizations benefit from an often radically different HISTORICAL COMMERCIAL - audience approach - resource deployment © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 - organizational structure - and voice and identity, that puts them on the map. While there are many ideas and extremely worthwhile projects in any of the above categories that we can and probably should engage in, it is the overall identity of the organization (the dog) that needs to drive and align all the different projects (the tails). Page 7 of 21

IDENTITY OF THE ORGANIZATION Our identity does not simply emerge by default from the sum of our projects. INTERNAL EXTERNAL Our identity must be our conscious and deliberate North star Top level incentive decision in order to for us as an organization for prospective members - provide a guide and north star for us as SUMMARIES an organization AUDIENCE - as well as an incentive for our prospective members to not just participate single events, Who should be listening and what do they want to hear? but join our organization. PEERS & COMPETITION _____________ What do they do, what do they do right, and what can we learn from them? Back to the question: How do we find that intersection of ‘Who can we be?’ MARKET & INDUSTRY and ‘Who do we need to be?’ Are there any trends that may impact us / that we can take advantage of? To add some data points and give a summary of our research in the field so far, I’d like to share with you © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 what we’ve learned about the - Audience Who should be listening and what do they want to hear? - Peers and competition What do they do, what do they do right, and what can we learn from them? - Market and industry Are there any trends that may impact us / that we can take advantage of? before returning to take a look at our own strengths, options and opportunities, and evaluate how they align with what’s relevant to our target audience out there. Page 8 of 21

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– AUDIENCE –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, April 2017 _____________ AUTHORS: Crystal A. Evans, Gregory R. Evans, Lorin Mayo A recent study (April 2017) published in DATA VOLUNTAS (International Journal of Voluntary and Nonprofit Organizations) analyzes 41 years of charitable giving in general and across different philanthropic sub-sectors 41 years of charitable giving in general analyzed in relation to income data and across different philanthropic sub-sectors in relation to income data. PHILANTROPIC SUBSECTORS The sub-sectors are Religion Religion Education Education Human Services Human Services Environment Environment Health Health Public Benefit Public Benefit Arts Arts International Giving International Giving © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 Page 9 of 21

Health Religion Arts The research demonstrated that giving in these sectors Public Benefit Education International Giving responds uniquely to changes in income: Human Services Environment LUXURY GOODS - Giving in the sectors Religion, Education, Human We give more and at an Services, and Environment constitutes a normal good: INFERIOR GOODS NORMAL GOODS giving increases as incomes rise. Giving increases as incomes rise. increasing rate We “buy” less as our incomes rise. - Giving in Health and Public Benefit sectors is as our income increases. Giving exist as a result of an inferior good, of which we “buy” less of as the donors’ values rather our income increases. than being needs driven. - Arts and International giving are luxury goods: AUDIENCE DEMOGRAPHIC people give more and at an increasing rate as their incomes rise, because giving exist as a result of Economically well situated the donors’ values rather than being needs driven. Well educated _____________ Sophistcated This strongly supports our current membership 30 40 50 60 70 demographic and audience appeal. MILLENIALS GEN X BABY BOOMERS Going forward, our audience focus will remain within an ~20-40 ~40-55 ~55-75 - economically well situated, - well educated and tech savvy efficient well situated - sophisticated demographic, collaborative pragmatic idealistic but needs to widen its core group, reaching from early-to- entrepreneurial independent mid-30ies, to 65 and beyond. active “3rd agers globalist (period of active retirement) Generationally speaking it takes us through the attitudes of - Millenials INFLUENCERS MAIN SPENDING GROUP EARLY RECRUITS Tech savvy, collaborative, entrepreneurial, globalist - GenX © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 Efficient, pragmatic, independent - Boomers Well situated, idealistic, active “3rd agers (period of active retirement) Boomers have time and money and are the main spending group, Millenials with their hands-on, involved and collaborative approach, are important influences and early recruits. GenXers are busy, but enjoy connecting and getting things done. How do we get their attention? What are they looking for? Page 10 of 21

NEW YORK TIMES LUXURY CONFERENCE 2016: held in NEW YORK & PARIS 2016 the New York Times held its International Luxury TITLE: LUXURY BEYOND PRODUCT Conference in New York City and Paris and pointed to 2016 the New York Times held its “France and its crucial role in the context of the global International Luxury Conference in New York City and Paris, luxury goods landscape” --- and --- and pointed to “the mere mention of the word “Paris”, or of something being “d’une fabrication française”, “France and its crucial role in the context conjures up immediate ideas of luxury, style, of the global luxury goods landscape” sophistication, heritage and savoir-faire.” and Our “French connection” has a strong presence and positive image in our target sector. “the mere mention of the word “Paris”, or of something being “d’une fabrication française”, _____________ conjures up immediate ideas of luxury, style, Titled “Luxury beyond Product”, it also pointed out sophistication, heritage and savoir-faire.” an important trend: luxury buying preferences have been moving from goods towards a cause. NEW YORK TIMES LUXURY CONFERENCE 2016: held in NEW YORK & PARIS TITLE: LUXURY BEYOND PRODUCT Among the important trends are: Authenticity 2016 New York Times International Luxury Conference Social responsibility Philanthropy LUXURY BEYOND PRODUCT Move from Goods to Experiences Among the most NOTEABLE TRENDS are the search for Page 11 of 21 Authenticity Social responsibility Philanthropy Move from Goods to Experiences © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228

TRENDS & EXAMPLES Some examples: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– From conventional corporate philanthropy (Graff Diamonds) to experience and engagement- • Increased Attention to Causes like Social Justice, Social Responsibility, centered, highly customized approaches. Human Dignity, Environment, Education - ‘Two birds with one ...’: Honor not your own, but your target audiences’ cultural philanthropy (Montblanc Award) Graff Diamonds Education and healthcare projects in sub-Saharan Africa (Mines) - Emerge of luxury corporations “Watchdog” and Seal of • Experience vs. Goods Approval” companies (Positive Luxury Brand to Trust) • Customization (personal, exclusive, unique experiences) • Interaction / Engagement - Enabling philanthropic self-actualization on a luxury level (Artisans of Leisure) Montblanc de la Culture Arts Patronage Award Bestowed on the person making the greatest contribution to supporting culture in the world; _____________ Cash award to be given to cause of their choice. Honoring the Patrons Enabling, Recognition, Role Modeling; Focus on not their own, but their target audiences’ achievements Good news for us: Ansova “Bespoke Design Travel” Generally, as a philanthropic and cultural organization, Luxury travel agent with bespoke tours corporate sponsors are paying attention – if we have a Philanthropic activities focused on education – Awarded “Positive Luxury Brand to Trust“ Emblem relevant message, image and membership base. Artisans of Leisure “Luxury Travel” Emphasizing the arts, cuisine, people, landscapes, traditions, and luxury hotels that In regards to our prospective members: make each destination unique An increasing level of well to-do individuals seek to Offering learning or private philanthropic travel for very meaningful human and cultural exchange. align themselves closer with worthy causes. Awarded “Travel&Leisure 2016 ‘The Worlds Best’” Luxury audiences seek the ‘added value’ of GOOD NEW FOR US self-actualization and engagement, taking a more active part, rather than just donating money. CORPORATE SPONSORS are paying attention – if we have a relevant message, image and membership base This is true across all our audience generations, although the particular cause or the kind/structure PROSPECTIVE MEMBERS of participation may differ. looking for ‘added value’ of self-actualization and engagement The trend is joining, rather than mere giving. the trend is joining, rather than mere giving Page 12 of 21 Across all audience generations © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Lets look over the fence and see how other organizations get our audiences to join. PEERS & COMPETITION We interviewed members of several clubs and –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– organizations to start learning about why they join. This is what we found out so far: THREE GROUPS _____________ MEMBERSHIP CLUBS SPECIAL INTEREST PHILANTHROPIC AND The organizations we learned about divide into 3 groups: ORGANIZATIONS VOLUTEER - Membership Clubs (examples) - Special Interest Clubs and Organizations (examples) EXAMPLES EXAMPLES ORGANIZATIONS - Philanthropic and Volunteer Organizations (examples) The overarching appeal can be summarized as access. University Club New York Yacht Club EXAMPLES Access comes in a number of different forms. New Canaan Country Club Royal Society of the Arts French Heritage Society Page 13 of 21 Junior League OVERARCHING APPEAL ACCESS © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228

DIFFERENTDFIOFFREMRSENOTF FAOCRCMESSOF ACCESS Forms of access, examples and opportunities for AFB: DIFFERENT FORMS OF ACCESS–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– A. Location / Facilities –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– B. Activities A. LocatioAn. /LFoaccaitliotines/ Facilities A. LocEaxtaimonple/ sF:aEcxUilainmtiivepeslressi:ty CUlnuibve, NrNseietwywYCColurakbn,aaNneCwoCunantrayanClCubo,uNnterywCYluobrk, NYaecwhtYColrukbYacht Club _____________ OExpapmoprlteusn: iOtiUepsnp:iovretrusnitiytiCeslu: b, New Canaan Country Club, New York Yacht Club C. Social Group / Network OpportunitiPeasr:tnershipsPatortnUesres/hSiphsarteo FUasceil/itSiheas roer FParciviliilteieges so, rCPorripvioleragetes,DCoonrpororRaetelatDioonnsohripRselationships D. Prestige (Pea.grt.nHerostheilpss(, eGt.ogy.mUHsso,etR/eSelhsa,tarGeuyrmFaansct,islRi,teieeststcao–urratPanrpitvsiM,leegetemcs,–bCetroarCppooMnraneetmectbDioeonr nsC!o)ornRneelcattiioonnss!h) ips (e.g. Hotels, Gyms, Restaurants, etc – tap Member Connections!) B. ActivitiBe.s Activities B. ActEivxiatmiepsles: ExAalml p(Ulensi:veArslilty(CUlnuibve: rCsliutybsC, lSuVbA: C: Lluebasr,nSinVgAT: rLipeas)rning Trips) Page 14 of 21 OExpapmoprlteusn: iOtiAepslpl: o(rUtunnivCiteoirersesi:tiydeCnltuitbCy:otCroelugibdueisd,neStiVtyhAet:osLegelueaicrdtneioinnthgeTsreiplesc)tion OpportunitiLeosc:al: CLeoLcrotecuairdel:es,nStiotLyceitacoltuGgrueaistdh,eeSortihcneigasls,eGEleaxctchtuieorrsniinognss, aEnxdcuVrsisioitns,s WanodrkVsihsoitps,s,Workshops, Local: ILnetectruersetsG, rSooIuncptiaeslr,eGCsaltutGbhsero,riuCnpogsms,, mCElxiutctbeuser,ssCio(onMmsemamnitbdteVerisEit(nsMg, aeWgmeombrkeesrnhEto!n)pgsa, gement!) Abroad: EInxtAceblruersositavedG:TrorEauxpvcesl,uICstilvnueebrsTa,rraCievoseml(mPItlianitceteraes,rsiEe(sxMp(ePemlraiebcnecrse,EsEn)x,gpAaecgrceioemmnecpneats!n),ieAdccTormavpeal nied Travel Abroad: (ESxpcelcuisaivl eGuT(eraSspvtse,lcEiIatxilnpGeeruraterssi)et, sL, e(EPaxlrapncieenrsgt,sT)E,rxiLppesear/rineWinncogerskT)sr,ihpAoscpc/soWmopraknsiheodpTs ravel (Special Guests, Experts), Learning Trips / Workshops DIFFERENTDFIOFFREMRSENOTF FAOCRCMESSOF ACCESS DIFFERENT FORMS OF ACCESS–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– C. Social CG.roSuopcia/ lNGertowuoprk/ Network C. SocEixaalmGprloesu:pExG/aNemnepetlrewasll:oy:rakGllenerally: all Examples: IGn epnaertriaclulyla: rIan:llEpxaprltiicciut lSarp:eEcxiaplliIcniteSrepsetci(aNl IYnYteCr)esotr(NSpYeYciCfic) oGrroSuppec(ifJuicnGioroLuepag(Juuen)ior League) OpportuniOtiIenpspp: oarttiucnuliatire: sE:xplicit Special Interest (NYYC) or Specific Group (Junior League) OpportunitiFersa:nco-AmeFrricaanncoA-Apmpeearilc, aWnoAmpepne’as lA, Wctiovimsmen, ’Hs iAstcotirvyis(mW, WHi1s)to, rAyrt(WLoWve1rs), eAtrct. Lovers, etc. DFD–r–iia–ff–ffn–ee–c–rr–oee––-nn–A–tt–iim–aa––tte–iiD–oor–––i–nnic––fD––af––ett––nIoo––rF––e–F–Aff––nE–oo–p––tRss––ip––ttaE––ee––tN––rria––o––Tlss–n–,––ttD––WrrF––too–I–Oo–F–nn–o–F–R–ggfm––Eo–ee–M––Rse–rr––St–En–e–bb––N’O–r–soo–––Tnn–sF–A––tdd––r–FcA––ot–O–wwC–in–v––iiR–gC–itt–s–hhe–M–Em––iir––SnnS––,–bS–––OaaH–o–––n––Fill––siid––kkt–A––oee––w–Cr–--––ymm–iC–t–––h(–ii–E–nnW–i–Sn–dd––S––Wee–a–––dd––––1l–i–cc–k–)––oo,e––mm-A–m––rmm–ti–n–uuL–d–nno–e–iivtt–de–yy–r–cs––o, metmc. unity D. PrestigDAe. LPorecsatigoen / Facilities DA. LPorecEsaxtaigmoenple/ sF:aEcxUilainmtiivepeslressi:ty CUlnuibve, NrNseietwywYCColurakbn,aaNneCwoCunantrayanClCubo,uNnterywCYluobrk, NYaecwhtYColrukbYacht Club OExpapmoprlteusn: iOtiUepsnp:iovretrusnitiytiCeslu: b, New Canaan Country Club, New York Yacht Club OpportunitiMese:mber SeMPleacertmtinobenersCrhrSipteesleritcaot;ioUnseC/rSihtearriae; Facilities or Privileges, Corporate Donor Relationships aMPalseromtn“beWersrhhSaipetsa(leceltasc.ogotni.oU“HpnWsroeoCth/serSpailhtsteea,crcrGitaaeivyn;emFpamscr,oielRsimtpeieesbstceatoriusvrreabPnrmriitnvseig,lmeetgobtecestrh,–seCtboacrriplpnugboM”rtaeo>tmethAbDecortcinvCluoeorbni”nRnve>eolcalvtAtieiocomntnisves!ehn) itipnsvolvement a(els.go. “HWothealst, cGaynmpsr,oRspeestcatiuvreanmtse,mebtcer–s tbaripngMteomthbercCluobn”n>ectAiocntisv!e) involvement AAB.ddddAiicttiitTTOEooieevxnnpmmiataapmippABlloeoo.pIIrsdnnrrltaaedAccurrsieenyyct: innitTEOMMtoittievxAeniipeemvviastammlpmeel:iploebbssopI(rseenrUltarrecussnrshhenyi:viiCinppMteotissLAreir,,eosvesmYYlicel:taooiybsduul(:eeCUnnrnggslntuhiiootbviCLyprre:eostSSrCcr,oseeteYliunnutgoiryiibdueooueissCrrnd,,ngMMelSStuioVotteebyhcrmmA:eitaSC:bboelsLeelneuGgrrelibueoaaDDiscrtrd,htiinMessiSeoiccnrVntooeihgnuumAegnnT:bsttsr,Lessei,,prEeleeeasxDctt)rccctinusi..oicrnsnogiuonnTtsrsi,apenst)dc.Visits, Workshops, Local: Lectures, SoInctiaelreGsat tGheroriunpgss,, CElxucbusr,sCioonms manitdteVeis it(sM, eWmobrkesrhEonpgsa, gement!) © Magical Monkey 2018 | www.magicalmonIknetAye.bcreoromstadG| :r2o1Eu2xp.c4sl1,u4Cs.ilv0ue2b2sT8,raCvoeml mItiniteteraersie(sM(ePmlabcers,EEnxgpaegreiemnecnets!), Accompanied Travel Abroad: Exclusive T(raSpvelciIatilnGeruaersiets, (EPxlapceerst,s)E, xLpeearrineinncgesT)r,ipAscc/ oWmopraknsiheodpTs ravel

DISTINCT DIFFERENTIATORS Among a list of different benefits, clubs are known for distinct main differentiators that directly appeal to French Heritage Society France, Architectural Preservation a particular audience: University Club New York Prestige, Sport, Leisure, Facilities New York Yacht Club Special Interest, Prestige, Facilities French Heritage Society Royal Society for the Arts Heritage, Curated Interest >>>>> France, Architectural Preservation Junior League Volunteerism, Women University Club NY TO >>>>> Prestige, Sport, Leisure, Facilities Customize the organization’s relevance to a specific target audience New York Yacht Club Promote personal engagement >>>>> Special Interest, Prestige, Facilities ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Royal Society of the Arts >>>>> Heritage, Curated Interest MARKET & INDUSTRY Junior League –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– >>>>> Volunteer-ism, Women The strength of distinctly promoting an organization’s particular focus lies of course not in the exclusion of audiences, but in being able to customize one’s relevance to a specific target audience, forge a closer connection and promote personal engagement. _____________ Before we return to our own opportunities for a unique appeal, let’s zoom out one more level and take a quick look at the general market trends for philanthropy and luxury. © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 Page 15 of 21

ALMANAC OF AMERICAN PHILANTHROPY Philanthropic engagement is booming 2016 _____________ Philanthropic Engagement in the U.S. is Booming In 2016 Americans set a philanthropic giving record ALMANAC OF AMERICAN PHILANTHROPY ($390 billion from U.S. donors, a historic 2016 increase for the third year in a row; more than Philanthropic Engagement in the U.S. is Booming 70% of those funds came from individual donors) (Almanac of American 2016 Philanthropy 2016) • $390 billion from U.S. donors; They beat that record in 2017 (up nearly 4%) (Giving USA 2017) historic increase for the third year in a row; Forecasts for 2018 consider • More than 70% from individual donors unfavorable changes in the tax deductions, 2017 offset by an economy that is still is going strong. • Beat 2016 record by nearly 4% (Giving USA 2017) As for the luxury sector: - As giving in general, this sector has also 2018 Forecast experienced a push. Going forward, giving • (–) Tax Reform / (+) Strong economy within the “luxury good”- category is • ‘Luxury Giving’ sector less income dependent generally less affected by income swings (or • Rage-Philathrophy; taxes), giving in this sector is expected to rise further following the trends for increased Continued Rise in Individual Philathrophy focus on social responsibility and philanthropy (inside-philanthropy, trendwatcher). © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 - is “Rage-Philanthropy” behind the recent up-tick in giving, but only a temporary and possibly fleeting phenomenon? Page 16 of 21

ALMANAC OF AMERICAN PHILANTHROPY While the political climate may play a large role in 2016 recent donors’ decisions to give, overall the “trust in [organizations and] government has steadily deteriorated Philanthropic Engagement in the U.S. is Booming over the past several decades” –– and this trend seems to persist (Lynn Vavreck, NYT, 07/2015). 2016 ---> will remain a strong incentive for individuals to invest their own resources to where their values lie. • $390 billion from U.S. donors; _____________ historic increase for the third year in a row; I would like to point out another notable trend in 2017 • More than 70% from individual donors that has been making waves across the industry: A sharp rise in women donors 2017 • Beat 2016 record by nearly 4% (Giving USA 2017) 2018 Forecast • (–) Tax Reform / (+) Strong economy • ‘Luxury Giving’ sector less income dependent • Rage-Philathrophy; Continued Rise in Individual Philathrophy THE WALL STREET JOURNAL February 1, 2016 STUDY BY: Women’s Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy A SHARP RISE IN WOMEN DONORS © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 Page 17 of 21

THE WALL STREET JOURNAL February 1, 2016 Already in 2016 a Wall Street Journal article reported STUDY BY: Women’s Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy on the gender gap in charitable giving. A study by Women’s Philanthropy Institute at the A SHARP RISE IN WOMEN DONORS Indiana University Lilly Family School of Philanthropy Already in 2016 the Wall Street Journal was one of many to report on a has found consistently that women and men recent study showing a tremendous gender gap in charitable giving: give differently: THEIR FINDINGS Their findings: - Baby boomer and older women gave 89% more to • Baby boomer and older women gave 89% more to charity charity than men their age, and - While women give more than their male peers than men their age. at virtually every income level, - Women in the top 25% of permanent income • Women give more than their male peers at virtually gave 156% more than men in that same category. every income level. Looking towards Millenials in this context, Non-profit- quarterly points out that the rate of women obtaining • Women in the top 25% of permanent income gave 156% more leadership positions continues to rise. than men in that same category. _____________ A category that will continue to increase with the rate of women Women obtaining leadership positions. - give more (on all income levels) THE WALL STREET JOURNAL February 1, 2016 - have greater live expectancy STUDY BY: Women’s Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy (give longer) - increasingly get in more powerful positions TREND SUMMARY (role models for giving and causes) - increasingly make more Women (larger gifts) • give more (on all income levels) • have greater live expectancy (give longer) • increasingly get in more powerful positions (role models for giving and causes) • increasingly make more (increased gifts) © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 Page 18 of 21

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Let’s return to where we started out: AMERICAN FRIENDS OF BLÉRANCOURT What does that mean for the American Friends of Blérancourt? – We have much to offer – what of it is –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– most relevant for our target audience? GIVEN ASSOCIATIONS This is a working document to add data points and invite discussion. –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Let me summarize some of our strengths and I. Franco-American Angle TBD opportunities as seen from the outside: (historical, cultural, philosophical, etc, (?) ) _____________ 2. Chateâu de Blérancourt There are some obvious, given associations, already present in our name. However, these given associations (historical, art-related, etc, OR conceptual (?) ) in themselves are do not indicate a distinct approach or identity direction in themselves: © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 For example -- the ‘Franco-American’ connection could be approached from a historical, a cultural, philosophical, even culinary, etc. angle; -- ‘Château de Blérancourt’ could be featured from an architectural or historical angle, focus on the château as a museum, an art collection, an institution, or - quite independently from the actual current institution in France - simply embody the unique philanthropic engagement or connection between 2 nations, the very idea and concept that was once supported from within its grounds, yet reaches far beyond its physical existence or location. The organization’s identity direction needs to be determined from another source. Page 19 of 21

GIVEN ASSOCIATIONS Focus Options: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Central topics and examples of AFB strengths in that area: I. Franco-American Angle TBD 2. Chateâu de Blérancourt History >> Preserve & document historic events FOCUS OPTIONS AFB Advantages (examples listed) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Luxury / Prestige >> Exclusive events, travels, experiences A. History Preserve & document historic events AFB Advantages (examples listed) AFB Advantages: _____________ • Authenticity (founded 33 years ago, 100+ years story); Education >> Foster cultural exchange • Anne Morgan; WW1; Château de Blérancourt / Museum AFB Advantages (examples listed) • Franco-American History Active Philanthropy >> Impact positive change B. Luxury / Prestige Exclusive events, travels, experiences AFB Advantages (examples listed) AFB Advantages: Women’s Engagement • Franco-American Connection >> Empowerment and impact positive change • Sophisticated and Connected Member Base AFB Advantages (examples listed) • Small/Exclusive Group, Customization Important Note: A focus on women’s engagement does not eliminate men’s participation. Particularly in executive FOCUS OPTIONS (continued) roles – male support provides unique opportunity for a refreshing joint approach that is focused, positive, –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– relevant and empowering. C. Education Foster cultural exchange These focus points are not entirely mutually exclusive, yet a clear hierarchy is necessary to determine the core AFB Advantages: identity of the organization. • Educational Programs Page 20 of 21 • Historic Background / Cultural Background • Franco-American Culture Exchange • Exhibition – Growing connections with universities • Blérancourt / Museum-Studio-Learning Center D. Active Philanthropy Impact positive change AFB Advantages: • Volunteerism & Activism (Anne Morgan; C.A.R.D.) • Historic Background / Cultural Background • Château de Blérancourt / Historic Inspiration E. Women’s Enagement Empower and impact positive change AFB Advantages: • Role Model Authenticity (Anne Morgan; C.A.R.D.) • Historic Background / Cultural Background • AFB History (Founders Didi d’Anglejan and Eugenie Anglès) • Château de Blérancourt / Historic Role Model © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228

EVALUATION OPTIONS To open the discussion, I would like to run these options though another filter, based on their relative uniqueness –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– and the time-frame they address: Unique Luxury: Focus is on the present, while we have an authentic WOMEN’S claim in this sector, it’s a busy market with many players ACTIVE ENGAGEMENT History: We have a long and interesting story to tell, our PHILANTHROPY connection is to the past, nevertheless we share the historic approach with many other organizations Past EDUCATION Future Education: HISTORY Focused towards the future, the Franco-American cultural exchange puts us in a smaller group of LUXURY / PRESTIGE like-minded organizations Shared Active Philanthropy: Utilizes our history in a different way and benefits ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– from our unique story, A. Morgan and Blérancourt as inspiration -- Cultural Philanthropy; Focus lies in THANK YOU! the present and the future –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Women’s Engagement: Like previous, but with a more distinct focus, moving from inspiration to role model; what makes this approach more future-oriented is the quickly growing potential this audience segment holds. _____________ Thank you! © Magical Monkey 2018 | www.magicalmonkey.com | 212.414.0228 Page 21 of 21