Disaster Relief
E-Commerce Solutions
Non-Profit Sector
Wilson Lau
Linda Moya
Ridzwan Nordin
Preethi Parameswaran
Flashing News
Doctors Without Borders distributes
relief supplies to makeshift refugee
camps and local hospitals in the
neighboring republic of Ingushetia,
where more than 200,000 Chechens
have sought refuge, mostly in host
families, but also in empty rail trucks.
The American Red Cross spends
$104 million for recovery from the
storm that damaged parts of the
Florida Keys.
02/04/00
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Major Players with a Web Presence
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American Red Cross
 http://www.redcross.org/
Salvation Army
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http://www.salvationarmyusa.org/
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02/04/00
Catholic Medical Mission Board
(CMMB)
 http://www.cmmb.org/
World Emergency Relief (WER)
 http://www.wer-us.org/
Presiding Bishops Fund (PBF)
 http://www.pbfwr.org/
http://www.projhope.org/
Care
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http://www.hearttoheart.org/
Project Hope
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Heart to Heart International
http://www.care.org/
Doctors Without Borders
(DWB)

http://www.dwb.org/
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Services Offered
Medical and Supplies Distribution
Organizations
On-Site Disaster Relief
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American Red Cross
On-location sheltering,
feeding, medical, mental
health, supply distribution
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On-location sheltering,
feeding, medical, mental
health, supply distribution,
restoration assistance
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Distribution organization:
medical supplies, cash
contributions, health needs
assessment
Some medical aid and
consultation
Care

02/04/00
Distribution organization:
medical supplies
Project Hope

Salvation Army

Heart to Heart International
Oversees distribution of food,
safe drinking water, medicines,
rehabilitation programs
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Services Offered (continued)
Christian-based Distribution and
Funds Support

Catholic Medical Mission Board

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Doctors Without Borders
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Christian inter-denominational
distribution organization: "giftsin-kind" uses otherwise surplus
food and goods
International medical relief
agency primary health care,
surgery, vaccinations, hospital
rehabilitation, emergency
nutrition and sanitation
programs, training of local
medical staff.
Presiding Bishops Fund

02/04/00
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World Emergency Relief

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Catholic-sponsored, US based:
acquires and transports medicine,
health care supplies to disaster
sites, financial aid, volunteers
On-Location Medical Expertise
Episcopal-sponsored: raises,
receives, and uses funds for the
relief of human suffering.
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Example Operating Procedure –
“Go Where Invited, and Help
World Emergency Relief
People Help Themselves"
Request for
Help
e.g. Request to
provide aid to
Turkey in
aftermath of
9/1/99 7.4
earthquake
Accept
Evaluate
Opportunity
• Accessibility
• Acceptability
• Availability
• Affordability
• Appropriateness
• Accountability
Solicit
Donor
Corporate
Donates
Donors, Other
Supplies
Charities
e.g. Procure
80,000 pounds
of baby food
Prepare
Supplies for
Distribution
Distribute Supplies
WER Online Value Added
• Credit Card Donations
• Submit a Prayer
02/04/00
• Volunteer: Submit Name for Follow-up Contact
• Information for Donors / Potential Donors / Volunteers
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Example Operating Procedure –
Doctors Without Borders
Disaster
Occurs
Dispatch
Medical
Team and
Equip.
e.g. Emergency
care provided
in 1/28 Sri
Lanka
bombing
• General
Practitioners
• Surgeons
• Anesthetists
• Operating
room nurses
Provide Medical
Assistance
Establish:
• Operating Rooms / Clinics
• Training for Local Doctors
Project Management / Team
• In Country’s Capital City
• Expatriates and Local Staff
DWB Online Value Added
• Credit Card Donations
02/04/00
• Medical Volunteers (can submit application online)
• Information for Donors / Potential Donors / Volunteers
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Target Audiences & What is Wanted From
Them
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Individuals
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Corporations
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Cash Donations (All)
Non-Cash Donations: e.g. securities, life insurance policies, CDs and
retirement accounts (CMMB)
Non-Cash Donations: e.g. endowment funds, matching gifts, planned
giving (Project Hope)
Supplies: medical, food etc. (Some)
Other Charities

02/04/00
Cash Donations (All)
Non-Cash Donations: e.g. endowment funds, matching gifts, planned
giving, securities (Project Hope); Blood (Red Cross)
Volunteer Opportunities
 Time (All)
 Expertise: e.g. medical (Doctors without Borders)
Supplies (WER)
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Online Value Proposition ?
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Web-sites – for the most part - provide only basic e-commerce
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Online efforts to attract/retain donors are mostly rudimentary
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02/04/00
Credit card donations or commit online, pay later
No non-cash donations processed online
How to donate offline
 Telephone, snail-mail, fax, drop location
Information for donors / potential donors / volunteers
 How to help; how your time / donation will be used
 Relief efforts current status and success stories
Some creative value added: e.g. submit a prayer (WER)
Information only, and ability to donate
Little/none cutting-edge e-commerce strategies that lead to donor lock-in
 e.g. interactivity, or use of personal information for permission
marketing, community building
Only a few sites offer features beyond the basic functionality …
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Beyond Basic E-Commerce
Some Attraction and Retention Strategies
3) Take a Virtual Field
Trip to Bolivia (textbased)
1) Free Screen Saver in
Exchange for
Personal Information
(CARE)
02/04/00
2) Send a CARE
E-Postcard to a
Friend
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Beyond Basic E-Commerce (continued)
Some Attraction and Retention Strategies
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Virtual Museum - History of Red Cross
Gift Shop (Red Cross)
Affiliate Programs with for-profit organizations
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Cause Marketing (Project Hope)
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With for-profit: Boeing, Nicole, Shop2Give.com
With non-profit: GiveToCharity.com
Virtual Community
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02/04/00
e.g. Venture Frogs Internet Investment Company donates $1 to Red
Cross for each hit to site
Guest Registry and Mailing List (WER)
Prayer Service (WER)
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Profit (B2C) versus Non-Profit
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“The Product”
 For personal consumption
Marketing Strategy
 In-your-face
How product benefits YOU
Customer Acquisition / Retention
 Cutting-edge e-commerce
 Web is major channel
B2C Business Model
 Beneficiaries are buyer and
seller
Consumer Expectation
 Don’t care how sale proceeds
used after product purchase
 In-your-face marketing tactics
the norm
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02/04/00
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“The Product”
 For the betterment of humankind
Marketing Strategy
 Present human-interest
information – appeal to sense of
desire to do good
 How product benefits humankind
Donor Development
 Basic web interactivity only
 Web is supplemental channel
NP Business Model
 Beneficiaries are needy third
parties
Donor Expectation
 Donations are fully used to
support the cause
 In-your-face marketing tactics
offensive
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Key Issues
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02/04/00
Is the Web-site doing all it can and should do?
 Basic web interactivity only; web is supplemental channel
versus
 Cutting-edge e-commerce; web is major channel
What cutting-edge e-commerce methodologies should be used?
 Banner Advertisement?
 Sensationalized news and/or stories as a marketing pitch?
 How extensive should target marketing be and therefore the
underlying web infrastructure? (e.g. mass customization)
 Mass customization costs money
 How central should web-site be in securing donor lock-in?
 Lock-in activities cost money
 Cost/benefit trade-off
 Donor expectation on use of funds
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Online Opportunities
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Parameters for upgrading online investment
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Add Interactivity
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Video snippets of relief in-action and relief testimonials
Banner advertising with select partners
Loyalty Programs
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02/04/00
Ability to transact non-cash donations online:
 e.g. endowment funds, matching gifts, planned giving, securities
Judicious addition of cutting-edge web technologies
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Community chat rooms
Funds allocation and results simulation
 Ability to link to actual donations made
Turn redirections to offline activities into online activities
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Largest benefit gained with lowest investment
Mindful of donor expectations on use of funds
Achieve increased donor lock-in
Regular donation contracts
e.g. accrue airline miles for each dollar donated
Recognition when donor reaches certain threshold
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