CS 410 Group Yellow
July 26, 2016
Yellow Group, Fall 2010
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Outline
 Team Structure
 Societal Problem
 Solution Analysis
 Technical Analysis
 Financial Analysis
 Customer
 Risk Analysis
 Sources
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Team Structure
Athens Holloway
Project Manager
Software Engineer
Jonas Porter
Domain Expert
Director of
Information Systems
Michael Gordon
Marketing Specialist
Financial Specialist
July 26, 2016
Wayne Stilwell
Web Developer
DBA
Natalie Maccall
Domain Expert
Accounting Director
Jay Winborne
Risk Analyst
Technical Writer
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Omer Alsayegh
Web Developer
Social Networking
Expert
Filippos Raditsas
Financial Specialist
Mobile Donations
Expert
3
Team Communication
 Skype conference meeting every Tuesday and
Thursday 10:30-12:00
 Live meeting every week
 Yellow team wiki
 Yellow team forum
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Societal Problem
Rising tuition expenses and declining scholarship
funding make college less affordable for students.
Problem Characteristics
Fewer student scholarships
 Fewer college enrollments
 Higher drop out rates
 Stressful college student experience

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Rising College Expenses
17,000
16,000
15,000
14,000
*Average 13,000
College
Expenses 12,000
11,000
10,000
9,000
8,000
2000
2001
2002
2003
2004
2005
2006
2007
*Average undergraduate tuition, fees, and room and board rates charged for
full-time students in degree-granting institutions
Source: Council for Aid to Education
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Tuition Increase
 On average, tuition rates will increase at about twice the
general inflation rate.
 From 1958 to 2001, the average annual tuition inflation rate
was between 6% and 9% (1)
 ODU tuition increased 7% this year.
 “…tuition and fees at ODU have risen 80 percent since a
state-imposed tuition freeze was lifted in 2002.” (2)
1. http://www.finaid.org/savings/tuition-inflation.phtml
2. http://hamptonroads.com/2010/04/odu-board-approves-7-percent-tuition-increase
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Declining Donations
 According to the American Association of Fundraising
Counsel, total giving was down 3.6% in 2009, the
largest decline since 1956.
 Contributions to colleges and universities were down
11.9% , the greatest decline ever recorded, according to
a 2010 report by the Council for Aid to Education.
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Poor Economy
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Ineffective products on the market
 Unnecessary overhead
 Minimal LOB application integration
 Limited in capabilities & earning potential
 Minimal Transparency
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Current Donation Process
Donor accesses
link on
University’s
web page
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Donor chooses
fund
Donor pays
with credit card
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Money is
deposited in
account
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Current Manual Overhead Process
Universities
request
transaction
from 3rd party
system
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Accountants
perform book
keeping
Allocate
donations to
specific funds
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Thank you
letter
Mail tax form
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Issues
 Unnecessary overhead
 Minimal LOB application integration
 Limited in capabilities & earning potential
 Minimal Transparency
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Return on Investment
•
Minimize fundraiser processing overhead
o Reduced processing fees
o Automated integration with existing LOB applications
•
Maximize fundraiser earning potential
o Social network integration
o Mobile donation support
o Automated donor notifications
•
Manage fundraiser with more flexibility
o Custom fundraisers
o Added transparency
o Automated tax forms e.g 990 and “Thank You” letters
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Will Not
 Replace existing LOB applications
 Add additional overhead to additional business processes
 Support call center fundraising
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Social Network Usage
Source: Alexa
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Social Networking Integration
Facebook
Twitter
•More than 500 million active users
•Over 15 million active users
•Average user has 130 friends
•50 million tweets per day in 2010
•People spend over 700 billion
minutes per month
Sources: Facebook, PC World
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Virginia Schools on Social Networks
School
Facebook
“Likes”
Twitter
Followers
George Mason
34,790
925
James Madison
19,226
2,586
Old Dominion
14,099
1,126
Radford
8,101
1,822
University of Virginia
35,379
5,055
Virginia Commonwealth
35,285
391
Virginia Military Institute
4,938
*308
Virginia Tech
50,625
5,385
William and Mary
18,664
3,660
* This is for VMI athletics. There is no Twitter account for the school
itself.
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Mobile Donations
 Over $30 million dollars raised via mobile so far!
 80% of Americans use a cell phone
 Over 20 mobile donation campaigns supported Haiti
Source: MSNBC
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How will new system work?
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Donor Notifications
uRaise send
fundraiser
alerts
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Receive and
notify donor
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Donor
contributes to
fundraiser
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Credit Card Donation Process
Donor
contributes
to fundraiser
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Facebook
App forwards
contribution
to uRaise.
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uRaise
charges
credit card
uRaise
deposit
money into
members
account
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Mobile Donation Process
Donor texts
uRaise
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uRaise charges
cell phone bill
Carrier sends
money to
uRaise
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uRaise deposit
money into
members
account
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LOB Application Integration Process
Member
request
donation
transactions
Fall 2010 - July 26, 2016
uRaise sends
data to
member
Member
formats data
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Member
imports data
into LOB
application
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Software Technology Stack
Estimated Man Hours: 2080 (approximately one year)
Estimated Cost: $150,000
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Cloud Services Platform
• 5 million page views per month for FREE
• Highly available & fault tolerant platform
• 99.9% uptime service level agreement
• Same infrastructure that supports
Google’s products
• Low maintenance overhead
Source: Google App Engine
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App Engine Resource Expenses
Resource
Unit
Unit cost
Outgoing
Bandwidth
gigabytes
$0.12
Resource
Free Default
Quota
Billing Enabled
Default Quota
Incoming
Bandwidth
gigabytes
$0.10
Stored Data
(billable)
1 GB
1 GB free; no
maximum
CPU Time
CPU hours
$0.10
Stored Data
gigabytes
per month
$0.15
Recipients
Emailed
recipients
$0.0001
Number of
Indexes
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200
200
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Cost Comparison
uRaise
Acceptiva
YourMembership
DonorPerfect
Sign-up Fee
$0
$199
$1,495 (one-time
fee)
-
Monthly Fee
$40
$34.95
$124.59 per
month if paid
over one year
$39
(express version)
Payment System Fee
$8/month
$10/month
-
-
Payment Transaction
Fee
$0.20
$0.25/donation
-
-
Recurring Transaction
Processing
$8/month
$10/month
-
-
Sources: Acceptiva, YourMembership, DonorPerfect
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Market Analysis
uRaise
Mobile
donations
Acceptiva
YourMembership
DonorPerfect
X
X
X
X
Call center
donations
Online credit
card donations
X
Create your own
fundraiser
X
Monitor funds
X
X
X
Fundraiser event
updates
X
X
X
Social network
integration
X
X
Sources: Acceptiva, YourMembership, DonorPerfect
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Customer
 Universities that need to:

maximize donations

minimize overhead

increase fundraiser transparency
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Customer Base
Number of Degree-Granting Institutions
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Source: National Center for Education Statistics
5% market share = Profit in 4 months
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Risks
 Customer Risks
 Customer data compromised
 Technical Risks
 App Engine server failure
 Financial Risks
 Unwillingness of Universities to use the tool
 Legal Risks
 Credit card information stolen
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Risk Matrix
I
M
P
A
C
T
5
4
Key
T1,
L1
Customer Risks:
C1 – Customer data compromised
C1
3
Technical Risks
T1 - App Engine servers fail our
F1
Financial Risks
F1 - Unwillingness of universities to use the tool
2
Legal Risks:
L1 – Credit card information stolen
1
1
2
3
4
5
PROBABILITY
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Appendix
Interview with Office of Development and Alumni Relations
Email by Anita D Freeman
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Interview with Office of Development and Alumni Relations
Wednesday October 20, 2010 4:00pm
Natalie MacCall-Accounting Director
Jonas Porter-Director of Information Systems
According to Jonas Porter, Director of Information Systems, it costs $36.00 to process a single donation with their current process.
These means that small donations are not worth the effort given the overhead.
Even with the overhead, the Donations Relations staff encourage small donations. The staff is focusing on establishing university
affinity with the donator to secure large endowments to the University, thus making small donations crucial to the plan.
Old Dominion University uses Acceptiva to allow donators to contribute money to the University at any time using a web browser.
After sending a donation, the Acceptiva system distributes the money to ODU. This requires much wasted time and overhead to
integrate the donations from Acceptiva to ODU's donation management product, Millineum
The email's from Acceptiva stating that a donation has been sent must be compiled and then has to be manually downloaded to
integrate the data into the Millineum SQL server.
ODU has looked into mobile donations but the fees and overhead associated with it has not made it cost effective.
The Vice President of Development at ODU has showed increased interest in integrating social networking to tap into the
community and increase donations.
ODU uses a social networking community for ODU alumni but it has not had much alumni involvement because most people use
Facebook.
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Sources
 "Giving Statistics." U.S. National Park Service - Experience Your
America. Web. 25 Oct. 2010.
<http://www.nps.gov/partnerships/fundraising_individuals_stat
istics.htm>.
 Council for Aid to Education. "CONTRIBUTIONS TO
COLLEGES AND UNIVERSITIES DOWN 11.9 PERCENT TO
$27.85 BILLION GREATEST DECLINE EVER RECORDED." Web.
<http://http://www.cae.org/content/pdf/VSE_2009_Press_Relse
ase.pdf>.
 "Enrollment in Educational Institutions, by Level and Control of
Institution: Selected Years, 1869-70 through Fall 2018." National
Center for Education Statistics (NCES) Home Page, a Part of the
U.S. Department of Education. Web. 25 Oct. 2010.
<http://nces.ed.gov/programs/digest/d09/tables/dt09_003.asp?r
eferrer=report>.
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Sources
 http://www.blackbaud.com
 http://www.yourmembership.com/pricing/
 http://acceptiva.com/pricing.html
 http://www.donorperfect.com/fundraising-software/pricing.asp
 http://code.google.com/appengine/docs/quotas.html
 "Mobile Giving: Organizations Collecting Donations by Text |
Mobile Commons." Web. 25 Oct. 2010.
<http://www.mobilecommons.com/blog/2010/01/mobile-givinghow-your-organization-can-start-collecting-text-donations/>.
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Sources
 Choney, By Suzanne. "Mobile Giving to Help Haiti Exceeds $30
Million - Technology & Science - Wireless - Msnbc.com."
Breaking News, Weather, Business, Health, Entertainment,
Sports, Politics, Travel, Science, Technology, Local, US & World
News- Msnbc.com. Web. 25 Oct. 2010.
<http://www.msnbc.msn.com/id/34850532/ns/technology_and_
science-wireless/>.
 www.alexa.com
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