CS 410 Group Yellow
July 26, 2016
Yellow Group, Fall 2010
1
Outline
 Team Structure
 Societal Problem
 Customer
 Solution Analysis
 Technical Analysis
 Case Study
 Financial Analysis
 Risk Analysis
 Sources
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Team Structure
Athens Holloway
Project Manager
Jonas Porter
Domain Expert
Director of
Information Systems
Michael Gordon
Financial Specialist
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Wayne Stilwell
Web Developer
Software Specialist
Natalie Maccall
Domain Expert
Accounting Director
Jay Winborne
Risk Analyst
Yellow Group, Fall 2010
Omer Alsayegh
Documentation &
Hardware Specialist
Filippos Raditsas
Marketing Specialist
3
Societal Problem
Rising overhead and declining donations make it hard for small non
profit organizations to meet financial objectives.
Problem Characteristics:
 Poor Economy
 Declining Donations
 High Overhead
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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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Customer
 Universities that need to:

maximize donations

minimize overhead

increase fundraiser transparency
 Non profit organizations that need to:

Save money on advertising

Be flexible according to their needs

Attract new donors
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Customer Base
 Over 4,400 degree-granting institutions in the United
States
 Over 1.6 million nonprofit organizations registered
with the IRS
Sources: National Center for Education Statistics,
National Center for Charitable Statistics
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Ineffective products on the market
 Unnecessary overhead
 Minimal existing application integration
 Limited in capabilities & earning potential
 Minimal Transparency
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Yellow Group, Fall 2010
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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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Major Functional Components Diagram
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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.
uRaise
charges
credit card
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uRaise
deposit
money into
members
account
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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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Mobile Donations Process Flow
 Donor sends a text message a number
 Amount donated defined by the text message
 Cell phone Carrier charges the donor the amount he
donated
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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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Existing Application Integration Process
Member
requests
donation
transactions
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uRaise
sends data to
member
Member
formats data
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Member
imports data
into existing
application
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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
• PCI standards compliant
Source: Google App Engine
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App Engine Resource Expenses
Free
Default
Quota
Billing
Enabled
Default Quota
Stored Data
(billable)
1 GB
1 GB free; no
maximum
Number of
Indexes
200
200
Resource
Resource
Unit
Unit cost
Cost/1000 page
requests
Outgoing
Bandwidth
gigabytes
$0.12
$0.004
Incoming
Bandwidth
gigabytes
$0.10
$0.003
CPU Time
CPU hours
$0.10
$0.027
Stored Data
gigabytes
per month
$0.15
$0.004
Recipients
Emailed
recipients
$0.0001
$0.1
Total
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$0.138
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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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Donor Benefits
 Tax Deductibles
 Creating their own fundraisers
 Staying in touch with Organization
 Easy ways of payment
 Notifications of new fundraisers according to donor’s
profile
 Less Spam
 Availability of all features without donating
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Will Not
 Replace existing LOB applications
 Add additional overhead to additional business
processes
 Support call center fundraising
 Give away scholarships
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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.
Data collected on October 24, 2010
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Case Study
 Old Dominion University
“…to accept a one-time $50 gift that we don't know we will
ever receive again we have had numerous people touch the
funds, creating and administering accounts, and spending
the funds. In man hours alone, it costs far more than $50 to
give away this $50 gift!”
Anita Friedmann
Assistant Vice President
Office of Development
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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
*Average undergraduate tuition, fees, and room and board rates charged for
full-time students in degree-granting institutions
2007
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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Cost Comparison
uRaise
Acceptiva
YourMembership
DonorPerfect
Sign-up Fee
$0
$199
$1,495 (one-time
fee)
-
Monthly Fee
$35.00
$34.95
$124.59 per month $39
if paid over one
(express
year
version)
Payment System Fee
$8/month
$10/month
-
-
Payment Transaction
Fee
$0.20
$0.25/donation
-
-
Recurring Transaction
Processing
$8/month
$10/month
-
-
Total Cost(50
donations/Month)
$61.00
$67.45
$124.59
(no donations
with the express
version)
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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Risks
 Customer Risks
 Customer data compromised
 Technical Risks
 App Engine server failure
 Mobile Donations
 Financial Risks
 Unwillingness of organizations to use the tool
 Development costs
 Not enough customers to cover expenses
 Legal Risks
 Credit card information stolen
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Risk Matrix
I
M
P
A
C
T
5
4
Key
T1,
L1,
F3
C1,
T2
3
Customer Risks:
C1 – Customer data compromised
F2
Technical Risks
T1 - App Engine servers fail
T2 – Mobile Donations
F1
Financial Risks
F1 - Unwillingness of organizations to use the tool
F2 – Development costs
F3 – Not enough customers to cover expenses
2
Legal Risks:
L1 – Credit card information stolen
1
1
2
3
4
5
PROBABILITY
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Appendices
A - Interview with Office of Development and Alumni
Relations
B - Email by Anita Friedmann
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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_stati
stics.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_Rels
ease.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?
referrer=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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