Final Presentation
CS 410 Yellow Group
December 13, 2010
Team Structure
Athens Holloway
Project Manager
Jonas Porter
Domain Expert
Director of Information
Systems
Michael Gordon
Financial Specialist
November 15, 2010
Wayne Stilwell
Web Developer
Software Specialist
Natalie Maccall
Domain Expert
Accounting Director
Jay Winborne
Risk Analyst
Fall 2010 Yellow Group
Omer Alsayegh
Documentation
Specialist
Web Developer
Filippos Raditsas
Marketing Specialist
2
Conventional Fundraising Methods
are Inefficient
November 15, 2010
Fall 2010 Yellow Group
3
Poor Economic Times
• The national unemployment rate was up to
9.8% in November 2010.
• U.S. banks repossessed nearly 270,000
homes in the second quarter of 2010, a 38%
jump from the second quarter of 2009.
Sources: U.S. Bureau of Labor Statistics, Los Angeles Times
November 15, 2010
Fall 2010 Yellow Group
4
Declining Donations
• Total giving was down 3.6% in 2009, the
largest decline since 1956.
• Contributions to colleges and universities
were down 11.9% in 2009 , the greatest
decline ever recorded.
Sources: American Association of Fundraising Counsel, Council for Aid to Education
November 15, 2010
Fall 2010 Yellow Group
5
Changes in Giving in Years with
8+ Months of Recession
Sources: The Giving USA Foundation, Center on Philanthropy at Indiana University
November 15, 2010
Fall 2010 Yellow Group
6
Overhead for Organizations
• Between 2004 and 2008, fundraising
overhead cost the Children’s Health
Foundation 86% of their donations.
Source: CBC News Canada
November 15, 2010
Fall 2010 Yellow Group
7
Reasons People Stop Giving
Source: 2010 Bank of America Study on High Net-Worth Philanthropy
November 15, 2010
Fall 2010 Yellow Group
8
Reasons People Stop Giving
Source: 2010 Bank of America Study on High Net-Worth Philanthropy
November 15, 2010
Fall 2010 Yellow Group
9
Problem
• Rising overhead and declining donations
make it hard for small non profit
organizations to meet goals and financial
objectives.
November 15, 2010
Fall 2010 Yellow Group
10
Customer
• Non profit organizations that need to:
• Save money on advertising
• Attract new donors
• Maintain communication with current donors
• Over 1.6 million nonprofit organizations
registered with the IRS
Source: National Center for Charitable Statistics
November 15, 2010
Fall 2010 Yellow Group
11
Introducing uRai$e
•
•
•
•
•
•
Targeted fundraiser notifications
Support for mobile donations
Social network integration
Low overhead
Bank account integration
Internet-based: 24/7 availability
November 15, 2010
Fall 2010 Yellow Group
12
Current Donation Process
Donor
accesses link
on web page
November 15, 2010
Donor
chooses fund
Donor pays
with credit
card
Fall 2010 Yellow Group
Money is
deposited in
account
13
Current Manual Overhead Process
Organization
requests
transaction
from 3rd
party system
November 15, 2010
Accountants
perform
book
keeping
Allocate
donations to
specific
funds
Fall 2010 Yellow Group
Thank you
letter
Mail tax form
14
uRai$e Donation Process Flow
uRai$e sends alerts
based on donor
profiles
Organization signs
up for uRai$e,
creates a fundraiser
uRai$e charges
credit card
uRai$e deposits
money in member’s
account
Donor decides to
donate
uRai$e aggregates
into donation history.
Automated integration
into existing
accounting system
November 15, 2010
uRai$e automates
thank you letters and
tax forms
Fall 2010 Yellow Group
15
Mobile Donations
• Over $30 million raised via mobile donations
so far
• 80% of Americans use a cell phone
• Over 20 mobile donation campaigns
supported Haiti
Source: MSNBC
November 15, 2010
Fall 2010 Yellow Group
16
Mobile Donation Process Flow
Donor sends text with
donation amount,
fundraiser ID
November 15, 2010
uRai$e verifies
the donation
Donor
confirms the
donation
Fall 2010 Yellow Group
uRai$e verifies
that the
donation was
processed
17
Social Networking Integration
Facebook
Twitter
•More than 500 million active users
•More than 100 million registered
•Average user has 130 friends
users
•People spend over 700 billion
•50 million tweets per day in 2010
minutes per month
•51% of active Twitter users follow
•26.22% of the World’s population are companies, brands or products on
currently Facebook users
social networks
•Second most visited site on the web
•Tenth most visited site on the web
Sources: Facebook, PC World, Alexa, Edison Research/Arbitron Internet & Multimedia Study
November 15, 2010
Fall 2010 Yellow Group
18
Recent Growth of Social Networking
• Social networking growth:
– Twitter: grew from 2 million users in 2008 to 32 million in
2009
– Facebook: 400 million active users in February 2010 to 500
million active users in July 2010
• Social networking awareness:
― Twitter: exploded from 5% of Americans 12 and over in 2008
to 87% in 2010
― Facebook: from 50% awareness to 88% in the same period.
• U.S. visits to social networking Web sites rose 62 percent
from September 2008 to September 2009.
Sources: Facebook, Edison Research/Arbitron Internet & Multimedia Study, Hitwise
November 15, 2010
Fall 2010 Yellow Group
19
Distribution of Income and Age
Facebook:
Income Distribution
Twitter:
Income Distribution
Age Distribution
Age Distribution
Source: AdPlanner
November 15, 2010
Fall 2010 Yellow Group
20
Major Functional Components Diagram
November 15, 2010
Fall 2010 Yellow Group
21
Software Deliverables
• Web services
• User interfaces
• Service Engines
–
–
–
–
–
•
•
•
•
•
Fundraiser Suggestion
Alerts Services
Credit Card
Mobile Donation
Banking Integration
Business Rules Application Logic
Business Objects Domain Model
uRai$e Data Access Layer
uRai$e database
Fundraiser Suggestion Data Warehouse
November 15, 2010
Fall 2010 Yellow Group
22
Site Map
November 15, 2010
Fall 2010 Yellow Group
23
Donate to Fundraiser Screen
November 15, 2010
Fall 2010 Yellow Group
24
User Profile Screen
November 15, 2010
Fall 2010 Yellow Group
25
Fundraiser Report Screen
November 15, 2010
Fall 2010 Yellow Group
26
Alerts Algorithm
Get Donor
Get Donor Tags
Find fundraisers with matching tags
[Found fundraisers]
Create alert message
Get suggested fundraisers
[Accepts emails]
Send Email Alert
[Does not accept emails]
[Accepts text messages]
Send Text Message Alert
[No fundraiser found]
[Does not accept text message]
[Accepts Facebook]
Post to Facebook wall
[Does not accept Facebook]
November 15, 2010
Fall 2010 Yellow Group
27
Fundraiser Suggestion Algorithm
Get donor
Find fundraisers with matching tags
Find donors with matching tags
Find donors with common donation history
Get new fundraisers
Get new fundraisers
Get top ranked fundraisers
Aggreate fundraisers
[Not for reporting]
[Done ranking]
[Get next fundraiser]
[For reporting]
Calculate interest rank
November 15, 2010
Fall 2010 Yellow Group
Get all suggested fundraisers
28
Database Diagram
Organization
FundraiserTag
Id
FundraiserId (O) (FK)
TagId (O) (FK)
Tag
Fundraiser
Id
Tag (O)
Id
OrganizationId (FK)
Name
Description
StartDate
EndDate
Goal
DonorTag
Id
TagId (O) (FK)
DonorId (O) (FK)
Id
Name
Description
Email
Phone
Address
City
State
Zip
Member
Id
OrganizationId (FK)
FirstName
LastName
Email
Phone
Password
Donor
Id
FirstName
Lastname
Email
Phone
Address
City
State
Zip
Password
URaiseApp
CreditCardDonation
Id
DonorId (FK)
TransactionDate
Amount
CreditCardType
Last4OfCreditCardNumber
CreditCardDonation
Id
Name
AuthorizationKey
URaiseAppCreditCardDonation
Id
CreditCardDonationId (FK)
URaiseAppId
MobileDonation
Id
DonorId (FK)
FundRaiserId (FK)
TransationDate
Amount
MobileCarrierId (FK)
November 15, 2010
MobileCarrier
Id
Name
Fall 2010 Yellow Group
29
Benefits for Donors
– Profile creation for targeted alerts
– More features, such as mobile donating, makes
the process of donating easier
– Offers more transparency so donors have a
better understanding of how their money is
being used and how much money is needed
– Streamlined payment options
– Ability to stay connected with organizations
without donating
Competition Matrix
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
July 26, 2016
Yellow Group, Fall 2010
31
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
July 26, 2016
Yellow Group, Fall 2010
32
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
July 26, 2016
Yellow Group, Fall 2010
$0.138
33
Risks
• Customer Risks
– Customer data compromised
• Technical Risks
– App Engine server failure
– Mobile Donations
• Financial Risks
– Unwillingness of organizations to use the tool
– Not enough customers to cover expenses
• Legal Risks
– Credit card information stolen
November 15, 2010
Fall 2010 Yellow Group
34
Risk Matrix
I
M
P
A
C
T
5
4
T1,
L1
Key
F1
Customer Risks:
C1 – Customer data compromised
C1,
T2
3
Technical Risks
T1 - App Engine servers fail
T2 – Mobile Donations
F2
2
Financial Risks
F1 – Not enough customers to cover expenses
F2 - Unwillingness of organizations to use the tool
1
Legal Risks:
L1 – Credit card information stolen
1
2
3
4
5
PROBABILITY
November 15, 2010
Fall 2010 Yellow Group
35
How to mitigate risks
Problem
Mitigation
Customer data compromised
SSL protocol will ensure confidentiality
Unwillingness of organizations to use the tool
Integration with social networks will make it
easier to get the word out, and ease of
use/reduction of overhead will provide
incentive
Credit card information stolen
Comply with PCI standards to keep credit card
information secure and reduce legal liability
for the customer
Mobile Donations
Contract with various cell phone providers
Covering expenses
Overhead will be decreased by automating
various processes and reducing manual work
App engine fails
System architecture can be ported to any
platform
November 15, 2010
Fall 2010 Yellow Group
36
Prototype MFCD
November 15, 2010
Fall 2010 Yellow Group
37
Prototype Milestones
• Design and implement database with test
data
• Design and implement the web site
• Develop Facebook application
• Integrate with Twitter
• Develop bank simulation service
• Develop mobile donation simulation service
November 15, 2010
Fall 2010 Yellow Group
38
Phase 1 Organization
Athens Holloway
Project Manager
Jonas Porter
Domain Expert
Director of Information
Systems
Michael Gordon
Financial Specialist
November 15, 2010
Wayne Stilwell
Web Developer
Software Specialist
Natalie Maccall
Domain Expert
Accounting Director
Jay Winborne
Risk Analyst
Fall 2010 Yellow Group
Omer Alsayegh
Documentation &
Hardware Specialist
Filippos Raditsas
Marketing Specialist
39
Phase 1 Funding
• All employees are student interns
• SBIR grant from the National Science
Foundation
– $100,000
November 15, 2010
Fall 2010 Yellow Group
40
Phase 1 WBS
November 15, 2010
Fall 2010 Yellow Group
41
Phase 1 Staffing
Position
Number of
Employees
Salary
Hourly
Rate
Hours
Needed
Cost
Project Manager
1
$0
$15.00
160
$2,400
Software Engineer
1
$0
$15.00
160
$2,400
Financial Analyst
1
$0
$15.00
100
$1,500
Marketing Analyst
1
$0
$15.00
100
$1,500
Risk Analyst
1
$0
$15.00
80
$1,200
Web Developer
1
$0
$15.00
November 15, 2010
Fall 2010 Yellow Group
160
$2,400
Salary Cost $11,400
30% Overhead $3,420
Total Cost $14,820
42
Phase 1 Resources
Resource
Workstations
Microsoft Visual Studio
Adobe Photoshop CS5
Source Code Control (Mercurial)
Battery Backup UPS
MS Visio
Microsoft Office
November 15, 2010
Quantity
6
6
1
6
6
6
6
Fall 2010 Yellow Group
Cost
$1,200
$10
$10
$0
$200
$10
$10
Total Cost:
Total
$7,200
$60
$10
$0
$1,200
$60
$60
$8,590
43
Phase 2 Organization
Project
Manager
Financial
Analyst
Documentation
Specialist
Software
Manager
Software
Engineers
Web
Developers
Database
Administrator
Software
Testers
November 15, 2010
Fall 2010 Yellow Group
44
Phase 2 Funding
• Period of up to two years
• National Science Foundation Phase 2 Grant
– $750,000
November 15, 2010
Fall 2010 Yellow Group
45
Phase 2 WBS
November 15, 2010
Fall 2010 Yellow Group
46
Phase 2 Staffing
Project Manager
Number of
Employees
1
Software Engineer
3
$68,000
$32.69
2500
$81,725
Financial Analyst
1
$50,180
$24.13
200
$4,826
Documentation Specialist
1
$38,000
$18.27
80
$1,461
Web Developer
2
$50,000
$24.04
1800
$43,272
Database Administrator
1
$80,000
$38.46
600
$23,076
Software Tester
2
$40,000
$19.23
544
$10,461
Software Manager
1
$90,000
$46.30
Position
November 15, 2010
Hourly
Rate
$105,000 $50.48
Salary
Fall 2010 Yellow Group
Hours
Needed
150
$7,572
Cost
2500
$115,750
Salary Cost $288,143
30% Overhead $86,442
Total Cost $374,585
47
Phase 2 Resource Budget
Resource
Workstations
Microsoft Visual Studio
Adobe Photoshop CS5
Source Code Control (Mercurial)
Battery Backup UPS
MS Visio
Microsoft Office
VeriSign Secure Certificate
November 15, 2010
Quantity
6
6
1
6
6
6
6
1
Fall 2010 Yellow Group
Cost
$1,200
$0
$700
$0
$200
$400
$150
$2,695/ 2years
Total Cost:
Total
$7,200
0
$700
0
$1,200
$2,400
$900
$2695
$15,095
48
Phase 3 Organization
Project
Manager
Financial
Analyst
Marketing
Analyst
Documentation
Specialist
Software
Manager
Technical
Support Reps
Network
Engineer
Software
Engineers
Web
Developers
Database
Administrator
Software
Testers
November 15, 2010
Fall 2010 Yellow Group
49
Phase 3 Funding
• Any extra funding needed that is not made
by net profits
• Investment Groups
• Additional Grants
• Small Business Loans
November 15, 2010
Fall 2010 Yellow Group
50
Phase 3 WBS
November 15, 2010
Fall 2010 Yellow Group
51
Phase 3 Staffing
Position2
Number of
Employees
Hours
Needed
Cost
Project Manager
1
$105,000 $50.48
190
$ 9,591.00
Software Engineer
3
$68,000
$32.69
1800
$58,842.00
Financial Analyst
1
$50,180
$24.13
200
$4,826.00
Marketing Analyst
2
$67,500
$32.45
320
$ 10,384.00
Documentation Specialist
1
$38,000
$18.27
70
$ 1,278.00
Web Developer
2
$50,000
$24.04
1800
$ 43,272.00
Database Administrator
1
$80,000
$38.46
700
$ 26,922.00
Software Manager
1
$90,000
$46.30
1800
$83,340.00
Technical Support Reps
2
$32,000
$16.00
350
$5,600
Software Tester
2
$40,000
$19.23
250
$48,075.00
Network Engineer
1
$60,000
$28.86
• An
November 15, 2010
Salary
Fall 2010 Yellow Group
Hourly
Rate
300
$8,658
Salary Cost $300,788
30% Overhead $90,2364
Total Cost $391,014
52
Phase 3 Resources
Resource
Workstations
Microsoft Visual Studio
Adobe Photoshop CS5
Source Code Control (Mercurial)
Battery Backup UPS
MS Visio
Microsoft Office
November 15, 2010
Quantity
5
5
1
5
5
5
5
Fall 2010 Yellow Group
Cost
$1,200
$0
$700
$0
$200
$400
$150
Total Cost:
Total
$6,000
$0
$700
$0
$1,000
$2,000
$750
$10,450
53
Advertising Expenses
• Google Ad Network
– $5.00 Activation Fee
– Cost-per-click Maximum $1.50
• Facebook
– Cost-per-click $0.70
Total Budget Overview
Phase
$14,820
$8,590
$374,585
15,095
$391,014
$10,450
$20,000
$834,554
Phase 1 Staffing
Phase 1 Resources
Phase 2 Staffing
Phase 2 Resources
Phase 3 Staffing
Phase 3 Resources
Advertising
Total
November 15, 2010
Total
Fall 2010 Yellow Group
55
Pilot Project
• 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
November 15, 2010
Fall 2010 Yellow Group
56
Marketing Goal
• Acquire 1% of the market share within the
first year
Strategy:
– Online and social media marketing
– Target middle class
– Minimize advertising costs
November 15, 2010
Fall 2010 Yellow Group
57
Marketing Media
• Google Ad Network
– Google owns 80% of Internet advertising
network
• Facebook
– Exposure to 500 million users
• Twitter
– Exposure to 100 million users
• Since 2008 Internet advertising has become
twice as big as broadcast TV advertising and
four times as cable.
• Approximately 50% of both YouTube’s and
Facebook’s American users are college
educated and at least 2/3 make over $50,000
making it a great place to advertise
Sources: Google AdPlanner Data, Perry Marshall
November 15, 2010
Fall 2010 Yellow Group
59
Price Point
• The initial price to the customer for uRai$e is
$40 a month with no registration fee.
• 3.2% Processing fee/transaction.
• $8.00 Credit card system monthly fee
• $8.00 Recurring transaction monthly fee
November 15, 2010
Fall 2010 Yellow Group
60
Break Even Analysis
At a cost of $480.00 per year for one customer and a targeted sales of 16,000 units, we
will see a profit at 1,739 units.
November 15, 2010
Fall 2010 Yellow Group
61
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
November 15, 2010
Fall 2010 Yellow Group
62
Appendices
A.) Interview with Office of Development and Alumni Relations
B.) Email from Anita Friedmann, Assistant Vice President of the
Office of Development
C.) Work Breakdown Structure for Phase 2
November 15, 2010
Fall 2010 Yellow Group
63
Team Management
• Meetings
– Full team once a week on Thursday, 5:00 PM CS LAB
– Skype meeting on Tuesdays night at 7 pm
– Individual member meetings
• Tools Utilized
– Team Wiki: cs.odu.edu/~410yello/pmwiki/pmwiki.php
– Team Forum: cs.odu.edu/~410yello/forum
– Communication via E-mail, Text Messaging, and Skype
November 15, 2010
Fall 2010 Yellow Group
64
Team Website
November 15, 2010
Fall 2010 Yellow Group
65
Sources
•
•
•
•
•
•
"Accept Donations and Payments Online. Church Contributions and Non-Profit Donations
and Payments Online. Acceptiva." Accept Donations Online and Non Profit Payments.
Donation Software. Church Contributions and Donations. Web. 11 Nov. 2010.
Alexa the Web Information Company. Web. 11 Nov. 2010. <http://www.alexa.com/>.
Blackbaud Fundraising Software: Nonprofit Accounting Software & Nonprofit
Management System. Web. 11 Nov. 2010. http://www.blackbaud.com.
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 NewsMsnbc.com. Web. 25 Oct. 2010.
<http://www.msnbc.msn.com/id/34850532/ns/technology_and_science-wireless/>.
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_Relsease.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>.
November 15, 2010
Fall 2010 Yellow Group
66
Sources
•
•
•
•
•
"Fundraising Software Pricing Info, Price List." Fundraising Software for NonProfit Donor
Management DonorPerfect. Web. 11 Nov. 2010.
<http://www.donorperfect.com/fundraising-software/pricing.asp>.
"Giving Statistics." U.S. National Park Service - Experience Your America. Web. 25 Oct.
2010. <http://www.nps.gov/partnerships/fundraising_individuals_statistics.htm>.
"Mobile Giving: Organizations Collecting Donations by Text | Mobile Commons." Web. 25
Oct. 2010. <http://www.mobilecommons.com/blog/2010/01/mobile-giving-how-yourorganization-can-start-collecting-text-donations/>.
Membership Management Software | Membership Software | YourMembership.com.
Web. 11 Nov. 2010. <http://www.yourmembership.com/pricing/>.
"Quotas - Google App Engine." Google Code. Web. 11 Nov. 2010.
<http://code.google.com/appengine/docs/quotas.html>.
November 15, 2010
Fall 2010 Yellow Group
67
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
November 15, 2010
Fall 2010 Yellow Group
68
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
November 15, 2010
Fall 2010 Yellow Group
69
Changes in College Donations Related to
the Stock Market and Recessions
November 15, 2010
Fall 2010 Yellow Group
70