disaster relief e-commerce solutions non-profit sector wilson lau linda moya ridzwan nordin preethi...

Disaster Relief E-Commerce Solutions

Non-Profit Sector

Wilson LauWilson Lau

Linda MoyaLinda Moya

Ridzwan Nordin Ridzwan Nordin

Preethi ParameswaranPreethi Parameswaran

02/04/00 EC 95-731 Lau, Moya, Nordin, Parameswaran 2

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.


Major Players with a Web Presence

American Red CrossAmerican Red Cross http://www.redcross.orghttp://www.redcross.org//

Salvation ArmySalvation Army http://www.salvationarmyusa.org/http://www.salvationarmyusa.org/

Catholic Medical Mission Board Catholic Medical Mission Board (CMMB)(CMMB)

http://www.cmmb.orghttp://www.cmmb.org// World Emergency Relief (WER)World Emergency Relief (WER)

http://www.wer-us.org/http://www.wer-us.org/ Presiding Bishops Fund (PBF)Presiding Bishops Fund (PBF)

http://www.pbfwr.org/http://www.pbfwr.org/

Heart to Heart InternationalHeart to Heart International http://www.hearttoheart.org/http://www.hearttoheart.org/

Project HopeProject Hope http://www.projhope.org/http://www.projhope.org/

CareCare http://www.care.org/http://www.care.org/

Doctors Without Borders Doctors Without Borders (DWB)(DWB)

http://www.dwb.org/http://www.dwb.org/


Services Offered

American Red CrossAmerican Red Cross On-location sheltering, On-location sheltering,

feeding, medical, mental feeding, medical, mental health, supply distributionhealth, supply distribution

Salvation ArmySalvation Army On-location sheltering, On-location sheltering,

feeding, medical, mental feeding, medical, mental health, supply distribution, health, supply distribution, restoration assistance restoration assistance

Heart to Heart InternationalHeart to Heart International Distribution organization: medical Distribution organization: medical

suppliessupplies Project HopeProject Hope

Distribution organization: medical Distribution organization: medical supplies, cash contributions, health supplies, cash contributions, health needs assessmentneeds assessment

Some medical aid and consultationSome medical aid and consultation CareCare

Oversees distribution of food, safe Oversees distribution of food, safe drinking water, medicines, drinking water, medicines, rehabilitation programsrehabilitation programs

On-Site Disaster ReliefOn-Site Disaster Relief Medical and Supplies Distribution Medical and Supplies Distribution OrganizationsOrganizations


Services Offered (continued)

Catholic Medical Mission BoardCatholic Medical Mission Board Catholic-sponsored, US based: Catholic-sponsored, US based:

acquires and transports medicine, acquires and transports medicine, health care supplies to disaster sites, health care supplies to disaster sites, financial aid, volunteersfinancial aid, volunteers

World Emergency ReliefWorld Emergency Relief Christian inter-denominational Christian inter-denominational

distribution organization: "gifts-in-distribution organization: "gifts-in-kind" uses otherwise surplus food and kind" uses otherwise surplus food and goods goods

Presiding Bishops FundPresiding Bishops Fund Episcopal-sponsored: raises, receives, Episcopal-sponsored: raises, receives,

and uses funds for the relief of human and uses funds for the relief of human suffering.suffering.

Doctors Without BordersDoctors Without Borders International medical relief International medical relief

agency primary health care, agency primary health care, surgery, vaccinations, hospital surgery, vaccinations, hospital rehabilitation, emergency rehabilitation, emergency nutrition and sanitation nutrition and sanitation programs, training of local programs, training of local medical staff.medical staff.

Christian-based Distribution and Christian-based Distribution and Funds SupportFunds Support

On-Location Medical ExpertiseOn-Location Medical Expertise


Example Operating Procedure – World Emergency Relief

Request forHelp

Evaluate Opportunity

Solicit Corporate

Donors, Other Charities

Donor DonatesSupplies

Prepare Supplies for Distribution

e.g. Request to provide aid to Turkey in aftermath of 9/1/99 7.4 earthquake

• Accessibility• Acceptability• Availability• Affordability• Appropriateness• Accountability

e.g. Procure 80,000 pounds of baby food

Accept

Distribute Supplies

WER Online Value Added• Credit Card Donations• Submit a Prayer

• Volunteer: Submit Name for Follow-up Contact• Information for Donors / Potential Donors / Volunteers

“Go Where Invited, and Help People Help Themselves"


Example Operating Procedure – Doctors Without Borders

Provide Medical Assistance

Disaster Occurs

Dispatch Medical

Team andEquip.

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

e.g. Emergency care provided in 1/28 Sri Lanka bombing

• General Practitioners

• Surgeons• Anesthetists• Operating

room nurses

• Medical Volunteers (can submit application online)• Information for Donors / Potential Donors / Volunteers


Target Audiences & What is Wanted From Them IndividualsIndividuals

Cash Donations (All)Cash Donations (All) Non-Cash Donations: e.g. endowment funds, matching gifts, planned giving, Non-Cash Donations: e.g. endowment funds, matching gifts, planned giving,

securities (Project Hope); Blood (Red Cross)securities (Project Hope); Blood (Red Cross) Volunteer OpportunitiesVolunteer Opportunities

Time (All)Time (All) Expertise: e.g. medical (Doctors without Borders)Expertise: e.g. medical (Doctors without Borders)

CorporationsCorporations Cash Donations (All)Cash Donations (All) Non-Cash Donations: e.g. securities, life insurance policies, CDs and Non-Cash Donations: e.g. securities, life insurance policies, CDs and

retirement accounts (CMMB)retirement accounts (CMMB) Non-Cash Donations: e.g. endowment funds, matching gifts, planned giving Non-Cash Donations: e.g. endowment funds, matching gifts, planned giving

(Project Hope)(Project Hope) Supplies: medical, food etc. (Some)Supplies: medical, food etc. (Some)

Other CharitiesOther Charities Supplies (WER)Supplies (WER)


Online Value Proposition ?

Web-sites – for the most part - provide only basic e-commerceWeb-sites – for the most part - provide only basic e-commerce Credit card donations or commit online, pay laterCredit card donations or commit online, pay later No non-cash donations processed onlineNo non-cash donations processed online How to donate offlineHow to donate offline

Telephone, snail-mail, fax, drop locationTelephone, snail-mail, fax, drop location Information for donors / potential donors / volunteersInformation for donors / potential donors / volunteers

How to help; how your time / donation will be usedHow to help; how your time / donation will be used Relief efforts current status and success storiesRelief efforts current status and success stories

Some creative value added: e.g. submit a prayer (WER)Some creative value added: e.g. submit a prayer (WER) Online efforts to attract/retain donors are mostly rudimentaryOnline efforts to attract/retain donors are mostly rudimentary

Information only, and ability to donateInformation only, and ability to donate Little/none cutting-edge e-commerce strategies that lead to donor lock-inLittle/none cutting-edge e-commerce strategies that lead to donor lock-in

e.g. interactivity, or use of personal information for permission e.g. interactivity, or use of personal information for permission marketing, community buildingmarketing, community building

Only a few sites offer features beyond the basic functionality …Only a few sites offer features beyond the basic functionality …


Beyond Basic E-Commerce

1) Free Screen Saver in Exchange for Personal Information (CARE)

2) Send a CARE E-Postcard to a Friend

3) Take a Virtual Field Trip to Bolivia (text-based)

Some Attraction and Retention Strategies


Beyond Basic E-Commerce (continued)

Virtual Museum - History of Red CrossVirtual Museum - History of Red Cross Gift Shop (Red Cross)Gift Shop (Red Cross) Affiliate Programs with for-profit organizations Affiliate Programs with for-profit organizations

e.g. Venture Frogs Internet Investment Company donates $1 to e.g. Venture Frogs Internet Investment Company donates $1 to Red Cross for each hit to siteRed Cross for each hit to site

Cause Marketing (Project Hope)Cause Marketing (Project Hope) With for-profit: Boeing, Nicole, Shop2Give.comWith for-profit: Boeing, Nicole, Shop2Give.com With non-profit: GiveToCharity.comWith non-profit: GiveToCharity.com

Virtual CommunityVirtual Community Guest Registry and Mailing List (WER)Guest Registry and Mailing List (WER) Prayer Service (WER)Prayer Service (WER)

Some Attraction and Retention Strategies


Profit (B2C) versus Non-Profit

““The Product” The Product” For personal consumptionFor personal consumption

Marketing StrategyMarketing Strategy In-your-faceIn-your-face

How product benefits YOUHow product benefits YOU Customer Acquisition / RetentionCustomer Acquisition / Retention

Cutting-edge e-commerceCutting-edge e-commerce Web is major channelWeb is major channel

B2C Business ModelB2C Business Model Beneficiaries are buyer and sellerBeneficiaries are buyer and seller

Consumer ExpectationConsumer Expectation Don’t care how sale proceeds Don’t care how sale proceeds

used after product purchaseused after product purchase In-your-face marketing tactics the In-your-face marketing tactics the

normnorm

““The Product”The Product” For the betterment of humankindFor the betterment of humankind

Marketing StrategyMarketing Strategy Present human-interest information Present human-interest information

– appeal to sense of desire to do – appeal to sense of desire to do goodgood

How product benefits humankindHow product benefits humankind Donor DevelopmentDonor Development

Basic web interactivity onlyBasic web interactivity only Web is supplemental channelWeb is supplemental channel

NP Business ModelNP Business Model Beneficiaries are needy third partiesBeneficiaries are needy third parties

Donor ExpectationDonor Expectation Donations are fully used to support Donations are fully used to support

the causethe cause In-your-face marketing tactics In-your-face marketing tactics

offensiveoffensive


Key Issues

Is the Web-site doing all it can and should do?Is the Web-site doing all it can and should do? Basic web interactivity only; web is supplemental channelBasic web interactivity only; web is supplemental channel

versusversus Cutting-edge e-commerce; web is major channelCutting-edge e-commerce; web is major channel

What cutting-edge e-commerce methodologies should be used?What cutting-edge e-commerce methodologies should be used? Banner Advertisement?Banner Advertisement? Sensationalized news and/or stories as a marketing pitch?Sensationalized news and/or stories as a marketing pitch? How extensive should target marketing be and therefore the How extensive should target marketing be and therefore the

underlying web infrastructure? (e.g. mass customization)underlying web infrastructure? (e.g. mass customization) Mass customization costs moneyMass customization costs money

How central should web-site be in securing donor lock-in?How central should web-site be in securing donor lock-in? Lock-in activities cost moneyLock-in activities cost money

Cost/benefit trade-offCost/benefit trade-off Donor expectation on use of fundsDonor expectation on use of funds


Online Opportunities

Parameters for upgrading online investmentParameters for upgrading online investment Largest benefit gained with lowest investmentLargest benefit gained with lowest investment Mindful of donor expectations on use of fundsMindful of donor expectations on use of funds Achieve increased donor lock-inAchieve increased donor lock-in

Add InteractivityAdd Interactivity Community chat roomsCommunity chat rooms Funds allocation and results simulationFunds allocation and results simulation

Ability to link to actual donations madeAbility to link to actual donations made Turn redirections to offline activities into online activitiesTurn redirections to offline activities into online activities

Ability to transact non-cash donations online:Ability to transact non-cash donations online: e.g. endowment funds, matching gifts, planned giving, securitiese.g. endowment funds, matching gifts, planned giving, securities

Judicious addition of cutting-edge web technologiesJudicious addition of cutting-edge web technologies Video snippets of relief in-action and relief testimonialsVideo snippets of relief in-action and relief testimonials Banner advertising with select partnersBanner advertising with select partners

Loyalty ProgramsLoyalty Programs Regular donation contractsRegular donation contracts e.g. accrue airline miles for each dollar donatede.g. accrue airline miles for each dollar donated Recognition when donor reaches certain thresholdRecognition when donor reaches certain threshold

disaster relief e-commerce solutions non-profit sector wilson lau linda moya ridzwan nordin preethi...

Documents

care http

relief supplies

medical aid

heart international

project hope http

borders dwb http

bishops fund pbf http

distribution of food