Disaster Relief E-Commerce Solutions Non-Profit Sector

1. Disaster Relief E-Commerce SolutionsNon-Profit Sector Wilson Lau Linda Moya Ridzwan Nordin Preethi 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. EC 95-731 Lau, Moya, Nordin, Parameswaran

3. American Red Cross http://www.redcross.org/ Salvation Army http://www.salvationarmyusa.org/ 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/ Heart to Heart International http://www.hearttoheart.org/ Project Hope http://www.projhope.org/ Care http://www.care.org/ Doctors Without Borders (DWB) http://www.dwb.org/ Major Players with a Web Presence EC 95-731 Lau, Moya, Nordin, Parameswaran

4. American Red Cross On-location sheltering, feeding, medical, mental health, supply distribution Salvation Army On-location sheltering, feeding, medical, mental health, supply distribution, restoration assistance Heart to Heart International Distribution organization: medical supplies Project Hope Distribution organization: medical supplies, cash contributions, health needs assessment Some medical aid and consultation Care Oversees distribution of food, safe drinking water, medicines, rehabilitation programs Services Offered Medical and Supplies Distribution Organizations On-Site Disaster Relief EC 95-731 Lau, Moya, Nordin, Parameswaran

5. Catholic Medical Mission Board Catholic-sponsored, US based: acquires and transports medicine, health care supplies to disaster sites, financial aid, volunteers World Emergency Relief Christian inter-denominational distribution organization: "gifts-in-kind" uses otherwise surplus food and goods Presiding Bishops Fund Episcopal-sponsored: raises, receives, and uses funds for the relief of human suffering. Doctors Without Borders International medical relief agency primary health care, surgery, vaccinations, hospital rehabilitation, emergency nutrition and sanitation programs, training of local medical staff. Services Offered (continued) Christian-based Distribution and Funds Support On-Location Medical Expertise EC 95-731 Lau, Moya, Nordin, Parameswaran

6. Example Operating Procedure – World Emergency Relief “Go Where Invited, and Help People Help Themselves" Request for Help Evaluate Opportunity Solicit Corporate Donors, Other Charities Donor Donates Supplies Accept e.g. Procure 80,000 pounds of baby food • Accessibility • Acceptability • Availability • Affordability • Appropriateness • Accountability e.g. Request to provide aid to Turkey in aftermath of 9/1/99 7.4 earthquake Prepare Supplies for Distribution 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 EC 95-731 Lau, Moya, Nordin, Parameswaran

7. Example Operating Procedure – Doctors Without Borders Disaster Occurs Dispatch Medical Team and Equip. Provide Medical Assistance e.g. Emergency care provided in 1/28 Sri Lanka bombing • General Practitioners • Surgeons • Anesthetists • Operating room nurses • 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 • Medical Volunteers (can submit application online) • Information for Donors / Potential Donors / Volunteers EC 95-731 Lau, Moya, Nordin, Parameswaran

8. Target Audiences & What is Wanted From Them • Individuals • 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) • Corporations • 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 • Supplies (WER) EC 95-731 Lau, Moya, Nordin, Parameswaran

9. Online Value Proposition ? • Web-sites – for the most part - provide only basic e-commerce • 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) • Online efforts to attract/retain donors are mostly rudimentary • 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 … EC 95-731 Lau, Moya, Nordin, Parameswaran

10. Beyond Basic E-Commerce Some Attraction and Retention Strategies 3) Take a Virtual Field Trip to Bolivia (text-based) 1) Free Screen Saver in Exchange for Personal Information (CARE) 2) Send a CARE E-Postcard to a Friend EC 95-731 Lau, Moya, Nordin, Parameswaran

11. Beyond Basic E-Commerce (continued) Some Attraction and Retention Strategies • Virtual Museum - History of Red Cross • Gift Shop (Red Cross) • Affiliate Programs with for-profit organizations • e.g. Venture Frogs Internet Investment Company donates $1 to Red Cross for each hit to site • Cause Marketing (Project Hope) • With for-profit: Boeing, Nicole, Shop2Give.com • With non-profit: GiveToCharity.com • Virtual Community • Guest Registry and Mailing List (WER) • Prayer Service (WER) EC 95-731 Lau, Moya, Nordin, Parameswaran

12. “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 “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 Profit (B2C) versus Non-Profit EC 95-731 Lau, Moya, Nordin, Parameswaran

13. Key Issues • 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 EC 95-731 Lau, Moya, Nordin, Parameswaran

14. Online Opportunities • Parameters for upgrading online investment • Largest benefit gained with lowest investment • Mindful of donor expectations on use of funds • Achieve increased donor lock-in • Add Interactivity • Community chat rooms • Funds allocation and results simulation • Ability to link to actual donations made • Turn redirections to offline activities into online activities • Ability to transact non-cash donations online: • e.g. endowment funds, matching gifts, planned giving, securities • Judicious addition of cutting-edge web technologies • Video snippets of relief in-action and relief testimonials • Banner advertising with select partners • Loyalty Programs • Regular donation contracts • e.g. accrue airline miles for each dollar donated • Recognition when donor reaches certain threshold EC 95-731 Lau, Moya, Nordin, Parameswaran