Recommendation to PFB on how to create a sustainable competitive advantage using information technology

1. Presbyterian
Foundation Group
Technology Analysis 2011
Robert Caplin, Keegan Clay, Ryan Hubbell, Sarah McElroy,
Maddie Philley, Andrea Wood

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How can The Presbyterian Foundation
60+ Group create a sustainable
competitive advantage using
30-60 10-30 Information Technology?
10-30 This group should be your foundation and There is a large opportunity to establish a
Demographic Life are the most tech savvy. These individuals network of planned giving members within the
Cycle Needs traditionally tend to not make major donations but church and its networks.
enjoy volunteering their time. If these individuals
can be reached, PFG will establish a strong next-
Step Two: Build a Board of Directors
generation of core group of 30-60 year olds who consisting of at least one member
Step One: Target Demographics can help contribute financially and serve in various
from each of the three target
leadership positions in the future.
building generations of giving demographics
30-60 This group is PFG’s core group. They consist
Before The Presbyterian Foundation Group (PFG) The PFG currently has 19 board of trustee
of working professionals and have many skill sets.
can use technology to create a sustainable members listed on the website. Most of these
These individuals tend to volunteer less but have
foundation it first needs to target the population of members are over the age of 60. To have a
large networks of professionals. They are able to
its prospective users. If targeted correctly, PFG can better understanding of younger
donate funds, and are most interested generating
build generations of giving. We have broken these demographics we believe it’s in PFG’s best
wealth for their retirement.
users into three age brackets: 10-30 representing interest to seek out new members aging
youth, 30-60 representing the middle aged core 60+ This age group is PFG’s chance to receive between 20-50 to develop a better
group, and 60+ representing the elderly major large individual gifts. People in this group need understanding of and a strategy to reach their
donor group. more personal attention and relationship building. age demographic.
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Step three: Innovate Vanguard Charitable Foundation:
http://www.vanguardcharitable.org/
It is much less expensive to renew a donor than to
Donors are becoming more concerned with the
find a new one. In the current economy it has
destination and effectiveness of their
become more difficult to maintain a high volume
contributions. PFG must value its donors. Having
of donations and investments; however the
an informative up-to-date website, is one of the
company that innovates in the current
first steps.
environment, builds on donor information, uses
technology, and understands how to properly tie Evaluating Fundraising Software
them together will achieve future success.
Currently, PFG runs on its own in-house
Website fundraising software. The advantages to this
system are simple: “Long-term users are familiar
PFG’s current website, shown left, needs to be
with the system.” We strongly feel that PFG can
redesigned. It’s too large for most computer
run much more smoothly on an outsourced
screens, meaning most people have to use the
application service provider (ASP). PFG will,
scrollbar to navigate to the bottom of the page.
incur initial costs to train employees and switch
The page has too much information on the main
the data to the new system. There may be initial
page. Users become confused when initially
pushback from employees. Some comments
opening the page. Think, “Less is More” when
that may arise could be:
developing a page. Having a simple, clean,
homepage design has the ability to reach all • Donor base may not be current, have
demographics! We’ve listed a few websites below errors, difficult to extract information
that have received awards for their designs and
• Computer systems may not be able to
ease-of-use like the Greater Kansas City
support the system; only a few people
Community Foundation also shown left.
may know how to use it.
Susan G. Komen for the Cure:
• Current system may not align with other
Websites Tricks for Success http://ww5.komen.org/
systems such as accounting, marketing,
1. Make your site Donor Friendly
a. Media Friendly Metropolitan Inter-Faith Association: and management.
b. Volunteer Friendly http://www.mifa.org/
2. Organization’s Purpose These questions can all be answered by having
Immediately Apparent The Community Foundation for Greater Atlanta: an application service provider.
3. Consistent
http://www.cfgreateratlanta.org/
4. Include News Section or Blog
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deleting redundant data, and testing data in
What can an Application Services Provider any add ons? Will it work with current
accounting software? the new system.
ASP do for you?
3. What hardware is required? What other 2. Making the Switch
What it all comes down to is this, if PFG chooses the
right ASP, over time it will reduce your system costs equipment or software such as internet
This is the point where you make the switch
and help your organization run more smoothly. connection, and landlines, are needed?
from the old system to the new. It’s important
Consider the amount of money PFG is spending on to schedule a grace period to work out any
4. What is the import capability for the ASP? Sent
maintaining and running the current system. bugs. The best time to schedule this change is
electronically, manually, picked up? What’s
Traditionally speaking maintaining and running an during slow volume periods in the
the cost?
IT system consists of 60%-80% of the total IT budget. organization.
By outsourcing to companies who specialize in 5. How customizable is the system?
3. Implementing the System
these systems, over the long run, these costs can
6. Where will the training take place? In-house?
be reduced by no less than 20%-40%. That Assign staff persons to be responsible for data
Off site? Online?
equates to a large amount of savings overtime quality, creating reports, and defining security.
and allows PFG to focus on what it does best by 7. What technical support is available? Is there a A manager should be appointed to oversee
“acting as a vital part of the Presbyterian Church, charge? the processes, responsibilities and train staff.
cultivating, attracting, and managing financial
By asking these questions you’ll have a better 4. Training
resources of individuals and institutions to serve
understanding of the costs associated with the ASP
Christ’s mission.”
and support services available. Employees need to know how to use your
system. Establish online training sessions or
Questions to ask an ASP
The Costs of Implementing the System conduct them in- house. It is imperative that
Our team cannot make the decision of which ASP training is administered on an on-going basis
PFG must consider the full cost of implementing this
is right for you. We simply are not experts of the to maintain consistency and uniformity within
ASP system. One of the main costs that is
inner workings of your organization. However we PFG.
overlooked is staff time. Your current technical
have compiled a list of questions that will make it
manager and team will devote long hours working Tips for building your database
easier for you to choose an ASP that will work for
with the ASP to convert the data properly and
your organization.
implement the system in the following steps: On the next page list 10 tips for you to help
1. How many employees currently use the build your next successful database
1. Clean the Data management system to establish the tie
internal system? When was the last upgrade?
between data and technology and make it a
Often the most expensive and time-consuming
2. What is the cost of the fundraising software? successful fundraising tool. These steps were
process. This involves exporting the data to the
Do you pay for different modules? Are there compiled from Donor Strategies, Inc.
new software by mapping old fields to new,
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Tips for building a Successful Fundraising Database
1. Determine what basic information should 2. Limit the number of staff and/or donor or prospect receives.
be collected on each donor or prospect. volunteers who enter data to ensure 9. Review your donors patterns of giving for
• Name, home address, telephone consistency and accuracy of data developing fundraising strategies and plans
number, office address, email address 3. Prepare a database procedures • Single or multiple gifts
• Spouse name, other family members’ manual to train staff in proper • Time of year gifts were made
names procedures of data entry. This is critical • Types of programs and projects supported
• Gift and pledge information (date and for reports, mail merges, labels, and • Fundraising method they respond to (mail,
amount of gift or pledge, payment envelops event, online, personal solicitation)
schedule. 4. Have one or more mechanisms to 10. Focus on gathering and tracking information
• Source of gift (specific mail appeal, capture the basic contact information on major donors and prospects that you plan
special event, personal solicitation, you need such as on the reply card to use in developing personalized cultivation
online) and/or envelope and required fields for and solicitation strategies
• Purpose of gift (unrestricted, grogram making the gift online • Reports of meetings and telephone calls
gift, capital campaign gift, scholarship 5. Code reply cards and/or envelopes so • Attendance at events
gift) that you can easily track the source of • Board members and senior staff they
• Attendance at events the gift. know
• Newsletters, invitations, and other 6. Provide opportunities on reply card • Their interests and activities with other
organizational communications and online for donors to let you know organizations.
received what specific programs and areas that
• Board and committee assignments are of greatest interest to them
• Board member or volunteer assigned 7. Train staff to carefully review response
to donor (major gifts and capital devices
campaigns 8. Keep a record of all communications a
The Social Network and the PFG survey? Promote PFG’s Facebook presence in the marketing material and
website and watch the comments roll in! Do you want to increase
Currently the PFG does not utilize social media. We strongly feel that since
customer satisfaction and retain donors and investors? Respond directly to
the PFG is not in the social networking game already, it better check in
their tweets and posts! Do you want to show how PFG beats the
soon. Wait much longer and the competition already utilizing the benefits
competition? Post a video on YouTube telling a story of how a donation or
provided will pass PFG before it can make its first “Tweet.” If PFG has the
investment helped the community! Do you want to spread company
mindset that Facebook is only good for looking up friends, you’re missing
related news to third party sellers and clients or recruit highly qualified, well
the boat! So what are the advantages of Social Media? Do you want to
connected employees? Create a LinkedIn account and network in a digital
tell your customers about a hot fund, or donor opportunity using little
way! The possibilities are endless. We will breakdown the networks on the
resources to do so? One tweet can reach millions instantly. Do you want to
following pages and list how PFG can benefit from each one.
amass customer feedback across diverse demographics using a simple
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Tips for Successful Facebook Page
1. Create a Facebook page for
your business
2. Promote your page
3. Don’t make it static
4. Measure your pages success
5. Keep putting in the effort
Facebook to reach the target market. Visit number of fans, comments, and likes.
www.facebook.com/advertising for more These things mean more people are
Facebook has over 500 million active
information. It’s a simple concept viewing your page. The next cool feature
users, half of which log on daily for an
advertising creates more interest and in is that page administrators can view the
average session time of 55 minutes. That’s
Facebook’s case more friends/fans pages insights or statistics pertaining to
1/12 of the entire human population! If
the number of monthly users as well as
targeted correctly we’ll show you how The third step is probably the most
other useful info. (Click see all in the
this technology can be used as a important. Don’t make your page static.
Insights box on the left side of the official
competitive advantage. What we mean by this is that you need to
page)
give users a reason to keep coming back.
The first step for PFG is to create a
Simple updates such as a quick news REMEMBER! Facebook can be an
Facebook page. It looks like either PFB or
announcement of what’s going on in the inexpensive but powerful way to reach
someone else has already created a
organization, encouraging feedback, your audience but it isn’t magic. You
page or several. To ensure that it’s your
letting users take polls, and scheduling have to put in the effort and keep it
organization adding the info steps must
and promoting special events are all going.
be taken to set up a page. During this set
ways to keep members coming back.
up phase, use the company logo, add
contacts and edit basic information. The The last step is measuring your success.
next step is promoting your page. Use the This can be as simple as reviewing the
Facebook advertising page to create ads
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LinkedIn manager who wants to continue contact area is the summary because that is
with the client. Sales managers have said where you can tell prospective clients or
LinkedIn is a business-to-business
their clients were more responsive via employers what you can do for them.
networking and sales tool. Profiles should
LinkedIn than they were over voicemail or Think of the summary section as your
be set up for both the company and
email. Studies have shown that once space to pitch your strong selling points to
individual employees. Managers,
people make a connection with visitors.
executives, and board members should
someone, both parties place a higher
be saying positive things about the PFG, Company - Company name, mission,
value on communication.
because interested parties will be most website. Link with Twitter and blog to
likely to click on their page to find more Create an individual and company update real time messages to users. The
information. Currently when entering the profile. product and services tab show what you
Presbyterian Foundation into LinkedIn only can offer. The careers tab lets you post
Choose between basic (free) business
Doug McArther and Mark Klemm are on job offerings
(24.95per month) Business plus (49.95 per
the list as leaders of the organization. We
month) or Pro (499.95 per month) It’s Be cautious of who you connect with. If
were not able to find a company page
recommended to start with basic and you don’t know your new contact and
for the PFG.
build up from there. they don’t appear to be interested the
So how can LinkedIn help you? Research business ask them why they want to be
Individual – Adding a photo makes it
shows the number one benefit of a LinkedIn with you.
more personable. The most important
LinkedIn account is for an account
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Twitter and a dedicated resource team LinkedIn Learning center
committed to updating Facebook via live www.learn.linkedin.com best guide for
Twitter is a key resource in reaching
Twitter “Tweets,” posting valuable learning LinkedIn basic, site features and
younger tech-savvy donors. Members
information on the site, and keeping the users guides.
sign up to follow a company or individual
content clean and transparent. Don’t
to receive updates. The key advantage Lewis Howes www.lewishowes.com Expert
over post and don’t trust marketing
of Twitter is that it serves as an all- on using LinkedIn to help your business.
blitzes. Instead establish yourself as an
encompassing informational outsource.
expert first and act as a resource and John Jantsch www.johnjantsch.com small
Members post updates called “Tweets”
you’ll pick up more customers along the business marketing expert who addresses
that instantly send information to
way. Finally, Update, Update, Update. A both traditional and web marketing
subscribers. Imagine the consistency of
static site is not going to continue to techniques.
PFG’s message! One tweet distributes all
generate interest. To help you learn more
information! That’s “Tsweet!”
about Facebook, LinkedIn and Twitter
Key’s for Social Media Success resources we’ve listed a few helpful sites
below for additional information:
PFG needs to be ahead of the game.
One way to do this is by creating a strong All Facebook www.allfacebook.com go
social media presence. That said, there to website for keep up on Facebook
must be buy in from Senior Management developments good and bad
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Conclusion
;
PFG is at a turning point. It can
continue to do what it’s doing today
or choose to innovate and become
a leader within the Presbyterian
community and other Foundations.
We hope our guide to finding the
right ASP and integration with Social
Media strategies is helpful and
benefits the PFG foundation for years
to come. We enjoyed working on this
project and thank you very much for
taking the time to listen. If you have
any additional questions regarding
our handout and presentation feel
free to contact us.
Sincerely,
Robert Caplin:
caplinr@gmail.com
Keegan Clay:
keegan.clay@gmail.com
Ryan Hubbell:
wrhubbell@gmail.com
Sarah McElroy:
sarekmac@gmail.com
Maddie Philey:
ITEC: Daniels College of Business Final Project maddiephilley@gmail.com
3/8/2011 Andrea Wood:
alwood01@gmail.com