1. 11/01/2011
Kelly Ireland
Jon Carrier
Ryan McCollum
Geetha Shankar
Sonia Punwani

2. Redefining Problem
• Problem Statement
• Many charities do not effectively manage their auctions to meet the needs
of key stakeholders – auction coordinators (charities), corporate donors,
and individual donors
• Objective
• Create a product/service that helps improve the charity auction experience
for all key stakeholders
• Key Stakeholders
• Corporate Donors, Individual Donors, Charities
• Conducted interviews
• Interviews vs survey to better understand the users

3. Charity’s Perspective: How Can I Save
Valuable Time, Effort, and Resources?
• Is there a way to track ‘engagement’ of my donor list so I know who I need to reactivate?
• How can I improve the process for collecting item descriptions, pictures, costs, etc from donors?
Solicit Items • How can I create a consolidated donor list that tracks and ranks donors for future events?
• How do I extend beyond my personal networks to attract new donors and new buyers?
• How can I better leverage social media platforms like LinkedIn and Social Media?
Increase • I’m not technologically advanced, can you make setting up the website and posting item information easier?
Awareness
•Should I collect the items in advance? How do I know where to ship?
• Can I get donors to send the items directly to buyers? How can I better work with donors to track shipments?
Manage the • How can I avoid 4-5% credit card fees?
Transaction
• Can I create a ‘turnkey’ solution to make the process repeatable for future events?
• Is there a way to automate Thank You letters to donors?
Finalize the • Is it possible to automate tax letter mailings with face value of item donated?
Paperwork

4. Donor’s Perspective: Key Takeaways
• Corporate Donor • Individual Donor
• Gain recognition/visibility for • Enjoy donating more when it is
donating interactive and part of an activity (10k
race, habitat for humanity, etc)
• Will not donate if the donating
• Likely to donate more if they get
process is complicated/costly/time something out of it
intensive
• Often have a purpose they are trying to
• Want the ability to support a wide support but not a particular charity
range of different charities, both local • Do not find the donating process that
and national organizations enjoyable (neutral) and would donate
• Want to easily track donations for tax more if the donating process was a
benefit purposes more enjoyable experience
• Only donate if they feel their money • Less likely to donate if the donating
will really make a difference process is complicated
• Only donate if they feel their money
will really make a difference
• Primarily donate money and clothes
but would donate services/special
skills if they could
• Will only donate to professional /
secure organizations and websites

5. Define User Needs
• Used interviews to determine user needs of key stakeholders
Corporate Donors Individual Donors Charities
• Easy to make and track • Confidence that donation will • Affordable and effective
donations make a difference • Easy to use and saves time
• Ability to be recognized for • Exposure to wide array of • Engagement with / exposure to
“doing good” (visibility) charities and causes broad base of donors (attract
• Confidence that donation will • Convenience and ease of use new donors)
make a difference for chosen • Enjoyable experience • Positive donor experience
cause • Secure and trusted process • Flexibility
• Reputable and secure • Trusted and reliable process to
system/process follow (best practices)
• Automation of simple tasks

6. Define Key Metrics
Metric Baseline Goal
1 Time spent donating/collecting ??
donations/setting up auctions
2 Errors made donating/collecting ??
donations/setting up auctions
3 Cost to donate/accept donation/hold auction ??
4 Number of donors ??
5 Amount of donations made ??
6 Money collected for donations ??
• Defined desired qualitative improvements and tried to find ways to quantify them
• Solicit feedback from class on setting baseline and goals**

7. Define Development Schedule/Responsibilities
• Creation of Gaant Chart

8. Next Steps
• Near Term
• Finalize Metrics – Baseline and Goals
• Generate Product Concepts
• Goal of 5 good ideas
• Search externally - existing solutions, experts, key users
• Search internally - Internal team generation of ideas (individual and group sessions)
• Long Term
• Select Final Concept
• Use Decision Matrix (see next slide)
• Solicit Key User Input
• Iterative process

9. Decision Matrix
• Select 5 concepts
• Choose Decision Criteria
• Weight Decision Criteria Based on Importance to Key Users

10. Questions/Comments/Feedback?