Non-Profit Organizations: Children

1
Non-Profit OrganizationsChildren

• Juan Cukier Rui Li
• Francis Montet Theo Nicholas
• Jeffrey Pany

2

• Much of the next millennium can be seen in how
  we care for our children today. Tomorrow's world
  may be influenced by science and technology, but
  more than anything, it is already taking shape in
  the bodies and minds of our children.
• --Kofi Annan, Secretary-General of the United
  Nations
• "Every minute, somewhere in the world, three
  children die of vaccine-preventable diseases
• --Carol Bellamy, Executive Director of the United
  Nations Children's Fund

3
General Non-Profit Organization Facts

• There are more than 620,000 non-profits
  organizations in the US
• Over 30,000 of those deal directly with children
  including the top ranked non-profit organization
• The top 5 non-profits ranked by revenue are
• YMCA (3.25 Billion)
• Catholic Charities (2.31 Billion)
• Salvation Army (2.08 Billion)
• Red Cross (2.06 Billion)
• Good Will (1.5 Billion)
• There are several categories of childrens
  non-profit organizations
• Source NonProfitTimes www.nptimes.com --
  November, 1999

4
Major Players by Category
Adoption Agencies Adoption.com The Adoption Exchange Maine Adoption Placement Service
Disease and Disabilities Association of Birth Defects The National Information Center for Children and Youth with Disabilities Kids on the Block Inc.
Poverty, Relief, and Welfare Second Harvest Care USA Food for the Poor Catholic Relief Services
Rights Children Now Childrens Defense Fund National Childrens Advocacy Center
5
Childrens Non-Profit Operations

• Many are run completely by volunteers
• Most operate completely on donations
• Majority of these donations come from
  corporations and International agencies
• Donations offer tax-breaks because of 501(c)3
  status
• Most are just starting to develop an online
  presence

6
Online Front Page Samples

• Nations first comprehensive interactive child
  welfare database
• Functions as an one-stop information resource for
  potential donors

• Less dynamic, single purpose site
• Plays on emotions through use of photographs

7
How Do They Attract People Online?

• Direct mail (most)
• News features in media (some)
• Links from community service award sites (some)
• Links from sites with similar causes (most)
• Corporate affiliations (some-CareUSA w/Delta Air)
• Word of mouth (all)
• Search engines (all)
• Physical presence of local branches (some)
• Community events (some)

8
Targeted Audience

• Primary donors vary with cause
• Adoption Parents seeking adoption or parents
  looking to put a child up for adoption
• Disease/Disability Generally parents of a child
  with a disease/disability. Also attract
  researchers and educators.
• Poverty, Relief, and Welfare Growers,
  manufacturers, distributors, and
  retailers(donators) primarily of surplus food
  (Source http//www.secondharvest.com)
• Rights Parents, children, educators,
  researchers, activists
• In general these organizations are looking for
  moderately wealthy people who are sympathetic to
  the various causes. The focus is on people who
  already have some kind of motivation.

9
Advantages To Being Online

• Another forum to distribute information/ promote
  cause
• Expands community reach
• Information is available 24/7
• Offers another forum for donations
• Site advertising can also generate revenue
• Reduces costs by providing documentation online
• Provides anonymity for sensitive topics
  (adoptions, abuse, etc.)
• Charity websites have become an industry standard

10
Advantages of Being Online (II)

• Online sites also offer new alternatives for
  generating revenue
• Shop Support
• Program (MAPS)
• example

Source http//www.shopandsupport.com/front.asp?pa
geidhw
11
Sample Donation Screens

• Persistent automatic pop-up screen

• Link buried within the site

12
Incentives For Customers to Return

• Subscription to newsletters (all)
• Online donation capabilities (most)
• Extensive archives, statistics, and databases
  (CWLA.org, Adoption.com)
• Links to resources within the community (most)
• Direct communication with sponsored child
• Updated legislative information (Childrens
  Rights Council)
• Free Internet Services (eg free e-mail at
  adoption.com)

13
Incentives For Customers to Return (II)

• Professional advice for parents, children and
  educators (most)
• Emotional photographic stories (Children Now)
• Virtual tours to projects overseas (Care USA)
• Online store (NCAC, AdoptShoppeBooks.com)
• Videos, books, interactive training,
  publications, etc.
• Online specialist consultation (Birthdefects.com,
  Adoption.com)
• Multilingual support (Habitat for Humanity,
  UNICEF)

14
Suggested Strategic Moves

• Personalized pages, with customized news articles
• Include detailed information about the use of
  their donated money
• Offer more sophisticated donation strategies (eg
  automatically charge yearly donations,etc.)
• Increase links and ads to major corporate donors
• Become more of a portal to attract a larger
  audience
• Offer children review services on toys, movies,
  medicine, books, etc.

15
Suggested Strategic Moves (II)

• One click donation
• Currently, visitors have to provide personal
  detail as many times as donations are made
• Distance learning
• Offer courses and conferences for parents and
  schools
• Negotiate reciprocal linking with similar sites
• Promote tax benefits
• Provide updated information on tax reductions for
  donors
• Offer customized online calculations to show how
  it would affect their taxes