Non-Profit Organizations: Children
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Transcript of Non-Profit Organizations: Children
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Non-Profit Organizations:Non-Profit Organizations:ChildrenChildren
Juan Cukier Rui Li
Francis Montet Theo Nicholas
Jeffrey Pany
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“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
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General Non-Profit Organization General Non-Profit Organization FactsFacts
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 children’s non-profit organizations…
Source: NonProfitTimes: www.nptimes.com -- November, 1999
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Major Players by CategoryMajor Players by Category
Adoption AgenciesAdoption.comThe Adoption Exchange Maine Adoption Placement Service
Disease and Disabilities
Association of Birth DefectsThe National Information Center for Children and Youth with Disabilities
Kids on the Block Inc.
Poverty, Relief,
and Welfare
Second HarvestCare USAFood for the PoorCatholic Relief Services
Rights
Children NowChildren’s Defense Fund National Children’s Advocacy Center
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Children’s Non-Profit OperationsChildren’s 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
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Online Front Page SamplesOnline Front Page Samples•Nation’s 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
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How Do They Attract People How Do They Attract People Online?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)
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Targeted AudienceTargeted 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.
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Advantages To Being OnlineAdvantages 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
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Advantages of Being Online (II)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?pageid=hw
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Sample Donation ScreensSample Donation Screens
•Persistent automatic pop-up screen
•Link buried within the site
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Incentives For Customers to Incentives For Customers to ReturnReturn
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 (Children’s Rights
Council) Free Internet Services (eg free e-mail at adoption.com)
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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)
Incentives For Customers to Incentives For Customers to Return (II)Return (II)
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Suggested Strategic MovesSuggested 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.
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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
Suggested Strategic Moves (II)Suggested Strategic Moves (II)