CauseView Increases Oxfam Donations with Cloud-Based Workflow Process for Expiring Credit Cards Using Cloud computing and recurring donations management technology - problematic credit card transactions are no longer a time consuming and revenue losing task for nonprofit organizations. A Case Study / White Paper by: Ian Hayes Breakeven Inc. October, 2011
Copyright 2011 Breakeven Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the copyright owners. All other brand, company, and product names are used for identification purposes only and may be trademarks that are the sole property of their respective owners. Document Title: CauseView Increases Oxfam Donations with Cloud-Based Workflow Process for Expiring Credit Cards Published by: Breakeven Inc. October, 2011 Any comments relating to the material contained in this document may be submitted to: Breakeven Inc. 7100 Woodbine Avenue Suite 313 Markham, ON L3R 5J2 Canada or by email to: info@breakeveninc.com www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 2
Table of Contents Executive Summary. 4 The Time is Right - Cloud Computing for Nonprofit Organizations. 5 The Oxfam Canada Challenge - Problematic and Expiring Credit Cards. 7 The Oxfam Canada Solution - CauseView Recurring Donations Credit Card Management. 9 The Results - A 20% Response Rate Within 36 Hours. 14 About the Author. 16 About Breakeven Inc. and Salesforce.com. 16 www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 3
Executive Summary CauseView, by Breakeven Inc. exceeded Oxfam s objectives in a simple, efficient and effective manner. The majority of Oxfam Canada s individual donation revenue comes from a recurring donation program known as SharePlan, a pre-authorized gift giving program. With the success of the SharePlan program there are a large number of recurring monthly credit card donors and the associated challenges to stay on top of managing problematic credit cards, such as determining when credit cards will expiry, notifying donors of their expired cards, and updating the new expiry dates to their online payment gateway. Breakeven Inc. was engaged to solve the Oxfam Canada expiring credit card problem and designed, implemented and delivered CauseView Connect and Salesforce.com recurring donations credit card management system in just 5 business days. Oxfam Canada was able to kick-off the implementation with a recurring donation SharePlan campaign specifically targeted at donors who have expired credit cards. The campaign was conducted on 434 expired credit card records. After the 434 donors were notified via email that their credit cards were up for expiry (see figure 2), Oxfam was thrilled with the 20% response rate they received in the first 36 hours and the $34,480 increase in annualized revenue that resulted from this campaign. Oxfam Canada administrative staff are now able to better manage the recurring donation process, generate reports, easily identify and re-engage lapsed donors and provide a simple workflow process to secure credit card renewals, declined payments and other forms of problematic credit card transactions. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 4
The Time is Right Cloud Computing for Nonprofits With Cloud computing nonprofits can focus entirely on their mission with lower costs, lower risks and faster results. IDC, a leading independent technology analyst organization, states that the rise of Cloud computing has the potential to be among the most transformative developments in the world of information technology in the last 20 years (1). One of the leading proponents of Cloud computing is Salesforce.com and their Force.com platform, enabling client applications to be easily transitioned from a traditional IT infrastructure into a Cloud computing environment. Among the thousands of clients who are migrating applications to the Salesforce.com and Force.com Cloud, are thousands of nonprofit organizations who are quick to see the immediate ROI benefits of Cloud computing - no software to install, or hardware to maintain - so they can focus entirely on fundraising and mission management with lower costs, lower risks and faster results. Another significant reason nonprofit organizations are migrating to the Cloud and using Salesforce.com and the Force.com platforms, is because of the generous support of The Salesforce.com Foundation. The Salesforce.com Foundation provides nonprofit organizations with gratis product donations for the initial 10 licenses, and then steep discounts on all future licenses and products, with their objective to fuel the easy transformation of applications to the Cloud. Breakeven Inc. and its powerful CauseView fundraising management solution for nonprofit organizations, is a leading Salesforce.com Foundation partner. CauseView makes the donor management process simple, efficient and effective, and can be easily configured to meet the fundraising and CRM needs of any type of nonprofit organization. Breakeven Inc. assists with the application for Salesforce.com Foundation licenses, and easily leverages the Salesforce.com and Force.com Cloud computing platforms, adding the extra donor management process specifically required by nonprofit organizations. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 5
CauseView is a secure bridge platform and can easily sync with fundraising Web sites and microsites, client databases, transactional information and various payment gateways. This allows the instant processing of incoming donations, even allocating payments between different funds, sharing donor and volunteer information between databases, as well as a host of other donor activities, all designed to efficiently build lasting donor relationships. In this Case Study / White Paper we ll discuss an application of CauseView Connect and Salesforce.com implemented for Oxfam Canada that helped them successfully address the difficulties that the organization have in managing problematic and expiring credit card transactions. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 6
The Oxfam Canada Challenge Problematic and Expiring Credit Cards Expiring credit cards accounts for a large amount of revenue loss each month for Oxfam Canada.. Oxfam is a global humanitarian, development and campaigning organization working with others to overcome poverty and suffering. Oxfam Canada is a member of Oxfam, a confederation of 15 national Oxfam s around the world. Oxfam works in response to humanitarian needs regardless of race or creed in 98 countries. Together, Oxfam raises over $350 million annually. Oxfam Canada believes Canadians and other citizens of the world can end poverty and injustice by working together in solidarity to assert their basic human rights. A large percentage of Oxfam Canada s $23.5 million annual revenue comes from individual donations from the management of numerous fundraising initiatives and campaigns. The majority of Oxfam Canada s individual donation revenue comes from a recurring donation program known as SharePlan, a pre-authorized giving program. With the success of the SharePlan program comes a large number of recurring donors and the challenges to stay on top of knowing when credit cards were coming up for expiry, notifying donors of their expired cards, and updating the new expiry dates to their online payment gateway. Handling the large volume of expiring credit cards each month represented a large amount of revenue loss for Oxfam Canada, even though internal staff managed a manual renewal process. The manual process is time consuming and it interferes with other campaign gift giving, the donation cycle and the flow of funds for nonprofit organizations. It is estimated in the nonprofit sector that 6-8% of all recurring payments will fail at most nonprofit organizations. This is mainly because of expiring and declined credit cards, and a lack of an automated process to properly manage recurring donations. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 7
Oxfam Canada contacted Breakeven Inc. to develop a Cloud computing workflow solution to alleviate this problem, and to help reduce manual costs, better manage the expiring credit card process and in turn, capture more revenue. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 8
The Oxfam Canada Solution CauseView Recurring Donations Credit Card Management Provide donors with the ability to submit their updated credit card details online. The Breakeven Inc. solution to solve the Oxfam Canada expiring credit card problem was to design, implement and deliver CauseView Connect and Salesforce.com recurring donations credit card management system in just 5 business days. The goal for Oxfam Canada was to put in place an end-to-end process to effectively manage expiring and problematic credit cards in a secure transaction environment, along with an easy-to-use workflow process, so non-technical staff, volunteers and donors could easily access and monitor the system. CauseView Connect and Saleforce.com are 100% Cloud computing based. This means that there is no expensive hardware to maintain, no software to manage and upgrade, and no need for an expensive in-house IT staff. Most importantly, CauseView Connect is very secure. As a PCI compliant, SAS 70 Type II product, CauseView Connect guarantees that all personal and financial information of constituents and donors is fully protected at all times. CauseView Connect has a series of features that make it easy to automatically process recurring donations and membership renewals, such as deploying automated workflows and email communication templates to auto-notify donors when their credit cards are up for expiry. Especially important is the feature that CauseView Connect can directly embed any type of Web-form into a variety of Web site pages including social media pages, such as a Facebook fan page, and this would allow the consolidation of data from all authorized information-gathering channels into a Salesforce CRM. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 9
Figure 1 Simplified CauseView Connect Workflow CauseView Connect acts like a fortified bridge, by securely capturing data from the payment gateway, authorized social media pages, or custom Web forms, data is transferred safely to the Salesforce.com CRM. CauseView Connect ensures that information is simultaneously protected and accessible to authorized users. Upon implementation of the Salesforce.com license donated by The Salesforce.com Foundation, Oxfam Canada would be able to deploy a CauseView Connect Web-form to provide donors with the ability to submit their updated credit card details online. The Web form would be accessible via a link from an email notification automatically sent out to the donor before the credit card expired. (See figures 2 and 3 below) www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 10
Figure 2 CauseView Connect Auto generated Email Figure 3 CauseView Connect Pre Populated Form Embedded into an Oxfam Canada Web Page www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 11
Additionally, CauseView can provide donors with the ability to make up any missed payments within the credit card update form. And if the donor has not responded to email notifications (which can be scheduled for any frequency the client wants - Breakeven Inc. recommends typical 30 days and 15 days reminders), it will automatically notify internal staff. Similarly, if the donor has no email address, internal administrative staff will automatically be notified. It s important to note that this same CauseView Connect and Salesforce.com workflow process would work well with other forms of membership and subscription based revenue models, as well as other problematic credit card transactions such as declined payments, lost or stolen cards, credit limit exceeded, etc. Other CauseView Connect and Salesforce.com benefits to consider: Other CauseView Solution Benefits Flexible Donor Self Service Secure The solution is very flexible and very user-friendly, Oxfam Canada administrators can simply add fields to the Web forms, which will add more donor relationship information to the Salesforce.com CRM database. As the needs change, additional reports and queries can be requested offering more details about the donor s preferences. The CauseView Connect Solution is fast, efficient and simple for all staff and constituents to use. Donors and constituents can contribute and interact with their own data, creating a richer, more informative donor relationship. By connecting Oxfam Canada data to the Salesforce CRM, data will always be current, clean, accessible, relevant, and secure. In addition to the high level, PCI compliant transaction security, there is all the administratorlevel access ID security one would expect for properly dealing with the privacy of donor personal and credit card information. Works on all browsers, operating systems and platforms so there are no compatibility problems. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 12
Integration Attach Files Customized Workflow Other Events & Forms Full Data Access CauseView Connect uses an HTML platform & full CSS styling for seamless integration and ease-ofuse Includes file attachments and advanced validations Automatically de-dupe records with customized criteria Integrate existing salesforce.com email templates and automated workflows Easily create event registration and RSVP forms, newsletter sign-ups, order forms, questionnaires, contact update forms, and donation forms Access all types of data from your CauseView Connect and Salesforce CRM, including custom objects. www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 13
The Results A 20% Response Rate within 36 Hours After implementing the CauseView Connect and the Salesforce.com recurring donation credit card management solution, Oxfam Canada were able to kick off the project with a recurring donation SharePlan campaign specifically targeted at donors who have expired credit cards. The campaign was conducted on 434 expired credit card records. After the 434 donors were notified via email that their credit cards were up for expiry (see figure 2), Oxfam was thrilled with the 20% response rate they received in the first 36 hours and the $34,480 increase in annualized revenue that resulted from this campaign. Oxfam Canada administrative staff are now able to better manage the recurring donation process, generate reports, easily identify and re-engage lapsed donors and provide a simple workflow process to secure credit card renewals, declined payments and other forms of problematic credit card transactions. Oxfam Canada Campaign results: 6 h o u r s a f www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 14
6 hours after email notifications: o 34 direct responses via CauseView Connect online form totaling $1,130 of monthly revenue o 8 make-up payments totaling $207.00 24 hours after email notifications: o 57 direct responses via CauseView Connect online form totaling $1,607.50 of monthly revenue o 14 make-up payments totaling $529.50 36 hours after email notifications: o o o o 20% response rate from all donors 70 direct responses via CauseView Connect online form 20 phone responses handled by internal staff 90 updates totaling $2,807.50 in monthly revenue ($33,690 annual revenue acquired) o 19 make-up payments totaling $789.50 www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 15
About the Author Ian Hayes, President & CEO, has extensive experience with Cloud computing solutions, both as a customer and as a service provider to organizations looking to implement this leading edge technology. Prior to starting Breakeven Inc., Ian was the VP of Professional Services for the largest Salesforce.com consulting partner in Canada. He worked with most of the major banks and a number of other large companies to help them successfully deploy Salesforce.com. It was there that Ian learned about the generous donations The Salesforce.com Foundation offers to help NPO s manage their causes more effectively. It inspired him to start the company and focus exclusively on this sector. Ian Hayes has extensive experience with Cloud computing solutions and Salesforce.com, both as a customer and as a. service provider. Ian has a strong passion for simplifying technology in order to help organizations operate more efficiently and effectively. Ian s work experience includes roles as the Managing Director of the Canadian arm of a global media research software company, providing analytics to their technology and consumer packaged goods clients. About Breakeven Inc Along with its industry partners and Salesforce.com, Breakeven Inc. has spent years figuring out ways to make Cloud computing accessible for a variety of nonprofit organizations. We believe that NPOs make the world a better place, just as we believe that the Cloud offers a progressive solution for data management across the board. Breakeven Inc. and its powerful CauseView fundraising management solution for nonprofit organizations, is a leading Salesforce.com Foundation partner. Additional Resources: http://www.causeview.com http://appexchange.salesforce.com/listingdetail?listingid=a0n30 000003HpfREAS www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 16
About Force.com Platform and AppExchange Breakeven Inc. Force.com is the trusted social enterprise platform for building and running any employee app in the cloud. Force.com powers the Salesforce CRM apps, the more than 200,000 custom apps used by salesforce.com customers such as Japan Post, Kaiser Permanente, KONE, and Sprint Nextel and the more than 1,200 ISV apps built by partners such as BMC, FinancialForce.com and Fujitsu. Enterprise apps built on the Force.com platform can be easily distributed and marketed through the salesforce.com AppExchange http://www.salesforce.com/appexchange/. The salesforce.com social enterprise platform delivers the most trusted and comprehensive cloud technologies for social, mobile and open apps. It includes Force.com, the cloud platform for employee apps, Heroku, the cloud platform for customer apps and Database.com, the cloud database to integrate the social enterprise. About The Salesforce.com Foundation More than 10,000 nonprofits and higher education institutions of all shapes and sizes are using Salesforce.com to take their organization s impact to a new level. The Salesforce.com Foundation provides the organizations with product donations of the initial 10 licenses and steep discounts on all future licenses and products to fuel this transformation. Reference Source (1) Force.com Cloud Platform Drives Huge Time to Market and Cost Savings - IDC White Paper - Sponsored by:salesforce.com, Randy Perry, Eric Hatcher, Robert P. Mahowald, Stephen D. Hendrick, September 2009 www.breakeveninc.com A Case Study/White Paper Published by Breakeven Inc. 17