LEAN SIX SIGMA DMADV STORYBOARD

YMCA REVENUE INCREASE TOOLDan Fullerton

02 / 2012

DEFINE Who and Why

• Why now? To coincide with social media drive launch of dissatisfaction of weight training alone.

• Who is the customer? YMCA Metro Atlanta (specifically, marketing and fundraising arm).

• What is the initial state? All fundraising means limited to off-line mailings and at YMCA.

DEFINE What

• What are the deliverables? This is a Fundraising Project in nature. Therefore, the deliverable is increased dollar amount in fundraising compared to pre-social media centered fund-drives.

• (An ancillary input for the deliverable will be a website plug in prototyped on the YMCA site that will allow individuals to make a profile then others to search and sponsor individuals.)

DEFINE When

• What is the due date? This project will coincide with social media drive launch of dissatisfaction of weight training alone during first quarter, 2012.

• Social media fundraising will continue beyond the initial prototype project, but will not be monitored as a part of this Six Sigma project.

MEASURE Metrics

• Since fundraising’s main purpose is to increase funds, the primary metric is dollars raised via social media networking.

• A secondary measure is number of persons donating.

MEASURE Notessome notes about group fundraising

• The messaging of a group fundraising campaign and the list of perspective donors are ‘user generated’

• Offline equivalent to group fundraising are child sponsorship and UNICEF Halloween boxes

• Group fundraising goes by several names▫ Person-to-person▫ Network centric▫ Collaborative▫ Peer-to-peer ▫ Distributive▫ Grassroots▫ Viral

• In April 2007, group fundraising web sites generated $3 million in donations through 8,602 campaigns. NOTE – This is in ONE MONTH ALONE, $3 million dollars.

• To date, group fundraising is responsible for $44 million dollars in charitable giving.

• At last count, there were at least 19 services for implementing a group fundraising event or strategy.

MEASURE How

• Dollar amount donated will be measured from back-end website database.

• As well, number of donors (individual people) will be measured from back-end website database.

• Each category will be measured in terms of percent to “successful” benchmark: $9,000 raised by 150 donors.

ANALYZE BenchmarksBenchmark Figures for Group Fundraising Platforms

High Low Benchmark

Average donation amount $55 $30 $43

Average amount raised per campaign $3,230 $119 $692

Average number of contributors 40 4 16

Benchmark figures for group fundraising campaigns

Benchmark figures for “successful” group fundraising campaigns

High Low Benchmark

Average donation amount $149 $36 $57

Average amount raised per campaign $11,393 $5,158 $9,018

Average number of contributors 269 48 157

ANALYZE Specifics • Initial State = $0 dollars and 0 donors• Project developed by Dan Fullerton and

programming team (internal to YMCA for progress data and external to YMCA for initial framework)

• Resources are YMCA IT team and IT framework• Failure probability low as similar social

fundraising websites already successful• Possible obstacle with donor records

inaccessible for outside YMCA scrutiny

DESIGN Comparison

DESIGN Options

Facebook Connections approach highest scoring option.

DESIGN DetailFunction / Process

Functional Requirements Design Element Design Requirements

Find Donor Limited to persons connected with individual on Facebook, or connected with connections

(Facebook account) None (connections are already part of the account)

Inform Donor

Must be able to interact with Facebook features (like/tell/…)

Place Donee Profile /Searchable Donee Profiles

Campaign Plug-in

Profile Module

Trackback results of like to campaign initiator

Database interface

Capture Donation

Interface with Credit Card accounting

Campaign Plug-in credit card “reader page”

SSL 2.0 or SSL 3.0 security

Increase / Repeat Donation

“Pass to Likes” campaign connections for matching donations

Campaign Plug-in Trackback to likes/tell notifier

Access credit card capture page for database matching amount

DESIGN Detail

DESIGN Detail

DESIGN Detail

DESIGN Detail – Facebook Interface

• Campaign success is usually closely associated to donors being sympathetic to the plight of the donee. The donation design structure utilizes this Facebook component that is built in as part of the friendship design.

• Essentially, a plug-in that the donee initiates informs, and requests donations from those that are connected to him or her. The donation apparatus operates across that person’s friend network on Facebook, invisibly connecting to the donor record database at Atlanta Metro YMCA.

DESIGN Detail – Facebook Interface

• Because it is already in Facebook, donors are offered the option of updating all of their connections too, wherein the plug-in would send, upon their approval, information to their connections, thus allowing an even wider network of “matching“ potential donors.

VERIFY Pilot

• Pilot consists of 30-day program with Facebook plug in that tracks total number of donors and total amount donated to individual training program sponsorship (campaign).

• Pilot begins upon first plug in download.

VERIFY Pilot Success

• Dollar success is anything over $9001 (first $1 donation is dummy donation to test plug in ability to accept donations)

• Number of donors success is anything over 151 donors (first donor is dummy donor to test plug in ability to accept donors)