Improving the service quality of donor care with monthly donors a study of the non profit organization in ho chi minh city, vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business NGUYEN VO TRUC GIANG IMPROVING THE SERVICE QUALITY OF DONOR CARE WITH MONTHLY DONORS A STUDY OF THE NON-PROFIT ORGANIZATION IN HO CHI MINH CITY, VIETNAM MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2021 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business NGUYEN VO TRUC GIANG IMPROVING THE SERVICE QUALITY OF DONOR CARE WITH MONTHLY DONORS A STUDY OF THE NON-PROFIT ORGANIZATION IN HO CHI MINH CITY, VIETNAM MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2021 TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES ABBREVIATION ACKNOWLEDGEMENT EXECUTIVE SUMMARY I PROBLEM IDENTIFICATION 10 Problem context 10 1.1 ABC Vietnam Organization overview (referred to as ABC Vietnam) 10 1.2 Communications and Fund Development department 10 a Digital Marketing and Communications team 11 b.Corporate Partnership team 11 c Face to Face fundraising team: 11 d.Tele-fundraising team 11 e Donor care team 12 1.3 Problem overview: 12 Symptoms 14 Potential Problems Identification 17 3.1 Problem definition 17 3.2 Potential problems 18 3.2.1 Potential problem 1: Lack of income 18 3.2.2 Potential problem 2: The Poor Service Quality of Donor Care 20 Main problem validation 24 Potential causes 25 5.1 Potential cause 1: Lack of understanding of monthly donor insights 25 5.2 Potential cause 2: Lack of Communications 26 5.3 Potential cause 3: Manual Database Management 27 Main cause validation 29 II ALTERNATIVE SOLUTIONS 30 Donor Database management system component: 31 Donor database management system purpose 32 Alternative Solutions 32 3.1 Alternative solution 1: Cloud database management system 33 3.2 Alternative solution 2: Hard drive database management system 34 Solution selection 34 Action Plan in Organization 37 III SUPPORTING INFORMATION 38 Methodology 38 Interview guide 38 REFERENCES 40 APPENDIX A: Transcript of in-depth interview (Phase 1) 43 APPENDIX B: Transcript of in-depth interview (Phase 2) 53 APPENDIX C: Transcript of in-depth interview (Phase 3) 57 APPENDIX D: Welcome and thank you email template 58 APPENDIX E: Questionnaires for choosing alternative solutions at ABC Vietnam 59 LIST OF FIGURES Figure 1: ABC Vietnam Organization Structure Figure 2: The structure of Communications and Fund Development department Figure 3: DD Cancellations Feb-Apr 2019 & 2020, the report of Woods Valldata about the impact of Covid-19 on individual giving Figure 4: DD Cancellations Rate Jan – Sept 2018, 2019 & 2020, the update report's May 2020 of Rapidata Figure 5: The percentage of the Donor Retention Figure 6: The percentage of the attrition rate of the monthly donors Figure 7: The donor journey Figure 8: The preliminary cause and effect map for problem solving at ABC Vietnam Figure 9: The secondary cause-effect smap for problem solving at ABC Vietnam LIST OF TABLES Table 1: Number of new monthly donors and number of monthly donors cancelled from 2018-2020 Table 2: Number of cancelled monthly donors who gave announcement and reason in 2020 and Q1/2021 Table 3: Number of donors and number of Donor Care Staff from 2018 – 2020 comparison Table 4: A Donor Management System’s general requirements of ABC Vietnam Table 5: Different alternative solution based on online – offline DDMS choice Table 6: The advantage and disadvantage of AS #1 versus AS #2 Table 7: Quantitative result for problem solving of ABC Vietnam Table 8: Action plan for Alternative Solution #1 in the last six months of the year 2021 Table 9: Qualitative Phase – Initial Understanding, Symptom and Problem Deep Dive Table 10: Qualitative Phase – Causes Deep Dive Table 11: Qualitative Phase – Solution Development ABBREVIATION AS Alternative Solution CEO Chief Executive Officer CFD Communications and Fund Development CRM Customer Relationship Management DD Direct Debit DDMS Donor Database Management System GB Gigabyte HR & OD Human Resource and Organizational Development ICT Information Communication Technology IPS Internet Service Provider KPI Key Performance Indicator Q1 Quarter SME Small-Medium Enterprise ACKNOWLEDGEMENT First, I express heartfelt gratitude to Associate Professor Mai Trang for her immense support to carry out this thesis; my attempt at any level cannot be satisfactorily completing without the support and guidance of my Supervisor Secondly, I am much thankful to Mr Thien, Mr Hung and Ms Thu for providing me a good condition to accomplish the thesis Thirdly, I am truly grateful that ISB has granted me an amazing opportunity to apply all of the knowledge that I have acquired at school to solve a real-world problem This experience, by no doubt, has established a solid foundation for me in my career journey ahead Finally, I am greatly thankful to my beloved family and friends, especially my great half for the relentless support that they had given me to reach our goals Thanks to them, I was motivated not to give up on difficulties and completed this thesis with the highest quality Yours truly, Nguyen Vo Truc Giang EXECUTIVE SUMMARY ABC Vietnam is a non-profit and non-government organization belonging to an international organization that aims to support children and young people to grow up in a safe family environment, get a good education, and be able to self-reliance employability by mobilizing the caring power of the communities in Vietnam and around the world to accomplish the mission of ABC Vietnam ABC International set a goal for ABC Vietnam to raise a local fund of five million euros in 2025 and this goal is assigning to the CFD department of ABC Vietnam However, there is a negative symptom that a high attrition rate of the monthly donors that affected to the goal of the CFD department In addition, different literature reviews are used and in-depth interviews with managers and employees in the CFD department are conducting so that the current situation and problems fully comprehends at the department Thus, the findings show that the poor service quality of donor care of ABC Vietnam and lack of income due to the Effect of the Covid-19 pandemic were the potential problems of the symptom of ABC Vietnam However, the Effect of the Covid-19 pandemic is out of the scope of this project because it depends on the Covid-19 situation and no one knows when it is gone so this thesis just focuses on the main problem that is the poor service quality of donor care to solve After the main problem, which is the poor service quality of donor care, ABC Vietnam has been determined; the main causes are also discovering based on the combination of literature reviews and in-depth interviews Then, proposed alternative solutions related to its problem are developing to solve the main problem At the end, Alternative Solution #1 was selecting to develop a detailed implementation plan I PROBLEM IDENTIFICATION Problem context 1.1 ABC Vietnam Organization overview (referred to as ABC Vietnam) ABC Vietnam (ABC is disguised the organization name) is a non-profit and non-government organization belonging to an international organization that has been established for 25 years ABC Vietnam aims to support children and young people to grow up in a safe family environment, get a good education, and be able to self-reliance employability ABC Vietnam bases in Ho Chi Minh City, which has departments such as Finance and Controlling, Human Resource and Organizational Development, Program Development, Information Communication Technology, Construction, Administration, and Communications and Fund Development Vision: Aim to create a better future for disadvantaged children and young people Mission: Build a safe environment for children and young people in need, help them shape their own futures, and be self-reliant in the future The core value: commitment, trust, transparency and accountability Chief Executive Officer CEO Assistant Finance and Controlling HR & OD Program Development ICT Construction Administration Communications and Fund Development Figure 1: ABC Vietnam Organization Structure (Source: ABC Vietnam Internal Structure) 1.2 Communications and Fund Development department The main responsibility of the CFD department is to build awareness about ABC Vietnam to the audiences and raise local funds as per the agreed targets from individuals, organizations and corporations to help ABC Vietnam to achieve five million Euros in 2025 10 ... fact that signals a high attrition rate of the monthly donors of ABC Vietnam In 2018, the number of monthly donors of ABC Vietnam at the beginning of the year 2018 was 1550 monthly donors; the Communications... ABC Vietnam is supporting for orphans, abandoned and disadvantaged children who have lost the parental care or lack of parental care so the monthly donors empathize with them so the monthly donors. .. OF ECONOMICS HO CHI MINH CITY International School of Business NGUYEN VO TRUC GIANG IMPROVING THE SERVICE QUALITY OF DONOR CARE WITH MONTHLY DONORS A STUDY OF THE NON- PROFIT ORGANIZATION