Not for Profits: Meeting the Needs of NFP Business Transformations

27 Apr 2018

  • Digital Marketing
  • Data-driven Marketing
  • Technology
  • Marketing Technology

How Lifeline moved to compliant, connected, intelligent donor data management

Every industry has its own unique requirements, and Not for Profits are no exception. While every Not for Profit is different and a tailored approach is always necessary, many experience common issues like large databases that span many years’ worth of donors, and keeping up with donation processing demands.

Staying up to date is a significant issue in the sector, as resources can be limited and a Not for Profit’s primary concerns lie with their charitable output. This makes it imperative for Not for Profits to partner with an Information Technology and Data Consulting team who can deliver future-proof solutions and ongoing support.

DCA’s work with Lifeline illustrates the path a Not for Profit can take toward a state of industry compliant, connected, intelligent donor data management. (Note: Lifeline Australia is the National Head Office - DCA are also data partners for a number of other Lifeline Centres such as Lifeline Harbour to Hawkesbury, where DCA have performed a similar suite of end-to-end data services.)

Lifeline is a national non-profit charity, founded in 1963, that provides all Australians experiencing a personal crisis with access to 24 hour crisis support and suicide prevention. Services and resources are provided through phone and online mediums. Lifeline relies on community support to fund its vital 24/7 crisis supporter line 13 11 14 and its online Crisis Support Chat service which receives over 1 million requests for help each year.

The Problem: Lifeline needed to Automate and Digitally Transform their business but required industry and technology expertise to succeed.
Lifeline were dealing with manual, error-prone processes across six separate applications to manage donations and donor data. There were security risks at multiple points of this process, along with no data integrity plan – meaning the entire database had to be regularly ‘cleansed’ manually.

The existing vendor for the CRM and applications collapsed, leaving Lifeline with an outdated system and no support.
Problematic in the modern landscape, Lifeline had no smartphone donation capacity, and limited reporting and analytics.
In additional to updated BI and payment processing methods, Lifeline also needed a single view of the donor, a clean central database free of duplications, and a data-driven marketing environment.

The Solution: DCA Consulting, Data Cleanse, Consolidation and Migration
Bringing Lifeline’s systems and processes up to date was a significant project, covering mapping the current process, problem and opportunity analysis, market assessment, cost-benefit analysis of available products, implementation cost assessment, ROI evaluation, a systems and data migration plan, and finally the data extract, data cleanse and deduplication, data transformation, and load into the new system.

Several dedicated solutions were necessary to resolve Lifeline’s existing issues and meet their requirements moving forward. A full data cleanse and migration, setup of a new Salesforce CRM, and digital transformation initiatives including a mobile-optimised, PCI compliant online donation portal generated significant benefits for Lifeline, and continue to do so as the DCA and Lifeline partnership matures over time.

Lifeline’s donations management services have become substantially more efficient. Their data is high-integrity, robust, and reliable, allowing the Lifeline team to focus on value-ads instead of designing workaround and resolving errors.
Lifeline have also obtained a true single customer view of their supporters – cleansed, accurate and duplicate-free data that Lifeline can trust. This enables Lifeline to connect more efficiently with their donors, spending more time engaging with their strongest supporters rather than chasing duplicate or invalid donors.

This has also resulted in more efficient and improved processes. Fundraising, donations, payment processing and mail fulfilment programs run smoothly and efficiently, retrieving information from a single source of truth. Significant cost savings in infrastructure have been another positive outcome, driven by decommissioning costly legacy systems.

Immediate revenue savings were noted, including:

  • 30% saving in resource time
  • Approximately 1380 total hours saved per-annum
  • Mobile-friendly interface potentially generating over $20,000 of otherwise lost income
  • Projected ROI on the implementation costs in less than three years

Lifeline and DCA have developed a very successful partnership over the years, with DCA’s accumulated knowledge of Lifeline’s history and requirements proving invaluable for Lifeline’s business continuity. Our expert local team has been instrumental in responding to Lifeline’s evolving requirements, and we look forward to driving more successes for this Australian Not for Profit.

How We Did It
Meeting Lifeline’s initial requirements was a multi-step project. Here’s how we brought Lifeline’s donor data management systems up to date and future-proofed this Not for Profit.

  • Assess and document existing business processes
  • Identify automation and other cost-reduction opportunities
  • Identify data integrity requirements
  • Undertake cost-benefit analysis potential solutions, covering functions and features, implementation, integrity, security, ROI estimates, and cost-of-no-action assessment
  • Recommend most appropriate systems solution
  • Partner with winning vendor to deliver implementation and migration
  • Strategise a phased approach for Lifeline’s long-term digital transformation
  • Creation of a mobile-friendly donation environment
  • Formulate a data roadmap plan
  • Full database creation, including end-to-end processing of approximately 2 million records across 20 legacy data tables
  • Data processing and management including cleanse, deduplication, consolidation, mapping, and migration
  • Successful go-live of new Salesforce CRM
  • Support and governance including data maintenance and ongoing PCI compliance for Lifeline’s donation management process

By approaching such a large project strategically with deep industry expertise, we were able to bring Lifeline’s donor data management systems up to date on time and to budget.

DCA also provides ongoing secure PCI automated donations management process, providing the secure technology and infrastructure for Lifeline to progress with their business and comply with strict global credit card automated data processing standards.

“DCA had earned a strong trust and reputation for being true leaders in their bespoke data and professional services by the Lifeline team, and offered to help. Upon visiting their facilities and discussing the project’s need it was clear they understood how to apply best practice with their talented team to meet our requirements.”
John Staines, CIO Lifeline Australia

“It’s always very important for us to work with a team who understand non-profit fundraising yet is still able provide a superior level of technical know-how and support. That’s why we choose to work with DCA. They always deliver projects to deadline and budget and invest themselves into learning our business so there’s no need to relay the ground work with each new project.”
Stephanie Chan, Fundraising Database Coordinator (Engagement) Lifeline Australia


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