iHealth_Final Copy_Report_PFHDA_Assignment 3

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iHealth
ReCommunicationImprovement
for Donation Income
REPORT: PENANG FHDA
COMMUNICATIONIMPROVEMENTFORDONATIONINCOME
PRESENTED BY:
DANIEL CASSELLS
HOLLY VIVIAN
JENNIFERTA
RONJA BLOMBERG
VERSION 1.0
JULY 1, 2016
REPORT: PENANG FHDA
COMMUNICATIONIMPROVEMENTFORDONATION INCOME
REPORT: PENANG FHDA
COMMUNICATIONIMPROVEMENTFORDONATIONINCOME

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ExecutiveSummary
In this report, with the primary focus on how to improve Penang FHDA media
communication to enable a 300% increase in the organisation’s annual income,
the iHealth team has concentrated on the most vital improvements that the NGO
could implement to be successful in their goal to increase their revenue. For the
iHealth team to appreciate the task and to present trustworthy recommendations
to Penang FHDA, the team has undertaken extensive research to find the most
relevant and supportive references to back the work with.
The target audience for Penang FHDA, in regards to their services provided to the
public, the iHealth team found some relevant LGBT communities and HIV and
AIDS-focused organisations that can be of interest for the charity to approach in
regards to support and funding. In order to gain a broader understanding of the
NGO's income and financial history, an economic analysis was and is presented
from page 9, made on the Malaysian economy for the last ten years and whereby
a few conclusions are represented in regards to Penang FHDA revenue
performance as well as compared with two of the organisations benchmarks
income and donations history. Penang FHDA income relies lately on around 30%
fromdonations which have beenvarying associatedwith the GDP growthrate and
thus, donations should experience an active movement as the Malaysian economy
is currently experiencing an expansion.
Represented from page 14 a research on the organisation’s website and
comparisons with similar charities that has related purposes and been more
successful in their revenue. Whereby the main issue of Penang FHDA website is
found to be the lack of update and accessibility for potential donators to make a
donation easily as well as the primary purpose of the organisation, the main
message it wants to give its visitors that creates their first impression of the NGO.
It is recommended that the Penang FHDA advance its website technology to meet
the requirements of the variety of devices that the newer generations are using as
well as make the sites design and layout more attracting as shown from page 25.
To ease the way of making donations, the iHealth team have made a
recommendationto start to usePayPal with a visual step-by-step processto create
anaccount frompage 32. To enable amoreefficient communication wherePenang
FHDA can reach out to, and create more followers, the team has provided insight
on how useful the recommended social media platforms Facebook, and Instagram
can be and how the organisation should take advantage of them. The iHealth team
has created an Instagram account for Penang FHDA and provided on page 51 a
step-by-step manual to show the responsible person in Penang FHDA on how to
proceed the usage of the platform. Lastly, starting on page 53, the team has made
a recommendation to the organisation for crowdfunding as well as providing an

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accurate pitch that can be posted on the desired crowdfunding website with
suggestions on a variety of different sites for the organisation to choose from. The
pitch is built on the house project presented to the team by Ms Engie to enable a
budget for the construction of the houses.

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Table of Contents
........................................................................................................................................1
Executive Summary.........................................................................................................2
Introduction....................................................................................................................6
About us..............................................................................................................................................................6
Background.....................................................................................................................6
Objectives...........................................................................................................................................................6
Scope....................................................................................................................................................................6
Target Audience................................................................................................................................................6
LGBT Communities.....................................................................................................................................6
HIV and AIDS focused organisations....................................................................................................7
IntegratedMarketing Communications.....................................................................................................9
Four C’sof integration..............................................................................................................................9
Economic Analysis............................................................................................................................................9
GDP growth, inflation and unemployment in Malaysia.................................................................9
FHDA income verses Malaysia’s GDP growth rate........................................................................12
Objective 1 – Website.................................................................................................. 14
Issue...................................................................................................................................................................14
Current situation............................................................................................................................................14
Donations....................................................................................................................................................14
Homepage...................................................................................................................................................14
Global navigation......................................................................................................................................15
Social media...............................................................................................................................................15
Research objectives andmethods............................................................................................................16
Website comparisons...................................................................................................................................16
Tables...........................................................................................................................................................16
PT Foundation............................................................................................................................................17
All Women’s Action Society..................................................................................................................18
International Planned Parenthood Federation (IPPF)..................................................................19
Women’s Centre for Change (WCC)...................................................................................................20
Effective website elements........................................................................................................................25
Recommendations........................................................................................................................................27
Sample templates.....................................................................................................................................27
PayPal...........................................................................................................................................................32
Potential website developers....................................................................................................................38
Otherpotential options...........................................................................................................................38
Objective 2 – Social media ........................................................................................... 39
Issues.................................................................................................................................................................39
Penang FHDA current social media presence.................................................................................40
Research......................................................................................................................................................40
Facebook comparisons...........................................................................................................................42
Facebook tables........................................................................................................................................45
Instagram tables.......................................................................................................................................47
Recommendations........................................................................................................................................49
Facebook.....................................................................................................................................................49

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Instagram.........................................................................................................................................................50
Objective 3 – Crowdfunding......................................................................................... 53
Issues.................................................................................................................................................................53
Research...........................................................................................................................................................53
Crowdfunding and market concept....................................................................................................53
Recommendation..........................................................................................................................................56
Crowdfunding pitch.................................................................................................................................56
Contact information.....................................................................................................................................63
Company Information..................................................................................................................................64
Bibliography....................................................................................................................................................65

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Introduction
About us
iHealth are a group of students from Deakin University in Australia who have
attended the Penang Family Health Development Association (FHDA) for a two-
week intensive internship. The students, comprising of Holly Vivian, Ronja
Blomberg, Jennifer Ta and Daniel Cassells, are passionate and enthusiastic
individuals who are willing and determined to assist the organisation achieve
their stated objectives. With educational backgrounds in Accounting, Finance,
Economics, Management and Human Resources, the iHealth team have been able
to competently produce a report resulting from their expansive and thorough
research.
Background
Objectives
The objective of the report conducted and produced by iHealth, was to increase
the donation income of Penang Family Health and Development Association. The
extent of this increase was 300% within a 6 month period, ending 31 December
2016. The methods which were outlined to need development consisted
primarily of the organisation’s Website and Social Media. Attracting foreign
donations was also highlighted, in which a crowdfunding strategy has been
presented within the report. Scope
Scope
The scope of our recommendations to achieve this objective are categorised
under the online communication media. iHealth have produced a report which
consists of recommendations, which Penang FHDA may seek to implement, on
the basis that they believe would be effective and achievable in increasing their
donation income, and attracting awareness to the organisation.
Target Audience
Provided to give FHDA an insight into other, similar organisations that can be
approached for support, guidance or funding.
LGBTCommunities
LGBT rights within Malaysia are not recognised and it is considered to be illegal
to behomosexualaccordingto Malaysian LawandSharia Lawin 1826(Mosbergen
2015). Although LGBT do not have recognised right and do not have any national

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organisation in which support them in Malaysia, there are some LGBT support
groups in and within Malaysia. These are identified below.
Fridae
Fridaeis oneofthe largest gayand lesbian networking and information site within
Asia (Fridae 2016).
Queers Malaysian
It is one of the first Malaysian blogs on LGBT rights, issues and expressions.
Outright Action International
It is aninternational non-governmentorganisationbasedin the US, founded1990.
They believe that Malaysia must recognise and stop hostilities towards LGBT
people (OutRight Action International 2016).
National LGBTI Health Alliance Australia
It is an Australian NGO, established August 2007. That focuses on LBGT and
intersex organisation, in regards mental health, ageing, prevention, intersex
health, transgender, transgender health and data collection (National LGBTI
Health Alliance 2016).
HIV and AIDSfocusedorganisations
Victorian AIDs Council
The Victoria AIDs council was formed in response to the HIV or AIDs epidemic in
1983. They provided services in regards to prevention, education, treatment and
care of PLHIV and counselling services. (Victorian AIDs Council, 2016).
Brandon Longley from the Victorian AIDS Council has provided his details for
further mentoring or support in regards to media communication and promotion
in regards to HIV/AIDS.
Email: brandon.longley@vac.org.au

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Graph 1
(Victorian AIDS Council, 2014)
Malaysian AIDs Council
The Malaysian AIDs Council is made up of the secretariat and partner
organisations in which support and coordinate the efforts of works in regards to
HIV or AIDs issues in Malaysia for NGOs. It was established in 1992 and works
with government agencies, the private sector and international organisations to
respond to the HIV or AIDs issues. Some of the activities in which they conduct,
include: coordinating HIV/AIDS programmes, capacity building and advocacy for
HIV/AIDs. (Malaysia AIDS Council, 2011).
Graph 2
(Malaysian AIDS Councils, 2013)

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Integrated Marketing Communications
This section will provide a brief overview on cross-platform integration strategies
for marketing communications. Although platforms differ in purpose, a cohesive
brand personality is required. This means the organisation needs to ‘speak with
one voice’ across multiple platforms. Social media and online mediums have
changed the marketing relationship. Consumers now expect the brand to interact
with them in a medium where the consumer controls the conversation including
the timing, content and channel (Killian et al 2015).
FourC’sof integration
Consistency
The same message or positioning strategy should be present across all mediums.
It is integral that the brands personality is clear and concise across the variety of
platforms, this will help strengthen the brands image and encourage deeper
connections (Killian et al 2015).
Customization
The content ormarketing strategies shouldbe specifically targeted the individuals
in which the organisation wishes to generate a response from. The mediums must
engage and connect with chosen individuals (Killian et al 2015).
Commitment
In order to improve marketing communications, an individual must be
responsible and committed to managing the brands presence across all mediums.
This individual must understand the essence of the brand, and be willing to
maintain content and update the mediums frequently (Killian et al 2015).
Caution
The two-way nature of social media and other online mediums allows consumers
to express themselves in an open forum. It is important to be aware of how to
respond to displeasure and protect the brands image (Killian et al 2015).
Economic Analysis
GDP growth,inflationandunemploymentin Malaysia
As from shown in graph 3 below, the unemployment rate in Malaysia for the last
ten years has been reasonably steady around 2-3%. The GDP growth rate had
suffered some contraction from 2007 until 2009 when the Malaysian economy
experienced expansion and have since been on a healthier level, around 4-6%
annually. The inflation rate seems to have understandably moved in the same
direction as the GDP growth rate but decreased a bit after 2011. It appears that

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the economy is currently experiencing an expansion, and thus, the GDP and
inflation rates are increasing.
Graph 3
(The World Bank 2016b; The World Bank 2016c & The World Bank 2016d).
Graph 4
(The World Bank 2016a).
Graph 5
(The World Bank 2016e).
-6
-4
-2
0
2
4
6
8
10
%
YEAR
GDP growth, inflation and Unemployment in Malaysia
GDP growth (annual%)
Inflation,GDPdeflator (annual%)
Unemployment,total (% of totallabor force) (nationalestimate)
0
5000
10000
15000
20000
25000
30000
US$
YEAR
GDP per capita in Malaysia
GDP per capita, PPP (current international $)
0
1
2
3
4
5
US$
YEAR
Exchange rate against the US$ in Malaysia
Official exchange rate (LCU per US$, period
average)

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Comparingorganisation’sannual earnings
Penang FHDA verse PTF
When comparing the annual total income and donors of Penang Family Health
Development Association (FHDA) and Pink Triangle Foundation (PTF) in graph 6
below, PTF has had a stronger inflow over the years than FHDA. However, since
2012, FHDA have improved their income and donors while PTF has experienced
the opposite. It is interesting to see that the organisation had performed
differently from each other every year except 2008 – 2009 when they both
increased; and in 2010 decreased their incomes. The 2010 decrease can be
explained by the rapidly declining GDP growth rate in the economy, shown in
graph9. It seems that PTF has been moredependent ofthe GDP growthrate as the
organisation’s income has moved in the same pattern and thus, it is easier to
forecast their future earnings. As for FHDA, their economy is a bit smaller and
seemsto bedependingonrandomdonorsandother incomesthat areindependent
of the minor fluctuations in the GDP growth rate.
Graph 6
(Penang FPA2005; Penang FPA 2006; Penang FHDA2008; Penang FHDA 2010; Penang FHDA 2012; Penang
FHDA 2014; PT Foundation 2005; PT Foundation 2007; PT Foundation 2009; PT Foundation 2011; PT
Foundation 2013 & PT Foundation 2014).
Penang FHDA verse IPPF
In Table 1, FHDA’s income and donation for 2015 are compared with the
International Planned Parenthood Federation (IPPF) revenue and donation
received in that year. IPPF is a much bigger organisation and thus, have more
income for the year. However, from graph 7, FHDA has a greater percentage of
donations from their total amount of revenue for the year, a whole 28% verses
IPPF’s 1%. Which shows that IPPF more depends on e.g. government grant than
its donators and thus, might have a different business model to target and receive
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
US$
YEAR
Annual income: FHDA vs. PTF
FHDA Donors/Sponsorhip (RM)
FHDA Total Income(RM)
PTF Donors/Sponsorhip
PTF Total Income

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those types of funding's. FHDA could thereby increase their annual income by
reaching out to more donators as their total income is more dependent on it.
Table 1
(Penang FHDA 2014 & IPPF 2015).
Graph 7
(Penang FHDA 2014 & IPPF 2015).
FHDAincomeversesMalaysia’sGDPgrowthrate
In the graph 8, where the donors and total income is measured in percentage
change from year to year, it is easier to compare it with the annual GDP growth
rate as in graph 9. Now it looks like FHDA earnings very much are moving in the
same direction as the GDP growth rate, e.g. in 2009 where their income had a
highly positive effect from the expansion of the Malaysian economy. It seems that
the donors are more depending on the GDP growth rather than the total income,
which does not vary as much. As seen before in graph 7, the donations make up
almost one-third of FHDA’s annual revenue, as of 2015. From graph 9, where it
can be seen that Malaysia’s economy is expanding, FHDA should take this
opportunity to try and raise their donations income as much as possible. As it can
be concluded that people are more willing to give when the GDP growth rate is
higher than usual.
FHDA IPPF
Donation (RM) 626,147 881,000
Other (RM) 243,973 115,340,000
Total (RM) 870,120 116,221,000
2015 Income

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Graph 8
(Penang FPA 2005; Penang FPA 2006; Penang FHDA 2008; Penang FHDA 2010; Penang FHDA 2012 &
Penang FHDA 2014).
Graph 9
(The World Bank 2016b).
-200
0
200
400
600
800
1000
1200
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
FHDA Income and donors
Donors/Sponsorhip (annual %)
Total Income(annual%)
-2
-1
0
1
2
3
4
5
6
7
8
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Malaysia's GDP growth(annual %)

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Objective 1 – Website
Issue
A website can be described as the face of an organisation, so it should, therefore,
reflect the non-profit’s identity. To achieve this, non-profits must ensure that
every aspect of the website echoes their mission and cause. The heavy reliance on
digital communications makes it integral for websites to speak to the audience
with a clear and cohesive voice (Wilkinson 2016). The Internet allows
organisations to provide information to customers as well as the opportunity to
participate in interactive exchange relationships (Cebi 2013). This section will
explore the current situation of Penang FHDA’s website highlighting the key
concerns, research and comparisons will then be made in regards to other non-
profit organisations operating in Malaysia. Finally, recommendations for
improvements will be drawn from the conducted research.
Current situation
Currently Penang FHDA’s website is outdated and fails to reflect the strategic
direction of the organisation. An analysis of the key areas of concern will be
provided below.
Donations
Location
The website does not prompt individuals to donate, there is no clear indication
that they are a non-profit organisation that is seeking support. In order to donate
individuals must click on the tab ‘help us’ situated in the global navigation of the
header.
Method
The onlyway individuals can donateis throughabank transfer whichmay become
costly and time consuming for the donor and thus, limits their motivation to
proceed with the donation.
Homepage
Header
The headerincludes the logo of the organisationas well ascartooncharactersthat
may mislead or confuse viewers. The global navigation also needs improvement
in order to direct viewers to the correct content.

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Layout
The homepage is cluttered and it does not direct the viewer to important
information or provide clarity of what the organisation does. The ‘what we do
section’ in the scan column of the homepage is disorganised and uncategorised
which causes confusion regarding services and activities. The homepage is also
lacking a hero to attract and retain viewer’s attention. There is a section on news
and events which it is not updated regularly enough nor is it visually appealing.
Globalnavigation
About us
The history section is a largeblock of writing that may become confusingandhard
to read for the audience. The vision, mission and motto are situated at the bottom
of the page and may not be up-to-date with the organisations new business
strategy.
What we do
This section contains a list of all the services provided by FHDA and can become
difficult to comprehend, nor does it describe what the organisation does and the
key areas of focus. Clients and stakeholders may become confused.
News & events
This aspect of the website is updated irregularly and provides little description of
the recent activities and services.
Photo gallery
The photo gallery contains a large amount of photos. However, it is hard to
navigate and may become overwhelming for the viewer.
Contact us
Provides all the information regarding the organisation’s three different locations
including address, phone number, opening hours and email address. Maps are
provided but are not interactive: meaning viewers cannot enter their location in
order to get directions and travel time.
Socialmedia
Social media presence
 Facebook
Links to social media
There are no links to the Facebook page throughout the entire website. This limits
the synergy of the organisations media communications.

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Research objectives and methods
This section will examine theaspects ofasuccessfulwebsite, in orderto determine
improvements that can be made to the website of Penang FHDA. This will be
achieved through the use of an array of resources such as journal articles,
textbooks, conferencepapers,blogs,andnonprofitorganisationswebsites. Firstly,
comparisons will be made to other nonprofit organisations operating in Malaysia,
these websites will be used as a benchmark as to what is achievable and effective
income attracting strategies. Then research will be conducted into effective
website design elements that can be can be implemented by Penang FHDA.
Website comparisons
Tables
The tables present the key findings of the elected nonprofit organisations in
relation to their donation approaches, social media and the successful features of
their website.

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PT Foundation
Donation Social media Key features
Payment method
E-donation
Use the service provider Simply Giving to process online
donations from credit/debit cards or online banking also offer for
the 5.3% service fee to be included in the donation.
Fundraising
Use the service provider Simply Giving as a vehicle for peer-to-
peer fundraising. Allows individuals to create own personal
fundraising page linked to a personal challenge or event and then
invite friends to donate with credit card or via PayPal.
Monthly donation & one off donation
Specify amount and then choose whether one off or monthly, then
provide name and email address and press send. The donor then
receives a form that they can email, fax or post back.
Location of donation
The donation link is located in the top right corner of the page
header. It is situated in an orange square that reads ‘MAKE A
DONATION NOW’. The header also includes the global navigation
that spreads horizontally, this includes a tab to donations.
Social media
presence
Facebook
Twitter
YouTube
Blog
Links to
social media
The links to
the
organisations
social media
are located in
the footer
under ‘follow
us’.
Components of header
The header displays rotating photos of the
people they support used as an emotional
appeal. These photos have particular captions
such as:
‘We reach out to over 40,000 people each
year’
‘We hold over 100 HIV workshops each year’
‘We provide over 35,00 meals per year’
We provide over 3,000 people with HIV
training each year’
Homepage
The homepage provides recent information,
including map, informational video of what
they do. This provides clarity of the
organisations purpose, mission and
objectives.
(Pink Triangle Foundation 2016)

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All Women’s Action Society
Payment method
The organisation indicates that donors
may be tax-exempt.
Bankers draft or cheque
Send a bankers draft or cheque payable to
‘All Women’s Action Society (AWAM)’ to
their physical location.
Direct bank transfer
Transfers the donation directly into their
account using the bank details provided.
Cash payments
Drops of the donations to their physical
location.
The donate link is located in the global
navigation section of the header. It is also
included in the hero of the homepage
under ‘GIVE’.
Facebook, Twitter & YouTube
The links for their social media
are situated in the right scan
column under the heading ‘stay
updated’. The links are also
located at the top of the header
under ‘follow us’.
Blog
A blog is situated on the
homepage of the organisation, it
provides updates of their recent
activities and causes they
support.
Hero area on homepage
The homepage consists of an eye catching
drawings with captions such as:
‘Right to education’
‘The right to freedom of opinion’
‘Right to work’
Surrounding this hero is navigation to sections
such as:
HELP, JOIN; GIVE; LEARN; ORGANISE; ENGAGE &
WHERE DOES YOUR MONEY GO?
The hero also provides a brief and clear
description of the All Women’s Action Society ‘an
independent feminist organisation committed to
improving the lives of women in Malaysia’.
Scan column
The right scan column includes a section ‘our
story’ containing a clear and concise description
of the organisation and also highlights that they
are tax-exempt and non-profit organisation.
(All Women’s Action Society 2016)

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International Planned Parenthood Federation (IPPF)
Payment method
Online
This method of donation involves the
donor selecting currency, amount, how
often and email address. The payment is
the secured through PayPal.
Alternative
The account details are provided if the
donor wishes to complete a bank transfer.
‘Donate Now’ is located in the page header
in a black box with white writing. The
footer also contains the ‘Donate Now’
section which allows you to make a
donation on any page of the website
Facebook
Twitter
YouTube
The links are situated in the page
header. They can also be found
throughout the homepage in allocated
sections.
Hero area on homepage
Descriptive, inclusive images displayed that
rotate with captions. These include:
‘Your sexual rights matter’
‘The forgotten priority: sexual and
reproductive health in crises’
News and blog
The website contains an abundant amount of
information regarding global news and
specific organisational news. This
information can be located in their blog
which is updated frequently or the
newsroom which is easy to navigate and
filtered by date and topic.
(International Planned Parenthood Association 2016)

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Women’s Centre for Change (WCC)
Payment method
Bank transfer
The account details are provided on the
website, the donor can transfer their payments
online or through their bank.
Cheque
A cheque can be made out to the company and
then mailed to the organisations location.
Online donation
A donor can donate efficiently through the use
of PayPal.
Cash payment
A donor can drop off cash payments to the
office of WCC.
The ‘donate now’ link is located in the right
scan column of the webpages, it is bright green
in colour with white text.
Facebook
Twitter
YouTube
The links to social media is located
in the right scan column directly
under the ‘donate now’.
Components of header
Header includes global navigation that has
tabs with drop downs to streamline
navigation throughout the site.
Clarity of the organisation
Next to the logo of the organisation is a brief
description of the purpose of the
organisation ‘working to eliminate violence
against women and children, and to promote
gender equality’.
Contact us
The contact us page includes interactive
Google maps which allows viewers to
visualise the exact location as well as get
directions from the current location.
(Women’s Centre for Change 2014)

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Annotations
The annotated screenshots visually display the effective aspects of the nonprofit
organisations websites.
Figure 1
(IPPF 2016)

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Figure 2
(IPPF 2016)
Figure 3
(IPPF 2016)

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Figure 4
(IPPF 2016)
Figure 5
(IPPF 2016)

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Figure 6
Figure 7
Figure 8

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Effective website elements
Homepage
First impressions are crucial, that’s why homepages are extremely important. The
organisationshomepagereceivesthe most user traffic, it is crucial that these leads
can be generated into customers (Kolowich 2015). The first impression of the
website is extremely likely to influence the users decision to continue interaction
or browse to another. This can be associated with viewer’s perception of the
credibility of the organisation based on their initial contact (Lowry et al. 2013).
Space
Space can be used to dictate flow and readability of the website, it can also create
focal points for viewers. When used correctly space can direct viewers attention
to certain elements of the website (Cousins 2013).
About us
This section provides the viewer with information regarding the organisation.
This could include a brief overview of the organisations purpose, mission
objectives, testimonials or success stories. This site can also provide links to the
organisations social media. It is important that this section is simple, easy to read
and entertaining for the user (Cousins 2013).
Contact information
The contact information should be visible and easy to find throughout the website
this adds legitimacy to the organisation as well as avoiding user frustration
(Cousins 2013).
Imagery
The use of original imagery can provoke and draw users into the site. Individuals
love to see things in action, however it is important to use custom imagery to
maintain uniqueness (Cousins 2013).
Calls to action
An organisations website aims to simulate a response from users, this can be
described as a call to action. The organisation must understand their aim in
regards to what they want users to do when browsing their website. Then design
the website accordingly, leading viewers with colors, contrast and space to the to
the right buttons (Kolowich 2015).
Content
The content of the website needs to be useful, complete, accurate and concise. The
user must be able to locate all the information they require in order to make an
informed decision (Cebi 2013).
Table 2

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(Cebi2013,s 2.2)
Mobile/tablet friendly
Constant advances in technology mean it is no longer effective just to have an
appearance on the web and be recognized by various search engines. The way
individuals accessthe internet is changingmost using smartphonesortablets over
traditional methods such as desktops or laptops. This means websites need to be
optimized for a number of devices (Mohorvicic 2013). According to research
conducted by Marketing CoPilot Inc. (2016) almost 90% of respondents use
mobile devices to access websites. This means users want mobile-friendly,
accessible and easy-to-use websites.
Search engine optimization
Search engine optimization involves the use of strategies and techniques in order
to improve the search engine ranking of the website. It is generally free but
involves altering the websites design elements and content in order to rank as
highly as possible when individuals search a particular topic or phrase (Ledford
2008). The first step to search engine optimization is choosing a topic, then
narrowing down on the topic to ensure it is as specific as possible. This increases
the chances of being ranked highly, as the topic is less competitive. It is also of
most importance to keep the target market in mind throughout the entire process
(Jones 2013). A research report undertaken by Marketing CoPilot Inc. (2016)

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suggested65% ofrespondentswouldnot look past the first pagewhen conducting
an online search. This highlights the importance of search engine optimization.
Recommendations
Sampletemplates
Homepage part one
Figure 9
Homepage part two
Figure 10

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About us
Figure 11
Contact us
Figure 12

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What we do part one
Figure 13
What we do part two
Figure 14

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Project
Figure 17
PayPal
Background
PayPal is an online medium for individuals, businesses and organisations to pay,
send, accept and receive money. It is fast, easy and secure platform and method to
use. Major payments accepted through by PayPal include: MasterCard, Maestro,
Visa, American ExpressandPay Wave. PayPal is extremely secureandis protected
by data encryption and anti-fraud technology to protect your information. When
sender and receiver of fund have any dispute, the site would help resolve the
problem,where refundsareavailable. Manyorganisations andbusinessesuse the
payment method, PayPal. Examples include: EBay (business), UNICEF (non-
profit), Hospip (non-profit) and many more.
Non-profit organisation discounts
PayPal will have to be contacted directly by the organisation in order to obtain the
non-profit organisation rates and fees.

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General costs
Figure 18
Figure 19
Figure 20
(PayPal 2016)

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Visual step by step instructions
Figure 21

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Potentialwebsitedevelopers
It is recommended that the organisation seeks a professional website developer.
iHealth group has contacted a number of developers throughout Penang. Their
contact details will be provided below along with the price quoted.
Exo Solutions
Address: No. 57B, Jalan Perai Jaya 3, Bandar Perai Jaya, 13600 Perai, Penang.
Contact number: 04-399 3449 / 04-390 0332
Fax: 04-399 0449
Email: info@eko.com.my
Quote: They cannot provide the service for free, however they can offer a
cheaper price of 3900RM for a 20 page company website, and 3960RM for an e-
commerce website.
Weebernet
Website: http://weebernet.com/
Address: Unit1-2-1, Kompleks Mayang Mall, Jalan Mayang Pasir 1,11950 Bayan
Baru, Pulau Pinang.
Contact Number: 012-429 0452
Email: sb@weebernet.com
Quote: They cannot do the service for free, however they offered a cheaper price
of 3000RM for a 6 page website.
Voxyard
Website: http://www.voxyard.com/
Address: Penang, Malaysia
Phone: +6016-499 1846
Email: voxyard@gmail.com
Quote: The web developer was willing to offer and provide their services for free
to the NGO, however, there is a technical issue; Voxyard only develop websites in
php, whereas Penang FHDA uses the asp.net platform.
Other potential options
iHealth is also awaiting response from other potential website developers.
Penang FHDA will be contacted if any of these other options eventuate.

39
Objective 2 – Social media
Issues
With the introduction of social media platforms in recent years, there has been an
exponential and rapid growth of its usage (Morrison 2014). Formerly used as a
way for people to communicate and socialise with each other online, these
platforms such as Facebook and Instagram are now used widely to promote the
services, products and activities of organisations.
Whilst it’s obvious that large companies such as Apple, Nike, and those in the
Fortune500usesocial media to promotetheir products, 70% ofwhich haveactive
Facebook accounts, and 9% with Instagram as of 2013 (Slegg 2013). More widely,
smaller organisations are also adopting social media, as a free, easy, quick method
to advertise their productsand services. Social media advertising is expansiveand
can reach a worldwide audience, a feature, which is a limitation of other
advertising methods (Tuten 2008, p. 2-3).
Figure 26
(Morrison 2014)

40
Penang FHDAcurrentsocialmedia presence
Facebook
Despite Penang FHDA currently having Facebook, there exist issues with this. In
its current state, there are 5 different Penang FHDA Facebook pages and profiles
these include:
 Penang Family Health Development Association (Page)
 Penang Fhda (Personal Profile - Person)
 Penang Fhda (Page)
 Fhda Penang (Page)
 FHDA (Page)
Problematically, the organisation’s appeal and presence is dispersed between
these pages. Consequentially, followers are unable to remain updated on the
activities performed by the organisation and current news. This limits the
organisation’sability to attract andretain engagement fromthe community. It also
inhibits their capacity to create a widespread movement to alter the stigmatised
issues in Malaysia, regarding sexual health and discrimination towards the LGBT
community. Furthermore, the engagement and connection with clients, donators,
volunteers and employees is restricted due to a disconnect of communication and
consistency in the organisation’s message (Mangold 2009).
Beyondthis, the organisationis inactive onits account, which has beenrecognised
to be less effective and more detrimental than not having an account at all (Killian
2015). Furthermore, the organisation is lacking behind other similar
organisations in the Penang, Malaysia area who are active on social media and
utilise a number of platforms. This is discussed further in the following section.
Research
Organisational Comparison
Upon the identification of the issues present with Penang FHDA’s social media
involvement and engagement, research was conducted into the use of these
platforms to promote organisations. We conducted a comparative analysis into
similar non-profit organisations both locally and globally such as the All Women’s
Action Society (AWAM), Women’s Centre for Change (WCC), PT Foundation and
the International Planned Parenthood Foundation (IPPF). This analysis involved
identifying the effective andineffective featuresofeachofthe organisations’ social
media platforms, and their correlation to donation income levels (where
available).

41
Impact of multiple accounts
The researchhighlightedthe prominenceand importanceofbeing proactivein the
useofsocial media, as it assists in building oncurrentconnectionsand cratingnew
ones (The Brand Builder Toolbox 2013, slide 4 & 6). Whilst providing a relevant
base for followers to keep updated with the organisation’s activities. Facebook
and Instagram were the two core platforms in which we conducted our research,
whereby the following graphs represent the active usage of these mediums.
Facebook is considered the most visited website globally, having the greatest
impact on Google searches (Richards-Kunkel n.d). Hence, having five different
accounts will negatively impact on the user’s ability to find the most current page.
Statistically, it has been found that 71% of users believe in services that are
exposedonFacebook(Kroese2015,slide 2), with morethan half who suggestthat
Facebook is the most essential social networking tool to expand their business, if
used effectively (Schneider 2015). This goes to include an organisations ability to
attract clients and increase awareness, which ultimately leads to an increased
level of income (UK Essays 2015).
Figure 27
Chaffey (2016) shows Malaysia’s usage of social platforms
Instagram
Similarly, Instagram has been a fast growing and highly used social media tool,
with 500 million users worldwide (Instagram INC. 2016). The function of
Instagram works through the use of visual images, which depict the activities of
an organisation.Derivedfrom the literary worksof Stokes (n.d) the differenceand

42
impact of visual imagery, is that humans connect more emotionally to pictures
than they do words. Building this emotional connection assists in fostering a
relationship between the organisation and users, clients, donators and other key
stakeholders. Based on a study by Mediakix (2016), Instagram is ranked the best
app of all time for brands and organisations to engage socially. Having this
exposure through Instagram suggests the opportunity to address a wider
audience and gain genuine involvement from those external to an organisation.
The AWAM in 2013 featured in 15 print/online media interviews, and conducted
21 themselves. This demonstrates their ability to generate awareness, which is
reflected in their increasing donation levels (All Women’s Action Society [AWAM]
2014). Whilst in 2014, the AWAM’s number of Facebook posts remained within
the range of 91-112 between the four quarters, they experienced a 317% increase
in the number of likes through a quarter by quarter comparison. This
demonstrates, that remaining active transcends to an enhanced gradual
engagement as users and viewers trust and build a connection with the
organisation (AWAM 2016).
Facebookcomparisons
An analysis of similar organisations’ Facebook pages was conducted. The key
features were highlighted and outlined to form the basis of recommended
changes, which can be implemented to the Facebook page of ‘Fhda Penang.’
Annotations
Figure 28
Figure 29
(AWAM 2016)

43
(PT foundation 2016)
Figure 30
Figure 31

44
Figure 32

45
Facebook tables
*Information in the tables is based on research conducted on 24 June 2016.
** The figures provided are a relative approximation, and are subject to some
human error.
Penang Family Health Development Association Facebook (Page)
Level of Activity Engagement Promotion
 Number of Posts: 16
 Most recent post: 1
October 2015.
 Photos shared: 36
 Number of members:
626
 Link to website in the ‘About’
section.
 No review system
 No contact us, sign up or donate
options
(Penang Family Health Development Association 2016)
Penang FHDA (Person)
 Number of posts: 105
(2011- Research date)
 Posts however have
only been exposed to 61
people (number of
Facebook friends)
There are no
members, due to the
account being a
profile, not a page.
There are 61 friends.
 Link not present.
 Further limits companies and
individuals ability to connect
with the organisation.
 No review available because of
the organisation as a ‘person’
 No donate, contact or sign up
options available
PT Foundation
 Last updated: 24th June
2016
 Number of photos:
1,476
8,349
 ‘Contact us’ button on the top of
the page.
 Rating/review system to the
left of page (5/5 Stars)
 Link to website in ‘About’
section

46
 Last updated 24th June
2016
 Number of photos: 887
4,128
 Rating system on the side of the
page (4.6/5 Stars)
 Link to website under ‘About’
tab
 ‘Contact us’ button next to like
button.
All Women’s Action Society (AWAM)
 Last updated: 15 June
2016
 Number of photos:
3053
8,581
 Have a ‘donate now’ button on
the front of the Facebook page
 Backed behind by a visual
image which extracts an
emotional connection about
violence and women’s rights.
IPPF
(Month of June 2016
only)
 Last updated: Multiple
times daily
 Number of photos: 197
18,878
 A link to their website is
included
 ‘Sign up’ button which links to
the website to receive news and
information.
(International Planned Parenthood Foundation 2016)

47
Facebook Engagement Comparison
Table 3
AWAM
Y:2014
FB
Posts
Fb
Likes
%
Change
Q1 96 112 0
Q2 112 153 36.60714
Q3 91 217 41.83007
Q4 98 467 115.2074
(AWAM 2016)
Table 4
PFHDA
Q1 22 210 0
Q2 12 31 (85.24)
Q3 25 173 458.06
Q4 0 0 (100)
(Penang Fhda 2016)
Comparatively, Penang FHDA has not experienced this same increase, due to the
existence of multiple accounts, and inactive use. (All Women’s Action Society
2016; Fhda Penang 2016).
Instagram tables
*Information in the tables is based on research conducted on 24 June 2016.
** The figures provided are a relative approximation, and are subject to some
human error.
Penang FHDA
Level of Activity Engagement Promotion (#Hashtags)
 There exists no Instagram
account for Penang FHDA
prior to the commencement
of the iHealth project.
 There were 4 posts with the
hashtag #penangfhda
 The most recent post with
this hashtag #penangfhda
was 13 weeks ago
 The engagement and
response to these
posts with
#penangfhda had
limited likes, ranging
from 3-6.
 No followers, due to
no account.
 Hashtags used in
relation to the
organisation include
the following
 #penangfhda
 #familyhealthdevelopm
entassociationpenang
 #FHDA

48
PT Foundation
 The PT Foundation also
has no Instagram
account
 However, there are 175
posts with the hashtag
#ptfoundation
 Considerably more than
Penang FHDA
weeks ago
 The engagement through
the form of likes ranges
from 15-85 likes
 No followers due to no
account
 #ptfoundation
weeks ago
 The last photo which was
posted, received 11 likes.
 There are 180 followers
of WCC’s account.
 Promotion of the
organisation is made
through a link to the
website in the accounts
‘bio’ writing section up
the top of the page.
 #30wcc
All Women’s Action Society (AWAM)
days ago
 Engagement through
likes ranges from 7-20.
 Received 13 likes on the
most recent post
 There are 82 followers of
AWAM’s Instagram
account
 #AWAM
 #allwomensactionsocie
ty
 There is a link to the
organisation’s website
in the description
section

49
IPPF
weeks ago
the account.
the IPPF Instagram
account.
 #KnowItOwnIt
 #IPPF
 There is a link to the
website in the account
description
(International Planned Parenthood Foundation 2016)
Recommendations
From the current issues identified, and the relevant research conducted, we’ve
been able to develop possible solutions and recommendations for Penang FHDA.
These recommendations revolve around creating a new Instagram and Facebook
account.
Facebook
Create a new Facebook account (page not profile)
We recommend to Penang Family Health Development Association to create a
new Facebook page. The new Facebook account should be a page, not a profile.
The reason for this is that a page enables viewers and followers of the page to
more easily interact and engage with the organisation (Facebook 2016).
Individuals such as clients, volunteers and donators are able to message the page
for information or arranging consultations.
Name of account
Name: ‘Fhda Penang’
The reason for this naming is due to the alignment it has with the existing
website address of the organisation (http://www.fhdapenang.org/index.asp),
along with the Instagram account (fhdapenang).
Changes to account
 Include a link to the organisation’s Instagram account and website in the
about section of the Facebook page
 Delete other existing accounts, the organisation should only have one
Facebook account
 Include a donate button in the cover photo section of the page. A link on
how to include the donation button will be provided below

50
https://www.bing.com/videos/search?q=how+to+insert+donate+button+into+f
acebook+account&&view=detail&mid=5E5B6ECDAD4FCCA3A1CD5E5B6ECDAD
4FCCA3A1CD&FORM=VRDGAR
Updating and maintaining content
1. The focus should be on reorganising and creating a Facebook page. As
previously noted there are currently five different pages, henceforth, it is
advised that there should exist just a single Facebook page. This allows for
a concentration of awareness and attention to the single location, rather
than a dispersion of followers.
2. All information about the organisation should be updated onto the
Facebook page. This goes to include; motto/slogan, contact details,
description and pictures.
3. The Facebook page should be checked daily for messages from clients,
donators, stakeholders and other followers or those interested.
4. It’s recommended that there be weekly posts to the page, in the form of
pictures or information and updates on the organisation.
Instagram
Creation of Instagram account
An Instagram account was created by iHealth on 28 June 2016.
Instagram login and details
Username: fhdapenang
Email: info@fhdapenang.org
Password: PFHDA155
URL address: https://www.instagram.com/fhdapenang/
Posts on Instagram
On 28 June 2016 we followed up by sharing the accounts first photo. This image
was of the staff and volunteers at the 2016 AGM. It is recommended that Fhda
Penang continue to update and post photos to the account regularly and most
importantly, consistently.

51
How to share a photo
Figure 33
Figure 34
Step 1: Click on photo icon to
post picture
Step 2: Click on Library to
view photos

52
Figure 35
Figure 36
Step 4: Click
next
Step 3: Select photo
from camera roll
post picture
Step 6: Click next
Step 5: Choose a filter (optional)

53
Use of #hashtags
When posting further pictures, we recommend using recurring and consistent
hashtags, which will gradually generate attention and brand awareness of the
organisation.Individuals will beable to drawconnectionswith these hashtagsand
recognise their association.
#FHDA #FHDAPenang #Penang #Family #Health #LGBT #Love
#Community
Objective 3 – Crowdfunding
Issues
Crowding is a method used by organisation to source money for projects. This
method enables the organisation to access a wider and more diverse market
which they can appeal to.
One ofthe unorthodoxandlessknown methodsofreceiving donationsin Malaysia
is crowd funding. This method has the potential to both increase the donation
income of the organisation and resolve the stigmatisation which exists in the
Malaysian society, regarding the services and focus of the organisation.
The organisationwas not able to achieve andreceive requiredamountsof funding
and donation due their work, which is perceived negatively within the Malaysian
society. There is an inadequate and ignorant understanding of the work and
activities conducted by the organisation, in regards to AIDs and HIV, transgender,
and homosexuality. Hence, this narrows down their market, and ability to
generate donation income locally. In this case, the chosen endeavour for the
organisation, is the ‘housing project’. Crowdfunding would allow the organisation
to raise their capital and funds to make this vision and endeavour possible, whilst
overcoming the social barriers they currently face.
Research
Crowdfundingandmarketconcept
Crowdfunding is a fairly new concept and method of raising funds in Malaysia.
Contrastingly, particularly in western countries, this method of funding projects
has grown to become more prominent, whereby two of the most prominent
crowdfundingsites areKickstarter andGoFundMe.In theyear of2014,GoFundMe
raised $156M in Q4, $470M in the year, with a growth of 268% from 6 million
donors. Kickstarter had $136M worth of pledges Q4, and $444M in the year, with
a 10% growth rate from 3.3 million backers. Hence, it is recommended that the

54
organisation should be opportunistic at this time period, and participate in the
crowdfunding market, where they can obtain funds from the crowdfunding
market.
Figure 37
Figure 38
(Massolutio,2015) (Massolution,2015)
As stated above, the organisation, currently struggles with obtaining donations
from the local Malaysian society due to the stigma placed upon their work and
activities. Hence, the organisation may be interested to open themselves into the
foreign and in particular, western market. If the organisation wishes to do so, it
would be highly recommendedthat they would try to appealto the North America
market, in regards to crowd funding. This is because they are the predominant
market and the greatest contributors of crowding funding, volume wise (where
they make up a large proportion of it), and they also have the greatest growth rate
in comparison to the Asian and European market. North America is currently the
largest market in regards to funding volume, where it contributed $1.6 billion
(60.4%) of the $2.7 billion. Whereas the Asian market contributed for $33 million
(1.2%) of the $2.7 billion of funding in 2012. It is evident that the potential of the
crowdsourcing market is great, especially in North America.
The second market to focus upon for crowdfunding would be the Asian market, in
which grew approximately 17.5 times in two years from the contributing $33
million (1.2%) to $3.4 billion (20.9%). Hence,there is great potential within Asian
market, in consideration to its growth. From the total funding volume data in
2015, it is evident that the Asian crowd funding market has caught up with the
North American market, where North America contributed for $17.25 billion of
the $34.44billion, and Asian $10.54 billion. Considering the Asian crowdfunding
market, it would be an intelligent recommendation for the organisation, with the
bonus of the funding being geographically closer to Malaysia. Furthermore, one of

55
the contribution in regards to the giant growth of the Asian market, would be the
growing population and economic growth in Asia.
Types of Crowdfunding Projects
There are four main types of crowdfunding projects include: lending, equity,
reward, and donation. Lending crowdfunding is when collectively lenders, lend
small loan funds to those in need of the funds; equity where backers or funders
give funds to those who needit, in exchangeforequity; and rewardcrowdfunding,
where donors or backers of the project, would rewards in consideration to their
contributions. Where donation crowd funding is collective funding, purely for
charity. (Agrawal 2016). According to the Massolution Crowdfunding Report
2014, a majority of crowdfunding out of 1250 crowd funding project were reward
based crowding funding (362 projects, 28.9%). Hence, it would be recommended
that the organisationto rewardtheir donorsandsupporters. The organisationcan
send a thank you email to donors, who donated a small amount. The organisation
could later, send pictures, photos, cards, updates or newsletters to donors or
backers, who have contributed a significant and substantial amount of funding to
their project. The reward basis of the donation, will give incentive and allow the
donor or backer to get more involved and personalised in regards to the project.
This may potentially allow them to donate and contribute more the project and
the organisation, in the future. They may not only be able to support the
organisation by funds only, but also through recommendation, promoting and
helping out the organisation in regards to their network. Within the four main
categories of crowd funding, lending crowd funding is the least prominent, is
lending crowd fund that contributes to 18.3% (229) of the 1250 projects. The
second most prominent type of crowdfunding would be donation based
crowdfunding (283 projects, 22.6%).
Figure 39
(Massolution 2015)

56
Recommendation
The pitch for crowdfunding should consist of: who the organisation is; what is the
project; when and where will the project occur; why are they raising the funds;
and how donors and backers can get involved? (Kapkan, 2014). Hence, a brief and
concise stock pitch that has been suggested for the organisation, given the
information provided, would be the following:
Crowdfundingpitch
“Founded in 1960, the Penang Family Health Development Planning Association
(FHPA) is a NGO, in which provides services in the areas of family planning,
reproductive health and HIV/AIDS education for the public. However, in the recent
years, the organisation is not able to obtain much donation from the Malaysian
society, due to the stigma placed upon their work and activities with AIDS and HIVS,
transgenders, homosexuals, and sex workers. The organisation envisions to build
two houses on the land, in which was donated to them. The organisation aims to
build and have House A to generate income by providing accommodation to
approximately 30 Malaysian women and men, at an affordable price. This income
will be utilised to pay and sustain the first house and the second house, House B.
House B aims to provide elderly people in need of home care, a facility and place to
stay. The houses will be built on the site of Seberang Perai Tengah, Penang, Malaysia,
with an area of 11,000 square feet. The organisation requires a minimumof 150,000
RM to build House A, and a further extra 150,000 to furnish the house, by July 2017.
The project would include: a clinic, trainingroom, and reserve plan, which is a centre
for the aged care facilities. Where the first house, would help the organisation be
self-sufficient in funds, to support their final and main objective and vision of
providing care, housing and the right facilities for the elderly. Help support the
organisation succeed and achieve their vision. Help keep the homeless elderly people
in Penang off the street, give them a place to stay and the facilities they essentially
need.
What Inspired Us?
Our goal for this project is to stop homeless elderly people living on the streets,giving
them a place to stay, and providing sufficient care and facilities, they deserve as a
human being. This goal and vision came to inspire us, when a FHDA staff group
volunteered to clean Mr Rozee (not his real name)’s dilapidated dwelling, which was
a leaking home without an indoor toilet. Mr Rozee was a seventy-year-old elderly
man, who had no immediate family, no pension income and no savings left. Rozee's
doctor had referred FHDA's hospital outreach case worker to do home visit when he
defaulted his treatment. After interacting and reaching out to Mr Rozee, FHDA
discovered that the elderly man was walking with a walking frame and dependent
on the charity of his neighbours for meals and transport, thus he had not been

57
informed about his clinic appointment. Hence, resulting to the default of his
treatment from his doctor. He told the FHDA staff, that if he became very ill, the
neighbour charity, who visited once daily, would call the hospital ambulance, and
that he surrenders his will to God. Hearing and seeing the conditions of Mr Rozee,
FHDA felt extremely empathetic and concerned for Mr Rozee. Therefore, FHDA,
decided to support his house repairs and renovations which included: a new roof,
putting in a toilet, getting him a new kettle, cooker, bed. FHDA also arranged for
Rozee to apply for other welfare services and made regular home visits tohim. There,
Rozee would eventually have to move to a charitable geriatric home, as the
government welfare home admitted those fairly healthy and mobile. For the
moment, Rozee declined as that move would be 200km away to another town. Rozee
said he wanted to be buried in his home town with those he knew praying for him."
Hence, this idea of building a house to care for and facilitate for elderly people’s
needs came to place. FHDA wanted to help more elderly people like Rozee, and
especially those who are homeless, living on the streets. FHDA would like everyone
to know that the purpose of the FHDA Home, is to give care and shelter to elderly
people. Help support the organisation succeed and achieve their vision. Help keep
the homeless elderly people in Penang off the street, give them a place to stay and
the facilities they essentially need.”
Another technique in which would make the pitch more appealing and attractive,
would be visual appeal, in which both photos and especially videos would appeal
to (as they have audio aspect) the donor and grasps upon their emotion and
empathy, giving it a personalised touch.
Crowdfunding pitch techniques
Some techniques in which the organisation may incorporate into their pitch and
donation campaign includes those that psychologically appeal to their audience.
Some of the techniques include (Kolenda 2015).
 Disclosing the breakdown of donation spending and project activities to
the donors and audience. This would enable the donors to envision and
fully understand where their donations are going and what they are
contributing to.
 Conveying the reputation of the organisation, by giving creditability to the
organisation and reassuring the donor of creator incompetence, fraud and
project risks. (Some techniques of doing so include those above in the
report)
 Triggering the self-awareness and guilt tripping of the donors and
audience. Where donor will become self-aware and become likely to
engage in more prosocial behaviour to overcome their negative conscious,
such as donating.

58
 Referencing the donations to inexpensive everyday items, would influence
donors to donate more and increase the likeliness of them to do so. An
example would be for the price of a coffee you can save a child’s life from
poverty.
 Reward and publicising substantial donors, as stated above.
In order to be successful in this method, the organisation must present and
incorporate a convincing and appealing pitch, in regards to their project, utilising
a series of techniques, recommended above. In the table below, a list of
crowdfunding websites and companies are provided, with information and an
analysis on each.

59
Crowdfunding Sites Costs implicated Categories Pros of using Site Cons of using Site
Kickstarter
https://www.kickstarter.com/
(Based in New York, US, 2009)
Largest crowdfunding site
 305,410 projects (as of June 24
2016)
11,107,883 contributors and $2.12
billionworth of fund raised
Kickstarter charges 5%
commissionand 3% + $0.20 for
each donation for payment
processing. Hence 8% + $0,20.
 Film & Video
 Dance
 Fashion
 Photograph
Music
 If the funding goals are not
successful, the project
creator does not have to
pay fees.
It is an all or nothing approach.
 Money gets
transferred to
the project
creator at the
end of the
campaign.
Fundraising period
is 90 days.
FundAnything
https://fundanything.com/en
The site charges a commissionof
9%. When the individual reaches
their fund raising goal, they will be
given back 4%. Hence making the
site’s cost being 5%, if the goal of
fund raising is made.
 Creative Arts
 Causes
 Business
 Personal
Ideas
 Accepts any projects and
no need for project pre-
approvals.
 Once funds are pledged to
the project, the funds will
be transferred to project
creators within 24 hours.
 Less renown
as Kickstarter
and Indiegogo,
in regards to
public
relations.


60
FundRazr
https://fundrazr.com/
(Based in Canada, 2009)
<http://crowdsociety.org/index.php
/Fundrazr>.
Examples of charities using this site:
World Vision, Human Food Project,
Give to Ride, Apron for Gloves,
Partners for Pets, and Opportunity
International Canada.
The site charges 5% and 2.9 % by
WePay/PayPal + $0.30 USD, which
is a total of 7.9% + $0.30 per
donation.
 Education
 Accident
 Family
 Health
 Legal
 Non-profit
 Community
 Personal
 Can run multiple
campaigns.
 Get instant access to funds,
donor database, analytics
and contributions.
 Provide the donors with
automatic tax receipts.
 Free livechat and support
help for the customers in
regards to using the
website.
 Accepts 10 different
currencies and has backers
from 20 counties.
 Interact with backers.
 Smaller
market and
less public
relations
compared to
Indiegogo and
Kickstarter.
 Information
privacy on the
site, where the
site may sell
user’s
information.
Indiegogo
<https://www.indiegogo.com/#/
picks_for_you>.
(Based in San Francisco, US, 2007)
https://www.generosity.com/
(Charity website)
 1,754 projects (as of June 24
2016)
6,966 contributors $782,051 worth of
fund raised
The site charges 9%, and 5% given
back to the project creator. Hence
4% and an additional 3% charged
by payment processing party. 7%
in total.
They do not charge commission for
charity fundraising on their charity
website, Generosity Indiegogo.
 Medical
 Community
 Education
 Celebration
 Emergence
 Memorial
 Provides feedback and
audience analytics of your
project,
 Mobile app available for
managing and checking
campaign performance.
 Partnership with Amazon
and Brookston.
 Keep or raised
 No approval
process for the
project.

61
RocketHub
https://www.rockethub.com/
(Based in New York, US, 2009)
$493,000
(http://monetizepros.com/features/
crowdfunding-platforms-compared/)
4% commission fee and 4% credit
card handling fee, if you reach your
goal, which is 8% in total.
Whereas, if you do not reach your
goal, it would be a 8% commission
fee and 4% credit card handling
fee, which is 12%.
 Arts
 Business
 Science
 Social
 Potential for unique
projects.
 Opportunity to receive
national television
coverage on A&E network.
 The site has Success School
which is an information
packed resource.
 Gives more personal
attention to projects.
 More for
organising
funds from
people you
know and is
more intimate
 Projects
usually last
between for
30-75 days.
Crowdrise
https://www.crowdrise.com/
(Based in Detroit, US, 2010)
Charities in which use this site,
include: UNICEF, the American Red
Cross, Stand Up for Cancer, and many
more,
$2 billionin past year (June 24 20160
For charity fundraising, CrowdRise
takes a fee of 3-5% and there is a
2.9% and $0.30 credit card fee for
each donation.
 Individuals
 Company
 Non-profit
 Event
managers
 Charities can check their
account every 30 days.
 Charities can receive all
their donations in real
time.
 Highly transparent and
compliable.
 Safe and secure payment
process.
 Limited
services when
you have a free
account.
 Must upgrade
to one of the
two accounts
in which have
yearly fees.
GoFundMe
https://www.gofundme.com/
6,000,000 contributors and $470M
worth of funds raised in the year of
2014.
The commission5% commission
to GoFundMe + 4.5% commission
Firstgiving = 9.5%
 Emergency
 Creative Arts
 Community
 Non-profit
 Travel

 Allows individuals money
for a range of purposes
including:
 Individual does not have to
offer rewards for their
funds. No presales of
products.
 No deadline unless you
choose all or nothing
campaign.
 Are only for
medical,
educational,
volunteerism,
personal
emergencies
and spot
teams.


62
Conclusion
Fromthe analysis and researchmadeby the iHealth team to create this report, the
team can conclude that it is essential that Penang FHDA proceeds with updating
their website to achieve the target audience’s expectations and thus, enable more
attraction from potential donors. It is also of highest recommendation, supported
by the relevant research that Penang FHDA keeps updating their social media to
update, confirm and communicate with its followers about their current projects
and achievements.

63
Contact information
HOLLY VIVIAN
LOGISITICS
COORDINATOR
RONJA BLOMBERG
MEDIA AND
COMMUNICATIONS
COORDINATOR
JENNIFER TA
SECRETARIAT
Tel 0448 357 542
Email
hvivian@deakin.edu.
au
Tel +61 413 108 256
Email
rblomber@deakin.edu.a
u
Tel 0421 845 658
Email
tajenn@deakin.edu.au
DANIEL CASSELLS
TEAM LEADER
Tel 0439 278 487
Email
djcas@deakin.edu.au

64
CompanyInformation
Penang Family Health Development Association
333 Jalan Perak
11600 Penang, Malaysia
Tel (6) 04 2813144
Email info@fhdapenang.org
Website http://www.fhdapenang.org/

65
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