UOW- Sydney Business School

MBAS-906 Business Analytics Research Capstone

Project Proposal

Research Project: Optimizing Fundraising Success for NMSS - Bike MS Event

Organisation name: National Multiple Sclerosis Society

Consultant name: AG Business consultant

Student: Tsendsuren Legshid /7651582/

Word count:
Date of submission: 1st March 2024
 Sydney 2024
1. Executive Summary

Leading the global effort to eradicate multiple sclerosis is the National MS Society.
Its goals are to support people affected by MS in improving their quality of life, advocate for
changes in society, and fund cutting-edge research projects aimed at finding a cure. To this
end, it provides a range of services and programmes. Every year, more than 70,000 people
participate in the global fundraising initiative "Bike MS," which raises almost $100 million.
The event has experienced a decline in both participation and revenue since 2012, despite its
previous success.
The National MS Society faces growing challenges in acquiring new participants, ensuring
the effectiveness of corporate partnerships, and maintaining adequate participant retention
and engagement. Making timely, high-quality decisions to implement strategies that enhance
participant engagement and retention is crucial in addressing these challenges effectively.
Theoretical frameworks such as Resource Dependence theory and Social Exchange theory
will guide the research process.

Methodologically, quantitative analysis of fundraising data will be employed. In addition to

the predictive modeling and regression analysis will be utilized to identify growth
opportunities and develop actionable recommendations.

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 Table of Content

1. Executive Summary…………………………………………………..……..2

2. Introduction ………………………………………………………..………..4

2.1 Project description ………………………………………………………..4

2.2 Objectives …………………………………………………………….…..4

3. Business Research Background ……………………………………………5

4. Theoretical Framework …………………………………………………….7

5. Research methodology ……………………………………………….……..7

5.1 Research plan……………………………………………………;…..……8

6. Conclusion ………………………………………………………;;………….8

7. References……………………………………………………………………..9

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 2. Introduction

Decision-making based on data is now commonly acknowledged as crucial to the success

of an organisation in the commercial world. The importance of business analytics consultants
is growing as companies want to use data to drive strategic initiatives and gain a competitive
edge. AG Business Consultants specialise in providing expert guidance and solutions in the
realm of business analytics, helping organizations leverage data to make informed decisions
and drive growth.

2.1 Project description

The research consultancy aims to investigate the challenges and develop strategies to improve
corporate partnership engagement specifically for Bike MS events organized by the National
MS Society. This involves conducting thorough research to understand the current state of
corporate partnerships, identifying obstacles and opportunities, and proposing actionable
recommendations to enhance engagement and maximize fundraising outcomes.

2.2 Objectives

The objective of this research is to explore the impact of declining revenue, the challenges
associated with attracting new participants and effectiveness of corporate partnerships.
Additionally, it aims to integrate predictive and prescriptive analysis models to validate key
recommendations.

To achieve the research objectives, several research questions have been identified that
necessitate elaboration, thorough investigation, review, assessment, and resolution.

- The first objective is to clarify the main factors contributing to the decline in revenue.
Research Question 1: How has the annual revenue for Bike MS events changed over the
past five years, and what are the primary factors contributing to any observed fluctuations?

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Research Question 2: How do changes in participant demographics and behaviors
correlate with revenue fluctuations?

- The second objective is to investigate challenges associated with attracting new

participants.
Research Question 3: What are the main barriers preventing new participants from joining
Bike MS events and how effective are current marketing strategies in overcoming these
barriers to attract new participants?

- The last objective is to describe a framework of optimizing corporate partnership

engagement for future development.
Research question 4: How will the proposed steps and framework guarantee the success of
optimizing corporate partnership engagement for future development?

3. Business Research Background

The not-for-profit sector, also known as the non-profit or charitable sector, plays a crucial
role in addressing societal needs, advocating for social change, and providing essential
services to communities. A non-profit's main objective is to serve the public good, not to
make money for its owners or shareholders, in contrast to for-profit businesses (Community
Council for Australia 2018).

Overview of the Sector:

The not-for-profit (NFP) sector encompasses a diverse range of organizations, including
charities, foundations, religious institutions, advocacy groups, and social enterprises. These
organizations operate across various fields, including healthcare, education, social services,
environmental conservation, arts and culture, and humanitarian aid Community Council for
Australia 2018). While the not-for-profit sector plays a vital role in addressing social and
community needs, it faces several challenges, including: financial sustainable, resource
constraints, competition for funding.

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According to the Community Council for Australia (2018), the not-for-profit (NFP) sector in
Australia is vast, with over 600,000 organizations, employing over one million staff. These
charities collectively generate more than $130 billion annually and hold assets of over $260
billion. Over the past decade, the sector has grown at a rate of over 7% per year, outpacing
other industries.
Due to macroeconomic events last few years has clearly challenging for NFP organisations
and their fundraising effort. Australian Non-profits (2023) report stated that 25% of
participants reported a decline in fundraising of 50% or more, and two out of three
participants reported a decline in fundraising from 2021 to 2022. 50% of respondents state
that COVID-19 has had a negative impact on their fundraising efforts, while only 5% believe
that COVID-19 has actually helped their fundraising efforts.

In Australia, a growing portion of non-profits' fundraising comes from company giving.

Furthermore, a lot of registered charities offer services that are paid for by the government,
and these organisations usually lack the funding available to support fund raising Australian
Non-profits (2023).

Australian Non-profits report (2023)

Prior research in Australian non-profits has explored their economic significance, operational
challenges, and social impact. However, further research is needed in areas such as impact
measurement, funding sustainability, governance practices, collaboration models, and the role
of technology. Addressing these gaps will enhance our understanding of the sector and
inform better policies and practices.

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 4. Theoretical framework

In developing the theoretical framework for this research project, theories will guide the
foundation and reference points. These theoretical frameworks offer important new
perspectives on how to comprehend corporate relationships, fundraising efficacy, and the
dynamics of the not-for-profit sector.
Resource Dependence Theory is based on the idea that all organisations rely heavily on other
organisations to supply essential resources, and that this reliance is frequently mutual (Drees
and Heugens 2013). This theory proposes that organizations depend on external resources to
survive and thrive. In the context of not-for-profit organizations, this theory helps explain the
reliance on external funding sources, such as corporate partnerships, to support their
missions.
Social Exchange theory is the one that is most frequently used to explain why people share
knowledge (Tsai and Cheng 2012). The theory sheds light on the dynamics of generocity and
mutual gain that exist between corporate partners and non-profit organisations in the context
of corporate partnerships.

5. Research Methodology

In this research methodology, we will primarily gather and analyse quantitative data from
internal records, fundraising databases, and existing report. We will assess revenue trends,
marketing effectiveness, and barriers to new participant acquisition using statistical analysis
and quantitative surveys. We will also review existing corporate partnership strategies and
develop a quantitative framework for optimization. Our timeline spans six weeks, with key
tasks including data collection, analysis, and framework development. We assume access to
reliable data and the suitability of quantitative methods for our objectives.
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 5.1 Research plan
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Phase 1: Data Collection and
Analysis
Phase 2: Research and analysis
Phase 3: Framework
development
Phase 4: Supervisor approval
Phase 5: Wrap up research and
deliver the final report to the
client

6. Conclusion

In summary, this research proposal outlines a comprehensive plan to address the National
MS Society's challenges with declining revenue, attracting new participants, and optimizing
corporate partnerships for Bike MS events. By analysing revenue trends, participant
demographics, and corporate partnership effectiveness, this research aims to provide
actionable recommendations for improvement. While certain limitations exist, such as the
inability to conduct qualitative research and potential data constraints, this project holds
promise in offering valuable insights to support the organization's fundraising goals.

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 7. Reference

Community Council for Australia 2018, Review of Australian Charities and Notfor-profits
Commission (ACNC) legislation, viewed on 26 February 2024, available at
<https://treasury.gov.au/sites/default/files/2019-03/CCA-310865.pdf >.

Charity Research Australia 2023, State of the Sector 2023, viewed 27 February 2024,
available at <https://www.uwa.edu.au/schools/-/media/Centre-for-Public-Value/Resources/
230906-State-of-the-Sector-Report.pdf >.

Drees, JM & Heugens, PPMAR 2013, “Synthesizing and Extending Resource Dependence
Theory: A Meta-Analysis,” Journal of management, vol. 39, no. 6, pp. 1666–1698.

Tsai, M-T & Cheng, N-C 2012, “Understanding knowledge sharing between IT professionals
- an integration of social cognitive and social exchange theory,” Behaviour & information
technology, vol. 31, no. 11, pp. 1069–1080.