We Care & Give (WCG) is a not-for-profit organization whichfocuses on helping people who are experiencing homelessness, family and domestic problems.WCGhave multiple stakeholders including individual and government funders, regulators, volunteers, interest groups and the community at large. As these stakeholders have differing perspectives and reporting frameworks, WCG is therefore faced with the challenge of managing multiple priorities, oftentimes with limited staff and organizational capacity.

In recent years, competition for donor-funding has become more intense. Donors have many choices about where to direct their donations, and WCG's slice of the total donations has been reducing. Therefore, WCG is under pressure to demonstrate the impact of their work to current and potential new donors.

WCG recognises that as the internet becomes more and more part of people's daily lives, it is important for the organisation to keep up with this trend.On top of that, as in-person events and activities get cancelled due to covid outbreaks, it is clear that online fundraising has become an important aspect of its organisational success. This means that it has become very crucial for WCG to make creative funding campaigns and have a reliable automated donation process that is fast, easy and simple for donors to use.

In response to the above pressures, WCG has contacted U&I Consulting. You work for U&I Consulting as performance management consultant, and after WCG's first meeting with the firm, your manager at U&I has asked you to create a balanced scorecard for them.

Required:

1. The purpose and objective of the report
2. The proposed Balanced Scorecard for WCG: for each of the four perspectives of Balanced Scorecard, include two specific and relevant performance measures.
3. The explanation of why each specific performance measure in the proposed Balanced Scorecard is crucial for WCG and the recent challenges it is facing.