Ivey Publishing

Non-Profit Marketing: Marketing Management for Charitable and Nongovernmental Organizations

Wymer Jr., W., Knowles, P., Gomes, R. (United States, Sage Publications, 2006)
Prepared By Fabrizio Di Muro, Ph.D. Student (Marketing)
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Introduction to Non-profit Marketing

TALBOT THEATRE - THE SUMMER OPPORTUNITY
Russ M. Knight, Alim Khan

Product Number: 9A93F004
Publication Date: 6/21/1993
Revision Date: 3/4/2010
Length: 8 pages

It was late March 1993, and the last major campus production was preparing to open at Talbot Theatre. Following this production, a few rental and campus groups had booked the theatre over the next few months, but the summer months remained available. The manager of the Talbot Theatre wondered if something could be done with this opportunity, and if so, what? Options ranged from essentially closing down over the summer, to encouraging a theatre school to form, to seeking out rentals. What option would be consistent with the theatre's mission, and feasible, given the organization's human and financial resources and constraints? In addition, the manager was due to retire at the end of the school year. Should any changes be attempted at this time?

Teaching Note: 8A93F04 (2 pages)
Industry: Educational Services
Issues: Non-Profit Organization; Marketing Management; Arts Administration
Difficulty: 4 - Undergraduate/MBA



KIDDYLAND
S. Sam Sedki

Product Number: 9B04N013
Publication Date: 11/23/2004
Revision Date: 10/15/2009
Length: 3 pages

A day care center operated by a church and originally set up for children of low-income families is unable to continue its operations because of the lack of space and funds. The current policy is to operate on a break-even basis, but the manager must consider other options. Should it increase tuition fees per child, secure a loan in order to expand its facility to allow for more children or renovate the existing facility.

Teaching Note: 8B04N13 (3 pages)
Industry: Social Advocacy Organizations
Issues: Cash Flow; Accounting - Transactions; Non-Profit Organization
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
Setting the Path of the Non-profit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Branding, Segmentation

COMPASSION CANADA
W. Glenn Rowe, Hari Bapuji

Product Number: 9B03M008
Publication Date: 4/2/2003
Revision Date: 10/21/2009
Length: 12 pages

Compassion Canada is a non-profit ministry focusing on the holistic development of poor children in developing countries. Over the past 10 years, the Ontario-based organization has only doubled its sponsorships. The chief executive officer must analyze the organization's performance and develop a strategic plan that will enable Compassion Canada to reach its goal of five fold growth over the next 10 years.

Teaching Note: 8B03M08 (12 pages)
Industry: Social Advocacy Organizations
Issues: Growth Strategy; Emerging Markets; Non-Profit Organization; Leadership; Strategy Development
Difficulty: 4 - Undergraduate/MBA


Chapter 3:
Research in Non-profit Organizations

SPRINGBANK PARK PUMPHOUSE (A): SUPPORTING CULTURAL HERITAGE LANDSCAPE DEVELOPMENT
Michael R. Pearce, Michael Sider, Bill Demopolous

Product Number: 9B03C003
Publication Date: 4/2/2003
Revision Date: 10/15/2009
Length: 10 pages

A local group is organizing a campaign to preserve a heritage site. Outlined is the history of the city, the financial, political and heritage preservation challenges the group faces. Supplements Springbank Park Pumphouse (B): Promoting Cultural Heritage Landscape Development, product number 9B03C004, and Springbank Park Pumphouse (C): Compelling Municipal Investment, product number 9B03C005, discuss funding and marketing issues.

Industry: Social Advocacy Organizations
Issues: Non-Profit Organization; Compensation; Cultural Preservation; Marketing Research
Difficulty: 4 - Undergraduate/MBA



SPRINGBANK PARK PUMPHOUSE (B): PROMOTING CULTURAL HERITAGE LANDSCAPE DEVELOPMENT
Michael R. Pearce, Michael Sider, Bill Demopolous

Product Number: 9B03C004
Publication Date: 4/2/2003
Revision Date: 10/15/2009
Length: 12 pages

In this supplement to Springbank Park Pumphouse (A): Supporting Cultural Heritage Landscape Development, product number 9B03C003, the chair of the Springbank Pumphouse steering committee is preparing for his meeting with the charitable sponsor of the project to outline funding requirements.

Industry: Social Advocacy Organizations
Issues: Compensation; Cultural Preservation; Non-Profit Organization; Marketing Research
Difficulty: 4 - Undergraduate/MBA



SPRINGBANK PARK PUMPHOUSE (C): COMPELLING MUNICIPAL INVESTMENT
Michael R. Pearce, Michael Sider, Bill Demopolous

Product Number: 9B03C005
Publication Date: 4/2/2003
Revision Date: 10/15/2009
Length: 10 pages

The supplement to Springbank Park Pumphouse (A), product number 9B03C003 and Springbank Park Pumphouse (B), product number 9B03C004, outlines the chair of the Springbank Pumphouse steering committee's presentation to the city in an effort to attract investment.

Industry: Social Advocacy Organizations
Issues: Non-Profit Organization; Marketing Research; Compensation; Cultural Preservation
Difficulty: 4 - Undergraduate/MBA



MCINTOSH GALLERY
Elizabeth M.A. Grasby, Marilyn M. Campbell

Product Number: 9A94J021
Publication Date: 5/4/1995
Revision Date: 2/25/2010
Length: 15 pages

The McIntosh Gallery, a not-for-profit organization, faces a marketing problem. The volunteer promotion director has the task of finding ways to increase awareness and attendance to the Gallery within a very tight promotional budget. A limited amount of market research and related information should help students to come to their recommendations for the future.

Teaching Note: 8A94J21 (4 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Marketing Management; Market Strategy; Consumer Behaviour; Consumer Research
Difficulty: 1 - Introductory


Chapter 4:
Strategic Marketing Analysis and Planning

TVONTARIO
Paul W. Beamish, Gail Robertson

Product Number: 9B01M041
Publication Date: 7/11/2001
Length: 22 pages

TVOntario is a non-profit television station owned by the Ontario government that provides educational programming commercial-free. TVOntario is recognized as a world leader in quality educational programming for all ages as well as providing programming on important issues within the province. However, the television broadcasting industry is very competitive, and larger networks have greater cash flows to produce programs that encourage advertising and increase revenues. TVOntario's Sales and Licensing Department revenues continue to decline, and the managing director of revenue and development is faced with determining the future of the department. The station's board of directors has put pressure on him to make a decision and he needs to come up with a plan before they decide to shut the department down.

Teaching Note: 8B01M41 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Licensing; Industry Analysis; Government and Business; Distribution
Difficulty: 4 - Undergraduate/MBA



ELECTRONIC CHILD HEALTH NETWORK
Murray J. Bryant, Carol Anne Brothers

Product Number: 9B00B001
Publication Date: 5/9/2000
Revision Date: 1/7/2010
Length: 13 pages

A non-profit manager faces a challenge in how to grow a network of informational services to patients, their parents and medical practitioners, including allied health professionals. To date, this service has been free. Should it now be priced, and if so, how and at what price? The service also links five hospitals who can share diagnostic information for greater system efficiency. All of these hospitals put up seed money for the development of the network. How to grow this business is the challenge, including marketing, organizational structure, pricing and operational concerns.

Teaching Note: 8B00B01 (7 pages)
Industry: Health Care Services
Issues: Growth; Strategic Planning; Market Structure
Difficulty: 4 - Undergraduate/MBA


Chapter 5:
Offers in Non-profit Organizations: Product and Place

WGIRL, WBOY CALENDARS (A)
Kenneth G. Hardy, Yany Gregoire, Luke Atkins

Product Number: 9B02A018
Publication Date: 9/20/2002
Revision Date: 10/28/2009
Length: 7 pages

A student contemplates creating and selling calendars to fellow students in order to raise funds for charity. He must decide the nature of the calendars, the target audience, the pricing, promotion and distribution of the calendars. The supplement (B) case, product 9B02A019, outlines the promotion and distribution of the calendars, and provides a reaction to the calendar. The supplement (C) case, product 9B04A001 discusses the publishing of the third edition of the calendar.

Teaching Note: 8B02A18 (6 pages)
Industry: Social Advocacy Organizations
Issues: Entrepreneurial Marketing; Marketing Mix; Public Relations; New Venture
Difficulty: 4 - Undergraduate/MBA


Chapter 6:
Offers in Non-profit Organizations: Promotion and Price

WGIRL, WBOY CALENDARS (B)
Kenneth G. Hardy, Yany Gregoire, Luke Atkins

Product Number: 9B02A019
Publication Date: 9/20/2002
Revision Date: 10/28/2009
Length: 2 pages

After launching the controversial calendars outlined in the Wgirl Wboy Calendars (A) case, product 9B02A018, the creator faces criticism and wonders how to proceed.

Teaching Note: 8B02A18 (6 pages)
Industry: Social Advocacy Organizations
Issues: New Venture; Public Relations; Marketing Mix; Entrepreneurial Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 8:
Strategic Approaches to Attracting Major Gifts

LONDON REGIONAL CHILDREN'S MUSEUM
Michael R. Pearce

Product Number: 9A81A008
Publication Date: 1/1/1981
Revision Date: 1/23/2004
Length: 18 pages

The London Regional Children's Museum is engaged in a fund-raising campaign in order to move from temporary cramped facilities to an owned, large building. The needed million-dollar plus goal has been roughly half achieved. The case describes the museum and the environment in which it is seeking funds. The director is attempting to design a campaign to reach private donors.

Teaching Note: 8A81A08 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Non-Profit Organization; Funding; Arts Administration
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Special Events in the Non-profit Sector

2001 CANADA SUMMER GAMES
Robert J. Fisher, Karen Bong

Product Number: 9B02A029
Publication Date: 2/6/2003
Length: 27 pages

The Canada Summer Games is a national, premier amateur sports event held biannually. The 2001 Summer Games in London, Ontario faced a challenge in generating revenue by selling spectator tickets to various events. Early sales did not meet expectations and the marketing strategy was revised halfway through the advertising campaign. The marketing manager must determine the impact revising the marketing campaign had on sales and prepare a report with recommendations that could be used by future host cities.

Teaching Note: 8B02A29 (9 pages)
Industry: Social Advocacy Organizations
Issues: Advertising Management; Sports; Advertising Strategy; Advertising Effectiveness
Difficulty: 4 - Undergraduate/MBA


Chapter 10:
Marketing to Volunteers

BIG BROTHERS
Elizabeth M.A. Grasby, Sonja M. Head

Product Number: 9A96J014
Publication Date: 10/23/1996
Revision Date: 2/10/2010
Length: 11 pages

The Executive Director of a non-profit organization must deal with the fact that over the past few years, the organization has experienced a decline in volunteers, men who offer consistent adult male companionship to boys from father absent homes. They must tackle the challenges of:
  • Recruiting and retaining volunteers in the cash-strapped 1990's.
  • Motivating people within the organization without the usual motivational tools (raises and threats of dismissal).
  • Practicing persuasive leadership techniques where they must constantly communicate, reiterate and reflect the shared values of the agency's volunteers.


Teaching Note: 8A96J14 (9 pages)
Industry: Social Advocacy Organizations
Issues: Leadership; Non-Profit Organization; Motivation
Difficulty: 1 - Introductory


Chapter 11:
Social Marketing

CANADAHELPS.ORG
Kenneth G. Hardy, Benji Shomair

Product Number: 9B03A004
Publication Date: 4/2/2003
Revision Date: 10/15/2009
Length: 13 pages

Two entrepreneurs have created a not-for-profit online back office system that can be used at no charge by any of Canada's 70,000 charities to reduce their operating costs. The cost of maintaining the system has been underwritten by major financial service firms. Just as the entrepreneurs are about to launch, a for-profit service announces a similar service that targets the same charities. The entrepreneurs are concerned about overlap, pre-emption and possible confusion in the market. They wonder if they should alter their planned strategy or perhaps should just abandon the project.

Teaching Note: 8B03A04 (8 pages)
Industry: Social Advocacy Organizations
Issues: Social Marketing; Systems; Market Strategy; New Products
Difficulty: 4 - Undergraduate/MBA


Chapter 12:
Cause-Related Marketing and Other Collaborations With the Business Sector

AOL TIME WARNER (A)
Michael Sider

Product Number: 9B04C002
Publication Date: 1/16/2004
Revision Date: 10/6/2009
Length: 4 pages

As one of the terms of its merger in Canada, a large U.S.-based multimedia corporation is required to support the arts in Canada through a $221 million fund. The first university to approach the company is encouraged by its initial meetings with the company's representatives. The director of faculty fundraising must prepare a proposal that conveys the university's understanding of the company's business interests, recognizes the diverse needs of the proposal's audience, aligns the company's interests with the university needs, all in a clear, well-researched, well-written document. The supplement, AOL Time Warner (B), product 9B04C003, reports on the company's response to the proposal and the follow-up work required to secure the funding partnership.

Teaching Note: 8B04C02 (14 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Communications; Proposal Writing; Non-Profit Organization; Funding
Difficulty: 4 - Undergraduate/MBA



AOL TIME WARNER (B)
Michael Sider

Product Number: 9B04C003
Publication Date: 1/16/2004
Revision Date: 10/6/2009
Length: 1 pages

As one of the terms of its merger in Canada, a large U.S.-based multimedia corporation is required to support the arts in Canada through a $221 million fund. The first university to approach the company receives gifts-in-kind and $15 million in scholarship funds. The director of faculty funding must now draft a donor agreement letter to summarize the company's commitment and to convey the university's gratitude. This is a supplement to AOL Time Warner (A), product 9B04C002.

Teaching Note: 8B04C03 (5 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Proposal Writing; Non-Profit Organization; Funding; Communications
Difficulty: 4 - Undergraduate/MBA