Ivey Publishing
CapitalCare: Getting Lost in the Crowd
Product Number:
9B20A029
Publication Date:
04/15/2020
Revised Date:
04/15/2020
Length:
15 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey/MacEwan
In July 2018 Sherry Schaefer, the Director, Foundation & Community Engagement at the CapitalCare Foundation (the Foundation) was facing an organizational branding/positioning problem. The Foundation, based in Edmonton, Alberta, Canada, was responsible for raising donations to support equipment and enrichment programs in long-term care facilities that provide long-term housing and medical care for sick and elderly people. The Foundation was competing with many large and well-organized charities and was losing visibility in the crowded charity market. Schaefer had just found out that the Foundation would have to double annual donations, and she needed to decide how to overcome the market visibility problems to make that happen.
Learning Objective:
This case is intended for use in undergraduate-level courses on marketing management, and not-for-profit management. It is designed to help students explore the concepts of branding, positioning, and fundraising. After working through the case and assignment questions, students will be able to do the following:
  • Analyze the market position of not-for-profit organizations.
  • Develop a positioning plan for an organization.
  • Discuss the differences and similarities between for-profit and not-for-profit positioning issues.
Issues:
Disciplines:
Marketing
Industries:
Health Care Services
Setting:
Canada, Small, 2018
Intended Audience:
Undergraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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