CapitalCare: Getting Lost in the Crowd
(8 pages of text)
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.
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.
Health Care Services
Canada, Small, 2018
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download