SCI Ontario: Achieving, Measuring and Communicating Strategic Success
(5 pages of text)
Spinal Cord Injury Ontario is a not-for-profit organization headquartered in Toronto that assists people with spinal cord injuries to achieve independence, self-reliance and full community participation. In early 2014, the marketing manager is trying to understand how best to assess performance against the organization’s crucial but hard-to-measure goal of becoming the expert on living with a spinal cord injury in the province of Ontario. In addition, she wishes to develop a reporting system based on the indicators laid out in the existing balanced scorecard. This monthly dashboard will allow the new chief executive officer to manage the organization using a summary sheet of measures that highlights how it is performing on critical dimensions. She faces two crucial questions: How should internal reporting be performed? What would being successful at community leadership look like and how can performance against this goal be monitored?
This case is designed for an undergraduate or MBA class in courses on marketing reporting and/or not-for-profit management. There are three broad teaching objectives:
- To introduce not-for-profit marketing to students.
- To discuss the problems of internal reporting and to develop an internal reporting dashboard.
- To highlight the problem of achieving and measuring the achievement of goals that are not easily expressed on a single dimension (i.e., goals that do not relate to the bottom line of profit.).
Social Advocacy Organizations
Canada, Small, 2014
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