Harvard Case - Movember: More Mo Sistas
"Movember: More Mo Sistas" Harvard business case study is written by Michele Parkin, Paul Bigus, Shreya Tekriwal. It deals with the challenges in the field of General Management. The case study is 11 page(s) long and it was first published on : Sep 26, 2013
At Fern Fort University, we recommend Movember adopt a multi-pronged strategy to expand its reach and impact, focusing on increasing female participation and diversifying fundraising efforts. This strategy will involve a comprehensive approach encompassing marketing, community engagement, organizational structure, and digital transformation.
2. Background
Movember, a global men's health charity, has successfully raised awareness and funds for men's health issues like prostate cancer, testicular cancer, and mental health. However, the organization faces a challenge: limited female participation and reliance on traditional fundraising methods. The case study highlights the need to broaden the appeal of Movember to a more diverse audience, particularly women, who are crucial stakeholders in men's health.
The main protagonists are the Movember leadership team, tasked with navigating the organization's growth and evolving its strategy to meet the changing landscape of philanthropy and social impact.
3. Analysis of the Case Study
Strategic Analysis:
SWOT Analysis:
- Strengths: Strong brand recognition, established fundraising infrastructure, passionate community, global reach.
- Weaknesses: Limited female participation, reliance on traditional fundraising methods, potential for brand fatigue.
- Opportunities: Expand to new markets, leverage digital platforms, engage diverse communities, partner with other organizations.
- Threats: Competition from other charities, changing donor preferences, economic downturns.
Porter's Five Forces:
- Threat of New Entrants: High, due to the ease of establishing online fundraising platforms.
- Bargaining Power of Buyers: Moderate, as donors have multiple options for charitable giving.
- Threat of Substitutes: High, as other organizations address similar health concerns.
- Bargaining Power of Suppliers: Low, as Movember relies on volunteers and partners.
- Competitive Rivalry: High, as the non-profit sector is highly competitive.
Marketing Analysis:
- Target Audience: Movember needs to broaden its target audience to include women, young adults, and diverse communities.
- Messaging: The organization needs to develop messaging that resonates with a wider audience, emphasizing the role of women in men's health and the impact of Movember's work.
- Channels: Movember should leverage digital marketing channels, social media, and influencer partnerships to reach new audiences.
Organizational Analysis:
- Structure: Movember needs to consider restructuring its organization to better support its growth strategy, including dedicated teams for female engagement and digital marketing.
- Culture: The organization should foster a culture of inclusivity and diversity, welcoming and empowering women to participate in leadership roles.
Financial Analysis:
- Fundraising Diversification: Movember should explore alternative fundraising models, such as corporate sponsorships, online crowdfunding platforms, and social impact investments.
- Resource Allocation: The organization needs to allocate resources strategically to support its growth strategy, including investments in technology, marketing, and community engagement.
4. Recommendations
1. Expand Female Engagement:
- Develop targeted marketing campaigns: Create compelling campaigns that highlight the importance of women's role in men's health and showcase the impact of Movember's work.
- Launch a dedicated 'Mo Sistas' initiative: Create a platform for women to participate in Movember, offering unique fundraising opportunities, events, and awareness-raising activities.
- Partner with female influencers and organizations: Collaborate with prominent female voices and organizations dedicated to women's health and gender equality to amplify Movember's message.
2. Embrace Digital Transformation:
- Invest in technology and analytics: Leverage data-driven decision making to optimize marketing campaigns, personalize donor experiences, and track impact.
- Develop an engaging online platform: Create a user-friendly website and mobile app that allows for seamless participation in Movember initiatives, fundraising, and community engagement.
- Explore new fundraising models: Utilize online crowdfunding platforms, social media campaigns, and digital giving tools to reach a wider audience and diversify fundraising efforts.
3. Strengthen Organizational Structure and Culture:
- Establish dedicated teams: Create teams focused on female engagement, digital marketing, and community outreach to support the growth strategy.
- Promote diversity and inclusion: Foster a culture that welcomes and empowers women to participate in leadership roles and contribute to Movember's mission.
- Implement robust performance evaluation systems: Track key performance indicators (KPIs) to measure the effectiveness of the new initiatives and ensure accountability.
4. Enhance Brand Management:
- Rebrand for broader appeal: Refine Movember's brand messaging and visual identity to resonate with a wider audience, including women and younger generations.
- Develop a comprehensive brand strategy: Define the organization's core values, mission, and vision to ensure consistency across all communication channels.
- Monitor brand reputation: Actively manage Movember's online presence and address any negative feedback or criticism to maintain a positive brand image.
5. Basis of Recommendations
These recommendations consider the following factors:
- Core competencies and consistency with mission: The recommendations align with Movember's core mission of improving men's health and promoting awareness.
- External customers and internal clients: The recommendations address the needs of both donors and volunteers, including women and diverse communities.
- Competitors: The recommendations aim to differentiate Movember from other charities by focusing on female engagement and digital innovation.
- Attractiveness: The recommendations are expected to increase fundraising revenue, expand Movember's reach, and enhance its impact.
6. Conclusion
Movember has the potential to become a truly inclusive and impactful global movement for men's health. By embracing the recommendations outlined above, the organization can successfully expand its reach, diversify its fundraising efforts, and create a more inclusive and sustainable future for men's health.
7. Discussion
Alternatives:
- Maintaining the status quo: This option risks losing relevance and failing to capitalize on the growing demand for inclusive and innovative approaches to philanthropy.
- Focusing solely on digital marketing: This approach might not be sufficient to address the lack of female participation and could alienate existing supporters.
Risks and Key Assumptions:
- Resistance to change: Some stakeholders might resist the proposed changes, particularly those accustomed to traditional fundraising methods.
- Financial resources: Implementing the recommendations will require significant financial investments in technology, marketing, and staff.
- Success of new initiatives: The effectiveness of the new initiatives depends on their successful execution and the ability to attract and engage new audiences.
8. Next Steps
- Develop a detailed implementation plan: Define specific timelines, milestones, and resource allocation for each recommendation.
- Engage key stakeholders: Communicate the proposed changes to Movember's leadership, staff, volunteers, and donors, addressing concerns and seeking feedback.
- Pilot test new initiatives: Launch pilot programs for the 'Mo Sistas' initiative and digital fundraising campaigns to gather data and refine strategies.
- Continuously monitor and evaluate progress: Track key performance indicators (KPIs) to measure the effectiveness of the new initiatives and make adjustments as needed.
By taking these steps, Movember can successfully navigate the evolving landscape of philanthropy and become a truly global force for positive change in men's health.
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Case Description
During the month of November, many men in Canada and around the world participated each year in Movember by growing moustaches and collecting pledges. As a not-for-profit organization, Movember Canada strived to raise both money and awareness for men's health, specifically prostate cancer. The community development manager for Movember Canada faced an interesting challenge. The participation of more women represented a significant opportunity to make a large impact with monetary fundraising, but it also provided an important chance to change attitudes towards men's health. However, many organizations relating to women's health were already well established and successful at reaching out each year for support from female demographics. The manager needed to determine how the organization could attract and involve more women in battling a health issue that was not their own. Compounding the challenge was the efficient and simple campaign operated by Movember Canada, which relied on a lean team and low administrative costs.
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