Harvard Case - Breastcancer.org: Fundraising Challenges of a Social Enterprise in a Crowded Market
"Breastcancer.org: Fundraising Challenges of a Social Enterprise in a Crowded Market" Harvard business case study is written by Sheri Lambert, Sara Honovich. It deals with the challenges in the field of Marketing. The case study is 13 page(s) long and it was first published on : Feb 15, 2022
At Fern Fort University, we recommend a multi-pronged strategy for Breastcancer.org to navigate the crowded fundraising landscape and achieve sustainable growth. This strategy focuses on strengthening brand positioning, expanding digital marketing efforts, and fostering deeper engagement with existing and potential donors.
2. Background
Breastcancer.org is a non-profit organization dedicated to providing comprehensive and reliable information about breast cancer to patients and their families. The organization faces challenges in a crowded market, competing for donations with established charities and other emerging social enterprises. While Breastcancer.org enjoys strong brand recognition and trust, it needs to enhance its fundraising strategy to achieve its ambitious growth goals.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong Brand Recognition: Breastcancer.org is a trusted and respected source of information about breast cancer.
- Comprehensive Information: The organization offers a wealth of resources, including articles, videos, and forums.
- Digital Presence: Breastcancer.org has a strong online presence with a website and social media channels.
- Mission-Driven: The organization's mission resonates with a large audience seeking information and support.
Weaknesses:
- Limited Fundraising Capacity: Breastcancer.org relies heavily on individual donations, limiting its fundraising potential.
- Lack of Diversified Revenue Streams: The organization lacks alternative revenue sources beyond donations.
- Limited Marketing Budget: Breastcancer.org has a relatively small marketing budget compared to larger charities.
- Competition: The non-profit sector is highly competitive, with many organizations vying for donations.
Opportunities:
- Growing Awareness of Breast Cancer: Public awareness of breast cancer continues to increase, creating a larger potential donor base.
- Digital Marketing Advancements: New digital marketing tools and strategies can enhance reach and engagement.
- Corporate Partnerships: Collaborations with businesses can generate new revenue streams and brand awareness.
- Emerging Technologies: AI and machine learning can be leveraged for personalized communication and targeted fundraising.
Threats:
- Economic Downturn: Economic recessions can negatively impact charitable giving.
- Competition from Larger Organizations: Larger charities with greater resources can outspend Breastcancer.org.
- Changing Donor Preferences: Donor preferences are evolving, requiring adaptation in fundraising approaches.
- Technological Disruptions: New technologies and platforms may emerge, requiring constant adaptation.
Market Segmentation:
Breastcancer.org can segment its target market based on demographics, psychographics, and behavioral factors. This includes:
- Age: Targeting specific age groups with tailored messaging.
- Gender: Targeting women, men, and LGBTQ+ individuals with relevant information.
- Income: Segmenting donors based on giving capacity and tailoring appeals accordingly.
- Engagement Level: Identifying different levels of engagement (e.g., website visitors, social media followers, donors) and tailoring content accordingly.
Brand Positioning:
Breastcancer.org should position itself as the leading source of trustworthy and comprehensive information about breast cancer, offering support and empowerment to patients and their families. This positioning should be reinforced through all marketing efforts, emphasizing the organization's expertise, reliability, and commitment to patient advocacy.
4. Recommendations
1. Enhance Digital Marketing Efforts:
- Optimize Website: Improve website usability, SEO, and content to attract more visitors and drive donations.
- Expand Social Media Presence: Develop engaging content, utilize targeted advertising, and build online communities.
- Leverage Email Marketing: Implement personalized email campaigns for fundraising, event promotion, and donor engagement.
- Explore New Channels: Experiment with emerging platforms like TikTok and Instagram Reels to reach younger audiences.
2. Diversify Revenue Streams:
- Corporate Partnerships: Seek partnerships with businesses for sponsorships, product tie-ins, and joint fundraising initiatives.
- Event Fundraising: Organize virtual and in-person events to generate revenue and build community engagement.
- Online Merchandise: Offer branded merchandise and online fundraising platforms for supporters to donate while promoting the brand.
- Grant Writing: Explore grant opportunities from foundations and government agencies to secure additional funding.
3. Foster Deeper Donor Engagement:
- Personalized Communication: Utilize CRM systems to segment donors and personalize communication based on their interests and giving history.
- Donor Recognition Programs: Implement programs to acknowledge and reward loyal donors with exclusive benefits and opportunities.
- Volunteer Opportunities: Offer volunteer opportunities to engage supporters in the organization's mission and build a sense of ownership.
- Community Building: Create online and offline communities for survivors, caregivers, and supporters to connect and share their experiences.
4. Leverage Technology and Analytics:
- Data-Driven Marketing: Utilize analytics tools to track campaign performance, optimize strategies, and identify new opportunities.
- AI and Machine Learning: Implement AI-powered chatbots for personalized support and automated fundraising campaigns.
- Predictive Analytics: Utilize data to predict donor behavior, identify potential donors, and personalize outreach efforts.
5. Basis of Recommendations
These recommendations consider:
- Core Competencies: Building upon Breastcancer.org's strengths in providing information and building trust.
- External Customers: Addressing the needs of patients, families, and potential donors.
- Internal Clients: Empowering staff with tools and resources to effectively execute the strategy.
- Competitors: Differentiating Breastcancer.org through its unique value proposition and digital marketing expertise.
- Attractiveness: Utilizing data-driven strategies and cost-effective marketing channels to maximize ROI.
6. Conclusion
By implementing these recommendations, Breastcancer.org can enhance its fundraising capabilities, navigate the competitive landscape, and achieve sustainable growth. This multi-pronged strategy focuses on strengthening brand positioning, expanding digital marketing efforts, and fostering deeper engagement with donors, ultimately ensuring the organization's continued impact in the fight against breast cancer.
7. Discussion
Alternatives:
- Focusing solely on traditional fundraising methods: This approach may limit reach and growth potential in a rapidly evolving digital landscape.
- Merging with a larger organization: While this could provide access to resources, it may compromise Breastcancer.org's independence and brand identity.
Risks:
- Limited marketing budget: Implementing all recommendations may require additional funding.
- Changing donor preferences: Adapting to evolving donor behavior requires constant monitoring and adjustments.
- Technological disruptions: Keeping up with emerging technologies requires ongoing investment and innovation.
Key Assumptions:
- Breastcancer.org's mission remains relevant and resonates with donors.
- The organization can secure necessary funding for implementation.
- The digital marketing landscape continues to evolve, requiring ongoing adaptation.
8. Next Steps
- Develop a detailed implementation plan: Outline specific actions, timelines, and responsible parties for each recommendation.
- Secure necessary funding: Explore grant opportunities, corporate partnerships, and fundraising events to support the strategy.
- Build internal capacity: Train staff on new digital marketing tools and strategies.
- Monitor and evaluate progress: Regularly track key metrics and adjust the strategy based on performance data.
By proactively addressing its fundraising challenges and embracing a data-driven, digitally focused approach, Breastcancer.org can continue to empower patients, families, and advocates in the fight against breast cancer.
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Case Description
Breastcancer.org (BCO), a small, Pennsylvania-based non-profit organization with a $5.4 million annual budget in 2020, was looking ahead several months to the start of Pink October (also known as Breast Cancer Awareness Month). Unlike the many non-profits that focused on medical research to find a cure for breast cancer, BCO was dedicated to helping patients and their caregivers make sense of complex information, and it had established a digital community that became a trusted source of information and stories. BCO's vice-president of partnerships and development was preparing for the 2019-2020 fiscal year-end review with the chief executive officer and the board of directors. While BCO was not at risk of closing, it had to find ways to increase revenue beyond individual donations and corporate sponsorships. The organization needed funding from additional revenue streams to expand its program offering, and the vice-president had just a few weeks to complete her assessment of BCO's assets and revenue strategy, which she would present to the board.
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