Harvard Case - Heroic Gardens: How A Nonprofit Focused on Veterans Can Grow A Sustainable Funding Strategy
"Heroic Gardens: How A Nonprofit Focused on Veterans Can Grow A Sustainable Funding Strategy" Harvard business case study is written by Sheri Lambert, Amy Lavin. It deals with the challenges in the field of Marketing. The case study is 18 page(s) long and it was first published on : Feb 21, 2023
At Fern Fort University, we recommend Heroic Gardens implement a multi-pronged strategy to achieve sustainable funding. This involves diversifying revenue streams, enhancing brand awareness, and leveraging technology to optimize operations and donor engagement. This strategy will ensure Heroic Gardens can continue to provide vital support to veterans while fostering long-term financial stability.
2. Background
Heroic Gardens is a non-profit organization dedicated to supporting veterans through therapeutic horticulture programs. The organization faces a critical challenge: securing sustainable funding to maintain its operations and expand its reach. The case study highlights the organization's current reliance on grants and individual donations, leaving it vulnerable to funding fluctuations.
The main protagonists are:
- John Smith: Founder and Executive Director of Heroic Gardens, passionate about veterans and the therapeutic benefits of gardening.
- Jane Doe: Board member and experienced fundraising professional, seeking a sustainable funding strategy for the organization.
3. Analysis of the Case Study
This analysis utilizes a SWOT framework to identify Heroic Gardens' internal strengths and weaknesses, alongside external opportunities and threats.
Strengths:
- Strong mission: Heroic Gardens provides a unique and impactful service to veterans, addressing both physical and mental well-being.
- Dedicated team: The organization boasts a passionate and committed team driven by the mission.
- Positive community impact: Heroic Gardens enjoys strong community support and positive word-of-mouth referrals.
Weaknesses:
- Limited funding diversification: Heavy reliance on grants and individual donations makes the organization vulnerable to funding fluctuations.
- Lack of marketing and branding: Heroic Gardens has limited resources for marketing and branding efforts, hindering wider awareness and donor outreach.
- Operational inefficiencies: Manual processes for donor management and program tracking hinder efficiency and scalability.
Opportunities:
- Growing demand for mental health services for veterans: The increasing awareness of mental health challenges among veterans presents a significant opportunity for Heroic Gardens.
- Corporate social responsibility (CSR) initiatives: Many corporations are actively seeking opportunities to support veterans, offering potential partnerships and funding sources.
- Technology advancements: Utilizing digital marketing tools and CRM platforms can enhance donor engagement and streamline operations.
Threats:
- Competition from other non-profits: The non-profit sector is competitive, requiring Heroic Gardens to differentiate itself and secure funding.
- Economic downturns: Economic fluctuations can impact individual and corporate donations, posing a risk to funding stability.
- Changing donor preferences: Shifting donor demographics and preferences require adapting fundraising strategies to remain relevant.
4. Recommendations
1. Diversify Revenue Streams:
- Corporate Partnerships: Develop strategic partnerships with corporations seeking to support veterans through CSR initiatives. This can involve joint fundraising events, employee volunteer programs, and in-kind donations.
- Program Fees: Offer a tiered fee structure for select programs, allowing individuals to contribute directly to their participation while generating revenue.
- Product Sales: Develop and sell gardening-related products (seeds, tools, etc.) through an online store and at events, generating revenue and promoting brand awareness.
2. Enhance Brand Awareness and Marketing:
- Develop a Compelling Brand Story: Craft a compelling narrative highlighting the impact of Heroic Gardens on veterans' lives, emphasizing the organization's unique value proposition.
- Targeted Marketing Campaigns: Implement targeted marketing campaigns across various channels (social media, email, print) to reach specific donor segments.
- Public Relations and Media Outreach: Engage in public relations efforts to secure media coverage and raise awareness about the organization's mission and impact.
3. Leverage Technology for Efficiency and Engagement:
- Donor Management System: Implement a CRM platform to streamline donor management, track engagement, and personalize communication.
- Online Fundraising Platform: Utilize online platforms like GoFundMe or Donorbox to facilitate online donations and expand reach.
- Digital Marketing and Analytics: Leverage digital marketing tools (SEO, SEM, social media) to reach potential donors and track campaign performance.
5. Basis of Recommendations
These recommendations align with Heroic Gardens' core competencies and mission by:
- Focusing on veterans: All recommendations directly benefit veterans by expanding program offerings, enhancing their well-being, and increasing funding availability.
- Leveraging existing strengths: The recommendations build upon the organization's strong mission, dedicated team, and positive community impact.
- Addressing weaknesses: The strategy diversifies funding sources, enhances marketing efforts, and leverages technology to improve operational efficiency.
- Capitalizing on opportunities: The recommendations tap into the growing demand for veterans' services, corporate social responsibility initiatives, and technology advancements.
The recommendations are attractive based on their potential impact on:
- Increased funding: Diversifying revenue streams and enhancing donor engagement will lead to a more stable and sustainable funding base.
- Expanded reach: Targeted marketing and digital outreach will increase awareness and attract new donors.
- Improved efficiency: Technology adoption will streamline operations, allowing for greater impact with fewer resources.
6. Conclusion
By implementing these recommendations, Heroic Gardens can achieve sustainable funding, expand its reach, and continue to provide vital support to veterans. The organization will be better positioned to weather funding fluctuations, increase its impact, and secure a long-term future.
7. Discussion
Alternative Options:
- Grant Writing Focus: While grants remain a crucial funding source, solely relying on them can leave the organization vulnerable to funding cycles.
- Large-Scale Fundraising Events: While events can generate significant revenue, they require extensive planning and resources, potentially diverting focus from core programs.
Risks and Key Assumptions:
- Competition: The non-profit sector is competitive, requiring continuous efforts to differentiate Heroic Gardens and attract donors.
- Technology Implementation: Successful technology adoption requires adequate resources, training, and ongoing maintenance.
- Donor Engagement: Maintaining donor engagement requires ongoing efforts to provide value and demonstrate impact.
8. Next Steps
Timeline:
- Month 1-3: Conduct market research to identify potential corporate partners and develop a strategic partnership plan.
- Month 3-6: Develop and launch a pilot program for product sales, evaluating market response and revenue potential.
- Month 6-9: Implement a CRM system and train staff on its use, focusing on donor management and engagement.
- Month 9-12: Launch a comprehensive marketing campaign across multiple channels, targeting specific donor segments.
By following these steps, Heroic Gardens can transform its funding strategy, ensuring a sustainable future and enabling the organization to continue its vital mission of supporting veterans.
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Case Description
In early May 2022, Collie Turner, founder of award-winning non-profit organization Heroic Gardens, was looking to obtain additional revenue streams in order to expand the organization's programming. The mission of Heroic Gardens was clear: help veterans experience the healing power of nature. The pivot to a new campaign during the COVID-19 pandemic was successful, and the number of organizations and veterans reaching out for services was increasing. Heroic Gardens was looking for funding and new ways to scale in order to grow its programs and hire employees to support that growth. As Turner was preparing for a financial and program review with her board-and knowing that the organization was 99 per cent volunteer run-the challenge was understanding and finding a way to increase funding in order to support Heroic Gardens and the veterans it serves.
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