This document provides instructions for a nonprofit case study assignment worth 25% of the student's grade. The assignment requires students to conduct an in-depth analysis of a nonprofit organization's marketing efforts. It is divided into three steps: 1) Introduction to the selected nonprofit including its mission statement and annotated bibliography, 2) Analysis of the organization's marketing mix and discussion of two target audiences using a Venn diagram, 3) Environmental scan focusing on one target audience and addressing the organization's value proposition, exchange facilitation, competitive position, branding strategy, and communications strategies. The completed case study will be a 7-page paper merging all three steps, with references and quotes, and is due on December 2nd.

1. Instructions
Nonprofit Case Study - worth 25 percent of your final grade.
Includes Course Outcomes:
1) Assess the importance of marketing to both the internal
and external environments in which nonprofits operate
including the competitive environment of alliances,
partnerships, mergers, cause marketing and social responsibility
in order to effectively develop marketing programs that
accomplish organizational goals.
5) Examine the profession of nonprofit marketing from both
an academic and career-oriented perspective applying primary
research towards experiential projects that simulate nonprofit
marketing management responsibilities.
Open Source Material – Discussion Topics 3, 4 & 5
Bloom’s for the Nonprofit Case Study:
Remembering
- finding, storing, recalling and describing information.
Understanding
- explaining and constructing meaningful ideas and concepts.
In this eight-page (includes cover page) assignment, you will be
conducting an in-depth analysis of a nonprofit organization's
marketing efforts in the role of a nonprofit marketing
professional. You can continue to use the same nonprofit you
chose for the marketing journal or choose another one. Since
this assignment builds on the first one you may even find some
of the information already researched, will come in handy!
Multimedia/Social Media:
These are sites I think you should be familiar with and suggest
the use of these sites towards the assignment. The purpose here
is to introduce you to sites you may not be familiar with and to
apply them in the context of a specified learning outcome, in

2. this case, your Case Study.
Smore – create newsletters
https://www.smore.com/
Fotobabble – managing marketing campaigns
http://www.fotobabble.com/
Scribd – digital library
http://www.scribd.com/
Podomatics – create a podcast promotion
http://www.podomatic.com/login
Step 1 - Intro to the organization
Prepare a two page, double-spaced paper including:
the name of the nonprofit organization you will study
the organization's mission statement
an annotated bibliography of at least five sources you will use
to find information on your nonprofit and a brief description
about why you chose this source should follow each citation.
Step 2 - Marketing situation and target audiences
Continuing with your selected nonprofit organization, Step 2 of
your case study will be your analysis of the organization's
marketing mix (remember those four P's). Include a
discussion/diagram of two target audiences. Please use a Venn
Diagram here as an analogy to compare the similar/ and non-
similar characteristics and attributes of these audiences. This
helps to recognize common needs and establish economies of
scale for resource allocation.
Sample of a Venn Diagram:
A Venn Diagram is a graphical illustration of the relationships
between and among sets of data, groups or objects that share
something in common. The Venn Diagram is made up of two or
more overlapping circles that show all possible logical relations

3. between a finite collection of sets. The Venn Diagram uses
illustrative circles to show areas of overlap and separation
between data.
Step 2 of your nonprofit case study should be three
double-spaced
pages in length.
Step 3 - Environmental scan
Select one of the target audiences identified in Step 2,
preferably the target audience most closely aligned with the
organization's mission. For example, the American Diabetes
Association targets doctors, diabetes educators, patients, family
of patients, and donors. The primary audience is patients with
diabetes. These five criteria compose your summary report of
this paper. Demonstrate your understanding of each of the
following:
State in your own words, the value proposition of the nonprofit
towards your selected target audience.
How might the organization facilitate the exchange of its value
proposition with the target audience?
Evaluate the competitive position of your organization (hint:
might use a SWOT Analysis here).
Comment on the organizations branding strategy; is it a
recognizable brand, why?
What types of communications strategies is the organization
currently using or could be using?
Step 3 of your nonprofit case study should be
two double-spaced pages
in length.
Once again, to complete the assignment all three steps will
merge into one single paper, to be submitted in your assignment
folder. I suggest you label each part in your paper, as you
complete it.

4. 7 pages paper
References
Quotes
Due on Friday 2
nd
of December