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Nonprofit Marketing Strategies to Ta...

Grant, Daniel C.,

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Nonprofit Marketing Strategies to Target a Specific Client Population /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Nonprofit Marketing Strategies to Target a Specific Client Population // Daniel C Grant.
Author:	Grant, Daniel C.,
Description:	1 electronic resource (159 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-12, Section: A.
Contained By:	Dissertations Abstracts International86-12A.
Subject:	Web studies. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32114696
ISBN:	9798280755185

Nonprofit Marketing Strategies to Target a Specific Client Population /
Grant, Daniel C.,

Nonprofit Marketing Strategies to Target a Specific Client Population /Daniel C Grant. - 1 electronic resource (159 pages)

Source: Dissertations Abstracts International, Volume: 86-12, Section: A.

African American females are the fastest-growing demographic in the United States contracting HIV. Nonprofit executives are concerned that, without effective marketing campaigns, African American females are not seeking the education or testing proven to reduce the chance of contracting HIV. Grounded in the integrated marketing communications theory, the purpose of this qualitative single case study was to explore strategies that nonprofit executives use to design and execute effective marketing campaigns targeted to a specific client population. The participants were four senior leaders from a nonprofit healthcare clinic located in the south-central Region of the United States who have 10 or more years of experience developing strategies for fundraising campaigns, finding volunteers, and executing programs. Data were collected using semi-structured interviews, organizational documents, and internet searches. Two themes were identified through Yin's five-step data analysis process: (a) effective targeted marketing strategies enable successful marketing campaigns, and (b) effective integrated marketing increases client connection. A key recommendation is for nonprofit leadership to identify specific client populations that will benefit from the organization's services and develop targeted marketing strategies to reach that client population. The implications for positive social change include the potential for nonprofit healthcare leaders to design culturally responsive campaigns, which may improve outreach to African American females and reduce the rate of HIV transmission in this population.

English

ISBN: 9798280755185Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

Baldrige excellence framework

Nonprofit Marketing Strategies to Target a Specific Client Population /
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520 $a African American females are the fastest-growing demographic in the United States contracting HIV. Nonprofit executives are concerned that, without effective marketing campaigns, African American females are not seeking the education or testing proven to reduce the chance of contracting HIV. Grounded in the integrated marketing communications theory, the purpose of this qualitative single case study was to explore strategies that nonprofit executives use to design and execute effective marketing campaigns targeted to a specific client population. The participants were four senior leaders from a nonprofit healthcare clinic located in the south-central Region of the United States who have 10 or more years of experience developing strategies for fundraising campaigns, finding volunteers, and executing programs. Data were collected using semi-structured interviews, organizational documents, and internet searches. Two themes were identified through Yin's five-step data analysis process: (a) effective targeted marketing strategies enable successful marketing campaigns, and (b) effective integrated marketing increases client connection. A key recommendation is for nonprofit leadership to identify specific client populations that will benefit from the organization's services and develop targeted marketing strategies to reach that client population. The implications for positive social change include the potential for nonprofit healthcare leaders to design culturally responsive campaigns, which may improve outreach to African American females and reduce the rate of HIV transmission in this population.
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590 $a School code: 0543
650 4 $a Web studies. $3 2122754
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653 $a Digital marketing
653 $a Integrated marketing communications
653 $a Marketing strategies
653 $a Social media marketing
653 $a Targeted marketing
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