Date of Conferral
2023
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Rocky Dwyer
Abstract
Incorporating diversity is essential to the survival of nonprofit organizations. This qualitative single case study was important to membership-based nonprofit organization leaders because recruitment and retention strategies contribute to organizational diversity. Grounded in critical multicultural marketing theory, the study was conducted to explore the strategies that nonprofit organization leaders used to recruit and retain a diversified membership. Data were collected from three participants, who were nonprofit organization leaders in the eastern United States, through semistructured interviews, and review of organizational documents and reports, social media, and internet reports. The data were thematically analyzed and two themes emerged: (a) recognition and understanding and (b) marketing strategies that diversify membership. A key recommendation was for membership-based nonprofit organization leaders to focus their marketing strategies on community-driven interests, such as the growing wealth gap and discrimination in the workplace, rather than specific organizational interests. The implications for positive social change include an increased sense of belonging for the people served by organizations, the creation of more equitable outcomes for the nonprofit organization and increased organizational diversity to represent the communities the organization services and supports.
Recommended Citation
Smith, Portia G., "Strategies for Diverse Membership Recruitment and Retention in Nonprofit Organizations" (2023). Walden Dissertations and Doctoral Studies. 14512.
https://scholarworks.waldenu.edu/dissertations/14512
