Date of Conferral
2021
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Denise L. Land
Abstract
Some nonprofit organization (NPO) leaders lack communication strategies to improve fundraising revenues and ensure financial sustainability. Failure to obtain the funds necessary to support operations affects the NPO’s ability to achieve the organization mission and positive social change for organization recipients. Grounded in stakeholder theory, the purpose of this qualitative single case study was to explore strategies senior leaders of NPOs use to improve fundraising revenues. The three study participants included the founder and two senior leaders of one NPO located in San Antonio, Texas. The data collected included the NPO’s website and organizational documents, public data, governmental data, and semistructured interviews. Data were analyzed using the Baldrige Performance Excellence Program criteria and Yin’s 5-step thematic analysis process. Key themes that emerged were (a) using their positive workforce environment to improve fundraising, (b) the need for improved strategic communication, and (c) greater fundraising and marketing strategies. A key recommendation for NPO leaders is to incorporate effective data-driven analysis to improve their marketing fundraising processes. Improving marketing fundraising processes could result in positive social change by providing increased academic resources to underfunded schools and providing students opportunities to attain or achieve higher levels of education.
Recommended Citation
Mirville, Peterson, "Communication Strategies for Increasing Nonprofit Organizations’ Fundraising Revenues" (2021). Walden Dissertations and Doctoral Studies. 10257.
https://scholarworks.waldenu.edu/dissertations/10257
