Date of Conferral

2021

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Carol-Anne Faint

Abstract

Some museum nonprofit organizational leaders are experiencing financial losses. Less than 25% of nonprofit agencies in the United States have enough funds to operate for six months. Museum nonprofit leaders are concerned with financial losses because the decrease in financial support can cause decreased operational funding and prohibit museum nonprofit leaders from carrying out the organizational mission. Grounded in Ajzen’s theory of planned behavior, the purpose of this qualitative single case study was to explore successful event fundraising strategies nonprofit managers use to increase financial support. The participants were three successful nonprofit museum leaders who had fundraising responsibilities. The study site was one nonprofit museum located in the southeastern United States. Data were collected by conducting virtual, semistructured interviews and gathering archival data, physical documents, and artifacts. Yin’s five-step approach was employed to analyze the data. Three themes emerged: outreach strategies to attract millennials, designing appealing fundraising activities, and asking millennials for their support. A core recommendation is for nonprofit organizational leaders to conduct surveys to determine supporters’ and potential supporters’ needs to increase fundraising activities. Implications for social change include the potential to cultivate cultural awareness and understanding among museum visitors and people living near the museum.

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