Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Brandon Simmons
Abstract
Many nonprofit leaders lack innovative marketing strategies to secure funding from their target audience. Nonprofit leaders who do not continue to expand on their marketing strategies may fail to secure multiple funding streams, leading to an inability to attain their mission. Grounded in the segmentation, targeting, and positioning theory, this qualitative single case study was conducted to explore the traditional and social media marketing strategies used by nonprofit leaders to secure funding from their target audience. The participants were two senior leaders from a nonprofit organization in the U.S. Midwest region. Data were gathered using semistructured interviews, financial data, organizational documents, and the organization’s website. Key themes were revealed using Yin’s 5-step thematic analysis process and Baldrige Performance Excellence Program criteria. The key themes were (a) effective fundraising strategies for grants and donations, (b) ineffective social media segmentation marketing strategies, (c) partially effective knowledge management, and (d) well established local branding and integration into the community. A key recommendation is for nonprofit leaders to continuously gather and analyze marketing segmentation data to provide the most advantageous position for organizational success. The implications for positive social change include the potential for nonprofit leaders to improve market effectiveness and sustainability, leading to increased services that affect the community’s overall well-being.
Recommended Citation
Gatewood, Neffie, "Marketing Segmentation Strategies for the Nonprofit Sector" (2022). Walden Dissertations and Doctoral Studies. 12686.
https://scholarworks.waldenu.edu/dissertations/12686
