Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Janie Hall
Abstract
Nonprofit organizations (NPO) face challenges that could create business sustainability issues. NPO leaders lacking marketing and funding strategies may fail to remain operational beyond 5 years because they rely on traditional funding sources. Grounded in the resource dependency theory, the purpose of this qualitative single-case study was to explore marketing and funding strategies nonprofit leaders use to sustain their NPOs beyond 5 years. The participants were three NPO leaders from one organization located in the Northeast region of the United States who successfully implemented their marketing and funding strategies to sustain their business beyond 5 years. Data were collected using semistructured interviews and a review of organizational documents. Through the use of thematic analysis, three themes emerged: (a) organizational behavior, (b) marketing, and (c) funding. A key recommendation for NPO leaders is to develop a strong communication strategy utilizing social media platforms and diversify funding resources. The implications for positive social change include the potential to improve community support by maintaining resources and contributing to communities' economic development.
Recommended Citation
Murray, Tara Marie, "Marketing Strategies to Sustain Nonprofit Organizations" (2022). Walden Dissertations and Doctoral Studies. 13625.
https://scholarworks.waldenu.edu/dissertations/13625
