Date of Conferral
2023
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Peter Anthony
Abstract
Nonprofit organization leaders with an advocacy mission are increasingly challenged to identify, convert, and maintain their membership base to sustain the effectiveness of their advocacy reach and effectiveness. Grounded in stakeholder theory, the purpose of this qualitative single case study was to explore strategies some nonprofit leaders used to increase membership in a Canadian nonprofit protecting the rights and benefits of retired military personnel. The participants included four leaders of a small nonprofit organization in Ontario, Canada, who have directly or indirectly implemented membership strategies. Data were collected through semistructured interviews, client organizational documents, the organization’s website, an assessment of the client organization using the Baldrige Excellence Framework, and public information. The data were analyzed using thematic analysis, which yielded four themes: marketing reach, membership value proposition, nonprofit strategy and mission, and board governance. A key recommendation is for nonprofit organization leaders to define a new veteran-focused strategy and mission that meets the needs of its current stakeholders. Implications for positive social change include the potential to provide membership recruitment and retention strategies supporting the needs of veterans and their communities.
Recommended Citation
requa, Bruce, "Strategies to Increase Membership in a Canadian Nonprofit Protecting Rights and Benefits of Retired Military Personnel" (2023). Walden Dissertations and Doctoral Studies. 14765.
https://scholarworks.waldenu.edu/dissertations/14765
