Date of Conferral
6-11-2025
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Meridith Wentz
Abstract
African American females are the fastest-growing demographic in the United States contracting HIV. Nonprofit executives are concerned that, without effective marketing campaigns, African American females are not seeking the education or testing proven to reduce the chance of contracting HIV. Grounded in the integrated marketing communications theory, the purpose of this qualitative single case study was to explore strategies that nonprofit executives use to design and execute effective marketing campaigns targeted to a specific client population. The participants were four senior leaders from a nonprofit healthcare clinic located in the south-central Region of the United States who have 10 or more years of experience developing strategies for fundraising campaigns, finding volunteers, and executing programs. Data were collected using semistructured interviews, organizational documents, and internet searches. Two themes were identified through Yin’s five-step data analysis process: (a) effective targeted marketing strategies enable successful marketing campaigns, and (b) effective integrated marketing increases client connection. A key recommendation is for nonprofit leadership to identify specific client populations that will benefit from the organization’s services and develop targeted marketing strategies to reach that client population. The implications for positive social change include the potential for nonprofit healthcare leaders to design culturally responsive campaigns, which may improve outreach to African American females and reduce the rate of HIV transmission in this population.
Recommended Citation
Grant, Daniel Curtis, "Nonprofit Marketing Strategies to Target a Specific Client Population" (2025). Walden Dissertations and Doctoral Studies. 17964.
https://scholarworks.waldenu.edu/dissertations/17964
