Date of Conferral

7-28-2026

Date of Award

July 2026

Degree

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

School

Management

Advisor

Dr. Denise Land

Abstract

Nonprofit organizations risk losing customers, revenue, and mission impact when leaders fail to adapt digital strategies to evolving customer expectations. Nonprofit leaders are concerned because digital strategy adoption is essential to strengthening sustainability and expanding mission-centered services. Grounded in the Baldrige Excellence Framework, the purpose of this qualitative single case study research project was to explore effective strategies nonprofit business leaders use to leverage technology to attract new customers, retain existing customers, and increase sales. The participants were two senior leaders from a Florida nonprofit organization in the southern United States. Data collection included semistructured interviews, internal archival data, and publicly available documents. The data were analyzed using methodological triangulation, thematic analysis, and comparisons of pre- and post-campaign engagement results. The key themes were process strengths, process opportunities, and results opportunities, indicating that nonprofit leaders used technology modernization, data-informed decision making, targeted customer engagement practices, and mission-aligned strategic adaptation to strengthen customer attraction, retention, and sales performance. A key recommendation is that nonprofit business leaders establish a structured digital performance measurement and learning cycle with defined performance indicators, a dashboard, monthly reviews, and controlled online experimentation. The implications for positive social change include the potential to expand access to educational resources, support scholarship-related programming, and increase learning opportunities for community members.

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