Date of Conferral
Doctor of Business Administration (D.B.A.)
Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing techniques of each organization. Interview transcripts and documents were examined to identify key ideas, and then analyzed using cross-case analysis to identify common themes. Included in the findings were themes such as the importance of cultural understanding, the value of message translation, the power of partnership with local organizations, and the effectiveness of e-mail marketing. The findings from this study may result in social change by increasing revenue and growth for nonprofit healthcare organizations, making them better able to provide services to all members.