Date of Conferral

2020

Degree

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

School

Management

Advisor

Denise Land

Abstract

Many nonprofit organization (NPO) leaders who face financial challenges due to reduced government funding and increased competition lack community awareness strategies to increase donations to sustain operations. Grounded in the resource-based view of competitive advantage theory, this qualitative single case study explored community awareness strategies NPO leaders use to increase donations to sustain NPO operations. The study participants were three senior leaders from a charitable organization with 37 service locations throughout Scotland, United Kingdom. Data used as evidence for the study consisted of personal conversations, semistructured interviews, publicly available documents, and organizational document data. Thematic analysis of data showed the importance of (a) a well-developed and engaged workforce, (b) strategic engagement with social media, and (c) effective use of organizational resources as key themes that support NPO leaders in the development of community awareness strategies to increase donations to sustain operations. A key recommendation is that organizational leaders use the strengths and opportunities identified in the Baldrige evaluation to continue the (a) development of strategies to increase the effectiveness of the workforce, (b) development of synergistic relationships within the fundraising and marketing teams, and (c) exploitation of digital and social media platforms. The implications for positive social change include the potential to expand services to individuals and families in need of specialized services and improve the quality of life for those with special needs.

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