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The primary subject matter of this case concerns the development and implementation of marketing strategy in a non-profit context which both students and faculty should be familiar with (ie, alumni associations). Secondary issues examined include the identification and measurement of relevant marketing goals in a non-profit environment, challenges in working within a non-profit organizational structure and leveraging volunteer resources, working with limited financial resources, and understanding various stakeholder and consumer behavior issues within the nonprofit context. This case has a difficulty level of 3-4, and would be appropriate for junior-to-senior level students. The case is designed to be taught in 3 class hours, and is expected to require 4-6 hours of outside preparation by students. It might also be appropriate/beneficial to invite representatives from your campus alumni association to join in the discussion of this case.