Product details

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Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2015
Version: 2015-10-14
Length: 9 pages
Data source: Field research

Abstract

More than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports US public schools. Yet in the years since the organization's inception, the charity environment has changed, leading the organization's chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible change to the organization's tagline. Faced with a lengthy report on the branding agency's findings, the chief marketing officer needs to decide on the organization's next steps.
Location:
Size:
Small
Other setting(s):
2012

About

Abstract

More than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports US public schools. Yet in the years since the organization's inception, the charity environment has changed, leading the organization's chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible change to the organization's tagline. Faced with a lengthy report on the branding agency's findings, the chief marketing officer needs to decide on the organization's next steps.

Settings

Location:
Size:
Small
Other setting(s):
2012

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