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Case from journal
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Reference no. NAC2522
Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2006
Length: 12 pages
Data source: Field research

Abstract

The President and Vice-President of Flagstaff Christian Scholarship Fund (FCSF) are trying to decide how to spend up to $20,000 to promote their non-profit organization. FCSF provides scholarships which directly benefit low income Native American children. The support gives them the opportunity to attend the Hopi Mission School. The organization is attempting to take advantage of a law that allows Arizona taxpayers to designate up to $625 of their tax liabilities to a scholarship fund. After reviewing past promotional activities, the President and Vice-President have to reach resolution regarding their marketing plans for the end of the year. More contributions are needed to fund scholarships. Which potential donors should they target this year? What message might differentiate the school from others? How should a direct mail brochure and other potential marketing materials be designed? The case provides an intriguing look into the results of a direct mailing program, as well as the challenges managers face in promoting non-profit organizations.

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Abstract

The President and Vice-President of Flagstaff Christian Scholarship Fund (FCSF) are trying to decide how to spend up to $20,000 to promote their non-profit organization. FCSF provides scholarships which directly benefit low income Native American children. The support gives them the opportunity to attend the Hopi Mission School. The organization is attempting to take advantage of a law that allows Arizona taxpayers to designate up to $625 of their tax liabilities to a scholarship fund. After reviewing past promotional activities, the President and Vice-President have to reach resolution regarding their marketing plans for the end of the year. More contributions are needed to fund scholarships. Which potential donors should they target this year? What message might differentiate the school from others? How should a direct mail brochure and other potential marketing materials be designed? The case provides an intriguing look into the results of a direct mailing program, as well as the challenges managers face in promoting non-profit organizations.

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