Subject category:
Ethics and Social Responsibility
Published by:
Reaching Out MBA LGBT Case Collection
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https://casecent.re/p/96780
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Abstract
A permanent fund based in Columbus, Ohio, the Legacy Fund provides financial support to organizations supporting the LGBT community in central Ohio and beyond. Founded in 2000, the fund has grown primarily through focusing on receiving donations in the form of planned gifts. As its all-volunteer board looks to the future, it has tasked communications chair Linda Fauker with developing a segmentation and targeted strategy to be in place at the time of its ten-year anniversary gala in May 2010. Providing you with demographic data, conflicting points of view among board members regarding future fund-raising strategies, and histories of the Legacy Fund and its partner organization (the Columbus Foundation), this case asks you to advise Linda on how to develop her strategic plan. Should the Legacy Fund continue to emphasize planned giving, or should it simultaneously - or solely - focus on current gifts? How can it strengthen its brand and increase its visibility in the community while also attracting new donors to secure its financial future?
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Abstract
A permanent fund based in Columbus, Ohio, the Legacy Fund provides financial support to organizations supporting the LGBT community in central Ohio and beyond. Founded in 2000, the fund has grown primarily through focusing on receiving donations in the form of planned gifts. As its all-volunteer board looks to the future, it has tasked communications chair Linda Fauker with developing a segmentation and targeted strategy to be in place at the time of its ten-year anniversary gala in May 2010. Providing you with demographic data, conflicting points of view among board members regarding future fund-raising strategies, and histories of the Legacy Fund and its partner organization (the Columbus Foundation), this case asks you to advise Linda on how to develop her strategic plan. Should the Legacy Fund continue to emphasize planned giving, or should it simultaneously - or solely - focus on current gifts? How can it strengthen its brand and increase its visibility in the community while also attracting new donors to secure its financial future?