個案資料
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Edmonton Community Foundation: Time for the Millennials?
內容大綱
In late 2020, the board of the Edmonton Community Foundation (ECF) was preparing for its strategic planning session. The question on the agenda was, Should the ECF target millennials or baby boomers for its endowment development tools and strategies? Board members were of two minds when it came to millennials. Some members believed the ECF should intensify its efforts among baby boomers, as time was running out on this donor demographic. Others believed the ECF’s relationships with baby boomers were strong and that it was now time for the ECF to begin actively courting a new generation of donors.<br><br/>Nneka Otogbolu, the newly appointed director of communications and equity strategy for the ECF, was working on her presentation for the board. Her team had carefully researched the two options, leaving it to her to decide what the recommendation should be. She would need to make her mind up soon, as the board meeting was in two days.
學習目標
This case is suitable for undergraduate or graduate-level courses on non-profit management and marketing. Learners coming into the course should have a working knowledge of how the non-profit/not-for-profit sector differs from the for-profit sector. Set in 2020 at the start of the second wave of the COVID-19 pandemic in Alberta, it highlights the important role of the charitable sector in building healthy communities at a time of declining revenues and increasing demand.<br><br/>After working through the case and assignment questions, students will be able to do the following:<ul><li>Evaluate the charitable sector as an industry.</li><li>Explain how endowment funds differ from other forms of charitable giving.</li><li>Describe generational differences in charitable giving.</li><li>Evaluate the donation strategy of a non-profit organization.</li><li>Create a response to a donation challenge.</li></ul>