Girlstakeover.Org: Non-Profit’s Critical Proof-of-Concept and Adoption Strategies

In September 2022, inspired by personal experiences, marketing executive Nicole Bezinski decided to set up GirlsTakeOver.org (GTO) after recognizing that teenage girls and young women in high schools and colleges in the United States were lacking coping mechanisms to help them manage increased stress and performance pressures. While schools received numerous new education program ideas annually, they were highly selective about which programs met the stringent criteria and were accepted. Consequently, Bezinski found herself with the challenge of proving that non-profit GTO offered students the self-management and coping benefits they needed. A high-impact proof-of-concept model was critical for GTO to receive serious consideration and acceptance by schools. Acceptance would lead to support, advocacy, and critical financial sponsorship from numerous stakeholders to enable GTO to launch and run operations in the first year. Bezinski had to finalize her proposal including the proof of concept before schools began accepting new education program applications.

<p align="justify">This case is suitable for undergraduate- and graduate-level courses in fundamental marketing, digital marketing, business communications, social entrepreneurship, and non-profit management. It is especially appropriate for classes focused on new product and service development and marketing, growth management, and expansion risks and opportunities.<br><br>The case highlights the challenges of effectively garnering support and funding for a proof-of-concept organization based on limited or incomplete data. Students will learn about the importance of proving the necessary factors that lead to the adoption of a new product or service while engaging with an endeavour to positively impact society. After working through the case and assignment questions, students will be able to<br><br><ul><li>explore the opportunities and challenges specific to non-profit organizations that strive to exist, expand, and grow in terms of revenues and programs;</li><li>define new product and service adoption and diffusion tactics that offer proof of concept to various stakeholder groups;</li><li>understand the value of a differentiation strategy for a non-profit in social entrepreneurship; and</li><li>compose effective business communications that combine support across numerous stakeholder groups.</li></ul>

• GirlsTakeOver
• nonprofit
• education
• coping techniques
• anxiety management
• stress relief
• test-prep support
• adolescent mental health
• education programs
• social entrepreneurship
• proof-of-concept
• nonprofit funding
• corporate sponsors
• private donations
• school board initiatives
• girls empowerment
• maturity guidance
• growth management
• digital marketing
• community engagement
• business communications
• new product adoption