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Movember: More Mo Sistas
內容大綱
During the month of November, many men in Canada and around the world participated each year in Movember by growing moustaches and collecting pledges. As a not-for-profit organization, Movember Canada strived to raise both money and awareness for men’s health, specifically prostate cancer. The community development manager for Movember Canada faced an interesting challenge. The participation of more women represented a significant opportunity to make a large impact with monetary fundraising, but it also provided an important chance to change attitudes towards men’s health. However, many organizations relating to women’s health were already well established and successful at reaching out each year for support from female demographics. The manager needed to determine how the organization could attract and involve more women in battling a health issue that was not their own. Compounding the challenge was the efficient and simple campaign operated by Movember Canada, which relied on a lean team and low administrative costs.
學習目標
This case focuses on the challenges of not-for-profit management as it relates to resource and stakeholder development in an environment of constrained resources. The case can be used in non-profit, strategy and sustainability courses. Students will apply their skills and class learning to develop focused resource and stakeholder development strategies, ensuring strategy alignment with the internal and external environments. Students will also be able to identify the resource constraints, marketing challenges and implementation issues related to recruiting more female participants. Students can be asked to develop an effective implementation plan for their strategy that works within the identified constraints.