Date
9-2018
Department
Graduate School of Business
Degree
Doctor of Business Administration (DBA)
Chair
Kendrick W Brunson
Keywords
Alzheimer's, Celebrity Events, Charities, Nonprofit Organizations, Target Marketing, Walkathons
Disciplines
Advertising and Promotion Management | Business | Marketing
Recommended Citation
Buffaloe, Stephaine, "A Quantitative Descriptive Case Study on the Alzheimer's Nonprofit Marketing Methods" (2018). Doctoral Dissertations and Projects. 1851.
https://digitalcommons.liberty.edu/doctoral/1851
Abstract
The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious organizations were the most prominent demographic factors when finding an appropriate target market for this study. Individuals connected to religious giving were more likely to give to Alzheimer’s nonprofits. Positive changes can be made in target marketing for the Alzheimer’s non-profit organizations.
