Heroic Gardens: How A Nonprofit Focused on Veterans Can Grow A Sustainable Funding Strategy

Name: Heroic Gardens: How A Nonprofit Focused on Veterans Can Grow A Sustainable Funding Strategy (English version)
SKU: W31043

Sheri Lambert, Amy Lavin

Product #:W31043

Supplier:Ivey/Temple

Discipline:Marketing

Setting:United States, 2022

Details:Case (PDF) • 18 pages • 2023-02-22

Subjects:

Fundraising Digital marketing Entrepreneurial finance Sales and marketing Marketing

Geography:

North America United States

Your Price:

$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

Free Educator Copy
Free Teaching Notes
Build your coursepack
Discounted academic price

In early May 2022, Collie Turner, founder of award-winning non-profit organization Heroic Gardens, was looking to obtain additional revenue streams in order to expand the organization’s programming. The mission of Heroic Gardens was clear: help veterans experience the healing power of nature. The pivot to a new campaign during the COVID-19 pandemic was successful, and the number of organizations and veterans reaching out for services was increasing.

Heroic Gardens was looking for funding and new ways to scale in order to grow its programs and hire employees to support that growth. As Turner was preparing for a financial and program review with her board—and knowing that the organization was 99 per cent volunteer run—the challenge was understanding and finding a way to increase funding in order to support Heroic Gardens and the veterans it serves.

Learning Objectives

This case is suitable for non-profit management courses and digital marketing courses that focus on non-profit organizations or organizations with limited resources. It introduces students to the complexities of operating a non-profit organization in an industry that requires participants to navigate commitments to their social missions while maintaining financial feasibility and pursuing disruptive and systemic social change. If positioned in a course in which students are still learning about non-profit versus for-profit organizations, the instructor should complete the pre-work (i.e., the stakeholder management analysis) with students prior to undertaking the case analysis. The case works best at the undergraduate level, though it can be adapted to graduate-level courses. After working through the case and answering the assignment questions, students will be able to do the following:

Identify the challenges facing non-profit organizations in the current environment.
Apply digital-marketing-strategy concepts to improve non-profit sustainability and social impact.
Evaluate and apply digital marketing tools to address resource disadvantages, transform a go-to-market strategy, and enhance community engagement.
Understand the value of a differentiation strategy to a non-profit.