The Ice Skating Institute competes in a changing nonprofit marketplace: A case study evaluating the brand marketing of a nonprofit organization.

摘要

Nonprofit organizations today exist within a competitive marketplace. This is a result of the entrance of for-profits into the nonprofit marketplace in 1996, as well as an increase in the number of nonprofits in each sector. This study attempts to understand the current issues facing nonprofits and their use of for-profit techniques, such as branding, to cut through the clutter in today's crowded marketplace. This study focused on one nonprofit organization, the Ice Skating Institute, and through a qualitative case study utilizing the Brand Strategy Doctrine Process as an organizational branding assessment, reviewed the organization's use of brand marketing. This study contributes in-depth knowledge of a nonprofit's use of for-profit techniques and serves as an example for other nonprofit organizations. This study demonstrated how one nonprofit utilized for-profit techniques to successfully differentiate them from their competitors.