Make-A-Wish America has a world-renowned reputation as one of the best nonprofits in the world, and is widely known amongst many individuals looking to support or donate to nonprofits. Their work is not only a fundamental part of human services care within the nonprofit world, but their unique online platform and social media presence is a differentiating factor among many other nonprofits and for-profit businesses alike. The purpose of this study is to research Make-A-Wish America’s brand management and marketing strategies as a nonprofit, including secondary research on the brand itself, analyze all environmental factors that affect its marketing strategy, assess their market segmentation, targeting, and positioning, and evaluate their integrated marketing communications strategy. Additionally, I conducted interviews with Make-A-Wish America professionals working within the brand management department at the national office. The individuals were interviewed with various marketing backgrounds within the brand department to gain a deeper insight into their individual experiences and assessments of Make-A-Wish America’s brand management and marketing strategy. My specific thesis goals include utilizing my marketing recommendations to grow Make-A-Wish America’s profits, specifically in actions to increase fundraising. Also, my thesis goal is to find recommendations to outperform competition in gaining supporters and donors as well as, more recently, analyzing the effects of the COVID-19 pandemic and making recommendations on how they can grow despite this economic tragedy. The results suggest that there are common themes amongst my secondary research and primary research, resulting in marketing recommendations that Make-A-Wish America can utilize to better market to donors and supporters in the future, giving them competitive advantage over other nonprofits and combatting the effects of COVID-19. Recommendations for Make-A-Wish America include investing in their own research and development in terms of customer relationship management tools, online fundraising campaigns, and technology to better inform donors of their mission, vision, and values, diversifying their donor profile and targeted communities, and taking advantage of their point of parity within their social media online platform.

Arizona FBLA Collegiate inspires and prepares students to become community-minded business leaders through relevant career preparation and leadership experiences. AZ FBLA Collegiate has suffered a significant decrease in membership and participation due to a lack of marketing historically. Through the use of a strategic marketing campaign, AZ FBLA Collegiate has increased brand awareness and possesses the ability to recruit and retain active members. A thesis is presented alongside a PowerPoint presentation which outlines a strategic marketing campaign with a concentration in digital marketing for AZ FBLA Collegiate that is tied to organizational goals. This PowerPoint and thesis include research and implementation of reverse marketing tactics within the AZ FBLA Collegiate website, Facebook, and Instagram. There was also the creation of a multitude of marketing materials, including a Linktree, publication designs, and video interviews with alumni. The final PowerPoint and thesis aim to not only present a guide for FBLA Collegiates' marketing campaign but explain the evolution that AZ FBLA Collegiate has gone through in terms of marketing.