Good Case Study About Donorschoose.Org: Refining A Successful Brand

The problems that this company is facing is that their brand name no longer communicates the nature of the organization clearly. DonorsChoose was a non-government organization (NGO) in the United States that was formed to support public schools in the county. The site allowed teachers to post projects in order to find funding. However, over time, the marketing director realized that the little changes that have been made to the website has changed the way consumers view the organization.
The significance of the problem is that if the general public does not know what the ideas are behind DonorsChoose, then those individuals will be less likely to donate their money or time to the organization. This can decrease the amount of revenue the organization receives. As a result, the organization will not be able to properly fulfill their mission. For example, the organization needs to create a new name that is easier associated with their cause and is not so difficult for individuals to interpret. DonorsChoose does not have any direct relevance to the organization at hand. This is the first thing people hear when they become aware of an organization. DonorsChoose does not make connection with that the organization’s mission is. The organization needs to create a new name that hints on the ideas of the organization.
The implications for the company if they do not solve the problem are decreases in their awareness and revenue. Marketing needs to address the implications of the organization or business. If an individual is not made aware of what the organization’s goal is, then that individual will be less likely to contribute to the organization. Individuals need to know all aspects of the organization and what it stands for in order for an organization to fulfill their mission, and thus, become successful.