Mark Arnison, Sherrell Steele, Bob Graves
Ivey Publishing (W20283-PDF-ENG)
April 15, 2020
In July 2018, Sherry Schaefer, Director, Foundation and Community Engagement at CapitalCare Foundation (the foundation) faced an organizational positioning / branding issue. Based in Edmonton, Alberta, Canada, the Foundation was responsible for raising donations to support enrichment equipment and programs in long-term care facilities that provide long-term housing and medical care to the sick and elderly. The foundation competed with many large and well-organized charities and lost visibility in the crowded charity market. Schaefer had just learned that the foundation would have to double its annual donations and she had to decide how to overcome market visibility issues to do so.
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