Research guide for
45-928 Marketing Project Course, Summer term 2008
Prof. Mather  

First, two preliminaries:

1. Get to all books, library services and databases here: www.library.cmu.edu
2. If you’re off campus , use this first and follow instructions: http://www.library.cmu.edu/Services/remote.html

This guide suggests resources to support the following project objectives:

Formulate a strategic plan with corresponding financial forecast that makes recommendations on how to maximize fund raising activity for the American Friends of the Phelophepa Train (AFPT). Focus should be given to the identification of best practice charitable event planning that would align to the current channel of donators, and the establishment of a national awareness campaign for the AFPT to attract new supporters.

• Based on a thorough knowledge of the AFPT’s history, mission and achievements, conduct a benchmarking exercise to analyze fund raising models used by similar charitable organizations.
• Conduct a comprehensive analysis of current best practice fund raising activities and develop a selection criteria for prioritizing campaigns.

Background

• On this organization – search for “phelophepa” in
• LexisNexis Academic database – use Power Search, and change Sources to “News, All”
• General Onefile database
• To go further – and also identify more similar projects - use subjects of on-target articles

Identification of similar programs

• Hoover’s – Industry – Charitable organizations – look at “selected companies”
• Other winners of the UN Public Service Awards: http://www.unpan.org/dpepa_psaward.asp
• Guidestar - Look for Phelophepa – then see report
  • Form 990’s - can find advertising/promotion expenditures and payments to contractors
  • Use keywords i.e. treatment africa medical – or code G99 - to find similar organizations
• Global nonprofits from American Speech-Language-Hearing Assoc.
• Stanford list of global health nonprofits
• Idealist.org
• U Texas list of the top international nonprofits

Marketing/fundraising/events for nonprofits

• Books: in CAMEO – search “nonprofit organizations” as subject
• Foundation Center Collection – i.e.
• Nonprofit Marketing Best Practices / John J. Burnett.
• Black tie optional : a complete special events resource for nonprofit organizations / Harry Freedman
• Publicity for nonprofits : generating media exposure that leads to awareness, growth, and contributions / Sandra L. Beckwith
• 60+ books on nonprofit fundraising
• Upcoming conference in July: 2008 AMA Nonprofit Marketing Conference
• Award nominees for Nonprofit Marketer of the Year
• Other charity galas, i.e.
  • http://socialmiami.com/articles/Miami-Charity-Galas.asp
  • http://www.palmbeachpost.com/localnews/content/news/interactives/charity_galas2007.html

South Africa country profile

• Global Edge – summary data and aggregator of other excellent profiles
• Library of Congress Country Study – for historical information
• World Health Organization profile of health-related data for South Africa
• SANGONeT - NGO portal for South Africa

Ranking and Benchmarking

• National Center for Charitable Statistics – clearinghouse of data on the nonprofit sector of the US
• Giving USA report; overview of how contributions were given – copy at Foundation Center
• Charity Navigator – can browse by “Health” – top ten lists

Getting news on any of this

• Lexis-Nexis Academic - the widest ranging international, national and local news – can also search for companies (“business” tab) and individuals (“people” tab)
• General Onefile – also wide-ranging, includes scholarly journals
• Proquest – wide-ranging news database containing many smaller databases within it – includes many local publications – only source for complete text of the Wall Street Journal
• Business & Company Resource Center – in addition to news and journal articles, you can find here company histories, analyst reports, industry overviews and research reports.

Questions? Talk to the Hunt Library Reference Desk:

• (412) 268-2442; huntref@andrew.cmu.edu
• Drop in - hours are M – Fr 9 am - 5 pm
• Ask a question via the library's chat service

Or, contact me directly:

Roye Werner, Business and Economics Librarian, rwerner@andrew.cmu.edu, (412) 268-2453