{"id":91351,"date":"2025-10-30T10:49:28","date_gmt":"2025-10-30T10:49:28","guid":{"rendered":"https:\/\/businessschool.luiss.it\/?p=91351"},"modified":"2025-11-14T14:47:25","modified_gmt":"2025-11-14T14:47:25","slug":"the-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies-the-case-of-susan-g-komen-italy","status":"publish","type":"post","link":"https:\/\/businessschool.luiss.it\/en\/case-studies\/the-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies-the-case-of-susan-g-komen-italy\/","title":{"rendered":"The role of strategic fundraising in marketing plan of non-profit companies. The case of Susan G. Komen Italy"},"content":{"rendered":"\n<figure class=\"wp-block-image alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/07\/The-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies.-The-Case-of-Susan-G-Komen-Italy.png\" alt=\"The role of strategic fundraising\nin marketing plan of non-profit companies.\nThe case of Susan G. Komen Italy\" class=\"wp-image-93859\" style=\"width:352px;height:auto\" srcset=\"https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/07\/The-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies.-The-Case-of-Susan-G-Komen-Italy.png 1000w, https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/07\/The-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies.-The-Case-of-Susan-G-Komen-Italy-810x810.png 810w, https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/07\/The-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies.-The-Case-of-Susan-G-Komen-Italy-450x450.png 450w, https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/07\/The-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies.-The-Case-of-Susan-G-Komen-Italy-768x768.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Authors: <\/strong>Marco Francesco Mazz\u00f9, in cooperation with Riccardo Masetti and Ludovica Serafini<\/p>\n\n\n\n<p><p style=\"display:none;\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p><\/p>\n\n\n\n<p><p style=\"display:none;\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p><strong>Abstract<\/strong>:<\/p>\n\n\n\n<p class=\"has-medium-font-size\">When Professor Riccardo Masetti pronounced the above-mentioned quote, Susan G. Komen Italia was among the most authoritative NGOs in Italy. After 20 years of strong growth both in B2B and in B2C market, in 2020 Professor Masetti and his team had to confront with a never-experienced situation: due to Coronavirus outbreak, the spearhead of Komen Italia\u2019s events, the \u201cRace for the Cure\u201d, was in danger.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">This matter triggered Komen Italia\u2019s President and members, requiring everybody\u2019s full dedication: how to keep the attention high on a topic this severe and on fundraising in a moment in which it is not possible nor allowed to hold the core initiative impacting on the association\u2019s revenues?<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The Covid-19 outbreak is profoundly reshaping organizations, forcing them to adapt to a new normality and impacting heavily also on NPOs like Komen Italia that need to keep on operating to support communities. This has forced NPOs supporting patients and convalescents to either suspend their activities or to find new solutions. On top of this, the economic aftermath of the pandemic is impacting fundraisings, threatening sustainability. The opportunity that comes from this situation is to experiment new ways to serve stakeholders that can help NPOs not only to survive as an entity but also to generate long term benefits. Professor Masetti and his team had to deep dive into the \u201cin distance\u201d transformation of the event and channelling the most awareness cross-country to the association\u2019s mission and vision but, importantly, great emotional connection, also thanks to the resonance of the many ambassadors and influencers involved in it. How to maintain the emotional bonding with the community? And how to ensure sustainability of a NGO that relies mostly on donation for its broad range of activities?<\/p>\n\n\n\n<div style=\"height:18px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a class=\"button arr featured-links\" href=\"https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/07\/Mazzu%CC%80_Komen_TC.pdf\" title=\"\">Download Case Study<\/a><\/p>\n\n\n\n<p><a class=\"button arr featured-links\" href=\"https:\/\/businessschool.luiss.it\/en\/the-role-of-strategic-fundraising-in-marketing-plan-of-non-profit-companies-the-case-of-susan-g-komen-italy-teaching-notes\/\" title=\"\">Request Teaching Notes<\/a><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Authors: Marco Francesco Mazz\u00f9, in cooperation with Riccardo Masetti and Ludovica Serafini<\/p>\n","protected":false},"author":5,"featured_media":93860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[1189],"tags":[1449,1450,1451,1452],"Master":[],"class_list":["post-91351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-benefits-en","tag-in-distance-en","tag-missione-vision-en","tag-npos-en"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts\/91351","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/comments?post=91351"}],"version-history":[{"count":6,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts\/91351\/revisions"}],"predecessor-version":[{"id":95037,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts\/91351\/revisions\/95037"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/media\/93860"}],"wp:attachment":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/media?parent=91351"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/categories?post=91351"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/tags?post=91351"},{"taxonomy":"Master","embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/Master?post=91351"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}