More than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports U.S. public schools. Yet in the years since the organization’s inception, the charity environment has changed, leading the organization’s chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible change to the organization’s tagline. Faced with a lengthy report on the branding agency’s findings, the chief marketing officer needs to decide on the organization’s next steps.
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