Development of a strategic marketing and fundraising plan for the Boys & Girls Clubs of Central Vancouver Island

The Boys & Girls Clubs of Central Vancouver Island (BGCCVI) is a non-for-profit organization that serves the communities of Comox Valley, Lantzville, Nanaimo, and Ladysmith. The organization supports programs in over thirty areas ranging from breakfast clubs to youth leadership, mentorship to substance abuse prevention and counselling, and digital literacy to financial education.
The organization faces two key challenges. Firstly, despite the fact that the BGCCVI supports a large number of programs, the aftercare programs receive the most attention. Secondly, while the BGCCVI has the support of the community and financial support from the government, the organization faces unprecedented challenges. COVID-19 related public health challenges are exacerbated by a lack of resources. With increasing competition for discretionary funding, the organization is under pressure to secure sustainable funding to retain its current programs, and to develop programs required by the central Vancouver Island communities. This project provides the BGCCVI with the opportunity to analyze the current context of the organization by comparing its position to its competitors, and with its vision of itself. This stock-taking exercise permits the organization to evaluate its current marketing and fundraising activities.

Faculty Supervisor:

Nattalle Tessier

Student:

Partner:

Boys & Girls Clubs of Central Vancouver Island

Discipline:

Business

Sector:

Health and Related Sciences & Technology

University:

Vancouver Island University

Program: