Capstone – Project
Develop a Marketing Plan As Part of Strategic Planning Process
A Collaboration Between
Quixote Center was founded in 1976 as a multi-issue social justice center in the Catholic social justice tradition. The Center has a very loyal donor base that has sustained the organization but the donor network has contracted in recent years. Over the next several months, the plan is to have a board-level mission discussion and then to develop an organization-wide strategic plan. As part of that process, we would like to consider how to engage new constituents and think at a deeper level about who we would like to engage – in short, a marketing plan for the Center for at least the next year with some suggestions over the next 5 years.
HOST VENUE ADDRESS
- 7307 Baltimore Ave., Suite 214, College Park, MD 20740
REQUIRED PREREQUISITES
- Some knowledge of non-profit donor market analysis would be valuable.
LEARNING OBJECTIVES
- Develop an understanding of non-profit donor segmentation and cultivation.
- Identify untapped constituencies or expansion opportunities and suggest approaches to engagement of those groups.
- Consider social enterprise revenue strategies, such as impact investment, and analyze whether there are potential opportunities of this sort and how such opportunities might also be marketed.
- Identify potential gaps in skill sets, technology platforms, or other areas where the organization might strategically invest to advance marketing goals.
Project Topics

Growth Strategy

Marketing

PR & Communications

Reporting, Financial Planning & Analysis
Company Information
Company | Quixote Center |
HQ | Maryland |
Revenue | Unlisted |
Employees | 1-5 |
Stage | Small Business |
Hiring Potential | Follow-on Projects, Formal Internship |
Website | http://www.quixote.org |
Company Overview
Industry Mentors

Experiential Learning Program Details
School | University of Notre Dame Mendoza College of Business |
Engagement Format | Capstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges. |
Course | |
Level | Graduate |
Students Enrolled | 120 Enrolled, 2-5 per group per project |
Meeting Day & Time | 3/2 - 3/5/2019 on-site at host company |
Student Time Commitment | 1-3 Hours Per Week |
Company Time Commitment | 3-5 Hours |
Duration | 4 days (03/02/2020 - 03/05/2020) |
Program Timeline
Touchpoints & Assignments | Due Date | Submission |
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Academic Mentors

Assigned Students
There are currently no students assigned.
Key Project Milestones
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March 2, 2020 - Profile Current Donor Network
- Who is currently supporting the work of the Quixote Center?
- What are these people like? What do we know about them?
- What don’t we know about them?
Suggested Deliverable:
A donor profile report that offers meaningful segmentation for all donors over the past 5 years on an annual basis, showing total number of donors, average gift, and total giving by segments and by year.
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March 3, 2020 - Peer Organization Market Analysis
- Who else is doing work similar to that of the Quixote Center?
- What are those organizations like, in terms of size, programs?
- What marketing segments are these organizations targeting?
- What channels are these organizations employing?
Suggested Deliverable:
Marketing strategy list and ranked recommendations.
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March 4, 2020 - Applied Analysis
- What kinds of materials and channels are Quixote Center using?
- Are there any gaps between what Quixote Center and their peer organizations are doing that might be replicable?
- Are there any strategies that the Quixote Center could consider or new segments for outreach?
Suggested Deliverable:
A marketing plan that recommends segments, channels, and strategies to develop in the upcoming 5 years.
Project Resources
There are no resources currently available