Donor Alliance Case Study

Assessing Business Strategy

Malcolm Baldridge Award Winner

Vision Statement: Maximizing All Donation Opportunities

The vision statement Donor Alliance utilizes is straightforward. It isn’t vague, it’s focused, it doesn’t leave an overwhelming feeling to those reading it, and it doesn’t use aggressive language. It is a little generic which leaves room for a little variation in how each person interprets the vision statement, but that isn’t necessarily a bad thing. It also leads you to feel as though they’re always looking toward the future and how they can best help the most people, always. It lets you envision what helping others means in your own way, making it memorable, and is short, sweet, and to the point. It also aligns well with their mission statement: “Donor Alliance saves lives through organ and tissue donation and transplantation”.

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Strategic and Financial Objectives

The strategic and financial objectives that are experienced in a setting such as a nonprofit are very different from a traditional business setting. This means that the goals of the company in regards to their marketing and competitive positions are extremely different. This is especially true with a non profit organization that deals with what Donor Alliance does. The service they’re trying to sell is that of serving others (through organ donation). The financial objectives include being able to support and sustain their efforts by being financially able to provide educational tools, help staff and educational products to educate the public on why organ and tissue donation is important. Donor Alliance specifically deals with investors in many different terms; their most important being those that provide help services such as the coroners offices and funeral directors they work directly and indirectly with, hospital professionals, and driver license professional in terms of education (and hospitals in terms of working to get the organ donations gathered and to where they need to be). They also partner with transplant centers and tissue processors in order to maintain the donated organs/tissue. Donor Alliance is governed by a Fund Advisory Board.

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Company Objectives

Donor Alliance is a non-profit organization that has been federally designated. The company prides itself in the recovery of, and facilitation of donated organs and tissue, to get them ready for donation (Scott, 2019). Donor Alliance strives to create a family approach to the entire program, from the choice to be designated as an organ donor, to the outreach of donor families, and donor recipients after the act of donation is completed. Creating a community of public outreach, education campaigns, and approach and recovery programs are crucial for Donor Alliance to be successful. If the public doesn’t understand the process of organ/tissue donation, the need for it, or the reward of supporting it, they won’t participate in it, meaning organ and tissue donations suffer.

Thompson, A. A., Strickland, A. J., & Gamble, J. (2010). Crafting and executing strategy: Text and readings. Boston: McGraw-Hill Irwin.

Donor Alliance Mission, Vision, Values. (n.d.). Retrieved from

Scott, L. (2019, January 29). Donor Alliance. Retrieved from

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