Planning & Management for a Non-Profit

Strategic Planning and Management for a Non-Profit Organization

The St. Luke's Girls Home in Newark, New Jersey is a non-profit organization providing room and board as well as counseling for troubled African-American girls aged 13-18. Newark is a small urban community with a population that is approximately 54% African-American. These are girls whose parents are unable to handle them, either because of the girls' behavior or because of a dysfunctional family dynamic. A total of 30-50 girls is accepted each year, and the girls come to the home after being referred by the social welfare agency. The home's annual budget is $250,000, and combined funding comes from the State of New Jersey and fundraising activities. The home does not provide schooling; education is provided within the public schools.

A series of interviews was conducted with employees, including Mrs. Marsden, St. Luke's Director; Miss Wagner, one of the counselors; and Mr. Sandberg, the accountant. Based on these interviews, the following SWOT chart was composed to illustrate the organization's primary strengths, weaknesses, opportunities, and threats as revealed in the discussions.

St. Luke's is the only home for African-American girls in Newark, New Jersey or for at least 100 miles around that city.

Many of the girls placed at the home do very well and overcome the problems they exhibited when living with their families.

Unlike similar homes within a four-state area

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However, she is aware of two opportunities that may provide increased enrollment. Another home for African-American girls will be closing soon due to dwindling enrollment. This home is located in a small city in Massachusetts, and St. Luke's is not only the closest but also the most acceptable place to send that home's girls when this occurs. Miss Marsden envisions that the two homes will merge, which means that staff from the other home, furnishings, bedding, and any other useful items used in that home will likely be added to St. Luke's. The merger will not cost St. Luke's anything, and the number of girls in the closing home is minimal enough not to overstretch St. Luke's current capacity. In addition, there is a new gospel mission in the district that ministers to children of every race. Since it principally handles homeless children, there is no conflict of interest with St. Luke's. However, the mission does encounter children still living with families that have problems, and its director has pledged to refer any African-American girls to St. Luke's. Asked what she feels might threaten the continued success of the home, Miss Marsden reiterates her concern about the occasional outbreaks of violence. Although no one ha

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