Student Research Leads to New Nonprofit Name

Lynn Mantion and April Ellis, Marketing students who are also part of the Barrett Honors College, completed an intense study on behalf of the Arizona Osteoporosis Coalition (AZOC) and Procter and Gamble, to determine the implications of a name change for the organization and whether a name change might make stakeholders more willing to contribute to the organization.                                                 

Under the supervision of Dr. Antony Peloso, the researchers surveyed ASU students, and former and current donors to AZOC to determine perceptions of the current brand name and the four alternatives that were being evaluated.  The conclusion reached in this study helped the AZOC Board to rename the organization to The Arizona Osteoporosis Foundation, with the expectation that the new positioning would be effective in increasing the community’s willingness to make financial contributions and to support the organization in other ways.  The study also provided potential strategic directions for non-profit organizations in their quest for success in their respective endeavors.