One of the worthy businesses with which we currently work is Ride On Therapeutic, a local non-profit in the San Fernando Valley of California. Ride-On has two valley locations (Newbury Park and Chatsworth) and serves the community by providing therapeutic horsemanship. If you have never heard of Ride-On please check them out; they serve the disabled community in a unique way.
This spring semester California State University at Northridge students in the College of Business are working with Ride-On to help achieve their goals. For example, Ride-On is working with business students to help clarify their organizational structure, formulate a plan for sharing overhead with other facilities (which they train), and formulate growth strategies that will help Ride-On pay off its current mortgage.
As you may imagine, competition in business is fierce, including the non-profit world. Non-profit charities need to compete for consumers’ attention similar to the way for-profit brands compete for attention.
Ride-On has a very loyal base of contributors once they have seen and heard what Ride-On is all about. However, reaching new contributors is challenging; they must compete with the thousands of other non-profits vying for attention. This is exactly what led Ride-On Therapeutic to seek student consulting from CSUN’s Wells Fargo Center for Small Business & Entrepreneurship this spring.
To find out how the project turned out, check back mid-May to learn about the results.
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Author:Robin Yerian. Robin studies Marketing and Business Administration at California State University, Northridge. She has received an honorable mention for her secondary research regarding the millennial generation in association with the national American Marketing Association case competition for eBay in which she provided consumer insights. Robin is the student assistant responsible for managing client relationships, communications, and social media for the Wells Fargo Center for Small Business & Entrepreneurship at CSUN.