HomeResearch & Knowledgeback to HomeMarketingback to Research & KnowledgeSix million lives to save: Dr Novick and the International Children’s Heart Foundationback to Marketing

Case Study

Six million lives to save: Dr Novick and the International Children’s Heart Foundation

By Dominique Turpin

16 pages

December 2007

Order this case study

Reference: IMD-5-0733

Dr. William Novick, the founder of the “International Children’s Heart Foundation” (ICHF) must decide on a marketing strategy for this non-profit charitable organization based in memphis, Tennessee (USA). ICHF’s mission is to provide developing countries throughout the world with the skills, technology and knowledge to cure and care for children with congenital heart disease regardless of race, religion or gender. Several million kids across the world are on a waiting list for heart surgery and Dr. Novick is faced with the key challenge of creating awareness for his organization in order to raise funds. He also needs to get some geographical focus for his surgical missions. He must put medical teams together, disseminate knowledge to local medical organizations, watch costs and pay attention to the governance of his organization.

Learning Objective

How to market a non-profit charitable organization.

Keywords

Non-profit Organization, Health, Charity

Settings

World/global, United States of America
2007

Type

Field Research

Available Languages

English

Related material

Video

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Keep reading

Article

Should we really ‘fake it until we make it’?

The phrase ‘fake it until you make it’ has been a popular mantra in the business world for decades. It suggests that by imitating confidence and competence, we can eventually achieve genuine success. But where did this concept originate, and what ...

Leadership Diversity and Equity and Inclusion

By Ginka Toegel

in Chartered Management Institute blog

26 August 2025

Article

LGBTQ+ Inclusion Still Drives Economic Performance

Despite declining support, LGBTQ+ inclusion still drives economic performance, boosting human capital by 4x and doubling innovation in inclusive cities.

Diversity and Equity and Inclusion

By Francesca Annalisa Petrella, Fernando Alonso Pérez-Chao and Luca Condosta

in I by IMD

Book Chapter

Grand challenges, decoloniality and management scholarship

The world faces grand challenges induced by climate change, conflict, digitalization, shifting demographics, and other factors. Only 15% of the UN Sustainable Development Goals (SDGs) are on track (UN, 2023). There has been significant research in...

Diversity and Equity and Inclusion Sustainability

By Jess Auerbach Jahajeeah, Ali Aslan Gümüsay, Esther Salvi, Georg von Richthofen and Lehlohonolo Kekana

in Fohim, Emamdeen (Ed.) / Decolonizing management and organization studies: Why, how and what / Leeds: Emerald Group Publishing Limited, 2025

Article

Diversity In Leadership - Reinforcing Values

True transformation comes from embedding diversity in leadership values, not compliance. Leaders must foster safe spaces and model vulnerability.

Diversity and Equity and Inclusion

By Silke Mischke

in I by IMD

Article

Effective networking for women in leadership

Martha was leading a business unit for a large European bank. Her aim was to reach the top management team. Her cross-functional experience and leadership skills positioned her well to move up but she didn’t have a strong internal network. She was...

Leadership Diversity and Equity and Inclusion

By Kyra van Hinsberg, Janka I. Stoker, Jennifer Jordan, Job Voorhoeve, Floor A. Rink and Frieda Barendse

in Management and Business Review

July 2025, vol.5, issue 2, https://doi.org/10.1177/2694104X251359805

Case Study

Absa's Cybersecurity Academy: Combining digital transformation with doing good

Absa faced a critical rise in cyberattacks, and with the cybersecurity talent gap widening, the company urgently needed a long-term solution. To address this, former CISO Sandro Bucchianeri launched the Cybersecurity Academy in 2019, an initiative...

Diversity and Equity and Inclusion Cybersecurity Digital

By Öykü Işık, Valerie Keller-Birrer, Poornima Urs, Barbara Vettorel and Amaru Amiya

Article

Cracking the culture code: how to ensure maximum team performance

Culture shapes how people work together, make decisions, handle conflict, and support each other. Ask yourself the following questions to check where your teams might be going wrong, and read on for tips on maximizing their performance.

Organizational Culture Diversity and Equity and Inclusion

By Susanne May

in I by IMD Brain Circuits

3 July 2025

Article

Closing the LGBTQ+ Equality Gap

New data reveals the LGBTQ+ equality gap at work: 60% hide identity, discrimination persists. Leaders urge inclusion beyond Pride and rainbow branding.

Diversity and Equity and Inclusion

By Misiek Piskorski and Alexander Fleischmann

in I by IMD

Article

Pride without apology: Corporate inclusion in challenging times

LGBTQ+ corporate inclusion faces backlash in 2025 as companies roll back DE&I policies. Business leaders share strategies for maintaining inclusive workplaces, authentic leadership, and effective allyship programs despite political pressures and r...

Diversity and Equity and Inclusion Human Resources Leadership Work-life Balance

By Alexander Fleischmann

in I by IMD

Case Study

Has Nike lost its stride?

Set in 2024, the case describes the trajectory of Nike's success and how it had recently lost its way. The company was experiencing its worst slump in more than 10 years. Since 2020, CEO Donahoe oversaw a significant shift away from wholesale, wit...

Marketing Digital Strategy

By Ivy Buche and Goutam Challagalla

Should we really ‘fake it until we make it’?

By Ginka Toegel
in Chartered Management Institute blog 26 August 2025

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Leadership

Diversity and Equity and Inclusion

Browse all topics

Grand challenges, decoloniality and management scholarship

By Jess Auerbach Jahajeeah Ali Aslan Gümüsay Esther Salvi Georg von Richthofen and Lehlohonolo Kekana
in Fohim, Emamdeen (Ed.) / Decolonizing management and organization studies: Why, how and what / Leeds: Emerald Group Publishing Limited, 2025

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Diversity and Equity and Inclusion

Sustainability

Browse all topics

Effective networking for women in leadership

By Kyra van Hinsberg Janka I. Stoker Jennifer Jordan Job Voorhoeve Floor A. Rink and Frieda Barendse
in Management and Business Review July 2025, vol.5, issue 2, https://doi.org/10.1177/2694104X251359805

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Leadership

Diversity and Equity and Inclusion

Browse all topics

Absa's Cybersecurity Academy: Combining digital transformation with doing good

By Öykü Işık Valerie Keller-Birrer Poornima Urs Barbara Vettorel and Amaru Amiya
Case reference: IMD-7-2642 ©2025

Summary

Reference IMD-7-2642

Organization Absa Group