Keeping the Light Shining at Cornerstone Baptist Church

This case is designed to get students to think creatively to solve marketing and management problems in the non-profit sector.  It revolves around challenges with growing attendance and tithing in a small suburban Baptist Church in Florida.  How can you raise money while keeping your spending within the confines of a tight budget?  How can you use consumer behavior data to help inform your marketing decisions including program offerings and resource allocation?  How can you effectively use market segmentation to make sure that the church offers programs that attract members of all ages without alienating any of these groups – especially the older members who tend to contribute the most in tithes and donations.