During Peter Drucker’s lecture regarding managing the non-profit organization he begins by taking previously prepared questions from the class on topics relating to the course, reading the questions and then giving his answers and advice. The first question deals with the importance of promotion to the non-profit organization and then moves on to the issue of how does one define results. Drucker then discusses the work of the Salvation Army with delinquent youth. He then addresses a second question that deals with: why once a mission has been fulfilled, such as with the example as the March of Dimes, it is often difficult for an organization to formulate a new mission. To answer the question, Drucker explains that once a mission has been accomplished there is great reluctance to disband an organization. He states that both churches and universities have historically been known to survive over long periods of time, but he suggests that it is perhaps because they never accomplish their missions and thus never become obsolete. He also gives the example of the City of Hope Cancer Research Center, which began as a center for tuberculosis suffers. Later when a cure for tuberculosis was discovered and their mission was completed they were able to transform themselves and adopt a new mission to start the City of Hope Cancer Research Center.
Lectures and lecturing Management Education Nonprofit organizations Salvation Army March of Dimes Birth Defects Foundation City of Hope Cancer Research Center
Source
Color videocassette: Peter F. Drucker Graduate school of Management Claremont Graduate University, 12/15/01 Managing the Non-Profit Organization, Box 97; ¾ inch VHS cassette
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