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Banati foundation: using marketing to empower girls at risk and diminish the stigma associated with homelessness

Yasmin Abdou (Cairo Campus, University of Prince Edward Island, Cairo, Egypt)
Mariam Ferwiz (Cairo Campus, University of Prince Edward Island, Cairo, Egypt)
Carol Osama (Cairo Campus, University of Prince Edward Island, Cairo, Egypt)
Mohamed Aljifri (Cairo Campus, University of Prince Edward Island, Cairo, Egypt)

Publication date: 19 September 2023

Issue publication date: 2 July 2024


Research methodology

To write this case, several research methods were used. Most importantly, field interviews were conducted with employees at Banati foundation. The interviews were held with three different employees at different points in time, including the marketing manager, the executive manager and the head teacher working with the girls at the foundation. These interviews helped provide details regarding the foundation’s culture which is hard to get from secondary sources. In addition to this, one of the researchers was a volunteer at the foundation for 6 months before starting this research and so had strong background knowledge on the workings of the entity. Finally, secondary sources were used to provide accurate historical information and numerical statistics. These sources included the foundation’s website and annual reports as well as newspaper interviews with the Banati’s Chairperson.

Case overview/synopsis

This case poses the marketing dilemma faced by Banati Foundation, a non-profit organization (NPO) based in Egypt. Banati has offered child protection services to girls at risk since its establishment in 2009. In particular, the case focuses on the foundation’s strategy and operations in 2020. Since its inception, the foundation has been led by the main founder, Dr Hanna Abulghar. Under her leadership, the foundation flourished and won several international awards. The foundation became a home, a school and a support system to the girls who were once homeless. Yet even though Banati succeeded in improving the lives of many girls at risk, the foundation still sought ways to sustain its funds and to empower the girls to thrive after they left the foundation. As the key person responsible for setting the foundation’s direction and strategy, Dr Hanna faced marketing challenges that include overcoming social stigma, diversifying the donor base and increasing fundraising.

Complexity academic level

This case is suitable for undergraduate and Master’s students who already have an understanding of the basic marketing principles such as the marketing mix (4Ps)/market segmentation and have taken an introductory marketing course previously. Furthermore, the case presents an opportunity to apply marketing concepts such as segmentation, targeting, positioning and promotion within the context of social and NPO marketing. It is ideal for students studying social marketing, NPO marketing strategy, cause marketing, fundraising techniques and social inclusion.



Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.


Abdou, Y., Ferwiz, M., Osama, C. and Aljifri, M. (2024), "Banati foundation: using marketing to empower girls at risk and diminish the stigma associated with homelessness", , Vol. 20 No. 4, pp. 871-889.



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