Rewriting the story: navigating nonprofit brand evolution

Research methodology Case overview/synopsis Library Legacy Builders (LLB) is a US-based nonprofit founded by Arnie Carter[1] in 2015 after a mission trip to Mexico. Initially focused on building libraries in underserved communities, LLB expanded its offerings to include mentorship programs and educational support across countries such as Mexico, Ghana, Uganda and Malawi. The case spans 2015–2023 and follows LLB’s growth from a family initiative to a global nonprofit with nearly $450,000 in annual revenue, supported by donors, volunteers and corporate partners. The case centers on Jennifer Sellers, Chief Marketing and Development Officer, who faces a strategic decision in the weeks leading up to LLB’s annual fundraising gala. Prompted by a marketing agency, LLB is considering a rebrand to better reflect its expanded mission and scope. However, timing introduces risk: rebranding before the gala could enhance positioning and attract donors but may also create stakeholder confusion and execution challenges. Students are asked to evaluate whether LLB should rebrand, when the rebrand should occur, and whether it should proceed without securing a corresponding domain name. The case highlights issues of brand alignment, stakeholder management and impact measurement, providing a platform to apply brand equity frameworks and strategic decision-making tools in a nonprofit context. Complexity academic level