Mini Case Study 1
In 1992 Santa Rosa’s Luther Burbank Rose Parade was in debt to the city, and had six volunteers for a parade with 96 years of history. The city denied the group a permit for its next parade. Not willing to lose such a long-standing tradition, a community leader offered $20,000 in seed money for a new group to keep the parade going. Toni was hired to lead the group. By the end of her tenure 9 years later the group had a willing and happy volunteer force of 150, more than two dozen corporate sponsors who were renewing annually, and $26,000 (29% of budget) in cash reserves.