Teaching Notes: Rewriting the story: navigating nonprofit brand evolution Available to Purchase

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...