Republican Nikki Haley is meticulously laying the foundation for a presidential bid in 2024, forming a nonprofit organization to sustain her political-rock-star profile while she builds a financial nest egg so her family can afford her political ambitions.

Party insiders keeping tabs on Haley say the former U.S. ambassador to the United Nations wouldn’t challenge her old boss, President Trump, in the 2020 primary. But the dynamic ex-South Carolina governor, just 47, is expected to mount a campaign four years later. With a coterie of advisers, Haley is choosing each step to maximize her notoriety and chart a course to the White House.