negap 2012: marketing through community-building: applying the principles of fundraising to...
DESCRIPTION
In a challenging marketplace, it seems counterintuitive to spend human and financial capital on creating a community for non-residential graduate students. The truth is that hosting events, building community, and sharing resources with students - past, present, and future - buys you more than print and radio ads just for your 'program' or 'school' can. In this session, attendees discovered where to begin their efforts and how to direct and maximize efforts already underway to represent the best of their programs through events, supporting the existing community, and attracting higher value students. Increasing the engagement of alumni and current students can be a positive side-effect or the driving force behind your efforts. This session was presented by Sarah-Jane Ripa at the 2012 Annual Conference of the New England Association of Graduate Admissions Professionals at Sacred Heart University on November 16, 2012.TRANSCRIPT
Marketing through Community-Building
Applying the Principles of Fundraising to Education Marketing
Why People Give*
Increase in sense of self-worth
Participate with like-minded people
Connect professionally
Believe in mission
Desire to feel virtuous
Feel social pressure
*Boston Globe, “Why We Give to Charity,” Leon Neyfakh 12/4/2011
Why People Continue Education
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Increase in sense of self-worth
Participate with like-minded people
Connect professionally
Believe in mission
Desire to feel virtuous
Feel social pressure
How do those fundraisers get people
to give?Increase in sense of self-worth
Participate with like-minded people
Connect professionally
Believe in mission
Desire to feel virtuous
Feel social pressure
Efficiently communicate message to target market
Provide platform outside of giving for people to engage in mission
EFFECTIVELY COMMUNICATE
TO TARGET MARKET
Provide a Platform for Engagement Outside of
Giving
How do those fundraisers get people to give?
orWhat elements of good development work can be applied to building an
education community?Increase in sense of self-worth
Participate with like-minded people
Connect professionally
Provide platform
outside of LEARNING
for people to engage in
COMMUNITY
What they want:
Increase Sense of Self-Worth
How to give it to them: IDENTIFY the skill sets in your community
CREATE opportunities for community-building
REQUEST support that draws on skill sets
PRAISE and REWARD community support
What they want:
Participate with like-minded people
How to give it to them: DEFINE opportunities
ENCOURAGE ownership
SUPPORT ideas
What they want:
Connect ProfessionallyHow to give it to them:
ASSESS the talent in your community
CALL UPON your superstars
UTILIZE existing connections
BUILD networks
Sarah-Jane RipaStudent Services and Outreach
CoordinatorGraduate Liberal Studies
Wesleyan [email protected]