C. Grant & Company
Marketing and Research for
Schools and Universities
“Our relationship with C. Grant and Company was the start of something new and
important for our organization. Through asking critical questions, C. Grant and
Company helped us see ourselves as others see us…”
– Dr. Niel Nielsen, President, Covenant College
“We are grateful for the study of alumni giving at Wheaton College conducted by
C. Grant and Company. We found their ﬁrm to be professional, thorough and
responsive. Their approach was innovative and immensely helpful.”
– Dr. Mark Dillon, Vice President for Advancement and Alumni Relations, Wheaton
“C. Grant and Company provided very helpful consulting work for JBU. They
helped us strategize and develop new approaches for some key areas in our
student recruitment marketing program. As a result, we re-engineered our
campus tour allowing us to increase our overall effectiveness with these contacts.
This translated to increased yield. We were able to implement a number of other
ideas that had very positive effects in our results. They are experts in this ﬁeld.”
– Don Crandall, Vice President for Enrollment Management, John Brown University
Recruitment Marketing Strategy Identity/Logo Development
Brand Strategy Event/College Fair Marketing
Advertising and Promotion Website Design
Media Relations/PR Web Games
Social Network Marketing Video Production/DVD/Virtual Tours
Broadcast Advertising Student, Prospect, and Donor Research
Direct Mail Alumni Relations Communications
Web Marketing Communication Audits and Programs
We bring best practices in marketing and
research from the Business, Non-Proﬁt, and
Ministry markets to Christian Higher
As a ﬁrm with expertise in marketing as well
as research, we know how to develop
research with real-world application to
communication programs--and we know how
to develop marketing strategies that are
Collect Data, Listen to Customers, Ask
Questions, Review Previous Performance
Analyze Data and Determine the key
insight that will drive new results
Develop Communications and Marketing
Strategy and Execution Plan
Execute Strategy on Time and on
Budget, Generate Momentum, Analyze
Results, Begin New Dialogue
Alumni Values Research
Purpose: Provide new insight into the alumni beliefs and values that drive giving behavior.
The ﬂattening of alumni giving participation is the result of disengagement, not dissatisfaction.
Engaging alumni requires a deeper connection between graduates and the College—a process that requires understanding and
tapping the deepest personal values of alumni.
We develop customized survey instruments to uncover and deﬁne alumni values and the top segments for each value. The
survey draws from previous opinion and value studies done by members of our team in other markets and also use
appropriate questions from the Baylor Religion Survey to provide comparisons with national data. These comparisons further
deﬁne the unique beliefs and values of alumni.
This data generates important new, actionable insights into how to communicate and fundraise with alumni using personal
Our Four-Step Process:
1. Survey a statistically signiﬁcant sample of alumni to determine their personal values and beliefs and develop unique “values
segments” within the constituent base.
2. Work with Advancement/Development to analyze current giving programs to identify the core underlying values behind
3. Match alumni values by segment with the core values of the school’s giving opportunities.
4. Recommend themes for each giving opportunity and each identiﬁed alumni values segment.
Donor Predictive Modeling
Purpose: Assist Development in determining the best allocation of time and people resources
against segments of the donor list by predictive modeling of the donor database.
Donor proﬁling emphasizes capacity, propensity, and attachment, primarily using descriptive statistics from both within
the organization and from commercially available databases. We go deeper by using inferential statistics to predict
Propensity to give and attachment to the school have hidden drivers that lie buried in data not often considered in donor
segmentation or RFM analyses.
We feed all available donor information into a concept learner which will allow for the identiﬁcation of new giving
patterns and assist in predictive modeling.
We will research current Development “hunches” on givers and also answer questions such as:
1. Will alumni whose children don’t attend the school decrease giving?
2. Do sports activities or majors impact giving levels?
3. What will happen to giving if an alumni divorces?
4. What is the giving lifetime value of soccer players? Other segments?
5. Should contact with alumni who have attended graduation in any year be prioritized over those who donated in the
past six months?
6. Which new alumni will give the most to the school in the years just after graduation?
Alumni Association Perception Research
Purpose: Provide updated, reliable information on alumni perceptions and interest in
involvement with the school.
Need for new insights that help attract additional alumni, retain existing members, and win back lapsed members.
This survey allows for testing of new ideas coming from the Alumni Relations office and others and ﬁll in any gaps
in current data to assist with programs, events, and publications.
Survey replicates questions from previous surveys to provide comparative data.
This survey includes:
1. Measuring current awareness of the Alumni Association’s mission and programs and the beneﬁts (and
responsibilities) of a long-term relationship with the school.
2. Understanding how alumni interact with each other, current students, and the school (including regional
activities, if applicable).
3. Understanding what programs and services represent real value to alumni.
4. Interest in volunteering and giving to the school.
5. Effectiveness of communication.
6. Where school ﬁts in the “hierarchy of needs” (Church, “faith” ministries, endowed/ tuition driven charity).
7. Potential theological divergence from the theological stand of the school.
8. Negative experiences with the school (admissions, feeling ignored or offended, etc.).
9. Level of ownership in school’s future success.
10. Interest in “affinity reunions” and other new ideas as detailed by the Alumni Association.
School Recruitment Survey
Objective: Gain a better understanding of the motivations and criteria that parents use when
deciding where to send their children to primary school.
The research insights are used to determine the best practices in creating and implementing
a promotional campaign to increase enrollment and student retention.
The survey addresses:
1. Parental motivations and priorities.
2. Perceptions on value of Christian education (as it relates to tuition).
3. Reasons why children are withdrawn from school (where applicable).
4. Other barriers that prevent them from enrolling their children at school.
5. Interest in helping to promote school enrollment openings.
6. Recommendations on communication messaging and best vehicles to reach current and
Dear Ministry Leader:
As one working with professionals who seek to integrate their faith and business life, I
though you’d be interested in the attached sampler of our new title, Serving Two
Masters? Reflections on God and Profit by C. William Pollard, chairman emeritus of The
This is the follow- up book to Pollard’s best - selling, The Soul of the Firm , which we
published with our sister company Zondervan, and a book that has had enormous
influence in both the business and Christian communities.
This sampler contains four chapters of this just - released book with ideas for further
discussion and questions , in a length that works well in a group setting. These
chapters will engage participants in stimulating dis cussion and give them important
insights they can carry into their workplaces. They will appreciate the advice and
encouragement from a business leader who has been in their place.
I’d encourage you to use this sampler as a special four - week session or us e an
individual chapter to supplement a discussion you are already facilitating. Additional
information and copies of the sampler chapters can be downloaded from the book
website: www.servingtwomasters.com .
The book is now available at bookstores nationwide or online. Special discounts and
ordering information for bulk orders are also detailed in the booklet.
I hope this sampler will be helpful to you and those in your circle of influence.
Vice President and Publisher
Banners Radio Outdoor
Social Media Services
Online Reputation and Search Engine
Digital Audit: Evaluation of web presence in online and consumer-
generated media, including websites (publisher, author, and related),
blogs (inﬂuencers and general), search engines, and online reviews.
Social Media Optimization: Generating publicity for authors, books,
or publishers through social media, blogging, reviews, and other
non-search engine related vehicles.
Research/Online Reputation Management: Analyzing consumer
website posts and reviews to gain insight into consumer trends;
tracking and responding to online posts, reviews, and articles related
to client products, authors, or brands.
Advertising and Search Engine Optimization: Increasing web traffic to
websites or blogs through improved coding and keyword content and
through online advertising placement and Adwords campaigns.
Founded 2001 by Christopher Grant, former Senior Vice President,
Marketing at ServiceMaster and Vice President of Marketing at
Full-service integrated marketing and research ﬁrm (website here)
Office located in historic building in the Chicago suburb of Wheaton,
Our experienced team has held professional titles including:
Director of Media Relations, Wheaton College
Columnist, Chicago Sun-Times Media Group
Marketing Manager, Amoco
VP of Marketing, ZonderKidz (HarperCollins)
Art Director, SpringHill Camps
Adjunct Writing Faculty, Wheaton College
Co-owner, Gap Digital Recording
Creative Director, Tyndale House
Adjunct Marketing Professor, Calvin College
Consultant, Douglas Shaw & Associates
Senior Associate Editor, Leadership Journal
Author, “An Educator’s Guide to the Internet” (Simon & Schuster) and “A Rookie’s Guide to the
Internet” (Radio Shack)
Professor, School of Electrical Engineering and Computer Science, Washington State University
Senior Director, Corporate and Internet Communications, Zondervan
Partial Client List
Zondervan Meisner Aircraft
Willow Creek Association Center for Student Missions
Wheaton College ServiceMaster Sandy Cove
Heartland Alliance for Aramark Kanakuk Kamps
Human Needs and Human
MicroTek TH Hilson Company
Tyndale House Publishers LeaderTreks
Raging Waves Waterpark
Wheaton Eye Clinic Wheaton Academy
TruGreen Wheaton Christian Grammar
Mount Hermon Camps and
Conferences Muskoka Woods
Glocal.net John Brown University
Pioneer Clubs Pine Cove
City of West Chicago, IL Jossey-Bass (Wiley)
Associated Agencies Redeemer Church/NYC