Marketing through            Community-BuildingApplying the Principles of Fundraising to EducationMarketing
Why People Give*Increase in sense of self-worthParticipate with like-minded peopleConnect professionallyBelieve in mission...
Why People Continue          EducationIncrease in sense of self-worth       ✔Participate with like-minded people   ✔Connec...
How do those fundraisers    get people to give?Increase in sense of self-   Efficientlyworth                        commun...
EFFECTIVELYCOMMUNICATE     TO   TARGET   MARKET
Provide a Platform for EngagementOutside of Giving
How do those fundraisers get people to                    give?                      or  What elements of good development...
What they want:Increase Sense of Self-Worth        How to give it to them:  IDENTIFY the skill sets in your community  CRE...
What they want:Participate with like-minded           people  How to give it to them:  DEFINE opportunities  ENCOURAGE own...
What they want: Connect Professionally      How to give it to them:ASSESS the talent in your communityCALL UPON your super...
Sarah-Jane RipaStudent Services and Outreach                  Coordinator     Graduate Liberal Studies          Wesleyan U...
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NEGAP 2012: Marketing through Community-Building: Applying the Principles of Fundraising to Education Marketing

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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.

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NEGAP 2012: Marketing through Community-Building: Applying the Principles of Fundraising to Education Marketing

  1. 1. Marketing through Community-BuildingApplying the Principles of Fundraising to EducationMarketing
  2. 2. Why People Give*Increase in sense of self-worthParticipate with like-minded peopleConnect professionallyBelieve in missionDesire to feel virtuousFeel social pressure *Boston Globe, “Why We Give to Charity,” Leon Neyfakh 12/4/2011
  3. 3. Why People Continue EducationIncrease in sense of self-worth ✔Participate with like-minded people ✔Connect professionally ✔Believe in mission ✔Desire to feel virtuous ✔Feel social pressure ✔
  4. 4. How do those fundraisers get people to give?Increase in sense of self- Efficientlyworth communicate message to target marketParticipate with like-minded peopleConnect professionallyBelieve in mission Provide platform outside of giving forDesire to feel virtuous people to engage in missionFeel social pressure
  5. 5. EFFECTIVELYCOMMUNICATE TO TARGET MARKET
  6. 6. Provide a Platform for EngagementOutside of Giving
  7. 7. How do those fundraisers get people to give? or What elements of good development work can be applied to building an education community?Increase in sense Provide platformof self-worth outside ofParticipate with LEARNINGlike-minded for people topeople engage in COMMUNITYConnectprofessionally
  8. 8. 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
  9. 9. What they want:Participate with like-minded people How to give it to them: DEFINE opportunities ENCOURAGE ownership SUPPORT ideas
  10. 10. What they want: Connect Professionally How to give it to them:ASSESS the talent in your communityCALL UPON your superstarsUTILIZE existing connectionsBUILD networks
  11. 11. Sarah-Jane RipaStudent Services and Outreach Coordinator Graduate Liberal Studies Wesleyan University sripa@wesleyan.edu

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