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]