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Start Here…Go Further Help Implement a National College Access Initiative

Session 6. Start Here…Go Further Help Implement a National College Access Initiative. The Need for Communication. What students and families know about financial aid What are we doing to communicate and how well are we doing it?. Limitations of existing outreach efforts.

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Start Here…Go Further Help Implement a National College Access Initiative

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  1. Session 6 Start Here…Go FurtherHelp Implement a National College Access Initiative

  2. The Need for Communication • What students and families know about financial aid • What are we doing to communicate and how well are we doing it?

  3. Limitations of existing outreach efforts • Information/awareness-focused • Lack of clear, compelling messages to action • Insufficient understanding of the audience • No message delivery in popular culture • Targeting parents is often not a priority

  4. CAM – a model of successful communication • Social marketing is the application of marketing concepts and tools to causes that advance the social good (anti-smoking campaigns, designated drivers, get out the vote) • College access marketing is social marketing that persuades people to engage in college-going behaviors.

  5. Core principles of college access marketing • Know your audience and look at everything from their point of view. • Build on your audience’s existing beliefs, attitudes, values, and motivations. • Be very clear about what you are encouraging people to do.

  6. Core principles of college access marketing (continued) • Remove unnecessary barriers (make it as easy as possible). • The best techniques aren’t necessarily the flashiest. • Remember that success depends on getting your audience to act.

  7. College Access Marketing website www.collegeaccessmarketing.org

  8. Create a Campaign – College Access Marketing • Define the purpose and focus of your campaign: what problem are you trying to solve? • Identify your target audience and their primary influencers • Set objectives: what do you want your audience to do? • Research your audience as a reality check

  9. Create a Campaign - College Access Marketing • Plan: Build a strong marketing plan (resources, strategy, tactics, messages) • Implement your plan • Learn as you go: track results and make adjustments • Evaluate results and share your efforts with the field

  10. FUNDRAISING BASICS Securing Financial Resources for Your Program

  11. PROCESS • Identify prospects through research • Educate prospects through appropriate materials • Cultivate prospects through relationship-building activities and events • Engage prospects through meaningful involvement • Solicit them through personal contact

  12. PROCESS – Essential Elements • LEADERSHIP – Who in your group will take charge? • CASE - Tell your story! Why is your program important?

  13. PROCESS – Essential Elements • PROSPECTS – Who might be interested in this program? • RESOURCES - Commit a sufficient level of resources to the effort. Form a special fundraising/sponsorship group.

  14. PLAN – An essential tool • Gives you a road map so you know where you’re going and when you’ve gotten there. • Helps to build ownership among all participants. • How will money be spent?

  15. PLAN – An essential tool • Tells everyone what their role is; assigns responsibilities. • Tracks what works and what doesn’t. • Saves time and reinventing the wheel at each meeting.

  16. PLAN – What’s in it? • Mission-Drive Programs – What needs funding? How do those programs relate to your mission? • Diverse Sources of Funding – Take advantage of the many sources for funding. One contribution or ongoing? • Dollar Goals – How much do you plan to raise?

  17. PLAN – What’s in it? • Staff Assignments – Who is responsible? • Volunteer Assignments – Who will be in charge? • Monthly Tasking – What tasks need to be done when? • Costs – What is the time and energy level volunteers have to put into a plan and implementation?

  18. PEOPLE • Fundraising is all about RELATIONSHIPS. • This applies to individuals, corporations, foundations – everyone! • Everybody knows somebody. • The main reason why people give • The right person asked them for the right gift at the right time in the right way.

  19. Create a Campaign – Fundraising • Define the purpose and focus of your campaign: what initiatives are you trying to fund? • Identify your potential donors, sponsors or partners, as well as their primary influencers • Set objectives: what do you want these prospects to do? • Research your prospects as a reality check

  20. Create a Campaign - Fundraising • Plan: Build a strong fundraising plan (resources, strategy, tactics, messages) • Implement your plan • Learn as you go: track results and make adjustments • Evaluate results and share your efforts with the field

  21. Recap:PROCESSPLANPEOPLE For more information, visit www.capdevstrat.com

  22. College Goal Sunday • Free assistance to low-income families and first-generation students to complete the FAFSA. • Funded by Lumina Foundation for Education; managed by NASFAA. • 25 states plus DC. • Additional nine states in 2007. www.collegegoalsundayusa.org

  23. Create a Campaign – College Goal Sunday Marketing • Define: Increase FAFSA filers within the target population. • Identify: Ex. Urban low-income youth. Primary influencers: Parents, religious leaders, peers • Set objectives: Get them to attend prepared to complete the FAFSA. • Research: Knowledge of this population, i.e. attitudes, incentives and barriers.

  24. Create a Campaign - College Goal Sunday Marketing • Plan: Using marketing toolkit, include partners, develop working groups, develop messages outreach plan. • Implement: Develop timeline, responsibilities, follow up and accountability. • Learn: Report back to working group and task force, respond to opportunities and challenges. • Evaluate: Who came? Who didn’t? Attendees prepared? Participation by site?

  25. Audience Research • Trends in Youth Culture • Where they hang • Where they spend their money • Popular technology • What they listen to • Where they spend most of their time • Adult Population • Where they work • What are their day-to-day lives like

  26. Create a Campaign – College Goal Sunday Fundraising • Define: Sustainability of program following Lumina grant; diversification of funding sources. • Identify: Identify prospective donors in the state, i.e. businesses, foundations, individuals. • Set objectives: Secure financial support, in-kind support, sponsorships, recruit volunteers. • Research: Market to the needs and motivations of the donor. For example, the wealthy self-made man who “made it” because of education.

  27. Create a Campaign - College Goal Sunday Fundraising • Plan: Using the fundraising toolkit, establish a fundraising working group; set dollar goals. • Implement: Develop timeline, responsibilities, follow up and accountability. • Learn: Report back to working group and task force, respond to opportunities and challenges. • Evaluate: Dollars raised, sponsors and volunteers recruited, in-kind gifts secured, etc.

  28. For More Information… • Karen Cheng, Project Manager • Pathways to College Network • cheng@teri.org • Marshall H. Ginn, CRFE • Capital Development Strategies • marshall@capdevstrat.com • Marcia Weston • Director of College Goal Sunday Operations • westonm@nasfaa.org

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