ERIC Number: ED254287
Record Type: Non-Journal
Publication Date: 1984-May-14
What Is the Relationship between the Effectiveness of Nonprofit Organizations' Marketing Techniques and Type of Audience Approached?
Silberg, Carol A.
A study was conducted at Prince George's Community College (PGCC) to determine which marketing techniques used by the college were most effective in student recruitment, and whether the way in which students heard about the college was affected by the reason they came to PGCC and by the area that they selected for their major. As part of the spring 1984 registration process, students were asked to complete a form including questions about how they heard about PGCC, their reasons for attending the college, and whether their major was in the arts and sciences area, technical and career area, or undeclared. Of the 5,239 students who responded to these questions, 35% indicated that their primary reason for attending the college was to prepare for transfer to a four-year institution; 24% were preparing for immediate job entry; and 18% were exploring new career or academic areas. Of the same group, 39% heard about the college from a publication mailed to their home, 24% heard through friends and family members, and 20% through high school teachers or counselors. Based on analyses of student responses it was concluded that: (1) high school teachers and counselors had a greater influence on transfer students than was expected, while mailed publications were less effective; (2) the mailed publications were more effective for students attending the college for new careers or self-enrichment; (3) friends and family were less frequently a source of information about the college for arts and science students with immediate career objectives than for those planning to transfer; and (4) different college publications should be written for different audiences with the means of distribution of the publication depending on the specific audience. A literature review on marketing for nonprofit organizations is included. (LAL)
Publication Type: Reports - Research; Information Analyses
Education Level: N/A
Authoring Institution: Prince George's Community Coll., Largo, MD.