Page 13 - GivingPoint Draft Test

GivingPoint Project Report
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greater customer markets as well. Although high schools have more enrolled students nationwide than colleges, some public colleges have higher concentration of students per geographical area. Whereas a high school may average between 1,500 - 2,000 or more students (e.g., Alpharetta High School: 2,061 students), colleges like Georgia State University (over 50,000 students with over 30,000 attending the Atlanta Downtown campus), University of Georgia (over 37,000 students), Georgia
Institute of Technology (over 26,000
students), and Emory University (over
15,000 students) average more than
ten times the enrollment size of most
Georgia high schools. Moreover, we
have found that Georgia State
University is already trying to incentivize
students who have social
entrepreneurship goals with resources
to execute their campaigns or mission.
To do so, Georgia State University
awards a mini-grant via the Georgia
State’s Social Entrepreneurship program. They distribute throughout the academic year a $3,000 grant pool to students who are creating projects that address society’s most pressing problems. This university mission is closely aligned with that of the GivingPoint Institute. We therefore define this as an opportunity for GivingPoint’s expansion and outreach. Bigger markets reduce the needed marketing efforts to reach out to students which in turn should reduce costs associated with promotion and advertising. Also, expanding GivingPoint’s mission to university students will positively impact the company’s reputation to potential donors as most universities already have well-established relations with big companies with funds available for programs and nonprofits.
On the student level, GivingPoint’s marketing is mostly focused on social media platforms and their website. We noted that GivingPoint is not promoting the GPI through Georgia High Schools at the expected level. We also realized that this is due to the limited size of the staff of the company. Four people may not have enough time to actively promote GPI in each high school and advertising efforts may be costly. It may be necessary to find non-GP staff that are willing to promote GivingPoint to high school students. These individuals may include, but
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