Service-Learning and Advertising: Developing Messages for Non-Profit Organizations

• In Event: Service Learning Discussion Circles Turns 10: Celebrate Service-Learning in Communication Classrooms

Abstract

Service-Learning in an Introduction to Advertising Course

Students work with non-profit organizations throughout the semester to help develop an advertising message. As students learn the importance of researching the organization and analyzing the audience, they work directly with the non-profit to help the organization reach its goals.

At the beginning of the semester, students locate a local, non-profit organization which needs help raising awareness, increasing volunteer time, increasing donations, increasing attendance at events, etc. The students then hold meetings with executives at the organization to learn as much as they can. In these meetings, the students must determine the organization’s history, present status, service(s) it offers, current marketing mix, and other factors making the organization what it is today. They also report what problems the organization is facing and what they feel they need to promote in order to serve the public more efficiently.

From there, students conduct an audience analysis to determine what the organization’s target audience knows, feels, and does about the non-profit. Here, students are able to ask any specific questions the non-profit would like to know as well as questions they have developed to help determine what their recommended message might be.

Finally, students combine the information they learned through meetings with the organization and their audience analysis to create a recommended message for the non-profit. At this time, the students put together a complete proposal to present to the organization.

After presenting their proposal to the non-profit, the students must present their reflection on the project to the class and in a paper. Some of the questions they are asked to reflect on include:
1. How did the organization’s goals differ from your own?
2. How were they similar?
3. Was there anything about the meetings with the organization that surprised you?
4. What did your group learn from the project?
5. How do you see advertising differently because of your experience with this project and your organization?
6. What kind of service do you think you performed through this project?

Author

• Jennifer Chakroff, Lasell College