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The purpose of this study was to bring new information to the field of education research on<br/>graduation rates and school programming. Research on graduation rates and the effects of school<br/>programs exist, however there is not an abundance of research aimed specifically at Title I high<br/>schools. The goal was to find what school characteristics might impact graduation rates in this<br/>population. The thesis focused on Title I high schools in the Phoenix Union District with a<br/>graduating 2019 class of at least 250 students. This limited the effect of variability (school size,<br/>location, socioeconomic status). To research this topic, school characteristics were selected<br/>including course rigor, mentor programs, and college prep programs, as well as specific schools.<br/>To obtain the information, multiple sources were used including the Arizona Department of<br/>Education website, school websites, and school administrators/staff. The research revealed that<br/>the effect of course rigor, college prep programs, and mentorship on graduation rates in Phoenix<br/>Union High Schools is not apparent. Further research should be conducted into other possible<br/>causes for the gaps in graduation rates between the Title I high schools in this district. Future<br/>research on ELL students and programs in the Phoenix Union district and their effectiveness or<br/>lack thereof is also recommended. The research shows that this large demographic negatively<br/>correlates with the overall graduation rates at the six schools researched.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.