Thursday, December 3, 2009

PR In Action: GCSU Phonathon

Each semester at GCSU, a group of about 20 student callers is hired to work on campus Monday through Thursday from 5:30 to 9 p.m. to do PR for Georgia College. Student callers contact GCSU parents and alumni to ask about their experiences at the college, update them on campus happenings, and ask for donations to our school's Heritage Fund, which pays for all the things that state aid and tuition don't cover (like scholarships, free tutoring, and campus safety just to name a few). These calls can last anywhere from 1 to 30 minutes and can result in hang-ups, "we're not interested," a thousand dollar donation, or one of the best conversations of your life; you never know.
Talking with the ladies who graduated from Georgia State College for Women is like a history lesson. We hear stories of how students were not allowed to ride in cars, how students and faculty lived in the old governor's mansion, and how the dining hall provided a family style formal dinner every evening (and ladies wore their white gloves of course). We talk about how much times (and tuition costs) have changed, and many are shocked to hear that our enrollment is now over 6,000. All of them, however, still take pride in the fact that no matter how much GCSU has changed (or how many times it has changed its name for that matter) our front campus still looks exactly the same: those four gigantic brick buildings with white columns standing tall in front of the grassy area where students sit to study or socialize between classes.
Talking with freshman parents is at times like a counseling session. We tell parents not to worry about their babies, offer advice from our own experiences, and answer the millions of questions they have about campus safety, dining options, getting involved on campus, registration, and residence halls. While we invite graduates to our Homecoming in February, we also make a point to inform parents about Family Day in October. We want to encourage people to come back and "stay connected."
With all of these calls its about building relationships. We teach our callers to be active listeners and to do 80% listening, and only 20% talking. We take interest in what each person has to say: maybe they are mad about that 1937 yearbook they never received, maybe their daughter gets no sleep in the dorm because her roommate is a night owl. We contact whoever we need to and do whatever we can to get these issues resolved. On the flip side, there are those who tell us that college was the best 7 years of their life and how "GCSU made me from a nobody into a somebody." As I stated before, you never know where one call will get you.
Along with building relationships, we also ask parents and alumni to donate to our Heritage Fund because it helps with so many things at GCSU. Some people give right away; some decline, and that's ok; we expect that. The students who work at Phonathon are no stranger to rejection, but it doesn't stop them. If one person doesn't donate, we maintain a positive attitude and remember that everyone, at one time, was a nondonor.
Sadly, this is my final year working at the GCSU Phonathon. Since freshman year, I have had many great conversations with parents and graduates, and I feel confident that among the over $30,000 and 300 pledges I received, I made some lasting impressions that will continue to positively affect my soon to be alma mater long after my graduation. In closing, I plan to leave my mark this year as Phonathon manager by making this the most successful Phonathon GCSU has ever had. This semester we raised over $115,000, which is already a record in itself (especially considering the current economic situation), and I am confident that once added to next semester's totals, we will well outshine any and all previous years. I am also proud to say that somewhere included in that $115,000 is my small gift of $20.10 (in honor of my graduation year). As we tell all of our callers, "every gift counts; its the amount of donors not dollars that matters." May my $20.10 help some other student have the same great experience GCSU has given me, and, more importantly, may it be the first of many larger ones to come.