In-Depth: How to Use Economic Impact Data to Get Incentives for Student Callers

One of my most favorite techniques for improving caller motivation is to write letters to local businesses to ask for “gifts-in-kind” to use as prizes for outstanding callers. That idea is far from new, but there is one tweak that I think many haven’t thought of that makes all the difference in terms of success.

Many universities and colleges commission economic impact studies that quantify the value that these higher educational institutions have on their local economies. These studies usually herald impressive numbers, from the number of jobs provided by the university to the total estimated dollars of economic impact.

Here are a few examples to show you what you’re looking for: 

• Here's one from Notre Dame, which includes the juicy tidbit that "Visitors and students generate $349 million in off-campus spending, supporting 4,869 jobs in St. Joseph County." Wow!
• And here's a study from the University of Washington, stating that they provide, "$12.5 billion in total economic impact."
• And one more from the University of South Carolina, where I formerly worked, showing that student expeditures from their flagship campus in Columbia, "total $186.6 million, which resulted in a total impact of $291.9 million on the Midlands." Who wouldn't want to show some student fundraisers some love after reading that statistic?

If you can get your hands on a study like this specific to your institution, you will be able to craft a letter that is optimally successful. Some studies have a statistic that actually shows how much money university students spend in the local marketplace, like the ones from Notre Dame and South Carolina above. If you can get this figure, it’s clutch.

The data from these sorts of studies will motivate the businessperson to get their business more in front of students. They will see what a significant portion of their business that students (and the university in general) represents. And you will be providing them with a quick and easy way to advertise to students. All they need to do is provided a few coupons for free merchandise or services and you will not only put them on your webpage or Facebook (or both) but you’ll give these out only to the top performers so they get to try their products.

To find an economic impact study for your institution, start just by googling “economic impact study” and your institution’s name. If nothing comes up, contact the College of Business or Economic Development department at your institution and they may know of a study or where to find it. Some universities do a great job of promoting this important information and others don't exactly. It may be hidden away in some office of institutional research. Put it to good use.

Do you solicit “gifts-in-kind” from local business for your phonathon?

If you have a killer letter that you use, please share the text in the comments!