Funding volunteer projects abroad: Successful completion of the Capstone Course in summer semester 2024
Together for a good cause: that was the motto of the Management Capstone Course in the summer semester 2024. Under the direction of Prof. Dr Lena Steinhoff and Dr Carina Witte, students at Paderborn University developed recommendations for action for the practice partner Smile for Children e. V.
Smile for Children is a non-profit organisation (NPO) based in Paderborn. Its work is dedicated to caring for around 60 children in an orphanage in Kenya and supporting single mothers in a slum. As this work is carried out on a voluntary basis, Smile for Children is dependent on donations. But how can potential donors be recruited in the first place?
As part of the capstone course, students developed innovative online marketing strategies to attract potential donors. In addition to defining terms and researching the current state of research, the students analysed Smile for Children's existing marketing strategies. They also independently conducted an interview study in which both current and potential donors were asked about their motivation to donate, barriers and choice of organisation, among other things. The students were able to derive recommendations for action from the research results, which they passed on directly to Smile for Children in a final presentation.
The Capstone Course is an integral part of the Management Master's programme and not only enriches the students with practical relevance and professional skills. The practice partners, who change every semester, also benefit from the unbiased perspective of the students. "The Capstone team has identified important points for our communication strategy that will help us to reach more people and thus create an impact in Kenya together," says Michelle Mertens, founder of Smile for Children.
The next round of the Capstone Course will take place in the winter term 2024/25.
