This article has been edited and updated to reflect current nonprofit marketing strategies.
In March 2015, Sweet Briar College in Virginia announced that it would officially close at the end of the school year due to financial problems. Reaching this difficult decision clearly came from a multitude of complicated factors. However, in an article posted on Inside Higher Ed titled “Marketing Lessons from Sweet Briar,” author Robert Moore looks critically at Sweet Briar College’s situation, comparing them to similar institutions that have continued to be successful despite dealing with the same struggles. Moore is president and CEO of Lipman Hearne, a marketing and communications firm. He says, “No matter the answer, it seems obvious to an outside observer that Sweet Briar could have taken greater advantage of fundamental marketing principles and more effective student recruitment strategies as administrators considered this decision.” Read the whole article here.