Persuasive Language Strategies Utilised by the Student Representative Council in Fundraising for Programs

Student Representative Councils (SRC) have an important role to play in fundraising and supporting a variety of student programs and initiatives. Unfortunately, the effectiveness of these efforts can often live or die based on how well communication strategies are implemented. The attention of this study is relied on the persuasive language strategies used by SRC in their fundraising communications. Utilizing Aristotle’s model for rhetoric that includes ethos, pathos, and logos the research seeks to determine how these tactics are integrated and ultimately effect fundraising success. Semi-structured interviews were conducted with three student representatives, aged between 18 and 21 years old prior to data collection who all hold positions within high office elected through a campus wide council common themes and patterns were identified through cross-case coding, these data are presented in the study. The results suggest that SRCs favor often combining their communications using a mix of credibility (ethos), emotional appeal (pathos), and logical arguments(logos). Keeping your donors up-to-date, personally connecting with them and being more transparent were identified to help in increasing credibility and trust. Such personal emotional stories and images produced advocacy change where data driven evidence-based arguments did not, we also developed a logic model different logs for each department as well budgets which now explain our work in ways that will compel you to donate. One speaks to the literature by illustrating how strategic communication practices are relevant in educational fundraising. Suggesting tangible modifications for SRCs to enhance their persuasiveness, both influencing more effective fundraising results. The scope of future research might be widened by investigating a larger sample and involving multiple institutions as well, to enhance the generalizability. Within this context, the research evidences of importance that persuasive language plays in propelling donors to provide needed financial support towards student activities-an understanding likely beneficial for more successful fundraisers among other collegiate groups.