Rev. Brian J. Shanley, O.P. President | St. John's University website

Students in The Peter J. Tobin College of Business at St. John’s University have once again demonstrated their commitment to making a positive impact in the developing world. Led by Professor Timothy L. Keiningham, students in the Service Marketing class raised $6,000 in the Fall 2023 semester to support the construction of a primary school in Guatemala through the nonprofit organization buildOn.

Guatemala, a country plagued by poverty and social inequality, has the highest illiteracy rate in Central America. Olivia Garafola, a recent graduate from Port Jefferson, NY, highlighted the importance of education in the developing world, stating, "You think about how much people in the developing world want to go to school. Education is something we here can take for granted. Most kids there do not have a school building to attend. We were all passionate about this project."

The students' fundraising efforts were part of a partnership with the Office of Academic Service-Learning (AS-L), allowing them to apply their classroom skills to a cause described by Dr. Keiningham as "wholly Vincentian," referring to the university's Vincentian mission of service. The students identified Guatemala as the project location, inspired by Georgia Szulkin, a junior Marketing major, whose boyfriend's family is from Guatemala. Georgia emphasized the dire need for basic school supplies in the country, stating, "So many people there don't have a desk or even a pen and paper."

To raise funds, the students utilized various strategies, including social media campaigns, appeals to family and friends, bake sales, and door-to-door solicitation. Their efforts impressed buildOn, who commended their dedication and creativity. Ms. Lanuza from buildOn explained that it costs about $43,000 to build a school in Guatemala, which takes approximately three months. In addition to providing access to education, buildOn projects also offer valuable work opportunities for the local population.

Dr. Keiningham, a former executive at Ipsos, a leading market research firm, emphasized the importance of fundraising as a professional marketer. He stated, "You must be able to ask for money persuasively as a professional marketer. You find that you cannot make people do things—even good things like this—by forcing them to do it. You have to persuade them to do it."

The students faced challenges during their fundraising efforts, especially when directly soliciting contributions from individuals unfamiliar with buildOn. Nicholas Vargas, a senior Marketing major, shared his experience of facing rejection but finding motivation and confidence in continuing. He said, "We wanted to help these people who are less fortunate than us."

One of the appealing aspects of buildOn for the students was its commitment to enrolling an equal number of women and men in the schools it supports. In Latin America, fewer than 50 percent of eligible girls have completed high school. Georgia highlighted the importance of this equality, stating, "It was so important to us that an equal number of women and men go to this school. Asking for money is hard, but if you don't ask, the answer is always no." Nicholas added, "The school will provide an equal opportunity for everyone. That's what makes buildOn so great."

The Service Marketing class at St. John's University has a history of participating in AS-L projects. Previously, they supported at-risk homeowners through a nonprofit organization and raised funds for school construction in Mali and Nicaragua. The students' involvement in AS-L allows them to apply real-world business fundamentals, including fundraising and project management, which will be invaluable once they enter the workforce.

The success of the Tobin students' fundraising efforts demonstrates their commitment to making a difference in the lives of those less fortunate. Through their dedication and perseverance, they have brought hope to the residents of rural Guatemala, providing them with access to education and the opportunity for a better future.