Standard Class

What great word of mouth marketing by Yale. Last year they earned $ 3b from their investments, but they still have a campaign to raise donations of $3,000 from alumni. It does not make any sense on the face of it for such a rich institution to be collecting such small amounts until you look a little closer. Ben Franklin said "he that has once done you a kindness will be more ready to do you another, than whom you yourself have obliged". Yale is using this small donation, by their income standards, to bring Alumni closer to the Yale brand. Once they have made a donation they will feel more compelled to support the school in more important ways such as by recommending it to potential students. They have created their own very successful word of mouth campaign in the most unusual way.