Since 2007, the MV Big Flea has raised $93,481 for the Mount Vernon Community School PTA. Not bad for a public elementary school where 2/3rds of the kids qualify for free and reduced-price lunches.
But what’s even more surprising is the role word-of-mouth communications have played in the Big Flea’s success.
“We don’t have a big advertising budget,” said MV Big Flea spokesperson Maria Getoff. “We’ve spent less than $1,000 on advertising, and about $7,500 total, to organize and promote the event since 2007. Instead, we’ve relied on inexpensive grassroots and word of mouth communications tactics to spread the word.”
Local community listservs are the MV Big Flea’s primary means for reaching thousands of potential donors and event attendees. Organizers do their best to to make the messages “sticky” so they have staying power and spread throughout the community (see here and here).
Organizers rely heavily on other online resources: Craigslist to sell items (and promote the event), Freecycle to get rid of the leftovers, a WordPress blog for a website and targeted Facebook ads to raise awareness in the week before the event.
Old fashioned tactics like personal meetings with community leaders, yard signs and photocopied flyers also help spread the word. As a result, despite a very limited presence in the local media, the MV Big Flea is widely known in Alexandria and attended by thousands each year.
Filed under: communications, digital, Education, Grassroots, Marketing, Social Media | Tagged: ACPS, Alexandria, alexandria city public schools, big flea, Case Study, fundraising idea, joe lamountain, joseph lamountain, mount vernon community school, MV Big Flea, MVCS, word of mouth |