By Nancy Degnan

Lynn Cohen, Senior Volunteer Recruitment Specialist for the American Red Cross and Professor Tom Elmer, West Chester University (WCU), serve in roles that know the potential inside each of us. Their investment and commitment to grow their respective programs has led to a great partnership.

When asked about her role with the American Red Cross program, Lynn stated, “my role is to look for partnership opportunities and ways I can continually improve our recruitment efforts. We already have a great relationship with WCU and when I saw the Senior Capstone initiative last fall on the United Way website, I thought it would be a wonderful way to take a look at increasing our recruitment around diversity and inclusion efforts, especially within underrepresented communities.”

Professor Elmer runs the program from WCU and aligns with the United Way in the application and selection process of students. The Marketing Strategy Planning Senior Capstone course is a Business to University (B2U) joint venture that allows WCU students to take an active role and work alongside a community business or non-profit agency to gain real world experience. This is a win/win situation as the students can contribute their ideas and the business or organization benefits from their unique perspectives.

This year, the programs connected seniors from Professor Elmer’s marketing class who identified strengths of the American Red Cross program and key insights into the current marketing strategy specifically in the Delaware Valley Chapter.

The students gathered facts and statistics, assessed products and services offered, and evaluated the outreach program to engage volunteers. In presenting their findings, the students provided their recommendations for social media efforts and outreach.

The American Red Cross is always seeking new avenues for socializing their mission, and Lynn expressed her appreciation of their insights. Lynn affirmed the importance of news channels, how the information is consumed, and audience perception. The students proposed some creative ways to expand a diversity footprint. 

Lynn and Tom both agree each year takes on a new momentum and they are incredibly pleased with the progress. They witness the importance of leadership development in the coming generations and wanted to share their story.

Visit the links below to learn more.

• American Red Cross volunteer opportunities  
• Greater West Chester Chamber of Commerce Marketing Partnership Program
• WCU’s Honors College Capstone Project