Students engage local nonprofits through service learning projects

Normally, Introduction to Digital Marketing focuses on mastering search engine optimization strategies and understand display advertising. However, last semester it was an opportunity for students to engage with the Augusta community through a service-learning project.

Tailored to the James M. Hull College of Business’s commitment to hands-on education and experiential learning, the project allowed students to apply their marketing skills while making a meaningful difference within the community. As Manisha Mathur, PhD, put it, “Through this community engagement project, students gained hands-on experience that enhanced their skills while making a tangible difference in the community.”

“By engaging with the community, business students transform their learning into practice, bridging the gap between education and real-world impact.”

Manisha Mathur, PhD, associate professor in the James M. Hull College of Business

For weeks, students collaborated with a variety of nonprofit organizations, including Augusta University’s Open Paws Food Pantry, the Lucy Craft Laney Museum of Black History, SafeHomes Domestic Violence Center and the Augusta Canal National Heritage Area, Inc. Those organizations, each with unique missions and goals, needed assistance in boosting their digital presence and visibility.

“In the business college, community engagement is service, and, more than that, it’s an opportunity to apply marketing concepts and practice leadership, problem-solving and collaboration in real-time,” Mathur said, highlighting the value of this hands-on experience for her students.

To kick off the project, representatives from each nonprofit visited the class to share their stories, challenges and aspirations. Students learned about digital marketing strategies and the passion driving each organization. These visits allowed students to understand real-world issues that require creative solutions.

“By engaging with the community, business students transform their learning into practice, bridging the gap between education and real-world impact,” Mathur said.

The students applied a wide range of digital marketing techniques like SEO, social media marketing, email campaigns and display advertising to address the unique needs of each nonprofit. These were not abstract exercises but practical challenges with immediate, real-world implications.

The benefits of the project were mutual. The students honed essential skills in teamwork, project management and problem-solving while building professional networks. Meanwhile, the nonprofit organizations received tailored digital marketing strategies that will help them increase awareness and attract support for their causes. For many students, the project opened new career doors, with several securing internships or job opportunities with the nonprofits they worked with.

“The group did an excellent job identifying challenges and gaps that we can work towards addressing for ongoing improvement,” said Simone Hicks, PhD, associate dean of students for AU and an integral part of the Open Paws Pantry.

Through this service-learning initiative, Mathur’s class exemplified the power of community engagement in education. This project demonstrated how learning extends beyond the classroom, giving students the tools to create change and prepare for future professional success.