Richfield Case Study

RICHFIELD #FUNDAFRIDAY SUCCESS!

Richfield-fixed

Engagements: 10 990

Applications: 1 479

Shortlisted: 178

Recipients: 1

Location: 36 campuses nationwide

Turn around time: 2 weeks

About Richfield

Richfield Graduate Institute of Technology has been in operation for over 30 years and has 33 accredited Higher Education sites, and 22 accredited programmes. In the history of the institution, over 300,000 students have completed a range of programmes in this 30 year period. The institution has since grown to be one of the largest Private Education providers in South Africa and has established branches in the various provinces.

In a pursuit to create a culture of student-centeredness in 2012, Richfield acquired 100 000 Tablet PCs to the amount of R118 million and made these available for free to students registering for Higher and Further Education qualifications. The PCs had most of their learning resources downloaded onto the devices making the learning journey comfortable, connected and convenient for their students.

The Situation

At the time of the partnership with Richfield, our mission was to spread free education far and wide. Our goal was to give away 12 weeks worth of bursaries to qualified applicants through our #FundaFriday bursary campaign. Richfield was one of our generous partners whose main priority was to give away free education without any commercial interests besides giving access to education to young people.

Special Ingredient

Young people are typically difficult to engage in serious applications like education opportunities. This is why we offered members a gamified experience. Gamified experiences highlight candidates who are goal-oriented, who are driven by a high sense of power and who are motivated by membership and belonging. 

The gamified experience was through a Microsoft Digital Literacy Course for anyone with basic reading skills to learn the fundamentals of using digital technologies. The challenge also signals to Richfield which candidates would be able to succeed in remote learning.

The quality of qualified candidates received by Richfield in this instance then signals a profile of talented and hardworking students. This then increases the likelihood that these candidates will succeed in the institution, making them worthy candidates for Richfield’s higher graded qualifications.

The Task

The candidate brief was as follows: 
  • Number of candidates: 1
  • Location: 36 campuses nationwide
  • Qualification: Information Technology, Business & Leadership, Hospitality, Public Management, Education, Accounting & Finance, Engineering, and Occupational Qualifications
  • Employment status: Unemployed and currently not studying
  • Professional communication: 80%
  • Growth Mindset: 80%
  • Available for interviews: Immediately 
  • Available to start: February 2021
  • Extras: Laptop

The Action

The trusted Knowledge Trust community had grown to over 120 000 members who were fully engaged with our platform and excited by the possible bursary giveaways in the bursary lottery.

  1. Access the existing community via the weekly newsletter which receives high engagement, social media and SMS marketing
  2. Send targeted emails to members that have applied for similar opportunities.
  3. Utilize our Bounty Hunter Referral program

Partners who helped us

Richfield-fixed

Engagements: 10 990

Applications: 1 479

Shortlisted: 178

Recipients: 1

Location: 36 campuses nationwide

Turn around time: 2 weeks

The Results

The campaign for 1 bursary valued at R100,000 resulted in 10,990 opportunity views, 178 qualified applications, 1 life was changed!

To amplify the impact of the campaign, the member who was lucky enough to win this bursary was advised that she could share the prize money for other courses with her sisters who were also shortlisted for the bursary. Ultimately, the bursary winner decided to enrol for a higher qualification and enjoyed the fruits of her hard work in the challenge. 

Collaborate with us as a partner to gain qualified leads, high brand recognition amongst your desired market and do your share in philanthropy!

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