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Graduate students in Stephen F. Austin State University’s Rusche College of Business are gaining real-world experience by helping the East Texas Alliance of Hope increase its visibility as the go-to local resource for those who are battling cancer.

Ashley Berry, the founder of the 501(c)(3) nonprofit based in Lufkin, is about to mark a decade without cancer herself. To celebrate, she wants to help more East Texans impacted by cancer by increasing awareness of the nonprofit and its services in Nacogdoches.

“We have a few clients here, but we know the need is greater,” Berry said. “We want to get the word out, especially since American Cancer Society assistance here has stopped. We want to fill that gap.”

East Texas Alliance of Hope’s services include financial assistance to cover bills; transportation services, including gas vouchers to cover travel for treatment; and help navigating complex medical systems and social services, such as Medicaid, the Supplemental Nutrition Assistance Program, Social Security and unemployment benefits.

Berry turned to Dr. Marcus Cox, coordinator for SFA’s Business and Community Services office, which was created in fall 2022 to connect businesses, nonprofits and government agencies with SFA resources at no cost. Cox, associate professor of management and marketing at SFA, then assigned the project to his strategic management students.

“Our Master of Business Administration students analyzed the nonprofit’s strategy and examined its operations to offer suggestions on how the organization could increase its impact in the region,” Cox said. “The students really enjoy these types of projects because they are able to use their business skills to assist the local community and make a difference in other people’s lives.”

MBA students offered recommendations that can be implemented over the next six months, including increasing the nonprofit’s social media presence, optimizing its website, and creating partnerships with SFA athletic and student organizations to help with fundraising.

They also presented ideas to promote the nonprofit’s annual fundraiser, Race for Hope, an event runners use to qualify for the Boston Marathon. In addition, the event features a half marathon, 5K run, 5K walk and kid’s one-mile fun run. MBA students also suggested the nonprofit host pop-up stores during Nacogdoches events featuring clothing from Just Kiddin’ Around, a resale store for children in Lufkin that generates funds for the nonprofit’s clients.

Berry said all the students’ ideas are solid and doable.

“I knew they’d have good recommendations because they’ve been asking the right questions throughout this process,” Berry said. “My next step is to take these ideas to our board of directors.”

Cox and several of the students want to continue to help beyond this semester.

“We all feel passionate about this nonprofit’s vision and purpose,” said Jackson Pickard, an MBA student from Georgetown. “I lost my dad to cancer. We could’ve really used an organization like this.”

To learn more about East Texas Alliance of Hope, visit etxallianceofhope.org. To learn more about Business and Community Services, visit sfasu.edu/cob/services/bcs.

ABOUT STEPHEN F. AUSTIN STATE UNIVERSITY

Stephen F. Austin State University, the newest member of The University of Texas System, began a century ago as a teachers’ college in Texas’ oldest town, Nacogdoches. Today, it has grown into a regional institution comprising six colleges — business, education, fine arts, forestry and agriculture, liberal and applied arts, and sciences and mathematics. Accredited by the Southern Association of Colleges and Schools, SFA enrolls approximately 11,000 students while providing the academic breadth of a state university with the personalized attention of a private school. The main campus encompasses 421 acres that include 37 academic facilities, nine residence halls, and 68 acres of recreational trails that wind through its six gardens. The university offers more than 80 bachelor’s degrees, more than 40 master’s degrees and four doctoral degrees covering more than 120 areas of study. Learn more at sfasu.edu.

By University Marketing Communications