Title: Examining the CUES Brand
Author(s) : Julia Cronin-Gilmore, Helen Hammond
A research study was conducted for the inner-city CUES K-12 school system examining stakeholder assessment of values, choice, and opportunities along with engagement and why individuals give. The data was collected electronically from a sample of n=139. Quantitative findings indicate CUES is doing well, with more than 60% of participants identifying performance as either “above average” (39.57%) or “excellent” (23.74%). Donors and Board Members described ease of donating to CUES with 85.48% indicating “very easy.” Qualitative findings indicate CUES is providing an excellent education for children, diversity, small class sizes and a strong graduation rate where students succeed in high school and beyond. An opportunity is engaging with the community through outreach and service using marketing to share successes and tell the story about the CUES mission. In addition, recommendations are for employing excellent teachers, engaging the community, providing service, marketing, and showing how donations support the CUES mission.