Imagine a small, private liberal arts college with fewer than 1,500 students, tucked away in a rural setting. Now, imagine that same college with an endowment valued at over $900 million, raising more than $200 million in contributions annually, and boasting over 6 million subscribers to its monthly newsletter. That college is Hillsdale.
Hillsdale College is a prime example of how a nonprofit organization can benefit from a strong brand. Through a clear understanding of positioning, differentiation, benefit, and brand—what we call Viguerie’s Four Horsemen of Marketing—Hillsdale has grown into a national powerhouse.
What Makes Hillsdale Stand Out?
I recently spoke with marketing legend Richard Viguerie, and here’s what he had to say about Hillsdale’s success:
Positioning: Hillsdale has established itself as the primary educator on America’s founding principles. The college focuses on teaching the Declaration of Independence, the Constitution, the Bill of Rights, and the Federalist Papers. This niche sets it apart from other institutions.
Differentiation: Hillsdale distinguishes itself through a variety of channels, such as Imprimis, its free monthly digest, and free online courses on topics like character, faith, and freedom. Hillsdale also has the Kirby Center in Washington, DC, and initiatives like the Barney Charter School and the Center for Constructive Alternatives.
Benefit: A key benefit is that Hillsdale takes no state or federal money. This principled stand resonates with supporters and establishes the college as a leader in independence and integrity.
Brand: All of these elements—positioning, differentiation, and benefit—roll up into a brand built on principles and education. Hillsdale’s leadership, particularly under President Larry Arnn, has taken the brand to new heights by focusing on its unique vision and amplifying it through marketing.
Leadership and Vision
Viguerie emphasized that much of Hillsdale’s success can be attributed to its leadership. Larry Arnn had a bold vision to make Hillsdale the best-known college in the world, reaching millions of Americans with ideas about America’s founding principles. By leveraging effective marketing and surrounding himself with the right people, Arnn helped turn that vision into a reality.
Hillsdale’s story underscores the importance of innovation and marketing in leadership. As Peter Drucker famously said, “The number one job of a leader is to innovate and market.” Hillsdale has done just that, becoming a model for how nonprofits can seize opportunities and build powerful brands.
Key Takeaways for Nonprofits
Hillsdale College offers a valuable case study in how to apply the Four Horsemen of Marketing to grow and amplify your impact:
- Find Your Niche: Position your organization in a unique space that sets you apart from the competition.
- Differentiate Yourself: Utilize every available channel—online courses, newsletters, media appearances—to stand out.
- Offer a Clear Benefit: Be transparent about the value your organization offers, whether it’s through principles, impact, or mission.
- Build a Strong Brand: Consistency in your message and actions builds trust and recognition.
Final Thoughts
Hillsdale College proves that a small organization with the right leadership and vision can amplify its voice like a megaphone. By applying the Four Horsemen of Marketing, you too can transform your nonprofit’s growth and impact.
