Morgan Hunter: Value Shift: Understanding the Importance of Creativity

An understanding of what drives the business world and the elements of a successful business can be easy enough to identify from a high-level perspective. Diving deeper into the factors that propel an organization forward clouds the picture substantially. At Cristo Rey San José Jesuit High School (CRSJ), my experience working with the Advancement team has allowed me to see how the components come together to help the school meet its mission. Everything matters, from the people involved to the way that goals are communicated. From the frame of a Santa Clara business student, it is exciting to be in an environment where I am constantly learning and finding new ways to apply and appreciate what I have learned in the classroom. 

Businesses in the non-profit sector function differently than for-profit companies because the goal of the organization shapes day-to-day work. In my marketing and communications role, storytelling is a theme I implement in all my efforts because it reflects CRSJ’s mission. Marketing is especially important because outreach drives the operation forward, something I had not grasped the tangible importance of before my work at CRSJ. Every element of the content I create communicates something to donors, and my focus has shifted to identifying and leveraging eye-catching photos, well-spoken quotes, and dynamic graphics. In a for-profit company, marketing revolves around sales and visual appeal. While these goals are important to consider at CRSJ, I find myself most often considering different strategic factors, like the readability of certain fonts or how an image or graphic will be perceived by students or donors. 

With my experience as a finance major, I did not expect to find that my creativity is the most valuable asset in my work at CRSJ. Having the chance to use this skill daily to support the mission of the school gives me a better understanding of the less-discussed aspects of non-profit business. Fundraising and operation of the school are critical, but communicating the organization’s aspirations to the world is equally essential. I feel that I’ve grown so much in my time at CRSJ, but one of the most important takeaways will be my new perspective on my own skills. Seeing value in my capabilities that I had previously dismissed as unimportant helps me to navigate the business world with a new sense of confidence and a refreshed perspective on understanding goals and outcomes.