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Oct. 21, 2021 | Thursday
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Niagara College students raise more than $27,000 for Community Care
Niagara College's Sales and Marketing program top sellers of the Toque Campaign, Alexandra Lacivita from Ridgeway and Emily Battaglia from Brampton. (Supplied)

Niagara College students “put a cap on homelessness,” raising $27,419 for Community Care of St. Catharines and Thorold as part of the Raising the Roof’s toque campaign.

The business department at the Niagara-on-the-Lake campus saw students acting on recently learned selling skills, raising money for a local community organization.

More than 1,500 hats were sold by students in the Professional Selling Level 1 class. Each student received $100 worth of baseball caps and toques to sell, many going above and beyond, returning for more headgear to sell.

Monique Finley, a professor in the School of Business and Management Studies, said in an interview that a total of nine classes in the business department of NC participated in the professional selling course. A partnership was formed between the college and Community Care to sell hats and ballcaps, with all of the funds going back to the Raising the Roof campaign, which Community Care St. Catharines organizes on an annual basis.

“We believe it’s been going on for the better part of a decade. I’ve been involved for the last four years. It was Derek Spence, (professor in marketing at NC), who I believe initiated this entire partnership,” Finley said.

Top sellers were first-year students Alexandra Lacivita from Ridgeway and Emily Battaglia from Brampton.

Finely said in a media release that selling hats is a valuable experiential learning opportunity for students that also provide support for the community.

“What they’ve accomplished is incredible. I’m truly proud,” Finley said.

Lacivita said in the media release that she saw an opportunity to sell more hats at a Super Bowl party.

“I want to go into sales and selling hats prepared me for that,” said Lacivita. “I used some of the strategies of selling we learned in class, like picking the right moment to sell and evaluating people’s behaviours.”

Finely said it wasn’t necessarily an exercise in raising money for charity, it was an exercise in selling - where the proceeds went to charity.

“I know it’s a subtle difference, but not in the business of fundraising. It was just a wonderful off-shoot of a selling experience.”

Raising the Roof is a nationwide organization that provides long-term solutions for homelessness. The toque campaign is one of many initiatives the organization supports.