With the Internet and the ability to download onto portable devices, what reps are able to do marketing-wise to expose music is completely unlimited by the imagination. You can use anything to turn people on to music.

The radio station was our frat house. We made a lot of noise; it was the ultimate farm team approach. My favorite part was watching the music go from an unknown entity to a popular item people wanted to buy on Marshall Street. An artist that no one knew previously would then come to campus and sell out a show.

The company's college rep program has been going on since 1969, and it's extremely well-established. Many people have moved up to successful jobs after working as reps.

Imagine graduating and your job is to hang out on college campuses, where people who work for you are getting people excited about music. I said, 'You're going to pay me to do that?' It was the greatest job, never having to grow up.

Given that the Internet is a great one-to-one marketing tool for consumers, it's not surprising that -- if non-profits do their jobs well -- people are happy to donate online.

When you have the ability to view marketing activities collectively, you can see how these touch points combine to achieve objectives.