New Approaches in Fundraising for Colleges and Universities ...
New Approaches in Fundraising for Colleges and Universities ...
New Approaches in Fundraising for Colleges and Universities ...
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<strong>New</strong>! Donor Market<strong>in</strong>g <strong>and</strong> Engagement<br />
B<br />
Measur<strong>in</strong>g <strong>and</strong> Maximiz<strong>in</strong>g Motivation<br />
Chicago, IL March 21-22<br />
Market<strong>in</strong>gPower.com/DonorEngage • 800.AMA.1150<br />
Take-aways<br />
• A multi-channel market<strong>in</strong>g<br />
plan that you can implement<br />
right away<br />
• <strong>New</strong> channels <strong>for</strong><br />
communicat<strong>in</strong>g with<br />
donors<br />
• Methods to identify who your<br />
donors are <strong>and</strong> how to best<br />
engage <strong>and</strong> communicate<br />
with them<br />
• Best practices <strong>for</strong><br />
us<strong>in</strong>g data to develop a<br />
strategic market<strong>in</strong>g <strong>and</strong><br />
communication plan<br />
• Analytics <strong>and</strong> ROI<br />
techniques<br />
• Ways to maximize the impact<br />
of your br<strong>and</strong> <strong>and</strong> social<br />
presence onl<strong>in</strong>e<br />
Save up to $200 when you register early!<br />
Visit the website <strong>for</strong> full details.<br />
In a complex era of weakened economies, slashed<br />
budgets <strong>and</strong> <strong>in</strong>creased competition <strong>for</strong> every donor<br />
<strong>and</strong> every dollar, nonprofits cont<strong>in</strong>ue to struggle.<br />
Never be<strong>for</strong>e has educational fundrais<strong>in</strong>g been more<br />
critical to the viability <strong>and</strong> success of an <strong>in</strong>stitution.<br />
And, the reality is, your donors have evolved.<br />
To be successful <strong>and</strong> effective today—<strong>and</strong><br />
mov<strong>in</strong>g <strong>for</strong>ward—will require significantly altered<br />
expectations <strong>and</strong> underst<strong>and</strong><strong>in</strong>g of your donors, as<br />
well as qualitatively different strategies <strong>and</strong> tactics<br />
than those you’ve used <strong>in</strong> the past.<br />
This <strong>in</strong><strong>for</strong>mative session provides an overview of<br />
the higher-ed fundrais<strong>in</strong>g l<strong>and</strong>scape of today, <strong>and</strong> an<br />
<strong>in</strong>-depth look at cutt<strong>in</strong>g-edge research focused on<br />
donor market<strong>in</strong>g <strong>and</strong> engagement. Opportunities <strong>and</strong><br />
challenges are discussed, along with clear direction<br />
on how you can implement this data <strong>in</strong>to actionable,<br />
<strong>and</strong> most importantly—measurable—strategies.<br />
Special Pric<strong>in</strong>g Available<br />
Member Non-Member<br />
Be<strong>for</strong>e 2/19/12: $1,095 $1,395<br />
Be<strong>for</strong>e 1/20/12: $995 $1,295<br />
Be<strong>for</strong>e 12/21/11: $895 $1,195<br />
Ann Oleson <strong>and</strong> Joshua Dodson<br />
Ann is the Chief Visionary Officer of Converge Consult<strong>in</strong>g <strong>and</strong> Joshua the Chief Innovation Officer<br />
of Converge Consult<strong>in</strong>g.<br />
Ann br<strong>in</strong>gs more than 20 years of market<strong>in</strong>g, consult<strong>in</strong>g <strong>and</strong> nonprofit experience to help her clients meet<br />
their market<strong>in</strong>g <strong>and</strong> fundrais<strong>in</strong>g goals. Joshua specializes <strong>in</strong> measurement solutions <strong>in</strong>clud<strong>in</strong>g analytics <strong>and</strong><br />
has recently authored an analytics class <strong>for</strong> higher education marketers.
Donor Market<strong>in</strong>g <strong>and</strong> Engagement<br />
Measur<strong>in</strong>g <strong>and</strong> Maximiz<strong>in</strong>g Motivation<br />
Chicago, IL March 21-22<br />
Market<strong>in</strong>gPower.com/DonorEngage• 800.AMA.1150<br />
Day 1<br />
Redef<strong>in</strong><strong>in</strong>g the Fundrais<strong>in</strong>g L<strong>and</strong>scape<br />
• How the marketplace has changed<br />
• Re<strong>in</strong>vent<strong>in</strong>g the way communicators<br />
develop strategies <strong>and</strong> the channels they<br />
use<br />
Measur<strong>in</strong>g Motivation: A National<br />
Study of Donor engagement<br />
• Research results<br />
– Underst<strong>and</strong><strong>in</strong>g key trend data <strong>and</strong><br />
implications <strong>for</strong> your <strong>in</strong>stitution<br />
– Processes <strong>for</strong> gather<strong>in</strong>g good data<br />
Creat<strong>in</strong>g Personas<br />
• Us<strong>in</strong>g exist<strong>in</strong>g data to create personas<br />
• Ensur<strong>in</strong>g appropriate number of segments<br />
based on market<strong>in</strong>g structure<br />
engag<strong>in</strong>g Young Alumni<br />
• Evaluat<strong>in</strong>g survey data<br />
Day 2<br />
web as a Hub of Market<strong>in</strong>g Strategy<br />
• Utiliz<strong>in</strong>g your website as an effective<br />
market<strong>in</strong>g hub<br />
• Integrat<strong>in</strong>g onl<strong>in</strong>e <strong>and</strong> offl<strong>in</strong>e strategies<br />
• Ensur<strong>in</strong>g consistent br<strong>and</strong> st<strong>and</strong>ards<br />
Utiliz<strong>in</strong>g Analytics <strong>for</strong> Measurement<br />
• Identify<strong>in</strong>g who reviews your data<br />
• Recogniz<strong>in</strong>g what <strong>in</strong><strong>for</strong>mation they are<br />
look<strong>in</strong>g <strong>for</strong>, <strong>and</strong> what you should be look<strong>in</strong>g<br />
at<br />
• Underst<strong>and</strong><strong>in</strong>g how analytics are be<strong>in</strong>g used<br />
Measur<strong>in</strong>g Social <strong>and</strong> Br<strong>and</strong> Presence<br />
• Methods to measure your social presence<br />
• Evaluat<strong>in</strong>g how effectively you are utiliz<strong>in</strong>g<br />
social channels<br />
• Creat<strong>in</strong>g <strong>and</strong> exp<strong>and</strong><strong>in</strong>g awareness of your<br />
university br<strong>and</strong><br />
• Measur<strong>in</strong>g key elements of your br<strong>and</strong><br />
across the Internet <strong>in</strong> multiple dimensions<br />
• Capitaliz<strong>in</strong>g on data sources to gather<br />
<strong>in</strong><strong>for</strong>mation on your br<strong>and</strong> presence<br />
B<br />
Save up to $200 when you register early!<br />
Visit the website <strong>for</strong> full details.<br />
• Identify<strong>in</strong>g effective channels to<br />
communicate with this audience<br />
• Adopt<strong>in</strong>g best practices<br />
• Develop<strong>in</strong>g a plan<br />
Underst<strong>and</strong><strong>in</strong>g women as Donors<br />
• How women differ from men <strong>in</strong> their<br />
donat<strong>in</strong>g behaviors<br />
• Effective communication messages <strong>and</strong><br />
channels<br />
Maximiz<strong>in</strong>g Technology as a Driver<br />
• Recogniz<strong>in</strong>g the impact of technology on<br />
market<strong>in</strong>g ef<strong>for</strong>ts<br />
• Capitaliz<strong>in</strong>g on tools <strong>and</strong> channels<br />
L<strong>in</strong>k<strong>in</strong>g Data to Strategy<br />
• Connect<strong>in</strong>g research f<strong>in</strong>d<strong>in</strong>gs to market<strong>in</strong>g<br />
ef<strong>for</strong>ts<br />
• Develop<strong>in</strong>g a high-level strategy <strong>for</strong> your<br />
<strong>in</strong>stitution<br />
Measur<strong>in</strong>g ROI<br />
• Optimiz<strong>in</strong>g key components<br />
• Implement<strong>in</strong>g across budget<br />
Capitaliz<strong>in</strong>g on Mobile Giv<strong>in</strong>g<br />
• Underst<strong>and</strong><strong>in</strong>g tools <strong>and</strong> track<strong>in</strong>g<br />
• Develop<strong>in</strong>g mobile-giv<strong>in</strong>g strategies<br />
Maximiz<strong>in</strong>g the Impact of Social Media<br />
• Integrat<strong>in</strong>g social media as a tool<br />
• Identify<strong>in</strong>g strategies <strong>and</strong> draft<strong>in</strong>g a strategic<br />
plan<br />
• Underst<strong>and</strong><strong>in</strong>g measurement<br />
• Establish<strong>in</strong>g benchmarks <strong>for</strong> Facebook,<br />
Twitter, YouTube, Other<br />
Implement<strong>in</strong>g Your Plan on Campus<br />
• Utiliz<strong>in</strong>g the data to drive your market<strong>in</strong>g<br />
ef<strong>for</strong>ts<br />
• Creat<strong>in</strong>g your own multi-channel market<strong>in</strong>g<br />
plan<br />
• Implement<strong>in</strong>g analytics to measure<br />
effectiveness
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