New Approaches in Fundraising for Colleges and Universities: Chicago

The University of Chicago Booth School of Business Gleacher Center 450 North Cityfront Plaza Drive
Chicago , IL 60611-4316
3/21/2012 8:00 AM - 3/22/2012 5:00 PM

Details Schedule Registration Travel Exhibitors

NEW

Listen to a sneak peek podcast by Instructors Ann Oleson, Chief Visionary Officer and Joshua Dodson, Chief Innovation Officer

New Approaches in Fundraising for Colleges and Universities Brochure

In an increasingly complex era of weakened economies, slashed budgets, and increased competition for every donor and every dollar, non-profits continue to struggle. Never before has fundraising been more critical to the viability and success of an institution. And, the reality is, your donors have evolved.

To be successful and effective today—and moving forward—will require significantly altered expectations and understanding of your donors, as well as qualitatively different strategies and tactics than those you’ve used in the past.

This informative session provides an overview of the higher education fundraising landscape of today, and an in-depth look at cutting-edge research focused on donor marketing and engagement. Opportunities and challenges are discussed, along with clear direction on how you can implement this data into actionable, and most importantly—measurable—strategies.

Learning Objectives

· Understand how the marketplace has changed, and identify new
channels for communicating with donors.

· Identify who your donors are and how to best engage and
communicate with them.

· Explore best practices for using data to develop a strategic marketing
and communication plan.

· Understand how to get the most out of Analytics, set goals, and identify
your ROI.

· Learn how to maximize the impact of your brand and social presence
online.

· Create an actionable multi-channel marketing plan that you can take
back and implement at your institution.

Who Should Attend
This session is a must for anyone interested in learning how to better connect, engage, and motivate donors through effective communication strategies. Based on national research, you’ll get insight into several key trends, including: engagement of young alumni, women as donors and the changing trends of technology. But this is more than just a knowledge share—you’ll learn how to take this research and apply it while utilizing measurable tools to take your marketing efforts to the next level—and your ROI.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

ABOUT THE INSTRUCTORS
Ann Oleson
Joshua Dodson

Day One
8:00-8:30 a.m. Continental Breakfast
8:30 a.m.-5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Redefining the Fundraising Landscape

· Learning how the marketplace has changed and reinventing the
way communicators develop strategies and the channels they use

Measuring Motivation: A National Study of Donor Engagement

· Sharing national research study results

· Understanding key trend data and implications for your institution

· Adopting processes for gathering good data

Creating Personas

· Using existing data to create personas

· Ensuring appropriate number of segments based on marketing
structure

Engaging Young Alumni

· Evaluating survey data segmented by young alumni

· Identifying effective channels to communicate with this audience

· Adopting best practices for young alumni engagement

· Developing a plan to engage young alumni

Understanding Women as Donors

· Learning how women are different than men in their donating
behaviors

· Targeting women through effective communication messages and
channels

Maximizing Technology as a Driver

· Recognizing the impact of technology on marketing efforts

· Capitalizing on technology tools and channels

Linking Data to Strategy

· Connecting research findings to marketing efforts

· Developing a high-level strategy for your institution

Day Two
8:00-8:30 a.m. Continental Breakfast
8:30 a.m.-5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Web as a Hub of Marketing Strategy

· Utilizing your website as an effective marketing hub

· Integrating online and offline strategies

· Ensuring consistent quality of your brand standards

Utilizing Analytics for Measurement

· Identifying who reviews your data

· Recognizing what information they are looking for, and what you
should be looking at

· Understanding how Analytics are being used

Measuring Social and Brand Presence

· Understanding methods to measure your social presence

· Evaluating how effectively you are utilizing social channels

· Creating and expanding awareness of your university brand

· Measuring key elements of your brand across the Internet in
multiple dimensions

· Capitalizing on data sources to gather information on your brand
presence

Measuring ROI

· Optimizing key components

· Implementing across budget

Capitalizing on Mobile Giving

· Understanding mobile giving tools and tracking

· Developing mobile giving strategies

Maximizing the Impact of Social Media

· Integrating social media as a tool

· Identifying social media strategies

· Understanding social media measurement

· Drafting a strategic social media plan

· Developing an editorial calendar

· Establishing benchmarks for Facebook, Twitter, YouTube, Other

· Crafting an effective social media strategy by segment

Implementing Your Plan on Campus

· Utilizing the data to drive your marketing efforts

· Creating your own multi-channel marketing plan

· Implementing Analytics tools to measure effectiveness

Hotel Air Travel Rental Car Ground Transportation

Training Series Conference Center Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683
www.gleachercenter.com

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels. It is easily accessible from public transportation and adjacent parking lots.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott 312-660-2401 165 E. Ontario St.
**Embassy Suites Hotel 312-423-6312 511 N. Columbus Drive
*Fairmont Hotel 312-565-6674 200 N. Columbus Drive
Four Seasons 312-649-2314 120 E. Delaware Place
Hilton Garden Inn 312-527-2656 10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100 300 E. Ohio
Hilton Suites Chicago/ 312-664-1100 198 E. Delaware Place
Magnificent Mile
*Homewood Suites by Hilton 312-644-2222 40 E. Grand Ave.
**Hotel Inter-Continental 312-944-4100 505 N. Michigan Ave.
*Hotel Monaco Chicago 312-960-8500 225 N. Wabash
*Hyatt Regency Chicago 312-616-6953 151 E. Wacker Drive
**Le Meridien Chicago 312-327-0644 520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100 540 N. Michigan Ave.
*Omni Chicago Hotel 312-944-6664 676 N. Michigan Ave.
The Peninsula Chicago 312-573-6604 108 East Superior Street
The Ritz Carlton Hotel 312-266-1000 160 E. Pearson
**Sheraton Chicago Hotel 312-464-1000 301 E. North Water St.
& Towers
*Swissotel 312-565-0565 323 E. Wacker Drive
W Hotel 312-943-9200 644 N. Lake Shore Drive
*Westin River North 312-744-1900 320 N. Dearborn Street
*Wyndham Chicago 312-274-4429 633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
* walking distance to the Gleacher Center: 2-5 blocks

Area Attractions, Events and Tourism
Please visit www.choosechicago.com for additional city information.

Conference Attire
Conference attire is business casual. Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Rental Car

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama or call Alamo Rent A Car at 1-800-462-5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save: http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null

Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.

To make a reservation online click here: https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama

or call National Car Rental at 1-800-CAR-RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Airports
O’Hare International Airport
Taxi: Allow 1½ to 2 hours
Approximately $40-55

Airport shuttle: www.airportexpress.com
Approx. $30 one way (subject to change)

Subway: $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river. Then just walk through the plaza you’re in to our building entrance.

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30-45

Airport shuttle: www.airportexpress.com
Approx. $25 one way (subject to change)

Subway: $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river. Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions
From El (subway):
Red Line (Howard/Dan Ryan)
*Depart at Grand Avenue stop
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan)
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses:
Buses running along Michigan Avenue
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains:
Union Station: Take the 151 bus and follow directions above
Ogilvie Station: Take 157 bus and follow directions above
LaSalle Station: Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station: Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower.

Helpful Websites:
www.transitchicago.com
www.metrarail.com

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

There are no exhibit opportunities with this event.

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