Best Practices in Alumni Marketing Surveys

Oct. 7, 2010
Online
2 - 3:30 p.m. Eastern

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Current demographic and economic trends are forcing most universities and colleges to look for new, nontraditional ways for engaging with alumni. The challenge is to engage with an increasingly diverse alumni body and to build relationships that are beneficial to alumni and to the institution. To accomplish this objective, a better understanding of alumni interests and motives is required.

This seminar will explore how advancement professionals can better identify, develop and execute engagement programs and services through the use of surveys.

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Speakers

Bruce Rader
Senior Director, Marketing, Membership & Outreach
University of Minnesota Alumni Association

Bruce Rader is the senior director of marketing and outreach for the University of Minnesota Alumni Association where he played an integral part in developing the first comprehensive alumni survey in the association's history. The result, the successful "Where members are ambassadors" brand has led to a revitalized membership program. Rader oversees member acquisition, retention, benefits, affinity programs and services; alumni and public outreach through 70 geographic chapters and partnerships with 21 collegiate-based alumni societies and advocacy programs; and the alumni database. Prior to joining the Association, Rader was a marketing professional at Best Buy, The Musicland Group and Schwan's.

Maureen Arbogast
Director, Marketing
University of Minnesota Alumni Association

As director of marketing, Maureen Arbogast oversees membership operations and is responsible for new member acquisition, survey and membership campaign analysis, and brand management. Her leadership has been key in the development of the association's ongoing alumni survey efforts, brand revitalization, dues structure and website redesign. Prior to working for the University of Minnesota she utilized her talents at Best Buy in the consumer and brand marketing department as a senior analyst and internal consultant, making data-driven recommendations based on controlled field testing of promotions, advertising, pricing, labor and store design.

Who Should Attend

• Leadership in institutional advancement
• Advancement officers and their teams
• Alumni directors and staff
• Alumni communications staff
• Alumni programmers and staff
• Prospect researchers

Benefits of Attending

• Learn survey techniques from the for-profit sector that can be applied to alumni advancement initiatives
• Recognize when the use of surveys is and is not appropriate
• Understand how to use survey feedback to develop appropriate alumni engagement initiatives
• Appreciate the difference between data informed and data driven decision making

Registration Fees

$275, CASE members; $365, Nonmembers