A New Segmentation Model for Annual Giving

Feb. 9, 2012
Online
2 - 3:30 p.m. Eastern

Registration requires log in.  Need help with login?

San Francisco State University took a new approach to donor research by using Converge Consulting's new model for framing and categorizing the attitudes, motivations and giving behaviors of more than 2000 alumni nationally.

This session will include a high-level review of this recent study that revealed three distinct donor types: Champions, Friends and Acquaintances, and provide an in-depth look at the unique attributes of each group. Learn how San Francisco State successfully used the research data to classify their alumni, inform their existing segmentation strategies and tailor communications to each segment.

Benefits of Attending:

• Identify the three distinct donor types: Champions, Friends and Acquaintances
• Identify Acquaintances who will likely never give and reallocate more resources to Champions and Friends.
• Learn how to craft more informed communications to Champions and Friends who don't give.
• Explore how to communicate with potential donors via their preferred channels and with resonating messages.
• Learn how to implement strategies to increase financial support from the annual fund to major gifts.

Who Should Attend:

• Annual giving professionals
• Annual fund officers and their teams
• Major gift officers
• Marketing professionals

Speakers

George Machun
Marketing Director
Cal State Monterey Bay

George Machun has recently taken a position as the Marketing Director at Cal State Monterey Bay. Since 2006, he was part of the development team at San Francisco State University where his focus was to relaunch its annual giving program, today considered one of the leading programs in the 23-campus CSU system. Before joining the University, Machun worked with McCann Erickson Worldwide as a strategic planner on direct marketing programs for Microsoft on the Windows and Office brands.

Ann Oleson
Chief Visionary Officer
Converge Consulting

Ann Oleson is the chief visionary officer for Converge Consulting, a measurable multichannel marketing firm. She brings more than 20 years of marketing, consulting and nonprofit experience to help her clients meet their marketing and fundraising goals. Prior to founding Converge, Oleson served as director of consulting for Stamats, a premier higher education marketing firm.

Registration

$275 members; $365 nonmembers