Day 1

Day 2

Day 1, Thursday, Nov. 11

1:45-2:00 PM
Welcome and Introductions

2:00-3:00
It's All About the Data!
Your direct marketing programs can only be as good as the prospect data you have available. In this session, we will examine the important role data plays in your success, decide what it is you need to know and where you'll get it, and focus on developing strong partnerships with your information services colleagues.

3:15-4:15
How to Create a Coordinated Direct Marketing Calendar
A coordinated direct marketing calendar is a primary and essential tool for your annual giving program. The purpose of your direct marketing calendar is to create results. In addition to enabling you to launch your solicitation vehicles in a way that can drive your goals in a structured and thought-out manner, it can also help keep you on track and make sure you are using every opportunity you have to solicit your constituents without lapsing in your efforts. In this session you will be provided with a sample direct marketing calendar that you can modify for your institution.

4:30-5:30
Elective Sessions (choose one)

• So Many Prospects, So Little Time: Using Segmentation to Drive Solicitation
  Most annual funds are called upon to solicit everyone, but given a limited amount of time and money to do so. In this session, we'll look at how you can use your own data and/or vendor data to segment your population and invest your resources in ways that will maximize your program's success.
• How to Measure the Success of Your Appeals
  Now more than ever, annual fund managers and directors are being asked to perform better with fewer resources. It has never been more important for you to monitor the return on investment for each appeal you execute to assure you are best allocating your limited resources. Learn what the key measurements are to evaluate the success and improve the performance of your print and electronic appeals. Find out how to put a data- driven process in place, and how to use reporting, analysis, and ROI to help you focus on your priorities and ensure your goals are met. We'll look at sample reports and discuss how to analyze your program in the short- and long-term.

5:45-6:45
Networking Reception

6:45
Conference Adjourns for the Day
Dinner on your own

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 Day 2, Friday, Nov. 12

8:00-9:00 AM
Continental Breakfast/Roundtables

9:00-10:00
Smarter Direct Mail: 30 Tips in 60 Minutes
When it comes to direct marketing, you are only as good as your last campaign. Now, more than ever, we need to be strategic about who we are mailing to and what and when we are mailing. Learn how to build a smarter direct marketing program with 30 tips from fundraisers, marketers and researchers. Join us in this fast-paced, collaborative learning environment and walk away with some valuable ideas on how to increase the effectiveness of your direct mail this spring.

10:15-11:15
Elective Sessions (choose one)

• How to Build an ePhilanthropy Program from Scratch
  Fundraising via the Internet has come of age! Electronic solicitations are now essential in creating, maintaining and stewarding relationships with your donors. If you have not tapped into this new technology and have not adopted an online fundraising presence, then this session is a must-attend for you. We'll walk you through the steps Emory University took in developing an ePhilanthropy program from scratch (within their budget constraints) and talk about how it helped to take Emory's annual giving program to the next level.
• Developing and Delivering Your Case for Support
  The number of philanthropic opportunities continues to increase. The economic slowdown has limited the disposable income of many households. How can you make sure your alumni choose to support your school? Discuss ways to find the most effective branding, themes and messages for each of your varied audiences and discover the most persuasive ways to make your case.

11:15-12:15
Integration Education
Integrated marketing. Everyone's talking about it, but is anyone actually doing it? The answer is yes - and they're seeing results. Using examples from organizations who are well on their way, we'll explore the areas in which your annual giving program can begin to integrate messaging, look and feel across multiple channels. Learn more about how online components can strengthen your mailing pieces, bringing you more return on your investment and stretching your limited budget dollars further. We'll discuss the data you need to be effective and innovative ways to take your program to the next level through long-term planning.

12:15-1:00
Faculty Firing Line

1:00
Conference Adjourns

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