Pre-Conference Workshops « Bridge Conference 2018

Pre-Conference Workshops

 

 

Tuesday, July 31, 2018 10:00 AM – 4:00 PM

 

NEUROFUNDRAISING MASTER CLASS – HOW TO MAKE GAME CHANGING IMPROVEMENTS TO YOUR CREATIVE OFFER

Geoffrey Peters, President, Moore DM Group

Tracy Trost, President, TCM Creative

Rosemary Avance PhD, Research Director, MDMG Neuro-Fundraising ab

This full day workshop will use examples from direct mail, digital, and video creative, seen by prospective donors, using the latest results from Neuromarketing (neuroscience, behavioral economics, social psychology and cognitive psychology). Participants will be exposed to the latest research that underlies more effective direct mail, direct response television, and digital marketing, and how it applies to fundraising. New information from eye scanning studies will be presented and how it might affect digital, video, and paper-based design to achieve better results.

Participants can expect to learn how to improve their effectiveness, whether it be in the design of messaging or the nature of their appeal.

You will understand:

  1. How donors view (literally view using eye tracking technologies) and focus upon fundraising solicitations/ communications;
  1. How donors react (using neurological and biological measurements) to fundraising solicitations/ communications and their emotional and attention-related engagement;
  1. How design of direct mail, landing pages, video, etc. affects where prospective donors focus their attention and how that affects their responsiveness.

 

 

DIGITAL 101 – DIGITAL MARKETING WORKSHOP

Chair, Matt Seney, VP, Digital Services, The Lukens Company

Nick Allen, President, Open America

J.C. Bouvier, VP, Digital, DMW Fundraising

Janel Clement, Director, Digital Services, Production Solutions

Geoff Handy, SVP, Media & Online, Humane Society of the United States

Rick Martin, Director of Development, Ronald McDonald House New York

Jessica Fraser Sotelo, Director Online Marketing, World Wildlife Fund

Lynn Swain, Director, Development, Cornell Botanic Gardens

Patrick Wicker, Digital Marketing Manager, Mighty Citizen

Jason Wood, VP, Digital Strategy, TrueSense Marketing

With the above speaking line-up, you’ll be sure to walk away with the best practices for everything digital! Emails– landing pages – donor buttons – acquisition – retention – Google Ad Grants – Giving Tuesday – Mobile Giving – Social Media Giving – it’s all here in a full day intensive session on how digital marketing can play a part in lifting and keeping your existing online and direct mail donors. Learn how to make your mission stand out in an overcrowded digital world. Examples and results from welcome series, acquisition, retention, recurring, sustaining donor and lapsed campaigns, as well as holiday appeals will be shared. You’ll learn what makes a good proposition that drives mobile response. You’ll see case studies, what to do, and just as important, what not to do. This session is so intense that even lunch is a working lunch! We don’t want you to miss one digital second of what these experts have to share!

You will learn:

  1. Revolutionary strategies for acquiring high-quality opt-in email addresses for less than a dollar;
  2. How to utilize Google Ad Grants;
  3. How to improve your donor’s online experience; and so much more!

 

 

DM 101 – DIRECT MARKETING FUNDRAISING WORKSHOP

Meg Ferguson, Business Development Director, Production Solutions

Robin Perry, Creative Director, Lautman Maska Neill and Company

Vicki Vera, Account Director, Lautman Maska Neill and Company

Jeanette Cassano, Senior Vice President, Belardi/Ostroy

Jaime Grams, Director of Client Services, The Engage Group

Robert Connolly, Account Executive and Strategist, Integral

In this innovative and fascinating workshop, a team of fundraising experts will create a fictional, nonprofit direct marketing program and lead students through all the stages of a faux, but highly realistic campaign: Strategy, Creative, Integration, Lists, Production & Analysis.

You will learn:

  1. How historical results are analyzed when developing a new or revised campaign strategy;
  2. How the strategy, combined with audience/list targeting, drives creative development, including messaging, visuals and offers tailored to the target audience, by channel. These efforts then lead to the tactical steps of data processing, production and mailing logistics, which can be very “strategic” in their own way;
  3. The best ways to handle responses, manage donor thank you’s and analyze results. You’ll see how the analytic insights from the campaign drive future strategy, creative development and testing for ongoing campaign optimization and new breakthroughs.

By experiencing the development of a faux campaign from start to finish, attendees will learn how to effectively manage their own programs back in the real world.

 

 

FUNDRAISING 101: THE BASICS FOR SUCCESS

Steven Titlebaum, Founder & President, Strategic Donor Solutions

Bathsheba Philpott, Assistant VP, Advancement, American Council on Education

Whitney Brimfield, President & CEO, Spark Point Fundraising

This day-long workshop covers today’s best practices for building long-term donor relationships in order to sustain and grow nonprofit organizations. Learn what is needed – a compelling case for support, an infrastructure for development, an engaged board and volunteers, regular donor communications, and a written development plan -to ensure greater success in raising funds to fulfill an organization’s mission. The panel will share their significant experience in developing fundraising strategies for a variety of nonprofit organizations and institutions including annual giving, foundation and corporate giving, major and planned gifts, special events, social media, and more.

 You will learn:

  1. About the role of development in a nonprofit organization. We will review the state of giving in the United States. Early in the morning, we will review SWOT analysis which will provide an opportunity for the attendees to begin assessment of their own organizations;
  2. About the various methods of raising funds and engagement with donors. Based on the SWOT analysis, further discussion will help attendees identify which strategy(ies) will best fit their organizations. Further discussion will help them begin the process of prioritizing their activities;
  1. The cycle/steps of gift solicitation. In addition, we will review strategies to engage board and volunteers donor relationship-building. Major emphasis will be placed on donor stewardship.