The session will cover the challenges facing non-profit marketers across several non-profit segments. Challenges include shrinking budgets, a more competitive space, and the current economy.
Topics to be Covered:
1. Managing through shrinking budgets
2. Strategies to differentiate yourself from a growing and more aggressive competitor base
3. How to rebrand your non-profit
4. How to segment your customer, donor and prospect bases
5. How to most effectively partner with key stakeholders
What You Will Learn:
1. Methods to market smarter with fewer resources
2. How to effectively differentiate yourself from the competition
3. How to segment your customers/donors/prospects in order to maximize revenue/donation opportunities.
Alice Archabal (Moderator)
Vice President/Chief Operating Officer, Children’s Memorial Foundation
Alice G. Archabal is the Vice President/COO at Children’s Memorial Foundation. She oversees the daily fundraising operations and support systems of the Foundation, the philanthropy arm of Children’s Memorial Hospital. Ms. Archabal works directly with the foundation president to develop strategies and evaluates plans and systems to support the fundraising programs of the hospital.
Most recently Ms. Archabal served as chief development officer at America’s Second Harvest – The Nations’ Food Bank Network in Chicago. There she successfully doubled financial donations in just three years and was most recently responsible for an annual budget of $53 million and $500 million of in-kind support. Prior to that, she was the senior director of field operations for St. Jude Children’s Research Hospital in Memphis, Tennessee.
She is a member of the Association of Fundraising Professionals (AFP) and the Association for Healthcare Philanthropy (AHP). She has a Bachelor of Arts Degree from Ripon College, Ripon, WI and lives in Northbrook with her husband and son.
Kevin Giglinto (Panelist)
Vice President, Sales and Marketing, Chicago Symphony Orchestra
Kevin Giglinto joined the Chicago Symphony Orchestra Association’s staff in 1999. Serving first as the organization’s Director of E-Commerce, Mr. Giglinto’s efforts to redesign the CSO’s Web site—www.cso.org—added significant online ticket sales enhancements and more than quadrupled Web sales in his first year. Today, online sales represent 1/3 of total sales.
As Vice President for Sales and Marketing, Mr. Giglinto’s primary responsibilities include the development and implementation of broad-based marketing strategies for the CSO and Symphony Center as well as the supervision of all ticket sales and customer service.
Prior to joining the CSO, Mr. Giglinto’s previous experience includes positions as Electronic Commerce Marketing Analyst for CNA Financial Corporation; Account Director at TMP Worldwide Advertising & Marketing..
In addition, he served as a Business Development Advisor for the U.S. Peace Corps in Romania, as well as the In-Country Project Director for Washington State University’s Business Development Project in Romania. He received a Bachelor of Science degree in Marketing from Marquette University, and an MBA with a specialization in Marketing Management from Loyola University Chicago.
Wendy MacGregor (Panelist)
Senior Vice President/Chief Marketing Officer, Feeding America
Wendy MacGregor is currently Senior Vice President, Chief Marketing Officer of Feeding America, formerly known as America’s Second Harvest.
In this role, MacGregor launched the first national branding effort for the organization, to more effectively engage the public in the fight against hunger in America. Currently, the organization feeds 25 million Americans annually, including 9 million children and 3 million seniors, making it the number one hunger relief organization in the US.
MacGregor came to America’s Second Harvest with 19 years of marketing, advertising and branding experience with some of the world’s most prestigious brands, including McDonald’s, The Coca-Cola Company, Kraft(all while at Leo Burnett) and Hyatt Corporation. In recognition of her work while at Hyatt, MacGregor was named a “Top 50 Marketer” by Advertising Age in 2003.
MacGregor holds a bachelor’s degree in Journalism from the University of Wisconsin.
Paul Nebenzahl (Panelist), Paul Nebenzahl Associates
Paul Nebenzahl heads Paul Nebenzahl Associates, a full-service fundraising consulting firm located in Chicago,Illinois. The Paul Nebenzahl Company currently serves museums, hospitals, and other excellent not-for-profit institutions, in Illinois, New York, Maryland and Virginia.
Bringing 30 years of experience to the development arena, The Paul Nebenzahl Company has a proven track record of success. Clients include:
WTTW Channel 11, Chicago Lincoln Park Zoo, Chicago History Museum, Big Apple Circus, and The Field Museum of Natural History.