The A.C. Nielsen Center for Marketing Research provided a unique project assistantship for students Brian Hart and Susan Sun this fall. The Center used alumni donations to fund a project assistantship for Brian Hart to lead a project for United Way. This project was an initiative to give back to the community, an idea generated and supported by Center alumni.

Hart and Sun began work this fall to identify new donor opportunities and communication channels to increase annual contributions for United Way. Their objective was to unlock new donor segments and determine new methods for UWDC to continue growing their fund base. "This is an exciting project. UWDC has a proven track record of fundraising success, bringing in more than $18 million in 2006," Hart explained. He and Sun now have the opportunity to help this non-profit achieve its growth objectives.

This project is divided into several phases and includes initial in-depth interviews conducted by Kraft that will provide direction for the second phase. This phase, conducted by Hart and Sun, focuses on gaining a better understanding of new donor segments. It will require an attitudinal study by the Nielsen students.

United Way of Dane County is regarded as one of the top chapters within the organization. "The success of UWDC is remarkable. It is a real privilege to work with such a committed organization, " said Hart.

Hart is the first recipient of the Alumni Scholarship award. The award is funded by A.C. Nielsen Center alumni as a way to support the next generation of marketing researchers. This award provides the Center the opportunity to engage with local non-profits. Hart and Sun’s involvement with UWDC will continue through the spring semester.