Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Lindner students to help UC Dance Marathon attempt to raise $100,000 for Cincinnati Children's Hospital

Monday, December 19, 2016 6:28 PM
Event organizers enlist the help of marketing students to plan strategies to more than double last year’s donation.
UC Dance Marathon

UC alum Leanne Ray, center, helped kick off the UC Dance Marathon project with Lindner students Anthony Durso, left, and Shawn Murphy. As a "champion," Ray told her personal story of battling a childhood illness as a one-time patient at Cincinnati Children's Hospital and beneficiary of fundraisers.

Lindner students may not have known what the acronym FTK stands for but after learning more in a marketing class, they are willing to go the distance to help promote it.

FTK, For The Kids, is the acronym (and Twitter hashtag) associated with the UC Dance Marathon, one of UC’s largest student-led fundraising efforts. The event directly benefits patients (kids) at the No. 3 world-ranked Cincinnati Children’s Hospital Medical Center.

Lindner students Shawn Murphy, BBA ’19 (marketing/sales), and Anthony Durso, BBA ’19 (operations/marketing), are helping to lead campus efforts to raise awareness and $100,000 for the cause, more than double last year’s $40,000 sum.

As members of the UC Dance Marathon executive committee, Murphy, vice president of marketing, and Durso, committee chair, enlisted the help of nearly 600 students in Professor Jane Sojka’s three Intro to Marketing courses. As a class project, students are to devise a marketing strategy that raises awareness and participation.

Murphy and Durso, along with representatives from Cincinnati Children’s Hospital and “champions” (families and patients directly impacted), presented the project to students on August 30. After a presentation, ideas on how to entice the UC community to participate flowed, from campus sidewalk chalk messages to flash mobs to Greek Life and corporate involvement.

“Few large-lecture classes add an experiential learning component, but what makes this project unique is that it is student driven,” Sojka says. Her intro classes range from 200 to as many as 600 students in a given semester and take on realistic marketing projects such as selling out Nippert stadium, increasing survey participation and newspaper readership.

Students will make their recommendations on October 11. The 12-hour Dance Marathon will take place 11AM-11PM Nov. 12 at Fifth Third Arena, with a final fundraising tally announced on Nov. 15. Registration is $10, with a minimum fundraising goal of $50 that entitles participants to a T-shirt, food and 12 hours of dancing “For The Kids.”

UC is among 350 schools around the country that raises funds and awareness for the international nonprofit Children’s Miracle Network that benefits children’s hospitals throughout North America.

The UC Dance Marathon fundraiser benefits the local network chapter at Cincinnati Children’s Hospital, where 100% of proceeds benefit the hospital’s “champions."