Securing the Impossible: Hamilton, 900 Guests, and a $1.7M Revenue Increase
The Challenge
After honoring Yo-Yo Ma the year prior—one of the most successful luncheons in Forefront’s history—the bar for 2017 was impossibly high. With the social impact sector fatigued by traditional "rubber chicken" fundraising lunches, the challenge was clear: how do you transform a standard seated luncheon into a must-attend cultural event?
Our half-joking, half-serious solution: Hamilton.
At the time, Hamilton was the hottest show in America. When the production came to Chicago, Forefront’s membership of nonprofits and grantmakers was already buzzing. The goal became clear: secure the cast, transform the luncheon into a cultural event, and use the spotlight to elevate Forefront’s advocacy for civic engagement and racial equity.
All with a three-person team.
Creative process
Securing a Once-in-a-Generation Partnership
Our small team negotiated and coordinated with Forefront member, Broadway in Chicago and the Hamilton team, resulting in an unprecedented lineup:
Luis A. Miranda Jr.
Miguel Cervantes and Karen Olivo from the Chicago cast of Hamilton
Students from the Hamilton Education Program
Moderation by Angelique Power, President of the Field Foundation of Illinois
Managing celebrity talent, security, production requirements, sponsor expectations, and advocacy messaging required meticulous project management and diplomacy at every level.
Launching a Cultural Tease Campaign
Instead of a traditional announcement, we treated the luncheon like an entertainment premiere. Tactics included:
Seeding rumors through respected sector influencers
Cryptic social media posts and lyric drops.
A reveal graphic:“A guest so special we can’t even say his name.”
Building demand before tickets even went on sale
Result: the event sold out in just 10 days.
Scaling a Sold-Out Event in Real Time
Demand quickly exceeded capacity.
I worked directly with the hotel and production teams to:
Expand the ballroom and add 200 seats
Create a premium VIP experience for sponsors to meet the cast
Orchestrate press, arrivals, security, and backstage logistics
Final attendance: 900 seated guests—Forefront’s largest luncheon ever.
The Results:
Historic performance across every metric:
$1.7M increase in revenue over the prior year
Largest and most high-profile sponsor roster in Forefront history
900 attendees
Sold out in 10 days
Sponsors included:
Robert R. McCormick Foundation • Crown Family Philanthropies • Exelon • Allstate • Boeing • GCM Grosvenor • MacArthur Foundation • Joffrey Ballet • BMO Harris Bank • Northern Trust • Polk Bros. Foundation — and a who’s who of Chicago philanthropy.
Program Highlights
The luncheon centered on voice, inclusion, and civic leadership.
Luis A. Miranda Jr. spoke about moving from protest to policymaking—invoking Hamilton’s “The Room Where It Happens.” Cast members reflected on equity and legacy. Students from the Hamilton Education Program closed the program with standing-ovation performances.
Despite earlier guidance that the cast would not sing, Miguel Cervantes and Karen Olivo surprised the room with a short musical moment—instantly becoming one of the most talked-about nonprofit events in Illinois.
Why It Mattered
The event positioned Forefront as:
A premier convener of nonprofits and funders
A leader in statewide civic advocacy
A cultural force capable of delivering blockbuster-level experiences in the social impact sector
It also drove new sponsorship, expanded Forefront’s reach, and reshaped expectations for nonprofit events across Illinois.
900
Attendees
+56%
Year-over-year revenue lift
1,000s
Livestream viewers from across the nation