The Campaign for Greatest Need For Now, Forever The Campaign for Greatest Need Alpha Chi Omega Foundation

Why a campaign? Last campaign m0re than 10 years prior Previous campaign hadn’t been terribly successful! Donors needed something to excite and engage them Needed to boost our annual giving and expand our base of support We had the right leaders for staff, Fraternity board, Foundation board, and campaign committee… Needed to seize the moment Needed to boost giving to the next level to do what we needed Initiated campaign planning with internal retreat with boards… brought in outside consultants to insure they understood what would be needed of them, staff and volunteers. Conducted a feasibility study…will discuss in more depth later

Why “Greatest Need”? Needed to increase the “value-add” for our members Needed to update our programming to remain current and relevant Rising cost of dues & fees Couldn’t ask collegiate members to pay for more Ensure sustainability of the Real. Strong. Women. Experience Allow for flexibility for our Fraternity leaders

Campaign Objectives Provide critical funding to enhance and grow our collegiate programming Enhance our support for domestic violence awareness through additional healthy relationships initiatives Increase our donor outreach and cultivate new prospects for the future Model and recognize planned giving to provide sustainability for the long-term

The Case for Support Give the gift of Alpha Chi Omega to future generations “In 10 years they’ll be ready for Alpha Chi. Will Alpha Chi be ready for them? Ensure the Real. Strong. Women. Experience is here for our daughters and granddaughters Worked without side consultants to create a message that would garner support at all levels… annual, major and planned. It was an emotional appeal and backed with data to meet donors where they were

Campaign Goals Proposed goal was $5.5 million $2.5 million cash $3 million planned giving This was a conservative estimate based upon the wealth screening. Did have all alumni records researched to understand the wealth base, as well as inclination to give.

The Feasibility Study Feasibility study distributed online to 49,390 members 3,734 (7.6%) viewed the email 1,870 of Alumnae responded 545 of Collegians responded 2,415 Total Complete Responses for a response rate of 4.9% Length of time to complete the survey was 9 minutes for collegians and 11 minutes for alumnae Worked with consultant – former board member Angela Seaworth (ACFRE) Also delivered in person or via personal email to 60 key donors and potential donors. This testing went along with establishing the overall goal, which was conservative.

Alumnae Reactions to Possible Campaign Initiatives

Collegiate Reaction to Possible Campaign Initiatives

Members Ranked Possible Campaign Initiatives Collegiate Programming 93% alumnae ranked as 1st or 2nd 96% collegians ranked as 1st or 2nd Alumnae Programming 55% alumnae ranked as 1st or 2nd 51% collegians ranked as 1st or 2nd Endowment 52% alumnae ranked as 1st or 2nd 53% collegians ranked as 1st or 2nd 44% of both groups ranked endowment as 3rd priority

Alumnae Most Likely to Support

Best Way to Accomplish What AXO Wanted to Accomlish Both alumnae (57%) and collegians (55%) would like a written and visual package that details plans, provides an overview of the campaign, and contains stories of women in need and women who have succeeded 22% of alumnae would like a simple overview of the campaign plans 22% of collegians would like to see and hear about women in need and success stories Provided a detailed case for support and accompanying video to motivate/inspire giving

Campaign Communication Alumnae want … to hear from alumnae or pledge sisters to have online information and requests to hear from a current collegian Collegians want… to hear from a current collegian, the Foundation Director, alumnae or pledge sisters (in that order) Only 18% of collegians selected online information and request in the top two communication methods

Approval of Campaign Moving Forward

For Now, Forever Silent Phase $7 Million Goal Feb 2011-Jun 2012 $4 Million Cash/Pledges $3 Million Planned Gifts

Campaign Goal and Timeline The overall goal was to raise $7 million through outright and planned gifts by the 2014 convention. The first phase of the campaign, which was a quiet phase, began in February 2011 and ran through June 2012. The intent was to raise 70% of goal by the July 2012 convention. The public phase was to kick off at the 2012 convention and the remaining 30% toward goal raised by the 2014 convention.

Additional Goals Model and celebrate planned giving to build sustainability Encourage growth in annual giving Grow our donor pool through appeals to new prospects Begin cultivation for the “next campaign”

Campaign Pyramid

Importance of Volunteer Leadership Campaign Committee The campaign committee was a select group of 10-15 Alpha Chi Omegas who were leaders, philanthropists, and sisters passionate about our cause. The committee served as partners to the Foundation Board of Trustees and Foundation Staff to help achieve the goal of building a stronger Alpha Chi Omega. The committee worked with the Campaign Chairs and the Foundation Staff in the areas of strategy and execution. Key roles of committee members were:  Help identify individuals who will be significant donors to the campaign Assist in making connections (“opening doors”) Partner with Trustees and/or staff to visit with prospects Serve as host for key campaign events Be Lead Donors to the campaign The Campaign Committee’s purpose helped ensure that current and future generations of Alpha Chi Omegas receive all that we experienced and more… and the way to do that is by elevating our level of giving—creating a true culture of philanthropy within our sisterhood.   Campaign co-chairs included the immediate past-Chair of the Foundation Board of Trustees (Kitty DeKieffer) and immediate past National President (Donna Chereck) Training for our volunteers

Staffing Actively involved CEO and Foundation Director Campaign Director – limited contract Began to build our major gift program

Donor Recognition For Now, Forever bracelet for $2,500 gift Huge hit! Our members like bling and they are competitive! Recognition items for cumulative levels reached during the campaign

Public Launch Convention 2012 Internal goal increased to $10 million More than $6 million raised Heavier on planned giving, needed some First two gifts of $1,000,000 or more Over 170 sisters had participated Internal goal increased to $10 million Public phase Became “comprehensive” Direct mail, e-campaigns, continued direct asks

Celebrating success Contributions to For Now, Forever 6,800 individual members 114 alumnae chapters All 134 collegiate chapters

Successes

Lessons and Challenges Our donors are motivated to give for our programs Leadership changes can negatively impact momentum Continuity among staff and volunteers is important Ongoing stewardship of pledges is critical to retain donors beyond the campaign Plan for “beyond the campaign” Changed CEO, National President, and Foundation Chair in 2012 (after public launch) Lots of “I don’t need to visit her, she’s still paying on her pledge” Pledge administration difficult with our systems – poor follow up on past due pledges Board and staff and donor “fatigue” after final celebration – and many regular donors still paying their pledges – how to keep focusing on bringing in new revenue and donors

Laying the Groundwork for “The Next Campaign” Maturing major gifts program Build on cultivation of new donors from FNFE Retain FNFE donors to continue giving at higher levels going forward Clearer gift recognition guidelines – particularly for planned gifts

Questions