2012 Honorable Mention: Annual Campaign Financial Development

Back in its 2008-2009 year, The Junior League of Oklahoma City realized that donations to its annual campaign had been steadily declining for years, both in the amount of the gifts and the number of donors.

Research showed that many members and businesses who donated felt that their contribution was too small to have value, and many others were not able to donate at all because of the adverse economy.

The old solicitation model of a generic one-page letter sent to members, prospects and businesses lacked urgency and failed to articulate the League's value to the community.

In addition, the League had failed to build broader awareness of the capital campaign itself and of what the League planned to do with the money it raised.

The League reframed the campaign with a catch phrase for the 2009-2010 year: $20.10 N 2010. The pledge card also told potential donors what larger pledges could accomplish; $350 would support one month of the Knowledge Is Power program with the Oklahoma City Public Schools, one of the League’s 17 community literacy projects.

For the 2010-2011 year, the League chose the theme…MPact Lives, Give $25. The League created an MPact Club for members who donated $300 or more, which granted them special perks like preferred seating at GMMs and tickets to the League’s Mistletoe Market and other fundraisers.

This year's campaign, Impact Lives, is already showing results.