Alpha Delta Pi
Fundraising Campaign

Identification

The target market of this campaign is simple - any alumna of Alpha Delta Pi. For solicitation purposes I needed to segment our ask and amend our story to connect with women at all ages and stages of life. Segmented lists and letters were created for recent graduates, active volunteers and women that we hope to reconnect to our mission.

Research

If I’m going to shell over my hard-earned money I want to know the why and how behind the ask. I dug into the Alpha Delta Pi archives to learn the history of the program to educate the target market on why this campaign is vital to the growth of our organization. I wrote this blog post to remind sisters to ReMember and renew their commitment.

Strategy

This campaign previously relied heavily on direct mail. I wouldn’t say direct mail is dead, but as technology changes, the number of direct mail fundraising solicitations is at a steady decline. Direct mail appeals to our older demographic that prefer putting pen-to-check and view it as an invoice. Our tech-savvy sisters joined an email and social media campaign, with the aim of attracting members at an earlier stage of alumnae involvement and encourage an annual dues commitment.

The Alpha Delta Pi Sorority and Foundation are technically two separate entities, but are both asking for money to sustain our growth. I partnered with the Alpha Delta Pi Foundation to create an educational video on the difference between dues and donations and provide visual encouragement to donate regardless of whether your dollars are tax-deductible or not.