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The Power of Women: $3 million and climbing

By Blythe Thomas, Development
American Red Cross
June 2007

This year the organization launched one of the most successful and exciting fundraising pilots in its history: the Tiffany Circle, Society of Women Leaders. The eight-chapter pilot, focusing on women’s and leadership giving, was targeted to raise $1 million by asking Tiffany Circle founding members to invest at least $10,000 annually in their local community. They far surpassed this goal by raising more than $3 million in support of their local programs and services.

“It was a moving and historic moment to be in Board of Governors Hall in front of the Tiffany Windows as we introduced the Founding Members of the Tiffany Circle. I will never forget that moment,” said Melanie Sabelhaus, Board of Governors Philanthropy Committee Chair. “The powerful women of the American Red Cross are leaving a legacy for generations to come, as this movement spreads throughout the United States and we see the results of the good work we are doing in our local communities. I am so grateful to be the National Chair and a part of this Society of Women Leaders!”

The pilot worked due to the following reasons:

There was tremendous, steadfast support from volunteer leaders across the country, especially the National Board of Governors including the chair, Bonnie McElveen-Hunter, Sabelhaus and almost half a dozen board members.
These individuals personally dedicated their time and talents to launching events with the hosting chapters, calling on personal contacts to support the cause, cultivating and stewarding donors, and leading by example with making their own financial contributions.
Another successful ingredient was the tremendous partnership between the Board of Governors, National Headquarters, Service Areas and participating chapters. From training seminars and “Tiffany in a Box” (a program toolkit) to individual support with donor invitations and prospect engagement, the program empowered chapters to make individual asks of influential men and women in their communities, many of whom were new supporters to the Red Cross.

More than 60 donors were brand new to the organization; some chapters, such as Miami, recruited more than 28 first-time donors. Additionally, many donors significantly increased their giving. (There were four gifts of $100,000 or more from individuals across the country.)
In working with the chapter Development directors, the American Red Cross discovered:

50% of the 235 members are first time donors.
40% are “upgraded donors” who have given before but never at the $10,000 level. (For example, when the Nashville Area Chapter began 2006 they had four individuals giving at the $10,000 level; as a result of the Tiffany Circle, they now have 37 donors giving at that level.)
10% are continuing donors who have given $10,000 at some time in their giving history to the ARC. But, in the vast majority of those who gave before, the level of giving was $1,000 or below. (For example, three years ago, the Dallas Area Chapter had 41, $1,000 donors; today they have 35 $10,000 donors.)

Unanimously, chapters saw benefits in the program. “I have worked for the American Red Cross for 30 years in chapters, National Headquarters, and regional offices. The Tiffany Circle is the most powerful and impactful fundraising initiative that I have ever been a part of in that time. It has meant a great deal to my own personal success as a Chapter Executive and to my chapter's ability to deliver critical Red Cross services to the communities that we serve,” said Vernon Reed, Bergen-Hudson Chapter (NJ) Chief Executive Officer, whose chapter raised more than $400,000 through the program.

The original pilot chapters included

Greater Miami & the Keys, Miami, Florida
Greater Chicago, Chicago, Illinois
Massachusetts Bay, Cambridge, Massachusetts
Twin Cities Area, Minneapolis, Minnesota
Bergen-Hudson, Bergen-Hudson, New Jersey
Central Oklahoma, Oklahoma City, Oklahoma
Nashville Area, Nashville, Tennessee
Dallas Area, Dallas, Texas