© 2019 PENNINGTON & COMPANY FUNDRAISING, LLC. ALL RIGHTS RESERVED. 27
renovation was really important to help build the support. The more informed
alumnae are, the more likely they are to give back." A 2000s alumna said, "It is a
compelling story. If alumnae know what is going on and see the other houses
evolving, they will see it is important to give back."
When asked why alumnae might not support a capital campaign, interviewees
mentioned not being engaged with the sorority, donor age, competing philanthropic
priorities, and differences in financial capabilities. A 1970s alumna said, "I think
women who have lost their connection to Pi Phi and don't come back to Ole Miss
will not support this." A few alumnae noted the last renovation and compared the
last fundraising effort to what the board requests now from alumnae. A 1990s
alumna said, "Ten years ago, they didn't really accept gifts or do a big fundraiser.
Alumnae may wonder why they would need our help now."
In Pennington & Company's experience, alumnae will only support a capital
campaign if they feel others will also contribute. Alumnae – specifically major
donors- must believe others will support this project and stretch their gift for a
campaign to be successful. The perception that other alumnae will be supportive of
a major fundraising effort encourages individuals to participate and creates the
momentum necessary for a successful capital campaign. In any campaign, it is
important to make peer-to-peer, face-to-face solicitations to increase probability of
the donor making a gift.
Alumnae were then shown a gift chart to illustrate the size and number of gifts
needed for a $3 million capital campaign. Pennington & Company's experience
shows that groups can expect 20-25% of all the living, mailable alumnae to make
any type of gift to a campaign. Of that 20-25%, 10 donors are needed to make gifts
totally approximately half of the campaign goal.
Upon review of the gift chart, alumnae were then asked, "Do you think $3,000,000
is a realistic goal to raise from Mississippi Beta alumnae?" As seen in Chart E,
