In 1956, Alpha Phi was one of the first women’s fraternities to establish a foundation. Demonstrating the philanthropic spirit of love and charity intended by their founders, the foundation was created as a trust to award grants specifically for scholarship and cardiac aid. Today, Alpha Phi Foundation remains true to these priorities.
The Sticky Wicket
Although Alpha Phi Foundation’s Giving Day efforts started back in February 2015, the marketing toolkit didn’t come to fruition until late November, when intense planning kicked into high gear. Due to both R&R’s strong understanding of Alpha Phi Foundation as an organization and its incredible sisterhood as a target market, we were able to gather all the details we needed to pull together a cohesive social and digital campaign aesthetic after just one immersive call. From that call, we established goals for the look and feel, aspirational designs and big ideas for helping to take the base idea and make it bigger than simply a day for giving. The result became the concept of #besistergood and all the facets, from logo mark to social media, website and eblasts, that worked together to build, promote and excite individuals around the message.
The Awesome Sauce
- The internal campaign goal was $50,000 in 24 hours; the Foundation hit $50,000 by noon and went on to raise $165,682.40 by the end of the day.
- Thanks to the templates created for all facets of marketing (social media, eblasts, etc.) the staff could seamlessly handle everything in real time, resulting in a nearly flawless communication system.
- The entire experience was supposed to feel like a party online that could connect the entire sisterhood, and it truly accomplished that goal. This was the first experience that 100 percent of the fraternity staff and foundation staff participated in together, the first time chapters created competitions and the first time a giving cause generated viral buzz.