Annual dollar campaign taking ‘more scientific’ approach

Indianapolis Legal Aid Society is kicking off its annual holiday fundraiser this week, hoping to raise $175,000 to $200,000.

The nonprofit is refining its approach for the campaign by soliciting only those individuals who have made donations in the past. In previous years, the ILAS had mailed nearly 8,000 letters, each containing a one dollar bill, and hoped the recipients would be inspired to return the dollar with a contribution of their own.

This season, the organization will only be mailing about 1,200 letters. John Floreancig, general counsel for ILAS and Ron Walker, board chair, explained the agency is taking a “more scientific” tactic by only soliciting past donors. They are hopeful the smaller volume of mail will bring a higher percentage of return.

The legal aid provider is even more in need of financial support, as Walker noted, because United Way of Central Indiana has significantly reduced its contribution. Since 2013, the United Way has been gradually decreasing its support and is now providing about a third of the ILAS’ annual budget. Prior to the decision to cut back, the United Way had tendered 51 percent of the nonprofit’s funding.

Donations from the 2013 and 2014 holiday fundraisers were $156,000 and $154,755 respectively, Floreancig said. To keep ILAS operating next year, the organization will have to find other sources of support to meet its total funding need of $440,000.

In the 2015 campaign, the ILAS will not be sending an actual dollar. Last year, the organization stopped sending real money and included a mock dollar drawn by Indianapolis Star cartoonist Gary Varvel.  

Also, this year’s holiday campaign letters will include the motto “Helping Families Helps Kids.” The logo is part of the message ILAS will be emphasizing during its 75th anniversary in 2016.

Floreancig estimated about 80 to 90 percent of the cases ILAS handles involve children. The hope is the motto will help the legal community and the general public understand better that the assistance legal aid provides does truly help people.