Defying a grim economy, Super Sunday lived up to its name this week when the S.F.-based Jewish Community Federation raked in $2.2 million at the mammoth fund-raiser.
The Nov. 24 phonathon even surprised organizers by exceeding an informal goal of $2 million.
“I’m thrilled,” said an elated and relieved Marty Schenker, the co-chair of the 12-hour drive, which raises money for 60 agencies in the Bay Area, Israel and elsewhere.
Despite job layoffs that hit many past donors in San Francisco, the North Bay and Peninsula, “Those in a position to give really reached deep.”
The carnival-like event at Union Square’s Grand Hyatt hotel was launched at 9 a.m. amid some potentially ominous signs. Besides the economy’s woes, last Sunday was a crisp fall day that threatened to draw many potential contributors outside and away from their phones.
But by the time the last of an estimated 10,000 calls was wrapped up at 9 p.m., the tally showed a far different picture.
The campaign recorded 4,200 gifts, with past donors upping their pledges by an average of 8 percent over last year.
The annual appeal was shifted from February to November in hopes of revving up the federation’s campaign and catching donors when they were in a particularly charitable mood. The strategy apparently worked.
Last February’s fund-raiser, in comparison, brought in $1.7 million.
“Having it at this time of year is great,” said Bob Tandler, who co-chairs the federation’s San Francisco Metro Division. “It’s a great time to think about giving when we’re hopefully sitting around being thankful for what we have.”
Tandler, a San Francisco businessman and investor, added that, “I think we were mindful of the reality of the economic times we live in. I think we’re also mindful of the tremendous need that exists.
“I think the community knows that and I think the community’s responding.”
A festive atmosphere pervaded the hotel’s conference rooms, which were festooned with burgundy and white balloons and overrun with an estimated 1,000 volunteers. Federation staff members were decked out in yellow plastic “hard hats” and walkie-talkie headsets.
“This is a pretty well-oiled machine,” observed Sue Diamond, a San Francisco attorney who served as Super Sunday’s co-chair.
The event themed “no gift touches more lives” marked the 23rd annual Super Sunday.
Despite the jovial mood, many callers said they had reached people unable to donate this year because they were out of work.
By 3 p.m., Jewish Vocational Services staffer Inna Pavlova had the names of 16 people suffering economic hardships, including two people who had asked for counseling help from the federation-funded agency.
“I’m getting a lot of zeros,” acknowledged Alyson Geller, who said she was reaching many younger donors facing financial troubles.
Though most of those contacted expressed support for federation causes, volunteer Harriet Markell of Marin spoke to one man who said he was “put out with Israel this year.”
Markell said she pointed out that funding goes to people in Israel, rather than the government itself. But the man still declined to donate.
“People aren’t giving as much,” she said.
In another part of the ballroom, however, Janice Diamond, a San Mateo resident and the sister of co-chair Sue Diamond, said her shift was “the best I’ve done in four years.” A new mom, Diamond said she’d gotten more positive responses and people willing to increase their pledges.
While dozens of volunteers manned phones, others wrote thank-you notes to contributors and welcomed newcomers at the doors. Children ran errands and replenished cups of M&Ms and Jelly Bellies.
The entrance to the phone room bore a sign reading: “No Shmooze Zone.” It was an admonition that was only partially observed.
Because of the recent move of the Albert L. Schultz JCC in Palo Alto, this year’s Super Sunday was conducted under a single roof. In the past, the operation ran out of centers in both San Francisco and the Peninsula.
JCF president Adele Corvin applauded the coordinated effort. “I think the energy of bringing all the federation people together to do Super Sunday together is wonderful,” she said. “It really demonstrates this is a family affair that turns into a community affair and the federation is a family.”
It was quite literally a family affair for many volunteers.
Mill Valley residents Sara and Jeff Schottenstein brought along their 8-month-old son, Adam, who entertained himself by gumming a donor slip before his father retrieved the paper from his mouth.
“We came out to support the cause and help our friends,” said Jeff Schottenstein, whose wife serves as the San Francisco chair of the Young Adult Division. “It’s good community bonding, too.”
Bernard and Joanne Arfin of San Carlos came with their daughter, daughter-in-law, son-in-law and four grandchildren.
“It’s always been part of the tradition to contribute and volunteer,” said Bernard Arfin, a retired engineer.
Arfin worked in the donor recognition room while his wife dialed for dollars. “Most people gave a little bit more than they did last year,” she said. Echoing reports from other callers during the early afternoon shift, she also noted “a lot of people weren’t home.”
Longtime volunteer Emil Knopf, a 69-year-old retired Levi Strauss & Co. executive, said his calls were “going pretty well. I’ve had a few increases.” Knopf was keeping a running tally of the deals he closed, which included several $1,500 pledges.
The day drew appearances from Mayor Willie Brown, San Francisco Supervisors Sophie Maxwell and Susan Leal, newly elected state Assemblyman Mark Leno and Bevan Dufty, a supervisorial candidate for San Francisco’s District 8.
Brown pumped his fist enthusiastically before sitting down at a phone himself for about 30 minutes.
“I’m calling from the Jewish Community Federation and we need a lot of money,” he quipped to his first caller, a big donor from years past.
After a brief pause, the mayor, donned in a gray turtleneck and black baseball cap, relayed: “Alright, $10,000.”
A crowd of onlookers monitoring the call burst into cheers. When the caller overheard the commotion, the mayor related: “He said, ‘Did the 49ers score?'” The mayor grinned and said, “No, Willie scored.”
For his efforts, Brown was rewarded with a strand of blue Mardi Gras-style beads and the name of another person to call. “It’s easy to raise money; it’s hard to get votes,” he said.