B.W. COOK -- The Crowd

Charity events are frequently criticized for the lavish cost of

raising funds for a particular cause. In other words, say the most

outspoken voices, why should thousands of dollars of donations and

underwriting go to ballroom decor, invitations, entertainment and the

social icing on the fund-raising cake?

The answer is simple. Throw a big party and they will come. And,

hopefully “they” will bring more money and support the cause.

Fund-raising and the charity ball have become inseparable companions.

In fact, the gorgeous parties on any circuit -- and that means Costa Mesa

to New York City to Hooterville and in between -- compete to outdo one

another to attract the “A” list social and business leaders that

naturally are also frequently the most generous donors.

Let’s be honest, the charity circuit is the social circuit, and the

ramifications of the partnership impact life in this community and

others.

There is a new idea being introduced into this region that averts the

big underwriting costs associated with raising money through an event.

Angelitos de Oro, a small yet powerful group of around 50 local women who

work in support of Big Brothers/ Big Sisters of Orange County, will

introduce a shopping card they are appropriately calling the “Angelitos

Card.”

Their partner in the venture is Fashion Island, and presently some 45

merchants operating in the upscale shopping center have signed up to

participate. More are expected to join the program.

What is the program? The Angelitos Card is a shopper’s best friend. A

one time fee of $50 will enroll any patron in the Angelitos program,

delivering one of these cards for use at participating Fashion Island

stores. The $50 enrollment fee is tax deductible, in as much as the full

donation goes to Angelitos’ support of Big Brothers/Big Sisters.

Then, the patron may shop till they drop, saving 20% off any

merchandise in any of the stores accepting the card. That’s 20% on

anything at any time during a five day shopping spree from April 20 to

April 24. In other words, Angelitos wants their patrons to buy a new card

every year to support the charity during this annual fund-raising rally.

The concept comes to Newport-Mesa from Angelito Trish O’Donnell. She

was playing golf in Dallas, Texas, with a friend who was talking about

the similar “Lone Star State program,” which benefits a charity known as

The Family Place, a shelter for abused women and children.

The Texas organization started the card concept some seven years ago,

calling their card the “Partners Card,” named after their support group

in greater Dallas.

O’Donnell reports that the first year the Partners raised $90,000 from

the sale of the card, and last year they raised $600,000.

Apparently, the card is the talk of the town during the sale week, and

both ladies and gents use the card frequently to makepurchases,

especially large buys where the 20% savings can be substantial. In fact,

says O’Donnell, “Some shoppers wait until this event each year and plan

their purchases around the card.”

The Angelitos would like to create the same excitement.

Some of the ladies involved in the project include organization

President Patty Sue Glasgow, event co-chairs Carolyn DeWald and Mary Anna

Jeppe and committee members Linda Blankenhorn, Toni Doane, Laraine

Eggleston, Carolyn Garrett, Judith Haslett, Marilyn McIntyre and Gigi

Spragins.

A primary organizer of the card rally, event co-chair and Angelito

Mary Anna Jeppe of Lido Isle adds, “The merchants are just as pleased

over this concept as we are. They feel that it will encourage shoppers to

buy knowing that they are saving money and helping a good cause.”

Jeppe continued, “None of the stores are contributing sales profits to

the organization. Our fees will come solely from the sale of the card.

Fashion Island is behind us 100%. We all believe this is a win-win

formula.”

Fashion Island’s talented executive Nina Robinson is working with

fellow retail marketing staff members Shayne Voorheis, Sarah Sullivan and

Nicole Lawson to ensure the success of the “Angelitos Card” and the

special shopping week slated for April 20-24.

For more information, contact the Angelitos de Oro at (949) 642-9883.

* THE CROWD appears Thursdays and Saturdays.