Monday, February 17, 2014

Alumna leads United Way fundraising campaign

Maggi Keyes Beckstoffer ’86 plans to jump out of an airplane for the United Way this spring.

As the campaign chair for the United Way of Greater Richmond and Petersburg, Beckstoffer promised to go skydiving along with other local United Way campaign leaders if the organization met certain fundraising goals. They are on target to raise more than $13.5 million by the time the campaign ends, so she is looking forward to the jump in May.

“We’re doing very well,” she said “We’ve had some challenges along the way, but between jumping out of an airplane as a way to raise money and using direct mail, we’re going to be very successful.”

Maggi Keyes Beckstoffer ’86 has been leading the fundraising
campaign for United Way of Greater Richmond and Petersburg.
Beckstoffer, who majored in psychology and philosophy at Randolph-Macon Woman’s College, volunteers with numerous causes, and has served on her local United Way board for more than six years.  She is the first woman, as well as the first small business owner, to chair the campaign for this United Way chapter.

She has owned MBM Marketing, a company that organizes and executes marketing campaigns for small and medium-sized businesses and community banks, for about 15 years. Her background in philosophy and psychology helps her see business problems from different angles and motivate her clients’ target audience, she said.

“Understanding how different people think and where they’re coming from is critical to success in any business,” she said. “The College gave me confidence, wisdom, and the ability to think for myself, which has allowed me to build relationships with my clients and leaders in the community and be successful.”

Beckstoffer put those skills to work for the United Way campaign last summer. As campaign chair, she threw the opening pitch at a Richmond Squirrels game to kick off the fundraising,  and then she began meeting regularly with community and business leaders to promote the campaign. Her marketing expertise helped her craft a direct mail effort to complement other forms of fundraising.

The volunteer work requires a lot of time and dedication, but Beckstoffer said it is worth it to help the community. “I feel like I’m very fortunate in my life,” Beckstoffer said. “People have helped me and my family along the way. I am in a position where I can use my skills and talents to help others, and it just feels like the right thing to do. It’s a privilege.”