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Cashbah exceeds expectations, raises over $1 million during virtual fundraiser

The St. Louis U. High commons were commandeered for the annual Cashbah event last Saturday, April 10, but instead of being flooded with parents and friends of SLUH, it was adorned with tech equipment and cameras to host the virtual Cashbah event. 

For years, Cashbah has been the predominant fundraising event for SLUH’s financial aid program. The event has consisted of an in-person dinner and auction, and then an ask of the participants to donate to SLUH’s Fund-a-Bill event. 

“Cashbah funds financial aid at SLUH, so all money raised at Cashbah supports financial aid at SLUH. We budgeted $4.4 million in financial aid this school year,” said Director of Advancement Sean Agniel, `96. “By raising a million dollars at this one event, we secured nearly 25 percent of what's needed for financial aid this year.” 

Michael Mohr and John Penilla at Cashbah. Photo: courtesy of Susan O'Keefe

Last year, Cashbah was forced to take on a virtual format at the last minute due to the Covid-19 lockdown. Within three weeks, the Cashbah team pulled together an impressive online auction that exceeded the expectations of many, raising over $1 million for SLUH’s financial aid program despite the online format. 

Planning for this year's Cashbah began in June. With pandemic conditions changing on a daily basis, the team began crafting multiple options for the 2021 Cashbah, including a completely in-person event and a fully online auction. 

“What we used to say is that it was like we were planning six auctions at once because we didn't know which one we were going to be able to host,” said Cashbah co-chair Megan Browdy. “And so we didn't want to make the call to be virtual too early in case things were going to clear up by April. Yet because of the unbelievable amount of planning that goes into this, we had to decide where that drop dead date was and make the call then.” 

Despite the rollout of vaccines and a promising outlook for the coming months, the co-chairs and Advancement team made the executive decision to host the auction online, fearing that it would still not be safe to hold an in-person event on campus. 

“Before we went away for Christmas, we realized, ‘hey things aren't really trending better and we're not going to be ready to have 700 to 800 people in the Commons like we usually would,” said Director of Parent and Alumni Giving John Penilla, `99. “So we decided, this is going to need to be more similar to last year.”

Cashbah, though, was not a single night event. Leading up to the main event, the Cashbah team put on two raffles to help garner attention and raise money. Throughout the week leading up to April 10, videos were released showcasing the packages that were up for auction. The day before the event, April 9, the Cashbah sponsors were welcomed into the Commons for a cocktail party and social event to thank them for their contributions and support. 

“We started earlier where we did the Peloton raffle, which was something new, and we did that in January, the student raffle we moved to February, which was also really fun because we got the boys and families involved. I think that started getting people more excited about Cashbah,” said Browdy. “We started referring to it as a “Cashbah season,” instead of just a Cashbah event of one particular weekend.”

A cocktail reception was offered to sponsors, who generously supported the auction. It was limited to around 100 people in order to provide a safe environment. During the evening, members of the SLUH community thanked the sponsors for their contributions and their support. 

“I think it's really important to keep connected and have those relationships and recognize and value our generous sponsors because sponsorship is at the core of a successful Cashbah,” said Penilla. It was a positive, nice, very intimate evening.” 

At the reception, President Alan Carruthers thanked Susan O’Keefe and Megan Browdy, the two auction co-chairs, for their phenomenal service to SLUH and the wonderful auction that they prepared with the team of Cashbah volunteers.  

With the main Cashbah event taking place a year into the pandemic, a major fear for the team was a lack of engagement. The co-chairs worried that people would be “Zoomed out” by now and not want to partake in another virtual event.

“Given the pandemic, and the situation, we weren't sure if people would have online fatigue by now and want to participate,” said Cashbah co-chair Susan O’Keefe. “But it appears that no matter the conditions whether we're in person, or virtual, the community steps up and supports the school.” 

“Given the pandemic, and the situation, we weren't sure if people would have online fatigue by now and want to participate. But it appears that no matter the conditions whether we're in person, or virtual, the community steps up and supports the school.”

Cashbah co-chair Susan O’Keefe

In order to rally interest for the products and the auction in general, the Cashbah team utilized all available resources, especially Ryan Doyle, SLUH’s Digital Media Specialist and moderator of SLUH Student Media. Doyle was tasked with creating videos to promote the auction and build up an inspiring digital engagement throughout the weekend. 

“During the pandemic, SLUH really did a great job with livestreaming and got really good at making events and bringing them to people in their living rooms,” said Browdy. “Mr. Dan See was really instrumental in helping us stream Cashbah. Mr. Doyle did a lot of the pieces that were pre-taped programming and pieces of the different items and their stories, and I really think that brought some meaning to what we were doing.” 

During the livestreamed portion on Saturday night, different speakers gave brief presentations; the event was emceed by Michael Mohr, S.J.

“During the livestream broadcast, Mr. Mohr was our emcee which was great and he just has such great vibrant energy. And we had a freshman Kodi Cade speak about his experience at SLUH and being a recipient of financial aid. Mr. Carruthers then talked about how he's gotten to know the Cade family really well and his experience knowing them and seeing how much Kodi has benefited from financial support,” said Penilla.

However, the signature event of the night was the announcement given by Academic Principal Tom Becvar of his retirement, and then a speech given by Becvar reflecting on his past 48 years at SLUH. To thank Becvar for his years of service to the school community, a video was showcased that reviewed his years of service and had present and former students give words of gratitude for the impact Becvar had on their life. 

Despite Cashbah being held virtually, with no guests in attendance, the co-chairs believe that this  may have benefited the proceeds and plan to consider at least a partially virtual section in future years. 

“What we learned about the virtual auction is it gives an opportunity for people that either live out of town or that wanted to support and participate in the auction but don't want to buy the dress and buy the tickets or maybe aren't as social to have a piece of the action and participate,” said Browdy. “So that to me is a way to include all of the alums, across the country and give them an opportunity to feel like they had a piece of Cashbah.”

In its over 50 years, Cashbah has proved time and time again a showcase of the outpouring of  generosity from the SLUH community, both that of alumni, friends of SLUH, and parents. This year was no different with Cashbah raising over $1 million for Scholarship at SLUH, a sign of the SLUH community’s generosity even amidst a global pandemic. 

“I think the outpouring of support shows that people really love this school, and people want to support the mission of what Cashbah does,” said Browdy. “I suspected it was going to happen (reaching their monetary goal), I just didn't think it was a guarantee. So we we’re just really really humbled, you know, we are just so thankful and grateful.”

 

 


 

 

 

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