When Karen Hughes arrived in the corner office at the Campagna Center’s landmark South Washington Street address, the nonprofit’s new executive indicated she would be moving in a different direction. As far back as a November 2006, Hughes was already hinting that she might have second thoughts about the hoopla surrounding the Scottish Walk every winter in Old Town and a garden party known as the Toast of Alexandria at Collingwood Library every spring.

"It's evident that we have somewhat of a branding issue," said Hughes in a November 2006 interview, shortly after she assumed the title of president the previous month. "People will say that they have been to the parade and they've never heard of the Campagna Center. Some people know the building very well, but don't know anything about what we do here."

Flash forward to planning for 2009, when Hughes and her board of directors came to a consensus that some of the social events were distracting. Staff members were being pulled away from providing educational and developmental programming for more than 1,500 children each day at 65 sites across the city. Meanwhile, the harsh economic environment created a framework for drastic measure.

"Signature events, when well attended, can be big fundr-aisers for a non-profit," said Councilman Rob Krupicka, who is a member of the nonprofit organization’s board of directors. "But with this economy, they can also be a lot of expense for limited return."

THE DECISION TO CANCEL Toast to Alexandria ends a 36-year tradition at Collingwood, the scenic mansion that was once part of George Washington’s River Farm. For many retailers, the event was an opportunity for restaurants and caterers to offer samples of their food along with wine and beer. From a branding perspective, the event was billed as a social trifecta — support the Campagna Center while enjoying a crisp Chardonnay on the Potomac River. But Hughes and the board had other plans.

"These kinds of events don’t raise as much money as you might think," said former Del. Marian Van Landingham (D-45), who is a longtime member of the nonprofit’s board of directors. "There was a feeling that the staff should be working on programs but they get caught up in events."

The cancellation of the Toast to Alexandria comes at a time when most nonprofit leaders are struggling to navigate through difficult times. City officials say middle-class residents who have never been part of the system before are now applying for public assistance, adding to the strain of an existing network of people who are already among the city’s most vulnerable. Meanwhile, City Hall is facing unprecedented shortfalls and drastic budget cuts on the horizon, with city government workers facing layoffs and funding levels reduced for contributions to nonprofits.

"In these economic times, non-profits are being forced to focus on their core services and missions," said Krupicka. "I think many non-profits are being forced to evaluate which fund-raising approaches are the most effective for them given the contraction in giving caused by the economy."

ONE CONCERN about the decision to cancel the Toast to Alexandria is the feeling that canceling a well-known signature event with a long tradition at a place like Collingwood might have unintended consequences. Van Landingham said she shared a concern expressed by others that some of the volunteers who enjoyed the Toast might feel slightly alienated by the cancellation, but those individuals should be strongly encouraged to use their volunteer time to the nonprofit’s core programs.

"The Campagna Center is trying to move in a direction of maximizing direct appeals for fund-raising rather than hosting lavish social events," said Van Landingham.