Asbury College - Wilmore, Kentucky
A Very Positive Note
To help celebrate its centennial and to respond to a comprehensive needs assessment, in 1990, Asbury College launched the largest fundraising appeal in its history. Known as the Second Century Campaign, Asbury set out to raise $20 million for campus improvements and endowment. The campaign's success is helping Asbury enter its second century on a very positive note. The campaign has dramatically helped the College to enthuse its constituency, broaden its donor base, and make itself even more appealing to potential students. With its medical graduates leading the way, it also has a brand new infirmary and $3.1 million in additional endowment.
What Made It Happen?
Physicians and other medical personnel have a reputation (often ill-deserved) of being weak donors. Yet, Skystone Ryan recognized that without these Asbury alumni in the vanguard this most ambitious capital campaign would likely fail.
Two items in the Asbury case offered a clue: The need for a new infirmary and the need for additional endowment for scholarships. What could be more natural than to suggest to medical alumni that they help build a health clinic? Who would better know the need for scholarship assistance?
As an early phase of the College's Second Century Campaign, Skystone Ryan suggested a two-month, two-pronged program, one which would offer medical alumni in the opportunity to each individually create named endowments through a five-year LIFEndowment pledge program while also making a gift or pledge to the new clinic-infirmary. During those two months, over $100,000 was pledged toward the infirmary and over $3.1 million toward endowment.
The medical personnel recognized the value of their participation, became leaders in the volunteer solicitation program, and - best of all - could "sell" the campaign with authority, for each had contributed significant endowment gifts to Asbury. Trustees, college personnel, other alumni and friends have added their pledges through scores of area campaigns and other campaign phases in what has become widely known as the most well-organized and executed constituency-wide appeal in Asbury history.
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