THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Sunday, April 7, 1996 TAG: 9604090526
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY MYLENE MANGALINDAN, STAFF WRITER
LENGTH: Long : 172 lines
Joshua P. Darden Jr. had a job to do.
As the chairman of the capital campaign for the University of Virginia, he couldn't enjoy the cocktail party just quite yet.
He was trying earnestly to explain why he and others got involved with fund-raising efforts for higher education.
``There's a real feeling of ownership at that school,'' said Darden, a businessman who owned the Colonial Auto Group. Alumni like him value their education there, he said. They see how it helped them achieve and they want future generations of graduates to enjoy the same advantage.
They also understand that the university cannot compete with other world-class schools without greater funding.
Other people in Hampton Roads understand that too. Several residents and prominent business people open their wallets and give their time and energy to raise money for colleges and universities because they are graduates of an institution or believe in its mission.
Business folks also see college giving as an investment. In return, they get better trained employees and, potentially, a larger pool to choose from. Good colleges also add to quality of life, one of those intangibles that help business recruit employees.
Whatever the motivation, individual and company gifts stem from a personal relationship, say both those who give and those who receive.
It's particularly timely now.
Many Virginia colleges and universities are capitalizing on that growing sense of patronage. They are planning - or in the middle of - large campaigns to raise funds and equipment for schools.
Virginia Wesleyan College in Virginia Beach has raised $12.6 million, halfway through its $25 million campaign, which started in 1994. Last October, the University of Virginia launched a $750 million campaign, the largest effort based on alumni ever attempted by a public university in the country. The College of William and Mary completed a $153 million campaign in 1993.
Old Dominion University in Norfolk is in the early planning stages of a campaign to raise about $50 million. And Norfolk State University will probably hold one in the future, said Bob Poole, vice president for development.
A capital campaign is a specific effort to raise money for investments in assets. They include money towards new classrooms, buildings, technical equipment like computers or overhead projectors, scholarships and grants, faculty endowments or sponsored programs.
Those asking for help on behalf of a school range from biology professors to development office staff to university presidents.
But much of the heavy-lifting driving these campaigns comes from the private individuals or companies that get involved, through participation or monetary donations, say various development officials.
``The people that you see here care deeply about the university. They love the university,'' said U.Va. vice president for development Robert Sweeney at a recent cocktail party for the school's biggest donors in Hampton Roads. ``They can see the future of the institution is in their hands.''
Decreased state funding to Virginia's public colleges and universities has threatened higher education, education proponents say, spurring efforts to raise funds from private sources. Since 1989, Virginia has dropped from 29th in the nation in general fund support per student to 43rd. In 1986, Virginia ranked 22nd. Now the state is just slightly ahead of Alabama, Louisiana and Mississippi. Education costs have shifted from the taxpayer to the student. Median tuition has risen 63 percent since 1990.
Some donors and companies give because they understand that universities can't turn to the state any longer. They need other ways to earn money.
The path to that money begins, continues and grows through personal relationships.
``People don't give typically because of tax advantages, but because of the belief in a person or a place,'' said Deborah Vick, director of development at the College of William and Mary. ``Giving is a lot about relationships and trust.''
Whether it's developing the strategic long-range plan, conducting a feasibility study of a campaign's potential for success, soliciting funds before the launch or during the public stage, private individuals participate in every area. And they derive huge satisfaction from it.
``It's thrilling to be part of something so well-recognized nationally,'' said John D. Munford, former vice chairman of the board for Union Camp Corp. and a trustee for U.Va.'s Darden Graduate School of Business. The economy demands better-educated people but that's hard to do with fewer educational tools, he said.
``That's why these regular gatherings, where the message can be brought in such a personal and compelling way, are so important,'' he said.
Munford was referring to an intimate gathering of U.Va.'s largest donors in Hampton Roads. Held at lawyer Vincent J. Mastracco Jr.'s house in Norfolk, about 30 people attended an elegant cocktail party that featured university President John T. Casteen III.
Casteen presented a short history of state support, fund-raising efforts and its effect at the university. Like everything at U.Va., he tied the campaign's goal to Thomas Jefferson's vision.
``This is all driven by a vision some of us had . . . that the way to sustain a free country was as Jefferson saw it - that the only way to sustain individual freedom was through education,'' Casteen said. ``This campaign guarantees that vision from one generation to another.''
At $410 million so far, U.Va.'s campaign isn't suffering. It's preparing for the public stage of the campaign, where it spreads the effort to various regions. This spring it will concentrate on four regions with kick-off parties in New Orleans, Houston, New York City and Norfolk.
``The kinds of gifts we're asking for philanthropy becomes a very natural extension of loyalty,'' Sweeney said. ``We believe gifts come from a specific relationship with the university.''
More indirect ties motivate others.
For Joan Brock, it was her uncle's job as head registrar at Virginia Wesleyan. Brock is assistant secretary treasurer at Dollar Tree and co-chair of the individual leadership gifts committee for Virginia Wesleyan's campaign. She also got to know one of the school's presidents. Add to that her interest in the school's community service and its small liberal arts education.
``It's a way for a community person like myself to pay back the area,'' said Brock, who attended Longwood for her undergraduate education and Old Dominion University for her master's degree.
For companies and foundations, reasons to donate to higher education differ only slightly.
``For me and Norfolk Southern, our interest goes way beyond the current changes in how our universities are funded by the state. It's a long-standing recognition that the educational community is vital to the business community,'' said Henry Watts, vice chairman for Norfolk Southern Corp. ``There's a large crossover between what comes out of academia to the strength of the business community.''
Watts acknowledged that companies also have a selfish interest in promoting higher education - it helps them recruit and hire better educated, well-trained employees.
Plus, assistance to schools is another way that companies try to be good corporate citizens. The responsibility of maintaining ties to the community where you work or operate.
Business people are some of the main supporters of higher education because they know many people and hold positions where they can persuade others to donate money.
Sometimes gratitude is all the motivation they need, said Clifford Cutchins, the retired chairman and CEO of Sovran Financial Corp., one of the banks that merged with NCNB Corp. eventually to form NationsBank Corp.
``There are a lot of people who feel higher education needs some help,'' said Cutchins, who attended Virginia Tech and is on the steering committee for the school's capital campaign.
``It's a good feeling of the university and what they were able to do for you. You're motivated to give. The idea of giving back to the society and the community at large if you've been successful. It's important to give the opportunity to people who follow, an education to make this world a better place for having been here.'' ILLUSTRATION: Graphic
Color photos
UNIVERSITY OF VIRGINIA
Launched a $750 million capital campaign on Oct. 6, 1995. The
``Campaign for the University of Virginia'' is the largest per
capita campaign in the history of public higher education. In
comparison, the 1980-84 campaign goal was $90 million. Local
businessman Joshua P. Darden Jr. is the chairman of the capital
campaign.
VIRGINIA WESLEYAN COLLEGE
The college is at the halfway point of its $25 million capital
campaign. It recently announced that the campaign has reached $12.6
million. Jane P. Batten is the chair of Virginia Wesleyan's capital
campaign. She is the wife of Frank Batten, chairman of Landmark
Communications. Because the school is much younger than the
University of Virginia, its goal is much smaller and it receives a
lot of support from companies.
COLLEGE OF WILLIAM AND MARY
Its capital campaign lasted from July 1, 1986, to October 1993.
Its goal was $150 million but it raised $153 million. The college
has received a lot of corporate support. Companies like Newport News
Shipbuilding, CSX, IBM, Crestar, NationsBank and Canon Virginia have
donated money or equipment to the school.
OLD DOMINION UNIVERSITY
ODU is in the early planning stages of its first-ever capital
campaign. The campaign will concentrate on faculty endowment,
scholarships, physical plant and technical equipment, and some other
areas.
by CNB