Thursday, September 20, 2001

College Fund Raisers Step Lightly to Avoid Alienating Donors By JOHN L. PULLEY In a time of anxiety and mourning, colleges and universities are debating when and how they will be able to resume normal fund-raising activities. Following last week's jetliner attacks, most institutions temporarily ceased solicitations, calling off phonathons and canceling mailings seeking money for their annual funds. Major-gift officers canceled appointments with prospective donors last week, with some clearing their schedules through this week and beyond. Now, institutions are seeking to pursue their financial goals without appearing to be callous. Adrift in uncharted territory, decision makers are mulling whether to include mention of the tragedies in their fund-raising appeals, and considering whether to postpone the announcement of capital campaigns. Fund raisers say they do not want to alienate supporters, yet there is concern that philanthropic support of relief efforts could siphon money away from higher education. "I am torn between wanting to be sensitive to those who want or need to grieve, as well as to be respectful to the victims of this tragic event, and not wanting to succumb to the terrorists who wish to control us through fear and intimidation," said Gary Toyn, associate director of alumni relations at Weber State University. A number of institutions have put off planned solicitations or are considering postponements, among them Colorado State University, Towson University, and Emerson College. Bowling Green State University, which had canceled its telefund operations, resumed calling this week, and the University of Vermont plans to resume operations on Sunday. Fund raisers who have called prospects this week have reported few negative reactions, in part because they have avoided alumni in New York, Virginia, Pennsylvania, and other areas directly affected by the terrorists' acts. Telephone solicitors at several institutions are using newly created "crisis" scripts to make their pitches. Using these techniques, callers try to connect with potential donors by talking about the tragedy. The script includes words to comfort alumni who have lost family members, as well as responses that aim to pacify donors put off by the timing of such solicitations. The Council for Advancement and Support of Education has provided a sample script on its Web site. Washington State University, whose alumni live primarily on the West Coast, has avoided virtually all calls to alumni on the East Coast. Other institutions, like St. Peter's College, that have large portions of their alumni in the corridor of New York, New Jersey, and Washington have suspended solicitations until early next month. Recent events have also exacerbated the concerns of some fund raisers, whose apprehension about donations had already been stoked by a languishing economy and rising unemployment. Several institutions, including Swarthmore College, Marlboro College, and Saint Louis University, have either postponed the formal kickoffs of capital campaigns or have considered doing so. Elsewhere, the University of Connecticut Foundation took a different tack, resuming telephone solicitations the day after the terrorists struck. "This kind of tragedy brings to light once again why education is so important to the future," said Vance T. Peterson, president of the Council for Advancement and Support of Education. "We intend to keep making that case to our donors and friends." Easy-to-print version E-mail this article

After at least 4 assaults, some foreign students plan to leave U.S.; more protection urged U.S. calls for reprieves to student-loan borrowers affected by jetliner attacks New York may offer free tuition to families of victims of terrorist attacks Students at 140 colleges plan rallies for nonviolent response to terrorism Cartoon in Berkeley paper sparks protests and campus debate College fund raisers step lightly to avoid alienating donors British student union enforces ban against campus activities by militant Islamic group Default rate on student loans drops again, but worsening economy could end trend Bush to nominate dean of Rice U. music school to lead NEA A university library creates a virtual walk through Tin Pan Alley Educause to present 2001 awards Sweden will create a virtual institution by compiling universities' online offerings