Hillsdale College raises money similarly to every other university in the nation, but with one significant difference: While most other universities rely on alumni donors, the majority of Hillsdale College’s donors have never set foot on campus.
Executive Director of Institutional Advancement Nancy Johnson said this is because the donors are ideologically aligned with Hillsdale. They want to stand for what the college supports.
“We only have about 13,000 alumni that we have addresses for — there just aren’t that many,” Johnson said. “But beginning in ‘70s with the first issues of Imprimis, Hillsdale started building a database of people who were interested in these important ideas, and it gave us a base of support.”
These donors have made Hillsdale’s latest capital campaign — “The Rebirth of Liberty and Learning” — possible. The six-year campaign aims to raise $498 million before June 30, 2018 for fund both capital projects and endowments.
Hillsdale’s donors contribute in a variety of ways: large gifts, small gifts, annual donations, or a bequest. Johnson acknowledges that the campaign could not reach its financial goal without donations of all types.
“Usually when you plan for a campaign you know that you’ll have a handful of donors who give a great deal,” she said. “They give major gifts. But there are thousands of donors who are going to give gifts less than $1,000. You need them all, you can’t do it all with just one or the other.”
Donors can always give input regarding where their money goes, and Johnson said the college is committed to honoring those wishes. Sometimes, aligning the donor’s desires and the college’s goals can be a balancing act, Johnson said.
“It’s very common that donors have specific ideas about where they want to give their money,” Johnson said. “But I would say that nine times out of ten it matches up with something that we’re doing. The donors see the whole gamut of things Hillsdale is doing and they can always land on something with which they agree.”
Some gifts from this campaign have already resulted in advancements on campus. The Margot V. Biermann Center, the Searle Center, and the Chapel project are capital projects in the current campaign. Additionally, the campaign raises money for endowed scholarships and endowed faculty seats. One hundred and fifty million dollars will go towards endowed scholarships.
This campaign, which started in 2012, began with a “silent phase” and then hosted a kick-off gala in the fall of 2013. Johnson said that most campaigns begin with this “silent phase” which allows the administration to plan out and analyze the campaign’s goals.
“Usually by the time you launch it, you have a handful of leadership gifts in hand,” Johnson said. “You go to the people you know who are ready to make a gift, and they help to get the ball rolling. Then you use the momentum to get the word out that Hillsdale is in a capital campaign.”
Director of the President’s Club and Parents Relations Mary Ewers said that there are multiple reasons why people donate to Hillsdale. As a parent to three Hillsdale alumi and a President’s Club member, Ewers explained her “pay it forward” mentality.
The cost of a Hillsdale education is more than $66,000, but according to Ewers, even a full- paying student pays less than $35,000. Less than 9 percent of Hillsdale students are full payers.
“That’s why I joined the President’s Club,” Ewers said. “With my President’s Club giving I will never cover what was paid by all of these generous people who came before me and my kids.”
The President’s Club is the college’s giving society in which members pledge to give specified annual donations for a span of ten years. Within the club, there are levels ranging from traditional to diamond membership.
Ewer said the President’s Club sees 60 to 70 parents join per year, and currently has more than 5,500 total members.
Imprimis, which reaches more than 5 million people, attracts plenty of donors, Ewer said.
“Those people like us because we don’t take any federal money,” Ewers said. “It’s absolutely integral to everything that we do that we don’t take federal and state money.”
Johnson agreed that donors see Hillsdale as a solid icon for conservative ideals, and choose to donate to the college when the political atmosphere seems overwhelming.
“In a campaign year it’s challenging that people’s philanthropic dollars are spread thin,” she said. “But people see Hillsdale as solid and steady. They trust Hillsdale.”
Johnson said that the college tries to be good stewards to its generous donors in two ways: In responsibly spending the money, and in reporting back to the donor on how the money was spent. But even before taking those steps, Johnson said expressing gratitude always comes first.
The college hosts events that bring the donors to campus. Then the college makes an effort to introduce the donors to students.
“All we ever hear is how impressed people are with the quality of the students at Hillsdale, and it gives them hope for the future,” Johnson said.
Ewers said that although President’s Club members receive benefits like exclusive dinners and front row seating at commencement, the ultimate privilege is partnering with the college.
“They get the honor and the privilege to be able to help fund what we would consider the country’s future leaders, great statesmen and women,” Ewers said. “People want to give to something that has a lasting and upright legacy. I think Hillsdale College is that.”
Student Activities Board and the Financial Aid Office partner up each fall to host the Day of Thanks event where students can write thank-you letters to their personal scholarship donors. Director of Student Activities Anthony Manno said the event serves multiple purposes.
“It’s a way to educate students on the College’s financial history and donor generosity while also providing a tangible way for campus to express their gratitude,” Manno said. “The Day of Thanks will remain an important part of our culture because it serves as a reminder to everyone that we all have a many people for whom to be thankful.”
Ewers said she often tells parents to encourage their children to be grateful.
“Can you imagine if a student walked up to a potential donor, who was just on campus seeing if what we’re doing, and shook their hand and thanked them?” Ewers said. “If they weren’t a donor, they would be soon.”
