What makes a difference, said William G. Durden, president of Dickinson College in Pennsylvania, is "how well a president tells the story of the place of higher education in a person's life, intellectually and emotionally." He said that gifts and pledges to the college's annual fund are up this fall. Durden believes that in tumultuous times some alumni think about what they have valued in life and decide to give.
On the other hand, presidents said they have to approach donors with caution and sensitivity because many people have suffered financially. "This is going to be very, very challenging," Durden said, and colleges need to be self-disciplined, know exactly what their message will be. Some colleges in the midst of capital campaigns may have to extend them to meet goals.
"Most colleges are facing gale force winds and high seas," said David Warren, president of the National Association of Independent Colleges and Universities. Presidents will be facing difficult choices, particularly if they hope to maintain financial aid to low- and middle-income students.
Sanford J. Ungar, president of Goucher College in Towson, said the economic climate has resulted in some smaller gifts than expected because "assets are just not worth what they were six months ago."
The college is tightening its belt as well. Senior staff members have been asked to reduce spending in their departments by 10 percent, according to an e-mail Ungar sent to Goucher faculty and staff last month. No layoffs or furloughs are planned - an indication of colleges' emphasis on faculty and students in tight times.
Many other colleges are sending e-mails and letters to parents and alumni describing the impact of the downturn and cost-cutting responses. Most colleges will make preserving financial aid and keeping faculty priorities.
Fortunately for colleges, the past 20 years of fundraising shows that higher education is somewhat insulated from the ups and downs of the economy. While giving dips somewhat during a recession, the dip is not drastic, according to data from the Council for Aid to Education.
Fundraising is often intertwined with other duties.
Freeman A. Hrabowski III, president of the University of Maryland, Baltimore County, and a mathematician by training, said it's hard to untangle the time he spends on fundraising from other aspects of his job. He said "friend-raising" - building relationships with individuals, companies and research institutes that can benefit the university by hiring students or creating programs on campus - often leads to fundraising.
