Anderson University
A Case Study: Feasibility Study and Ongoing Counsel

About the client:

Anderson University in Anderson, Indiana, is poised for greatness. A strong institutional history, outstanding academics, and a dedicated campus community with a strong faith commitment mark Anderson University as a distinctive educational choice.

Context:

To ensure its enduring legacy of educating persons for a life of faith and service in the church and society, Anderson University hired Johnson, Grossnickle and Associates (JGA) to pursue an ambitious campaign to significantly expand its campus through a new University Center, Center for Communications and Performing Arts, and other major capital improvements and endowment growth.

JGA began its partnership with Anderson during a transition that saw the promotion of a new vice president for Institutional Advancement following one who served the university for more than four decades. JGA helped Anderson University use this transition as an opportunity to enhance fundraising systems and results as it prepared for a campaign with a record goal. Then in 2005, JGA assisted Anderson University to refine its case for support and tested it in a feasibility study.

JGA approach:

The feasibility study assessed donor interest and inclination to support the campaign, helped determine the goal capacity, and developed solicitation strategies for the leadership gift portion of the campaign. During the study, JGA interviewed 48 individuals who had varying levels of involvement with the university. The group consisted of current and former board members, civic and business leaders, potential and current donors, alumni, faculty, staff, and other friends of the university.

The study identified opportunities for Anderson University to further engage key segments of its alumni – especially younger alumni – something that would not only enhance the campaign but also help the university build and maintain a strong base of ongoing annual support. JGA also recommended that Anderson University adopt a working goal of $100 million and proceed with a five-year campaign.

Outcomes:

Subsequent planning by a volunteer-level campaign planning group outlined a framework to engage key volunteer leadership and constituencies in the university’s success. With an ambitious yet realistic campaign plan fully backed by its board and top leadership, Anderson was prepared for achievement — and achieve it did. With JGA engaged as campaign counsel, Anderson surpassed its initial expectations and ultimately increased its campaign goal to $110 million.

The University publicly announced the campaign in October 2006, and as of fall 2008, the University is continuing to exceed fundraising targets for the campaign as it draws closer to the campaign’s conclusion, which is scheduled for May 2010.

Anderson University is an example of JGA’s many successful partnerships in which colleges and universities learn what they must do to transform themselves through philanthropy.