The University Campaign is one for the record books: by far exceeding its $2.1-billion goal, it became the most successful such effort ever conducted by an institution of higher education. Administrators, deans, volunteers, and the nearly 175,000 contributors can celebrate, but the weary fundraisers cannot rest on their laurels--surely the next campaign looms. As a service, therefore, Harvard Magazine offers the following excerpt from "Name That Campaign," by Bernice A. Thieblot, founder and president of North Charles Street Design Organization, of Baltimore, a marketing communications and fundraising consultant to universities, colleges, and schools.
| Column A | Column B | Column C |
| Toward | Greater | Endowment |
| Honoring | a Tradition of | Learning |
| Quest for | a Commitment to | Quality |
| Time for | a Heritage of | Enrichment |
| In Support of | the Enrichment of | Leadership |
| Celebrating | a Century of | Service |
| Opportunity for | a Larger | Purpose |
| Creating | a More Perfect | Wisdom |
| To Share | an Ancient | Gift |
| Burnishing | a Hallmark of | Tradition |
| Program for | a Keystone of | Greatness |
| Investment in | a Foundation of | Abundance |
| Glorifying | a Fount of | Beneficence |
| Exalting | the Margin of | Excellence |
| Transcending | the Magnitude of | Vision |
| Signaling | an Abundance of | Progress |
| Force for | a Remarkable | Imperative |
| Imperative for | an Extraordinary | Decade |
| Affirming | a Lofty | Achievement |
| Frontier of | a Noble | Dream |
| In Search of | a Mighty | History |
| Pursuit of | an Illustrious | Honor |
| To Perpetuate | a Signal | Presence |
| To Sustain | a Renowned | Difference |
| Advancement of | a Glorious | Development |
| Fulfilling | a Grand | Promise |
| Surpassing | a Majestic | Campaign |
| The Consummation of | a Perpetual | Legacy |
| Campaign for | a Legacy of | Idea |
| Mandate for | a Superb | Covenant |
| Reinforcing | a Peerless | Philanthropy |
| Building a | Monument to | Money |
| Maximizing | Matchless | Structure |
| Uniting | a Superior | Opportunity |
| Resources for | the Vastness of | Edifice |
| Optimizing | an Enduring | Inflation |
| Counterbalancing | the Strife of | Accountability |
| Generating | the Elements of | Excellence |
| Engineering | an Edifice for | Generosity |
| Ennobling | a Capacity for | Investment |
| Upgrading | the Frequency of | Giving |
| Motivating | the Occurrence of | Personal Sacrifice |
| Strengthening | a Generous | Expansion |
| Chiseling | a Vital | Link |
| Forging | an Unbroken Chain of | Promises |
| Renewing | a Tower of | Truth |
| Reaffirming | a New Age of | Unity |
| Safeguarding | a Vision of | Virtue |
| Articulating | a Gracious | Prominence |
| To Cultivate | an Enduring | Vitality |
| Reaping | the Rewards of | Industry |
| Preserving | a Viable | Alternative |
The article originally appeared in the November-December 1994 issue of Currents, published by the Council for Advancement and Support of Education, the association for academic fundraising professionals, and appears here with permission of the author and CASE. ~The Editors
Capital campaigns are springing up like crocuses.
And inventing those words and phrases that sear minds, kindle dreams, and open hearts and checkbooks has once again emerged as an art form.
I am convinced that the most difficult activity associated with a campaign--second only to raising the money itself--is naming it. Because finding a name is so taxing, too many institutions are copping out--resorting to campaigns designated by numbers. You'll recognize them by such names as "Two Centuries: Two Million." Numbers lack the power to stir souls. Better, we think, to name a campaign for its philosophical objectives and attain a loftiness beyond measurement.
In the interest of serving higher education, we have developed our own patented method for naming campaigns which we, herewith, share with you. Using this system is as simple as ordering from a Chinese menu. Notice that there are three columns. Begin by reading down Column A until you find the participle or infinitive that seems most appropriate. Next, choose the phrase from Column B that feels just right. All you need is a noun from Column C and, presto, your campaign has the perfect name. (For example, if you had chosen #30 in Column A, #18 in Column B, and #42 in Column C, you would have "Mandate for an Extraordinary Personal Sacrifice." Now what could describe the objectives of a capital campaign better than that?)
A word of caution: Beware the acronym. "Advancement of a Superb Structure" will not do. Neither will "Signaling an Abundance of Progress."
