UC Davis is taking the pulse of key supporters from Sacramento to San Diego as it prepares for its first-ever comprehensive fund-raising campaign.

The campus gathered and analyzed the feedback of prospective donors and opinion leaders statewide as part of the first phase of a "feasibility study" that started last fall. One common theme has dominated the discussions — it is time for UC Davis to take on the kind of fund-raising campaign that will support the campus' ambitious vision for decades to come.

Now comes the next step: UC Davis has begun assessing options to determine all the key parameters of the campaign, including the structure of the campaign, when fund raising should start, how long it should last and what will be the final dollar goal of the effort.

As might be expected for a major research university, UC Davis is taking a scientific approach. Among other things, the feasibility assessment will include an analysis of the university's existing development staffing and related programs, its philanthropic history and major gift "culture" – as well as a comprehensive series of one-on-one interviews with UC Davis friends, donors, prospective donors and opinion leaders across the country.

The land-grant university, which was founded in 1908 and now counts 30,000-plus students, has never undertaken a comprehensive gift campaign like the one now in the planning stages.

"UC Davis deserves strong philanthropic support," said Michael Chapman, chair of the UC Davis Foundation Board of Trustees. "Gift support is vital to all great universities, and has been helpful to UC Davis since its founding. At this time, a comprehensive campaign at UC Davis would highlight the excellence of our campus and inspire increasing numbers of philanthropists to join as partners with campus leadership, faculty and students, in achieving its bold vision. A campus with programs of this stature is attractive to donors."

Evaluating the size of gifts needed

While none of the campaign parameters has been set, for the purposes of the feasibility assessment, campus development officials are measuring response to a campaign "target goal" of $900 million and a seven- to 10-year time line for the campaign. To reach that "target goal," officials say UC Davis will have to nearly double its typical fund raising of more than $70 million a year over the life of the campaign.

To be sure, a key to the success of the campaign will be the importance of large donations. For example, campus development officials estimate they would need 3,312 major gifts to reach $900 million in donations if the campaign "target goal" were to become the actual goal. To get there, they would anticipate needing at least one gift of $75 million, four of $25 million, 12 of $10 million and 25 of $5 million. The campus also would need to collect 800 gifts of $50,000 and 1,600 of $25,000, as well as many other gifts at other dollar levels, to reach the proposed goal.

'New culture of support'

Celeste Rose, vice chancellor for university relations, explained that the feasibility assessment is a critical element of a major fundraising campaign. Simply put, it is a reality check.

"We are receiving valuable advice and comments from UC Davis supporters who understand the importance of higher education," said Rose, "and whose opinions are very valuable to UC Davis and the campus plans its future."

Rose describes the feasibility process as one of "consultation and collaboration" with much work to be done before setting a specific monetary goal, adding that the campaign will create a "new culture of support for the campus."

Wealth of suggestions

As part of the first phase of the feasibility study, the campus held its first briefing in Davis on Oct. 17 and the last one in Menlo Park on Jan. 21. Cheryl Brown Lohsé, associate vice chancellor for development, said more than 80 people participated in at least one of the nearly dozen leadership briefings that also were held in Sacramento, San Diego and Piedmont. The briefings were designed to ask friends of UC Davis what they think are the campus' highest priorities.

In a small, focus group setting, individuals were asked what shape the campaign should take based on the visions set forth in documents like the draft UC Davis Campaign Prospectus.

Those surveyed suggested a variety of themes on which to base a successful campaign, including publicizing the campus' achievements; increasing its research profile and international impact; publicizing UC Davis' economic impact; explaining how donors make a difference; describing how to support endowments; and emphasizing the importance of alumni in the university's fundraising efforts.

Several interviewed recommended that Davis make the case for its quality of education and the valuable role of the arts in education. Another commented that CEOs want to hire more liberal arts students who know something about the world around them. Another said it was time for UC Davis to emphasize its academic scope and growing size.

Others noted as strengths the access to medical care at UC Davis Medical Center and the university's professional schools. And, the ability of students to serve as "best ambassadors" for UC Davis was cited as critical in getting people excited about the university.

Those soundings will factor into the university's eventual campaign goal and funding priorities, which could include undergraduate student scholarships, graduate student fellowships, endowed chairs and professorships, research and infrastructure.

Added Lohse, "The broad guidance of the feasibility assessment puts us one step closer to fully preparing for the launch of the campaign."

Second phase continues

There is more preparation to come.

The already launched second phase of the feasibility assessment involves the work of Grenzebach, Glier and Associates, a campaign consulting firm that in March began the task of interviewing more than 100 prospective donors and opinion leaders across the country. They will be asking, among other things, for their reaction to the campaign prospectus.

The interviews are expected to last through May. The consultants will then analyze the feedback and by late summer or early fall issue a report that will include recommendations for the campaign's parameters. Campus officials then must review the consultants' findings and recommendations, make several decisions on how and when to proceed — including a campaign timetable — and gain UC Regents' approval before they can begin the campaign fund raising in earnest.

Meanwhile, the campus is continuing to offer a series of free fund-raising seminars that cover a wide range of topics, all aimed at boosting campus-wide knowledge and interest in fund raising and the campaign. The two remaining seminars are scheduled for May 5 ("The Deans' and Chairs' role in Building an Effective Volunteer Base") and June 28 ("Maximizing the Major Gifts Market").

To RSVP for either of the sessions, contact Janice Aboytes at jmaboytes@ucdavis.edu or telephone (530) 757-8471.

Guidance for the campaign's initial proposed funding levels was based on priorities from the UC Davis strategic plan (see http://strategicplan.ucdavis.edu), the Capstone Report, which is an academic plan, and the Educational Objectives for Students as set forth in the 2001 Chancellor's Fall Conference. For more, see http://www.news.ucdavis.edu/campaign/.