Towson University will launch an ambitious and historic comprehensive campaign to
support TU’s academic programs, student programming initiatives, financial aid, community
engagement projects and partnerships, and faculty research, service, and creative
endeavors. The campaign will occur over a period of eight years and will involve several
Building a culture of philanthropy is one of eight presidential priorities that are
linked to and aligned with Towson University’s strategic plan. These eight priorities will help us build a stronger foundation for Towson University’s
Campaign Preparedness Assessment and Feasibility Study
In August 2016, Towson University and the TU Foundation issued an RFP for assistance
in conducting a two-part study to prepare and plan for the university’s next comprehensive
fundraising campaign. After a rigorous review of highly competitive proposals, Marts &
Lundy was selected to conduct a campaign preparedness assessment and feasibility study. Below
is the timeline for these phases of the campaign:
Timeline: November 1, 2016 – June 30, 2017
Determine the capacity of the university and foundation to support the increased demands
of a campaign.
Gather information to drive recommendations on campaign strategy and priorities.
Campaign Preparedness Milestones
Delivery of a report concerning the university’s readiness to launch a major comprehensive
Development of the Campaign Prospectus, a preliminary case statement.
Campaign Feasibility Study
Timeline: February 1 – March 31, 2017
Goals and Deliverables
Conduct key constituent interviews with top-tier and prospective donors.
Conduct an Online Constituent Survey with mid-tier and prospective donors.
Capacity Analysis Results
Delivery of a Campaign Planning Report
Campaign Feasibility Milestones
Delivery of campaign planning report, which included identification of campaign goal
Identification of leadership gift prospects and development of initial cultivation
and solicitation strategies.
Identification and articulation of fundraising priorities and opportunities.
Campaign Planning, Launch and Execution
Campaign Silent Phase
Timeline: August 15, 2017 – December 31, 2019
Goals and Deliverables
Transform campaign prospectus into campaign case for support.
Conduct wealth screening of constituent database.
Recruit and train volunteer leaders for campaign committee.
Solicit lead gifts for campaign.
Secured $46,413,012 in gifts and commitments towards the campaign total (as of February
10, 2020), which represents 46.4% of the campaign goal of $100,000,000.
Secured a record $14,085,220 in gifts and commitments during FY 2019, which represents
a 35.4% increase over the FY 2018 fundraising result.
Secured $5,328,290 in gifts and commitments year-to-date in FY 2020 towards a goal
Successfully recruited Karen and John (TU ’62) Schuerholz to serve as honorary chairs
and members of the Campaign Executive Committee.
Successfully recruited Nancy Grasmick (TU ’61) and Francis Soistman, Jr. (TU ’79)
as co-chairs of the comprehensive campaign and members of the Campaign Executive Committee.
Successfully recruited ten (10) alumni and friends to serve as members of the Campaign
Executive Committee, which will lead the university during the campaign period.
Hired Ashton Design to develop a campaign brand, narrative and communications plan
for the comprehensive campaign.
Finalized campaign brand and campaign narrative.
Recruiting volunteers for college- and project-specific campaign initiatives.
Campaign Silent Phase Milestones
Finalize campaign case for support
Recruitment of Campaign Executive Committee
Secure lead gift commitments totaling $25 million
Campaign Launch and Public Phase
Timeline: January 1, 2019 – June 30, 2022
Goals and Deliverables
Plan and execute public campaign launch.
Announce campaign goal.
Feature and celebrate leadership donors.
Solicit leadership, major and annual fund gifts.
Engaging deans and faculty/staff in each college, to identify the most important and
compelling fundraising projects (existing or new) and develop messaging to persuade
both current and prospective donors to invest.
Developing campaign website and video to launch in conjunction with official campaign
launch in September 2020.
Developing plans for an internal campaign launch (in advance of the public launch)
to inform and excite the faculty, staff and students who will benefit from philanthropic
dollars secured in the campaign.
Developing plans for a public campaign launch event on September 24, 2020, to announce
the campaign goal, progress towards the goal, honor lead donors, and encourage new
prospects to contribute.
Campaign Launch and Public Phase Milestones
Host campaign launch event.
Secure funding for campaign priorities.
Establish a new baseline for private support at TU.