Challenge changes focus

Giving campaign expands to reach entire student body

By Ashley Siegle, contributing writer
Posted on September 13, 2007

This fall marks the beginning of the Madison Student Giving Campaign, formerly known as the Madison Class Challenge, a student-run initiative that works on behalf of the university to establish the tradition of giving.

“We changed the name from Madison Class Challenge to the Madison Student Giving Campaign this year because we felt it better described what we do,” Christine Bilbrey, assistant director of the Madison Fund, said.  “From a PR standpoint, it’s hard to sell an organization when students aren’t sure what you do.”

Until this year, the organization was aimed solely at seniors. In 2006, 15 percent of all seniors (641 students) gave back to JMU and because the individuals behind the Madison Class Challenge knew they could do better, they tossed their old title and zoomed in on a new market — the entire student body.

Since its inception in 1989, students have pledged over $770,000 and as a result JMU was ranked 23rd in endowment during 2006. With an alumni giving rate of only 9 percent. This number is staggering, especially when compared to schools like the University of Virginia at a rate of 25 percent, University of Mary Washington at 26 percent, and Radford at 13 percent.

“Our students seem to care about rankings, and that is one that I urge them to pay attention to,” Maggie Guy, student external relations director for MSGC, said. “It is far more common to get a $20 commitment than $100, but the truth is, small donations add up. It’s not how much you give, but the fact that you give that truly makes a difference.”

Students have the option of giving their money towards almost any part of JMU. The College of Business, College of Arts and Letters, student scholarships, research projects, athletic teams, and special interest groups are a few of the many areas student gifts can help support.

The executive board of MSGC, composed of 13 members, has big plans in reaching its goal of 2008 student gifts (that’s 502 gifts per class). Promotional events at athletic events, concerts, and publicity on the commons are a few ways MSGC hopes to encourage students to make donations.

Jeff Showell, director of the JMU music program, sees MSGC’s involvement as a great way to help fund their most pressing needs.

“I think that fine student performances are the most effective incentive for donors to give to school of music, especially since music scholarships are our most pressing need,” he said.

Unlike some other organizations, however, MSGC is not about giving money and getting T-shirts.

“We are trying to lead students away from the idea that higher education is about transaction,” Guy said.  “Gifts to the university should be that…a gift. They aren’t paying for something with the idea that they are getting something in return. We want students to make the philanthropic effort to support something they love.”

While some students may think that their gifts are coming out of their tuition fees, the truth is, they only cover a portion of what it costs to run the university. Private gifts to support public education are essential.

Leah Raskin, a sophomore, plans to donate during her remaining years at Madison.

“So far, my time at JMU has been so rewarding, both socially and academically,” she said.  “It’s important to me to give back to those programs that have made my experience here the most meaningful.”

Student Director David Centofante is confident in the program’s new direction.

“It’s going to be quite a challenge moving from a senior to four year campaign,” he said.  “And while it is going to difficult, we’re optimistic about the future and how much this can help the university.”