Leading together: The University of Iowa’s strategic engagement goals in its most ambitious comprehensive campaign yet

Colin D. Hennessy
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Colin D. Hennessy: Vice President for Alumni and Donor Engagement, The University of Iowa Center for Advancement, USA

Journal of Education Advancement & Marketing, 2025, vol. 10, issue 1, 58-70

Abstract: In July 2019, the University of Iowa initiated its most ambitious fundraising campaign, aiming to raise at least US$3bn, significantly surpassing previous goals. This campaign, led by The University of Iowa Center for Advancement (UICA), uniquely integrates both philanthropic and engagement goals, redefining comprehensive campaign culture for public R1 research universities. This paper chronicles the development of this dual-goal framework, emphasising the importance of engagement alongside financial contributions. It details building a case for engagement, defining engagement through a common language and operationalising these goals within a decentralised structure. The campaign, ‘Together Hawkeyes’, seeks to engage 300,000 unique constituents and achieve three million points of engagement alongside the US$3bn financial target. Early results show noteworthy progress, with the campaign achieving 60 per cent of its monetary goal and 95 per cent of its engagement target. The paper concludes by highlighting the broader impact of this innovative approach on the future of university fundraising and provides a series of actionable next steps for institutions interested in adopting engagement goals in their next campaign. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: campaign planning; engagement goals; fundraising; metrics; engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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