By Todd Cohen
WINSTON-SALEM, N.C. — In the quiet phase of a capital campaign that won’t begin publicly until 2005, Salem Academy and College raised roughly $3 million in the last five months.
Salem’s office of institutional advancement, still preparing for the campaign, last summer mapped strategies for alumni relations, annual fund, major and planned gifts, donor relations, marketing and development operations, and is defining top needs from $79 million in priorities.
Salem has been working with Wachovia and U.S. Trust to help supporters better understand planned giving, a critical campaign strategy, says Annette Patterson, vice president for institutional advancement.
Campaign requests will include solicitations for the annual fund and for planned gifts, she says.
“As we go into the campaign, we’ll be asking people not just to continue annual-fund gifts but to support the campaign and do planning through their estates,” she says.
Since campaign planning began in July 2000, Salem has learned it will receive roughly $2 million in planned gifts, plus nearly $4.6 million more it knows about informally but has not documented.
In January alone, Salem documented more than $1.2 million in new planned gifts and learned of another $2.5 million in planned gifts not yet documented, says Carrie Hunoval, director of individual and planned giving.
The school won’t disclose how much it has raised in the quiet phase, which includes $3.6 million in annual giving since July 2000.
Recent gifts include $138,000 for scholarships from The Lettie Pate Whitehead Foundation, Atlanta; $100,000 for science and math studies from the Cobb Foundation, Boca Raton, Fla.; $24,000 and $7,500 for student financial aid from the Algernon Sydney Sullivan Foundation, Oxford, Miss.; $10,000 from the Fleshman-Pratt Foundation, Winston-Salem, for unrestricted use; $4,500 from the Reemprise Fund of North Carolina, Winston-Salem, to help develop Salem’s Web site; and $1,250 for scholarships from the Golden Leaf Foundation, Rocky Mount.