Capital Campaign Update

Colleges and Universities A-Z University of Virginia
1

<p>Here's an interesting article I thought you guys might want to read:</p>

<p>
[quote]
With the “public” phase of UVA’s $3 billion capital campaign about to kick off in October, the University considers itself on track to meet its goal of $1 billion during the so-called “silent phase”... </p>

<p>The money will be split between the endowment, capital construction and operating resources—but the larger point is for the University to wean itself from the State. “The strategic goal is to create a new model in American education as the first privately funded public university that maintains the public mandate,” says Sweeney. “No state, no matter how generous, could fund the aspirations of a truly great global institution.”</p>

<p>Sweeney acknowledges the “important element of support” from the State, and insists that this isn’t an attempt to replace their funding (about $160 million, 8 percent of the $2 billion annual budget). He says Virginia residents should continue to enjoy their 2:1 ratio at the University. “We are committed to being the crown jewel of the Commonwealth.” </p>

<p>However, Sweeney also says that UVA wants “to be mentioned in the same breath” as Stanford, Duke, Johns Hopkins and Cornell. The University now benchmarks itself against 10 private universities rather than other public universities.

[/quote]
</p>

<p><a href="http://www.c-ville.com/index.php?cat=141404064432695&ShowArticle_ID=1831408061349109%5B/url%5D"&gt;http://www.c-ville.com/index.php?cat=141404064432695&ShowArticle_ID=1831408061349109&lt;/a&gt;&lt;/p>

2

<p>Thanks for the article.
Despite all these good things going on around UVa recently, sometimes I feel that UVa lacks in areas like PR and more aggressive marketing of the school.
One example is that very recently UVa has been getting pushed down in USNWR ranking and this year looks like it barely makes top 25 - whether this ranking is valid or not is another issue, at least it gives us a view on how people perceive UVa. Another example is that it sits at #80 in Newsweeks' Top 100 Global Universities ranking. </p>

<p>I firmly believe UVa is an excellent institution and should be ranked higher than some of the schools on the list, however, I suspect that one of the reasons why it does not get the attention it deserves is because UVa is not as aggressive enough as other schools in "advertizing" its academical excellence and other merits it can offer. I don't know, may be it is due to the culture of the school, as we witness in UVa sports games where the players often times lose steam easily when trailing by a big margin, not aggressive or tenacious enough. Whatever it is, we just cannot sit nice and gentle, expecting people to recognize us. I can't help but thinking that in order to promote UVa as a true world class university parring with those schools mentioned in the article, something more substantial will need be done in addition to raising money. What do you all think???</p>

3

<p>I totally agree w/ you. UVa needs to aggressively market itself, and it's beginning to do so. The University's administration and Board of Visitors are very ambitious in their goal of trying to achieve Jefferson's dream of having UVa be "a bulwalk of the human mind in this hemisphere" and beyond. UVa knows it has been historically weak when it comes to marketing. </p>

<p>In the last 10 years, UVa has gone through a major transformation, and UVA's metamorphosis will continue. Back in the 90's, the manner in which the University viewed itself was very different from the way it sees itself now. A decade ago, UVa was only starting to raise private money to augment the loss of state funding. It never had to market to its alums for money because the state provided it. Back then, UVa didn't even have a Marketing department, because it was able to rest on its laurels as being "Mr. Jefferson's University" where most kids who got into UVa chose to attend. Though UVA's yield shows that the majority of admitted students still choose to attend UVa over other schools, the college playing field has gotten more crowded and now kids are applying to dozens of schools instead of just a handful.</p>

<p>Ten and 20 years ago, UVa had a solid reputation of being a Southern school filled w/ conservative wealthy intelligent students who were socially on par w/ the Ivies. (It's no mistake that UVa was invited to be a part of the Yale Club of New York along with Dartmouth.) Since then, UVa has become less conservative. The student body has become more ethnically diverse, and slowly more economically diverse as well.</p>

<p>In the years that Casteen has been president, UVa has aggressively tried to expand what it offers its students, especially when it comes to financial aid, international opportunities and undergraduate research, while still trying to maintain an intimate collegiate environment. Right now, the University is trying to woo top scientists and researchers to UVa. Did you know that in the next 10 years half of UVA's professors will retire? We're talking hundreds of professors. UVa will use this hiring opportunity along with the money acquired from its growing endowment and the new freedom gained from the recent Restructuring to attract top and diverse academics to Charlottesville. </p>

<p>Let's just say that the powers that be are looking at how other schools have been able to raise their profile and are learning from it. The great thing about UVa is that we already have that "it" factor that causes so many people to fall in love with the University, so we don't have to create an environment, a history, or an aura ex nihilo. Many people who truly know about UVa recognize that The University of Virginia is a unique, special place. </p>

<p>We just need to be able to present who and what we are and what we're trying to be and achieve in a succinct, passionate, powerful, and meanful manner. </p>

<p>Believe me, we're working on it. We'll probably need your help too.</p>

4

<p>Interestingly enough, I talked with Syd Dorsey from the BoV about UVA improving its record. It seems the Rector wants to tailor to the USNWR rankings and is aiming for UVA to eventually rise to rank 15. Of course, that's a reach but it's better to reach than not care. She also talked about how they are really planning on starting to use more aggressive marketing.</p>

5

<p>The Rector needs to be careful in making such statements. Years ago, Cornell made the point that the USNWR rankings could be manipulated. To prove a point, and to rise in the rakings, they noted that the "number of donating alumni" was a factor in the rankings. Thus, when they pressed alumni for contributions, they pointed out that improving Cornell's raking would "raise all boats" for all alumni. Thus, a small donation--especially from an alumnus who had not donated before--would help move the school up on the rankings.</p>

<p>And they were successful for one year. Then USNWR decided to change its scoring and weighting factors. In fact, USNWR changes its factors every year. They are very sensitive to schools that try to "game" the system. (Yeah, and what school doesn't?) But, I think they're especially irked by schools that claim they can and do manipulate their standings.</p>

<p>This is one of the dozens of reasons why I think these standings are meaningless. But, of course, it would be a near-disaster for UVa to fall below 25. Thus, I understand the need to "feed the rank monster".</p>

6

<p>UVA's really gotta start shuckin' and jivin' if they want to get their ranking up to the 15 range. Currently they're on the edge of falling from the top 25.</p>

7

<p>I totally agree w/ you, Redbeard. I think Syd Dorsey and the Board of Visitors mean well, but I'm very apprehensive to base UVA's or any school's worth on any ranking. I believe it's important for UVa to look at the metrics that US News and other rankings use to judge schools (i.e. graduation rates, faculty resources, etc.), and use them as measurements for improvement. Like you said, rankings change their criteria all the time, and it would be foolish for us to stress over where we're ranked every year.</p>

<p>UVa should continue working to create the best undergraduate (and graduate) education possible for its students, and wherever we land in the rankings is where we land. Just because a school is higher-ranked does it mean it's better. </p>

<p>Besides all the great things about UVa - the amazing history, vibrant school spirit, strong student/professor interaction, focus on undergraduate education, attractive and intelligent student body, unique international student opportunities, and breath-taking campus - are all unrankable anyway.</p>

8

<p>UVA should focus on bringing in smarter students and on building more across the board departmental prestige. The rankings are useful in some ways, but some of the metrics used are questionable. The historic underranking of Berkeley and Chicago, as well as the overranking of Duke, Penn and WUStl, reflects that.</p>

9

<p>Yeah, UVa should always be strengthening its departments - even the ones that are already strong (i.e. Commerce, English, Religious Studies, etc.). UVa students deserve getting the best out of UVa.</p>

10

<p>I understand what you all are talking about.
But my point is no matter how flawed a ranking system may be, UVa needs to be able to rank higher than #24 in the nation. Whether a certain ranking makes sense or not is beside the point. If a school is good in all areas and does its PR right, it should be able to rank high in any ranking system.
I was a little concerned about this year's USNWR ranking putting our beloved school at #24, on the verge of falling out of top 25. I firmly believe the school deserves a higher ranking than 24. But at the same time I resepect the ranking as one of the views from a third party to look at UVa, and that is why I am concerned. UVa has all ingredients to be qualified to be #15 except that it lacks in marketing and PR, at least that is what I believe. UVa will need to work harder in telling the world about what we already have and what we already can.</p>