3

Cases

Archives and special collections

Abstract

Archives and special collections are the libraries’ secret weapon, and the university archivist can be one of the library development professional’s best fundraising colleagues. Archives are of interest to a wide range of potential donors because of a general fascination with archives and because of specific interests reflected in collections in the archives. The university archives are often a portal into the larger mission for the libraries and a great place to start the cultivation process for donors who may not think they have an affinity with libraries.

Keywords

Archives; Special collections; Nostalgia; Archivist

In a time when libraries are becoming more about technology and digital resources, the archives and special collections appeal to donors with a special interest in history and fond memories of their student experience. Even if your university has a museum or historical collection housed separately from the libraries, there are ways to align them.

The archives are the secret weapon in libraries. Thanks to Hollywood and Dan Brown, the American author who is best known for his 2003 bestselling novel The Da Vinci Code, most people have at least a passing fascination with the idea of archived papers and artifacts. Even someone who never so much as pulled a book off the shelf has some concept of the value of collecting and preserving precious artifacts and records. For a development officer in the library, the strategy is to figure out exactly what stirs the potential donor's fascination.

University archives have diverse missions regarding the collections they develop and preserve. However, most were initially created as a repository of papers and items related to university history. This collection is an appropriate introduction to any alumni of your institution. Also, it is a way to begin to develop an understanding of resources in general. The sooner you begin to develop the concept of resources beyond books on shelves with prospects and donors, the better it will help them comprehend the full scope of mission and service in the modern academic library.

As with any discovery visit with potential donors, the conversation begins with questions about their student experience. Development professionals are trained to ask about activities and memberships. We know to guide the conversation in such a way that it encourages them to talk about their student days. Recalling specific moments in history on campus, or even in the nation and world, can bring nostalgia and a stronger sense of affinity with their alma mater. Baby Boomers (people born between 1946 and 1964) are currently at the pinnacle of their philanthropic giving and can speak personally about their experience during some of the most important events in modern history.

At our university, we boast the highest number of astronauts ever flown into space. In fact, the first man to step onto the moon, Neil Armstrong, was a graduate of our university. As a result, it is not uncommon for fundraisers across our campus to discuss him or the lunar landing or the Apollo Mission. Introducting an archive with wide appeal is a great way to begin to cultivate a donor for the library.

Every archive has something special that can be leveraged in this way. Even if it’s a collection of historical football uniforms, there is a personal tie to a potential donor who was a student during the time those uniforms were worn or to another who is simply fascinated with the history. The challenge we face as fundraisers is to find that connection and leverage the emotional response to help bridge the gap between the donor’s wishes and the university’s needs. Because philanthropic giving is a personal choice that is made in part because of an emotional connection, it is important to keep digging to find it. In this manner, the archives will always come through to help engage donors with the libraries.

Another way to leverage archives is to identify a unique collection. Often these collections come about in strange ways, for example through bequests by alumni. One of our favorite examples of a unique collection is the Comic Art Collection at Michigan State University Libraries. Such a unique collection has the potential to engage donors from outside the institution. There are not only millions of comic book readers and collectors around the world, but also comics researchers (https://www.lib.msu.edu/spc/collections/comic/).

With a unique collection, your prospecting parameters expand dramatically and can take you in interesting directions. Emily Silverman, a libraries development officer at University of Massachusetts Amherst, writes about the need to provide an opportunity for donors who want to support collections in an era where much talk about libraries has to do with technology (Silverman, 2010, p. 71). In their final chapter about the future of libraries, Steele and Elder (2000) suggest that, as technology becomes an ever-increasing focus for fundraising, to those who prefer the traditional model of libraries, “…special collections may become more ‘special’ than ever before” (p. 126).

Archivists are wonderful partners in building a relationship and making a case for funding with potential donors. On the one hand, if empowered with a development strategy, they can identify potential supporters at conferences and events that align with a particular collection. Archivists move in special circles dictated by their collection and archiving specialties. The university archivist and archives staff can and should have a big role in the cultivation of donors. Not only are they the keepers of knowledge on so many interesting topics related to the collection, but also, because oral histories are such an important part of their mission, they are master conversationalists. Archivists are spectacular in the meeting setting because, by nature, they are truly interested in learning about the donor. Their investigative skills are like nectar for donors who get the opportunity to talk about their connection to the university, its history, and the topics of a particular collection. Nothing connects a donor more to a mission than finding a personal connection, and professionals in the archives are always interested in hearing donor stories. Engaging with archivists at your institution will prove to be a fascinating experience that is not only enjoyable, but also helpful in your career as a fundraiser.

Part of building the case for archives to donors is helping them understand how the different academic areas within your institution utilize artifacts and collections in the archives. Many scholars work regularly with the archivists and use artifacts and personal papers in their research and scholarship. In addition to obtaining unique collections, it is not uncommon for university archivists to work with the professional papers of notable alumni. These are some of the most heavily used collections. Measurements of research requests for heavily used collections make a powerful case for support for many donors, whether they be individuals, companies, or foundations.

Another donor opportunity is building the bridge between donors and a collection that is meaningful to them. Examples we’ve seen receive financial support are those featuring previously underrepresented or underreported demographics. For example, collections related to notable female graduates or underrepresented minorities are a great way to engage alumni who have a passion for equality. Former members of the marching band may want to support a photo digitization project for historic band photos and performances; and engineering alumni may want to track the successes of their inventions and patented materials. Not only are archivists interested in getting support for collections they currently have, they are also interested in establishing new collections they may not even have heard of. As a fundraiser, you can be a partner with the archives by identifying not only potential donors but contributors to the collections.

The relationship with the archivist is crucial to fundraising success. This truly is the one area in the libraries that is the “easy sell” to donors once you understand what exists and what the archivists would like to establish in the future. We recommend a regular meeting with the university archivist to stay up to date on what is being collected and what is being sought. This evolving list should be communicated to all development officers on campus. The archives offer a seamless segue in the cultivation process for all fundraisers on campus. There is no greater compliment to donors than to ask if the archives of their university might house their personal and professional collections in their name. Resourced with collection priorities, the entire development staff can assist the archivists by collecting for the archives while leveraging the process for a monetary gift in their development area.

Success story

Celeste Guzmán Mendoza

Director of Development

LLILAS Benson, University of Texas at Austin

LLILAS Benson, Latin American Studies and Collections at UT Austin, is a partnership between the Teresa Lozano Long Institute of Latin American Studies and the Nettie Lee Benson Latin American Collection. LLILAS was established in 1941 and has granted more than 2400 undergraduate and graduate interdisciplinary degrees. It is the highest ranked Latin American studies program in the United States.

The Benson Collection was founded in 1921 and is the largest collection of Latin American focused materials in the country, second only to the Library of Congress.

Our two entities have resided in the same building since 1971; therefore our alumni and library patrons experienced them as one. Many do not distinguish between the two. Thus we have a joint fundraising program. We have an alumni relations program, annual giving, an Advisory Council, and a major gifts program.

We asked one major-gift prospect alumna of our undergraduate program to speak at our graduation ceremony in our building—actually in the library conference room! About 6 months later, with some cultivation work on my part, she gave an initial gift to a student scholarship. After continued cultivation, she provided us with a major gift to support a key acquisition for the Benson Collection.

This happy event was a perfect example of how a degree-granting program and a collection can collaborate to raise funds for our joint purpose of supporting Latin American studies on our campus.

Success story

Women’s Archives at Purdue University

Traditionally an engineering and agriculture science university, Purdue was predominantly male for much of its early history. When women were finally admitted, they were restricted to study only home economics and could not even live in housing in the same town as the university. The integration of women at Purdue is a rich history with famous names including Amelia Earhart and Lillian Gilbreth. But there are countless women from Purdue who pushed through barriers and achieved the kind of success that set the stage for the diverse and dynamic university we see today. When the university received a gift from the family of Amelia Earhart to add to their archives, it created an interest in collecting papers and artifacts from early female students and supporters of women’s education. This early effort soon blossomed into an archive that continues to inspire new collections from former female students and faculty and enjoys a robust research usage. No longer simply a collection of materials related to notable alumnae, the Women’s Archive at Purdue holds papers and artifacts from women throughout its history with achievements and recognition at every level. They include drafts of important legal briefs, notebooks of early theories that became major scientific breakthroughs, and love letters between co-eds who went on to celebrate golden anniversaries. Gifts come in the form of annual funds from hundreds of university alumni, and large gifts have named the archive and funded the position of an archivist. There is an annual award to a woman selected because of her support through efforts to bring in collections or financial support, and these events always feature new opportunities to engage donors. The university press has partnered with the archives by producing a series of histories on women whose stories are interesting and inspiring.

Success story

Samuel T. Huang

Curator, Rare Books Collection

Department of Special and Area Studies Collections

George A. Smathers Libraries

University of Florida

I have been working with a particular donor since the first day I arrived at the University of Florida. During my tenure as Associate Dean for Development, I submitted a proposal to this donor to endow the position of Curator of the Baldwin Library of Children's Historical Literature at the University of Florida. Four years ago, my dean and I paid a special visit, and the donor rejected our proposal. I believe that when a donor declines, it does not mean he or she will say no forever. As a fundraiser, you cannot stop cultivation and stewardship when donors do not respond to your request. It may simply have come at the wrong time.

Just recently, this particular donor called me and informed me that he is willing to move forward to accept our proposal. My years of experience in the development field has taught me that once in a great while special people (who happen to be donors) come into our lives and become our long-time friends. I never stop getting in touch with my former donors even though I am not in the field of development any more. I always remember special donors’ birthdays and special occasions in their lives by sending an E-card or calling them.

A fund raiser speaks to an academic librarian

FR: When I think of archives and special collections, I think about a university museum or collections that have been established and donated by alumni or friends of the university. I’m not sure most people understand the depth and diversity of these cases for giving. Can you explain a little more about donor opportunities in the archives?

AL: Most donors also see the archives as a repository of university history. This is actually a very good way to bring up the subject of the archives with donors. We collect old photographs, university memorabilia, and important documents that tell the story of the history of the university. Where the archives then expand is through the donation of personal, often professional, collections from alumni. When those are entered into the collection, they create special focus areas that an archive uses to distinguish itself from other institutions and engage with users outside the university community.

FR: You mean like “air and space and engineering”?

AL: Exactly. At our university, because of our many engineering graduates and our many alumni who were part of NASA, we have built very strong collections in these areas. These have expanded to become large collections of items from people even outside of our alumni base because of the reputation growing from those initial donations. All university archives have a particular area of expertise or focus.

FR: I’ve heard about academic libraries that have odd collections, like the comic book collection at Michigan State.

AL: This is an example of an alum donating a unique personal collection in a bequest to Michigan State in order to preserve the materials. The thing about these special collections is that they offer an entirely new opportunity for seeking funding that goes beyond the alumni base to others out in the world who have an interest in a special collection.

FR: It’s important to add that the key would be to know what you are strong in at your university and to strategically share information about that strength with your alumni and potential donors.

AL: Yes, with unique collections, there’s an opportunity for the development officer or academic fundraising lead to look beyond the traditional alumni base and cultivate people not connected to the university in any way but who have an affinity for a specific collection.

FR: If they are not alumni or friends of your university, how do you find them?

AL: One way is to research who is funding similar collections in other archives and museums. The other way is by networking at conferences.

FR: This is an important reason why building strong relationships with faculty is important and can be the key opening up your prospective donor pool by tapping into their professional relationships and colleagues.

AL: Also, these donors are often researchers themselves. Often, they are using these archives, so it’s important to have information in front of them at all times about specific areas where funding is needed.

FR: I think we agree that having a development message ready to share with not only prospective donors but also users of these collections ensures that you don’t miss an opportunity to cultivate support.

References

Silverman E. A place for books: fundraising for collections. Bottom Line. 2010;23(2):70–73.

Steele V., Elder S.D. Becoming a Fundraiser: The Principles and Practice of Library Development. second ed. Chicago: American Library Association; 2000.

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