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.
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.
3.15.168.2