This is just the beginning.
In FY12, Bennington College launched The Penny Wilson ’45 Challenge for Campus Renewal, a special annual fund campaign inspired by the generosity and vision of the late trustee and alumna Penny Wilson ’45. A devoted supporter of campus renewal throughout her life, Penny sought to ensure that future generations of donors would care for Bennington’s campus as she had so passionately done.
In the spring of 2011, Penny made a transformational pledge: if the College raised $2,000,000 for campus renewal—including both major gifts and contributions to The Bennington Fund designated for that purpose—and if 2,500 donors gave to The Bennington Fund, she would contribute $1,000,000.
To bring this challenge to life, the College created a campaign centered around the theme “A Place As Vibrant As Its People.” The campaign was designed to:
Educate constituents about Bennington’s campus renewal efforts and future needs
Expand philanthropic support for physical infrastructure
Highlight the connection between Bennington’s history and its physical setting
Frame the College as a destination
Humanize campus through authentic, first-person storytelling
I developed the campaign’s editorial concept, strategy and copywriting and worked with the multimedia editor to render these concepts in video pieces. Campaign materials followed the arc of a typical relationship to Bennington’s campus—from first impressions to enduring nostalgia—showcasing what the campus meant to prospective students, current students, faculty, staff, alumni, and parents. The campus emerged as a powerful, unifying thread that tied generations of Bennington people together.
The campaign exceeded every goal. Bennington raised $2,754,336 for campus renewal through a combination of major gifts and Bennington Fund support, while 2,589 donors contributed $1,512,729 to The Bennington Fund—surpassing both the fundraising and participation targets.
The Penny Wilson ’45 Challenge for Campus Renewal was not only a fundraising success but also a storytelling and engagement triumph. It received national recognition, winning CASE (Council for Advancement and Support of Education) awards and setting a new benchmark for donor campaigns at the College.
