College Launches Online-First Capital Campaign

Can tweets and Tumblr posts trump black-tie events and balloon drops?

That’s what Elizabethtown College, a private liberal arts college in Pennsylvania, hopes. Last night, the college eschewed the traditional capital campaign kickoff—complete with formal attire, live music and the promise of a special announcement—for one that took place mostly online. By promoting the campaign on social media, the college believes it can recruit a younger generation of donors that will help it reach its $50 million fundraising goal.

“We know that, for a lot of colleges and universities coming out of the recession, giving has been harder,” said Carl J. Strikwerda, the college’s president.