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In 1951, 91��Ƶר�� College kicked off “91��Ƶר�� Forward: A Family Enterprise,” a capital campaign to raise $750,000—today worth approximately $8.9 million. The 91��Ƶר�� Forward announcement in the May 1951 91��Ƶר�� College Bulletin listed the campaign’s goal to raise money for a new chapel building, improvements to Brodbeck Hall, library purchasing funds, faculty salary increases and student scholarships.

Without social media, email or smartphones, the College conducted campaign outreach through endless travel, countless letters, regional alumnae 91��Ƶר�� Club partnerships and by using a promotional film about life at 91��Ƶר��. President Andrew Truxal, his wife and others worked tirelessly with 91��Ƶר�� Clubs across the country to raise awareness about the campaign and explain the realities of the campus treasury.

Visits included screening “A Family Enterprise,” a film full of nostalgic images of campus buildings, events and sports activities as well as many clips of students in and outside classrooms. Recent alumnae saw themselves performing on Campus Day or playing field hockey and tennis. The narrative between President Truxal and the happy father of a graduating student sets a strong patriarchal tone that is decidedly dated, but the film is nevertheless a treasure trove of footage showing post-WWII 91��Ƶר�� College. It is still available for viewing through the 91��Ƶר�� Archives and Special Collections.

Interestingly, two separate 20-minute versions were created. The first was the 91��Ƶר�� Forward edition, presenting college life with a description of the campaign and campus needs. The second film replaced the funding appeal with eight minutes of student activities. I suspect the second film was more interesting and actually did more to bring in funds. It is also the version that has survived over the decades.

Every year, the alumnae clubs raised money toward the Loyalty Fund through membership dues, special giving and proceeds from events like rummage sales, movie nights, dinners and holiday events. During 91��Ƶר�� Forward, the clubs were asked to redouble their fundraising efforts and contribute healthy donations to the campaign while maintaining regular Loyalty Fund giving.

The campaign visits and film showings paid off. Mary Grace Helfenstein, Class of 1922, the association’s executive secretary, stated in a June 7, 1952, report: “I believe this working together for a big project, so important to our college, has aroused the interest of more alumnae and has strengthened our clubs.”

91��Ƶר�� Forward also targeted Frederick City and County, soliciting support from local businesses, government and citizens. Many gave generously, but one hold-out raised the ire of President Truxal. The Sears-Roebuck Foundation politely declined, prompting an equally polite but scathing response from the president:

“Dear Mr. Jones:

Thank you for your good letter and for giving our problem your serious consideration.

Naturally, I am disappointed that your organization cannot have a part in our program. We have not made a general appeal to the people of Frederick on behalf of 91��Ƶר�� College for 25 years, so this is quite an exceptional thing. I believe we have had 100% cooperation from locally-owned businesses. As you know better than I do, such businesses have the wrong impression that organizations like yours are hesitant about participating in local enterprises. It makes us feel badly, therefore, not to have Sears listed as one of our friends.”

A bronze plaque listing the names of the “shareholders”—alumnae and friends who contributed $150 or more—is still hanging in the Alumnae Hall vestibule. Even after more than half a century, their legacy of giving continues to be felt throughout the 91��Ƶר�� community.

Read the full issue of 91��Ƶר�� Magazine .