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Giving in Tough Times by Tricia Bisoux W hen Heidi Woodbury of the University of Utah's David Eccles School of Business in Salt Lake City received a call last December from a representative of a Utah foundation, she wasn't sure what she would hear. After all, the stock market had just plunged and the immediate future of the school's fund-raising efforts was uncertain. To Woodbury's surprise, the foundation wanted to make a $25,000 gift to the business school, no strings attached. Although the pace of giv- ing has slowed, there are bright spots such as these at what is otherwise a bleak time for business school fund rais- ing, says Woodbury. But she admits that even though the economy may be showing signs of life, many donors still are taking a "wait-and-see" approach to giving. "Most donors aren't saying 'No,' but they're saying, 'No, not Business school fund-raisers view the recession as both challenge and opportunity. It's a chance to perfect strategies, reach out to donors, and lay the foundation for a stronger financial future. right now,'" says Woodbury. "People are still giving, but many are being conservative with their cash." Several corporate donors to the Eccles School have taken a break from their corporate giving in 2009, while others are giving at lower levels. The challenge for b-school fund-raisers is how to make the most of a recession-era economy. It may not be a good time to expect the big checks, says Woodbury, but it is a good time to experiment with new methods, engage with the community, attract more attention, and make friends for the future. Schools that take these steps, say fund-raisers, are likely to find them- selves in stronger positions when the economy rebounds. 36 BizEd SEPTEMBER/OCTOBER 2009