As the University of Arkansas – Fort Smith (UAFS) approached its centennial, it found itself at a crossroads. While the university had long been a regional leader in workforce development and higher education, it lacked a strong philanthropic culture. Alumni giving was minimal, and few donors had made transformational gifts.

Yet leadership recognized that the future of UAFS depended on bold action, both to expand student scholarships and to invest in career readiness initiatives that would fuel economic growth across the region. To meet these needs, the university planned its first-ever comprehensive campaign, setting an ambitious goal of $75 million.

UAFS partnered with the Winkler Group to guide the campaign from the earliest stages, starting with a feasibility study designed to listen, learn, and shape the path forward.

The Campaign: Redefining What’s Possible

During the feasibility study, we uncovered a key insight: while prospective donors supported the university’s mission, they needed to see a stronger alignment between UAFS’s goals and the community’s evolving needs.

Working alongside university leadership, we refined the campaign priorities to emphasize expanding scholarships for first-generation and underserved students, strengthening workforce development programs, and advancing career readiness initiatives that benefit both students and local employers.

We also developed a cultivation strategy that connected high-capacity donors directly with UAFS’s most compelling leaders—its chancellor and deans of key academic programs. These connections helped donors see their potential impact firsthand.

At the same time, we recommended a longer cultivation timeline for corporate donors, allowing relationships to deepen before major asks were made.

As donor enthusiasm grew, we worked with the University of Arkansas – Fort Smith to launch the campaign’s quiet phase, building momentum before going public.