Fundraising

September 14

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

South-Carolina Gazette and Country Journal (September 14, 1773).

“The Delaware Lottery, For raising … 15,000 Dollars for the Use of the COLLEGE OF NEW-JERSEY.”

Advertisements for lotteries to fund a variety of projects, including roads, bridges, and buildings, regularly appeared in colonial newspapers.  Usually they promoted local projects, but that was not the case in an advertisement for the Delaware Lottery that ran in the September 14, 1773, edition of the South-Carolina Gazette and Country Journal. Sponsored by the “Presbyterian Congregation at Prince-Town, AND THE United Presbyterian Congregations OF NEWCASTLE and CHRISTIANA-BRIDGE,” this lottery benefited the College of New Jersey (now Princeton University).

This was not the first time that a college in colony to the north looked to benefactors from the south.  Three years earlier, Hezekiah Smith visited Georgia and South Carolina to raise funds on behalf of Rhode Island College (now Brown University).  Rather than a lottery, he advertised a subscription list.  In recognition of their donations, benefactors would have their names listed alongside others who supported that worthy enterprise.  Smith also left instructions for stragglers to submit donations (and receive recognition for their benevolence) after his departure from the towns he visited.

The sponsors of the Delaware Lottery asserted that the “growing Importance of the College of NEW-JERSEY … is now generally known through every Province in America,” making it a worthwhile endeavor for colonizers near and far to support.  Located “[i]n the Centre of North-America” (by which the sponsors meant midway along the string of settlements along the Atlantic coast), the College of New Jersey “is well fitted for the most extensive Usefulness” to all of the colonies.  The school provided “a complete and finished Education, to all who are sent to it.”  The sponsors also declared that the college “has hitherto subsisted, and been raised to its present Situation, entirely by the Favour of the Public.”  In other words, no prominent benefactor or institution funded the college; instead, it depended on the generosity of individuals who chose to make donations … or purchase lottery tickets.

According to the “SCHEME” of the lottery, the sponsors sought to sell twenty-thousand tickets for five dollars each.  They planned to pay out most of what they collected, reserving “15,000 Dollars” or “Fifteen per Cent” of each prize for the college.  The sponsors reported that “a Number of Tickets are already engaged, and many Gentlemen of extensive Acquaintance have interested themselves in this Measure,” so anyone interested in participating needed to purchase their tickets soon to get them while they lasted.  Local agents in several towns in Delaware, New Jersey, New York, Pennsylvania, Maryland, and Virginia sold tickets.  A note at the end of the lengthy advertisement advised colonizers in South Carolina to submit letters to Charles Crouch, the printer of the newspaper that carried the notice, to forward to William Bradford and Thomas Bradford in Philadelphia.  Such letters “will be safely forwarded and answered by the first Opportunity that offers after the Receipt of them.”

With the drawing fast approaching in the first week of October, readers had little time remaining to indicate their desire to enter the lottery, win prizes, and support the College of New Jersey.  That support, the “Favour of the Public,” may have provided a lot less motivation than the prospects of significant payouts for many of those who purchased tickets, but none of them had to admit that was the case.  By holding a lottery rather than circulating a subscription list, the sponsors encouraged benefactors with the prospects of reaping benefits for themselves as an incentive for their philanthropy.

January 19

Carl Robert Keyes Daily Advert Update , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Providence Gazette (January 19, 1771).

“As Advertising is attended with Expence to the College, ’tis earnestly requested that it need not be repeated.”

When Rhode Island College (Now Brown University) moved from Warren to its permanent home in Providence in 1770, supporters launched a fundraising campaign to erect a building.  A local committee published advertisements that simultaneously asked for donations and kept the public apprised of progress on the edifice.  Hezekiah Smith toured South Carolina and Georgia, seeking “subscribers” who pledged to make donations and providing additional information in newspapers published in Charleston and Savannah.

Construction of the building began in 1770 and continued the following year.  A new advertisement appeared in the Providence Gazette on January 19.  “THE Committee for building the College,” desire all Persons who are Subscribers to pay their Subscriptions immediately, as the Workmen are now daily calling for their Money.”  The committee had amassed sufficient pledges to commence construction, but now they needed those benefactors to follow through on their commitments in order to pay the bills.  In a nota bene, the committee offered an alternative to cash donations:  “Some Inch and Quarter Plank and Floor Boards are yet wanted, and will be received in Lieu of Money, if brought immediately.”  Those supplies would not settle accounts with the workers, but they would allow them to make progress on the building.

The first time it ran in the Providence Gazette, this advertisement appeared first among the paid notices, immediately below the prices current.  That increased the likelihood that readers who perused the news but did not intend to read the advertisements would spot it on the third page even if they ignored the final page filled exclusively with advertising.  John Carter, printer of the Providence Gazette, may have given the advertisement that privileged placement in support of the committee’s efforts, but any support apparently did not extend to providing occasional free advertising.  “As Advertising is attended with Expence to the College,” the committee declared, “’tis earnestly requested that it need not be repeated.”  In its fundraising efforts, Rhode Island College encouraged philanthropy through various means, including local support, distant subscribers who met a representative dispatched to solicit benefactors, and donations of materials.  The committee did not manage, however, to leverage free advertising for their fundraising notices as an alternative to other kinds of contributions, though it is not clear if they even made such a proposal to the printer.  Carter was at least amenable enough toward the project to give the newest advertisement a strategic placement on the page.

September 15

Carl Robert Keyes Daily Advert Update , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Providence Gazette (September 15, 1770).

“The extraordinary Forwardness of the College Edifice.”

To make possible the move from Warren to its permanent home in Providence, Rhode Island College (now Brown University) constructed a new building in 1770.  The college launched a fundraising campaign in Rhode Island and other colonies, including South Carolina and Georgia.  Advertisements in the Providence Gazette kept the community apprised of progress on the building … and reminded “Subscribers,” those who had pledged funds or supplies for the cause, to fulfill their commitments.  In early June, for instance, a committee comprised of Stephen Hopkins, John Jenckes, and John Brown placed an advertisement calling on “ALL Persons who have undertaken to supply any of the Timber for the COLLEGE” to deliver it as soon as possible since work on the foundation was nearing completion.

A new advertisement appeared in the Providence Gazette in the middle of September.  It provided an update about the building, using it as an occasion to remind subscribers of their obligations.  On behalf of the “Corporation of the COLLEGE in this Colony,” the notice trumpeted “the extraordinary Forwardness of the College Edifice” that had taken shape over the summer months.  What had been merely a foundation a few months earlier now had “Timber for the fourth Floor” in place.  Such progress meant that the college had incurred expenses.  Accordingly, the advertisement called on “the several Subscribers [to] immediately pay their Subscriptions to the Treasurer of the Corporation, or the Committee for carrying on the Building.”

This notice was part of the continued fundraising efforts of Rhode Island College, but it also served as a news item that kept readers of the Providence Gazette updated about the progress of the building.  Those who resided in town might have been aware of the status of the building based on their own observations as they went about their daily business, but others who lived elsewhere did not witness the various stages of erecting the building.  Fundraising advertisements aimed at subscribers helped keep the entire community informed.

May 19

Carl Robert Keyes Daily Advert Update , , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

May 19 - 5:19:1770 Providence Gazette
Providence Gazette (May 19, 1770).

“The COLLEGE about to be built in this Colony, shall be erected in the Town of Providence.”

On behalf of the “Committee for providing Materials and overseeing the Work” of erecting a building to house Rhode Island College (now Brown University) in Providence, Stephen Hopkins, John Brown, and John Jenckes regularly inserted an advertisement in the Providence Gazette throughout the first several months of 1770.  They called on “all who already Subscribers” (or benefactors) and “those who may incline them to become such” to inform the committee of the funds they wished to pledge or “an Account of such Materials fit for the Building, as they would choose to furnish in Lieu of their Subscriptions.”  The fundraising effort was ongoing.

When this notice ran in the May 19 edition of the Providence Gazette, it coincided with news about the college.  Colonial newspapers ran little local news.  Since newspapers were generally published once a week, printers assumed that most local news spread by word of mouth before they had a chance to go to press.  The most momentous local news, however, did appear in the public prints.  John Carter, printer of the Providence Gazette, considered news about Rhode Island College significant enough to include in his newspaper.  A short article informed readers that “Monday last the first Foundation Stone of the COLLEGE about to be erected here was laid by Mr. JOHN BROWN, of this Place, Merchant, in Presence of a Number of Gentlemen, Friends to the Institution.– About twenty Workmen have since been employed on the Foundation, which Number will be increased, and the Building be completed with all possible Dispatch.”

This brief article and the committee’s advertisement each informed the other, telling a more complete story for readers.  The news article also provided further publicity that aided the committee in their fundraising.  It was not too late to make a contribution and join that “Number of Gentlemen, Friends to the Institution” as a supporter of the college and, by extension, the civic welfare of the town of Providence.  The committee continued to welcome new benefactors.

April 25

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Apr 25 - 4:25:1770 Georgia Gazette
Georgia Gazette (April 25, 1770).

“Sincere and hearty thanks to the benefactors of Rhode Island College.”

In March 1770 Hezekiah Smith prepared to depart Charleston after a successful stay in the city.  He visited to raise funds for Rhode Island College (now Brown University) and met many benefactors during his time in South Carolina.  In advance of leaving, he inserted an advertisement in the South-Carolina Gazette and Country Journal to express his appreciation as well as offer instructions for anyone who still desired to make contributions but had not yet done so.

Smith did not collect the funds and immediately return to Providence, the site of a new building and a new location for the college.  Instead, he headed further south to Savannah to continue seeking contributions.  In an advertisement in the Georgia Gazette, he outlined a strategy similar to the one he deployed in South Carolina.  He commenced by offering his “sincere and hearty thanks to the benefactors of Rhode Island College” that he had encountered so far, alerting others who had not yet donated that others in the community considered the college a worthy cause.  He also drew attention to the “subscription paper” that listed all of the benefactors and the amount they pledged.  Smith invited benefactors and others to visit Benjamin Stirk, a local agent and counterpart to David Williams in Charleston, to examine the list and confirm “that his donation goes towards making up the sum to be collected and got subscribed” in Georgia.  In the process, benefactors and prospective benefactors would also observe who else had donated and how much, spurring them on to make sure that their own contribution reflected well on themselves.  Smith implicitly relied on raising funds by placing donors in competition with each other as they participated in this sort of philanthropy as a means of asserting status and enhancing reputations.

Advertisements calling on local residents to contribute to Rhode Island College regularly appeared in the Providence Gazette in 1770, but representatives of the college did not confine their fundraising efforts to Rhode Island.  Advertisements that Smith placed in newspapers in Georgia and South Carolina demonstrate that the college sought benefactors near and far.

March 27

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Mar 27 - 3:27:1770 South-Carolina Gazette and Country Journal
South-Carolina Gazette and Country Journal (March 27, 1770).

“I shall leave a List of the Subscribers Names, together with their Benefactions.”

In late March 1770 Stephen Hopkins, John Brown, and John Jenckes continued their efforts to raise funds and acquire materials to erect a building for Rhode Island College (now Brown University) in Providence.  On behalf of the “Committee for providing Materials and overseeing the Work,” they placed a notice in the Providence Gazette that thanked the “many Gentlemen [who] have been so generous to this very useful Institution, as to become Benefactors to it” while simultaneously calling on both current supporters and “those whose beneficient Minds may incline them to become such” to send updates about their intended donations.

Yet advocates for the college did not confine their fundraising efforts to the Providence Gazette alone.  Hezekian Smith inserted a similar notice in the March 27, 1770 edition of the South-Carolina Gazette and Country Journal.  He visited the colony to promote the college and the building it needed once its sponsors made a determination to move its location from Warren, Rhode Island, to Providence.  Smith extended his “humble and hearty Thanks to the Benefactors of RHODE-ISLAND COLLEGE, whom he has met since his first Arrival in this Province.”  He also announced that he planned to depart soon, prompting him to encourage “those Gentlemen who were so Kind as to promise to send their Benefactions for the College to him” to do so.

In a nota bene, Smith declared that he would leave behind a “List of the Subscribers Names, together with their Benefactions” that each supporter could consult in order to confirm “that his Donation goes towards making up the Sum I have collected since my Arrival here.”  Smith likely had an additional motive for drawing up such a list for “Subscribers” to consult.  As they perused the list to find their own names and “Benefactions” they would also see who else had donated and how much.  They could congratulate themselves on their civic responsibility and the company they kept, but also compare their donations to those made by others.  Benefactors could judge for themselves whether they appeared generous or miserly in comparison to others on the list.  Did an unexpectedly large donation enhance their status or an unaccountably small donation diminish it?

Today, colleges and nonprofit organizations regularly publish lists of benefactors, often classifying them according to how much they donated and organizing the lists to give preeminence to the most generous.  This is both an expression of appreciation and a challenge to current and prospective donors to secure their positions on subsequent lists of benefactors.  In his efforts to raise funds for Rhode Island College, Hezekiah Smith similarly extended an acknowledgment and a challenge to benefactors in South Carolina.  In promising to leave behind a list of donors and the sums they donated, he encouraged benefactors to increase their pledges.

January 13

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Jan 13 1770 - 1:13:1770 Providence Gazette
Providence Gazette (January 13, 1770).

“The COLLEGE about to be built in this Colony.”

Providence, Rhode Island, is now known as the home of Brown University, but that is not where the university has always been located. In 1770, six years after its founding, Providence became the permanent home of what was known as the Rhode Island College in its early years, later Brown University, in 1770. In March 1764, the Rhode Island General Assembly approved the charter for the “College or University in the English Colony of Rhode Island and Providence Plantations.” The Rhode Island College was only the seventh college founded in the colonies. Founded by Baptists, admission to the college was open to students of other denominations. According to “Brown’s History: A Timeline” on the university’s website, the corporation that would run the new college first met in Newport in September 1764. At that meeting, “Rhode Island Governor Stephen Hopkins (who would be a signer of the Declaration of Independence) was elected Chancellor.” James Manning served as the first president of the college, from 1765 until his death in 1791. He was also the college’s “first (and initially only) professor. He offered classes in the parsonage of the Baptist Church in Warren. The college held its first commencement in Warren in September 1769, not long before moving to Providence.

In preparation, Stephen Hopkins and John Brown, acting “in Behalf of the Committee for providing Materials and overseeing the Work” of erecting an edifice for the college in the city placed an advertisement in the January 13, 1770, edition of the Providence Gazette to request that those who had already pledged funds and others who might be inclined to do so consider donating “such Materials fit for the Building, as they would choose to furnish in Lieu of their Subscriptions.” The move to Providence was not a foregone conclusion, but such “Materials fit for the Building” and “Subscriptions” had helped to convince the Corporation. According to the “Brown’s History: A Timeline,” Warren, Newport, and other communities in Rhode Island vied to become the permanent home of the college; the members of the Corporation “heard arguments in favor of the city’s central location, availability of materials and workers, number of libraries, and money pledged to support the effort.” The newspaper notice placed by Hopkins and Brown incorporated two of those factors. A variety of primary sources tell the story of the founding and first years of the Rhode Island College. Among those, newspaper advertisements testify to some of the fundraising efforts undertaken to establish the college in the city that has now been its home for 250 years.