Philanthropy

August 16

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

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

Connecticut Courant (August 16, 1774).

“His Abilities in his Profession of Physic, Surgery and Midwifry, he flatters himself, gave Satisfaction.”

Richard Tidmarsh, a physician and apothecary, often did not remain long in the communities he served, though in an advertisement he placed in the Connecticut Courant in August 1774 he suggested that he would settle in Hartford “probably, for Life” if he managed to cultivate a clientele that would allow him to remain there.  In January 1771, he liquidated the contents of his apothecary shop in Philadelphia (and sold an enslaved man).  Tidmarsh relocated to Hartford before arriving in New Haven in May 1773.  A little over a year later, he “returned to Hartford, where his Abilities in his Profession of Physic, Surgery and Midwifry, he flatters himself, gave Satisfaction.”  He felt confident enough in his reputation for the services he rendered to that community that he encouraged the public to recall the time he spent there.  Furthermore, he expected that his “long practical Experience, will render him a useful and acceptable Member of Society.”

Near the beginning of his notice, Tidmarsh promoted an “Assortment of fresh, genuine DRUGS & MEDICINES” that he sold for even lower prices than in the past.  He listed many of them, including popular patent medicines, at the end of his advertisement.  He also noted that he “faithfully prepared” both “Physician’s Prescriptions, and family Recipe’s,” compounding them in his shop formerly occupied by Dr. Jepson on Queen Street.  Yet Tidmarsh did not limit his endeavors to providing medical care and selling medicines.  He devoted a significant portion of his advertisement to proposals for “instruct[ing] young Gentlemen whose Education and Genius seem adapted to Study, modern Theory and practical System of Physic, Surgery and Midwifry.”  Tidmarsh envisioned a thorough education for his students.  Rather than “the customary Time of a few Months” to two years that allowed for “but a very superficial Knowledge of the Materia Medica, and bare Idea of Diseases,” even under the tutelage of “the most accurate and extensive Practitioner.”  The physician and apothecary implied that he would work with his students over longer periods, pledging that “Young Men, desirous of enlarging their Opportunities in the medical Branches” could learn from him “on reasonable Terms.”  Such an education need not be expensive while extending it over several years would help support Tidmarsh in his intention to permanently settle in Hartford.

The enterprising physician and apothecary made yet another appeal to justify public support for his return to Hartford.  “Poor Persons, unable to see a Physician for Advice,” he proclaimed, “may have the Subscriber’s Opinion gratis,” an act of philanthropy designed to enhance his standing in the community and worthy of “encouragement” from clients who could afford to pay for his services.  In addition, Tidmarsh stood to profit from his “Poor” clients who purchased “Medicines adapted for their Disorders” from him.  He did not gouge them on the prices to balance the free consultations, instead preparing prescriptions “as cheap as any Apothecary.”  All in all, Tidmarsh sought to give “the Inhabitants of HARTFORD, and the Public in General” all sorts of reasons to welcome him back to town and support his various enterprises so he could remain there to provide services “of public Utility to Posterity.”

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.

April 11

Carl Robert Keyes Daily Advert Update , , , ,

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

New-York Journal (April 11, 1771).

“A CONCERT … For the Benefit of a respectable but distressed Family of ORPHANS.”

An advertisement in the April 11, 1771, edition of the New-York Journal invited readers to participate in a philanthropic venture intended to aid children in need.  On the following Wednesday, the advertisement announced, “A CONCERT Of Vocal and Instrumental MUSICK For the Benefit of a respectable but distressed Family of ORPHANS” would take place at Bolton’s Tavern.  Those who wished to attend could purchase tickets in advance.

Altruism, however, did not seem to be the sole motivation for planning or attending this concert.  Those involved in the venture performed their status (or the status they aspired to achieve) in the community at the same time that the musicians performed for their entertainment.  The newspaper notice declared that “several LADIES of DISTINCTION” determined that the “Family of ORPHANS” merited assistance.  Readers who purchased tickets and attended the concert could join the ranks of those elite patrons of unfortunate orphans, at least temporarily during the performance at Bolton’s Tavern.  The concert presented an opportunity to be seen by others who also supported the cause and would later remember who else attended.  Indeed, the advertisement challenged “every Person of Sensibility and Benevolence” to come to the aid of the orphans by attending the concert.  Participating in this endeavor “For the Benefit” of an impoverished family also accrued benefits to those who purchased tickets.

The advertisement also commented on the status of the orphans whose plight inspired “LADIES of DISTINCTION” in New York to intervene on their behalf.  Those orphans, the advertisement assured readers, were indeed deserving of such charity, being “respectable but distressed.”  That phrase paralleled the invocation of “Sensibility and Benevolence” deployed to describe those who might attend the concert.  Both phrases suggested that philanthropy involved more than giving to others who found themselves in adverse conditions.  Instead, the circumstances of how this “Family of ORPHANS” came to require charity as well as the ability of benefactors to discern who warranted assistance (and who did not deserve their attention) each shaped attitudes and expectations about the concert at Bolton’s Tavern.

May 28

Carl Robert Keyes Daily Advert Update , , , , ,

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

May 28 - 5:28:1770 New-York Gazette and Weekly Mercury
New-York Gazette and Weekly Mercury (May 28, 1770).

“THIS Pamphlet was published for the Benefit of Prisoners of Philadelphia Goal [Jail].”

At first glance the advertisement did not look much different than others that offered books and pamphlets for sale: “Very lately published in the City of Philadelphia, and to be sold by the Printer hereof, two Discourses by a Layman of the Church of England.”  Hugh Gaine inserted that notice in the May 28, 1770, edition of the New-York Gazette and Weekly Mercury.  He offered further description of the “Discourses,” stating that they contemplated “the two following Texts; Matt. xv. 15. 25, Then came she and worshipped him saying, Lord help me; Isaiah xlv. 15. Verily thou art a God that hidest thyself, O God of Israel the Saviour.”  Gaine likely drew directly from the title page in composing that portion of the advertisement.

That part of the advertisement could have stood alone.  It provided the same amount of information as others placed by printers and booksellers in colonial American newspapers.  It was in the second portion that the printer made a sales pitch that distinguished this particular advertisement from others for books and pamphlets that ran in the same issue and in other newspapers.  Gaine informed prospective readers that “THIS Pamphlet was published for the Benefit of Prisoners of Philadelphia Goal [Jail].”  Purchasing it, he suggested, was an act of charity and an expression of concern for the public good.  If that was not enough to influence readers to buy the pamphlet, then they could consider it an opportunity to practice philanthropy at a bargain.  Gaine asserted that even though the pamphlet sold for eight pence in Philadelphia, he charged only “the small Sum” of four pence for each copy.  He ran a half-price sale.

Though brief, Gaine’s advertisement contained two marketing strategies that the printer expected would resonate with prospective customers: a bargain price and an opportunity to aid the less fortunate.  That he sold the pamphlet also enhanced Gaine’s own reputation, demonstrating that he supported efforts to benefit the prisoners in Philadelphia. Eighteenth-century advertisements should not be dismissed as simple because they were short or lacked striking visual elements.  In a few short sentences, Gaine made a powerful case for purchasing the pamphlet.

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.

December 27

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

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

South-Carolina Gazette and Country Journal (December 27, 1768).

“Certificates of which, she can produce from the Gentleman whose Lectures she attended.”

When Mrs. Grant arrived in South Carolina in late 1768, she placed an advertisement in the South-Carolina Gazette and Country Journal to inform colonists in her new home that “she proposed to practise MIDWIFERY.” In introducing herself to the public, she deployed many of the same strategies as her male counterparts, though she also expanded on some of them.

As a newcomer, Grant did not benefit from having a reputation gained from building a clientele over the years. Instead, she needed to offer assurances that she was indeed capable of providing the services she claimed. To that end, she first emphasized her credentials, formal training, and experience. She was qualified to practice midwifery, “having studied that Art regularly, and practised it afterwards with success at EDINBURGH.” When men who provided medical services moved to a new town or city in the colonies and placed advertisements, they usually provided a similar overview. Grant, however, did not expect her prospective clients to trust the word of a stranger when it came to such an important service. In addition to noting her training and experience, she stated that she could produce “Certificates … from the Gentleman whose Lectures she attended, and likewise from the Professors of Anatomy and Practice of Physic” in Edinburgh. Male practitioners rarely offered documentation to confirm their narratives. In an era during which medicine increasingly became professionalized (and, as part of that process, masculine), Grant may have believed that she need to do more in order to level the playing field when competing with male counterparts for clients.

To help establish her reputation, Grant also indicated in a nota bene that she would “assist the Poor, gratis.” Doing so allowed her to demonstrate her skills while simultaneously testifying to her good character and commitment to her new community. She was not alone in offering free services to the poor as a means of introducing herself. Men sometimes did so as well. Still, Grant may have considered it especially imperative as a way of breaking into the market upon arriving as a stranger in Charleston.

November 3

Carl Robert Keyes Daily Advert Update , , ,

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

Nov 3 - 11:3:1768 New-York Journal
New-York Journal (November 3, 1768).

“Circumstances may yet enable him to set one Day in Six apart to give Advice to indigent Persons, Gratis.”

John Coghill Knapp, “Attorney at Law,” was a familiar figure to colonists who read the New York newspapers in the 1760s. He frequently placed lengthy, chatty advertisements offering a variety of legal services. In November 1768 he inserted a new advertisement, one that extended half a column, in the New-York Journal. He proclaimed that he “WILL continue to give the most candid Opinion and Advice, in all Cases of Law or Equity, with such Reasons laid down in Support thereof, as fully to give the desired Satisfaction.” He drew up “Memorials, Remonstrances, or any Case” as well as “Writings and Conveyances of every Kind, from the smallest Agreement, to Deeds of the greatest Consequence.” Although he did not state it explicitly in this new advertisement, earlier notices made clear that “Conveyances of every Kind” included the buying and selling of enslaved men, women, and children. As he had done in previous advertisements, he promised “strict Secrecy, Integrity, and Dispatch” in serving all his clients no matter what kind of work they brought to his office.

In addition to those attributes particularly valued in an attorney, Knapp concluded by declaring that he had “some Hopes, Circumstances may yet enable him to set one Day in Six apart to give Advice to indigent Persons, Gratis.” He aspired to some day be in a position to provide free legal services to those who could not otherwise afford his fees, but he did not have the means to do so at the moment. The lawyer cleverly leveraged his best intentions, which testified to his character, to attract clients who could pay. He did so while simultaneously promoting his industriousness, indicating that he pursued his profession six days of every week. Just as he set the seventh day aside for worship, he desired to set the sixth day aside for altruism. That was only possible, however, if he earned enough throughout the rest of the week to support himself. Knapp suggested that he wanted to provide aid “to all indigent Persons,” but called on prospective clients to give him the opportunity to do so. By engaging his services, they indirectly contributed to a charitable enterprise. Knapp attempted to distinguish himself from other attorneys by deploying philanthropy as a marketing strategy.

November 1

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

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

Nov 1 - 11:1:1768 South-Carolina Gazette and Country Journal Page 1
South-Carolina Gazette and Country Journal (November 1, 1768).

“Offers his Attendance gratis, to every Person in Charles-Town, whose Circumstances or Situation demand it.”

When T. Lowder arrived in Charleston and established his own medical practice in 1768, he placed an advertisement to introduce himself to the residents of the city and its environs. Like many other physicians who placed newspaper advertisements in the eighteenth century, Lowder first provided his credentials to potential clients who might avail themselves of his services. He indicated that he had worked as “MIDWIFE and APOTHECARY, to St. Peter’s Hospital” in Bristol. Furthermore, he reported that “he has for some Years been largely engaged in” the “Practice of Midwifery.” Although he did not provide the particulars, Lowder stated that he had received “a regular, physical Education.” He hoped that prospective clients would consider it, in combination with “a considerable Degree of Experience,” as “sufficient Qualifications.” He also pledged to exert the “utmost Assiduity” in attending to his patients. As a newcomer to the city, Lowder did not enjoy a local reputation. Until he could establish that he was not “deficient” as a midwife and apothecary, he relied on his credentials to promote his services to prospective clients who otherwise knew little else about him.

To aid in establishing his reputation in the busy port, Lowder “offers his Attendance gratis, to every Person in Charles-Town, whose Circumstances or Situation demand it.” To that end, he reserved three hours each afternoon for consulting with “The Poor” at his office on Church Street. Offering “Advice in all Cases” provided an opportunity to work with local patients who could then testify to his skill and care. Lowder likely hoped that demonstrating his competence in cases that he attended without charge would yield additional clients from among the ranks of residents who could afford to pay his fees. Providing free medical advice to the poor also attested to his character, further enhancing the public relations campaign Lowder launched in an advertisement introducing himself to colonists in Charleston. In case his credentials were not enough to attract clients, his altruism might attract the attention necessary for the newcomer to sustain his practice.