SOU launches largest fundraising campaign with $100 million goal

(Ashland, Ore.) — Southern Oregon University launched the largest comprehensive fundraising campaign in its history on Wednesday, with a goal of raising $100 million to transform SOU into the country’s defining model of what a regional public university can be – small by choice and distinctive by design. The university’s THRIVE campaign, which began its silent phase in 2021 and has already raised $71.4 million, is built around the pillars of Community, Resiliency, Innovation and Discovery.

“The philanthropic support that SOU has received, and will continue to receive, is an absolute game-changer for this university,” SOU President Rick Bailey said. “Our traditional funding pipelines – appropriations from the state and tuition revenue from our students – are what we rely upon for our day-to-day operations. But it is the generosity of our donors – and more than 9,200 have already contributed to this campaign – that truly enables us to be unique, exceptional and innovative.”

The university’s THRIVE campaign is expected to reach its $100 million goal over the next three years – an extraordinary feat for an institution such as SOU. Campaigns launched by small, public regional universities around the country typically have goals ranging from $10 million to $50 million, with timelines of five to seven years.

Launched amid the COVID-19 pandemic, the THRIVE campaign has regularly surpassed its initial year-by-year fundraising projections and has strong momentum heading into its public phase.

Donations have come from alumni and individuals, businesses, foundations and other organizations. Their support reflects a broad commitment to SOU and its role in southern Oregon – from local community members to corporations that recruit graduates and national foundations.

SOU’s new academic model – the heart of its Vitality Plan for long-term fiscal stability and regional distinction – relies on a shift toward multidisciplinary and interdisciplinary learning, streamlined pathways to degree completion, experiential learning opportunities and a continued commitment to student success. To transition its curriculum and remain competitive, SOU must have resources to attract and retain top-tier educators while offering programs that evolve to meet the changing needs of the workforce, students and their families. Philanthropic support from the THRIVE campaign amplifies state funding, enriches existing programs and creates opportunities for learning and growth.

“Most donors designate their gifts, so when the university’s priorities match donor passion, there is magic that happens,” said Janet Fratella, SOU’s Vice President for Advancement and Executive Director of the SOU Foundation.

“Gifts are funding new academic programs, supporting our faculty and students, and allowing us to construct new facilities needed by our programs,” she said. “Commitments from our donors are providing a level of excellence above what we could otherwise provide.”

The campaign’s priorities center on connecting students with their communities, strengthening support systems, fostering innovation and expanding opportunities for discovery. Together, those pillars are intended to help students graduate with practical experience, professional mentors and the skills to contribute to their communities and careers.

The Community pillar emphasizes regional partnerships, inclusive gathering spaces and experiences that broaden students’ horizons. Priorities include supporting student participation in professional conferences and building connections with local businesses, government agencies, nonprofits, health care providers and Tribal organizations. The pillar has a $5 million fundraising goal, with $1 million raised to date.

Resiliency, also with a $5 million goal, focuses on mentorship, student wellness and basic needs. Initiatives include the Bridge Program for underrepresented first-year students, expanded coaching and mentoring, emergency assistance through the SOU Cares Program and support for the student food pantry. The pillar has raised $3.65 million.

The Innovation pillar is intended to prepare students to address real-world problems through interdisciplinary collaboration and entrepreneurship. Plans include a collaborative learning hub, student business competitions and opportunities to develop solutions to regional economic needs. The pillar has a $5 million goal, with $1.4 million raised.

Discovery supports experiential learning, international exchanges and civic engagement. Scholarships will help students afford field studies, research and regional internships, while expanded global programs and a Center for Civic Engagement and Civil Discourse will broaden students’ perspectives. The pillar has raised $860,000 toward its $5 million goal.

Connecting Learning, the campaign’s broader academic focus, carries an $80 million fundraising goal: $20 million for scholarships, $25 million for faculty support and $35 million for academic programs. The initiative reflects SOU’s plan to use the Rogue Valley as a living laboratory, connecting classroom learning with regional industries, environmental research, arts and community needs.

Donor support is already producing tangible results. Nearly 3,500 scholarships have provided about $9.4 million in direct student assistance over five years, averaging $3,017 per award. Laurel Park, home to SOU’s national championship softball program, opened in 2026 and was funded entirely by donors. Philanthropy also has supported new music facilities, faculty fellowships, academic exchange programs in Mexico and Ghana, and sustainability projects through a partnership with Lithia Motors & Driveway.

New endowments have strengthened programs in coaching and mentoring, choral and vocal studies, entrepreneurship and student emergency assistance, among others.

SOU’s THRIVE campaign aims to expand opportunities for students while strengthening the university’s academic programs and regional partnerships. Continued philanthropic investment will enable SOU to develop new programs, recruit and retain faculty, and respond to emerging needs.

Comprehensive fundraising campaigns are historically rare and challenging for small, public regional universities compared to larger flagship institutions. Those comprehensive campaigns – which bundle capital projects, annual giving and endowment needs – are increasingly being embraced by small universities across the country due to declining state appropriations.

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