ERIC Number: EJ867395
Record Type: Journal
Publication Date: 2009
Reference Count: 0
Intellectual Capital: For 20 Years, American Indian College Fund Has Been Investing
Horwedel, Dina M.
Tribal College Journal of American Indian Higher Education, v20 n4 p20-22 Sum 2009
For 20 years, the American Indian College Fund (the Fund) has been helping students to afford a higher education. In addition to providing more than 4,000 scholarships for American Indian students last year, it also provides tribal colleges with funding and programmatic support. The Fund was created in 1989 by the tribal colleges and universities and private partners to raise funds for scholarships to help students and for the colleges themselves. As part of its 20th anniversary celebration, the Fund, along with the award-winning advertising agency Wieden+Kennedy, is rolling out its new public service announcement campaign, titled THINK INDIAN. The campaign tells how tribal colleges and American Indian students are using their intellectual capital--traditional solutions--to solve modern-day problems. To create the campaign, the Fund and Wieden+Kennedy documented the stories of American Indian students studying at tribal colleges for a series of advertisements. The advertisements promote how the tribal colleges and universities preserve the uniquely American Indian way of thinking while fusing new ideas with old ways. Advertisements are designed to induce individuals to give generously for scholarships. In addition to individual donors, the Fund also receives gifts from corporations and private and corporate foundations. Twenty years ago in 1989, the Fund raised $29,900 for the colleges. By the 2007-2008 year, that amount had increased by more than 100 fold to $3.7 million.
Descriptors: Advertising, American Indians, American Indian Education, Scholarships, Tribally Controlled Education, Higher Education, Students, Scholarship Funds, College Faculty
Tribal College Journal of American Indian Higher Education. P.O. Box 720, Mancos, CO 81328. Tel: 888-899-6693; Fax: 970-533-9145; Web site: http://www.tribalcollegejournal.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A