Southwestern Name Decision

January 28, 2011


Dear Alumni,

After a long and thorough discussion today, Southwestern's Board of Trustees unanimously approved the following motion:

In support of the overarching vision for Southwestern University in the Strategic Plan, the Board reaffirms its commitment to build far-reaching visibility and recognition by conducting and adequately funding a comprehensive visibility campaign using the name Southwestern University.

In making their decision, the Board considered Lipman Hearne's research findings, listened to your comments and concerns, and received recommendations from both the Research Task Force (made up of alumni and representatives from campus, the Board of Visitors and the Board of Trustees) and Southwestern's Senior Staff.

There is work to be done to make Southwestern a nationally known liberal arts and sciences institution of the highest caliber. The research showed that Southwestern University is not well known among prospective students-those who live within Texas and particularly those who live outside Texas-and that most people do not associate the name "Southwestern University" with a private liberal arts institution.

We ask you to join with us and support Southwestern University through your actions and your gifts. Our efforts can begin immediately. We can refer students, share our Southwestern experiences and promote Southwestern through our personal and professional networks.

This must be a sustained and well-funded effort. Between now and the Spring Board of Trustees Meeting, the Trustees will be asked to make a special contribution to begin this effort. We would again like to thank you for your participation in this process.

An update on the implementation of Shaping Our Future: The Strategic Plan for Southwestern University 2010-2011 will be posted quarterly on the plan's website as we go forward.

Jake B. Schrum '68
President

Merriman Morton '63
Chair of the Board of Trustees

Steve Raben '63
President of The Association of Southwestern University Alumni