Courageous Leadership
Capturing Hearts and Minds to Drive Change
When I was first recruited to higher education twenty years ago, including the last eleven at the West Virginia University Foundation, it was a new field for me as I didn’t come from higher education—I came from healthcare. My background as a nurse and hospital administrator shaped the way I viewed leadership and change. In healthcare, courageous leadership means making hard, time-sensitive decisions because lives depend on it. You assess, gather data, identify best practices, create a plan, and execute it—quickly. Moving into higher education philanthropy required me to adapt, but one lesson has remained true: if you want to make a meaningful impact, you must capture both the hearts and minds of the people you serve.
At its core, philanthropy is about connection. It’s about listening to donors, understanding their passions, and helping them see the long-lasting impact they can make. During my interview for this position, I remember sitting down with a group of six generous, deeply committed university supporters. But when I asked them if they felt appreciated, they all shook their heads no. That was a lightbulb moment for me. These were people who had given so much to WVU and WVU Medicine, yet they didn’t feel properly stewarded. It was clear to me that this role wouldn’t just be about raising funds; it would be about inspiring a renewed sense of value and purpose in every donor.
If you want to make a meaningful impact, you must capture both the hearts and minds of the people you serve.
By Cynthia Roth
President and CEO
West Virginia University Foundation (WV)
Fostering Lasting Connections
One lesson I brought from healthcare was the importance of listening and responding with a sense of urgency. At WVU Foundation, we had to move beyond transactional interactions and start creating meaningful connections with our donors. They needed to feel that their contributions weren’t just noticed, but that they were deeply valued. We know that people have countless options when it comes to where they give their money—there are thousands of nonprofits doing incredible work. So why should someone choose to give to WVU? The answer is simple: we help them see the legacy they can create through education.
For so many of our donors, education was the turning point in their lives. First-generation graduates often tell me, “Without my education, I wouldn’t be in the position I am today.” They want to give back because they know the transformative power of education. Our job at the Foundation is to make sure they feel connected to the mission, to the students, and to the university’s future.
Over the years, we’ve embraced new ways to strengthen these connections—from overhauling our business processes for greater efficiency to leveraging new technologies to personalize our outreach to donors. Imagine the impact of a donor receiving a video from a student whose scholarship was made possible by their gift. It’s authentic, heartfelt, and a reminder of the real difference they are making. We also do birthday videos and special gifts for donors celebrating milestone birthdays—personal touches that show we see them as partners in our journey, not just benefactors.
Creating a Culture of Accountability and Trust
Capturing the hearts and minds of donors also required establishing a culture of accountability. When I arrived, there was no strategic plan guiding our efforts. I couldn’t believe it. How could we build trust without a roadmap? So, we set a bold course, establishing our first five-year strategic plan, and now, over a decade later, we’re preparing for our third. This commitment to planning and transparency has strengthened our mission focus and inspired confidence among supporters who see we’re not just asking for money—we have a vision, and they’re a crucial part of it.
In philanthropy, it’s not just about how much you raise, but how well you steward what you’ve been given. Since I joined the Foundation, we’ve more than doubled our annual fundraising, from $101 million to $282 million. And what’s even more exciting is that we’re giving back more than ever before. We used to return nearly $80 million a year to the university. Now, we’re giving back nearly $135 million annually. This is real money that goes directly into supporting WVU’s students, faculty, and programs. And it’s all possible because our donors believe in what we’re doing and feel connected to the impact they’re making.
Building a Brighter Future—Together
The success we’ve achieved at the WVU Foundation isn’t just about the numbers—it’s about the relationships we’ve built. By listening to our donors, understanding their passions, and showing them the transformative power of their generosity, we’ve created a culture where people feel proud to give. They know their investment will make a lasting difference, not just for the university, but for generations of students to come.
Courageous leadership in philanthropy is about capturing hearts and minds to drive change. When you do that, the impact is limitless.
