UNCF Gray's Way

Black Issues in Higher Education, Sept 30, 1999 by Ronald Roach

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`A Mind Is a Terrible Thing to Waste'

The United Negro College Fund's slogan, "A Mind is a Terrible Thing to Waste," was developed in 1972 by Young & Rubicam Inc., a New York advertising firm, under the direction of then-UNCF President Vernon Jordan. The slogan has been conveyed in print and television ads with the help of the Ad Council, a nonprofit public service organization. Opera star Leontyne Price has belted out the UNCF message in a television spot, movie director Spike Lee has directed UNCF commercials and last year retired basketball wonder Michael Jordan joined The College Fund as a pitchman. The Ad Council says that UNCF ads have generated $1 billion to help some 150,000 deserving students go to college. But UNCF officials say it's impossible to put a dollar figure to the slogan's success. What is certain is that, "A mind is a terrible thing to waste," has become a household phrase as renowned as Maxwell House Coffee's "Good to the last drop," and Nike's "Just do it."

The United Negro College Fund

                         Founded:    April 25, 1944
              Founding President:    Dr. Frederick D.
                                     Patterson (1944-1966)
     Founding Executive Director:    William Trent
                                     (1944-1964)
  Original National Headquarters:    New York, N.Y.
    Founding Member Institutions:    27
1944 Enrollment at Member Schools:   14,000 students
      Inaugural Campaign Revenue:    $765,000
      Other UNCF Past Presidents:
             Stephen J. Wright Jr    (1966-1969)
                    Vernon Jordan    (1970-1972)
            Christopher Edley Sr.    (1973-1990)

1999

           Chairman of the Board:    Michael H. Jordan
                   President/CEO:    William H. Gray III
  Senior Executive Vice President
                 for Development:    Virgil E. Ecton
           National Headquarters:    Fairfax, Va.
             Member Institutions:    39
    Enrollment at Member Schools:    55,055 students
          Total Regional Offices:    24
                     Total Staff:    211

           1998 Operating Budget:    $27.5 million
              1998 Total Revenue:    $139 million
         1944-1999 Total Revenue:    $1.4 billion

A Philanthropic Parade of Stars

Celebrities have been a large part of UNCF fund-raising efforts from its beginnings. Leontyne Price debuted at the Metropolitan Opera at a UNCF event in 1955. In 1974, Nancy Wilson and Clifton Davis hosted "Something Special," the first UNCF telethon, which raised $300,000. Singer Lou Rawls expanded the concept in 1979 with the launch of "The Lou Rawls Parade of Stars," which has raised more than $165 million for the UNCF in its 17 years. In 1998, the "Parade of Stars" was revamped after a decline in revenues to become "An Evening of Stars," melding the old format with new concert performances and more special appearances. The revamped show -- airing in major television markets and reaching an estimated 64 million households -- raised 12.3 million and increased viewership by 31 percent over the previous year.