STRATEGIC PLAN
2026-2031
Commitment 4: Institutional Identity
CAMPBELL COMMITS to strengthening its broader reputation as a Christ-centered institution
of higher education, as a gathering space for people from all backgrounds who wish to live, learn,
and grow in a thriving Christian community, and as the state’s top producer of graduates prepared
for lives of servant leadership.
Objectives
OBJECTIVE 18. We will ensure that Campbell University’s Christian identity is more clearly and more consistently reflected in both internal and external marketing and communications (including social media), and that messaging from Admissions, Marketing, Advancement, and Alumni Relations emphasizes the institution’s faith foundation as a distinctive for purposes of recruiting new students and for enhancing the retention of existing students.
Metrics of Success
We will annually evaluate the University’s website, promotional materials, and on-campus imagery using measures of prominence, consistency, and mission alignment.
OBJECTIVE 19. We will secure philanthropic support to establish one or more new endowed scholarships that shall be awarded to incoming undergraduates based on Christian character, rather than solely on GPA and other traditional measures of academic preparation and performance.
Metrics of Success
We will measure progress toward this objective by dollars raised, by evidence of scholarship launch,
by number of prospective undergraduates applying, and by number of recipients.
OBJECTIVE 20. We will expand and improve the onboarding of new students, faculty, staff, and trustees to better educate them on Campbell University’s founding history, its current mission, and its Christian identity.
We will evaluate the creation and application of a series of resources that can be adapted for use
by departments, hiring managers, committees, boards, and student organizations to more clearly communicate the University’s mission and Christian identity. We will account for their deployment at such key institutional gatherings as new student orientations, Tartan, first-year seminars, Connections, student leader trainings, and new employee/trustee onboardings.
OBJECTIVE 21. We will significantly increase the use of Butler Chapel as a venue for worship and spiritual formation by students, faculty, staff, and the community.
Metrics of Success
We will document annual increases in the number of events hosted at Butler Chapel, and we will account for increases in attendance (particularly at worship events held on Sundays).
We will chart progress to establish an endowed fund to enhance worship resources, support lectures, hold performances, and/or convene conferences in Butler Chapel. This fund will engage the university and external communities on topics that reside at the intersection of faith and inquiry.