Harding University today launched “The Harding Fund,” the University’s new brand for its annual unrestricted gifts campaign.

Donations to The Harding Fund support need-based scholarships that help reduce students’ costs by one-third and make it possible for many of them to attend Harding who otherwise could not afford it. Gifts to The Harding Fund are not used to build facilities, enlarge the endowment or fund restricted scholarships. Harding annually awards more than $26 million in financial aid to students, much of which is funded through unrestricted and restricted contributions.

The brand’s new logo features Harding’s iconic swing, which has been a part of the Searcy campus since 1934. Dr. Mike Williams, vice president of University Advancement, said the inclusion of the swing in the logo adds to donors’ connection to the brand.

“Anyone who has attended Harding or visited our campus has seen and likely sat in one of our swings,” said Williams. “Many alumni and friends have fond memories of sitting on the swings with their future spouse or friends. It evokes emotions of family and community in all of us who love the university.”

Dr. Bill Chism, a member of Harding’s board of trustees and co-chairman of The Harding Fund’s advisory board, acknowledges the importance of The Harding Fund as part of the University’s ability to serve its students.

“Since its founding in 1924, Harding has made affordability a priority as it provides a faith-based quality education,” said Chism, a 1972 Harding alumnus. “I can think of no better way for alumni and friends to help us maintain that focus than to invest in The Harding Fund. The dividends are enormous as these young men and women leave campus prepared to serve God, their neighbors and families though their faith and work.”

For more information on The Harding Fund, go to www.harding.edu/TheHardingFund.