OSU launches historic $2 billion comprehensive fundraising and branding campaign
Wednesday, January 7, 2026
Media Contact: Mack Burke | Associate Director of Media Relations | 405-744-5540 | editor@okstate.edu
A phone rang out across the Oklahoma State University campus, echoing from the Edmon Low Library bell tower. Something big was happening.
Billboards popped up across the state, orange telephones were found from Theta Pond to Boone Pickens Stadium and watch parties were planned across the OSU System. On Nov. 13, at The McKnight Center Plaza, the Cowboy family would find out why.
Featuring the Cowboy Marching Band and Spirit Squad, the plaza buzzed with energy as it filled to the brim with hundreds of students, faculty, staff, alumni and friends. Then, OSU President Jim Hess took the podium.
The Code Calls. And with it, a bold new chapter in Oklahoma State University's history.
OSU has announced a defining moment in its history with the public unveiling of The Code Calls, a $2 billion comprehensive fundraising campaign.
The campaign is aimed at transforming lives, strengthening communities and elevating OSU’s impact across the state and beyond through private support.
“We launched this campaign with our students because they represent everything we stand for — grit, generosity and the drive to do more,” Hess said. “At Oklahoma State, we don’t just talk about big dreams, we chase them. The Cowboy Code reminds us to give our all, stand for what matters and finish what we start. The Code Calls campaign is our chance to do just that. Let’s offer life-changing opportunities for every student, invest in research and innovation, and build a future rooted in character and impact.”
Students are at the heart of OSU’s mission and the driving force behind The Code Calls.
Its name is a direct nod to the Cowboy Code — a set of principles that embodies OSU’s
spirit, identity
and character.
“The code calls us to step up, show up and fuel the next generation of big dreams,” OSU Foundation President Blaire Atkinson said. “At OSU, we make the impossible seem routine because we are a community rooted in resilience, hard work and heart. This campaign is a movement to tell the world what it truly means to be a Cowboy.”
The Four Core Pillars
- Living the Cowboy Way:
Cultivating leaders of character through mentorship,
mental health support and lifelong connection. - Creating Life-Changing Opportunities:
Removing barriers to a high-quality education and empowering students through scholarships and access. - Leading with Humility:
Delivering top-ranked academic and athletic programs and equipping job-ready graduates across various disciplines. - Powering Progress:
Driving innovation and solving real-world problems
through research and community engagement.
A Unified Brand Platform for OSU
As Oklahoma’s premier land-grant university with a presence in all 77 counties, Oklahoma State University has been defined by its mission since 1890 — that education should drive opportunity and impact. The Code Calls builds on that legacy.
It’s more than a brand. It's a reflection of the university’s enduring identity and the values that have guided it for over 125 years.
Developed through a systemwide collaboration, The Code Calls campaign is a unified branding and comprehensive fundraising campaign that showcases how our people live the Cowboy Way, lead with humility and turn ambition into action. By bridging OSU’s proud history with the vision and energy of its next generation, The Code Calls unites the entire Cowboy family under a shared belief that purpose, determination and a commitment to others will always define what it means to be part of OSU.
“As OSU enters a new era of growth and collaboration across its system, The Code Calls stands as both a reflection of the university’s enduring character and a challenge to carry it forward,” OSU President Jim Hess said. “Because at Oklahoma State University, doing the impossible is not extraordinary — it is routine.”
The campaign features video, print, digital and outdoor storytelling with imagery highlighting real members of the Cowboy family — students, alumni, faculty and partners — captured in authentic moments of purpose and progress.
With America’s Brightest Orange (Pantone 021) at its core — complemented by bright accents of sky blue, turquoise and marigold — the palette reflects Oklahoma’s famous sunsets, creative spirit and the optimism that defines its people. Together, these colors bring light and warmth to the campaign’s visual story, representing a new day for a brand grounded in purpose and pride.
Strong typography, cinematic storytelling and vibrant color work together to express the heart of The Code Calls: that the Cowboy Code is not just something to believe in — it is something to live every day.
"Oklahoma State University's strength has always come from our people and the values
we share," said Megan Horton, OSU associate vice president for brand management. "This
brand platform authentically captures the spirit of a community built on grit, character
and an unwavering commitment to each other. That’s who we are. The Code Calls isn't
just a tagline; it's how we live and share that commitment with
the world."
Changing Lives
Students Lizzie Cowan and Piper Gatlin thought they were attending The Cowboy Code Rally just to represent their campuses. But they were actually invited to demonstrate how The Code Calls changes lives.
A mechanical engineering student at OSU-Tulsa, Cowan’s path to a degree just began to feel a little cloudy. A week earlier, she found out her financial aid was ending after next semester.
But she was determined to see it through and follow in her dad’s footsteps of becoming an engineer. She immediately picked up more hours at her full-time job to save up money, on top of her heavy courseload at school.
“It’s a lot, but I’m making it work,” Cowan said. “Working full time, I go directly from school to work, and it can be hard to find time to study and be available for other people.”
Gatlin, a sophomore studying psychology, is the middle child of five. Along with school
and working a job, she is incredibly involved on campus, serving in a leadership role
for Cowboython and Wishes for Water through
the President’s Leadership Council.
Even with their busy schedules, both students agreed to attend The Cowboy Code Rally. They didn’t really know what it was, but they were among thousands who came to witness the event in-person and online.
The unveiling of The Code Calls comprehensive campaign was a big surprise, but there was an even bigger one in store for them. Just as the campaign was revealed, its personal, transformational impact would begin to show.
At the podium, Hess revealed two students at the rally would be the first recipients of The Code Calls Scholarship.
Cowan listened intently as Hess described the first student. She thought it had to be somebody else. Until she heard her dad’s words.
“The father of this student said his child always gives 250%, and he marvels at how passionate they are about engineering,” Hess said.
His words of encouragement had always helped keep Cowan going. She was shocked, wiping away tears before she made her way to accept the award.
“This is really going to change my life. It’s perfect timing and a blessing, honestly,” Cowan said. “Without scholarships, I really didn’t know what was going to happen down the line. But this has given me so much encouragement to keep going. I’m just so excited about how this will open so many doors for me.”
Gatlin was equally stunned. The scholarship will help her along in her dream of attending medical school.
“This scholarship means so much to me because it really stands for what the Cowboy Code means,” Gatlin said. “It’s going to provide me with so many opportunities. This is going to change what I’m able to achieve, and I’m so grateful.”
The scholarship means a lot to their families, who also attended the rally to help celebrate the new scholarships.
“We’ve talked with Piper since she was little about how important it was that she goes to college,” said John Gatlin, Piper’s father. “This will be such a help to her and our whole family. We are so proud of her.”
Answering the Call
The Code Calls highlights the university’s commitment to connecting students with donors through generosity and opportunity. It’s a call to everyone, from current students to its most successful alumni.
“With a goal of $2 billion, we call on all Cowboys to invest in our future,” said Barry Sanders, 1988 Heisman Trophy winner, OSU alumnus and campaign champion. “Now is the time to harness what we do best. The world needs more Cowboys.”
The silent phase of the campaign began in July 2021, and more than 81,000 alumni and friends have given nearly $900 million. The campaign is slated to run through 2030 and calls alumni, donors and the entire Cowboy family to join in shaping OSU’s future.
"We're well on our way, but we really do want to encourage everyone to be a part of this," Atkinson said. "We don't want anyone sitting on the sidelines. This is their chance to make a difference. Every gift, no matter the size, really does have a transformational impact on the lives of other people."
Rick and Gail Muncrief, members of the Executive Campaign Board, said the Cowboy Code can resonate with everyone. As ECB members, they serve alongside a group of highly engaged donors and volunteers who help set the direction of the comprehensive campaign.
Stories like Cowan’s and Gatlin’s were what the Muncriefs had in mind when they helped establish The Horizon Scholars program in July at OSU. Along with 12 other families, they created a prestigious scholarship program that focuses on mentorship and creating opportunities for students at OSU. The first cohort will begin classes in Fall 2026.
“We’re going to work to make sure every OSU student is connected to a donor, and we’re going to do it the right way,” Rick Muncrief said. “What makes this really unique is that mentoring aspect. The Code Calls really reinforces that the Cowboy family is here to support each other and that no Cowboy walks alone.”
The Code Calls is more than a fundraising effort — it is the philanthropic engine of OSU’s new unified brand, designed to elevate the university’s national reputation and unify messaging across all audiences.
This integrated approach ensures that every gift, story and initiative reflects the values of the Cowboy Code and contributes to a cohesive and transformative movement.
“The Code Calls is about momentum, and we’re just getting started,” Dr. Hess said. “The Cowboy family has already shown what’s possible when we come together with purpose. Now, we carry that energy forward.
“Every gift, every story, every student success moves us closer to a future defined by character, opportunity and impact. The Code Calls — and we’re answering.”