To make the case for Arts and Sciences in a climate where profes- sional schools and STEM programs seem to garner most interest can be challenging. Those of us professionally and personally committed to the importance of the Liberal Arts, find it hard to comprehend how someone cannot see the lifelong benefits of having the skills to think critically, write competently, and communicate thoughts and ideas clearly. As repeated surveys have shown, employers desire workers who possess them far more than the job-specific skills that can be taught once they are hired. In addition, your alumni and donors often say these broader and deeper skills account for their success in their chosen careers and professions. Our challenge as deans of Arts and Sciences is to help potential donors make the connection between this belief and their willingness to offer financial support to further our College’s stra- tegic priorities, programs, and students. Meeting this challenge begins with strong, clear messaging about the critically important role that your college of Arts and Sciences has in preparing students with valuable skills for the workforce. Branding your college is not just about fundraising—it also ensures that your college is moving forward with a common vision and purpose. As dean, you have a bully pulpit, and your role is to promote the value of Arts and Sciences programs and degrees to all constituencies: administration, faculty, staff, students, alumni, and donors. The Centrality of the Liberal Arts To place the perspectives of this chapter’s authors in context, we provide brief descriptions of our colleges. Central Michigan University divides Making the Case for Arts and Sciences David Boocker and Pamela S. Gates 5