Hollins University will publicly launch a $125 million capital campaign this morning in an effort to build up its endowment, campus facilities and riding and writing programs, among a list of other projects.

Called the "Campaign for Women Who Are Going Places," the fundraiser is the largest in the liberal arts school's history. Hollins is already well on its way, having quietly raised some $93 million over the past six years.

The announcement coincides with Family Weekend and other events on the Roanoke County campus, though there is a touch of hesitancy as the weakening economy cuts into college endowments and dissuades donors from opening their checkbooks.

"Hollins has been through the Civil War," President Nancy Gray said this week. "We got through typhoid epidemics, the economic downturn of 1907, the Depression.

"And I am confident that Hollins will emerge with great strength in these economic times," she said.

A year ago, the fundraising goal was $100 million, a number that matches recent campaign goals at other women's colleges in Virginia, including Sweet Briar and Randolph-Macon Women's colleges. Both schools exceeded their targets in fundraisers that ended in 2006. (Randolph-Macon became co-educational in 2007, changing its name to Randolph College).

But Hollins raised its expectations after a strong response, in part to give more alumni a chance to participate, said Meredith Pierce Hunter, vice president for external relations.

About 60 percent of the campaign money is marked for the Hollins endowment. The rest will be split between school operating costs and improving its facilities -- including money for protections of the campus "viewshed," or visible environment.

Gray said that committed money has already been directed to scholarships, the study abroad and leadership programs and the Beale Garden. Funds will also go to the Jackson Center for Creative Writing and a new, larger horse barn.

The university's current campaign is scheduled to conclude in June 2010. Its last effort, which ended in 1997 when the school was still Hollins College, raised $47 million.

Today's events begin with an official announcement from Gray at 10 a.m. in the Dana Science Building, a facility set to receive almost $6 million in improvements. This afternoon, an author panel will meet, made up of former Hollins students Lee Smith, Jill McCorkle and Natasha Trethewey.