ORONO – Each University of Maine System campus should have its own unique personality so the institution can give the different regions of the state the economic and cultural boosts they need, the second candidate for UMS chancellor said Thursday.

It doesn’t matter whether a university system is described as one institution with a number of campuses, or as seven separate campuses with a single governing body, Richard Crofts told University of Maine at Machias representatives during a meeting at the chancellor’s office in Bangor.

“The language isn’t important – it’s the goal you’re trying to achieve and how you organize yourself to do it,” said Crofts, who is commissioner of higher education for the Montana State University System. The commissioner is the equivalent of UMS’ chancellor.

He was the second candidate in as many days to come to the state to meet trustees, faculty, staff and students. He was preceded Wednesday by Joseph Westphal, a partner in a Washington, D.C., law firm and a former assistant secretary of the Army. A third candidate, whose name will be announced today, plans to visit Jan. 30.

Plagued by a head cold, Crofts apologized as he popped a lozenge into his mouth. Despite his

congestion, the 60-year-old contender managed to air his views thoughtfully and concisely.

Before being named commissioner of the Montana University System in 1996, Crofts was deputy commissioner for academic affairs for two years.

He also has been assistant to the chancellor for graduate education at Minnesota State University System, vice president for academic affairs at Mankato State University and associate vice president for research and dean of the graduate school at East Tennessee State University.

Crofts has a bachelor’s degree from Georgetown College and a doctorate in Reformation history from Duke University.

While he taught history for a time and loved it, he has found his niche as an administrator, he said. It’s “exciting and rewarding” to help establish educational policy on a statewide level, and to work with K-12 educators, the business community, the governor and the Legislature, he said.

It’s not the chancellor’s job to figure out what a campus’ brand might be, said Crofts, who puts that responsibility squarely on the shoulders of the presidents. Meanwhile, he tries to provide context, ideas and suggestions, he said.

He praised UMM President John Joseph, who said his campus is pushing its marine biology and environmental science programs.

“If you don’t look distinctive you won’t tap into the out-of-state people,” Crofts said.

Maine has work to do on that score, he said, after UMM representatives told him out-of-state students constitute only 13 percent of the system’s enrollment.

In Montana, 30 percent of the university system consists of students from other states and countries. It’s a population that brings in diversity as well as increased finances because of the higher tuition rate, he said.

Many students may graduate from college and then leave a particular state because of job opportunities, he noted.

“But when there’s a brain drain [as in Maine] with 18-year-olds – and the ones who leave may be better students compared to the ones who stay – you’re not only losing numbers but quality people,” he said.

Crofts has been in Montana long enough, he said during an interview last week. Although he’s proud of what he’s accomplished, “it’s time to take a look at something else,” he said.

“I don’t need another job, I’m not being run out of here. But my Daddy used to tell me that occasionally you need to look around and see if there’s another challenge out there that would be more interesting for you.”

Montana University system Faculty Senate President Stan Jenne, during an interview last week, called Crofts a hardworking individual, who “doesn’t give up.”

“He’s a strong leader who likes to be in control … he has to make tough calls and he’s not afraid to make those calls. As a result, people love him or hate him. It’s as much a function of the position he’s in than anything he’s done,” he said.

Maine has a supportive environment in which politicians, trustee members and higher education leaders are trying to work together, Crofts said.

“The picture I’m putting together is one where Chancellor [Terry] MacTaggart has done a wonderful job of building credibility and confidence between external folks and the University of Maine System.

“Now it’s probably time for someone to follow him and build on that to help campuses and boards through some decisions on priorities and on ways to assure that state money invested in the university system is being used to meet the needs of Maine,” Crofts said.

Montana and Maine are similar in a number of ways, he said. Both are large states with a relatively sparse population and economies that are traditional and aren’t as diversified as they should be. Both are experiencing financial difficulties in supporting their education systems, he said.

Speaking Thursday afternoon at UM’s Jenness Hall in front of virtually the same group of faculty and students that had listened to Westphal the day before, Crofts was forthright and friendly.

Students in Montana help make decisions about tuition and fee increases and will readily vote to increase costs to education once they understand how the money will be spent, that it’s really needed and that it will improve their lot, he said.

“In this consumer driven environment, we’re better off if we involve you guys in helping us design what we’re going to do to you,” he told student newspaper reporter Aimee Dolloff. “We don’t want you to do our job, but we’d better listen or you’ll walk away.”

When it comes to dealing with the Legislature, the chancellor should have the last word, Crofts said. While he seeks other people’s opinions on strategy, in the end, he and the Montana Board of Regents make those types of decisions, and he said he expects presidents and deans to follow the plan.

This isn’t about academic freedom. It’s about having a unified, credible message, he said.