A photo of a yellow license plate that has a black strip on the left side. On top of the black strip are letter's that spell out \"VCU\"
A newly designed VCU license plate is a shared revenue partnership with the Virginia Department of Motor Vehicles, with $15 of each plate sold going to VCU for need-based student scholarships.

June 6, 2024

New, bold VCU license plate is a way to show pride – and support students

Through DMV partnership, drivers can purchase plates that promote the school and boost scholarship funding.

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By Joan Tupponce

Virginia Commonwealth University students, alum, staff, faculty and fans show their VCU pride in different ways. It might be through a T-shirt, sweatshirt, hat or mug. So why not support the university and student scholarships by purchasing a newly designed black-and-gold VCU license plate?

The university’s new campaign, "UNstoppable Drive," is part of the UNcommon brand platform. The license plate is a shared revenue partnership with the Virginia Department of Motor Vehicles, with $15 of each plate sold going directly to VCU for need-based student scholarships through the VCU Affinity License Plate Scholarship. Currently, only drivers registered through the Virginia DMV can purchase a plate.

Since the program’s start in 1998, more than $600,000 has been awarded to VCU students through the Office of Financial Aid and the Division of Student Affairs. In fiscal year 2023-24, 27 students were awarded a total of $81,240.

“VCU has fewer than 3,000 license plates throughout Virginia; increasing that is a huge opportunity,” said Grant Heston, vice president for Enterprise Marketing and Communications for VCU and VCU Health. “Investing in a new plate lets you showcase your VCU pride and supports students at the same time. The plates are mobile billboards that promote VCU and support an excellent cause.”

Take your VCU pride on the road! Your purchase of a Virginia Commonwealth University license plate helps support VCU students -- $15 of the $25 DMV fee directly funds student scholarships.

As a VCU alum and a longtime employee, Melanie Irvin was excited to see the new VCU license plate. She had retired her previous VCU plate and reverted to a regular Virginia plate.

“When I learned about the new plate, I was immediately drawn in by the bold, black-and-gold look and purchased my plate on the first day it was available,” said Irvin, assistant vice president in strategic marketing and engagement in the Office of Development and Alumni Relations. “I’m also gratified knowing that my plate purchase will help today’s students make ends meet. As a first-generation scholarship student myself, I know firsthand the difference philanthropic support makes.”

For more information about the specialty license plates or to purchase one, visit the licenseplates.vcu.edu/.

Each issue of the VCU News newsletter includes a roundup of top headlines from the university’s central news source and a listing of highlighted upcoming events. The newsletter is distributed on Mondays, Wednesdays and Fridays. To subscribe, visit newsletter.vcu.edu/. All VCU and VCU Health email account holders are automatically subscribed to the newsletter.