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The ability to lead a campaign is essential to success for today's
college or university president. And campaign experience at some
level is generally now a prerequisite credential for presidential
candidates, as well as deans and other academic leaders, on both
public and private campuses. This book discusses fundamental
campaign principles, but is not intended as a how-to guide. Rather,
its emphasis is on the strategic decisions that a campaign requires
and on campaign leadership. It will be of interest to trustees,
advancement professionals, and others concerned with the future of
colleges and universities. But, consistent with its sponsorship by
the American Council on Education, it emphasizes the campaign
leadership of presidents.
In this sequel to the highly respected and practical 1993 book on
fund raising, Worth and his group of authoritative contributors
cover areas that did not even exist in this field in 1993,
including the concepts of "principal gifts" and "benchmarking."
They adapt strategies from Worth's earlier book and introduce many
new ones to meet current challenges and take advantage of new
opportunities. Comprising 31 chapters divided into ten logical
parts, the authors provide a complete picture of this field, which
is so important to leaders in higher education. Beginning with a
strong base of knowledge, the authors then discuss topics ranging
from raising funds from individuals; creating the campaign
(accounting, long-range planning, leadership, the mission,
kickoff); corporate and foundation support; traditions of giving;
managing and supporting development programs; ethical concerns; and
trends for the future. Michael Worth gives a great deal of
attention to the environment in which those responsible for
advancement in higher education have to work today. The book
addresses new areas in the field that didn't exist when Worth wrote
his first edition of this book in 1993. For example, the use of
financial instruments in the planning of gift giving are more
sophisticated, and business techniques have been tapped to improve
management of programs and measurement of success. Part II of the
book describes the underlying foundations of educational fund
raising in three chapters, each written by an expert contributor.
This section of the book describes the base of knowledge in the
field (theory and research) and discusses the institutional plan
and its relationship to the goals and objectives of the
institution. Part V, covers corporate and foundation support, which
is based on reasoned strategies and business plans and goals rather
than on altruism and emotion, which can often be the foundation for
individual giving. The book also includes a glossary and a
selective bibliography.
This book includes case studies of comprehensive campaigns at eight
varied institutions of higher education. In each case, a campaign
was part of an institutional strategy for growth and change. Many
of the campaigns marked a turning point in the institution's
history. They are not just stories about campaigns, they are
examples of institutional strategies for growth and change. The
case studies include widely varied institutions: a relatively young
private university campaigning to enhance its research standing; a
distinguished private university moving beyond near-destruction to
pursue bold goals; a prestigious public university aiming to
sustain momentum in its third century; a public university raising
funds to enhance its own programs and bring economic rejuvenation
to its region; a public university focused on the economic mobility
of its diverse students and undertaking its first campaign; a
unique liberal arts college turning to philanthropy to implement an
innovative new financial model; a distinguished historically Black
college for women seeking resources to continue and increase its
excellence; and a community college raising funds to help address
urgent economic and social priorities of the city and county that
it serves. Their campaign goals ranged from $40 million to $5
billion!
This book includes case studies of comprehensive campaigns at eight
varied institutions of higher education. In each case, a campaign
was part of an institutional strategy for growth and change. Many
of the campaigns marked a turning point in the institution's
history. They are not just stories about campaigns, they are
examples of institutional strategies for growth and change. The
case studies include widely varied institutions: a relatively young
private university campaigning to enhance its research standing; a
distinguished private university moving beyond near-destruction to
pursue bold goals; a prestigious public university aiming to
sustain momentum in its third century; a public university raising
funds to enhance its own programs and bring economic rejuvenation
to its region; a public university focused on the economic mobility
of its diverse students and undertaking its first campaign; a
unique liberal arts college turning to philanthropy to implement an
innovative new financial model; a distinguished historically Black
college for women seeking resources to continue and increase its
excellence; and a community college raising funds to help address
urgent economic and social priorities of the city and county that
it serves. Their campaign goals ranged from $40 million to $5
billion!
Leading the Campaign provides an overview of campaigns in higher
education. It emphasizes the leadership role of college and
university presidents, but also provides important insights on the
role of volunteers and fundraising professionals. It provides
lessons and examples that are relevant to all types of nonprofit
organizations. The campaign has endured over more than a century as
a principal strategy for advancing colleges and universities. It is
an approach to fundraising that is rooted in fundamentals of human
nature and values and its central principles have proven to be
effective under a variety of circumstances. This book focuses on
those central principles and how they are being applied in today's
changing environment. The second edition has been revised and
updated from the first edition, published in 2010, to provide
current data and examples. The book has been expanded to include
discussion of emerging trends in campaigns, including the increased
importance of social media and online giving. It includes numerous
examples drawn from various types of colleges and universities and
history-making campaigns.
Leading the Campaign provides an overview of campaigns in higher
education. It emphasizes the leadership role of college and
university presidents, but also provides important insights on the
role of volunteers and fundraising professionals. It provides
lessons and examples that are relevant to all types of nonprofit
organizations. The campaign has endured over more than a century as
a principal strategy for advancing colleges and universities. It is
an approach to fundraising that is rooted in fundamentals of human
nature and values and its central principles have proven to be
effective under a variety of circumstances. This book focuses on
those central principles and how they are being applied in today's
changing environment. The second edition has been revised and
updated from the first edition, published in 2010, to provide
current data and examples. The book has been expanded to include
discussion of emerging trends in campaigns, including the increased
importance of social media and online giving. It includes numerous
examples drawn from various types of colleges and universities and
history-making campaigns.
Facing challenges and changes in the twenty-first century,
universities are giving increased emphasis to institutional
advancement, encompassing constituent engagement, communications
and marketing, and fundraising. This book highlights the
implications of change and best practices and innovations in
advancement. It addresses such questions as: “What is working
now?” “Where are we going?” “What will the future of
advancement look like? The book’s twenty chapters, written by
leading experts in the field, describe ways in which traditional
methods must be adapted to the new environment and highlight new
strategies that are growing in importance.” This book is focused
on higher education and institutions in the United States but many
of the topics it considers are important to independent schools and
other types of institutions and to the practice of advancement
around the world.
Facing challenges and changes in the twenty-first century,
universities are giving increased emphasis to institutional
advancement, encompassing constituent engagement, communications
and marketing, and fundraising. This book highlights the
implications of change and best practices and innovations in
advancement. It addresses such questions as: “What is working
now?” “Where are we going?” “What will the future of
advancement look like? The book’s twenty chapters, written by
leading experts in the field, describe ways in which traditional
methods must be adapted to the new environment and highlight new
strategies that are growing in importance.” This book is focused
on higher education and institutions in the United States but many
of the topics it considers are important to independent schools and
other types of institutions and to the practice of advancement
around the world.
Fundraising: Principles and Practice provides readers with a
comprehensive introduction to fundraising. Taking a balanced
perspective, bestselling author Michael J. Worth offers insights on
the practical application of relevant theory. The text is designed
to engage readers in thinking critically about issues in
fundraising and philanthropy to prepare them for careers in the
nonprofit sector. Worth explores donor motivations and fundraising
techniques for annual giving programs, major gift programs, planned
giving, and corporate and foundation giving and campaigns.
Traditional methods, including direct mail and personal
solicitations, are discussed as well as new tools and practices,
including online fundraising, crowd-funding and social networks,
analytics, and predictive modeling. Written specifically for
nonprofit career-oriented individuals, this book helps readers
become successful fundraisers.
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