Challenges and Opportunities for College and University Fund Raisers

New Strategies for Educational Fund Raising
edited by Michael J. Worth

Changing demographics, new technology, increasing globalization, and greater scrutiny of the philanthropic world are creating both challenges and opportunities for college and university fund raisers, writes Michael J. Worth, a professor of nonprofit management at George Washington University, in Washington.

This book, a collection of essays written primarily by college fund raisers, focuses on how colleges and universities can adapt to these trends. It is part of the American Council on Education-Praeger Series on Higher Education.

The book begins with a brief history of educational fund raising and an overview of common techniques for soliciting annual and major gifts, for encouraging planned giving, and for staging a capital campaign. It then discusses the nature of today’s donors and who is likely to donate in the future. Several chapters suggest that as Americans begin living longer and as more women and members of minority groups graduate from college, institutions will have to design solicitations more carefully to appeal to a diverse set of donors. Another chapter suggests why colleges and universities should put more money and energy into soliciting donors abroad.

The book also examines specific fund-raising techniques used by professional schools and community colleges. Other chapters explore the key role of donor research and new information systems that track down potential donors, and offer ideas on drafting budgets and managing and rewarding staff members. Several authors write about how university fund-raising offices have increased their collaboration with such campus departments as communications and alumni relations.

Publisher: Praeger Publishers, 88 Post Road West, Westport, Conn. 06881; (203) 226-3571; http://www.praeger.com; 448 pages; $49.95; I.S.B.N. 1-57356-518-0.