This book discusses fundamental campaign principles, but is not a how-to guide. Rather, its emphasis lies on the strategic decisions that a campaign requires and on campaign leadership. 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.
Contents Introduction vii 1 The Comprehensive Campaign 1 2 Campaign Phases: Key Decisions and Tasks 21 3 The Campaign Team 35 4 Campaign Goals, Priorities, and Objectives 51 5 Campaign Resources and Policies 79 6 Executing the Campaign 99 7 The Art of Fundraising 129 8 Post-Campaign Evaluation, Planning, and Stewardship 155 9 Campaign Communications and Events 165 Conclusion 175 Index 179 About the Author 183