ABSTRACT
The subject of developing and launching a campaign is not the subject of the work at hand, though it may one day become the subject of a companion volume to this book. The authors will limit the discussion to an overview of the topic complete with a few advisories and a presentation of some of the basic principles that apply to the business of campaigning. A campaign is an organized, multiyear effort to fund long-term goals through a concerted fundraising effort that goes beyond the normal parameters of the development function. Adding precampaign considerations to a college-wide strategic planning process is a two-way street in that it promotes dialogue about the marketability of college aspirations within the private sector. In the meantime, the college must strategize how it will manage cash flow to pay the costs of a campaign at the same time it begins to launch projects the campaign funds.
