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.
