Annual giving is defined as support for the current operations of a college or university. The annual fund constituency is described (alumni, parents, friends, and, perhaps, corporations and foundations). The case for a strong annual giving program and its relationship to the total development program are discussed. (Author/MLW)

The president is the chief strategist, chief definer, and chief planner. Managing the advancement process demands organized involvement of significant people, setting an appropriate tone, working well with well-chosen colleagues, and organizing the institution to bring the programs and the people together in academically "respectable"…

The history of higher education's relations with government is one of cooperation succeeded by skepticism. Institutions entering the government relations arena need concrete goals and professionally organized programs. An umbrella political action committee should be the new political arm of higher education. (Author/MLW)

Careful planning is considered absolutely necessary for a successful annual college fund campaign. Annual giving must have long-range plans to accomplish long-range goals. Keys to annual giving planning are seen as staffing, budgeting, prospect information, goal setting, leadership, communications, and coordination with the overall development…