dean of the fund-raising profession are the concepts and methods that have spelled success for outstanding fund-raisers of the past four decades, especially of the significant year since World War II. Designed as a concise, practical reference, the book gives step-by-step directions at every point. It outlines the important background a fund-raiser must have and shows just what to do before, during, and after a fund-raising campaign. The books shows how to avoid costly and wasteful errors -- how to shun seemingly promising approaches that have in fact proved fruitless or disastrous time and again. It covers areas of special recent interest such as bequest programs, alumni funds, global programs, health agencies, and memorial campaigns. For example, it discloses for the first time what happened in the Kennedy Memorial Library appeal. Among the topics discussed are people's basic motivations . . . characteristics of the giving process . . . types of givers . . . solicitation, timing, and momentum . . . costs . . . three key qualifications for raising substantial sums . . . why big gifts need little gifts . . . the basic relationship between professional staff and the supervising laity . . . collections vs. organized campaigns . . . and much more. Harold J. Seymour (1894-1968) is still well known throughout the fund-raising profession and served with distinction a wide range of organizations covering virtually the entire philanthropic spectrum. A 1916 graduate of Harvard College, he began his career in 1919 when he joined the staff of the Harvard Endowment Fund Campaign. Seymour was one of the founders, a past president, and an honorary member of the American Association of Fund-Raising Counsel.

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