April 9, 1998
Rethinking Annual Campaigns
Charities apply same techniques used to seek big gifts
Two years ago, California Polytechnic State University at San Luis Obispo decided to recast its annual campaign.
The institution realized it made little sense to refer to an annual campaign when it was seeking money from alumni and other loyal donors more than once a year. Gone from all solicitations is the phrase "annual fund." Now donors are asked to support the Cal Poly Fund.
Long a
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