An effective fundraising campaign is “about more than that big number” because board members, administrators, faculty and staff first must reach broad consensus on the university's overall direction and how additional funds would be spent, said Sergio Gonzalez, senior vice president for university advancement and external affairs at the University of Miami.
A fund-raising campaign ideally “becomes a rallying point” that elevates a university's overall performance in accord with the campaign's visionary written purpose, or “case statement,” Gonzalez said.
