Effective fund raising for colleges and universities is a highly competitive undertaking which requires a well planned, constantly reevaluated program with imaginative publicity. While higher education has fewer constituencies from which to draw financial support than other gift-dependent institutions, those it has are usually more generous. These constituencies may be listed as (1) faculty, students, and staff, (2) foundations, (3) corporations, and (4) individuals. Faculty, students, and staff are the most important not only because they provide a portion of financial support, but also because they largely determine whether an institution generates good or bad publicity. For an institution to identify the parts of these constituencies relevant to its program and then to obtain its share of financial support from them, it must have a well conducted research program, a well trained staff, and a professional development officer. (TT)