ABSTRACT

Fund-raising, as an activity for libraries and librarians is not new. However, fund-raising as an organised integral function oflibrX management is new. For some time now, fund-raising profession^ have used the term “development” to include not only fund-raisinv h t also the planning and goal-setting activities that guide vari organizations. "Development" or "fund-raising" is an established anH successful practice in contemporary libraries. More recently at tl parent institution level in higher education, fund-raising has be^ incorporated with alumni relations and public relations'’under tf” current term of “institutional advancement” in some terti educational institutions. Both terms -’’development” and “instituti^ advancement” - recognize the essential nature ofactivities that man a communications between an institution and its public constituenc^ for the specialized purpose offund-raising. However, for the purpos this chapter, the term “fund-raising” will be used and the broader set °f activities implied by development and institutional advancement wffi be implied as a specialized form ofpublic relations.