A well conducted college capital campaign produces more money faster and at less cost than any other method, is one of the best public relations moves an institution can make, indicates an institution's weaknesses, identifies an institution's friends, and is one of the necessary ingredients for a successful longrange development program. Success of the capital campaign depends on involving the administration and board of trustees in planning and support, on carefully conducting a survey of potential donors to determine their attitudes toward the institution and their probable financial response to the campaign, and on preparing a thoroughly documented statement of needs and purposes for which funds are to be raised. A theme around which campaign promotional activities can be developed is essential, as people prefer to give to opportunities rather than needs. Continued financial success depends on adequate followup of pledges, and, most importantly, on thanking the donors with conviction. (TT)