Annual campaigns or capital campaigns have an important place in fund raising for higher education. Increasing competition for funds demands that the campaign organization be more professional and that workers and volunteers be more thoroughly trained. Greater care must be used in developing the five essential elements in an annual campaign: (1) The case, (2) leadership, (3) volunteer workers, (4) prospects, and (5) campaign dynamics. One of the most essential ingredients to success is the enthusiasm of those individuals involved, who must use public relations skillfully and sell ideas rather than ask for contributions. (TT)