More insidious still is the ethos this fosters: a polite, inoffensive, undemanding demeanor, eager to impress but not inclined to disrupt and thus safe to display
among wealthy donors.
Based on the first thorough study of the archival records, this essay reveals that the campaign established novel features of university fundraising through contentious negotiations
among conflicting groups, prompted the university administration to centralize and control alumni affairs and development efforts for the first time, and, above all, introduced today's ubiquitous episodic pattern of continuous fundraising, in which mass comprehensive campaigns alternate with discrete solicitations of
wealthy donors, whose dominant roles have never changed.