2 DEANS AND DEVELOPMENT life, or they want to leave a legacy by which they will be remembered. Gaining tax deductions is important, but donors have literally thou- sands of charities from which to choose. Why should they choose yours? If we want to get insight into why people give, it is just as important to think about why people do not give to an institution, even to a College or University from which they graduated and which is presumably a key to their later success. Wealth or income alone does not determine whether people give. Many alumni of modest means are faithful donors of small amounts year after year, while people of great wealth may give little or nothing. People do not give for a wide variety of reasons: because they do not feel connected to the institution, because they gave previously and they feel the institution ignored or misused their gift, because the insti- tution, so far as they know, does not engage in activities they consider important in their life, because they have other charities about which they care more, or because they do not trust the institution’s current leadership or direction. Or they have not been asked. Or they feel that the institution’s representatives—deans or development officers—have not really heard what is meaningful to them and what would motivate them to give. Before one can ask, one must listen. To succeed in fundraising, your goal is to increase the number of people who want to give, to increase the generosity among those already giving, and to move as many people who do not give into the category of generous givers. As development officers are fond of saying, fund- raising is about “friendraising:” those who feel grateful to, respected by, or involved in an institution will give to it. At the same time, fund- raising is about more than making friends: it involves demanding sales- manship and intellectual work. A good development officer, dean, or president addresses the concerns that a potential donor has, answers his or her questions, and finds ways to see that a donor’s interests are furthered by the impact that a gift will have on an institution. In order to create or engage donors, then, a dean has to know the college of Arts and Sciences, and the larger University, extremely well, including its faults and any negative aspects of its reputation, and to find ways to tell the story of its successes and honestly deal with challenging questions potential donors might have. As dean, before going out on development