Gone are the days of the large general fund drives like the $82.5 million effort that former President Nathan M. Pusey '28 launched in the late 1950s.
Now, because of tight money, bullish stocks, and increasing competition for the donor dollar, the University has switched its fund-raising tactics to smaller, individual drives, with easily recognizable and highly marketable products.
Such is the case with the incipient $15 million fund drive for the establishment of a Center for Jewish Studies, a drive that has a strong appeal to some but not all alumni and that can be easily sold without interfering with other small fund drives.
The Harvard College Fund, feeling the pinch of the weak economy, is also in for a change in tactics. The Fund, which supplies the Faculty with 10 per cent of its unrestricted income, failed to break its $5 million goal established for 1974-75, although it did top last year's total of $4,853,000.
Fund officials said this week they were fortunate to top last year's goal.
An alumni poll commissioned by the fund shows that a more direct appeal to individual classes may help the Fund top the $5 million mark in its drive for next year.