A comprehensive campaign incorporates all of an institution’s fundraising initiatives and objectives—annual, building, and endowment—over a predetermined time period into a unified effort with a coherent theme and coordinated communications strategy. The comprehensive approach to fundraising emerged as a solution to the diverse needs and constraints that a school confronts. Individuals have long given gifts to their favorite institutions. They were inclined to direct their gifts toward building the school’s capital base, either by directly funding new construction or renovation of existing buildings or by making an endowment gift to generate continuing income to establish or sustain programs in perpetuity.