For most alumni, university fundraising may seem to be uncoordinated and lacking in focus- an assortment of phone calls, solicitous letters, and invitations to a class reunion. But for Steven Rum, it's a science. And the goal is to carry out more research.Rum is senior vice president for development and chief fundraiser for Johns Hopkins Medicine in Baltimore, Maryland. Last year, his team had a banner year, raising $318 million. Their approach places the physician scientists at Hopkins on the donor front lines. The goal is to turn the positive feelings of "grateful patients" into support for new research, faculty chairs, academic scholarships, bricks and mortar, or simply defraying the cost of running a multibillion-dol-lar medical center.
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