Where The Woman's Day Book of Fund Raising (p. 542) provides non-professionals with disinterested advice on obtaining money for worthy causes (libraries, museums, schools, etc.), Gurin's manual of alms, ostensibly intended to introduce unpaid volunteers to the workaday realities of charity drives, comes perilously close to being a sales pitch. The text is riddled with rancorous references to authorial grudges--like the United Way's collectivist competition for philanthropic dollars--and reminders of the valuable services rendered by for-hire fund-raisers. But veteran consultant Gurin knows the tricks of his trade. He discusses solicitation tactics at some length, observing that prospective contributors should be sold on an organization's programs, not its financial woes. Though Gurin sets great store by face-to-face meetings, he offers step-by-step instructions for mail appeals and acknowledgement procedures. And he covers such alternative techniques as benefits (theatre or garden parties, for instance), projects (a publication with ads), and promotions (personalized stationery, greeting cards), along with recommended approaches to corporations, foundations, and government bodies. Among recent fund-raising trends reviewed are: intensified rivalry for support due to the proliferation of tax-exempt organizations; a contracted supply of volunteers because more women are working; stepped-up use of computers; and appreciably stricter supervision by state authorities. In addition, Gurin essays some predictions. He anticipates that non-traditional (i.e., activist and/or advocacy) groups will claim a larger share of the public's largesse and that unified campaigns combining capital and annual-giving drives with educational programs will be the norm for established institutions. Authoritative and mostly practical material, marred by partisan interjections--all of it pre-empted by the Ardmans' more comprehensive approach.