Editors Capital campaigns are springing up like crocuses. And inventing those words and phrases that sear minds, kindle dreams, and open hearts and checkbooks has once again emerged as an art form.
Numbers lack the power to stir souls.
Better, we think, to name a campaign for its philosophical objectives and attain a loftiness beyond measurement. In the interest of serving higher education, we have developed our own patented method for naming campaigns which we, herewith, share with you. Using this system is as simple as ordering from a Chinese menu. Notice that there are three columns. Begin by reading down Column A until you find the participle or infinitive that seems most appropriate.