University presidents play a key role in raising funds for their institutions. These roles are well documented, and yet many presidents face challenges in raising adequate funds for their institutions. The presidents'' successes are measured by the dollar amounts they raise. Theodore Hesburgh is one university president who raised millions of dollars for the University of Notre Dame. At the time of his retirement in 1987, alumni giving was about 70% of the total funds received by the university. His communication with alumni suggests a formula for successful fundraising. This book is a rhetorical analysis of his 10 speeches to the alumni which shows the ways he structured his messages to positively affect giving. Analysis is rooted in Kenneth Burke’s pentad in which motivation, motive and identification are primary concerns in persuading the alumni to give. The book is especially useful to university presidents, professionals in rhetoric, communication, individuals in institutional development and fundraising.