JAMES M. GREENFIELD is a veteran fund raiser with more than 35 years of experience as a development officer at three universities and five hospitals. He has served as the National Society of Fund Raising Executives' chapter officer and national board member, and is currently involved in the organization's Research Council and the NSFRE Foundation Board. He is Senior Vice President of Development and Community Relations at Hoag Memorial Hospital Presbyterian in Newport Beach, California, and is the author of Fund-Raising Fundamentals, Fund-Raising Cost Effectiveness, and The Nonprofit Handbook: Fund-Raising, all published by Wiley.