It was the University's next campaign--the Harvard Endowment Fund, launched in 1918--that led to the creation of an annual giving program. This capital campaign represented a distinct shift in tactics. After America's entry into World War I, fundraisers at academic and charitable institutions began to try some of the techniques of communication and organization that had proved so effective in the wartime "drives" for Liberty Bonds and the Red Cross. As an architect of the bond drives, John Price Jones '02 explicated those techniques in reports and monographs and became the prophet of a new era in fundraising. Thomas Lamont, a Harvard Corporation member who had worked with Jones in the 1918 Liberty Loan effort, signed him on as the Endowment Fund's director of publicity. Harvard--seeking to raise the hitherto unthinkable sum of $15 million--thus became the first university to hire a professional fundraiser.