Every college alumni program needs a mission statement specifying why it exists. In creating a statement, administrators should consider who designs it, drafts it, must endorse it, must adopt it. When institutional purpose and resources change, it can be redrafted. It should be an active guide, regularly reviewed and used. (MSE)

Publications can be helpful in promoting planned giving to colleges. Suggestions address basic brochures, response forms, a planned giving column, advertisements, bequest mailings, a year-end tax letter, newsletters, fund description, and assets inventory. Simple or sophisticated, they can be effective marketing tools. (MSE)

A good plan is a statement of major management decisions that sets the stage for successful fund raising for years to come. A 12-step planning process includes: consensus on what the plan will include; timetable for planning; gathering data needed to conduct an assessment; individual program assessment; etc. (MLW)

Seven simple ways for college fund-raisers to recognize donors successfully are outlined, illustrated with the experiences of colleges, universities, and other organizations. Institutions are urged to thank donors accurately, publicly, privately, frequently, appropriately, innovatively, and sincerely. (MSE)

Advice is offered on promoting diversity within the college alumni association, based on the University of Kansas Alumni Association's experience. Suggestions include providing offerings that appeal to everyone; challenging alumni to participate in reaching out to others; and inviting alumni involvement when dissatisfied. (MSE)

Possible changes in U.S. Postal Service rates and services, resulting from a planned restructuring, are discussed. College administrators are encouraged to review mail class use, available discounts, and even the design and quantity of materials mailed out. (MSE)

Five suggestions are made for moving the college public relations program toward more personal communication: (1) study the communication successes and strategies of others; (2) reassess current communication methods; (3) begin building a small-scale constituency-relations program; (4) establish a contact database; and (5) put the best principles…

Statistical modeling provides a method for colleges to use alumni-development information to create an equation predicting who is likely to respond positively to fund-raising appeals. This can make fund raising more cost-effective, provide higher returns on minimal investment, provide results quickly, and improve competitiveness. Resources…

Two models of administering college and university alumni chapters--using volunteers or paid staff--are compared, based on comments from alumni directors who have addressed the issues. A flexible club structure, which integrates a fully structured, chartered-chapter model with two versions of predominantly staff-driven models, is proposed as…

Federal regulations governing receipts from fund-raising events at colleges and universities are summarized, including rules concerning tax deductions for raffle tickets, how and when to acknowledge donor gifts (cash or non-cash), and disclosure of fair market value. (MSE)

As college alumni become more diverse, alumni associations are finding that special interest groups are increasingly popular. Gay, ethnic, and racial clubs may spark controversy and require that alumni administrators address concerns tactfully while nurturing the affinity group. (MSE)

College and university public relations professionals are encouraged to follow the example of business in managing their publications programs. Planning, marketing those plans to the campus community, involving administration, and assuming accountability are seen as key elements in publications program success. (MSE)

Discusses a variety of fun activities that college and universities can develop as alumni fund-raising events: a golf tournament; scholarship auctions (silent, on-the-spot, live televised, and live); charitable raffles; duck dashes; themed banquets; and a tuition raffle. (MSE)

Donor recognition societies, or gift clubs, are used by colleges and universities to thank and encourage donors. For such giving mechanisms to fulfill their potential, they must be carefully planned and administered. Issues to consider include setting gift levels based on institutional goals, establishing rules for counting eligible gifts, and…

Five veteran college alumni directors share strategies for creating an effective association: deciding what program aspects must be measured; assessing the program realistically; listening to customers; stretching program resources to hold down cost and work more efficiently; and remembering the value of the human touch in program design and…