This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the…

Two years ago, members of a strategic planning committee at Woodberry Forest School set a goal to re-engage African-American and Hispanic alumni, many of whom had lost touch with the Virginia boarding school for boys. One of the committee's ideas was to launch a mentoring program to connect current minority students with minority alumni. Two years…

Ullysses Tucker likes a good challenge. After spending the first 20 years of his career working in media, he entered the development profession in 2000. He worked for the State University of New York Plattsburgh, New Jersey's Montclair State University, Louisiana's Grambling State University, and Western Illinois University before joining London…

Many universities, colleges, and independent schools face the reality of geographically expanding alumni bases, likely combined with constant or decreasing budgets for alumni activities. Well-intentioned colleagues understand the potential power of a geographically diverse alumni network but do not always grasp the time and complexity associated…

This article discusses the results of a CASE survey, compiled in April 2009, which was sent to almost 2,800 members who had previously indicated that community relations were part of their professional responsibilities or interests. The survey suggests that the role and practice of community relations in a public institution is somewhat different…