Student-run advertising, public relations or integrated communications agencies at colleges and universities give students hands-on client experience, help them develop their professional skills and provide students with an understanding of how to work within an agency structure. For faculty advisers, managing a successful student-run agency can…

Alumni relations is defined as working to motivate alumni to be understanding and supportive of their university. The alumni association should be a community catalyst for moving people. A largely overlooked role for alumni is their involvement in the decision-making processes of a university. (MLW)

Assesses the potential power of an active community college alumni association in political situations, in student recruitment, and on advisory committees. Advocates inclusive membership; discusses yearly membership fees v financial support by the college; stresses the importance of making college services available to members and of providing…

This report examines trends in voluntary support for higher education between 1980 and 1994 based on analysis of the Council for Aid to Education's annual survey on voluntary support of education. It reviews how philanthropic support for higher education compared with support for other charities and how this level of support changed over time. It…

Recommendations for planning a successful training workshop for college alumni volunteers include assuring the association is organized and the program well timed; making sure everyone agrees to budget and/or financial commitments; using seasoned volunteers to conduct a feasibility study and determine training needs; making training enjoyable; and…

Annual giving is defined as support for the current operations of a college or university. The annual fund constituency is described (alumni, parents, friends, and, perhaps, corporations and foundations). The case for a strong annual giving program and its relationship to the total development program are discussed. (Author/MLW)

The editor of Boston University's alumni magazine who orchestrated its redesign and extended its appeal to Boston's general public is interviewed about the strategies used and the response of both the university and the city community. (MSE)

Every year more intercollegiate speech and debate programs are eliminated from universities and colleges. Shrinking resources for higher education make it difficult to sustain extra or co-curricular activities without endowments and alumni support. Alumni support begins by cultivating a respect in undergraduates for speech and debate as a…

An interview with Philip Kotler, the Harold T. Martin Professor of Marketing at Northwestern University, is presented. Three approaches to marketing are identified: product-oriented, hard-sell, and building satisfaction in a long-term clientele. (MLW)

Offers guidelines for developing a sound community college alumni program. Argues that "friend raising" must precede fund raising, and recommends activities and services to make alumni feel as if they are still a part of the college community. (DMM)

Alumni periodical editors who successfully carry advertising were surveyed. Advertising, it is suggested, can pay for itself and defray part of production and distribution costs. The range of advertisers includes national, local, and in-house advertising, classified, business and professional advertising, and career placement advertising. (MLW)

It is proposed that retaining and promoting membership in alumni associations should have equal attention. An attractive membership benefits package can help retain members. Direct-mail promotion can take a number of forms, capitalizing on alumni's varied perceptions and motivations. A calendar is given for targeting promotions. (MSE)

An alumni association dues program has these benefits: operating funds, program expansion, identification of committed alumni, and association independence from the institution. Its problems can be: possible competition with the annual fund, possible competition with constituent associations dues programs, and negative reaction to direct mailings.…

The paper summarizes what is currently known about fund raising in higher education, and proposes priorities for research that will better inform fund raising practitioners. Research on fund raising has been limited for such reasons as lack of interest by the professoriate and the relative recency of the major professional association of fund…

Arguments for and against formal alumni chapters are outlined. Pros include increased membership, better leadership, and strengthened development potential; cost effectiveness is possible. Cons include direct and indirect costs; informal alumni structures are seen as equally effective. (MSE)