Colleges have raised their expectations about the kind of contributions they can attract from individuals, paying particular attention to "ultimate gifts" that an individual can make only once in a lifetime. Recent successful fund-raising is also due in part to improved college fund-raising capabilities. (MSE)

Alumni and other individuals' contributions to colleges rose sharply in academic 1985-86, totaling 48.8 percent of all donations. Institutions' fund-raising focus on individuals has succeeded in increasing the average gift and the number of gifts, while corporate gifts have grown more slowly. (MSE)