As a profession, alumni relations is moving from its ancillary function into the mainstream of safeguarding the life of universities. The development of alumni associations and alumni relations is traced from its beginning to this position of importance. (JMD)

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.…