Issues management in college public relations involves identifying issues and trends early, debating alternative responses, deciding on the best approach, and designing and carrying out an action plan. Experience at the University of Minnesota with the issue of animal rights has shown the method can be very useful. (MSE)

Offers principles for resolving ethical dilemmas in college alumni relations, based on a theory of decision-making using four ethical dilemma paradigms (truth vs. loyalty, individual vs. community, justice vs. mercy, short-term vs. long-term). Practitioners are urged to use quiet moments to reflect on and discuss ethical issues among the staff.…

Planning must revolve around objectives related to students, faculty, money, and political support. When it is understood that all of the institution's advancement activity should help produce these four things, planning is easy. (MLW)

Planning is the process of setting direction, priorities, and guidelines. A CASE survey of public relations professionals is described that notes the use of staff retreats and brainstorming sessions, among other techniques and strategies, that help professionals plan. (MLW)

Choosing a consultant to help with a computer system will have more impact on an office than any other decision made during the year. The major advantage of hiring computer consultants is that they bring in-depth expertise to the organization. Some basic rules for choosing a computer consultant are provided. (MLW)

Advice on how to find the best software for institutional needs is presented. Purchasing prewritten software, acquiring custom-written software, and improving ready-made software are discussed. Questions to ask before buying software are provided. (MLW)

After a college or university has received the large gift it has solicited, there are still a variety of follow-through tasks to attend to, including considering an appropriate sign of appreciation, notifying campus officials and encouraging them to send thank-you notes, creating a payment schedule, keeping the donor apprised of progress toward…

College fundraisers can alienate major donors by: not tailoring the "ask" to the individual; not preparing the donor sufficiently; not coordinating the solicitation schedule with colleagues; unsuitable meeting setting; excluding people from the meeting; not planning the solicitation meeting; being inflexible; not listening; promising what can't be…

Editorial independence is described as a "snare and a delusion." The role of the publisher, who alone can define the purposes and policies of any periodical, is discussed. (MLW)

Planning can shield a small development office from scattershot demands. Priorities should be set and an office assessment should be done. An assessment should outline the elements of a successful development program, review the current program's progress, and propose a three- to five-year plan for moving the program ahead. (MLW)

Five ethical dilemmas in college and university advancement are outlined, and responses of professionals to each are cited. Dilemmas include renaming a building, originally named for a generous donor, in honor of another donor funding renovation; paying for copying of sensitive documents; use of designated donations; handling of a donation made in…

Five situations are posed in which a college advancement administrator must make an ethical judgment. They involve renaming a building named after a graduate, use of personal versus institutional funds for a sensitive information search, use of unrestricted gifts, respecting donor intentions, and candor in information dissemination. Readers are…

A needs assessment document, that describes in detail what an advancement program will require of its computer support system, is discussed. This document can create a framework for planning, help force decisions about policies and procedures, and present alternatives and recommendations to senior management. (MLW)

To flourish, every college endowment needs a comprehensive investment and management plan. The institution must have specific strategies and targets for (1) raising more funds; (2) investing for growth, not just income; (3) determining the spending rate; and (4) transferring part of yearly surplus into endowment. Trustees must take time to…