Five suggestions are made for moving the college public relations program toward more personal communication: (1) study the communication successes and strategies of others; (2) reassess current communication methods; (3) begin building a small-scale constituency-relations program; (4) establish a contact database; and (5) put the best principles…

Large, flashy college fund drives may be falling out of favor with alumni and friends of the institution. Advancement professionals recount their experiences and suggest ways to adapt campaigns to new needs and environments. Inherent problems with large campaigns are enumerated, and the importance of clear communication to audiences on and off…

An informal survey of college editors via electronic mail (e-mail) found that many felt inter- and intrainstitutional e-mail was an efficient method of communication but also elicited some concerns. Some respondents noted it did not replace face-to-face communication; flaming and overload were also noted as negatives of e-mail. (MSE)

Effective fund raising among graduate school alumni requires efforts that differ from those used with undergraduate alumni. Working with school-based or umbrella alumni organizations, staffing, and development of services and programs appropriate to this population are keys to success. Reunions, career roundtables, orientation, mentor programs,…

Rensselaer Polytechnic Institute (New York) has coordinated a comprehensive fund-raising campaign with special emphasis on several regions of the country. Each regional component is a miniature of the overall campaign. Planning strategies include regional analysis, adaptation of the usual development resources, volunteers and staffing, good…

Advancement staff at the private Potomac School (Virginia) has evolved from a part-time volunteer to a six-woman team. The program has achieved high productivity and substantial success. The management style is characterized by teamwork, enthusiasm, mutual support, personal loyalty to the school, and some specialization. Volunteers are welcomed.…

Five college and university fund-raising professionals discuss ways in which uncoordinated solicitations of gifts from the same prospective donor(s) by different schools or departments can be avoided by planning, coordination, and communication. Advantages and disadvantages of centralized and decentralized administrative approaches are considered.…

Techniques in using readership surveys to boost the effectiveness and acceptance of a college publication, particularly those intended for faculty and alumni, are outlined. Steps include planning the research, selecting survey participants, drafting a questionnaire, designing a survey package, monitoring response, and reviewing and presenting…

School and college fund raisers are offered suggestions for maintaining the momentum of the annual fund drive while undertaking a capital campaign. Professionals discuss their experiences and offer strategies, which include both clearly communicating the programs' different needs and handling the campaigns separately, and combining appeals to make…

Four basic models of the organization of college and university communications offices are described: advancement, news bureau model, agency, and marketing models. Pros and cons of each are discussed, and the structure of this function at the Virginia Polytechnic Institute and State University (Virginia Tech) is presented as an ideal…

Presents and answers a series of questions about how the college or university development office can prepare for economic uncertainty or downturn, including insulating the major gift operations from economic decline, communicating with the administration, budget cutting, communicating with donors, helping donors cope with financial losses, and…

For colleges and schools concerned with the image they project to the public, guidelines for creating and presenting a graphic identity, particularly for fund raising, are offered. Design principles include creating a unified communications program, accurately reflecting the institution's mission and spirit, inspiring confidence in workers and…

Both centralized and decentralized college or university development programs have advantages, depending on the nature and needs of the institution. Changing program structure may have consequences that reach far beyond fund-raising details. A survey of 10 institutions revealed some common characteristics and many hybrid forms of organization.…

Eight steps to use in promoting the alumni office on campus and create lasting ties with other campus offices are outlined. They include keeping in personal contact with campus colleagues, staying involved in campus programs, keeping the top administrators and campus informed of activities, garnering support, being professional, keeping current.…

The departure or death of an important college or school fund raiser can threaten campaign morale and momentum. The experiences of development programs in such situations illustrate a variety of strategies for management, including good record keeping and institutional communication, teamwork, assuming business as usual, having two people in…