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…

The ways in which five college and university alumni offices increase their effectiveness by pairing up with departments and offices across campus are described. These cooperative efforts include alumni program involvement with academic departments, career development services, admissions office, student organizations, and government relations…

The functions of public relations offices are described for four small colleges and one small private school: Spelman College (Georgia); North Harris County College (Texas); Scripps College (California); Lafayette College (Pennsylvania); and Maumee Valley Country Day School (Ohio). Focus is on creative and effective use of a small staff and…

Tips for publications managers are provided. Suggestions that are time, money, schedule, and labor savers include: force clients to clarify what they want, check the budget first, keep written records, use student labor, etc. (MLW)

The University of Missouri's alumni association is using technology to recruit new members, increase retention, and provide benefits and services. Examples include the use of members' electronic mail for communication, use of personal barcodes on membership renewal notices, and automatic membership renewal using credit and debit accounts. (MSE)

Economic pressure has played a role in most clashes between independent alumni associations and their college administrations. Some pros and cons of independence are provided and some events of the past few years are described. (MLW)

Ways to create and implement a master marketing plan for college campuses are described. The best marketing plans describe both objectives and methods for all appropriate areas within the institution. (MLW)

Ways to fund a publications office and the merits of charge-back systems are discussed. Every charge-back system differs. Some offices try to cover costs; others bill for overhead. Some alternatives to charging are described. (MLW)

The experiences of three institutions (Oberlin College, Ohio; University of Nebraska; and St. Christopher's School, Virginia) illustrate how effective a carefully developed marketing scheme for planned giving can be. Staffing, budgets, average funds raised, and average deferred gifts are reported for each. (MSE)

A program that sent a fund-raising videotape to 1,500 University of Richmond alumni is described. Research had turned up affluent alumni in areas too remote for personal calls or visits by the presidents. The program was a success and proved cost-effective. (MLW)

A 360-unit reference station system at the University of Washington makes important policy information available to all. Each station contains information on university policies, procedures, and services; state and federal regulations; and other matters affecting staff, faculty, and students. (MLW)

Before alumni can identify prospective students, the admissions and alumni offices have to forge a partnership, considering the other's goals and problems. A program for alumni/admissions volunteers has two purposes: to extend the reach of the admissions office and to give alumni a chance to serve. (MLW)

Publications managers agree that no phase of the publication process is the same with desktop publishing. The new technology means publications managers must find new ways to cope with the accompanying situations. Managing client relations, resources, and data entry are discussed. (MLW)

Emory University (Georgia) has advanced its fundraising by leveraging a $2 million challenge from the Coca-Cola Foundation. The school publicized the challenge, made the case for an added incentive to give, and integrated advancement functions to get greater results. Challenge grants can come from industry, foundations, and alumni; and careful…

When its video news releases received little television exposure, North Carolina State University developed a successful half-hour news magazine series to showcase its teaching and research efforts. The program has been well received, has provided good publicity, and makes needed news footage available in a timely fashion. (MSE)