College and university public relations professionals are encouraged to follow the example of business in managing their publications programs. Planning, marketing those plans to the campus community, involving administration, and assuming accountability are seen as key elements in publications program success. (MSE)

Five veteran college alumni directors share strategies for creating an effective association: deciding what program aspects must be measured; assessing the program realistically; listening to customers; stretching program resources to hold down cost and work more efficiently; and remembering the value of the human touch in program design and…

Although volunteers serve many useful functions in fund raising, soliciting gifts should be left to staff. Volunteers are hard to recruit, keep, motivate, are unreliable, lacking in expertise, and they can balk at the realities of development tasks. Development offices should carefully think through the appropriate roles for these individuals.…

The administration's adviser to the Illinois State University Student Alumni Council examines the benefits of student participation in alumni affairs, outlines some considerations in the creation and development of a new student alumni program, and suggests program possibilities for different constituencies, including alumni, students, future…

College and university fund-raising programs that combine some characteristics of centralization and some of decentralization can be very successful and also pose unique administrative challenges, as illustrated in the experiences of a number of diverse institutions. Collaboration and clear communication are keys to effective administration. (MSE)

The six-stage diffusion process, with choice of the right media, makes a vital strategy for public relations because it goes beyond informing to stimulating action. (MSE)

Suggested strategies for running a more effective college alumni program include effective calendar organization; careful staff utilization; administrator visibility; increased efficiency; effective use of alumni volunteers and student workers; good office communication; broad information dissemination across campus; consistent use of priorities;…

It is not effective to focus on the process of public relations, student recruitment, or fund-raising. In the 1990s, public relations must use rigorous research to achieve measurable results, not just more paperwork. (Author/MSE)

An institutional development audit is a comprehensive evaluation of a program, its operations, and its people. Information is analyzed to assess: institutional mission, personnel and organizational structure, financial resources, program management, communication, and overall program effectiveness and efficiency. (MLW)

Institutions are turning to marketing to combat the trends of declining enrollments, decreasing applicant pools, diminishing interest in traditional degrees, competition for students, and increasing costs. A marketing audit can analyze an institution's strengths and needs. (MLW)

A public relations audit can show how efforts measure up, whether they are parents programs, media relations, or faculty/staff communication. A sample inventory form is included. (MLW)

An experienced university fund raiser discusses the staff's role in dealing with potential donors, including developing donor awareness, knowledge, interest, involvement, and commitment; maintaining constant contact; using an effective tracking system to manage, coordinate, communicate, and stimulate major fund-raising activity; and encouraging…

An institutional advancement administrator draws on experience running an office with limited resources to offer suggestions to others, including putting basics in place first, then fine-tuning them, and developing a do-everything publication, a plan for special events and fund-raising, an annual giving structure, and a strong core of volunteers.…

Steps in developing a major college donor weekend program are outlined, including goal setting; tailoring events to reflect the best the institution has to offer; drafting an appropriate guest list; calculating costs; dealing with common problems such as low attendance, damaging media coverage, and guest list errors; and getting feedback. (MSE)

An audit can give easy-to-understand indicators of how the various parts of an alumni association are doing. Prepare for an audit by: identifying goals and the areas that are most symbolic of the well-being of the organization, and quantify what to measure. (MLW)