Presents 10 questions that development officers should be able to answer from their database and the powerful implications this data mining has for both annual and major giving programs. Discusses development officers' increasing need for in-house expertise in data analysis. (EV)

In college and university fundraising, mergers and initial public offerings can create donor-deadlines windows of opportunity during which prospective donors can make tax-favored major gifts. Development officers need to monitor their prospects' holdings for these deadlines. Categories of donor prospects to consider and indicators to watch are…

Principles and techniques for college fundraisers to use in preparing for a major solicitation are discussed, including information gathering, adequate and appropriate preparation for the call, content of the conversation, rehearsal of the interaction, making the appointment, handling objections, and closing the gift. (MSE)

Principles for college market research include (1) only ask relevant questions; (2) ask key questions often; (3) compare responses; (4) ask important questions of many people; (4) keep the research simple; (5) don't cut corners; (6) listen to the customer through focus groups and complaint systems; and (7) share the information with people who can…

Geodemographic analysis offers colleges a description of student or donor prospect groupings, and direction on finding more of them. However, the method only complements careful use of other resources such as internal yield and retention information, matriculant and nonmatriculant surveys, national and longitudinal data services, focus groups, and…

Describes the way in which Wilfrid Laurier University (Ontario), an institution that had worked hard to improve its programs and reputation, addressed a disappointing ranking in a national news magazine. In cooperation with other educators, administrators, and institutional researchers, the university undertook a successful project to have the…

It is proposed that market research needn't be formal but can be useful. Suggestions include using a variety of existing information sources; conducting focus groups; using readership surveys of school publications; paying attention to the timing of surveys; and sharing results with others who can use it. (MSE)

Institutional development research officers are problem solvers who can take a kernel of information about individuals and create a profile of their lifestyle and finances that provides fund raisers with a beginning point for contact. In turn, fund raisers in the field often can provide researchers with new information for profiling. Program…

The ways in which Spence School, a New York private school for girls, and Dartmouth College (New Hampshire) cultivated and won top alumni donors are described. In each case, the development office and administration encouraged the donor's personal involvement in areas of interest at the institution, and donor enthusiasm and participation…

Use of student focus groups to help shape college and university student recruitment efforts is examined, illustrated with the experiences of a variety of institutions. Benefits and limitations of the approach are noted, specific techniques for maximizing the groups' effectiveness are suggested, and uses of the resulting information are discussed.…

College public relations officers are urged to incorporate regular and systematic evaluation into program administration. The process of planning public relations activities would include qualitative research to identify issues; audience-specific surveys to gauge attitudes; action to accomplish objectives; and measurement of that action's…