Colleges and universities must develop complete and coherent marketing strategies that aim at communicating a solid, identifiable, and structured image and purpose to alumni and friends, and to their regional and national communities. Some examples of how a particular institution should structure its annual fund are provided. (MLW)

Alumni relations, it is suggested, must "fine tune" their alumni volunteer programs or risk misusing a unique institutional resource. The tradition of lay governance, the development of alumni relations, volunteers in alumni relations, recruiting, and the institutional image and pride of identification are discussed. (Author/MLW)

The problems of organizing a group as heterogeneous as community college alumni are difficult but are worth the effort. Alumni associations can enhance public image, influence public opinion and legislators, recruit students, provide employment sources, assist in academic program evaluation, provide general guidance, and contribute financially to…