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Barbalich, Andrea – Currents, 1991
Campus public relations professionals offer advice for improving the effectiveness of public relations efforts by (1) setting behavioral goals; (2) targeting audiences carefully; (3) focusing appeals by making messages explicit; (4) connecting the public relations message with larger societal issues; and (5) reaching internal as well as external…
Descriptors: Audience Awareness, Behavioral Objectives, Higher Education, Institutional Advancement
Myers, Donald G. – Currents, 1993
The University of Pennsylvania's major gift officers have specific goals for interaction with donor prospects, including proportions of time spent in cultivation, solicitation, and stewardship. Guidelines are based on staff experience, nature of the prospect pool, faculty support, campaign stage, volunteer management, administrative support,…
Descriptors: Behavioral Objectives, Case Studies, Donors, Fund Raising
