Basic literature sources about the field of institutional advancement are listed. The list is divided into seven categories: higher education in general, institutional relations, fund raising, alumni administration, government relations, publications, and executive management. (MLW)

The large-gift donor is one of a college's most important assets. For this reason, contacts with these donors should be regularly and systematically reviewed. Five main purposes or designated uses of gifts are categorized: faculty support, student aid, buildings, program support, and libraries. (MLW)

Five of the most common fund-raising problems are described: (1) inadequate preparation by the institution, (2) a failure to recruit and retain strong leadership, (3) overoptimism about major gifts, (4) misjudging the timing of the fund-raising program, and (5) inadequate constituency relations. (MLW)

The CASE publication, "Gift Reporting Standards and Management Reports for Educational Institutions," is discussed. The report include two model formats for reporting gift revenue--one organized by sources and the other by purposes. How the standards were developed, changes in guidelines, and adaptation to the new standards are described. (MLW)

A Washington-based fund-seeker is seen as necessary for helping institutions get a share of the billions in federal funds spent yearly in education. Responsibilities of a Washington representative are discussed, including knowing an institution's strong areas, knowing the agencies with jurisdiction over those areas, and connecting the two. (MLW)

Alumni periodical editors who successfully carry advertising were surveyed. Advertising, it is suggested, can pay for itself and defray part of production and distribution costs. The range of advertisers includes national, local, and in-house advertising, classified, business and professional advertising, and career placement advertising. (MLW)

As a profession, alumni relations is moving from its ancillary function into the mainstream of safeguarding the life of universities. The development of alumni associations and alumni relations is traced from its beginning to this position of importance. (JMD)

It is proposed that retaining and promoting membership in alumni associations should have equal attention. An attractive membership benefits package can help retain members. Direct-mail promotion can take a number of forms, capitalizing on alumni's varied perceptions and motivations. A calendar is given for targeting promotions. (MSE)

An alumni association dues program has these benefits: operating funds, program expansion, identification of committed alumni, and association independence from the institution. Its problems can be: possible competition with the annual fund, possible competition with constituent associations dues programs, and negative reaction to direct mailings.…

The survival of the alumni magazine in its traditional format and the ability to find money to continue publishing during inflationary times are discussed. The "voluntary subscription," direct mail campaign, and the use of advertising are described. (MLW)

A 62-mile relay run from the campus of Southeastern Massachusetts University to a rally at the State House in Boston was the culmination of a grassroots effort to counteract state funding cuts that would have forced a layoff of 100 employees and reduced the next entering class by half. (MLW)

Issues in the continuing financial support of "Notre Dame Magazine" are discussed, such as overcoming administrator skepticism of the magazine's purpose and effectiveness, the editor as fund raiser, voluntary subscription programs, enhancing subscriber interest, recordkeeping, combining fund raising with subscriptions, and streamlining…

Examines independent schools, regarding their contributions to the educational system, and how they fit into U.S. public policy on education. Principal challenges to our educational system are described as deficiencies in educational services, financial support, parental involvement, equality of educational opportunity, discipline, and quality of…

Concern over shrinking state financial support for the University of Michigan prompted administrators to create a comprehensive program to educate communities and promote citizen caring about funding priorities for colleges and universities. The program and support system are described. Communication of information and data collection are…

Dowling College's role in a successful campaign to increase "Bundy Aid," New York State's program of providing grants to private colleges and universities according to the number of degrees they confer, is described. In the course of mobilizing support, Dowling developed new and constructive relationships with its various constituents.…