Colleges and universities rely on alumni involvement to enhance institutions and donations from alumni to subsidize the cost of operating the institution; however, institutions cannot expect that students automatically learn how to be good alumni simply by attending college. Students must be taught this skill in a similar fashion to how they learn…

While mega-goal fund raising campaigns are an increasingly popular strategy, the nature of the comprehensive campaign can be confusing to constituents. Trustees must be able to explain the goal, or the campaign might lose credibility. (Author/MSE)

The president of the Council for the Advancement and Support of Education talks about why college advancement officers need to rethink, restructure, and communicate better about their fund-raising campaigns, in light of public perceptions that the institutions are greedy and not managing resources efficiently. Emphasis is on carefully defining…

An estate planning seminar is a personal and cost-effective tool for alerting college constituents to a financial opportunity. Such seminars are not hard to coordinate, are a service to alumni and friends, and may bring long-term benefits to college and participants. Experiences at a number of colleges illustrate diverse approaches. (MSE)

In response to increasing costs and growing reliance on external funding for college faculty research, a plan for promoting faculty success in gaining financial support for research is proposed. The plan is based on information in the literature concerning prerequisites for success in getting external support. (Author/MSE)

Basic principles of designing a reunion gift program include beginning small, researching class prospects, gathering volunteers, determining the financial goal, communicating needs and intentions, organizing volunteers, advertising well, and making the donation at the reunion a major event. More ambitious plans can be tied into the program later.…

Intercollegiate debate programs are facing a continuing demand for excellence without any guarantee of adequate resources. Important considerations for program administrators include: be positive, not negative; look for opportunities to build alliances with political science or philosophy departments; be a responsible administrator; and deal with…

Most college fundraising volunteers are uncomfortable asking for money. A training technique designed to help volunteers overcome these fears takes three hours and addresses attitudes about money and requesting it, good and bad solicitation, and the elements of effective solicitation. A program schedule and practical exercises are offered. (MSE)

College programs targeting parents as potential donors are discussed. Factors to be considered in program development, such as finding the right constituency, approaching them, program budgeting, and incorporating the program into others, are examined. Benefits of such programs are seen as substantial. (MSE)

Trends in college fund raising are identified in three areas: (1) in campaign design, goals are bigger and campaigns longer; (2) demographics of donors and volunteers have changed, with donors more skeptical, less generous, and harder to find and volunteers more scarce; and (3) government and corporate contributions are critical. (MSE)

A coherent, comprehensive communication plan to support college fund raising includes setting goals and objectives, determining target audiences, defining campaign themes, tying the plan to a campaign timetable and geographic priorities, determining the most effective tactics for delivering campaign messages, resolving cost questions, and…

Four basic models of the organization of college and university communications offices are described: advancement, news bureau model, agency, and marketing models. Pros and cons of each are discussed, and the structure of this function at the Virginia Polytechnic Institute and State University (Virginia Tech) is presented as an ideal…

Four articles report ideas for improving fund-raising techniques, beginning new initiatives, and maintaining donation momentum. They are: "At Centre Stage" (Shawn Lyons); "By Hook or By Crook" (Sherwood C. Haskins, Jr.); "Small Miracles" (C. Jeffery Wahlstrom); and "The Price of Participation" (Margaret A.…

A new national survey of college fund raising practices suggests that colleges and universities are not following Council for Advancement and Support of Education (CASE) guidelines for campaign length and donation accounting. The voluntary standards seek to build uniformity and comparability in procedures, but many institutions continue to use…

Ideas are offered for targeting groups in college and university fund raising, including reunion class giving, using volunteers, soliciting parent giving, asking faculty and staff to give, and helping students establish an early giving habit. Specific solicitation strategies are provided for each group. (MSE)