Colleges and universities generally advertise themselves poorly because of improper planning, resistance, inexperience, and lack of marketing plan. Components of effective advertising include an appropriate and strategic plan, correct choice of planner, coordination with other marketing efforts, contingency planning, and follow-up activities. (MSE)

Considerations in selecting quality novelty/variety entertainers to perform at colleges and universities are outlined. Advantages of this genre include newness, package marketing, affordability, ease of planning, great visual effects, ease of drop-by programming, custom tailoring, mass appeal. Concerns include limited individual interaction in…

Ingredients for a successful alumni association membership campaign are outlined, including clear objectives for the campaign; support of staff, board, and administration; careful timing; focus on college events; strategically targeted mailing audience; appropriate type of mailing; unique message; attention-getting format; follow-up; and use of…

The experience of the Massachusetts Institute of Technology in adopting a cost-recovery strategy for systems development is described, providing information of use to all managers. Issues addressed include establishing revenue goals, marketing and promotion, contracting with clients, and time accounting and billing. (Author/MSE)

A nontechnical guide on practical promotional and managerial aspects of deferred giving is presented to aid nonprofit organization executives. Contents include the following topics: types of deferred gifts; organizing the deferred giving program; staffing the program; recognizing the deferred gift prospect (age, past interest in your program,…

Problems in making and implementing affirmative action policy are outlined, including determining needs and objectives, costs, and availability of applicants. A university self-survey identified factors relevant to recruitment of qualified women and minorities, including likelihood of changing jobs, respondents currently seeking employment, and…

College and university fund-raisers offer suggestions for successful direct-mail campaigns, telephone campaigns, and fund-raising auctions. Ideas include specific persuasive techniques for different types of donors, motivational and support mechanisms for volunteers, and appealing activities and rewards for campaign participation. (MSE)

College and university Web site managers are offered advice for creative funding and staffing, including how to determine actual human, equipment, and financial resource needs; six ways to break out of the conventional funding paradigm (using existing resources well, using others' money, advertising, priority shifts, shared resources, and in-kind…

This report presents 213 tables detailing findings regarding types and costs of advertising within marketing programs at 68 colleges and universities. Highlights of this report include the following: these colleges print a mean number of 19,270 viewbooks and 16,380 catalogs; and advertise in newspapers (86.6 percent), in magazines (45.4 percent),…

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

Outlines four major areas of legal compliance that college and university fund raisers should be aware of: registration of soliciting organizations (solicitation type and parameters); provision of documents on demand; telemarketing and direct mail regulations (disclosure statements, calling-time restrictions); and the trustees' relationship with…

Recent changes in National Collegiate Athletic Association rules concerning academics, recruiting, amateurism, membership and classification, championships, playing and practice seasons, general policies, and eligibility are summarized. (MSE)

Argues that creation of a World Wide Web site that makes good use of the available digital audio and visual technologies can be useful in campus activities planning and advertising. The design of a good Web site and the potential uses of digital video and compact discs are discussed. Costs of these technologies are also outlined. (MSE)

This report presents 203 tables detailing findings concerning the use of electronic advertising within marketing programs at 68 colleges and universities. Highlights of this report include: colleges in the sample enroll a mean of 5,450 students; 5.6 percent of the colleges produce a CD-ROM version of the viewbook; 39.7 percent enable applicants to…

Looks at the resources available to college student programmers for selecting, booking, and publicizing campus events, including use of the Internet and World Wide Web, both for information about and images of performers, and for electronic mail-making arrangements. Coming technologies and their potential uses are also described. (MSE)