Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an…

It often seems as though many fundraisers are allergic to the concept of measurable performance goals and accountability for development officers. However, goals are critical for individuals and organizations; without them, success can neither be defined nor understood. This article describes how one development shop improved accountability and…

This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the…

"A Guide to Fundraising at Historically Black Colleges and Universities" is a comprehensive, research-based work that brings the best practices and expertise of seminal professionals to the larger Black college environment and beyond. Drawing on data-driven advice from interviews with successful Black college fundraisers and private sector…

Ways to create and implement a master marketing plan for college campuses are described. The best marketing plans describe both objectives and methods for all appropriate areas within the institution. (MLW)

Ways to fund a publications office and the merits of charge-back systems are discussed. Every charge-back system differs. Some offices try to cover costs; others bill for overhead. Some alternatives to charging are described. (MLW)

Dartmouth's class newsletter program has proved to be a simple but effective way to foster loyalty, affection, and support among their alumni. The newsletters also promote continuing education programs, act as informal career and placement networks, and find lost alumni. (MLW)

Coherent communications enhance both outsiders' perceptions of institutions and the quality of the college experience for students. A communications master plan--a compelling total vision of how communications should be structured--should be developed by the public relations office after taking inventory of all communications produced on campus.…

Lafayette College used the Nexis database to find out if their peer institutions were receiving more and "better" national press exposure. Four categories of exposure were identified: coincidental mentions, sports stories, stories placed by an institution's own public relations efforts, and stories based on general prestige and perceived…

In the fall of 1985, Goshen College needed an immediate turnaround in enrollment and a long-range strategic marketing plan. To accomplish these goals they needed to get faculty involved; 10 steps to begin are provided. (MLW)

A science column featuring University of Kentucky research projects is offered to community newspapers in Kentucky free of charge. Suggestions for similar projects include emphasize personal contact, maintain the column's focus, establish a local tie-in, keep the piece short, edit carefully, make a professional presentation, etc. (MLW)

As the shrinking pool of applicants forces colleges to adapt new approaches to recruiting, media campaigns are emerging as an effective way to send key messages to target audiences. Media relations can lend credibility (news coverage is considered more credible than advertising); save money; reach targeted areas; and communicate key themes. (MLW)

This annotated bibliography on public relations and libraries includes sources published primarily within the last decade, with the exception of a few key works published in earlier years. Arranged in topical sections, most of the sources originate from the library and information science literature; however, a few sources are included from the…

In 1985, the American Association of School Libraries declared April as School Library Media Month. The New Hampshire Educational Media Association (NHEMA) Board chose April 17th as the day for all New Hampshire school library media centers to focus on the role that they play in the total school program. This booklet suggests a wide variety of…

A compelling case statement--the stated rationale for the existence of an institution as well as for its growth and strengthening--is one of the most important tools for the success of a major development program. This document defines the components and uses of a case statement, discusses its elements in detail, and provides guidelines for case…