New postal rates are structured in such a way that colleges can save money on both individual letters and large mailings if they do some planning and some extra work. Letter size, accurate addresses, ZIP+4 codes, prebarcoding, and presorting are important components of a cost-effective mailing system. (MSE)

The challenge of turning someone's negative feelings into positive ones is discussed. Eight suggestions for addressing criticism are provided, with examples drawn from several colleges. (MLW)

Four articles on direct mail include "On Target"; "Writing Better Letters" (Conrad Squires); "Divide and Conquer" (Lee Royce); and "Fifty Ways to Increase Your Response Rate" (Judy Myers). (MLW)

Suggestions for writing effective fund-raising letters are presented including: composing the first draft, stating the purpose, making style work, telling what the gift will do, getting personal, crafting a P.S., and adjusting the flow. (MLW)

Effective fund-raising letters balance an eye-catching appearance with an action-getting appeal. Some helpful hints to consider when planning direct mail letters are discussed including: making the letter attractive, using language skillfully, planning the text, considering copy formulas, etc. (MLW)

Writing an effective letter or memorandum should not be difficult. Suggestions on how to write more effectively are presented including: think about the audience, make an outline, use conversational language, think typographically, and read it aloud. (MLW)

Regardless of the size of a constituency or development office staff, a prompt and personal thank-you letter for every college donor gift is a must. This ritual is as crucial to a successful development program as any other step in the fund-raising process. (MLW)

In a question-and-answer format, campus alumni magazine editors comment on the value of a letters column, specific policies concerning what is printed, handling of controversial letters, and methods for eliciting strong reader response. (MSE)

Effective student recruitment writing can evoke a sense of what an institution stands for, who the students and faculty are, and what it's like to study on the campus. Clear and accessible information can give prospects the nudge they need to read on--and then apply and enroll. (MLW)

Ten ways to improve college annual fund letter campaigns include integration into a comprehensive communication plan, building long-term donor relationships, framing the case in donors' terms, creating an inviting envelope, getting names and honorifics correct, readability, providing supporting material that involves the potential donor, making a…

The simplest form of institutional identity program is a wordmark--a typographic treatment of the institution's name--and a set of guidelines for presenting the wordmark on all communications. A more detailed program might include a logo, standards for the placement of information on the paper, family of typefaces, etc. (MLW)

College and university fund-raising programs should have a written policy to make donor thank-yous part of office routine. Reviewing existing donor files can help codify existing policy and practice. Larger offices may need policies for different gift types and sizes. Innovative ways of recognizing donors, such as special events, gifts, and…

A number of colleges and universities with widely varying sizes and missions have used direct mail techniques to improve fund raising. Methods include use of fund-raising themes, checklists of reasons for donating, gift clubs, and challenge grants. Attention to direct communication, image, and repetition of the message are success factors. (MSE)

Varied approaches taken to bringing vitality to direct mail fundraising campaigns are described for 10 institutions: Northern Arizona University, Georgetown University (District of Columbia); Miami University (Ohio), Kansas University, Pennsylvania State University, St. Ignatius High School (Ohio); Metropolitan State University (Minnesota),…

One of the most effective ways to evaluate student recruitment campaigns is by conducting research among admitted applicants. Effective planning begins with obtaining three types of knowledge: accurate self-knowledge; sound understanding of the competition; and understanding of the marketplace in which the institution operates. (MLW)