Concerns about the cost of higher education and student loan debt have resulted in increasing efforts by policymakers and university administrators to find alternative ways to support the financing of higher education for students. The authors present a case study of a student-led philanthropy campaign to generate funding for social work student…

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…

In an era of increasingly hyped Massive Open Online Courses (MOOCs) that seem to evoke feelings of both promise and peril for higher education, many institutions are struggling to find their niche among top-tier Ivy League schools offering courses to thousands of participants for free. While the effectiveness of MOOCs in terms of learning outcomes…

Outreach occurs systemwide at Public Library of Charlotte & Mecklenburg County (PLCMC). All branches are involved in reaching their surrounding neighborhoods and patrons. Under the guidance of the outreach manager, the outreach department provides support for these efforts and also offers focused programming via 12 staff members. The department is…

"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…

The Penn State Libraries' Open House activities for incoming students find Access Services staff extending beyond their everyday routines to creatively help relieve students' fears of the library and understand how Access Services can help them. Serving on the Access Services Open House Committee offers staff many opportunities for development as…

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)

Describes the involvement of 12 high schools in Milwaukee, Wisconsin, in a collaborative marketing program designed to increase public awareness of Catholic high school education, enlarge the pool of potential students, and increase enrollments at each school. Reviews the research, planning, and implementation phases of the project. (DMM)

In response to dwindling enrollments and increasing competition from other postsecondary institutes and private training schools, the Southern Alberta Institute of Technology (SAIT) has developed a marketing plan to take advantage of existing opportunities. SAIT's Marketing Department focuses on developing a strong and unique institutional image…

The design of a University of Hartford (Connecticut) decision-support information system for college advancement programs is detailed, specific research and management applications are examined, and the analyses and reports generated by the system are discussed. Early collaboration between institutional researchers and advancement and alumni…

The County College of Morris (CCM), in Randolph, New Jersey, was established in 1968-69, and over 20,000 students have received degrees or certificates from the college since its founding. In an effort to improve alumni involvement, a new alumni program was established under the Division of College Advancement, and a part-time Alumni Director was…

This report summarizes the results of Harvard University's academic planning process that took place from 1991 to 1993. An introduction outlines the process's basic goals: (1) to maintain and strengthen Harvard's excellence in education and research and to sustain its leadership position; (2) to remain open and accessible to the most outstanding…