The Marketing column features essays about a variety of creative and innovative marketing strategies used to highlight collections or promote services in all types of libraries. Its purpose is to provide real examples of how libraries are using marketing and outreach techniques in interesting ways. This article describes the social media content…

The 2016 ICARS survey reports on data collected September 2015 to November 2015 in the International CASE Alumni Relations Survey. The findings are drawn from 84 responding institutions across 12 European countries. 76 percent of respondents are from the UK and 24 percent are from other European countries. ICARS emphasises the link between alumni…

The Council for Advancement and Support of Education (CASE) launched the volunteer-led Asia-Pacific Alumni Relations Survey in 2014 to provide a resource for alumni relations professionals to benchmark performance internally and against fellow institutions of higher education. That was the first survey CASE has done on alumni relations programmes…

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…

Obtaining competitive advantage has become a recurrent necessity, in successful organisational management. Nowadays, intangibles represent an excellent opportunity to attain these advantages. Given its social impact, the organisational image is one of the most important intangibles to work with. In this research, a model based on the determination…

Learning is a lifelong process. It is therefore worthwhile looking at instances where learning takes place outside educational institutions and see how educational principles can be applied there. In a market economy companies have to quest for profit to ensure their long-term survival. In the end, their educational goals have to serve themselves.…

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…

This report examines the process behind setting up and implementing a "capital campaign": a program for raising money for new or renovated facilities at private K-12 schools. The report covers tax information regarding gifts to institutions then offers advice for setting up a comprehensive development program, including fundraising software and…

Fewer employees, shorter hours, diminished collection budgets, reduced programs and services--all at a time of record library usage. In this book, library expert Carol Smallwood demonstrates that despite the obvious downsides, the necessity of doing business differently can be positive, leading to partnering, sharing, and innovating. This…

Today's institutions of higher education are facing an increased number of significant challenges taking place in the political, economic, social and technological environment. Accordingly, the issues of performance, accountability, and marketing strategies have become ever more important. It has been suggested that universities that are more…

To create imaginative, useful courses for adults, continuing education programers should remember that promotion follows programing. The keys to success are the professionalization of the programer, and a combination of inspiration, experience, commitment, and attention to detail. (SK)

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…