Five of the most common fund-raising problems are described: (1) inadequate preparation by the institution, (2) a failure to recruit and retain strong leadership, (3) overoptimism about major gifts, (4) misjudging the timing of the fund-raising program, and (5) inadequate constituency relations. (MLW)

Suggestions for producing low-cost promotional materials to attract alumni to alumni programs are provided. Running advertisements in an alumni periodical or promoting all events in one brochure are suggested. Production, paper and printing, and illustrations and photos are discussed. (MLW)

Some off-campus activities for alumni are outlined including: a bluegrass music performance for Carleton College alumni, a week-long "alumni summer college" offered by Lehigh University, and a week-long boat trip down the Colorado River for Arizona State University groups. (MLW)

Surveys, it is suggested, give alumni an opportunity to tell what they think and to participate. Northwestern University modified their alumni programs based on survey responses and improved alumni attitudes with a regular club newsletter. The newsletter is used as an important piece in selling membership. (MLW)

The "magapaper," a cross between a newspaper and a magazine, is seen as deserving serious consideration for replacing alumni newspapers. The magapaper offers the inside news characteristic of newspapers, opportunities for better design, opportunities for lengthier off-beat stories, and continuing education. (MLW)

A number of innovative recruitment publications are described and addresses for sample copies are provided. It is suggested that good publications, long an important recruiting tool, are especially necessary with today's declining enrollments and rising printing costs. (MLW)

A checklist of elements that should appear in every college's marketing plan are included: objectives, a market analysis, a list of potential markets, ideal marketing plan for each market or audience, a modified plan that fits needs and capabilities, and an accurate timeline and budget for the revised plan. (MLW)

Colleges and universities can successfully market their "product" by using their president as the top public relations figure. A survey of 38 colleges and universities reveals that calculating and taking advantage of the president's strengths is the secret of a successful program for media exposure. (MLW)

Without research, colleges are trying to communicate with and influence the behavior of an unknown audience. With research, one can predict which prospects have the highest probability of giving before soliciting them. Fund-raisers should never stop asking questions about their publics or being creative with ideas. (MSE)

Fifty ways used to celebrate CASE's (Council for the Advancement and Support of Education) Mindpower Week are provided. Campus actions include sending out a news release about the Mindpower campaign, placing public service announcements in local media, and using the theme in alumni magazines. (MLW)

An alumni periodical is seen as a house organ that should represent its school to the public. The most important priority should be in finding a first-rate editor. Six key aspects of a periodical are good writing and illustration, honesty, clear organization and design, content, freshness, and style. (MLW)

Personality in planning, promoting, and executing a special event may be as important as the event itself. Events should be planned that deserve media coverage, and then skills should be used to obtain coverage. (MSE)

The costs of producing an alumni magazine led to the establishment of the Alumni Magazine Consortium by John Hopkins, Rensselaer Polytechnic, Franklin and Marshall College, Worcester Polytechnic, and Hartwick College. A 16-page core of material in the center of each magazine is wrapped with a client school manuscript. (MLW)

Three approaches to athletic fund-raising are presented. A booster club at Florida State runs the fund raising campaign. At Georgia Institute of Technology, athletic fund-raising and athletic programing are centered in a single office. The University of Tennessee-Chattanooga's development office handles athletic fund-raising. (MLW)

A CASE survey on uses of cable television at colleges and universities found that few institutions are taking full advantage of cable TV. A few institutions offer credit courses, but most broadcast sports events or publicize campus events. Illinois State University students produce a nightly half-hour news summary of local and campus events. (MLW)