Institutional development research officers are problem solvers who can take a kernel of information about individuals and create a profile of their lifestyle and finances that provides fund raisers with a beginning point for contact. In turn, fund raisers in the field often can provide researchers with new information for profiling. Program…

Use of student focus groups to help shape college and university student recruitment efforts is examined, illustrated with the experiences of a variety of institutions. Benefits and limitations of the approach are noted, specific techniques for maximizing the groups' effectiveness are suggested, and uses of the resulting information are discussed.…

College public relations officers are urged to incorporate regular and systematic evaluation into program administration. The process of planning public relations activities would include qualitative research to identify issues; audience-specific surveys to gauge attitudes; action to accomplish objectives; and measurement of that action's…