The necessity of clarity in the expression of the small college's mission and goals is emphasized. The central place of values in the institution's mission and the central role of leadership, which is to infuse the small college with those values, are discussed. (MLW)

External assistance in the form of consultation is seen as a major ingredient in the design and conduct of institutional advancement programs at many small colleges. Suggestions to help small college institutional advancement personnel to make the best possible use of consultants are provided. (MLW)

Institutional advancement is discussed as a leadership concept for small colleges. It is suggested that the leadership-based institution advances with a focus on people and product, vision, the understanding that produces trust, and the commitment that engenders service. A checklist for recognizing leadership-based institutional advancement is…

Institutional advancement is defined as the craft of securing understanding and support from internal and external constituencies for all the programs and activities of the college, and selling is seen as the means for achieving institutional advancement goals. The making of friends who become donors is discussed. (MLW)

A synthesis of critical advancement concerns is presented: leadership-based advancement; clarity of purpose; marketing to advance; selling the small college; comprehensive financial development; the advancement process; and using consultants wisely. Sources for additional information are provided. (MLW)

College marketing is seen as a comprehensive approach to college management and resource generation that focuses on service and flexibility. Key concepts of college marketing are explained; and ways that an advancement officer can apply simple marketing practices to strengthen the college are described. (MLW)

Private sector support sources to colleges, it is suggested, deserve full disclosure of financial gift plans and needs as well as donor gift opportunities to stimulate confidence in management. At the beginning of each fiscal year, it is appropriate to send each constituent a descriptive explanation of how the institution is financed. (MLW)

A set of standards to help small college advancement managers measure and justify the advancement processes they pursue are provided. The framework includes five sections: institutional commitment, authority and organizational structure, personnel resources, advancement activities and functions, and evaluation. (MLW)