An institutional development audit is a comprehensive evaluation of a program, its operations, and its people. Information is analyzed to assess: institutional mission, personnel and organizational structure, financial resources, program management, communication, and overall program effectiveness and efficiency. (MLW)

Institutions are turning to marketing to combat the trends of declining enrollments, decreasing applicant pools, diminishing interest in traditional degrees, competition for students, and increasing costs. A marketing audit can analyze an institution's strengths and needs. (MLW)

A public relations audit can show how efforts measure up, whether they are parents programs, media relations, or faculty/staff communication. A sample inventory form is included. (MLW)

The relative success of a college fund-raising campaign in the current uncertain financial climate depends on (1) whether the college is in an economically troubled area; (2) how far the institution is into its campaign; and (3) base of giving (whether corporate, middle-income individual donors, or old money in other fields). (MSE)

An institutional advancement administrator draws on experience running an office with limited resources to offer suggestions to others, including putting basics in place first, then fine-tuning them, and developing a do-everything publication, a plan for special events and fund-raising, an annual giving structure, and a strong core of volunteers.…

The experiences of three institutions (Oberlin College, Ohio; University of Nebraska; and St. Christopher's School, Virginia) illustrate how effective a carefully developed marketing scheme for planned giving can be. Staffing, budgets, average funds raised, and average deferred gifts are reported for each. (MSE)

Colleges' innovative efforts to bring alumni to campus for reunions illustrate how effective provocative promotions can be. Ideas include a game theme in brochures (Lewis and Clark College, Oregon), distribution of a 40-minute video (Gilman School, Maryland), class-targeted brochures (American University, District of Columbia), and a four-mailing…

College and university public relations professionals are encouraged to follow the example of business in managing their publications programs. Planning, marketing those plans to the campus community, involving administration, and assuming accountability are seen as key elements in publications program success. (MSE)

Five veteran college alumni directors share strategies for creating an effective association: deciding what program aspects must be measured; assessing the program realistically; listening to customers; stretching program resources to hold down cost and work more efficiently; and remembering the value of the human touch in program design and…

Planning can help college public relations officials make the most of their time and energy. One approach includes reviewing institutional mission and strategic plan; setting department goals; identifying and targeting audiences; establishing interdepartmental links; and setting out action, crisis, budget, and evaluation plans in writing. (MSE)

Although volunteers serve many useful functions in fund raising, soliciting gifts should be left to staff. Volunteers are hard to recruit, keep, motivate, are unreliable, lacking in expertise, and they can balk at the realities of development tasks. Development offices should carefully think through the appropriate roles for these individuals.…

The University of Arizona's experience with a small-scale fund-raising project to establish a memorial scholarship illustrates that the development office's efforts in guiding a motivated group of donors can pay off. Planning elements included establishing a team, delegating tasks, handling mail and telephone calls, generating enthusiasm, and…

In a question-and-answer format, the assistant vice president for development and director of alumni relations at Carnegie Mellon University (Pennsylvania) discusses how alumni directors can gauge their programs' effectiveness, how his institution addresses the issue, and how a Council for Advancement and Support of Education project to develop…

Arguments for and against formal alumni chapters are outlined. Pros include increased membership, better leadership, and strengthened development potential; cost effectiveness is possible. Cons include direct and indirect costs; informal alumni structures are seen as equally effective. (MSE)

Fund-raising auctions and related dinners produced by a private school, a community college, and a state university alumni association are described. Profiles include details of location, budget, proceeds, and reasons the events were successful. (MSE)