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)

Suggestions for improving alumni association membership recruitment and retention, for raising non-dues income, and for keeping records are made based on Kansas State University's experiences. (MSE)

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…

Ways to prove that college public relations offices are meeting their objectives are discussed. Understanding objectives and how the office can meet them focuses activities and helps make efficient use of staff. Seven evaluation methods are identified: production; message distribution; exposure; accuracy; audience awareness; attitude change; and…

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…

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)

New Council for Advancement and Support of Education (CASE) standards for college and university fund raising establish three key rules for campaign reporting: (1) separation of gifts for featured and unspecified objectives; (2) separation of current from deferred gifts; and (3) disclosure of both face value and discounted present value of…

Four articles report ideas for improving fund-raising techniques, beginning new initiatives, and maintaining donation momentum. They are: "At Centre Stage" (Shawn Lyons); "By Hook or By Crook" (Sherwood C. Haskins, Jr.); "Small Miracles" (C. Jeffery Wahlstrom); and "The Price of Participation" (Margaret A.…

The techniques and experiences of two private elementary and secondary schools and three higher education institutions with fund raising by phonathon are described. Institutions include the Columbus School for Girls (Ohio), Centre College (Kentucky), Kansas State University, Whitman College (Washington), and the Eaglebrook School (Massachusetts).…

College alumni associations are using a variety of approaches to improve alumni participation. Surveying alumni for needs and preferences can be fruitful. Program ideas include career planning, parent programs, community service, student relations activities, and high school recruitment. Qualitative and quantitative evaluation is crucial to…

Colleges and universities are achieving modest results in using the World Wide Web for fund raising. Suggestions for developing/updating Web sites include: providing basic information such as pledge forms and development office contacts; tailoring the site to campus and potential donor interests; using the site to support other efforts; providing…

Five case studies illustrate the value of strategic communications in school and college public relations (PR). Central issues include public scrutiny of a controversial faculty hiring policy; internal communication during retrenchment; a local education/job fair; animal rights activism; and winning public approval for a long-range campus plan.…