Corporate matching gift programs allow colleges to secure contributions from highly specialized corporations and corporations with geographically limited giving policies. However, colleges must stimulate their alumni to make the initial contributions and then take the extra step to secure the match. (MLW)

Standards of competence and ethics are seen as needed in college development. Basic characteristics of professionalism for development officers are identified: industry, resourcefulness, personal resilience and perspective, assertiveness, respect for academic principles, a deep conviction about the merit of individual institutions, a knowledge of…

A marketing approach to fund raising is presented. The development officer is seen as the marketer who provides the link between the institution and its customer--the donor. Need satisfaction selling is described as having three stages: need development, need awareness, and need fulfillment. (MLW)

Dedicated volunteers are seen as essential for a broad-based program of planned giving. Dartmouth's alumni-oriented bequest program is described, including the prestige committee, the class bequest committee, and the professional guidance committee. The class structure is used in organizing efforts. (MLW)

Some ideas from small institution winners in CASE's Recognition Program are described. Awards for alumni administration, fund raising, institutional relations, publications, and periodicals were presented. (MLW)

Examples of how a college or university-related foundation can help in fund-raising efforts are cited. Three types of foundations (college, facilities, and regional) are defined, and the structure and administration of a foundation are outlined. High priority, adequate staffing, and a commitment of resources insure foundation success. (MLW)

Building a big alumni gift club with a small staff by using volunteers and making special gifts a priority is described. Ways to identify donors, pick the contact, cultivate the donor, entertain, ask for the gift, and say thank you are offered. (MLW)

Personal solicitation is seen as the most effective way to produce a gift. Specific steps for solicitation are identified: preparation, approach, presentation, and close. Leadership and volunteer training needed for the annual fund drive are discussed. University of Georgia examples are included. (MLW)

Minicapital campaigns at the 25th and 50th reunions at Williams College are described. Leadership, organization, timing, budget, purpose, marketing, and a solid foundation of positive alumni attitudes toward supporting the college help to make a successful campaign. (MLW)

Ten institutions of higher education--large and small, public and private-- were surveyed about their resource-raising and revenue-producing enterprises. Examples include: bingo games, a mansion used for weddings, receptions, and corporate parties, and buying a television station. (MLW)

A study of college fund-raising effectiveness involved two stages: to determine the fund-raising potential for each of 200 sample institutions, and to compare fund-raising techniques and policies between overproductive and underproductive colleges. (MLW)

There is much hope that reduced public funds will be replaced by increased voluntary support from the private sector generally and by corporations in particular. Three provisions of the Economic Recovery Tax Act of 1981 expected to stimulate corporate contributions are identified and discussed. (MLW)

A corporate relations program at the University of Rochester that uses several follow-up techniques to help keep lines of communication open and encourage corporations to stay in close touch is described. Gift acknowledgments, reports to donors, corporation visits, informational mailings, and campus visits and special events are discussed. (MLW)

The annual phonathon held at Elmira College is described. Phonathon prospects are seen as coming from two categories: (1) alumni donors who have given $10 and up in the past and (2) all members of reunion classes, whether or not they have ever given. (MLW)

Those responsible for preparing proposals need to adopt principles of successful cultivation before beginning to write. Prewriting research and cultivation, source collectors and selectors, getting the foundation to invite an application, internal cultivation (knowledge of institution's goals, information sources, on-campus networks) and personal…