Alumni relations is defined as working to motivate alumni to be understanding and supportive of their university. The alumni association should be a community catalyst for moving people. A largely overlooked role for alumni is their involvement in the decision-making processes of a university. (MLW)

Effective fund-raising letters balance an eye-catching appearance with an action-getting appeal. Some helpful hints to consider when planning direct mail letters are discussed including: making the letter attractive, using language skillfully, planning the text, considering copy formulas, etc. (MLW)

Ways to fund a publications office and the merits of charge-back systems are discussed. Every charge-back system differs. Some offices try to cover costs; others bill for overhead. Some alternatives to charging are described. (MLW)

Gift clubs at significant levels give donors a reason to make significant gifts. Mega-gift clubs succeed for four reasons: they are an attractive way to recognize donors, clubs give donors who are ready and willing an opportunity to give, they offer status, and they provide donors with tax deductions. (MLW)

A program that sent a fund-raising videotape to 1,500 University of Richmond alumni is described. Research had turned up affluent alumni in areas too remote for personal calls or visits by the presidents. The program was a success and proved cost-effective. (MLW)

Starting a special-interest alumni group based on race can be problematic. Painful memories still linger for many minority alumni. Louisiana State University's Tureaud Chapter was willing to operate within the alumni association's framework. The right mix of communication, programing, and financial support is needed. (MLW)

Four things to keep in mind when involved in institutional marketing are identified: make sure the reality of the institution matches the image promoted; keep institutional image simple; tailor external relations program to meet the needs of a diverse constituency; and be persistent and consistent. (MLW)

An interview with Philip Kotler, the Harold T. Martin Professor of Marketing at Northwestern University, is presented. Three approaches to marketing are identified: product-oriented, hard-sell, and building satisfaction in a long-term clientele. (MLW)

CASE's 1984 Volunteer of the Year award went to Frank Owen Heywood Williams for his work with Renbrook School, where he founded a Grandparents' Group six years ago. He has raised funds for colleges, independent schools, hospitals, ballet companies, music festivals, and political parties (MLW)

Although nearly all the world's cultures value philanthropy, few have a recent history of giving to education. If colleges and universities make the effort to motivate their international constituents today, these alumni, families, and friends can have a significant impact on the institution's future. The first step is for institutions to examine…

People give major gifts because they want to express a deeply felt commitment to the institution. Ultimate gift fund raising is costly in the time and talent of the volunteers, staff, and faculty. It requires a great deal of personal attention over a period of many years. (MLW)

Stewardship is seen as an essential part of the fund-raising cycle of identification, cultivation, solicitation, recognition, and looking after the gift. Sometimes referred to as donor relations, stewardship covers the entire relationship between a donor and the institution. (MLW)

Corporate sponsorship is a marketing strategy by which companies communicate about their products or services by affiliating with events or institutions valued by targeted customer groups. Increasingly, campus communicators are seeking to establish corporate sponsorships but first must resolve legal and ethical concerns. Various types of…

A fund-raising phonathon can only be as good as the people who work the phones. Development directors were asked to name their most productive callers. They included alumni, faculty, staff, and students. Secrets of five highly successful phonathon volunteers are presented. (MLW)

By combining phonathons with direct mail, colleges can make their solicitation more personal and more effective. The use of student callers is advocated, and the use of the telephone-direct mail program by St. Louis University is described.