Faced with large and continued cuts in state funding, U.S. public postsecondary institutions are looking for new ways to both communicate their needs and garner support. They are calling on longtime supporters, enlisting new allies, developing strategic alliances, and crafting new messages and campaigns--all to underscore the importance of higher…

Annual giving is defined as support for the current operations of a college or university. The annual fund constituency is described (alumni, parents, friends, and, perhaps, corporations and foundations). The case for a strong annual giving program and its relationship to the total development program are discussed. (Author/MLW)

Some ideas for church-related and other colleges are offered: (1) students should not be recruited on a narrowly academic basis; (2) corporations should be encouraged to give more; (3) alumni giving is extremely low; and (4) the college that helps students find meaning in their lives will survive. (Editor/LBH)