Based on interviews of 68 key administrators, a survey questionnaire given to 345 principals and districtwide administrators, and a shortened questionnaire given to 177 teachers in 68 New Jersey and Pennsylvania school districts in 1981, this study examines how educators seek assistance to strengthen educational programs and promote change. Answers to research questions suggest: (1) assistance seeking is primarily an administrative task; (2) assistance seeking involves about as many internal contacts as external ones; (3) administrators select about equally from the available assistance agencies; (4) administrators contact specific assistance agencies in different content areas (including administration, organization, and finance; special student groups; and evaluation and needs assessment) about equally; (5) administrators seem generally quite discerning in their searches; and (6) a profile based on six independent variables (including education, experience, and position) suggests that assistance seekers tend to be central office staff. Further research should address such issues as why administrators seek assistance and the role of the district office staff. Two tables provide data on the frequency of assistance seeking and the characteristics of assistance seekers. Two figures show the proportion of assistance contacts by content area and agency. An appendix provides statistics and a correlation matrix for all variables. (PB)