Demographic changes affecting college students, faculty, and patrons and responses to the changes are considered. For each of the three groups, attention is directed to factors influencing change within and outside the campus, options available to the campus, and strategies for responding to the demographic changes. To recruit new full-time freshmen, strategy development requires review of feeder schools to analyze inquiries, applications, admission offers, and deposits paid. For recruiting transfer students, articulation agreements are important. Recruiting adult students requires special mailings and advertisements. Strategies employed by Ramapo College of New Jersey to market the school's international and multicultural offerings are described. Consideration is also given to ways for a college to address a diminished supply of faculty and approaches that Ramapo College has employed, including joint ventures with industry and with other colleges, and recruiting retirees from business/industry. To improve financial donations, colleges use techniques such as grant applications that are project-specific, leases and sales of assets, and offering services like art shows and meeting facilities. (SW)