To cultivate companies for fund raising, the college development officer should focus on appropriate people, understand giving trends, follow mergers and acquisitions, and note corporate differences in giving patterns. Annual reports can reveal company self-image, help identify individuals, and illuminate the company's fiscal situation. However,…

University public relations directors are offered guidelines for conducting an economic impact study to evaluate the institution's worth to the community. Discussed are positive and negative aspects of such studies, the selection of a formal or informal research approach, testing study validity, and disseminating the information. (DB)

Principles for college market research include (1) only ask relevant questions; (2) ask key questions often; (3) compare responses; (4) ask important questions of many people; (4) keep the research simple; (5) don't cut corners; (6) listen to the customer through focus groups and complaint systems; and (7) share the information with people who can…

This article proposes that a feasibility study should precede a major college fund-raising campaign. Issues to consider include what such a study can accomplish, what makes it credible, who should do it and when, how to determine who should be interviewed, time requirements, costs, consultant role, and expectations. (MSE)

College and university fund raisers are encouraged to test various strategies for direct-mail solicitation by comparing variations of five factors that influence direct mail response: copy; timing; package; offer; and list. Suggestions include forming a hypothesis, testing one variable at a time, choosing test and control groups carefully,…

Although higher education institutions dislike rankings published in the mass media, they like the attention the rankings create and prefer to be included rather than excluded. Common criticisms of the methodology include emphasis on inappropriate criteria, unfair comparison of private and public institutions, faulty assumptions, inaccurate data,…

The author of a survey of 254 college public relations officers (HE 531 785) describes briefly the underlying definitions, design, and results of the study, and makes comparisons between this and an earlier study of college presidents. Discussion of methodology focuses on respondent characteristics and consistency of definition. (MSE)

It is proposed that market research needn't be formal but can be useful. Suggestions include using a variety of existing information sources; conducting focus groups; using readership surveys of school publications; paying attention to the timing of surveys; and sharing results with others who can use it. (MSE)

Suggestions for college development officers for improving efficiency in researching potential donors include networking with parents, alumni, faculty, trustees, and even the college president; using class notes, local and national business publications, and computer databases; and using personal organizational ability, imagination, and…

A discussion of college alumni surveys considers the kinds of information that are most helpful to the institution in fund raising, including names and preferred forms of address, significant others, demographics, Social Security numbers, occupational information, and income and net worth. (MSE)

Use of student focus groups to help shape college and university student recruitment efforts is examined, illustrated with the experiences of a variety of institutions. Benefits and limitations of the approach are noted, specific techniques for maximizing the groups' effectiveness are suggested, and uses of the resulting information are discussed.…

Six technology-based strategies for colleges and universities to use to address market pressures are described: behavioral research to help the institution build relationships; blind consumer surveys concerning perceptions of the institution; secret shopper research, in which unknown "shoppers" go through the enrollment process, keeping…