Suggestions on how to enhance a college's fund-raising abilities are presented. Six sections are as follows: exemplary performers (noting the relationships between amounts raised and strategies employed); what works and what does not work in fund- raising (an institution's public visibility is important, and a poverty strategy is not); whether successful athletic programs enhance support (athletic success tends to result in larger contributions to athletic programs with spillovers to academic programs); how tax laws affect voluntary support (though recent tax code revisions raised serious concern that the levels of voluntary support of higher education might decline, some indicators suggest that the decline might not be as serious as forecast); new ideas in nonprofit research, focusing on an 1988 study by Weisbrod that shows that a tax increase of 10% may result in philanthropic declines of as little as .1% or as much as 2.54%); and what is in store for the future (suggesting a broad, national database of higher education donors to provide the sorts of information social scientists require to test propositions). Contains 10 references. (SM)