In an interview, Dorothy A. Durkin, a successful marketing specialist at a major university's school of continuing education, discusses her approach to marketing, specific strategies, and techniques for using and storing information. She offers five guiding principles for reaching prospects personally and persuasively. (MSE)

College and university public relations specialists find that, to get competitive coverage for their institutions, they must provide the media with instant access to information and understand the way the media operate. Although the computer is useful in expanding contacts, responsiveness and information of real interest are foremost…

College alumni associations can use new events management software for effective, innovative event planning. Possible applications are illustrated in the cases of three universities. Information is provided on planning time, budget, hardware and software used, software uses, evidence of event success, and lessons learned. Planning considerations…

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)

Advancement offices in higher education can ensure that they will get the most value from their computer purchases by becoming educated about issues and options, developing a plan and standards, tracking the technology, ignoring brand names, requesting discounts, considering used equipment and prepared software, consulting, using available…

Issues college fundraisers must address before beginning a campaign include organizational readiness, administrator and trustee readiness, administrator willingness to lead, availability of volunteers, development staff readiness, information systems capacities, firmness of policy and procedures, use of consultants, funding sources, and…