An alumni survey is an unbeatable tool for realizing and tapping the potential of alumni. It can also help win recognition of the importance of alumni constituency. A comprehensive survey creates an effective database on each alumnus. (MLW)

A survey to learn how publications offices market themselves on campus is discussed. The responses indicate that many use brochures and handouts, rather than formal meetings. Some of the ways publications managers tell the campus of their offices' skills and service are presented. (MLW)

The ways in which alumni associations trace missing alumni are described. Methods vary from listing lost names in alumni periodicals to paying credit bureaus to trace alumni by Social Security number. The U.S. Postal Service, which runs National Change of Address, sells access to its database of forwarding addresses. (MLW)

Editors of nine top institutional publications were surveyed. All of them work with limited staff and budget and produce Council for Advancement and Support of Education award-winning publications. Key tricks of the trade include make a formal editorial calendar, focus on topics important to readers, etc. (MLW)

The rush to establish effective alumni/admissions volunteer programs is discussed. Institutions call on alumni/admissions volunteers not only because they fill in geographic gaps for the admissions office, but also because they serve as good examples of what a college can do for today's students. (MLW)

Describes efforts by various universities to develop online fundraising. Provides survey data on these efforts and discusses the "go slow" approach adopted by many institutions. Describes the possible innovations, some derived from for-profit models, that may be adopted by institutions in the future. (EV)

Conventional wisdom says that young alumni do not give, but evidence suggests that this is not true. The young alumni at Iowa State University, however, constitute the largest group of donors. Factors that are encouraging young people to give are described. (MLW)

Alumni directors across the nation were surveyed for their ideas on reunion planning and promotion, reunion themes, and reunion activities. Some of these ideas include Emory's creative use of student help, Alfred's reunion bulletins, and Notre Dame's group sports events. (MLW)

Two surveys on how students choose a college are reported. Reputation is often the most powerful of all influence factors. Sources of first information about colleges are identified: friends, parents, college recruitment publications, college guide books, etc. The declining role of the high school counselor was noted. (MLW)

Reaching students and donors through advertising is discussed in several articles including: "Proven Effective," on what makes three advertising campaigns work; "Commercial Appeal," on how advertising can help institutions meet its goals (Frank A. DeFazio); "Desperately Seeking Savvy," on finding the right advertising…

In an era when sophisticated campus marketing calls for sensitive public relations strategies, more institutions are turning to advisory groups. Most of these groups are made up of alumni or parents who know the institutions and have experience in public relations or communications. (MLW)

The annual Comparative Performance Study of the National Association of College and University Business Officers (NACUBO) contains data on the endowments of 223 colleges and universities. It can help answer many donor questions. (MLW)

In the wake of increased minority awareness, many institutions have organized special alumni associations for minorities. The issues of whether to have more than one alumni association is discussed. Alumni administrators from across the country were asked for their views on the benefits and drawbacks of minority alumni associations. (MLW)

Planning is the process of setting direction, priorities, and guidelines. A CASE survey of public relations professionals is described that notes the use of staff retreats and brainstorming sessions, among other techniques and strategies, that help professionals plan. (MLW)

Describes findings from an advancement salary survey as they relate to advancement managers, professionals who manage at least two of the three primary advancement disciplines (development, communications/marketing, and alumni relations). Found that they are more likely to earn six-figure salaries than those in other segments of advancement.…