Fund-raising mailing must be well conceived and executed in order to hold its own against competing charitable organizations as well as commercial firms offering sweepstake prizes. An appeal letter is seen as the most important piece in any direct-mail effort. (MLW)

The most effective way to secure and promote gifts is seen as face-to-face contact. Some effective planned giving programs including visitation programs, book plate program, reunions, and use of donors as effective door-openers are described. Suggestions for how to encourage people to discuss their estates are provided. (MLW)

An informal CASE sampling of alumni activities at some of the nation's Black colleges is reported. Factors contributing to alumni involvement in fund-raising drives are described, including: close contact with alumni, increase in volunteers and matching grant incentives, heightened alumni awareness of need for outside help, and phonathons. (MLW)

The immediate objective of the first interview with a prospect for planned giving in academic fund-raising should be to gain the confidence of the prospect. Suggestions include: making an appointment for the interview, learning about the prospects before meeting them, avoiding technical language and fast talk, and asking questions. (MLW)

Corporate matching gift programs allow colleges to secure contributions from highly specialized corporations and corporations with geographically limited giving policies. However, colleges must stimulate their alumni to make the initial contributions and then take the extra step to secure the match. (MLW)

Dedicated volunteers are seen as essential for a broad-based program of planned giving. Dartmouth's alumni-oriented bequest program is described, including the prestige committee, the class bequest committee, and the professional guidance committee. The class structure is used in organizing efforts. (MLW)

Some ideas from small institution winners in CASE's Recognition Program are described. Awards for alumni administration, fund raising, institutional relations, publications, and periodicals were presented. (MLW)

Building a big alumni gift club with a small staff by using volunteers and making special gifts a priority is described. Ways to identify donors, pick the contact, cultivate the donor, entertain, ask for the gift, and say thank you are offered. (MLW)

Minicapital campaigns at the 25th and 50th reunions at Williams College are described. Leadership, organization, timing, budget, purpose, marketing, and a solid foundation of positive alumni attitudes toward supporting the college help to make a successful campaign. (MLW)

The annual phonathon held at Elmira College is described. Phonathon prospects are seen as coming from two categories: (1) alumni donors who have given $10 and up in the past and (2) all members of reunion classes, whether or not they have ever given. (MLW)

Some examples of successful gift clubs are described, including: Ohio State University's President's Club with over 4,400 members, Harvey Mudd College's back to school activities, Occidental College's direct mail system, Oakland University's target population the residents of Rochester, Minn., and the University of Iowa's use of volunteers. (MLW)

The Funding Associates plan at Dartmouth College, a special deferred giving project sponsored by the 55th reunion classes, is described. Components of the alumni giving program, setting policies, promoting the plan, and the program's success are discussed. (MLW)

Phonathons are seen as a highly personal, effective, and informative type of solicitation. Duke University's "Dialing for Duke" phonathon is described. Suggestions for phonathon success are: relentless recruitment of volunteers, upbeat atmosphere, a sense of competition, good training, staff supervision, and a realistic goal. (MLW)

Six institutions' successful annual fund drives are described. St. Stephen's School keeps its constituents informed of giving participation and fosters a competitive spirit by using agents for each alumni class and parent representatives for each school grade. Ohio University cultivates annual gifts through a gift club for local donors. (MLW)

Yale University's Quarter Century Fund, a way to involve students in fund raising and to get new graduates into the giving habit, is described. Yale seniors make pledges to the Fund and contribute an annual amount to be invested as the nucleus for the class's 25th reunion. (MLW)