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)

When a potential donor considers a major gift to a college or university, it is natural to turn first to a lawyer, accountant, or other adviser. This adviser becomes a key person, and the development officer's relationship to that adviser is important. The role of the development officer is discussed. (MLW)

Some basic strategies and procedures that provide a step-by-step annual fund plan are reviewed. This approach divides goals into revenue targets for each annual fund program and links program success to budget and staff requirements. (MLW)

The experiences of a four-person advancement staff of a 300-student institution that had six weeks to meet a two-for-one challenge are discussed. The one-week planning process is described and the campaign strategies are reviewed. (MLW)

Three approaches to athletic fund-raising are presented. A booster club at Florida State runs the fund raising campaign. At Georgia Institute of Technology, athletic fund-raising and athletic programing are centered in a single office. The University of Tennessee-Chattanooga's development office handles athletic fund-raising. (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)

Four places to look in order to identify those who have the best potential as fund raisers for a college are the best givers, corporate heads, salespersons, and the deeply dedicated. Team solicitation is advocated and is seen as more powerful than an appeal made by an individual. (MLW)

A written campaign plan is seen as essential for annual fund success. It should contain details on all aspects of the campaign: strategy, leadership, organization, goals, and events, plus the schedule and deadlines for each of these. (MLW)

A stewardship report, a well-done report sent regularly to give a donor information on the use of a gift, assures the donor that the institution appreciates the gift and the giver. Some techniques are given for making stewardship reports as effective as possible. (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)

Standards of competence and ethics are seen as needed in college development. Basic characteristics of professionalism for development officers are identified: industry, resourcefulness, personal resilience and perspective, assertiveness, respect for academic principles, a deep conviction about the merit of individual institutions, a knowledge of…

A marketing approach to fund raising is presented. The development officer is seen as the marketer who provides the link between the institution and its customer--the donor. Need satisfaction selling is described as having three stages: need development, need awareness, and need fulfillment. (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)