Adrian College's steady increase and confidence in enrollment projections stem from a research-based, thoughtfully planned, carefully implemented, highly controlled marketing programs. Four major elements of a successful marketing mix are identified: product, price, place, promotion. (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)

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)

The effective use of volunteers, in particular parents and college faculty, is advocated. Adrian College's Parents Council involves parents in securing internships, contacting prospective students, giving feedback on issues as well as fund raising. A faculty-development officer partnership is suggested in which professors help attract grant funds.…

Austin College's approach to raising large amounts of capital funds with severe limits on number of staff, size of budget, and available time is presented. Some suggestions on locating prospects, cultivating donors, involving the president and trustees and thanking donors are provided. (MLW)

A student work program at Adrian College in their Office of Publications and Information is described. Suggestions for generating quality performance from student staff include: seek talent, cover the basics, generate espirit de corps, provide a work space, establish a communication system, and be dependable and consistent. (MLW)

Small liberal arts colleges are not likely to benefit substantially from increased corporate support of higher education. By concentrating on corporate efforts close to home, Union College of Schnectady (New York) has increased its annual fund income and built corporate support. A description of its annual business campaign is presented. (MLW)

Adopting management by objectives is a way to improve the operation of small college development offices and increase the tenure of the development officer. The MBO concept is discussed as a means of setting goals, determining ways to accomplish goals, and measuring success. A development office statement of objectives is included. (MLW)

A capital campaign to build facilities for a new nursing division at Aurora College is described. Three suggestions are provided: draw up a detailed plan, there is no substitute for personal contact, and hard work is essential. (MLW)

To determine what small colleges are doing and what they ought to be doing about institutional advancement, 170 small college institutional advancement offices throughout the country were surveyed. Some guidelines for effectiveness include: documented college purpose, a commitment to advancement, adequate budget, monitor productivity,…