Four articles on direct mail include "On Target"; "Writing Better Letters" (Conrad Squires); "Divide and Conquer" (Lee Royce); and "Fifty Ways to Increase Your Response Rate" (Judy Myers). (MLW)

Graceland College is taking a sales approach to deferred giving. Their products include annuities, trusts, life insurance, bequests--all the deferred giving plans that offer big benefits to donors and long-term financial benefit to the college. Benefits are emphasized through a written illustration of the proposed deferred gift. (MLW)

Four things to keep in mind when involved in institutional marketing are identified: make sure the reality of the institution matches the image promoted; keep institutional image simple; tailor external relations program to meet the needs of a diverse constituency; and be persistent and consistent. (MLW)

The case statement ranks as the most important piece of literature in a fund-raising campaign. It describes the purpose, program, and financial needs of the institution. Ways to approach writing case statements are provided. (MLW)

In developing programs for nontraditional alumni, aim for a series of targeted programs that play on the human need to belong, to be recognized, and to look good by association with success. The University of Missouri at Saint Louis' lunchtime meetings for business professionals is one such successful program. (MLW)

Corporate sponsorship is a marketing strategy by which companies communicate about their products or services by affiliating with events or institutions valued by targeted customer groups. Increasingly, campus communicators are seeking to establish corporate sponsorships but first must resolve legal and ethical concerns. Various types of…

Ten steps to planning a marketing strategy to increase endowments are identified: conditions of fund, ways to establish funds, guidelines for funds, good business practices, enduring nature for fund, recognition of donors, corporations, periodic reports to donors, etc. (MLW)

Three dissertations are discussed: "Fund-raising from Private Sources in Public Community Colleges Using Not-for-profit Foundation Boards" (Carolyn Hunter); "Personality Traits of Effective Resource Development Officers in Two-year Colleges" (Raymond Taylor); and "The Relationship of Selected Institutional and Personal Characteristics to the…

As businesses reduce unrestricted giving to colleges and universities, competition for dollars has increased dramatically. Companies see giving as a way to address critical social, educational, and economic issues and also as part of their marketing strategy. To gain funding in this environment, the institution must maintain its uniqueness while…

Planned giving in a small college needs to be conducted differently than in a larger institution. Keys to success include commitment from trustees, realistic goals, appropriate program scope, adequate budget, well-conceived marketing strategy, effective volunteer involvement, and internal communication and understanding. (MLW)