When students choose a college on the basis of underlying values--rather than pretty publications--they get what they bought into. These are the students who are the ones who stay, succeed and ultimately become devoted and generous alumni. To recruit students, institutions must identify and communicate their values. (MLW)

A growing number of alumni associations have begun chartering subgroups to cater to special interests. Special alumni groups can develop around a variety of interests but a growing number of institutions are fostering groups tailored exclusively to minorities--particularly Blacks, Hispanics, Native Americans, and Asian Americans. (MLW)

Colleges can communicate important positive messages to minority group students in the information disseminated about institutional mission and goals, admission and financial aid, administration, student support services, curriculum, the campus community, campus activities, location, and educational benefits and in photographic images of college…