The rush to establish effective alumni/admissions volunteer programs is discussed. Institutions call on alumni/admissions volunteers not only because they fill in geographic gaps for the admissions office, but also because they serve as good examples of what a college can do for today's students. (MLW)

Two surveys on how students choose a college are reported. Reputation is often the most powerful of all influence factors. Sources of first information about colleges are identified: friends, parents, college recruitment publications, college guide books, etc. The declining role of the high school counselor was noted. (MLW)

Before alumni can identify prospective students, the admissions and alumni offices have to forge a partnership, considering the other's goals and problems. A program for alumni/admissions volunteers has two purposes: to extend the reach of the admissions office and to give alumni a chance to serve. (MLW)

When the product is education, enthusiastic college students make ideal salespeople. Student recruiters use various marketing strategies including helping with recruitment literature; hosting visitors; and telephoning, writing, or visiting interested students. Some sales techniques are described. (MLW)

A survey for incoming freshmen was used to identify the two most important influences on decisions to enroll at Ohio University. This information was then used to improve publications used in student recruitment. Turning admissions data into publications is discussed. (MLW)

One of the most effective ways to evaluate student recruitment campaigns is by conducting research among admitted applicants. Effective planning begins with obtaining three types of knowledge: accurate self-knowledge; sound understanding of the competition; and understanding of the marketplace in which the institution operates. (MLW)

A study to provide some measurable benchmarks of the advancement process at small colleges is described. Data are presented on budgets, spending per function, professional staff, chief advancement officer, support staff, recruitment costs, fund-raising revenues and costs, and developing institutions. (MLW)

Use of student focus groups to help shape college and university student recruitment efforts is examined, illustrated with the experiences of a variety of institutions. Benefits and limitations of the approach are noted, specific techniques for maximizing the groups' effectiveness are suggested, and uses of the resulting information are discussed.…