Three dissertations are discussed: "An Analysis of the Institutional Image of a Private University ..." (James William Klenke); "Factors that Affect a Student's Decision to Enroll at Francis Marion College" (Joseph Edward Heyward); and "An Analysis of College Choice Influence ....Freshmen at a Large Southeastern Urban…

Suggestions for improving alumni association membership recruitment and retention, for raising non-dues income, and for keeping records are made based on Kansas State University's experiences. (MSE)

To market their institutions effectively, college advancement professionals need to understand that marketing encompasses several specific activities and begins with the customer's needs, not the institution's. The administrator must know the institution thoroughly before developing a marketing plan and be able to develop and adapt marketing…

Alumni with drive and influence can help a college alumni organization meet its long-term goals. Prospective donors may be willing volunteers, and regular review of the alumni notes may suggest volunteers. A diverse volunteer group can best represent diverse alumni populations. Challenging, meaningful assignments that tap expertise are the most…

To succeed in recruiting development officers, colleges and universities must use more aggressive methods to reach alumni, people with ties to the campus, and local business people; expand their selection criteria, perhaps including candidates with little or no experience; streamline the hiring process; and train new professionals. (MSE)

College and university student recruitment offices are encouraged to use graphic illustrations and other artwork, in addition to photographs, to enhance the individuality of their viewbooks, and are offered suggestions for selecting, combining, and commissioning such artwork. (MSE)

Traditional recruitment techniques aren't attracting many minority students. Institutions trying to attract minorities are concentrating primarily on blacks. Recruitment strategies should vary according to minority group. (MLW)

Many institutions of higher education are adopting video as a recruitment tool. Different methods of distributing videos include: mailing, networks, recruitment trips, and on campus use. Suggestions for producing a video are provided. (MLW)

Empire State College, a branch of the State University of New York, is a public institution designed for adults with 5,500 students at 40 locations. ESC's most successful student recruitment method is word of mouth. Suggestions on how to attract students are provided. (MLW)

Guidelines offered for working with college alumni volunteers in student recruitment efforts include enlisting local alumni leaders' help; communicating expectations and procedures; requiring up-to-date records on local schools; prompt response to volunteer communications; and recognizing volunteer contributions. (MSE)

Three chief alumni relations officers discuss their views on the importance of hiring graduates of the college or university as alumni relations staffers. Opinions ranged from the belief that it is helpful when alumni and staff share an alma mater, to alumni status is not particularly important, to an attempt to mix both in the alumni relations…

Advice to college admissions officers is provided including recognition of individuals and responding to names, faces, interests, and personalities. Alert, personalized care and feeding will encourage the student's interest and can lead to an application and perhaps enrollment. (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)

The use of the phone can help colleges in their general admissions goal: to get the right number and type of students to enroll at the institution. Basic phone tips, preparing for the call, making the call, and building on the system are discussed. (MLW)

The same care must go into recruiting volunteers as paid personnel. Once the right volunteers have been recruited, there needs to be a systematic approach to retaining and rewarding them. A guide to obtaining, training, and maintaining, the best alumni volunteers is presented. (MLW)