A comprehensive study of Stanford University giving capacity of alumni and friends is described. The mission was to identify new donor prospects and to review perceptions of the people already identified. Some 1,200 new volunteers were involved. (MLW)

Discusses a survey of 250 community colleges and 60 hospitals conducted to determine whether these institutions had planned giving programs (charitable giving requiring professional mediation), levels of success, and sources of financial advice. Reveals that 41 of 98 responding colleges and all responding hospitals had or were establishing planned…

A program that sent a fund-raising videotape to 1,500 University of Richmond alumni is described. Research had turned up affluent alumni in areas too remote for personal calls or visits by the presidents. The program was a success and proved cost-effective. (MLW)

Phonathons are seen as a highly personal, effective, and informative type of solicitation. Duke University's "Dialing for Duke" phonathon is described. Suggestions for phonathon success are: relentless recruitment of volunteers, upbeat atmosphere, a sense of competition, good training, staff supervision, and a realistic goal. (MLW)

Six institutions' successful annual fund drives are described. St. Stephen's School keeps its constituents informed of giving participation and fosters a competitive spirit by using agents for each alumni class and parent representatives for each school grade. Ohio University cultivates annual gifts through a gift club for local donors. (MLW)

Yale University's Quarter Century Fund, a way to involve students in fund raising and to get new graduates into the giving habit, is described. Yale seniors make pledges to the Fund and contribute an annual amount to be invested as the nucleus for the class's 25th reunion. (MLW)

By using paid telephone callers instead of direct mail appeals, the University of Maryland increased its rate of acquiring new alumni donors 17 times over. An incentive plan was implemented in order to increase the motivation of the student callers. The paid callers use scripts. (MLW)

The corporate community must continue to offer tangible (financial) support to help ensure the future of U.S. colleges and universities. Suggestions from a corporate donor include: approach those companies that make up a natural constituency; encourage gift-matching; spread the base of support; consider higher tuition fees for engineering and…

Associates programs or alumni gift clubs whose membership requires a large annual or deferred gift commitment or both are described. Membership criteria, membership enlistment, enlistment imperatives, goals, sponsoring committee, activities and communications, program leadership, and printed materials are discussed. (MLW)

College closings have generated a new alumni association--the independent association, operating despite closure of the parent college. Three independent alumni associations are discussed, and the development of tools to serve the needs of independent associations, especially fund raising and financing, are advocated. (MLW)

Annual giving is defined as support for the current operations of a college or university. The annual fund constituency is described (alumni, parents, friends, and, perhaps, corporations and foundations). The case for a strong annual giving program and its relationship to the total development program are discussed. (Author/MLW)

At many colleges, contributions are up in nearly all categories including: alumni gifts, corporate and foundation grants, and planned giving. While the market crash delivered a strong jolt to donor confidence, the 1986 Tax Reform Act has had more impact on giving. (MLW)

Confronted by diminishing prospects for adequate public financing, a small but growing number of two-year colleges are developing aggressive campaigns to bring in alumni donations. Some institutions have been highly successful. The biggest difficulty encountered is locating former students; another problem is conflicting alumni loyalties. (MSE)

Donations to colleges and universities increased to about $9.8 billion in fiscal 1990, the second year of recovery from a drop in 1988. Accounting for inflation, overall giving grew 5 percent. However, economic downturn may cause some institutions to raise less this year than last. Alumni will likely increasingly underwrite costs. (MSE)

A review of some alumni research conducted at Stanford University (California) and the ways the findings have been used indicates the range of development and alumni-relations issues for which market research can be valuable. It also demonstrates the value of ongoing, rather than occasional, research. (Author/MSE)