An alumni survey is an unbeatable tool for realizing and tapping the potential of alumni. It can also help win recognition of the importance of alumni constituency. A comprehensive survey creates an effective database on each alumnus. (MLW)

Understanding reporters' needs and devising solid programs to meet them have done much to enhance the public relations office of the Texas Health Science Center at Dallas. A lot of time is spent hunting for new sources, developing good media lists, and keeping these lists up-to-date. (MLW)

A survey to learn how publications offices market themselves on campus is discussed. The responses indicate that many use brochures and handouts, rather than formal meetings. Some of the ways publications managers tell the campus of their offices' skills and service are presented. (MLW)

Alumni are both a vital source of financial support and an important barometer of the institutional climate. Research studies on alumni donor motivation are summarized. (MLW)

A survey of institutions conducting or having completed fund-raising campaigns with goals over $1 million confirmed that campaigns have different purposes and structures, and do not all include the same sources and purposes of support in their reports. Fund-raising professionals should consider the issue of consistency in campaign accounting. (MSE)

A study of content of seven major daily newspapers found coverage of higher education (excluding athletics) in 1990-92 higher than in 1987-89. Most commonly covered were students, faculty and research, budget and finance, and race relations. Editorial comment focused on cost and access. Article length remained relatively stable. (MSE)

A step-by-step guide to conducting readership surveys by computer is presented. Planning a computerized survey, handling the responses, and analyzing the data are discussed. (MLW)

The ways in which alumni associations trace missing alumni are described. Methods vary from listing lost names in alumni periodicals to paying credit bureaus to trace alumni by Social Security number. The U.S. Postal Service, which runs National Change of Address, sells access to its database of forwarding addresses. (MLW)

Editors of nine top institutional publications were surveyed. All of them work with limited staff and budget and produce Council for Advancement and Support of Education award-winning publications. Key tricks of the trade include make a formal editorial calendar, focus on topics important to readers, etc. (MLW)

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)

Getting the authority necessary to edit an effective alumni periodical is discussed. According to an informal survey of 35 award-winning CASE editors, most are reasonably satisfied with their degree of authority. Many alumni magazines are dull because editors are afraid to rock the boat. (MLW)

Interviews with 30 million-dollar donors to colleges and universities, including 17 individuals and representatives of 8 corporations and 5 foundations, revealed that donors gave with the expectation of receiving some return but sought indirect rather than direct benefit: enhancement of the institution, community, or society at large. (MSE)

Conventional wisdom says that young alumni do not give, but evidence suggests that this is not true. The young alumni at Iowa State University, however, constitute the largest group of donors. Factors that are encouraging young people to give are described. (MLW)

Alumni directors across the nation were surveyed for their ideas on reunion planning and promotion, reunion themes, and reunion activities. Some of these ideas include Emory's creative use of student help, Alfred's reunion bulletins, and Notre Dame's group sports events. (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)