Criteria for evaluating college and university advancement programs are presented, based on the efforts of professional area trustees and advisory committees of the Council for Advancement and Support of Education (CASE). The criteria can be useful in three ways: as the basis of internal audits of advancement programs or program components; as the basis of external audits, such as those provided by the CASE evaluation service; and as guidance for visitation teams assembled by regional accrediting bodies. Seven types of advancement programs are covered: alumni relations, fund-raising, government relations, institutional relations, periodicals, publications, and management. For each type of program, criteria are listed for evaluating program objectives, management, organizational structure, responsibilities, and budgeting and evaluation. It is noted that periodic internal evaluations provide guidance for college planning and budgeting, as well as for preparing staff members for increased responsibility. Using objective evaluation standards promotes acceptance of the internal audit and enables comparisons with similar schools. The use of standards by external evaluators focuses attention on the larger and most important considerations. (SW)