ERIC Number: ED207475
Record Type: Non-Journal
Publication Date: 1981
Reference Count: N/A
Institutional Advancement Strategies in Hard Times. AAHE-ERIC/Higher Education Research Report No. 2.
Richards, Michael D.; Sherratt, Gerald R.
The historical role of institutional advancement and the specific activities and trends currently affecting it are reviewed, and four strategies for advancement programs are suggested. Institutional advancement includes alumni relations, fund-raising, public relations, internal and external communications, and government relations, and its dominant concern is financial support of higher education and the institution. Changes in the perception of advancement have occurred over the last decade, and it has emerged as an essential and professional segment of university administration. Additionally, there has been increased cooperation within and among institutions with regard to advancement functions. Diverse trends are cited that have resulted in heightened interest in the management of advancement and new emphasis on the process and outcomes of advancement. Strategies for advancement programs are as follows: effective management of an institution's assets; focusing on the prestige of the institution; educational marketing; and flexible management, an eclectic approach incorporating a concept of dynamic advancement and the selected application of management principles. Centrally managed, a strategy for advancement confronts four challenges: designing quality public relations programs; restructuring activities to involve the institution's many publics; redesigning fund-raising campaigns to be cost effective and to achieve optimum results within the constraints of competition, inflation, and tax laws; and coordinating objectives, program, resources, and contacts. A bibliography is appended. (SW)
Descriptors: Alumni, College Administration, Cooperative Programs, Educational Finance, Educational History, Financial Support, Fund Raising, Government School Relationship, Higher Education, Information Dissemination, Marketing, Private Financial Support, Program Evaluation, Public Relations, School Community Relationship, Standards, Student Recruitment, Trend Analysis
Publications Department, American Association for Higher Education, One Dupont Circle, Suite 600, Washington, DC 20036 ($4.00 members, $5.50 nonmembers).
Publication Type: ERIC Publications; Information Analyses
Education Level: N/A
Sponsor: National Inst. of Education (ED), Washington, DC.
Authoring Institution: ERIC Clearinghouse on Higher Education, Washington, DC.; American Association for Higher Education, Washington, DC.