ERIC Number: ED366246
Record Type: RIE
Publication Date: 1993
Winning Strategies in Challenging Times for Advancing Small Colleges.
Willmer, Wesley K., Ed.
This volume contains nine papers on advancement issues and strategies for small colleges in the context of this decade's economic and social challenges. Chapter 1, "Setting the Stage" (Wesley K. Willmer), reports on a study of the advancement programs of smaller colleges in 1990-91, the third in a series of studies beginning in 1977-78. Chapter 2, "Executive Management: Coordinating the Process" (Wesley K. Willmer), lays out benchmarks gleaned from a 1990-91 study of advancement functions and operations, advancement funding, advancement staffing, and characteristics of the executive advancement manager. It concludes with 10 specific suggestions for success. Chapter 3, "Development: Winning Strategies for Fund-raising Success" (G. Blair Dowden), describes 10 key strategies which can be tailored to meet individual characteristics of an institution. Chapter 4, "The Advancement Roles of Small College Presidents" (Daniel A. Felicetti), argues that small college presidents may live or die by their institution's advancement success and that they should expect to play at least eight roles in advancement. Chapter 5, "The Trustees' Critical Role in Small College Advancement" (Robert W. Neff), considers the vital role of trustees in institutional advancement and describes several specific strategies for trustees. Chapter 6, "Effective Public Relations and Communications Strategies" (Carol P. Halstead), outlines 16 steps for developing a successful public relations program. Chapter 7, "Alumni: Fanning the Commitment Fire" (Charles G. Rodriquez), suggests alternative approaches for serving and using alumni. Chapter 8, "Cost-effective Enrollment Management: A Cornerstone of Institutional Advancement" (Steven J. Henderson), applies lessons learned in the past decade as strategies for the future. Chapter 9, "Glancing Back Briefly to Move Forward Confidently" (Wesley K. Willmer and Adam J. Morris), takes a longitudinal look at institutional advancement through review of three surveys from 1977-78, 1983-84, and 1990-91. The book includes a list of survey respondents and a copy of the survey instrument. References are listed for some individual papers and a general bibliography contains 133 references. (JB)
Descriptors: Administrator Role, Alumni, College Administration, College Presidents, Enrollment Management, Fund Raising, Governing Boards, Higher Education, Institutional Advancement, Marketing, Organizational Communication, Private Colleges, Public Relations, Strategic Planning, Surveys, Trend Analysis, Trustees
CASE Resources, Suite 400, 11 Dupont Circle, Washington, DC 20036-1261 ($31, members; $37 non-members).
Publication Type: Guides - Non-Classroom; Collected Works - General; Books
Education Level: N/A
Audience: Administrators; Policymakers; Practitioners
Sponsor: Lilly Endowment, Inc., Indianapolis, IN.
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.; Council of Independent Colleges, Washington, DC.