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ERIC Number: EJ927343
Record Type: Journal
Publication Date: 2009
Pages: 4
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
Cultivating Your Crop
McClintock, Bruce R.
CURRENTS, v35 n6 p44-47 Jul-Aug 2009
Increasingly, U.S. colleges and universities are reaching out locally, nationally, and internationally to a variety of audiences, articulating their important role in society. One major objective of this outreach is to attract the financial resources that will enable these institutions to achieve their educational aspirations. One might imagine that, of all the constituencies being tapped by institutions, alumni would be the bedrock of financial and moral support. After all, they experienced firsthand the educational environment and arguably benefited from the experience. Yet, there are fewer than 20 colleges and universities in the United States in which at least half of the alumni contribute financially to their alma mater in any given year. And the trend is heading downward, not up. Building a strong base of alumni support (financial and otherwise) requires a strategy that draws upon the full resources of the entire advancement team. Success also depends on the active involvement and support of the president, deans, administrators, faculty, and students. Alumni must be cultivated while they are students. They need to be educated about their lifelong affiliation with the institution and the role they will play in the life and perpetuation of the institution. On the institutional side, alumni programs must move beyond the perception that they just plan social functions. Alumni associations need to educate alumni about where the institution is going, how it plans to get there, and what success will mean to the institution. Alumni must be invited to be part of this journey. Colleges and universities will always need to reach out to the broader community to attract resources. On the way, they should not forget to "reach in" to the young men and women who have the potential to be their best leaders, their most generous supporters, and their strongest advocates. (Contains 2 charts.)
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United States