Making connections through development [engineering college marketing]

This is the sixth in a series of six companion papers that address the marketing of the College of Engineering at the University of Arkansas, Fayetteville, USA. While valuable as an independent resource, the content of this document should be considered within the context of all six papers. Making connections through development is marketing "up close and personal". As public institutions become more active in pursuing private support for academic programs, they are putting more emphasis on the development of partnerships with alumni, friends, corporations, and foundations. The development of these partnerships takes time and patience, and above all, a strategy based on the culture of the institution and its donors. This paper describes the strategy of the University of Arkansas College of Engineering in obtaining the private support necessary to become a top 25 public college of engineering