from VCCA Journal, Volume 3, Number 1, Spring/Summer 1988, 29-31
© Copyright 1988 VCCA Journal
PANEL: Dr. Charles R. King, President, SVCC; Mr. Fay R. Avery, Chairman, Business Division, Alexandria Campus, NVCC; Dr. Robert L. Bashore, Dean of Student Services, CVCC; Ms. Andrea J. Burney, Public Information Office, DCC; Mrs. Evelyn F. Richards, Business Office Manager, NRCC; Dr. A. P. Smith, Director of College Relations, DSLCC; Mr. Thomas W. Wilkinson, Director, Learning Resources Center, NRCC; Dr. Cheryl W. Creager (Moderator), Director of Business and Community Relations, TCC-Chesapeake Campus.
Panel members, representing a variety of areas of responsibility within the community college structure, were asked to comment upon resource development and institutional advancement as they relate to respective offices and functions. They were advised that many who might be attending the concurrent session might be new to the field of resource development. Therefore, one objective of the session was to involve people working in community colleges who may not have had the opportunity to learn about or to be exposed to the issue of resource development due to the nature of their respective positions within the system.
The panelists were provided with the following guidelines:
Dr. A. P. Smith
Dr. Smith provided an overview of the institutional advancement and resource development history within the Virginia Community Colleges. Her comments included a focus on the many tasks that fall within the area of "development" and the need for staffing and budget to support these functions, particularly directed toward the need for a separate and identifiable development office within a college structure.
Dr. Charles R. King
Dr. King emphasized the need for a working partnership within the institution to set an example and create an atmosphere to involve those concerned in the process. "It is important for the President's Office to set the tone and to be the catalyst." His comments included reference to the importance of development activities to function within a team structure, based upon an agreed operating philosophy for the college. Institutional advancement should not be perceived as only the job solely of the development officer. Dr. King cautioned that development activities should be paced and carefully designed to avoid the hazard of supplanting state funds. Development success should augment and enhance state budget funds for the college. Several examples were given of development activities in the area of student loan funds and business/industry partnerships. SGA marketing and outreach efforts to local high schools were also described.
Mr. Fay R. Avery
Division chairmen should provide a positive environment for ideas, should inform the faculty, and provide encouragement. Mr. Avery commented extensively on examples of NVCC activities that extend the resources of the college beyond the academic program. He provided copies of the NVCC marketing plan and other materials available by contacting his office. Mr. Avery strongly advocated cooperation among staff and the integration of the concept of resource development within the college to insure the success of institutional advancement.
Dr. Robert L. Bashore
Dr. Bashore stressed the value of and necessity for working closely with the President as the key to successful institutional advancement in community colleges. Presidential leadership and support in resource development is vital and lends credibility to the process. Dr. Bashore provided information on activities that involve outreach to high schools within the CVCC service region including the Honors Assembly program. One scholarship is granted to each area high school to be awarded to a member of the top ten percent of each graduating class.
Ms. Andrea J. Burney
It is imperative that the public information office be involved with the planning for resource development. Coordination and cooperation are essential. Ms. Burney indicated that the role of the public information office is critical to successful institutional development advancement activities. She suggested that when grants are being written consideration should be given to including funds for public relations and public information to provide the means by which publicity and materials can be developed. Ms. Burney indicated that innovation and creativity in media releases and public information materials can be the key to gaining higher visibility in the community for the college and its needs. "One approach for gaining media coverage for these smaller gifts would be to include reference to the gift and the donor in other printed materials of the college such as tabloids distributed to promote registration."
Mrs. Evelyn F. Richards
From the perspective of the business office, Mrs. Richards noted that coordination and cooperation is critical to the appropriate monitoring of funds within resource development, and at New River the process is very thorough with complete and accurate records maintained on all funds so that the college can, at any time, identify donors and amounts of gifts.
She also stated that a well organized and supportive development office and staff is essential to this process.
Mr. Thomas W. Wilkinson
As evidenced by other New River representatives to the panel, Mr. Wilkinson carried through with the concept of teamwork and cooperation among those working in and near resource development within a community college environment. He indicated that the identification of the "ownership of problem-solving" is very important to success of the teamwork approach to institutional advancement. "It is a process of working together. It is not just the job of one person."
It was generally agreed by all panelists that each segment of the college can derive benefits from resource development activities of the institution.