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One reason this urban, land-locked school's identiTy wasn't fully understood was its lack of a central meeting place. As part of a campus rebranding effort, The University of Baltimore Student Center building has become a "literal and figurative 'face' of UB," says spokesman Chris Hart.

This is the second in a two-column series. The first, published in May 2006, was an anonymous letter from a chief marketing officer to a college president.

It's not uncommon for a capital campaign or annual fund drive to focus on scholarships or need-based grants. Here's how financial aid officers can help advancement staff make their fundraising case-and avoid pitfalls in establishing endowed scholarship programs.

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