1966

In the world of marketing there's a clear and definite trend away from traditional advertising (you know TV, magazines, radio, restroom door posters) to what is loosely called promotion getting a little something back when you buy.

Not to be left behind by die swift tide of capitalism, marketing man and Head Agent Jim Lustenader and his council of advisors have come up with a number of creative ways to entice us to give to the Alumni Fund the year after the monumental reunion drive. This "squeeze water from a stone" program is, of course, completely unnecessary since loyal sons everywhere respond generously to the call whenever it is sounded. (And don't knock the athletic program Dartmouth beat Campbell in basketball and Campbell went to the NCAA vs. Duke.)

But, just in case you need an extra incentive, if you give 15 percent more than your pre-reunion (pre-recession) 1990 gift you'll be eligible for a raffle. And the prize is a weekend at the Hanover Inn, food included, next fall. If you can't remember what you gave or can't calculate 15 percent, call Jim at (201) 539-8880 for a full explanation.

To make it simple, however, and save the cost of the call, just give between $1,000 and $1,769 and receive the 122-page book Dartmouth. It's free ... or about $10 a page depending on your math. But it's a lot more than you would have gotten in the past.

And for those with their hearts and check books in complete alignment, there is the 1769 Society Award. Give more than $1,769 and you'll get a color photo of Dartmouth Hall (yes, the white one), an invitation to a New York City banquet, and the usual and justifiable satisfaction in a cause well served.

George Trumbull has been named president of the individual financial services division of CIGNA, the Philadelphia-based insurance and financial services concern. George has been head of the investment division.

Don't forget to contribute... and to write.

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