The purpose of this study was to determine what institutional advancement processes are currently operating in a sample of Southern Baptist 4-year colleges and universities ("what is") and how these processes compare with Wesley K. Willmer's model of an effective small college institutional advancement program ("what ought to be"). An overview of advancement literature suggested that Willmer had developed the best model of an effective, small college advancement program. Willmer's model consisted of five benchmarks which focused on the following: institutional commitment, authority and organizational structure, personnel resources, advancement activities and functions, and evaluation. Willmer developed the model based on his review of advancement literature and results from a survey he sent to 191 small colleges as part of his 1980 dissertation. The same survey instrument, with slight revisions, was subsequently mailed to more than 650 small colleges over a seven year period and through a series of three studies in 1985, 1989, and 1992.