To Tug Alumni Heartstrings, Bucknell U. Reaches Out and Text-Messages Them

By ANDREA L. FOSTER

To get money flowing from alumni, colleges try to keep them feeling plugged in to their alma mater — even if the "plug" becomes wireless.

Bucknell University rolled out a new service this month that pushes cellphone text messages to its 47,000 alumni.

One recent message,...