The portfolio can contain references to academic performance, faculty and student retention rates and institutional best practices (such as how it strives to minimize textbook costs to students without compromising course content). The portfolio might describe the environment of the institution --- for example, the extent to which it provides nontraditional learning and research opportunities or how the administration is synchronized with the non-academic needs of faculty and staff.
An institution may choose to use components of its portfolio in its marketing and recruiting campaigns. Campaigns may be directed toward alumni to raise funds, to compete with similar institutions for future students and to recruit faculty and executive personnel.
The ideal portfolio is an authentic and collaborative undertaking that incorporates the contributions of faculty, students, administration and staff. When the data is accurately obtained, reviewed with candor and objectivity, celebrates accomplishment and embraces necessary improvement, the portfolio can be a useful internal and external quality-improvement tool.