dM% trojan
Volume XCVII, Number 59	University of Southern California	Thursday, November 29, 1984
Ricky Bell dies suddenly at 29
AH-AmericanTrojan tailback struck down by heart attack
By Harry Lister
Staff Writer
Ricky Bell, a two-time All-American tailback at USC and the first player selected in the 1977 National Football League draft, died of cardiac arrest at Daniel Freeman Memorial Hospital Wednesday morning. He was 29 years old.
Bell led the NCAA in rushing as a junior in 1975, and was the runner-up to Tony Dorsett for the Heisman Trophy as a senior, before going on to a professional career with the Tampa Bay Buccaneers and San Diego Chargers.
According to his physician, Dr. Allen Metzger, Bell suffered from a combination of two rare muscular diseases: dermato-myositis, which causes inflammation of the muscles and skin, and cardiomyopaphy, which causes inflammation of the heart muscles.
"Bell had been under treatment wdth cortisone and im-
munosuppresant drugs for his medical condition for the last two years,” Metzger said.
The medications are the same as those used to treat cancer victims, Metzger added.
Reaction from within and outside the USC athletic community was of sadness and surprise.
John McKay, head coach and athletic director during Bell's first three years at USC, as well as his head coach at Tampa Bay, said "Ricky Bell was one of the finest football players I've ever had the pleasure of coaching. He was an even finer man. This is a great tragedy."
USC Athletic Director Mike McGee said the university had "lost part of its heritage today.
"Ricky Bell represented the best of what Trojan football is all about. He was a truly outstanding representative of this institution."
McGee w'as the head football coach of Duke University in
1975,	when Bell rushed for 256
yards against the Blue Devils.
Current Trojan head coach Ted Tollner and university President James Zumberge echoed similar sentiments.
"I am deeply saddened," Tollner said. "Ricky Bell is USC. To lose such a tremendous young man so early in life is a very painful thing for his family and the entire Trojan family."
Zumberge called Bell "one of those from whom the Trojan heritage and tradition has been built."
President Emeritus John Hubbard, who was president of the university during Bell's collegiate career said, "I'm just distressed. He was one of the finest young men I have ever met. He was a great athlete and a great person."
Bell, third on the Trojans all-time rushing list with 3,689 yards, holds the USC rushing record for a single game. He gained 347 yards on 51 carries against Washington State in
1976,	a Pac-10 record at the time.
After rushing for 1,957 yards as a junior in 1975, Bell placed third in the Heisman Trophy (Continued on page 20)
All-American Ricky Bell poses with Bob Hope
Irvine challenge: $1 million to go before June
By Dan Janeck
Editor
Richard Nordin, the director of annual giving, has often said he can't think bevond June 30, 1985.
On that date, three years of hard work on the James Irvine Foundation's alumni annual giving incentive program, sponsored by the annual giving office, support groups, univer-
sity departments and other branches finally comes to an end.
The challenge grant program, which started in 1982, could ultimately award S2 million in unrestricted matching funds to the university.
Twenty-one other private universities, including Stanford, Pepperdine, Pomona and the University of the Pacific, are also
participating in the program.
The James Irvine Foundation, a general-purpose, private group, initiated the challenge in 1981 to encourage increased alumni annual donations in selected California independent colleges and universities.
Nordin isn't worried about raising the SI million to $1.4 million in alumni giving that is needed by the June 30 date, in
Sex, love topic of Playboy columnist: gives students tips on relationships
By Frances Hong
Staff Writer
James Petersen, the Playboy columnist on love and sex, after advising students on love and sexuality, wrapped up his noontime speech Wednesday by leading his audience in the Playboy oath: "I am incredible in bed, and if someone else is there with me, I'm even better."
"Sex is perfectly natural, it is never almost naturally perfect,” Petersen said in his speech in Bovard Auditorium. Petersen spoke to a sparse audience of mostly men.
He said too many people are afraid to discuss sex openly. "But I believe in reading and talking about sex, because if you're afraid to find out about it, you will never know."
Petersen said someone once asked him if a person can live without sex. "Well, I think sex is important and is a good way to find out about yourself and to express yourself. Sure we can do without it, but why?"
Petersen, speaking for the first time in California and at this university, has been writing the adviser column in Playboy for 12 vears. When he took over
the column at age 24, Petersen said a sexual revolution was taking place.
"This sexual revolution gave us permission to try everything with ourselves and our partners without having guilt. It was a good time to write openly about sex because many books on love
ADAM KRAJCHIR DAILY TROJAN
JAMES PETERSEN
and sex were coming out."
Petersen calls himself a "researcher” and said that the nine out of 10 things he knew about sex before he began the job, he had read in Playboy. "I have al ways remembered the Boy Scout motto to 'be prepared and continue to read everything about sex in case it ever happens to me."
Of the approximately 700 let ters he receives per month, he said, 200 are concerned with premature ejaculation. "Suddenly many college students were beginning to realize they were 'premature,' but this is not a mental problem.” Another 100 letters deal with mens' anxieties about penis size.
Most of the letters, Petersen said, are honest and sincere. Many students ask him for advice on how to get their girlfriends to have sex with them.
"Guys are under a lot of pressure to have sex and an arousal can get a guy in trouble,” he said. "Their chief complaint is that they feel pressure to be witty and entertaining before a woman agrees to have sex.”
His advice to men under such (Continued on page 6)
order to receive the remaining $920,000. He points to increases in the current funds portion — specifically a 24 percent increase from last year.
But, he stressed, the university can reach that goal only if there is increased participation, from departments, intercollegiate athletics, the Annual Fund, USC Associates and, of course, the alumni.
In fact, he's assigned some projected-earning goals to four of those areas: schools and departments, $470,000; intercollegiate athletics, $200,000; the Annual Fund, $100,000; and USC Associates, $150,000.
Asking schools and departments to raise that $470,000 follows the university's revenue-center management philosophy, which basically says the departments that raise money will ultimately have the matching funds go back into their programs.
"In the case of say, dentistry, if they increased their alumni annual giving by $70,000, that's what they would earn, so the money goes in one lump sum to the dean of the school," Nordin said.
The formula for the challenge monies works as follows: gifts by recent alumni — those who graduated from or attended the university after 1967 — are matched dollar per dollar. Gifts by alumni who graduated before 1967 are matched 50 cents per dollar.
If there is a 10 percent increase in the number of alumni who give money, contingent on the previous year's floating base, an additional 25 percent on those gifts is awarded.
The university defines an alumnus for the purposes of the challenge grant as one "who is a current student or fits that definition in a degree-granting
program for one semester," Nordin said.
The foundation requires that alumni donate a minimum of $10 in order to qualify for the matching grant. There is also a $10,000 ceiling. Nordin admitted that the $10,000 limit has hampered the number of matching grants.
"There was an extra $100,000 we would have earned without the $10,000 cap. But it's prudent, because we would all be creative enough to go find the larger donors. Again, Irvine really wants to get this sense of participation, commitment," he said.
During the 1981-82 fiscal year, the university received over $4.2 million in alumni gifts, thus establishing a base for the challenge.
The next year, 1982-83, $4,884,703 was raised, a 9.6 percent increase over the $4.2 million figure, bringing in $477,798 from Irvine.
Last year, alumni gifts totaled $5,308,513, an 8.7 percent increase over the 1982-83 base. The challenge funds that vear: $601,254.
The first year's growth came from a phone effort at the tail end of the Toward Century II campaign, the nation's second-most successful fund-raising effort.
"That elevated our donor participation to an all-time high, so we were working against a vastly improved base," Nordin said.
The Toward Century II campaign brought visibility to the university, and the Annual Fund relied upon peaking of interest, through support-group giving and dues levels, in order to increase giving the following year.
During year two, "there was a letdown. . . . There's a slump in the middle of almost any effort.
(Continued on page 2)