Seek Outside Sources For Funds

Seek Outside Sources For Funds

When I worked for a Diocesan schools’ office, and people asked what I did there, I told them, “Marketing and Development for Catholic Schools.” Their reply – “Oh, so you’re in charge of the fundraising,” which, in turn, caused a heavy sigh on my part. One person carried the conversation a little further, asking, “Why […]

Fill Every Desk

Fill Every Desk

By now, you’ve certainly heard of a tuition strategy which a number of tuition-charging schools have employed throughout the country – cost-based tuition/need-based aid.  It goes by a few other names, such as value-based tuition and need-based aid/cost-based tuition, among others.  Frankly, it scares the heck out of most school leaders for two reasons.  One […]

You Schmooze, You Lose

You Schmooze, You Lose

This could be more of a Development article than a “Marketing Matter,” but since Marketing is the process that eventually leads to Development, it fits. When I returned to development 14 years ago after being out of the field for about 13 years, I realized a couple of things: marketing and education are very similar, […]

Advancement…Development…What’s the Dif?

Advancement…Development…What’s the Dif?

You say to-may-to…I say to-mah-to…same thing, right?  Sadly, no. There is a Chinese Proverb that says, “The beginning of wisdom is to call things by their right names.” It also help to take the ambiguity out of a conversation, and ensures everyone is on “the same page.”  It’s just like tuition assistance – which is […]

Tuition: The Cost of Education and Marketing Tool

Tuition: The Cost of Education and Marketing Tool

If you’re engaged with marketing your faith-based school to parents and guardians as the best place for their children’s education, you’re probably focusing on its academic excellence, faith formation, and the caring and safe community of your school as the three top reasons why your school provides an excellent educational environment. Unfortunately, you’re probably crafting […]

Your School’s Marketing Budget

Your School’s Marketing Budget

As you read this, you may be saying, “Marketing Budget…what’s that?” In times of financial stress, the marketing budget is usually the first thing that gets cut. But allow me to ask the obvious question: What is (or should be) the main source of revenue to your school? If you said “tuition,” you are correct. […]

Nomenclature

Nomenclature

“The beginning of wisdom is to call things by their right names.” – Chinese Proverb There’s an axiom in the field of psychoanalysis that says progress can be made once a problem is named. Similarly, in the field of medicine, a proper treatment regimen can be prescribed once a correct diagnosis has been made. Analysis […]

“Media Relations” is now “Media Relationship”

“Media Relations” is now “Media Relationship”

About ten years ago, I began an article like this with the title, “Media Relations is dead.” Media Relations was a department of an organization that interacted with local newspaper representatives, broadcast television and radio personnel, and even the phone company and their Yellow Pages ads to help spread the word about their organization or […]

Events: Fundraisers, or Friendraisers?

Events: Fundraisers, or Friendraisers?

Most people in development consider a big event – a gala evening, with, perhaps, a Caribbean theme, complete with steel drum band and beach attire – a large source of potential income, and a major part of their plan to generate funds for their school. Maybe it’s an auction-style event, or golf outing, or concert, […]

You Don’t Get It Because You Don’t Get It

You Don’t Get It Because You Don’t Get It

Sounds like something Yogi Berra would say, doesn’t it? This is probably one of the harshest titles on this site, but it’s a phrase that I’ve heard over the past ten years and in five States. School administrators need funds more than ever today, yet do not put structures into place that make “advancement” happen. […]

Marketing IS Education

Marketing IS Education

As the school year begins to wind down, activities begin to “wind up” – graduations, awards presentations, concerts, and don’t forget the field trips! Activities are also in full swing for next year…financial aid consultations, registrations, and budget planning. With all this activity, it can be difficult to make use of a “marketing matter,” or, […]

The Marketing Origin

The Marketing Origin

As the school year begins to wind down, activities begin to “wind up” – graduations, awards presentations, concerts, and don’t forget the field trips! Activities are also in full swing for next year…financial aid consultations, registrations, and on-going budget planning. With all this activity, today’s offering gives a synopsis of one of SchoolAdvancement’s articles about […]

The FACE of Faith-Based Education

The FACE of Faith-Based Education

When some experts speak of “enrollment” or “admissions,” it’s oftentimes lumped together with “retention,” since retained students + newly enrolled students = total enrollment. Being one to always “buck the system” and question the status quo, I have come to know that the process of retention is distinct from enrollment. Enrollment is the process of […]

How Do You Eat an Elephant?

How Do You Eat an Elephant?

One bite at a time. While this could be a “Marketing Matter” about prioritization, to focus on just one area of advancement could be compared to plugging a hole in the dam that causes four other holes to appear. Then what do you do? This is more about looking at the big picture and not […]

Order of Admission

Order of Admission

Some school marketing reference materials I’ve been reading advocate the practice of referring to a period of “application” rather than “registration.” In this day of accountability, this is a very good suggestion. With the guidelines presented by the Individuals with Disabilities Improvement Act of 2004, schools are responsible for accommodating all children once they are […]

Parents Talk With Parents, Kids Talk With Kids

Parents Talk With Parents, Kids Talk With Kids

One of, if not THE, most powerful marketing strategies is “Word of Mouth” Marketing. Recent research shows that the two main sources of information someone turns to before making a big-ticket purchase are the Internet and current customers. In that light, positive word of mouth is the most effective non-technological way of getting information to […]

You’re Invited!

You’re Invited!

As we begin the last quarter of another school year, this seems to be the time when things are heating up again…not just the season, as Spring breaks forth and we anticipate the new life of Easter, but with events and activities at our schools. It’s the season when major events bring people back to […]

The Difference Between Pride and, Well, Pride.  Same Goes For a School’s Slogan and Its Motto

The Difference Between Pride and, Well, Pride. Same Goes For a School’s Slogan and Its Motto

Pride is one of the seven deadly sins.  In fact, it’s the first one that’s listed, and according to the way we’ve been trained to think, the first is always the most important one.  That’s a fallacy, by the way.  The first thing listed is usually just the first thing listed. But how can we […]

Weekly, Monthly, or Annual Donors – Which Would You Rather Have?

Weekly, Monthly, or Annual Donors – Which Would You Rather Have?

As we continue to press onward into the 21st century, being pushed (sometimes dragged) by the advances of technology, those of us who are registered at a parish or church may be still making our contributions with a weekly offering envelope. In addition to being the way that contributions are made known to pastors and […]

The “Don’t” List

The “Don’t” List

Harry Callahan, as portrayed by Clint Eastwood in “Magnum Force,” said, “A man’s gotta know his limitations.” And yes, we must extend that quotation to include women as well. So many times, we become overwhelmed by the “Do” list – just because there is SO much to do. Prioritizing helps, but there’s always something else […]