Make a Wish (List)

Make a Wish (List)

“How can I help you?” We hear that phrase routinely today in our service-oriented society. We hear it (or some type of question offering assistance) so frequently, in fact, that we’ve got an automatic “No thanks, just looking” response programmed into our mnemonic playback machine. The danger is that when someone genuinely comes along and […]

Out Of Office

Out Of Office

Lou Holtz, the famous coach of the Notre Dame football team, had a three-point strategy for success for his players. 1) Show up; 2) Show up on time; 3) Show up on time with your game face on. L. J. Hancock, the nationally-known director of the award-winning Norwin High School Band, had another famous phrase […]

Today’s Proper Utilization of Social Media

Today’s Proper Utilization of Social Media

“Things are different today…” – From “Mother’s Little Helper” by the Rolling Stones Indeed, if things were different in the 1960’s for The Rolling Stones, things are REALLY different today!  Applying Moore’s Law (which deals with the exponential acceleration of a computer’s processing ability) to the rate of change we currently experience, and it’s easy […]

Scaffolding and Co-operative Marketing

Scaffolding and Co-operative Marketing

Scaffolding is an educational term – the processes of building new knowledge based on concepts that have already been learned. But remember, Marketing IS Education. As another school year begins, this Marketing Matter is the third in a series of three insights focusing on the importance of building community. Some marketing individuals may refer what’s […]

Mentor Families

Mentor Families

This is the second in a series of three Marketing Matters designed to help build and strengthen the community known as your school. When we consider “faith-based” schools today, many call themselves “family” – but please allow me to be so bold as to say that such a marketing term may not bring to mind […]

The “Back To School” Picnic

The “Back To School” Picnic

This is the first of three Marketing Matters that will focus on building community in your school. “Community” is defined by Dictionary.com as “A social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage.” What it doesn’t say is that community is […]

Let Donors Give the Way They Want to Give

Let Donors Give the Way They Want to Give

While this may seem like a Development Tip more than a Marketing Matter, it’s an important matter to remember for three reasons:   1) Marketing leads to Development – First and foremost, marketing your school leads to enrollment which leads to alumni where Development efforts create potential donors.   2) Stewardship – The process of […]

The Face of Your School

The Face of Your School

Ten years ago, in an article similar to this one, I stated that more and more parents and guardians of students and prospective students are using the Internet today for all their information needs – from finding the best deals in travel to finding out about the area to which they’ll be relocating. Five years […]

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 […]